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Articles: Anthony Mora Communications

Keep Your Message Focused To Get More Clients

1/15/07

Keep your message targeted and focused. You may be well versed on a number of topics, but believe me, you don't want to pitch the media a Chinese menu.

Generally when people assure me that they can discuss everything, I find they have real trouble focusing on anything. Generalists tend to remain just that.

The media wants an expert. They want someone who is an authority, someone who is well versed on a certain topic or in a particular field.

Be specific. Sharpen your story. You may have numerous talents, you may have several stories to tell, but don't try to tell them all at once. You don't want a one-note campaign, but you do have to play each note individually. If you slam all of the piano keys down at once, you get noise. What you're looking for is melody, music. You can tell your stories, just tell them sequentially.

Come up with five or six different topics or hooks that you can honestly address. Now put them in order. Prioritize them. Don't pitch them all at once. Not only can it lead you away from your goal and into fantasyland, it can also alienate those around you, including the media.

Be realistic. You're not doing this to satisfy your ego needs, but to build your business. Don't worry about not being able to discuss all the various topics that are near and dear to your heart. If you keep at it, chances are you'll get to them, eventually.

Right now you're developing hooks, story ideas. Eventually you can broaden your scope and move the focus to other topics.

Be patient. Develop your stories, outline the particulars, be specific, and don't be a master of everything. Otherwise you'll be left alone up there in genius-land with no one to talk to.

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