Market Yourself as The expert

As a small business how do you compete with the big guys and their big budget advertising campaign? The big guys don't read this magazine so we can share these low budget yet high-impact marketing secrets with you.

Use these tips to market yourself as the expert in your field.

1. Write tips sheets - for your clients, prospects and the media.
2. Write and publish articles in magazines, newsletters and newspapers.
3. Write letters to the editor expressing opinions, advice and clarification.
4. Publish your own newsletter.
5. Write a book - the best way to be seen as the expert.
6. Send out regular news releases.
7. Be interviewed by the press.
8. Sponsor a contest or award.
9. Make speeches to service clubs and associations.
10. Offer information seminars to prospects and clients.
11. Stay informed and leading edge on your area of expertise.
12. Offer your clients extra 'free advice from the expert'.
13. Earn designations and awards from your industry or trade associations.
14. Seek out the top experts in your field - know and get known by them.
15. Act, sound and feel like the expert you want to be - confidence is powerful.
16. Find a mentor you admire who can help you and make introductions.
17. Seek out leaders in other businesses to trade ideas and do joint promotions with - we judge you by who you hang around with.

Why market yourself as the expert? Clients come to you and you can charge more money.

Excerpted from the national bestseller, Secrets of Power Marketing.



George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

TV Interview: George Torok on Power Marketing on People in Connection

Enjoy this TV interview with George Torok talking about Power Marketing on the People in Connection TV show with host Marie Mushing.




George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing

Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

How to Promote Brand You - video interview

James Rick interviewing George Torok on the topic of promoting the brand that is you for the Full Potential show.

Enjoy this high energy and insightful 16 minute interview.

FP #174: How to Promote and Make Brand “YOU” Stand Out - George Torok with James Rick from James Rick on Vimeo.

3 Myths about the Media

Working with the media is a powerful way to promote your business. Some business owners are missing big opportunities to promote their business because they believe some common myths about the media. Recognize and dispel these three media myths.


Media Myth 1: The job of the media is to report the facts

The former editor in chief of a big city paper and former news director at a national TV station cleared up this myth.

He stated that many people believe that the job of the media is to report the facts. He clarified, “The job of the media is to report the facts – as we see it.”

That is an important distinction. Facts are not relevant or valuable without perspective. The media reports the facts that they chose and with the perspective that they select. Anyone can report facts. The distinguishing factor of a media outlet is the perspective that they offer on those facts. Opinion.


Media Myth 2: The Media hates business

I’ve heard this accusation from many small and medium sized business owners. Perhaps they run into challenges dealing with big banks and government. Then they read about business getting trashed in the newspapers or watch it on “60 Minutes”.

The media doesn’t hate business. The media is business – big, medium and small business. The media needs business – to advertise. Yes, some individuals in the media might rant about a particular business or industry because that attracts readers, listeners and viewers – customers.


Media Myth 3: The Media is in the information business

That is an easy assumption because the media needs information as its raw material. But the media isn’t in the information business – even though they might convey information. Similarly they aren’t in the entertainment business even though they need to be entertaining. Just watch the 6:00 TV news and notice the entertainment.

The media is in the advertising business.

That is how they make money. They sell advertising and when they don’t sell enough advertising, they cut production, jobs and eventually close down. Every media service that died did so because they did not sell enough advertisements.


George Torok

Marketing Speaker

Marketing Articles

7 Inexpensive Tactics to Build Brand and Customer Loyalty

Marketing Sherpa reports

How To: Build Brand and Customer Loyalty Through One-to-One Communication: 7 Tactics

SUMMARY: A corporate-style branding effort requires a corporate-sized budget. But if fancy logos and mass advertising aren’t in your budget, you can try building your brand one customer at a time.

Read one marketer’s recommendations for using personal communications to connect with your best customers. Through simple, low-cost tactics, you can build stronger relationships and establish a brand identity that’s more than just an image.

Too many small- and medium-sized businesses get hung up on corporate-style branding because that’s what bigger companies are doing, says George Torok, President, Power Marketing.

"Small and medium businesses would be far better [off] spending the time and money on relationship building, and the brand thing will come out of it by itself," says Torok. "A brand is not about colors or logos or fonts -- a true brand is about a feeling that people have about you."

Torok’s firm helps owners and marketers at small- and medium-sized businesses develop a more personal touch with customers. Below, we highlight seven tactics Torok uses to establish and maintain those relationships. These efforts require time and diligence, but they are very inexpensive.

Tactic #1. Make company leaders available to customers

Smaller companies have an advantage over large corporations -- there are fewer bureaucratic layers between the top and the bottom. Take advantage of the situation and give customers access to top-level management.

Access can be granted in several ways, including:
o Having executives visit sales floors
o Attending industry conferences
o Having an open-door policy for phone calls
o Attending or hosting live chat sessions, forums, or other industry-related social media events

"That doesn’t mean you spend all your time on the showroom floor or going to networking events, but you need to be seen," Torok says. "You put a human face on the business for your clients, which makes them feel better about doing business with you."

