Thursday, April 27, 2006

How do you maximise your return on investment for hosting a client function? Here's a great case study with Fremantle-based injury management firm Aurenda -

Listen to Ron Gibson from Go Networking, Speaker and former international cricketer Rod Hogg, Aurenda Managing Director Debbie Young and client Rob Oliver, Financial Controller with NuFord.

MP3 File

Wednesday, April 26, 2006

Aurenda Client Function

Left to right: Tom Murrell, Guest Speaker and Former International Cricketer, Rod Hogg, Aurenda Managing Director Debbie Young, Rob Oliver client and Financial Controller NuFord and Ron Gibson from Go Networking. Listen to the interview about maximising your return on investment for a client function on this blog.

For more great marketing ideas and insights visit our website.

Five Amazing Ways To Grow Your Business Through Articles

By Thomas Murrell MBA CSP, International Business Speaker

Want to build your business fast now? And, on a shoestring budget?

Whether you are a soloist or a major publicly listed corporation, writing articles is still one of the best forms of low cost, high impact marketing around.

If you're a regular reader of my articles, then you'll know how I turned an article into a media release that generated national print and radio exposure for me.

It was about the McEddie "Everywhere" Personal Brand and I even had people ringing me wanting to contact Eddie and people emailing me with comments about the first Footy Show TV program without Eddie McGuire as host.

For those overseas or who have just picked up this article for the first time, Eddie McGuire is the Australian host of Who Wants To Be A Millionaire who has just given up his on air role to become CEO of Channel 9, Australia's number one national TV network.

If you missed it all, just enter the words "Eddie McGuire Thomas Murrell" into
Google and try, and out of the 51,000 listings you will see how my original article and media release dominate.

Importantly, my articles or name dominates eight out of the first 10 rankings on Google.
Go on, have a go now. Just go to Google
here and try.

So what? Well, the key is to build relationships with your leads, prospects, customers, clients and advocates.

As my wise mentor Gihan Perera says "people buy from people they trust".

He says you need to turn strangers into neighbours and neighbours into friends and friends are the easiest people to market to.

So how do you do this, especially in a competitive, crowded and cluttered marketplace?

A well written, well targetted article helps you stand out from the crowd.

It builds expert power which creates reputation capital.

My articles, like this helps do that.

So I turned a media release, which originally came from an article, back into an article.

This is true leverage of expert power.

But I gave the newspaper article a few powerful tweaks.

First, I re-read it and added more depth of content. This made it fresher and more impactful.

Then I asked, how can I turn this into a measurable marketing activity that has the potential to increase sales?

The media will never run a story from a news release about a free or even new eBook - no matter how well written or controversial. It doesn't have the credibility or newsvalue of a hard copy book by a recognised international publisher.

But an authored article does provide a platform to promote your free eBook. This in turn provides an incentive for readers of the newspaper article to give permission for you to market to them.

So here's the kicker. Because I had a good relationship with the newspaper editor, he wanted my media release, not as a story, but as an authored article.

This gave me permission at the end of the article to add value to readers by pointing them to my website and allowing them to download my free eBook.

And, this builds my expert power and reputation capital with complete strangers.

Plus I got the bonus of a well laid out article with a great graphic that added enormous value to my original words.

You can see the final newspaper published article Brand marks out leader
here because I got permission from the newspaper editor (thank you Western Suburbs Weekly) to put a PDF version on my website.

This leverages even further the value of the original article.

But when the article was published in the newspaper it was read by more than 52,500 people.
Far more prospects than I could reach in a speech, direct mail out or even through this article you are reading now.

So traditional media still have greater reach and impact than emerging media like blogs. Plus it is tangible, providing a lasting record. People still like to feel ink between their fingers and not just electrons on their eyeballs!

So here are five amazing ways to grow your business through articles.

1. Choose A Newsworthy Topic.

The Eddie McGuire move, at least in Australia, was big news and speculated upon for months and months prior to the official announcement.

2. Make Sure This Topic Matches Your Area Of Expertise.

My area of recognised authority status is branding at a corporate, internal and personal level. And, I've had more than 20 years experience working in the media.

Plus, my media experience covers periods as both an on air personality and as a Senior Executive in a leadership role.

Eddie's making that move now. I made that move from on air broadcaster to manager when I was 28 years old with the Australian Broadcasting Corporation.

So that background gives me a lot of expert power and credibility because I've been there and done that.
(By the way Eddie if you're reading this and want help, my number is +61 8 9388 6888).

3. Identify A Problem.

Most people have aspirations to be like Eddie McGuire, whether that is to be more attractive, to be more influential or to have more money.

That is a universal challenge across all demographics and applies to all areas of your career, business or life.

4. The Content Of The Article Solves A Problem.

Provide a solution to people's problems and then you have a sustainable business, career or life.

5. Have A Strong Call To Action.

Make sure readers take action after reading your article.

Here is word for word the last paragraph in my article published in the newspaper:

"Visit and sign up for Media Motivators, a free eZine read by 5,000 professionals in 15 different countries, and you can download a free eBook How To Turn Your Big Marketing Idea Into A Competitive Advantage valued at $79.00."

