• April 2014

Are You Ready to Supersize Your Small Business?

Consider this equation: Effective business strategy +
Savvy communications plan =
Consistent sales and business growth.

Simple, right? And it’s something most small-business owners instinctively understand. But knowing the formula is the easy part. Succeeding at PR and marketing requires a strong PR and marketing plan.

That’s why we are proud to release, PR Rules: The Playbook The Entrepreneur’s Guide to Supersizing Your Small Business With the 8 Steps to PR Success.

In 176 pages, entrepreneurs gain access to our Inkandescent PR Playbook, which features our effective 8 Steps to PR Success. It has helped hundreds of small-business owners maximize their visibility—and we are confident that it will help you, too.

Here’s what you’ll learn:

Part 1—The PR Playing Field. What is the difference between PR, marketing, advertising, sales, and social media? In this section we feature insights from eight experts in each field to help you understand the landscape.

Part 2—The 8 Steps to PR Success. From creating a stunning website (Step 1) to paying it forward (Step 8), you’ll learn what each tool in the PR toolkit is (and what it isn’t), why it’s important, and how you can use the PR toolbox to supersize your small business. Here are the 8 Steps:

1. Create a stunning website
2. Develop an explosive PR campaign
3. Make a splash in the news
4. Write a column in a magazine and launch a radio show
5. Network wisely
6. Join a speakers bureau
7. Write a book
8. Pay it forward

Part 3—8 Case Studies + Inkandescent Insights. What do the big players do to make their businesses glow and grow? In this section you’ll find case studies of 8 of our Entrepreneurs of the Month who are rocking their PR and marketing campaigns:

You’ll also discover:

  • The three mistakes we see many small-business owners make = “The Trifecta of Small-Business Failure.” A sneak peek is in this month’s Tips for Entrepreneurs.
  • What you are up against when it comes to pitching your story to reporters. We asked our friend Gene Weingarten, a two-time Pulitzer Prize-winning journalist whose humor column, “Below the Beltway,” has appeared weekly in The Washington Post Magazine since July 2000. In May 2012, he penned Flack Yourself, a biting explanation of why reporters generally have contempt for PR folks.

Weingarten granted us permission to run it as the preface to our “Playbook.” And, he provided this testimonial: Hope Katz Gibbs is far less pathetic, incompetent, and shameless than most PR people. Her book actually contains some smart advice, not that any of those clueless frauds will take it. Here’s what others are saying about the Playbook.

“PR Rules” is also sprinkled with quotes we hope will inspire entrepreneurs, including this one from “We Bought a Zoo:” You know, sometimes all you need is 20 seconds of insane courage, just literally 20 seconds of embarrassing bravery, and I promise you something great will come of it.

Here’s to your incredible, indelible, Inkandescent PR success.The PR Rules team: Hope Katz Gibbs, Kathleen McCarthy, and illustrator / designer Michael Gibbs

Why PR Rules

From “PR Rules: The Playbook—The Entrepreneur’s Guide to Supersizing Your Small Business.”

By Hope Katz Gibbs, with Kathleen McCarthy

Illustrations and design by Michael Glenwood Gibbs

As a small-business owner, you want to be featured in the news, right? So you hire a PR person to pitch your story to the media, or you do it yourself.

Here’s why it’s a challenge: Many journalists are wary of PR specialists, who sometimes act like pushy salespeople. Reporters believe their job is to provide readers with legitimate news—not copy for an ad. And they know that publicists are being paid to pitch a story, and that doesn’t sit well with people who make a living sniffing out the truth.

The key is to think like a reporter. Know their publications, their audience, and the stories they like to tell.

At The Inkandescent Group, everyone on our team has worked as a journalist. The reason we got into the PR business is the same reason we wrote PR Rules: The Playbook — to help small-business owners figure out how to best spread the word about what they are doing so their companies glow—and grow.

So what does it take to Supersize Your Small Business?

