StartUp Ladies™

(©Artwork by Lillian - All Rights Reserved)

H is for Hype

Hype. Flash. Sellin’ it up. It’s all in the attitude. It’s the Music Man and makes you want to believe.

I watched it in action the other day. There was a group of us presenting our work to a number of journalists on a press tour. I hadn’t participated in this sort of blitz before and saw it as a learning experience. It was.

My approach was to have my artwork there with press kits available, including cd’s of images and some written materials, for people to take along. This somewhat passive approach is about my speed of self-selling even when I’m pretty doggone sure of the product. Put it before them and let them come to their own conclusions. I chose to speak with each individual briefly. One-on-one I’m more comfortable and consequently able to speak naturally, in a conversational style and with confidence.

One of the other people had a press kit, too, but his personal approach was totally different. I watched him sell himself, pure and simple. He charmed folks by doing tricks with his dog. He talked about proposals with as much assurance as if they were finished jobs. He had a stage presence and self-confidence which stuck me dumb. I just sat back and watched as he maximized every second he had for their attention. They will not forget him or his equally-dramatic work.

Who knows if one approach was better than the other? I felt some people respond to me and others to him. Like a fly on the wall I noted which reporter was taking notes or photos at which points and after which comments. I watched facial expressions of the various parties and was surprised sometimes by the journalists’ responses and questions. Things I found very interesting seemed to slide by while odd little details required elaboration. We’ll never know what they had in mind for possible articles. We had 45 minutes to reach them. We had to feel for the hook - see the quick flash in their eye at some statement and expand on THAT.

We both had to sell ourselves along with our work.
We were both being genuine, which is the only way to be effective in the long run.
And in the end, no single person or thing will appeal to everyone. Who would want to?

Just being a part of this experience has given me a lot. Next time I’ll know what to expect. Maybe I’ll even feel a little bolder. The writers were just folks doing their jobs. I’ve gotten some local buzz just for being on the interview list. If I get any mention of any sort in any publication it’ll be great. Magazine writers have a lot of pages to fill. I’m starting to learn that press is a mixed bag. Misquotes and misstatements can sting, but don’t maim. It can take months from interview to print. It’s all just one more card in the PR deck.

Hype is the energy that gets the word out and gets people talking about something, which takes on momentum of its own. It’s your cheerleader. See how GREAT this is…louder, louder!

Barb Hranilovich is a guest writer for StartUp Ladies. She is writing an alphabet series of articles pertaining to women entrepreneurs and business owners. Make sure to read her articles on the letter D, letter P, letter R, letter M, letter B, letter V and the letter F also.

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