Scott Reveals Branding & Business Growth Secrets on “The Rise to the Top”

A few weeks ago I sat down with my STL homebody, David Siteman Garland, for an interview me on his new show, The Rise to the Top. We chatted about branding, writing, commitment and, of course, waking up early.

Watch both segments of our episode here!

LET ME ASK YA THIS…
How will you rise to the top?

LET ME SUGGEST THIS…
For the list called, “22 Questions to Sidestep Entrepreneurial Atrophy,” send an email to me, and I’ll send you the list for free!

* * * *
Scott Ginsberg
That Guy with the Nametag
Author, Speaker, Coach, Entrepreneur
scott@hellomynameisscott.com

Nobody coming into your new store?

Tune in to The Entrepreneur Channel on NametagTV.com.

Watch video lessons on spreading the word!

What’s your Noticeable Number?

I’ve been wearing a nametag 24-7 for the past 2,444 days.

That’s my Noticeable Number.

It’s noticeable in a conversation.
It’s noticeable in an interview.
It’s noticeable during a speech.
It’s noticeable in a book.
It’s noticeable in an article.
It’s noticeable in a blog post.
It’s noticeable on a website.
It’s noticeable in marketing materials.

First, let’s talk about the WHY.

In my experience, I’ve found seven benefits of having a Noticeable Number:

1. Remarkability. People tell their friends about it. Because it’s cool. Because it’s intriguing. Because it’s easy. And because it’s worth making a remark about.

2. Memorability. It stands out. During a conversation, for example, a Noticeable Number tends to be the most memorable item.

3. Credibility. Which comes from specificity. For example, which sounds more convincing: “I’ve read a whole lot of books on stress management,” or “I’ve read over 1800 books on stress management”?

4. Commitment. Your Noticeable Number is an observable way to reinforce your dedication. And in a business culture where trust and integrity are at an all-time low, actions that validate your commitment are priceless.

5. Differentiation. It distinguishes you in an otherwise crowded marketplace.

6. Expertise. It’s the answer to the question, “So, what makes YOU the expert?” This is especially valuable when working with (and attracting) the media.

7. Revisitability. Noticeable Numbers make customers want to check in with you (or your website) every once in a while (or, hopefully every day!) just to see where your number is at now. REMEMBER: websites are like newspapers – customers don’t want to read it if it’s two years old. How often is YOUR website updated?

OK! Now, let’s talk about the WHAT.

This is a list of several Noticeable Number examples (some are real, some I just made up):

o Dave has 4,000 hours of practice!
o Aqua Fin is being used in 137 countries!
o Lambert’s Café has thrown over 13,457,991 rolls!
o Over 3,000,000 copies in print!
o Reprinted in 17 languages!
o McDonald’s has sold over 205 billion hamburgers!
o Dr. Jameson has spoken to over 300,000 students!
o Dane Cook has 1,982,811 MySpace friends!

Wow! Pretty noticeable, huh?

OK. Lastly, let’s talk about the HOW.

The last step is to get the maximum mileage out of your Noticeable Number.

Remember these four keys:

1. ASK yourself two questions: “What’s the most remarkable/unique thing about my business?” and then, “How could I quantify that in an easily updatable way?

2. RECORD your number in a journal or online counter. Be meticulous. After all, if you don’t write it down, it never happened!

3. PUBLISH your number on your websites, blogs, marketing materials and the like. Be sure to update it regularly. This makes the media happy.

4. LEVERAGE your number by peppering it into conversations, interviews, blog posts, articles, or any other form of communication. NOTE: no need to make a big deal about it. You don’t want to come off as conceited, but rather, convinced.

THE BEST PART: once you discover and leverage your Noticeable Number, you WILL get them to come to you.

“Them” meaning old customers.
“Them” meaning new customers.
“Them” meaning the media.

AND DON’T FORGET: people who get noticed get remembered; and people who get remembered get business.

LET ME ASK YA THIS…
What’s your Noticeable Number?

LET ME SUGGEST THIS…
Share it with us!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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35 ways to leverage your next media appearance

PICTURE THIS: you just secured an interview on the local news station. Or in your town’s daily paper. Or on CNN. Or in a trade publication. Or on the local morning radio show.

Congratulations!

Now all you have to do is remember ONE word.

L-E-V-E-R-A-G-E!!

Without leverage, your interview never really happened.
Without leverage, you may as well be winking in the dark.
Without leverage, you limit the potential audience of your appearance.

Because being That Guy is about repeated impressions.

