Recruiting, Acquiring and KEEPING upper echelon employees begins with…

Most companies are striving to get the best employees and keep them as they know this is integral to their success and growth. Competition is steep as the number of “A Players” seems to be dwindling by the day. The consolation? Not many have mastered this art, so making an effort goes a long way!

As usual, let’s start at the beginning…

How do you attract “A players” in the first place?

One of the most innovative and effective ways is by creating interesting and fun videos to tempt great employees and leaders to your company. I have seen this succefully done by companies like Zappos and MindVakkey, it has the top employees coming to them to apply and vy for positions!

But how do we accomplish this for our company when it isn’t young and hip or when we don’t have a fun business because  we sell widgets!

IF your perspective is open and willing, then you can accomplish the goal of painting a picture that is appealing for prospective employees. NOW, let me preface this with this admonition, IF your company only paints the picture as being a good, fair and fun company to work for but it is riddled with a different culture totally, then even if you are successful in recruiting top employees, they will shortly find out the reality and move on to a company that better suits them. SOOOO, this is only the first step to having an employee team of  upper echelon employees.

Alright, so now back tot he video idea…

ANY subject can be fun and interesting if you have the right perspective. You may not have this perspective, so you might want to hire someone to make this or even better, delegate it to some of your employees. Ah! Here’s an idea: Have a contest for different departments to make each a video for recruiting. They can talk about how it is to work there or about events that you hold, whatever. But, then you can have a viewing party and vote for the best video. Make a day out of it!

Don’t believe ANY subject can be funny? Would you think it is possible to be funny when delivering the “speech” all airlines must give before takeoff, “There are four exits…” etc.?

Thin again. Check out this video by Virgin Airlines. http://www.youtube.com/watch?v=eyygn8HFTCo&NR=1

Have a recruiting video already? Post a link here, we would love to see it and learn from your example.

To your continued success,

C

 

 

Got publicity? Need to get the word out? Here are 10 ways from Dan Janal to get it out there!

Dan Janal gives us 10 tips on how to publicize our Press Release, article, or event. Give this to your marketing person or team. Let them know the priority level of each, so they know what you expect from them, then let them run with it.

REMEMBER my rule: Set up a check-in point to get a progress report. Determine successes and failures in the system and improve as possible, then implement again.

——-Dan’s list———–

Here are 10 ways to promote your publicity:

1.     Tweet a link to the article. I do this for my clients, when they tell me about their publicity via PR LEADS. I use a provocative title to get attention. Here’s an example: Need writing tips for a job application? @prleads client Diane L Samuels gets publicity on Monster.com http://ow.ly/2tGcI Notice how I use the keyword “publicity” so anyone looking for “publicity” on Twitter will see this. Use your own keywords as well so more people will find your links.

2.     Post the link on your Linked In profile.

3.     Post the link to relevant groups on Linked In.  Heavy emphasis on “relevant.” Don’t post it in places where people wouldn’t care. You’d be hurting yourself if you did that. Also, don’t say “I’m quoted here” and post the link. Tell people what they can learn by reading the article. Your focus should be on sharing information and not appearing self-promotional.

4.     Send the link and article to your prospects, clients and followers via email.

5.     Post the link and the article to your blog.

6.     Frame the article and hang it in your waiting room. Consider highlighting your quotes and name in yellow so it stands out from the rest of the article. The highlighting will focus a reader’s attention directly on your quote.

7.     Copy the article and print it in your sales or marketing kit. The media give you a form of credibility that is unmatched. Use it.

8.     Include the article in your book proposal. Book acquisition editors want to know that you can create publicity for the book. Show them here and you’re more likely to get a contract and more likely to get a larger advance.

9.     Create a list of headlines of articles in which you were quoted and post that to your website. Include live links to the articles. Reporters and prospects will be impressed that you have so many media hits.

10. Use the front page of your website to let the world know you have been quoted. To many clients get PR and hide it! Let the first impression people have of you be from the media.

That oughta keep your publicity team busy!

Want more info about Dan? Here’s his info:

Dan Janal
Your Fearless PR LEADER
http://www.PRLEADSPLUS.com

Let me know if these work for you.

