5 Steps To Create a Balanced Content Marketing Strategy

A lady writing out a content plan

Guest Author: Darren DeMatas

5 Steps To Create a Balanced Content Marketing Strategy

5 StepsWhat is Content Marketing?

There’s no doubt that content marketing is growing momentum as an industry buzzword. But what is it really? Simply put, content marketing is creating and distributing customer-centric content that is relevant, educational, minus the sales pitch.

According to eMarketer, more and more companies are shifting their focus to content marketing and using it as a lead generation tool. But why?

Content marketing helps you connect with your target market in an unobtrusive manner. By understanding how your customers discover and connect with your services, you will be able to guide them through the decision making process and position your company as a solution to their problem. If you are looking to build a content marketing strategy, these 5 steps can get you started:

5-Steps-To-Create-a-Balanced-Content-Marketing-Strategy-step-11. Identify Online Communities Where Your Customers Are Active

Social networking within your industry can build credibility with your peers, but you can’t stop there. Look for discussions and forums in your customers’ industry and you will find a wealth of active online communities that are mostly ignored by outsiders. A good place to start is Google+ and LinkedIn. LinkedIn is an optimal tool as it will actually tell you how active a certain community is.

5-Steps-To-Create-a-Balanced-Content-Marketing-Strategy-step-22. Listen To Discussions And Identify Customer Pain Points

Once you join the community, you can search within the community for terms related to what you offer. While you are listening to conversations, you will identify customer challenges that you can help solve. After you have surveyed the community and understand how much they talk about your service, you can start to engage your audience. The crucial element is: do NOT hard sell. Don’t even talk about your company in these communities. It’s tempting, but you have to resist the urge to send a link to your “get a quote” page.

5-Steps-To-Create-a-Balanced-Content-Marketing-Strategy-step-33. Plan Content Marketing Around Customer Challenges and High Impact Search Terms

When you are active in online communities, members will start to look up your social profiles. Make sure that you have plenty of free advice for them waiting. It is critical to time your engagement with strategic posts both on social media and blogs, where you have more control over the messaging.

A business blog can help customers discover your content. You should have identified a series of questions that emerged from your listening. Now is your chance to respond and connect with your audience on your blog. Your blog posts should include topics you uncovered during your listening and high impact traffic terms. To figure out high impact search terms, look for keywords with high search volume and low competition. A great keyword research tool is the Google Keyword Planner. This tool will give you search volume and keyword ideas. Another useful tool is Google Trends. With this tool, you can compare trends of keyword searches over time. These tools can help make sure you base your blog content strategy on topics that are gaining popularity. You wouldn’t want to put all that effort into content that no one searches for, right?

5-Steps-To-Create-a-Balanced-Content-Marketing-Strategy-step-44. Content Building

There is always a new challenge facing a customer. If you spend adequate time refining your listening and content creation, you will end up with valuable customer-centric content worth paying for. By giving it away, you will generate targeted leads of people that need your help. Once you attract them to your site, offer them a free white paper or eBook. You can also ask them to sign up for your newsletter. Email marketing is a powerful way to nurture leads and convert them into customers.

When developing an effective content marketing strategy, don’t limit it to just the internet. Sales collateral, brochures and even datasheets should incorporate the key messaging you’ve created during the content development process. Consistency between digital and traditional media is critical for building trust and credibility.

5-Steps-To-Create-a-Balanced-Content-Marketing-Strategy-step-55.Ongoing Repetition

Don’t abandon your communities once you drum up some business. Keep offering free advice. Don’t be the first to share links to your content; let others do so first. When members of the community start “liking” and sharing your comments and links, you are one step closer to being a credible resource to the community.

Online communities and discussion topics will come and go as the market changes. It’s critical that you continue to listen so your content will not be stagnant. No one wants dated solutions to their problems. This is especially true for internet marketing. SEO and social media strategies of yesteryear may not be as effective today.

Author Bio:

Darren DeMatas is a marketing strategy consultant that specializes in internet marketing and brand development. Prior to his consulting work, he was Product Marketing Manager at Web.com/Network Solutions. Darren has 10+ years of marketing management experience and an MBA in Internet Marketing.

