Wisdom!

While wisdom surrounds us, it's interesting to note that the world's most abundant and concentrated source of wisdom can be found in Chinese restaurants... in fortune cookies that are served along with the bill and a slice of orange.

This was mine from dinner last night:

The future comes one day at a time.

You must admit that this sums up what we're all experiencing and fretting about these days. We'd like to know exactly when all of this economic turmoil will stop turmoiling... so that we can get back to business as usual.

You don't have the answer... nor do I. But we do have a hint. Spend more time in Chinese restaurants and pay attention to the fortune cookie.

P.S. My lucky numbers are 22, 12, 20, 27, 47, 51. Hey, they gotta know, right?

Welcome Katie!

Today I become a grandfather for the 3rd time.

This time, for a precocious, friendly little 2-year old named Katie who, as you can tell, doesn't sit still long enough to have a photo taken that's not a blur of activity.

My son Roger and his wife Marion -- and Katie -- went to court today in Clearwater, Florida, where Katie's adoption became official.

The adoption process was lengthy. The reward was well worth the wait.

Welcome Katie.

Working Too Hard!

I've never been an early adopter.

When I saw yellow Number 2 pencil in elementary school, that seemed a perfect answer to me. No need to look for anything more.

Then, when I started using a typewriter for the first time, I couldn't think that anything could ever replace it. So when the computer came along, I resisted. Obviously, at one point I jumped on board and, as you can see, here I am... and I'm a whiz bang at it in many respects.

For the longest time I resisted what's called "social media." I'm learning now that this is the marketing world of the future.

I'm also learning that it's not enough simply to understand it intellectually. One has to jump in and get ones hands dirty, so to speak. So as of yesterday, I jumped in... attending a seminar yesterday conducted by Hilary Topper at HJMT Communications. I worked on my LinkedIn page. I started LinkedIn about 3 years ago, but didn't do much with it. Last night was full speed ahead. After this, it's on to Facebook... whatever that is! (I can do it. I have a face!)

One of the other topics of the seminar was blogging. And as you can see from my last posting some time ago, it's been a while. I learned that blogging isn't supposed to be letter perfect. I learned that blogging is a way for people to get to know who you are, how you think, and what you're doing. I was working too hard trying to impress people with my prose.

Here I am. The newly improved and considerably more casual-about-writing blogger. I'm off to a good start with this, too. Here's my first posting of my new approach to blogging. Faster to publish and not lettr perfect. (See what I mean?)

It’s Not What You Want To Say, But What They Want To Hear!

A new client asked me to write a sales letter. Naturally, I think I’m pretty good at writing sales letters. Heck, my Remington and I have been at it a long time.

But the client rejected three drafts that reflected my best practices when it comes to developing a sales letter that needs to be contained to a single page. (I always prefer more pages, but that’s a story for another day.)

I finally had to stop and dig deeper into his objections to what I was writing.

Ultimately, he said, “Gil, I just don’t think my personality comes through… and this really isn’t explaining all that we do.”

My response was immediate. “Bob,” I said, “It’s not what you want to say that matters, but what they want to hear. They’re not interested in your personality, how many years you’ve been in business, that you cover six states, and so on.

“They’re only interested in what you can do for them TODAY… to help them make more money… to minimize their expenses… to maximize their sales… to eliminate their pain.

“Your personality ultimately will emerge… and will be a bonus to them. But for starters, you need to tell them what they want to hear.”

I went on to explain that a sales letter is a simple communication (or art form) with an equally simple objective. That objective is to create an interaction… an interaction from the person who receives the letter to you.

That interaction could be come in the form of a phone or email or fax… or by them going to your website and providing you with their first name and email address so that you can send them additional information.

How they interact isn’t nearly as important as that they do… and, of course, what you do next.

© 2008 Gil Effron

The Power of "Thank You"

Everyone knows that saying “thank you” is a nice thing to do.

Sure, it’s common courtesy… but it also makes a big and often lasting impression.

Although the salesperson says “thank you” when taking the order, clients and customers like to hear it again.

Personally visiting each of your clients to say “thank you” is tough. You probably can’t afford the time or money to call or visit each one.

But mail, email, and the phone are extremely personal ways to say “thank you.”

Sometimes, you can automate a thank you. The last activity in the order fulfillment process could trigger customer service to send a thank you note. Since the team in the fulfillment department knows exactly what the customer purchased, you could personalize the note by including information such as: We hope you enjoy your new Acme 250.

Always Ready To Say “Thank You”

Or, you could hand write a personal thank you note. Is it time consuming? Yes. But it certainly shows your client how valuable they are to you.

Several very successful business owners I know carry a stack of blank thank you cards with them wherever they go.

The envelopes are preprinted with their return address. The envelopes already have a fancy stamp on them… so they’re ready to mail as soon as the address goes on.

