THIS MIGHT HURT: "Who are you and Why are you here?" - THE NEED TO STATE YOUR MISSION

“Words are Tools; Words are Weapons.” – Douglas Castle

This Article written and © by Douglas Castle and originally published in THE NATIONAL NETWORKER™ Newsletter. All rights reserved. This article may be reproduced only in its complete form, inclusive of all hyperlinks, with full attribution to both the author and to the publication. For information about the author, go to Linked In/ Douglas Castle or to Douglas Castle’s Blog ; for information about the publication, go to THE NATIONAL NETWORKER™ Newsletter.

"Who are you and Why are you here?" - THE NEED TO STATE YOUR MISSION.

Stand at any gathering long enough and someone (the hostess, the Secret Service, a River City Chamber of Commerce meeting, the guard posted outside of the star's dressing room) will approach and ask you, "Who are you and why are you here?" These might not be exact words used, but the import and intensity behind them will be deadly certain. And if you are not prepared with a fast, solid and easily understandable answer, you will find yourself removed from the premises. Nobody wants an uninvited guest, a loiterer, a gatecrasher, a freeloader or any person without a permit or a definite purpose.

People in positions of decision making authority have become increasingly impatient and frustrated with answers which are either laden with technical language or which are nebulous. Some wonderful examples follow:

A) "I am a Six Sigma Sensei specializing in collaborative solutions utilizing hybrid and eco-friendly technologies to empower your C-suite team through the liberation of trapped liquidity in expressive assets" (In Plain English: "I'm Tony, a licensed plumber from City Plumbing, and if you'll show me to the executive washroom I'll use my case of rotary tools to unstop the toilet bowl so that your top employees can use the bathroom there instead of going constantly taking the elevator to the eleventh floor to use the bathroom in the guest waiting area."); or

B) "Utilizing a four-tiered personality analysis of the individual client on a comparative basis with a three-tiered market analysis of existing and prospective market recipients, I conceive, design and create works on paper which communicate amicability and accessibility in order to inspire reciprocal acts on the part of the recipients/observers." (In Plain English: "I'm Diane and I am a card designer for QuoteActions creations. I'm here to create unique, personalized New Year's calendars for you to send out to each of your accounts so that they'll keep them on their desks and think of you and your company all year long.").

In a society that is increasingly obsessed with technical jargon and obscurantism, your host or your audience (if you are a visitor, a salesperson, a BizNetwork inductee or a parasite) will be appreciative and impressed with you if you answer this initial qualifying question: "Who are you and why are you here?" so that they can simply get a handle on who you are and what you might be able to do for them. The persons who have the easiest time answering these questions are usually in the acknowledged professions or trades, such as estate planning attorneys, tax accountants, cardiac surgeons, firemen, locksmiths and massage therapists. The persons who struggle with giving a simple answer to these questions are usually those who are in fields which involve consultation, education and training, or technical specialties, or those persons who do things which involve unusual "twists" on, or refinements to seemingly ordinary businesses.

In brief, the more complex or specialized the nature of your business, the more difficult it will be to construct the best answer to this question. What hurts us most (personally and in our dealings with prospective clients, employers and others who may wish to use our services) is that we tend to use rehearsed catchy phrases and slogans which:

• showcase our wit and wordsmithing capability, but which do not permit people to either understand precisely what we do, or to explain to others, in simple terms, what we do;

• do not permit people to categorize what we do in ways that are directly meaningful to them or to others...we resist being labeled in certain circumstances where it could actually help us to convert a prospective client into a paying client, and to further convert that paying client into a referral source;

• make us look bright, but which do not make us appear useful - as a result, people grin at us, scratch their heads and then don't take us seriously;

• do not truly focus in on exactly how we benefit the person who engages us - this can often be accomplished by using a very brief, very simple example fo what we may typically be called upon to do for a client;

• make us look either uncomfortable, indecisive or defensive about what we do. None of these things is desirable. We wind up sounding like we're making excuses for not having well-defined jobs.

Slogans and wit are wonderful in terms of branding, advertising and promoting, but they are not a substitute for brief, understandable explanations of what we do. Some simple parameters for constructing your personal mission statement might help you build a good one:

1. Start with "I am";

2. Keep it brief, direct and intensely focused, although you may use an example for the purposes of memorability and clarification;

3. Cite cause and effect (benefit), i.e., "we send in our team of experts to analyze your delinquent accounts and and we will either a) purchase them from you for cash, or b) help you collect them in order to produce cash to help you finance your operations." Your Personal Mission Statement is the key to your fortune or failure;

4. Avoid acronyms and technical pop-jargon or people will think that you are hiding behind your words, or worse...they'll think that you're an S.O.B. tgrying to BS them into some obscure IT arrangement;

5. Resist the urge to use humor in a Personal Mission Statement - it distracts people from your message and alienates those who don't appreciate humor in an initial business meeting (the world is filled with folks like these).

