DOUGLAS CASTLE RANTS: Increase Your Productivity

Increase Your Productivity.


Dear Friends, Colleagues and Worthy Adversaries:

I constantly strive to increase my productivity. For whatever reason (refer to the DSM IV), I am compelled to try to attain greater quality and quantity in my efforts at almost everything.. Many of us contend with this same frustration -- to try to accomplish more while using less. My engineering friend, Robert Fried, would term this "efficiency." A good psychotherapist might call it something else.

Many of us suffer from this same conundrum -- in fact, if you are reading this, I rest my case.

At first, I thought it might be a great deal of fun to just come of with a whole bunch of "mock" suggestions. These were such brilliant innovations as:

1. pretending to be incompetent or incapacitated so other people will either avoid you or help you; and,

2. lowering your standard for productivity (so as to increase your productivity in the same manner as that by which our government reduces the deficit, .i.e., semantically, by changing the method of calculation and disguising a lack of accomplishment) so that your current level of productivity is "better than average."

But I believe that it would better serve my readers (and the rest of Humankind) if I were to provide some serious methods for increasing your personal and managerial efficiency.

The methods set forth below are time-tested (not only by me, but by many others in search of better ways through which to accomplish more), and are derived from a number of sources, none of whom I've properly referenced or given attribution -- that would require research and more writing.
---------------

Here is a list of suggested actions (or inactions) for increasing your productivity:

1. COMMUNICATE - When you ask questions, word them precisely; when you instruct others, be certain that your directives are absolutely clear, and that you truly have the other individual's attention; don't assume or surmise -- ask and investigate. A failure to simply stay in touch at regular intervals for brief moments as a matter of social routine can cause your stock to fall with those people most important to you. If others try to communicate with you and you are unresponsive, you will either be perceived as extremely busy or rude. A prompt, succinct statement in response to a question is what we come have come to expect (and to respect) in our leaders.

2. DELEGATE - To the greatest extent possible, assign as much of your responsibilities as possible to other persons who are competent, willing and trustworthy. Delegation of some tasks is difficult because of their personalized nature -- but other tasks merely cause you to lose additional time and opportunity.

3. AUTOMATE - If a task or a process lends itself to automation, then automate it to the greatest extent possible. Don't waste Human time and talent on something which can be accomplished by machine. Learn about technology and leverage it.

4. CONCENTRATE - Focus intently on the tasks which remain for you to perform. Efficient multitasking is generally a myth...usually the "multitasker" (he or she will be text-messaging right across from you at the table while you are talking) does a whole bunch of things very sloppily or poorly, and winds up having to "fix them" or to apologize. Inattention and divided focus are the enemies of achievement, Concentration works best for brief intervals, with breaks to relax and recharge your psychic batteries in-between. If you are stuck at a point in a process, or in reasoning through a problem, it could be because your mind is in need of a rest and is rebelling against you by playing a vindictive game of "hide and seek" with your recall and associative intelligence. As they say at the gym, catch you breath and loosen up between sets of exercise.

5. RECREATE - When you take a rest from intense focus, truly relax by entering into an activity or state that has nothing to do with the project on which you were working. Getting up, going out, walking, listening to music, playing with a Slinky, tai-chi, bending and stretching, meditating, or just having a brief, friendly conversational exchange with someone lets you relax while your subconscious and your instincts continue working on the problem without your forced conscious application of pressure. Interdisperse work and play (or rest) frequently.

On a final note, increased productivity produces envy (and a propensity on the part of some disgruntled underachivers to sabotage your efforts) amongst people who are personally insecure or lazy, but it potentiates increased productivity in the more ambitous and industrious people around you. Yes indeed; productivity is contagious. Lead by example.

Faithfully,

Douglas Castle




About Douglas Castle
Douglas Castle - LinkedIn Profile
The National Networker Companies
Braintenance - Stay razor sharp.
The Internationalist Page - A world without barriers.
The Global Futurist - Revealing trends.
Taking Command! - Mastering your fate.
Follow Castle on Twitter
Follow TNNW on Twitter
Follow Braintenance on Twitter
*Subscribe (free!) for The National Networker Newsletter and the BLUE TUESDAY REPORT, and join The TNNWC GICBC at Join Us!

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

DOUGLAS CASTLE RANTS: Increase Your Productivity

POWER THOUGHT OF THE WEEK: Be True, Part 4

Power Thought of the Week with Patricia Parham, Ph.D.

Be True in Your Actions

People may not remember what you said to them, they will, however, remember what you did, and how it made them feel. That’s a loose paraphrase of a truism. Even in a conflict situation, avoid win-lose scenarios in your business relationships -- they create ill will and enemies. Actions that solve problems, create solutions, take work or bring relationships to a higher level are win-win-win situations -- a win for you, a win for those with whom you interact and a win for your joint ventures and mutual interests. They may take a little longer to create, but in the long-term, the time is well spent. Do something this week that demonstrates your integrity and produces win-win-win!

Patricia A. Parham
Parham Enterprises
www.parhament.com


For more information, please visit Patricia's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

POWER THOUGHT OF THE WEEK: Be True, Part 4

POWER THOUGHT OF THE WEEK: Be True, Part 3

Power Thought of the Week with Patricia Parham, Ph.D.

Be True in Your Words

Words are one of our most potent ways of sending energy into the universe. Always use words that uplift, inspire and affirm your clients, vendors, board, staff, strategic partners, and yes, even your competitors. It’s not only that the energies that you send out return to you multiplied, it’s also your reputation. Don’t ever present yourself as negative, self-serving or self-sacrificing. Critics are a dime a dozen. Your mother had it right when she said, “If you can’t say anything good about a person, don’t say anything at all.” Say something positive to your stakeholders today. Tell them something great about themselves, or their services or products. Watch the positive ripples expand into the universe.


Patricia A. Parham
Parham Enterprises
www.parhament.com


For more information, please visit Patricia's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

POWER THOUGHT OF THE WEEK: Be True, Part 3

POWER THOUGHT OF THE WEEK: Be True, Part 2

Power Thought of the Week with Patricia Parham, Ph.D.

Be True in Your Thoughts


In times of stress and duress, thoughts of shortcuts, skimping on quality and getting more money for the same products and services tempt us. When these thoughts intrude, remember that thoughts are things and have power. Place yourself in your clients’ shoes and ask how you would see such a move. Is this in keeping with your values for providing high quality services at competitive rates? Would it demonstrate consideration and compassion for customers? How much good will would this “buy” in the community? Erase all negative thoughts and self-talk from your mind. Even in your thoughts, be true to your values.

