Listening opens the doors to enriched communication

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.

That’s where things can get messy. Here are some reasons why:

1. 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.)
2. 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.
3. 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.)
4. Finally they are finished … now it’s my turn to talk – about something totally unrelated to what they said.

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.

Networking provides a good setting to practice
listening skills. Photo by Liz Cezat.

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.

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.

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.

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.

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.

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.

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 “Contact us” page.

Do you get cold feet when you have to make a cold call?

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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?

Unless you are super outgoing and love to reach out to strangers, this part of the job description can be a huge challenge.

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.  A quick check on LinkedIn or “goggling” their name will get you some basic information to build on.

As the owner of a marketing communications firm, I often need to
make cold calls to line up projects such as this e-mail seminar.

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?

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?

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.

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.

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.

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.

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. 

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. 

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.

Happy dialing. I’m interested to hear about your results.

Press checks help ensure a quality brochure/annual report

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.

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.

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.  Whenever possible, I ask to see samples of a report or brochure printed on the stock that I am considering.

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.

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.

Here’s what I look for at a press check:

• 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.

• 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.

• When the design originates on the left page and ends on the right page, check to see the color hue matches across the spread.  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.

• Check the page numbers. Are they still there? Sometimes, with layering, they get covered up and no one notices until the book is printed.

• 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.

• 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.

• 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.

• 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.

• 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.

• Make sure the sheets are not crinkled or otherwise damaged.

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.

At the crossroads

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.

A road in northwest Washington state. Photo by Liz Cezat

What’s a business owner to do? There’s LinkedIn, Twitter and Facebook. 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.

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.

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.

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.

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.”

“The business of small business is no easy feat.” You can quote me on that.

Feel free to add your comments about how you handle being at the crossroads and deciding what action steps to take.

Social media offers multi-dimensional personas

Photo by Liz Cezat, taken at the Heidelberg Project.

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.

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.

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).

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?

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?”

Referrals are welcome

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.

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.

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.

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.

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.  We make your job easier by handling all the details and ensuring that deadlines are met and budgets are adhered to.

Referrals can take small business to new places. Photo by Liz Cezat.

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.

We can help you:

• sell professional services

• raise funds for a nonprofit organization

• boost loyalty from alumni and/or association members

• prepare for a capital campaign

• engage your key supporters.

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.

If you have questions, comments or want to discuss a project, please contact Liz Cezat at 734.416.5915 or send an e-mail. Thank you for helping us get the word out.

Bloom where you’re planted

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.

Photo by Liz Cezat, Mt. Ranier wildflowers.

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.

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.

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.

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.

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. 

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.

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.