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MARCH | 2013

w w w. b r i l l i a n t p u b l i s h i n g . c o m

COLLECTIVE PROVEN MARKETING STRATEGIES


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Vol. 10, No. 3 2013

Cover Story 8

14

Develop an Unfair Advantage in Your Business

Departments 6 7 11 12 14 16 18 20

publisher’s letter contributors: who’s who in the industry marketing: permission granted…for what? advertising: facebook needs to educate advertisers on how to best use their ad offerings

outside the box: get fresh to attract a network solutions: resolutions are for sissies exhibit: decrease the no-show rate of pre-booked appointments advice: moving up

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3M and Post-it are trademarks of 3M. © 3M 2012

Don’t trash your reputation with a knock-off note

Go with a note you know and trust. Unlike knock-off notes, genuine Post-it® Notes stick securely, remove cleanly and make a lasting impression for your business. They get your brand seen, not stepped on.

3M.com/promote


publisher’s letter

brilliantresults

Brilliant Publishing LLC 9034 Joyce Lane Hummelstown, PA 17036 Ph: 717.571.9233 Fax: 717.566.5431

PUBLISHER / ADVERTISING Maureen Williams maureen@brilliantpublishing.com 717-608-5869

EDITORIAL Editor in Chief MaryAnne Morrill

Need tactical tips on successful Facebook advertising or cutting-edge advice on how to create an unfair advantage in your business read on. How about some tips on attracting a fresh new network or what “permission marketing” really means. You will find those and much more within our pages this month. Dare I say reading this issue will “spring” you ahead in your marketing campaigns. So dive in and get some fast tips and advice that are not only relevant, but ahead of the curve. Isn’t it about time you find out what you may have been missing in your marketing and advertising efforts…read on. Thank you for your continued emails and letters. As more and more magazines move from print to digital we feel we were on the cutting edge and we thank you all for coming along with us. Your time is valuable. We know this format is one you love. As we continue to find those stories that are relevant, quick and full of information that will make your campaigns a success please feel free to let me know how we may better serve you. Without further adieu read on your next successful tip is awaiting…

Senior Editor

Michelle Donofry

Style Editor Charity Plata

Asst. Editor Molly Anika

Contributing Writers Mark Hopkins, Barry Poltermann, Naren Reddy, Dave Ribble, Barry Siskind, John Tschohl, Steve Woodburn

PRODUCTION / DESIGN Art Director

Jeremy Tingle Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Copyright © 2013 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not reflect the views of the publisher. The imprints, logos,

Maureen Williams Publisher maureen@brilliantpublishing.com 717-608-5869 Follow us on twitter: http://www.twitter.com/@Bresults

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trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the implied or actual endorsement by the owners of the Marks of the product on which they appear. All of the Marks are the property of the respective owners and is not the property of either the advertisers using the Marks or Brilliant Results.

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contributors

a

a

Mark Hopkins built a leadership career with companies like Hewlett Packard before founding Peak Industries, which he grew to $75 million and later sold. He is the author of Shortcut to Prosperity: 10 Entrepreneurial Habits and a Roadmap For An Exceptional Career. For more information, please visit www. ShortcutToProsperity.com

b

b Barry Poltermann is an entrepreneur,

filmmaker and new media professional who co-founded About Face Media in 2007 to provide documentary / storytelling focused content solutions for new media marketers. He has edited, directed or produced features (mostly documentaries) such as “Collapse”, “The Life of Reilly”, “Rock the Bells”, and Sundance winners “American Movie” and “The Pool.” Before founding About Face, he co-founded the digital production company L’Orange Studios, which produced cutting edge (seriously) new media projects for marketing clients such as Disney, Microsoft and Activision.  In 1999 he co-founded and was the CEO of Civilian Pictures – an Internet based film financing company that raised money online for several documentaries, as well as launched the first ever IPO of a single motion picture.  Earlier in his career, he worked extensively on campaigns for advertising agencies such as DDB Needham, Leo Burnett and JWT, and for his commercial clients including national brands such as Ford Motors, All-State Insurance, McDonalds and AT&T. Contact him at Barry@aboutfacemedia.com.

c

Naren Reddy is the Chief Product Officer

at Wignite, whose products include wisiRecruit, a social media recruiting tool for colleges and wisiPlan, an eILP tool. Follow him on Twitter at @naren.

