Staying Relevant For The Zombie Apocalypse

nice-night-to-shoot-zombies

Most people who know me are unlikely to put my name in the same sentence with zombies, especially in the context of designing book covers. My style tends to embrace architecture, nature, Art Deco and sometimes a splash of unabashed whimsy. Yet when a colleague recently asked me if I could come up with something for his Romeo and Juliet riff in which the star-crossed lovers team up against the ghoulish undead, I heard myself say, “Sure! Why not?” Not only was it a chance to expand my mental margins (and get paid for it) but also to explore the correlation to today’s businesses needing to stay relevant in a mercurial marketplace.

In a nutshell, no matter how well a particular approach to your services and products has served you in the past, nothing courts obsolescence faster than the belief that the status quo will continue to work in the future.

Take restaurants, for instance. When customers began paying more attention to what they were eating, savvy restaurateurs recognized the need to tweak their menus to reflect nutritional information, calorie-count, heart-healthy choices, gluten-free, sugar-free, vegan, low sodium, no trans-fat, etc. Longstanding cooking techniques such as fried, breaded, battered and glazed began giving way way to grilled, roasted, broiled and steamed. Depending on the cuisine, there has also been a downsizing of plate and portion size to trick the mind into feeling “full.”

Another example is the landscape design business. Southern California homes that once boasted lush green lawns have now turned to a combination of drought-resistant plants and ground cover, artificial turf, and bark, brick and decorative rock – lawn alternatives which 21st century landscapers have had to step up and accommodate in order to stay viable.

Own a brick-and-mortar shop? Many have already transitioned to an online or hybrid presence in response to their customers’ desire to have 24/7 access, not have to deal with holiday crowds and parking lots, and addressing the escalating fears that being out in public places such as urban malls isn’t nearly as safe these days as it used to be.

Even publishers of books, magazines and newspapers are making the shift to electronic platforms in concert to the way today’s readers like to read. Given the fact that 30 percent of trade paperback and hardcover books end up in landfills, the evolution of ebooks and self-publishing reflects not only a “green” environmental solution but also a way for authors to exercise more control over their intellectual property, accrue higher royalties and get their books on the market much faster than via traditional channels.

With these examples in mind, what has your own business done to reinvent itself in the past year? The past five years? The past decade?

The following are some considerations which should be at the top of your To Do list:

  1. Study your competition’s unique selling points. What can you do to (1) emulate their successful platform and (2) differentiate yourself in attracting the same clientele?
  2. Explore new ways to keep your existing clients and customers happy. Engage them in the process by letting them know their opinions count. At the end of the day it’s much easier and less expensive to retain loyal fans than it is to pursue new ones.
  3. Become a lifelong learner. Educate yourself (and your employees) on industry trends by attending seminars/webinars, reading new business books and trade publications, tuning in to podcasts, and expanding your social media network.
  4. Update your business image. Whether it’s a creative retooling of your website, a redesign of your corporate brand, an expansion of your existing services and products, or doing seasonal window displays to catch the attention of passersby, it’s the Bright Shiny Object Syndrome that makes people curious to discover something new.
  5. Invest in new technology that will allow you to manage your time and delivery systems more efficiently. You may also want to invest in the expertise of a marketing coach to guide you in maximizing your resources, identifying ways to diversify, and reach potential consumer groups you might not have thought of.

It also goes without saying that survival is ultimately contingent on the mindset to take risks, to try things you’ve never done, and to stay absolutely and positively fearless. Your business adversaries may not be zombies but they will indeed eat you alive if you’re not prepared to stay one step ahead of them.

 

 

Website Wonderland

 

July 2016 monitor with truckDuring the 1980’s, I was always asked if I had a business card so that prospective clients could call me. In the 1990’s, the question became, “What’s your email address so I can write to you?” By 2000, both of these queries were replaced with, “Do you have a website?”

There’s no question that websites have evolved into a highly popular tool for showcasing products and services, providing customers with 24/7 access and attracting media pros seeking interesting stories to put in front of their readers and viewers. That websites are so commonly in vogue today prompted an associate of mine to recently remark that whenever she hears a business doesn’t have an online presence, she can’t help but wonder if (1) if it’s really a legitimate entity or (2) it’s just too lazy to embrace the technology.

