All-write

Branding + empowered staff can’t be beat

2012-02-10T13:16:00.002-05:00


Owner Liz Cezat welcomes you to explore the potential for branding your company.

If a company’s graphic brand – logo, brochures, website, banners – is sterling yet the customer service is lagging, guess what? That business isn’t going to make it.

In real estate, it may be “location, location, location,” but in company branding, “it’s the people.” Yes, the people. It’s the company’s executives, employees, contractors and consultants who bring the brand to life by offering the customer the best experience when dealing with that company.

Is it rocket science? No. Is it professionalism, kindness and empathy? Yes.

Here’s an example. I recently attended two concerts at the Detroit Symphony Orchestra, better known as the DSO. It’s been an institution in Detroit since 1887 or is it 1914? You decide.

At Saturday night’s performance of the Pops series, the ushers were friendly and helpful. Could we bring our drinks to our seats? Absolutely. “But only during the Pops, not during the Classical series,” they told us. Good information.

I should mention too that on the way to Orchestra Hall from the parking lot right across the street, managed by my good friends the Aubreys, a parking attendant escorted my daughter and me across Woodward Ave. He also made some small talk, but it was really big talk. He asked if we were mother and daughter. We responded, “Yes.” Then he said, “That’s good that you are having a night out together. Your daughter is keeping you young and you can impart wisdom to her.” Wow! So true.

The concert, conducted by a spirited Steven Reineke with songs by Mike Eldred and Rachel York was so entertaining that when I saw an ad (branding) in Sunday’s Detroit Free Press/Detroit News for an upcoming concert, I thought, “I want to go.”

I went online and discovered that I could pick my seats. Cool. Plus, the cost was very reasonable. I wasn’t sure if my online order went through so I called the box office. There was an annoying long wait, but once I got through, the ticket meister was exceedingly helpful and personable.

Fast forward to Thursday, Feb. 9, 2012. That morning, I received an email from the DSO with an e-newsletter and a link to their program. That same program, in print, was handed to me at the concert that evening.

I attended with my boyfriend, who would much rather be watching football than attending a classical concert. When we arrived at Orchestra Hall, the door was opened by a doorman who smiled and said, “Welcome.”

The tickets from Will Call were delivered promptly by a smiling employee. When we reached the top of the stairs to the mezzanine, another smiling employee greeted us. Hey, I could get used to this.

The concert was excellent. I truly enjoyed myself. And a large part of that experience was that the DSO was so well managed and the people employed there cared so much. That’s the beauty of excellent customer service being part of one’s brand.

How does this tie into my business? We can help you create a definitive brand – through graphics, key messages, engaging content and advice on how to get your staff on board. It’s an extension of what we are already doing with websites, brochures, logos and social media. Let’s start a conversation, call or e-mail today.

Organizing a project

2012-01-26T15:40:00.002-05:00

Some people are naturally organized; others, not so much. If you are not naturally inclined to being organized, there are ways to learn this nifty trait that will make you function more efficiently in an office.

Start a filing system – Good office supplies will get you started. Essential items are large accordion files and clear (colored) plastic files with tabs. When you start a new project, take an accordion file, label it, and tuck in some clear files that are different colors. Label them as well. For example, if you’re working on a new website, label the accordion file: New website; the inner colored files could be named: copy; graphics/photos; architecture; memos/budget. Then, when you are digging through the file, you’re not sorting through dozens of papers. You can pull out the plastic file that pertains to your needs and sort only through the papers contained in that file. Always put recent papers in front. It saves you from combing through the file. Plastic inner files, not paper, are key because they slide in and out easily.

Color-coding – I use different color files for different clients. For example, my health care clients are green, legal clients are blue, university clients are orange, etc. Makes it easier to grab the right file.

Stackable magazine files – These rigid plastic containers are about 3 inches wide and 12 inches tall with a V-shape opening so you can easily reach the contents inside. Use labels to name the files and put the label on the front with the opening toward you. Set these within arm’s reach for current projects you are working on. For reference, put them on a bookshelf. When filing them on a bookcase, turn the opening toward the backboard of the bookcase and label the spine. This allows for a neater appearance. These rigid files are roomy to hold bigger objects, which would weigh down an accordion file. Magazine files can hold DVDs, large reports, background material, and magazines or newsletters that pertain to the project.

Little bins – Small plastic bins are your friends. The 10 x 3-inch baskets are ideal for holding post-it notes, tape, staple remover, letter opener, etc … all the things that you use several times a day.

Paper notebooks – Even though we are in the electronic age and most of my notes go on the computer, I still use notebooks for various clients and for my own business notes. They are a handy way to review client history, record metrics and develop “to do” lists.

Binders – If you do a series of reports, place a year’s worth in a binder. This makes for a handy reference. This works great for chronological material that you keep adding to or research material that you often reference.

Keep your desk clean – I don't recommend in-baskets because they tend to be clutter catchers, but if it works for you, great. I tend to stack similar papers together, e.g. reading material, bills, reports and mail. If you also are the type to stack things, go through those stacks regularly and do one of the following: file the papers, read and toss, or act on them. Done weekly, you’ll be able to keep your clean desk - at least for Monday morning. I once worked at a large hotel and the CEO's desk was perfectly clean except for a pen set. He must have been a master delegator because it looked like he had nothing going on.

What are some of your time-saving tips for getting the job done more efficiently?

Optimize your connections online

2011-11-28T16:07:00.001-05:00


Prospecting for clients online is like blazing a trail. Photo by Liz Cezat, Zion National Park

If you belong to a professional service group that provides B-to-B services, you know how important it is to build a pipeline of prospective clients.

One of the fastest ways to showcase your talents and get your name known as a professional or head of your firm is through social media. To get the quality prospects that your business deserves, you want to connect with people online who can use your service or otherwise bring you new business. Act in a manner that shows you’re in it for a great working relationship, not a quick one-time deal.

Many professionals fear making online connections. After all, you don’t really know who you are connecting with, do you? You can see their photo but you aren’t seeing the whole person. You can read their resume on Linked-In or their one-line bio on Twitter, but what aren’t they telling you?