Patricia A. Parham
Parham Enterprises
www.parhament.com


For more information, please visit Patricia's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

POWER THOUGHT OF THE WEEK: Be True, Part 2

LASTING IMPRESSIONS: Networking in the Fine Arts

Lasting Impressions with Sian Lindemann

A la Sian Design
And
Torva Fine Art

Kickin’ on 66 Collection: “Holiday”

Art Sales 2010

The economic devastation to the Fine Arts Industry of 2009 has lead to complete revolution in the manner in which our company has been able to generate sales of original works of art. I can’t speak for any of the other retailers, agents, or galleries whose primary business is to represent the sale of original works for the artists in their care.

Creative as we are, and with unwavering devotion to our artists, our revitalization required not only extreme focus, but an equal willingness to re-think our methods entirely, in reference to how we think about art and its value, and certainly, how we empower the artist to take initiative on their own behalf.

As in the industries of independent film, indie music, and indie publishing, it has become increasingly clear that the art business is now in the hands of the artist.

Like it or not, our company has had to take an increasingly significant back seat to the “desire” of the artist and their ambitions. That has been easily accomplished…

... with one HUGE difference: The artist MUST be willing to take the driver seat in their own career.

No more feigning lack of interest in the “business of art.”

It is now, essential, that the artist adopt the drive, ambition, skills and action required of all entrepreneurs to stay ahead of their industry, their less impassioned competitors, and become the “voice” of their own destiny.

Nowhere is this more clear than in a recent and delightful association with artist, Lucretia Torva, of Torva Fine Art, Phoenix, Arizona.

Kickin’ on 66 Collection: “Old Schoolin”

Sian Design has had the privilege of working with artist, Lucretia Torva, for the last 120 days, although our relationship goes back at least as one year.

Miss Torva is a graduate of the business organization CEOSpace, and has over the last many years made both an adequate income as a painter and muralist. Yet more recently, due to the critical economic conditions, she has needed also to supplement her income with “outside” employment.

No better time for us both to meet. Sian Design provided consulting services to Lucretia Torva, who has an already established and well matured art technique. Together we set to task to create placement for her original works with an intent to design a market outside of the traditional gallery exhibitions and other standard exhibition options.

Our first task was to identify styles and “collections,” to thus determine a placement strategy for her styles and collections. We focused only on “original” works, and eliminated print art or other known “limited edition” products outside the realm of our primary focus. (For we know that over the years, limited edition art has not retained its value. And our sophisticated clientele realize this from the massive LE approach to the fine arts since the 1980’s and 1990’s. Not even the most established artists can authenticate the appraised value of limited edition print art, especially in “resale.” Television auctions and a variety of other mass producers of print art have destroyed that market entirely.)

It does not eliminate print art as an option, but is more readily considered as open editions versus Fine Art Limited Editions.

In Torva’s career, she has three clearly defined styles and points of interest. Her styles include Portraiture, Vintage Automobiles and Motorcycles, and lastly Western or Equine Imagery.

Happy Trails: Torva Fine Art Equine Collection

Miss Torva elects to paint in these three very different styles that have compelling similarities… -- her passionate attention to detail,
-- her desire to study and immerse in the understanding of “reflective” surfaces
-- her ability to capture the underlying emotion of each of the subjects and to reveal the depth of character of each of the subjects





Torva Fine Art: Portraiture "Patience"

Miss Torva has a natural ability to socialize in circles within the Phoenix Business Community, with great elegance and ease of “networking.”

In other words, she enjoys “schmoozing,” which has long been the role of the agent, gallery or representative on behalf of the artist. Miss Torva easily commands the attention of a room, by her professionalism, her manner, her “image,” and her genuine desire to interact socially. This is a KEY difference in the relationship that has developed with Torva Fine Art and Sian Design.

A complete reversal, if you will, of traditional roles. Miss Torva elects to attend many different and high-level networking events through out the cities of Scottsdale, Phoenix, and the South Western Desert region. She enjoys interaction about business, politics, and of course, art, interacting with those who would have an interest, are enthused by and have personal collections of vintage automobiles and motorcycles. Among Lucretia’s collectors are high visibility political figures for whom she has created portraiture, often revealing the specific moment one has announced the furthering of their political career…

And those like Jay Leno, who are known, avid automobile enthusiasts.

The key “thread” common to the success of Torva Fine Art is Lucretia’s willingness to be present in the rooms of affluent and influential business men and women in the greater Phoenix area. It has been my job as agent and business manager to simply strategize her presence in each of those situations. In other words, I help her strategize how best to maximize her presence in the room. Most importantly, I work with her to come to each of these rooms with a “What’s in it for them?” mentality, versus the ever-destructive and ego-centric opposing consideration of "what’s in it for Lucretia?"

This has proven a KEY element to Lucretia’s success. And more importantly, this approach gives the artist a new role, one that is quite empowered and authentic, as her presence in each of these rooms brings value to the end user over and above the value of the art itself, which of course is evident.

This change in her thinking, through recommendations, suggestions and actualization by working with Sian Design, has been pivotal to her success.

No longer does the patron want to hear from me, the agent.

The patron wants to deal direct, with the artist, wants to know the artist personally, and also wants to interact and introduce the artist to friends, colleagues, and other associates who might also enjoy the works.

This is a complete revolution in the arts business where heretofore, the gallery or agent was always the intermediary between artist and patron.

No more!

Its been a delight to work with Lucretia Torva and Torva Fine Art, as Lucretia’s open and receptive manner make negotiations, discussions, and business brainstorming sessions most productive, fun and interesting.

My job as agent is now more predisposed to strategy, creating PR opportunities, using social media as a tool to tell the developing story of Torva Fine Art, and assisting Miss Torva with access to use us as a sounding board for her decision-making process.

Her team includes a CFO, an IP Attorney, and myself, Sian Lindemann, to advise and direct her. The one significant consideration is in the direct and clear desire to place collections, versus one image at a time with one patron at a time.

To see a comprehensive and well defined body of work: This has taken quite a bit more work to accomplish, yet the outcome has been much more fulfilling for the artist, the patron, and the public.

Placing collections has put art back into the prestige of museum-quality work, with a story, a theme, and an impact that heretofore was lost in the zest of less strategic development for the artist, and with little regard to the greater future of the work and its impact long after the departure of the artist.

A combined effort on the part of my company to create a higher vision for the collections, and the artist’s willingness to participate in her own destiny have been the greatest change in the nature of the HOW of the arts.

Networking, undertaken by the artist, is the KEY difference, and makes for a much more successful relationship with us, Sian Design, who have long been advocating the need for long-term planning in the careers of artists in our care.