Crisis Management Enhancing Consumer Safety

african-american-woman-checking-social-media-phone

U.S. CPSC putting social media and e-comms to work to better protect the public

Just yesterday we ran a post applauding the crisis management efforts put forth by FEMA’s Ready.org, and now we have another example of excellent crisis communications to share, this time from the U.S. Consumer Product Safety Commission. These are the guys responsible for many major product recalls, so they definitely have some important information to share, and they’re taking full advantage of electronic communications and social media to do it.

Check out the email we received as members of the CPSC.gov recall information list:

When we first launched CPSC recall e-mails, many other electronic forms of communications didn’t exist.
Now that so many of you receive information in multiple ways, we want to make sure you know all the ways you can receive recall information from CPSC.

1. Twitter @OnSafety: We post nearly all recalls and all news releases on our Twitter feed. You’ll also receive important safety messages, tips and other information. Url: https://twitter.com/onsafety

2. Flickr: Photos are a priority for us, as they help you identify if you own a recalled product. You can find the photos of many recalled products on our Flickr page. Url: http://www.flickr.com/photos/uscpsc

3. Google+: CPSC recently launched a page on Google+. We are still experimenting with how many recalls we post on this page and are open your thoughts on what you want to see here. For now, we’re posting Recall Roundups and some of our larger recalls on Google+. Url: http://bit.ly/14ZhXNL

In addition to these social media platforms CPSC posts all recalls on its website at www.cpsc.gov/recalls. Recalls and Consumer Safety Reports are available on www.SaferProducts.gov. We encourage you to search SaferProducts.gov for products you own or are thinking of buying to see what others have told us about those products.

********************************************************

The U.S. Consumer Product Safety Commission (CPSC) is still interested in
receiving incident or injury reports that are either directly related to a
product recall or involve a different hazard with the same product. Please
tell us about your experience with the product on SaferProducts.gov.

Media Contact
Please use the phone numbers below for all media requests.
Phone: (301) 504-7908
Spanish: (301) 504-7800

CPSC Consumer Information Hotline
Contact us at this toll-free number if you have questions about a recall:
800-638-2772 (TTY 301-595-7054)
Times: 8 a.m. ? 5:30 p.m. ET; Messages can be left anytime
Call to get product safety and other agency information and to report unsafe products.

Impressed yet? We can tell you from experience, the vast majority of organizations out there are barely communicating at all, much less doing it via three of the most popular social media platforms in addition to phone and email. The best part? The CPSC has realized that making communication a two-way street is crucial to crisis management, and has made efforts to not only be able to easily share information, but receive it as well. Heck, they even make it simple for members of the media, who will be far less likely to report based on hearsay or rumors if they can easily get facts straight from the horse’s mouth.

Kudos, CPSC, well done!

——————————-
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]

Training in a Truly Foreign Country, Part II

Training in a Truly Foreign Country

What would you consider training in a truly foreign country to be? One where you neither speak nor write or read the language, right? I’m not going to make you guess. If you read Part I, you know that I’m talking about Japan. The Japanese actually have three kinds of writing, but I suppose if you were fortunate enough to read one of them you could get along without too much culture shock.

This is about training in Japan. In my case I was there to train high-level executives, including CEOs of huge corporations about American culture or how to do business the American way. Had I been younger, I would have been teaching English as a native speaker to the junior and middle staff. Japanese business executives, for the most part, don’t get where they are, without learning English in school prior to our arrival. At this time, Japan was leading the way for Pacific Rim countries in trade. Although this is no longer the case, Japan is still a primary player and provides a good example to talk about for training purposes.

student-asianIn Part I, I jumped ahead to some experiences in Tokyo, but here we’ll back up to the research and go from there.

***

Since it would be awhile before I actually went to Japan, I did some homework. My employer stressed that I didn’t need to speak Japanese; however, I wanted to immerse myself in Japanese culture. I began by eating sushi and tried very hard to appreciate the delicate flavors. (Actors dig very deep into their roles and that’s the way I approached this fantastic foreign opportunity.) I looked at every book I could find on Japanese culture; I even read cover-to-cover James Clavell’s huge novels that embrace Japanese culture. As I self-educated myself in Japanese culture, I tried to learn some Japanese as well.

