My Dad, Jackie Gleason and A Broken Wrist

by Karen Roane, New Destiny Marketing, LLC

My Dad was the head of Special Effects at CBS Television for nearly 50 years. He has some great stories about the shows he worked on, and he told me one today. Dad got the scripts in advance and was planning a stunt for The Jackie Gleason Show. Jackie was to play his “Poor Soul” character and ride a bike down a 4′ ramp to run into a styrofoam wall made to look real. Dad told Jackie that the styrofoam bricks should be painted so they would slide apart easily upon impact. Jackie insisted that they not be painted. The day of the live TV show Jackie performed the stunt, the styrofoam wall did not budge as Dad had predicted, and Jackie ended up breaking his wrist. Jackie was rushed to St. Claire’s Hospital in New York to recover. The show was telecast live from the hospital the following week and ratings jumped since CBS’s PR Department played up the story to the press.

A great reminder that even if the worst case scenario happens, we should try to see if something good can come out of it.

Marketing Questions? Contact Karen@NewDestinyMarketing.com.

Edward R. Murrow And A Lesson About Creating A Client-Focused Team

by Karen Roane, New Destiny Marketing, LLC

My Father, Robert Taylor, made a career out of heading up the Special Effects Department of CBS Television. Dad got to work with many celebrities including one of the most revered journalists of the time, Edward R. Murrow. His show was called “Person To Person”, and it aired from 1953 to 1959. It was “developed out of Mr. Murrow’s belief that human beings are innately curious,” according to the Museum of Broadcast Communications. The premise was that Mr. Murrow interviewed famous people about normal everyday life. Guests were of the caliber of Jackie Kennedy and Barbara Streisand.

According to Dad, when Mr. Murrow was the Chief Foreign Correspondent for CBS News, England he adopted many English customs. One of these was to wear heavy English wool suits with pants that rose to his chest. Consequently the air conditioning in the studio was turned down to 60 degrees at all times. Most of the crew needed to wear a coat while working on the show.

Dad has fond memories of the crew playing poker with Mr. Murrow before they went into rehearsal each week. And, interestingly, one of Dad’s responsibilities was to make sure that there was Cutty Sark Scotch Whiskey sitting behind the scenery so that at the commercial break Mr. Murrow could walk over and take a sip if he wanted to.

Mr. Murrow won over the crew with his quirky, down-to-earth attitude and accessibility. They not only wanted to work with him but to do their best to make the show a hit. What can each of us do to build a team that produces the finest work for our clients?

If you have any questions about how to create a cohesive and successful client-focused team or have other marketing questions please contact me at Karen@NewDestinyMarketing.com.

Client Appreciation Helps Client Retention

Karen-300x225by Karen Roane, New Destiny Marketing, LLC

I just reread a favorite book entitled “365 Thank You’s – The Year a Simple Act of Daily Gratitude Changed My Life” by John Kralik. I try to read it once a year. Jeffrey Zaslow, coauthor of “The Last Lecture” calls it “Profoundly honest and uplifting,” and I wholeheartedly agree.

Join me in taking a moment each day to appreciate the clients who pay us on time, appreciate our work, continue to work with us and refer us to others. This practice is bound to uplift our spirits, and it is sound business advice since it costs less money to keep a client than to find a new one. Please email me with your best story about how you show appreciation.

Marketing or want ideas to show client appreciation? Contact Karen@NewDestinyMarketing.com.

What Does Consistency Have To Do With Business Success?

Karen-300x225by Karen Roane, New Destiny Marketing, LLC

What does fully recovering from a virus and a successful sales or marketing campaign have in common? Consistency in executing a plan with an added dash of timing and good fortune.

Recently I recovered from a nasty virus. The kind that you hope will last for 24 hours but ends up lasting for a week. Initially I felt so badly that I carefully planned what I would eat and drink so my body would heal and regain its strength as quickly as possible. As I began to feel better I became inconsistent in my eating and drinking…in other words I ate and drank whatever I felt like at the moment. This turned out to be a mistake, and I prolonged the symptoms of my illness.

