“What have you done lately?”

     A daunting question when it’s asked. A paralyzing one when it’s obvious but unspoken.

     It matters not whether you are job hunting or job secure . . . whether you are being considered for a promotion, for a management consulting project, for starting centerfielder on the Los Angeles Dodgers, for a go-fer position with a local septic tank installation crew, or for a top-level federal appointment. (Of course the last two examples could be interchangeable!)

     Because very few job and promotion candidates are walking around with last week’s national leadership award sticking out of a back pocket, the result of being asked “What have you done lately?” is generally the same. Panic attack.

     Okay, you say. You can relate to it, but you don’t really have that kind of problem, you say, because you are the boss!

     Well, Boss. Guess what?

This is the same question that’s in the back of every customer’s mind — but you’ll never hear it asked.

 Now that’s a quick-flip thought.

     “The only thing that’s permanent,” said Greek philosopher Heraclitus over 2500 years ago, “is change.” So how is it that this has been common household advice for dozens of generations, and business owners and managers are still running stagnant?

     What have YOU done lately? Have you introduced some change excitement that ushers in genuine and meaningful consumer benefits? Was the change something that will (or will continue to) produce a positive or negative outcome for your customers?

     Or have you pulled the plug on real innovative progress in order to cut expenses?  

     When you make a change to cut expense corners, odds are you are inevitably making a change that will find its way through to the point of lowering some key aspect of product or service quality and dollar value. 

     Shortchanging innovation efforts may in fact amount to investing in the status quo, in keeping things — or something — the same as it’s always been. And that’s not a practice that will take you to the dance in today’s competitive crisis economy.

     On the other side of the same coin, innovation for the sake of innovating is meaningless. It is as threatening and undermining to a business as doing nothing new. Innovation mania is especially prevalent in many hi-tech businesses. The hi-tech industry feeds on making changes that serve no purpose or that have no value, often just to be able to say “Hey, look what we’re doing!”

     So, this post is an anti-innovation message? Not by any measure. It IS however a message that innovative practices focused solwly on stirring up the pot (rather than, for example, designing and developing new ingredients for the pot, or inventing a new kind of pot, or a new improved stirrer) are a waste of business resources.

     Innovation starts with a creative idea http://bit.ly/cvG6Cb

In other words, as Grandpa used to say,

if you’re gonna do it, do it right!  

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

Thanks for visiting. Go for your goals! God Bless You. God Bless America and God Bless America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT day for someone!

The check’s in the mail. I’ll get back

                                                         

to you on Friday.  I’ll send you that

                                

update the minute it comes in from 

                                       

the home office. As soon as we get 

                                                                  

your invoice. When the shipment

                                       

arrives. But I never got your note.

                                               

Your email must have gotten lost 

                               

in Cyberspace. Oh, that? That was

                     

a warning? 

     You’ve heard it all, right? Maybe you’ve even said some of it yourself. But when your intentions are genuine and sincere, nothing can be more frustrating than hearing a pile of excuses . . . from a customer, a prospect, a supplier, an investor, an employee, a boss.

     So, what’s the magic answer? It’s somewhere within yourself. You may not be able to control the attitudes that give birth to replies like these, but you can control your own attitude. You, in fact, are the only one who can.

     And by controlling your own response to the excuses you hear, you are cultivating an opportunity for yourself to set a true leadership example. By setting an example, you:  

A) Keep your emotions out of the fray and

B) May actually influence the offender to re-visit her or his initial behavior or verbal representation of it, and reconsider a better, more productive, higher integrity avenue.

     Perhaps you’re not Henry Ford or Bill Gates or Mary Kay, and the idea of changing the world is not on your breakfast plate, but — as a small business owner or manager or entrepreneur — you are in an extraordinarily unique position to make a difference for yourself, for your family, and for those you work with, simply by choosing to respond instead of react.

Besides, if you never react, you can never over-react!

     People offer excuses to cover their own feelings of inadequacy. Most of the time, you can probably count on excuses being not so much intentionally dishonorable as a shortcoming of the person who’s offering them up in the self-esteem category. Some people who feel they can’t get positive recognition will opt instead for negative recognition because it’s at least some recognition.

