Four Insights for Small-Business Marketing

Marketing strategy on a laptop screen
By David Newman
By David Newman

“How and when will this generate sales?” That’s what entrepreneurs typically ask themselves when investing in marketing. “And that is the completely WRONG question to ask,” says marketing expert David Newman.

In his new book, DO IT! MARKETING (at this link you can download a free strategic marketing ebook), Newman reveals the right questions to ask, right away, for marketing a small business with a big impact – both online and off. It all builds on these four fundamental insights:

Insight #1: You need to sell the same way that you buy.

When was the last time you snapped up an offer from spam e-mail? When’s the last time you gave your credit card number over to a cold caller who interrupted your dinner? As a customer, you don’t buy from any company based on its spam, cold calls, postcards, or text pitches. So, why do you expect any customer—let alone, lots of eager customers—to buy based on yours? The right question to ask, in Newman’s book: What value have I added to my prospect’s world in order to earn the right to invite them to a conversation and offer my solution to their problems, headaches, heartaches, and challenges?

Insight #2: Referrals rock, but they’re not everything.

I don’t need to do any marketing because 99 percent of my business is repeat and referral business.” Maybe that’s what you tell yourself. Do you seriously think that referrals don’t check you out online before picking up the phone? What messages are you sending to valued referrals with an outdated website and abandoned Twitter account? The right questions to ask, in Newman’s book: Does my overall online presence reassure and reinforce the referrals I earn? Does it contain the most current, credible, and relevant positioning, content, and resources to make my advocates look better—not worse—for referring me?

Insight #3: Trusted advisor marketing is a four-layer enchilada.

The first layer—at the core—is your reputation. But if you stop there, you’ll have a very hard time attracting new prospects to your doorstep. The second layer is amplification—ways to make your signal stronger (such as social media marketing and niche PR). The third layer is leverage. This is where you begin to capitalize on your trusted advisor assets (such as white papers, podcasts, or a blog) and reach out to higher-probability prospects. The fourth layer is gravity. Though it takes a long time to get it spinning, the power of momentum—which brings more leads, better prospects, and bigger opportunities—is hard to stop. The right questions to ask, in Newman’s book: Do you want to make more sales to strangers? Or do you want people to recognize, respect, and request you by name when they have a need, project, or problem that you truly are the perfect expert to handle?

Insight #4: Your what comes last.

“What should be my company name? What’s the best headline for this sales letter? What tagline will attract the right customers?”… When it comes to your marketing, what is always the wrong first question to ask. Imagine being asked to write a letter. Before focusing on the what, you first need to know to whom the letter should be addressed (your favorite aunt, your high school sweetheart, the President) and then why you are writing. Once you know who and why, what to say is a piece of cake—because you feel connected with the unique recipient of your message for a specific purpose. The right questions to ask, in Newman’s book: To whom am I marketing and why? Figure out who you’re talking to, talk to them for a specific, compelling, relevant reason, understanding who they are and what’s important to them. Say it so they get it – value it – and ultimately buy it. That’s how smart marketing is supposed to work.

Download a free strategic marketing ebook by David Newman: www.doitmarketing.com

Adapted from DO IT! MARKETING: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition by David Newman (AMACOM; June 20, 2013; $19.95 Hardcover; ISBN: 978-0-8144-3286-0).

About the Author:

David Newman is the founder of Do It! Marketing, a marketing strategy coaching and consulting firm whose clients range from independent professionals to executives at Accenture, American Express, Comcast, IBM, KPMG, Microsoft, Oracle, and PriceWaterhouseCoopers, among dozens of the Fortune 500.

Expanding awareness

medium-shot-man-holding-megaphone

A series of surprises.
“I’m really disappointed in Mary’s performance. I may have to let her go. It’s sad. She was clearly the best candidate for the job when we recruited her last year.” But Bill was hard pressed to give his executive coach one concrete example of her sub-par performance. Asked why he had changed his mind about Mary, he suggested, “Well, in important meetings she sprawls in her chair, with her arms and legs all stretched out. It’s unprofessional.”

Bill was asked to mimic Mary’s posture, then describe what HE felt. He reset, thought a moment and frowned, puzzled. “Uh, very relaxed, comfortable, sort of opened up!” And how would he approach a problem if he were sitting like that? To his evident surprise, he blurted out, “Differently. Kind of curious, no holds barred.” Keeping this in mind in the coming months as he assessed Mary’s performance, Bill began to recognize that her results were in fact outstanding. Her next performance appraisal put her at the top of Bill’s team.

Future blog topics
Where are we going with all this? Last week we noted that smart and successful leaders can make poor decisions without being aware why. Here are several types of internal processes and some organizational processes they can affect.

Internal processes:
Somatic: Bill, above, almost made a bad personnel decision by misinterpreting Mary’s body language. And in mimicking her posture, he learned he learned he could change his own awareness. Our mind and body are tightly integrated.

Emotional: the Greeks and Descartes tried to separate rational and emotional thought. But research over the past twenty years has shown that they are tightly linked and you ignore this at your peril. Many of our memories and schema are steeped in strong but unconscious emotions.

Thinking, deciding, doing: much, probably most, of our mental life is unconscious; sometimes this is useful, sometimes it is toxic; but unless we are aware of and manage our awareness of these states, our decisions and behaviors may be more random than intentional.

Creative: our brain creates models (schema) in part to husband limited energy. We run our brain on about 40 watts, like a dim light bulb, much less than a typical PC. So many thought patterns are learned, then shifted into unconscious and more efficient memory. Trying to be creative runs against this default mode and requires effort and practice.

These can either distort or improve key behaviors. Self-awareness is the first step towards enhancing in using them to enhance how we create and lead the following

Organizational processes
Managing
Developing and influencing others
Improving team performance
Leading change initiatives
Innovating
Designing and facilitating effective strategy development and implementation
Building high performing, sustainable organizational cultures

In upcoming blogs, we will explore how to increase self-awareness, then try new practices to boost leadership skills. Here’s another exercise to try:

Where have I been?
1-On a plain sheet of paper placed sideways (landscape mode), draw a line down the left-hand side. Put a plus (+) at its top and a minus (-) at its bottom. Now draw a horizontal line at the middle across the whole page. The horizontal line represents the passage of time in your life. The vertical line marks how happy or unhappy you were as time passed.

2-Place your pencil at the intersection of the two lines and, as you reflect on your life to date, draw the line of how you felt as your life unfolded.

3-After you complete the line, write in key events that correspond to the high and low points of your line. At each event, stop to think about your surroundings at the time, what you saw, what you heard, what you felt. Take time to focus on each of these senses until you are almost back in the experience. Then shake it off and relax. DON’T READ FURTHER UNTIL YOU COMPLETE THE EXERCISE

Look back at your exercise
Now review what happened. How vivid were your memories? Did they evoke sights, sounds, other sensory recollections? Did you experience different emotions? If so, how strong were the sensations and emotions?

Jot down a few sentences about, first, what you observed about your reactions during the exercise, then what you learned from it. When you’re done assess and write down your willingness to do, and to engage during, the exercise using a simple scale:

Supple/Stiff/Resistant/Rigid
0 1 2 3 4 5 6 7 8 9 10

Supple: easy
Stiff: took time to begin or get into it
Resistant: very uncomfortable, hard to finish the line
Rigid: coudn’t finish the line or couldn’t even begin it

Lessons learned
There’s a lot going on inside our minds in many different ways that we may not be aware of. All of it can dominate our leadership behavior without our knowing it. And our disposition to explore this phenomenon can range from very willing to totally averse.

Next blog (NOTE: beginning bi-weekly posting, Friday, August 9th)
PACEM and the new management paradigm.

Tom is founder of Thomson-Roy Advisors, a firm providing international strategy consulting and senior leadership development. He is also a Program Director at The Mahler Company and an instructor in MBA and Executive Education programs in business schools in the US and overseas. He was an international executive with the Michelin Group for nearly thirty years, working in over forty countries while holding positions in law, finance, emerging market business development and global strategy. Tom is a graduate of Princeton University and the University of Virginia Law School. Please contact him on LinkedIn or at tomroyjr@gmail.com.

Accidental Copyright Infringement – Easy, and Expensive!

A-man-dealing-with-copyright-issues-in-his-office

Take steps to avoid this preventable crisis

The focus on content creation as the new, must-do form of marketing has resulted in an incredible number of completely involuntary copyright infringements across the web. Even experts who literally work with web content every single day are running into foul territory! For proof, look no further than this quote from a refreshingly honest tale, by The Content Factory’s Kari DePhillips, that describes the $8,000 lawsuit her organization caught as a result of running the wrong photo in a blog post:

More than three months after the blog had been posted, the client got an email from an attorney. This particular lawyer deals with one thing and one thing only: image copyright infringement. For the sake of the story, let’s say his name is Curtis M. Leech, Esq.

The long-forgotten blog that was posted months ago had come back to haunt us. Mr. Leech sent the client a formal complaint letter, saying that they were being sued for $8,000 for using his client’s copyrighted photo on their website.

We were under the mistaken impression that before anyone could be sued, the offender had to ignore a request to take down the copyrighted image. Because the lawsuit came without any kind of warning and this was the first time we’d ever been accused of such a thing, we were hoping that replacing the image and sincerely apologizing to Mr. Leech and his client would remedy the situation. We were wrong. Welcome to the world of “Fair Use.”

Current Fair Use image copyright laws say that you’re financially liable for posting copyrighted images, even if:

  • You did it by accident
  • You immediately take down the picture after receiving a DMCA takedown notice
  • The picture is resized
  • If the picture is licensed to your web developer (Getty Images requires that you get your own license, thankyouverymuch)
  • You link back to the photo source and cite the photographer’s name
  • Your site isn’t commercial and you make no money from your blogs
  • You have a disclaimer on the site
  • The pic is embedded instead of saved on your server
  • You found it on the Internet (that’s not an excuse!)

Spot check: How many of you have used images you found via various free stock image depositories on you or your organization’s blog? Ok, now how many of you checked to see if that image was licensed for not only private, but also commercial, use? Don’t panic! Go ahead and pull them down, sigh in relief that you didn’t have to eat a lawsuit, then read on…

Still not worried?

If you think this isn’t a crisis management risk, consider how many one-man shops and small businesses would be completely devastated by losing $8,000 from their operating budget. Heck, just consider how much additional work you would have to do to replace that $8,000 yourself. Even if you are a mega-corporation, the fact copyright infringement crises can be avoided simply by educating your editors content crew makes this one a no-brainer.

Sometimes, software-powered copyright protection services are so zealous to catch violators in the act that they cause issues for legitimate users. We experienced this ourselves just recently when a client, who was fully authorized to use the name of a network television show in one of their popular YouTube videos, was repeatedly flagged as a copyright violator, even after obtaining re-authorization from the network. It eventually actually took legal representatives getting involved in order to have the video placed on the protection services’ “white list” of authorized users.

The lesson here is that any time you’re using something created by someone outside your organization, whether it be art, idea, name or manufacturing process, make certain that you have the proper rights to do what you’re doing. Acting without research, or without permission, may save you money in the short term, but you will eventually pay.

——————————-
For more resources, see the Free Management Library topic: Crisis Management
——————————-

[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is Social Media Manager for the firm, and also editor of its newsletter, Crisis Manager]

 

 

“I’m Going to Kill Myself?” To Relieve Stress?

a-woman-stressed-and-frustrated-after-an-internet-crisis
perf7
Acting can be a healthy release of pent-up emotions.

– It may be the Easiest Way to Relieve Stress and Frustration on the “bloody job”or even at home, but probably not the best way. Ya think?

This is not a training exercise–not yet anyway, but maybe it should be. Killing ourselves would not be a bad idea as dark and foreboding as it seems in the right place and time. Theoretically. What if you could do any thing you wanted painlessly, without consequences? Would that help relinquish our frustration with life? However, the idea of ridding ourselves of stress, if not for others, is a good one. Great art in its many forms can be cathartic. So why not acting? Haven’t you ever wanted to be someone else?

This is real life or is it, according to, Tracy Kathleen in her blog, “Finding the ‘Method’ to my Madness: An Actress Prepares.” The title of her particular post is “I’m Going to Kill Myself.”

Life is too hard. I am at the end of my rope. I am alone. I will have a bottle of vodka and a loaded gun and I am determined to put an end to my misery. I have done bad things in my life. I have been hurt and I have hurt people. I have cheated and been cheated. I no longer feel like I have the capacity to love and be loved…

…But most importantly, I have played many a character, which is exactly what I am doing now. So please, put down the phone, don’t call for help…I, Tracy, am not going to kill myself. But tomorrow, “Maggie” is going to end it all.

“Playing a character, otherwise known as “acting,” allows me to do all the things I just said. I can kill myself. I can kill someone else. I can cheat. I can be a sinner or a saint. I can be happy, sad, funny, and mad. I can be anyone else other than myself. And although I love myself, I do not exactly have the life I dreamed of. But on stage, I am no longer me. I am not in chronic pain. I do not feel like my life is passing me by and taking with it a thousand missed opportunities. I am not responsible for my actions, only my emotions. When I am on stage, I am someone else. And, when it comes to acting, I am pretty darn good, probably due to the fact that I have been pretending to be someone else for most of my life.

“If you look at an acting class from a psychological perspective, it can be very beneficial for people who are in pain, be it physical or emotional. Acting is a safe haven, a place to express every emotion, reaction and feeling that is not acceptable in society. For example, I can’t scream, yell and cry in public without being looked at as crazy and possibly being locked up. I can’t express my anger, hurt or frustration by throwing things around or having a fist fight. I can’t have a laughing fit in the middle of a store. So many of the emotions I (and others in similar circumstances) have are socially unacceptable. The rules of our society dictate that it is not okay to express your every emotion…but on stage, I can let out every single emotion I have built up inside me…and it’s safe. There is no judgment. As a matter of fact it is the one place where the more emotion I bring to my character, the better I am!

“Many local community theaters offer inexpensive classes. When I was a practicing social worker, I actually utilized some of the exercises we do in class as a way to help people get in touch with their real emotions and express them in a safe way. I also used improvisational comedy exercises to help people both release emotion and LAUGH. Laughter truly is the best medicine (not to mention the adrenaline of performing acts as a potent, temporary pain blocker). Try an acting class and I guarantee, you will not only find a healthy release for those pent-up emotions, but you will probably bust a gut doing so. It doesn’t matter if you do it as a psychological exercise, a hobby, or you are Broadway-bound, acting is a healthy, safe release.

“My acting class is the one place where I can be someone else and at the same time, really be me.”

***

frust-lapI couldn’t have said it better. I have said similar things about the relationships in areas outside the familiar–outside the cave–or outside the box. I talk about using whatever works no matter where it comes from to make a point. I talk about acting, communicating, problem-solving using various approaches including psychology, karate lessons, and even military basic training.

It all boils down to something as simple as getting someone outside of the office, literally or not, to take an acting class or to bring the acting class to them, in this case. That is what we do, isn’t it? Ever given a class dealing with change in the workplace or use role playing as part of a training exercise? Same thing. In those cases, we are taking the client/trainee out of his or her world and helping them see a better place without the stress. You may recall the different methods of problem solving I talked about in an earlier blog. My old psychology professor said that you used what worked to solve a problem; it didn’t matter if you slept on it, meditated about it, prayed about it, cogitated about it, the result was the same. You were still doing the same thing–just calling it something else. You were letting ideas bounce around in your head while you were in a relaxed state of mind.

What Tracy has written is what we all have in common: a need to release of frustration and stress as well as other emotions that affect us daily. We send our company leaders on retreats to help them refresh, but everyone needs this. It proves even more the value of role-playing in training as an icebreaker or as a way to break the tension between co-workers brought upon by stress in the workplace. As Tracy says, when you are someone else, you can do anything. Well, you can’t hurt anyone or yourself, but you know what I mean.

