On my honor, I will

do my best to do my duty

to God and my country

… Honor Guard… Honor

thy Father and Mother…

Military Honors...Honor

the memory…Yes,Your

Honor…No, Your Honor

…Honors Student …Oh,

yes, and:

“Honor among thieves.”

Barbara Ann Kipfer’s FLIP DICTIONARY (a wonderful Writer’s Digest resource book) shows the following under “HONOR”:  

“Accolade, adore, award, celebrate, character, commendation, courage, credit, decoration, deference, dignify, dignity, distinction, ennoble, esteem. exalt, fame, fete, glorify, glory, homage, honesty, integrity, kudos, laud, laurels, obeisance, praise, recognition, regard, reputation, respect, revere, reverence, tribute, trust, worship.”

WHAT DOES “HONOR” MEAN TO YOU?

Business and personal reputations are made or broken by the treatment of and attention to honoring commitments, delivering what’s promised.

When your leadership can inspire others –employees and suppliers– to go the extra mile, to deliver more than what’s expected, you can count yourself among the truly great captains of industry. 

Surely you will never be at a loss for customers, unless you think you’ve inherited and deserve a badge of honor because you’re part of some aristocratic family birthright (in which case, you’re not reading this anyway), honor is in reality something that’s both learned and earned. And it’s never to late for either.

As with all other behaviors that lead to various forms of good and bad and positive and negative recognition, the pathway to receiving honor is to choose to deliver it consistently first.

Those who rise to the occasion to make certain that what they promise others is in fact the minimum of what they deliver, and that they in fact deliver when they say they will deliver, and who follow through on commitments win honorable reputations. Honorable reputations sell. But only when they are continuously evidenced.

In other words, one good deed does not a respectable character make. Put another way, one business owner I know tells employees:

I don’t care that the rest of the world always wants to know the answer to the question: ‘what have you done for me lately?’

I care about what you do consistently –day after day– to demonstrate commitment to yourself, your fellow employees, our customers, and company outsiders.

Because that’s the kind of honorability that makes businesses thrive.”

How prevalent is this thinking and behavior in your organization? What will it take to punch it up?(By the way, if you’re into the “Honor Among Thieves” mindset, consider that the punishment payoff will catch up with you somewhere; do you really always want to be looking back over your shoulder?) 

Thank you, dear visitors; it’s been, well, an honor to have you visit. Please return soon.

# # #

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302.933.0116   Hal@BusinessWorks.US

Thanks for visiting. Go for your goals! God Bless You.

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Make today a GREAT day for someone! 

STOP holding your breath!

Just don’t use these words.

Reported in today’s Marketing VOX/News, are the results of LinkedIn‘s survey of its 85 million member profiles. Among other things, the Top 10 most-overused buzz words (and word pairs) by professionals in the United States are itemized.

I have presented them here for your own personal and business branding edification, and for your editing and deletion pleasure, as you beef up your turn-over-a-new-leaf-for-2011 identity and add some transparency to your camouflaged bio sales spiel.

You know the “identity” and “spiel” I’m talking about . . . it’s that “profile” thing . . . the one you’ve plastered across the Internet with your ten-year-old, hold-your-breath-in photo? That’s the one. 

It’s that sweet, down-home, good-ol’-boy (or, you-go-girl) slick-and-nifty (you remember them?) packaged presentation of you.

How do I know? Because I’ve seen you on LinkedIn, Twitter, Facebook, Salesblogcast, BizBrag, NAYMZ, Plaxo, ActiveRain, EConsultancy, Merchant Circle, Technorati, iSalesman, WordPress, and the 37 gazillion other sites you subscribe to, or have an account with.

It’s 2011. It’s time to clean up your act!