Obviously neither assessment is a fair one to make if you don’t know anything about the company or its reputation. In the first place, the existence of a website isn’t an ironclad guarantee of authenticity, nor is there a correlation of authenticity based on how slick/polished/glam the screen looks or how many moving parts there are to seduce your senses. Many an aspiring model or screenwriter, for instance, has been taken in by bogus agencies and production companies that use eye-popping graphics, persuasive language and effusive testimonials that sometimes have no basis in truth. Secondly, the absence of a website could be either a planned decision on the part of management to focus on traditional advertising or a reflection of temporary confusion on how to build a website from scratch.

If you want to avoid the expense of hiring someone to build it for you (and if you don’t count yourself among the computer-savvy), the good news is that there are plenty of software programs, books and online resources to painlessly walk you through the process. The bad news, though, is that an amateur-looking website won’t do you or your company any favors; in fact, it could be worse than not having a website at all.

Once you have it up and running, the challenge is then to keep it interesting enough that visitors will keep returning to see what’s new. To accomplish that, you need to think of your website in terms of a car dealership. Let’s say, for example, that you drive past the same lot twice a day on your commute to work. If you always see exactly the same line-up of cars out front, there will quickly come a point that you no longer bother to even glance in their direction. Since the owner of the dealership can’t afford passersby to be indifferent to the inventory, s/he routinely rotates the vehicles. “Wow!” you exclaim one day. “Was that orange truck always there? I wonder why it never caught my eye before…”

The reality is that the orange truck was always there but just parked in a different place. Once you notice the orange truck, you’re going to start paying attention again and wondering what other kinds of vehicles are available for sale.

The same principle applies to websites. Even if you’re simply reshuffling the contents and changing the color scheme, you’re laying the groundwork to drive repeat visitors to your door.

Excerpted from MEDIA MAGNETISM: HOW TO ATTRACT THE FAVORABLE PUBLICITY YOU WANT AND DESERVE (Available on Amazon in paperback and Kindle)

Five Easy Ways to Build Positivity in the Workplace

 

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For the first time since Media Magnetism debuted in 2012,  I’m taking April off and putting this month’s column in the capable hands of  Rosalind Cardinal, aka The Leadership Alchemist. What makes Ros’ guest blog such a timely fit is that the world at large is currently awash in negative energy that not only foments distrust but also incites violence, jeopardizes global economies and causes many to view the future through a perspective of doom and gloom. While it’s a reality that nothing changes overnight, it’s the small, incremental steps we can each take on a day-to-day basis (including in the workplace) that can lead to a better – and more productive – tomorrow.

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Positivity in the workplace makes a real difference.

It not only determines a person’s well-being but their success as well. In fact, it does more than that. Positivity can also:

  • enhance team members’ ability to think creatively
  • help them cope with challenges
  • nurture their progress in their career
  • and aid them in getting along with others in the workplace

So how do we build a positive culture?

Martin Seligman, positive psychologist and author of the 2011 book Flourish, developed the PERMA model, which details the five elements that must be in place for us to experience lasting well-being.

P: Positive Emotion

E: Engagement

R: (Positive) Relationships

M: Meaning

A: Accomplishment/Achievement.

Let’s break each of these elements down further and see how they apply in the workplace:

Positive Emotion: As a leader, it’s essential you set a positive tone for your team and their working environment inasmuch as possible. One way to do that is to reframe the negatives that can and will arise at times. For instance: “We failed.” Vs. “The project wasn’t successful this time around, but we received valuable feedback that will make the next one more viable.”

Engagement: Rewards and incentives can be great motivators to keep a team focused on crossing the finish line when used correctly, but team members can also develop self-rewards of their own, even if it simply means getting a cup of coffee once they finish a section of a project. The key is to create a reward the team member will enjoy working toward.

Relationships:  Human beings are social beings, which means that we crave healthy, empowering relationships. Many studies show that people with a larger support network often outlive those without it by 22%! Devote at least 20-30 minutes a day toward relationship building. Visit a team member’s office during lunch, ask about their family, encourage them in their personal goals, and learn more about what they’d like to achieve in their career.

Meaning: People want to feel a sense of meaning and purpose in their day-to-day work life. We want to feel that what we does matter; that what we are contributing plays a central part in the ‘bigger picture’. Leaders therefore must empower their team members to see the deeper layers in their work. Revisit your company’s mission purpose and vision statements in a special meeting. How does each team member’s work relate to those statements? In what ways does each team member fulfill your company’s unique vision? Getting to the heart of it may very well be what your team needs to feel inspirited and encouraged.