I was about to say something about developing training about this, but I changed my mind. Why do we have to control that moment? We don’t. Do we have to analyze and assess the result? Only in so far as the employees enjoy it and feel a release of stress. There is only issue that comes to mind: I wouldn’t try this with my most conservative companies until I have several of the more adventurous companies to to try it and back my claims that taking an acting class did indeed release stress, etc. The companies we talk to are often a bottom line bunch as you know who may think that “acting” is “frivolous” or “just pretending,” but we can work with that.

That’s all for now. I’m not even going to spend time promoting my books or website. My thanks to Tracy for providing us some great ideas to ponder. Check out Tracy’s blog and her interesting posts. Heck, check out other interesting posts that have nothing to do with training. You may surprise yourself and find connections where you least expect them.

Happy training ’til next time.

Are You Fooling Yourself? Why Feedback Is Important!

feedback-evaluation-on-a-tablet.

In Garrison Keillor’s fictional community of Lake Wobegon, “the women are strong, the men are good-looking, and all the children are above average.”

As it turns out, this depiction is not limited to Lake Wobegon. One of the most documented findings in psychology is the average person’s ability to believe extremely flattering things about him or herself. We generally think that we possess a host of desirable traits and that we’re free of the most unattractive ones.

And this is particularly true of high-achievers who deem themselves to be more intelligent, more fair-minded and even better drivers than others. What about you? Do you:

  • Overestimate your contribution to successful project?
  • Exaggerate your team’s impact on company performance and profitability?
  • Have a high opinion of your professional skills and standing in relation to your peers?

The fact that successful people tend to be a bit delusional isn’t all bad. Our belief in our wonderfulness gives us confidence. Even though we are not as good as we think we are, this confidence actually helps us be better than we would become if we did not believe in ourselves.

Here’s the Catch:
While confidence and a fair view of one’s capabilities and strengths are essential, over-confidence and an elevated sense of worth can to lead to ineffective relationships, poor decision making and ultimate failure in our leadership and our business. When we focus on proving, justifying or defending ourselves, we cut ourselves off from opportunities to understand others’ perspectives, get more accurate information and tap into the best solutions.

In other words, according to the great executive coach Marshall Goldsmith, the same beliefs that helped us get to here – our current level of success, can inhibit us from making the changes needed to get to there – the next level that we have the potential to reach.

Less Confidence, More Leadership Success
In the Harvard Business Review article, “Less-Confident People Are More Successful” , Dr. Chamorro-Premuzic asserts that a moderately low level of self-confidence is more likely to make you successful. Don’t confuse this with a very low degree of self-confidence. Excessive fear, anxiety and stress will inhibit performance, impede decision-making and undermine interpersonal relationships.

If you’re serious about becoming a strong leader, lowering your self-confidence can serve as a strong ally. Yes, this may seem counter-intuitive, but it works! Here’s why:

  • It motivates you to work harder and prepare more effectively
  • It makes you pay attention to negative feedback and be self-critical.
  • It reduces your chances of coming across as arrogant or sell-deluded.

Management Success Tip:
Get in the habit of getting feedback – ask key people in your life how you can improve. Recruit them in helping you get from where you are (which can be a pretty great place) to where you want to be (which can be even better). Your first inclination when people point out areas for improvement may well be to believe that they are ‘wrong’ or ‘confused’. Give them the benefit of the doubt. Be open to the fact that they may well be right and you may well be the one who is confused.

Do you want to develop your Management Smarts?

Learning from Qantas’ Social Media Crisis Management Mistake

A-man-addressing-the-crisis-management-team

Ignoring the 24/7 nature of social media is asking for trouble

Neglecting the fact that social media pays no regard to standard business hours led to embarrassment for Qantas airlines after a pornographic image sat on its Facebook page for some seven hours, only being removed after a child spotted the pic and brought it to his father’s attention.

