I'm Now "The Expert"

Everytime I turn around, someone is talking about social media. So far, I've been happy with "unsocial media." But now it's time to change... to get with the times. Time for an old dog to learn new tricks.

So, for the past two weeks I've been digging in to social media. First LinkedIn and now Facebook. My rationale, after attending a program sponsored by Hilary Topper, is that I just have to jump in and work with it... get to understand how it works... what it does... and what makes it work.

LinkedIn is logical and orderly... and I relate to that. I can also see its relevance to people like me who are in business. Facebook is more of a challenge. I don't understand the logic. But I'm getting there. And I do have a few friends. It's a start.

Part of my digging in has been to invite people... to connect with others I know... in order to build my network.

By reaching out to "old friends," I'm now getting calls from these old friends asking ME to help them. I'm working through this trial and error. That's how I'm doing it, but they don't know that. Doesn't matter. Now, they see me as the expert and are asking me for help.

I feel like the student teacher trying to stay one lesson ahead of the students.

I'll be heading up to Norwalk, Connecticut and the University of Phoenix Campus next Thursday. Part of the activity is to attend another workshop on the subject... this one sponsored by Gotham City Networking.

My Take On What To Do During These Crazy Economic Times

Several weeks ago I had the pleasure of speaking with the member of the NYC chapter of the Society of Environmental Graphic Designers (SEGD). My talk with them was based on a report that I created about 2 months ago entitled:

7 Critical Mistakes Business Owners Are Likely To Make In The Toughest Economic Turnaround Since 1929… and how to avoid them!

I get a lot of positive feedback about this report and I'm happy to share it with anyone who asks... as well as those who haven't yet asked.

You can obtain a copy of this report now. Click here and to download a PDF. Let me know if you find it helpful or inspiring in any way. The good people at SEGD found it helpful. It sparked a lot of conversation, questions, and sharing of ideas.

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