Storytelling story-selling content is the new advertising, marketing & PR.
It’s a harsh new reality all businesses and employees have to face. You can still shell out tons of dough for advertising, marketing and PR campaigns and get retro-returns on your dollar, or you can do what people resonate with – story-selling by storytelling.
SERIOUSLY … NO STORY?
Have you ever heard this?
“We have great products with amazing features – but no story.
We rock. We smoke. We’re the greatest. Features, functions, speeds and feeds. That’s us. Rock on Dude and Dudettes!
But no story.
NO STORY – NO GAME
You got no story. You got no game. You got no game – you got no business. (One of the best things about publishing your own stuff is you can riff horridly constructed anti-prose with non-grammatical grammar and get away with it.)
Whatever business you’re in you have a story. If it’s a good story it informs, educates, entertains and helps people down a path to find a solution to the problem they have.
The trip down the path is your story.
Your story is littered with adversity, obstacles, problems, helpy-helpers, wise sages, pitfalls and pratfalls (always emphasize your own pratfalls; it’s an endearing quality – exposing yourself to ridicule and humiliation. Makes you human. Authentic. If you don’t win the business you still might make some new friends.) and eventually, when you get to the end of the path, you will successfully solve their problem and deliver a solution. That solution is their payoff, and your profit.
PRINT & DISTRIBUTE YOUR OWN CURRENCY … LEGALLY
Well, not so much print – but create. Print is so Gutenberg. The truth is that your business success, whatever business you’re in, hinges on your ability to create remarkable content. Remarkable problem-solving stories. But no matter how great or remarkable your story may be, it still has to be discovered or found first.
CHUNKS AND CHUNKS OF CONTENT CHUNKS
I’m throwing out another formula here.
1-10-1 (soon to, in a parallel universe, be inversely parallel to E=Mc2 famous-osity)
What the “H” does that mean? Pretty simple actually. No matter how great your story, your product, your Grandma’s peanut-butter jalapeno sardine & anchovy cupcakes are, people have to discover it before it receives rightful recognition. To do that you have to EARN the readers attention. And that’s hard now. There are over 1.5 trillion URLS being searched every day by Google and over one million new blog posts published every day. Content speeds by at supraluminal (yes, it’s a real word) speed. So, an Einsteinian luminosity of equational (probably not a real word) simplicity is called for. A new light-bending equation of content creation …
Your title or subject line must capture the reader’s attention in one second to EARN the right to …
… more of their time. In that 10 seconds, you have to intrigue, pique or totally discombobulate the reader into believing you are trying to share helpful, unique, specific information. If you do that you EARN the right to …
… of their precious mind-time. In that minute you have to share ideas, information, insights and information that might make a real difference in their life of business or business of life. If you do that you’re on the right path … the P4 path. (that alliteration isn’t path-etic is it?)
Think chunks of content. Easy-to-read, easy-to-digest chunks of content … like Grandma’s peanut-butter jalapeno sardine & anchovy cupcakes. One second chunks. Ten second chunks. One minute chunks. Now, for more good stuff ahead.
DEATH, DESTRUCTION & A GOOD BOILING IN OIL
Now, here’s the part where I try to share information that will make a difference for you – no matter what business you’re in. When you start creating your own currency of content it can, inadvertently lead to a …
If your company doesn’t have the ability to create and publish helpful, unique content, it won’t survive long. It’s a punishing reality. Losers get the death penalty. People are searching for answers to their problems, which your company may have the answer for, and people are willing to pay for won’t find you. The only way to fight that is to kill all…
Corporate gobbledygook. Using “words drained of all meaning,” ( I heard Steve Wynn use that in a speech once – I cribbed it from him). Absolutus vomitus eruptus words … like seamlessly integrated, world’s leading provider, etc. For an in-depth list of torridly horrid, fatuously flatulent, superbly superfluous corporate gobbledygook check out my Bio. I think I used all of them.
DESTRUCT AND DESTROY!
The kind of communications (written or spoken) that you’d rather be boiled in oil or burned alive before having to read, listen to or try to comprehend. Wherever possible, weed out as much dreck and anesthetic corporate gobbledygook as you can. Some will always slip by, like an invisible virus to infect your site. But do your best to fight the good fight.
HELP ME OUT?