I learned some simple things, too, that every tourist should know like how to use the pay phone. (I suppose now the company would send us a phone with numbers already in the contact list. I would hope.) I learned about bowing. How to present myself. How the rank structure works. I learned that if I got into trouble–got lost, for example, find a young woman dressed in a business suit and ask her to help you. There is a good chance she will be liberated enough and savvy enough to help a foreigner out. If you read Part I, you know that this did happen and it didn’t turn out as planned. It’s funny now when I think of it, but at the time, not so much.

One of the important things I learned was that my clothing called too much attention to itself. I don’t suppose much has changed since then. The Japanese are still conservative in business dress and I still have very little in my wardrobe conservative enough. I’ll just have to tone it down. And that’s what I did then. Still in comparison, I felt garish compared to the Japanese I met with. On the other hand, the club scene and casual dress are different matters entirely.

The older we are the harder we fall. Rule number one: Culture Shock.

I was offered, by mail, my first city: Hiroshima. The hair on the back of neck rose up. All I could think about was my Air Force uniform and the atomic bomb. Then I noticed something else. My work card was filled out with the CEOs of huge Japanese corporations and banks! No, this couldn’t be! They could all speak English so what did they want of me? I was not there to teach them English, but rather American business culture. I was numb. A thought kept repeating in my head: flip it, flip flip it. What did that mean?

Don’t let the details bother you. Rule number two: Culture Shock.

When I calmed down and accepted my new role, I saw the future in training Japanese business culture to American businessmen and women. Then, I received some more mail from my new employers, this time asking my preference for a roommate and such. Also listed was a native speaker contact. I called her immediately and explained my distress. The new assignment for Nagoya came along with my Japanese work visa and a letter from the president of the company, whom I would call upon arrival.

I don’t think I would have ever felt right in Hiroshima. With that stressful item out of the scenario, I had to find something else to worry about so I began questioning my competency. (I never did that in acting; either I was cast or I wasn’t. But here I was.) What did I know about “culture?” About business? What did the Japanese want from me? Thinking about it now, the only way I could have been more qualified might have been a degree in art and music; I had the rest covered. In the Air Force, I worked with small business owners to large corporations, but I was too worried to take care of my own business at the time–acting. All I did was wait and question. I went over and over my “homework.” I needed to be prepared. Sometimes, enough is enough. Get some rest. Relax.

Sometimes it pays to be cavalier like the kid with the backpack. Rule number three: Culture Shock.

The rest of my orders came in. I was to fly to Tokyo for training before taking the superfast train to Nagoya. Sounded easy enough. I changed dollars I had saved to Yen at the bank, packed three big bags and flew Japan Airlines to Tokyo. The ten-hour flight was pleasant enough. I felt relaxed, like I had finally come to accept this new and exciting role. I was used to flying. Planes are planes. Airports are airports. We landed at Narita International Airport. The airport was familiar. The plan was to retrieve one bag and ship the rest ahead to the Nagoya office. Up ’til now everyone I met spoke some English, but the guy behind the desk did not understand what I wanted to do and I couldn’t read the paper in my hands that told him what I needed to do. After some wild gesturing, I was finally able to make him understand what I needed him to do. Should have taken more improvisational classes. Now just one bag to wrestle around and to make a phone call.

The phone call! There I was. There was the phone. Didn’t look like any of our pay phones. I was catatonic. I forgot how to use the phone… My first rescuer, a young woman, didn’t seem to speak any English at all, but saw me petrified before the phone and offered her help. At least, that’s what it seemed she was doing. As if in a trance, I handed her the letter and my change. She giggled a little at the culture-shocked American, but quickly went to business. She dialed and continually put coins in.

“Ohio, Sato-san?” Then she asked me, “You na…nama.” I told her. She spoke into the phone again, then handed it to me.

“Mr. Sato-san? This is Jack Shaw. I’m at the Airport.”

“You stay there. Someone come for you. You will know. ‘Kay?”

“Hai,” I answered proudly, but had forgotten the word for thank you.

He said a very accent-free, good-bye and hung up. I turned and looked for the young woman to thank her, but she was gone.

