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- Body Language and Gestures,
- Career Development,
- Customer Service,
- Elevator Speech or Mission Statement,
- Human Behavior,
- Marketing Communications,
- Messaging and Content Development,
- Networking and Relationship Building,
- Professional Speaking,
- Sales or Outreach,
- Series - Presentation Reviews,
- Social Media,
- Venture Capital and Entrepreneurship,
Ira Koretsky, The Chief Storyteller, has delighted audiences around the world turning communications into tangible, top-line results. From your elevator speech to your presentations, proposals, website, capability statement, and everything in between, Ira develops and implements high impact strategic messaging programs. With 23 years of experience, he is a sought-after speaker, consultant, columnist, trainer, and professor. Follow him on Twitter @chiefstorytellr.
"Charlie" (name changed) shared this change of address post card with me. The design is nice and well-formatted. The message is light and engaging. There's just one problem...I noticed it right away...can you? Scroll down to the bottom for the answer.
No where on this postcard does the name of the company appear. Oops! The new address in and of itself does not offer any clues. Charlie is stumped and a little frustrated. Because of the mystery postcard, Charlie is focusing on the negative, something humans tend to do. What will Charlie think of the firm once a) he figures out which firm it is or b) the firm reaches out to rectify its mistake? Sometimes missing even the little things has negative big impact.
Most mistakes happen because of two reasons: a break-down in the review cycle or the project was rushed. Before going-live with your next important marketing materials, here are some suggestions:
- Outsource a review to an editor
- Outsource a review to a firm (e.g., marketing, PR, and advertising)
- Upon completing the final version, wait several days and review again before going live
- Ask colleagues outside of marketing/communications for their review
- Do not cut any corners or skip individuals in your review cycle. If you are under a time constraint, conduct a group review with as many participants as possible in a conference room
I have come to learn and be a fan of The American Freedom Foundation several years ago.Its "mission is to honor the men and women of America’s armed forces, raise awareness for their service and sacrifice and raise money for organizations that serve and support our Veterans, active duty military and their families." AFF has partnered with AUSA to hold a Warriors to the Workforce event at its annual convention in the Washingont, DC area Oct 21 to Oct 23.
Guy Timberlake, CEO, of The American Small Business Coalition, (I'm a member) connected me to AFF. I'll be presenting on 10/23 a program on the importance of your personal "Tell me about yourself" story and business storytelling in general.
The event is free of charge.
American Freedom Foundation’s Warriors to the Workforce
Hiring Event at AUSA Announces Workshop Sessions
12 Workshop sessions will take place at October 21 – 23 to provide resources and information for veterans and transitioning military
The Warriors to The Workforce Hiring Event presented by SourceAmerica™ during the 2013 AUSA Annual Meeting & Exposition at the Washington DC Convention Center on October 21 – 23, 2013 will include workshops featuring some of the top speakers in the country providing resources and information for veterans and transitioning military.
Presentations will include topics such as mental readiness, confidence building, networking and presentation skills, resume writing, interviewing techniques, job searching, career planning through goal setting, translating military skills and training into civilian life and corporate experience, among others.
In addition to these transition workshops, veterans will have the opportunity to meet with some of the country’s largest and most veteran friendly employers including ADS, Inc., Aerotek, ATK, Inc. BAE Systems, Ball Aerospace, Calibre, Camber, CSC, EMCOR, ESRI, First Command, Fluor, General Dynamics Information Technology, Geneva Software, HP, Kaplan, Kelly Services, L-?3 National Security Solutions, Lockheed Martin, Marriott International, Navy Federal Credit Union, Northrop Grumman, Pricewaterhouse Coopers, SAIC, SourceAmerica, Troops Into Transportation, U.S. Army Corps of Engineers, Verizon, Vets Group and Veterans Administration.
This morning I was driving my daughter to school. Out of nowhere she says, "Why is that man not smiling?" I look around car to car to car without seeing any man scowling. As such I said to my four year-old, "what man?" And she pointed right in front of my car and said, "the man on the car."
It then hit me. I am bombarded with images every day. The bad ones pass me by. This is a great example of a bad advertisement. I grabbed my handy smart phone and took the picture below.
Changing the name of the agent, website, and telephone number, can you see the man's face? I wouldn't say he is grumpy or scowling. I also wouldn't say he is happy either. To me, in the world of customer service, a smile means everything, whether in person or on the phone.
Ensure you provide appropriate guidance, advice, and coaching to your sales/service/outreach teams to ensure your target audiences don't say the equivalent of "Daddy. Why is that man not smiling?"
The Latino Hotel and Restaurant Association, LHRA, is on of the preeminent organizations representing the business interests of Latino hotel owners, operators and developers. Internationally, members own and operate hotels representing more than 20,000 rooms, employing over 15,000 individuals, and whose assets are valued at more than $2 billion.
Over 300 people from the US, Mexico, Central and South America will be attend. Members are influential, decision-making executives.
If you are in the hotel or restaurant industry, join me and hundreds of professionals from around the world. I will be delivering Thursday morning's keynote, "Get Funded: Design and Deliver the Perfect Investor Pitch."
Top 5 Reasons to Attend
1. Forecasting. We cannot predict the weather in Florida, but our expert speakers and panelists can make educated predictions on how they think hotels and restaurants will preform in 2014!
2. Education. Two action packed days of presentations and panels focusing on industry trends that will help attendees boost their performance.
3. Networking with colleagues. Mix with other successful hospitality business professionals at our unique receptions and breaks.Last year we had a chefs competition to close the event...this year savory dishes will kick it off!
4. Legacy Building. Join LHRA as they hosts this year's Battle of the Brands - High Stakes Golf Tournament to support Latino students seeking careers in the hospitality industry! Compete in this stimulating golf tournament and help us raise money for student scholarships!!!
5. Industry Recognition. Meet owners, operators, developers and industry suppliers who have proven themselves worthy of LHRA recognition at this year's Estrella Awards!
Last week we spent some time helping Jay, a job seeker, a bit frustrated job seeker at that, think differently about how to communicate his value, accomplishments, and differentiators. About how to message and position himself differently throughout his cover letter, resume, and interview process.
One of the most effective ways in thinking differently is to use message clouds, especially comparative ones. Jay was quite interested in McKinsey & Company. After doing some research we found "What we look for" in the careers section. We then created a message cloud based on the ~550 words. Jay was amazed when he saw the results shown below.
McKinsey & Company's key hiring messages were people, entrepreneurs, clients, leadership, etc. People is the number one message with nothing even coming close. This message cloud painted a very different picture from what Jay was positioning in his overall job efforts. His message focused on his analytical expertise and consulting knowledge.
To protect Jay's confidentiality, we created a message cloud on Ira Koretsky, our founder's resume, just to show you how to use the message clouds. Look at the two message clouds. In just a few seconds you can easily see how different Ira's key messages are from McKinsey & Company. Jay's results were as different as Ira's.
If you are like Jay, your first step is to better understand and "think" like the prospective employer. Here is a quick list of how to better message:- Find content/words from position descriptions, web pages like "What we look for," Linkedin Company Pages, Facebook, Tweets, and anything else you can find.
- Create message clouds for these various documents and sources
- Compare and contrast your message clouds to those from the prospective employer
- Identify the gaps and where you need to message differently
- Rewrite with different messages from the new different position/point of view, matching your prospective employer
- Verify you are on-message by creating new message clouds