tag:blogger.com,1999:blog-34199777796390374072024-03-19T01:45:41.500-04:00Publicity and event management for businesses and individualsCosmopolitan publicity and event management company meeting the most discriminating clients' needs, expectations and wishes. We identify your target audience and develop PR strategies, both online and off, that get you noticed by the right people. Our events also target your and your audiences' needs and tastes. Quality and elegance are never sacrificed, no matter the occasion or budget.Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.comBlogger17125tag:blogger.com,1999:blog-3419977779639037407.post-33039445801955799942011-07-07T20:44:00.000-04:002011-07-07T20:44:56.733-04:00Why Image is Everything<span class="Apple-style-span" style="font-family: Arial, Helvetica, Utkal, sans-serif; font-size: 12px; line-height: 18px;"></span><br />
<h1 style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; font: normal normal bold 30px/33px arial; margin-bottom: 0px; margin-left: 10px; margin-right: 0px; margin-top: 15px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline; width: 600px;"><span class="Apple-style-span" style="font-size: small;">When it comes to presentation, Mark Zuckerberg is no Steve Jobs</span></h1><div class="cnn_stryathrtmp" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #666666; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 14px; padding-left: 10px; padding-right: 0px; padding-top: 1px; vertical-align: baseline;"><div class="cnn_story_attribution" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 15px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><table border="0" cellpadding="0" cellspacing="0" style="-webkit-border-horizontal-spacing: 0px; -webkit-border-vertical-spacing: 0px; border-bottom-width: 0px; border-collapse: separate; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: top;"><tbody style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<tr style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;" valign="bottom"><td style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; vertical-align: bottom;"><div class="cnn_story_avatar" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; display: inline; float: left; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 10px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><img alt="John D. Sutter" border="0" height="35" src="http://i2.cdn.turner.com/cnn/.element/img/3.0/sect/tech/avatar/JohnSutter35x35.jpg" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;" width="35" /></div></td><td style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; vertical-align: bottom;"><div class="cnn_story_author" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; display: inline; float: left; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 7px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><div class="cnnByline" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">By <b style="color: black; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">John D. Sutter</b>, CNN</div><div class="cnnByline" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><br />
</div></div></td></tr>
</tbody></table></div><div class="cnn_story_attribution" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 15px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><a href="http://bit.ly/ow7yP5">http://bit.ly/ow7yP5</a></div><div class="cnn_story_attribution" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 15px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><br />
</div><div class="cnn_story_attribution" style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 15px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">Sutter delivers a fantastic article that emphasizes the importance of image, no matter who you are. Billionaire, poor college student, and everything in between: your image is everything. </div></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com1tag:blogger.com,1999:blog-3419977779639037407.post-60578259332014224102010-10-06T06:47:00.004-04:002011-06-25T00:39:04.647-04:00How a Great Personal Brand Can Lead to Entrepreneurial Success<span class="Apple-style-span" style=" color: rgb(51, 51, 51); font-family:'lucida grande', tahoma, verdana, arial, sans-serif;font-size:11px;"><h3 class="UIIntentionalStory_Message" ft="{"type":"msg"}" style="color: rgb(51, 51, 51); margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-weight: normal; "><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></h3><h3 class="UIIntentionalStory_Message" ft="{"type":"msg"}" style="color: rgb(51, 51, 51); margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-weight: normal; "><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">You must read this article if you're skeptical about the importance of branding yourself and your company. If you're already sold on the concept, then read it anyhow. It's thoroughly enjoyable. What does YOUR brand say about you?</span></span></h3><div><span class="UIStory_Message"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></span></div><div><span class="UIStory_Message"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Dan Schawbel, a personal branding expert, posted this on Facebook and I found it both interesting and applicable to most of my clients and colleagues, particularly those wh</span></span></span></div><div><span class="UIStory_Message"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">o are entrepreneurs (a personal brand is important even if you work for someone else). You can find Dan on FB at </span></span><a href="http://www.facebook.com/personalbrandingexpert"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">http://www.facebook.com/personalbrandingexpert</span></span></a><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">. </span></span></span></div><div><span class="UIStory_Message"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></span></div><div><span class="UIStory_Message"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Here's the article from the </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Wall Street Journal</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">: </span></span></span><a href="http://online.wsj.com/article/SB10001424052748704631504575532493871407232.html"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">http://online.wsj.com/article/SB10001424052748704631504575532493871407232.html</span></span></a></div><div><span class="Apple-style-span" style="font-size:medium;"><br /></span></div></span>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-77690599705386509732010-09-30T14:48:00.004-04:002011-06-25T00:40:11.487-04:00Image Is Everything<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglVJnurbcZejizGTIuwBK-U90XKLk1huAO8rzQoW3tWgIq-MXn74pru1-vhJnX0np62QVw5OVE6t1nGlKegmw2pmYwPRdrw_QiqNXHmSmg5bWZp9W-YkjKG5xbq6JXzde_KWCCIMxt2BQ/s1600/2963094580_6da63793a6.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 248px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglVJnurbcZejizGTIuwBK-U90XKLk1huAO8rzQoW3tWgIq-MXn74pru1-vhJnX0np62QVw5OVE6t1nGlKegmw2pmYwPRdrw_QiqNXHmSmg5bWZp9W-YkjKG5xbq6JXzde_KWCCIMxt2BQ/s320/2963094580_6da63793a6.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5522783805867732434" /></a><p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></p><p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Whether you’re a salesperson or a soldier, your image says everything about you.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">At a cocktail party a few days ago, the conversation turned to the Marines situated at U.S. embassies. We were observing how they all are very tall and incredibly muscular, and carry huge guns that – without saying a word – tell anyone who is at the embassy to “not try anything stupid.” One gentleman, a former Marine, said that those soldiers are specifically selected to work at the embassies because of their intimidation factor. They resemble superheros, with tiny waists, huge chests and bulging biceps; they look as if a button on their shirts will pop if they gain a pound. We chuckled in agreement because that’s </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">exactly</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> what they look like. <o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Finally, the former Marine said what I had been thinking: image is everything. <o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Your image, and your company’s image, can be the reasons for your success or your failure. As you know from watching the news, a company’s image can be destroyed overnight. One bad public relations move or an inappropriate comment or action by your CEO (or even by an employee) can take your company from a leader in its industry to the bottom of the heap. </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">And it will take a lot of digging to get out.<o:p></o:p></span></span></i></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Therefore, it is critical to determine what you want your image to say about you and your company. There are four components of communication that drive that: <o:p></o:p></span></span></p> <p class="MsoListParagraphCxSpFirst" style="margin-left:38.65pt;mso-add-space: auto;text-indent:-.25in;mso-list:l2 level1 lfo1"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">1.