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Show Us Your Local - Kisstletoe, in Cuyamaca and Laguna Mountains in San Diego County

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The world of small business is very big. There are many businesses that you can see on the street, with their lights lit up at night, flipping their open signs in the morning. But there are a lot of business that you can only reach via the Internet. During the month of November, there is an extra focus on shopping from local businesses thanks to Small Business Saturday, or #ShopSmall, that happens during the Black Friday - Cyber Monday weekend. Tin Shingle has launched a new series on our blog that gives online businesses an opportunity to show us their local. We have asked members of Tin Shingle to submit photos of their physical locations and how they work within the community to help you get to know them better.

Kisstletoe In San Diego, CA

Meet Susan Winkie, the founder of Kisstletoe, a handmade, one-of-a-kind necklace that contains real mistletoe - preserved for kisses all season long! You could wait to be at a party under a door with just the right person, and you could carry a pendant around your neck to take out the magic of mistletoe whenever you needed it.

Susan lives near the ocean in San Diego, and harvests the mistletoe in the Cuyamaca and Laguna mountains in San Diego County while wild turkey and deer mill around.  The mountain community is quaint and services the populous of San Diego and Los Angeles. Susan says about their seasonal local economy:  "People flock there in the Fall to 'get their apple on' – and just because fall is such a lovely time of year out there." City-folk often venture into the mountains to take a break from the crowds.

Where Is Your Local?

"My local is in the mountains, in my garage, outside on the patio furniture and in front of a desk." Susan and her family harvest the mistletoe, and then bring it back to her backyard patio to trim the mistletoe. Once that is complete, the "cap and pour" stage takes place in Susan's garage. Once the product is finished, Susan spends her time at her desk adding inventory to her online shops on Etsy and Amazon (she is awaiting approval at Amazon Handmade), and promotes Kisstletoe to reach new customers using tools and training at Tin Shingle.

Community Involvement

Being somewhat remote, Susan does not mingle with other businesses often, but is involved in her community by way of donating Kisstletoe pendants for silent auctions, pancake breakfasts, raffle giveaways and the like – especially now that the Holidays are near.  Kistletoe is also proud to give back to The Malala Fund.

Members of Tin Shingle can submit their businesses to be featured in this series.
Please see your Buzz Building Opportunities in your PR Center for details.

Category: 
Show Us Your Local
Life of Biz Owners

What to Pitch the Press for November: Ho, Ho, Ho & Beyond

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"All I want for Christmas is YOU", says Mariah Carey, but all we want for Christmas at Tin Shingle is for you to be fully prepared for your holiday buzz building, and that means starting to pitch storeis for short lead (TV, online, newspaper) gift guides and tip segments in NOVEMBER!  But that's not all! What are some other story angles you can hit out of the park this month?  Read on!

Holiday Stories:

As we said above, now is the time to begin prepping, writing and pitching the press in terms of short lead holiday gift guides.  These are big editorial undertakings, no matter the size of the website or show, and in order to get your chance to be considered you'll want to reach out in advance, as in now! But holidays aren't for product brands alone! Experts and service providers it's also key that you ramp up your PR efforts during this time as well.  Perhaps you're a heating and cooling company, and you could share tips on insulating your home for winter with a local TV station.  Event planner? Give some great entertaining hacks to the masses via websites or on air!  Health pro? Why not share some healthy alternatives to traditional Christmas dishes! The goal is for you to be able to: take what you do, find a holiday angle that feels authentic to your brand and valuable to an audience, and share it with plenty of time for the press to review it, produce the story and share it with their audience before it's too late!

November Themes:

What do you think of when you think of November? In terms of themes and story topics that are timely, we're encouraging you to create story angles, pitches and blog posts that tie into the season.  Some ideas we have for you?  Gratitude, Veteran's Day, Family (Traditions, Togetherness, Stress, you name it!), Road trips and travel, Holiday Eating and Health (or lack thereof), and of course you can always rely on the many celebrations and observances that are recognized in this country, from the obvious to the obscure, to direct the gaze of the media your way.  If you want a handy pre-made list to make that happen, check out our Blog Planning Calendar - it's packed with monthly and daily story ideas!

