Archive for the ‘Communications’ Category

Cell Phone Etiquette

Saturday, April 11th, 2009

Okay, I’ll admit I have been pushed over the edge. This morning, while reading the newspaper, I learned that a major airline is going to allow the use of the cell phone while taxiing to the gate! Can you imagine what that is going to be like?

For two years I have thinking about doing a seminar on cell phone etiquette. Back then; I was sitting in a restaurant waiting for my luncheon companion to arrive. There were two men in the booth next me having a quiet lunch when one of their cell phones went off.

Not only were they oblivious to the fact that I was sitting behind them, they continued to talk on the phone for a half hour. Guess what? They we negotiating a major contract.

It was impossible not to hear them, the terms of the agreement, and what they would give if the going got tough. Hmmmm. Just imagine had I been one of their competitors. How could they have possibly known I wasn’t? For that matter, how did they know the person at booth on their other side wasn’t a competitor or relative of their competitor?

Yes, I have cell phone. Now I cannot imagine working without one. Yet, not even my daughters have my cell phone number. They know I check my home answering often and they know I will get back to them.

My friends, at first, made it a game to see who could be the first one to get the number. One of them did get it by checking their “who just called” notation. They recently laughed and said, “A lot of good it does me, and you never answer it anyway.” That’s right I don’t.

When I am out and about, I’m out and about. I do not have to be in constant contact with my phone. One woman recently said to me “Kathy, I have to available for my clients.” Of course, you do, yet that does not mean that they have to have immediate access to you. When that is necessary, I stay close to my office. I learned long ago clients are flexible and realize I have a life too. In fact, that is probably one of the things that surprised me the most about being self-employed. I thought I had to be available when the clients wanted to make an appointment. Instead they are wonderful about accommodating my schedule.

Now let’s talk about how you finally arranged a luncheon meeting with someone that you find interesting, perhaps a business associate or just a friend you want to get caught up with. You are starting the conversation and their cell phone goes off. They dig the phone out and say, “Just let me see who this is.” They look at it and say “I going to let that one go.” Ten minutes later the phone rings and it is a call they decide they need to take. Five minutes goes by (How significant do you feel, being the one sitting there?) and they hang up and say, “I am sorry, that was so and so.” As if I give a rip….Then they say, “Here, let me turn off this phone.” Ahh, peace at last.

What people don’t seem to realize that in most case, the people all around you can hear exactly what you are saying. Recently at an airport two colleagues were talking about another colleague in unflattering terms. What difference does that make? What would you say if I told you they used names and one on the cell phone near me was wearing a shirt proudly displaying his company’s logo?

Then there is “Let me take a moment before we begin to make this phone call.”

Keep in mind we had a total of half hour to get our business conducted. They call home, the child begs for something, the adult gets uptight and an argument pursues. You are sitting there “a prisoner” to the conversation. You colleague is upset when you begin the conversation, takes a while to get on track and you have to build up positive rapport again before you can be heard.

Finally, you are at the stop sign. The person turns “Right” in front of you and you can tell his/her mind is not on driving….The cell phone is up to his/her ear. More than once I held my breath as the car barely brushed by me. They were not concentrating on swinging out farther to make the turn.

I have made a rule for myself to not talk on a cell phone while driving. Not too long ago I was running late and I thought I’d listen to my messages on my home answering machine while driving. Then, I thought to myself, no I have my rule. So I pulled into one of our Waterfront parks. Stopped the car and looked at the river as I listened to calls. After I was through, I no longer felt rushed and that unexpected stop…served me so well.

Finally, if you look around, you will see the people with “Real Power” in our community rarely pull out their cell phones in public. They have found ways to be in touch without having the cell phone being an interruption in their business days. They use them, yet they use them discreetly.

I guess in retrospect that is what I want to convey to those reading this article. I totally believe in cell phone, delighted I have one-yet, when you use them think about the people with you and around you. People are craving to feel significant. When answering the cell phone in their presence, you have decided the person on the other end of the phone is more important than the person sitting in front of you.

