Master Manuscripts

A prominent web site recently ranked independent consulting among the most likely to business ventures to fail.  However, 2009 was my first full year in business as an independent consultant and thankfully I haven’t gone broke.  In fact, Master Manuscripts grew according to goals, diversified its clientele and services, been contacted by clients in 12 states, and acquires business almost entirely by referrals.  I’m always seeking more, but it’s been a pretty satisfying journey thus far.

Alas, All Those Resumes Got Me Somewhere!
In August 2008, I was unemployed and applying for jobs by the hundreds when, out of nowhere, three people called on the same day asking for resume help.  At the time, it seemed very unethical for me to accept their requests, but the meetings revealed that Preference Personnel and Spherion referred the candidates to me.  These agencies had been trying to land me a job for months, but their referrals helped me create my own.  Since then, I’ve helped over 100 job seekers improve their resumes and it’s especially rewarding to know they work - the resumes and my clients, that is.

More Than Resumes
Recruitment and retention, organizational development, writing, and other communications services now complement resumes and cover letters.  Resumes were the spark, but audience optimization is the specialized service Master Manuscripts provides and that no message can survive without.

Don’t worry if you haven’t heard “audience optimization” before, most marketing and sales agents haven’t either.  No message matters if it doesn’t reach an audience and is only hot air unless it’s accepted.  This establishes the universal truth when trying to make your message count: Always do things from the audience’s perspective.  A message rarely articules the sender's interpretations so giving them more merit than content is dangerous and often detrimental.

Clients ask me to prevent that dilemma and, considering how their audiences have exploded into armies of unpaid marketing agents giving third-party referrals for my clients, I dare say the results speak for themselves.

Embracing Technology
Kevin Tobosa is a media specialist who created Facebook and Twitter pages that updated volunteers during the 2009 Flood.  Their popularity grew faster than the river rose.  The Associated Press responded to our press release with a feature story about Kevin that appeared on over 3,100 web sites. 

Isn't it amazing how many other great stories like that exist in North Dakota, but still tend to get overlooked?  Kevin and I think so and have launched North Dakota Realized - a statewide media arts project that showcases the culture, enterprise, and attributes that distinguish North Dakota and its people.  This multimedia journey will unveil and share stories using photos, audio, video, online social networks, and other resources to prove North Dakota is much more than blizzard prone.

Marketing Rice
Over three billion people rely on rice as their staple food and Jeremy Zwinger grew up near Sykeston, North Dakota – about 1,000 miles from the closest paddy.  I’ve diversified my client base and services, but nowhere near what this former NDSU pre-med student and wheat farmer has accomplished in rice.  This guy’s publishing global market intelligence and research journals, is among California’s largest buyers of rice, and plans and addresses conferences all over the world.  What’s even more surprising is that I promote them from Fargo, North Dakota via the Internet.  I appreciate his patronage and the results suggest it’s been mutually rewarding.

Positive Work Environment
Someone said the economy’s crashing, but morale at my company has blossomed and growth opportunities became even more apparent when I disconnected cable TV.  Pseudo-news and negativity were no longer branded into thought, performance improved, attitudes remain positive, and I’m saving over $600 per year.

In the Black
Another major factor is the revolutionary idea that if I can’t afford something, I don’t buy it.  Call me a rebel, but abiding by this radical concept has proven pretty profitable in more ways than one.

Making cental headquarters a 2 bedroom apartment keeps costs down and the building fairly well maintained by a staff someone else manages.  Despite these luxuries, headquarters does not have wireless Internet access, but the 50 foot Ethernet cable only had to be purchased once and is, for the most part, out of sight.  I do, however, have about 20 satellite offices around town offering free coffee refills with many nifty condiments and convenient stir sticks you'd never see in my kitchen.  Plus, these places have wireless.

Diverse Clientele
One day, a local client emails me requesting materials that will enlighten people to how financial responsibility has spared North Dakota from economic turmoil.  The instant I'm done reviewing that message, the phone rings.  It’s a Manhattan store asking if I’d help market exotic rugs.  I answered, “Well…ah...tell me about your customers and I’ll get them to buy your rugs for their parking spots.”  She liked that response, but quoting the project at the typical Midwest rate probably impressed her more.

Rice, rugs, resumes, referrals, and recruitment services – who’d a thunk?  In late 2008, it definitely wasn’t me, but today it’s not a thought, it’s a reality and I’m grateful to everyone who’s made it be.

It may come as no surprise to you, but absent  the computer and Internet, my communications / public relations firm (and quite possibly yours) would be dangling over a blackhole of uncertainty.  Instead, over the past 8 months, it's put me on planes to serve clients in California, Arizona and Florida next week.

