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You Are Not the Story

June 1, 2012 29 Comments
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You are not the story. You never have been. Not even in the “bad old days” before social media were you ever the story.

You may have thought so. You may have fooled your clients into thinking they were lucky to have you because everyone listens to you.

You may have blinded them with newspaper clippings and media endorsements.

But that could just mean you know one good contact at a publication or TV and radio station.

Your name very rarely belongs in a news release. Sometimes, but rarely. You do not belong in front of the camera. Hogging the microphone does not help your client. You may think so, but all that does is make people ask, “Who’s this story about?”

If you want to show off so much, make your client show off for you. Make their results your vindication. Put it up on your achievement page on your website, or in your company portfolio. Scream it from the rafters all you want from there.

But the story? That belongs to the client. Every time.

You do understand why, don’t you?

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About Danny

Danny Brown is Chief Technologist at ArCompany and an award-winning marketer and blogger. His blog is recognized as the #1 marketing blog in the world by HubSpot. Danny is also co-author of Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing.

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SuzanneMannion
SuzanneMannion like.author.displayName 1 Like

Agree! The role of the PR professional is to make our clients shine - that's what make us look great!  Getting a media target interested in a story idea is just part of the battle.  Make sure your client is fully prepared to represent the brand/product to the target audience.  You might encounter a fight at this stage, as we addressed in a recent post about media training.  http://www.newsmakergroup.com/blog/media-training-is-that-really-necessary/ 

SuzanneMannion
SuzanneMannion

Agree! The role of the PR professional is to make our clients shine - that's what make us look great!  Getting a media target interested in a story idea is just part of the battle.  Make sure your client is fully prepared to represent the brand/product to the target audience.  You might encounter a fight at this stage, as we addressed in a recent post about media training.  http://www.newsmakergroup.com/blog/media-training-is-that-really-necessary/ 

Frank_Strong
Frank_Strong like.author.displayName 1 Like

Amen, Danny.  This is the rebuttal to "personal branding."   Remember when PR was behind the scenes? 

Frank_Strong
Frank_Strong

Amen, Danny.  This is the rebuttal to "personal branding."   Remember when PR was behind the scenes? 

DannyBrown
DannyBrown

 @Frank_Strong Sometimes, mate, it seems such a long time ago...

penneyfox
penneyfox like.author.displayName 1 Like

And let us all say ... amen

C_Pappas
C_Pappas like.author.displayName 1 Like

At my current company, our goal as a company and as members within the organization is to help marketers 'go a good job'. I love this and your post reminded me of that culture that Im so lucky to be a part of. My success is great and I love what I do, but that's not what makes the company successful as a whole. My customers dont care that I created a cool display campaign, they care that I did something that enabled them to do their job better, be prouder of their job, make their life easier, whatever. It's really about them - totally get it!

Danny Brown
Danny Brown moderator like.author.displayName 1 Like

 @C_Pappas This quote right here nails it:

 

"My customers dont care that I created a cool display campaign, they care that I did something that enabled them to do their job better..."

 

Like you say, you can have all the whizz bangs in the world and shout how cool you are because you do and your competitors don't. But in the bigger picture, that don't mean squat.

 

Cheers, miss!

C_Pappas
C_Pappas

At my current company, our goal as a company and as members within the organization is to help marketers 'go a good job'. I love this and your post reminded me of that culture that Im so lucky to be a part of. My success is great and I love what I do, but that's not what makes the company successful as a whole. My customers dont care that I created a cool display campaign, they care that I did something that enabled them to do their job better, be prouder of their job, make their life easier, whatever. It's really about them - totally get it!

DannyBrown
DannyBrown

 @C_Pappas This quote right here nails it:   "My customers dont care that I created a cool display campaign, they care that I did something that enabled them to do their job better..."   Like you say, you can have all the whizz bangs in the world and shout how cool you are because you do and your competitors don't. But in the bigger picture, that don't mean squat.   Cheers, miss!

Andrea T.H.W.
Andrea T.H.W. like.author.displayName 1 Like

Usually actions and results should speak for themselves, usually. The bad old days before social media? :D

Andrea T.H.W.
Andrea T.H.W.

Usually actions and results should speak for themselves, usually. The bad old days before social media? :D

rdopping
rdopping like.author.displayName 1 Like

Yeah, right, that's because I want my client telling everyone how great I am. Who would want that?