Here’s the story, from Australia’s Marketing Magazine:

The boy had visited the page to enter a competition the airline is currently running. The image was left up on the page for up to seven hours and was removed after the boy’s father complained to the airline.

The father of the affected boy told The Age, “When you rolled over it on the iPad a larger version of the image popped up… the anatomical details were quite clearly recognisable.”

A spokesperson from Qantas told Marketing, “Spam was posted to the Qantas Facebook page in the middle of the night, which included an inappropriate image the size of a profile picture. We removed the post as soon as we saw it and offered an apology to a gentleman who contacted us to complain.”

Currently the airline’s social media pages are only monitored during business hours.

Now, is this really a crisis for Qantas? No, it’s not, and a sincere apology to the family involved is just fine as far as a response. However, it is a perfect example of why organizations, especially huge global brands like Qantas, should include 24/7 social media monitoring as part of their standard crisis management and reputation management plans.

Imagine if it wasn’t just a single small image, but a massive flood of pornography. How about an organized consumer protest, timed to hit at, say, 7 PM on a Friday night. Getting a bit more serious, right? The airline certainly has stakeholders in a wide variety of time zones, so why would its social media monitoring stop in its tracks when it’s quitting time in Australia?

Between computers, smartphones, tablets and the enormous number of monitoring solutions out there, it’s not difficult to at least keep tabs on what’s happening at any hour of the day. Although you can’t guarantee that your social media presences won’t come under attack, or that an unpredictable crisis won’t emerge, you will be aware of the situation, and can act quickly to take the appropriate action.

——————————-
For more resources, see the Free Management Library topic: Crisis Management
——————————-

[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is Social Media Manager for the firm, and also editor of its newsletter, Crisis Manager]

CFC Summer 2013 Outreach Campaign – Part 2

CFC Summer 2013 Outreach Campaign – Part 2

Selected Unique Factors about CFC Fundraising
The CFC charity itself does not make the direct solicitation. It’s the federal CFC campaign volunteers who do this, and the ones who are making the direct solicitation are called “keyworkers.”

  1. By law, every U.S. Federal agency holds a CFC campaign each fall, including at overseas facilities.
  2. More than 89% of the Federal workforce is outside of the Washington, DC region, so it is likely that you already have Federal employees who are your supporters.
  3. If your non-profit is truly “donor-centric”, for donors and potential donors who are Federal employees, the most user-friendly means for them to donate is through the Combined Federal Campaign.
  4. CFC Donors may remain anonymous if they wish, and many donors choose this option. The reaction of many CFC charities is to be irritated by this fact, instead of recognizing that anonymous donors are some of your strongest supporters.

So why do these unique factors matter?

  • Because you know that every Federal employee – uniformed, civilian, and postal service is a potential donor. Your staff is off the hook for making a direct solicitation, you can say “please consider us” but no one is bringing back checks or pledges directly.
  • You know when the solicitation period will be held – in the fall, sometime between September 1st and December 15th of each year.
  • You have the opportunity to build relationships through your non-profit’s Federal connections, even if the staff doesn’t yet know who the connections are.
  • The single biggest mistake made by CFC charities is to run a stealth campaign. They go through the process of applying and getting enrolled in the CFC, and then they keep a secret.

Tasks for the CFC Action Plan
There are obvious communication actions that every CFC charity should take – such as having the CFC logo and your 5-digit code on your website’s homepage. That simple step will answer 90% of the questions that potential CFC donors will have when they visit your website.

The second type of action is personal … to task every person on your staff to identify three Federal connections that they have, and make contact with them.

Run a newsletter article announcing that you’re now in the CFC and that you would appreciate the support of any current Federal employees.

