tag:blogger.com,1999:blog-37450968758062671502024-03-20T06:09:31.799-04:00All-writeCommunication tips to reach sales, marketing and fund raising goals.Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.comBlogger58125tag:blogger.com,1999:blog-3745096875806267150.post-68146860009737083702015-11-05T16:46:00.001-05:002015-11-06T12:31:55.371-05:00Open the bag – Get ready to make a sale<style type="text/css">P { margin-bottom: 0.08in; }</style>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO8vbL7HsBhKqwbJvBVscKs59urx_X7THpimbHlLFF2Nwtb6mqY2QLoKLlRATjb2-w321t8FSNZS7IGztOehzowDQ3Y9e4y9an488c5FB8ybFXAyGJLSOzx8r49n6fpipALAQzFJiPV_wa/s1600/IMG_9233.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO8vbL7HsBhKqwbJvBVscKs59urx_X7THpimbHlLFF2Nwtb6mqY2QLoKLlRATjb2-w321t8FSNZS7IGztOehzowDQ3Y9e4y9an488c5FB8ybFXAyGJLSOzx8r49n6fpipALAQzFJiPV_wa/s320/IMG_9233.JPG" width="320" /></a>I recently attended the 87<sup>th</sup>
Bi-Annual Book & Author Luncheon in Livonia, MI. I expected it to
provide networking opportunities as well as a chance to meet some
really cool authors: Bonnie Jo Campbell, Jason Gay, John Katzenbach,
David Maraniss and Lily Tuck.
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<br /></div>
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When I walked into the reception room
with elegant, cloth-clad tables with coffee, tea and some nibbles, I
realized that I was one of the younger ones there. And the group was
90 percent women. I recognized that this multitude of retired women
would not be a good networking group – so I disabused myself of
that notion.
</div>
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<br /></div>
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I did have a pleasant chat with two
women who were sitting next to me along a wall lined with chairs.
They had been to nearly all of the book and author luncheons in the
last 10 to 15 years. They asked what author I had come to see. I
mentioned David Maraniss, who wrote “Once in a Great City: A
Detroit Story” and Jason Gay, author of “Little Victories:
Perfect Rules for Imperfect Living.” I believe they mentioned Lily
Tuck as their favorite.
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<br /></div>
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The vast reception room had eight
tables set up in a square pattern with two tables on each side. In
the center were displays and boxes of books that the authors had
written. If you couldn't make a sale here, chances are your book
didn't have much of a chance. I had not come intending to buy a book;
isn't that what libraries are for? However, when I approached one of
the booksellers tables, manned by matronly females and avid book
lovers, I was drawn in. <br />
<br />
I thought, let me see if any of these
are worth buying. As I picked up a book, an 80-year-old woman on the
seller's side picked up a purple bag and waited. I fingered through the
“Little Victories” book, but stopped myself, knowing that I'm a
sucker for these types of books that aren't really a story but more
of a compilation of tips for living a good life. Been there. Read
that. My life is pretty darn good.</div>
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<br /></div>
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When turning the pages of David's book,
I recalled the interviews and reviews that I had read. This seemed
like the genuine article – while it wasn't Osh Kosh, it did focus
on a period of time in Detroit's history in which Motown, the Civil
Rights Movement and a thriving auto industry were at their peak. The
contents of the book was intriguing. As I perused the book, the
matronly woman holding the purple bag started to open the bag.
Consciously or subconsciously, that act – opening the purple bag in
anticipation of selling a book – actually triggered me to buy the
book.
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<br /></div>
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As a bonus, I got my book signed by
David after the luncheon, with the inscription: “To Liz, A fellow
Detroiter!”
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<br /></div>
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The event was handled with panache. I
was impressed by how much these book-lover book sellers want others
to share in the joy of a good book, and also help the author earn
money for a craft they do so well. <br />
<br />
The lesson this event
teaches is that to be a good marketer/seller, you must be eager for
the sale. Open the bag - whether it's purple, black, blue or clear - it's only a metaphor. Be patient...let the buyer check out
the goods. Explain the product if you are asked. Get excited about
selling the item to the buyer – not just for the money taken in but
also for the joy of the exchange. In this case, the bookseller gets
some green and the buyer gets the goods – all the research,
creativity, knowledge and editing that went into writing the book.
Selling goods that the buyer desires is the real treasure – no
matter what business you are in. </div>
<div style="margin-bottom: 0in;">
<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-51306220613482681232014-10-15T23:47:00.001-04:002014-10-15T23:53:00.408-04:00ArtPrize gets it right<style>
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9IgUA35n7jJbzYziP3pf1zKCio4_Mhqqs-0ECbGbQtiPjzf0HUchsea1CVlNzt-4fZSuv5iJrha6rt6eZNI6BMQGfJVSA410yyxJmCETzkBHDWDwTFcqPbD_ziclCGXMIdU5hhbZNu9i7/s1600/IMG_7567.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9IgUA35n7jJbzYziP3pf1zKCio4_Mhqqs-0ECbGbQtiPjzf0HUchsea1CVlNzt-4fZSuv5iJrha6rt6eZNI6BMQGfJVSA410yyxJmCETzkBHDWDwTFcqPbD_ziclCGXMIdU5hhbZNu9i7/s1600/IMG_7567.jpg" height="400" width="266" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">"Intersections" by Anila Quayyum Aghawon <br />
won the people's vote and split the juried vote.<br />
(Ignore the purple light - that was an inartistic <br />
side effect of the camera flash.)</td></tr>
</tbody></table>
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This was the sixth year that I’ve been to Art Prize in Grand
Rapids. Artists from around the world enter their artwork for a chance to win
the $200,000 top prize voted on by the public. In total, about 1,500 are
accepted into the event and hundreds of thousands of people walk the city to
see this fantastic array of art: from steel structures of beasts to intricate woodcarvings
and plant-based artwork. </div>
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With each year of this masterful exhibit, the “way finding”
gets easier. It’s not just because I’ve been there before, it’s also because
the printed maps of the exhibits are getting better. </div>
<div class="MsoNormal">
Isn’t it amazing how good organization can make a special
event even more special? It’s easier to find the works of art. There is less
getting lost or wandering to places where not much is showing. With about 15
miles worth of walking to see the whole show, it is extremely helpful to know
where you are going with an idea of what you will see.</div>
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One of the best maps this year was a two-sided piece that
showed the top 20 artworks on the front with a key of where each was located. It
helped that some of the larger buildings hosted more than one “top 20.” While I
wish that I had produced that map with my graphic design team, I know that it took brainstorming
and many renditions to get it right. </div>
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What this good organization meant to me is that my friend
and I saw nearly the entire top 20 in about four hours – a long afternoon. In
the past, another friend and I wandered around trying to find the top artwork
as we consulted a map that was far less graphic and detailed. </div>
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I am an organized person. There were times when I thought
that being organized was boring. Wouldn’t it be more exciting to shake things
up and try to find things as if one were in a road rally? Not really. Being
organized makes things run smoother.<br />
<br />
Good organization for printed materials and websites can mean a tremendous
difference in the user experience. Being able to find things easily and drill
down into the subsets of an item take you where you want to go – seemingly
effortlessly. That’s because all of the effort was put in at the front-end to
keep things flowing smoothly and easy to find for the user. </div>
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Think about that the next time you are tasked with a big,
audacious, voluminous job – whether it’s a website, a report, an info-graphic,
or a map. Breaking it down into an organized fashion can be done with some
fairly easy grouping measures. </div>
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Here are 5 ways to produce an organized, effective marketing piece for print or websites:</div>
<div class="MsoNormal">
1. Color-code groups of similar items or locations, so users
can see them at a glance.<br />
2. Group related items together – e.g. indoor art on one side of the flier and
outdoor art on the other (this was done on an ArtPrize postcard that served as
a guide)<br />
3. Don’t just bullet-point items, number them. Remember how easy it is to order
from a Chinese menu when you can say, “I’ll have #22.”<br />
4. Drill down. Have an umbrella term for an item and group related items in
that category. For example, when I work on a project, I’ve got individual electronic
folders for background information, interviews, drafts and final copy – all
tucked into a master folder with the name of the project.<span style="mso-spacerun: yes;"> Use this tactic for website subheads.</span><br />
5. Be intuitive where you place items in print or in a website. Just like you
might hang a key hook by your back door, it helps to put items where people
typically look for them. If you’ve got a detailed file on one page with symbols
linked to a key, don’t make readers turn the page to find the key. Group them
together, so it’s a simple glance up and down on the page. Think of road maps
and how the legend is on the same side as the map.</div>
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<br />
What are your tricks for staying organized in print, websites or online projects? Another
item to think about – can you recall an event that you attended that was easy to navigate due to the signage, graphics or way-finding maps or fliers? (Think
zoos, museums, parks and concerts.) And lastly, if you attended ArtPrize, what did you enjoy most about it?</div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeWu2xZhwf-KDAqsFfquMbY3L9PLGNWJqFAPABHSKmFoEjpsf6Ba8u2C43pUPvmnr8pK5-PDAEFSR_jfOGIQM5Nsz5PH0wm1i8rrJx1upAqBZ3em6XI1SD1VYzBh2jGuTQ1DyTpRXNjXe4/s1600/IMG_7576.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeWu2xZhwf-KDAqsFfquMbY3L9PLGNWJqFAPABHSKmFoEjpsf6Ba8u2C43pUPvmnr8pK5-PDAEFSR_jfOGIQM5Nsz5PH0wm1i8rrJx1upAqBZ3em6XI1SD1VYzBh2jGuTQ1DyTpRXNjXe4/s1600/IMG_7576.JPG" height="213" width="320" /></a></div>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjV7DAUE3oBuIFmQkp6HfTxW2vVddUG2uOek1e8RXGf_mJicd-WFznxE4DMCLwqzF8wZLTaVtqOzqxF4PiRoLaIiR9SfcaSaNwYGGjJTZAbar1BuQh-eJqx2TmwagfaaY3h46CXNXg4QFeQ/s1600/IMG_7589.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjV7DAUE3oBuIFmQkp6HfTxW2vVddUG2uOek1e8RXGf_mJicd-WFznxE4DMCLwqzF8wZLTaVtqOzqxF4PiRoLaIiR9SfcaSaNwYGGjJTZAbar1BuQh-eJqx2TmwagfaaY3h46CXNXg4QFeQ/s1600/IMG_7589.jpg" height="320" width="213" /></a></div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoM6C4AUGTDJTR71-PPt_eHyjBKvY_0rsZ5inuJAd1TkTs1BrDJHI-7aIS0fmzuH3jqxIrTa2qF3k29zHE2ucVh8ltjEaf0trdb5hptW-2mSFpVElHFjLQAFSExcltfK0EIlFMSOpZwBh1/s1600/IMG_7591.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoM6C4AUGTDJTR71-PPt_eHyjBKvY_0rsZ5inuJAd1TkTs1BrDJHI-7aIS0fmzuH3jqxIrTa2qF3k29zHE2ucVh8ltjEaf0trdb5hptW-2mSFpVElHFjLQAFSExcltfK0EIlFMSOpZwBh1/s1600/IMG_7591.JPG" height="213" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Photos by Liz Cezat. Art by some amazingly talented artists. </td></tr>
</tbody></table>
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Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-5216379402013092652014-07-25T16:36:00.000-04:002014-07-29T11:21:14.272-04:00Enjoy the wealth of making a connection <style>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKHpcYKXgXJkGmI4PgeszkIdvke0zqhqvJ4iEhE_t404-tm2E4asftvo_hspHH1pNCdeVAEnFoGp43C0i66I54sjBU3YyD2Bo4wI185PPwjjzvlViE8N1ezWOWo0LBY1Jjli6ar-pE0BAL/s1600/IMG_6944.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKHpcYKXgXJkGmI4PgeszkIdvke0zqhqvJ4iEhE_t404-tm2E4asftvo_hspHH1pNCdeVAEnFoGp43C0i66I54sjBU3YyD2Bo4wI185PPwjjzvlViE8N1ezWOWo0LBY1Jjli6ar-pE0BAL/s1600/IMG_6944.JPG" height="266" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Making connections comes naturally for people who belong to Toastmasters,<br />
including Ray Metz and Harold Vroman. Photo by Liz Cezat.</td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
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<div class="MsoNormal">
One of the most pleasing aspects of life is to make a
genuine connection with the people around you. No matter what your
circumstances – rich, poor, sick, healthy, young, old or middle-aged – if you
can relate to people in a humane and compassionate manner, you are golden and
so are the people you come in contact with.</div>
<div class="MsoNormal">
The connections go beyond words; they encompass actions and
attitudes. It could be an 80-year-old grandmother, whose eyes crinkle with
delight when you tell her how pretty she looks in her pink sweater. Or an infant
just 8 days old, whose tiny fingers grasp yours as you bend down close and gaze
into her eyes. It could be a janitor at a shopping mall who is listening to a Tigers’
game that prompts you to comment about the team’s winning streak – bringing a
wide smile to his face. It could be an agency intern doing on-site work at your
corporate location who appears to lack confidence; yet when you tell her that
you appreciate her efforts, there’s a glow of delighted surprise on her face as
she stands up taller. </div>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiai5qWo0OWOPDXnKcidwhRm_8jD8_ASoJsG_rO710hZqfl1-_gjDG16gAObtODjX12RBz156lcudSJUg763PuN3txUrkmlHToEXyG2fw70JvZh3cDLXtEDswKyI9zae2S-DdwzuC5EVzUk/s1600/IMG_5918.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiai5qWo0OWOPDXnKcidwhRm_8jD8_ASoJsG_rO710hZqfl1-_gjDG16gAObtODjX12RBz156lcudSJUg763PuN3txUrkmlHToEXyG2fw70JvZh3cDLXtEDswKyI9zae2S-DdwzuC5EVzUk/s1600/IMG_5918.JPG" height="320" width="213" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">My grand daughter Ellie being held for the <br />
first time by fellow grand parent Mike Schultz. <br />
Photo by Liz Cezat.</td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
<div class="MsoNormal">
These are small interactions yet they allow us the opportunity
to practice kindness and courtesy, and show genuine love for each other. </div>
<div class="MsoNormal">
Take a moment to really interact with people in your life.
Not just family and friends, but strangers – people who seemingly are totally
different than you. I think you will find that when you reach out and touch
someone: with kind words, holding a door open for them to pass through, or
simply smiling, you will find real treasure. </div>
<div class="MsoNormal">
Give it a try and report back on your experience. Don’t let
shyness or being introverted stop you – seek to make a connection with real
people today and every day.<br />
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-14008076169618745382014-06-24T15:04:00.002-04:002014-06-24T15:21:55.882-04:00Would you like some art with your message?<style>
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<span style="font-family: Georgia,"Times New Roman",serif;">Maybe it’s the art lover in me, but I respond much better to
a message or article when accompanied by a graphic image or photograph. The
interplay between words and images is a compelling combination. Each reinforces
the other. </span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span></div>
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Cambria; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Graphics and photos add
dazzle and depth to brochures. They make marketing postcards pop. Photos
especially bring a story to life in annual reports. Graphics on websites
underscore the intent and draw the reader in. It’s an immersive experience.
Imagine you are walking into a forest. You see the trees (the copy) yet you
also see the canopy (the art that frames the message). <br /><br style="mso-special-character: line-break;" />
</span></span>
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<br />
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Cambria; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Recently, I saw a special
exhibit at the National Art Gallery in Washington, D.C. It was by Andrew Wyeth,
an American artist (1917-2009) whom I wasn’t familiar with. I was with a friend
who had taken art history in college and knew a lot about the artist (see accompanying
photo.) I learned much from her shared history. <br />
<br style="mso-special-character: line-break;" />
</span></span>
<br />
<div class="MsoNormal">
<span style="font-family: Georgia,"Times New Roman",serif;">I relish looking at paintings and trying to discover the
artist’s intent. Yet, I find it helpful to have a bit of lore to enhance my
appreciation. Viewing the artwork and reading about it are both visual actions,
yet combined they become a multi-sensory experience.</span></div>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjt1Hhpe8bxiOurmDv6lPQLopg7fZtcqniMVlMsIgnAR4ZY9QgZrqVWIrDsTn1T7qIJ9u6M4eHu7qBXupUeeiwbQMLJQ8QXPu1R3iIeBK88DcBW1krNaDYaCuCYVclDQUsHHjUkq5f8eRg1/s1600/andrew-wyeth.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjt1Hhpe8bxiOurmDv6lPQLopg7fZtcqniMVlMsIgnAR4ZY9QgZrqVWIrDsTn1T7qIJ9u6M4eHu7qBXupUeeiwbQMLJQ8QXPu1R3iIeBK88DcBW1krNaDYaCuCYVclDQUsHHjUkq5f8eRg1/s1600/andrew-wyeth.jpg" height="115" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Andrew Wyeth, special exhibit: National Gallery of Art</td></tr>
</tbody></table>
<div class="MsoNormal">
<span style="font-family: Georgia,"Times New Roman",serif;">As a communications consultant, I thrive when working on projects that
require me to tell a story; reveal someone’s personality and passion through a
profile; explain the benefits and features of a service; or make the case for a
worthy cause that compels donors to support the vision. Much of these projects are
copy intensive; yet there are ways to add an image (photos or graphics) that
deepens the message. </span></div>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">Think of what these art elements (aka: visual information) could do for your
next white paper. Many people don’t gravitate toward white papers because
there’s all that ink on white paper. Yes, you’ll learn something but it also
tends to be a rather tedious experience. My team and I can make white papers
more compelling with imagery that reinforces the message.<br /><br />Graphics alone: think logos, are pure visual communication.
Yet, when graphics need to be paired with their partner: words, my designers are
masters at adding perception to your message, stories and corporate
reports.</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<br />
<div class="MsoNormal">
<span style="font-family: Georgia,"Times New Roman",serif;">Please share your experience about how the interplay
between words and graphics motivated you or prompted you to take action.</span></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-11084556174713753572014-03-20T18:21:00.000-04:002014-03-21T13:14:09.584-04:00Ramp up your business etiquette <style>
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From my experience as a <a href="http://www.cezatcreative.com/" target="_blank">business owner of marketing, writing and design services,</a> I believe that business professionals in southeastern Michigan
need to ramp up their Northern charm and Midwestern good manners when it comes
to returning phone calls and replying to e-mails. </div>
<div class="MsoNormal">
Small business owners and entrepreneurs are heralded as the
job creators and courageous warriors of commerce, yet the treatment that we
receive from many prospects is not conducive to business. </div>
<div class="MsoNormal">
I implore those of you who ignore phone calls and delete
e-mails that have a legitimate request behind them (aka: not spam) to ramp up your
business etiquette. Practice common courtesy when it comes to replying to phone
calls and e-mails from those who don’t work in your company and are asking for your business, a referral or a favor. </div>
<div class="MsoNormal">
Too many professionals leave callers and e-mail inquiries
hanging. If it’s a legitimate call – even if it’s a cold call for business –
please have the courtesy of at least sending an e-mail saying: 1.) I’m
interested, please call; 2.) I might be interested, check back (state a
day/time) or 3.) I’m not interested, but thanks for asking. </div>
<div class="MsoNormal">
Most astute cold callers for professional services will
include an e-mail and website so you can check out the company before
responding. </div>
<div class="MsoNormal">
My clients, trusted associates and best prospects are not
included in this diatribe. I treasure them for their business, assistance and
ongoing support and kindness. </div>
<div class="MsoNormal">
Those with high-powered jobs think they are in the driver’s
seat. Yet, it often takes just one business cycle downturn, incompatible boss
or market shake-up to be out of a job. <span style="mso-spacerun: yes;"></span>The tables could be turned. What if you were looking for a
job or business leads and no one took your call or responded to your e-mail?</div>
<div class="MsoNormal">
I’ve already preached the Golden Rule to my kids – Treat
others the way you want to be treated.<span style="mso-spacerun: yes;">
</span>Now I have to remind the business community that it applies to their
human interactions as well. </div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Rules of thumb for response time:</i></b></div>
<div class="MsoNormal">
Primarily for VPs, directors, managers and those who need a
refresher.</div>
<div class="MsoNormal">
• <b style="mso-bidi-font-weight: normal;">E-mail pitch for
your business:</b> If you have the time and interest, set up a phone call to
learn more about the service. Based on those results, if you have an immediate
or pending need for the service, set up a personal interview. If the caller
(perhaps a business owner or associate) is convincing and the online presence
is solid, hire the company to take on a smaller job to gauge the working
relationship and results. </div>
<div class="MsoNormal">
• <b style="mso-bidi-font-weight: normal;">After a job
interview:</b> Respond to the interviewee’s personal thank-you note within one
week (e-mail acknowledgement is fine). Respond to phone calls within three to
five days, even if you don’t know whether the interviewee has made it to the
second round. If in doubt, have your HR department call or e-mail the
interviewee.</div>
<div class="MsoNormal">
• <b style="mso-bidi-font-weight: normal;">Request for an
interview for a publication: </b>Respond within three to five business days,
and set up the interview as soon as possible, keeping in mind that you may
receive copy to review before publication (for non-commercial media).</div>
<div class="MsoNormal">
• <b style="mso-bidi-font-weight: normal;">Job in progress
with business owner or associate:</b> Don’t let two to three days go by without
responding to a job in progress. <span style="mso-spacerun: yes;"></span>If
you are dealing with a major personal or work crisis, or are out of the
country, try to send a short e-mail or text noting that fact.<br />
<br />
• <b style="mso-bidi-font-weight: normal;">Proposal in the works:</b> It
takes time to listen to the prospects’ concerns and write up a proposal for
consideration. The courtesy of a response (“yes,” “no” or even “maybe”) is
necessary to move ahead with the project, amend it or table it. Being decisive
is an admirable business trait. </div>
<div class="MsoNormal">
If you have pet peeves about business etiquette, please
share them so we can all improve our game.</div>
<div class="MsoNormal">
<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-14365147296606167102014-01-31T14:47:00.000-05:002014-02-04T00:11:46.698-05:00Can your internal team handle the project? <style>
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<div class="MsoNormal">
In the professional services arena, there are times when a
major project you are asked to handle begins with the attitude, “I can do that
– no problem.” But, over time the project morphs into a huge gorilla that
dominates your thoughts. As a result, you can’t eat, you can’t sleep, you spend
too many hours worrying about the project. It’s almost as if that big project
is stalking you. Maybe it’s a website. It could be a major report designed to
bring in new business or obtain additional funding. Perhaps it’s a marketing
event or seminar – where content and branding must align. Maybe your staff
needs to be trained in using social media to reflect well on your business or
organization. </div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEin7pF7z87dSiwuseaRHXpzEcCQ-6tQrQlO2ZwBIh9p_U4YcMcu-QaCwME3wFg19ftsntGicmqustFzGgT8EeUXC6inJ6IUxWmaeAjrwnkx-DaDV5jrosbyJGCQS4ec3aSiZSU51sCWpykW/s1600/IMG_5635.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEin7pF7z87dSiwuseaRHXpzEcCQ-6tQrQlO2ZwBIh9p_U4YcMcu-QaCwME3wFg19ftsntGicmqustFzGgT8EeUXC6inJ6IUxWmaeAjrwnkx-DaDV5jrosbyJGCQS4ec3aSiZSU51sCWpykW/s1600/IMG_5635.JPG" height="266" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Consider your team when starting a project. <br />
Photo by Liz Cezat. Heard Museum, Phoenix, AZ</td></tr>
</tbody></table>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
There could be several reasons for fear (or inaction)
related to the project: </div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>It’s beyond your scope of expertise.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>You have the skills to do it, but don’t have
time to complete it.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">3.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>You are a team of one, and you need the right
people on board to make it happen.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">4.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>You have no interest in doing it. It’s outside
your comfort zone of capability and you don’t have the time or patience for the
learning curve.</div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 0in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: .25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">5.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>You’ve done it so many times, you want “fresh
eyes” on the project. That way, you
can take on new projects that do excite you.<br />
<br />
To determine how you should approach this project, ask yourself these
questions:</div>
<div class="MsoNormal" style="text-indent: .25in;">
1. Do I have the right tools? <br />
<span style="mso-spacerun: yes;"> </span>2.
