Connie Wyche says the technology companies she worked for in the Triangle never let her write a headline as effective as the one she used to announce the launch of her new marketing and communications firm.

“Triangle Marketing Professional Apparently Goes Insane; Friends and Family Considering Long-term Commitment,” read the headline on the news release announcing her new company, WycheWorks, Tuesday.

“My inbox was inundated this morning,” Wyche tells Local Tech Wire. “I never had a release generate that type of return before because the companies I worked for would not allow me to write a headline that would get their story read.”

Wyche says she had second thoughts about the headline getting into the shower. “I thought I must be out of my mind putting that headline out there. Every CEO and VP of marketing will roll his or her eyes and think it’s too risky to work with her.”

While Wyche admits being safe is sometimes a good thing, she adds that “The safe route does not always add to the bottom line, and now’s not the time. It’s sink or swim out there now.”

Wyche worked for Trio Information Systems, which sold single user and later network fax applications, in Raleigh from 1992 until 1999. Founded by Swiss nationals, it went public on the Stockholm exchange and was purchased by another company.

She also worked for software tech start-ups MDEverywhere and LIPSinc, and several start-ups that tanked, such as Plurimus (while it was still Foveon), Fusion Ventures, the Durham incubator, and Calendar Central.

Lessons from failed start-ups

Working with companies that failed taught her a number of lessons she says.

“When times get tough, people in senior sales and marketing positions tend to buckle and do nothing, which is the worst thing they can do. They need to take that opportunity to do something, and if that’s not the right thing, figure out why and do something else. So many times I’ve seen them just sit there and wait for the end to come.”

She says when executives start lying to their staffs, it’s a key sign the company is near failure. “You have to motivate your staff, not just tell them funding is coming, work hard.”

At successful Trio, she says, “We kept hacking at the roots of the tree, kept things going.”

Wyche plans to start working her network of contacts and approaching a list of target clients by the end of this month. Her one-person shop relies on specialists for each project.

“I may be crazy,” she says. “But I’m certainly committed. There’s a lot of work to be done to dig this economy out of recession. That starts with building successful companies and creating markets. That’s what I do.”

She refers potential clients to examples of her work are on her Web site: