Imagine you were assigned not to write code, but rather storyline the code and story for your startup.

What if I promised you that if your story resonated your code would magically appear?

Would this affect the creative process of what you do?

Chime in....

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All Business Is Local makes you stop and think - and remind us all, that in the world-is-flat, we're-all- virtual, and there's no reason to stop in a store anymore, is a healthy dose of reality and a polite reminder that place and the experiences that brands deliver really do matter.

As someone who travels, I look at place even more critically because when I am away from home or on the go somewhere afar, the bar gets raised because of the experience and quality of the product or service I expect.  

In a world of increasing new options, All Business Is Local by John A. Qulech and Katherine E. Jocz serve as a reminder that place and the experience delivered by brands matters more than ever. 

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I am getting ready for my upcoming seminar at TechLoft in Tel Aviv on February 15.  You can register here if you would like to attend.

In advance of the event, I reached out to the first 50 people who registered and asked them what they would like to learn more about.

One common theme I am seeing is how to best reach out to, and pitch a blogger.

Bloggers Aren't Bloggers.  They Are Humans.

In all of my infinate (or so I hope) wisdom,  my advise is to stop broadly categorizing bloggers as bloggers.  

There are boy bloggers.  There are girl bloggers.  There bloggers from Texas. There are bloggers from London.  Some bloggers are into food.  Some are into technology.  Some are into health.  Some are into music.  Some suck.  Some are really good.  

So, How Do I Pitch Bloggers?

Don't.

In the beginning you are not here to pitch. Anything.

You're here to listen, engage and learn about what they write about, what interests them and where you can be helpful to them.

Then, you can ask or "pitch" with a quick email saying something like:  ".... hi Joe, I've been following your site for x months and would like to share some information about the upcoming launch of our company that should be of interest to your readers.  Our (product, platform, solution, community) enables your readers to _____.... would you be interested in learning more?"

A Seat At The Table

Remember, bloggers (like journalists and analysts) are just humans who are busy, backlogged and pitched a whole lot.

There's no standard rule for how to do this, but I often find that following and then asking is far more effective than just showing up at their front door and asking for a seat at the table.  

You gotta earn that seat first.

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SXSW is not that far away.  

If you're going to SXSW, don't just show up.  Plan ahead and make the most of the time and investment you are making in you, your brand or your company.  Yes, that's me, carrying the famous I'm A Character Sign from the State of Now - #140Conf Booth.

1.  Got a Startup?  Do a video interview starring you.  

Find a friend, a blogger, a journalism student in your area and have them interview you.  Why are you going to SXSW?  What are you trying to acheive, who's your market, how can people find and connect with you when we are all in Austin?

Here's one I did for TonePedia during the recent NAMM Show in Anaheim.  Send it to prospects.  Tweet it up.  Put it on YouTube.  Put it on your Facebook page. Share and tell your story in advance of SXSW.

2.  Get MOO cards made for SXSW.

Here's mine that I just ordered....

If you don't have business cards, (yes, this is very old school, but it works) get some.  And if you have company business cards, make a run that say: "We Met At SXSW," "We Connected AT SXSW" or just put "SXSW 2012."  Something. Anything.  

Be sure to check out this page from Moo where they have some great suggestions on making way cool cards just for SXSW.

3.  Follow SXSWParties here on Twitter

Party down.  Have fun.  Find out where and how.  Just follow Michael Gold's twitter feed and party down.  And follow Michael as well.  He's a good guy and an SEO Wizzard.

4.  Make the most of the SXSW Site and Use It As A Planning Tool

Digging around the SXSW Interactive Web Site, you'll find some great ways to plan your time, attend sessions that are of interest to you, connect with prospective partners, investors, and like minded causes.

This post is specifically geared to those attending the Interactive portion of SXSW.  Your mileage may vary, and be open to random chance encouters. 

Here's some suggestions:

•   MeetUp Pavillion

This is a dedicated meeting space in the business epicenter of SXSW, the Trade Show Meet Up Pavilion.  Connect with others who are of like minds so you can make the most of the event before, during and after SXSW.

•   Master Schedule

Here is the schedule of talks.  I'll be joining Nan Palmero where we'll share stories about taking on big brands during the #140Conf State of Now session on Monday, March 12

•  Speakers in Alpha Order

This is an efficient way to find people you want to meet and hear in alphabetical order.  

Pitch Your Story to Robert Scoble here

5.  Track Journalists Attending SXSW

This may be hit and miss, but watch the social web for people like David Carr who are telling you that they are coming and what they are looking for.  Make your pitch in advance if there's a fit.

These are just a few suggestions.  I'll be posting more in advance of SXSW and welcome your comments, suggestions and experiences from the past.

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RFP's are understandable, but are often misguided and poorly executed attempts for a group of executives to justify (or guess) at who they think would be the best Public Relatons firm or advisor to represent their company.  If I am asked to fill out an RFP, I will take it on a case-by-case basis, depending on the situation and complexity of the document.  As a start,  I have the client-to-be fill out the following form.  