Do I have people with the right skills to successfully complete the project?<br />
<span style="mso-spacerun: yes;"> </span>3.
Have I set a realistic timeline for completion?<br />
<span style="mso-spacerun: yes;"> </span>4.
Have I outlined the essential action steps from beginning to end?<br />
<span style="mso-spacerun: yes;"> </span>5.
Do I have a realistic budget for this project? <br />
<span style="mso-spacerun: yes;"> </span>6.
Once I complete the project, what benefits will my business or organization<span style="mso-tab-count: 1;"> </span>gain<br />
from it?</div>
<div class="MsoNormal">
These are the essential questions that can put you in
control when assessing whether to take on the project in-house or outsource it.
</div>
<div class="MsoNormal">
Above all, be realistic in what you can achieve. The right
approach along with the right attitude can put you miles ahead in getting the
project accomplished.</div>
<div class="MsoNormal">
You can rely on the services of Cezat Creative Resources,
Inc. to handle projects without the need for a retainer. We don’t rest on our
laurels. Each project brings out our creative genius. We typically bill by the
project, and welcome projects that are used for marketing, sales, training,
fund-raising and overall communication. Our professional team handles writing
and editing, graphic design, photography, website development and
presentations. Take the first step: <a href="http://www.cezatcreative.com/">www.cezatcreative.com</a></div>
<div class="MsoNormal">
<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-45713747092647402452013-12-31T14:35:00.001-05:002013-12-31T18:10:05.697-05:00Do what you are “best at” for happiness and fulfillment<style>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgr-BIetsVOEFcrAo8P84CbuTTyviHgwQ_DuN3NyZgPMh6tp1yhrseJONqs1Z6cygdcRnMy8xkHKBbVYvr-0_pXSTnVas2iKForJs2IEjwnhgEck0wlDGzAxx5hk_NE5aTd3K1V698Ll7_X/s1600/IMG_6842.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgr-BIetsVOEFcrAo8P84CbuTTyviHgwQ_DuN3NyZgPMh6tp1yhrseJONqs1Z6cygdcRnMy8xkHKBbVYvr-0_pXSTnVas2iKForJs2IEjwnhgEck0wlDGzAxx5hk_NE5aTd3K1V698Ll7_X/s400/IMG_6842.jpg" width="266" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Photo by Liz Cezat.</td></tr>
</tbody></table>
<div class="MsoNormal">
The end of a year and beginning of a New Year is often a time of reflection and resolutions. When thinking about what to write for this special blog
post, I had no inspirational magic bullet. Yet, lately I’ve been thinking about
Ed King and his practical yet profound advice to small business owners such as
myself. </div>
<div class="MsoNormal">
King is a retired Wayne State University Small Business
adviser who remains a mentor and champion for multitudes of small business
owners. I took an evening course of his and it has guided me for years. During
the course, he insisted that we, as entrepreneurs, spend the majority of our
time at work doing what we are best at. He used an example: Dr. Michael
DeBakey, the famed heart surgeon who invented a device that led to the heart-lung machine, which paved the way for
open-heart surgery, and who was a pioneer in heart transplantation – to name a few of
his Texas-sized accomplishments. <br />
<br />
What King found most impressive about the late Dr. DeBakey was that he went into
surgery and only performed the portion of the surgery that he did best. He had
directed other surgeons – associates or residents - to do other parts of the
surgery, such as opening and closing the surgical site.<span style="mso-spacerun: yes;"> </span>This permitted Dr. DeBakey to perform thousands
more surgeries. In the process, he saved many lives. </div>
<div class="MsoNormal">
In the business world, King related this example to that of
a coffee shop owner who worked best in her coffee shop interacting with
customers and creating new coffee blends. Over time, she became immersed in the ancillary tasks, such as running errands and schlepping big bags of coffee beans. As a result, the
business suffered and she wasn’t finding personal fulfillment either. The
reason: she wasn’t doing what she was best at. She needed to direct her employees
to do the heavy lifting so she could spend the bulk of her time interacting
with customers and making great coffee. </div>
<div class="MsoNormal">
Think about how this relates to you and your life. Are you
doing the things that you are "best at" in your work world – whether you own a business
or work as a director, manager or employee? If you’re not doing what you love
to do and do well, think about transitioning in the next year to work that you love.
It might even mean reorganizing your work to spend more time doing what you
like and delegating what you aren’t so good at – preferably to someone who is
good at the task and enjoys doing it. See the win-win here?</div>
<div class="MsoNormal">
What I love to do and do best is to write, conduct interviews and
do the project management – whether it’s for print, the web or presentations. This
versatile skill set is well suited to marketing, public relations, fund raising
and sales. This year, I’ve discovered it’s also good for sharing knowledge with
others by being a trainer. I plan to do more training in the New Year. </div>
<div class="MsoNormal">
In recent months, I’ve been working with a
collaborative team on an Internet project. There’s a real need for a good
writer who can organize a website, write snappy headlines and succinct copy,
and keep tabs on all the moving parts and the people – working together to
create new programs. The driving force for me is not only to work with
creative professionals who are doing what they are “best at,” it’s also knowing how the end product will be used. </div>
<div class="MsoNormal">
What I’m discovering is that maybe it’s not enough to do
what you are “best at” but also to find the reason behind your desire for using that
skill. You might find that there is a person or people behind your drive - because
that’s often the true motivator for wanting to use one’s best talents to bring
new things to light. </div>
<div class="MsoNormal">
For Dr. DeBakey, it was saving patients' lives. For the
coffee shop owner, it was sharing her knowledge and love of coffee with
customers. For Ed King, it was helping business owners become successful. For
me, it’s about communicating effectively to inspire, teach, influence and
motivate people to take actions that will either improve their lives or the
lives of others. </div>
<div class="MsoNormal">
As we roll into a New Year, I have a sense of pride about my
professional skills and my ability to deploy these skills to make a good living.
Here’s something for you to think about: if you are doing work that you love,
how can you make it even better? If you’re not doing what you love, isn’t it time
to head in that direction?<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-75729794381677593032013-10-31T23:50:00.002-04:002013-11-12T09:11:11.912-05:00How to get new donors to support your major initiative<div class="MsoNormal">
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhH02lccTOBPEEH-71tk_qlE-JZTvzCQOIZJy5qo7pbzUK9ISKCBbuUpHfPpwRVnd_fBNir8l7pyys0rqI_0Wk4u6KYEB_AVIsgGi00me9qwXgVq0xDJegqkELYhmb2FXjG7zElhT1WTb_B/s1600/IMG_6795.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhH02lccTOBPEEH-71tk_qlE-JZTvzCQOIZJy5qo7pbzUK9ISKCBbuUpHfPpwRVnd_fBNir8l7pyys0rqI_0Wk4u6KYEB_AVIsgGi00me9qwXgVq0xDJegqkELYhmb2FXjG7zElhT1WTb_B/s320/IMG_6795.JPG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Bring your fundraising goals down to earth through <br />
targeted communication. Photo by Liz Cezat. </td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
<span style="mso-bidi-font-size: 11.0pt;"><br /></span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;">Before you try to convince new donors to embrace and
support a major initiative, </span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;"><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;">you will need to find out something about
their beliefs. </span>If you are making a presentation, you may want to invite people from certain work places, clubs or neighborhoods, based on a scale of attributes that closely match your existing donors. Think of cloning the persona of your most avid donors. If you are planning a letter request, target the message in a manner that explores the initiative fully and also points out how this initiative speaks to the new donors' interests.
</span></div>
<div class="MsoNormal">
<br />
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;">Let’s say
a fundraising professional needs to raise $5 million to name an
endowed chair at the engineering school of a leading university. That professional knows to address the topic of a new endowed chair. Yet, he or she must adroitly weave in the core message, "What’s
in it for the funder?" Because the funder or donor needs to
be moved to make a generous donation for this program.</span></div>
<div class="MsoNormal">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;">You, as a fundraising professional, could proceed to talk about how the endowed
chair will improve the faculty’s ability to teach because they will have new
tools and technology to do research and be better equipped to teach their
courses online or in the classroom. That same endowed chair will benefit
students because it will provide funds for the university to upgrade their
science laboratories. For donors, funding such a chair will enable them to feel
empowered about advancing the level of education at the university, plus it
will mean a more educated workforce for the businesses that these donors own or
operate. The answer to the core message is: "Take ownership in this educational advancement." </span><br />
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;"><br />
</span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;"><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;">As a fundraising professional, </span>you need to provide descriptive details about how this new program will impact not
only the university but also the larger community. Create a vision
through your words and phrases to make it desirable to new donors. Illustrate through
technological advances and personal touch-points how it will improve the standard of living in a community they care about. While the technological
advances of the initiative provide a macro overview, the personal touch points can make a connection with a micro view. </span><br />
<br />
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;">The tone of your message - for print or in presentations - is vital to the success of your campaign. Striking the right balance between the appeal and making it appealing can elevate </span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;">your website copy, newsletters, brochures and annual reports for a dynamic impact. The right approach can ensure the success of your fundraising goals for a </span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;"><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;">university, health care system or a </span>community-based nonprofit. </span><br />
<br />
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;"><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt;">I have expertise in crafting fundraising appeals for case statements, marketing materials and community relations/PR. Plus, my writing is supported by professional graphic design. </span>I welcome your questions to help you achieve greater success in your campaign.</span></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-29958732046984469812013-09-23T15:02:00.000-04:002013-09-24T08:32:32.993-04:00Punctuation – when to use a semi-colon<style>
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<div class="MsoNormal">
While discussing punctuation isn’t a sexy topic, knowing how
to apply commas, exclamation points (hint: rarely), single quotes or double quotes,
and the ever challenging semi-colon can make your copy read better. It also lends a halo effect to your topic. The wrong punctuation casts a shadow over
your writing and confuses readers.</div>
<div class="MsoNormal">
Don’t feel bad if you don’t know all the proper grammar - it
is easy to learn. As a journalism student, I got my wake-up call while working
as an intern at the former Dearborn Press and Guide newspaper. The society
editor (Remember those ladies who liked to lunch and knew everyone in town?)