According to LinkedIn findings (And I mean, really, how could 85 MILLION people be wrong?) :

You would be well-advised to cease and desist use of any of the following words in resumes, business blog posts, email and website content, media and direct mail advertising (and, yes, in your hot little profile) for fear of being over-buzzed:

1. Extensive Experience

2. Innovative

3. Motivated

4. Results-Oriented

5. Dynamic

6. Proven Track-Record

7. Team Player

8. Fast-Paced

9. Problem Solver

10. Entrepreneurial

In answer to your next question: No, I do not pretend to be immune from the stupidity of the masses in using these descriptive terms. I have used them all (maybe that’s how they got overused?), and –in fact– I am probably among the leaders of all active online Americans in continuing to use them (I know, I know, a visit from the devil is coming!). But I promise to start cleaning house.

And you can take that promise to the bank. You know why? Of course you do. You were waiting for this, right? Well here y’go:

Because my extensive experience in igniting innovative, motivated, results-oriented commitments to change is accompanied by a proven track-record of dynamic proportions. Furthermore, as a team player, I am dedicated to being an entrepreneurial, fast-paced, problem solver who delivers words that sell — online and beyond.

Then again, sometimes “overused” (like with my 20-year-old workboots that are more comfortable and better made than anything sold on this planet) can be a good thing — especially when “entrepreneurial” is in your blog heading!

Tune in tomorrow for a special New Year’s message.

# # # 

www.TheWriterWorks.com

302.933.0116 or Hal@BusinessWorks.US

Thanks for visiting. Go for your goals! God Bless You.

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Make today a GREAT day for someone!

When you finally slow down for

(or from) the weekend,

DEFRAGMENT!

No need to explain why. You already know all the economy, industry or profession, marketplace and competition reasons.

So let’s get to the heart of it. Use this slow-down-time period to step back, adjust your glasses, put your hands on your hips, stretch, yawn, take some deep breaths, and defragment — put all the pieces out on the table.

Start with your business . . .

What’s been going on these past few months? Weeks? Where’s your business now, and where’s it headed?

~~FINANCES?

Management? Strategies?  Communications? Budgets? Investors? A/R? A/P? Cash flow? Payroll? Other overhead? Reimbursements? Taxes? Revenues? Charitable donations? Profits? Accounting systems? Bookkeeping services? Add your own here: _____________________  

~~OPERATIONS?

Management? Strategies? Communications? Equipment? Supplies? Storage? Shipping? Inventory? Warehousing? Operating systems? Work flow? Scheduling? Purchasing? Leases? Legal actions? IT? Add your own here: _______  _________________________________   

~~MARKETING?

Management? Strategies? Communications? Branding? Sales? (Yes, sales is a function of marketing.) Public and community and investor and industry relations (Also all marketing functions, including news releases, special events, blogs, BUZZ)? Advertising (another function of marketing, including online, traditional and direct media . . . as well as the creation and production of all of it) Pricing? Packaging? Promotion? Merchandising? Social media? Add your own here: _____________________________  

~~HUMAN RESOURCES?

Management? Strategies? Communications? Benefit programs? Customer Service? Referral values? Recruitment? Hiring and firing? leadership, teamwork and skills development training? Performance incentives? Motivational programs? Add your own here: _____________________________

[So you noticed those 3 primary targets for each category, huh? Well, in my experience, poor management, poor (or no) strategies, and poor communications have consistently been the primary reasons for business failure!]

That should give you a place to start. When you’ve exhausted your business thinking, switch gears to your SELF.

What’s been going on these past few months/weeks  with YOU? Where are you now, and where are you headed?

~~HEALTH & FITNESS?

Are you squeezing in enough exercise every week to keep yourself in decent shape? You need not lift or jog for three hours a day and eat powered protein shakes with 37 raw eggs for breakfast in order to stay physically fit.

Many experts say 3 hours a week of brisk walking and avoiding overdoses of red meat and fatty foods will suffice for most people with busy schedules. Are you getting routine medical and dental health checkups as recommended? What do you need to do to motivate yourself in these directions?  

~~FAMILY & RELATIONSHIPS

Are you spending enough quality time with children, parents, spouse or significant other and (get your finger out of your throat!) your in-laws? How can you combine some time-consumers more productively? Walk with family members or friends. Partner up for health tests (easier to deal with when you have company).