If I were to create my Personal Mission Statement regarding this article, I might say:

"I am Douglas Castle, of The Castle Consultancy. I meet with business owners, interview them, learn about their services, and I compose a concise Personal Mission Statement for them which they can use on every occasion where they may be asked to present what they do. These Personal Mission Statements are brief, powerful, memorable and immediately attract business to my clients. When I construct a Personal Mission Statement for my client, it is not a clever slogan - it is a statement of what he does, how well he does it, and why every person in that room will want to get in touch with him. Every businessperson and professional needs a Personal Mission Statement. Call me - after we've met, I will create one exclusively for you. It's great to meet you, and I'll look forward to hearing from each of you."

Faithfully,

Douglas Castle

p.s. Do you have a unique, powerful, brief and memorable Personal Mission Statement? You must have one. Please feel free to email me directly at douglas.castle@yahoo.com, and include the words "Personal Mission Statement" in the subject line.





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THIS MIGHT HURT: "Who are you and Why are you here?" - THE NEED TO STATE YOUR MISSION

THIS MIGHT HURT: Buzzology: New Scientific Terms for a Powerful Tool

Buzzology: New Scientific Terms for a Powerful Tool

“Words are Tools; Words are Weapons.” – Douglas Castle This Article written and © by Douglas Castle and originally published in THE NATIONAL NETWORKER™ Newsletter. All rights reserved. This article may be reproduced only in its complete form, inclusive of all hyperlinks, with full attribution to both the author and to the publication. For information about the author, go to Linked In/ Douglas Castle or to Douglas Castle’s Blog ; for information about the publication, go to THE NATIONAL NETWORKER™ Newsletter. ___________________________________________________

Buzzology: New Scientific Terms for a Powerful Tool

Dear Readers:

Everyone uses the term “buzz.” At one time, years ago, it simply meant “gossip.” Today the term “buzz” covers gossip, visibility in the news, a grassroots groundswell of curiosity… and an ever- increasingly vast bunch of things. Some people think that buzz equates to advertising. Well…buzz is not advertising, but buzz is a critical ingredient in making your advertising work.

Buzz actually refers to a very specific three-part process:

• The first part is cutting through all of the media noise and getting the attention of your prospective market, and of other allies who may help promote or distribute your product or service (even if the product is You, personally);

• The second part is to get a message or an image across to that prospective market, and to use that special message or image (your “brand”) to symbolize and represent your company, product or service. It is your signature, your fingerprint, your essence – it is your identity at the conscious and subconscious levels;

• The third part is to build sufficient curiosity, eagerness and credibility in that message or image that your market is attracted to your company, product or service.

The ultimate buzz campaign is one where:

1) We tell the horse that he’s very, very thirsty…that his throat is parched and as dry as a sandy desert…

2) We tell him where he can find cool, clear, fresh water to satisfy that desperate thirst, and…

3) He will either begin wandering in the right direction, or we will make him follow us (at a gallop), or, if need be, we will tug him by the reins until he arrives at our watering hole.

At the end of the campaign, the horse will thank us (in a horse whisper), and happily offer us a ride onto town.

Now that you’ve become an expert Buzzologist, let’s get down to the buzz business.

All formally-organized and deliberate buzz campaigns have certain features and some simple (and silly-sounding) terminology in common. A quick crash course follows:

1. The objective is to get your name, brand, product, service, works, book or image (each of these is referred to as a “Brand Asset” in buzz-talk) buzzed (i.e., broadcasted, read and re-broadcasted and otherwise forwarded repeatedly, in waves) across the social internet media to give you recognition in your target market;

2. First Level broadcasts are of three distinct types, each one designed to fit a specific group format in accordance with that particular group’s general posting or publication guidelines. Expert Buzz Teams send out blasts of magnetic, interesting information; we do not promulgate spam or advertisements. We believe that every posted item must be interesting in order to jump out and seize the audience’s attention. The three types are:

• Brief essays (“Mini-Articles”) which contain fascinating facts or which pose provocative questions either centered upon or sponsored by your Brand Asset and which contain hyperlinks to your website, blog, news release or other information center. The challenges are to gain their attention, arouse their curiosity, to engage them and to have them thinking, consciously and subconsciously, of your Brand Asset ---

• Single provocative paragraphs (“Hooks”) which make bold, memorable statements, or pose memorable questions entered upon or sponsored by your Brand Asset and which contain hyperlinks to your website, blog, news release or other information center ---

• Quips, comments, enticements or tweets (collectively, “Comments”) which are very brief and which contain hyperlinks to your website, blog news release or other information center.