One of the best ways to know who you are dealing with online is to engage with them in various ways:

• Join groups on LinkedIn in your prospect’s industry. If you’re a lawyer and you represent school districts, sign up for the educational groups on Linked In. If you’re lucky, you’ll be one of only a few lawyers seeking prospects in this forum. (Others may not be as savvy as you are.) Then ask questions or answer them. Invite the people who stand out to join your Linked-In associates. Communicate with them when something of shared interest comes up. Let them get to know your personality by talking about your lifestyle interests or joking with them (no emoticons please). If you’re going to be in their town for business, offer to meet them in person.

• If you’re not on Twitter, sign up immediately. You can choose who you want to follow. There will be a wide range of people following you. I follow back only those who post interesting items, are prospects or could become associates. Twitter is a great way to follow news and trends, and learn who’s who in various industries. It also links to many career-building tips, articles and interesting people.

• If you have a Facebook page for business, great. Utilize it to educate your clients and invite their feedback. Track how much new business you gain from this source. If you only have a personal account for family, friends and some associates, use it judiciously for business. A periodic post about your services and achievements is enough to keep your business in the forefront for referrals by your Facebook community. Don’t overuse this or you’ll irk your Facebook friends who often just want to know what’s new with the people they know and like.

• Blog. (That’s both a verb and a noun.) Those who have blogs need to gain visibility for their posts. Announce a new post via Linked-In, Twitter and Facebook (if appropriate). Customize the heading for each venue. Don’t say, “New post. Read all about it.” No one cares unless you give them a reason to care – use an enticing headline they can’t resist clicking on. For Twitter, repost at different times with different headings and see which works best.

Social media can be scary at first but once you get the hang of it and deploy it in your unique style, you will begin to see the benefits of prospecting online. Please share some of your tips here because this list is just the beginning.

Rules of engagement

2011-11-08T23:44:00.007-05:00

When hiring a consultant for a project or event, the client may think all they need to define is the deliverable, timeline and price. This is a good start but there’s a lot more that you, the client, should be concerned about when selecting the best consultant.

Here’s a checklist of what to look for or ask:

Samples of their work – Even if the samples are not exactly what you are contracting them to do, you will get a sense of their accuracy, creativity, professionalism and attention to detail.
Degrees of success – When looking at their samples, ask what various projects achieved. This will tell you how well the consultant executed a job to attain a desired result for the client. (Don’t expect metrics on everything; feedback from users is also valuable information.)
LinkedIn profile – Do they have testimonials that overlap in regard to positive statements about attitude or manner of execution? These are the consultant’s strongest traits. Do they match your needs?
Handling details - How will the consultant work with people in your organization? When they send an e-mail, do you expect them to ”cc” three others or just direct the e-mail to you, the hiring client?
Responsiveness - Do you expect phone calls returned the same day or is a range of one to three days sufficient? Ask what their normal turnaround time is for these methods of communication.
Are they on time? When you are holding a meeting, photo shoot or event, are they on time and ready to start attending to the project or do they often run late and make excuses? (Cut some slack for traffic, bad things happening, or parents of small children. If lateness is a pattern, they don’t value your time or theirs.)
Personality - You want to do business with someone who makes your day brighter rather than darkens the doorstep. Be attuned to a positive frame of mind, kindness, a nice smile, a genuine laugh. Choose someone you want to be around.
Confidence – Do they seem to like and know what they are doing?
Passion - Do they appear to relish the project you are offering? Are they excited about it? Or do they discuss reasons why it won't work? If they are passionate about why it won't work - listen to them; they may know something that you should too.
Traits of a mentor – In addition to having the consultant do a project or event or work on retainer, could you learn something from them in terms of work style, attitude, ability to cut through red tape, how to deal with difficult people, how they deal with problems? If they also have these traits, consider it a bonus.

If your consultant meets your expectations for most or all of these “rules of engagement,” you found a great hire. Game on!

When to hire a consultant ... hint: before the candy runs out.

2011-10-05T15:09:00.001-04:00

Four clues that reveal when a company's workload is at the breaking point:

Clue #1: Your employees have a startled “deer in the headlights” look when you walk by.

Clue #2: A smattering of “urgent” sticky notes on your computer makes it hard to see the screen.

Clue #3: You are starting to dread Fridays almost as much as Mondays because important projects haven’t been accomplished.

Clue #4: Instead of a candy dish, your office has one filled with aspirin and antacids.

These clues often point to the need for a consultant to keep the work flow manageable and your company's momentum strong. Now let’s delve into some definitive guidelines about when to outsource communication and marketing projects.

• Do you have self-contained projects that aren’t getting done on time?

• Do you produce a quarterly newsletter that only gets out twice a year? (Easy solutions: Outsource every other issue or the entire production, or get assistance with the articles or layout.)

• Did you plan to produce an e-newsletter for customers, prospects or donors, only to find your original content ideas are looking like yesterday’s news and you still haven’t put out an issue?

• Do you have a major presentation coming up? You know you can easily do a portion of the presentation but would really like a seasoned pro to conduct the interviews, obtain new information and package it in a way that informs and inspires the audience to take action. (We excel at creating content for scripts; graphics for presentations; and handouts that reinforce action items. Plus, If we produce your presentation, we can videotape it for YouTube or your company intranet.)

• Fear or uncertainty keeps you from ramping up your presence in social media. (Did you know that YouTube, Linked-In, Twitter, Facebook and other sites as well as blogs rank high in search engines? It’s a powerful way to brand your firm, boost your SEO and make new connections.)

• If you are a professional group without a marketing director, it’s hard for the principals to do all the rainmaking and branding for the firm. While your firm may be super at retaining clients, do you truly have the extra time and marketing expertise that it takes to keep a perpetual pipeline of new business?

If you are unsure what can or should be outsourced, we’re only a phone call or a click away. When contracted for a project, you can expect timely follow-up, excellence in communication materials, cost-effective rates, integrity and adherence to your deadline. And, once again, your staff will be able to stop and smell the candy in your office dish.

Image: Nutdanai Apikhomboonwaroot / FreeDigitalPhotos.net

Time for a grammar tune-up?