</span></span><span style="font:7.0pt "Times New Roman""><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> </span></span></span><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">How You See Yourself<o:p></o:p></span></span></p> <p class="MsoListParagraphCxSpMiddle" style="margin-left:38.65pt;mso-add-space: auto;text-indent:-.25in;mso-list:l2 level1 lfo1"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">2.</span></span><span style="font:7.0pt "Times New Roman""><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> </span></span></span><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">How Others See You<o:p></o:p></span></span></p> <p class="MsoListParagraphCxSpMiddle" style="margin-left:38.65pt;mso-add-space: auto;text-indent:-.25in;mso-list:l2 level1 lfo1"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">3.</span></span><span style="font:7.0pt "Times New Roman""><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> </span></span></span><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">How You Communicate Your Image in Person<o:p></o:p></span></span></p> <p class="MsoListParagraphCxSpLast" style="margin-left:38.65pt;mso-add-space: auto;text-indent:-.25in;mso-list:l2 level1 lfo1"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">4.</span></span><span style="font:7.0pt "Times New Roman""><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> </span></span></span><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">How You Communicate Your Image Online<o:p></o:p></span></span></p> <p class="MsoNormal"><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">How You See Yourself<o:p></o:p></span></span></b></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Your self-confidence is likely the number one factor in your ability to sell yourself, your company, and your product or service. It’s visible from the moment you walk into a room. If you walk with purpose, have good posture and exhibit a sincere smile, people will approach you. Not only will others approach you; you’ll have the nerve to approach them. What’s the worst they can do? Walk away? Tell you that they don’t want to talk? Say no? These are all unlikely. What is more likely is that you will find your next customer or someone who can refer you to that person.<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">We hear it all the time among athletes and others who compete: it’s a mental game. The minute you lose in your head, you lose in reality. <o:p></o:p></span></span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> </span></span></o:p></p> <p class="MsoNormal"><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">How Others See You<o:p></o:p></span></span></b></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">The first impression is the one that matters most. If it’s negative, it will take a long time to change the other person’s opinion, assuming that that is even possible.<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Take a few minutes to honestly assess how others see you and your company. Does that image go hand-in-hand with your vision? If you’re not sure, ask a colleague or a friend who will tell you the truth. It may hurt your feelings, but it can help your company.<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Next, analyze how your competitors are viewed. Are they seen as more trustworthy, professional, and confident? If any of these is true, then you must evaluate how you can change your image by finding the one thing that makes you unique and then doing that better than anyone else.<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">If, after completing a competitive analysis, you determine that you’re at the top of your industry, then ask yourself and your employees if you have a </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">clear</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> idea of what your company provides. For example: Apple doesn’t just provide mobile devices and computers, it provides </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">convenience</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">. That’s where branding comes into play. <o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Without a clear idea of what it is that you do, then you can’t build a brand.<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Communication is the </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">number one factor</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> in creating and maintaining your brand. Written, verbal and non-verbal means of communication tell your company’s story. However, there are times when you don’t know what that story is, how to convey it, and to whom it should be told. <o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-left:.5in"><u><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Communications Strategy<o:p></o:p></span></span></u></p> <p class="MsoNormal" style="margin-left:.5in"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">To “brand” yourself and your company, you’ll need to follow – at the minimum – these few steps:</span></span></p><p class="MsoNormal" style="margin-left:.5in"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> </span><!--StartFragment--></span></p><span class="Apple-style-span" style="font-family:arial;"><p class="MsoNormal" style="margin-left:.75in"></p><ol><li><span class="Apple-style-span" style="font-size: medium;">Learn all about your product or service</span></li><li><span class="Apple-style-span" style="font-size: medium;">Discuss your process – how you do business, who your current clients are, and who you want your future clients to be</span></li><li><span class="Apple-style-span" style="font-size: medium;">Determine what makes you unique – take a good look at your specific product or service, compare yourself to the competition, and then decide what your unique selling proposition is</span></li><li><span class="Apple-style-span" style="font-size: medium;">Develop and implement a communications solution that fits the personality of your brand </span></li></ol><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span><p></p> <p class="MsoNormal" style="margin-left:.75in"><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:.75in"><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:.75in"><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></p> <!--EndFragment--> </span><p></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: medium;">Communication has many components, and you need to ensure that all those components work together to advance the image of your brand. If you’re a young and hip company with a “cool” product, make sure that that message is loud and clear. However, structure the message so that it’s written in the right “language” for the right audience.</span></span><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></span></span></p> <p class="MsoNormal"><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></b></p><p class="MsoNormal"><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Communicating Your Image In Person<o:p></o:p></span></span></b></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">It’s confusing to receive several marketing materials from the same company and not have a single one look like the other. Consistency is essential if you want to present a professional image. Once you know who you are, create a logo, choose some company colors, find a typeface that goes well with your brand, and use them consistently in </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">everything</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">. Letters, marketing materials, blogs, websites…you get the idea!<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">A consistent, well-written and professional message is also imperative. Check for spelling errors (and don’t rely solely on the spell check feature!), make sure that there are no obvious grammar mistakes, and write cohesively. <o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">A professional appearance is just as important. Dress appropriately and ensure that your employees are doing the same. ALWAYS present a professional image, whether you’re at a business function or at the grocery store: clients are everywhere.<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Sloppiness and laziness in your written, verbal and nonverbal communication is inevitably associated with the same qualities in your work. Consider this scenario: </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">If Company A didn’t take time to edit the proposal it sent me, then how careful will it be with my very important project? I’ll hire Company B, whose proposal was professionally presented, well written and showed a level of competency that I’m confident will transcend into how it handles my project.</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> <o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Whether those conclusions are valid or not, that’s how the client thinks. Next time you see your brochure, ad or other piece of written communication, really think about whether or not you would hire your company for the job. <o:p></o:p></span></span></p> <p class="MsoNormal"><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></b></p><p class="MsoNormal"><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Communicating Your Image Online<o:p></o:p></span></span></b></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">This is where communication gets really risky. With so many online communication channels, both personal and professional, it is difficult to monitor what is out there regarding you and your company. It’s challenging to control your image when others can affect it at any moment…without your knowledge!