It takes discipline, rigorous creativity (yes I said rigorous creativity) and is a demanding job to consistently create, write and publish quality content. I don’t care who you are. Write and re-write. Cut, destroy, destruct, boil in oil. I’m not particularly good at it. But I’ve written with, interviewed and know many that are.
FROM ANOTHER PLANET?
The list below is where I’d start if I were new, struggling, a grizzled veteran or had recently arrived from another planet and was trying to create my own storytelling story-selling currency. They’re the …
BEST OF THE BEST STORYTELLING STORY-SELLING SOURCES
1. War of Art – by Steven Pressfield – (@spressfield on Twitter)
Read the book. Absorb it. Do it. Keep it by your side. Travel with it. It’s the Bible of attitude, style and grace – in writing and life. A true classic. Like the man himself. And check out“The Power of Resistance: Lessons Learned from Bestselling Author Pressfield,” to get a snapshot of what I’m talking about. Steven’s definition of “Resistance” with an “R” plays a big and attributed role in my next pick which is …..
2. Linchpin: Are You Indispensable? – by Seth Godin (@thisissethsblog on Twitter)
Seth’s a bestselling author for a reason. Simplicity and clarity are hallmarks of his writing style. Great thinking is his art. I’ve read all his books. I’ve been waiting for him to write the “Purple Donkey” book, but I guess he hasn’t got around to it yet. When he does it’ll be his “Tour de Force.” Anyway, his book “Linchpin: Are You Indispensable,” is the new employment reality. If you’re not a Linchpin person with a Linchpin mindset – you’re either unemployed or about to be. The “report to work and just be present to watch the clock” mentality is no longer the world we live in. You have to be remarkable. In any job you do.
3. The New Rules of Marketing & PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, – by David Meerman Scott (@dmscott on Twitter)
Steven Pressfield & Seth Godin pave the path of attitude, gratitude, and force of spirit. David Meerman Scott walks down that path paving it with real-world case studies and examples of how to turn content into cash. This book is in its second edition and was a BusinessWeek bestseller for six months. I pull it out regularly, just to see where I screwed up.
4. STORY – by Robert McKee
Why this book? Why Robert McKee? Well, he wrote the book on STORY … didn’t he? But it’s a book about screenwriting Steve? No, it’s about STORY. The eloquence, elegance and love of STORY. It’s timely – always. And timeless. For a quick-look read check out “A Simple Timeless Tale: Lessons Learned from Legendary Hollywood Guru Robert McKee.”
5. The Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy That Sells – by Bob Bly
Sure Bob has a great testimonial from David Ogilvy,
“I don’t know a single writer whose work would not be improved by reading this book – including me,”
…but that’s not why this book is a must-have. Bob nails the formulas that help stretch and refresh your mind. He gets it. Writes simple. Sells big. And it’s all about work and process with him. I particularly like his 4 “U’s” for titles. All titles should be Useful, Unique, Urgent, and Ultra-specific. And his “38 Great Ideas for Your Next Headline,” is something you can pull out anytime your having a mental block. But let me share one really intriguing little-known fact about Bob. He has a flair for eclectic, high-value, high-fashion hat wear.
6. Reality Check – by Guy Kawasaki
The back cover of this book should be required reading for authors, writers, marketers, PR professionals and anyone that wants to understand how to draw people into your story with well–written, eloquent simplicity. Pick up the book and read the interview “A REAL Business REALITY CHECK with Bestselling Author Guy Kawasaki.”
Now … fight the good fight. Explore the path.
Write. Do it right.
Or try best you can.
There … I’m done.
“Joy” image courtesy of H.Kopp Delaney from Germany. He’s awesome.
Featuring an Interview with Al and Laura Ries, authors of WAR IN THE BOARDROOM: Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye – and What to Do About It.
There’s a war going on in American business. It’s a war that needlessly inflicts serious economic harm on customers, employees, companies and stakeholders.
It’s a war that causes great ideas and products to vanish. To get lost in the clear fog of logical logic. A devastatingly destructive war that helps bad ideas take root and grow (albeit briefly), nurtured and justified by common sense and … logical logic.
LEFT-BRAIN MANAGEMENT vs. RIGHT-BRAIN MARKETING
What does that mean? How does it work? What to do about it? Find out in this interview with bestselling authors Al and Laura Ries.