 

A friend in our marcomm team I met with recently told me that the kiss of death is telling people how much of a nice guy you are. Pretty friggin' obvious but ask yourself how many times someone has told you just how fantastic they personally are?

 

The only guy that can get away with that is BillDorman. That.Is.All.

Danny Brown
Danny Brown moderator

 @rdopping Haha, that bloody @bdorman264 fella plays that card well, eh? ;-)

 

Like you say, mate, if you're so sure you're something, you don't need to shout it from the rooftops - it'll be glaringly obvious.

 

Cheers!

rdopping
rdopping

Yeah, right, that's because I want my client telling everyone how great I am. Who would want that?   A friend in our marcomm team I met with recently told me that the kiss of death is telling people how much of a nice guy you are. Pretty friggin' obvious but ask yourself how many times someone has told you just how fantastic they personally are?   The only guy that can get away with that is BillDorman. That.Is.All.

DannyBrown
DannyBrown

 @rdopping Haha, that bloody @bdorman264 fella plays that card well, eh? ;-)   Like you say, mate, if you're so sure you're something, you don't need to shout it from the rooftops - it'll be glaringly obvious.   Cheers!

KRLRose
KRLRose like.author.displayName like.author.displayName 2 Like

I am not sure they do. Not in social media la, la, land anyway. :) Timely reminder. 

KRLRose
KRLRose

I am not sure they do. Not in social media la, la, land anyway. :) Timely reminder. 

rjmetras
rjmetras like.author.displayName 1 Like

Very true @DannyBrown. Sort of like the bait supplier taking credit for the fishing derby winner by wanting to be in the" Big Fish" picture too.

Danny Brown
Danny Brown moderator

 @rjmetras Haha, I like that analogy, mate, I may have to "borrow" it for future presentations!

rjmetras
rjmetras

Very true @DannyBrown. Sort of like the bait supplier taking credit for the fishing derby winner by wanting to be in the" Big Fish" picture too.

DannyBrown
DannyBrown

 @rjmetras Haha, I like that analogy, mate, I may have to "borrow" it for future presentations!

richescorner
richescorner like.author.displayName 1 Like

hmm, I think blogging is more unique in that it thrives on the personal story of the blogger. But part of the mistique of being a successful blogger is sharing something in common between your story and your audience's.

Danny Brown
Danny Brown moderator

 @richescorner That's a good point, Richard - i always find the more personal the blogger is, the more i enjoy them. The ones that can navigate the line between being too self-referential ans using their experiences to help others are even better.

 

Thanks, mate!

richescorner
richescorner

hmm, I think blogging is more unique in that it thrives on the personal story of the blogger. But part of the mistique of being a successful blogger is sharing something in common between your story and your audience's.

DannyBrown
DannyBrown

 @richescorner That's a good point, Richard - i always find the more personal the blogger is, the more i enjoy them. The ones that can navigate the line between being too self-referential ans using their experiences to help others are even better.   Thanks, mate!

Julie Barrett
Julie Barrett like.author.displayName 1 Like

Hi Danny,

 

The client wouldn't be there in the first place if they weren't getting the benefit, right?  It's all for them, they are the purpose, and the more you can show them why they want to stick around, the better.  It's interesting (side note) how much telling your story to make a point often draws people in.  I wonder if it's just as effective to share their story?

Danny Brown
Danny Brown moderator

 @Julie | A Clear Sign Some of the best client/agency relationships I've seen come from the willingness of the client to share the kudos. They know the agency provided the smarts, so it's only fair to share them in the spotlight.

 

And, of course, the side benefit of that is each want to continue working with each other - win win all round!

Julie | A Clear Sign
Julie | A Clear Sign

Hi Danny,   The client wouldn't be there in the first place if they weren't getting the benefit, right?  It's all for them, they are the purpose, and the more you can show them why they want to stick around, the better.  It's interesting (side note) how much telling your story to make a point often draws people in.  I wonder if it's just as effective to share their story?

DannyBrown
DannyBrown

 @Julie | A Clear Sign Some of the best client/agency relationships I've seen come from the willingness of the client to share the kudos. They know the agency provided the smarts, so it's only fair to share them in the spotlight.   And, of course, the side benefit of that is each want to continue working with each other - win win all round!

bdorman264
bdorman264 like.author.displayName 1 Like

What? I have to change my entire strategy now? How's that going to work out?