Copyright 2009 Kathy Condon

As an award-wining published author of the book “It Doesn’t Hurt to Ask: It is all about Communication”, and certified Executive Performance Coach, Kathy Condon travels the world inspiring others as international speaker and trainer. She is driven by a distinct purpose to motivate others to achieve their full potential. You can contact Kathy by email at kathy@kathycondon.info or phone (360) 695-4313. Start each week on a positive note and sign up for Kathy’s “Weekly Wisdom” — her popular Ezine offering insights and thought-provoking comments and about current events, business communication and career issues at http://www.kathycondon.info

How To Remember Names

Saturday, April 11th, 2009

The ambush. We have all been there.

You are in the grocery store, pushing your cart around the corner when WHAM! You run into that woman with the big blue eyes. You met her at that local meeting or perhaps some business lunch. Either way, you remember that face. but what is her name? Before your mind can get any further than that thought, she smiles and says, “Hi Joe, how are you?” Now you are really trapped. She remembers your name!!

During my years as a professional memory trainer, I can not tell you how many variations of this story I have heard. The truth is most people have trouble remembering names. This is because our memories are not designed to learn names through verbal cues. Our memory works through image, action, and emotion.

Here are my six steps to never forgetting a name again:

1) Create Facial Files

When you meet a person for the first time, pick out something striking about their facial appearance. Perhaps it is their nose, large forehead, or lips. It is important that when picking out these features you stay away from hair (of any kind) or glasses because all of these can change over time.

2) Introduction: Stop and listen

Do not think about what you are going to say. Too often, we meet someone and immediately transition into another conversation. Next time you meet someone try these techniques:

  1. Pay attention

  2. Repeat their name back to them three times. Don’t overdo it.

3) Turn Names into Pictures

This converts the name into an image, which is the language of your memory. For instance when you meet Barbara think of a barbed wire fence. Attaching a picture to a name is simple and because you will run into so many people with the same names, you will need fewer images than you think.

4) Take the Picture and Glue the Image of the Name to the Person’s Face or Upper Body

This will sink it into your memory. For instance, if you pictured barbed wire for Barbara, now picture her wrapped in barbed wire. This links the image to an action, and that is the language of your mind. Make the picture vivid and the action memorable.

5) Tie the First and Second Name Together

Use a chain of visualization when you need to remember both. Just make sure you keep them in the correct order.

6) Review

This step is dependent on how long you want to remember the name. You do not need to do this with every person. However, if you want to remember something long term, review it in one hour, one day, and one week.

More than anything, remember to be patient with yourself when you put these new skills to practice.

Tom Weber, aka The Memory Guy, is an instructor for Freedom Speakers and Trainers. He has trained everyone from CEO’s of Fortune 500 company’s to gradeschool students. He conducts memory workshops across the country and is the coauthor of the award winning CD – “Winning the Name Game”. For more information visit http://www.deliverfreedom.com/speakers_tom.html or call 888-233-0407 x 200. To order “Winning the Name Game” go to http://www.deliverfreedom.com/name.html

Before you advertise, have you filled out your “Creative Strategy Form?”

Monday, April 6th, 2009

So you say you want a brochure? Or an ad? Or a radio spot? Okay, buthave you filled out your “Creative Strategy Form” first?

Welcome to another edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

It’s not just a matter of looking at a blank piece of paper – or screen – and saying to yourself, okay, I want a new brochure and here’s how it will look: I’ll put a picture here, put the logo there, and just write down whatever comes into my head and place it all on the inside

So you say you want a brochure? Or an ad? Or a radio spot? Okay, buthave you filled out your “Creative Strategy Form” first?

Welcome to another edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

It’s not just a matter of looking at a blank piece of paper – or screen – and saying to yourself, okay, I want a new brochure and here’s how it will look: I’ll put a picture here, put the logo there, and just write down whatever comes into my head and place it all on the inside

Not that that may not have a chance to succeed vis–vis what your competitors have floating out there in the marketplace. But the better chance is when initial thought and discipline goes into the recipe, you’ll be cooking up something far more flavorful and nutritionalif nutrition be a metaphor here for substance and a meaningful message.

Here’s what I prescribe to my clients before we embark on the vehicle itself – whether it’s a brochure, ad, radio/TV spot, billboard, even to an extent a logo design. They need to fill out a single sheet of paper, a questionnaire I call the “Creative Strategy Form.”

