Shoppers Abandon Recitations,

Prefer A Good “Benefits” Story!                                                                                                                                                                                                                                                                                                                                     

      If you “Tweet” on Twitter,  you’re already an expert at headlines and titles. If you’ve read my recent blog post on “I” “Me” “My”  then you’re well on your way to mastering the structure of storytelling for sales (or as I call it, “Storyselling”).

     Actually,  a good storyseller© can sell virtually anything at anytime to anybody under almost any circumstances. You’ve heard about being able to sell ice cubes to Eskimos and being able to sell the stuff that bears do in the woods, on a shingle? Well there you are! Storyselling.     

     The ancient song  from my parents’ days, “Accentuate the positive; eliminate the negative” gives us a key corner-piece of the jigsaw puzzle. Focus your storyselling on the benefits to be derived (instead of the features, which serve only to justify the purchase that is based on benefits and triggered by an emotion).

     Tell a story  that engages the imagination and triggers a dominant emotion. That’s it! Bingo! S~A~L~E~! It doesn’t matter if what you’re selling is alive or dead, big or small, hot or cold, heavy or light, costs ten cents or ten million dollars. The purchase decision will be made emotionally and justified rationally.

     That means sell the benefits,  not the features.

That means your story needs to zero in on answering the customer’s question: “What’s in it for me?” That means your story needs to entertain and educate/ inform… but be brief and to the point (like the 140-character Tweets). 

     Your story needs to paint a picture!  Listen to your kids; they know how to do it. Why? Because they’re uninhibited. You can be too, you know. It just takes a little practice. Tell stories. Tell stories. Tell stories. SHORT stories. (Save the full-length novels for your friends!)

     Still doubtful, eh?  Well, just ask yourself when was the last time YOU purchased ANYthing because someone pushed the features at you? When was the last time you bought ANYthing that didn’t come with SOME kind of story attached? Be honest here, and think hard.

     So, you want to pump up  your sales skills, practice writing 140-character Twitter “Tweets” and practice telling stories. Yes, good-taste jokes are a fine example of a great way to practice STORYSELLING. Name one great salesperson — from Paul Harvey to Zig Ziglar — who ever lived, who couldn’t make you crack a smile. There are none.

     Oh, and Storysellers  who smile while they storysell, sell more. So ;<)’s aren’t a bad idea either! 

# # # 

Call 302.933.0116

That’s 302.933.0116

Call 302.933.0116 Now!

     What makes three mentions  of a phone number work better in your broadcast commercial than just one or two, or five or ten? We all know — or perhaps we’ve forgotten — that REPETITION SELLS. Uh, what’s that? Repetition sells. Repetition sells. Repetition sells! (There we go again: 3)!

    If you’re a real estate professional,  it’s LOCATION, LOCATION, LOCATION, right? Writers live to REVISE, REVISE, REVISE. Scientists EXPERIMENT, EXPERIMENT, EXPERIMENT. From piano teachers to football coaches, the word is PRACTICE, PRACTICE, PRACTICE.

     Adventurers  EXPLORE, EXPLORE, EXPLORE. Insurance claims people ADJUST, ADJUST, ADJUST. Corporate R&D people and direct mail experts TEST, TEST, TEST (and many kids undoubtedly think that’s also their least favorite teacher’s motto)!

     Politicians and Little League parents  seem universally to think that WIN, WIN, WIN is what life is all about. How many BUSINESS things come in three’s? Why triplicate copies? One for you, one for the customer, and one for who knows what? Many Caribbean resorts process 3 receipts for a bottle of beer! 

     Therapy group shrinks  use triads to process stuff. Olympic stars do triple flips. Fat guys order triple scoop cones. And there’s nothing like a base-clearing triple for excitement. The triple crown. A hat trick. 3-D. 3 tenors. Triple chocolate (Mmmmm).

     Three.  Is it that we can we only count that far these days? Or is America becoming a nation of shameless stutterers?

     Have Wii and WiFi and Twitter and Spaceface (I know, I know, I’m being sarcastic again) put us all into such a fast-track lifestyle that there’s simply no longer any time available for 4, 5, and 6? Or, AHA! It must be the attention span thing. We just don’t have it anymore.

