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Will You Add? - 12 Ways to Make Sure Your Messages Are Dead-On, Not Dead on Arrival
So, what’s an elevator speech, and how do you get one?What Is It?An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness. It focuses on the benefits you provide. And it is delivered effortlessly.Elevator speeches are intended to prepare you for very brief, chance encounters in an elevator. But elevator speeches are not just for elevators! You should use it whenever you want to introduce yourself to a new contact. That could be in the supermarket, waiting in line at an ATM or when you get your morning latte.So, who better than you to describe with passion, precision and persuasiveness what you do? A great elevator speech makes a lasting first impression, showcases your professionalism and allows you to position yourself.And if you want to network successfully, you need an elevator speech!How to Prepare an Elevator Speech, or What’s My Line?Now for a short course in preparing your elevator speech, or unique selling proposition.First, and most important, think in terms of the benefits your clients or customers derive from your services. Trust me, no one is going to be riveted if you say:“Hi, my name is Stanley Manly, and I’m a public relations executive with twenty years of experience.”Or:“Hi, I’m Sally Hopeful, and I’m an executive recruiter.Two big yawns.What’s In I
Think Big
Every message should embrace one big idea. The bolder, the better. Focus on the big picture, not the minutiae. Failure to do so will result in your message being diluted, drowned out, and quickly forgotten. Find a major theme to anchor and amplify your message. Put an appropriate frame around it to give it perspective and gravitas. Create affinity with your customers by inspiring them with your vision, and inviting them along for the ride.
Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. The customer is the center of your universe, not your pro
Before you can order a box or boatload of promotional printed pens, there are a few steps you must take. There’s a good chance your graphic artist has already prepared your digital logo. What looks good on paper may not look so great on a printed pen. Follow these ten Do’s and Don’ts of printed pen preparation to create a positive experience for both you and the printer.Five Do’s 5. Prepare your artwork properly. Most printers request files in an .eps format. They should be vector based. All artwork and text for your printed pens should be vector based. Artwork and text should be marked up with pantone color splits.4. Provide artwork that is between 100% and 200% of the final size and resolution. Not only will this save file transfer time but you’ll have a more accurate image of the final product.3. Prepare your files in CMYK rather than RGB color modes. Most commercial printers use CMYK.2. View your proofs carefully. Whether digital or physical proofs, make sure you compare the colors printed with your concept. Contact your account manager with any questions or changes before you approve the final production.1. Realize that you are a professional at your business and not imprinting. Keep in contact with your account manager and take his or her advice. Your graphic artist (if you have one) should be able to complete all the steps your account manager requests.Five Don’ts 5. Don’t use word processing programs to create your final artwork. W
As Mr. Goldwyn would have you believe, there were no intended messages in any of his movies. But there was a “message” nonetheless.
Despite its acknowledged importance, the message is often the most neglected and underestimated component of a marketing communications campaign. Once created, it’s seldom scrutinized. Once sent, it’s rarely revisited or revised. The result can be a campaign that lacks a central message or, far worse, communicates a mixed, muddled, or potentially damaging message.
In either case, if your intended audience doesn’t get the message, you’ve probably sent the wrong one. And that can have dire consequences.
Defining The Message.
The message is the whole point of your campaign – giving it focus, urgency, and a distinctive character. Defined as a “formal, inspired, or important communication,” the message is not only what you say (text), but what you mean (subtext), and how you say it (context). Its mission is to articulate a compelling idea that invites your audience’s attention, acceptance, and response.
A message can target either a nation, an industry, an organization, a household, or an individual. It can be used to state a position, announce a solution, present an alternative, address a crisis, offer assistance, or make a plea. It can have broad and universal appeal (Save the planet) or can be very narrow and specific (Save time commuting).
As the delivery system for your brand, your message is the embodiment of your company’s vision and values. It reveals how well you know your customers, and how much you value your relationship with them. In practical terms, the message is the primary vehicle for sharing your thinking, establishing common ground, and achieving consensus.
Creating The Message.