told me that my copy was full of errors. Being a young, impetuous writer, I
thought that correcting poor grammar was the job of an editor. But from that
point forward, I started to pay more attention to the nuances of the English
language – learning how to spell words correctly and how to punctuate. My guides were “<a href="http://www.amazon.com/Associated-Press-Stylebook-Briefing-Media/dp/0465082998/ref=sr_1_1?ie=UTF8&qid=1379962844&sr=8-1&keywords=the+associated+press+stylebook+2013" target="_blank">The Associated Press Stylebook</a>” and
“<a href="http://www.amazon.com/The-Elements-Style-Fourth-Edition/dp/020530902X/ref=sr_1_1?ie=UTF8&qid=1379962787&sr=8-1&keywords=elements+of+style" target="_blank">The Elements of Style</a>” by William Strunk Jr. and E.B. White.</div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3wXV9ebtuOq0Xy7L9Mc-Pex-ME1gKCsF12YQZV5Bimb_e8YvYfQeibv-CQH0-Ofif21GQQ6M7yx0aurULCEFw13FjSu1XZaetQweL5t8fRJmV0qpJTHU7vJWM8GWZs20eTu-FM05iA2HL/s1600/IMG_5692.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3wXV9ebtuOq0Xy7L9Mc-Pex-ME1gKCsF12YQZV5Bimb_e8YvYfQeibv-CQH0-Ofif21GQQ6M7yx0aurULCEFw13FjSu1XZaetQweL5t8fRJmV0qpJTHU7vJWM8GWZs20eTu-FM05iA2HL/s320/IMG_5692.JPG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Correct punctuation isn't as riveting as spring flowers <br />
on a cactus, but it still makes a great impression. (Photo: Liz Cezat)</td></tr>
</tbody></table>
<div class="MsoNormal">
<span style="mso-spacerun: yes;"></span>The best way to
learn how to punctuate a sentence correctly is to read books or esteemed
news magazines: “The Economist,” “Time,” and the “New York Times” to cite some of the best. You can no longer rely on newspaper articles since they
cut the editing staff. I hate to call them out, but The Huffington Post has
“shake your head” poor editing. Often times, when reading an article in HP or
another online news source, you may need to change a “by” to a “my” because it appeared
correct in spell-check (good technical cross-check) but neither the writer nor the
editor bothered to proofread and correct the error. </div>
<div class="MsoNormal">
Mistakes will be made; no doubt about it. But learning from
your grammatical errors will build your knowledge base. I was working on
editing the resume of a University of Michigan graduate and she didn’t know
some basic grammar. I said to her, “Look, you need to commit this to memory.
You can’t keep making the same mistakes.” Smart, educated people need to learn
the basic grammar rules and apply them.<span style="mso-spacerun: yes;">
</span></div>
<div class="MsoNormal">
After all this harping about getting it right, I’m going to
provide five tips to keep you as sharp as an exclamation point. </div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Commas – use them in a series (Example: She needed
bananas, walnuts and flour for the bread recipe.) A comma is needed before “and”
if the sequence of items is followed by another sequence. (Example: He wanted to buy an umbrella, boots and a raincoat, and he also needed to get books, pencils and a calculator for his daughter.) Also use a comma if the sentence
could be confusing without it or you want readers to pause. (Example: It was a fun, tasteful and successful event, and one that our supporters will surely remember.)</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Use of single quotes – Consider them to be
interior quotes that are used within a quoted sentence. Example: Sue said, “I
am so excited about the new iPhone that I told my father, ‘I would pay $1,000
for it.’” (Here, I ended with the standard quote mark after the single quote so
it actually looks like three quote marks. If it was an indirect quote, it could
be stated: “I am so excited about the new iPhone that I told my father I would
pay $1,000 for it.”)</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">3.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>The apostrophe (‘) – Use this for all
contractions: they are= they’re; it is=it’s; we are=we’re; you have=you’ve; you
are=you’re (… there are many more examples)</div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">4.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Semi-colon – When two sentences are closely
linked together, you can either make it two sentences or one sentence, joined
by a semi-colon. It also signals the end of a series of items or a sequence of
name/title attributions. (Example: He gave written copies of the report to Michael Mulligan, VP of Finance; Carol Spasek, Chief Information Officer; and Dick Black, VP of Human Resources.) (Example: The audits were impeccably completed; not a decimal point was out of
place. It could also read: The audits were impeccably completed. Not a
decimal point was out of place.)</div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
5. Exclamation point – Typically let the words do the talking
(Joy. Peace. Love. These values are all that we need to be happy.) Compare that
to: (Joy! Peace! Love! These values are all that we need to be happy.) It
sounds hyper, doesn’t it? If you feel like you must use an exclamation point,
use it only when it adds emphasis. (Example: Lucy’s gift of a trip around the
world made her parents so excited!) Basically, it’s a once in a lifetime event
to use an exclamation point. Only slightly kidding.</div>
<div class="MsoNormal">
This blog post is only intended to cover the most
common errors and bring some levity to the topic. <br />
There are many online grammar sites that address the thousands of usage
questions in more detail. Here is a sampling:<br />
<br />
Commonly confused words (great guide, with examples of usage too):<span style="mso-spacerun: yes;"> </span><a href="http://grammar.about.com/od/words/a/UsageGlossary.htm">http://grammar.about.com/od/words/a/UsageGlossary.htm</a><br />
<br />
<a href="http://www.writingcentre.uottawa.ca/hypergrammar/pronouns.html">http://www.writingcentre.uottawa.ca/hypergrammar/pronouns.html</a><br />
<br />
When to use commas: <a href="http://www.grammarbook.com/punctuation/commas.asp">http://www.grammarbook.com/punctuation/commas.asp</a>.</div>
<div class="MsoNormal">
I welcome your stories about how improving your grammar has
made a difference in your career.</div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-28144237281010546922013-08-30T08:58:00.000-04:002013-08-30T11:34:25.926-04:00Listening opens the doors to enriched communication<br />
Having a conversation is one of the best ways to connect
with others. The person speaking taps into what’s on their mind, turns it into
words and phrases, and lets it roll off their tongue – into the air, hovering
just outside their lips for someone close by to hear. Sometimes, their words
may be projected into a larger space so a group of people can hear. For an even
larger audience, a microphone may be used to amplify those words. Once expended,
the message is received by the listener.<br />
<br />
That’s where things can get messy. Here are some reasons
why:<br />
<ol>
</ol>
<ol>
<li>I kind of get it, but I don’t hear too well. I
smile my biggest smile, like I totally get it. (Unfortunately, the speaker just
told me that his beloved Aunt Edna has died.)</li>
<li>I am listening but also thinking about the
lavish Greek salad with grilled shrimp I’m going to eat for lunch so I nod like
I’m listening. Half of me is listening; the other half is already out to lunch.</li>
<li>I let their words enter my brain but don't make an effort to fully understand what they are saying. I'm really not interested. (Happens a lot with sales pitches.) </li>
<li>Finally they are finished … now it’s my turn to
talk – about something totally unrelated to what they said. </li>
</ol>
<br />
<br />
What you really want the listener to think and do is the following: I get it. I am in synchrony with you, the speaker, whose words fall like golden petals onto my receptive ears. I even ask a follow-up question about what was said. <br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAsRQqgoGx5ps6h9XDB4bDEIgUK_cc24ulUcfwbw4k8l47e6O0v6msyS6kfYx1e_6HPsN4or6DEarDB8ggBKJSzQFJ1zRaOHGy6CJjU3S4Gu356DpvGioha4IqI_JQkZuSbZdksH-OIxiJ/s1600/IMG_4082.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAsRQqgoGx5ps6h9XDB4bDEIgUK_cc24ulUcfwbw4k8l47e6O0v6msyS6kfYx1e_6HPsN4or6DEarDB8ggBKJSzQFJ1zRaOHGy6CJjU3S4Gu356DpvGioha4IqI_JQkZuSbZdksH-OIxiJ/s320/IMG_4082.JPG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Networking provides a good setting to practice <br />
listening skills. Photo by Liz Cezat.</td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
Which of these methods of listening do you normally use? We are all guilty of using
poor listening techniques at one time or another. However, to really get the
most out of our relationships – whether they are professional, personal or even
a casual conversation with someone we’ve never met before – we need to focus on
what’s being said. It’s a direct connection when the speaker gets a response to
their message … rather than having you, the listener, simply interject what was
lingering in your mind as you semi-listened to what they were saying.<br />
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<br />
It sounds so simple, yet it is hard to do. You don’t just listen with your
ears, you also listen with your heart and your mind. <br />
<br />
If you listen with your mind, you often have a ready response because you
start focusing on that topic and bring to mind all that you already know about
it. You prepare to formulate your comments – often as the speaker is still
talking. If you know a lot about the topic, you might even interrupt the
speaker with your vast knowledge; so excited are you to share and convince.<br />
<br />
If you listen with your heart, you let the speaker’s message enter your being. You
absorb it. You process it. Only then can you react to it. If you meld it
with some touching experience that you’ve had, then you can begin to empathize
with the speaker. That connection can be truly profound and even life changing.
<br />
<br />
Certain messages need to be listened to with the mind only, the heart only or a
combination of the two. It’s a skill – one that you can learn to develop. This
skill will broaden your capacity for compassion. It will provide greater understanding
of problems that – at initial probing – have no solutions. By cultivating an environment
of enriched communication, you and the most important people in your life can
reach an extraordinarily fertile field of connectivity. When you reach this
level of communication, it can be euphoric. <br />
<br />
By being fully receptive to what is being said, you are practicing one of the
highest forms of communication. This can be a springboard toward reaching
greater goals. Imagine how this can improve just one aspect of your life. The
best news is that you don’t have to be born with the gift of being a great
communicator. You can learn how to do it.<br />
<br />
Check out our seminars on better communication, customized to your workplace or association. Call (734) 416-5915 or send an e-mail inquiry from our <a href="http://cezatcreative.com/contact.html" target="_blank">“Contact us”</a> page. </div>
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Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-13354809733295077692013-07-31T17:29:00.004-04:002013-08-01T11:11:59.755-04:00Do you get cold feet when you have to make a cold call?<style>
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How often do you need to pick up the phone and call someone
you don’t know to ask either for funds, a big favor or new business? </div>
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Unless you are super outgoing and love to reach out to
strangers, this part of the job description can be a huge challenge. </div>
<div class="MsoNormal">
The first step is to engage with the person you are calling
as a fellow human being rather than a name to be talked to and then checked off
your list. Find out something about them.<span style="mso-spacerun: yes;">
</span>A quick check on LinkedIn or “goggling” their name will get you some
basic information to build on.</div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6Pn7bfupEJsvUFUE2UGq4NGHAMz7yfY9AUBzYWNjOeJ8AqL4JKTAVIbIgOp2AfRqD6Wd4dHwolKp6weg7Lvwi_PZ1j_nISagVQ1v15kDYgeEW_FLUUxN9OBZaHArL-d1TF_xDF5K4kO1b/s1600/IMG_6148.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6Pn7bfupEJsvUFUE2UGq4NGHAMz7yfY9AUBzYWNjOeJ8AqL4JKTAVIbIgOp2AfRqD6Wd4dHwolKp6weg7Lvwi_PZ1j_nISagVQ1v15kDYgeEW_FLUUxN9OBZaHArL-d1TF_xDF5K4kO1b/s400/IMG_6148.JPG" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">As the owner of a marketing communications firm, I often need to<br />
make cold calls to line up projects such as this e-mail seminar. </td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
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If you need to call a lot of people, write a script that
will guide your request. In your script, tell them who you are and the name of
your firm/organization. Then, spend about one minute telling them why you are
calling. Pause. Tell them what you want from them. Is it a donation? A favor?