Get serious about sharing healthy food preparation ideas, recipes, and meals. Small specialty of handmade gifts and handwritten thank you notes work wonders as relationship cement. Add your own ideas here: ____________________

~~SELF-EXPRESSION, SELF-AWARENESS & SELF-DEVELOPMENT

Surely you know what you need to do in these categories to defragment yourselfand move forward with the adventures in creative expression and self and academic learning that you’ve always wanted to fit into your life, but never chose to make the room for. Now’s your chance to choose, and blame it on me!

The more you can learn about yourself, the better you’ll be as a leader and coach and role model . . . the better prepared you’ll be to inspire and motivate others to productivity and peak performances. Choose to make yourself make room for this. 

Weekend time slow-down periods are the perfect times to reevaluate and make commitments to yourself.

No, not token promises that never happen. Get serious here for a minute.

You have only one life, and the rest of it starts the minute you leave this blog post, so how about making the rest of your life make the kind of difference you’ve only ever dreamed of?

Hey, what’s to lose by trying?

 # # # 

www.TheWriterWorks.com

302.933.0116 or Hal@BusinessWorks.US

Thanks for visiting. Go for your goals! God Bless You.

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Make today a GREAT day for someone!

If you didn’t know you,

would you buy

what you have to sell,

from you? Are you sure?

MacDonald’s sells consistency, not hamburgers. Golden Arches customers know they can get the exact same fare prepared the exact same way at any of their “I’m Lovin’ It!” locations in the world. It’s like a security blanket for your stomach (assuming your stomach can stomach what’s served up!)

Revlon’s founding family president Charlie Revson was often quoted as saying “We don’t sell cosmetics; we sell the promise of sex to single teenage girls!” Airlines don’t sell seat rentals; they sell destinations. Churches sell redemption and hope. Disney World sells brain escape. IT businesses sell “solutions,” but often just add more problems.

Self-appointed SEO and Social Media “experts”? They don’t seem to know what they’re selling. But –by now– YOU must have a pretty clear idea of what works for you, or maybe not . . . 

How about YOUR business?

• Are you putting out “mixed messages”?

• Do those people you seek to attract as customers get it?

• Are you presuming or have you actually asked them?

• Do your customers buy what you have to sell, or what you claim to be selling?

• Are you selling real products and services or images of what the benefits are that one gets from buying your products and services?

• Have you made your marketing effort an exclusively online production?

If you are selling benefits (and you SHOULD be, by the way), does that represent some sense of ethical compromise to you? If you’re not doing that (and instead emphasizing and selling features, for example), has it occurred to you that your competitors surely are or will be selling benefits?

Do you think you would have lasted long in the passenger airline industry selling short-term rentals of seat manufacturing components while competitors sell happy couples skipping through the Caribbean surf or exploring Mediterranean fishing villages, or visiting Hawaiian mountain waterfalls, or diving off Mexican cliffs, or singing and dancing in Austria’s Oktoberfest?

When did you last sit still long enough to really take apart your sales message and examine the pieces?

Do the words work? Do they sell? Is there one word too many or too few? What you think you’re saying and what in fact communicates may be two separate things. How does your sales message look? How does it feel? What’s the intent? What did you discover by answering these questions?

How can you tweak or adjust or revamp or update what you have to make it better? To make it sing? To make it reach out and grab? If any of this leaves you puzzled and you are earnest about improving the process of selling what you’re selling, call me. No telephone fees. No strings attached. I’ll give you ideas. If you want more than ideas and I can’t help you, I can point you in the right direction.     

# # #

302.933.0116   Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.

 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

 Know someone looking for work?

Send this post along as a 

reminder of HOW to look.

As editor of a 100-page JOB HUNTER Action Guide for outplacement counseling, and a former professor of career development, I have three critical observations to share with today’s desperate job search market:

1. Learn what you have to about yourself, and about how to manage your stress (take some deep breaths) effectively enough to not allow others (anyone, really) to pick up on your desperation feelings.