Global voice, Global mission, and the art and artist then find the esteemed placement they all so much desire: to be revered and remembered for their impact and for their visionary voice.

It’s a new day in the Fine Arts. A reason "to be" is essential to discover and to actualize.

Torva Fine Art and artist Lucretia Torva will long be remembered well after the artist has departed. Is this not the authentic power of art?

We think so. That's why we are providing the services to accommodate this kind of long-term, vision, actualized

Sian Design
http://www.SianDesign.com
Executive Director
for Torva Fine Art
http://www.TorvaFineArt.com

Sian Lindemann
March 2010


For more information, please visit Sian's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

LASTING IMPRESSIONS: Networking in the Fine Arts

POWER THOUGHT OF THE WEEK: Be True, Part 1

Power Thought of the Week with Patricia Parham, Ph.D.

Be True to Your Values

In times that challenge conventional wisdom about conducting business and in which environmental shifts necessitate creative strategies for success, be true to your values. Remain tethered to the reasons that compelled you to start the business. These values keep you grounded. Values set the boundaries for acceptable and unacceptable ways of showing up in the world. Springtime is a perfect time to re-visit your values and tweak them, clarifying nuances and deepening your understanding. Take time to re-commit to these deeply held principles and share them with your stakeholders. Then walk your talk.

Patricia A. Parham
Parham Enterprises
www.parhament.com


For more information, please visit Patricia's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

POWER THOUGHT OF THE WEEK: Be True, Part 1

THE POSTILLION: Interviews The Joy of Connecting® CEO and founder Bonnie Ross-Parker

The Postillion with Michael Phillips

Insights and thought leadership on the adoption of best practices and emerging technologies.

A tradition established by "The Postillion" is to grant each column interviewee the privilege of recommending the next personality to be interviewed. "The Postillion" had the honor of interviewing TNNW Vice Chairman Douglas Castle for my last column. "The Postillion" thanks Douglas for a fascinating interview (check it out if you have not already done so). Douglas recommended The Joy of Connecting® CEO and founder Bonnie Ross-Parker as the focus of this month’s column. "The Postillion" compliments Douglas on a wonderful choice.

Bonnie Ross-Parker catches your attention right away as an intelligent, creative, gracious and caring person. She is on a crusade to help her sisters in business and leadership positions. She helps build connected networks of like-minded women to enable lead generation, cooperative marketing, personal enrichment, collaborative opportunity incubation and realization. Bonnie started The Joy of Connecting® in 2002 to help these professional women, entrepreneurs and business owners to share resources, establish and strengthen relationships and to grow their businesses through these networks. This proprietary system for business women allows for person-to-person networking in an un-threatening, relaxed atmosphere that has proven to produce active business engagement relationships better than any other networking method. The Joy of Connecting® has licensees nationwide with exponential growth anticipated over the next two years.

Bonnie is a regular speaker at women’s groups, a published author, and has her own radio program that focuses on women’s business issues. She has received many honors for her selfless service to the sisterhood. Bonnie received The Athena Award, an honor acknowledging women of leadership in cities throughout the United State. The Postillion congratulates Bonnie for The Joy of Connecting® recently being selected for the 2009 Best of Business Award by the Small Business Commerce Association (SBCA). The SBCA 2009 Award Program recognizes the top 5% of small businesses throughout the country.

Given all of her support for woman’s business success, Bonnie assured The Postillion that she has nothing against the male gender. However, she does acknowledge that men and women do communicate and support each other in different ways. To this point Bonnie shared a humorous example of how men and women communicate differently. Bonnie and her husband, Phil Parker, had just seen an interesting and thought provoking movie together. Bonnie challenged Phil to ask other men what they thought about how the movie ended while in the theater restroom. She would ask ladies what they thought and they could then see if there were differences in opinions. Not surprising to The Postillion, Phil balked at her request. Men know that to ask unsolicited, thought provoking questions while doing one's business in the men’s room risks an aggressive, testosterone induced response of the non verbal kind. It seems that women can talk and even ask probing questions of each other while engaging in restroom rituals. Men are totally mystified by what really transpires behind the closed doors of the lady’s room. We do know that these activities far transcend the main purpose these facilities were originally designed for. Men realize that these restroom networking mysteries are beyond the male comprehension and best left to the wiles of feminine oracles.

The Postillion thinks that the closest male equivalent to the lady’s room would have to be the golf cart. The Postillion will not divulge the time honored male rituals that transpire within a golf cart over 18 holes of golf. But many business deals and partnerships often result from visits to this wheeled temple of male bonding. But, I digress. This month’s column is not about the Joy of Golf Connecting, restroom networking, or a rehashing of Men are from Mars and Women are from Venus.

It was a great pleasure to interview Bonnie Ross-Parker and to learn about The Joy of Connecting® movement. Her pure passion for what she does permeates her discussions and achievements. Both men and women will find this interview informative and inspiring. The Postillion is honored to introduce Bonnie to my readers.

The Postillion: What was your inspiration to start The Joy of Connecting® (JOC) program for women?

Bonnie Ross-Parker: During my years in the franchise arena, I was thrown into a male dominated environment which, as an entrepreneurial business woman, was frequently uncomfortable, demanding and disrespectful. In spite of being one of the franchisor’s top area developers, I fought with gusto to get the recognition I earned and deserved. When I sold my territory with 28 franchises back to the corporate establishment in 1995, I vowed I would find a way to support business women, professionals and entrepreneurs.

The Postillion: What are the main goals for the JOC program?

Bonnie Ross-Parker: To offer a platform for women to share with one another their businesses, learn from each other, strengthen relationships and create an environment in alignment with the nurturing side of the female. The licensee who replicates The Joy of Connecting® proprietary model enhances her leadership skills, strengthens her confidence and becomes recognized as a go-to person by those who come to know her. By opening her home and heart, she is better positioned for business success. For participants, they also get the same benefits: building a warm market by expanding relationships that fosters business.

The Postillion: What happens at a typical JOC get together?

Bonnie Ross-Parker: The monthly event is centered around 2 ½ hours which allows ample time for socializing/dinner/luncheon or brunch, and a formal 3-minute spotlight for each participant who gets the platform to share about herself, her business, etc. The experience also includes testimonials, announcements of upcoming opportunities and door prize(s). Often women will linger when The JOC is over, continuing dialogues, arranging to get together with contacts they wish to maintain. The energy of women coming together collaboratively and with openness lingers makes it difficult to leave!

The Postillion: JOC seems to be a vehicle to help women establish a customer acquisition marketing program. How successful has the JOC been in achieving this goal?