Their business? </div>
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You need to substantiate this “ask.” What’s in it for them?
How will it solve their problem? How will helping your organization be something
they will be honored to do? </div>
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Don’t read your script, rather “act it out” with a smile.
Your fresh approach will be most welcome. If you rehearse it enough, it becomes
natural. If it doesn’t sound natural, rewrite it. Try to get an engaging
element in your request that really piques their interest. </div>
<div class="MsoNormal">
If it’s a prospecting call, what problem can you solve for
them? If you are calling on the same type of client, such as a manufacturer or
bank, ask key questions, germane to their industry, to determine if they are a
good prospect for your services. Mention some ways in which your services can
address their problem. Close by offering to send more information via e-mail,
scheduling an appointment or sending a proposal.</div>
<div class="MsoNormal">
If you are calling to raise funds, you must convey to this
individual why he/she or their company should give to your organization. Help the
prospective donor visualize your request by making the solution come alive. For
example, if your organization builds homes, talk about much independence a
family gains when they can move out of a shelter and into their own home. </div>
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Typically development officers and small business owners make
their own calls. However, professional service companies do well to identify a
knowledgeable, upbeat member of their staff to make the calls and schedule a
good time for a partner or “rainmaker” to follow-up either by phone or a visit.
The staff person should make the calls on the day that the partner/rainmaker is
in, on the off chance that the connection can be made by phone right then. </div>
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For high-level contacts, lawyers, accountants and other
professional service providers can make the connection first via e-mail or
LinkedIn to gauge their interest. After some exchange of e-mails, tell the
contact you want to talk by phone and schedule a time. </div>
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With websites and social media, an initial meeting often isn't needed to get an affirmative answer to your request. Although, for high-value requests, scheduling an appointment often establishes a greater level of trust and is a good start to a working relationship. </div>
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Everyone is busy; so if you need to call multiple times to
reach an individual, don’t be deterred. Be pleasantly persistent, and you’ll
succeed more times than not in getting the job, contract or donation. </div>
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Happy dialing. I’m interested to hear about your results. </div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com2tag:blogger.com,1999:blog-3745096875806267150.post-52604014807245928952013-05-24T12:17:00.001-04:002013-05-24T12:25:57.242-04:00Press checks help ensure a quality brochure/annual report<style>
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When doing a major piece, such as a high-end brochure,
annual report or sustainability report, you want to make sure that the
exceptional artwork of the piece is maintained throughout the print process. To
do so requires a press check. As the project manager of a range of marketing
tools, this is a service that I provide and strongly recommend for high-end
print pieces. </div>
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My marketing pieces are not advertising oriented. They
typically contain articles, profiles and news about the organization, and are
illustrated with photos. They don’t require a flashy, high-gloss finish – which
is more common in advertising. </div>
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Choice of paper is very important. I often spec a matte sheet
(paper) because it’s not as reflective as a gloss, yet has a non-gloss coating
that holds the ink better than an uncoated sheet, which is more porous and
prone to ink saturation. <span style="mso-spacerun: yes;"> </span>Whenever
possible, I ask to see samples of a report or brochure printed on the stock
that I am considering. </div>
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Many printers can also provide a mock-up of the book using
the specified sheet. While it’s just plain paper, it gives you a sense of the
heft of the piece and the ease of turning pages. How does it feel to your
fingers? Is it crisp and solid? Or is it soft or flimsy and hard to turn the
pages? The feel of the paper matters; it’s comparable to the choice of fabric
in a dress or pair of pants. It’s the foundation of the print piece.</div>
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Getting back to the press check. The printer typically
provides digital output of the book and strives to match the color. However,
the proof often looks better than the print run. Why is that? Well, the proof
has a slick finish that makes the color pop. Because the proof is a digital
print, the ink lies on top of the paper and is not created by a dot pattern,
which is inherent in offset printing. In the latter process, the ink soaks into
the paper so the colors may not be as vibrant. </div>
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Here’s what I look for at a press check:</div>
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• Color match – Did the printer capture the true color of
the piece? If not, ask for more runs as they adjust the colors. Of the 4-color
process (CMYK, which stands for cyan (blue), magenta, yellow and black), the
printer can pump up the red or tone down the yellow for example.</div>
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• Look closely at the faces in the photos. Does the color
hold here? If people look either like ghosts or are too red-faced, adjustments
need to be made.</div>
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• When the design originates on the left page and ends on
the right page, check to see the color hue matches across the spread. <span style="mso-spacerun: yes;"> </span>These sheets won’t print next to each
other, so you’ll have to find the opposing page on the print run to check. It
may be on a later print run. </div>
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• Check the page numbers. Are they still there? Sometimes,
with layering, they get covered up and no one notices until the book is printed.</div>
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• Watch for hickeys – blobs and any dust or marks – that
are embedded in the sheets. They are especially noticeable on reversed-out
sections or dark areas. Usually these hickeys are from dust getting into the
equipment or flawed plates or rollers. The printer needs to clean or fix the
equipment before printing more sheets. </div>
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• Look at the type. It’s too late to proof read, but scan
the headlines and peruse the copy to make sure the paragraphs are intact and no
copy has disappeared. In the rare event that you catch a typo, it’s
best to fix the file and reprint the sheet.</div>
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• If you are viewing a sheet that has aqueous coating – a
water-based film that holds in the ink and adds a sheen – make sure the coating
has been evenly applied and there are no spots or gaps. Same goes for varnish.</div>
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• Look at the edges of the sheet. Do the bleeds go far enough
near the printer’s cut marks? If not, you’ll have a gap in ink coverage. This
can be fixed at this stage.</div>
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• Are there any overlapping boxes that block out text,
graphics or photos? Look closely at layered components to make sure all the
layers are showing up. </div>
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• Make sure the sheets are not crinkled or otherwise
damaged.</div>
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Much can be done at a press check to ensure that a quality
piece is produced. For bigger pieces, I make sure to conduct a press check on
the cover and at least one inside spread. Feel free to add your comments about quality
concerns for your organization or surprises at press time. </div>
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Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-85474083373226253662013-04-11T20:10:00.002-04:002013-04-11T20:39:46.135-04:00At the crossroads<br />
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Being a business owner is a lonely profession at times. When
it’s busy, it’s a breeze. Just do the work. When it’s time to get new business
or change direction, I often freeze. I don’t like making cold calls – although
I’m getting better at it. Networking tends to be an effort that generates
business down the road – sometimes way down the road. </div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzqBU0YrQBfShEDFPDYf5ait7I9lUWPjrOtUXaDQBqly2FaInqSF-SBBNv3LC04_-0cTgw70ih819wPcr32fpu7i7YzqJAbqdwe5jL60uo50Z8CEH3YPy06cCRK79tJ0LwE55_zc1rXY0z/s1600/Crossroads-2000dpi.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="425" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzqBU0YrQBfShEDFPDYf5ait7I9lUWPjrOtUXaDQBqly2FaInqSF-SBBNv3LC04_-0cTgw70ih819wPcr32fpu7i7YzqJAbqdwe5jL60uo50Z8CEH3YPy06cCRK79tJ0LwE55_zc1rXY0z/s640/Crossroads-2000dpi.JPG" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">A road in northwest Washington state. Photo by Liz Cezat</td></tr>
</tbody></table>
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What’s a business owner to do? There’s <a href="http://www.linkedin.com/in/lizcezat" target="_blank">LinkedIn</a>, <a href="https://twitter.com/boomer74" target="_blank">Twitter</a> and
<a href="https://www.facebook.com/Cezatcreativeresources" target="_blank">Facebook</a>. While I have landed a few projects from those venues, I find social
media to be more valuable in terms of learning new information; forming new
ideas; connecting to new friends, associates or clients; and just having fun by
posting and viewing people’s comments. I like to read inspirational blogs and
quotes for a motivational kick.</div>
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Before change can take root, it seems like chaos must first
occur. It’s time to implement my second quarter strategy, which is to add some training engagements while continuing to write for business and nonprofits.
For this service, I will start contacting human resource departments,
associations and nonprofits. I aim to expand my base of work rather than shift
it entirely. I love to work with my graphic designers on annual reports,
newsletters, brochures and websites for business and nonprofits. But, it’s
vital to get out of the office and interact with others. </div>
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I’m reviving my seminar/training offerings with a session on
“How to write better e-mails.” My expertise comes from being a communicator and
writer. I want to share my knowledge with employees and others who have
difficulty writing e-mails. Next week, I am meeting with a prospective client
who has been talking with me about this program for about a year now. I trust
that we will move forward.</div>
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Then, I need to set up my new iMac, upgrade the software and
get ready to ride a speedy machine. That will be a beauty. </div>
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I find that envisioning my desired result is often the “kick
in the pants” that is needed to move forward and try new things. Wish me luck –
which is another way of saying, “Do the hard work of focusing. Take the right
action steps. Make great people connections. And, above all, stay confident and
positive.”</div>
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“The business of small business is no easy feat.” You can
quote me on that. </div>
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Feel free to add your comments about how you handle being at
the crossroads and deciding what action steps to take. </div>
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<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-92101200571756260772013-03-20T17:10:00.001-04:002013-03-20T17:12:37.923-04:00Social media offers multi-dimensional personas<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzVKPIuclHi7B-5mTDVKRrA01sSS_6u8q5zqN-e7fCKQGr-EdnwgQn7q-hueNkvAUqO1i-p1eg3jZQDcp0VORYjLSojSAMjfSrHvxB_PMAurhZCvuOK6LYUqeU164c9sKD2V_PMxxAwC1v/s1600/IMG_5277.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzVKPIuclHi7B-5mTDVKRrA01sSS_6u8q5zqN-e7fCKQGr-EdnwgQn7q-hueNkvAUqO1i-p1eg3jZQDcp0VORYjLSojSAMjfSrHvxB_PMAurhZCvuOK6LYUqeU164c9sKD2V_PMxxAwC1v/s320/IMG_5277.JPG" width="213" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Photo by Liz Cezat, taken at the Heidelberg Project.</td></tr>
</tbody></table>
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Will the real Jim McDonald please
stand up? Jim might be a wise guy on Facebook; a thoughtful father on Twitter
and a rock and roll fanatic on Pinterest. Of course, the advertisers are
soaking up this multi-dimensional man for all the ads they can show him
wherever he goes online. </div>
<div class="MsoNormal" style="tab-stops: 67.5pt;">
In real life, Jim is a shy guy.
