February 16, 2009
Business Success, Seattle Chocolate Company
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It’s President’s Day, and I am actually observing this national holiday. That is an “alert the media” moment for sure. Those of you who run and own your own businesses know that taking a day off from time to time is rare and something to celebrate.
Since it is President’s Day, allow me to share two timely posts from Personal Finance Examiner Columnist Steve Juetten and Women in Business Examiner Columnist Betsy Talbot.
Did you know that Lincoln passed away without a will? Juetten offers that interesting factoid as good reason to share timly tips on estate planning. Talbot is celebrating women president’s at her Examiner blog, and Seattle Chocolate Company CEO Jean Thompson wins her place in cyberspace for today. This post is even on “the best of” Examiner on the home page today. By the way, if you haven’t yet seen Jean 
Thompson’s latest YouTube interview, here is the link to part one, and here is the link to part two. You’ll learn a lot about her journey to bring “What Happiness Tastes Like™” to a nation of chocolate loving women — and the people who love them — all across the USA.
If you have not yet starting paying attention to the blogs at Examiner.com, start today. Every single columnist is charged with making 3-4 timely posts each week, and your expertise, tips, and story ideas could very well make their jobs a whole lot easier. I challenge you to take a look to see if there is a columnist posting there who can benefit from what you have to offer and to make your pitch this coming week. Are you game? I hope so. Great coverage is waiting.
February 13, 2009
Seattle Chocolate Company, Video PR
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With just a day between now and Valentine’s Day, you may be wondering which brand of chocolates to choose for your sweetie. If you want to know the CEO behind Seattle Chocolate Company as you make your choice, check out this engaging YouTube video featuring Jean Thompson. Here is the convenient link:
Chocolate Queen Jean Thompson Shares her Passion for Seattle Chocolate Co.
Video is a powerful way to share your message and make it easy for people near and far to get to know what you stand for, what you care about, and why your product, service, cause, or idea is worth standing behind. The internet is hungry for new content every day, and video content stands out above the rest because it is just so darn engaging.
If you have been wondering how to get started telling your story in this powerful way, Carol Carini of Billabong Studios in Auburn, WA can be your new best friend. Whether you pursue an interview of Biz Talk with Zita or find another video solution that is a perfect fit for your message, video is something to consider if telling your story beyond your own backyard is a priority. And you’ll be surprised at how affordable this can be.
I engaged Carol to produce videos for me so I could spread the do-it-yourself publicity message, and the 
videos have invited new invitations to speak to large groups, new radio station interviews, new clients, and new Publici-Tea™ Workshop registrations. What I know for sure is that “getting to yes” has been a lot easier since I made it easier for people to get to know me and my DIY publicity expertise from the convenience of their desktops. In these times especially, that is a beautiful thing.
Check out Jean’s interview and enjoy as she shares some of her savvy marketing insights and product development inspirations that have contributed to delicious growth at the chocolate company known for making it easy for women everywhere — and the people who love them — to treat themselves to “What Happiness Tastes Like™” everywhere they live, work, and shop. You can also buy delicious and exquisitely packaged chocolates conveniently online. Enjoy!
February 10, 2009
PR Beyond the Backyard, Seattle Chocolate Company
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Seattle Chocolate Company CEO Jean Thompson is quoted in a story by the Associated Press that has so far traveled to BusinessWeek and Forbes so far. Read all about it at this link. News from the company has also traveled to LA Pretty and Skywire News.
How did we earn the attention of the Associated Press? We responded to a media query from ProfNet. The query read as follows:
Every holiday season, stores can count on their lucrative corporate gift business, but with massive layoffs and the collapse of Wall Street firms, analysts say that once-hot area will suffer. How are these stores retooling their corporate gift business? Are they marketing smaller, less expensive gifts?
My reply:
In the best and worst of times, chocolate has served as a welcome gift for Valentine’s Day and every day. Some news reports have even read, “Economy Sour? Candy Sales are Sweet.” Through the ages, the fine taste of chocolate has remained an affordable, welcome luxury. Many media reports still suggest that affordable 
luxury is a trend gathering speed in 2009. I’d be happy to hook you up with Seattle Chocolate Company CEO Jean Thompson, who can offer commentary about how premium chocolate sales are performing, even in the midst of the challenging economy. You can read more about her at this link. Seattle Chocolate Company has seven Valentine’s Day themed packages, and two of them are new for 2009. You can view them at these two links.
Thompson is fond of saying that chocolate is the ultimate mood elevator, and everyone can benefit from that. If I can be of more help, my contact information is below. Jean’s email address is noted in the cc line above in the event you wish to connect with her directly. Thank you for your consideration.