No one wants to refer or hire a person who’s busy scraping and scrambling to stay alive.

So even if scraping and scrambling is in fact what you’re doing, pack it away when you start each day. Keep your mind on positive thoughts even when you’re staring negativity in the face.

Surround yourself with positive people and positive experiences every chance you get. This includes the TV shows you watch, the music you listen to, the emails you send and FWD, the room(s) you live in, and the things you read.

2) If you’re not on Twitter, figure it out. Do it. It will force you to be concise, think on your feet, and be responsive. It will provide job connections and opportunities you won’t find in your local newspaper or even in key industry publications. If you keep your Twitter account (which is free) and activity focused on getting a job and on being social without over-indulging in chit-chat, there IS payback.

When you go back and forth on Twitter, and gain confidence that somebody out there loves your comments (called Tweets), you will simultaneously be training yourself to think and communicate in resume terms.  Your resume will get tighter and more impressive as it gets Twitter-streamlined.

Twitter’s 140 character per Tweet limitation is like boot camp for your job hunter brain.

Your interviewing process will likewise benefit by the 140-character discipline habit because you will start getting to the point of what you are trying to express quicker, and more simply. Bosses want responsive, uncomplicated job candidates. Long-windedness and fat vocabularies are great if you’re looking to be a politician or librarian, but send out the wrong signals otherwise.

3) No matter what your background or skill set, and no matter what the job you seek is all about, you must recognize that you and you alone are –in the end– the one who has to land the job. No resume writer or career coach or counselor can do that for you. That means one thing: You must learn and practice everything you possibly can about marketing because you are marketing yourself!

Your resume needs to accomplish one task only. And more than one page (unless you’re seeking a professional position requiring a CV) won’t cut it!

It must get your foot in the door. It must land you an interview.

More than one page says you don’t know how to be concise and you don’t know how to prioritize, and you don’t know what’s important. Most interviewers throw these out without a glance.

You need –like a professional marketing program– to play out EVERY contact, THANK every contact, and focus on AIDAS: Attention, Interest, Desire, Action, Satisfaction . . .

• ATTRACT ATTENTION (with your demeanor, not flamboyance)
• CREATE INTEREST (by HOW you present yourself –format, as well as WHAT you present –content)
• STIMULATE DESIRE (by demonstrating your own desire for the challenges and opportunities, not the salary and benefits)
• BRING ABOUT ACTION (by asking for follow-up, a test period)
• PROMPT SATISFACTION (by providing follow-up; this can be tricky; consider consulting a professional career coach)

~~~~~~~~~~~~

931.854.0474 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals!

 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

If your marketing has gone 

online-exclusive, your business

 may very well fold in 24-36 months!

Ah, but there’s still a chance to save yourself from killing yourself.

• FIRST: Get rid of the person who talked you into putting all your marketing eggs in one Internet basket. Even if it’s family, begone with him or her . . . as well as his or her ideas, which are costing you money, wasting your time, and depleting your energy!
• SECOND: Recognize that, in spite of whatever sales spiel you were fed by that person (or agency or group or team) that you listened to, the whole world –and your target market specifically (unless it’s 110% techie products or services)– has not (N~O~T) stopped reading newspapers, magazines, and direct mail!
• THIRD: The whole world –and your target market specifically– has not (N~O~T) stopped watching TV and listening to radio, or shut their eyes down while passing billboards. They have not stopped reading brochures, or responding to special sales and promotions, news releases, and coupons. They have not even (Aaargh!) stopped responding to telemarketing.

If you think for one minute that your entire universe of customers and prospects is maniacally text-messaging and spending every living moment on Twitter and Facebook and YouTube, you are sorely mistaken.  

And anyone who might have bamboozled you into thinking those things is much too short-sighted (and evidently too immature) to take responsibility for moving your business forward.

DO NOT abandon traditional marketing and think that it will be compensated for by a full-commitment plunge into online vehicles and media efforts.

Your website is important. Depending on the nature of your business, your engagement with social media is important. But anyone with even a little marketing savvy and training knows that these are simply ingredients in the total mix.

If you are not using every possible, affordable opportunity to market your business right now, you might as well open your window and throw the money out that you have been spending!

(Ah, and don’t pretend that online stuff is free . . . dig out that old magnifying glass and start discovering those hidden expenses! Prepare to be surprised!)

While most small and medium size businesses appear to have engaged so-called “Web Editors” or “Community Managers” or “Digital Marketing Managers,” fewer than 30% are reported to have a “Marketing Manager.”

Sadly for those misinformed business owners who dominate the 70%, these numbers should be the exact opposite!

Those who pretend to be business experts because they have some computer expertise will be the downfall of many well-intentioned but pathetically uninformed business owners.

“Web” and “Digital” people tend to know nothing of (and care less about) traditional marketing media, and so automatically discard traditional marketing management approaches they think are limited, but which are not!

                                                                                            

Even the teeny-bopper market that most uses handheld electronic devices (and most text messages one another), continues to watch TV and go ton the movies and visit arcades and read magazines and newspapers and attend sporting events and concerts, and open mail addressed to them.

It may appear to be all about hi-tech and emails and the like, but –even this market– indulges in traditional media. How can you confirm this? Run some quick and cheap focus group studies.

But, oh, your “Web Editor” might not know about how to do a focus group study because that requires traditional marketing experience. Okay, focus group some txtmsgs and see what you get!