     Humans crave recognition. And some recognition always beats indifference.

The opposite of love is not hate; it’s indifference!

     When you hear excuses, appreciate the insecurities behind them. When it’s possible to overlook them, do it and then make a point of offering (genuine) appreciation for instances of getting a job done without a presentation of reasons why it didn’t get done.

     Offer more encouragement than you might usually provide. Be kinder than you might usually be (because everyone you meet is fighting some kind of battle). Appreciate differences in perso0nalities and behaviors and help others to grasp the choosing behavior idea through your examples.

     Excuses are a way of life, but they are not always intentional or dishonorable. When you give the benefit of doubt to others, you may get bit in the butt a few times, but you’ll be serving the important purpose of minimizing anxieties and demonstrating productive leadership traits most of the time.

     The captain who keeps an even keel and balanced ship through stormy seas marks every journey with success.

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

Thanks for visiting. Go for your goals! God Bless You. God Bless America and America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

If your search engine sent

you here looking for a fight,

you’re in the wrong place!

     . . . Uh, the post title — that’s “Profiling” as in filling out website subscriber info about yourself and your business.

Sorry. My apologies to all the rest of you (including lawyers of course) who’ve landed here  looking for a bunch of racial slur charges and counter-charges (hopeful no doubt of gathering ammunition for getting yourselves in an uproar about who is subjecting whom to bias and prejudice in which states, and why, and how awful it all is).

You know who you are: Anti-Arizona political types, NPR and network TV news desk occupiers, and fans of “Cops.”

Three messages for you: 1) The truth will out 2) Sorry to disappoint you, and 3) Click off of here and go yell at your search engine.

     Well now that we’ve cleared the air, and have sent the vast armies of contentious network news and incompetent government types packing, let’s get down to business.

     When you fill out a website profile, here are some good rules of thumb to consider that will help you present a more attractive picture of yourself and your business:

• As a matter of PROCEDURE: draft it first; edit it second; edit it third; edit it fourth; save it fifth; cut and paste it into the window sixth. Not much creates instant panic as effectively as clicking “Save” a blink too soon. Take your time. Get it right.

• As a matter of FORMAT: Live with what’s provided. It will be a lot of years before subscriber websites are all up to speed with the latest options for type sizes, line and border spacing and special (color, shadowing, bolding, Italicizing-types of) accent treatments as you may be used to with your PC and Mac text formatting choices. What you get is what you get! When bullet and numbering options exist, use them, but sparingly.

• As a matter of CONTENT: keep it short and sweet. Conciseness counts! Suffice it to ask when was the last time you read a long wind-baggy profile? Don’t try stuffing your thirty-pound resume into some one-pound profile window. Use highlights as teasers to prompt a reader to want to know more. 

• As a matter of INTENT: Keep it honest; if you don’t you have my word it will come back to haunt you. You may even (shudder) lose Twitter Followers and Facebook fans! Think of your profile as a combination of your “brand” and your “elevator speech.” No matter what your intent is about what you say and how you say it, don’t allow yourself room for exaggeration to creep in.

• As a matter of EMPHASIS: don’t try to be cute; don’t write sales or advertising copy; if you have strong credentials, list them but don’t belabor them; if you lack strong credentials, don’t try to make weak ones look impressive. It’s a profile, not a sales pitch! You can deliver that after a prospect likes what she or he sees and decides to contact you. Humor? Doubtful it has a place in 99% of business profiles. If people want a laugh, they need only start hanging out with that other “profiling” crowd mentioned at the top of this post.

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

Thanks for visiting. Go for your goals! God Bless You. God Bless America and America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

Okay, before you buy it,

here’s what’s wrong

with our product!

     The smaller the business, the closer it gets to practicing transparent marketing.

     The farmer at his produce stand will tell you that the corn wasn’t picked today, or that the peaches are maxed and need to be consumed within 24 hours, or that the berries may be tart because they’re not quite in season.