d

Dave Ribble is writing articles and a book about Innovative Thinking. He is President of The Company Image/TCI Innovation, an awardwinning Promotional Marketing & Consulting firm that has worked with just about every type of industry of every size. Dave can be reached at: Dave@TCI4Me.com.

www.brilliantpublishing.com

c

d

e

Barry Siskind is an internationally recognized trade and consumer show expert. He is the author of six bestselling business books including Powerful Exhibit Marketing. Read his newest book, Selling from the Inside Out for an in depth guide to a successful sales career. Visit Barry at www.siskindtraining.com.

f John Tschohl, is founder and president

e

of the Service Quality Institute in Minneapolis, Minnesota. Described by USA Today, Time, and Entrepreneur as a “customer service guru,” he has written several books on customer service and has developed more than 26 customerservice training programs that have been distributed throughout the world.

g Steve Woodburn

is a consultative, results-oriented account manager with over 20 years experience in the promotional product & promotional marketing industry. He works to build relationships between brands and their customers, using imaginative promotional products as the medium, to reinforce a brand’s message and value. He is passionate about building long-term relationships with his customers and becoming a trusted advisor they can turn to for all their promotional marketing needs. You can reach him at: steve. woodburn@pinnaclepromotions,com

f

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By: Mark Hopkins

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www.brilliantpublishing.com


Finding

a franchise or business opportunity that engages your strengths within a market that you are passionate about dramatically increases your likelihood of success. Why? Because successful businesses are led by leaders with better ideas and better execution. Better ideas come from deep insight that can only come from knowing more than the competition does. This kind of insight is easy to get if you are delving into a market that you are passionate about and almost impossible to develop if the market only represents a way to make a buck. And better execution happens naturally when you give the customer the experience that you yourself would want. Take the time to figure out what you are passionate about. As Jeff Bezos, CEO of Amazon, once said, “One of the huge mistakes people make is that they try to force an interest on themselves. You don’t choose your passions, your passions choose you.” If a business opportunity looks good but the market doesn’t do anything for you, think long and hard before pulling the trigger. It may be better to keep looking for something that does. Trust me, you’ll know it when you see it. Many of us struggle to define our passions. Sadly, throughout our lives, we’re often discouraged from pursuing our interests. Or we’re told that our passions are unrealistic and that we can’t make a living by pursuing them. That’s just bull. Don’t settle. One of the best ways to converge on what you are most passionate about is to keep a journal – on your phone, pc, or on paper. I started keeping one when I was in college. In retrospect, I can say I learned more from my journals than I did from any other source. Because, for me, the most valuable knowledge was the self-discovery of what I liked, what I was good at, what was important to me, and ideas on how I could get into business doing what I loved. Once you know the business you want to be in, there’s a series of steps you should take before investing your hard earned cash (and other investor’s capital) that will dramatically shift the odds of success in your favor.

•• Genuinely Care About Others •• Create a Database of Expert Guides for Later •• Find One Mentor Who Has Succeeded at What You Plan to Do •• Learn from the Best. Experience (and a lot of it) is how you gain the knowledge you need to set you apart from the competition. In his book, Outliers, Malcolm Gladwell estimates that it takes 10,000 hours of focused effort or practice to become world class at something. But the good news is that there are shortcuts to earning this level of experience. For you this means finding a company, or competing franchise, that excels within the market you plan to enter and learning all that they have to teach you. A company like this has spent hundreds of thousands of hours fine tuning its business processes and its job one, upon hiring you, is to teach them to you. The investment of 1-3 years with a company like this will dramatically change the trajectory of the franchise or business opportunity you plan to pursue. Learning from the best is also a great way to test the strength of your passion. Some people start a business only to find out that they hate it. Figuring this out before you invest gives you the opportunity to reconsider your choice of franchisors before you have invested your life savings.

Learning from the best is also a great way to test the strength of your passion.

•• Learn from the Best •• Recognize and Quickly Analyze Opportunities www.brilliantpublishing.com

Recognize and Quickly Analyze Opportunities Every business can be operated more effectively. While you are learning from the best, train yourself to look for better ways to do things. What are the ways to take cost or time out of the process of serving the customer? How can you improve the customer experience? Keep a written list of your ideas. These are the things that will give you an edge in the market when it is your name on the front of the store. In addition to spotting opportunities to improve service, keep an eye out for other opportunities that present themselves to you. They may be directly related to what you are doing – like a customer that knows of a location that has a high demand for what you do. Or it might be a completely unrelated opportunity that is even more exciting than the franchise you March 2013 • Brilliant Results 9