Accomplishment/Achievement: We are naturally programmed to want to better ourselves. In doing so, we flourish and experience well-being. So how can leaders empower their team members and equip them with what they need in order to experience accomplishment and achievement on a regular basis? One way is to help facilitate their development. Connect employees with a training program that can up-level them. Introduce them to the appropriate connections within your workplace for the advancement of their career. Devote time regularly to reflecting on how you can help develop your team members and they’ll thank you for it.

When a leader focuses on building positive emotion, engagement, relationships, meaning, and accomplishment in the workplace, a positive culture will flourish, making for happier employees, a stronger team, and better work.

Ros

Rosalind Cardinal, known as ‘The Leadership Alchemist’, is the Principal Consultant of Shaping Change, a consulting practice in the field of Organisational Development and Human Resources. She has coached clients at Executive and Senior Levels in government agencies, private enterprises, and the community sector and is a sought-after speaker and expert at conferences and events. Visit her website at www.shapingchange.com.au to learn new strategies and game-changing ideas toward becoming a better leader and to download Ros’ free e-book on leadership.

 

Owning the Table

Cielito

A few months ago, my husband and I went to a favorite Japanese restaurant. The former owner – a dear friend – had recently retired so as to travel and work on his golf game. Since we had always enjoyed the food, the service and the ambience, we decided to check out how his successor was doing and have a mid-week lunch date. Although the server took our drink order immediately, it was sometime later before she returned to ask if we’d like some food to go with it. My own order arrived in a timely fashion and we both assumed my husband’s would be out next. Nearly 10 minutes passed. When she finally strolled by to ask how everything was, we asked about the still-missing order. With a shrug, she said she’d go check on it. Upon her return, she immediately threw the chef under the bus with the explanation that “He screwed up because we’re really busy” (which, rather obviously, they weren’t). When the order finally arrived – and after a long enough passage to suggest it had never gone in to begin with – it wasn’t even correct. All this time, the manager had made several strolls through the dining room; although he would likely have seen and heard what was going on, he never stepped up to remedy the problem. Suffice it to say, we won’t be going back.

We contrast this to quite a different experience we had this past weekend at Cielito, a delightful Mexican restaurant in downtown Santa Barbara (California). Not only was our server pleasant and attentive but over the course of our lunch we were checked in on by four other servers, both of the young hostesses and the eatery’s new owner – each of them genuinely interested in how we were enjoying our meal and whether there was anything else they could get us. In a nutshell, not only did every employee “own” that table but also clearly owned Cielito’s reputation as a “go-to” place for an enjoyable experience. Whenever future getaways include a trip to Santa Barbara, there’s no question where we’ll be headed for lunch.

So how does this correlate to your own business? If you’ve ever dealt with a snarky receptionist, a put-upon sales clerk, or a customer service rep who’s clearly in the wrong career, it impacts your impression of the entire organization and makes you disinclined to remain a customer. On the flip side, how many times has a store employee walked you to the correct aisle to find a particular item, wished you a great day or – if you’re a regular –addressed you by name?

Couple the interpersonal equation with the dismaying reality that despite the fact we’re living in a technologically rich wonderland where we can nimbly text someone 8,000 miles away, participate in chat rooms with total strangers, and share Instagram photos across a broad swath of social media channels, we have become increasingly starved for real-time face-time with fellow human beings. Such insularity subsequently breeds a mindset of spinning in a solo orbit – a potentially damaging scenario if what you project in the workaday world reflects poorly on the entity that employs you.

If we choose to define “communication” as 140 characters, emojis, and hashtags, we’re purposely choosing emptiness over the chance to connect on a deeper level, to empathize, and to not only let others know we have actually noticed their presence but that such presence has made a difference – even briefly – in our lives. It is a table ownership in which both sets of participants must be fully engaged in order for the experience to be memorable.

Tuning Out the Naysayers

headphones

History has given us no shortage of dreamers whose friends and foes were probably quick to say, “I told you so!” whenever one’s defiance of convention resulted in fizzles, flops and failures.