<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">The goal, of course, is to be proactive and develop a social media policy for your company. Here is a helpful article from BurrellesLuce, http://www.burrellesluce.com/newsletter/2010/september_2010.<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">However, many sole proprietors or startup companies don’t have the time or resources to develop an “official” policy. Many use common sense: don’t post pictures that can be misinterpreted, don’t include personal information, don’t slander anyone, don’t mention the competition...the list goes on. Right? <o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Oh, “no,” you say. You don’t follow these unwritten rules. Well, then maybe it’s time to consult with a social media brand strategist who can teach you how to develop an identity online that is consistent with the one that you have developed in the “real” world. <o:p></o:p></span></span></p> <p class="MsoNormal"><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="color:#FF0000;"><span class="Apple-style-span" style="font-size: medium;">DISCLAIMER: A SOCIAL MEDIA BRAND STRATEGIST CAN’T DEVELOP AN “OFFICIAL” SOCIAL MEDIA POLICY (UNLESS HE/SHE IS AN ATTORNEY WHO SPECIALIZES IN SOCIAL MEDIA ISSUES).</span></span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">A social media brand strategist can help you do the following:</span></span></p><p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> </span><!--StartFragment--></span></p><span class="Apple-style-span" style="font-family:arial;"><p class="MsoNormal" style="margin-left:.25in"></p><ol><li><span class="Apple-style-span" style="font-size: medium;">Define your target audience(s)</span></li><li><span class="Apple-style-span" style="font-size: medium;">Decide why you or your company should have a social media presence</span></li><li><span class="Apple-style-span" style="font-size: medium;">Identify what online social media your company should use – Facebook, Twitter, LinkedIn, YouTube, blog, etc.</span></li><li><span class="Apple-style-span" style="font-size: medium;">Determine what information should be included in your various social media outlets</span></li><li><span class="Apple-style-span" style="font-size: medium;">Keep your message and branding consistent throughout the various mediums</span></li></ol><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span><p></p> <p class="MsoNormal" style="margin-left:.25in"><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:.25in"><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left:.25in"><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></p> <!--StartFragment--> <p class="MsoNormal" style="margin-left:.25in"><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></p> <!--EndFragment--> </span><p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: medium;"> </span></span></span></o:p></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">A lot to think about? You bet! However, if image is indeed, “everything,” then think of what you’ll lose if you don’t.</span><o:p></o:p></span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size:medium;"> </span></span></o:p></p> <!--EndFragment-->Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-19946988940588840452010-08-26T09:23:00.002-04:002011-06-25T00:40:58.039-04:00Brand Experience looks at Internal Communications<a href="http://prweekend.blogspot.com/2010/07/brand-experience-looks-at-internal.html"><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Brand Experience looks at Internal Communications</span></span></span></a><div><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></span></div><div><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">This is a very funny video that illustrates the importance of communicating your corporate brand with your staff. Even if you know what your company's philosophy, products and culture are, it doesn't mean that your employees know. Plus, it's important that everyone in your organization is on the same page so that you can present a cohesive, consistent message to clients and others outside of your company. </span></span></span></div><div><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></span></div><div><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">"Business communication" is often mistaken for website copy, brochures, or other marketing collateral. However, true business communication begins within the organization itself. It involves branding and image development. It's about knowing your competition and differentiating yourself from "the other guys." It means talking to your colleagues, friends, and staff members to get their feedback.</span></span></span></div><div><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></span></div><div><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Only then can you develop effective internal and external communication. </span></span></span></div><div><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></span></div><div><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">As Sydney J. Harris, American author and writer of the syndicated column, "Strictly Personal" wrote: </span></span></span><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">“The two words 'information' and 'communication' are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.”</span></span></span></div><!--StartFragment--> <p class="MsoNormal"><span class="Apple-style-span" style="color:#666666;"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Take time to communicate within your organization and you'll reap the rewards of your efforts.</span></span></span></p> <!--EndFragment-->Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-87364368558372957032010-07-15T11:52:00.004-04:002011-06-25T00:41:43.548-04:00Bet on the Power of Your Brand<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4K0buO8HGfwHq-klKDZatdRP87zzUS9LvLX_mWU7YhEt7jclqmh2sliCYyYWX7aL09LOGbgRZBs2k4_F8VYB_9RMyHDR0Dt6RWcoRWmQ4pwBuyig7TNXHTmdZQRJkokNcj2GFMRY-RdU/s1600/vegas+sign.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 219px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4K0buO8HGfwHq-klKDZatdRP87zzUS9LvLX_mWU7YhEt7jclqmh2sliCYyYWX7aL09LOGbgRZBs2k4_F8VYB_9RMyHDR0Dt6RWcoRWmQ4pwBuyig7TNXHTmdZQRJkokNcj2GFMRY-RdU/s320/vegas+sign.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5494194011559269186" /></a><p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">“What happens in Vegas stays in Vegas.” Sin City. </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">The Hangover</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">. With the exception of a failed ad campaign about a decade ago that touted it as a “family destination,” Vegas has worked effortlessly to build its brand as the place where adults go to play.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Interestingly, I’ve just returned from a trip to Las Vegas that seemed more like a trip to Disney World; ironically, I flew out of Orlando, where there were less children running around than there were in my hotel on the Strip.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Every year, my husband and I take a few days off from parenthood to vacation alone. Like many couples, it’s our chance to get away from it all, have some peace and quiet and do things (like eat dinner at a fancy restaurant at 10 pm and then go dancing) that you just can’t – or shouldn’t – do with young children. </span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Therefore, we choose to go to Vegas because it’s the perfect destination for us. We stay at a high-end, modern-looking hotel at the end of the Strip. It’s located inside a resort that has the best pool in town and has all the amenities and conveniences that we could possibly ask for during a grown-up vacation. What we never had seen, and what we certainly didn’t count on, were the hoards of crying babies, scampering toddlers, hyper kids and tweens that seemed to have invaded the resort. </span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Whatever became of: “What happens in Vegas stays in Vegas?” Perhaps these kids DID “happen” in Vegas and mom and dad were taking them back to visit. Kidding aside, it just didn’t make sense. We’ve been going to that hotel for the past five years and had never encountered the issue. Other than “The Lion King,” which has been playing at that venue for a couple of years, there were no other events scheduled for kids. In fact, most other events were definitely Vegas-like in nature, meaning that kids were not the target audience. </span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">So what could it be? We were perplexed and a little annoyed. Our kid-less vacation had taken a turn we didn’t expect. </span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">In Vegas, you expect to see 20-somethings passed out in the elevators, not 20-month-olds passed out from a day chock-full-of activities. You expect to find some interesting items floating in the pool, but the Silly Bandz I found threw me for a loop. I couldn’t understand the child phenomenon, but I wanted to get to the bottom of it.