Let Your Entrepreneur Light Shine:

If you're in business for yourself, chances are you have mastered a few tips and strategies through trial and error, and that means that there are other businesses and outlets who could learn from your experience. This month we're giving you permission to share your advice, anecdotes and tips with business press (long or short lead). It's a great strategy to use when hoping to get more buzz because at the root of your pitch you're simply providing value and information to others but by sharing it you're shining a light on your business as well!

Have any story angles you'll be relying on this month? Share them in the comments below!

Cross Promotional Sales Ideas for Holiday and Beyond!

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Collaboration is a beautiful thing in business for a multitude of reasons, and during November as the country and your company prepare for the holidays, it can be your ticket to more visibility, fresh ideas, new customers and a bit of weight off your shoulders.  In the spirit of collaboration and working together with other entrepreneurs (something we’re big proponents of here at Tin Shingle) we’ve complied a list of strategic suggestions for you to consider adding to your sales and marketing plans this holiday season.

#1 - Create Multi-Brand Social Media Posts
From tips to shopping suggestions, creating promotional graphics, Pinterest boards, tips and lists that feature more than one brand means an instant increase in exposure. We suggest you partner with companies that aren’t identical to yours but do share a similar audience.  Heck, they don’t even have to be from the same niche or industry, but they do have to appeal to the same customers and audience.  When you do this you’re providing value to your current and potential customer/client base by introducing them to brands and deals that may interest them.  This also means you’ll be appearing in front of new feeds and people in a trusted way thanks to your cross-promo partners.

#2 - Encourage Your Customers to Shop (with a Discount) at other Companies:
This strategy is perfect for the Black Friday through Cyber Monday shopping holidays.  Whether you’re a brick and mortar shop or an online business, service or product-based, you can share a special offer with your customers and allow them to present a receipt (or gift them with a code upon purchase at your business) that will give them further discounts for a set amount of time at participating partners.  For instance, if you’re a product like WiggleTot that makes products that allow for easy and safe diaper changing could partner with a brand like Nomie Baby (removable carseat covers) and My Kids Threads (online children’s consignment) and all three could offer joint discounts over the Black Friday or Christmas holiday shopping seasons.  Not only will they increase their chances for sales, but they’ll be getting guaranteed exposure to the audiences of three different brands, which could come from social media, newsletters and the promo codes they receive post-shopping.  Talk about a homerun!

#3 - Create Tailored Gift Guides Featuring Partner Businesses
Whether it’s for the sports nut, the foodie, a hostess gift or the lady who has it all it can be tempting to share only your gifts with your audience, hoping to nail that sale.  But here’s the thing: if you’re open to sharing multiple suggestions with your customers via cross promotional gift guides, you not only give them an increase in value in terms of your content, but you also ensure that you’ll appear in front of multiple other businesses clients and customers.  These gift guides can then be shared on Facebook, Twitter, Instagram, Pinterest, newsletters and more.

BONUS BUZZ ALERT: If you really want to take this strategy to new heights, pitch your gift guide idea to an on-air TV expert who specializes in your niche and they could potentially share your gift guide via  TV segment.  Sound too good to be true? Don’t forget: the best things come to those who try!

Can We Refer You? Businesses In Demand In Tin Shingle's Business Directory

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More and more, people are emailing Tin Shingle asking for our recommendations of businesses to hire, as well as great ideas for gift ideas or products to improve someone's life. Our answer is always the same:

"Go to Tin Shingle's Business Directory!"

The media comes to us asking: "Do you know who does XYZ or makes ABC?" And our answer is always the same:

"Yes! Look in Tin Shingle's Business Directory! And Shopping Guides!"

Of course we give personal recommendations when we can, but even Team Tin Shingle dives into the Business Directory and Shopping Guides to find great businesses to recommend. Will the media or clients see your business in the Business Directory? You can submit one business to 2 categories for cross-over. Plus, do you run more than one business? You can create more than one Business Profile to represent it well to the media and to consumers who read Tin Shingle.