  • The eighth time was the charm for R. H. Macy after his first seven businesses went belly-up.
  • As a youth, F. W. Woolworth wasn’t allowed to wait on dry goods customers at his first job because his boss said he didn’t have any sense.
  • Fledgling author Dr. Seuss was rejected by 27 publishers before someone finally decided to give his stories a chance. Jack London tops that rejection count with 600 “no’s” before he got his first “yes.”
  • Henry Ford went broke five times before launching a car company that finally found success.
  • Elvis Presley was fired after his debut performance and advised to go back to driving a truck.
  • Long before he gave the world The Happiest Place on Earth, Walt Disney was fired by a newspaper editor who told him he lacked imagination and good ideas.
  • The Wright Brothers went through years of failed prototypes until they came up with a model that literally got off the ground.
  • Vincent Van Gogh sold only one painting during his lifetime and yet kept at it because – well, he really liked to paint.

The lesson here is that if any of the visionaries on this list had caved to the pressures of the bliss-blowers and shelved their dreams in deference to a well-lit, safe and predictable path of ordinariness, what a loss it would have been to the generations that followed.

So it is as well with aspiring sole proprietors. If you have the aptitude for your chosen field – coupled with the patience and ambition to learn how to make your ideas work in a commercial context – the world is truly an oyster of your own making.

Just make sure your shell has enough layers of insulation to drown out the noise of everyone pounding on it and saying you should be making something else.

 

Excerpted from Office for One: The Sole Proprietor’s Survival Guide (available on Amazon in paperback and Kindle)

Scattered Thoughts With Intermittent Brainstorms

December 2015 image

If you want your business to stay viable, visible and competitive in the coming new year, it’s essential that your staff not only have a sense of ownership in that process but also be invited to show you what they’ve got in terms of untapped creativity and problem-solving skills. Unfortunately, it’s all too easy for a risk-averse manager to use “If it ain’t broke, don’t fix it” as an argument to discourage initiative. By the time the breakage occurs – sometimes irreparably – the chance is often lost to hear solutions that may have been floating in the hallways all along and yet were never actively solicited.

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Thinking Outside the (Suggestion) Box

If the drop-slot of your employee suggestion box is crisscrossed with cobwebs, it’s time to embrace a more interactive approach to feedback. Distribute questionnaires (with an option for anonymity) to gauge staff satisfaction levels with working conditions, procedures, policies, and perks/privileges. Demonstrate that you’re actually receptive to input by publishing the results in your company newsletter and using them as your talking points for the launch of a brainstorming task force. This strategy works well if the size of your organization precludes a full group meeting or if you’ve observed that workers are hesitant to speak out with suggestions for fear of rejection or reprisal.

Thought Bubble Diversity

Within any goal-oriented group – be it TV sitcom writers, nonprofit volunteers or corporate committees – there are typically four personality types: leaders, creative thinkers, analysts, and pleasers. If all the participants in your think-tank session are drawn from the same quadrant, don’t hold your breath for progress to ensue. Why? Because functionally they will cancel each other out: the leaders will grapple for power, the creative types will bounce off the walls, the analysts will scrutinize everything to death, and the pleasers – too timid to offend anyone – will assume the role of bobblehead yes-men. Likewise, if you’re exploring new ideas which will impact multiple departments, the reception to those ideas upon implementation will be a lot warmer if each division had a rep involved in the planning stages.

Forbid Podium-Hogging

What do brainstorming meetings and elementary school classrooms have in common? They are either a scene of cacophonous pandemonium in which everyone talks at once or a setting wherein a handful of know-it-alls dominates the discussion and intimidates the rest into silence. For a brainstorming session to be effective, you must not only brush up on Robert’s Rules of Order (http://www.rulesonline.com) but encourage full participation as well. To get the conversation started, make sure everyone has a clear understanding of The Problem. In other words, what, exactly, are they there to solve? Next, have each participant write down his/her solution to the problem on a folded slip of paper and put it in a bowl. Each “anonymous author” idea is then drawn forth and written on a whiteboard for everyone to see. Start with the first idea listed and ask each participant’s opinion regarding that idea’s merits and flaws. Set a timer so no one is allowed to hog the stage with a filibuster. Rebuttals and interruptions are not allowed when someone has the floor. Ideas that accrue a higher number of negative hash tags are erased. Once you have gone around the entire room, start the process again, gradually whittling down the list – and incorporating modifications – until you arrive at a solution that everyone can agree with.