2011-07-22T16:09:00.006-04:00

I’m dismayed at the number of blogs, news articles and reviews that contain bad grammar. It’s not rocket science, yet many educated people (yes, even those with Master’s degrees and PhDs) often get tangled up in the proper use of the English language. Here is a quick primer:

Their (refers to people) vs. there (refers to a place)

They’re (contraction for “they are”) vs. there, which refers to a place (noted above)

It’s (means “it is”) vs. its, a pronoun that shows possession (e.g.: its passage)
Proper usage: It’s cold outside. Let’s see if we can find its master. (referring to a dog’s owner)

Here’s a quick test to check if contractions are used correctly. Use the real words to see if the sentence still makes sense. For example, in the above sentence, it doesn’t make sense to say, “it’s master,” which translates to “it is master.”

To clarify, a contraction substitutes an apostrophe (‘) for part of the word. Why? Perhaps to save space. Maybe it was an early adaptation of texting – condensing two words into one.

Moving on then…

To (expressing motion or direction toward a point, person, place) vs. too (means excessive: too many, too much). Improper usage: “I had to much to eat.” (first “to” should be “too”; second “to” is correct)

When you see a red or green squiggly line under copy, something is wrong. Do a spell-check in Word or cut and paste the word into Dictionary.com to verify the spelling and/or usage.

Even Hollywood knows the importance of good communication. You may recall a classic line from the cops and robbers’ movie “Heat” set in L.A. in the ‘90s. Police lieutenant Vincent Hanna (played by Al Pacino) was a superb communicator. Early on, he was arguing with his wife Justine, played by the amazing Diane Venora, over how much he worked.*

He intoned, “I say what I mean and do what I say.”

Diane did not exactly melt at the statement but she took notice. Vincent's credibility was ratcheted up among viewers, who could see that he was a man of his word. I know this line wasn’t original to Mr. Pacino but he gets credit for making it stick. He did a great service to English teachers and consultants who work tirelessly to communicate well and help others do so.

If your associates or employees need more in-depth help than this blog can provide, contact me about conducting an on-site seminar. I will discuss common mistakes made in writing; how to shorten and clarify e-mails; the need to proof and reread copy (reports, articles, e-mails) before submitting; and how to become a better communicator through effective writing. Check it out here: http://www.cezatcreative.com/expertise.html (Click on the PDF “presentations” attachment at the bottom of the Expertise page.)

I much prefer writing to editing, but need to share my pet peeves in the hope that these mistakes will never occur again!

Please report back on your success of changing bad grammar as well as glaring errors that you’ve seen. Measurement is a critical component of success.

*This is how I remembered it, without re-watching the movie.

Image: Maggie Smith / FreeDigitalPhotos.net

Say “thank you” even when loyal supporters don’t give

2011-07-20T12:37:00.003-04:00

Tip #5 – How to raise money for your nonprofit in 2011

As the nation struggles to regain its economic footing, donations from the middle class continue to wane. Michigan will no longer allow taxpayers to deduct charitable deductions on their state income tax, beginning in 2012. That cuts an incentive to give. Let’s see…should I pay more in taxes or give to a charity, where I know the money will help shelter, feed or otherwise assist someone in need? I trust that decision will be rescinded when times improve and our leaders see the benefit of this vitally important tax deduction.

Many people who have donated to food pantries now find themselves in need of basic assistance. With foreclosures continuing to mount, donors who previously had extra money to share at the end of the month are hard-pressed to pay their own bills let alone donate to worthy causes. What’s a charity to do? Get by as best you can with alternative support (foundations; corporate gifts – many are sitting on lots of cash these days; and collaborations with other nonprofits that offer similar or complementary services.)

In the meantime, don’t dismiss loyal supporters. If you keep them in the loop, they’ll return to support your mission when the economy improves. When people have jobs again and can hold on to their houses, they’ll want to share their good fortune with charities that do great work fulfilling their mission.

Thank lapsed supporters in low-cost ways: send an e-mail or a postcard, include a line in your print newsletter. Let them know that you are still counting on them and their support even if they can’t help you now. If you need a creative way to do that, hire a good writer. In fact, I know of one.

P.S. I started with good intentions to provide five tips in the first quarter. However, this series was put on the back burner as I attended to client requests for articles and publications. Did I mention that my middle daughter got married in March? That meant I was also busy being Mother of the Bride – one of the best times of my life. Yes, there’s always an excuse for why business owners (and writers) put off writing their own blogs. The truth is that I’d much rather be writing for clients.

Can color make you happy?

2011-06-29T15:08:00.004-04:00

How important is color in your life? If you live in a world of beige or black & white, you might not notice how much vibrant colors or a subtle hue can stimulate your senses: not only your eyes, but also your imagination. People living in a beige world may not be fully cognizant of their surroundings while those who live in a black & white world may view the landscape simply as a backdrop to the business of life.

For the left-brain readers, I will correlate these colors to my PMS book. In this reference, PMS does not refer to Pre Menstrual Syndrome, rather it’s a book of color swatches with numbers known as the Pantone® Color Formula Guide. It is an indispensible tool for graphic designers and art directors.

Today, when I stepped out of the shower, I reached for my towel. It was poppy-pink (PMS 1787). Not the usual beige. I felt uplifted with this new color. Then, I realized that poppy-pink is such a cheerful color, how can you not be happy when you see it?

Yesterday, while watering the flowers in my garden, I noticed that the marigolds were not just yellow, some were golden yellow (PMS 116) yet others were a vibrant orange (PMS 21) and others were burnt red (PMS 186) – all stemming from the same stalk. These intense colors made me appreciate the true beauty of a marigold.

While planting in a friend’s cottage garden the other week, my boyfriend instructed me to put a pot of geraniums into a bed of deep green groundcover. I asked, “Why? It’s all green there.” He replied, “It could use a pop of color.” He was absolutely right. That flash of red was the perfect foil to a mass of green leaves.

When creating materials for print (newsletters, annual reports) or the web (websites, e-newsletters), my graphic designers always play off colors. If someone is wearing green in a photo, they create a green element elsewhere on the page or use a complementary color – such as red. I appreciate color as an art form. I see how it stands out, makes you take notice and might even change your perspective.