I soon received an email from an AP reporter, wishing to speak with Jean. During that conversation, she highlighted the
DVD/chocolate truffle bar offer in response to his questions about how the company was responding to the recession. Now, news of that offer is traveling far and wide. It’s a beautiful thing! This is just one more example of how responding in a
timely, complete, yet brief manner to a media query can deliver powerful ink and media momentum to carry your story forward. Offering active links within your pitches to make it easy for reporters to learn more and get quickly in touch with expert sources is a winning way to earn the attention of influential reporters. If your own online press room is not alive and well, now is the time to get into action on that. I can help. And the
Winning Bio Writing Workshop on 2-20 is a good place to begin work. The AP could be waiting for your story. Is your story ready? That is a question only you can decide.
February 9, 2009
Media Savvy 101, Seattle Chocolate Company
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I was catching up on my reading over the weekend and enjoyed reading the January edition of Inc. magazine that made mention of a free service called “Your Pitch Sucks.” You sign up, share your pitch, and — within 24 hours — receive input from seasoned publicists who tell you why it’s good — or not. That’s brilliant! There are fee-services available here, too.
I have conversations fairly regularly with DIY publicists who lament that they’ve responded to dozens and dozens of media queries with no success. The problem isn’t with the quantity. Chances are, the problem is with the approach.
I just stumbled upon a Twitter post from Paul Hartunian, who is doing a series of blog posts about why your press release sucks. Tune in and see what you can learn. He’s got a very straight talking way of making his points, so consider yourself forewarned. Still, he makes excellent points. You can also listen to a free audio file with me and PR Leads Founder Dan Janal by visiting www.prleads.com/pressrelease.
Here are a few tips and techniques that continue to work very well for me as I reply to media queries and opportunities on HARO, ProfNet, and Gift List Media:
- Make the copy in the subject line count.
- Say something sassy, memorable, and on target that compels the recipient to want to open the email. For example, “Milk Chocolate and ‘Expiration Date’ DVD– A Delicious, Entertaining, and Affordable Stay-at-Home Date” is a whole lot more inviting than “Valentine’s Gift Idea for Your Consideration.”
- Get to the point quickly.
- Follow instructions provided in the query. Answer all the questions with impact, brevity, and style.
- For example, if the reporter is looking for fabulous and frugal gift ideas to delight your Valentine, make clear you have exactly what she is looking for. Offer an active link to a visual that makes the item impossible to ignore and easy to link to. Make clear the price, where and how people can buy it, and describe why it is a perfect fit for the opportunity at hand.
- Don’t write a manifesto. Get to the meat of the matter, address every item noted in the query, and offer a phone and email address to make it easy for the reporter to learn more.
- Respond before the stated deadline. The early bird often catches the worm.
If your pitching efforts are not delivering the results you want, it’s time to examine your approach. Keep 
doing what you are doing, and you are on a fast track to disappointment. Follow these tips, and you’ll be fast on your way to pitching success. And, if you are still searching for the perfect, affordable, entertaining, and delicious gift for your Valentine, here is a link to make it easy to learn more.
February 5, 2009
Seattle Chocolate Company
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If you are looking for a delicious, entertaining, and affordable way to celebrate Valentine’s Day or every day with your sweetheart, check out the latest offering now available at the Nordstrom At Home Department at stores everywhere. Two Seattle Chocolate Company Truffle Bars and two award-winning independent films offer hours of romance. There are three DVD/Seattle Chocolate Company Truffle Bar sets to choose from, and you can read about your choices in the active link to the PRWeb release above. Hats of to Rick Stevenson, founder of the Official Best of the Fest for creating a powerful partnership with Seattle Chocolate Company and Nordstrom to bring these fabulous gifts your way just in time for Valentine’s Day gift giving. And, if venturing out to Nordstrom doesn’t suit your busy schedule, make your purchases conveniently online at www.seattlechocolates.com.
January 31, 2009
PR Success Stories, Seattle Chocolate Company
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Check out this fabulous profile about Chocolate Chick Jean Thompson, CEO of Seattle Chocolate Company, in the February issue of Reflections magazine. This profile shares her journey from stay-at-home mom to CEO, which is inspiring reading to say the least.
Jean is a member of the Bellevue Club and is one of the regulars in the club’s early morning spinning classes. When I found that out, I immediately got in touch with the editor of the magazine because shining a light on its own members is a high priority. Now, that story idea has turned into a fabulous profile, just in time to invite Valentine’s Day purchases. Sometimes, it takes a few months to earn the thrill of the publicity you seek, and stories like this are well worth the wait.
Take heart knowing that 100% of the net profits from the sale of Survivor Chick Chocolates and the Extreme Dark Chocolate Truffle Bar are donated to women’s cancer charities. That makes the choice of giving and receiving Seattle Chocolate Company chocolates this Valentine’s Day or any day especially good for the heart and the soul.
Speaking of which, Jean’s “Small Businesses Give Big” story is featured in a new book by the same title. Check it out at this link.
It’s all just great news for a Saturday evening. Enjoy, and give Seattle Chocolates to your heart’s content today and every day.