I never made it to Nagoya, because the company was just as happy to have me in Tokyo, although I’m not totally sure on that one. It was the same type of client base. Over-thinking? Cost some money to get my bags back. Was teased a bit for saying I prefered a female roommate (they asked) and for being culture shocked, but heard worse. One guy who never ate anywhere but Denny’s. Others who fled couldn’t take the independent nature of the job. The alone time. Meetings with execs were in the morning and evening; the day was yours to continue to be culture shocked or enjoy the adventure. The point of all this: don’t go it alone unless you’re young like the backpack kid or want lessons-learned etched in your brain about culture shock. Happy training.

For more resources about training, see the Training library.

Training in a Truly Foreign Country, Part I

Training-in-a-Truly-Foreign-Country

folder-upTraining in another country is not like training in Cincinnati when you live in Florida. Even when that training is simple. There are some other considerations. In the Far East, or Middle East for that matter, there may not be many signs in English or anything close to English unless it is a picture of something. If you are training, you can’t hide behind your training platform forever–especially if you are alone. Unless you speak and read the language, it’s a rough beginning especially in the Asian Pacific Rim countries. Europe and the Americas are easier even when you don’t speak the language; you can still have most of your needs met. Still sound a bit cryptic? Read on.

When I was younger, apparently not young enough (I’ll explain later), and living in Portland, Oregon, I was fascinated with the Pacific Rim countries. I was interested in Japan, which at that time was the most booming of the Pacific Rim countries; although that has since changed, Japan remains a powerful player.

I was born on the West Coast–Los Angeles, but left as a young teen and went to the Midwest. Of course, I wasn’t given a say in the matter. Later, I spent several adult years in Southern California, but most of the time the only business I was interested in was in acting or in playing on the beach. So, this story I’m about to tell you happened after I had gained tons of confidence–or to put it another way I was rather cocky with the attention I had received from doing theatre and commercial acting. Subtle differences.

My resume didn’t impress in Portland so I had to audition for an agent. I had to get new headshots, going from “open jacket, sexy” guy to “rugged, often bearded” northwestern gentleman. I swear that’s what the agent told me. Believe it or not, this is all pertinent information. Actors have to fit in differently in different parts of the country. Even within the look, there are differences. Subtle differences. In commercials shot in a two-day period, I wore rugged clothes as one might expect and carried a chainsaw in one hand; however, in the commercial the next day, I wore a tux and held a martini to my lips with one hand, sipped elegantly and spoke in clipped tones about the gin I gestured to with my other hand. During that commercial shoot, I met a fellow actor who had just come back from Japan, where he had been teaching English, and in his spare time, did a few Japanese commercials.

As if my world wasn’t complicated enough with moving to a new area, I decided at that very moment that I wanted to do that, too. One look at the newspapers told me there were a plethora of opportunities. I interviewed with three companies before I was hired by the largest English training company in Japan. The number of native speakers outnumbered the number of administrative staff and sales. As it turned out all the administrative jobs were held by women (and I don’t mean this in a negative way) who all look 13 by American standards, and it is the men who handle anything to do with money. It was a fact I didn’t see anywhere in the brochures, travel guides or other culture books I reviewed.

In any large city it’s easy to get turned around. Now imagine one where you can’t read a single sign except the foreign logos you recognize atop some skyscrapers or a Seven-Eleven, McDonalds, or KFC.

Here’s what I didn’t know, or what didn’t sink in with my research. Japan is a very conservative country. Women in most cases are still regarded subservient to men. It is not spoken about in public. It just is.

Despite being told by my hosts to ask a young woman in a business suit for assistance should I get lost or need help translating–that she would more accommodating than a businessman, I found that wisdom to be somewhat flawed. I must have been terribly scary because the young woman took off running down the street when I spoke to her. I spoke to her gently, I swear. Since I worked for a Japanese company, a small businessman’s hotel was also a good place to get information.

If you think we have a large subway system…think again. Tokyo station has 27 exits; Ikebukuro, where I stayed, has 23. I had taken the wrong exit out of the station and ended up completely on the other side of it. And, it still looked the same! This wouldn’t have bothered a 23 or 25-year-old. Life is still an adventure at that age. By the way, the Japanese businessman’s hotel desk pulled out a larger map, showed me the error of my ways, and at least got me back into the station. That’s when my head began to spin again… And it began to rain…hard rain. A good Samaritan came (I could see his halo or was that his umbrella) and asked for my map. Every foreigner has one. He led me by hand to my hotel, invited me to his Christian church, and disappeared in the mist. I’m pretty sure that really happened.