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">I finally got my answer when I went to the spa, where I was the only customer. Now, this particular spa used to be one of the finest in Vegas. In fact, two years ago I would have had to make an appointment weeks in advance just to get in for a pedicure. This time, the appointment book was empty. Apparently, busy moms on vacation didn’t have the time or money to pamper themselves. </span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">So I asked the spa employees about the child situation and they mentioned that during the summer (now that the economy is in the dumps), locals are booking low-cost rooms at the hotel just so that they can use the many water park-like facilities. Wow! The “staycation” phenomenon has even affected one of the largest tourist destinations in the country. And with a city like Vegas, where the heat is oppressive and there isn’t a water park in sight, booking the cheapest hotel room at the resort with the best pools is practically a deal for the locals. I suppose that they know the REAL Vegas and, as locals, can ignore the seductive marketing campaigns and take advantage of the many attractions that the city has to offer.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">As a communications and branding exec, I thought about this and I realized that the Vegas board of tourism is experiencing what other companies are probably experiencing, too: the loss of their brand during harsh economic times. In an effort to drive business any way they can, they’re focusing less on their typical customers and taking business from wherever they can get it. This, while perhaps important or necessary in the short-term, is a destructive move that will not only kill the brand that they’ve worked so hard to create, but it may kill the city’s economy altogether.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">If it’s the locals with children who are being wooed to the hotels, then the gambling, hard partying, bachelor/bachelorette and DINK (dual-income, no kids) crowds are being ignored. And even if they’re not being ignored, then they’re certainly being turned off by the gaggle of kids awaiting them as they step through the doors. </span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Naturally, it’s challenging to think of the long-term financial effects when in the short-term the bottom line needs to be met. However, in the case of Vegas – or this one resort, in particular – what will happen when the kids are back in school and the casino’s target market has been turned off by the ambiance? Plus, does the resort understand the damage that having so many kids is doing to the building itself? Kids run around, ding and scratch walls, break stuff and get things dirty (yes, I realize that not all kids do this, but the ones that I had the pleasure of seeing during this trip do). That ruins the resort, both physically and from an image perspective. That increases maintenance costs. That damages the upscale reputation of a hotel known for its coolness; George Clooney and Brad Pitt graced its halls during </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Ocean</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">’s</span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> Thirteen</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">I won’t be staying at this resort during my next trip to Vegas, but I hope to once again be able to visit and see that its reputation has been restored to match the image it created. However, given the economy and the damage that it’s inflicted to its own brand, I don’t know how quickly it will recover. I wonder what its marketing department is doing to ensure that the brand won’t suffer too much in the long-term? I also wonder if the marketing department is even aware of the damage that the loss of control of its brand has had for the hotel.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">They took a risk and bet on the short-term gains that an upsurge in families would do to increase their bottom line and keep them in the black for the year. Let’s hope the house wins on this one.</span></span></p> <!--EndFragment-->Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-6548991398085834902010-06-15T13:15:00.004-04:002011-06-25T00:42:09.466-04:00Quality versus Quantity in Relation to Clients and Prospects<div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">This post is by Jonathan Mead for Copyblogger: "</span></span><a href="http://www.copyblogger.com/small-audience/#comment-930233"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">How to Build a Successful Business with a Small Audience."</span></span></a></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">I found it interesting, particularly in this new social media frenzy that we're facing, where everyone wants to "friend" or "tweet" everyone else, without really focusing on who their target audience is and how to best reach those people. A few happy, great clients can be better than thousands of mediocre ones whom you cannot serve. Plus, scores of "followers" doesn't always equal a successful business; it may help with your PR efforts, but are you attracting the right client base? Social media is great, but there needs to be a strategy in place before you spend time (which is money, particularly for the small business owner) spreading the word about your business to potential clients.</span></span></div><div><br /></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-21910995342051821632010-04-14T15:50:00.007-04:002011-06-25T00:42:49.125-04:00Know when to hold 'em, know when to fold 'em, know when to ask for help<span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Asking for help: in today's "I can do it myself" world, we often have a hard time admitting that we can't do it all. It makes us feel less competent, less intelligent and less useful. However, I argue that asking for help not only makes us the opposite of those three, but it actually allows us to increase our marketability, customer service skills, and knowledge base.</span></span><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">As the saying goes: "The older I get, the more I realize how little I know." In this information-driven age, have we somehow forgotten this? Or, have we determined that - with so much information available at the touch of a button - we don't need anyone's help except our own? Have we become so independent that we're affecting not only our relationships, but also our businesses?</span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Marketing materials are a great example of the do-it-yourself mentality that can ruin a business. Today, we have online printing companies that can help you create a (somewhat customized logo), collateral materials, and business cards. Web services make it possible for you to register a domain name, upload your logo and photos onto template (again, somewhat customizable) pages, and immediately have a web presence. Blogs and social media sites allow you to deliver information to your potential clients, colleagues and business associates. You can do it all! Or can you?</span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">I know that I can't, and I'm quite savvy about </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">most</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> of that stuff. My website, which I've attempted to create myself, is atrocious. Yes, I admit it! I don't like it and I feel that it conveys the wrong image about my company. My logo: well, it's allright, but a professional would have done a better job, and I'll most likely change it in the future. My collateral materials: they're acceptable for now, but they have the potential to be so much more AND by being so much more, help me market my brand in a more efficient and visually-pleasing manner. Finally, the content on all of these is average, since I've devoted so much more time on working on others' communication materials than on my own; I'm my worst client! So, what have I learned from this experience? I need others...very, very much.</span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Fortunately, I am now partnering with a terrific branding expert and designer who is revamping my site (look for an upcoming blog about my own "branding consultation session" -- it was an eye-opener!). I have relationships with those in the printing business who will develop brochures and other collateral materials that I find worthy of my company and my image. And, I can hire a social media expert to keep me current regarding Facebook, Twitter, LinkedIn, blogs, various other sites, and SEO optimization. With all these people working with me to fulfill my business branding goals, my company will certainly have a more professional, polished look and will, undoubtedly, garner more customer and media attention.</span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Finally, I have the world's best business consultant who gives me sage advice, snaps me into reality regarding market potential, pricing, and customer relations, and assists me with all financial matters. This, especially, is something that I could not do myself. Or - at the very least - I could not do it efficiently, effectively or (most likely) correctly.