It’s about credibility.
It’s about staying in front of people.
It’s about getting the maximum mileage out of your media appearances.

For example, let’s say you did a three-minute interview on your local radio station.

You’d want to ask yourself three questions:

1. How many people tuned it?
2. How many people missed it?
3. What can I do to keep that appearance alive?

And that’s the challenge: keeping it alive. Leveraging your interview in as many ways as possible.

Now, how do I know all of this?

Because I’ve done hundreds of them.

Big AND small.

CNN, 20/20, COSMO, WSJ, USA TODAY, The Today Show…

Local news, Internet radio stations, random TV shows watched by 13 viewers…

And if there’s one thing I’ve learned, it’s how to leverage a media appearance.

So, here’s a list of 35 ways to do so.

(NOTE: not all of these ideas are applicable to every type of appearance. Some are more conducive to TV, radio, print and the like. Pick the ones that work best for you!)

ALSO NOTE: always check to be sure you’re not infringing on any copyright violations before doing any of these.

BEFORE YOUR APPEARANCE

1. Ezine. At least a week in advance, tell everyone on your mailing list to tune in. To keep their eyes open. Remind them to set their Tivos, check the magazine racks and (not) to change that dial!

2. Text. Most cell phones have a feature that enables you to send a mass-text. This is a great way to save time AND contact a large group of people whose emails you might not have.

3. Call. When I was on 20/20, I physically called every single person in my cell phone. Probably about 150 numbers. (It took about two days. Mostly, I just left messages.) This technique is a great way to spread the word to your closest friends, who will gladly help build buzz around your appearance.

4. Email. Personally email clients, prospects, friends, family members and other people with big mouths. If you have a link ahead of time, send that for their reference. Make it SUPER easy for them to tune in so they don’t miss anything.

5. Blog. Make an official announcement on your blog. Think of it as a press release. Make your headline pithy, catchy and detailed enough so that 6 months from now, a total stranger could read your headline and know EXACTLY what to expect.

6. Teaser. At the end of every blog post up until the day your piece airs, include a teaser or a countdown as your signature line. For example, “Watch Sandy on Channel 9 News Next Week!” or “Only 17 more days until Mark’s Oprah Appearance!” Get people excited! REMEMBER: you’re kind of a big deal. (See the bottom of this blog post for a working example.)

7. Schedule. If you have a tour or appearance schedule on your website, include your media spot as one of the dates. For example, “January 13th, 2007: Hear Mark’s Spot on K-ROCK FM!”

DAY OF YOUR APPEARANCE

8. Blog. When your spot airs (or the publication issue hits the racks), tell everyone! Encourage people not only to tune in, but also to do so with friends. Tell them to have listening parties! In fact, if you’re going to appear on a major media outlet, have a party yourself!

9. Media Accessibility. Whether or not you do your interview LIVE, be sure to be accessible on the day of. Media outlets LOVE to tune into each other. Springboard interviews often come about; as do emails, phone calls, instant messages and the like. Be ready! Leverage is about being able to answer the phone five minutes after your TV spot and say, “Sure, Oprah, let me just check my calendar.”

10. Customer Accessibility. In addition to the media, potential customers will (hopefully) be calling and emailing soon after they hear about you. Be ready! Leverage is about being able to answer the phone five minutes after your TV spot and say, “Yes, that was me you saw on the news! Sure, I’d love to take an order. 20,000 books for your employees? No problem, Mr. Gates!”

DAY AFTER YOUR MEDIA APPEARANCE

11. Web. On your blog or website, post a screenshot of the website you were on. Scan a copy of the article. Take an actual picture of the television screen with your mug on it. PROVE to people that you were, in fact, in the news. People need proof.

12. Accessibility. Although #9 and #10 already addressed this issue, it’s worth repeating. Be accessible the day after for the people who might not have seen, heard or read your interview the day of. (Same goes for interviews on weekends: be ready the WEEK after too. Patience, grasshopper. They’ll call.)

ANY TIME AFTER YOUR APPEARANCE FOR THE REST OF YOUR CAREER

13. Images. The pictures you captured from #9 can be used as slides in your PowerPoint presentations. Builds credibility with your audience.

14. Signature. At the end of every blog post (for the next month or so), link to your original “day of” blog post. Include an image of the media outlet’s logo or a screen shot to offer proof and get readers excited. (See the bottom of this blog post for a working example.)

15. Schedule. Be sure to keep your announcement on the “Past Events” or “Past Appearances” page of your website. Five years from now, somebody could accidentally come across it and say, “Wow! Randy was on Fox News? Cool! I think I’ll hire him now.”