=-=-=-=-=-=-=-=-=-=-=-=-=-=
What I mean by “Federal connection” is this: Do your current supporters
have parents, children, neighbors, sports buddies, colleagues, etc. who
in some way have a connection to a Federal employee? If they do, the
message is that your organization (and one they may care about because
they care about you) is in the CFC, and will they consider supporting
your CFC charity in this fall’s campaign.
=-=-=-=-=-=-=-=-=-=-=-=-=-=

Have the staffer who wants to learn how to fundraise draft several messages that say why your non-profit is worthy of support by CFC donors. Have her conduct a training session on why these messages matter, and after they are used in talking to people, evaluate their effectiveness. How did people respond? Hint – stories are better than statistics.

If you’re going to participate in charity fairs, you may want to order some “give-a-ways” – marketing items with your Name, CFC code, and Website URL on them – e.g., pens, pencils, and rulers.

What’s next?
In my August 22nd post I will discuss the additional ways to increase the awareness of your CFC charity as I continue the discussion of Outreach for the CFC.

=-=-=-=-=-=-=-=-=-=-=-=-=-=
During his 25-year career in the Federal sector, Bill Huddleston, The CFC Coach,
served in many CFC roles. If you want to participate in the Combined Federal
Campaign, maximize your nonprofit’s CFC revenues, or just ask a few questions,
contact Bill Huddleston
=-=-=-=-=-=-=-=-=-=-=-=-=-=
Have you seen
The Fundraising Series of ebooks.

They’re easy to read, to the point, and cheap ($1.99 – $3.99) ☺
=-=-=-=-=-=-=-=-=-=-=-=-=-=

If you’re reading this on-line and you would like to comment/expand on the above, or would just like to offer your thoughts on the subject of this posting, we encourage you to “Leave a Reply” at the bottom of this page, click on the feedback link at the top of the page, or send an email to the author of this posting. If you’ve received this posting as an email, click on the email link (above) to communicate with the author.

Because I want you to…

Young lady screaming into megaphone speaker

i want you to

I have all kinds of excuses. I was fighting off stomach flu and dizziness. I was dragging through my workshop toward the end of the day. I was digging deep to keep going, when suddenly I heard myself say the phrase I always bend over backward not to say, “I want you to……” Inwardly, even in my weakened state, I cringed.

You may have heard me rant about this before. While it’s not the end of the world to say it, it can hit a sour note with anyone who hears it. “I want you” to sounds bossy, arbitrary, and puts the focus on me the instructor or speaker rather than you the learner. It always reminds me of that awful phrase we use on our kids when we are exasperated: “because I say so.”

So when you are in the classroom, the boardroom, or the conference call, what is a better way to move people to action? Try one of these, or something similar that keeps the focus on the request and sounds a lot more polished. Like I could have done in that moment.

Better choices include:

Will you
Will you please
Would you
Would you please
Could you
Please
Shall we
Why don’t we
Let’s
If we could
If you would
Perhaps you would
If you would be so kind
If you are willing
I wonder if you would
It would be great if you would
I invite you to
I encourage you to
I urge you to
Now it’s time to

You may not like all of these phrases. In fact I am sure you won’t. Some will strike you as too direct, others as way too indirect. And some will just appeal more to your personality or style. But note that there are many ways to ask your class or audience to do something without telling them to do it because “I want you to.”

Please note that these “softer” phrases are specifically geared toward situations where you are enlisting support or action, as in training or coaching situations. When you are giving work direction, you may prefer to be more direct and forceful than these phrases suggest. Even so, I would think about stating your request in the “please will you do x” format rather than “I want you to do x.” Again, keeping the focus on the action, not having you do something simply because I want it.

If you are looking for a nicer way to couch your requests, I invite you to try one or more of these. Choose ones that sound like you and that you think would sit well with your listeners and be appropriate in tone. And please, do let me know if you have other phrases you would be willing to share.

In my opinion, using these phrases or ones like them shows more professionalism and more respect in the classroom or meeting room.

Author Gail Zack Anderson, founder of Applause, Inc. is a Twin Cities-based consultant who provides coaching and workshops for effective presentations, facilitation skills for trainers and subject matter experts, and positive communication skills for everyone. She can be reached at gza@applauseinc.net.

Web site: www.applauseinc.net

Blog: www.managementhelp.org/blogs

twitter: @ApplauseInc

Does Your Company Need CPR?