Picture this: You're walking in the rain on a city street in the bad part of town and you've sunk into a dark mood. Then you see a yellow car. It's the brightest spot on the dreary, rain-soaked street. All of a sudden you think of the sun and you involuntarily smile. That spot of color makes a connection that lifts your mood.

Just for a day, observe the colors that strike you. How does color affect your mood? I don't think it's a stretch to say that color connects us to the world and has some sway in increasing our happiness.

Feed your donors first to instill giving

2011-05-27T12:45:00.000-04:00

Tip #4: How to raise money for your nonprofit in 2011

Have you heard the saying, “The more you give, the more you get?” When reaching out to expand the number of donors who give to your organization, “feed” them first. I’ll touch on three ways to do this.

The first is through information they can digest. Present the need in a compelling manner. Many nonprofits do this with an appeal letter. Consider year-round efforts through a quarterly e-newsletter or print newsletter to keep your donors informed of the need and how their contribution will help the cause. Bulletins or updates can be done online when there’s a deadline looming – typically to boost donations at year-end or before the start of a major program.

A second way to “get more” from donors is to host an informational session at the point of interest (where the donor funds will do the most good). Whether it’s the opening of a new hospital, a new park for under-served kids, or the wing of an art museum, invite prospective donors and longtime supporters to the actual location. You may need to erect a tent – but that adds to the festive atmosphere.

Painting a picture of “before” and “after” cements the reasons for giving. If it’s before, have a rendering of the building or wing on a poster and handouts. More often than not, donors need to see the end result rather than trying to envision it when they consider making a major gift.

The informational session can be packaged as a presentation, tour or seminar. Make a video of the event and post it on your website for those who couldn’t attend. Use the video as a reference for new donors.

The third point is to feed your donors. Refreshments make the “ask” more palatable at an informational session. It’s a time-honored tradition to take wealthy prospects out to lunch or dinner and discuss your cause. Widen the net and include more mid-range donors and new prospects at informational events. They may be just the ones you need to increase planned giving and special gifts to your nonprofit.

By feeding your donor base regularly, your organization is fostering larger gifts and loyal supporters. Please share your experiences and other ways to feed donors.

Find bigger donors through social media

2011-04-30T17:43:00.002-04:00

Tip #3: Follow and Link In with potential donors online

It’s no secret that fundraisers keep dossiers on people of high net worth when they are cultivating them for a major gift. To speed up the time frame between collecting information and getting to the “ask,” it pays to link-up with or follow some high net-worth individuals online.

It’s true that many high net-worth individuals have staff or assistants who do their social networking for them. You may need to go the circuitous route: follow their companies, their spokespeople, their foundations. They’re online somehow.

For universities, alumni are a major group of supporters. If you are a fundraiser at a college, join your organization’s alumni group on LinkedIn. Glean information from alumni about their allegiance to their alma mater, find out how many received scholarships and frame a question about whether they would support a student through a scholarship. Make the initial “ask” in a conversational manner rather than a formal request. Then follow-up offline. Don’t put someone on the spot on a visible communication stream.

Get creative about finding your supporters online. Do you follow prospective supporters and funders? Have you made a successful “ask” based on social media? Share your story.

Empower volunteer efforts

2011-03-15T14:05:00.001-04:00

Tip #2: How to raise money for your nonprofit in 2011

Does your organization have volunteer groups that host events or challenges to raise funds? If so, draw up a list of ideas that they can use to raise funds. These smaller fundraisers may generate $5,000 or less, but it all adds up and can fund low-cost necessities that make a difference to the people that you serve in your nonprofit. Some examples are providing textbooks to low-income students; transportation to uninsured patients; outings for kids in foster homes; or household repairs for seniors struggling to stay in their homes.

Here are some ideas for your volunteer groups:

1. Host a comedy club. If you’ve got friends who are the life of the party, invite them to use their jokes for a worthy cause. We all need a good laugh. Secure a hall rent-free (their contribution to your nonprofit). Have vendors come in and sell their food, giving your nonprofit a percentage of the sales.

2. Go one better and stage a talent show, like they used to do in middle school…except use adults. The more outrageous, the better. Not to say that many of your friends and associates don’t have legitimate talent. But if they did, they probably would be in show business.

3. Sell on Ebay. Collect items from people who want to get rid of “stuff” and auction it off with proceeds going toward your nonprofit.

4. Silent auctions remain popular. Live auctions are even better because they build excitement and feed off each other’s bids. Plus, the auctioneers have a way of getting you to bid on something you otherwise might not want or need. Peer pressure reigns supreme at these events.

5. Food cook-off. Select good cooks who are willing to prepare their favorite meal for a large group. Add in some great bakers who are willing to donate cupcakes, cookies, breads and cakes and you’ve got an event. Add some fine wines or specialty drinks by area bartenders and it will be an afternoon or evening to remember.

Five Ways to Boost Donations in 2011

2011-01-31T14:52:00.000-05:00

#1 Get more donors through social media

As philanthropy (advancement) professionals at healthcare systems, universities and nonprofits plan for higher levels of giving in 2011, it’s a great time to assess where new funds will come from and what these new donors need to know.

This series of five blog posts will review a range of appeals and report on best practices, based on news, my views (professional and personal) and research.

Social media will increasingly become the way to raise funds among donors who don’t need “cultivation” by development (advancement) professionals. These gifts typically are in the range of $5 to $50 and are generated through stories and appeals made to friends, family members, colleagues, alumni and neighbors on various social networking sites (Facebook, Twitter, YouTube, LinkedIn, etc.) Survivors tell their stories about overcoming breast cancer, colon cancer, heart disease, leukemia, addiction or other illness. Supporters become actively involved by registering for a rigorous walk, bike trek or mountain climbing adventure to help fund a cause.

Based on these personal appeals, motivated readers are directed to make a donation to the organization’s online fund. If the site also offers the option to mention the donor’s name and gift amount, that provides donor recognition and spurs additional donations from those who view the list and recognize friends, family members and others. The utility of using PayPal or credit card payment for online giving is a must. An automatic “thank you” receipt generated online is a great finish to this program. The whole process is fast, efficient and effective.