One client hired me to work with his four member team (three in California, one in Singapore), to coordinate a conference in Miami that has attracted one of the largest and most prominent audiences in agriculture conference history.  Regardless of the numbers, the audience is among the most influential ever assembled, or at least it's gotta be close.

Over 250 executives and public officials will represent 150 of the world's largest agricultural companies and 38 nations at the Rice Americas Conference.  I don't know a darn thing about rice, but it's been rewarding to build worldwide attention and interest in it by engaging people via the Internet.

One downside of the Internet is that it's shortened peoples' attention span to about 30 seconds.  That fact alone makes my point.  Note: If you continue reading, either you're one the few who's maintained your brain or I've thus far done my job and won your interest.

Most marketing and public relations companies make sharpening their Photoshop skills the top priority.  Few, if any, have a job description that matches mine: Identify, intrigue and motivate prospects to willingly and unknowingly advance my client's interests.  Sales?  No.  It's a process called "identification" which accomplishes a goal I've coined as "audience optimization."  I can take at least some credit for that phrase because googling it May 3, 2009 produced only 551 hits; add "communication" to the search and you get a whopping 154.

Despite the amount of work, time and creativity this process requires, audience optimization generates rewards that transcend what traditional marketing accomplishes by leaps and bounds.  Why? Because you're devising strategies that cultivate the field, sow the seeds and get the grassroots to grow greener than even an environmentalist can dream.  That is, we're matching the message to the audiences rather than matching colors on a web site template or tri-fold brochure that the recipient probably didn't want in the first place.

Network, network, network and the Internet enables us to do that.  However, it has to be done carefully and sincerely.  If someone introduces themself with a business card or tries proving their public relations accomplishments with brochures, they're blowing you off.  Yes, those things are important, but they're not a foundation for building interest -- the goal of communication and that requires an audience.   Sustaining and the engaging that audience requires more than a 30 second attend span.  Thanks again for reading this far.

People don't want to be sold things, they want to belong.  If they don't identify with a project or product, they don't become part of the marketing or public relations process. Most marketing firms don't understand that and ultimately fail at what clients are paying them to accomplish, but comprehending that process and engaging it is why and how Master Manuscripts will make your mark.

The Red River stimulated a flood media attention for Fargo and waves of community enthusiasm that impressed the planet. Volunteers’ unbridled commitment to defeating the flood ran so strong that it made The Forum’s front page “Fight or Flight?” challenge a rhetorical question. However, keeping volunteers requires keeping them informed. A new marketing strategy helped volunteers prevent what would’ve been perilous for other communities and here’s proof that creative communication can spark and sustain interest.

When the Red started rising, Kevin Tobosa and I created Facebook and Twitter groups that allowed the volunteer coordinating group First Link to provide volunteers actionable, real time information. When the city needed volunteers, network members received an email from First Link about where to go and what tasks they would perform. News of these groups spread like wildfire and over 6,000 volunteers joined.

We then added a popular and seemingly addictive weapon to our arsenal – text messages. These things typically cause calluses, but this time they engaged that "get out of the way, let's get the job done" attitude in thousands who got up and threw sandbags in valiantly successful effort to save Fargo. The text message service distributed the same information as the online groups, but didn’t require internet access, only a cell phone.  If you didn’t sign up for this service, you probably know someone in Fargo who did.

Next, we tapped the talents of Fargo communications expert Jason Spiess who owns three publications, operates three web sites and hosts two radio broadcasts that usually market homes. But Spiess helped save them during the flood by stacking sandbags and filling his sites and shows with announcements about our online response efforts. That generated even more interest, web site hits and network members.

These strategies won immense attention themselves. How? A press release that grabbed the eye of local and national media. Next thing you know, the Associated Press shows up, takes a picture of Kevin and writes a feature that was catapulted onto the internet and around the world. Google Fargo - Flood - Tobosa and you’ll get over 3,000 hits! Newspapers and radio stations interviewed us, links to the groups were posted on The Forum’s homepage and local media followed our footsteps by starting their own online networks and using our content.

When the Red began to recede, State Farm donated 2,000 free McDonald's cheeseburgers to honor volunteers and local radio station AM 1100 needed our help getting the word out.  So, we engaged the networks and made one last call.  Volunteers attended in droves and took down the burgers with as much courage as they stacked the bags.

I could go on and on about how our project attracted volunteers and expanded audiences, but you get the point. Countless other strategies can promote your interests and business, but engaging them effectively takes more than know what they are. Communication companies in Fargo can accomplish that and now you know which will serve you best.

A second crest is coming and we'll use these networks again.  Another flood will bring some challenges, but couple the die hard spirit of the volunteers, relentless service of the National Guard and repeated reputable service of public officials with an effective communication strategy and beating it will be a piece of cake.