     The bigger the business, the more money that’s paid out in fees for ad agencies and PR firms to cover up product and service faults with retouched photos and exaggerated claims. Always intentional? No, not always, and especially not always on the part of the hired creative guns because clients often keep bad news locked up and intentionally mislead their marketing people.

     What kinds of product and service faults? HA! Start with air!

     Soap companies pump air into their bars of soap to give them bulk and make consumers think they’re getting bigger amounts and better dollar value. Note how many more bars of corporate giant soap you go through compared to homemade soap. In the end, the big brand names full of air cost more.

     How about big brand ice cream? Pumped in air? Of course!

     They can fill the containers with less product and make more profit. Do you think consumers ever think about weighing their ice cream? Maybe we should. Guaranteed that volume doesn’t correspond to weight anywhere near as closely as with homemade ice cream (and don’t believe any stories about the big boys using lighter ingredients!).

     And you thought just car dealerships, banks, and hospitals had a lock on dishonest representations?

     How about beauty products? Dense creams used in many big name skin and hair care brands get watered down and sold as “Instant” formulas — as, for example, sprays instead of in jars –  using a fraction of the original thick ingredients from the jar version, and selling it at a higher price because now it’s “Instant.” Uh, that’s “Instant” as in instant profit rewards for adding the water.

     This could go on for a zillion blog posts, but I don’t pretend to be Ralph Nader or Consumer Reports. I’ve just experienced situations like these first-hand and have stories you wouldn’t believe about hot dogs, pickles, bacon, chicken, drugs, doctors, and all the electronic stuff that thrives on planned obsolescence. (And you needn’t go any further than the recording industry on that count!)

     The point is that none of us will ever live long enough to see totally honest transparent marketing (or leadership, for that matter), but the answer is NOT “if you can’t lick ‘em, join ‘em” because THAT is an evasive political response that’s routinely practiced by dishonest money-crazed government and big business, and WE are small business, right? (No, this is not a rallying cry!)

     We are 30 million strong in America. We are not all honest. We are not all willing to be forthright in our marketing, And we are not all beyond telling some white lies or committing errors of omission when they fit our purpose, but most small business owners are, I believe, basically honest about the products and services they represent and market.

     If you think you need to “pad” the wares you offer or the claims you make or the words that drive your marketing programs, perhaps you should consider re-evaluating where you’re headed with your business and where you see yourself going in life. If there’s not some genuine compatibility evident, you could be setting yourself up for disaster.       

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

Thanks for visiting. Go for your goals! God Bless You. God Bless America and America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

Not getting quality from

   consultants? This may be why…

     Right off the top, if it’s not a life-or-death surgical, ocean oil leak, or rocket science need to fill, stop with the panic attacks about finding a consultant with industry-specific experience.

     What you need is to find a consultant who can get the job done. Period.

•      Give me a guy, for example, who sells railroad cars full of French fries and I’ll teach him what I need him to know about representing my fine linens products (or my precision computer parts, or my insurance policies). And he’ll do better at it than a fine linens (or microchip) manufacturing (or insurance) expert.
•      As another example, show me someone who maintains an efficient warehouse operation, and I’ll show her how to manage a shipping schedule better than the head of any trucking company.

     Why? Because sales and organizational skills are lot harder, more time-consuming, and more expensive to teach than the ins and outs of your business.

     Learning how you manufacture and package and sell your products and services is easy. Learning how to think and act like a sales or traffic management pro is not easy because it’s often an issue of attitude.

When you’re outsourcing projects and looking for consultants who can get the job done, don’t be making yourself crazy trying to find someone who has extensive experience in your industry or profession.

     Look instead for someone who has extensive experience in her or his consulting specialty. A good solid marketing person or writer or web designer or trainer or coach, for instance, doesn’t need to have ANY expertise in your specific business or professional practice in order to help you produce a significant difference in sales, sales leads, CRM, or staff development.

The same principles and dynamics that work for selling hot dogs also work for selling precision parts, accounting and legal services, heart transplant specialists, or (aaah, entrepreneurship!) “Silly Bands.”