Yet, the Internet and social media allow him to amplify his voice, and thus,
his personality. This is the new age of social interaction. Don’t be surprised
if the person you are following online appears totally different and even
subdued in person. There’s the buffer of the screen (whether it’s on a
computer, smart phone, iPad or the next electronic invention) and commentators
don’t have to face the person they are talking to – unless they’re on Skype.</div>
<div class="MsoNormal" style="tab-stops: 67.5pt;">
Reading comments to news articles written
by the “average Joe” is like walking on a landmine field. You never know when
it’s going to get explosive and you might be hurt (psychologically) by a
commentator. Reviewers to New York Times posts tend to be articulate,
intelligent and kind. Those responding to Yahoo news tend to be the Wild West
types, where anything goes and the meaner and nastier you can be, the better
(in their minds anyway).</div>
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With all the traces of comments you
can leave online, it’s a bonus when you can stay true to your personality and
values. Being a fake online can have repercussions offline too. What if you do
meet the person that you bullied in an online comment string? Are you going to
apologize or punch him out?</div>
<div class="MsoNormal" style="tab-stops: 67.5pt;">
Sharing your thoughts online is a
good thing because it opens up the conversation to multitudes of others. It draws
in people who are attracted to your comments, your values, and your vision. Just
be careful what you write. Think to yourself, “Would I say this if I was
looking directly into the eyes of my online recipient?”</div>
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<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-46824150063337810352013-02-25T15:42:00.002-05:002013-02-28T21:10:48.840-05:00Referrals are welcome<style>
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Repeat customers and referrals are at the heart of a healthy
business operation. When was the last time you recommended a restaurant to a
friend? Maybe you were happy with a car wash and told a neighbor, who now
frequents the same place. When someone compliments your suit, shoes or coat,
you might even tell them where you bought those items, unprompted. So much
business is spread by word of mouth. </div>
<div class="MsoNormal">
Owners of businesses can’t be in all the right networking
places at the right time, but building up referral sources is imperative for a
professional service firm. </div>
<div class="MsoNormal">
Recently my accountant passed away. Unfortunately, no provision had been made
to complete my taxes. It was time to go looking for another accountant.
Being a small business, I didn’t need a powerhouse accounting firm but I did
need someone local who could get the taxes done on time. An added value would
be someone who could provide financial expertise to help my business thrive.</div>
<div class="MsoNormal">
I decided to call on an accountant who is a friend of the
family. I was disappointed to learn that she wasn’t available to do my taxes. I
asked her if she knew of anyone else. She told me about a CPA in Livonia, who shares
an office with two others and is very competent. In fact, my source said that
she often refers prospective clients to this CPA when her clientele gets too
full. Her vote of confidence was reassuring. It was also a big relief because I
didn’t have to keep looking. My new CPA is gaining a new customer without even
having to knock on my door or make a cold call. Given that scenario, you see
how important a good referral can be.</div>
<div class="MsoNormal">
That’s why we welcome your referrals. My team at Cezat
Creative Resources and I can manage your print or web project from concept to
completion. We are to the print/web/presentation process what an event planner
is to a wedding, conference or fundraising event. <span style="mso-spacerun: yes;"> </span>We make your job easier by handling all the details and
ensuring that deadlines are met and budgets are adhered to.</div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMXXlhuEva5pP_FQ5_OiLOer7yQHLraj6vPwEKEGic7g4kSidgWx9DfjewgoHKGkIf3VzfX34qkRfoGntq9vyt0yAM-nP7hgYTPuFve-FKoX6TxsxcMQ5SGpidmMFRBs6nAiVK232CbkKR/s1600/IMG_4467.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMXXlhuEva5pP_FQ5_OiLOer7yQHLraj6vPwEKEGic7g4kSidgWx9DfjewgoHKGkIf3VzfX34qkRfoGntq9vyt0yAM-nP7hgYTPuFve-FKoX6TxsxcMQ5SGpidmMFRBs6nAiVK232CbkKR/s400/IMG_4467.JPG" width="266" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Referrals can take small business to new places. Photo by Liz Cezat. </td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
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We offer complete project management – writing, design,
photography, printing/mailing, and posting online – for timely communication.
Our newsletters, brochures, annual reports, websites and presentations are
designed to keep your audiences informed, inspired and loyal to your
organization/firm. I also offer social media – posting and blog content.<br />
<br style="mso-special-character: line-break;" /></div>
<div class="MsoNormal">
<b>We can help you:</b><br />
<br />
• sell professional services</div>
<div class="MsoNormal">
• raise funds for a nonprofit organization </div>
<div class="MsoNormal">
• boost loyalty from alumni and/or association members </div>
<div class="MsoNormal">
• prepare for a capital campaign</div>
<div class="MsoNormal">
• engage your key supporters.<br />
<br style="mso-special-character: line-break;" /></div>
<div class="MsoNormal">
If you are pleased with the services that you have received
from Cezat Creative Resources, please tell your associates about us when they go looking for a small yet smart business to take on an important project
that involves marketing, fundraising or B2B sales. </div>
<div class="MsoNormal">
If you have questions, comments or want to discuss a
project, please contact Liz Cezat at 734.416.5915 or send <a href="mailto:liz@cezatcreative.com" target="_blank">an e-mail</a>. Thank you for helping us get the word out.</div>
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<br /></div>
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<br /></div>
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<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-45801488742196360032013-02-19T16:47:00.000-05:002013-02-19T16:52:17.492-05:00Bloom where you’re planted<style>
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<div class="MsoNormal">
I just learned today that my accountant Bob has died. I knew
he was sick but I didn’t know that it was life-threatening. He was my age. He
leaves behind a wife and three adult children. I also have three adult children
and a loving boyfriend (and a former spouse). We both run – or did run – our
own businesses. There were lots of similarities. </div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFWmnoYefCHPaX37CUFq6qLEaEcTAyVECbjkhyrnHNYGM4SEU3jx5bzlZJqGdQaw9G7mJxEFK6zSnsc7NkO2p9tqAB-Q-kWE86kJaFWgw-Iy7gGpClts8ksbBpMsI_Zfi9KLIIxN30ZBw7/s1600/IMG_4963.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="425" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFWmnoYefCHPaX37CUFq6qLEaEcTAyVECbjkhyrnHNYGM4SEU3jx5bzlZJqGdQaw9G7mJxEFK6zSnsc7NkO2p9tqAB-Q-kWE86kJaFWgw-Iy7gGpClts8ksbBpMsI_Zfi9KLIIxN30ZBw7/s640/IMG_4963.JPG" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Photo by Liz Cezat, Mt. Ranier wildflowers.</td></tr>
</tbody></table>
<div class="MsoNormal">
Bob always had a smile and encouragement for me and my
business through its ups and downs. He thought small business was pretty cool.
I would get discouraged easier than he did when times got tough. I’m persistent
and hard-working but am also impatient and, at times, pessimistic.</div>
<div class="MsoNormal">
His passing makes me realize how fleeting life is. How we
don’t know for sure how much time we really have. Although I think that I will
live well into my 90s, I have no crystal ball to tell me if this is true. </div>
<div class="MsoNormal">
The past few years – with a fragile economy – have been hard
on my business. I fear that the craft that I love – interviewing, writing, sharing
stories, informing audiences, and producing publications and marketing
materials – is no longer valued. That’s also a death. <br />
<br />
In the midst of death, it’s doubly important to make the most of life. I’ve
been guilty of wishing that I was somewhere else doing something else. The
desire to thrive is all encompassing. Bob’s death does motivate me to flourish once
again with a new focus. </div>
<div class="MsoNormal">
For starters, I will try to live with more optimism and
gratitude. Life is only lived once; days wasted on despair don’t come back as a
do-over. Whether it’s a long life or a shorter life … I want to make the most
of each and every day. </div>
<div class="MsoNormal">
Most of you who read this don't know Bob, but you probably do know someone whose life ended much too soon. It is these individuals - ordinary yet extraordinary - who have such an impact on us. Their passing often is a "wake-up call" for us to pay more attention to how we live our lives.</div>
<div class="MsoNormal">
God bless you Bob. May you rest in peace, knowing that you
have inspired me and others through your kindness, your commitment to your
loving family, and your work ethic. Bob’s world – his sphere of family,
friends, community and business - won’t be the same without him and that is a profound loss.</div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-66255990294759520192013-02-14T13:51:00.000-05:002013-02-14T14:00:05.873-05:00Writing and flow can make your speech transformative<style>
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Good writing is the linchpin of a presentation. As a
Toastmaster, I hear a lot of speeches. The good ones have a beginning, middle
and end. The bad ones take the listeners along a path that leads to a fog –
they don’t know where the speech is going. </div>
<div class="MsoNormal">
Near hits are those that have a great opening, good solid
points, descriptive examples and personal stories that connect, but at the
point of wrapping up the speech – the speaker veers onto a tangent
before ending it. </div>
<div class="MsoNormal">
Why did the speaker throw in this extraneous element? When
writing, your speech should have a flow to it. Do the points you are making lead
logically from one to another? Do your real-life examples support a point or
are you just adding them for comic relief? Everything that goes into a
presentation – facts, examples, humor and statistics – needs to support
the message you want to impart. </div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg97GPaqVMwZ2Ql__67sYkyvEQ5T8KWP9bt_VPR-O5H7xSRCm_wueetApRp05WbtFSAM5QHiOfz0w3qDHT7sYSjavcb33CRYJXLUuibP5qVWyCc9RcozaGvSTCewHCVOskL6ihctNgSRPtV/s1600/IMG_1188.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg97GPaqVMwZ2Ql__67sYkyvEQ5T8KWP9bt_VPR-O5H7xSRCm_wueetApRp05WbtFSAM5QHiOfz0w3qDHT7sYSjavcb33CRYJXLUuibP5qVWyCc9RcozaGvSTCewHCVOskL6ihctNgSRPtV/s400/IMG_1188.JPG" width="266" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">A good speech is like a river, it takes the audience on a journey. <br />
Photo by Liz Cezat; Virgin River, Zion National Park</td></tr>
</tbody></table>
<div class="MsoNormal">
When writing a speech, if it appears that you have too much
stuff in the form of a double ending or content that doesn’t flow, you need to closely
examine the extraneous elements. If an element is indeed a supporting point of
the speech, put it where it belongs. Maybe it needs to go toward the front of your
presentation or in the middle. It if doesn’t fit anywhere, cut it out. <span style="mso-spacerun: yes;"></span>Think of great films and how many scenes
are left on the cutting room floor.</div>
<div class="MsoNormal">
Now, picture a river with a strong current. You want to take
your audience in at one point (set the stage), and then have them travel with
you along that river – learning and ideally being entertained as they go. At
the end, put them on solid ground with new knowledge gained. Give your speech
legs – take-away points the audience can either act on or reflect upon. </div>
<div class="MsoNormal">
It’s true that the audience forgets much of what is said in
a speech, but if you can create a good flow to your speech and have an ending
that wraps up the most important points, the audience will be delighted not
only with the presentation but with you as an expert.</div>
<div class="MsoNormal">
Exceptional speeches stick with audiences for years because
they’ve imparted new knowledge. Your words can motivate your audience or
inspire them to change a behavior or viewpoint. With a bit more attention to
content and flow, your speeches can be transformative. </div>
<div class="MsoNormal">
If you need a <a href="http://cezatcreative.com/expertise.html" target="_blank">professional speech writer</a>, please contact me at info@cezatcreative.com</div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-47277746487171648732013-01-08T07:55:00.001-05:002013-01-08T08:03:09.795-05:00After the speech ... lead with the news<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcHlmVv-gZ1ObGCiW8GIQ4Vx7u5ivHC68MZYftKgM01kRG5gJxkwPt9oZvzg7MSoEpDk5kQ4apfJYabLMKRgq7VqLjXvopjgm5Wt2VazGZIeJT4nv_9wK7-zO-kTKuGa4keFfik5WXMPGo/s1600/IMG_5346.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcHlmVv-gZ1ObGCiW8GIQ4Vx7u5ivHC68MZYftKgM01kRG5gJxkwPt9oZvzg7MSoEpDk5kQ4apfJYabLMKRgq7VqLjXvopjgm5Wt2VazGZIeJT4nv_9wK7-zO-kTKuGa4keFfik5WXMPGo/s400/IMG_5346.JPG" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Get more mileage out of speeches by writing them "news style" for newsletters and press releases. (Photo by Liz Cezat)</td></tr>
</tbody></table>
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Leading with the news is one of the best ways to get a
reader’s attention. When it comes to reporting on an executive’s speech, many
corporate publications and association newsletters write a lead only telling
who spoke and where they spoke – rather than what was said.<span style="mso-spacerun: yes;"> </span>Then, the writer may throw in a bunch
of background information, such as the audience included members of an ad hoc
committee that is working on shoring up quality standards in the industry. (ho
hum).</div>
<div class="MsoNormal">
Who wants to sift through a bunch of corporate-speak before
getting to the meat of the article? If written news style (typically how
journalists write for print media and corporate newsletters), the lead
sentences should contain the elements of “who, what, when and where” – “why” is
optional. <span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
The “what” would be the most important take-away from the
speech. Any good speech typically has one to three main points that the speaker
wants the audience to know. The other main points can be elaborated on further
down in the article. But they too should come before a wordy explanation of
what the ad hoc committee does.</div>
<div class="MsoNormal">
Think of an inverted pyramid, with the most important information
at the widest point (or at the beginning of an article), supported by details as
you read on. The very end of the article – the tip of the pyramid – should
contain the background information that is nice to have but not essential to
the story. That way, if readers don’t finish the article, they still have the
main take-away points.</div>
<div class="MsoNormal">
The beauty of using a freelance writer, such as myself, is that I know how to structure the article (or press release) to get the key concepts
across in an informative and engaging manner. Too often, the staff writer may
actually only be wearing that hat in addition to performing HR functions. Or,
the staff writer may be too immersed in industry jargon to deliver the news
from the speech in a fresh, reader-friendly manner.</div>
<div class="MsoNormal">
Take a look at your company's press releases regarding speeches and see what approach is taken. Is it "corporate speak" or news style? </div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-42047440959257875262013-01-07T09:00:00.000-05:002013-01-07T11:03:08.742-05:00Find bigger donors through social media<div class="MsoNormal">
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.<br />
<br /></div>
<div class="MsoNormal">
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 or their foundations.
