a retail brand selling smart tech to busy people. Clever stuff that solves problems. Because useful is the new cool.” (Soda Says)
One sentence case study – The Bad
Below are some examples that don’t work with my made-up business, The ZZ.
“The ZZ is a collective of creative talent, specialising in disruption.”
This is so broad, and I have to read it several times to realise I still don’t know what this means. What type of creative talent? Specialising in disruption, OK, so maybe you might be an innovation business? I literally don’t know if you are mischief makers at Paddy Power who create quirky stunts or people who make quirky protest signs.
“A XX, for everybody.”
I always get worried when brands claim they are for everyone. Firstly, because honing in on a niche always seems more sensible; and secondly, because their advertising and promotional materials don’t always show that. So, unless you are reflecting everybody in your materials, then don’t do it.
TIPS
– Your one-liner is different to your USP, it is what I call the “Ronseal plus intrigue” to describe what it is your brand does.
– Have you explained your business so a five-year-old would understand?
– Keep it super simple, I’m looking for 10–12 words here max, people.
– Can you leave an element of curiosity, so people want to know more?
– It’s OK if your one sentence evolves over time as your business pivots. Great one-liners stop you in your tracks and leave you wanting more.
– Check all your social media accounts and your website – are you using the same information across all platforms?
2.2 Boiler plate
The Cambridge dictionary describes the boiler plate as “writing that has been used before many times with only very small changes”. The term originates from the early 1900s when printing plates of text for widespread production were cast or stamped in steel. Today, it isn’t for a whole press release or stories but what I would call your business biography, the equivalent of the ‘about us’ column.
It should look like a potted history of your business and is information that rarely changes. It is used at the bottom of your press release, but increasingly I use the boiler plate as part of my hype pitches.
ACTIVITY
Imagine you are in a pub (you can have a soft drink or a pint, I’m not here to judge) – I want you to tell your mate what your business does in one paragraph. Write it down and make sure it covers the following:
– What actually is your business? You need a brief statement on what you do and the name of your business.
– Where does your business do this and since when?
– Who established the business and for what purpose?
– Any notable business successes to highlight?
TIPS
– Keep this short, sharp and succinct.
– Show it to someone who doesn’t know anything about your business and make sure that they can read it and understand what your business does.
– Cut out any words or language you don’t need.
– This should be a factual, pithy marketing paragraph so avoid opinionated or emotive language.
CHECKLIST
– Check all your social media accounts and your website – are you using the same information across all platforms?
– Ask that mate down the pub again (you can go to the coffee shop now if you need to, supporting a local business is an ace idea though) to listen to your boiler plate and one-liner, get some feedback.
– Are you part of any networking groups on Facebook/LinkedIn that you can get some additional feedback from?
2.3 Images
If you take nothing else from this book, I hope you spend some time working on your biography and investing in some professional photography. With great photography you instantly elevate your personal and business brand.
For me, these are the non-negotiable parts of a press office and I wouldn’t promote a person or a business without them.
Founder images
The press shots of yourself will become the most used element in the Hype Yourself toolkit; they are essential for:
– Guest panellists at a conference
– Award entries
– Guest posts
– Updating your social media channels
– Including on your own website
– Podcast promotion.
ACTIVITY
– Make sure you work with a photographer that you feel comfortable with. All portrait photographers have a different style.
– Look around your network and ask for recommendations, it is not always about going with the cheapest photographer.
– Create a mood board of the style of photography you liked on Pinterest to share as part of the briefing process with your photographer.
– Pick a photographer who provides a briefing template or who at least sets some questions in advance of the shoot.
TIPS
– Aim for at least 6–8 headshots on plain backgrounds.
– Secure a mixture of landscape and portrait (increasingly I need to provide landscape profile pictures for blog posts/media articles).
– On shoot day wear a few outfits and in different colours.
– Consider revising every six months but at least once a year and try to get a mixture across the different seasons.
– Ensure you have professional cropped head and shoulder shots.
– Look directly into the camera, don’t pull a funny face and try not to look too serious.
– Ask your photographer to send images to you in both hi- and low-res.
– Jpeg format is best for the majority of media/marketing requirements.
– Make sure the shots are taken straight on, not at an