Being the owner of a business or franchise means you need to have expertise in a lot of subjects, from accounting to marketing to strategic planning. are currently learning about. Learn to notice opportunities to add value, whether you are at work or somewhere else entirely. Anytime you find yourself saying, “Wow!” or “Cool!” or “Huh?” and especially, “Someone ought to figure out how to . . .” you can bet that you’ve just encountered the source of an opportunity. Let me give you an example. Upon touching down on a flight to London, I watched a friend pop a local SIM card into his unlocked cell phone so that he could pay a few cents per minute to place calls instead of the $1.50 per minute I would be paying. Cool, I thought. And then, I wonder what kind of online fulfillment business I could start that would prepare cell phone users for international trips? Ken Grunski wondered the same thing and founded Telestial, a successful telecommunications company that offers prepaid SIM cards that work in 180 countries.

Genuinely Care About Others While the initial decision to start a new business may be entirely yours, the moment you make that decision, you will need people in your life who have your back - as many as you can get. How you interact with them can either put your dream on the fast track or guarantee that it will never happen. You need people you can trust. And trust is most effectively built through a relationship that demonstrates that you actually care about another person. Trust. It’s a rare commodity in life, and especially so in business. People and organizations gravitate toward those of us who have proven that we are trustworthy—we will do what we say we are going to do, we don’t have hidden agendas, and we care about others’ success as well as our own. Trusting relationships work better and are more productive. An organization that is full of people who trust each other outperforms one comprised of a randomly assembled group. Start building your dream team of the future by caring about others now. Great companies are built on great teams and you can never know enough talented people ready to jump at the chance to work with you again. 10 Brilliant Results

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Create a Database of Expert Guides for L ater Being the owner of a business or franchise means you need to have expertise in a lot of subjects, from accounting to marketing to strategic planning. You can bet that there will be times when you face a challenge that you have no idea how to overcome. Building a list ahead of time of people who are willing to advise you when you need expert advice may just save your business. A guide is someone who has the experience to help you make the right decision but doesn’t necessarily need to know a lot about you personally, your vision for the business, or your personal strengths and weaknesses. By having access to experts like this for straightforward questions you can save precious time with your mentor for big-picture questions.

Find A Mentor Who Has Succeeded at What You Plan to Do There’s working hard and there’s working smart. Working smart requires you to learn from the best, but mentoring takes that idea a step further. Instead of learning from people who are a bit more knowledgeable than you or may be on the same path, mentoring offers you an opportunity to learn from someone who has successfully achieved what you want to achieve and has the experience and wisdom to offer sound, valid, and possibly life-changing guidance and opportunities. An experienced mentor can take the pie-in-the-sky vision that you are hesitant to even say out loud and, through experience and personal example, lead you to the point where you can see yourself making it happen. Effective mentorships are hard to create because they occur between two people who have invested time in coming to know, respect, and care about each other. Prime candidates for mentors are current or former bosses, teachers, or family friends. Identifying this type of mentor will help you more than any other action I can recommend. www.brilliantpublishing.com


MARKETING BY: Barry Poltermann, CEO, About Face Media

Permission Granted… For What? Does Permission Marketing Really Give You Permission to Market? “Yes, you have my permission to annoy me” 

— said no one, ever.

There’s this mistaken notion around the art of “permission marketing,” that you just have to get a prospect’s permission in order to send him marketing information on an ongoing basis. But . . . No prospect ever gives a company permission to “market to him,” or pitch him, or generally talk down to or just plain at him. Nor do prospective customers grant permission as a once-and-for-all affair. Here’s how it really works: First, permission is always granted on the promise and hope that the follow-on communication will be entertaining, relevant, and valuable in and of itself. Second, each communiqué must—by delivering on the promise of value, relevance, and entertainment—win permission for further contact. So is it really “permission” marketing, or is it more accurate to call it “valuable content” marketing? Obviously you will need permission, but the only way you’ll get that permission is by delivering, or promising to deliver, that valuable content, right?

