23 Aug 2010
Bottled water is one of the most profitable drink products in the world, selling for 3000 to 9000 times what most of us pay for the perfectly safe, inexpensive liquid that comes out of our tap at home.
To put this in context, paying $2.40-3.90 for a 750ml bottle of water is equivalent to:
- $10,000 for a tuna sandwich at your local cafe or
- A bill from your water company this month for $3000/tonne of water (as opposed to the going rate of $1.2/tonne)
According to the Australasian Bottled Water Institute, Australians consume over 250 million litres a year at a price of $385 million. We have been systematically brainwashed by the beverage industry to believe that our tap water is somehow unsafe or insufficient – look around and you will see that there are now hundreds of brands competing for your attention with clever marketing campaigns designed to scare, seduce and mislead us to part with our hard earned money.
The good news is that media outlets are constantly searching for stories and people who will capture and captivate the attention of their audiences. What this means for you and your organization is that right now (TODAY) is the best time for you to reach out and earn some of the millions of dollars of free publicity that is available every day.
So just how do you impress the media and stick out in a sea of wannabes? First and foremost, don’t waste their valuable time. Virtually, every media outlet today is operating in this tough economic climate with fewer staff than they had last year. This means that they still have the same pressing deadlines and space to fill but they don’t have enough staff to do it.
For those of you who were at the South Melbourne Business Association breakfast this weekend, as promised, here is a copy of the powerpoint presentation slides with more content and specifics…
Please feel free to contact me with any questions that you might have – I am happy to elaborate on these topics and provide whatever further guidance I can…
09 Aug 2009
How can an online service that only lets you write 140 characters per message be worth using to build your business or further your career? After all, it seems to be full of MLM marketers, life coaches and people who are only too happy to tell you exactly what they are doing, every 10 minutes of their day!
Twitter can be a powerful way to make connections, get feedback, test headlines and put your finger on the pulse of what is hot in your industry – in fact, Twitter can be an asset if used for good, not evil. Indulge me for a moment while I highlight some very useful strategies that will make your online efforts simply Twitterific.