     I mean who could  read a whole book now, when — instead — it’s possible to read eleven gazillion 140-character stories with the same number of eyeball numbing hours in front of your Twitter monitor? Why limit yourself, yes? 

     So, okay, we’ve narrowed it down.  3 works because we don’t want two (or is it we don’t want “three”) pay attention two (pay attention “three”) 4, and 2 doesn’t reach out and grab us by the belt buckle! So what’s a poor business owner two (ah, “three”) do?

     Shucks!  You mean it’s supposed to be to and not two? Well, three still stays three and not “Twee” unless you’re Elmer Fudd . . . now there’s a dateline incrimination!

     Start by realizing that repetition of thoughts and repetition of actions sell as well as repetition of the words we use,  and that there’s a thin line of acceptance (tolerance? Perhaps threelerance?) between 3 and 4.     

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The Latest Business Myths

 (Not for the feisty or feint-hearted)

     MADMEN,  the award-winning TV show is (sorry folks!) NOT a true-to-life representation of big-time Madison Avenue advertising agencies in the 1960’s and ’70’s. I was there then, and in the thick of it. Yes, most people smoked cigarettes then and there, but not as rudely as depicted. Yes, politics pervaded agency meeting and presentation rooms, but not as brashly as depicted. So, the show aims to get a rise, and perhaps it does (I find it boring), but there’s hardly much truth to it. In fact, most smokers then were smoking more than cigarettes at their desks! (No, this is not a reference to the smoking of banana peels!)  

     SALES LEAD GENERATION.  This has replaced Search Engine Optimization as the business world’s biggest smoke and mirrors act! In the past week alone, I have received over 100 email and Twitter solicitations to engage the services of (Rah-Rah-Sis-Boom-Bah!) Lead Generation “Coaches,” Lead Generation “Resource Centers,” Lead Generation “Experts” and “Professionals,” Lead Generation “Counselors” (presumably to assist those poor souls who’ve generated altogether too many leads!) and all other jump-on-the-bandwagon, nutcase varieties of people who truly must be fooling themselves. With so many great sales leads to offer, would you think they have to sell so hard? I guess they just “generate” them so we can all actually use them.

     HAVE I GOT A DEAL FOR YOU!  It is really interesting the levels of desperation that legitimate business professionals choose to set themselves up to get dragged into. Have you noticed lately how the economy has created a deal on every corner? No longer just the blowtorch approach of car dealership salespeople, now we are being offered deals from all manner of retailers and service businesses, even doctors and nursing homes (whoops, sorry, long-term care facilities) are doing two-for-one deals. Right! My 96 year-old neighbor and I come as a package deal. Uh, rebates?

     STRATEGIC ALLIANCES  are all the rage. This simply means: No, there’s not enough money laying around to hire your services because the economy sucks eggs, so — instead — we’re (I’m) making this magnificent offer to you to engage your talents on behalf of our (my) interests and in exchange you’ll get a free banner on our website (that btw we need you to write for us) and we’ll even throw in “a ton of sales leads” that we generate for top clients. It’s your chance to see where your hard work can lead (oh, that word again).

     THE ECONOMY IS TURNING AROUND. Yeah, like the QEII in New Jersey’s Metedeconk River. Keep on kidding yourself, and — for a touch of reality — be checking the bills in your wallet as you assure your bankers and investors that Grandma should break out the tambourines because the business world is getting ready to rise again. You go girl!    

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Leaders who fail this

exercise fail as leaders

     As the leader  of your organization, department, division, constituency, team, troop, household, office, clinic, crew, institution, property, building, club, store, or factory, you have and will form a number of prejudices in your lifetime.

I can tell you  that these feelings are your choice and you should choose something else, but it won’t make a difference. If you truly intensely dislike some segment of society, odds are the feelings are so deeply rooted that a BandAid isn’t going to heal the gaping wound.