- The door is not always open

Maintaining an open-door policy does not mean customers can reach you at will. But it could mean establishing times for customer calls, such as between 9-10 a.m. on Thursdays.

Tactic #2. Reach out and be heard

Customers feel special when you reach out to touch base. This can be done through:
o Direct calls
o Emails
o Social media sites
o Handwritten notes and postcards

Postcards can be particularly valuable as a quick, personal way to reach out. A two sentence handwritten message is much more personal than a typed email. You can send 20 or 30 postcards while waiting for a plane. Postcards are waiting for you in the gift shop.

- Not every customer is equal

There is not enough time in the day to call or write postcards to every customer, just to ask how they’re doing. Prioritize efforts around your most valuable accounts and prospects.


Read the rest of How to Build Brand and Customer Loyalty


© 2000-2010 MarketingSherpa, LLC., ISSN 1559-5137
Editorial HQ: MarketingSherpa LLC 499 Main St., Warren, RI 02885

Build relationships, not brands

December 9, 2009 Pest Control Technology Magazine
[Growing Your Business] Build Relationships, Not Brands

Creating an emotional bond with customers can be more powerful than branding to build trust and loyalty.

Branding" is big buzz in pest management marketing these days, but one expert said small- and medium-size companies should focus on what they do best: building relationships.



The emotional bond of a relationship is stronger than "any kind of a bond someone can have with a logo," said George Torok, marketing expert and best-selling author. (See his marketing insights at http://www.torok.com/.) "Relationships make customers feel good," he said, while branding often makes the company look superior. A brand might imply only smart customers use XYZ pest services, while relationships give customers confidence. They build trust and make it harder for customers to leave, he added.



Although firms need to present a consistent, uniform message, they shouldn’t invest blindly in hard-to-measure branding, he said. Instead, nurture the relationships already in place.



A PERSONAL TOUCH. Technicians at Craig Thomas Pest Control in Hyde Park, N.Y., gather customer information, which is then plugged into the computer and shared company wide. When customer service and office staffers follow-up with customers, they have the account history as well as children’s and pets’ names, health concerns and other items of interest at their fingertips. Conversing on a personal level shows you care. It’s all about "demonstrating that we are part of the family," said President Craig Thomas.



Relationships must extend beyond front-line employees. "You want to put multiple hooks into your customer," Torok said. David Castro, president, Merlin’s Pest Control, Dover, N.J., rotates technicians’ routes. This allows customers to build relationships with multiple employees. "They’re comfortable with your company," which spreads the risk should a technician leave, he said.



Owners and presidents need to get out of the back office and interact with clients by phone, open houses, special events or direct mail, Torok said. Avoid "cold" direct mail "done like an ad" and instead send a memo or personal note from the president, he suggested. Thomas sends customers thank-you notes with 10 $2 bills for each referral. "Every time they pull out a $2 bill, they’ll hopefully think of Craig Thomas Pest Control." He also supports a program that resonates with customers: Nothing but Nets, which provides malaria nets to families in Africa.



Relationships with employees are just as critical. Most people tend to leave jobs because of bad relationships, Torok said. "If you have good relationships with your staff, it’s harder for them to leave." Open communication and regular customer service training build relationships with employees, which in turn helps them communicate the company’s values to customers.
Business relies on technicians until a long-term relationship is established, said Joey Toth, president of Pitbull Pest Control, Las Vegas. If customers have no attachment to their technician and can get quality service at an affordable price elsewhere, "they’ll take their business someplace else."



Contact the author at anagro@giemedia.com.


As published in Pest Control Technology Magazine

George Torok, marketing expert

George Torok is available for media interviews

George is available for speaking engagements

Your media interview - how to be great

Your media interview

So you finally get a interview call from the media. How do you make the right impression?

Follow these tips from PR specialist Pam Lontos

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Pam Lontos Column: 15 Tips (Plus a bonus!) to a Great Interview

Besides spreading the word about your speaking services, what's the best thing about landing interviews? The answer is: you can conduct the interview wearing your pajamas! But there's a catch. You can't sound like you're wearing your pajamas. That's right. Even though you're talking on the phone to the reporter and no one can see you, you still have to communicate a professional image. Otherwise, you might get bumped form the story and theydefinitely won't call you back for future stories. So how can you ensure that you make the right impression and, perhaps more importantly, that you're called back for more interviews?

You can use the following fifteen tips for giving great interviews:

1. Allow yourself private time prior to the interview. Use this time to relax and focus. Imagine that you are speaking with the interviewer face to face. Rehearse the points you want to make and remember that you can never be too prepared.

2. Seek a quiet spot for the interview. If you are speaking from home, close yourself off in a room with few distractions. Turn off your computer, TV, or radio, and clear your desk so nothing can take your mind off the conversation.

3. Write your main points before the call begins. Do not read scripted responses from a pre-printed sheet, because reporters can tell when something is being read to them versus when you're giving honest answers. But do prepare a note card with three to five topics you would like to touch upon during the interview. That way you won't struggle with an answer during the interview.

4. Show that you care about the reporter and their story. Be helpful and responsive to their requests. Ask the interviewer what you can do to make his or her job easier. Then really listen to their answer and be an eager, accessible source of information.