BUT FIRST …
The markets being the shape they’re in – no jobs, no money, no hope, economic despair, destruction and disheartenment all around, I thought it’d be the perfect time to start a new company.
So I did. It’s called “Kayser’s No-New Media.” I specialize in old media – none of that highfalutin New Media Web 2.0 vaporware. My differentiator? I go back through time, find and revive great ideas from the past that have gone bad, mostly because they were ahead of their time, or were poorly executed.
See, I understand the left-brainer vs. right-brainer war mentality. I’m above all that Byzantine internecine strife. In fact I’m going to profit handsomely from it because I’m a “Know-Brainer.” I use both sides of my brain, that’s why the new business is booming. Well … at least my one ( beta account – no money has actually exchanged hands yet) account is.
My first job is for an auto manufacturer. Yes I know, not the best time to be dealing with the auto industry. But my client is getting mega bucks in new investment (from taxpayers) … what an opportunity! And this auto dealer has total faith in my new approach. We’re getting ready to rock the Auto World. There is only one catch. They asked that I run my ideas and marketing concept by some world-class Marketing & PR strategists. “No problemo,” (Sometimes I speak German to impress new clients) said I. “Piece of cake.”
RETRO-STRATEGIC BUSINESS MODEL
I decided to go for it. To go to the absolute World-class Best Marketing & PR strategists – mainly because I ‘m so sure of the concept that I’m looking for endorsements to help grow my unique, retro-strategic business model. So I contacted Al & Laura Ries, best-selling authors of “The 22 Immutable Laws of Branding,” “The Fall of Advertising & the Rise of PR,” as well as “War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye – and What to Do About It.” They agreed to talk to me.
I’m going to trust the reader not to leak the top secret details of the project below – or crib the idea. Here’s the concept.
We’re bringing back the Edsel.
Sure it was a colossal flop. Worst car of all-time. But that was only because it was way ahead of its time. It was a DaVinci-like beauty.
And the name – Edselzilla?
Car sales are all about the name. Has to be something that rolls off the tongue. Has to be memorable. Meaningful.
I crafted a crafty neologism from the words “Zilla” and “Illa,” and came up with the name, which also has a scintillating etymological iconic meaning … and could it roll off the tongue any easier?
FULL OF HIGH-TECH PRODUCTS
I made sure the engineers loaded the Edselzilla with incredibly complex and sophisticated products that most people will never use. Products like seats that vibrate and shake to the music – different beats – different shakes, depending on the music. Slick, huh? And, taking advantage of the latest in nanotechnology advancements, the Edselzilla computer sensors monitor the mood of the driver (based upon complex gluteus-maximus seat vibration algorithmic calculations) and displays it for all to see. Can you imagine? A blue-green car means a peaceful driver. A red car … road-rage candidate.
And reliability? We rock. What’s one of the biggest value props for a car? Reliability. The Edselzilla prototype’s been road-tested for a year. It’s better than anything on the market. Tops the Lexus and the Mercedes even.
LOW-END OF THE HIGH-END, HIGH-END OF THE LOW-END
Price Point? A mere $150,000.
We’re going to own the low-end of the high-end, the high-end of the low-end and the almost-highest end of the ultimate high-end. How? We’re going wide. On the drawing boards we have a product line wider than the Grand Canyon. Proof?
THE EDSELZILLA PRODUCT LINE
- Bedselzilla: Sleeper Cab Truck
- Dedselzilla: Hearst – Funerary Line
- Fedselzilla: Government Line
- Hedselzilla: Intellectual Line, Professors, Sub-Prime Mortgage-Backed Derivate Analysts
- Jediselzilla: Star Wars Line
- Ledselzilla: Led Zeppelin Line
- Medselzilla: Ambulance Line
- Nedselzill: This is sorta niche’ey. For all the guys named Ned Line. Probably not a big-seller at first.
- Pedselzilla: The Environmentalist/Green Crowd Line- Equipped with pedals.