Prospective Client RFP

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There are now over 300 videos for your viewing pleasure on the State of Now (#140Conf) YouTube Channel, 140Talks.  Here's an example...

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I will be holding a free seminar on communications strategies for startups at TechLoft in Tel Aviv on Wednesday, February 15th at 18:00.  TechLoft is located at 14 Nachmani St, just off Rothchild.

There is no charge for the event and you may register here on Eventbrite.

This is NOT a seminar on getting PR.  

The intent here is to help your startup think about messaging, your voice, content strategy, following and engaging with journalists, analysts and bloggers in advance of your even thinking of media relations.

Hope to see you in Tel Aiv.  And if you have a friend, VC, Angel, or startup that you think would benefit from this event, please share.

Thanks for your support....

- Alan

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In the process of setting up real meetings with your team, potential partners, investors, and suitors, simultaneously set up an imaginary play date with the media.

Imagine who you would want to get to know, engage and share your startup with.  Envision a prospective investor saying they read about you on a specific site that is best suited for the space you are pursuing or trying to invent. Photo me shot in Tel Aviv, a great place for grafitti.

You don’t need your Mom or Dad to set up a play date with the media; you just need some imagination.

• Make a wish list. 

• Start reading their content.

• Get to know them with their writing.

• See what interests them.

• Who they follow.

• What they write about.

• Who they report on.

• And why.

Sooner or later you’ll be ready for this. 

So as you’re going through your evolution and prior to coming out to share your story, put yourself in the mindset of coverage, and being prepared.

Imaginary play dates with the media will help you shape your story and be a better candidate for coverage and certainly, a better story teller.

 

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I often see entrepreneuers take the positioning process as something very literal. 

Different realities through different minds.  Grafitti shot on the streets of Tel Aviv by me.

We own this space.  We are the world's leader in _____.  Our company is the best value _____.

I am of the belief that part of positioning has nothing to do with features, benefits, or the position your are trying to establish.

Much has to do with the reality you are trying to make - and create for you and your team.  

If you create a reality that is attractive to others, they'll join in.  

Gain them in mass, and your exit might come sooner than later, and at greater perceived value.

Beyond positioning, creating a new reality has value in its own right.

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I'm holding a free seminar on communications strategies for startups at TechLoft in Tel Aviv on Wednesday, February 15th at 18:00.  TechLoft is located at 14 Nachmani St, just off Rothchild.

This is NOT a seminar on getting PR.  

The intent here is to help your startup think about messaging, your voice, content strategy, following and engaging with journalists, analysts and bloggers in advance of your even thinking of media relations.

If you would like to attend, please register here on Eventbrite, so you will be you are added to the list.

A special thanks to Gilad Tuffias, Founder and Managing Director at TechLoft for making this happen.

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Part of building your startup's culture is having a tone that reflects your company's verbal persona.

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Take a coding day off tomorrow and work on your narrative. 

Think of your story, the tone, the voice the words that best help shape the editorial fabric of your site.

There's more to the UI than sexy graphics and cool interfaces.  

Think of your narrative as part of the code you're writing.  

There's no new language to learn, other than the narrative you hope your customers-to-be will share with others who love your product, platform, app or approach to doing something really big.

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Millions of Americans oppose SOPA and PIPA because these bills would censor the Internet and slow economic growth in the U.S.

Go here to have your voice heard.

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We are now well into the month of January of our new year. 

Hopefully, you're rested, refreshed, and caught up on email backlog.

Being a new year and all, and in a time of starting anew, is it time to refresh and pivot your message?

Maybe what you did and how you said it has not just changed, but evolved.

Take some time and re-evaluate your message. 

An ever so slight tweak to your message, might be the best move you can make before the month is over.

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Part of the user experience should also take into account the words and tone of voice you use.

Voice & Tone Matters.  Make sure you've captured what's best for your customers, partners and investors to be.  Photo of Blue Microphones shot at CES 2012 by me.

A site for engineers or developers will more than likely have a different voice and tone that one aimed for musicians or school teachers. 

Depending on how you've positioned your startup, you might be irreverant, fun, whimsical, or too cool for school.

Before writing the core text of your site, try this:  stand in front of a mirror and talk to your imaginary audience.

Imagine the world is listening and wants to engage.  

It's not only what you want to say to them, but the tone of voice that will resonate best.

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WTF? 

Own PR?

We're just getting our company going.  

We just raised a bit of money.

We're scrambling to get code done.

There's four others kinda sorta doing what we are doing and we're in a race to get our platform out there.

Yes.  Someone should "own" PR. 

You don't have to do PR - the traditonal sense.  As a rule, I recommend against it. 

You should, however have one person in your startup owning the voice, the brand, the message, the image, the perception, the voice and vibe you want journalists, analysts, and bloggers to feel when you are discovered or found.

Go ahead.

Own it.  

Before others define who you are.  

When that happens, you then have a much larger problem, and bigger time suck on your hands.

