This is Episode 26 of This Old New Business weekly business podcast with Jeff Korhan.
Gini Dietrich and I had a great conversation about the evolution of modern media in this episode, from the days when it was predominantly self-serving to where we are today.
Being truthful, most of us will admit we’re still getting comfortable with learning to tell better stories and how to help our target audience, while of course concurrently building our business reputation.
You will learn the practical methods Gini uses to help her clients. So, whether you are just getting started or are doing the work but not getting results from your media, well then, this episode is for you.
Our Featured Guest: Gini Dietrich
Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and the founder of Spin Sucks Pro.
The Evolution of Modern Media
It turns there are as many challenges with creating quality media as there are for being effective in so many other endeavors. Gini assures us that it doesn’t have to be that way.
She helps small businesses use the modern media channels more effectively by starting with what they know best – their business and the customers it serves.
For example, when Gini’s company starts working with new clients, it asks a simple question: What kinds of things happen ever day?
Instead of promoting the business, as most of us have been taught, we only need to learn how to tell better stories about the things that happen to us every day. People are naturally curious and that makes true stories about everyday activities a form of marketing, because embedded within those stories are clues to its values, culture, and true capabilities.
Media traditionally promoted a conceived business reputation. These days media simply delivers honest information that allows the audience to decide for themselves.
It’s Better to Show Than Tell
When it comes to building your business reputation it’s always better to show than tell, and the social media platforms are ideally suited for this.
For example, if you do not enjoy blogging it’s not likely you will do it consistently, and that sends alone sends a message. Whereas, if you enjoy making short videos to help your customers that authenticity will naturally come through.
For this reason, Gini suggests finding the type of media you enjoy creating and get started to build the habit and gain the experience that will make it better. Also, carefully choose your social media channels to meet your audience where they are now.
It may seem counterintuitive to use your media to share your ideas and hard-earned best practices, but bringing that to a community that values it is a surefire way to build an enviable business reputation that attract and retains customers.
Lighting Round Tips and Advice
Gini’s Top Sales or Marketing Advice – Make the commitment to create media that favorably influences your audience. Soon people will expect it and you will hold yourself accountable to them.
Her Favorite Productivity Tip – Try the Moleskine for Evernote Notebooks. It allows your handwriting and drawings to be instantly digitized with the camera app.
A Quote that has Inspired Gini’s Success – “It doesn’t matter how often you fail. It’s how you get up and redo it that matters.” Anonymous
- Media that shares true stories is especially powerful marketing for building a business reputation
- Check out Gini’s new book: Spin Sucks: Communication and Reputation Management in a Digital Age
- You can learn more about and reach Gini at SpinSucks.com
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About the Author: Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.