Bonnie Ross-Parker: We choose to do business with people we like, trust and value. When women share enthusiastically with one another in an environment that is safe and supportive, it is natural to want to do business with each other. Many JOC participants will share that when it comes to buying a product or service, they look to their JOC family of business women first – insurance agent, lawn care, massage therapist, financial planner, fitness instructor, skin care professional, graphic artist, etc. With the variety of products and services women offer, we have a wealth of resources available to meet our needs. Why go anywhere else when you can spend your money with women with whom you are fostering relationships? That’s the beauty of JOC: building relationships (warm market) to expand and sustain business. I refer to this as customer acquisition.

The Postillion: How does marketing with The Joy of Connecting model create business “players” in their respective communities?

Bonnie Ross-Parker: Everywhere and often. Because The Joy of Connecting® is not a membership, women participate where and when it’s convenient. Unlike typical organizations that in some cases require passing leads, JOC is built on women choosing to come together without the traditional 30 second/1 minute commercial type event where everyone is slapping a business card in your hand. As a Joy of Connecting® licensee (player), our leaders become known in her respective community as someone who cares about the success of women and is willing to bring professionals together (what’s in it for them!) on a monthly basis. She is the catalyst for what unfolds and that brings huge value to everyone, especially her!

The Postillion: What type of woman becomes a licensee of the JOC?

Bonnie Ross-Parker: The Joy of Connecting® licensee is serious about growing her business. She is eager to build relationships in her community, committed to personal and professional development and loves the opportunity to support other business women. Common comments include: “I think that when women come together to support and uplift one another, there is nothing that we can’t do!” Or, “I want to interact and network with like-minded women who want to be successful in life.” “As a licensee, I am interested in purchasing a license to build relationships and empower women business owners.” The JOC licensee is willing to learn, loves to entertain and recognizes the power of becoming a go-to person in her respective community. She knows the power of sisterhood and wants to play a role in its growth.

The Postillion: What support does a licensee receive? (Training, materials, technology, licensee portal, recognition, etc.)

Bonnie Ross-Parker: All licensees become certified in my proprietary program. She receives a DVD of The Joy of Connecting® Experience, a training DVD, e-book manual of approximately 400 pages, use of The JOC logo, positioning on the website, a link to her website and ongoing training. She has the opportunity to learn from and collaborate with other licensees and is supported by The JOC Director of Field Support. In addition, we now have a National Director for the Latina woman who wants to be in our JOC family.

The Postillion: How much has your business model changed through your first 8 years?

Bonnie Ross-Parker: The model has remained unchanged. Same format. Same time frame. I did, however, become flexible on the place to have a JOC gathering to accommodate women wanting to own a license without having an appropriate space. We now have a few locations in other nurturing environments, like a café, yoga studio, hair/nail salon, and office suite. The majority of women want to entertain in their homes, however, which is the best place to have JOC. The other major change is a wonderful addition to our community. The JOC website is available in Spanish:

http://www.thelatinajoyofconnecting.com/. Desiring to include the sisterhood of Latina women, we are positioned to embrace both cultures into one large organization.

The Postillion: What are two of your favorite JOC success stories?

Bonnie Ross-Parker: I have a licensee, Debbie Warden, who owns a Fetch Pet Care franchise in Lake Lanier, Georgia. She often shares that her expanding customer base and women who she hires to serve her clients are primarily from her JOC sisterhood community. With so many women owning pets and others who love them, it continues to be a win-win situation for everyone. Women use her service and women provide Fetch Pet Care services. The other story is a connection made by Mary Plotts, a professional photographer and Send Out Cards representative who lives in Chamblee-Dunwoody, Georgia. A sister licensee, Julia LeBrun, lives in Newport, Oregon. Julia was exploring the idea of becoming a Send Out Cards consultant and in exploring The Joy of Connecting® site, noticed that Mary represents Send Out Cards. Deciding to "keep it in the family," Julia joined Mary’s team. Imagine Mary’s surprise to get a consultant from across the US because of their both being licensees. These are simply a few of the hundreds of success stories that have emerged from The JOC experience.

The Postillion: How did you acquire the nick name of “America’s Connection Diva”?

Bonnie Ross-Parker: A few years after my franchise career, I decided to write my book, Walk In My Boots – The Joy of Connecting®. Having networked and mentored women for prior years, a lot of those women I supported with my ideas and resources encouraged me to "tell my story." When Walk In My Boots was ready for publication, I hired a dear friend, Barbara Keddy (http://www.begreatmarketing.com/) to help with marketing. She came up with my tag line “America’s Connection Diva” because of my reputation as a "connector" and I’ve stuck with it!

The Postillion: Do you envision expanding the JOC to international markets?

Bonnie Ross-Parker: There is nothing to deter us from expanding internationally. Because JOC is a customer acquisition/unique marketing program, we are not subject to any regulation(s) regarding a business opportunity. As a marketing tool, any woman can replicate The Joy of Connecting® to build her business without geographic limitations. Currently, materials are in English, plus in Spanish on The Latina Joy of Connecting website. With 27+ years of networking experience and training skills, I have the tools and knowledge to assist any woman anywhere in her marketing efforts.

The Postillion: What are you most proud of regarding the last 8 years of The Joy of Connecting®?

Bonnie Ross-Parker: In spite of change, challenge and the doubt of others, I have remained totally focused on my mission:

"In August, 2002, I realized women needed a forum to connect with each other in a way that would enhance their professional and personal lives. With a flash in insight, The Joy of Connecting® was born. With the help and support of trusted friends, JOC has grown to what it is today. Our cornerstone is integrity; our mission is to make a difference in the lives of others and leave the world better for its presence. We dedicate our open hearts to welcoming, nurturing, supporting and respecting women in all areas of their lives. The Joy of Connecting® is committed to spreading joy, support and genuine connections throughout the world."

The Postillion: What do you see in the future for the JOC?

Bonnie Ross-Parker: The Joy of Connecting® has a very bright future! With more women wanting to share their talents, expertise and establish independence, they are discovering that having camaraderie with like-minded professional women is key to their success. Mixed gender events, while still a viable networking tool, simply doesn’t line up with what The Joy of Connecting offers. I anticipate exponential growth in 2010 and beyond. As more females learn about JOC and experience its powerful platform, word of mouth continues to be the primary fuel for its engine. Safe, warm and effective, The Joy of Connecting® is a no-risk venue with valuable return for both participants and licensees. Rapid growth is on the horizon!

The Postillion wishes to share with my readers a representative sample of the many glowing testimonials that The Joy of Connecting® licensees post about their networking experiences. Testimonies such as the one below represents compelling evidence of this program’s ability to positively impact the lives and success potential of business women everywhere.