As an organization, make it easy for your supporters to use social media to tell their story. Include a widget on your website, develop an app, seek followers for your social media sites and conduct online surveys to elicit stories from beneficiaries and supporters. Go beyond the “like” button. Ask for input. Invite questions. Engage potential donors by asking them to take one action (then another and another) toward support of your organization.

Who does this best? In my view:

• Leukemia & Lymphoma Society - compelling patient stories via e-newsletters
• Susan G. Koman 3-Day (for the cure) - sponsor sign-up & participant registration

Share your thoughts on these or other organizations that know how to harness the power of the web to draw in more donations.

Create an entrepreneurial spirit at your firm

2010-12-03T11:37:00.000-05:00

Innovation is vital to professional organizations

During these tough times, innovation is key. Take the best of what you do and embed it into new products or processes. If you produce something of quality (product or service), can you also transfer that element of quality to another aspect of your business to increase sales or ease the cyclical nature of a product or service?

I recently interviewed a retired V. P. of a large snowmobile manufacturer. At one point, the company's assembly line only worked six to seven months out of the year producing snowmobiles. When the new management team added ATVs to the line-up, sales grew and the production became year-round. Sales did so well that the management team took the company public five years later and the V.P. took an early retirement with his stock proceeds.

In my business as a writer and marketing consultant, when print items such as brochures and newsletters are chopped due to budget cutbacks, the same content can be delivered in more cost-effective ways: websites, blogs, presentations or slivered into social media “key messages.” With my expertise at producing large-scale print projects, I'm now offering memory books for loved ones. These mini biographies tell a person’s story from many different viewpoints, complete with photos.

If you work at a law firm, create a profile of your ideal client and find ways to reach that audience. Doing pro bono work also opens new doors. Since most lawyers have a specialty, penetrate the markets that could use your legal knowledge and advice. Get the word out by sending e-newsletters detailing successful case resolutions to those market segments.

My marketing adventures included working with a podiatrist who also offered orthotics and diabetic shoes, thereby supplementing office visits with products. I also worked with an internist who added nutrition supplements and nutrition counseling to expand the office practice. These are natural extensions of one's expertise. How can you expand and supplement your professional services?

Entrepreneurs may be the economic game-changers

2010-11-17T20:24:00.000-05:00

I attended the Michigan Emerging conference for small business at the Ford Conference and Event Center in Dearborn on Nov. 17, 2010. It was an energizing event, chock full of information and motivation. Naively, I asked the registrar if today was Nov. 11, since I was writing a check for the conference (trying to save the sponsors a credit card fee.) She politely told me that it was the 17^th. Okay, so I was a week behind the times. But the conference quickly brought me up to date.

The business climate in Michigan is electric. People are buzzing with ideas, plugged into the community and depending on social media and phone apps to launch new programs and spread the word about existing services or products.

I met several other entrepreneurs whom I have known over the years. I mentioned to one that this meeting truly embodies a sense of “We can make this work.” vs. “This business climate is dismal; let’s just wait it out.” He agreed that the tide is turning and greater prosperity may be right around the corner.

The conference was electrifying and I believe that Detroit is on the forefront of an entrepreneurial revolution (take off on Chevy’s “American revolution” campaign”). Henry Ford and his good friend Thomas Edison launched successful ventures in decades past. Maybe fellow Michiganders can follow in their footsteps.

The conference ended on an upbeat note. The owner of five Subway shops in a town that fronts Lake Huron is visiting 200 Michigan cities and running five miles in each to promote small business. He asked the audience to say in unison, “We believe in Michigan” as it was video-taped. It only took two takes to get it right. Make no mistake, we, as entrepreneurs in Michigan, are enthusiastic about our endeavors and will work relentlessly to make our goals a reality.

Getting the donor list right in an annual report

2010-10-11T12:16:00.000-04:00

Recognizing donors in an annual report is a seasonal highlight. Their generosity helps drive your nonprofit organization. Yet getting the list right can be a real challenge. Most organizations use software that tracks donors, the amount of their gifts and special categories, such as giving societies. Make sure that it also has a section for how they want their name to appear in print and whether they want to be recognized for their gift or remain anonymous.

When running alphabetical lists, if you have more than one anonymous giver, you may want to put the number after the word – Anonymous (10 gifts) – rather than repeat the word 10 times.

When a donor is deceased, consider putting a small cross after the name and designating it at the bottom of the page. You don’t need to do this for estate gifts, since that’s implied in the gift category.

Amounts of giving: start from the highest and work toward the lowest. It’s a good idea to list gifts of $100 or more. For gifts of $99 or less, consider listing the names of donors on your website. Make a notation of this additional list in the annual report.

Business giving is often listed along with donors. In-kind gifts should be in a separate section.

When running your list for publication, have a couple people in your organization go over it with a fine-tooth comb. Look for typos, consistency in titles and credentials: list Dr. (M.D., D.O. and D.D.S.) but not Ph.D.s (professors and researchers), MBAs, CPAs or JDs, unless the donor requests it. Double and triple-check the spelling of your top donors. It’s far easier to proof a cheaper printed list than it is to make changes at layout stage.

Add a statement at the end of the list requesting any changes or corrections to donor names. Follow up promptly: update your database; send the donor a note or call them to let them know the change has been made on your records and thank them for their continued support. Consider adding a “Getting it right” section on your website to indicate corrections to donor names. (Newspapers do this on a regular basis.) You don’t have to include how the name was misspelled in the report, simply list how the name should have appeared. Take care of your donors - they make great things happen.

Please do not hesitate to use it’s correctly

2010-09-10T16:07:00.000-04:00

This headline links two of my pet peeves in the misuse of the English language. First is the term “do not hesitate” which is commonly used in a formal letter. It is often followed by a request to get in touch, such as: please do not hesitate to call me or please do not hesitate to contact our office for further information. Why not just say, please contact our office or please call me? This gets right to the point without the gate-keeping phrase “do not hesitate.” To me, it’s a fence that I need to jump over. I do hesitate, thinking “Wait, let me think about this.” The reality is if I want to contact someone or am motivated to call, I do. I don’t hesitate. Let’s banish this phrase from formal letters – it's very off-putting! (joking here, otherwise I never use off-putting.)