January 7, 2009
Seattle Chocolate Company, Trend Watching
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I wrote about trends gathering speed a couple days ago, so it seems timely to highlight another local company in the center of the affordable luxury trend. Seattle Post Intelligencer Food Writer Rebekah Denn offers some insights in this column that looks back at food trends for 2008. She writes, “Even in hard times, economists say chocolate remains a manageable luxury.” Seattle Chocolate Company is right in the mix and ready to delight with beautifully packaged Valentine’s Day (and other) gift items that deliver “What Happiness Tastes Like™” to a chocolate loving nation. Whether gift givers have $5.85 or $14.65 in the gift giving budget, there is something perfectly delicious and stunning to give and receive at the online store. Pictured at left is the Terrazzo Heart and the Te Amo Heart at right. These are the company’s newest items that are part of a seven-item Valentine’s Day gift line. Of course, there is plenty more to enjoy for occasions all year long, and the convenience of online shopping certainly makes life easier. Anyone out there want more ease? Editors, reporters, and bloggers interested in recommending these items to their readers are welcome to connect with me by email to request samples and discuss other details. Connect at nancy@nsjmtkg.com, or comment here if that is easier.
December 19, 2008
PR in Action, Seattle Chocolate Company
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Evening Magazine is Seattle’s only TV magazine show that brings unique stories about people, places, and events around the Northwest. The show airs weeknights at 7 p.m. PST on King 5 TV. Tonight, be sure to tune in to watch a story about a Northwest holiday favorite created by Seattle Chocolate Company — the Frango! Since most of Seattle is “snowed in” chances are that viewership of this program will be better than ever.
I got inspired to pitch this story a couple of weeks ago when I saw newspaper ads celebrating the 150th anniversary of Macy’s department store and the 90th anniversary of Frangos. Business anniversaries aren’t typically big news, but coming up with an interesting back story about those anniversaries could be. I created an email story pitch that highlighted the visual delight of this potential story. The subject line in my email read: The Wizard of Oz, Charlie and the Chocolate Factory, Moxie, and Serendipity – A Recipe for Holiday Magic and Business Success in the Northwest.
Then, I followed up with a phone call to check interest. Within moments, the producer agreed to proceed with the story. The camera crew visited Seattle Chocolate Company a week ago, and the show is scheduled to air tonight.
To follow is the pitch I emailed to Evening Magazine Producer Eric Riddle to invite his interest. Notice that I demonstrate my understanding of his program and deadlines with the first sentence and immediately get to the magic behind this Northwest story that has not yet been told. You can follow a similar recipe and earn the media spotlight for your Northwest story that has yet to be told. Try it, and report back with your do-it-yourself publicity success story. In the meantime, be sure to watch Evening Magazine tonight to see this Seattle Chocolate Company publicity success story in all its holiday magic. Read the rest…
December 17, 2008
PR Beyond the Backyard, Seattle Chocolate Company
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You just gotta love a good joint venture. Seattle Chocolate Company has teamed up with noted Seattle filmmaker Rick Stevenson to create a sassy holiday gift, just in time to invite the perfect stay-at-home date. Starting today, you can visit the online store at to purchase a DVD gift set that includes the award-winning romantic comedy ‘Expiration Date’ with a milk chocolate bar from Seattle Chocolate Company for $19.95.
You can read a bit more about the back story on this deal in the Seattle PI story that ran recently at this link. And, you can tune in to watch “Expiration Date” on KCTS Public Television tomorrow night at 8 p.m.
November 12, 2008
PR Beyond the Backyard, Seattle Chocolate Company
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Check out the December issue of Success magazine. Seattle Chocolate Company CEO Jean Thompson is profiled on page 44. In the “Take Control of Your Life” feature, Jean tells the story about how she turned an agonizing two-week wait for mammogram results (thankfully negative) into an ongoing a cause-related initiative that is raising money for women’s cancer charities every day and everywhere the Extreme Dark Chocolate Truffle Bar and Survivor Chick Chocolates are sold. It’s a great story that demonstrates that you can take control of your life and make a lasting difference in your business when you get into action. If you would like your story featured within the pages of this magazine, check out the editorial calendar and frame your story in the context of what is brewing at this magazine. Allow plenty of lead time since national magazines work months in advance. Then, make your pitch. I recall receiving a ProfNet lead from a freelance writer who was looking for a story like Jean’s. I responded immediately with a tight, compelling, and authentic reply. The writer liked what I had to say and asked for the interview. Jean delivered her message in a winning way, along with a fabulous photo. That’s just how it happened, and it can happen for you, too. Remember, along the continuum of intertia and momentum, action makes the difference. It always does.
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Thompson’s latest YouTube interview, here is the link to part one, and here is the link to part two. You’ll learn a lot about her journey to bring “What Happiness Tastes Like™” to a nation of chocolate loving women — and the people who love them — all across the USA.