“Bonnie, I can’t thank you enough for starting this great organization. I am so excited the day of a JOC event because not only do I know that I will meet new people but I will reconnect with people I meet at other JOC’s or the same JOC from the previous months. This is such a great opportunity for all women in the business arena. You don’t have to be just a home-based business or a women in corporate America to join these JOC events; it is a mixture of all of us, no matter what you do. It is a great opportunity to come out and network with people I would have never met otherwise. I am so excited about my business after I leave a JOC event that I don’t want to go home and go to bed, but go home and get on the phone and make phone calls and book some shows or connect with other potential leads from other JOC events I have met. Everyone has a great opportunity to grow their business by attending these JOC events and I definitely encourage everyone to go and try it out at least 3 times before writing it off. You go to one and realize what a great opportunity for friendship and networking it is. Thank you again for starting such a wonderful organization.”

Jennifer Campbell, Cookie Lee Jewelry, suburban GA, Jan, 2010


The Postillion sincerely thanks Bonnie Ross-Parker for making the time to participate in this interview. I encourage my readers to forward this article to all of your women business associates so they too can become aware of this women based business networking opportunity. I conclude this article with the following quote from Bonnie which sums up the promise of The Joy of Connecting® program.

“We are and will continue to be a major source for encouragement, information and camaraderie for any female who believes in herself and has the determination to succeed. While The Joy of Connecting® format is fool-proof, like any other program, it is successful for the woman who desires to make a difference in the lives of others and is willing to network in an innovative way. Let’s face it, the marketplace is crowded and everyone is scurrying for their share of business. The Joy of Connecting® model offers women a competitive edge!”

To find out more about becoming a certified licensee of JOC, go to: http://www.thejoyofconnecting.com/

or http://www.thelatinajoyofconnecting.com/

and fill out an on line – no obligation application. Applicants have nothing to lose and the possibilities are unlimited if one is really committed to expansive business success.

Bonnie Ross-Parker, Speaker/Author and CEO/Founder of The Joy of Connecting®, has authored several books. Walk In My Boots – The Joy of Connecting, Y.O.U. – Set A High Standard for Being Human and Co-Edited: 42 Rules for Effective Connections. She is also a contributing writer to Build It Big, 42 Rules for Driving Success with Books, Life Manual for The 21st Century Woman and soon to be released The Power of Passion: Winning Women Reveal Their Success Secrets and Wake Up Women: BE Happier, Healthier & Wealthier. Bonnie is a show host on http://www.winonline.com/where she has her own program, "Business Plus: Real Ideas for Real Results." She lives in Atlanta with Speaker/Author husband, Phil Parker. Reach Bonnie at: http://www.bonnierossparker.com/or http://www.thejoyofconnecting.com/

Michael Phillips, A.K.A. The Postillion, lives and works in Tampa Florida, and has over 30 years of experience in leading innovative development and trends within the information technology industry. Comments and suggestions for future interview personalities can be emailed to ThePostillion@gmail.com.

For more information, please visit Michael's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

THE POSTILLION: Interviews The Joy of Connecting® CEO and founder Bonnie Ross-Parker

SOUND INVESTING: Belief Systems Do Not Equal Fact

Sound Investing with Jason Lampa, MBA

Conventional wisdom says that it is almost impossible to consistently outperform the respective stock market indices on a year by year basis. During the past 25 years, investment professionals from Wall Street to Hollywood have preached the same mantra to investors: "Investment performance is driven by asset allocation, not stock selection."

The basis of their argument stems from one research study, published in the summer of 1986 by Gary Brinson, Randolph Hood and Gilbert Beebower. The study said that more than 90% of the variance in portfolio returns could be explained by asset allocation to stocks, bonds and T-bills. The study took approximately 90 pension funds and calculated how closely these well-diversified funds return would relate to similar market indices. Being that a market index is built on the same premise as the pension, to eliminate market risk, it should not have been a surprise when the correlation of these pension funds was very high to that of their respective market indices.

The popularity of this study spread like the chicken pox at a nursery school, advocated most strongly by the likes of Vanguard and other indexing investment shops. These findings turned into a belief system that has perverted the average investors experience for the past 25 years. Folks, it is time that we start to evaluate what is under the hood.

Just because there is belief system in place for a long period of time doesn't mean that this belief is actually correct. In fact, it seems as though the belief system of simple strategic asset allocation is the main ingredient in determining investment returns has began to unravel during the past decade. With most investors either flat, slightly down or a little up in their retirement accounts during the past 10 years, investors as well their financial advisors are beginning to look at new belief systems, challenging the current paradigm that has held the average investor down so very long.

The key to achieving success in the investment universe, in my opinion, is utilizing a combination strategy, otherwise known as Core-Satellite. Using a mix of 70% core positions and 30% satellite positions, I will show how this works.

The core holdings are made up of Exchange Traded Funds which provide investors an inexpensive way to replicate the returns of market indices. Core positions would include buying a basket of ETFs investing in Large Cap, multi-national companies, corporate bonds and large-cap International companies. In addition, investing in small-cap ETFs and mid-cap ETF can be included as well.

The satellite positions though making up only 30% of the portfolio is made up of a select group of investment managers who have consistently provided returns above that of their peers. Of equal importance, is finding managers who deliver returns that do not move in the same direction during a particular market condition. This is where it is important to find a financial advisor who can navigate the satellite portion of your portfolio, finding managers that invest in natural resources, specific corporate events, real estate, life settlements, managed futures and other exotic strategies whose performance has little to do with the daily moves in the stock market.

The action plan for this month is to go to your financial advisor or find a financial advisor and ask them about their strategy for the satellite portion of your portfolio. In addition, I recommend that you go on the internet and look up information on strategic vs. tactical allocation as well as Core-Satellite portfolios. If you have any additional questions please feel free to email me at jasonlampa@armanacap.com.


For more information, please visit Jason's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

SOUND INVESTING: Belief Systems Do Not Equal Fact

LESSONS FROM THE HOTEL INDUSTRY: The Evolution of Best Practices in Hospitality and Tourism, Part 1

Lessons from the Hotel Industry with Dr. John Hogan, CHE CHA MHS

Recognizing that future success in hospitality and tourism will come from different practices if the industry is to continue to evolve and grow in the next generation.

The hospitality industry in many ways has become a mature industry, with innovations primarily in the technology side. Tourism, by contrast, can continue to evolve as the next generations embrace the traditional venues, while also seeking alternative locations and interests such as volunteer tourism, environmentally-related sites and humanitarian causes.