- Qedselzilla: For the up and coming Quantum Physicist Line
- Redselzilla: The only car for People with Red Hair Line
- TEDselzilla: The Ted Nugent Fan Line. Comes with a zebra-skinned, M-60 machine-gun attachment on the hood, wood-burning grill on the dash (can cook up to 30 lbs of wild game – cookbook included). Coolest feature? The TEDselzilla’s doors flip up and turn into concert venue-sized speakers. Personally, this is the one I’m buying when it comes out – before Ted Nugent captures the Presidency in 2012.
- Weaselzilla: For Politicians Who Raise Taxes on Everyone but Themselves Line -This one will be huge.
We’ll own the market.
Now … for the coup de grâce . A “slam dunk” as a CIA chief once said. I personally negotiated a distribution deal with one of the largest retail chains in the world. Exposure will be incredible. Edselzillas will soon rule the world. Guess who the distributor is?
The largest retailer in the world! The biggest audience. Take your breath away? I knew it would … that’s about it. Wait until Al and Laura hear about this. They’ll probably want to invest.
ENTER: AL & LAURA
Al Ries and Laura Ries are the dynamic father and daughter duo that have reshaped branding in the 21st century. The Fall of Advertising & the Rise of PR ruffled more than a few feathers and changed the way we look at advertising forever.
Al and Laura Ries have been profiled in The Wall Street Journal, Advertising Age, Business Week, and USA Today.
Laura is a frequent media commentator appearing on Fox News, CNN, CNBC, Fox Business, ABC News, CBS, PBS and Bloomberg.
WIN THE BOOK: For keeping the secret I disclosed above – the first 20 people that send me an e-mail at email@example.com with “TEDZILLA” in the subject line will win an autographed copy of Al & Laura’s new book.
FINALLY – THE INTERVIEW BEGINS
Steve: Thank you for taking the time to speak with me. I have a few questions about “WAR IN THE BOARDROOM,” and then want to run a real-world business branding concept by you. First … why did you write this book? What prompted it?
Al Ries (Al): 40 years of frustration. Marketing and Management are at war. In our years of consulting work, we have participated in many battles over marketing strategies and tactics. On many occasions, we have lost those battles and have the scars to prove it. The reason for the war is that marketing and management don’t understand each other. The reason they don’t understand each other is that their brains are different.
Laura Ries (Laura): Management people tend to be left brain thinkers. Left-brainers are verbal, logical and analytical. Marketing people tend to be right brain thinkers. Right-brainers are visual, intuitive and holistic. Our goal with this book is to help establish better communications between marketing people and management people. Better communications leads to better branding.
Steve: Examples of left-brainers?
Al: If you’re the CEO of a major corporation, chances are good you are a left-brainer. Management people tend to be logical, analytical thinkers. In order to make decisions, they want to be supported by facts, figures, market data, and consumer research.
Laura: Directors of Marketing. If you’re in marketing, chances are good you are a right-brainer. Marketing people tend to be intuitive, holistic thinkers. They often make decisions by “gut instinct” with little or no supporting evidence.
Steve: What about “Know-Brainers” (like me) that use both sides off the brain equally?
Al: We call that “Ambibrainerity.” It’s similar to ambidexterity. Most people who are thought to be ambidextrous (switch hitters in baseball, for example) are really left-handers who, with a great deal of practice, have taught themselves right-handed skills. Or vice versa.
Laura: Ambibrainerity is extremely rare. While you can learn to exercise the less-favored half of your brain, working both sides equally is almost impossible. Depending on how you were born, you are going to have to live your life either as a left-brainer or a right-brainer. Every occupation seems to attract people who favor one side of their brain or the other. It might take logical, analytical thinking to run a corporation, but it also takes intuitive, holistic thinking to run the marketing program for that same corporation.
Steve: Is there a common theme or thread that runs through these left-brain vs. right-brain wars?
Al: Yes. There’s usually a common theme to the lost battles. Management argues for ideas and concepts that are just plain “common sense,” a reflection of their left-brain thinking.
MARKETING=INTUITIVE. NOT LOGICAL
Laura: We argue for ideas and concepts that might not be logical, but intuitively we believe are ideas that will work, a reflection of our right-brain thinking.
Steve: I’m going to ask a dumb question …
Al: Who decides in these wars? The deck is stacked. Every marketing decision has to be approved by management. Guess who loses? Of course marketing loses. But more importantly, the two sides are engaged in a war that undermines companies, careers, brands, stockholders and consumers alike.
