This document discusses successful outreach strategies and mindsets. It provides examples of successful outreach campaigns for tourism boards and publications that generated significant media coverage. It emphasizes that success is driven less by experience or credentials and more by having the right mindset and thinking differently. Specifically, it stresses finding and developing the right people, changing one's perspective, and helping people maximize their strengths rather than inheriting behaviors they don't understand.
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source: the awesome @DaveTrott Source: @DaveTrott
7. Think like a 50s Ad Exec and execute like a geek!
57. I won a bunch of awards before I was 35
“Best Newcomer”- B2B Marketing Awards
“Best Use Of Technology” - Blackberry Woman & Technology
“35 women under 35” High Achievers List - Management Today
Search Personality of the Year - UK Search Awards
I started my own SEO agency at 31
On my own. No business partners.
Grown the agency to become a successful
and profitable business.
In the last 12 months the agency
has won 10 awards
59. I am dyslexic
My grades at school were; “meh”
I dropped out of university
My family was bankrupt (twice!) when I
grew up
I had an alcoholic parent
I had my first baby at 26
I started the agency in the height of the
recession
I had my second baby in the first year of
business
No experience in outreach or SEO before starting
Sports writer
Degree in Criminology
A group of scientists placed five monkeys in a cage, and in the middle, a ladder with bananas on top. Every time a monkey went up the ladder, the scientists soaked the rest of the monkeys with cold water. After a while, every time a monkey would start up the ladder, the others would pull it down and beat it up. After a time, no monkey would dare try climbing the ladder, no matter how great the temptation. The scientists then decided to replace one of the monkeys. The first thing this new monkey did was start to climb the ladder. Immediately, the others pulled him down and beat him up. After several beatings, the new monkey learned never to go up the ladder, even though there was no evident reason not to, aside from the beatings. The second monkey was substituted and the same occurred. The first monkey participated in the beating of the second monkey. A third monkey was changed and the same was repeated. The fourth monkey was changed, resulting in the same, before the fifth was finally replaced as well.
What was left was a group of five monkeys that – without ever having received a cold shower – continued to beat up any monkey who attempted to climb the ladder.