     You CAN,  however, take some time (and, yes, it is worth it) to examine more carefully what it is exactly that tips your scale into tiltsville. At least you will have narrowed down the ugly feelings enough to have the good sense to know when to walk away from a potentially volatile situation, vs. setting yourself and others up for an explosion.

     First of all,  and this is important, remember that you need not like somebody to do business with her or him. Of course it’s nice to enjoy a customer or prospect’s company because it makes the sales process (Oh, yes, leadership IS sales, because leading IS persuading, right? But you know that of course!) more pleasant.

     But, you know what?  For some peculiar reason I’ve never figuired out, odds are that the biggest and most important leadership (sales) accomplishments have occurred with people who you are not particularly fond of. So…

Half the battle is knowing what prompts you to think the way that you think before the circumstances arise that prompt you to think that way!

Can you look in the mirror and give yourself honest

one-word judgments/assessments of these 46 types:

Men? Old men? Young men? Middle-aged men? Women? Old women? Young women? Middle-aged women? Children? Infants? Toddlers? Adolescents? Teenagers? Black people? White people? Blondes? Brunettes? Redheads? Bald-headed people? People with wigs? Toupees? Beards? Mustaches? Tattoos? Face piercings? Tongue piercings? Pierced Ears? Indians? Pakistanis? Mexicans? Frenchmen? Muslims? Jews? Irishmen? Asians? Fast talkers? Slow talkers? People who don’t look you in the eye? People with bone-crusher handshakes? People with fish fillet handshakes? Rednecks? City slickers? Tree huggers? Overweight people? Underweight people? Handicapped people? Athletes?   

     Here’s my best guess on scoring: 

• If you dislike/distrust more than 10,  you have a problem that you should confront and deal with because it’s keeping you from being successful in your leadership role.
• If you dislike/distrust more than 20,  you’ll be happier as a hermit than as a leader. Cash in your assets and head for a cave.
• If you dislike/distrust more than 30,  please run, don’t walk, to the nearest psychotherapist and beg for help (and until you get help, keep yourself locked up at home watching Animal Channel)!  
• Ah,  did we raise some consciousness here? Good! Happy Week! 

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I was down, but now I’m up,

cause the book is out . . .

and the book came in!

     And it’s even better than I imagined.  I couldn’t be more pleased than to be in the company of such warm-hearted and talented authors as are represented in the new Nightengale Press book THE ART OF GRANDPARENTING.

     It’s a terrific collection  of essays and short stories. Included is an engaging short story I’ve written about a Grandpa’s visit from his Granddaughter. You have  been hearing my horn toots for weeks on end, and the book is now officially born. If you’ve ever even thought about grandparenting, this collection will charm the socks off of you.

     If you are a grandparent,  or have a grandparent, or are about to become a grandparent, or are on the cusp of making someone a grandparent (!), get this book. It is  warm, witty, enlightening, laughable and provocative. It is all about grandparenting in today’s life, about not tsk-tsking kids for text messaging, but knowing what “txtmsging” means (along with LOL and W8 and <3 and ;<).

     It’s about the challenging,  undefined, and ever-changing role of providing value systems, camaraderie, spiritual support, encouragement and challenge without overstepping bounds or compromising parental control, without risking parental jealousy or being an annoyance. It’s about walking a thin line of leadership influence and letting your presence (note, not presents!) do the talking.  

     Am I excited about this? Does a baby need a diaper change? Sunday (9/13) is Grandparent’s Day. There couldn’t be a nicer way to express appreciation or honor a grandparent you know —anytime from Sunday, forward— with a copy of this refreshing new book. [Ordering details below]

     We’ll get back to business as usual  (if there is such a thing) tomorrow. Right now, I’m happily signing the first shipment of forty sold copies, while looking forward to sending one your way soon.

# # #  

Is Your Business Jogging In Place?

Accountants and lawyers  (UGH! What a combination!) will quickly tell you that your company is a legal entity that needs to be thought of as a separate and distinct individual.

So, okay,  why should a company be any different than a person when it comes to cultivating and maintaining good health? Like, what could possibly be better for your business than to feed it nutritious meals?