Since I was staying in bonsaied Japanese hotel, I did everything the Japanese way–everything–except when I got back to my room the first thing I did was take off a soaked shirt. A gentle rap on the door. The lady of the house or hostess appeared with a pot of tea, then furiously backed away and shook her head, gesturing to my bare chest with her eyes closed. I got it. I closed the door and put on the robe, and re-opened the door to a smiling lady who brought the tea into the room set it down and bowed on the way out. Any Seven-Eleven will show you that skin is not taboo in Japan, but apparently body hair is. Subtle differences.

Not wanting to get lost again, I bought a ham and cheese sandwich at the Seven-Eleven to take back to my room. As a Californian, I had experienced earthquakes before, but never where I couldn’t understand the news following it. It was a bit discomforting. The 23 or 25-year-old would say, “Cool.” Yeah, real cool. For once, I thought it would have been nice to know someone here and not be so independent. My confidence or cockiness was shot; I was humbled.

So, if you get anything out of Part I, take this: it is always best to share in the adventure and don’t leave a man or woman behind.

A final thought. When I started talking about getting lost, you thought I was going to talk about a sea of people or waves of people…and I didn’t. It’s because those waves didn’t involve me. From my perspective, I saw the “waves of people” being pushed on the train; I didn’t know where they were going and that “big hand” seemed bigger than “big brother” invading my personal space, too. I felt trapped. Truly trapped. Held prisoner by my ignorance.

When a foreigner walks down the street or stands in a elevator or on a train or a bus, there is space made for him or her. Foreigners like us. The Japanese are a proud people; some might call it being racist. It’s not really. In their country, they don’t see as many “foreigners” as we do in ours. They make space; it’s polite. It’s not that they hate us; they are genuinely concerned and helpful, but you need to approach the right way, the Japanese way. We expect everyone in the world to act American. Why shouldn’t they expect everyone that comes to their country not do the same? Subtle differences.

In America, we talk about safety in numbers; in Japan, it’s more a matter of comfort in numbers. Better to befuddled in a group than befuddled all by yourself. At least in a group, you can have a good laugh and go on about your business. Stay tuned for…

…another American Training in a Truly Foreign Country, Part II.

—————————————————————-

This commentary is my opinion alone and The Free Management Library is not in anyway responsible for its content. I have written several articles of a similar nature. I tend to look at training, the workforce, business management, leadership and communication from a slightly different perspective than you might expect. I published an e-book called The Cave Man Guide to Training and Development in which I explain my reasons for looking at training and development in a different way. I look at it from the outside looking in, from the worker side, from the management side, from the trainer’s, and sometimes from the psychological side. I encourage others to talk about what they think about certain aspects of training on this website as long as they keep it generic. We’ll link to their site, and I hope you will comment here.

Take a peek at my site and you’ll find out more. By the way, I have an e-novel, Harry’s Reality, published by Amazon. It’s a scary look at what the future could be like if we stopped talking to one another and let the devices take over.

For more resources about training, see the Training library.

Factoring Education for Job Applicants

Job applicant presenting resume to hiring manager
Smiling Cashier
There are exceptions to every generalization…

As I perused some of my older blogs to ensure they are still up-to-date, I discovered an article I wrote awhile back discussing the question: are condensed progams, hybrid and online classes the answer for students in education today or even trainees in a part online/part classroom session? I suppose today I might have come to one or two different conclusions. And, my focus was a little different then. Check them both if you have time.

In that other article I talked about the results as if, all things being equal, that the students who come from hybrid or online programs would be perceived as “educated” as those who came from a traditional program. So that is one factor we’re going to consider here, but also a few others.

And, not to be considered biased, I have to ask, were the students who came from the traditional programs up to the maturity level of those who waited to go to school later and balanced work, family and studies to get a degree? I can remember teaching at one of these proprietary schools, “night schools,” or hybrid schools and discovering students so far above the rest academically, I wanted to ask them and I confess at that phase of my early college teaching career I did ask, “Why aren’t you at such and such university.” The answer usually made sense, certainly to them, and made me feel a little foolish. I don’t ask anymore.