     The art and insight of writing an effective news release, advertising campaign, or website, doesn’t change in the slightest.

     The target markets change; the media selections change; the technical details change. But benefits are still what need to be emphasized.

     All products and services are purchased because an emotional buying motive is triggered — not because a laundry list of rational features has been presented. Skilled marketing consultants know how to plan and create and activate emotional buying motive triggers that get results.

     Your job is to teach them your business, be a sounding board for their recommendations, and help bring about action.

     You can follow the advice of headhunters and placement services and counselors and job trainers all you want, and puppy-dog behind every leader in your industry or profession, but I’ll put my money on you finding the best outsource consulting service teams and individuals based on your own instincts and your own judge of character and chemistry. It got you here. It works.

Trust yourself.

     The minute you’re able to find people who can fill the role(s) you have in mind, who have a track-record of success in many diverse fields, don’t hesitate to engage her/him/them simply because you think your candy company is so unique that only someone who is a candy business expert can appreciate you and your business enough to do justice to it. A sweet idea, but unrealistic. 

Informed fresh perspectives don’t

    come from clones or ostriches.    

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

Thanks for visiting. Go for your goals! God Bless You. God Bless America and America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

Are you paying for your

business with your health?

“Hey, How’s it goin’?”

“Great! Second quarter sales have picked up and it looks like we’ll be steady through September. I’ve had to cut staffing, but the people who are still here are working double-time with me and keeping things on a roll.”

“Good to hear, but you look, um, tired?”

“Yeah, well I haven’t been sleeping much and I was up all night with a toothache, and my stomach –aw, must of been something I ate– anyway, keeping the business alive takes it’s toll, y’know? Like that speeding ticket I just got cause I was thinking about this guy I was talking with on my cell phone instead of the gas pedal.”

     Indeed. Every one who owns and/or operates or manages a business knows this nasty little secret: Business stress is consuming. It spreads like wildfire and leaves little in its path besides smoldering ashes. Yeah, yeah, I know you know, but what you probably forgot is that you bring it on yourself. Sometimes disguised as unconscious, it’s usually the result of a conscious choice.

• “If I grab this quick cheeseburger, I can keep working on my projects and not have to take a whole big long break to sit down in some restaurant while nothing gets done.”
• “I get enough exercise. I pace around the worksite all day. Who needs to swim laps or workout in a gym with muscleheads?”
• “I know I’ve been snapping at my family lately, but if I wasn’t bringing home enough to feed and clothe them and keep a roof over their heads, where would we be?”
• “Relax? Sure, I get my couple or three drinks in every night . . . and even sneak in a cigar or two on Friday, Saturday and Sunday.”

     Nobody likes to admit that they made bad choices. So one bad choice often has a way of lumping itself right onto another one. Bad choices have a way of steamrollering. If you choose for them to do that. Ah, there’s that insulting “choice” word again. “Hey, I had three cheeseburgers yesterday; how about choosing a bucket of fried chicken today instead?”

     If any of this sounds at all familiar, you are not likely to respond well to a lecture and will delete this in a flash, so we won’t go there.

     If you’re at a point where you’ve made an honest decision to do better with yourself because you’ve concluded there’s only one self to go around in life, and now you’re looking for quick-fix answers, stop!

     Whatever answers you get that could possibly make a difference will have to come from inside you anyway, not from healthcare experts, not from healthcare pretenders, not from those all-natural treatments, pills, liquids, injections, organic this and thats or limiting everything you eat to stuff that has no eyes, or from ingesting magic books and tapes and CDs and DVDs and website videos.

     Those are all very nice things but they won’t make anything happen that you don’t want to happen.

     The only answers to your business health and personal health problems that can possibly work are those that come from inside you, from knowing that no one else can reach into your brain and control you, and that all of your thoughts and behaviors are chosen by you, or exist because of some other choices you made in the recent or distant past.

It’s never too late to choose to

recognize that you ARE your body.

Without reasonable good health, you

cannot have a reasonably good business.

