How to Create a
Promotion Buzz by Using the Rule of Threes
By
Molly Gordon, MCC
Here's an elegant
approach to creating a buzz -- that highly sought-after "word of mouth" that
marketers prize above all things. It resonates with everything I know about
successful marketing, and it's a keystone of the Authentic Promotion
process.
Here it is in brief:
- Consider the new result or outcome you want to manifest. For example, a
successful coach might wish to develop a speaking business.
- Consider the way you need to be perceived in the world in order to create
that result.
- Create three messages about you that are true and that, if widely known,
would bring about this result. For example:
- I love to get folks excited about marketing, especially people who think
they dislike it.
- I have material for keynotes, workshops, and seminars on marketing for
professionals.
- I bridge the gap between meaning and prosperity and I do it with a sense of
humor.
- Choose three venues or media in which to "place" these messages.
Extending the above example, you might choose from among the following:
- An email newsletter
- Face to face networking events
- Press releases
- Free monthly marketing seminar
- Articles you send to professional associations to use in their newsletters
- Place the messages at least three times in each venue/media within three
months.
The Rule of Threes prescribes simple, specific steps that result in a buzz
that will, ultimately, establish you as the person you need to be in the
public eye to get the results you want. It requires that you really BE this
person, so it is important to reflect carefully as you craft the messages
you will disseminate.
Now's a perfect time to craft your own Rule of Threes project for the coming
year. What results do you want to manifest in 2005 and 2006? Who do you need to be in
order to manifest them? Where and how will you declare yourself to be this
person?
A final caveat: the Rule of Threes is a process of seeding new realities. It
is important to allow time for the seeds to sprout and develop healthy new
growth. Expect results four to five months after you begin the process. Your
best results are likely to come from friends of friends of people who
encountered your messages first hand.
[I learned about The Rule of Three's from Kim Krisco's book "Leadership and
the Art of Conversation." It is out of print, but well worth looking for in
used bookstores.]
© Copyright 2002-2004 Shaboom Inc. Reprinted by permission from Authentic
Promotion® a free e-zine that reduces the hassle and increases the rewards
of initiating and promoting work that matters. Learn how managing and
marketing your business can be a source of joy and transformation. Subscribe
at www.authenticpromotion.com.
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