Starting out with a great plan for sales and marketing is a given but without consistent execution we can lengthen the time it takes to reach our goal.

Questions? Contact Karen@NewDestinyMarketing.com.

Does Target Marketing Increase ROI?

 

Karen-300x225by Karen Roane, New Destiny Marketing, LLC

A common and costly mistake is to focus on everyone being a potential buyer when planning a marketing campaign. This can lead to spending time and money on advertising and promotion that does not yield the most profitable results.

When creating a plan I always ask clients to tell me who “the lowest hanging fruit” is (easiest to close) for their product or service. From that we put together a detailed customer profile which makes it easier to determine the most efficient and cost effective way to reach them.

Here are three ways to better understand your customer.

  • Consumer demographics. Some examples are age, gender, geographic location, household income, children, and if they are married.
  • Business demographics. Some examples are job title, what company do they work for, their product or service.
  • Psychographics (values, attitudes). An example could be what is their need for status and the role of money in their life?

Target marketing will increase your ROI (Return On Investment) because you understand where to advertise and promote to your key audience.

More information? Contact Karen@NewDestinyMarketing.com.

My Dad, Jackie Gleason and CO2

by Karen Roane, New Destiny Marketing, LLC

My father, Robert Taylor, was head of Special Effects at CBS during the golden age of television. Live TV was the norm and even after careful planning there was always the possibility of the unexpected happening.

As my father tells it Jackie Gleason was playing one of his characters “The Poor Soul.” The set was designed so that an old fashioned radiator would spew “cold water” after Jackie hit it with a hammer. The water was actually spray from a rigged fire extinguisher so the effect would look more dramatic (Jackie’s idea). That night the linoleum floor of the stage grew especially hot under the stage lights. When the CO2 shot out onto the floor it created a thin layer of ice upon impact. Jackie took a step, flew up in the air and broke his leg.

Quick thinking Art Carney ran over, grabbed Jackie and quickly pulled him off of the stage. The audience thought it was part of the act and laughed hysterically.

I am reminded that small business marketing is a little like live television. There is always the possibility you may save the day by quick thinking…and no one may be the wiser.

Marketing questions? Contact Karen@NewDestinyMarketing.com.

Learning About Client Retention In A Mega Church

Karen-300x225by Karen Roane, New Destiny Marketing, LLC

Most of us know that it can cost up to 5 times as much to obtain a new client as it does to retain a client. Interestingly, I learned huge lessons about retaining relationships (i.e. clients) while I worked on staff at a church. Here is a small part of the story.

A strong mega church excelled at bringing in large numbers of visitors through its appealing message and amenities. This same church lost many who simply fell through the cracks despite a caring but over stretched staff. Recognizing that this was a problem the church created a position to help close the back door. Enter me.

So how did this church begin to stem the tide? I attribute it to many small acts of kindness that expressed true commitment and caring. Phone calls were made to thank people for coming, people were introduced who might benefit from knowing each other, people were asked to volunteer personally, many people shared meals and worked together on projects that benefited others, and birthdays and significant events were recognized.

It is important to remember what I first stated – that the church was already a strong church (like I hope your business is already a strong business), and everyone was stretched. But a decision was made that building relationships had to be a priority because no one likes to watch people walk out the back door.

Marketing Questions? Contact Karen@NewDestinyMarketing.com

5 Tips for a Memorable LinkedIn Profile by Beth Braccio Hering

Thank you for including my advice in your April 16 FlexJobs article, Beth! I was quoted as No. 5.

5 Tips for a Memorable LinkedIn Profile

LinkedIn operates the world’s largest professional network on the Internet with more than 400 million members in over 200 countries and territories. But simply signing up isn’t going to land you a job. Your profile needs to stand out to entice recruiters and hiring managers. Make yours a memorable LinkedIn profile with the tips below!