Decide what’s important, and what

    needs to come first . . . then do it!    

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

Thanks for visiting. Go for your goals! God Bless You. God Bless America and America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

A lesson from one

 of the masters . . .

     You run a business. You know that when you’ve got something good, you run with it, right? Wouldn’t you expect something better from one of the world’s leading brands than a half-hearted, slipshod application of their “signature slogan” theme line?

     On the heels (and after many years) of one of the most memorable slogans in history — “Leave the driving to us!” — the company came up in 2007 with one of the all-time worst slogans: “We’re on our way!” [Typical consumer response: "Who cares?"]

     “We’re on our way!” totally disregarded the surge in consumerism which rendered this kind of chest-beating as inappropriate and ineffective. (And to put the icing on the cake, Greyhound reportedly spent over $60 million trying to shove their braggadocio down consumer throats!) This move was so predictably bad that had they spent even one nickle on it, they would have been making a poor marketing and management judgment.  

     Ah, but there was a comeback. Almost. Greyhound finally did outdo itself by actually topping that “Leave the driving to us” classic with this more recent touch of brilliance [and I truly do mean brilliance]:

Greyhound. Stop Less. Go More. 

     Wow! What a terrific branding theme line. It says so much with so little. It’s customer-focused. I saw it on the side of one of their buses this weekend cruising down the New Jersey Turnpike. (Yes, it is true that occasionally one may be fortunate enough to actually cruise on this road that’s eternally jam-packed with Evil Knievel and Kamikaze wannabees.)

     But then a funny thing happened.

     A second Greyhound bus passed that, instead of the great ‘Stop/Go” theme on the side, had some very somber and unintelligible statement on the back that was an assertion of sorts about a business alliance with some organization whose name was replaced with a totally obscure logo that seemed about the size of maybe a golf ball or two. . . not terribly identifiable at 65mph.

     Awhile later, I noted yet another Greyhound bus that appeared to have nothing on it except their famous racing dog  logo.

     SO what?

     Here’s what. It makes no marketing sense whatsoever to have different vehicles from the same company displaying different graphics and not capitalizing on the proven importance of repetition in selling. Can you imagine spending millions of dollars to establish a theme line (or signature slogan as Greyhound calls it) and not have that line appear in every conceivable application?

     And is it a no-brainer to put it prominently on the sides of vehicles you operate?   

    Now this is no small-time company here. We’re talking about the largest North American intercity bus company, with 16,000 daily bus departures to 3,100 destinations in the United States. That ain’t hay. Yet the money they spent might as well have been hay.

     If giant corporate entities like this haven’t the sense to get the right kind of marketing input, just imagine the plight of small business enterprises.

     But small business can do what big business cannot. Small business can turn on a dime, be more innovative more quickly and capitalize on opportunities as they surface. Small businesses can also make the kinds of marketing-judgment and tweaking-help choices that big businesses can’t make without getting themselves too tangled up in politics.

     I have always thought Greyhound to be a great company with great service and a reputation to match, but in the instance cited, they have clearly failed at making the most of what they already have, to achieve their goals quicker and more soundly.

     Don’t waste your time, money, and effort trying to be too smart about too many things. Bring in a fresh, informed and experienced, outside perspective to turn what you have to say into a marketing message and approach that energizes employees and suppliers, and that — most importantly — stimulates and generates sales.

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

Thanks for visiting. Go for your goals! God Bless You. God Bless America and our troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

When it looks, tastes,

smells, feels, and 

sounds like garbage

 . . . guess what?

     Many people think advertising is the root of all evil. You’ve heard the complaints. They think advertising is at fault for fostering and nurturing societal problems. They wag their fingers at the TV and scold the announcers for having such low-life values. They bang their fists on desktops when they’re overrun with email spam. They poke their pens through newspaper ads that they find offensive.

     Sound at all familiar?

     But advertising is merely a reflection of society. Think of advertising as a mirror. That’s all it is. That’s all it’s ever been.

     The truly talented advertising creative and strategic planning people in this world all know that this is true. They don’t pretend to control anything. They don’t see themselves in the “agent of change ” roles that entrepreneurs play.