My best,

C

How Google got it’s name… and how that can help you name your business/product/service

The name started as a joke about the amount of information the search engine could search, or a “Googol” of information. (A googol is the number 1 followed by 100 zeros.) When founders Larry Page and Sergey Brin gave a presentation to an angel investor, they received a check made out to “Google.”

Source: How 16 Great Companies Picked Their Unique Names, OPENForum

So, if you are naming your company, a new product or program, look to seldom used words that REALLY personify what you offer. Now, does it matter that the word googol has significance, probably not in the long run as most users have NO idea where the word Google came from. It MAY have been instrumental in the startup phase in emphasizing the massive amount of information.

And so what does this teach us, friends? That quite possibly it doesn’t matter what you name a company. Who’s to say however, Google is the most successful search engine so following the example is a smart gamble.

Product names are quite a bit more important, as you only have so much time to impress upon the consumer the need to purchase, so making it something that communicates the message is ideal. Cute or catchy isn’t as important as being benefit laden. People need to know very quickly the benefit they will experience when they make their purchase.

So, how does your product measure up? When a prospect sees your product name on facebook or a website, does it make an instant impact? Does your book title intrigue them and keep them hooked?

C

Wow, what an offer! This guy will write a book proposal for me for $850. Not bad. The hitch? I have to decide and put a downpayment today.

So, I don’t have the need for another book or proposal right now, nor a ghostwriter to create one, however, I think this offer is great. I also love that he only lets you think about it for 24 hours. A great way to get an influx of cash into your business, if you would utilize an idea like this.
Here is some of the email, how could you do something similar in your business?
The keys to success with this type of offer is to make the offer VERY SIMPLE, CLEAR on how to sign up and require a very QUICK response.

( If you are interested in taking him up on this offer, comment here, I will send you his info. I don’t know this guy well, he is just a writer I considered hiring about 5 years ago from a craigslist ad and he contacts me and his list a few times a year, this is one of those times) The copy writing is VERY GOOD!

Hello, hope all is well.

Want an offer “you can’t refuse?”

How about this:

I’ll help you create your book proposal, find the best list of publishers, review each contract offer you receive, and even help you promote your book once it is published!

You only need to make a $450 payment within 24 hours; balance of $400 won’t be due until you sign the book contract and get the advance check from the publisher. (NOTE: Even if you are not ready with any info right now, you can still “lock in” the discount rate by making the payment within 24 hours.)

You can make the payment via Pay Pal, or send a check via overnight delivery.

To pay with Pay Pal, just visit www.paypal.com and click on “send money,” and make the payment to my e-mail address: (his email address was here)

To send a check via overnight delivery, here is the address:

John XXXXXX
(ADDRESS was here)

Be sure to mark the delivery “no signature required,” and e-mail the tracking number to me.

Below you will see a “letter of agreement” that spells out the terms. Just put in your name, date and the amounts from above, and send it back to me, and we can get started on your book project.

Holler if you have any questions.
Thanks!
John XXXXXX

I may use this idea in the near future, maybe offer a very limited time discount on a program or service. .. what about you?

C

The ONE thing you can NEVER get from a book or info program, that YOU need if you want to get to the next leve

For years I have been a coach, but I have also spent many years as a “coachee”. Being coached is an interesting, moving and potentially life changing experience.

Before I began coaching, I hired a coach. And because I so believed in the process, I became a coach.

If you know me at all, you know that I am an absolute “info addict”, I have purchased more business advice programs, how-to business books than anyone I know. I have so many certifications, they don’t fit in a Bio or my LinkedIn profile. SO, I believe in education!

However, all of those books and programs CANNOT do one thing for me or you.

And this is the one thing we need more than anything else, most of the time in business.

What is it? You cannot know, what you do not know.

Hence, we MISS MAJOR revelations about ourselves, our business and our opportunities without a different perspective.

BTW: You cannot view from someone else’s perspective without them imparting it to you.