Everyone has their reasons. By the same token, I have seen students who wandered in and out, called themselves adults who didn’t have to come to class, and simply refused to do anything they didn’t have to do to pass or hold onto their grant. They were full of excuses. Full of themselves. Full of attitude. Even in the condensed hybrid classes, which consists of only eight or fewer classroom meetings. The students read some chapters, do some a few activities, and use some kind of thread to stay connected to each other and the professor two or three times a week. At that time, the students are usually required to answer specific open-ended questions twice a week. The idea is for the students to stay involved and thinking during the week when not in class. Some students easily managed to miss two classes and be dis-enrolled from the class. Somehow I manage to make all eight classes and rarely leave the room beyond breaks to answer my cell phone. Most students are deserving, some just hard to get through to, which is why I teach in such an environment. You have to learn the way the world works somehow and the college classroom is a much better environment than on the streets.

My students are getting the idea now that it is a good idea to go to college. What makes the most sense to them? Getting the degree in the shortest amount of time. To some, unfortunately, it means a minimum of effort as well.

Again, as a professor myself, I discovered I had to work harder to ensure the students were pulling for themselves, propping them up, and encouraging them. The traditional schools don’t do that. Some say they do, but I don’t recall it happening at any of my schools. But I can tell you this: the students were ready to learn. Teaching at a school where students want to be there (and it’s not an afterthought or a move of desperation) you don’t have to over-perform, and you don’t have to feel badly if someone doesn’t do an assignment or misses class. I realize there are always exceptions to every generalization and that’s my point.

Not everyone at a traditional college or university is worth hiring anymore than someone who gets their degree online or non-traditionally. What is true is that the person who sits there actively listening, treating you and everyone around you respectively, and seems honestly interested in the company is someone who is worthy of being employed. If not by your company, by another.

flip
I can’t think of any traditional college or university, state or private, that doesn’t offer evening classes, condensed or hybrid or online classes.

Look carefully at the student/employee in front of you. Technically, I teach speech, but with it I’m also teaching or training confidence and credibility. If that person sitting in front of you seems right (comfortable and together), maybe he or she is. If Human Relations sent you his or her file, that person made the cut. See if you can’t connect with that person without knowing or caring what school or what kind of education he or she received. Is that really important to the job? Try it at least once. I promise you, there’s always a gem.

How can I say this? I know in my classes my standards remain high and I work hard with my students to meet them. They don’t all make “A”s and “B”s, but they know where they stand and what they need to do. Sometimes the challenge is so great they all get the grades they want and deserve. I like that.

We are all so busy these days and the entire world so electronic it makes sense for schools to change with it. Libraries are loaning electronic books. Schools are assigning students books that the students can buy less expensively as an e-book. Yes, there’s an app for that. For that matter, I can’t think of any traditional college or university, state or private, that doesn’t offer evening classes, condensed or hybrid or online classes. Our students are changing before our eyes. For the trainers among us the same could be said of our younger trainees; they come from a different place–it’s still Earth, but more electronic than we remember.

Happy Training…and Teaching

For more resources about training, see the Training library.

For a look at the human side of training from my Cave Man perspective, please check out my book, The Cave Man Guide to Training and Development. Happy training.

– See more at: https://staging.management.org/blogs/training-and-development/2011/05/18/using-the-turn-over-training-guide/#sthash.uParCHgr.dpuf

 

No Respite for Deen’s Reputation after Racism Case Dismissed

stop-racism-illustration

Innocent on a technicality, but the court of public opinion has already judged Deen guilty

In an interesting development, a judge has denied the claims of racial discrimination brought against Paula Deen by ex-employee Lisa Jackson. That’s right, the charge that brought Paula Deen’s TV empire crashing down in a matter of days has been dismissed altogether. Here’s some more info, from a NY Times article by Alan Blinder:

A federal judge on Monday dismissed claims of racial discrimination in a lawsuit against Paula Deen, the celebrity chef who was the target of criticism this summer after she acknowledged using a racial epithet.

Lisa Jackson, who managed one of Ms. Deen’s restaurants in Savannah, Ga., had alleged that widespread discrimination against black workers created a challenging work environment for her.

