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EXPERT Q&A WITH ROBYN FREEDMAN SPIZMAN
& RICK FRISHMAN, AUTHORS OF WHERE'S YOUR WOW?
Q: Why
is personal branding so necessary for establishing yourself
as a success?
A:
Branding is the lightning bolt that is essential for marketing
a company. We call it a 'brand slam' which begins with you.
Your brand slam is your identity in the marketplace, but
it has to be a WOW to enter the mind of the consumer. Personal
branding has become the new way to look at branding. We
believe each of us can be a brand ambassador for ourselves,
our companies, our products and more. However, to break
through the masses and get the mindshare of attention, your
brand must scream WOW! When you understand what makes you
sparkle and stand out, or what you're really amazing at
along with the benefit you provide, then people remember
you, buy you and want to know you. Personal branding is
marketing you or your company's best assets, talents and
edge. It's all about making sure you have created and communicated
something that stands out and is really remarkable.
WHERE'S YOUR WOW? shares ways you can make the
competition wish they were you!
Q: What did you learn about
creating your WOW from the man who sold the Brooklyn Bridge
and ended up making world news?
A:
No story exemplifies sharpening your edge better than the
one about Paul Hartunian, the man who sold the Brooklyn
Bridge. Paul was watching a newscast about the actual Brooklyn
Bridge being repaired. He called the guy who was hauling
the wood away and told him he would pay $500 to have the
wood delivered to him. He arranged for the wood to be taken
to a lumberyard to be cut into tiny pieces. He then sent
hundreds of media outlets a press release titled "New
Jersey Man Sells the Brooklyn Bridge for $14.95 plus shipping."
Not only did Johnny Carson promote it on his show, but Paul
appeared on To Tell the Truth
and in thousands of media outlets. Everyone has a shot at
a Brooklyn Bridge moment, but it's all about finding your
unique edge of sharpening it. Let us share the inside secrets
that Paul learned from this experience that helped him become
a marketing guru!
Q: You have 16 ways to WOW
your competitors and make them wish they were you! Tell
us why "timing is everything" and you must "keep
it simple" to have success.
A:
In WHERE'S YOUR WOW?
we illustrate 16 ways to make your competitors wish they
were you. We share memorable stories and insights from the
experts who offer stories that gets the point across. However,
the world has to be ready for your idea or product and that's
clearly why timing is everything (see chapter 12). Tens
of millions of people demonstrate this as they learned to
use the Heimlich maneuver. We interviewed Dr. Heimlich who
credits simplicity as the imperative basis for his life-saving
method. To date, a four-year-old has saved a two-year-old.
Need we say more?
Q: What did you learn from
one of the tallest men in the world that will help people
succeed?
A:
Richard Kiel has appeared on the big screen for more than
40 years and is best known for his role of "Jaws"
in the James Bond film The
Spy Who Loved Me. At 7 feet, 2 inches tall and an
18EEEE shoe size, his bigger-than-life, towering appearance
might be why some people say that he's a WOW... but we think
that it has more to do with his tenacity, perseverance and
nonstop positive attitude. Richard's story of how he broke
out of only being hired to wear a rubber monster suit demonstrates
how anyone can think big and make it happen.
Q: What is an "elevator
speech" and why should we prepare one now?
A:
Sounds simple, but just try it. Get in an elevator and be
prepared to go up let's say ten floors. On the second floor,
the door opens and the most influential person in your industry
who can make your dreams come true boards the elevator.
You now have less than 15 seconds to introduce yourself
and then pitch your idea. Are you ready to share it in the
shortest version with the most punch? Are you ready to share
your WOW and WOW 'em now? Boil your message down to one
sentence. If you can't sum it up in one irresistible mind-share
grabbing sentence, get out and start over at floor one.
Be ready for success.
Q: Tell us why Law #16 Putting
People First is so meaningful and ultimately the most important
law of all?
A:
The final chapter in the book is all about putting people
first. People are the greatest asset of any company or business.
The road to WOW is full of people whose lives you touch,
and as you look back, the people will truly be what matters.
WOW people remind us that compassion for others and the
ability to lift others up is essential to success. In the
end, that is all that counts.
WHERE'S YOUR WOW?: 16 Ways to Make Your Competitors Wish
They Were You!
by Robyn Freedman Spizman and Rick Frishman;
McGraw-Hill; May 2008;
Hardcover: $19.95;
192 pages;
ISBN-10: 0-07-154519-0; ISBN-13: 978-0-07-154519-8.
For author interviews, artwork, or excerpt information,
please contact: Kenya Henderson, 212-904-3346, kenya_henderson@mcgraw-hill.com
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