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Casual Articles - Telling Isn't Training
Imagine you’re in the breakfast cereal business. You make the best corn flakes. So do you just back a truck-load of them up to every supermarket, then wait for the customers to buy?Of course not. Because you understand that packaging smartly – the right size boxes, the right look – is integral to selling your product. It’s the same with the key technique to publicity success we’ve been discussing in this column: marketing your knowledge and expertise to the news media for free exposure.Your knowledge and expertise are just like those corn flakes. Your “box”—what you sell to the media—is your story. Learn how to package, present and deliver your story and you’ll become a publicity success. This month and next, we’ll lay out the ten basic steps to turning your knowledge and expertise into stories that the media can use—
Take a guess? Collaboration, Proven, Open, Scalable, etc.? Nope. “Solution” is the most overused word today in marketing technology products. Why? I’ve identified two main reasons which I’ll describe later. However, I’ll be the first to say that I have contributed to the solution epidemic. Additionally, I’ve actively marketed a product with the word “solutions” in its product name (Sabre Business Travel Solutions), and have referred to my company’s products as solutions as well. However, a couple of years ago when I received a press release from a new partner and realized that “solution/s” was mentioned 17 times, I diagnosed this epidemic and I began my research.The Two Main Reasons for the Solution Epidemic:1) Lack of Knowledge and UnderstandingMy first diagnosis is that technical marketing personnel eithe
What Are Facilitation Skills?
A useful distinction between the two is made on the group facilitation listserve website wherein training and presentation are defined as a process primarily to transfer information or skill (content) between a trainer and a participant group. Facilitation, however, is what we do when we are focusing primarily on processes in the group itself: how the group communicates, problem-solves, re
It used to be you that if you had a great product you put it in a package and voila! . . .someone would come along and buy it. That is not the case any more. The package not only has to protect the product and allow for its tracking, it has to sell it too. Most importantly, the package has to capture someone's attention in less than three seconds.Consider the last time you went shopping. Were there any new products that jumped at you off the shelves? With smart packaging there is an embedded chip that says "buy me" every time someone walks past your product. Seriously, that will happen in the future, but right now smart packaging is confined to a few interesting innovations.What smart packaging innovations will impact you and your product? It depends not only upon your target demographic but where you plan to sell
What Are Facilitation Skills?
A useful distinction between the two is made on the group facilitation listserve website wherein training and presentation are defined as a process primarily to transfer information or skill (content) between a trainer and a participant group. Facilitation, however, is what we do when we are focusing primarily on processes in the group itself: how the group communicates, problem-solves, r
Whether you call them your administrative assistants, your secretaries, your executive assistants or your right hand person, do you realize how much they really contribute to your business?As a busy professional, your time is valuable. The more time that you spend focusing on what you do best, the more money you make.Enter your assistant. It’s easy to overlook what a vital role these professionals play in your daily life. Yet, when forced to actually consider life without such support, most people can’t imagine it!So, for one week every year, it’s customary to show appreciation to these professional support providers. This year that week is April 24-28.I challenge you to really let them know how much they mean to your success and to that of your business overall. Yes, people certainly appreciate receiving b
What Are Facilitation Skills?
A useful distinction between the two is made on the group facilitation listserve website wherein training and presentation are defined as a process primarily to transfer information or skill (content) between a trainer and a participant group. Facilitation, however, is what we do when we are focusing primarily on processes in the group itself: how the group communicates, problem-solves, r
Before you can decide how much to spend on your advertising and marketing campaign, you must decide on how often you plan to advertise. Many experts say the best time to advertise is all the time. When business is really good, advertise for even more business, but even more important, so that business doesn’t get bad. After all, every business has it’s down times, so help to eliminate or shorten them by advertising during the good times. When business is really bad, or a startup business, since you need to increase your profits, and usually the two best ways to do so is the control your expenses and to increase your customers.Before going any further, I must address one of the many things in life that amazes me. Many businesses, in their wisdom, budget their advertising dollars and stay on budget year after year. Although
What Are Facilitation Skills?
A useful distinction between the two is made on the group facilitation listserve website wherein training and presentation are defined as a process primarily to transfer information or skill (content) between a trainer and a participant group. Facilitation, however, is what we do when we are focusing primarily on processes in the group itself: how the group communicates, problem-solves, r
Why do advertisements fail? The answer’s not what you might think. The most common cause of failure in both advertisement and marketing campaigns is that the company’s USP is either weak or non-existent.What is a USP?USP stands for a company’s Unique Selling Proposition. That is, an aspect of a company or product that sets it apart from the competition. It’s what makes customers want to buy your product or service over your competitor’s.There are three things that a USP must be in order to accomplish this.1.Descriptive. A strong USP will be descriptive. It will tell the customer exactly what your product or company does differently or better than the competition. 2.Clear. A strong USP will leave no fog in a customer’s mind regarding
Janelle Brittain, author of Facilitation and the Speechless Speaker, makes the distinction this way: “Speakers view their mouth as their primary instrument. Facilitators view their ears as their primary instrument.”
Put another way, the facilitator listens without judgment, does not need to control interactions and outcomes, can think on may different levels simultaneously, and makes it possible for others to think and act.
The facilitator uses structured techniques and communication skills to “ease” this process, towards the end of the emotional and cognitive growth of the group and its members, and is neutral toward the content of the discussion, or meeting. A facilitator, then, is an expert on group process. Some examples of facilitated events are: strategic and other planning, decision making, conflict resolution, problem solving, creative developme
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