 

The best successes I have seen in my business of commercial insurance sales is when your customer is your advocate, he not only tells others about you but will pick up the phone for you as well. The more you make it 'me' centric seems to have the opposite effect. 

Danny Brown
Danny Brown moderator like.author.displayName 1 Like

 @bdorman264 Amen, sir. My granddad once told me that, when "wooing" a lady, make her feel like she's the only person in the room and you'll be immediately interesting. Seems that advice can be transferred to business too...

bdorman264
bdorman264

What? I have to change my entire strategy now? How's that going to work out?   The best successes I have seen in my business of commercial insurance sales is when your customer is your advocate, he not only tells others about you but will pick up the phone for you as well. The more you make it 'me' centric seems to have the opposite effect. 

DannyBrown
DannyBrown

 @bdorman264 Amen, sir. My granddad once told me that, when "wooing" a lady, make her feel like she's the only person in the room and you'll be immediately interesting. Seems that advice can be transferred to business too...

Howie Goldfarb
Howie Goldfarb like.author.displayName 1 Like

This is why I HATE all the advertising Awards events. There are like 7000 of them each year. and all of them love fests for the crap they create and not one award goes to 'who helped their client sell the most product or service'. Biggest bullshit on earth outside of the North Korean regime.

Danny Brown
Danny Brown moderator like.author.displayName 1 Like

 @HowieSPM So why don't you tell us how you really feel, Howie? ;-)

 

You know what makes me laugh about awards? You have to pay the dame organizers to submit an entry!! Um, stop the Shitdiot Bus - it's the agency or people that should be getting recognized, so why charge them? Dumbasses!

HowieSPM
HowieSPM

This is why I HATE all the advertising Awards events. There are like 7000 of them each year. and all of them love fests for the crap they create and not one award goes to 'who helped their client sell the most product or service'. Biggest bullshit on earth outside of the North Korean regime.

DannyBrown
DannyBrown

 @HowieSPM So why don't you tell us how you really feel, Howie? ;-)   You know what makes me laugh about awards? You have to pay the dame organizers to submit an entry!! Um, stop the Shitdiot Bus - it's the agency or people that should be getting recognized, so why charge them? Dumbasses!

AmyMccTobin
AmyMccTobin like.author.displayName 1 Like

There's nothing I love more on a Friday  than a direct, in your face honest post from you Danny Boy.

AmyMccTobin
AmyMccTobin

There's nothing I love more on a Friday  than a direct, in your face honest post from you Danny Boy.

DannyBrown
DannyBrown

 @AmyMccTobin Thanks, miss - maybe I should make it a Friday thing!

JudyDunn
JudyDunn

Never been a truer post than this one. Funny, but it applies to many industries, many endeavors, in fact, to all of life. Your title is something  I read in an excellent book on the craft of memoir. I loved it so much I printed it out and stuck it to my computer monitor. Just five words, but very powerful:YOU ARE NOT THE STORY.      Thanks for the eloquent reminder, Danny.

DannyBrown
DannyBrown

 @JudyDunn Exactly, miss - like you say, it can definitely transpose itself to more than just PR, or marketing, etc.   End of the day, let the success of your endeavours be the biggest voice for you.   And great news about Bob Dunn on the Blogging list, woot!

JennaTest
JennaTest

 @DannyBrown   Dilip Patel  testing will delte...

JudyDunn
JudyDunn like.author.displayName like.author.displayName 2 Like

Never been a truer post than this one. Funny, but it applies to many industries, many endeavors, in fact, to all of life. Your title is something  I read in an excellent book on the craft of memoir. I loved it so much I printed it out and stuck it to my computer monitor. Just five words, but very powerful:YOU ARE NOT THE STORY.  

 

 Thanks for the eloquent reminder, Danny.

Danny Brown
Danny Brown moderator

 @JudyDunn Exactly, miss - like you say, it can definitely transpose itself to more than just PR, or marketing, etc.

 

End of the day, let the success of your endeavours be the biggest voice for you.

 

And great news about @Bob Dunn on the Blogging list, woot!


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