The best middle name ever By Seth Godin

 

The best middle name ever
It’s not Warren or Susan or Otis or Samuel or Tricia.
It’s “The.”

As in Attila The Hun or Alexander The Great or Zorba The Greek.

When your middle name is ‘The’, it means you’re it. The only one. The one that defines the category. I think that focus is a choice, and that the result of appropriate focus is you earn the middle name.

Jordan’s Furniture in Waltham was the place to go for that sort of thing. Bocce Pizza and the Anchor Bar were the places in Buffalo when I was growing up. Google is more appropriately called Google the search engine.

Seek the.

Of course, Winnie the Pooh is the exception that proves the rule.

My Commentary: American Society responds to celebrity. This strategy goes in that direction. It’s time to start building your own celebrity into your business.

Tell me your name with ‘the” in it!

Joe Biden: Keep The Story Straight

Take a second to watch this 2 minute video…

One thing you must remember is that all parties have to keep the story straight. Usually you have one person in your company who contacts the press. That is the only person to tell the story so you do not get several versions of it let out.  The wife should have told the same story the husband did, instead, they let on that a lot more was going on than anyone even knew. She’ll either get more media training or you will see very few interviews with her.
Maybe magazines where staff will answer questions on paper for her and send a few photos for them to use.

Prepare for your moment of fame and make sure everyone tells the same story.

The Wright Rule: Go Where the Eyeballs Already ARE!

 

First I want to give thanks to Responsible Marketing Blog for giving me the idea for this post. You can read the entire post here, its a good post!
http://responsiblemarketing.com/blog/?p=652

This is a scene from the movie The Jerk starring Steve Martin:

Navin Johnson: The new phone book is here! The new phone book is here!

Harry Hartounian: Boy, I wish I could get that excited about nothing.

Navin Johnson: Nothing? Are you kidding? Page 73 – Johnson, Navin R.! I’m somebody now! Millions of people look at this book everyday! This is the kind of spontaneous publicity – your name in print – that makes people. I’m in print! Things are going to start happening to me now.

 This is the kind of thing we do when we mistake being busy for creating results. We all want to be ‘out there’ however, what does out there really mean? Do you want to see you name on the internet? Just because you SEO a media release and see it listed on Google doesnt mean anyone is reading it. Just because you blast it out to 50,000 outlets doesnt mean they will read or use it.

The Wright Rule is ‘Go where the eyeballs Already ARE” I need to make a t shirt or something. I have one sponsor who can afford to be everywhere. The rest of you have to pick and choose. So if you have to choose, be where the eyeballs already are.

What is your plan for 2009? Yes, you need to plan for media, it doesn’t fall out of the sky on you. You plan it and work your plan. If your plan includeds Oprah or Larry King and you haven’t even been on your local are TV Shows, your plan is not only faulty but foolish.

I watch people completely waste their opportunity on Fox News, or CNN because they were not media trained. Get yourself ready for the media opportunities.

More about that later……

Tell me, whats on your media plan for this year?

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