The fold-over insert cards have company logo on the front and their address and contact information on the back.

After writing thank you notes for many years, they know exactly what to say:

• Thanks for lunch…
• Thanks for the information…
• Thanks for taking time from your schedule to meet with me…
• Thanks for the referral…
• Thanks for the tickets…
• Thanks for introducing me to so-and-so…
• And so on

Following a meeting… or a phone call… when they’re watching TV at night, waiting for a train, or waiting for their lunch appointment, out comes the stack of thank you cards and envelopes.
Talk about a simple but highly effective and appreciated program.

And the best part is that the cost of expressing your appreciation is practically nothing compared with the cost incurred when you lose clients or customers and must replace them.

Saying “thank you” is a wonderful way to build a lasting relationship with a client you appreciate… and that would be all of them!

Keep in mind that you really can’t say “thank you” often enough… when it’s sincere. Letters that are addressed “Dear Customers… we want to thank you for your…” are insincere, impersonal, and a waste of time.

You can thank your customers as a group when they’re all sitting in front of you. At that point, the plural “customers” makes sense. At all other times… well, why bother?

So, what else is there to say… other than, “Thanks for reading this report.” We hope it gives you some new ideas.

© 2008 Gil Effron

Avoid The Creative Abyss

The creative process is important. Without it, the world of marketing and advertising would be lost, because creative ideas inspire people to take action.

Unfortunately, the creative process is also a black hole where the unwary enter, never to return.

The creative process requires lots of time, and it is complex. This lengthy process includes many time-consuming activities, from concept, strategy, and planning, to dozens of specific details pertaining to production, printing, data selection and management, and more.

When businesses are planning and deliberating over what to do, they often lose valuable selling time.

If it takes them two months to launch a lead generating campaign, that is two months of lost responses… and lost sales. Once lost, there’s no earning it back: not a month, not six, not a year.

Businesses often procrastinate when it comes to de-ploying a lead generation campaign because they are afraid of doing the wrong thing, and with good reason. Doing the wrong thing can be expensive. But if doing the wrong thing is expensive, consider how expensive it is to do nothing.

One way to eliminate the creative abyss is to start small. A simple yet well-conceived lead generation activity such as a fold-over postcard, traditional sales letter with a business-reply card, or a simple flyer is better than a grand plan of nothing. There's still a creative process, just more manageable.

Another is to hire a professional team –– one fully experienced in the process of generating leads.

While relying on and investing in a professional team increases your out-of-pocket costs, it more often than not increases your response. The investment justifies itself time and time again.

"I can do it myself"

My granddaughter Trudie just turned six.

She's now at that age that when you show her anything... try to help her do anything... or suggest she try something differently... the adorable, precocious little six year old looks me straight in the eyes and tells me, "Grandpa, I can do it myself."

I seem to remember my own children saying that to me at various times throughout their lives. If I go back far enough, I can probably remember saying it to my parents.

There's a natural desire and tendency for people to want to do things their own way.

It's how we learn. And everyone, at some point in their lives, relies on this approach that we fondly refer to as "trial and error." Trial and error describes my learning process when it comes to computer software. I'd never dare read a manual. Taking a computer class would only confuse me. So I play and play and play until I finally can say, "Got it!"

The problem with a do-it-yourself trial and error approach when it comes to business is that it can be a dangerous path to follow.

While you may ultimately solve your problem... while you may ultimately learn how to do it... the cost of your learning curve in both time and money could far outweigh the cost and benefit of turning to a professional to get it done properly and a whole lot faster.

As a business coach and consultant, I see this phenomenon far too often.

Case In Point!

Recently, at a chamber of commerce event, I chatted with a young man just starting a new business. He and partners have a very viable business idea and model. I believe that it could ultimately be extremely successful.

One of the first things I learned from my young friend is that they're having difficulty getting the right kinds of leads... and enough of them. He took time to describe to me what they're doing, what is working (very little), and what's not.

I offered to meet with him... talk to him... point him in the right direction. I recommended one or two events that would be helpful for him to attend... and volunteered to arrange and meeting with a one of the most highly respected authorities on lead generation. "No," he said, "I think we have it covered. We've been trying different things."

Pay Attention To The Real Value!

When it comes to business -- either startups or those in a rapid growth mode -- you don't have the time... and most don't have the money... to live through all the trials and errors that could come our way.

But you do have a telephone and that telephone can lead you to an expert with answers... to an industry authority, professional, coach, consultant, or advisor who can save you thousands of dollars and hundreds of hours of time by doing nothing more for you than saving you from becoming sidetracked or stuck in a do-it-yourself trial-and-error learning curve.

Instead of wasting time on your learning curve, you'd have time to book more business. In the end, that would be substantially more important than saying, "I can do it myself.

© 2007 Gil Effron