Check out this article from the Washington Post.

Here's the press release.

Notes:
Kevin operates Tobosa Creative Group, an integrated media company that promotes prominent energy, athletic, media and other industries. He and Scott Thuen of Thuen Design provide professional photography services from a studio in downtown Fargo. Spiess publishes Red River Valley Home Guide, The FM Business Journal and Valley Faith, operates web sites for each and hosts the Saturday Night City Guide and Red River Home radio shows on AM1100. We four partner and fulfill every client’s communication need by attracting audiences that build their bottom line.

It was President's Day on Monday and everywhere politicians were purporting themselves as the great Abraham Lincoln.  No matter how hard people try, none can even come close to matching that eternally honorable yet humble man.  Words are amazing and Lincoln's will forever remain monumental.  One simple phrase will illustrate when I mean.

Eight score and seven days ago, I brought forth a new company dedicated to saving you time, money and peace of mind.  --There you have it.

Poetry is not my proficiency, but here's one I thank you for reading.

People hate writing and constantly ask,
“Why should I bother? It’s a pain in my _ _ _”
So, on Sept. 1, 2008 Master Manuscripts
Boldly shot out of the gate

Well, since then I’ve been proven right.
My clients grow, get published and prosper with might.
Poetry wasn’t thought a tool at the time, but
I offer you now some tear jerking rhymes.

Last fall, I had a dream and a big wakeup yelp
Staffing agents sent me job seekers for resume help.
A magazine made me its editor and writer of letters,
It was working real hard and I made it better.

But this was all new because until then for my best
I was rewarded by just one flattering request:
“Hey Mark, could you please us today?”
“But oh yeah, we’re sorry, we don’t want to pay.”
Yet I was happy to give and without delay,
I’d answer, “No problem, I’ll help anyway.”

It was unity for purpose, no more or no less
My talents were harnessed I really was blessed.
I still paid my taxes, insurance and rent, but
No couches, no cable or dollars I’d spend
‘Cause there was no way I’d go into debt.

The hundreds of jobs for which I applied
All rendered the form letter,
“Sorry, but thanks for your time.”
None of that mattered because deep down I knew
Someday I’d progress, but it had better be soon.

The bill stack got higher and one cloudy day
I saw the depression stampeding my way.
So all those degrees, talents and me
Went out to the streets our savior to see.
We stood up and demanded things change,
Big time inspired by the ‘08 campaign.

So now here we are and everyone fears,
What’s gonna happen when
Obama and Limbaugh join for a beer.
They ramble on ‘cause everything’s wrong,
But I know you have praiseworthy song.

Your message it matters,
You’ve got something to say.
Don’t hold back,
Today is your day.


But if time and tension
Keeps it locked in the dark
Call Master Manuscripts,
I’ll make your mark.

Tomorrow, Barack Obama finally sheds that pesky “elect” term from his title and becomes the 44th President of the United States. Millions will attend this monumental event while millions more experience it on TV. Every American should listen to President Obama describe the path our mighty nation will take over the next four years. Brace yourself for one of the most eloquent and memorable speeches of all time.

Over 40,000 security personnel and 7,000 porta potties will be on hand to keep things under control. Despite this colossal effort, I haven’t heard anything about all the Kleenex that will be needed when Obama’s speech intoxicates the masses to the point of celebratory tears – and there’s nothing wrong with that.

The inaugural speech will give our nation the jolt of jubilance it needs and Obama’s the perfect person to deliver it. Original rhetoric will surface, but the deep divisions plaguing the country require the new president to rely on quotes and quips that people like to hear repeated. Watch, he’ll inject power terms and phrases from Dr. King, Presidents Reagan, Kennedy and Lincoln, about the military and others everyone already adores because he has to excite EVERYONE. That can’t be done if he talks too much about things people don’t yet understand or appreciate. A demanding task, but he’ll use this strategy to addict the audience to the vision he articulates – at least until policy discussions start sobering people up.

On the other side of the coin, I bet you’ll even hear President George W. Bush quoted or mentioned with praise as an attempt to lessen peoples’ disdain for him, attract his supporters and use the status quo as a springboard for the new president’s agenda. I could be wrong, but it would be brilliant for Obama to do something of the sort.

The best way to win an audience is to strike emotional chords by hammering on concerns that all the members share – even if their thoughts are different. Whether Obama’s speech makes you happy or hostile, it will spark your interest and make his mark, which is the entire point of communication.

Any citizen that abstains from listening to Obama’s speech will hear so much about it that they’ll need to get a dose by watching it on You Tube or hear their kids recite it after history class.

What's President Obama's biggest challenge?  Post a comment below and inform the thousands who visit this site how you think it can be overcome.