For a preview, check out the comments of a few of the industry experts whom we interviewed for the book, who share their advice in this issue:

• PR guru Lee Woodruff, author and broadcast journalist
• Marketing genius Guy Kawasaki, author of “Enchantment”
• Social media specialist Ronnie Bincer, Google+ Hangout guide
• Master of the soft sell Buddy Teaster, president of Soles4Souls
• Advertising expert Erin Hood, a TV producer at WJLA-TV

Before you try to generate any PR or news interest in your business, answer these three essential questions about you and your business:

1. What do you do? Tell us in under 30 words (the fewer the better). If you can’t, people will assume that you don’t know what you do. So think it through.

Example: The Inkandescent Group is a PR and publishing company that helps entrepreneurs get more visibility using 8 Steps to PR Success. (21 words.)

Your turn: What do you do?

2. Why do you do it? Is your business your passion? Does it get you out of bed in the morning? If you didn’t do this business, would it crush you? If you didn’t answer yes to those questions—stop reading. You aren’t doing what you’re supposed to be doing.

But if you answered yes, you are on the path to success. Passion is the key to every entrepreneur’s success. It takes a whole lot more than that to be successful, of course—time, patience, capital, and human resources—and an amazing product or service. But if your business is not in your guts, like a child or a lover, then you’ll never take it to the level you dream of.

Your turn: Why do you do what you do?

3. How do you do it? Now dive into the nitty-gritty. The devil is in the details, especially when a reporter is quoting you, or, even better, writing a story about your company. So be sure your message about your business is clear, concise, and as specific as possible.

Example: At The Inkandescent Group, our mission is to promote, educate, and inspire entrepreneurs about best practices in small business. To walk that talk, our team provides a series of services that help businesses get more visibility, and accomplish their business goals, including: building websites, crafting newsletters and magazine columns, to hosting radio shows, networking, writing books, and getting out on the speakers circuit.

Your turn: How do you do what you do?

We’d love to hear what you come up with! Click here to email us with your ideas, and to order your copy of PR Rules.

Click here to find out if you are suffering from the Trifecta of Small-Business Failure.

Are You Suffering From the Trifecta of Small-Business Failure? Good PR Can Help!

From “PR Rules: The Playbook—The Entrepreneur’s Guide to Supersizing Your Small Business.”

Available in April 2014

By Hope Katz Gibbs, with Kathleen McCarthy

Illustrations and design by Michael Gibbs

Why do so many small businesses fail?

Because the very characteristics that make an entrepreneur want to start a business are the ones that cause them to stumble.

Sitting on our publicist’s perch at Inkandescent PR, we have been privileged to work inside more than 100 companies—from solopreneurs and start-ups to multimillion-dollar corporations. We have helped them create fireworks, and we have witnessed their trials and tribulations.

From these observations, we culled the philosophy of the “Trifecta of Small-Business Failure.” These three traits can trip up even the most experienced entrepreneur. If your business is struggling, odds are good you are suffering from one or more aspects of the Trifecta. Not sure?

Then see if any of these monikers describe you:

1. The Control Freak

  • The Problem: When it comes to your business, have you ever thought this, or said aloud: “I want to do it all by myself,” “You’re not the boss of me,” or, “Everything is horrible; the sky is falling!” If so, you aren’t alone. Many entrepreneurs have a tendency to want to hold on tight to every single facet of their business. After all, being in control is why many people start their own companies. But beware: No one is good at everything. Even if you are, there aren’t enough hours in the day to think of, perfect, and execute all the necessary tasks required to ensure a business succeeds.
  • The Solution: So let go—delegate, share, outsource! Collaboration is the key to success. Find partners you trust, and build your business.

2. The Small-Picture Person

  • The Problem: Do you understand the icing-and-cake metaphor? If not, you may not be making the most of your core competencies—your “cake”—by leveraging them to make more money.
  • The Solution: Start by identifying your core competency, then step back and look at the big picture. Find all the additional revenue streams available—your “icing”—and incorporate them into your business. For example, if you are a chef and you are cooking only for your restaurant, then you are leaving money on the table. Consider catering or selling some of your products online. Don’t try just to break even. Aim to supersize.