But Judge William T. Moore Jr. ruled that Ms. Jackson, who is white, was unprotected by federal law and no more than “an accidental victim of the alleged racial discrimination.”

As we all saw in Deen’s case, if your laundry is dirty enough, simply having it aired in public is enough to ruin your reputation. In fact, in many crisis management scenarios we see, the real damage is done long before the case ever hits a court of law. It’s natural to want to bury a past that you know looks bad, but the reality is that you’re best off admitting your mistakes and confronting them head on before the public, or a story-hungry media, digs it up for you and takes you to task.

——————————-
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]

The Foundation of Your Planned Giving Program: Bequests V

Closeup shot of last will and testament

In July, I explained why bequests are the most popular planned gift. See the Planned Giving Series.

This month I’m going into detail on why most bequest donors decide not to tell you that your charity is in their will. I’ve seen estimates that between two-out-of-three and seven-out-of-eight donors will keep their charitable bequests to themselves.

What is this majority thinking?

Don’t ask me for more. Happy to have included you in their will, your donor doesn’t want you to ask them for more. That’s a reasonable concern. Fundraisers are trained to evaluate giving history to decide whom to cultivate and solicit for future gifts.

It’s too personal. Their will is private, even from those included in it. Not that I talk about wills at every party I go to, but it sometimes comes up. At one cocktail reception, I met a woman who had seven friends in her will and would not tell any of them. She wanted to keep up the surprises and she didn’t want her friendships impinged by her generosity.

I can’t change my mind. We can change our wills at anytime. The donor who refuses to share your part in their will may feel they lose the option to change their mind if they tell you about it. They don’t, but they feel they do. Revealing their intention imposes a moral obligation to follow through, they believe. Talk about donor loyalty!

I don’t want recognition. This donor doesn’t want you to list them in your recognition society or annual report. They don’t want you to ask them to sign a testimonial letter or email. (These are great marketing channels, by the way.)

Understanding your donor’s reasons for not revealing their gift, target your messages to overcome these concerns…

When asking people to share their bequest intentions, assure them that:
•  they can opt out of communications from you, about giving or otherwise;
•  knowing about their gift helps you make plans;
•  they can change their mind anytime; and,
•  anonymity is possible and privacy will be respected

There will always be folks who will not share their plans with you. The best you can do is use your messaging to make it less likely.

I want to devote next month to IRA giving. There’s an opportunity that ends on December 31 and I want to help you prepare your 4th quarter messaging. Then I’ll come back to bequests in October. They’re important, and there’s a lot more to say.

=-=-=-=-=-=-=-=-=-=-=-=-=-=
Tony Martignetti, Esq. is the host of Tony Martignetti Nonprofit Radio. He’s a Planned Giving consultant, speaker, author, blogger and stand-up comic. You’ll find him at TonyMartignetti.com.
=-=-=-=-=-=-=-=-=-=-=-=-=-=
Have you seen
The Fundraising Series of ebooks ??

They’re easy to read, to the point, and cheap 🙂
=-=-=-=-=-=-=-=-=-=-=-=-=-=

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.

Go Deep for Outstanding Technical Presentations

Business woman in black tank top smiling after a presentation

If your content is technical, complex, data driven or numbers-heavy, you will want to listen up. Don’t fall into the camp of “I know it is dry and boring content but I can’t do anything about it…” Instead, try one or all of these strategies to make complex information more engaging and more interesting.deep

Use the DEEP acronym to help remember these pointers.

Don’t cut yourself short–or go on and on. If you tend to speak your piece so fast you cut out huge chunks of content, start today to slow down and take the time you need. Rehearse so that you know you are going to fit your timeframe, then relax into the content a little bit. On the other hand, if you typically go way overboard with detail, and frequently see eyes glazing over when you speak, then plan for, and deliver, a shorter presentation. You might be able to add a slightly longer Q&A, turning your technical talk into an engaging discussion.

Expertise. Draw from your own experience, not just the word of experts. Use your own stories to paint a picture, build rapport, even add color and life to your speaking. Especially when the content is technical, you will want to “humanize” it by sharing your own reactions, knowledge and opinions as a subject matter expert. As you prepare your presentation, watch for sections that are dry and detailed, or slides that are heavy with content, and look for ways to make them shorter, crisper, and more human.

