The Martha Rules by Martha Stewart

Author:Martha Stewart
Language: eng
Format: epub
Publisher: Potter/Ten Speed/Harmony/Rodale
Published: 2005-05-16T04:00:00+00:00

Tell your story well

To be a successful entrepreneur, you must always search for ways to convey to potential customers all the good things you are doing. Writing Entertaining made me an instant expert on the subject. Because I was perceived as an expert, I made sure I could also speak well about the subject matter in my book in ways that media outlets found useful to pass on to their audiences.

Before you start sharing your information with the press, polish yourself by practicing on family, friends, or employees. Do this in a talk show format where the “host” grills you with questions. Develop your own question-and-answer script, but encourage your interviewers to be spontaneous, as well. This will familiarize you with listening carefully to interviewers’ questions so you can grow more confident with practice. Remember to look the interviewer in the eye, try to relax and smile, and keep your answers relatively short and to the point. Do not underestimate the importance of your first interview with a small, local newspaper. Facts, figures, statistics—all of these should be as accurate as possible because the first printed interview in a local newspaper will often lead to interviews in bigger newspapers and magazines and eventually to radio and television, so you want to ensure that everything you say, everything that is reported, is true and not misleading.

At first, you will likely be the sole voice of your brand. As you expand and take on more employees, however, keep in mind that building a strong brand and accomplishing your goals means that you must be diligent in keeping your message consistent. Your goal is for your customers to associate your enterprise with a few important and memorable characteristics that only change if you deliberately decide to change them. The more that you and your employees sing the same song, the easier it will be for your customers to remember the principal melody.

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