"As you climb the ladder of success, be sure it's leaning against the right building."
H. Jackson Brown, Jr.

I believe the five most important service management issues that will impact the hospitality and tourism industry over the next decade are the following:

1. Addressing the declining profit margins of the traditional product-based hospitality industry through service management.


2. Linking service delivery as a management tool to overcome the commoditization of the mature hospitality industry.


3. Recognizing that global competition will continue to intensify, requiring the executives of the major international brands to focus specific efforts on cultural diversity of service and the guest experience.


4. Developing an inherent service culture that truly engages all associates via ongoing communication and recognition that include associates’ perspectives and insights. This in turn increases their loyalty, efforts and professionalism.


5. Employing specific service management tools and initiatives that cause a shift in guests’ perception of their experience from one of neutral satisfaction to an attitude of loyalty, preference and passion for the total experience. These inspired guests will be measurably more inclined to return to a hotel or restaurant than those are just satisfied with the experience. The opportunity for positive word of mouth recommendations will be significantly higher. Business growth will be an outcome.

I have been involved with delivering customer service, as a hotelier with international brands, an educator working with a range of stakeholders, and as a consultant assisting clients to improve their processes and results. Using my expertise and interests, I offer the following as major areas of research and execution to address those issues in global trends and competitors.

Primary
Identify those organizations that are address or ignore service management as part of business strategy, including best practices.

• Best in class (20%) — Service management practices identified as the best today and significantly superior to industry norms. These might include hotel companies like Taj Hotels, Four Seasons and Hampton Inns. Tourism centers would include Disney and Dubai. Restaurant companies such as Kimpton Restaurant group and ARAMARK would be defined by level of service.


• Industry norm (60%) — Service management practices that characterize the average or norm.


• Dawdlers (20%) — Service management practices that are appreciably behind the industry norm.

Secondary
Service management as a business strategy necessitates a new set of performance metrics that better reflect the total guest experience.

Companies with a tactical approach that focus on internal performance metrics miss capturing the “whole guest experience.” Best-in-Class executives balance internal with guest-focused metrics like guest history, one-time problem resolution, reservation guarantees and guest intent to return.

Tertiary
Identify and discuss the challenging issues facing the industry in order to prosper long-term.

Whether a hospitality and tourism business is trying to move from “Dawdler” to “Industry Average,” or “Average” to “Best-in-class,” they should consider the following potential building blocks in taking service management to the next level:


Dawdler

• Measure service profitability, customer retention and per guest revenue regularly.


• Conduct systematic planning, forecasting, and alignment of service resources.

Industry Norm

• Appoint a senior executive to lead the organization’s service commitment.


• Expand associate training to include all levels as fully committed to service management.


• Adjust business processes to better anticipate guest needs and expectations.

Best in Class

• Intensify preventative maintenance.


• Expand associate training and mentoring.


• Leverage successful service delivery to grow revenues.


• Tie associate compensation to financial, operational and customer retention goals through balanced scorecards.

Part 2 of this series will offer practical hands-on recommendations for relevant service management for mid-career hospitality and tourism professionals in their continuing development.




What are you doing at your hospitality business today?

Feel free to share an idea for a column at johnjhogan@yahoo.com anytime or contact me regarding consulting, customized workshops, and speaking engagements.

And remember, we all need a regular dose of common sense.

Autographed copies of LESSONS FROM THE FIELD – a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES are available from THE ROOMS CHRONICLE www.roomschronicle.com, www.smartbizzonline.com and other industry sources.

All rights reserved by John Hogan and this column may be included in an upcoming book on hotel management. The opinions expressed in this article are those of the author and do not necessarily reflect the views of this publication.

John Hogan, a career hotelier and educator, is a frequent speaker and seminar leader at many hospitality industry events. He is a successful senior executive with a record of accomplishment leading organizations at multiple levels. His professional experience includes over 35 years in hotel operations, food & beverage, sales & marketing, training, management development, consulting, management, including service as Senior Vice President of Operations.

Your browser may not support display of this image. http://www.linkedin.com/in/drjohnhoganchache

Expertise and Research Interest

• Sales Management and training
• Turn-around and revenue management
• Professional Development & Customer Service
• Hospitality Leadership and Executive Education
• Making Cultural Diversity Real
• Accreditation & Developing Academic Hospitality programs

If you need assistance in any of these areas or simply an independent review or opinion on a hospitality challenge, contact me directly for a prompt response and very personalized attention.

As the principal in an independent training & consulting group, John Hogan has served associations, management groups, convention & visitors’ bureaus, academic institutions and as an expert witness. He has managed hotels with Sheraton, Hilton, Omni and independents, and created and launched a blended learning system for the world’s largest hotel chain in his tenure at Best Western International. He has conducted more than an estimated 3,200 workshops and classes in his career, including service as an adjunct faculty member for 20 years at three different institutions.

Hogan’s professional experience includes over 35 years in operations, service, sales & marketing, training, management development and asset management on both a single and multi-property basis, including service as Senior Vice President of Operations in a specialty medically oriented hotel brand for eight years.

He holds a number of industry certifications (CHA, CHE, MHS, ACI) and is a past recipient of the American Hotel & Lodging Association’s Pearson Award for Excellence in Lodging Journalism, as well as operational and marketing awards from international brands. He has served as President of both city and state hotel associations.

He has served on several industry boards that deal with education and/or cultural diversity and as brand liaison to the NAACP and the Asian American Hotel Owners’ Association with his long-term involvement in the Certified Hotel Owner program.

Service to the Industry and Hospitality Education includes working with the Educational Institute Certification Commission of the AH&LA, the Hospitality Industry Diversity Institute, the AH&LA Multicultural Advisory Council, the Accreditation Commission for Programs in Hospitality Administration, the Commission for Accreditation on Hospitality Management Programs, the AH&LA and AAHOA Education and Training Committees, the Council of Hotel, Restaurant and Institutional Educators (CHRIE), the International Hotel Show and the Certified Hotel Owner program for the Asian American Hotel Owners’ Association.


For more information, please visit John's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

LESSONS FROM THE HOTEL INDUSTRY: The Evolution of Best Practices in Hospitality and Tourism, Part 1

WHAT BOOMERS WANT: Bridging the Generation Gap by Optimizing the Differences, Part 1

What Boomers Want with Terri Benincasa, M.A. Ed.M.

You’re quickly discovering that there’s an ever widening gulf between your company’s Boomer Bosses and Millennial Newcomers, or equally problematic, between your young staff and your Boomer customers.