3. The social media utilized for broadcasting at the First Level are a combination of specially-selected common-interest groups and discussion forums featured on such platforms as LinkedIn, Facebook, Twitter, YouTube and many others. Each of these media (okay… substitute “mediums” if you prefer) will be blasted (i.e., peppered, pelted and prompted) with Mini-Articles, Hooks or Comments as appropriate and optimal;

4. Your First Level broadcasts are initially seen by a prospective audience of hundreds of thousands to millions of readers. We continually re-post First Level blasts in reverberating waves (“Waves”) in order to build curiosity, anticipation and impression. Additionally, repetition breeds credibility and clears the path for market acceptance. Using the Proper message, the proper repetition at the proper frequency, a relatively new Brand Asset can look like a contender for a well-established brand in very short order.

5. First Wave broadcasts are the first set of First Level broadcasts which go out to the social media. Second Wave broadcasts are re-broadcasts of the First Level broadcasts. Theoretically, each Level may go out in a series of Waves, producing a repetition and reverberation effect. Depending upon the circumstances, there may be up to Five Waves of a First Level broadcast.

6. Second Level broadcasts are comprised of new material (Mini-Articles, Hooks and Comments) which supersedes, adds to and enhances (exponentially) the power of the multiple Waves of First Level material. Depending upon the circumstances, there may be multiple Waves of Second Level broadcasts.

7. Generally speaking, any Level of broadcast may go “out” in up to five Waves. More than one Wave per day of any single Level of broadcast is excessive, and will tend to devaluate the utility of any buzz approach.

Remember the Law of Diminishing Returns? Take caution not to litter the media with any particular blast – it erodes Brand Asset credibility and makes it appear as if we are merely promoting instead of teasing the audience with magnetic content. One of the keys to any intelligently-conceived buzz campaign is the utilization of “education” instead of “forced-feeding.” We might speak of a Blitz or a Blast, but we are in the business of building curiosity, anticipation and hunger. An audience inundated with self-serving information feels abused and becomes unresponsive.

8. The usual pattern of broadcasts is one Level, five Waves, with one Wave per day. This is a week’s worth of buzz. This process repeats with new material week after week.

9. In any well-conducted buzz campaign, an “echo” effect is produced when third parties start to quote or reframe your buzzed materials in the form of postings, questions, comments and re-publication. You’ll know that you have hit with a good buzz item when you see it quoted in a third-party newsletter, blog, article or comment in the social media universe. When strangers start to quote your slogan as wisdom, you are being very effective. You’ve truly arrived when an entire crowd of hypnotized heads nods in recognition.

10. There is no substitute for multi-minded image-building, branding buzz content. This creative part of the process cannot be automated. It must be inherently personalized and personable This is the most challenging, cerebrally-intensive part --- but the best Buzz Teams thrive on it. The content of your buzz is what will truly make you stand out.

A superior Buzz Team must utilize some unearthly writing talent, a practical knowledge of behavioral psychology, some computer wizardry, a tasteful dash of the dark art of subliminal/ hypnotic persuasion and, of course, the right crew with the right chemistry: this usually means a collective of brilliantly creative and fanatically dedicated nonconformists and egomaniacs. And that’s putting it mildly.

Buzz is the perfect foundation and enhancement to your advertising and public relations efforts and activities.

I would be remiss if I didn’t suggest that you visit The National Networker Companies’ Buzzworks ™ Programs Page.

It is at http://tnnwc-tnnwbuzzworks.blogspot.com

Faithfully,

Douglas Castle

______________________________________________________________________

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THIS MIGHT HURT: Buzzology: New Scientific Terms for a Powerful Tool

THIS MIGHT HURT: Managerial Wisdom From an Unlikely Source.

A Conservative View Of Political Priorities -- This Could be MANAGERIAL WISDOM From an Unlikely Source... “Words are Tools; Words are Weapons.” – Douglas Castle This Article written and © by Douglas Castle and originally published in THE NATIONAL NETWORKER™ Newsletter. All rights reserved. This article may be reproduced only in its complete form, inclusive of all hyperlinks, with full attribution to both the author and to the publication. For information about the author, go to Linked In/ Douglas Castle or to Douglas Castle’s Blog ; for information about the publication, go to THE NATIONAL NETWORKER™ Newsletter. Please Note: The material which follows was, in part, obtained from the BigThink Newsletter, and no portion of it, or of this article, may be reproduced under any circumstances, with the sole exception of those cases in which 1) the article is reproduced in its entirety, with all references and hyperlinks left "live," and full attribution to all sources, and 2) the article is not being used for commercial or for-profit purposes. Any other use of this material is unauthorized and illegal. Thank you. Please also be advised that the author, Douglas Castle, is not a member of any political party, and further, that he is not an advocate of the Conservative Party's platform, BigThink's platform, or of Dick Armey's politics, philosophy or views in general. The unlikely inspiration for this article, Dick Armey, is identified by the author as a conservative republican speaker, with a powerful anti-democratic, anti-liberal, and somewhat xenophobic bias. But then again, despite this, the Laws of Probability dictate that even a blind hog can occasionally find a truffle in the wintertime. I take good ideas when they are offered -- after considering the source. - Douglas Castle (http://aboutDouglasCastle.blogspot.com)