So make that your focus. Who Decides What’s Relevant, Interesting, and Valuable? Of course, once you understand the need to deliver valuable, interesting content, the next big question becomes: who gets to decide what’s interesting? The same people who gave you permission to send it. And that leaves you with a challenge: you have to discern and create content that’s both inherently interesting to your beloved permission-granting audience AND that serves your marketing goals. Sometimes you can accomplish both goals equally, but not very often. Usually, you’ll need to make the “inherently interesting” part of the goal an explicit focus, while settling for an implied marketing message—something that’s only delivered www.brilliantpublishing.com

through subtext rather than explicitly stated in a sales slogan or Unique Selling Proposition. For example, when your company provides content that helps your prospective customers do X, you win their attention long enough to demonstrate your expertise and qualifications to help them with the related needs/services of Y and Z. It’s not as straightforward as traditional paid-for mass media, where you can jump straight to talking about Y and Z, but would you rather grab a self-selected and highly qualified audience’s full attention for an implied message, or have a relatively untargeted mass audience ignore your explicit sales pitch?

Permission Marketing Is Permission to Woo Once you understand that permission marketing does NOT give you permission to market, but only to provide the prospect with valuable, entertaining, and relevant content, and you further grasp that permission must be won anew each time, the entire process starts to sound strikingly similar to courting or dating, doesn’t it? What you’ve been granted isn’t permission to market, but permission to win the customer over—to court him or her. Hey I heard you were interested in X, so I thought you might really like this video on the topic. Do you want to go see it and maybe grab dinner afterward? The last thing you want to do is get the customer’s phone number only to leave boorish and self-centered voicemails. So let me ask you: Is your content engaging, interesting, and relevant enough to consistently win you the customer’s affections. Is it good enough to keep getting permission, to keep getting their attention, and to translate all that attention and permission into repeat business and customer loyalty? Because despite the name, content and building relationships are the real keys to permission marketing. March 2013 • Brilliant Results 11


ADVERTISING BY: naren reddy

Facebook Needs to Educate Advertisers on How to Best Use Their Ad Offerings

The long term goal of every product advertiser

is simple: sell more products. When a customer makes a purchase, they go through all the phases of the purchase funnel, a theoretical representation of all the cognitive events that leads a person towards a purchase decision.

These include:

AWARENESS → INTEREST → DESIRE → ACTION

The Advertising Market L andscape Google serves advertisers who are trying to capture users DESIRE and convert it into ACTION. Keywords are the way people express their desires in Google, using phrases like lose weight fast, Samsung galaxy III from AT&T, electric bicycles at Wal-Mart, Macys’ coupons, etc. 12 Brilliant Results

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Brand advertisers buy ads on TV, in print, and PreRoll ads on Internet video to raise product awareness in the minds of people, and if the product displayed in the ad is intriguing it might create interest in the buyers. (Quick note: To understand how TV ads work in making us familiar about products watch Darren Brown’s amazing video of subliminal persuasion in action. TV ads persuade us subconsciously) Advertisers right now are using Facebook sidebar ads as a panacea; trying to raise product awareness, build product interest, and create product desire. But what advertisers don’t realize is that they really should only be using these ads to capture product awareness/product interest and begin a buyer’s journey down the purchase funnel. Let me show you why Facebook’s sidebar ads are not for introducing people to new products: www.brilliantpublishing.com


For example, imagine a sidebar ad for a Metallica concert. Metallica and heavy metal fans are more likely to interact with it. Or you might be more likely to interact with an Adidas ad if you have been thinking of buying a pair of shoes. What about all the ads that get shown in our sidebar that we don’t interact with? What is preventing us from “seeing” those ads in the first place? Well, our subconscious sees them all but discards the ads which don’t look familiar. Sidebar ads don’t make much sense: Unless the person is aware of the product. Unless the person is interested in the product. Sidebar ads work great with Facebook ad exchange, as the user would have come across the product in the ad previously. Advertisers should buy Facebook Sidebar Ads in conjunction with their TV/ radio/print/Preroll video ads for better impact. Advertisers place ads on TV based on demographics of show audience provided by rating agencies like Nielsen. Let’s say for the show Mad Men, the demographic is 16-49 old males living in urban areas. Brand advertisers who have products that target this demographic will buy ad spots when the show airs. With TV, advertisers can raise product awareness and create product interest. But if the person who saw a TV ad doesn’t hear about the product in the following days, he is more likely to forget about it. So, advertisers who show ads on TV should buy Facebook ads to help convert the product awareness/ interest created by the TV ad into product desire. TV ads make people familiar with the product; Facebook ads should capture that familiarity. How Advertisers can capture product awareness/product interest and take the person down the purchase funnel using Facebook Ads Capturing Product Awareness and turning it to Product Interest using Facebook ads: Advertisers can create product interest by displaying content on landing pages that explains more about the product and the promises the product makes.