Sending the right message to the right person at the right time is what good marketing is all about. It’s the glue that unifies your marketing communications and makes your brand stand out in a crowded field.
Messages can take many forms via many marketing channels, but they all have one thing in common: They seek mind share -- whether they’re preaching to the choir or recruiting new buyers and believers. Asking for your time, money, and good will, messages appeal to reason but work on your emotions. Their main purpose is to get you to renew your faith, change your mind, and take decisive action.
Although your last message may have been timely, relevant, and compelling, it may not resonate in quite the same way the next time you send it. Markets shift, customers drift, and messages stagnate when they can’t cut through the clutter.
To make sure your messages hit the right mark and strike the right chord, here are twelve fundamental rules that have guided me faithfully over the years:
Think Big
Every message should embrace one big idea. The bolder, the better. Focus on the big picture, not the minutiae. Failure to do so will result in your message being diluted, drowned out, and quickly forgotten. Find a major theme to anchor and amplify your message. Put an appropriate frame around it to give it perspective and gravitas. Create affinity with your customers by inspiring them with your vision, and inviting them along for the ride.
Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. The customer is the center of your universe, not your prod
Employers have become so concerned about seeming “unfair” or worse becoming the victims of lawsuits by unhappy ex-employees that they’ve stopped requiring minimum standards of employees. This can only lead to poor individual and eventually poor company performance. Your best employee performers will resent the fact that you use company money to pay people who aren’t up to standard and will reduce their own level of performance or leave.Take back the power in your workplace and set standards of performance. How to fairly assess each of your employees? I use a simple three part measurement tool with the acronym AWE or Able – Willing – Engaged.Is the Employee Able?This is the minimum standard of employment or continued employment. Does the employee have the basic job skills? Does he or she also have the people skills to be able to work effectively? Does the employee have family or personal issues that make it impossible for the employee to work the expected hours? Does the employee have any emotional or physical health issues that make it impossible to do the job effectively? Is he or she lacking any problem attitudes, such as racism or sexism that make them unable to be open to customer or co-worker interactions.If you answered “no” to any of these questions, you should move the employee to another job where the issues aren’t going to affect their competency or transition them out of the company.Is the Employee Willing?The next level up that i
Defining The Message.
The message is the whole point of your campaign – giving it focus, urgency, and a distinctive character. Defined as a “formal, inspired, or important communication,” the message is not only what you say (text), but what you mean (subtext), and how you say it (context). Its mission is to articulate a compelling idea that invites your audience’s attention, acceptance, and response.
A message can target either a nation, an industry, an organization, a household, or an individual. It can be used to state a position, announce a solution, present an alternative, address a crisis, offer assistance, or make a plea. It can have broad and universal appeal (Save the planet) or can be very narrow and specific (Save time commuting).
As the delivery system for your brand, your message is the embodiment of your company’s vision and values. It reveals how well you know your customers, and how much you value your relationship with them. In practical terms, the message is the primary vehicle for sharing your thinking, establishing common ground, and achieving consensus.
Creating The Message.
Sending the right message to the right person at the right time is what good marketing is all about. It’s the glue that unifies your marketing communications and makes your brand stand out in a crowded field.
Messages can take many forms via many marketing channels, but they all have one thing in common: They seek mind share -- whether they’re preaching to the choir or recruiting new buyers and believers. Asking for your time, money, and good will, messages appeal to reason but work on your emotions. Their main purpose is to get you to renew your faith, change your mind, and take decisive action.
Although your last message may have been timely, relevant, and compelling, it may not resonate in quite the same way the next time you send it. Markets shift, customers drift, and messages stagnate when they can’t cut through the clutter.
To make sure your messages hit the right mark and strike the right chord, here are twelve fundamental rules that have guided me faithfully over the years:
Think Big
Every message should embrace one big idea. The bolder, the better. Focus on the big picture, not the minutiae. Failure to do so will result in your message being diluted, drowned out, and quickly forgotten. Find a major theme to anchor and amplify your message. Put an appropriate frame around it to give it perspective and gravitas. Create affinity with your customers by inspiring them with your vision, and inviting them along for the ride.
Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. The customer is the center of your universe, not your pro
Drug testing involves many different methods and devices that detect whether or not a person has been using drugs or is currently under the influence. Drug testing products are available for home and office use that help concerned parents or employers find out the truth about their teen or employees. Likewise, drug testing procedures assist employers in creating a workplace drug testing program that ensures the safety and wellbeing of their employees while still protecting their rights.On Site Drug TestingSubstance abuse testing works by means of testing a sample from an individual to find out if drug use has occurred. On site drug testing is typically best for the office and workplace environments as the results can be obtained quickly and action can be taken immediately. On site drug testing can occur in a number of ways. Urine drug testing is the most common drug testing products. It works great as an on site drug test because after a sample is taken, test results are typically available within a few minutes.Saliva (oral) drug testing is also a convenient means of substance abuse testing. After a collector sponge is saturated in the donor’s saliva, it is placed in a testing device from which results can be read. Spray drug testing is also convenient, but not quite as effective as other drug testing products. Lastly, hair drug testing is probably one of the most accurate drug testing products on the market. While it requires a laboratory to obtain results, thi
As the delivery system for your brand, your message is the embodiment of your company’s vision and values. It reveals how well you know your customers, and how much you value your relationship with them. In practical terms, the message is the primary vehicle for sharing your thinking, establishing common ground, and achieving consensus.
Creating The Message.
Sending the right message to the right person at the right time is what good marketing is all about. It’s the glue that unifies your marketing communications and makes your brand stand out in a crowded field.
Messages can take many forms via many marketing channels, but they all have one thing in common: They seek mind share -- whether they’re preaching to the choir or recruiting new buyers and believers. Asking for your time, money, and good will, messages appeal to reason but work on your emotions. Their main purpose is to get you to renew your faith, change your mind, and take decisive action.
Although your last message may have been timely, relevant, and compelling, it may not resonate in quite the same way the next time you send it. Markets shift, customers drift, and messages stagnate when they can’t cut through the clutter.
To make sure your messages hit the right mark and strike the right chord, here are twelve fundamental rules that have guided me faithfully over the years:
Think Big
Every message should embrace one big idea. The bolder, the better. Focus on the big picture, not the minutiae. Failure to do so will result in your message being diluted, drowned out, and quickly forgotten. Find a major theme to anchor and amplify your message. Put an appropriate frame around it to give it perspective and gravitas. Create affinity with your customers by inspiring them with your vision, and inviting them along for the ride.
Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. The customer is the center of your universe, not your pro
So, you’ve made it through the interview process and have received an offer of an employment. Congratulations! However, there are some things to consider before accepting or rejecting an offer of employment. How you reply to these questions will determine whether the job offer is really worth it:Is this a full time, part time, temporary, or contract position? As obvious as it seems, you may be getting an offer different from what you originally applied. Try to get in writing the official offer -- if it involves heavy-duty legal language consider contacting an employment specialist or an attorney for guidance.Will you be paid hourly, per diem, by the job, or by an hourly salary? How many hours are you expected to work? Does the company pay overtime? Bonuses? Profit Sharing? Is this position with a "91" operator [meaning lengthy crew duty days] or with a 135 operator [with limited duty days]?Will you be a flight attendant? A cabin attendant? A host/hostess? Titles make a difference because the level of pay and training will depend on how high the position is. Will your new company pay for initial and recurrent training, i.e., FACTS or FlightSafety? Do they even require it? What other training is offered?What will your benefits be? Will you have full health and dental coverage? Will you be covered under an HMO, PPO, POS, or some other plan? Is your company self insured, i.e. they aren’t utilizing the services of a health care provider, but paying as they go?
Although your last message may have been timely, relevant, and compelling, it may not resonate in quite the same way the next time you send it. Markets shift, customers drift, and messages stagnate when they can’t cut through the clutter.