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Tomorrow morning, I am headed off to CES 2012 in Las Vegas.  I've been going to the show for many, many years, starting back with my very first job out of college in 1976 (yes, I know that was a really long time ago.)

Way back then, I worked for a company that was owned by Jack Tramiel, the founder of Commodore, who went on to buy the Atari brand name, and other related ventures.  Way back then, I had a really cool job as a copywriter, authoring mail order ads for products that were breaking new ground that the company I worked for sold.  

Contemporary Marketing is no longer in business, but was a mail order outfit owned by Tramiel that was used as an outlet to primarily sell Commodore branded calculators (remember this was 1976).

We were also working on the launch of the new Commodore Pet and other Commodore branded products. 

Fast forward to today (or tomorrow when I leave) I'll be doing two things:  I'm covering the G.hn standard for my other site, Everywire.com.  I am also looking for a broader trend that I am trying to get my hands around the very (but maybe not so obvious) notion of the consumerization of IT.

B.Y.O.D.?

B.Y.O.D. (Bring Your Own Device)  is not a new fangled term for drinking in a different form, or bringing your own alchohol to save money on drinks.  B.Y.O.D. is the term for Bring Your Own Device.  

Now, if you are running your own business, or a solo entrepreneur, this is no big deal.  But what happens when you work for a company, with an IT department, with equipment that is given to you, that has security policies in place and on and on.   You might be showing up to work with better, far more powerful,  and cooler toys that what have been budgeted to your department.  Or maybe you were given a corporate Blackberry, and you'd rather work with your iPhone, the iPad you got for Christmas, or your children's Mac that you bought them.

Showing Up To Work A Whole Lot Smarter

Gizmos, gadgets, computers, tablets and smart phones aside, the fact of the matter, is that we're all coming to work a whole lot smarter, and far more technologically savvy than we were even a few years ago.

 You might work for an awesome company, but also have a personal brand in your own right, or produce content, or  keep a blog about a hobby, a side business or a business you hope to build on your own and go independent.

I don't have an answer to this, and still trying to define what this means.  I do know that these powerful devices we are bringing into the workplace is impacting how, and the way we work.

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Rafe Needleman brings some great insights into the world of startups.  

I've known him from his days at InfoWorld, the launch of Corporate Computing, his work at ZDLabs and Editor in Chief at Byte.

His work at CNET and his previous iterations as technology journalist has evolved from traditional print media as we knew it, and into this continuously changing world of online.  

It also means that over the years, he's been pitched a whole lot on new ideas, new companies and interesting people. 

Aside from seeking out media coverage, you'd be wise to read Rafe's on-going series, Startup Secrets, on CNET.

Here's links to Rafe on Twitter, Facebook, G+.

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Make stops like the technology and entrepreneur sections of Forbes part of your weekly reading routine.  

Follow people like Larry Downes who covers the subject of disruption. 

He may or may not be a good fit for your pitch, but his writing will get you thinking.

Don't think about your technology, your platform, your service, but what is it about your company that is positively disrupting the marketplace you are serving, trying to create, or discovering as you go through your next pivot.

Reading content such as Larry's is aimed at getting you to cast a wider net and help you become a better story teller.

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Nan Palmero's post today inspired me to do this.

2011 was filled with new businesss, travels to Las Vegas, Los Angeles, San Francisco, New York, Hutchinson, KS,  Israel (five times), London, Montreal, Washington, D.C., Tulsa, Oklahoma City and a very special visit to Becky McCray's farm and the Sonic Drive-In in Alva, Oklahoma.  Special thanks to Jeff Pulver, who inspires many.

January - CES Las Vegas - only Las Vegas

February - IPTV World Forum with time to hit Abbey Rd., and take part in social protests that set the tone for many more in the year to comeLondon 

March - Speaking and partying at SXSW 2011 during the #140Conf and #140Conf party

See the full gallery on Posterous

May - an Ashram, a jail and a mental institution in West Virginia with my pal, Bob Jagendorf, followed by Mashable Connect with cool kids like Jeff Pulver, Chris Barger and Adam Hirsch.

June - Jeff Pulver's Summer Party in Tel Aviv saluting Israel's high tech industry.

August - #140Conf Edu and #140Conf On Board.  Educators convening at the 92nd St Y.  Then, two weeks later, a #140Conf event on a bus and a boat!  Special thanks to Erica O'Grady from OnBoard Tours who helped produce and create the magic, lead by our Master of Serendipity, Jeff Pulver.

September - #140Conf Small Town, Hutchinson, Ks

See the full gallery on Posterous

October - #DLD Tel Aviv and #140Conf Tel Aviv

November - moving into my new digs at Geekdom - thank you Nick Longo for helping to make this all happen.  

December - speaking at Jeff Pulver's Startup Meeting, Tel Aviv. 

I am very blessed to have these experiences in my life, work with amazingly smart and kind people, have friends who I cherish, my children who I learn from daily and my wonderful family who I think continuously shakes their head and wonders what I am up to next.

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