Capturing Product Interest and turning it to Product Desire using Facebook ads: Creating desire is all about persuading/convincing people that the product fits their life. Explaining how the product stands out among others can create product desire. Example: On the landing page the Advertiser can show how Samsung Galaxy S4 stands out on features compared to HTC One X and iPhone 5 can create desire. Advertisers can employ popular persuasion techniques to create desire (taken from Influence: The Psychology of Persuasion):

Advertisers should buy Facebook Sidebar Ads in conjunction with their TV/radio/print/ Preroll video ads for better impact.

Example: A product ad for Samsung Galaxy S4 that lists all the promises the device can deliver such as “Software, Battery Life, Hardware, Traffic Navigation, Carrier choice etc.” can help create interest in the product.

www.brilliantpublishing.com

Reciprocity Scarcity Liking Authority Social proof Commitment/consistency

Example: Showing a 5-star review Samsung Galaxy S4 from engadget.com can help induce desire, by using authority. Example: Relating that the discount in the Levi’s store will only last for 4 days can create desire, using scarcity. Once the person has desire for the product and is willing to take action on the product, they can go to Google to express this desire through a keyword search. Desire created in the previous model can work: - When a person types in “Galaxy S4 reviews”/“Samsung galaxy S4 AT&T” in Google - When a person walks into the nearest Levi’s store with a coupon - Facebook needs a new ad-format to move TV ad dollars to the web The majority of advertising budgets are still spent on TV, so purchasing sidebar ads on Facebook doesn’t help these advertisers. Such ads have to be in a place where users direct most of their attention i.e., the news feed. Sponsored/promoted stories push ads into the newsfeed, but these ad-formats don’t quite do the job, since the message in these ads is directed towards people who already know about the brand and isn’t ideal for introducing people to the product. Facebook needs a new ad-format, which pushes ads in the newsfeed directly targeted based on demographics. March 2013 • Brilliant Results 13


OUTSIDE THE BOX BY: dave ribble

Get Fresh to Attract a Network

In these difficult

economic times where getting hired from an online listing or newspaper ad is virtually impossible, you have undoubtedly been given the advice to turn to your professional network when the time comes to job hunt. I can (and will) give you some valuable guidance on how exactly you go about creating and growing a professional network. However, unless you are creating and growing a network on top of a fresh, competitive personal brand, that network will be stale and generic from the get-go. After all, why would the kind of people who could really help open the doors to exponential success want to participate in the network of somebody who brings nothing of value to the table themselves? Early in my career, I articulated my methodology for creating a successful personal brand (though at that time I hadn’t classified it into this brilliant acronym). I called it Fresh PASSION., a convenient acronym that stands for Preparing yourself, Aspiring to reach your goals, Staying laserfocused, Selling your value, Invigorating yourself, Omitting the negative, and Nailing the brand. And of course all the passion in the world won’t enable you to achieve success if you employ an outdated, stale approach to your career, your business or your college matriculation which is why I make sure to put “Fresh” first! 14 Brilliant Results

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Let’s review each step of creating a personal brand using the Fresh PASSION methodology and see how it fits into building a fresh network that will help you obtain the career of your dreams rather than a dead-end job that barely pays the bills.

Fresh... “Fresh” means doing something every day to enhance your brand so that it stays fresh - keeping your skills sharpened, packaging yourself well. In this era of constant innovation and technological advancement, everyone is now on “Internet time,” even when they are offline. If your brand is on “analog time,” it will be perceived as “stale,” and nobody likes stale. That means you should definitely create a profile on LinkedIn, the professional social network, and regularly update it with all relevant experience, activities, education, etc. It also means you need to make sure your personal social network profiles, such as Facebook and Twitter, which are regularly viewed by prospective employers and network members, present the image of a competent professional. Remove any unprofessional postings or photos relating to weekend fun or other hijinks - the kind of people you want to join your network won’t be impressed by them! www.brilliantpublishing.com


Preparing... “Preparing yourself” means continuing your education through classes, professional development, building and contributing to formal and informal networks, and simply maintaining an active intellectual interest and knowledge capital in your career and your life. Jobs are scarce and only the most qualified candidates are getting so much as an interview. Preparation is essential not only to beat the competition, but to simply stay level with it. In addition, all of these classes and activities are run and attended by active professionals. Show up and actively contribute to and participate in the proceedings, and in many cases people will approach YOU to join THEIR networks!