     They merely imagine ways to playback to society what’s going on in society.  

And we are living in angry times.

Not for the first time, and not for the last, but we are clearly not a nation of happy wall-to-wall campers right now!

     Our economy sucks and even as we continue to hear daily claims of recovery and promises of improvement, it continues to get worse.

     We have a catastrophic oil spill in our backyard that any halfwit entrepreneur or small business owner would have pounced on and resolved by now, but delays piled on top of delays and indecision added to incompetency and inexperience have pushed us into a corner. These accumulated screw-ups – like the floundering economy and accompanying empty promises — offer us no end in sight.

    Instead of solutions, we have brinkmanship, excuses, and rhetoric.

     Instead of action, we have talk.

     It’s coming from our President, from our Vice President, from our governors, from our U.S. and state senators, from our congressional representatives and state representatives. Nonaction and ineffective do-nothing conduct festers wherever politics lives.

     It is taking it seems forever, but we’re finally starting to see media people becoming disconcerted. They’re starting to realize that they are rapidly turning into the vocal minority . . . and that posture doesn’t sell newspapers, or generate paid advertising revenues.

     So the next time you hear someone complain that advertising that’s filled with innuendos of sex and violence and racism is causing the murders, drug deals, rapes and disrespect of others, tell that person to just look around at what’s going on between friends and neighbors and regions and nations and to think about not adding fuel to the fire.

     Society creates society’s problems — not advertising. When times get better, so will the advertising.

     And guess what? There are actually three things you can do about it:

1)  Don’t endorse, buy or encourage others to buy products or services that are promoted with questionable and bad-taste advertising. This includes tasteless Hollywood and video game productions.

2)  Clean up your own act. Get someone with extensive business experience, who truly understands the impact of words, to put an eagle eye to your marketing themes and messages –all of it — sales presentations, news releases, website pages, email promotions, ads, commercials, business plans, mission statements. Get that person to tweak what you’re using to make sure you’re representing to your market and customers and employees and communities what you want to be representing.

3)  Do something to help see that new leadership is given rise to better representation of small business interests. There are 30 million of us! If every small business does SOMEthing, anything, it will make a difference. America was built on and by small business, and will only right itself by relying on the innovative pursuits of small business. Step up to the plate before November.  

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

Thanks for visiting. Go for your goals! God Bless You. God Bless America and our troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

You’re the boss, but 

are you a happy camper?

     If you’re not a professional athlete and you need energy drinks to keep afloat, or nine or ten cups of coffee every day just to stay alert, on track, and in control, you are definitely not a happy camper.

     You are fighting with yourself and not sleeping much.

     But you’re not alone. You definitely don’t want to hear the latest findings about unhappy work situations, depression, anxiety, stress, illnesses, accident-proneness, and insomnia.

     Just know that the numbers are staggering enough to underscore that you’re in good company, or perhaps bad company as it may be (?).

     Just an awareness of how common these issues are should prompt you to pursue your options.

     But odds are –like a student I remember telling me didn’t think he had enough time to take my time management course — that you continue to manage to sidestep alternative ways of thinking. What’s that “Got Milk?” thing? Uh, got excuses? 

     Sidestepping is an art form all by itself. Sometimes it’s in your own or others’ best interests. Sometimes it’s not.

     Sidestepping is not in your own and others’ best interests when it puts your life or the lives of others on the edge . . . hanging precipitously on the cusp of the kinds of physical, emotional and psychological ailments itemized in the third paragraph above.

Suffice it to say that being overworked, unhappy in relationships, constantly worried about money, jacked up on caffeine, and never sleeping enough is a description that probably fits — at least in part — the majority of Americans in today’s workforce.” 

     Sidestepping is not in your own or others’ best interests when you foster or nurture worklife environments that breed these kinds of symptoms.   Are you breathing? http://bit.ly/bo3ZJy    

     Does this mean you need to be the Sheriff of Civility, and fire offenders, or put them behind bars? Silly, huh? Well how silly is it that you consistently choose to set yourself up to get whacked out by stress, and become the poster-boy or poster-girl for serving up on-the-job heart attack appetizers by setting a lousy example?