3. The Win-Meister

  • The Problem: In this scenario, the “win” comes only when you beat someone else—at the game of business, and probably in other aspects of life. In fact, for years this philosophy was a popular way to succeed in business. But that has changed. Today, if your competition or colleagues have to lose for you to win, you are operating with an outmoded, inefficient model.
  • The Solution: To be more effective, embrace the 21st-century concept of winning—the win-win-win—in which you win, and your customers and colleagues win, too. And best of all, the world at large wins, too. Many Millennials work under this belief. If you don’t, you are not only behind the times—you are missing out on the next generation of sales.

The good news is that a strategic PR and marketing campaign can help.

But only if you as an entrepreneur start asking for help and accept guidance from the professionals who have a different sort of experience. Having a sophisticated strategy is the key. So is being patient about the timeline for your business success.

You’ll know you are on the right path when:

  • Your sales exceed your expectations.
  • Reporters consider you an expert, and are eager to hear what you have to say.
  • Feedback from customers is glowing, and they want more of what you are selling—in ways that you may have never thought of. Open up to their ideas for innovation. It could take your company to a new place.

And that’s the goal of our 2014 book, PR Rules: The Playbook. In its nearly 200 pages, we encourage you to play with the ideas and exercises, and dive into the expert interviews. We hope the information will inspire you to think about your business, and yourself as an entrepreneur, in new and exciting ways.

Go ahead—laugh out loud at yourself. We’ve all made the same rookie mistakes. After all, growth is an inside job. So be bold about discovering what holds you back, and find ways to leapfrog over the hurdles in your way.

Here’s to turning the Trifecta on its head!

Are you ready to supersize your small business? Then check out “PR Rules: The Playbook,” where you’ll have the opportunity to play with dozens of ideas and exercises, dive into expert interviews, and be inspired to think about your business—and yourself as an entrepreneur—in new and exciting ways. If you are willing to be bold about discovering what holds you back, and finding ways to leapfrog over the hurdles in your way, then use this book to help you create some fireworks! Order your book today by clicking here.

If you have built castles in the air, your work need not be lost; that is where they should be. 
Now put foundations under them.”

– Henry David Thoreau

That which does not kill us makes us stronger.”

– Friedrich Nietzsche

A man without a smiling face
 should not open a shop.”

– Chinese Proverb

The curious paradox is that when I accept myself just as I am, then I can change.”

– Carl Rogers

The curious paradox is that when I accept myself just as I am, then I can change.”

– Carl Rogers

Letting go of expectations is a ticket to peace. It allows us to ride over every crisis—small or large—like a beach ball on water.”

– Martha Beck

The gem cannot be polished without friction; nor man perfected without trials.”

– Chinese proverb

Pretend that every single person you meet has a sign around his or her neck that says, ‘Make Me Feel Important.’ Not only will you succeed in sales, you will succeed in life.”

– Mary Kay Ash

The great use of life is to spend it on something that will outlast it.”

– William James

The important thing is not being afraid to take a chance. The greatest failure is to not try.”

– Debbi Fields, Mrs. Fields Cookies

Entrepreneurs willingly assume responsibility for the success or failure of a venture and are answerable for all its facets.”

– Victor Kiam

Nothing in the world can take the place of persistence.”

– President Calvin Coolidge

I have spent a good part of my life convincing people that a blank sheet of paper is the greatest opportunity in the world, and not frightening at all.”

– Marty Skler, executive vp, Walt Disney Imagineering

You may ask me for anything you like except time.”

– Napoleon

Don’t follow your dreams. Chase them.”

– Richard Dumb

A man is a success if he gets up in the morning and goes to bed at night and in between does what he wants to do.”

– Bob Dylan

If you want to be busy, keep trying to be perfect. If you want to be happy, focus on making a difference.”