Here’s what it asks:

  1. How would you describe your product/service?
  2. What/who is your target audience?
  3. What are your business’s (cosmetic) features – are you bigger, smaller, prettier, older, younger, in the city, in the suburbs, etc.?
  4. What are the benefits to your clients (as opposed to “features,” what are the elements to your product/service that can actually help them)?
  5. Who is your competition?
  6. What do they have that you don’t?
  7. What do YOU have that THEY don’t?
  8. Do you have a “call to action,” such as a coupon, a giveaway, a website?
  9. Do you have samples of marketing materials done by your competitors – or even in another industry – that you like, or particularly impresses
    you?
  10. If your audience could derive one main, focused (important word!) thought out of this piece, what would it be?

And there you have it. If you can answer these questionsor even if you can’t, and it prompts you to think further about how to “explain” your businessyou’ll be that much more ahead of the game when it comes to developing your message, your theme, even your artwork that puts a graphic “face” on the materials.

And it certainly takes the guessing game out of how to fill that blank piece of paper, or screen.

As to how yours truly has helped clients recently “fill in the blanks,” you’re welcome to check out my website (www.jdkmarketing.biz), go to the Portfolio link, and note what was done just recently for the Matthews Family Chiropractic clinic, and the Larry Hale Insurance Agency.

Joel Kweskin is the principal behind JDK Marketing Communications Management.

He is a former Advertising Manager and Creative Director for Royal (& SunAlliance) Insurance, helping to earn several industry awards for excellence in advertising and marketing communications. During this period, he served as national Vice President of the Insurance Marketing Communications Association (IMCA) and was representative to the Association of National Advertisers (ANA).

He has been a copywriter for New York City and Charlotte advertising agencies; his writing skills embrace virtually all disciplines of marketing promotion and journalism.

Since 1996, through the emergence of his own company, Kweskin has offered consultation on marketing strategy and creative development and implementation for such diverse national, regional and local corporate names as BellSouth Mobility DCS (Verizon); Transamerica Reinsurance; Bristol-Myers Squibb; John Deere; Moissanite Jewelry; Pro-Med Emergency Care; Charlotte Housing Authority and Archadeck.

Kweskin has also displayed his skills on both the publication stage and the theatrical stage: he co-authored articles for National Lampoon magazine and co-scripted a comedy revue off-Broadway in New York City.

Joel Kweskin
JDK Marketing Communications Management
704.846.4835, office
704.575.8850, cell
704.841.2746, fax
http://www.jdkmarketing.biz

Gorilla Marketing

Monday, April 6th, 2009

A lot has been written about Guerrilla Marketing Strategies.

Does that mean putting on a monkey suit to attract attention? Of course not.

Ormaybe Yes.

Guerrilla Marketing has been championed in recent years by Jay Conrad Levinson, whos written a series of books on the subject. The name simply implies means by which you can implement marketing ideas through low-cost, non-traditional methods.

True story: when I was Advertising Manager at Royal Insurance, I received an unusual delivery one day. When I opened the box, inside was one of those plastic foot models you see in a shoe or department store. This foot was wearing a sneakerand a note attached from a local ad agency which said, in essence, Now that weve got our foot in the doorlets set up a meeting to discuss how the (name) Ad Agency can assist you and Royal Insurance in your marketing endeavors

Well, I thought it was brilliant, and invited the guy in post-haste. How can you not respond to something like that?

Here are some other ideas:

  • Send one of those inexpensive throw-away cameras to a valued client or high-chance prospect with the message Picture us together(etc.)
  • Similarly, send one of those silly bottles (of candy) that typically are labeled Stress Busters or Problem Solvers and send that, along with an apt message that acknowledges the clients concernsalong with your ability to take care of it.
  • Consider old-fashioned bartering; according to Rick Crandall, PhD, and marketing author, Barter not only cuts your costs, but can also get you a beginning client base which can then provide further referrals and testimonials.

Guerrilla marketing is as far-reaching and all-inclusive as you want it to be. It doesnt have to be wild or inconsistent with your business or industry. It just has to be different. To paraphrase Oscar Wilde, the worst sin one can commit is to be dull.

