Month: March 1999

How to Deal with Lies About Your Company (and You) on the Internet (1)

How to Deal with Lies About Your Company (and You) on the Internet Malicious content, on the internet, about your company and you — how to deal with these remarks and the people who write them. by Daniel Janal Copyright 1999 by Daniel Janal Are your enemies saying nasty things about your company? Are misconceptions and downright falsehoods being posted online without your knowledge? If so, you could be losing a lot of business… and the goodwill you fought so hard to obtain. These problems could seriously affect your profits, stock prices and sales. PR practitioners call these pages “attack sites” – or “rogue sites” – and they can affect companies of every size. Consider the case of a company engaged in a long, difficult strike with its union. One day, the PR manager searched for new information about the strike on a search engine. He found a site that contained several pieces of lies and misinformation, including a purported TV interview with the local anchorman and the president of the union. The transcript was totally fabricated. The interview never took place. The transcript contained misleading and false statements. However, anyone who read the page would have thought the information was true. How would they know differently? Clearly, the page had to come down. The PR manager called the company lawyer and began to plan a strategy. They looked...

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How to Get Great Testimonials, Even If You’re Just Starting Out

How to Get Great Testimonials, Even If You’re Just Starting Out Even a brand new business can get effective testimonials and use them for marketing purposes. (c) 1999 By Sheldon D. Nix, Ph.D. All rights reserved. Testimonials help build TRUST, which is crucial for a sale and even more crucial if you offer direct professional services. Testimonials help people feel that your claims aren’t just hype, but that other independent people found your claims to be true. The Winning Testimonial Formula Here’s what a testimonial should include: 1. I AM LIKE YOU. We had this problem…We were concerned about…We badly wanted….We didn’t believe you at first, since… In this step the ideal testimonial describes the problem with enough details so that others with similar situations will say “Oh, just like me!” 2. HERE ARE THE RESULTS OF TRYING YOU. Now we know that your XYZ product/service does a great job. You delivered the benefits you said you would. You delivered FAR MORE than you said you would…than my wildest dreams. Here’s exactly what we earned. This step shares very SPECIFICALLY the results that people got from using your product or service. 3. I HIGHLY RECOMMEND YOU. If you want these same benefits, you should use XYZ product/service. So, the formula tells people “I am like you. I had a problem like you do and wanted to achieve the same...

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The Last BEA of The Second Millennium (1)

The Last BEA of The Second Millennium Book industry trends revealed at the 1999 Book Expo of America–including some major new directions and technologies for publishers. by Shel Horowitz After several years in Chicago, the 1999 Book Expo of America was held in Los Angeles. Next year’s is back in Chicago, and the year after, New York. Technologies: Books Are More Than Paper Now The most noticeable trend this year was the momentum behind alternate formats. Not so many years ago, a book meant something printed on paper on a traditional press, in either hardback or softcover form. Of course, audio books have been around for a while (and continue to gain strength)–but this year, new technologies have reached critical mass. For a few years now, Print-On-Demand, a short-run production method more like photocopying than traditional offset printing, has allowed publishers to economically produce tiny editions–50, 25, or even single copies. What’s new this year is a big leap forward in quality. the best printers can now produce P-O-D books that look just like traditionally published books, except to the truly expert eyes of a professional printer or book designer. One of the larger P-O-D printers, Lightning Print (a division of Ingram), now has 2500 books from 200 publishers in its system. Lightning’s two print arrays run two shifts per day to keep up. The feasibility of very short...

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Time Management: Make Every Moment Count (1)

Time Management: Make Every Moment Count Time is too precious to waste! Even if you just grab a few spare minutes, here’s how to use them efficiently and productively. by Dr. Kevin L. Polk, Copyright 1999. All rights reserved. We do not manage time. Time just keeps on passing by whether we are there or not. For anywhere from a few minutes to a bit over one hundred years we are on this earth passing through time. Each of us has the job of managing ourselves during our pass through time. When we begin to talk about managing ourselves we must talk about how we think to ourselves. What we think profoundly influences what we feel and what we do. Thinking has everything to do with how you decide to manage yourself and your time. “Decide” is the key word. There are literally hundreds of times each day when you decide how you are going to spend your time. For the most part, however, these decisions flash by in an instant and you are not ever aware you made the decision. That is because most of your thoughts are automatic. The thoughts have been programmed through days, weeks, and years of repetitions. So when you want to change how you are going to manage yourself you will need to take a look at these automatic thoughts. Now don’t for...

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The Last BEA of The Second Millennium

The Last BEA of The Second Millennium Book industry trends revealed at the 1999 Book Expo of America–including some major new directions and technologies for publishers. by Shel Horowitz After several years in Chicago, the 1999 Book Expo of America was held in Los Angeles. Next year’s is back in Chicago, and the year after, New York. Technologies: Books Are More Than Paper Now The most noticeable trend this year was the momentum behind alternate formats. Not so many years ago, a book meant something printed on paper on a traditional press, in either hardback or softcover form. Of course, audio books have been around for a while (and continue to gain strength)–but this year, new technologies have reached critical mass. For a few years now, Print-On-Demand, a short-run production method more like photocopying than traditional offset printing, has allowed publishers to economically produce tiny editions–50, 25, or even single copies. What’s new this year is a big leap forward in quality. the best printers can now produce P-O-D books that look just like traditionally published books, except to the truly expert eyes of a professional printer or book designer. One of the larger P-O-D printers, Lightning Print (a division of Ingram), now has 2500 books from 200 publishers in its system. Lightning’s two print arrays run two shifts per day to keep up. The feasibility of very short...

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