Writers web services the media kit

Alec Baldwin, as Blake, issuing his mandate: “Always be Closing!�

From the David Mamet Play, the Hollywood version: Glengarry Glen Ross

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DEALING WITH C-Level Executives CEO Publishing Executive Entertainment Executive Getting Your Firm Message Out How to Strategically Plan the Presentation

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When would a Sr. Executive be responsive?

Sr. Executives are hyper-focused on increasing market share, countering competitive threats, acquiring new business, increasing customer loyalty, bolstering gross margins, achieving competitive cost advantages, managing risk and increasing shareholder value If they cannot find someone internally who can help them, you will attract their attention Caveats: Less than 5% of cold calls statistically succeed; however up to 80% of calls to Influencers of C-level Executives (direct reports) succeed if the call is preceded by detailed research and the follow-through and execution is a studied process – hence this presentation.

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CUSTOM MEDIA KITS         

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A COMPLETE MEDIA KIT can be customized for your use.

Contact us for a quote.

The five most important things to have in your Media Kit include: Company History Vision & Mission Statement Biography Press Release Contact Information Instead of a Long-Form Sales Letter, the vast majority of new start-ups need a Media Kit. This is a 1200 to 1500 word document which we write and you can at your option insert a Logo or Personal Photo onto after we deliver it to you (as a MS Word Document).

This Media Kit also comes with an Excel-generated list of Contacts – 4,000 media contacts which you can filter and use to send email PDF copies of your Media Kit.

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STEP I: Identify the Proper Executive  

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It may not be the CEO… Look for one key element: Who is the individual who stands to gain the most – or lose the most – as a result of your project Remember: The CEO has a very guarded calendar and a lot of gatekeepers Critical Point: When you find your C-level Gatekeeper – treat them as if they were the Clevel Exec!

Explain your proposition to them…ask their opinion!

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STEP II: Gain access through their direct reports 

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Every VITO (Very Important Top Officer) – we need an acronym so this is a good one to use – handpicks his direct reports.

This elite group ranges from Personal Assistants to the individuals who run the divisions and lines of businesses for VITO They are compensated for the over accomplishment of their vision and mission.

They raise the bar, which is why VITO likes having them around

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STEP III: Aim high, but not too high, initially 

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Research by Huthwaite, a leading sales performance firm, has indicated that in strategic sales it is often advantageous to meet with their direct reports before gaining access to VITO Direct reports are usually at the Director and VP levels Why meet with a direct report when you can meet with VITO? Primary Reason: their schedule is so jammed and guarded, everything you can learn about his problems and challenges should be done in advance of a meeting

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STEP IV: The Entry Strategy  

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THE FOCUS OF RECEPTIVITY: A person who is ready to listen to you THE FOCUS OF DISSATISFACTION: A person who is experiencing problems or difficulties with their strategies THE FOCUS OF POWER: A person who can make the final decisions When you gain entry, listen and focus 90% of your discussion on their challenges and desired outcomes – let your presentation be the last item on the agenda

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STEP V: The Meeting with VITO 

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The VITO Meeting is unlike any other you make and you must be prepared at a level that goes beyond ordinary call-planning Your knowledge base must include the Overall Business Strategy and Potential Problems / Opportunities If you do not have a clear and concise understanding of the above, you are not ready yet for your first meeting

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STEP VI: Concerns  

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You may be alarmed that direct reports will block an actual meeting with VITO. They can block access.

The simple answer is no, with a caveat. If the direct reports are strategic and talented then they will not block you. If they are not strategic and talented, then you may not want to do business with this executive anyway.

If VITO is a CEO, they often guide implementation, but you will have to work with direct reports if you become intimately involved in a successful solution. You will have to rely on them in any case.

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STEP VII: THE MEETING 

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In the first three minutes of the meeting, you must impress everyone in the room, including VITO, or else it is over – finito!

The execution of this meeting is extraordinarily critical: you must present the Business Issues, Challenges, Opportunities, your Diagnosis, Capability to drive improvement, and the components to the Solution Have a next step ready, which is a written document which can lead to a close You must engage VITO in dialogue and gain insight to close

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A LETTER TO VITO – An Alternative Approach

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Part I: A Headline

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The Headline breaks his preoccupation and earns attention. It is short, under 30 words, and to the point.

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It is similar to the headlines you may read in a business newspaper or magazine.

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A LETTER TO VITO – An Alternative Approach  

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Part II: A Tie-In Paragraph This paragraph is designed to connect the headline to the rest of the correspondence. Basically it introduces social proof for the claim just made. That is evidence of your track record.

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A LETTER TO VITO – An Alternative Approach  

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Part III: Benefit Bullets This is a series of short statements of your abilities in the areas of greatest interest to VITO, specific to his industry and needs. It may relate to Revenue, Efficiencies, Mission-Critical processes, or the Compliance arena.

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A LETTER TO VITO – An Alternative Approach  

Part IV: An Ending Paragraph

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This is where you state a call to action or introduce some level of possibilities.

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“One fact is certain. You are the one person who can initiate a call to action, and together, we can……”

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A LETTER TO VITO – An Alternative Approach  

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Part V: An Action-Oriented Postscript Building rapport with this individual can be critical, as they serve as the gatekeeper.

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A LETTER TO VITO – An Alternative Approach  

Part VI: Handwritten Note

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This is attached to the back (not the front) of the correspondence addressed to their personal assistant.

They will more than likely be opening up and scanning all incoming messages.

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An email Press or Media Kit is even simpler & faster!

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A TELEPHONE CALL TO VITO     

Opening statement is short and conversational and encourages VITO to interrupt you Indicate you respect the value of his time, create a conversational bridge to link to your opening Prepare a hook sentence similar in nature to the headline of your letter Introduce yourself Let VITO drive the conversation

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Time is a Non-Replenishable Resource 

When you create any written correspondence – a letter or email - that you want VITO to actually process, you will have to make it a fast read.

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A fast read means sixty seconds or under.

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If you are doing a slide presentation, spend no more than thirty seconds on each slide.

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Ask VITO the tough questions  

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If you do not ask VITO questions, then VITO will be exceedingly suspicious of you.

He has a greater knowledge base than you about his business, and you need to be prepared to ask the right questions at the right time. Research well enough so that you can ask him, “I think your top challenges are… is that correct?”

If you are seeking a change of mind and VITO says “Maybe”, then ask: “What would it take to change your answer from “Maybe” to “Yes?”

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Do Not Lose VITO! 

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Focusing on benefits means speaking the “Language of VITO.” A benefit is an anticipated end result that brings VITO measurably closer to attaining a specific part of a vision. The moment you stop communicating about benefits, you will lose VITO. VITO can be a publisher, an entertainment industry executive or anyone you need access to!

A Media Kit is a key way to approach your VITO contacts

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Writers Web Services

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Contact us for Professional Copywriting Media Kits Corporate Histories

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http://writers-web-services.com/

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