So start to think outside the box. And inside, and alongside, and near side and far side

Joel Kweskin is the principal behind JDK Marketing Communications Management.

He is a former Advertising Manager and Creative Director for Royal (& SunAlliance) Insurance, helping to earn several industry awards for excellence in advertising and marketing communications. During this period, he served as national Vice President of the Insurance Marketing Communications Association (IMCA) and was representative to the Association of National Advertisers (ANA).

He has been a copywriter for New York City and Charlotte advertising agencies; his writing skills embrace virtually all disciplines of marketing promotion and journalism.

Since 1996, through the emergence of his own company, Kweskin has offered consultation on marketing strategy and creative development and implementation for such diverse national, regional and local corporate names as BellSouth Mobility DCS (Verizon); Transamerica Reinsurance; Bristol-Myers Squibb; John Deere; Moissanite Jewelry; Pro-Med Emergency Care; Charlotte Housing Authority and Archadeck.

Kweskin has also displayed his skills on both the publication stage and the theatrical stage: he co-authored articles for National Lampoon magazine and co-scripted a comedy revue off-Broadway in New York City.

Joel Kweskin
JDK Marketing Communications Management
704.846.4835, office
704.575.8850, cell
704.841.2746, fax
http://www.jdkmarketing.biz

Selecting a Toll Free number?

Monday, April 6th, 2009

Toll Free numbers have gone a long way; nowadays there are hundreds of toll free companies and resellers out there that provide the same basic features. Enhancements on telephone applications enabled toll free service to acquire most if not, all of the telephone applications inherent in landline services.

Consumers now look for quality of service provided by telecommunication companies with respect to appropriate pricing. The advancement of T1 lines and their corresponding circuits, colocation and cooperation between competing companies now allowed to consumer to call different networks which was just a dream 10 years ago. Now wireless phones, VoIP phones, enhanced landline, drives voice communication to its peak.

Analysts believe that wireless communication is going to take over as the main medium of mass media in the near future as wireless bandwidth becomes faster and more secure. Businesses are now trying to integrate as much of their well-invested telecommunication products to wireless and web based applications. Toll Free numbers are a staple for a successful business venture, proven again and again by many different experts, white papers, feasibility studies and old fashion experience. Technology convergence remains fast but what will happen to toll free numbers?

VoIP long distance companies are able to provide toll free service, which is nothing, more than a collect call forwarding service at a much cheaper price than most stand alone toll free providers. Consumers are still wary of using VoIP phone, which have major disadvantages such as calling emergency numbers like 911. Consumers believe that the lack of access to such important government service is not worth the price of reduced long distance cost.

Toll free numbers however, which are dependent on incoming rather than out going minutes are less affected by this and is able to fight and win on a service price war.

The minute cost of toll free numbers has been drastically reduced for the past few years but are they really cheaper? Toll free providers have found myriads of ways to increase profit by adding additional monthly service fees on top of your phone subscription, minimum monthly minutes, expiring pre paid minutes, and the biggest scam of all to win the price war is the multiple leg pricing scheme.

Toll Free numbers as explained before are call forwarding service, which effectively makes it 2 phone calls. The first call from the original caller to the toll free service provider, then another call from the toll free service provider to the service subscriber. This is a great opportunity to charge for more while legally advertising a cheaper price. This annoys consumers but found it difficult to change service provider or acquiring a new number. Vanity numbers are hard to find and takes a week to register. For most businesses the cost of changing service providers is very expensive on wasted time and opportunities

A lot of consumers dont know that their numbers are portable and can be used on any service provider assuming proper legal procedures have been done; this normally takes just as long as registering a new vanity number. There are people who also thought that Telcos such as AT&T have more numbers in their database for them to choose from, what they dont realize is that all toll free companies get their number availability from the same place.

Today even experienced toll free service subscriber still fall for tricks made by service provider to make money. The best advice for a good deal is the same as any other consumer advice, shop around, be thorough, and find great toll free service providers out there.

** Carlo Caparras is currently a marketing consultant for several ISPs, webhosting, web development, outsourcing and telecommunication companies including toll free express (http://www.tollfreeexpress.com)