Chances are they don't have a <a href="https://www.facebook.com/Cezatcreativeresources" target="_blank">Facebook page</a> but check anyway. Some may be on <a href="http://www.linkedin.com/profile/view?id=19173691&trk=tab_pro" rel="nofollow" target="_blank">LinkedIn</a>. Their foundations or companies likely have a Twitter account. These high net worth individuals can be tracked online in some fashion. <br />
<br /></div>
<div class="MsoNormal">
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 with a phone call, e-mail or personal visit. Don’t put someone on the spot on a
visible communication stream.<br />
<br />
On Twitter, search for: family foundation, CEOs, and board of directors. These categories could produce some surprising new sources of donors or advisers who work with high net worth individuals.<br />
<br />
<br />
Get
creative about finding your supporters online. Do you follow prospective
supporters and funders? Have you made a successful “ask” of someone who you met on
social media? Share your story.<br />
<br /></div>
<div class="MsoNormal">
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgX-0kzK50LEm121Fir1ugrrEQDa7FVGg6SH7_1X-3PoZS37pOFFRwX8gyU0nPURCIy8VrqO8KGOI-CNyMj0_R6-1fuhFtyEdjmkqfExCuqdSHVamHOwAdnyCtPxzwgyjmgwpJhubVasAbB/s1600/IMG_5273.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgX-0kzK50LEm121Fir1ugrrEQDa7FVGg6SH7_1X-3PoZS37pOFFRwX8gyU0nPURCIy8VrqO8KGOI-CNyMj0_R6-1fuhFtyEdjmkqfExCuqdSHVamHOwAdnyCtPxzwgyjmgwpJhubVasAbB/s640/IMG_5273.JPG" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">A potential donor inquires about supporting the Heidelberg Project in Detroit. (Photo by Liz Cezat.)</td></tr>
</tbody></table>
<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-60035852920217489602013-01-04T12:40:00.002-05:002013-01-04T12:46:01.402-05:0013 ways to make life better in 2013<style>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7eN2wb7JHp_Ut7i8XxOwSof3JQFqvn-_u51I8AjATbyfbfK8HTpk0A6SPfTkcdrgTiZHZM_kXR7Qn7TB5Rcgk7llqgOXUXm2Gxxta39nwilU231AGbiEY8hJDspeu223QgfCYQEKA3cbP/s1600/IMG_5370.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7eN2wb7JHp_Ut7i8XxOwSof3JQFqvn-_u51I8AjATbyfbfK8HTpk0A6SPfTkcdrgTiZHZM_kXR7Qn7TB5Rcgk7llqgOXUXm2Gxxta39nwilU231AGbiEY8hJDspeu223QgfCYQEKA3cbP/s640/IMG_5370.JPG" width="426" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><a href="http://www.npr.org/artists/15399204/irma-thomas" rel="nofollow" target="_blank">Irma Thomas</a>, Soul Queen of New Orleans, performed rousing spirituals at Noel Night in Detroit. </td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;">Photo by Liz Cezat.</td></tr>
</tbody></table>
<div class="MsoNormal">
These “daily living tips” can apply to both your personal
and professional life. I’m a bit rusty practicing some of these, but know they
have the power to keep me grounded and also soar. I debated about whether to
put this on my professional or personal blog, but decided on the former to give
you a sense of who I am aside from being a writer and marketing consultant.</div>
<div class="MsoNormal">
May this be a great year for you and those you are closest
to. Here are my top 13 tips:</div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Love. It’s the most important thing in life.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Fix things that are broken. (Your relationship.
Your car. Your computer. Your house. Your clothing. Your skis. You get the
picture.) The more things are left broken, the harder they are to repair or
replace – cost-wise and psychologically. </div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">3.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Find your strengths and skills and apply them
daily. It will give you a sense of accomplishment.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">4.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Eat vegetables. It helps ward off disease.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">5.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Find a sport or exercise that you like and do it
regularly. I’ve been swimming three miles a week for nearly 30 years. A woman that
I met at the fitness center has been running 20 miles a week for 25 years. Your
exercise regimen doesn’t have to impress anyone, it just needs to make you feel
good & stay fit.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">6.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Pay attention to your money. I’m reading <a href="http://www.suzeorman.com/" rel="nofollow" target="_blank">Suze Orman</a> books so I don’t fear money management. </div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">7.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>When things get rough for you, help someone
else. Let people know you are having a setback, so they can give you some
support.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">8.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Smile at a stranger. It will make you feel
better, especially if they smile back. </div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">9.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Motivate one another. A compliment. An attaboy.
It empowers us to do our best. I’m writing this blog post because I was
inspired by <a href="http://www.linkedin.com/profile/view?id=2769854&locale=en_US&trk=tyah" rel="nofollow" target="_blank">Scott Frangos</a>, who gave me an endorsement for social media on
LinkedIn.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">10.<span style="font: 7.0pt "Times New Roman";"> </span></span></span>Organize
your office, your home, your closets, your car. You can find things faster and
get rid of things that bog down your life.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">11.<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="mso-spacerun: yes;"> </span>Plan something.<span style="mso-spacerun: yes;"> </span>A party. A vacation. Lunch with a business
associate. <a href="http://cezatcreative.com/expertise.html" target="_blank">A seminar.</a> It gives you something to look forward to. </div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">12.<span style="font: 7.0pt "Times New Roman";"> </span></span></span>Don’t
over think anything. Perform an action that puts into practice what you are thinking.
</div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">13.<span style="font: 7.0pt "Times New Roman";"> </span></span></span>Find
a spiritual outlet. For me, it’s God. But it’s also nature. I pray the rosary
for those who are sick or in need of prayers. </div>
<div class="MsoNormal">
Let me know what you think of these and feel free to add
some of your own.</div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-16198726087403522352012-12-19T14:39:00.000-05:002012-12-19T15:48:45.962-05:00Presentations must take root to take effect <style>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibUL3p6Yinq02GS3SGNMCZOxpr0ODmqcrhH2YWyKLptvvSorj-gyrQeQGmdOvWJKSS7Hbi8UgYSRqIPsZcX60dCHFkXhzHO1u8k-73WErHZ6qiRtanQilUolI3Oe_vmcVJXiTFBYA4vEV2/s1600/IMG_5060.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibUL3p6Yinq02GS3SGNMCZOxpr0ODmqcrhH2YWyKLptvvSorj-gyrQeQGmdOvWJKSS7Hbi8UgYSRqIPsZcX60dCHFkXhzHO1u8k-73WErHZ6qiRtanQilUolI3Oe_vmcVJXiTFBYA4vEV2/s640/IMG_5060.JPG" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">While ideas made during a presentation might be soaring, like this <br />
gorgeous artwork in Tacoma, Wash., a good speaker must also make them concrete. Photo by Liz Cezat.</td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br />
<br /></td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
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As executives and leaders, we are highly motivated to
connect with others in our presentations. It excites us to speak in front of an
audience of listeners who may be forever changed by what we tell them. We want
to share what we know about a particular subject so that the audience can benefit
from our knowledge, expertise and experience.</div>
<div class="MsoNormal">
My <a href="http://cezatcreative.com/expertise.html#presentations">presentation roster</a> focuses on three subjects: </div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>How to write effective e-mails</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Marketing professional services</div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">3.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Connect with key audiences through social media</div>
<div class="MsoNormal">
My goal is for the salient points to take root and
ultimately become a part of an individual’s work habits. Toward that end, it’s
not enough to simply hear an idea expressed, the audience must also be shown
how to activate it. I provide work sheets so the audience can incorporate new
ideas discussed during the presentation into their process. To make it stick, I
often provide concrete examples of how an action has yielded results. And we
all want results, don’t we?</div>
<div class="MsoNormal">
The strongest points of a presentation should be available
on handouts and in slides for future reference. I also send follow-up e-mails
to the audience to reinforce points made during the presentation. These e-mails
can be spaced a week or two after the presentation to remind participants of
the salient points. I remind them that I’m available via e-mail or phone as a
resource if they have any questions about what they learned. The e-mails also serve
as positive reinforcement to those who have already incorporated the new ideas into
their workflow process. </div>
<div class="MsoNormal">
Speakers are messengers of the moment. What we say strikes a
chord based on the life experience of the listener and their openness to
receiving that message. But too often, the message is fleeting. Heard but forgotten.
To make that spark of a new idea take root, the reinforcement tools of
handouts, work sheets, slides and e-mails take the lessons learned one step
further – being deployed into a worker’s process.</div>
<div class="MsoNormal">
<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-21755234774415126842012-11-08T15:57:00.001-05:002012-12-19T14:45:09.810-05:00Three rules of alignment as a small business owner<style>
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If you have your own agency – PR firm, marketing consultancy,
graphic design agency, career coach, etc.) – there are three practices that must
be in alignment. Before I tell you what my best practices are, think about
what’s most important in your<br />
business and let’s see if we are on the same
page.