How To Add Your Company To The Business Directory

  1. Log in, and make sure you have a Business Profile. Click on the Dashboard link at the very top of the website.
  2. Click the "Add a Business Profile" box where you can upload your logo and business description. You can also add links to your website and social platforms.
  3. From that page, you can add your business to the Business Directory. You will be given choices to select: Product or Service? Then you will be given appropriate options.
  4. If you don't see a category that fits your business, please email member@tinshingle.com with a suggestion.

Are you a member of Tin Shingle? If you're getting the word out about your business, then you will want to be. Click here to learn more about membership with Tin Shingle.

Category: 
Case Studies: Membership Success Stories

Tin Shingle On The Go! Mobile-Friendly Tap Navigation To Reach Your PR, Training & Community Centers

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Staying connected to Tin Shingle while on the go is important to you. We know! We made improvements to the mobile version of the website and of your Member Center so that you can access your favorite tools with the tap of a finger. Here is what Tin Shingle's easy mobile navigation looks like from your phone:

COMMUNITY

When you want to check in and offer advice to anyone in the membership community who has submitted a question to any of the member-only advice threads in the Message Boards/Forum, including the Pitch Workshop, just tap the comment bubble! You'll see options to create a new conversation, or browse by popular or unread conversations.

Tin Shingle's Message Boards/Forum On The Go

PR CENTER

When you want to check on a PR Lead or for a name in the Media Contact list, all you need to do is tap the star and you will be presented with a choice! Even if you have a PR Lead that you want to post, as Pamela Pekerman did this week for her product call for her media event created for Shop 4 Vasculitis 2015, you can do that from your phone as well.

Tin Shingle's PR Center On The Go Mobile

RECORDED TRAINING WEBINAR TUNEUPS

#PressPlay! When you want to get to the entire collection of Tin Shingle's training webinars called TuneUps, you can do that by pressing the Play icon. You will be taken to all categories including PR, Social Media, SEO, Newsletters, and more. Because you are a member, you can press play and listen to them for free at anytime.

Tin Shingle Streaming Training TuneUp Classes

Are you a member of Tin Shingle? If you're getting the word out about your business, then you will want to be. Click here to learn more about membership with Tin Shingle.

Category: 
Membership Goodies

Does Your Brand's Digital Trail Hit a Dead End

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I was recently speaking at the Fashion Institute of Technology here in New York City about all things entrepreneurship, buzz building and public relations and one of the tips I gave this class of future entrepreneurs was born from an actual experience I had earlier that week.  The tip is important, the way it impacts your business is mighty and fixing it can begin this weekend, so let's dive in! What we're going to focus on today is the path that leads (or doesn't lead) prospective customers, partners and even the press to your website and what they do (or don't) find along the way. I call this your "digital trail" and to start our chat about it I'll share some anecdotes that actually happened to me over the past month that proved to me it was a pressing topic to discuss:

Proof #1:

I was so excited about a new small biz product a friend was raving about that I went to find it and purchase it.  Searched for their social media feeds so I could "get to know them" digitally, and could't find them anywhere despite putting in different varations of their company's name. Nada. After finding their website I looked for the links to their social feeds there as well, which was a struggle. Finally found them, and they went to social media accounts that did not have a uniform name, and also were not using the exact name (or a close enough varation) to the company.  #DigitalTrailFail!

Proof #2

I was introduced to a freelance writer by another entrepreneur and wanted to get a feel for her work right away.  Googled her and I struggled to find her website. It was not in the first three options pulled from search.  Finally found it and could find no links to her social feeds, no examples of her work, and only a contact us form and a brief, impersonal bio.  If I was a potential customer I would move on pretty quickly, and as a curious non-customer, I did as well. #DigitalTrailFail.