-business-man-addressing-colleagues-in-a-meeting.

Great management is no accident. It’s the result of deliberate effort to focus on what’s important vs urgent.

Managing values- what the business, firm or agency professes to stand for – is one of those important things.

So many companies have a values statement on the wall. But ask any employee or even top managers what their values are and, yes, some can rattle them off. But then go further and ask this question: How would I know it if I see it? Then you probably will get a blank stare of some mumble jumble answer.

This is When You Need CPR:

1. Create
Organizations often tout their values – accountability, innovation, integrity, quality, respect, teamwork – but when is the last time you asked if these values have been defined in behavioral terms? Does the company know what “”respect “for example looks like, feels like or smells like?

In a leadership development program for a growing hospitality company, each module of the training included an exercise called “Values in Action”. Here’s an example. Your staff and customers would see and know “integrity” because you would:

  • Admit mistakes – don’t blame others, take responsibility to solve the problem.
  • Do what you say you were going to do – and if you can’t, say so.
  • Lead by example in both personal and business conduct.
  • Commit yourself to both the project and the team.

2. Practice:
The practice part is a bit more challenging. This involves actually doing what you say you value. A critical part of strong leadership is the degree to which what you profess and what you practice are in alignment. So here’s a exercise for you to do each week.

  • Pick one value you want to practice. Don’t be an over-achiever and try to accomplish more. Start small and then build.
  • Ask how can I demonstrate this value? For example, if it’s “respect”, then who are the folks I want to show respect to and how will I do it? It could be as simple as not interrupting Mary when she gets long winded.
  • Assess the end of the week what specific things you did to exemplify this particular value? What might have been opportunities you missed? For example, when Joe came in to my office and said…. I could have said this…..
  • Pick another value and go through the same process the following week. What you’ll find is awareness plus focus plus motivation leads to change.

3. Reinforce
The reinforcement part requires even more effort. Reinforcement involves specific and deliberate application of affirmation, encouragement and reward for positive behavior. This can be done through positive feedback when you see an employee treating a customer with respect; or it could be part of the annual performance appraisal process; or it could be done by storytelling – a powerful way to communicate what we value and how we behave around here.

Management Success Tip:

Values are important. They describe how you relate to your staff, customers, investors and suppliers. Numbers tell you how much there is of something, not if it is right. Values tell you whether something is right for you and your company. And when values have been defined in behavioral terms then you, as a manger, can lead more effectively.

Do you want to develop your Management Smarts?

McDonald’s Callous Crisis Management Mistake

A-troubled-businessman-worried-about-crisi-in-his-company

Pointing out how poorly you pay your own employees is a crisis management faux pas

So, you set out to create a website, accessible to the public, aimed at helping your employees budget. You have hopes of helping them out, but let’s be real here, you’re also looking to grab you some good PR in the process. Once you get started, however, you realize that there is no way a typical employee at your organization makes enough to live on, even with a second job, and leaving out minor expenses like food, water, and clothing…because those are luxury items, right?

Most of us would scrap the project on the spot, but not McDonald’s! The company, which has already run into a few stumbling blocks while getting acquainted with how the modern web works, must not have thought it was a problem because they went live. As could be expected, the company took a beating in the media, largely as result of the buzz generated following video, from the activists at Low Pay is Not Okay:

In a market where consumers are more aware than ever of the ethics behind their favorite brands, coming across as a cold, callous company is a major crisis management faux pas. While obviously it’s better to not BE that cold, callous company, reality is that some organizations are solely focused on making as much money as possible. If that’s your deal, be realistic and try not to point it out to the public in a glaringly obvious manner.

There really is no crisis management move that would make this situation better for McDonald’s, and since its leadership clearly has no plans to raise the wages of its employees, our recommendation would be that in the future at least they keep anything that directly points out how poorly their employees are treated away from a publicly accessible site.

——————————-
For more resources, see the Free Management Library topic: Crisis Management
——————————-

[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is Social Media Manager for the firm, and also editor of its newsletter, Crisis Manager]