16. Cross Sell. In future interviews, speeches, conversations and writings, reference it. Causally say, “When I did a spot on Channel 5,” or “During my interview with Oprah, I learned…” Don’t be shy. You deserve it.

17. Intro. Next time you give a speech, mention your appearance in your introduction.

18. Bio. Add the appearance to your bio sheet.

19. About. Add the appearance to the About page on your website. If you did a TV or radio spot, be sure to have your clip viewable, listenable and downloadable.

20. Author. If you’re an author, include your media appearances in the “About the Author” page of your books.

21. Materials. Add the appearance to your brochure, one-sheet or other marketing materials.

22. Article. Add the appearance to the bio box or byline at the end of your articles. (You DO write articles regularly, don’t you?)

23. Post. If you did a spot on TV, call a clipping service, pay $70 and get a copy of your interview THE NEXT DAY. First, post the video on YouTube. Then, use the tags to embed that video on every other website/blog you have.

24. Mass Email. your next ezine or newsletter, tell people they can watch/read/listen to your recent spot on your website.

25. Personal Email. Send personal emails to clients and especially hot prospects. For example, “Hey Cheri! Not sure if you read the article in the business journal, but here’s the link just in case. Enjoy!” Don’t sell; enable people to by. Just send the article, let them read it, then let them come to you. It works.

26. Tear Sheet. If you did a print piece, get a reprint or really nice copy of it and make it into its own marketing piece. Add it to your media page and press kit.

27. Trade Shows. Take your tear sheet to your next trade show. Give copies to everyone! Make a cardboard cutout of the article. If it’s video, make sure every single person who passes by your booth watches it.

28. Direct Mail. Turn that tear sheet into a one-page direct mail sheet. Send it to prospects, friends, colleagues and other people who know you.

29. Enshrine. Frame the clip or picture of your appearance. Post it in the lobby of your office or on the front door of your store. Make sure every single person who walks in the door sees it. YOUR GOAL: by the time a potential customers comes to your office, she’s already seen proof from a third-party that your company ROCKS. Think Zagat.

30. TV. If you have several clips of video from various appearances, create a montage and make it part of your inner-company closed circuit or lobby TV.

31. Walls. Get a copy of the magazine cover or newspaper article, frame it and stick it on the wall of your office. Every time you look at it, it will serve as a reminder to stay in the media regularly AND to leverage those appearances.

32. Sticker. On your website, book covers and storefronts, you MUST enshrine. It’s all about the sticker.

33. Reference. Write subsequent articles and blog posts that expand on the topic you addressed in your interview. Reference the interview during the piece. Include link to actual interview at the end.

34. Card. Turn your appearance into a Holiday Card.

35. WOM. Have your girlfriend tell everyone she knows. Then tell everyone in your family. Best word of mouth ever.

Ultimately, we’re not talking about MILKING or shameless self-promotion.

This is about L-E-V-E-R-A-G-E!

Because without it, you may as well be winking in the dark.

LET ME ASK YA THIS…
How many ways do you leverage your media appearances?

LET ME SUGGEST THIS…
Got some other ideas? Share your best tips here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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Watch The Nametag Guy’s clip from 20/20!

If you’re having diffuculty viewing this video, you can also watch it (or share the link) here!

LET ME ASK YA THIS…
Who’s the luckiest person you know?

LET ME SUGGEST THIS…
What do they do that nobody else does?

* * * *
Scott Ginsberg
That Guy with the Nametag

Download Scott’s new book!
Right here, right now, for FREE, no strings.

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Read ABC’s transcript of Scott’s 20/20 segmet!

Hope everyone tuned in last night to 20/20’s “The Lucky Ones”!

We watched it out here in Maderia, OH, at Casa de S.F.K.A.

It was totally cool.

Here’s the transcript, fresh ABC’s website:

The Lucky Ones: Is It Serendipity or Smarts?
Good Luck and Hard Work Often Go Hand in Hand

‘Hello, My Name Is Scott’

Speaker and author Scott Ginsberg, 27, has no problem finding people to talk to. “I’ve probably had encounters with over 100,000 people,” Ginsberg said.

His popularity is fueled by an accessory that may make most people uncomfortable: He always wears a name tag.

“What is with the name tag? Well, I get that probably three to five times a day. And it’s been approximately 2,237 days that I’ve been wearing this 24/7,” he said.