Conservatism: What Lies Ahead The release of Sarah Palin's memoir this week marks the latest skirmish in a fierce ideological battle among conservatives. Who will fill the GOP power vacuum and lead conservatism forward? What will this new movement look like? And what's really going on with those "Tea Parties"? We asked politicians and prognosticators, and we're posting their answers all this week in our new series: "The Future of Conservatism." "Keep Your Mouth Shut" On Social Issues ...And focus, focus, focus on economic policy. It's the advice a mentor once gave former House Majority Leader Dick Armey, and it's the advice Armey repeated to today's Republicans in his Big Think interview. He also discussed the Tea Party movement and weighed in on Palin's 2012 chances, accusing John McCain's 2008 campaign team of having potentially "sabotaged" their VP candidate's political future. Dick Army's BigThink Interview can be watched by clicking on http://bigthink.com/dickarmey/big-think-interview-with-dick-armey, but be forewarned that you might be in for one of the most tedious 30 minutes of your listening career. ******* Having said all of this, the following fabulous management and leadership ideas can be gleaned from his otherwise austere, slightly-embittered presentation, and I would strongly advise every leader or manager of any enterprise or entity to read these pointers, and to implement them: 1. You must focus on the most important and pressing issues of the moment, and especially upon those perceived as crucial by your audience. You must be relevant, direct and extraordinarily focused; 2. Avoid discussing your social views, political views, reformist agenda, political ideology, exual preferences and other ideological ideals...they will obscure your focus, distract your audience, and possibly serve to polarize and otherwise united group; 3. Demonstate an understanding of the issues, and state your proposed actions concerning those issues. Avoid empty dogma, and pep rally tactics; 4. Be serious about the issues, and do not minimize them or trivialize them. To do so is to denigrate and despise your audience; 5. Conduct yourself as a manager, a leader and a commander -- address and tackle issues head-on, without waffling or generalizations. Do not allow yourself to be de-railed, or bogged down with questions. You must remain on course, and in control of your presentation and your own impulses to insult or fight back. Be assertive -- do not be hostile or openly aggressive. 6. Be consistent and coherent in your speech. Witty retorts and a great social presence will not instill confidence in your ability to lead -- they will detract. You are not showing comedic wit -- you are demonstrating intelligence, concern, command and a inspired leadership. The vast majority of your audience wants to hear a problem-solving leader, and not just a personality; 7. Translate the issues and your prosposed course of action to the ultimate impact that it will have on the members of your audience personally...real-world, real-time, candidly; 8. Don't campaign negatively against those who are your competitors, opposers, detractors or adversaries. Put your understanding of the issues and your intended actions as a courageous leader first. Slanderous assautlts on the enemy are not powerful enough -- you must be a positive force force for meaningful change where the most pressing issues are concerned. 9. Don't try to be a celebrity - it belittles you and your audience. And worst of all, they will stop taking you seriously and will begin to question your motives for being in (or for seeking) a position of great power and authority. 10. At the end of your presentation, in stacatto fashion, briefly outline the most important issues, what you propose to do about them and give plausible estimated timeframes if possible. End with a positive "Now, let's down to the serious business of taking positive action and moving aggressively ahead in the right direction. Always end on the positive Faithfully, Douglas Castle *Follow DOUGLAS CASTLE on TWITTER - http://twitter.com/douglascastle *Follow DOUGLAS CASTLE on THE NATIONAL NETWORKER - http://twitter.com/TNNW_BUZZWORKS Douglas Castle's Secret Blog Links! DOUGLAS CASTLE BRAINTENANCE HUMANITAS MAXIMUS DOUGLAS CASTLE'S INTERNAL ENERGY PLUS THE INTERNATIONALIST PAGE THE GLOBAL FUTURIST TAKING COMMAND! THE NATIONAL NETWORKER Newsletter Subscribe to The NATIONAL NETWORKER Newsletter and the BLUE TUESDAY REPORT free.

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THIS MIGHT HURT: Managerial Wisdom From an Unlikely Source.