Monday, April 17, 2006

Brand Excellence: Singapore

Sunday April 2nd 2006, National Speakers Association of Australia 16th National Convention,"Shaping Futures", Crowne Plaza Coogee, Sydney

Sunday April 2nd 2006, National Speakers Association of Australia 16th National Convention Shaping Futures, Crowne Plaza Coogee, Sydney, Orateurs Sans Frontiers: Speakers Without Borders
With fellow keynote conference speaker Glenn Capelli CSP (Top LHS) and supporters Scott Friedman CSP, immediate past president National Speakers Association (NSA) USA and Terry Brock MBA, CSP from the USA (Top RHS).

Thursday March 30th 2006, Australian Chamber of Fruit and Vegetable Industry National Conference at Burswood Convention Centre in Perth

Saturday, April 15, 2006

Five minute keynote case study presentation delivered to 250 people at the University of Western Australia Club on the benefits of exporting to Malaysia.

Thursday, April 13, 2006

How To Give A Great Acceptance Speech

By Thomas Murrell MBA CSP, International Business Speaker

"Acceptance speeches didn't used to be at all autobiographical," says former Clinton speechwriter David Kusnet.

"Roosevelt didn't talk about recovering from polio. John F. Kennedy didn't talk about PT-109 or being Catholic or being the grandson of Irish immigrants. Eisenhower didn't talk about WWII. The first candidate to be autobiographical in a convention speech was Richard Nixon. And after Nixon, every candidate from an unprivileged background talked about how he came up from poverty, and every candidate from a privileged background went searching for something in his background that would humanize him."

This quote from a story called Speech Therapy from The New York Metro Magazine highlights the challenges facing the rich and powerful, everyone from movie stars to Presidents, in giving an acceptance speech.

The quote Kusnet was refering to was the one Richard Nixon gave at the 1968 Republican convention.

"I see another child tonight. He hears the train go by at night and he dreams of faraway places where he'd like to go. It seems like an impossible dream. But he is helped on his journey through life and tonight he stands before you - nominated for president of the United States of America," Nixon said.

Halle Berry's emotional acceptance speech at the 2002 Oscars was one of the most memorable in the history of the Academy Awards.

She didn't leave many dry eyes in the house with her tearful acceptance speech for 2001's movie Monster's Ball.

"This moment is for Dorothy Dandridge, Lena Horne, Diahann Carroll," she said. "It's for the women that stand beside me — Jada Pinkett, Angela Bassett — and it's for every nameless, faceless woman of color that now has a chance because this door tonight has been opened."
The joy of accepting an award can often be accompanied by the fear of speaking in public.
Whether you're up for an Oscar, accepting a sporting award or a community accolade, these tips will help you with your acceptance speech.

1. Keep It Short.

There is nothing worse than someone who goes on and on. Not only does this turn the audience off but it diminishes the impact of the award. If you have been notified beforehand, always ask how long you have and then keep to that time. If the award is a complete surprise it is best to keep it shorter than go longer.

2. Don't Get Political

Avoid grandstanding or using the opportunity to score points or put across your own personal agenda. Make the content of your speech relevant to the audience and occasion.

3. Make it Memorable.

You want to make an impression and being clever helps - especially with memorable one liners."I've loved being hated by you," is an absolute classic by Louise Fletcher when accepting her Oscar for playing the evil nurse in 1975's One Flew Over the Cuckoo's Nest."This is not the end, just the beginning," by West Coast Eagles captain Ben Cousins on losing the 2005 AFL Grand Final to the Sydney Swans was another classic.

4. Touch People's Emotion

Show emotion and you will connect with people at a deeper emotional level.Michael Malone did this brilliantly at the 40 Under 40 Awards as he spoke from the heart about the milestones his autistic son had achieved."We now treasure those moments. Why is it that we don't recognise those things in all our children? We only value those things when they are taken away," he told almost 900 guests when accepting the 1st Amongst Equals Award.

5. Thank You

Nothing is more powerful than thanking others who have helped you reach your goals. Mentors, coaches, supporters, friends, and partners are appropriate people to thank. Don't go on too much.Malone went public on his son's autism and thanked his wife, Beata for raising his children while he built a multi-million dollar business.

6. Avoid Notes.

If you know you are going to get an award always prepare beforehand. Don't read from notes - use keywords as memory triggers. There is always something lacking when an award recipient pulls out a white sheet of paper and reads from their notes. The audience are let down and it minimises the impact.

7. Avoid Negative or Apologetic Statements.

Awards are about celebrating success and achievement. Your comments should reflect this. Be upbeat not downbeat.

8. Avoid Jokes.

Leave this to the professional comedians and stand up comics. The risks of backfiring far outweigh the upside.

9. Keep Still.

Don't move around too much. It will distract from your message and credibility.

10. End With a Call To Action.

What is it that you want the audience to do? You are the role model - inspire them to greater heights!