</span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">So learn that there is still so much more that you have to learn and refuse to do it all yourself. You're probably not a highly skilled writer, graphic designer, programmer, social media expert, financial consultant, </span></span><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">and</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> branding expert. Focus your time and energy on what you know best: your business. You, your customers AND your bottom line will benefit from it. </span></span></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-76660906256158525532010-04-07T22:27:00.010-04:002011-06-25T00:43:24.553-04:00A Picture Can Say a Thousand Words...or Nothing At All<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkS9XrtLYW1FLi38qJ8Yc0aiaxHkP4pq63xVdVz9wnqrML4q3Tr6tg4j10hmZCXnKfTJRCG660M4OxSCmb5XvynkjE1a1yo8F2Xr3U3YjydbEtuLO56yL1ODyB_Pzp3SirKrdekTY6lEM/s1600/149498941_c1e8d9cd08.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 240px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkS9XrtLYW1FLi38qJ8Yc0aiaxHkP4pq63xVdVz9wnqrML4q3Tr6tg4j10hmZCXnKfTJRCG660M4OxSCmb5XvynkjE1a1yo8F2Xr3U3YjydbEtuLO56yL1ODyB_Pzp3SirKrdekTY6lEM/s320/149498941_c1e8d9cd08.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5494200948061748274" /></a><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">One of my current projects involves revamping the website of a well-known event producer; ideally, we want his revamped site to illustrate his creative vision, the tremendous scope of his projects, and his high-end clientele. To do this, of course, I'll have to generate great content to describe the events. But most of all, the site designer will need fantastic photos to showcase the events themselves. This is where we've run into a problem. And, it's a problem that I encounter with clients on a regular basis: the case of the missing photos. </span></span><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">For an event producer, lacking an arsenal of professional photos that showcase hundreds of events is a </span></span><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">HUGE</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> problem. Even the most prolific, descriptive, professional copywriter can't </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">show</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> someone an event. A writer can describe the magnificent lighting, the custom-made ice bar shaped like a dragon, the models wearing unitards that were designed to showcase the Tiffany jewelry; but, without photos, the images are simply those created in the potential client's mind. And, if the potential client is someone without much of an imagination, or a person who cannot visualize well, then he or she might envision some strange stuff that doesn't sound fabulous at all. </span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">The issue of the missing photos is not limited to event producers, florists, artists, or those whose work requires visual proof of his or her abilities. If you sell a product, you need to have a great photo of that product on your site; in fact, the more photos and the more angles of the product, the better. The more you show the potential customer, the more likely it is that he or she will choose what you have to offer.</span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Some real estate agents, for example, know that lesson well. If you've ever searched for a home online, you'll notice that some listings have one photo, while others have dozens of photos (and often videos) showcasing the property. Which property would you be more inclined to view in person? My guess is that you'd be wary of the property with the solitary photo and be more inclined to visit the one with which you have become familiar. Again, a description of a beautiful master bathroom or gourmet kitchen is essential to adequately describe a magnificent home; but, without a photo, the description is lost on the potential buyer who may not be able to visualize granite countertops, dual vanities or a jetted tub.</span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Finally, if your product or service centers around you, then show your customers who you are. This can be achieved either by having photos of yourself (which I believe are key to breeding familiarity and comfort between you and your potential clients) on your site or of images that describe you or your personality. </span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">People gravitate toward the familiar and like to see what they're getting before they purchase a product. Words are important, but the power of a good image shouldn't be overlooked. So, before you develop your site or marketing materials, make sure that your pictures say a thousand words. The copywriter will take care of the rest.</span></span></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com1tag:blogger.com,1999:blog-3419977779639037407.post-43597302359658406132010-04-07T14:48:00.012-04:002011-06-25T00:44:09.801-04:00Talk, talk, talk<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCMp26Xp-jH5BC3BEeHeAdIpExv4D0wY6Alvy05F5mTSx7MY5cETrBuaHQqinbG51fxh2Zw0m4Qs3SvhmeJJd-HwrcYaj1Qdw18IWwPwn4KAtk7tLjxT6ySVuZa_zPyt8u1X019-au2N0/s1600/2336528544_12c8c64896.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 244px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCMp26Xp-jH5BC3BEeHeAdIpExv4D0wY6Alvy05F5mTSx7MY5cETrBuaHQqinbG51fxh2Zw0m4Qs3SvhmeJJd-HwrcYaj1Qdw18IWwPwn4KAtk7tLjxT6ySVuZa_zPyt8u1X019-au2N0/s320/2336528544_12c8c64896.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5494203044626937858" /></a><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">It's a very simple concept: tell everyone you meet about what you do. Now, I'm not suggesting that you go around boring complete strangers with endless information about yourself. However, it never hurts (under the right circumstances) to drop a few hints here and there regarding your job, service, product, etc. </span></span><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">One of these things is likely to happen:</span></span><div><div><ol><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">You'll be ignored</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">. That's okay. It's not the end of the world. Maybe the person didn't ignore you, but simply didn't want to talk to you at that moment. But, at least he or she probably heard what you had to say and that person may contact you when you least expect it.</span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">You'll be told "no."</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> Well, we've all been told "no" at some point in our lives. It's not a big deal. After all, not everyone will be interested in what you have to offer.</span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">You'll be lied to and the person will tell you that he is interested, when - in fact - he's not.</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> We're all guilty of doing that, so we can't really blame him. If you say you've never done this, then you're lying right now.</span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">A person you're NOT speaking to will overhear the conversation and be interested.</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> Your next, and perhaps even best, customer may be a couple of feet away. </span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">The person you're talking to will sincerely be interested in your product or service and will want to know more.</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> That's when you go into "sales mode." But don't be too </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">sales-y</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> or the person will get turned off thinking that you were doing a sales schtick all along.</span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">The person you're talking to will like what you have to offer, but may not be able to use your product or service.</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;"> However, she'll give you the names and contact info for others who are ideal customers. Leads, leads, leads...I'm guessing that it's a salesperson's second-favorite word, right after, "sold!"</span></span></li></ol><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Naturally, there are other scenarios and various outcomes, but more than likely, these are the situations that you'll face. None sounds too frightening, and all have the potential to gain exposure, find a new customer, or make a sale. So go on, and talk, talk, talk...</span></span></div></div></div></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-67663380615593388352010-03-09T12:52:00.004-05:002011-06-25T00:44:44.405-04:00Selling Girl Scout Cookies: Why the 5 W’s and the H are the keys to any successful sales pitch.<!--StartFragment--> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">My daughter, a Girl Scout, was gearing up for their yearly cookie sale. Her goal was to sell 200 boxes. It was an ambitious – but attainable – goal. The door-to-door sales period started in mid-January and, before taking her around the neighborhood, I asked that she practice her sales pitch. After all, she wasn’t the only Girl Scout in the area; therefore, she needed a great pitch in order to beat the competition.