Let’s move onto it’s. Most of you know that it’s is a contraction for it is. Some people don't know that - including some very educated people. Its, on the other hand, is the possessive form of it and can be used as a pronoun for an inanimate object. Here is the correct usage: write “It’s raining” rather than “Its raining” or “You can’t tell a book by its cover” rather than “You can’t tell a book by it’s cover.” I plucked this from an association website: The Greater Detroit Chapter xxxx would like to announce to it's members a 100% grant-funded training opportunity in southeast Michigan. It should say its members, because it is being used as a possessive pronoun referring to the chapter. Get it? Got it? Good.

End of English lesson for today, until another pet peeve comes up – give me a day or two.

How to work with a writer

2010-08-19T21:58:00.000-04:00

You’ve lined up a writer for a brochure, website, annual report or speech (now you’re off the hook). But don’t think your job is over. Prepare the writer for the challenge ahead. Research and background information are vital. Will you provide this to the writer or expect the writer to do that part too? If so, allow her (or him) time to do this investigative work.

Ask for a bid – Don’t be afraid to ask the writer for a detailed bid. This should include time for research, interviews, preparation, drive time to interviews, follow-up questions, writing an initial draft, revised drafts, getting approvals from the client and person(s) being interviewed, making changes and finalizing copy. A smart business person/writer will build in some time for last-minute changes. Or, she or he may keep track of time spent on these changes and charge accordingly.

Fresh information – This is a chief reason that companies hire writers. They want the latest information used in their piece. This usually involves interviews. How will these be conducted? From my experience, it works best for the writer to be alone with the interviewee (a tape recorder is helpful for reference or historical documentation) or schedule a time to interview the person by phone.

Sometimes the person being interviewed wants a “heads up” on what will be asked so they can get the needed detail information. Writers should be prepared to e-mail a list of questions in advance of the interview. Depending on the nature of the interview, the element of surprise can sometimes elicit better responses. The rule of thumb should be: if it involves a lot of fact-finding and verification of dates, finances or tenure, send questions in advance; if you want a more personal and spontaneous response regarding events or relationships, don’t reveal your questions until the interview.

More than meets the eye – A writer’s work involves more than one sees when reading the initial and final copy. A lot of research typically goes into an article, posting, speech, etc. The writer may have written three or four different versions before sending you one marked, “initial draft.”

Finalizing copy - It happens in virtually all writing projects: the need for last-minute changes and tweaks. Things change in the corporation or organization that make the copy wrong; someone learns something new that should be incorporated into the piece; a vice president reads the piece after the deadline and wants changes made; and numerous other reasons for changes.

Nit-picking copy on the client’s end is often a reality, but don’t expect the writer to give you this portion free of charge. A change here and there can add up to one hour plus for a 750-word article. If it’s a major piece with changes on every page, it can quickly rack up an additional six hours or more. Be prepared to pay for these last-minute changes.

Read before layout – Many people only want the executives to see the piece when it’s laid out. This can be a big waste of time and money. Plan for your key executive or review team to review copy before it gets to layout and again at layout stage. Things that read well on paper look different when paired with photos, graphics and headlines. It’s all part of the process.

Engage with your audience

2010-07-23T17:03:00.001-04:00

How many times have you been to presentations that sound like a boring lecture? Perhaps they were formula-based and didn’t take your needs or interests into account. You probably used the time to daydream or make a mental “to-do” list rather than strive to listen to the message buried within.

As a speaker, have you ever been so intent on driving home your point that you didn’t notice the audience’s interest pique or wane? If they were engaged in what you were saying, did you smile to reward them? If you noticed the audience’s attention wane, were you nimble enough to insert a quick joke? Something like, “I see a few heads nodding, the caffeine must be wearing off.”

Pay attention to how the audience reacts to you so you can adjust your speech accordingly.

Witnessing lots of yawns is never a good sign. If this happens, change the cadence of your speech or step out from behind the lectern and walk around. Make sure your mike doesn’t yank you back to home base.

Men are more likely to sit stone-faced than woman. Don’t take that as a bad sign, it often means that they are processing the information. When telling emotional stories, expect more facial reactions from women, who are more open in revealing emotions. Visual reactions from the audience can guide you to adjust your presentation to better engage with the unique individuals in front of you.

Don’t be afraid to use props – nothing outrageous, but well-timed objects that relate to the presentation allow for a welcome break. It also reinforces your message. If you’re talking about a general distain for cold calls when making a sales presentation, produce an old-fashioned receiver with a cord and pretend to make a call. I did just that when I made a presentation to a group of mediators – including many lawyers – and it got a hearty laugh. It also reinforced the message: every professional needs to make cold calls periodically.

Humor can make a strong connection with your audience. You don’t have to rattle off one-liners, but some of your graphics should have a funny picture or a quirky message. Lighten it up and the audience will be much more responsive.

You have a message to deliver but you don’t have to force feed it to your audience. Take their reaction as a cue to adjust your presentation on the spot and build a better relationship with them. Ultimately, you want your audience to not only remember your message but to remember you.

How to get started on a marketing project

2009-12-08T12:44:00.000-05:00

Following my presentation on “Marketing and Sales Team up for Mediation Business Success,” I conducted a workshop. In one activity, I asked participants (approx. 6 at a table) with 5 tables to take a marketing tactic (brochure, newsletter, website, direct mail piece, and event) and determine these five things:

1. who has the information to do this project (if more than one person or source, list their general title or role. It could also be Internet, but specify where you would look).

2. Who will write it? Who will design it? If it’s a seminar, who will sponsor it?

3. How much time will it take to do this tactic?

4. What will it cost?

5. Who is your audience?

6. How will you get the mailing list together?

7. Who will you partner with or seek advice from to complete this project?

The groups enthusiastically pooled their efforts. The object wasn’t so much to get the job done before they left the conference, but to see that teamwork is essential in tackling major tasks. Also, participants had a reality check on the resources needed, advance timing and budget required to bring marketing projects to fruition.

Tip #7 - Do what you are best at

2009-12-03T13:53:00.000-05:00

For professional service providers – lawyers, accountants, mediators, recruiters, engineers and others – there's a temptation to write your own brochure, set up your own website, and/or conduct your own media campaign. Resist that temptation. Do what you are best at – your profession – and hire help for the rest.