Enthusiasm. What is it about this material that excites you? If it doesn’t make your heart beat a little faster, chances are it won’t thrill your audience either. You might be better off searching for the one or two parts of it you can really get behind, and then focus on them. Your passion goes a long way toward making the content more interesting to others. If you have never seen this done, I recommend just about any TED talk (at TED.com) to see examples of what happens when an expert shows enthusiasm. It can be magical.

Pay attention to the audience. Just don’t fixate on them. Look at the audience, one at a time. Long enough to feel you are connecting. Not long enough to become a staring contest. See if they look engaged. If not, slow down….and ask a question. Or walk closer toward the crowd. Or stop and tell a story. Ask for a reaction. Or pose a problem and have them discuss it with the people they are sitting next to. Then listen to see if they really are connecting with your content. Don’t drone on and on if your audience has checked out; do something to get them back on board. Don’t assume you will know what to do if this happens; it should be an essential part of your planning process.

Technical presentations can be dry and boring…or engaging and stimulating. You can decide today to try these and other methods to bring your content to life.

Please let me know how they work for you, and what other methods you have found useful.

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

Vampire Energy Makes You Stronger!

A-business-man-posing-with-fake-muscle-arms

curtain

I wanted to get your attention with that metaphor: a vampire sucking blood for speakers, presenters and trainers sucking the energy out their audience or trainees and using it by transforming that “blood” energy into life giving nervous energy.

University speech students always want to take on the audience that’s already on their side when they should know it’s the audience that’s against them that will make them stronger.

If you’ve never heard of it before… When giving a speech you want the audience that is against you, (1) so you have someone to oppose you, and (2) to suck the opposition’s energy out.

It’s true. Any stressful situation that doesn’t leave you sitting in a pool of…sweat in the corner will make you rise to the occasion. Seasoned speakers know this.

Actors on stage know this. Stage fright, notwithstanding, they crave a full house. For them, this is not less is more. Why do you think actors are always peeking out from the curtain? They want, they need the energy. For they are vampires in need of blood energy, but not so gory. And, they aren’t particular; they’ll take anyone who’ll listen. For actors though, it’s a one-sided argument in their favor. It’s the fear of the many versus the lessor fear of a few. The reward is the heightened with more people watching. There is more stress.

It’s a matter of energy.

Now, I don’t know the physics of it; maybe the energy factor is just a myth or something I made up, but it seems to work. Let’s say the audience is in favor of whatever it is you are selling. “Now, wait,” they say, “that was too easy.” And, then they begin to question every word you say. These were the people on your side, remember.

Those against are going to wait to hear what you have to say until you prove them wrong, which is what you plan to do. They are already second guessing you, but then they did that a long time ago. Now, the situation’s new. You’re a new face. Maybe you have new ideas. They’re beginning to listen. Who knows? You’re a little nervous. Use that nervous energy as you’ve been taught to make yourself stronger.

Felt something a little different was in order for those who still do face-to-face training. Happy Training

 

 

Arrogance and Crisis Management Don’t Mix

A-team-in-an-office-dealing-with-confusion-and-crisis

Apple is in trouble as it faces court cases and political scrutiny without a cushion of goodwill

Apple is infamous for its approach, or, perhaps more accurately, lack of approach, when it comes to creating goodwill. While this approach stood as an anomaly in the PR world for some time, the company is now facing negative repercussions in Washington and in court as a result of some less-than-ethical decisions and its standoffish attitude.

Interviewed by Politico’s Steve Friess, BCM president Jonathan Bernstein had this to say:

Corporate reputation consultant Jonathan Bernstein said it hurts Apple to have “the perception of being a go-it-alone, arrogant corporation.”

“They’re going to pay a price in decisions made against them, whether it’s by litigators or prosecutors or the consumer,” he said.

In other words, when you’re David refusing Goliath, you can sometimes get away with it because, essentially, the public likes a little guy to stick it to “the man.” When you’re the Goliath in your industry, though, you get to toe the line, and a refusal to do so is seen by both public and regulators as, to borrow Jonathan’s wording, arrogant. When you’re arrogant, you get no sympathy, and when you get no sympathy in the court of law, the court of public opinion, or D.C., it’s hard to come out ahead.

——————————-
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]