~~~~~~~~~~~~~~~~~

www.TheWriterWorks.com  

302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You!

 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

Are you and your business

MARCHING or STUMBLING?

You’re a business owner or manager, right? So you rarely know if you’re coming or going, never mind marching or stumbling . . . or jogging for endurance . . . or, for that matter, running scared.

Probability is that these are merely indicators of the degree of rigidity and/or speed you move according to how wildly your entrepreneurial fires are burning. Hmmm, now there’s a thought-provoker.

And it doesn’t help much that we’re living in “The Whiplash Age.” I feel my neck snap back in astonishment almost every day as I hop, skip, and jump through the process of discovering emerging technology methods and products . . . and bamboozling ideas! 

Considering we’ve gone from blackboards and filmstrip projectors to greenboards and overhead projectors to whiteboards and 16mm film projectors to newsprint pads on tripods, video projectors, PowerPoint, virtual meetings, virtual offices, txtmsgs, Twitter, Facebook, and handheld electronic devices (not even to mention the audio metamorphosis of reel-to-reel, then 78rpm/33 1/3 rpm/45rpm vinyl records, to 8-track cassettes, pocket and mini-cassettes, CDs, DVDs, boomboxes, sattelite radio (whew!) . . . and from crank-ups to cell phones . . . WHERE are we going next?

Of course you should answer this for yourself, but you may get some ideas here: http://bit.ly/bDOOVf

What are you doing to keep pace? Is your business keeping up with your market? With your industry or profession? 

Perhaps you’re ahead of yourself? http://bit.ly/bWXxIq

Are you over-spending? Under-spending? Over-communicating? Under-communicating? Are you being taken advantage of by advertising agencies that claim to be Internet experts?

How about Internet specialists who claim to be marketing experts? Just because someone anoints him or herself as an SEO or web design guru, doesn’t automatically qualify as expertise in marketing.

In fact, odds are excellent that Internet savvy techies know next to nothing about marketing.

ASK.

Ask what any of these people know about the psychology of selling, about verbal and nonverbal communication, about how to deal with traditional media rate cards and package structures, about branding.

Ask when they last wrote a branding themeline that established a clear market leadership position.

Ask for examples of major sales boosts that could be attributable to their work.

Ask for specifics.