For instance, you might be facing a decision or problem and feel there are only two ways to deal with it. However, there could be MANY other opportunities in that one situation that are simply outside of what you realize.

Now, I WILL ADMIT, that books and program CAN give us a different perspective from a sterile but passionate place. HOWEVER, the HUGE limitation comes when we need this customized perspective.

Have no idea what I am talking about?

Doubting me in your head, are we?

Let me give you an example, this week when coaching a client of four years, he said a prospect had called him to say he would not hire him and that he simply wanted to let him know. THIS is very unusual! (That says my client is making a real connection with prospects) My client was unsure of how to learn from what the prospect told him. If he had continued to chalk it up as an interesting occurrence, the growth would have stopped there.

However, he happened to mention it to me during our call and I told him that I believe this is a gift.

We spent an hour deciphering what was said and how to improve my client’s outcomes using that perspective. In the end we completed a plan for how to build more trust with prospects, make his proposals more personal and give the impression of expert status in his specialty and show that a potential negative could actually be a positive to his clients.

This negative criteria was that the prospect chose a “more established and experienced” (read: older) person for the job. However, we devised ways to show that my client was going to be “there” for clients for many years to come and prove his commitment to the area with a book he published about the local area, etc.

So, the point, my friends, is without a coach, yes, you can improve your business and life. However, there is no replacement for how almost magical and brilliant it is to have an outside but committed person who has the perspectives of many clients, markets and business to boost you to higher achievements than imagined. Very often, most times in fact, our business problems simply echo personal problems. This could be many, many things. I personally have been the most touched when I helped clients learn about the truth of their actions, from lack of honesty with our own limitations, a tendency to “chase shiny objects”, playing out childhood experiences and learned behaviors, such as fighting the tendency to “be” like their father or holding on to long to employees because of loss as a child.

These experiences have forever proven to me the amazing change and clarity that is possible ONLY through the coaching experience. It is why I do what I do.

My best to you, as always,

C

Seth Godin explains why YOU might not be successful with your online marketing!

Ok, so here Seth Godin explains why YOU might not be successful with your online marketing!

Read it, learn from it and APPLY it! Then, PROFIT from it!

A good preacher ought to be able to get 70% of the people who showed up on Sunday to make a donation.

A teeny bop rock group might convert 20% of concert goers to buy a shirt or souvenir.

A great street magician can get 10% of the people who watch his show to throw a dollar in the hat.

Direct marketers used to shoot for 2% conversion from a good list, but now, that’s a long shot.

A blogger might convert 2% of readers to buy a book. (I’m aghast at this).

And a twitter user with a lot of fans will be lucky to get one out of a thousand to click a link and buy something. (.1%)

Likes, friendlies and hits are all fast-growing numbers that require little commitment. And commitment is the essence of conversion. The problem with commitment is that it’s frightening (for both sides). And so it’s easy to avoid. We just click and move on.

I think there’s a transparent wall, an ever bigger one, between digital spectators and direct interaction or transaction. The faster the train is moving, the harder it is to pay attention, open the window and do business. If all you’re doing is increasing the number of digital spectators to your work, you’re unlikely to earn the conversion you deserve.

Waiting for your fairy godmother (venture capitalist/ investor) to save you?

There are no EASY ways to do business. When talking with a client today, I realized something I had never really admitted before, BUSINESS IS TOUGH!

There is no magic bullet, no get-rich-quick. It’s about something much more.

Now, that’s not to say SOME people may find success by being in the right place with the right thing at the right time, but those times are far and few rather than the norm.

Expecting that fairy godmother to come and make all of your dreams come true is a great way to feel like a failure!

THE SMARTER AND MORE SURE WAY TO SUCCESS? FOCUS! Focus on the right things at the right time. Focus on serving your current clients/customers/patients better! Focus on making loyal followers, die-hard fans. (See my post earlier today about Facebook fans and their worth, if you are using social networking as part of your plan.)

Here’s another way to think about it, to quote our man, Seth Godin, “Delight the audience you already have, amaze the customers you can already reach, dazzle the small investors who already trust you enough to listen to you. Take the permission you have and work your way up. Leaps look good in the movies, but in fact, success is mostly about finding a path and walking it one step at a time.”

