March, 2007
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March, 2007 |
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It’s been an amazing and exhausting month! I’m getting back in the swing of things after conducting branding seminars in Singapore and Bangkok a few weeks ago. It was my third working trip to Asia Pacific in the past two years and was fortunate to be able to share the 30 hour trip (each way!) with my wife Debbie this time. What a fascinating and engaging part of our world. Not only is the economic and technological growth profound, but the sense of eagerness and optimism is palpable. As my fellow speakers know all too well, there is a heavy focus in America today on solving problems. We have significant competitive and economic challenges on the home-front and audiences are looking for tangible solutions. By contrast, I’ve found that Asian audiences see profound economic opportunities and are eager for skills, knowledge and perspective. They want so much to compete and devour insights and expertise from overseas. As always, the people were welcoming, gracious, and for the most part, spoke English! Wonderful trip. Now back to work. In this months feature article, I talk about the secret element that marks the difference between those who are given the national media stage to promote their brands and expertise and those that are relegated to local newspapers and community access television. It’s a subtle nuance that is overlooked by too many, but the key to the vault for those who are able to master it. Here's hoping your April showers rain opportunities that will bloom for you all year long! David Avrin
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By David Avrin – The Visibility Coach
The glut of voices in the marketplace creates even greater challenges for information experts. Speakers, coaches, consultants, authors, analysts and too many other professionals are looking for the “secret formula” to get the microphone or camera turned in their direction. Well, I hate to break it to you – but there isn’t a secret formula. The answer, in fact, is right in front of you on the air, online and in newspaper columns across America every day – you just have to pay attention and recognize the source of the noise. What is the common characteristic shared by Al Franken, Al Sharpton, Nancy Grace, Bill O'Rielly, Dr. Laura, Dateline NBC’s Chris Hansen, Richard Simmons, Steve Jobs, Rush Limbaugh, Oprah Winfrey and anti-war protestor Cindy Sheehan. Don’t say, “They are annoying.” One person’s static is music to another. The answer is that they are all on a very public and passionate crusade. They have a personal mission and they’re shouting from the rooftops. Moreover, they know what their message is and communicate it clearly, concisely and repeatedly. They stay on message and look for any opportunity to espouse their beliefs, or make their case to their audience. They bolster their message by tying current events and hot news stories to their subject. And above all, they have strong opinions and don’t mince words. They don't say: "Here's the subject, what do you think?" They tell you what they think and you are free to agree or disagree. It’s important to avoid confusing a strong opinion with a credible crusade. The difference between the messages and messengers that make it beyond the blogging in your bathrobe at 2:00 am, and the ones that make it to the airwaves, is three distinct qualities: relevance, credibility and passion. This triumvirate is the three legged stool you need to stand upon to make it to the big media stage. Time for a gut check: Does your crusade pass these tests? Expertise aside, are you really opinionated and bold enough to compete (publicly) for the throne in your category? Are you “speaking” to a niche market, or have you found the hook to be relevant and captivating to a broad audience? Do you have the degree, the experience or the book to create the “standing” needed to get past the media gatekeepers? Here’s a test: You have a TV camera pointed at your face. You have 90 seconds to say everything about your subject that you’ve been dying to get off your chest. In your perfect world, what needs to happen or change? What do people need to understand that they just aren’t getting? You need to fill the entire 90, uninterrupted seconds with relevant, passionate and articulate points that excite people and move them to action. Ready? Go. Could you do it? If not, turn off your cell phone, close your door and put pen to paper. It’s more than an elevator speech. It’s what you’d scream from the top of the mountain if you got there. One short elevator speech get’s you a business card. The other puts you on the road to becoming top of mind with your top prospects. To make it to the big media stage, crank up your expertise and passion, and turn it into a crusade. My crusade? – To help you position and promote yours. David Avrin is known internationally as the Visibility Coach. A noted speaker, author, publicist, branding consultant and executive coach, David shows professionals how to stand apart and raise their profile in a competitive marketplace. Visit him online at www.visibilitycoach.com |
 Special Announcement!
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Then this might be right for you! David Avrin, The Visibility Coach is taking on select mentor clients for scheduled telephone consultation and e-mail follow-up. And the mentor program is less than a third the cost of the full-day Visibility Coach program! This opportunity is limited to 10 professionals through the end of the summer. For more information, click here to e-mail David Avrin.
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For more insights, check out Dave’s Blog at: http://visibilitycoach.blogstream.com Interested in learning more about the Visibility Coach? Click here!
Interested in having David Avrin, The Visibility Coach, For more information on a full day private coaching session To access past issues of The Visibility Coach newsletter click here. |
Opinions. It is said that opinions are like…um, pick a body part. Everyone has one. And more than ever before, we have seemingly endless avenues to share our opinions with anyone willing to listen. Just look at the airwaves, the internet and the newsstand. From call-in talk shows and other broadcast “gab-fests,” to e-zines, chat rooms, My Space, YouTube and the explosion of internet blogs, everyone has something to say and they’re fighting to get their voice heard.
Interested in learning more about David Avrin’s Inspirational Keynote based on his best-selling book: The Gift In Every Day – Little Lessons on Living a Big Life? 