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">I told her to go work on what she was going to say when a potential customer opened the door. After about 20 minutes, I checked on her progress. Assuming that the pitch was good to go, I thought we’d head out the door that day and start the selling marathon. Boy, was I wrong.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">To ensure that the pitch covered all the basics, I asked for a demonstration. Happily, my daughter began telling me all about herself, how cookies are delicious, how the potential customer should really buy a few boxes, and on and on and on. Stopping her after a few minutes of sweet, but totally useless information, I reminded her that she had left out the essential information: the five W’s and the H. </span></span></p> <p class="MsoNormal"><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">The what???</span></span></i></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">The 5 W’s and the H, I explained, are the basis for all sales pitches (and news articles, for that matter). The letters stand for </span></span><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">who, what, when, where, why and how</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">. In the case of the cookie sales pitch, my daughter needed to tell her potential customers the following – and only the following – information:</span></span></p> <p class="MsoNormal"></p><ul><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Who</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">: who she is (first name only), the fact that she’s a Girl Scout, and her troop number. The “who” must be limited information, per Scouting rules.</span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">What</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">: what she is selling. </span></span><i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Cookies</span></span></i><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">, yes. But, what kind of cookies? How much does each box cost? What is her favorite flavor? Know your product! Also, what is she trying to accomplish by selling the cookies? What’s her goal (for example)? “What” can have several meanings. Think of several “whats” that may be asked and be prepared to answer each.</span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">When</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">: how long is the pre-sale period? When should customers who are kind enough to pre-order expect their cookies to arrive? Will cookies be available again after the pre-sale period?</span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Where</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">: where will customers be able to get their cookies? Will they be delivered to their homes or offices, or do they have to pick them up somewhere? Where else will the cookies be available (booths, at-home sales, etc.)?</span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">Why</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">: why should they buy them from her instead of another Scout in the neighborhood? Why should they buy cookies, period? Why should they support the Scouts? Why are cookie sales important? I could go on and on…</span></span></li><li><b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">How</span></span></b><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">: how does the pre-sale process work? How does she plan on reaching her goal? How do the Girl Scouts work?</span></span></li></ul><p></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-size: medium;">After a little coaching (and a lot of groans, moans and resistance), my daughter finally had answers to the 5 W’s and the H. Ironically, the pitch was only used a couple of times due to inclement weather during the pre-sale period, but at least she learned a couple of valuable sales lessons: don’t ever assume that you are going to make the sale and never assume that the customer knows what you know. Brief, thorough information is the key to a winning sales pitch. </span></span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" style="font-family:verdana;"> </span></o:p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" style="font-family:verdana;"> </span></o:p></p> <!--EndFragment-->Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-11123407872255111212010-02-02T10:16:00.001-05:002010-02-02T10:16:00.293-05:00The Secrets To A Killer Elevator Pitch<a href=http://www.businessinsider.com/how-to-craft-a-killer-elevator-pitch-2010-1#starting-a-company-dont-miss-12>The Secrets To A Killer Elevator Pitch</a><br /><br />Posted using <a href="http://sharethis.com">ShareThis</a>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-65981847834139070252009-11-26T22:00:00.001-05:002009-11-26T22:02:34.765-05:00Typos abound at the White House<span class="Apple-style-span" style="font-family: arial, Helvetica, Utkal, sans-serif; color: rgb(1, 1, 1); font-size: 12px; line-height: 15px; "><div class="cnnBlogContentTitle" style="padding-top: 23px; padding-right: 27px; padding-bottom: 0px; padding-left: 18px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: bold; font-style: inherit; font-size: 18px; font-family: inherit; vertical-align: baseline; color: rgb(1, 1, 1); line-height: 20px; "><a href="http://politicalticker.blogs.cnn.com/2009/11/26/on-the-menu-last-night-haute-cuisine-and-culinary-typos/" rel="bookmark" title="Permanent Link: On the menu last night: Haute cuisine...and culinary typos?" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; text-decoration: none; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: bold; font-style: inherit; font-size: 18px; font-family: inherit; vertical-align: baseline; color: rgb(0, 66, 118); outline-style: none; outline-width: initial; outline-color: initial; ">On the menu last night: Haute cuisine...and culinary typos?</a></div><div class="cnnGryTmeStmp" style="padding-top: 5px; padding-right: 0px; padding-bottom: 0px; padding-left: 18px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: normal; font-style: inherit; font-size: 10px; font-family: inherit; vertical-align: baseline; color: rgb(148, 148, 148); ">Posted: November 26th, 2009 09:16 PM ET</div><div class="cnnBlogContentPost" style="padding-top: 0px; padding-right: 18px; padding-bottom: 0px; padding-left: 18px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: inherit; font-style: inherit; font-size: 12px; font-family: arial; vertical-align: baseline; color: rgb(1, 1, 1); "><div class="snap_preview" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: inherit; font-style: inherit; font-size: 12px; font-family: inherit; vertical-align: baseline; "><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 12px; margin-right: 0px; margin-bottom: 12px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: inherit; font-style: inherit; font-size: 12px; font-family: inherit; vertical-align: baseline; ">The devil's in the details, as the White House found at last night's state dinner. The admission of a pair of party-crashers wasn't the only unplanned misstep Wednesday, apparently: The <a href="http://thecaucus.blogs.nytimes.com/2009/11/25/a-stylish-state-dinner-with-typos/" target="_blank" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; text-decoration: none; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: bold; font-style: inherit; font-size: 12px; font-family: inherit; vertical-align: baseline; color: rgb(0, 66, 118); outline-style: none; outline-width: initial; outline-color: initial; "><strong style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">New York Times</strong></a> pointed to a string of typos in the evening's menu. Can you spot the errors below? (Answers after the jump)</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 12px; margin-right: 0px; margin-bottom: 12px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: inherit; font-style: inherit; font-size: 12px; font-family: inherit; vertical-align: baseline; "><img src="http://i2.cdn.turner.com/cnn/2009/images/11/26/gal.menu1.cnn.jpg" border="0" alt="ALT TEXT" hspace="0" vspace="0" width="585" height="382" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: inherit; font-style: inherit; font-size: 12px; font-family: inherit; vertical-align: baseline; " /></p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 12px; margin-right: 0px; margin-bottom: 12px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: inherit; font-style: inherit; font-size: 12px; font-family: inherit; vertical-align: baseline; "><span id="more-79371" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: inherit; font-style: inherit; font-size: 12px; font-family: inherit; vertical-align: baseline; "></span></p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 12px; margin-right: 0px; margin-bottom: 12px; margin-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-weight: inherit; font-style: inherit; font-size: 12px; font-family: inherit; vertical-align: baseline; ">–The Riesling was bottled in “Willamette Valley, Oregon” not “Wilamette Valley”; guests were actually offered a “2007 Grenache” (not a “2007 Granache”) and a “Thibaut-Janisson Brut” (not a “Thibaut Janisson Brut”)<br />–The meal featured “chick peas” (not “chickpeas”)<br />–The dessert “Gelees” were missing