If you can’t get satisfactory answers to these questions, you may have the world’s greatest Internet expert in front of you, but don’t pay a penny for marketing services that do not clearly trigger your market’s emotional buying motives. http://bit.ly/bwkfdr

Look at it this way: If I haven’t a clue about what makes your customer tick, then I also have no clue about how to attract prospects for you, or create interest in what you have to sell, or know how to stimulate desire for your services or wares.

And if I can’t do those things, I certainly have no idea of how to bring about action or how to prompt and promote feelings of exceptional customer satisfaction. http://bit.ly/bMDGcy

~~~~~~~~~~~~~~~~~

www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.

 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

The more “expert” that

marketing people 

claim to be, the less

they seem to know!

It’s like the woman telling her doctor that she couldn’t get pregnant because her husband is a marketing guy. “Oh, and why does that make a difference?” asked the doctor. “Well,” she said, “all he ever wants to do is sit on the edge of the bed and tell me how great it’s going to be!”

— ——————————–

Most marketing people have a talent for making enticing claims, but many have no clue about producing results.

Add to this dilemma, that 37 zillion web designers, SEO engineers, and social media gurus elect to anoint themselves as “marketing experts” or “marketing specialists” so they can laugh themselves silly all the way to the bank after handing over some incredulous invoice that looks like the product of a high-priced law firm . . . hourly fees, plus commissions, expenses, and hidden surprise extras. 

I was reminded today (by Southern CA-based author and Internet marketing pro Dan Joubert) on Twitter, of a Fred Allen quote that “An advertising agency is 85% confusion and 15% commission.” Having spent my first dozen years of business in what were then the world’s three most famous ad agencies, I can attest to this “85%/15%” quote being 100% true! 

In my estimation, the only truly worthwhile “marketing experts” out there are those who have started, owned, and managed their own business for at least ten years, and who have a lifelong track-record of being outstanding sales professionals.

Short of those qualifications, you’re kidding yourself if you think some cyberspaceface “marketing expert” group can do your business justice.     

                                                                                          

And that includes (especially) top MBA school graduates taught by MBA school graduates who probably know less than your youngest niece or nephew. Case history studies contain not even a whiff of reality. I could give you hours of documentation on this subject, but suffice it to say that the vast majority (if not all) of the world’s greatest entrepreneurs never got to, or through, college.

Where is all this cynicism headed? To your dreams of having an exceptional marketing program that triggers exceptional sales. To a marketing effort that keeps your investment of dollars reasonable, and your investment of time minimal. 

Here’s how to get where you want your marketing to go:

1. Decide early on to not fall prey to dog and pony show, song and dance, smoke and mirror acts foisted on you by endless parades of “expert” solicitors;
2. Set yourself specific, realistic, flexible, and due-dated criteria –in writing (and the importance of “in writing” cannot be underscored enough)– BEFORE you begin to search out the person or persons to help you pull your act together;
3. Spell out your expectations loud and clear, but listen carefully to the responses and input you get from your narrow-down-the-candidates process;
4. Require weekly “How Goes It” progress reviews and be accessible in between.                                                                                                                                                                                                 

Marketing is both an art and a science. Those who are best at it are also psychology-savvy. They are skilled writers and visualizers who know how to attract and interest your target market, how to stimulate emotional buying motives to prompt action, and reward consumer desires with an emphasis on benefits. 

If you’re really smart, you’ll do like carpenters and heart surgeons: measure twice and cut once, instead of working your way through a large chunk of those 37 zillion “experts” for little if any return on your investment.     

302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.

 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

Q. What if it walks like a duck

 and quacks like a duck, but 

 looks like a tyrannosaurus rex?

A. You’ve got trouble. . . 

right here in River City!

And if we’re talking about A~N~Y aspect of your business, you can be sure that your customers will have even bigger problems than you, which is not a good thing.

Take it from experience, the last thing you want is for your customers to be confused, because confusion doesn’t just cost you patronage; it costs you your reputation. All the good things you’ve done, and are doing, get flushed away with one jerk of the handle.