  And while you’re at it,  make sure it gets a good night’s sleep as often as possible… but minus the pills; just turn out the lights. You might also see to it that it does the prescribed number and reps of bench presses, and that it jogs a couple of miles and swims a few laps every day.

  Some good head-clearing  cross-country runs beat jogging in place, by the way, and the swimming? Hey, it’s the best total exercise there is, with no pressure on backs, knees… or computers, file cabinets, copy machines and elevators.

Of course you also know,  while we’re on this subject of general health—-the ubiquitous variety, not some empty-suit czar called “General” —-that certain bad habits can do in even the most fiercely determined health and fitness efforts. You do know this. Stuff like smoking and alcohol or drug dependency will knock the greatest Olympian out of competition.

Sooooo,  why would you allow your business to develop destructive dependencies? Just because you hear other business owners moan and groan about the econ0my doesn’t mean you should be tossing in the towel anymore than that you should take up heavy drinking and drugs because your business is a couple of blocks away from a rehab center.

     Your business needs exercise!

Take it for a walk,  play Frisbee with it (no computer games; those babies are already over-burdened), go bowling. Air the place out. Periodic housekeeping is a good thing. Overhauling policies and procedures is an invigorating experience. Changing hours, suppliers, responsibilities, terms, and hats are all events that represent a clearing of the decks.

When new business  isn’t in your face, you need to be getting ready for it. Your company needs a little tree -shaking to let the nuts fall out. Sure, tree-shaking is good exercise. Anything you can do to work up a little sweat…

# # #  

Hal@Businessworks.US or comment below.

Thanks for visiting. Go for your goals!

Are You Juggling Seagulls?

     With the economy  nipping at your hindquarters, if it’s beginning to feel like there simply are not enough hours in the day, you’re probably not on the verge of the nervous breakdown you’re thinking you’re on. You’re probably just juggling seagulls!

     Oh, right,  well that makes everything okay now, doesn’t it? I mean anyone can do that little trick if she just puts her mind to it. Seagulls are, after all, very cooperative creatures and will surely do whatever you might ask of them. “Roll over, Jonathan!”

     Serious,  we already know that time and tide wait for no man. One of our parents said that once. So (the other parent probably said) time marches on. What this means is that since you can’t change time, you CAN change two things that use it up: Tasks and Takers.

     Tasks.  The simple answer here is to delegate. You’re worried that no one else will do the tasks the way you do them? Guess what? You’ve no doubt heard that SOME things never change?

     Well, others not doing stuff the way you do stuff  is one of those things that never changes. Extract your ego! Accept the fact that if others do things differently than you, the world will not end, and that getting the tasks done is what’s important. 

     On the more complicated front,  when you just can’t bite the proverbial bullet (which certainly has to hurt one’s teeth), then accept the fact that EVERYthing you do doesn’t have to be letter perfect (unless you’re an editor!), and make your mind up that getting the task done is what’s important. (Hmmm, did I say that before?)

     Okay, you’ve got the time deal  and the tasking functions covered, so there’s just one more nasty little seagull to catch up with and confront: Takers! These are people who have no regard for your time or sense of urgency and will–consciously or unconsciously– take every conceivable minute of your time up, if you let them.

     Aha,  therein lies the complete juggling trick! Yeah. Don’t let them. Period. But that’s hard, you say, especially when one of them’s your mother-in-law. Yeah, well, spit happens you know. The bottom line is that people will not take advantage of your time if you make an active choice to not allow it.

     “Excuse me,  but I need to be on my phone (in my office, at a meeting, working on a speech, visiting the bathroom) right this minute. Perhaps you can catch me a week from Thursday when I’m on the road; just call my cell phone (which will certainly be on it’s last charge bar by then).”

     If you are getting stressed  from juggling seagulls, either give up juggling, or move farther inland.   