Here are five informative and appealing strategies to create a memorable LinkedIn profile:

1. Include a photo.

Eyes naturally gravitate toward a picture. Providing one gives viewers a visual to attach to the information they read, which makes you more memorable. Choose a good quality head shot in which you convey professionalism and friendliness—qualities that welcome potential employers to pursue further action.

2. Craft a powerful headline.

Don’t waste prime real estate with the default “Job Title at Company X.” “Use the space after your name to tell the LinkedIn world what you do, what your impact will be, or what you are passionate about,” says business and life strategist Erica McCurdy. “Leave the employment section to tell the story of your work history. You have one opportunity tomake an impression on your potential employer—give them a reason to look further.”

3. Add some pizzazz.

While a profile should include your educational and professional qualifications, don’t simply treat it as a carbon copy of your resume. Instead, use the space to paint a vivid picture of who you are and what you bring to the table. Career coach Cheryl E. Palmer, owner of Call to Career, suggests these attention-grabbers:

  • Incorporate multimedia. You can upload audio files, as well as video and PowerPoint presentations, that illustrate your expertise. For example, you can show growth in sales by including a chart that shows a spike in sales over time. Including multimedia on your profile will add more life to it and give potential employers a more comprehensive view of you as a candidate.
  • Add examples of your work. Providing great blog posts can be an excellent way of demonstrating your expertise. You can upload posts along with pictures that illustrate the theme of your posts. Then you can add keywords so that your posts can be found.
  • Include links to outside profiles or portfolios. LinkedIn allows you to not only list your published works, but also to link to them on the web. Showing that you have been published gives your profile greater credibility.

4. Include testimonials.

Just as you might read customer reviews before making a purchase, potential employers turn to input from others before investing in a candidate. Put the information at their fingertips by including recommendations from previous supervisors, colleagues, and clients attesting to your abilities.

5. Complete the entire profile.

Finally, take heed of this advice from Karen Taylor Roane, founder of New Destiny Marketing, in order to be a stand out both literally and figuratively. “Work on your profile until you reach LinkedIn ‘all-star’ status by filling everything that LinkedIn suggests you fill out (see this rating on the right-hand side of your profile page). This is another way to help you come up higher in the search ranking.”

And including that extra bit of information—whether talking about your volunteer work or listing membership in a college sorority—may be just the edge that keeps a viewer around a little longer and lands you an interview.

 

64 Easy Ways to Become the Dark Lord of Content Marketing – Part 1 by Ivan Kostadinov

Thanks for including my quote in your February Local Fame blog, Ivan.

https://localfame.co.uk/blog/64-easy-ways-to-become-the-dark-lord-of-content-marketing-part-1/

More often than not when it’s time to come up with an idea or a strategy for any blog, a team of bright-minded and creative Force-sensitives (SEOs, PRs, Copywriters, Bloggers, Marketers) are summoned before the Jedi Council (Business owners, Digital Marketing Managers) to demonstrate their knowledge of the Force (Google). The trials include Force Keyword Research, Force Outreach, Force Social Media, Force Branding, Force PR and many more.

But, as we all very well know, the narrow view of the Jedi is not applicable in Online Marketing. If you want to excel and prosper, you should improve your skills on a daily basis. Read what 64 content marketing experts had to say below and you shall become more powerful than you can possibly imagine:

Karen Taylor Roane – New Destiny Marketing

I write a lot of content for clients, articles, blogs, website content, Kindle books and here is my process:

  • I first determine with a client what service or product they wish to promote.
  • I keep a list of each client’s key SEO terms
  • I’m aware of what demo my client is trying to reach. This can affect the tone of the content.
  • I do research on the topic to see what other credible sources are writing about.
  • During the research part I keep in mind the key words and if they are being used in other articles.
  • I start the process of writing keeping the keywords and what my client is trying to accomplish in mind. If I can include a quote (giving the source credit) I do.

I’m a former Audience Research Manager for CBS-TV in Philadelphia so my roots are in research and target demographics.

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