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As energizing and empowering as these brainstorming techniques can be, however, an absence of sincerity – coupled with an unwillingness to compromise – is the quickest way to kill esprit de corps. Whether you’re requesting fresh ideas and then stealing them, trivializing contributions or ascribing value based on rank, or asking for input on a decision you’ve already made, it won’t take long for employees to start keeping their best thoughts to themselves or, worse, giving them to your competition.

Wherever you are in the world, here’s to a joyful holiday season and a spectacular 2016!

Office for One

P.S. Will this be the year you decide to go into business for yourself? If so, you’ll want to add Office for One: The Sole Proprietor’s Survival Guide to your wish list. Available on Amazon in paperback and Kindle, this indispensable resource is perfect for any entrepreneur who wants to go it alone without getting lonely.

 

 

Whatcha Gonna Do If Your Nose Falls Off?

Annabelle Broom 3

Actors are natural worriers. “What if I forget my lines?” “What if someone else forgets theirs?” “What if a significant prop is missing?” “What if my nose goes flying into the wings?”

Yes, you read that last line correctly. Although an air-borne proboscis reminiscent of Gonzo probably isn’t on anyone’s list of Big Fears, it was certainly at the top of mine back in 1974 when I played the title character in “Annabelle Broom” – a musical about an unhappy witch who disliked wearing black and casting mean-spirited spells. Since she was a comedic character, the role called for me to spend over an hour applying copious layers of nose putty, foundation and powder to simulate one scary-looking beak.

As proud as I was of my creation – which seemed to get bigger with each performance – there are certain things you just can’t do while it’s on your face. Sneeze, for instance. Or try to blow your nose, much less wipe away a sniffle. There were also a number of energetic dance numbers and chase scenes over the course of two acts – any of which might cause a prosthetic shnozz to slide off from perspiration or get flattened by someone’s elbow.

Every night before a show, I’d stay up late worrying about what I’d do, for I certainly couldn’t hit an audience “pause” button while I ran backstage to make cosmetic repairs.

As we approached our closing weekend, I was relieved that my self-inflicted stress would soon be over and I could go back to roles that didn’t require so much time at a dressing table. So there we were in the middle of a soft-shoe number I was doing with my pint-sized co-stars and – as always – I was flawlessly flipping my broom handle back and forth like a vaudeville cane between both hands. Unfortunately, I had underestimated the length of my hooked nose and on one such pass, my face suddenly felt much lighter. I glanced quickly to my right to discover that not only had my fake nose been completely sheared off but – fortunately – it was also still clinging for dear life to the top of the broom.  Although this particular scenario was one I had never actually envisioned, I was nonetheless able to spin away from the footlights, hastily stick it back on, and continue dancing. To my surprise, no one even noticed what had happened.

So what does any of this have to do with the workaday world? I’m glad you asked. It may not be replete with vengeful sorceresses but there are certainly enough scary realities like our nation’s dismal economy to cause people angst and sleepless nights that the jobs they’ve relied on to support their families could disappear in the blink of an eye. If there’s one thing I’ve learned from theater, however, is that the more energy you put toward rehearsal – including “what if” preparedness – the more confident you’ll feel about being performance-ready in a crisis.

Here’s how:

  • Always keep your resume up-to-date, even if you’re not currently looking for another job. If a perfect opening presents itself, you can’t afford to lose valuable time composing a CV from scratch. In my own experience, a chance encounter with a former co-worker at lunch led to the disclosure that her company had an opening which HR was eager to fill. As soon as I got back to work, I faxed over my resume…and was offered the job the following Monday.
  • Create a rainy day fund and contribute to it regularly. (Experts advise having 3-6 months’ salary set aside to deal with any unforeseen breaks in employment.)  If saving is a challenge for you, consider an automatic deduction each month through your bank into a separate account; when X amount is regularly taken out before you can ever see it and spend it, saving becomes a painless habit you won’t even think about.
  • Assess your transferable skills. When was the last time you made a list of all the things you know how to do? Are these talents only applicable to your current industry? If you want to go into a different field – or, for that matter, move to a different city or country – what additional skill sets will you need to master? Commit to learning something new at least once a quarter.
  • Is the ax about to fall in your current employment? Whether it’s a product of downsizing, outsourcing, merging or simply trimming costs through layoffs, the first thing you need to do is take a deep breath and remind yourself you’re not the first person to whom this has happened, nor will you be the last. The emotions you’re going to experience – depression, stress, anxiety, fear – are perfectly normal. The key is to focus on the positives in your life. The longer you dwell on regrets, denial, anger, and feelings of failure, the tougher it will be to move forward.
  • Be honest with your loved ones about what’s going on and make it a team effort to get through the rough patches together. Sadly, I recall one of my own relatives who was so upset about being laid-off – but determined to keep up the appearance of normalcy – that he put on a suit every morning and didn’t come back until dinnertime. He kept up this routine for almost a year, pretending that the money he brought home was from his job and not the savings accounts he totally depleted.
  • Confide in people you trust and whose advice your respect. If you let it be known that things aren’t going well career-wise and that you need support and encouragement, your friends and colleagues may step up and surprise you. They may also have ideas about effective networking.
  • Assess your assets and liabilities as well as your fixed and variable monthly expenses in order to draw up a realistic budget. In concert with this, be honest with your creditors. Pulling a disappearing act will do you no favors. If you foresee problems in meeting your obligations, let them know upfront so that they can work with you, provide credit counseling, and explore debt consolidation strategies.

A final note:

In theater – as in life – there’s no such thing as too much rehearsal. Yet even the most practiced production carries no guarantee of a perfect outcome because of all the external factors that can affect it. The best we can do is to identify potential vulnerabilities, consider action steps to mitigate the damage, and hope that should one’s nose suddenly become detached, it won’t travel so far that it can’t be retrieved and re-affixed.

Mrs. Shinn Makes a Spectacle

Mrs Shinn130

Sad but true: Not everyone tasked with planning a corporate retreat, a class reunion or a charity fundraiser has the business acumen to generate excitement and actually make it a success. Some fall into the job by default (i.e., “You’re the most recent hire so you have to do the annual fill in the blank campaign”). Others are guilted into volunteering (i.e., “Don’t you care about the plight of endangered muskrats?”). Some see the title of “organizer” as a fast track to the popularity that has previously eluded them (i.e., “They’re finally going to know my name.”). Then there are those who shamelessly wrest command on the basis of their social clout; would anyone in River City, for instance, challenge the entitlement of Mayor Shinn’s wife to direct the Ladies Auxiliary Dance Committee?

All of these scenarios have one thing in common: If the person in charge has invested either too little heart or way too much ego, the event will probably fall flat.

Let’s start with corporate off-sites. Like a summons for jury duty, it’s always a mandatory event. And – like jury duty – “mandatory’ is not synonymous with “fun.” While it’s time spent away from the office, the work will continue to pile up in one’s absence and, thus, create a stressful return. Depending on the venue and duration, it’s time spent away from one’s family as well. This, in turn, disrupts the home-life routine and fosters grumpiness. Lastly is the question of why corporate off-sites are even necessary. According to the pricey facilitators brought in to run them, it’s all about team-building and the loopy premise that group hugs, tearful disclosures, and role-playing games will cause everyone to suddenly become besties when they’re back at the office. Seriously? I have yet to see this happen.

Even if your participants aren’t a captive audience and can exercise free will insofar as attendance, five critical considerations should go into the event planning process:

Incentive aka “What’s In It For Me?”

Your employees, classmates or prospective donors are more likely to embrace your vision if they can see a correlative benefit to their own lives. Will it provide them with exciting networking opportunities? Will they glean knowledge on how to achieve their goals? Will they be served an incredible meal? Will they feel better about themselves for supporting a cause that’s dear to their hearts? Never lose sight of the fact that your event likely has plenty of competition for your participants’ attention. If it’s something that’s going to take them away from their loved ones, cause them to miss another event scheduled for the same weekend, or require them to ask for time off from work in order to fly or drive, it will always be easier for them to RSVP with a “no” than a “yes.”

Affordability

The current economy has given rise to a whole lot of belt tightening. In the business world, the use of teleconferencing, webinars and podcasts has proven to be a cost-effective alternative to physically sending staff members out of town. If it’s daunting to think about paying for a large group’s transportation, lodging and meals, consider hosting a virtual event that takes place on a technology platform instead. For events in which prospective participants are paying out-of-pocket (i.e., a writers conference), be sensitive in developing a pricing package that is realistically within their reach. You might also offer an “early bird special” in which those that register by a certain date can do so for a lower fee.