Steve: Okay … How about a real-world example of an idea battle that management won that marketing would never have thought of? Maybe something from the auto industry – since it’s a hot topic right now. (I’m prepping them for my pitch here. Subtle … isn’t it?)
THE REALITY OF PERCEPTIONS
Al: Okay. Let’s talk about the Volkswagen Phaeton. It’s a high-end luxury car, priced at $100,255, and received glowing reviews from Forbes and USA Today. Business 2.0. hailed it as, “Overwhelmingly the best value among high-end luxury cars.” Remember this. Left-brain management types deal in reality. Facts, figures, charts and numbers. Management acknowledges the importance of perception, but believes that perception is just a reflection of reality.
They think if you change the reality, you change the perception.
The reality was that the low-end car sales were being taken over by Japan and Korea. Chinese brands were poised to enter the US market. Logic dictated that Volkswagen needed to move upstream – up market, to the more profitable high-end luxury cars. It’s completely logical. Common sense. And completely wrong.
THE PERCEPTION OF REALITY
Laura: Right-brain marketing types deal in the reality of perception. What matters to marketing people are not the “facts” of a situation but what’s in the mind of the consumer, which may or may not correspond with reality. What’s in the mind of a “Volkswagen” consumer? Do you think buying a $100,000 car is?
Changing reality is easy; changing perceptions is exceedingly difficult.
Steve: And what happened?
Al: What do you think?
Steve: Well, I’ve never really heard of the Phaeton. But … it’s a Volkswagen.
Al: Exactly. It’s a Volkswagen. Not a BMW. Not a Lexus. The company couldn’t give them away. The Volkswagen Phaeton was introduced in November 2003. Since then, only 3,354 units have been sold in the United States.
Laura: Perception won out.
Steve: But what if it was the best product on the market? The absolute slickest-sweetest-superior and most reliable? Like a Mercedes. Loaded with high-tech features, bells and whistles that would awe a NASA astronaut? Wouldn’t that make a difference? Save the day?
Al: That’s your left-brain coming out. Management believes that nothing matters except the product. Building a better product is the objective of most chief executives. Wrong. Now let’s talk about “reliability.” Where do you think Mercedes Benz finished in an “Automotive Brand Reliability” survey by Consumer Reports … out of the Top 35 Brand names?
Steve: 1st or 2nd?
36TH OUT OF TOP 35!
Laura: Meredes ranked 36th in the 2007 Consumer Reports “Predicted Reliability” customer survey. Right-brainers know you don’t win with a better product. You win with a better brand.
GOING DEEP AND WIDE
Steve: What if they would have had a deep and wide product line? Be all things to all people? Wouldn’t that have turned the tide in their favor?
Al: That’s logical. Sounds like common sense.
Steve: Absolutely. (I knew I was on to something big now)
Al: Left-brain management types always favor a full line. Common sense suggests that a full line of products and services allows you to sell more than if you had a narrow line. Completely wrong. That’s why it’s so hard to win these battles. Common sense is a tough opponent.
Laura: Right-brain marketing favors a narrow line. Selling is the second step in a marketing program. The first step is building a brand in the mind. Building a brand with a full line can be difficult because you don’t stand for anything. And if you don’t stand for anything …
Steve: But if you stand for all things? You’ll surely sell something. I mean it’s just common sense.
Al: Management counts on common sense. Management approaches every situation in a sane, sensible way. Their emphasis is always on the product and the execution. Like I said … very hard to win a battle because common sense and logic … are so logical.
Laura: Marketing counts on marketing sense. The more experience a marketing person has, the more he or she realizes that common sense is usually wrong. Often the illogical, uncommon sense “marketing idea” produces the best results.
Steve: So how do you think this played out when planning for the new high-end Volkswagon Phaeton?
Al: A bunch of people sat down with reams of reports, data, facts, looked at the hard market realities they faced and came up with the logical idea of a $100,000 plus V0lkswagen. Then they had to justify it. Make it make sense. A $100,000 plus Volkswagen. Can you imagine? Why … that’d be like bringing back the Edsel and selling it at WALMART as a high-end luxury car.
DAWS MOMENT (indicates a Deep, Awkward Silence)
Laura: A right-brain marketing type would have never thought it was a good idea. In the automobile field what matters is the brand. Not the product. Perception dictates reality.