My company produces marketing materials such as newsletters, brochures and websites. We also provide writing, design and strategy for major print projects, case studies and presentations. We handle media relations for professional practices. We can also coach you when making statements or conducting interviews with the media. (I used to work in the media: radio, TV and print.) Allow Cezat Creative Resources to help polish your image, and let your expertise shine.

Tip #6 - Cultivate referral sources

2009-12-02T13:24:00.000-05:00

Professional practices count on referrals for new business. Don't neglect this important part of your effort to bring in new clients. As you build a referral network, keep in touch with them.

• Communicate regularly through an e-mail or e-mail newsletters

• Call at regular intervals - perhaps monthly or quarterly. Tell them about your latest success and any new services that you have.

• Gain insight from them about the needs of prospective clients. Consider sending a survey.

• Send PDFs of white papers or case studies (let the results speak for themselves).

• Share media coverage, online articles or other news about your profession that will help your referral sources know who to refer to your practice.

• This may seem basic, but it helps to describe the type of client you are looking for. In my business, I seek out VPs of philanthropy departments at universities, health care systems and nonprofits so I can help them create case statements, donor information and proposals. For my professional service practice, I seek out owners of medical offices, other health care providers, lawyers, accountants and recruiters with practices of around 8 to 12 or more professional staff. Then I can develop a marketing plan and implement it. For marketing departments at corporations, I seek out the marketing director to produce community reports, annual reports, newsletters and brochures and write speeches.

Tip #5: Tell your success stories

2009-11-30T13:26:00.000-05:00

Professional practice groups - mediators, attorneys, CPAs, engineers, recruiters – should tell their stories of success. You don't need to brag, just point out how your service has helped your clients - especially in ways that your competitors can't match.

• Let prospects and referral sources see how your service works for people in tough situations.

• Tell stories that show how you've dealt with a common problem or a specialty case - both types of stories can lead to referrals for similar types of business.

• If your story has enough impact (tell the truth), people will remember it. Add important details, such as how you streamlined a process, saved money for the client, solved a problem that perplexed other professional providers, brought about a quick resolution, etc.

• Educate prospects and clients; they often don’t know the full range of how and when your professional service can be applied.

Tip #4 - Seek media coverage

2009-11-28T09:27:00.000-05:00

For professional service groups seeking new & repeat business, here's another tip.

What item of your business can you “pitch” to the media as a news story? Given the recession of 08-09, the media wants to know what’s coming down the pike in terms of job creation. Have you hired someone in your office lately? Or created a new position that you are filling with a contractor? Found a good niche market for your services? Why not share that with the appropriate media - maybe it’s not your daily paper but it could be good material for an industry journal or your local chamber magazine/online blog.

Small business news has its own panache. Consider teaming up with another professional service group or your association to report trends affecting your industry.

Tip #3-Find your trigger

2009-11-27T08:09:00.000-05:00

This is the third of seven tips designed to promote your professional service practice - whether it's a law firm, accounting firm, recruitment firm, mediation practice or engineering group:

Tip #3. Identify the “triggers” that prompt your services. Leverage these and bake them into your marketing plan.

• A trigger is an event, occurrence or other identifiable item that provides a logical time for you to sell your service/product.

• It could be a time or season when an event occurs (e.g. back to school, tax season)

• Review your quarterly sales to see when peaks occur and why – these could reveal unknown triggers

Marketing Tip #2 for professional service groups

2009-11-26T07:58:00.000-05:00

To promote your professional service practice - whether it's a law firm, accounting firm, recruitment firm, mediation practice or engineering group – here is another tip:

Tip #2. Point out the benefits of your service in your sales presentation and your marketing materials

• repeat your key messages – benefits and advantages – in your brochure, newsletter, direct mail, etc.

• when talking to prospective clients and referral sources, let your "benefits" line become your mantra.

• Add a tagline to your business card that tells what you do. Mine says, "Strategy, writing and design." While my main service is producing marketing materials to help professional service companies sell their service, I also write case statements for nonprofits, universities and health care companies trying to raise money. These skills are also being applied to produce anniversary books for large corporations - a new product line called "Minted Memories®". But the main benefits: "professional writing, pleasing design that helps tell the story, and strategy to determine the message, format and audience" can be applied to different markets. My advantage: very few companies do what I do. I have a niche business that is part public relations, marketing, and project management of print and web-based projects. These benefits and advantages are used to help solve the client's problem.

Sales and marketing tips for professional practices

2009-11-25T15:04:00.000-05:00

I presented a seminar “Marketing and Sales Team up for Mediation Business Success” on Nov. 13, 2009, at the Marriott Hotel in Pontiac, sponsored by Oakland Mediation Center.

I will do a series of seven take-away points that can be adapted by any professional practice:

Tip #1. Seek out and act on opportunities
• The more you know about your clients – their likes and interests – the more you can meet them on their turf. Find out what groups they belong to. Check the membership directory to see where members work.

• If you’re not generating leads and support from a certain group…try another group. Go to groups where you will get leads to business or better yet – people who need your services right then and there.

• Read newspapers (whether online or printed), keep abreast of local and national news and trends. Talk to people – find out where their pain is. What problem will your service solve? Then, act on those opportunities.

New anniversary line launched

2009-09-14T13:55:00.000-04:00

My company’s new offering, Minted Memories®, has been launched. It’s a product line of unique anniversary booklets and videos for companies celebrating milestone anniversaries. My first batch of letters to prospects went out today. I was prepared to send them last Friday, but thought that day might be too ominous – like stepping on a crack, breaking a mirror or walking under a ladder – since it was 9/11. So, good things can and do occur on Mondays.

Mark Salloum, of VideoMagic, and I are eagerly awaiting some orders for Minted Memories® videos. My graphic designers and I are ready to put our unique stamp on booklets ordered through the program. Their skills at designing annual reports, newsletters and brochures will be just as amazing when applied to this format.

Meanwhile, the memory book for my mother is in the layout stage. When completed, it will be a fitting personal tribute to a woman who has had an incredible impact on just about everyone that she met and, most especially, her children.