SOOOOOOOOOOO? How will this change your day, your month, your year?

C

Typical Media is dying, what can you do about it?

The last flight I took, I browsed the shelves of the magazines. I LOVE MAGAZINES! I had my own magazine, once! I published, wrote and LOVED it!

As I browsed those shelves, my heart lurched, I ached to work with magazines again. My brain slipped right into working with a magazine, marketing a magazine, designing a magazine, the possibilities!

But, I then moved through the thoughts and jerked back into REALITY! In reality, magazines are dying! As are most brick and mortar versions of media! Unfortunate as this is, IT IS TRUE, whether you admit it or not!

So, how can you deal with this shift if you are a part of brick and mortar media?

OR even better, how can YOU benefit from the shift? Because SOMEONE WILL WIN! Someone will succeed! You can be part of that or not…

Seth Godin has a BRILLIANT take on this, basically, he points out that the opportunity is there for you to take! The opportunity is that YOU can reach and build your fan base with micro-magazines!

“There’s room in the market for 100,000 profitable micro-magazines. Why not have one about Aruba, for example? If all the people who vacation in Aruba could read about the island in detail every month, read about restaurants, resorts and politics, for free, in an easy to share format… Multiply this by every destination, every interest group, every type of profession (how about a micro-magazine for ethnobiologists?)

Surely you can think of a group of people that share a demo- or psychographic, that are appealing to an advertiser base and want to learn and share what they learn… for free.”

Here is how he defines an ideal magazines:

• Being digital (probably a PDF), that’s free to ‘print’, fast to make and easy to share. (Newsweek spends seventeen million dollars a year on paper.)
• Having subscribers, either by email or RSS
• Focused on issues that appeal to some, but not all
• Having a very specific audience (call it a tribe)
• Enabling that tribe to connect by sharing the ideas in the magazine among them, as well as supporting it with a forum or blog
• Containing ads that are relevant to that audience
• Being longer than 140 characters or even a blog post, so significant ideas can be exposed in detail.

So, what group could you target?

How could you use this to your advantage?

What will this change, improve, create for you?

C

Contest to WIN Tony Hsieh’s Book – Delivering Happiness, before it is even released!!!!!!

Delivering Happiness and the Zappos mentality that I SO adore, is all about delivering happiness to customers, employees and the world!

Obsessed with the subject of Customer Loyalty?

Read Daniel Pink’s book Drive?

Love the Zappos mentality?

I am pleased to announce that I am hosting a Book Club all about Culture Creation and Customer Loyalty AND I am having a contest. Enter to WIN a copy of Tony Hsieh’s book before it is even released!

Join the Book Club and be entered into a drawing to win a free copy of Tony’s book! ONE will be given out each week for the next three weeks!

To join, either place a comment here and tell me your #1 struggle/question with creating your company’s culture OR join my LinedIn group called Zappos Insights Mastermind Group OR re-tweet my tweet about this on twitter! My twitter name: christiescott1

Look forward to brainstorming with you on our Book Club calls!

C

Retailers – You are losing buyers to the internet retailers! What are YOU doing about it?

Retailers – You are losing buyers to the internet retailers!

What are YOU doing about it?

ONE TOOL IN YOUR ARSENAL THAT WORKS LIKE NEVER BEFORE:

COUPONS!

A study by Inmar reveals that 2009 consumers used coupons at a faster clip than they did the year before – the first increase in coupon redemption in 17 years.

Online coupon access increased 92 percent and traditional newspaper inserts are still a stomping ground for bargain hunters – 89 percent of coupons are distributed that way, and the paper vouchers account for more than half of those redeemed at the checkout counter.

Many who never used coupons are now forced to use them – what about you and your household?

Are you maximizing your opportunities with these?

If you are not improving your business each and every day, internet retailers WILL and they offer coupons, everywhere!

SOOOOO, create an offer, a coupon, something to put online, on twitter, on facebook, in the newspaper OR all of these, GRAB THOSE customers today!

As always, my absolute best to you,

C