Ginsberg feels the name tag represents friendliness in a world filled with strangers. In fact, he started his marketing business, “Hello My Name Is Scott,” when he was just 22. He now makes more than six figures a year from book sales and speaking engagements.

Ginsberg says his success is a result of his approachability and he can trace the first time it worked for him back to one key day years ago. He had a conversation with a stranger on a bus and gave him his card. “About a week later, I get a phone call from the editor of the Portland Tribune, who wants to do an article about my upcoming book. This article went out to every major news wire in the country. … Everything in my entire life since then is because that guy on the bus. His girlfriend was that reporter for the newspaper.”

Ginsberg, like most lucky people, doesn’t listen to naysayers. His belief in his positive attitude is so strong that he even got his name tag tattooed on his body. He said it’s “100 percent real. And you know what? This is as real as my commitment. And I think that is what can actually increase someone’s luck.” According to Ginsberg, he is the luckiest person he knows.

– – –

I’ll be sure to get the clip up on YouTube next week.

Until then, I’ve only got one thing to say…

“I’ve been dancing my ass off since Fresno!”

-Scott
www.hellomynameisscott.com

Watch The Nametag Guy on WINK News!

Some of the best and the brightest in Collier County’s tourism and hospitality industry were saluted Wednesday at the Paradise Coast Star Awards luncheon program at The Ritz-Carlton Golf Resort.

The event also celebrated National Tourism Week and called attention to more than 30,000 people working in support of Collier County’s $1.1 billion tourism industry.

I gave a talk about approachability AND presented the first ever “Approachability Award.” The candidate was selected as someone who epitomized “sticking yourself out there” and “getting them to come to you.”

See pictures from the event!

Read the text article from WINK News!

Watch my interview with Judd Cribbs!

LET ME ASK YA THIS…
Who would you nominate for the approachability award?

LET ME SUGGEST THIS…
Tell us why here!

* * * *
Scott Ginsberg
That Guy with the Nametag

Download Scott’s new book!
Right here, right now, for FREE, no strings.

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Hear The Nametag Guy on Duct Tape Marketing!

My new hommie, John Jantsch, is a veteran marketing coach, award winning blogger and the author of Duct Tape Marketing.

His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and marketing and is a Harvard Business School featured marketing site. His blog was also chosen as “Best Small Business Marketing Blog” in 2004, 2005 and 2006.

(Gosh. Get some credentials, would ya?)

Just kidding John!

Anyway, we had a chance to catch up on the phone for his regular podcast.

Our discussion covered branding, marketing, and of course, tattoos.

Listen here!

LET ME ASK YA THIS…
What’s your #1 small biz branding secret?

LET ME SUGGEST THIS…
Share it here!

* * * *
Scott Ginsberg
That Guy with the Nametag

Download Scott’s new book!
Right here, right now, for FREE, no strings.

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Listen to Scott’s podcast interview with Jim Canterucci!

GREAT NEWS!

I just finished recording a four-part podcast about personal brilliance with my buckeye bud Jim Canterucci.

The first episode, “Up Close and Practical, Part 1” is available here!

Over the next month, Jim will be releasing all four episodes. Each podcast addresses a specific attribute of personal brilliance. Here’s a schedule/outline of what we’re going to cover:

Episode 1: Awareness – May 6
*How a simple idea can become a business.
*Scott’s three components of success and how it relates to relationships
*How to be the world’s expert on yourself and your goals.
*How the “daily appointment with myself” makes an impact
*Consciousness of environment – How to break the silence pattern of those we meet.
*The tip for living in our fast-paced A.D.D society
*Visual habits and how they relate to solving the problem at hand
*What’s in your wallet? Not what you think.
*How to reach a deeper level of connection.
*What is the Law of Approachability?
*CPI – Common Points of Interest explained

Episode 2: Curiosity – May 13
*Scott’s foundational “What If?”
*The three types of questioning patterns that lead to innovation.
*The 20-minute rule of creativity.
*The best question to break a pattern and understand the framework of the scenario.
*How to maintain congruency between your philosophies and your actions.
*How to break the small talk barrier – 3 important questions.
*How “writing it down” solidifies your learning.

Episode 3: Focus – May 20
*What filtering means to focus.
*Why a board of directors is important for everyone.
*Some keys to thinking like a CEO.
*Perspective – become the ‘go to’ person.
*Focus and branding.
*How focus can identify the gap that is open for innovation.
*Scott’s favorite branding resource.
*How to break through in a crowded marketplace.
*Being ‘that guy’ as an approach. What it means to be the go to person. Two important questions.
*Do you own a word?
*How to get them to come to you.
*How to create and use a visualization wall.