To make sure your messages hit the right mark and strike the right chord, here are twelve fundamental rules that have guided me faithfully over the years:
Think Big
Every message should embrace one big idea. The bolder, the better. Focus on the big picture, not the minutiae. Failure to do so will result in your message being diluted, drowned out, and quickly forgotten. Find a major theme to anchor and amplify your message. Put an appropriate frame around it to give it perspective and gravitas. Create affinity with your customers by inspiring them with your vision, and inviting them along for the ride.
Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. The customer is the center of your universe, not your pro
If you are in management it behooves you to learn about finite capacity scheduling models and how you can increase your output in your production cycles. Efficiency is indeed the name of the game when it comes to output and low costs. I therefore recommend the book; Finite Capacity Scheduling : Management, Selection, and Implementation (Oliver Wight Manufacturing) by Gerhard Plenert.I believe that this book should be required reading for all MBA Students and taught as part of the course curriculum at the top business schools. Do I believe you should also read the book on Finite Capacity Scheduling, absolutely if you are serious about the efficiencies in your company and indeed the knowledge will serve you very well. I also have considered the fact that they should use it to teach MBA Students at Yale, Harvard, Stanford and Wharton too. These theories and management practices of finite capacity scheduling I believe can also be applied to other industries; such as car washing production lines, agriculture models, services businesses and a host of other things as well; everything from HMO patient operations to search and rescue grid searches for survivors.If you consider how we can keep up the smaller and smaller margins in the manufacturing sector it is amazing things sti
Think Big
Every message should embrace one big idea. The bolder, the better. Focus on the big picture, not the minutiae. Failure to do so will result in your message being diluted, drowned out, and quickly forgotten. Find a major theme to anchor and amplify your message. Put an appropriate frame around it to give it perspective and gravitas. Create affinity with your customers by inspiring them with your vision, and inviting them along for the ride.
Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. The customer is the center of your universe, not your product. Don’t pay lip service…provide customer service. Put a human face on your company. Make your messages intimate and conversational, and use the magic word “YOU” with reckless abandon. Make it an advantage to become and remain your customer. Share your passion and contagious enthusiasm. After all, you’re building relationships, not selling widgets.
Emphasize Solutions
Let’s face it, if you’re in business, you’re here to solve your customers’ problems. It’s the single biggest opportunity staring you in the face. Tell your customers why they need your service now, and how you’re best equipped to deliver results. Do everything in your power to make their job easier and give them peace of mind. Communicate the benefits of doing business with your company, and find ways of contributing to their success. If you can make a real difference in the lives of your customers, you’ll capture not only their business, but their loyalty.
Aligning The Message.
Align your message with the people whose opinions matter – your customers, prospects, employees, management, investors, and the press. Since each of your stakeholders has a slightly different perspective, be sensitive to those differences by adjusting your message’s style, tone, and language accordingly.
Alignment also means making sure your message gives you a distinct advantage in the marketplace. How does it stack up against competing messages? Does it really set you apart from the pack?
Know Your Audience
Every message has one or more target audiences. How well do you know yours? Do they have a global or local outlook? What are their aspirations and expectations? What are their hot buttons? Do they prefer long copy or short copy? Hard copy or e-mail? What kind of sense of humor do they have? Do they respond to certain trigger words, images, and offers? Since one message doesn’t fit all, craft a message that reflects your audience’s values, preferences, and points of view. To arouse their interest, you must first get their attention.
Keep It Real
Your customers are smart, savvy, and sophisticated – and can spot malarkey a mile away. If you treat them with respect, you’ll never go wrong. To do that, you need to understand their sense of reality. If your message rings true, you’ll always be judged as convincing and credible. Before you send your customers a message, proof it for any hype or patronizing language that can rub them the wrong way. Check your facts, too. It’s okay to be clever, but watch out for that Kentucky windage. It could blow your best customers away...for good.
Be Competitive
Keep score of your messages. Are they winners or losers? Grand slams or ground-outs? Since you’re competing for mind share, make each message count. And play to win. The competition can throw some wicked curves. Befor
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