Proof #3

I was chatting with an expert who is also an online service provider. After she told me about her latest project I was so excited for her I hopped online and went straight to her website and clicked on the "Blog" tab. It hadn't been touched in months. I went to her newsletter sign in so I could stay up-to-date on her company news and adventures. Couldn't find it. For someone hoping to promote and connect I was hitting too many dead ends and deemed it another #DigitalTrailFail.

Proof #4

I was so excited about a new accessories design I discovered that I started following them on social media, and after hooking into their Twitter I started reading through their feed to get to know them. It was only then that I discovered they had a snarky side that was engaging in some unpleasant Twitter battles online, that were in a tone that didn't "connect" with their brand's image.

Here's the thing about Digital Trails:

Everything you do or do not do online is working for or against your business - even as you sleep! People are searching for you, your service, your product, without you knowing who they are or when it will happen.  Potential customers, partners, reporters, producers and interested parties like me are checking out your social feeds, looking for your blog, trying to sign up for a newsletter or hunting for other clues from you on your website.

You need to be highly aware, strategic and up-to-date in terms of everything you put out online - personally and professionally.  You need to make it impossible for people not to find your social feeds, your links to them from your website, your newsletter sign in (if you have a newsletter - if not, please create one) and your contact information. Once they find you they are judging you and your brand based on what you say, how you connect with others, what values and opinions you're sharing and the way you present yourself. Some entrepreneurs tell me they'll update and "audit" those parts of their business "when it matters" or they'll get around to it "when I make it big".  Well guess what? It matters right now. Your time to make it big is NOW. Don't fake it until you make it, make it until you make it, and get making it right now!

I encourage you to visit your website this weekend and see it with fresh eyes, Google yourself online, pop over to your social feeds. Now look at them as if you were the press contact that could make or break your brand or a potential customer. What will they see, how will they feel? Are the crumbs that make up your digital trail leading them back to a brand story you can be proud of? Are they leading them back to anything at all? What simple tweaks could strengthen your digital trail? Best of luck buzz building trailblazers!

 

Category: 
Branding

Quote: "Honesty, Like Sanity, Is The Best Policy"

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Chelsea Berler is a dear business friend from afar. We met - I don't even know when or how - but her loyalty and upbeat vision of business creation and growth are one of my favorite traits about her. When Chelsea reached out to me to let me know she was compiling a book of inspiring quotes to challenge people to move forward positively one week at a time, I was honored that she let me know about it, and that she'd asked me to contribute to her book, "You're Not Alone; 52 Ways To Inspire Change One Week at a Time". I know that the people she selected in this book, including my business partner Sabina Hitchen, will ping great thoughts in your head to inspire change.

With Chelsea's permission, I have provided to you here my contribution to her book. Firstly my quote, and secondly, my own message that I try very hard to live by (and PS: I have been living by it, and actually my skin is looking pretty good!). My message, in the middle of 51 other contributions, is:

Morning is the first ray of fresh hope. When you awaken with the first morning bird, your body is fresh from yesterday’s input, and you are free to begin again. Mornings are your first touch of freedom in your day where you are alone to set up how the day may go. Two factors go into having a great day:

  1. Knowing that you day may take a sharp turn to a place you never imagined.
  2. Sleeping the night before. You release the day in the evening, and go to bed with a book or magazine in print, not a lit device, so that your brain can absorb natural sleep hormones that smother you in peace.

For more inspiring words, please check out Chelsea's book.

Category: 
Holistic Business

What to Pitch the Press in October: The Obvious & The Unexpected

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LIVE FREE WEBINAR ALERT:
Join me this Wednesday at 12pm EST on your phone or computer where I discuss October strategy with you in person!
Sign Up Now

The start of October means two things for me over in Tin Shingle land: first, it's time to share your latest "What to Pitch" list with you, and second, what costumes will I wear during our live buzz-building webinars this month? Stay tuned to our social feeds for the answer to the second question, but your pitching ideas? You can get 'em right here!  Today I'll be sharing multiple spins and angles you can use while pitching your business that are rooted in some fairly common October themes and events, and I'll also be sharing some of the more unexpected celebrations and observances that could help your pitch break out of the pack and score you visibility-boosting press!