These projects reflect solid values, hard work and the ability to overcome adversity to reach prosperity. In their own way, each offers a tribute and sense of hope. Best of all, these stories allow us to get a closer look at the amazing people who have brought some great things to life. Whether successful companies or close-knit families; in times of turmoil, we need more of both.

Don’t let PowerPoint® be a crutch

2009-05-28T14:27:00.000-04:00

How many of you are a spokesman or spokeswoman for your company or organization? If so, you are the one that clients, employees, community leaders and other vested parties look to for information about new products or services, as well as leadership, industry trends and company direction. It’s a tall order, and too many executives think their delivery has to be ponderous and super serious.

To keep your information memorable, don’t rely too heavily on your PowerPoint® slides or Web page enlargement. It helps to project these images but don’t count on them to carry your speech. Inform your audience that the important points of your speech will be available to them (either online or as handouts), so they don’t have to fuss with extensive note taking. If you give the audience handouts prior to your talk, people will be shuffling through these papers rather than listening to you. (There are exceptions to this guideline, so you be the judge.)

Since most people won’t remember statistics, use them sparingly. Link the statistics to trends, which are easier to recall. Leave the esoteric examples up in the clouds. (Important statistics should be in your handouts or online charts.) Use examples that your audience can relate to … by linking them to current events, common annoyances (driving in heavy traffic), pop culture (using I-Pods while running or running errands) or heartfelt interests (kids, parents, neighbors and pets).

Inject your speech with humor. Use an approach that suits your style. Don’t try to be Jay Leno or Don Rickles. Low-key jokes work just fine. Presenters are often told to start with a joke that will loosen up the audience. Instead, get the audience’s attention with a great headline (use a startling fact or question), then space your “jokes” throughout your speech. The audience will be more attentive and have better recall when the jokes, stories and anecdotes reinforce your key message.

Welcome to the 21st Century cyclone

2009-03-25T23:06:00.000-04:00

It’s almost a natural disaster. But, alas, it’s mostly man-made. I’m talking about the financial meltdown/sub-prime mortgage crisis/manufacturing base erosion/and conversion to the Web that has upended a lot of industries. As we sort out what works best and will sustain us economically over the next few decades, if not longer…let’s not lose sight of excellence. If people continue to do what they do best, what they are passionate about, and what they have a strong interest in, how can we go wrong?

Certainly, I hope my business will survive. I know the editing, design and production process. I’m a skilled writer and I work with some very talented people and outstanding suppliers. We like what we do, some of us even love it and wouldn’t want to do anything else. Right now, I’m trying to apply my strengths to new venues like presentations. Perhaps in addition to writing and producing annual reports, newsletters and brochures, my company can produce anniversary books for companies or memory books for families of the recently departed.

If you love what you do, how can you stretch that to new markets or different industries? Can you turn your hobby into a business while you keep your day job (if you have one)? Can you partner with someone in a similar industry for added strength and resilience?

Think back to how you made it in your career or business. Who helped you? Are you extending that help to others? Like the people of Fargo, N.D., we need to come together in times of crisis and prevent the worst from happening. Let’s rally behind the producers in this economy, not the shakers and takers.

Economic stimulus for the rest of us

2009-02-22T19:37:00.000-05:00

Right now there are a lot of smart, educated and experienced people who are out of work. They may have been employed in the financial services field, worked in the auto industry, have been mortgage lenders or estate agents, or even retail owners or employees. Aside from doctors, nurses, government workers, teachers and auto mechanics – to name a few of the “safe” occupations – there are a lot of industries and sectors undergoing massive restructuring and downsizing.

While we await the results of the stimulus package, how else can we – downsized employees, baby-boomers not yet ready to retire, small business owners, and the next generation of workers (recent college graduates) – make a difference and jump-start the economy with our ideas, products and services?

The failure rate of new business launches is intimidating. Fewer than 70 to 80 percent survive the first year; of those that do survive only about half will make it to the five-year mark. I’ve been fortunate to be in business for 15 years, but this recent downturn is making it even tougher. I’ve had part-time employees and would like to hire again. Yet, due to business fluctuations, I continue to rely on talented and productive free-lancers.

Is there an easier way to launch an idea or drive more sales that doesn’t involve spending lots of time and money in getting it to market? Those who create new items or services often lack the business skills or desire to do sales, accounting, marketing, human resources and management – just some of the roles required in running a business. Is there a way for small endeavors to survive and grow relatively quickly with an infusion of smarts from a “go-to” source? I don’t think it’s the government that will or should provide this impetus. When I contacted the Small Business Administration years ago, I didn’t get much satisfaction.

I know of several small-business owners who have a product to sell but lack the knowledge or connections to gain ground in the marketplace. Is there a way to create a shared knowledge database that could pair an inventor or small business startup with a business-minded person to help the business take off rather than idle on the runway? If this process could be made easier, a slew of new industries would thrive.

I welcome your comments and suggestions!

Paper or plasma – how do you like your news?

2008-12-15T21:31:00.000-05:00

The digital age is whirling faster than a cyclone. Just learned today that the Detroit Free Press and Detroit News are combining editions and only printing four days a week. I already get the News, now I’ll be getting the power of two papers packed into one.

Good thing that I just renewed my Wall Street Journal subscription. I was feeling an information gap after having gone without the Journal for about a month just to see if I could. But, I couldn’t – the information and editorials of that paper are just too powerful and timely. I need to keep my brain cells functioning. Now, the question becomes, “Do I subscribe to the New York Times to keep things balanced?”

Will we still be reading newspapers one year from now? Papers are messy and tend to pile up. But do we want to read everything on line? The chasm between reading online or holding a tactile paper is looming large, and the solution is still a few years away, even at today’s frenetic pace.

Along those lines, I attended a Search Engine Optimization (SEO) workshop hosted by Pure Visibility in Ann Arbor, MI. They are on the cutting edge of showing business owners and corporations how others can find them “on-line,” to bring better visibility to their products and services. Right now, the Web is like a candy store and most of the information is free. That’s a good thing. But I still want my news, I just don’t know what format works best: paper or plasma? (aka digital news). Heaven help us if we have to get our news from corporate websites because traditional newspapers couldn’t make a go of it in the digital age.