Aspiring... “Aspiring to reach your goals” means having particular ambitions and then setting out to achieve your goals - aim at nothing and you’re guaranteed to hit it! Without concrete goals, you have nothing to prepare for and no guidelines for staying fresh. You should also use your goals to narrow down your list of network prospects – if your goal is to enjoy success in the real estate field it doesn’t make much sense to focus on reaching out to healthcare professionals.

Staying laser- focused... “Staying laser-focused” means intently focusing on each area of Fresh PASSION, otherwise you’ll miss the mark and not deliver your brand. This also applies to your networking activities – always be on the lookout for opportunities to build your network and always have business cards at the ready. Also be sure to have your LinkedIn account accessible from your smartphone or other mobile device so you can add contacts at a moment’s notice.

Selling... “Selling your value” means understanding your return on investment (ROI), having confidence in your fullest potential, and constantly searching for new opportunities that will help you meet and even exceed that potential. It’s not about how great you are, but how great you can make the person who joins your network. People love to discover talent and say they helped them get their foot in the door or advance their career. Make sure the people you ask to join your network know you’re making their network stronger, too!

Invigorating... “Invigorating yourself,” means having the tenacity and discipline to go the distance and secure your personal and professional success - fan the flame within and catch on fire! It is easy to grow tired when you are relentlessly

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selling your brand and promoting your value, make sure you have the vigor to carry on! That means attending an evening networking event rather than staying home and watching TV (a DVR is a worthy time-saving investment) or taking a weekend class rather than sleeping in or hanging out with your friends. Also networking events often feature cocktails – note that excessive alcohol intake saps your vigor and blemishes your brand faster than almost anything else you can do!

Omitting... “Omitting the negative” means learning from the inevitable negative experiences you will encounter without dwelling on them or letting them consume the valuable real estate in your head - you have so much more ahead of you! You will inevitably fail to land a prized network contact or two and run into some jerks along the way – learn from the experience and move on. Your network and ‘brand’ depend on it.

Nailing... And last but surely not least, “Nailing the brand” means successfully packaging your substance (your core) and putting a bow on it so that you become a fresh brand that can successfully compete and WIN internally and externally (even in this turbulent environment), which will enable you to achieve exponential personal and professional success. Think of nailing the brand as like following through on a baseball swing – it can make the difference between a single (ordinary results) and a home run (exponential success beyond your wildest dreams, regardless of the economic climate). For your networking efforts, this means doing more than adding a contact to your LinkedIn or Rolodex (if anyone has one these days) and forgetting about them until you need a favor. Reach out to your networking contacts regularly – invite them to lunch or to local networking events you’re attending, pick their brains on a topic relevant to your brand (people love to be asked for advice!), even just send a quick text to say hi. The ones who don’t respond can probably be removed from your network to make room for newer, fresher contacts – stale members can damage a network as much or more than a stale brand foundation. Build a fresh brand the right way and a fresh network is almost guaranteed to follow. But don’t rest on your laurels – the freshest brands are built by the hardest workers. Michael Jordan is currently getting huge attention for his 50th birthday, a decade after his final season as an NBA player. The fact he was always the first one to arrive at practice and the last one to leave is not coincidental. March 2013 • Brilliant Results 15


SOLUTIONS BY: Steve woodburn

Resolutions Are For Sissies

I hate resolutions because in my mind a resolution is something hard, something difficult and something I don’t want to do. The sales guru, Jeffrey Gitomer  sums up my feelings about them,  “Not that I’m against resolutions, but they seem to have a negative connotation. Take off something (weight). Fatten something (wallet) quit something (smoking, eating, drinking). All either negative or too challenging to ever accomplish.” Instead of resolutions, I sit down each year and develop goals.

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Earl Nightingale says “Goals are the pursuit of a worthy ideal” and goals must be defined with a beginning and an end otherwise they can become exercises in futility. I’ve worked out early in the mornings for many years and while I may not like getting up that early (5:15AM) I truly feel better the rest of the day. Like clockwork every January hoards of new people start showing up at the gym early to exercise vowing to keep their New Year’s resolution and get fit. Within a month people are dropping like flies and by three months,

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“I want to make more money next year” break down how much and how you plan to make it.