# # #  

Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

# # #

This blog free via list-protected email: click RSS Feed above…$1.99/mo on  AMAZON Kindle. Creative? Add your own 7 words to the 315-day 7-Word Story (under RSS) We’re making it up as we go!  GET Hal Alpiar short story in Sept. release book from Nightengale Press: THE ART OF GRANDPARENTING Amazon, B&N, OR order special (signed by Hal) pre-publication $22.45 total check only (includes s&h), payable & mail to: TheWriterWorks.com, LLC @PO Box 1236, Millsboro, DE 19966. Include continental US ship-to address. 9/13 is Grandparent’s Day!

Budget-Conscious Boss,

Best Friend, Do Business

in the Foothills

     Another day. Another dollar. And here I sit through yet another meeting.

     Only this meeting is different because it involves a whole different breed of people, and this meeting is taking place outdoors! Actually, all the leaders of my company are here, and we’re next to a big beautiful shimmering lake nestled into the foothills of the Berkshires.

      After listening to a little spiel that one of the HR directors just gave, my boss and I are getting ready to climb into a canoe together. We’ll be with a bunch of other partnered-up bosses and underlings in other canoes. I’m not much good at steering these things so I hope he lets me sit in front. “I can canoe a canoe, canoe canoe a canoe?” kinds of chatter starts flying around.

     As if I’m not unnerved enough, my boss starts in with how the best way to see if a marriage is made to last is to take a canoe trip when you’re newlyweds. General agreement seems to be that if you don’t kill each other while canoeing, you’re destined for a relationship of longevity.

     Anyway, this whole paddle around the lake deal is part of what’s called a Management Training Conference. Just yesterday, on the hillside over in the woods, we went on an Executive Ropes Course. I didn’t even know there was such a thing. In truth, it ended up being lots of fun. My boss and I both made lots of new friends with those we didn’t know before, who came from our other offices.

     Tomorrow, some of us are going to the nearby Lime Rock race-track and race-car driving school to learn about safety, risk-taking and something called mental focus. The mental thing sounds like it might be a bit above me, so I might just pass on that session and go instead to an Executive Golf Class that’s being held over by the other lake. Something about objectives, strategies, and tactics is supposed to be demonstrated by hitting little bumpy white balls into holes with flags.

     As for right now, I need to concentrate on not embarrassing my boss by falling out of the canoe as I tip-toe in from the dock. I mean just imagine how red his face would get if he had to hear “Dog Overboard!”

     Oh, did I mention that I’m a Golden Retriever, and that my boss’s Meeting Planner found this grrrrrreat location for a meeting that allows well-behaved dogs like me to go to the company meeting and participate in everything (well, not the dining room, bar, sauna, or heated swimming pool activities)? We can even hang in the library and game room if we don’t chew books or chase dropped ping-pong or billiard balls around.

     The bottom line is that my boss and I are having a wonderful time and we are learning a lot about ourselves and the others we work with. He says we may even stay through the weekend so we could do some hiking and antique shopping.

     Pssssssst! These guys set the standard for complete meeting packages, and you get more for less than anyplace I could find.

     Their rates include a luxurious world-class room, 24/7 business center and wireless Internet, endless coffee, all indoor and outdoor facilities and meeting rooms — plus all service charges, 3 award-winning restaurant meals for him, and a turn-down biscuit for me at bedtime!

     And they’ve been hosting businesspeople there since 1892!

     If you didn’t know better, I bet you’d think I was the one who’s the boss, huh? Hmmmm. Well, try it: www.InterlakenInn.com  (Oh, and take your dog, will you? It’s just 2 hours from Manhattan, 3 from Boston, 3 from Hartford)  Mention this blog for a special treat!         

# # #  

Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

# # #

Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEEL CREATIVE? Add your own 7 words to the 302-day “7-Word Story” (center col.). New Hal Alpiar short story Sept. release book from Nightengale Press: THE ART OF GRANDPARENTING…$19.95 ($24.95 CAD) @ Barnes & Noble, OR order special (signed by Hal) pre-publication @$18.95+s&h [$22.45 total check only), payable to: TheWriterWorks.com, LLC. @PO Box 1236, Millsboro, DE 19966. Include ship-to address (mainland US only).  SEPT. 13th IS GRANDPARENT’S DAY! 

But working harder

makes you smarter!

