Leveraging Local Media Coverage

Several months ago, I was on a Clubhouse chat with fellow yachting industry reps who were bemoaning The Media. Specifically, they were complaining about a decided bias that traditional media outlets have toward luxury yachts and yacht builders. They weren’t wrong, but they weren’t right, either. They were correct in complaining that some reporters, editors, Read more about Leveraging Local Media Coverage[…]

crisis communication

Crisis Communications: Plan Before Crisis Crashes Your Image

Several years ago, I hosted a panel discussion for yachting professionals about the importance of crisis communications. I called it “Crisis Communications: When Bad Things Happen to Good Companies.” Typically, unforeseen emergencies or outright disasters caught industry players unprepared for the onslaught of media attention—especially social media attention—and inquiries. The panelists all carefully explained their Read more about Crisis Communications: Plan Before Crisis Crashes Your Image[…]

words to absolutely positively avoid

5 Words to Absolutely Positively Avoid in Your Marketing Materials

I frequently edit press releases from all sorts of companies. And they have no idea I’m doing it. I’m not acting as an independent copy editor for them, helping polish their content before they release it. Rather, I’m picking apart the releases they send me as the editor of an online magazine. Their press releases Read more about 5 Words to Absolutely Positively Avoid in Your Marketing Materials[…]

adapt or go out of business

Adapt, or Put Yourself Out of Business

I received an email earlier this week that still has me flabbergasted. Two months ago, I reached out to my contact at a yachting shipyard. I was writing an article, and the subject was right up their alley. In fact, they were perfect for an interview. As sometimes happens, though, I didn’t receive a response. Read more about Adapt, or Put Yourself Out of Business[…]

be one level above crap

Be One Level Above Crap

Customer-service complaints afflict every industry. And yet, so many of the problems wouldn’t exist in the first place if the companies fielding the complaints were “one level above crap,” as Peter Shankman, the renowned author and public speaker, says. I was reminded of Peter’s statement this weekend when I learned Optimum, my Internet provider, has Read more about Be One Level Above Crap[…]

crafting the right message for the media takes time

Pitch Perfect: Crafting the Right Message for the Media

I joined a spirited discussion several days ago on Clubhouse, the social-media app offering virtual voice chat rooms for groups. The conversation was about what yachting would look like come 2050, who the clients would be, and how we as the industry should start thinking about marketing to them. When the conversation turned to getting Read more about Pitch Perfect: Crafting the Right Message for the Media[…]

marketing in the era of social distancing

Marketing in the Era of Social Distancing

The continuing spread of COVID-19 is taking a big toll on small businesses. Here in New Jersey, all non-essential businesses have had to close their doors to the public and send employees home, under the governor’s orders. This came just days after the governor warned against holding religious services, weddings, funerals, and house parties. “It’s Read more about Marketing in the Era of Social Distancing[…]

crickets...every sales rep hears them

Crickets—Not the Insect Kind

Photo by Maria Tyutina from Pexels Stop me if this sounds familiar: You’re in marketing or sales, and you head to an event where you look forward to meeting and greeting lots of new potential clients. The day goes well, with a few follow-up calls to make and notes to send. Still energized from the experience, the following Read more about Crickets—Not the Insect Kind[…]

Lilly Cantabile/Pixabay

How NOT to Do Business

The following is a transcript resulting from a connection request I recently received to do business. Names have been changed to put the focus on the poor behavior. In other words, the “who” isn’t important; the “what,” and especially the “when” (a.k.a. the time stamps), are. December 9, 2019, 6:00 p.m.: Connection request sent from Read more about How NOT to Do Business[…]