     What if you came in to work tomorrow morning and drank juice or water instead of Red Bull or whatever it is that presently floats your boat? (Careful to wean off the caffeine unless you enjoy headaches.) Would people notice? Of course. Would they tease and whisper? Of course. Would it prompt them to think twice about their own caffeine-loading habits?  Of course.

     And would choosing to change that simple behavior be a good thing overall for productivity, customer service, sales,  operations, and your own well-being? Of course. Will it happen overnight? Now, come on, how long did it take to work up to nine or ten daily cups of coffee, or get everybody hooked on energy drinks? 

     This isn’t about three or four cups of coffee a day, or getting into occasional bad moods, or interfering in people’s personal lives. It’s about closing the floodgates.

     This is about recognizing you have a chance to help others to live more enjoyable and rewarding lives by making the conscious choice to help yourself to do that, and setting an example . . . it’s about making that choice over and over every day.

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

Thanks for visiting. Go for your goals! God Bless You. God Bless America and our troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

WORD DIFFERENCES

MAKE A DIFFERENCE

     Small subtle “TWEAK” changes in your website wording can make a monumental difference in your site visitor traffic, the all-important numbers of “quality” visits, search engine rankings, inquiries, sales leads, revenues, revenue streams, and profits.

     First of all, talking about “small,” here’s some free advice that should be obvious, but it is obviously not:  human beings older than 30 do not like to have to squint to read a sales pitch. Period. A gift certificate or love letter, maybe. But not a sales pitch.

     Your website’s job one is to make it as easy as possible for prospects to become customers.

     Tiny text? Unless you’re building a family practice in ophthalmology or optometry, give it up! And don’t let some artsy techie convince you that people are used to reading .7 size type, and that the smaller it is, the more space that’s available for design impact.

     If you need more design space, cut back your text. Most sites talk too much anyway.

     Now, here’s the biggest difference you can make a difference about, that word differences make:

     Get rid of all language that could even be remotely associated with being a distant relative to your Uncle Braggadocio! This means killing any words in any marketing materials, broadcasts, news releases, traditional media, websites, emails, banners, billboards, sandwich boards, matchbook covers, skywriting . . . you get the idea . . . that suggest, sound, or look like:

I~ME~MY~MINE~

WE~OUR~OURS~US

     Oh, sure, well that’s easy. Easy, perhaps, depend-ing on where you live, but not in most places on this planet! Pull up any ten small business website home-pages. Odds are good that the text content language contains more than a couple of these kinds of references. In fact, there are probably as many strewn across corporate giant sites as well, come to think of it.

     The point is this: NOBODY CARES how great you are or how great you think you are so stop talking about yourself and lock into answering each prospect’s and customer’s only concern: “What’s in it for me?”

     RE-phrase your messages to instead emphasize words that suggest, sound, or look like:

YOU~YOUR~YOURS~

YOU’D~YOU’LL-Y’ALL  

     Instead of “Our team of trained professionals,” try “Your team of trained professionals.” Instead of “Our program is designed to help our clients…” try “Your program is designed with your needs in mind… “ Instead of “We analyze your needs,” try “Your needs are assessed based on the results you seek.”

     Instead of “You can count on us,” try “You can be certain.” Instead of “My paintings will look great over your mantle,” try “Your friends will envy your great taste when they see the paintings you select here.” Instead of “We work as your partner,” try “You get a partnership attitude, not just a sales pitch.”

     As many words as you use to tell your story and deliver your message, there are that many opportunities to tweak what you have and make it work better. If you see your son consistently stepping out of the batters box as he swings for strikes instead of hits, wouldn’t  you want to see a knowledgeable experienced person help him adjust his stance and his attitude at the plate?                                   

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

Thanks for visiting. God Bless You. God Bless America. Go for your goals. Make today a GREAT Day! “The price of freedom is eternal vigilance!” [Thomas Jefferson]