an accent on the final “e”</p><div><br /></div></div></div></span>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-92191184815452101962009-10-23T18:17:00.004-04:002009-10-23T18:21:46.099-04:00Even the White House has grammar issues<span class="Apple-style-span" style="font-family:verdana;">A friend of mine brought this to my attention today. Notice that the headline reads "Portait" instead of "Portrait." It's pretty sad when the White House can't get it right. </span><div><br /></div><div><span class="Apple-style-span" style="font-family: 'Lucida Sans Unicode', 'Lucida Grande', Verdana, Arial, Helvetica, sans-serif; font-size: 12px; color: rgb(51, 51, 51); "><div class="timeStamp smaller" style="font-size: 0.8em; ">FRI, OCTOBER 23, 8:41 AM EST</div><h2 style="font-family: Georgia, 'Times New Roman', Times, serif; color: rgb(0, 51, 102); font-size: 1.3em; margin-bottom: 3px; margin-top: 0px; margin-right: 0px; margin-left: 0px; "><a href="http://www.whitehouse.gov/blog/Family-Portait/" style="color: rgb(51, 102, 153); text-decoration: none; ">Family Portait</a></h2><div class="dateln" style="font-size: 9px; color: rgb(102, 102, 102); margin-top: 0px; margin-right: 0px; margin-bottom: 20px; margin-left: 0px; ">Posted by <span style="color:#333333;">Jesse Lee</span></div><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; ">Here's the First Family portrait, released by the Photo Office this morning:<br /><br /><img src="http://farm4.static.flickr.com/3530/4035513827_8f85699646.jpg" alt="" /></p></span></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-31089049251756656762009-09-30T21:39:00.013-04:002010-04-11T21:30:00.880-04:00The Power of Punctuation<span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">One of my favorite children's books is </span></span><i><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">E</span></span></i><i><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">ats, Shoots & Leaves: Why, Commas Really Do Make a Difference!</span></span></i><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> by Lynne Truss. The book helps kids to see how placement of a comma can dramatically change the meaning of a sentence. The title of the book, itself, refers to a panda's diet. As in, pandas eat shoots and leaves. However, an added comma can turn the sentence into that of a gun-toting bear who, after a meal, fires off a few rounds and splits. A big difference, wouldn't you agree? </span></span><div><span class="Apple-style-span" style="font-family:verdana, fantasy;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">The power of punctuation is quite remarkable, and it is admirable to read how Ms. Truss is able to take a concept that can be quite overwhelming to many adults and break it down so simply that even a 7-year-old can understand its importance.</span></span><div><span class="Apple-style-span" style="font-family:verdana, fantasy;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;"><span class="Apple-style-span" style="font-size:small;">With Facebook, Twitter, <b><i>blogs</i></b>, and plain old email running our communication lives these days, it is becoming more and more challenging to stick to the basics of grammar. Capitalization has gone by the wayside; semicolons, colons and parentheses now symbolize emotions; and, abbreviations seem to be the rule, rather than the exception. After speaking with concerned parents, frustrated professors, and dumbfounded employers, I can ascertain that the age of texting may have ushered in a surge of written communication, but its impact has been more of a curse than a blessing. </span></span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;"><span class="Apple-style-span" style="font-size:small;">I recently read an article that suggested that online social networking sites and texting are actually helping communication. While I understand that communication itself probably is flourishing (think of all the long-lost friends with whom you might have recently reconnected and now chat with daily), grammar - and thereby "proper" communication - is nearly a lost art.</span></span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;">This is a problem because business communication centers on proper grammar, spelling, and punctuation. Consider this scenario: a small business (let's name it Company A) is selected to submit a proposal for a project that will exponentially increase its market share and, also, make it a leader in its particular field. As is typical with requests for proposals, at least two or three other companies also are asked to bid for the job. Company A works diligently on its proposal by analyzing the job as a whole, creating a plan of action for each step, determining pricing for the individual components of the project, and running the final budget by each department head to ensure that the numbers are on target. Company A seems to be doing everything right.</span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;">However, the time to compile all that information into a written proposal arrives and Company A hands it off to the sales manager, who is a remarkable salesperson, but is sorely lacking written communication skills. He writes the proposal as best he can, adds a few "cool"-looking charts and graphs, runs the spell-check function, prints it, slaps on a pretty cover page, and mails a hard copy to the potential client. A few weeks later, Company A learns that Company B won the account. After hearing through the grapevine that Company B's bid was actually a bit higher than theirs, they start to wonder why they (who have been in business longer than Company B and would likely have more to offer the potential client) were not chosen. </span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;">One look at their proposal would have given them their answer: spelling and grammar errors that turned a good proposal (that would have won them the business) into a sloppy mess. The potential client read Company A's carelessly written report and assumed that a business that would lack such attention to detail on a proposal would most likely lack that kind of attention to the project being proposed. Company B's proposal was flawless, detailed, easy to comprehend, and visually stunning. They wanted to contract a company that exhibited that level of pride and professionalism in its work.</span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana, -webkit-fantasy;">"The devil is in the details" is an expression for a reason. Proper punctuation, perfect grammar and spelling, and an eye-catching presentation require significant attention to detail, and can, therefore, be easily overlooked. However, carelessness can make or break a project, or even a business. So you need to ask yourself, "can my company afford to overlook the power of punctuation?" Chances are, the answer is "no."</span></div></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-56277772193720070892009-09-17T11:12:00.004-04:002009-09-17T11:36:45.135-04:00The Networking Game<span class="Apple-style-span" style="font-family:'trebuchet ms';">For many business people, the first step in marketing their services is the most difficult: networking. In fact, it stirs fear and causes serious panic in some who truly have a hard time meeting and greeting, wining and dining, and all the other social norms that are associated with networking. </span><div><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div><span class="Apple-style-span" style="font-family:'trebuchet ms';">The good news is that networking doesn't come easy to most people, so those other business owners who you meet at these events are often just as nervous as you are. Here are a few tips to help you break the ice:</span></div><div><ol><li><b><span class="Apple-style-span" style="font-family:'trebuchet ms';">Set Goals</span></b><span class="Apple-style-span" style="font-family:'trebuchet ms';"> - before you attend an event, think: Why am I going to this? Who am I looking to meet - potential clients, good contacts, business partners? What do I want to accomplish before the event is over? </span></li><li><b><span class="Apple-style-span" style="font-family:'trebuchet ms';">Prepare</span></b><span class="Apple-style-span" style="font-family:'trebuchet ms';"> - all events are different and you need to know what to expect before you go. A Chamber of Commerce after work function will likely call for business attire. A weekend function may be more casual. A fund raiser may have a theme. If networking is already difficult for you, then think of how difficult it will be if you feel especially awkward for not looking like you fit in. Also, make sure you know if you need a ticket to the event and, if so, can you purchase it in advance or buy it at the door. Do you need cash or will a credit card suffice? Finally, know what you are planning to tell others about yourself and your business. Take a stack of business cards with you; that should be something you do everywhere you go.</span></li><li><b><span class="Apple-style-span" style="font-family:'trebuchet ms';">Smile</span></b><span class="Apple-style-span" style="font-family:'trebuchet ms';"> - a big smile goes a long way in helping you approach others. Now, I'm not talking about an inappropriate, goofy smile that makes you seem overly-cheerful or juvenile, but a pleasant, warm smile that lets others know that you are someone they might want to meet.