5. Stand while giving the interview. Even though you're talking on thephone, act as if you are giving a live presentation and stand tall. Standing will raise your energy level, and you will be more alert than if you were sitting. Interviewers love energy and really pick up on your mood.

6. Smile, and answer honestly and sincerely. People can hear your smile over the phone, and a reporter will feel more comfortable after hearing the joy in your voice. Also, the sound of smiling builds a rapport with interviewers. If they feel they can trust you, they will think of you first for their next interview.

7. Put energy and spunk into your voice. No one wants to listen to amonotonous drone, and the reporters and producers are no different. So put energy into your voice. This could make the difference between a mundane interview and a great conversation.

8. Have backup information handy. Reporters will inevitably ask you one question you don't want to or can't answer (this is another place your notecard comes in handy). In case you are unable to respond, you can say, "That brings up an interesting point." then go on to one of your prepared statements. Or, offer to find out the answer to the questions and get back to them as soon as possible.

9. Be concise. The average answer given is only nine seconds long. If you cannot convey your message in this short amount of time, your answer will not be used. So be careful not to ramble and be sure to stick to the facts. Don't overload the reporter with unnecessary information that is not directly related to the story.

10. Be forthright. Answer the reporter's question accurately and thoroughly, and don't be afraid to give away too much information. Many speakers fear that they might give away too much information and then no one will book them for events. But it's impossible to spoil years of experience and training in a short interview, and the audience will actually want more when you give them a little. So answer the questions and don't say, "You'll find the answer to that when you hire me for a keynote."

11. Use the word "you" often. The word "you" draws the audience in and helpsthem relate to what you're saying. And always give them a reason to pay attention by adding benefit statements to the facts in your presentation.

12. Let the reporter lead the conversation. The reporter most likely has an agenda for the story's development already in mind, so don't attempt to take over the conversation or talk about points the reporter does not want to cover.

13. Incorporate personal experiences into your responses. Audiences love to hear firsthand accounts of experiences relating to the topic. It helps them feel as if they know you personally. But make sure you stay on topic and don't get distracted with your story.

14. Be prepared to back up your claims. Reporters want factual information.So instead of saying, "The majority of people do this." say, "Eighty-five percent of my clients do this." And don't say, "I think" or "maybe." Speak with authority and confidence.

15. Find future stories. After the interview, thank the reporter and ask what other stories they're covering. Even if their stories don't directly pertain to your speaking topic, explain how you can be beneficial to what they are investigating.

16. Interviews in the future. Although interviews usually entail a relatively short phone call, you still need to take your time and prepare for it beforehand. You don't have to shower and shave, but you do need to have energy and excitement in your voice. During the call, you want to put your best foot forward with clear, honest and accurate responses. And when you're finished, don't forget to thank the reporter and offer to help onother stories. When you use these fifteen tips for giving great interviews, you'll communicate a professional, expert image to the reporter and the audience for you and your speaking career.

For additional publicity tips and articles now, visit: www.prpr.net. Pam Lontos is the president of PR/PR, a public relations firm thatspecializes in professional speakers, authors and experts. An author, speaker and former VP of Disney's Shamrock Broadcasting, Pam knows the ropes of getting you good publicity and how to use it to boost your bookings or book sales. She is also author of the forthcoming book, "I See Your Name Everywhere!" Call for a free consultation: 407-299-6128 or visit:www.prpr.net.

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Reprinted from 'PR/PR Pulse,' a free e-zine featuring tips and techniques for gaining publicity. To subscribe, send an email to newsletter@prpr.net with 'Add Me' in the subject line.

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George Torok
Marketing Speaker
Marketing Author - Secrets of Power Marketing

Radio Interviews - how to be guest expert

Radio Interviews - you as the guest expert

One simple way to build your brand, your credibility and reach is to be the guest expert featured in radio interviews. It is simple efficient and effective - if you know the techniques.

I love radio because of the simplicity compared to TV. I have been featured in dozens of radio interviews and as host of my own radio show, Business in Motion, I have interviewed over 400 business leaders.

So how do you get on radio and what tips should you know?

Here is a collection of helpful tips and articles from a company that specilializes in getting people like you on the radio. Read the tips if you want to try it yourself of call them to do it for you. The articles offer alot of useful information.

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Articles about Getting Featured on Radio Interviews

Bryan Farrish provides free articles about radio interview promotion (i.e., "radio publicity"), and they are available for reading and printing here:

1. Why Radio Interviews?

2. Which Radio Stations to Choose?

3. Picking the Proper Format, part 1 of 2

4. Picking the Proper Format, part 2 of 2

5. Best Topics for Radio

6. How to Practice for Radio Interviews

7. Paid Benefits of Free Interviews

8. Why Repeated Phone Calls Are Necessary

9. Why The Topic Does Not Matter

10. Why Smaller Stations Can Be Better

11. Dayparts

12. Investors, part 1

Click on any of the above to read that article or see the whole list here.

The above list is from

Bryan Farrish Radio Promotion

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George Torok

Host of Business in Motion

Business Speaker

Marketing Expert & Author