maybe 1% of those who started are still sweating it out each morning. That’s a resolution gone awry. Call it semantics, but the word “goal” is more concrete as to what I want to accomplish and goals should be concrete to help us focus our daily tasks in such a way as to reach them. So instead of saying, “I want to make more money next year” break down how much and how you plan to make it. Let’s say you’re in sales and you decide you want to make $20,000 more next year. If you work 49 weeks a year, that’s 245 days and if you divide the $20K by 245 you find you only need to earn an extra $82 per day to reach your goal. Easy peezy, huh? Here are five things I’ve learned over time to do as I write-up my goals each year: As noted above, goals need to be concrete. I want a new job or I want to lose weight are too vague. Decide exactly what kind of job you want, see it in your mind and see yourself performing the work. Same with losing weight. How much weight do you want to lose and how will you do it? Become a runner, work out three times a week, buy a treadmill? Be specific and make sure you… Write your goals down. This is important for several reasons including helping you clarify what you want and giving you something visual to reference. Goals you don’t write down are simply thoughts in your brain and if yours is anything like mine, things tend to get lost up there. Another reason to write them down is so you can… Read your goals several times a day. When you’re fresh in the morning, read over your goals to remind yourself what to focus on each day. Keep several copies of them in different places at home and at work so you can reference them throughout the day. This will help burn them into your brain and keep them top-of-mind.

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Write them as though they have already happened. The sub-conscious is a funny thing and it can’t differentiate between whether something is true or not. It sounds crazy, but if you read something over an over again as though it already happened the subconscious will work to ensure it happens. No guarantees, but numerous studies have shown people with written goals are more likely to succeed over those who simply have a goal or two in mind. Every day, close your eyes for a few moments and visualize yourself having achieved your goals. Seeing yourself in that new job or 20 lbs. thinner or with an extra $20,000 will give you confidence to keep plugging away. It can be easy to lose focus and get frustrated and visualizing your goals keeps you on track and moving forward. As religion has its atheists, so too goal setting has disbelievers, those who think setting goals can be counterproductive. One such soul is Ray Williams, author of several books and an article called “Why Goal Setting Doesn’t Work.” His premise is the brain is resistant to change and goals, especially those that require substantial change, and these goals will be ignored by the gray matter in our heads and may even de-motivate us. However, commercial airlines don’t take off from an airport without a detailed flight plan of how they will get to their destination. The same with ships leaving port, so why would we not also have a plan of how to get from where we are to where we want to go? Without one we are like a cork on water, bobbing about with the pull of the tides. And at the risk of my brain going rogue on me, I’ll take the path of setting goals, referring to them every day and praying the tides are in my favor. How about you?

March 2013 • Brilliant Results 17


exhibit department pg BY: Barry Siskind

Decrease the No-Show Rate of Pre-booked Appointments Setting up specific appointments to meet with high-value contacts during a trade show, is a common and well-recommended practice. These companies have the advantage of targeting key individuals and the time to prepare a presentation in advance. It’s similar to having a prospective client visit your office where you can plan your presentation and hospitality to make a positive impression. However, one of the challenges these same exhibitors face is the increasing number of no-shows. The first question is to identify the reasons for the no-shows. These might include: •• A real lack of commitment on the part of the prospect, •• Change in the client’s priorities, •• Other on-site meetings that effect the client’s timetable, •• Unexpected opportunities the client has uncovered with other exhibitors, •• Forgetfulness, •• Information overload. I am sure you can add to the list. At first glance most of these seem reasonable and yet out of your control. Although you have made a good attempt to establish the meeting, you feel that you are at the whim of the prospect’s time and attention. Yet, this is not so. Trade show attendees have a strong need to find solutions to problems they are wrestling with. One of the primary reasons for their attendance is to find these solutions and if they are convinced that you may offer some help then the chances are greater that they will keep their appointments. Here are some tried and true tactics that exhibitors have employed in the past that have helped reinforce the value in the meeting and greatly reduced the rate of no-shows. 1. Conduct an aggressive appointment scheduling campaign, which includes lots of follow-up after a meeting has been scheduled. A request for the meeting should initially come from your sales folks because they have an established relationship with the client. This doesn’t necessarily mean that the sales person will be at the show. If the salesperson is not attending, explain to the client who they will meet and the credibility of this person. Now you can plan to bring technical experts or product development personnel to staff the booth.