Steve: What’s a right-brainer supposed to do when dealing with left-brain management?
Al: Speak their language. Facts, figures, market share analysis. Present their intuitive ideas to a logical thinker logically, in their language.
Laura: Right-brainers have to sell their visual ideas to left-brain management types in verbal terms. Talk about product benefits and features instead of “positioning” the brand in the mind.
Steve: Thank you so much for your time. But … I have to admit something. I’ve been disingenuously disingenuous. I’ve asked most of these questions because I’ve started a new company – and we’re rolling out a new car model. I wanted to test the concept with you. Both from the left-brain and right-brain approach.
ANOTHER DAWS MOMENT
So … I went through the whole EDESLZILLA concept.
A BLACK HOLE DAWS MOMENT
Steve: So what do you think of my Edselzilla? It rocks? Too much left-brain? Right brain? Or …
HOW DEEP CAN A DAWS MOMENT GET?
I don’t know if the reader knows it or not but Al & Laura would be considered right-brain creative types. So they did what any right-brain creative type would do. Presented their answer in a visual.
About Al Ries & Laura Ries
Al & Laura been have been profiled in The Wall Street Journal, Advertising Age, Business Week, USA Today, Marketing News, Atlanta Journal-Constitution, Brandweek and countless other domestic and international magazines and newspapers. Laura is a frequent media commentator appearing on Fox News, CNN, CNBC, Fox Business, ABC News, CBS, PBS and Bloomberg.
Al and Laura are branding gurus known for delivering business insights with wit, wisdom and worldliness. They are sought after speakers around the world including the U.S. India, China, Europe and South America. So far they have worked in 60 countries and counting.
Al is Chairman and Laura is President of Ries & Ries, the marketing strategy firm they founded in 1994. Together they work with clients like Microsoft, Ford, Disney, Merck, Frito-Lay and Unilever.
Keep up with Laura on her Ries’ Pieces Blog
JUST ONE WORD
Actually it came down to only one word. Of course there were these other words that supported that one word. Like…
Those words describe the team I’m lucky to be working with for the promotion and publicity of “The Greatest Words You’ve Never Heard” book, the award-winning national PR firm EMSI. Even though those words are great … it still only boiled down to one word.
In May 2014 alone, EMSI delivered 13 TV interviews, 696 print placements, 163 radio interviews and 7458 new social media connections for their clients. In 2013 their clients appeared in:
8,018 print outlets
- Outlets include USA Today, Associated Press, Entrepreneur Magazine, Prevention Magazine, The Huffington Post, FOX Business, Realtor.com, Toronto Star, Good Housekeeping, NJ Star Ledger, Houston Chronicle, Miami Herald, and more.
1,868 talk radio shows
- Interviews were heard on WTLW-FM (The #1 station in New York City), America’s Radio News Network, WTOP-FM, Tesh Media Group, It’s Your Health Radio Network, Money Matters Network, Sirius/XM, and more.
225 TV shows
- Appearances were seen on MSNBC, FOX & Friends, CNN, CNBC, Bloomberg TV and more.
How do you achieve results like that?
GREAT EMPLOYEES AND LEADERSHIP
I met EMSI CEO Marsha Friedman over 10 years ago when I published and interview called PR VS. Advertising: Three Facts of Life with legendary marketing strategist and bestselling author Al Ries.
EAGER TO LEARN
Marsha contacted me about the article — because she’s always eager to learn. She wanted to know how an all foam no beer, non-boolean fuzzy logical (think about that) kilt-wearing country bumpkin like me got an interview with Al Ries. My answer included a detailed explanation of Einstein’s “General” and “Special” Theory of Relativity condensed into two words.
We have been fast friends since. She took immediate pity on my low IQ (not really low, just sub 50) and has helped me out on many occasions since. Marsha is the epitome of the hard-charging, brilliant CEO with great people skills and persistently positive results. People just love her when they meet her. And love her more after her wunderteam delivers their results.