[Remember: these ideas don't have to be applied solely to pitches. You can also incorporate them into your blogs and social media posts.]

National Bullying Prevention Month:

Bullying has become a bigger and bigger part of the national conversation, and this month is actually National Bullying Prevention Month. This opens up several story angles for you whether you're an expert on the topic, or have a story about bullying of your own that you'd like to share.  Here are some ideas to get you started:

  • Bullying in the workplace: how to prevent it, stories of experiencing it, how you create a positive work environment at your own company.
  • Bullying experts can talk about the topic as it pertains to kids, friendships, relationships the workplace, etc.
  • Have a bullying story of your own? Were you once bullied as a child or adult? How did you overcome it? How did it impact you? What advice do you have or others? Share them in this type of pitch or post as well!

Halloween:

This is always one of the most obvious types of pitches for this time of year. Sure, you can pitch Halloween inspired makeup and costumes, but how about figuring out how to link your expertise, business or specialty into it in less obvious ways:

  • Nutrition and wellness experts can share healthy versions of Halloween treats.
  • Parenting & safety experts can talk about how to have a safe time Trick or Treating.
  • Event and party planners and experts can share their favorite tips to throwing a deliciously scary Halloween party (for kids or adults).
  • Hey veterinarians: how about sharing tips on reasons it's important to keep our dogs away from Halloween candy?
     

Breast Cancer Awareness Month

If you follow our education and content here at Tin Shingle you've known that this big observance was on the way and you've known how to incorporate it into your media outreach campaign. You can score a webinar TuneUp about it here, and a few ideas for those who want to get moving on it right now.

  • Products and businesses that give back to breast cancer charities (note, stories covering this have been in the works for a while, so it's best to get on that as quickly as possible!
  • Inspiring stories from breast cancer survivors themselves.
  • Is your service business giving back or giving free service offerings to survivors & fighters? Let the press know about it (tactfully)

And now, let's talk about a few less obvious ideas that can help you standout in a string of emails in the inbox of a reporter or producer that are all fairly similar...

THE UNEXPECTED:

Adopt a Shelter Dog Month:

This is an obvious holiday for pet expert or pet product makers of all kinds, but hey: if you have a shelter/rescue dog of your own, perhaps you find a way to create a story about him (if he hangs out at your business, if he has inspired you in some way, if he makes you a better person or more balanced entrepreneur). If my dream is realized, someone will do a doggie costume fashion show featuring shelter dogs: two hot topics checked and guaranteed amazing visuals that will make TV producers snatch your story right up!  Remember for these ideas, if not a pitch you could also make them into great blog and social posts.

National Cookie Month: 

Hello - calling all cookie makers, cookie experts, people who can talk about how to make your cookies healthier, cookie recipe bloggers, THIS IS YOUR TIME! If you've got a way to tie your cookie into a press story, get out there and create a sweet (pun intended) story!
 

National Boss's Day (16th):

Calling all my #girlboss and #boyboss readers, this could be a great time to share your own self-employed stories. ALSO, if you make products or have a service that would make a great gift for an awesome boss, perhaps create a segment around this as well.  Bonus points if you wrangle a few other gift-worthy items from other brands so you've got a full set of options.  This can be turned into a TV "tabletop" segment or a great social media/blog post! More brands involved = more and shared visibility!

Other unexpected observances we love this month?

  • National Make a Difference Day - October 24
  • Mother in Law Day - October 25
  • National Vegetarian Month
  • National Apple Month

Do you want to know about these major idea themes in advance? You can! In Tin Shingle's Planning Calendar! These holidays are there for you in all 12 months of the year. We designed this template for you to plot and plan your content for your website, social streams, etc. for 365 days of the year. Get it and fill it up!

What stories will YOU be sharing with the press this month? Have any ideas or success stories to share? Let us know in the comments below!

 

 

Category: 
What To Pitch This Month

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