<br />
<div class="MsoNormal">
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiX-uEtstE8c6bvqeJWBtqQeL2xQE892AFrGcPHv645hYbXtGWdqsVV_koB-l_Jrx425lTfWg_g9vNk9GZsUF5cNANHW7xWER4k8lYhgGK3PXjsOM8UCj41iJNDTZuyUrYgmltaagUYmYGC/s1600/IMG_3454.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiX-uEtstE8c6bvqeJWBtqQeL2xQE892AFrGcPHv645hYbXtGWdqsVV_koB-l_Jrx425lTfWg_g9vNk9GZsUF5cNANHW7xWER4k8lYhgGK3PXjsOM8UCj41iJNDTZuyUrYgmltaagUYmYGC/s320/IMG_3454.JPG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Photo by Liz Cezat. Meijer Gardens, Grand Rapids, Mich.</td></tr>
</tbody></table>
In my practice, I have determined that these are the most important trio
of traits: discipline, focus and making connections. Talent is a given. If
you didn’t have talent, you wouldn’t be pursuing a small agency model because
no one would hire you. </div>
<div class="MsoNormal">
Here’s a rundown of the trio. </div>
<div class="MsoNormal">
1. <b>Discipline</b>. If you have your ducks in a row – business
plan is set, client base is steady, office systems are up and running – attend
to client work first. Whether you do it yourself or assign it to a partner,
associate or freelancer – get the project in the works and manage it. Take care
to produce the results that the client has specified. No surprises. Fulfill the
need – on time, within budget and meet expectations. </div>
<div class="MsoNormal">
2. <b>Focus.</b> There are so many distractions in a day. If you
are focused on what you do best, then you shouldn’t have a problem getting the
work done. Focus can make the hours seem like minutes. Work on your most challenging client projects
at prime time. Are you most productive at 7 a.m., noon, 2 p.m. or 5 p.m.? Know
your cycle. Once you can accomplish your client work in a focused manner, try
to use that strategy for the work that you don’t like to do. Establish a specific time to do billing, make prospecting calls, and organize your projects, and then focus solely on
that. It then becomes routine. </div>
<div class="MsoNormal">
3. <b>Connections</b>.
Set aside time daily, weekly and monthly to fortify your connections and meet
new people. How can this be readily achieved? Reach out on social media – that
can be a daily practice. Attend one to two meetings a week to get the word out
about your business and forge new partnerships. Make calls – no robocalls
please – or send personalized e-mails. Attend meetings that your clients and
prospective clients attend. Learn what matters to them and what they want from
your company. Follow up with a LinkedIn invite or ‘nice to meet you’ note. Then,
stay engaged. Be pleasantly persistent.</div>
<div class="MsoNormal">
Set up appointments based on interest and the need to see clients
face-to-face before they sign up for your services. If you can build trust via
your brand (website, white papers, blog, collateral marketing pieces), a phone call or e-mails, a
meeting may not be needed. </div>
<div class="MsoNormal">
Follow this triad of business practices and your agency or
solo practice will be humming along. </div>
<div class="MsoNormal">
<br /></div>
Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-50600912826375405452012-07-27T16:12:00.000-04:002012-07-27T16:37:02.659-04:00Research and interviews that make the grade<style>
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<br />
<div class="MsoNormal">
With the Internet resources today, interviews and reports
are much more compelling and a whole lot easier to research and write. When I
first started my business in 1994, doing background preparation for a CEO
speech or a major profile was like going down a blind alley on the Internet. It
took hours, involved looking at horsey typeface (typically multi-colored and
different fonts), had few if any decent pictures, and often led to dead-ends. </div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO6E4Trgv0sj4qWfyG-plnPqk7KVqB0Rt3JZHPzeiZFt-gCf3Fr3zzFl74QhTWmSZT8PpUS1dBPf6VNnfUzzwXtnMnIGSGk0goGeurE819hf96HTGhrvFKVtXmb86NpypmEpBeTh3_lBTW/s1600/IMG_4413.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO6E4Trgv0sj4qWfyG-plnPqk7KVqB0Rt3JZHPzeiZFt-gCf3Fr3zzFl74QhTWmSZT8PpUS1dBPf6VNnfUzzwXtnMnIGSGk0goGeurE819hf96HTGhrvFKVtXmb86NpypmEpBeTh3_lBTW/s320/IMG_4413.JPG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">What's the story behind these newlyweds? (Photo by Liz Cezat)</td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
<div class="MsoNormal">
Now there’s Google and other snappy search engines that take
you where you want to go in a matter of seconds. In preparation for interviews,
I typically “google” the person or subject to supplement what I already know.
It is through this compilation of written reports and YouTube videos that I
gather the kernels of questions I will ask the interviewee. </div>
<div class="MsoNormal">
Aside from my own curiosity, I am guided in my writing by
the audience of the newsletter, magazine or report. What do the readers want to
know about this person or topic? </div>
<div class="MsoNormal">
If they are donors, they often want to know what motivates a
philanthropist to donate to a specific cause. Was there an incident in their childhood
that caused them to favor a certain nonprofit organization as an adult? Did one
of their children sustain a debilitating injury or chronic illness that changed
the family’s life? Readers are also curious about the type of business or
investments that enable a philanthropist to be a major supporter of an
organization. </div>
<div class="MsoNormal">
For alumni publications read by both recent graduates and older
alumni, learning about a fellow alum’s path to success is always of interest.
Poignant stories that tell of a special relationship connect with readers emotionally.
Did the couple elope at 18 in order to leave the country and start a new restaurant chain that made them multi-millionaries? Reports about how an individual overcame adversity or seized an opportunity
make for riveting reading. </div>
<div class="MsoNormal">
I try to ferret out the unique aspects of an individual and
that typically comes out during the actual interview. Thus, I must be alert to
where the conversation is going if it strays from my set questions. If the
thread of the interview takes me to a new place, I tend to explore it. That
thread may reveal information that makes the finished article much different
than it otherwise would have been. Whenever possible, I also ask colleagues or
friends of the individual for insight into his/her personality, actions or
achievements. </div>
<div class="MsoNormal">
Let me know if you have a topic or individual that your
organization or business wants to highlight in a newsletter, blog, magazine or
special report. I’d be happy to do the research and writing. </div>
<div class="MsoNormal">
<br />
<br style="mso-special-character: line-break;" /></div>Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-7394377906605567182012-06-04T14:31:00.000-04:002012-06-04T14:32:06.387-04:00Let them taste the ham<style>
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<div class="MsoNormal">
What started as a somewhat silly conversation in the car led
to some deeper insight about marketing and what sells. </div>
<div class="MsoNormal">
While driving home from a dinner party with my sister-in-law
and adult daughter, we started talking about food. I mentioned that I never
knew the differences between what could be considered common foods, such as
chocolate (now I know) and ham. I then relayed this story:</div>
<div class="MsoNormal">
Recently I was at the deli and asked for ham. The counter
woman replied, “Do you want Virginia ham or Bavarian ham?” I said, “I didn’t
know there was a difference.” I then asked, “What kind do you like?” She
replied, “Bavarian.” I would have chosen Virginia ham because that’s what I
knew. So, then I asked to do a taste test to determine if I could be persuaded to
try something new. After trying both, I found that the Bavarian was a bit
smokier and tastier than the Virginia ham, and I made a choice that I otherwise
wouldn’t have.</div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8AAXPfTRrBvdqWzP4Mxvy8dyCsbq0TisGIijzJ96usQwWUoWI973-ulwBwygej8RKVnF9VT_apIkiS7zxPpQFJfTTaCOUuTKq0ZVP_Er_NDWbqvYpnHolf17VJYbt6GhE_ndJac0gdgHU/s1600/IMG_4671.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8AAXPfTRrBvdqWzP4Mxvy8dyCsbq0TisGIijzJ96usQwWUoWI973-ulwBwygej8RKVnF9VT_apIkiS7zxPpQFJfTTaCOUuTKq0ZVP_Er_NDWbqvYpnHolf17VJYbt6GhE_ndJac0gdgHU/s320/IMG_4671.JPG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Photo by Liz Cezat, Cezat Creative Resources, Inc.</td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
<div class="MsoNormal">
After I finished telling this story, I was surprised when my sister-in-law – whose figure rivals that of a teenager because she monitors everything
that she eats – said,
“I want some ham when we get home.” This was after dinner, mind you, and it was
about 11 p.m. when we got to my house, where she was staying as a guest. It amazed me that I had convinced someone to try something
just by talking about an experience related to it. </div>
<div class="MsoNormal">
The lesson? Appeal to one’s senses when you are persuading
someone to try something new. </div>
<div class="MsoNormal">
I don’t know how to do that with a brochure but here
goes: Imagine holding in your hand a brochure with real paper. Is it thin or
thick? Does it feel cheap or elegant? Does it have texture? Are there photos in
it? Are the photos colorful and exciting? Do they relate well to the products
or services detailed in the brochure? Do the subheads entice you to want to
read more? Does the copy guide you through the offering from beginning to end
without smacking of guile? Are you motivated to find out more about this
company by visiting their website? Are you intrigued enough to consider how
their product or service could help you or your business? </div>
<div class="MsoNormal">
How important is it to break through the barriers of
communication and get someone to try something new – particularly your product
or service? The appeal to one’s senses is a powerful sales tool.</div>Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0tag:blogger.com,1999:blog-3745096875806267150.post-3201856556814236042012-05-31T23:48:00.001-04:002012-05-31T23:53:33.124-04:00Updating or creating a website?<style>
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If you are revamping your website, it can seem like an
overwhelming task. The key is to break it down into manageable segments.
Consider the design – are you going “custom” or using a design template? A
custom design allows your company’s personality to shine through. It allows
your branding elements of a logo, color palette and preferred typeface to
convey your image in a professional manner. There is a place for template
design websites – typically when you are starting out with only a few bucks to
spend. </div>
<div class="MsoNormal">
When developing content, set up a structure – also known as
a wire frame or site architecture. What will appear on your landing page? How
many main pages should you have and what subjects will appear on these master
pages? Once you know the main subjects, parse those out into sub-pages with more
detailed information. Figuring out the site organization is akin to doing a
flow chart or organizational chart. It’s a matter of hierarchy – put your most
important topics on main pages and branch out with sub pages. </div>
<div class="MsoNormal">
What tabs will you need for the subject headings? Horizontal
tabs are most commonly used. Vertical tabs have their place – typically when a
website has loads of information. </div>
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Keep your information short with a click-on box for more
content (See the samples on my website). The information seen before scrolling
down is the most widely viewed. Many viewers won’t bother to scroll down unless
they really like what they see. </div>
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Keep the copy short and snappy. Every word you use must
carry its own weight. Edit mercilessly. Keep product or service features and
benefits short but descriptive. Leave nothing to the viewer’s imagination.
Spell out everything you want them to know. </div>
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What’s the call to action? Typically to call or send in an
e-mail inquiry. Also let viewers connect with you online through Twitter,
Facebook, Linked In, etc. Give them multiple ways to get in touch with you and
learn more about you and your products or services. </div>
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And if you’re looking for a good website copy writer who
works well with web designers, give me a shout out. (Oh, I mean send me an
e-mail or call.)</div>
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<br /></div>Liz Cezat, writer and marketing consultanthttp://www.blogger.com/profile/17813109190633340796noreply@blogger.com0