That’s easy. I hosted a radio show on 55KRC.com in Cincinnati for a couple years and was always on the lookout for great guests. Marsha’s team killed it. Always came through, especially in a crunch. In fact, her team delivered over 40% of our total guests. High-quality, knowledgeable, charismatic … brilliant guests. And, because of Marsha, I also had the great pleasure of interviewing;
- Michael Uslan, who was the executive producer of films such as Batman, Batman Returns, Batman Forever, Batman & Robin, Constantine, The Spirit, Batman Begins, and the second highest grossing film of all time, The Dark Knight. As a producer, he is one of the highest-grossing movie producers of all time, with The Dark Knight alone having already passed the $1.5 billion mark. Michael is simply “The Boy that Saved Batman, (the book is actually titled “The Boy That Loved Batman.”
- Pen Densham, screenwriter, producer, and author of ‘Riding the Alligator: Strategies for a Career in Screenplay Writing … and Not Getting Eaten.” Pen Densham has written, produced, consulted and directed movies and television shows. His eclectic string of projects include Robin Hood: Prince of Thieves, Backdraft, Moll Flanders, Rocky II, Blown Away,Footloose as well as the TNT movie Houdini and the successful reboots of the classic TV series The Twilight Zone and The Outer Limits. He’s worked with and learned from people like Morgan Freeman, Jeff Bridges, Robin Wright, Bill Murray, Kevin Costner and Jodie Foster. The films and television series Pen Densham and his partner have produced have grossed over $1 billion. His first movie role was for his dad when he was five years old. What was it? To ride an alligator. At 5-years-old. An absolutely fascinating man with a life story that should be made into a movie. But no one would believe it.
MEET TEAM EMSI
I’m thrilled and grateful to be working with the EMSI team. Should you, your business, your book, your friends – maybe even your enemies – ever need publicity, marketing, social media help or PR … there is only one place I’d go (and did), EMSI. Here are the people behind the results — and helping get the word out for “The Greatest Words You’ve Never Heard.”
Marsha Friedman, CEO
Marsha Friedman launched EMSI in 1990. Her PR company represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. Some of the more prominent names on her client roster are Sergeant’s Pet Care Products, Former National Security Advisor Robert McFarlane and the famous Motown Group, The Temptations. As a publicity expert, she has authored the book Celebritize Yourself.
As a radio personality and public speaker, Marsha can be heard weekly on her Blog Talk Radio Show, EMSI’s PR Insider. On her previous talk radio show, The Family Roundtable, Marsha enjoyed interviewing celebrities such as Tony Curtis, Ed Begley Jr., Augusten Burroughs, Faith Evans, Vicki Lawrence, Denise Jackson, Janine Turner and Rose Rock, to name a few.
Alex, a Texas Tech University graduate in telecommunications and marketing, is Vice President of Media Operations with an extensive background in media, specializing in radio for over 15 years. His experience includes being a national talk-show radio host and executive producer in major markets like Washington, D.C.; Atlanta, GA; Detroit, MI and Tampa, FL. Alex has also been a media coach and an instructor at the Connecticut School of Broadcasting.
Rachel started with EMSI in the position of Print Campaign Manager, where she revolutionized the execution of their clients’ print campaigns. After fine-tuning her skills under the wing of EMSI’s CEO, she was able to push the successes of each campaign into a new realm. Aside from this, Rachel has a client-care focus second to none.
Rich came to EMSI with a strong broadcast media background. For 15 years, he enjoyed much success in radio and television for 15 years as an on-air personality, program director and music director in stations from California to New York City. Ghazarian has led several stations he programmed to #1 ratings. After leaving the broadcast medium, Ghazarian worked for several advertising agencies in New York City, in multiple capacities for clients: account representative, creative director, copywriter and media planning and execution. Ghazarian joined EMSI in 1998 as a Radio Campaign Manager and has been with the company ever since.
Ginny has been with EMSI for over seven years and has worked with clients in every phase of their publicity campaigns. As EMSI’s Print Campaign Manager, Ginny’s experience of working with print media gives her a vital perspective of knowing what interests them and how best to position our clients, so as to be included in their publications.
Harold Valentine joined EMSI with several years of editorial experience, including three years as a general assignment staff writer with The Tampa Tribune and affiliated publications. He then spent two years at an SEO firm, writing content for web pages, press releases, and articles to generate organic traffic to client websites.
TV: Alex Hinojosa
Radio: Rich Ghazarian
Print: Ginny Grimsley
TEL: 800. 881.7342
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