Anything that costs your reputation, costs you sales to existing customers, and costs you prospective customers too. Like winning sports teams, businesses that offer consistency succeed. Attitude consistency is paramount.

From McDonald’s to Charles Schwab, from Hershey’s to Microsoft, from Federal Express to Wal-Mart, consistency of products and services (and of innovation, operations, marketing and sales) is what puts businesses like these over the top.

Consistency doesn’t mean having inventories that collect dust or never trying new methods or line extensions, or always doing the exact same things in the exact same ways. Those are investments in maintaining the status quo — a boring and unhealthy practice.

Consistency means carrying integrity and leadership and customer service to the extreme every day of your life that your business exists. It means maintaining and nurturing one strong, simple, single image throughout all the ways you represent yourself to the rest of the world.

It doesn’t matter if some people don’t like your image or your message. What does matter is that your image and message is consistent and delivered consistently across the boards…in your advertising, marketing, promotional and PR efforts, online and off…all of the time, without exception.

You know that repetition sells.

Repetition sells.

Repetition sells.

Repeating what you do and the ways that you do it, over and over, is the best way to build and strengthen a loyal following. Ask any stage performer, producer, or director.

In that sense, you are no different. You are on your business stage every day (and often at night), and your performance (what you have to offer and the ways you offer it) is being judged by others all of the time, even when you’re not aware of having an audience. 

Look at it this way — you want to get in better physical shape, but can’t make that happen by eating ice cream, candy and fried foods,  drinking heavily and smoking cigars only on weekends and justifying it by taking a long walk on Sunday afternoon.

Like building a healthy life, building a healthy business is a full time commitment to consistency.

If your business walks like a duck, and quacks like a duck, don’t make it something it’s not. Consistency sells.

# # #

 Hal@BUSINESSWORKS.US        or comment below

Tooting Your Own Horn

Starts With Having A Horn!

Simple, right? Wrong. Unless you are or have retained an expert writer and marketing professional, finding the right horn to toot can be a daunting task.

It means first having a Creative Action Plan and Production Action Plan built on Goals that are specific, flexible, realistic, and due-dated. Consider what must be done just to get that far.

Begin your Action Plan with a Branding Theme. (Best are seven words or less that tell a story with a beginning, a middle, and an ending, and that are persuasive!)

Find an experienced pro for this part of the journey, or be prepared to spend much more time than you could ever imagine…and still not have good odds for success.  

Integrate that Theme as the central focus of your Elevator Speech (a persuasive 30-second verbal presentation of what you do/sell/offer, as well as underscoring the benefits of purchase or ownership).

It needs to answer the two questions: What’s the deal? and What’s in it for me?)  

                                                                                                                                                        

Compose an ongoing series of news releases and feature articles that dramatically emphasize and highlight your Elevator Speech. Distribute your releases to hand-picked target media people.

Follow up with strong, respectful, helpful, and pleasantly assertive media relations efforts.

Follow up with more news releases, and more media relations, followed by more news releases and more media relations, followed by more news releases and more media relations, followed by more news releases, followed by more media relations… 

Just as research proves that management training program participants typically fail to retain what they “learn” after only 21 days without some significant reminders and ongoing reinforcement…your news release target market will also fail to recall your “story” within 21 days, unless you reinforce it continually.

In other words, for PR to work, it needs to be an ongoing commitment, not a “one-night stand” or “overnight sensation” announcement.

• You can try this yourself, but be prepared for rejection and misrepresented messages.
• You can hire a professional PR firm, but be prepared to spend $5,000 to $25,000 a month in fees, plus expenses.
• Or, you can find a “one-man-band” type professional who knows how to play the PR game and who will represent your interests for $1,500 to $4,500 a month.

Your PR efforts will produce a level of “BUZZ” (this century’s name for “word-of-mouth” advertising), and that BUZZ becomes your horn. Toot it on your website! Happy Tooting!

302.933.0116 or Hal@BusinessWorks.US  

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 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

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