Accessibility

A colleague of mine is skipping his upcoming college reunion. Although it’s a landmark decade – and, accordingly, a steadily shrinking alumni – the reunion committee chose a venue that is 75 miles from the closest airport and has no nearby hotels. Further, it didn’t put any thought into a formal, themed program beyond a no-host bar and just sitting around. In a nutshell, the only attendees that have thus far signed up are the committee members themselves (who didn’t want to travel outside the comfort zone of their home zip code). Whether your own event is scheduled for a few hours, overnight or a weekend, you need to address factors such as (1) how do participants get there, (2) where do they park, (3) is there a shuttle service, and (4) will the hotel offer a group discount.

Weather Or Not

I used to belong to a national writers group that held their annual conference every July. Unfortunately, there aren’t that many places in the U.S. that are particularly enjoyable that time of year. Nonetheless, quite a few events do get planned for June-August, the primary draw being that attendees with families can build a vacation around it without having to take the kids out of school. If it’s the peak season at your intended locale, it’s going to be more expensive. If it’s off-season, you can usually score some perks. And, of course, never schedule your event around or near a major holiday or three-day weekend where your attendees will have to contend with heavier traffic.

Feedback

If it’s going to be a recurring event (i.e., the annual Founders’ Day Social), it’s essential to find out what worked (i.e., the music), what didn’t (i.e., Mrs. Shinn’s Grecian Urn Tableau), and what everyone would like to see next time around (i.e., more food). Make it as easy as possible for participants to share their two cents. MailChimp.com, for example, lets you create a free, online survey without your respondents having to go find an envelope and a stamp. While backend feedback is useful for future improvements, it’s just as valuable to ask for input prior to an event’s implementation (i.e., “Where should we hold our first auction?”). If, however, you reject every idea that’s presented and, instead, go with whatever you wanted to do in the first place, don’t expect such decisions to be met with feelings of unmixed delight and esprit de corps.

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My savvy guest bloggers this month include:

How To Increase Employee Engagement on ‘Dirty Jobs’ – By Dana Barker Davies

Were You Born To Do Something Great? – By Marlon Smith

Reduce The Complexity When Franchising Your Business – By Brian Keen

The Science of Social Media – Better Engagement/Better Measurement – By Sam Reader

Making More Spaghetti Stick To The Wall

Spaghetti

“Hi there! How’s it going? I just discovered your website and I have to say it’s really great. The content really shows that you’re the best in the industry. I’m sure you receive hundreds of emails like this but mine is the one to pay attention to because with the introductory SEO package I can offer you and your awesome sales team, you’ll be driving even more customers to your store and excellent products!”

Any guesses how long it took me to hit the “delete” key on this ground-floor opportunity?

For starters, I wasn’t personally addressed by name, nor was the name of the website referenced. Flattering to know the sender thinks I’m the best in the industry…and yet doesn’t identify what my particular industry is. And while it’s true indeed that I receive hundreds of emails making the same glowy promises of global exposure, where exactly is this store stuffed to the gills with trendy merchandise supposed to be? For that matter, who’s on my awesome sales team? I should take them to lunch.

Like many a salesperson on the hustle, it’s the old “Let’s just throw a big plate of spaghetti against the wall and see how much of it sticks.” While now and again an accidental noodle and some sauce might get someone’s attention, it’s more often than not an enormous waste of pasta (and probably broken plates). To make matters worse, they never even think of varying the recipe before they’re skipping off to the next wall, thus perpetuating a messy cycle of trial and error.

Let’s apply this for a moment to writers. A colleague of mine was recently lamenting her history of copious rejection letters. Her style, I learned, was the scattergun approach of ignoring submission rules and simply sending out the same manuscript to every magazine she could think of. While an impersonal “Dear Sir or Madam” photocopied letter should never be cause for tears, I asked what she did about the ones where an editor actually took the time to offer some constructive advice. “Oh, I just need to find the right editor,” she dismissively replied. In other words, “I like my spaghetti recipe exactly the way it is and I refuse to change it for anyone.”