I’ve probably heard “Work smarter, not harder” a few hundred million times in my life (yeah, I know, that’s probably a few more than a million times a day or something. Anyway, it seems like it!)

     So, okay I tried this little “Work Smarter” rule of thumb like 75 million times, and blam! Nothing. I mean you couldn’t even BE smarter than I worked, but blam! Nothing. It was like a big empty room and nothing to do but get frenzied and frazzled about having nothing to do except hang out! (How do teenagers do it? Oh, right, txtg 4 fun n games!)

I tried so hard to work smarter that I was working myself to the bone just  trying to work smarter. And for some reason, I couldn’t get myself to think that I was putting myself on some wonderful new brightly lighted cheerful pathway that would pioneer me a new life through the gloom and darkness!

Then I started reading about great leaders I admired, and guess what? They all worked harder than everybody else. I remembered a boss I once had who commuted daily to Manhattan from Pennsylvania (2-hour train rides each way) and who arrived at the office at 7am and left at 6pm; you figure it out. Helluva life! Needless to say, he was not a happy camper most of the time.

     So what am I saying? There needs to be a point of diminishing returns in human productivity and pleasantness? Yah! Okay, so what’s yours? Have you actually pushed yourself to that point, or do you just talk it? Are you a closet workaholic? Or (Horrors!)  a real one?

Anyway, I’ve come to the conclusion that it’s perfectly okay to work like a maniac IF:

A) You enjoy what you do

B) You’re not using it as an excuse to avoid some form of intimacy with family, friends, associates, or significant others

C) You really and truly need to work (and it’s not just so you can afford the $100 wine that your neighbor drinks)

D) You’re a whacko entrepreneur and you know there’s no other way to get ahead in life and have a successful business than to knock yourself out doing whatever it takes…and you have a vacation planned!

E) You aspire to leadership greatness, and know that the best leaders rarely sleep…and you have a vacation planned!

NOTE: If ALL of the above alphabetized items apply to you, start looking up shrinks in your local phone book…you’re going to need someone you can get to, like lickity-split!

# # #

hal@businessworks.US

STRATEGY/ CONTENT/ CONNECTION

Higher impact. Lower costs.

——————-

Business Development/ National-Awards/ Record Client Sales

Entrepreneurship & Expansion Coaching    931.854.0474

Go for your goals, thanks for your visit, God Bless You!

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When your back’s

against the wall…

lean!

     That’s right. Let the wall hold you up. It will keep you standing, give you a better position to fight back, and allow you a place to push off of. Besides, being backed against the wall is more likely to make you a tiger than a pussycat.

     Tigers win at business. Pussycats do not. Tigers growl and claw. Pussycats purr and head for the litter-box. [And who said a business blog couldn’t be like Animal Channel?]

     I read and hear and see it everyday. It’s as if a thin coat of discouragement Spackle has been swiped across America’s small businesses. There are not as many smiles. [Please don’t stop smiling. Even forced smiles will eventually lead to real ones, maybe even produce a laugh or two!]

     When your back’s against the wall, turn around and examine the wall. Odds are it’s stronger than you. It’s probably been around a few years, without food or water, or without even using the bathroom…though it does likely have a roof over its head.

     Next, talk to the wall (especially if it’s brick, so you finally will know what all those people mean who claim to liken their discussions with their hi-tech-self-absorbed teenagers being “like talking to a brick wall!”).

     Okay, so now you’ve leaned against the wall that your back’s up against, you’ve looked at and appreciated and respected the wall, you’ve talked to the wall…what’s next?

     We need only drift back a few wonderful years ago when that question was never openly posed for worldwide consideration but received an earth-shattering response nonetheless.

     Are you thinking back and remembering? The assertive response to a none-question, offered in a stern but reassuring tone of voice by none other than the great leader of the free world, who is clearly a “one of our greatest presidents” candidates:

“Mr. Gorbachev, tear down this wall!”  

I say to you here and now once more, in the immortal words of Ronald Reagan, as if he were here to consult you on your business trials and tribulations:

Tear down this wall!

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Input welcome anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  # # # 

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