It’s creating increasing levels of internal discord, customer dissatisfaction (or worse, loss of some of your highest spending customers, Boomers), and lost productivity through either high staff turn-over or time taken away from growing your business to handle conflicts. You’re seeing big gaps in:

• Communication style (high-tech vs. low-tech; formal vs. informal; individualism vs. team approach)


• Workplace expectations (work/service ethic; dress; career demands such as flex-time)


• Compensation/Motivation/Reward Systems expectations

The good news: you’re not alone. This “corporate generation gap” is being felt, and addressed, by the likes of Coca-Cola and Microsoft.

So, what to do about it.

This will get you started using two basic steps: the first fosters improved understanding between the disagreeing parties on which all conflict resolution is based; the second uses that higher-level awareness to take the differences from polarizing, to productivity power-houses!


FIRST STEP: UNCOVER AND THEN WORK FROM THEIR COMMON GROUND

Here’s what Boomers and Millennials have in common, often without realizing it:

1. Appreciation of a win-win outcome:
   Both generations prefer to get their own needs met without having to sacrifice the needs of others.


2. Need to see the value of their contribution to the company/end result:
   Both prefer to work from a vision, a sense of being valued for their knowledge or specific skill sets, and like being a part of the decision-making process regardless of level.


3. A desire to be seen as the best at what they do:
   Don’t let the differences in the way they go about it fool you. Boomers may show this through working longer hours, whereas Millennials may pride themselves more on their creativity, but at heart, both have the same pride in their end work product.
   


4. Appreciation for flexibility (how that flexibility is played out is where the conflict usually arises):
   Here again style may overshadow substance, so it is easy to miss the way each uses and values versatility.


5. Both want to know “what’s in it for me”:
   Boomers are known as the “me” generation, Millennials the “everybody gets a trophy” group, but as you can see, each has at its base the desire to have one’s own specific needs met, so once understood, both can appreciate that in the other.

And, here’s a generational check-list to effectively begin the communication process:

FOR BOOMER LEADERS

Be very clear about the benefits of working for the company, and for you. You would want the same information if you were your staff.

What you focus on is what you get. If you focus on the negatives, you'll foster them. Focus on the positives and you'll get a whole lot more of them!

FOR MILLENNIALS

Don’t buy the myth that jumping from job to job is a good thing. It's not and will come back to haunt you.

You too must focus on the positives with your Boomer boss, not the negatives. You get what you focus on.

FOR BOTH

This is the window of time to pass on and learn from the expertise Boomers have acquired over the decades. Take advantage of it before it's gone.

For more information, please visit Terri's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

WHAT BOOMERS WANT: Bridging the Generation Gap by Optimizing the Differences, Part 1

GET PUBLISHED NOW: Alchemy of a Bestseller

Get Published Now with Beth Barany

You may think that writing a nonfiction bestseller is hard. But actually, a nonfiction bestseller is easy to create and sell, but not simple. If you just put into place a few key aspects, then you will have a book your audience can’t wait to buy.

What is a bestseller? A client asked me that today. And like many things in art and alchemy, I said, “That depends.”

The numbers in this week’s bestsellers lists (The New York Times, USA Today, Wall St. Journal, Amazon, etc.) are based on how many books sold this week, the season, the market, and the genre. For more on how bestsellers list actually work, check out this article, reprinted on my blog, "From Book to Bestseller: What it Takes to Crack the List (and why you might not want to).” And this article, “Getting on the Bestseller Lists” from the Midwest Book Review, an excerpt from one of Dan Poynter’s reports.

Essentially, a bestseller is created by selling the most books that day, in the case of amazon, or that week, in the case of the rest of the lists. And these five characteristics.


#1: You need to care about your story.
Otherwise, why should I? Or if you don’t care, at least make me think you do. The fact that you show you care helps us, the reader care, too. No, I don’t have an example or quote here.


#2: You need an audience.
No audience. No book buyers. Know your audience. And make sure your audience buys books. The quick and dirty way to tell if there is an audience for your book idea is to search amazon.com. There should be at least 3-5 good selling or best-selling books in your topic. If there are no books, it may be a sign that there is no market.

I recommend a useful resource: The Wealthy Author: The Fast Profit Method for Writing, Publishing & Selling Your Non-Fiction Book by Joe Gregory and Debbie Jenkins. (I flipped through it while preparing for this article, and wanted to excerpt more, but couldn't pick from all the juicy and valuable content. So you may want to check it out for yourself.)


#3: More than just a good idea, you need a good story.
Humans learn best through story, so make sure you have all the elements of a good story in yours: death-gripping conflict, a hero (or heroes) you can root for, and love or sex. Yes, even in a nonfiction book. In a C-SPAN Book panel event, bestselling author, Simon Winshester said, “People above all love to read a good story.”


#4: You need to give people what they want, including clarity in the writing.
We need to understand you. Make sure you have a good editor. Do your readers want a solution to a problem, or help in achieving something? Whether it’s good looks, a better sex life, a better career, to make lots of money, or to calm their fears, make sure you give your specific audience what they want.


#5: You need to tell as many people as possible about your book. (That’s called marketing.)
Authors, shyness has no room in telling the world about your book. Start telling people as soon as you commit to your book. And build your list now, so you can let everyone know when your book is available.

I researched on this article by googling "the anatomy of a bestseller." But what I discovered is that creating a bestseller is more alchemy than anatomy. (Thanks to Simon Winchester’s publicist for this reference.) I discovered that your job, as an author, is to make sure these five factors are in place, and to use your resources, your friends, and your absolute commitment to your book to make your book, a bestseller.

What can you do to make your book a bestseller?


c. 2010 Beth Barany


Author, speaker and coach, Beth Barany, can be found raving about books, authors, and the ever-changing publishing and book marketing world at www.twitter.com/bethbookcoach, Facebook and LinkedIn.


For more information, please visit Beth's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

GET PUBLISHED NOW: Alchemy of a Bestseller

THE ENTREPRENEURIAL GUIDE TO ENTERTAINMENT: Spotlight on Brendan Allard – Guiding the Academy Award Winners of Tomorrow

The Entrepreneurial Guide to Entertainment with Sandy McKee

At a small public elementary school in the heart of Kaimuki, Hawaii, a group of 13 students in grades 4 through 6 gather after school for the Video Production Club headed by the computer teacher, Chris Yap, and Brendan Allard. Mr. Allard is a technician for the Department of Education, State of Hawaii, and volunteers his time at Hawaii public access TV station ‘Olelo. He is ‘Olelo certified as a producer, camera operator, and video editor. He is currently pursuing a degree in IT.

I caught up with Mr. Allard and asked a few questions about his role in guiding these aspiring producers and directors.