– Lisa Earle McLeod

It is only with the heart that one can see rightly,
what is essential is invisible to the eye.”

– Antoine de Saint-Exupéry

You can only become truly accomplished at something you love. Don’t make money your goal. Instead, pursue the things you love doing.”

– Maya Angelou

He who knows he has enough is rich.”

– Tao Te Ching

With ordinary talents and extraordinary perseverance, all things are attainable.”

– Sir Thomas Fowell Buxton

I will pay more for the ability to deal with people than any other ability under the sun.”

– John D. Rockefeller

We must be willing to let go of the life we have planned so as to have the life that is waiting for us.”

– Joseph Campbell

When we speak we are afraid our words will not be heard or welcomed. But when we are silent, we are still afraid. So it is better to speak.”

– Audre Lorde

Luck is what happens when preparation meets opportunity.”

– Seneca

Change is a math formula. Change happens when the cost of the status quo is greater than the risk of change.”

– Alan Webber, author, "Rules of Thumb"

You often meet your fate on the road you take to avoid it.”

– Goldie Hawn

Friendship is the only cement that will hold the world together.”

– Woodrow Wilson

When I dare to be powerful—to use my strength in the service of my vision, then it becomes less and less important whether I am afraid.”

– Audre Lorde

The dove descending breaks the air / With flame of inkandescent terror.”

– T.S. Eliott

I don’t know the key to success, but the key to failure is trying to please everybody.”

– Bill Cosby

Don’t sit down and wait for the opportunities to come. Get up and make them!”

– Madam C.J. Walker

Tolerance and patience should not be read as signs of weakness. They are signs of strength.”

– The Dalai Lama

Find somebody to be successful for. Raise their hopes. Think of their needs.”

– Barack Obama

When a dog runs at you, whistle for him.”

– Henry David Thoreau

There’s nowhere you can be that isn’t where you’re meant to be…”

– John Lennon

I can’t go back to yesterday—because I was a different person then.”

– Lewis Carroll

It is possible to fail in many ways…while to succeed is possible only in one way.”

– Aristotle

Whosoever knows how to fight well is not angry. Whosoever knows how to conquer enemies does not fight them.”

– Lao Tzu, Tao Te Ching

I find out what the world needs, then I proceed to invent.“


– Thomas Edison

A discovery is said to be an accident meeting a prepared mind.”

– Albert Szent-Gyorgyi

The real voyage of discovery consists not in seeking new lands, but in seeing with new eyes.”

– Marcel Proust

No man will make a great leader who wants to do it all himself, or to get all the credit for doing it”

– Andrew Carnegie

By your stumbling the world is perfected.”

– Sri Aurobindo

A truly forgiving person is someone who experiences all the anger merited by injustice and still acts with fairness and compassion.”

– Martha Beck

Don’t wait for someone else to lead you to your right life; that privilege—and responsibility—is yours alone.”

– Martha Beck

What is the point of having free will if one cannot occasionally spit in the eye of destiny?”

– Jim Butcher, White Night

Look at everything as though you were
seeing it either for the first or last time.
Then your time on earth will be filled with glory.”

– Betty Smith

Do not say, ‘why were the former days better than these,’ for it is not from wisdom that you ask this.”

– Ecclesiastes, 7:10

If you limit your choices only to what seems possible or reasonable, you disconnect yourself from what you truly want, and all that is left is compromise.”

– Robert Fritz

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Andrew Carnegie

Publisher
Hope Katz Gibbs
Art Director
Michael Gibbs Illustration
Managing Editor
Kathleen McCarthy
Editorial Assistant
Ashley Freund
Website developer
Max Kukoy
Photographers
Steve Barrett
Anna Paige Gibbs
Inkandescent Interns 2014

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Andrew Carnegie

To learn more about becoming a client of Inkandescent Public Relations, or becoming a Be Inkandescent Magazine columnist. send an email to publisher and founder Hope Katz Gibbs at hope@inkandescentpr.com.

Here’s to your incredible, indelible, Inkandescent success!