Episode 4: Initiative – May 28
*How one blog post led to 33 new clients and over $100k in revenue.
*The paradox of inspiration.
*“Plucking” to create value.
*The story of Weston – an action hero.

LET ME ASK YA THIS…
What makes someone brilliant?

LET ME SUGGEST THIS…
Share your characteristics here!

* * * *
Scott Ginsberg
That Guy with the Nametag

Download Scott’s new book!
Right here, right now, for FREE, no strings.

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Yet another company I should be the spokesperson for

My friend Steve found this article in USA Today.

Pictured is Ernst & Young Global CEO Jim Turley, who talks to Brigham Young University students at Utah Olympic Park in Park City, Utah, on March 18. The company uses the event, E&Y Extreme, as a recruting tool.

Look closely at the signage on the lecturn behind Jim.

Wow. Not only did they use the name of my company and my brand, but the title of my new book! Woo hoo!

Not that I’m mad or anything. It’s kind of neat, actually.

However, along with Paxil, Sharpie, MACO and The St. Louis CVB, I will now add Ernst and Young to my running list of Companies I Should be the Spokesperson For.

So, if anyone out there:

1. Works for Ernst and Young
2. Knows someone who works for Ernst and Young
3. Or knows how to get in touch with Ernst and Young CEO Jim Turley

…please let me know! I gotta meet this guy! Help me make it happen!

Because Jim needs a copy of my new book, pronto.

(By the way, the new book is being printed. I will have it ready for sale this month.)

LET ME ASK YA THIS…
What company should YOU be the spokesperson for?

LET SUGGEST THIS…
In 200 words or less, explain why!

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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Insane Author Flashes Pittsburgh Tribune-Review

Today’s article in the Pittsburgh Tribune Review proves (once again) that I am, in fact, insane:

PITTSBURGH – There have been a lot of changes in the last 2,288 days of Scott Ginsburg’s life — from the constant need to buy shirts to a change in his attitude.

“I’ve always been a pretty friendly, outgoing guy. Now that I’m always wearing a name tag, I’m even friendlier,” said Ginsburg, 26, of St. Louis. “Plus, I’ve had to buy a ton of shirts. I never realized what a name tag can do to your clothing.”

Ginsburg, commonly known as “That Guy with the Nametag,” was the featured speaker at Tuesday’s International Networking Day event at the Hilton Pittsburgh and Towers, Downtown. He’s worn a name tag daily since Nov. 2, 2000, and has built his life around the idea of always being approachable.

Deanna Tucci Schmitt, executive director of Business Network International of Western Pennsylvania, said Ginsburg’s idea of approachability is the crux of what networking is about, something she realized after hearing a presentation by Ginsburg last fall.

She said people often don’t know how to approach networking in a way that doesn’t alienate others. What people should do, Schmitt said, is take a cue from Ginsburg and be friendly and open, and find common ground to break the ice.

“He took this silly little thing of wearing a name tag and has applied it in a global way everywhere else in his life,” Schmitt said. “He must be the most approachable guy I’ve ever met.”

Ginsburg wants people to market themselves, something he does convincingly. In the six years he’s been wearing a name tag full-time, Ginsburg, the author of three books on networking and approachability, estimates he has met 100,000 strangers. Some have become close friends, others have become clients and many he’s never seen again. Ginsburg even took wearing a name tag to a new level when, in November 2005, he had one tattooed on his chest.

“It really wasn’t practical to wear a name tag in some situations. It starts to look like a scene from ‘The 40-Year-Old Virgin,’ ” Ginsburg said. “I figured, what better way to solidify my commitment to this as my life than to desecrate my body.”

Mary McKinley, an adjunct professor at Duquesne University and director of its Chrysler Corporation Small Business Development Center, said Ginsburg has the right idea. Approachability, she said, is something many people don’t think about. But it can affect that ever-so-important first impression.

“You only have about 30 seconds to make an impression on someone,” McKinley said. “And a lot can be said in those 30 seconds.”

Ginsburg said his philosophy can work in any aspect of life, whether people are looking to enhance their business or their personal lives.

“You want to take every one of the opportunities you get to engage a person, no matter what the setting. Broadcast your uniqueness,” Ginsburg said. “It’s about being ‘that guy’ and being known for something. Who knows what’s going to happen, or how it will turn out. But you have to try.”

LET ME ASK YA THIS…
Ever had a steak cooked Pittsburgh Style?

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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