“The kids are learning creative ways to portray the ideas they want to share,” he said. At this time, they are learning basic skills, such as operating the camera, editing the film, dubbing sound, etc. “Then,” Mr. Allard said, “They will produce a short PSA to be aired on [Hawaii’s public access TV station] ‘Olelo. The subject of the PSA will be determined by the kids.”

The first project the club produced was a short press conference with one of the students playing the role of President Obama. The format was simple questions and answers. The second project involved taking a scene from a movie and dubbing the students’ voices over the actors. “They could make the characters say whatever they wanted,” said Mr. Allard.

The current project is more ambitious: two music videos with original choreography. The songs are “I’m Yours” (Jason Mraz) and “Party in the USA” (Miley Cyrus). “They’re doing ‘I’m Yours’ with a Star Wars theme,” said Mr. Allard. Huh? I hope their parents let them put that on YouTube!

The Video Production Club and its counterpart for grades K-3, the Shutterbug Club, represent a growing emphasis in elementary schools on creative new media. The skills the students learn empower them to take on increasingly complex issues, problems, and ideas as they explore new ways to communicate to a wider audience. Gone are the days when we would simply write an essay, get a grade, and then trash the paper. Now, we can write up a concept, storyboard it, plan the project, allocate assets to its implementation, produce it in visual format, edit it for clarity and artistic elements, and then publish it online for the world to view. Learning takes place, as does the development of marketable skills.

The equipment the students are using includes a Cybershot camera and Windows Movie Maker software. According to Mr. Allard, “The children are picking up the techniques quickly and they seem to like it. The challenge, however, is getting them to settle down and listen to instructions.” Well, kids will be kids, right?


For more information, please visit Sandy's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

THE ENTREPRENEURIAL GUIDE TO ENTERTAINMENT: Spotlight on Brendan Allard – Guiding the Academy Award Winners of Tomorrow

SALES AND MARKETING: 7 Keys To Marketing Success, Part 1

Sales and Marketing with Bill Doerr

15 Second "Speed Read"

Marketing is an essential business discipline that can be academic or practical. Unless you're a university professor, the practical approach is probably better. Once you go practical, there are seven (7) keys to marketing effectively. This article identifies and explains them all seven.

This . . . is Marketing?
Two (2) definitions. This first definition comes from a prestigious university dictionary:

"Marketing, in economics, is that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. In popular usage, it is defined as the distribution and sale of goods, distribution being understood in a broader sense than in a technically economic one."

This second definition comes from "real life."

"Marketing is getting someone who needs what you do to know, like and trust you so they'll retain you initially, return to you repeatedly and refer you to others consistently."

The second one works for me. How about you?


The 7 Keys of Marketing Success . . . Revealed


Key #1: Pick a Target Market

This means WHO do you want to focus your marketing efforts on?

Ask a business owner, "Who's a good prospect for you?" What do you hear? Is it a clear or muddled? It's usually not as clear as you'd like, right? That's not surprising. If someone hasn't a chosen a specific group of people to focus on -- a target market -- they probably can't tell you who they want to attract as customers or clients. That's unfortunate. The more clear your focus, the more attractive you become.

One example is a young dentist in Michigan. I call him Dr. Midnight. A recent graduate from dental school, he wasn't interested in becoming a junior associate in an established practice. At the same time, he wasn't in a position to finance the equipment and office lease he'd need to go solo. So he cut a deal with a local practice to rent their offices from midnight to 6 AM. And, (at that time) Michigan had a thriving economy due to the numerous factories in the area. Many had workers on the third shift: 3 PM - 11 PM. So he courted these workers as patients. "Stop by right after work -- I work late just like you!" It worked. He soon had a thriving dental practice, on his terms, and all because he didn't try to be just another dentist. He picked his market (third shift factory workers), positioned himself to be "different" ("I'm open when other dentists are closed and inconvenient for you") and profited as a result.

Point: Appealing to everyone is appealing to no one. The opposite is true, too!

Key #2: Find Your Uniqueness and Leverage It

Go look up your business in the Yellow Pages or, Google Local Business. It won't matter. What you'll see is how many alternatives to using you a prospective customer or client has to choose from. Scary? It should be! After all, HOW or WHY would someone, seeking someone like you, choose YOU, from the pool of possibilities? What makes you stand out as a Preferred Provider of your problem-solving expertise? Often, the answer to that question sounds like everyone else's. In fact, there's often little evidence to support that conclusion. It's called "Me-Too" marketing. When you and your competition all say the same things, no one stands out. But, that's where you have an excellent marketing opportunity, too!

Quick story: Years ago, in the Pacific Northwest, a salmon cannery noticed a disturbing trend. Revenues were declining steadily over the last few months. After investigating the situation, the cannery learned that pink salmon were being imported from Japan. Net result? The marketplace had a choice and pink salmon was gaining marketshare at the red salmon's expense. The solution? After some creative thinking, the red salmon people changed their label. They added the phrase: "Pacific Northwest Red Salmon -- Guaranteed NOT To Turn Pink!." Sales began to climb for red salmon again.

Point: Standing out in a crowded marketplace to your prospects is an essential key to marketing successfully!

Key #3: Sell Packages, Not Services

Whoa! Hold on. I'm not saying don't sell your services. I'm suggesting you don't sell them "A La Carte." Your mother or teacher probably told you early in your life, "Don't judge a book by its cover." Right? You know why they told you that? Because people do! It's also how we buy services. The package or bundle of services that has a name and addresses a prospect's pain or desire is going to outsell un-bundled services every time.

If you have kids, you've probably bought a MacDonald's Happy Meal. That's a package! With the magic words, "Two Happy Meals, please" you can get two kids to be (relatively!) quiet for about 7 minutes while you wolf down your Angus Burger and coffee and before you get dragged out to the playscape by the kids. MacDonald's knows that it's you, not your kids, who wants the "7 minutes of peace." And that 7 minutes is what you're seeking to get when you buy a Happy Meal. Great marketing from MacDonalds!

Point: Bundle your problem-solving expertise and services to solve a problem or achieve an important outcome, put a name on it and watch the magic of marketing your services take place before your eyes!

NEXT MONTH...
I'll finish up the last 4 Keys to Your Marketing Success. Stay tuned!


*******
Bill Doerr is CCO of SellMore Marketing. He helps professionals and other service providers to market their problem-solving expertise simply, effectively and affordably.You can reach him at www.sellmoremarketing.com, or by phone at 860-798-6964.


For more information, please visit Bill's TNNW Bio.

---

The National Networker Companies

Forward/Share This Article With Colleagues And Social Media:

SALES AND MARKETING: 7 Keys To Marketing Success, Part 1