18 Brilliant Results

• March 2013

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2. Follow-up. Once a specific appointment is made the next step is to confirm it. This can be done with a simple e-mail or text. But, don’t stop there. If the client will be meeting with someone other than the sales person this is a good time for that person to introduce themself to the client. This can be done with a personal phone call, or a quick note. Staying connected to the prospect prior to the show gives both the sales person and other representative an opportunity to open the discussion and uncover issues that the prospect is hoping to solve. 3. Last minute reminders. If you have the prospect’s mobile number you can text or call during the show to confirm their attendance. If you know where they will be staying then you can leave a message at their hotel. 4. If they are late for the meeting then you have the ability to text or phone to see if there has been a delay. 5. After the meeting use this same technique to confirm what transpired at the meeting and any follow-up that was agreed to. 6. Put time aside for meetings. There is nothing worse than showing up for a meeting and waiting until staff disengage from another visitor to meet with you.

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7. Let the prospect know that you have set aside time to meet. Not everyone is prompt when it comes to meetings. Some arrive too early and others too late. In either case if your prospect sees that you have set aside a meeting time, it will reinforce their commitment. This is accomplished with a sign welcoming the visitor and identifying the person that they will meet. 8. If for some reason the staff member who has the appointment is engaged, then it is the responsibility of another member of your staff to make the visitor feel welcome by offering them a seat or a beverage. 9. Provide the visitor with a tangible reminder or their visit. This can be in the form of a small gift or product sample. The trick to giving these reminders value is to ensure that they are not placed on counter-tops for everyone to take but rather are presented at the end of the meeting as a thank you. Reducing the no-show rate is often a matter of taking the time to put into place a system that says to the prospect, “You are important.” Follow these nine steps and see if your no-show rate doesn’t drop significantly. These are all tactics that have been used in the past. If you discover others, please let me know at barry@siskindtraining.com.

March 2013 • Brilliant Results 19


ADVICE By: John Tschohl

MOVING UP Take Control and Get Out of That Rut! Are you tired of your job? Are you stagnating?

Are you sinking into mediocrity?   If you answered, “yes,” to even one of those questions, it’s time to take control, to swim in the sea of opportunity. It’s time to move up. Nothing will change until you take action. But it’s important that you take well-planned action that will move you up the ladder of your career. The first step is to be honest with yourself. Do a self-assessment. What are your strengths? What are your weaknesses? What are you passionate about? What are you committed to accomplishing? And what are you doing to leverage your full potential?    Using that information, create a written blueprint for your life, one that will guide your beliefs, determine your success, and help you overcome your failures. Include goals that will guide you in your pursuit of a better job, a more successful career. Vague goals will produce vague results; make sure that yours are clear—and measurable. And develop timelines for each goal so that you can track your progress.  Most people believe in having a backup plan, but I don’t recommend it. Doing so would be subconsciously telling yourself that it’s OK to fail, that you will have something to fall back on. Winners think differently. They fall forward, because they know there is nothing to catch them if they fall backward. They are willing to take risks.   Attack each goal with determination and dedication. Successful people understand that dedication is a nonnegotiable. If you are not dedicated to what you are doing, you will lose sight of your goal. As you reach one goal, move on to the next.  One of your goals should be this: Become indispensable. The brutal reality in our current economy is that organizations can’t afford to have mediocre employees. Indispensable employees don’t wait for instruction or direction; they figure out what needs to be done, and they take action. They generate ideas. They innovate on the fly. They create 20 Brilliant Results

• March 2013

value. They are vital to an organization’s success. They are hard to replace—and dangerous to lose. Become one of them.  As you are working toward your goals, build a network of people who are more successful than you are. No matter what you are doing in life, you should be reaching up. That network might include your managers, friends, family members—even your clients. Ask for their advice and implement their suggestions. Their success is proof of the legitimacy of their advice; you would do well to take it.   You also must believe in yourself. Many people give up on their dreams as soon as they encounter the first obstacle. They simply do not believe they have what it takes to realize those dreams. They let the negativity of others drag them down. Don’t waste energy by focusing on what others think about you and your goals. Develop the self-confidence to do what needs to be done. Free yourself of fear and limitations, and you will unlock the hidden genius inside you.  While passion, clear goals, and dedication are critical to realizing your goals, you also must have the right combination of skills to be great at what you do. Planning, communication, creativity, and productivity are critical. So are time management, motivation, knowledge, and interpersonal skills. Make a commitment to investing whatever time and money is necessary to strengthen your skills. Enroll in classes and workshops. Read books on leadership, management, customer service, sales, and personal development. Become the expert on your organization’s—and your industry’s—products and services. As you reach one goal, set a new one. Dream bigger. You can succeed; you can accomplish great things. The exceptional employee will be the driving force of the future. The extraordinary employee will challenge the status quo. The indispensable employee will move up. www.brilliantpublishing.com


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Brilliant Results March 2013  

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