</span></li><li><b><span class="Apple-style-span" style="font-family:'trebuchet ms';">Mingle</span></b><span class="Apple-style-span" style="font-family:'trebuchet ms';"> - approach others, whether they are standing in groups or sitting alone, and introduce yourself confidently. A strong handshake is a must. It conveys self-confidence and assertiveness. Don't spend too much time with one group, since your goal is to cover a lot of territory. Remember step #1: set your goals for the event and stick to them.</span></li><li><b><span class="Apple-style-span" style="font-family:'trebuchet ms';">Follow Up</span></b><span class="Apple-style-span" style="font-family:'trebuchet ms';"> - after the event, you'll realize that you've come home with dozens of cards from others who were there doing the exact same thing you were doing. These people gave you their cards for a reason: they want to be acknowledged by you and, ultimately, get your business. And, while you may not need the services of all the people whose cards you attained, you may know of someone who can use those services. In either case, let the people you met know that it was a pleasure to meet them and that you will think of them the next time you require XYZ service/product. If you want to make an even greater impression, think of someone who can use that person's service or product and refer them to him/her. There is a good chance that that small effort will make you stand out above all the other people he or she met at the event, and he or she will feel inclined to return the favor.</span></li></ol><div><span class="Apple-style-span" style="font-family:'trebuchet ms';">These are just a few pointers that I've picked up over the years. There are dozens of others that I'd be happy to share with you. And, if you find that networking is so challenging that you don't want to tackle it alone, then you can always contact me and I'll help you get the ball rolling.</span></div><div><br /></div><div><br /></div><div><br /></div></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-31000909788446627512009-09-15T13:29:00.006-04:002009-09-17T11:37:55.984-04:00Frustrations in Business Writing<span class="Apple-style-span" style="font-family:'trebuchet ms';">As a business owner (particularly, as the owner of a </span><i><b><span class="Apple-style-span" style="font-family:'trebuchet ms';">communications</span></b></i><span class="Apple-style-span" style="font-family:'trebuchet ms';"> business), it is necessary that I write about my services, market them via the appropriate channels, develop a user-friendly, informative website, and network like crazy. Easier said than done.</span><div><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div><span class="Apple-style-span" style="font-family:'trebuchet ms';">What's interesting is that I have no trouble communicating about other people's businesses. In fact, I thrive on it. But when it's time to market myself, I'm nearly at a loss. Why? I wondered.</span></div><div><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div><span class="Apple-style-span" style="font-family:'trebuchet ms';">After spending countless hours on my website's content, I realized what the problem is: I'm too close to the subject. I know TOO much. And, knowing too much can be as bad as knowing too little, at least when one is trying to write about one particular subject. Nothing is more frustrating to a writer than a blank page. It's not that I don't have hundreds or even thousands of ideas floating in my head. The issue is that I can't contain them and put them on paper in a cohesive manner. There's just too much information! Luckily, I know how to write a plan, develop a flowchart and then break each section down so that it can be easily managed (or at least more easily edited!). </span></div><div><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div><span class="Apple-style-span" style="font-family:'trebuchet ms';">The positive outcome of this exercise in frustration is that it has afforded me the opportunity to state with the utmost conviction that writing about one's business is <b>much</b> more difficult than it seems. The good news is that I can do the dirty work for you, so you won't ever have to worry about it. Now, if I could only get through my own site...</span></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0tag:blogger.com,1999:blog-3419977779639037407.post-20350318144181029362009-08-26T12:08:00.005-04:002009-08-26T12:55:34.492-04:00It's not what you say...<span class="Apple-style-span" style="font-family: arial;">We've all heard this since we were children: "It's not WHAT you say, it's HOW you say it." However, many of us tend to forget this important advice. After all, if it weren't a wise statement, then parents and grandparents wouldn't have been pounding it into our heads for centuries.</span><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">But <span class="Apple-style-span" style="font-style: italic;">why</span> is it important? Is it because we might offend someone? Sure, that has something to do with it. But the real reason that it's important is because, ultimately, your goal when communicating with others is to have your message heard, understood and - hopefully - followed.</span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;"><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-size: large;">The Coffee Experiment</span></span></span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">Here's a good example of what I'm talking about (and I must admit that I'm shamelessly stealing it from an articulate priest who gave a sermon that I still remember over a decade later). </span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">A priest had the awful task of raising funds for a trip that he and a few others were taking to a faraway village in Middle-of-Nowhere, South America. Clearly, the "where" was not important. What was important, however, was getting us, a fairly well-to-do congregation consisting of younger professionals and families, to donate a significant amount of money for this mission. He accomplished his goal; in fact, I'm certain that he surpassed it. But how? </span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">Did he preach for an hour about these poor children in this remote village? No. He mentioned them, of course, but that didn't captivate the audience. Did he tell us that it was our duty to give money to this cause? Not exactly. Did he yell? Heck no. So, how did he get our attention, and our money? He talked to us about coffee.</span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">Gourmet coffee shops were just starting to take over Atlanta back then, and most of us were addicted to this new delicacy. We were so addicted, in fact, that many of us purchased coffee daily; some of us even imbibed more than once a day. This priest noticed that. He understood his audience. He also ran some numbers and realized how much we were spending per day on coffee. Quite a bit, as it turns out. </span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">He casually pointed this out. "How many of you drink coffee?" Almost all the hands went up. "How many of you drink gourmet coffee?" Again, most hands were raised. "How much do you spend on coffee every day...four dollars, five dollars, ten dollars?" Heads nodded in agreement. </span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">"So, could you give up having one cup of joe per week?" Everyone seemed to think that this was a reasonable request. "Okay, then. You know, for what you'd spend on one cup of coffee, you could feed a child for a month." <span class="Apple-style-span" style="font-style: italic;">Gasp! Really?!? Oh my goodness</span>. Yes, we can give up one measly cup of coffee and use that money to feed a child for a month, we thought. Heck, we can give up at least two cups, if doing so can make such a big difference. Wow!</span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">This priest was able to raise funds without asking for money at all. In fact, he just asked us a series of questions and put things into perspective. We didn't feel bombarded by a fund raising speech, bored by a long-winded sermon, or guilty from hearing about how ungrateful we are for all we have. We gained self-awareness, we donated freely, and we were happy with the outcome - and with the priest. A win-win for all.</span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">And that is the goal of all communication. You want to win the debate, win the client's business, win your boss's approval, win your employees' trust...the list goes on. But in order to win, one must spin. Spin the message so that it attracts the audience. A good public relations expert (or in some cases, a good priest) knows how to do that with ease. You can learn, too. After all, you wouldn't have read this if you didn't think you could.</span></div><div><span class="Apple-style-span" style="font-family: arial;"><br /></span></div><div><span class="Apple-style-span" style="font-family: arial;">I have years of experience in saying the right - and <span class="Apple-style-span" style="font-style: italic;">wrong</span> - things, and will share stories, tips and ideas that I've picked up along the way. Check back often for new posts. </span></div>Anna Olcesehttp://www.blogger.com/profile/02431015450777202847noreply@blogger.com0