In the arena of sales, how much do you really know about your customers’ interests, needs and wants? Do you really expect them to take seriously any mass-produced “Hi there! I’ve been thinking about you” letter that was stuffed without any thought into an envelope or distributed with even less thought via an electronic mailing list? Do you ever consider when you throw your spaghetti that some of your customers might be vegetarian? Or gluten-intolerant? Or on a tight budget and unable to afford artisanal marinara? Are you averse to switching up or swapping out ingredients just because “this is the way we’ve always done it”?

Takeaway lesson: Whatever you think you’re saving by doing generic, one-size-fits-all advertising may actually be costing you much more than you realize in terms of building customer trust and a belief that you sincerely care about what they’re really hungry for.

*****

Here’s my line-up of stellar guest bloggers this month:

Giving Back Made Easy – by Lee Romano Sequeira

How Your Name Is Your Most Important Brand – by Rainier Fuclan

Challenging The Disconnect Between What Science Shows And Business Does – by Linda Ray

5 Ways to Simplify Scheduling During a Busy Season – by Brett Duncan

Building a Culture of Health at Start-Up – by Jill Gambaro

 

I’ll Be In My Virtual House If Anyone Is Looking For Me

Tiny Space Artist Loft

When you’re working in a job that you’re not keen about – and working for a boss you think is a doofus – there’s nothing glacially slower than the hands of an office clock. Will it never be lunchtime? Will it never be time for a break? Will it never, ever be time to go home?

Back in my 20s and 30s, the one thing that sustained me during the interminable days of boredom was the fact I always had something exciting to look forward to after work and on weekends; specifically, rehearsals and performances in community theater productions. Even when I was doing something mindless like filing correspondence, processing travel claims, or organizing the supply room, the best way to “get out of myself” without physically leaving was to mentally review my lines, think about favorite shows I had done, and plan menus for upcoming cast parties. To the casual onlooker, I looked completely content doing the most mundane tasks – the secret being that the contentment derived from thoughts which had nothing to do with work. A critical component of this mindset, of course, was also embracing the view that none of these jobs defined who I was as an individual; they were simply the means to an end of keeping bills paid. Nor did I ever stray from the belief that one day I’d be working for myself and not watching a clock at all.

When that wish came true and I became a full-time writer, I discovered something interesting about myself. Although I’m sure I always suspected I’d work harder as a sole proprietor and put in far more time than I ever did as someone else’s employee, maintaining a balance between home and work is a particular challenge when they’re both under the same roof; i.e., the temptation to answer a phone even if it’s “after hours;” the tendency to talk about work ad nauseum at the dining room table; the “just one more email” before bedtime. Although I’m much better at dialing back and keeping to a workday schedule than I was when I started, I’m also the first to admit I usually eat lunch at my desk and forget to take breaks unless my Chief Canine Officer reminds me she wants a walk.

We don’t think of stress as an impediment to creativity, yet stress can creep into the psyche if we don’t purposely plan for activities to alleviate it. Yes, that’s right – plan. While it may sound silly to block out increments of time throughout your home office day – and even put reminders on your daily calendar – it’s much too easy to let that down-time routinely slip away. For me, the stress-busting takes the form of two activities that have absolutely nothing to do with writing or consulting. The first is playing my upright grand piano for 20-30 minutes – usually Broadway show tunes that put me in a singing mood. The second is my architectural design software which allows me to dabble in original floor plans, color schemes, furniture layouts, etc. It’s amazing what wallpapering a virtual room, swapping out fireplaces, “planting” trees and flowers (and, of course, imagining the families that might live there) can do to reframe my thinking and make me feel as if I’ve just returned from a mini-vacation.

I also make it a point not to put any computer or telephone icons in my virtual houses…just in case anyone figures out how to interrupt me for something that can easily wait until I come back.

Here’s my line-up of stellar guest bloggers this month:

Information Technology Considerations for Your Business Plan – by Rich Silva

Protect Your Creation – Intellectual Property Tips – by Cathryn Warburton

How To Stop Your Business From Starving – by Robert Coorey

It’s True! Mentoring Pays! – by Susan Bender Phelps

Need some extra help taking stress out of your life? I recently had the pleasure of chatting with Dr. Annika Sorensen, author of My De-Stress Diary – 52 Effective Tips for Less Stress and More Peace of Mind. I liked her book so much that I actually keep a copy of it permanently on my desktop. Here’s the link to her feature interview: https://fromtheauthors.wordpress.com/category/dr-annika-sorensen/