From the monthly archives:

December 2009

No Comparison…

by Steve Buelow

Leadership

Many years ago, a mentor told me that anytime we compare ourselves to others… we lose.

The way the principle was described to me, and the way I have described it to countless others, is like this…

If I compare myself with you… all I know about you is what you have shown me.

In other words, more than likely… all I know is your BEST characteristics. On the other hand, I know all of my own WORST traits, ’cause, well… I’ve lived them!

So, I take all of your BEST qualities, and I compare them against all of my own WORST… and, voila… I have, in effect, widened the gap to the furthest possible extent!

Not wise.

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This is on my mind tonight because I’ve had several discussions over the past week or two with some folks on the the subject of authenticity.

Now, I know that word is getting a lot of play in terms of transparency in marketing… but we were looking at a different context.

You see, this conversation revolved around the concept as it relates to being real… and being real approachable to those whom we might influence in the realm of coaching or mentoring.

It all started when a young man called me for advice on a business matter. He had made some promises… had lost a significant five figure sum… and now stood to lose even more, if… he kept his word.

He wanted to know what to do.

Well, it’s really pretty simple, I said… you just need to figure out if your word is any good, or not.

Silence… followed by six or seven additional seconds of absolutely no talking whatsoever!

Then…

“Yeah,” he said, “I knew that’s what you were going to say… but man, you don’t know how it feels to lose that kind of money.”

Oh, my…

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I asked if he had a few extra minutes… and then described a period of great financial loss… in fact, many times the size we had just discussed seconds earlier. The stress… the depression… and the sleepless nights.

He was stunned… and he was thankful. Through sharing my story, he received the gift of hope.

Would I walk this road with him, he asked. And the answer, of course, was yes… after all, it may be part of the reason I had to learn the lesson in the first place.

Authenticity.

It means allowing others in… letting them see us when we’re not at our best. It is showing our humanness… and yes, sometimes our brokenness. Authenticity is the source of the strength that comes from shared experience, from overcoming in similar situations.

It is knowing… because, well… you just know.

One of my favorite old scriptures refers to the fact that we all kinda suffer from the same stuff (my translation).

The question is whether we will allow others to see those hurts… those challenges… the illness or pain or failure. Do we find it necessary to present a perfect face… or will we let others see us fall? And if they see us fall, will they also witness as we get back up again and again and again?

Oh yeah, and one more.

Are we then willing to take our experiences… both positive and negative… and walk along side someone else? To provide encouragement and hope that is based on having been through that fire a time or two before?

The answers to these questions… will determine the degree to which we have any influence at all.

 

Application:

What is the greatest personal or professional challenge that you have overcome in the past 60 months? Are you willing to walk through that minefield again… this time to help another individual or family safely to the other side? How and where will you find them?

They’re waiting…

 

I look forward to speaking with you soon.

 

Photo Credit:

The Only Anla

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Point Of View…

by Steve Buelow

Leadership

My friend, Warren, lives on a small piece of limestone and coral about six hundred miles southeast of Puerto Rico and just beyond the eastern border of the Caribbean Sea.

Recently, I suggested that maybe we could meet halfway and hang out in Miami for the weekend… but then I remembered that he doesn’t like the cold that much!

Yes, depending on where you live, Miami could be toasty warm or just a wee bit chilly… it all depends on your point of view.

For example, the current weather outside my window right now is listed as “Fair”… yes, fair… temperature is 7 degrees, with a wind chill of -1.

And just in case you’re not familiar with the concept of wind chill, here’s the rule of thumb… when headed outside, cover anything that you don’t want to fall off.

Yes, different points of view… indeed!

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My dad has a saying for these situations, which sounds something like, “Well, my boy… it all depends on how you look at it.”

Oh, the number of times I heard those words while growing up… and how many times I’ve probably said them since!

It kinda goes hand in hand with other remnants of ancient wisdom like, “One man’s trash is another man’s treasure,” or, “With this much manure… there’s got to be a pony in here somewhere!”

But alas… I digress.

Obviously, the gist is that our attitude positively or negatively colors our perception of our circumstances. At the same time, it’s our job to make sure that our circumstances don’t unreasonably affect our attitudes!

It’s a circular reference and, of course, that’s the real challenge.

Yes, it is all in how we look at it.

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I remember reading once that virtually every life-altering invention is simply a remedy to an otherwise difficult, troubling, or annoying process or circumstance.

To be sure, great advances in technology, business, and medicine are often preceded by a set of events that simply cry out for innovation.

But here’s the thing.

While everyone can see it… and everybody feels it… there are always just a handful who view the situation as an opportunity to act… to make a difference… to leave a legacy.

And as they proclaim, “There’s got to be a better way,” one thing is certain… there’s a relatively good chance that they’re going to find it.

And the difference? Just the point of view… and a willingness to act. I look forward to speaking with you soon.

 

Photo Credit:

Robert Paul Young

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A Season Of Giving…

by Steve Buelow

Leadership

I don’t know about you, but Christmas is definitely one of my favorite times of the year.

Well, actually Fall is my favorite time of the year… Christmas is just my favorite holiday… so I suppose what would make a perfect situation would be to move Christmas to October.

Then again, I like the week between Christmas Eve and New Year’s Eve, so I guess we would kinda have to move New Year’s Day back a few months also.

Hmm… so here’s what I’m thinking. This is going to mess up a lot of vacation plans and fiscal years and such, so… at least for the time being… let’s just plan to leave it like it is.

But I do have another idea you can implement almost at once.

With just seven days until the new year, most everyone who plans to make resolutions probably already has a good idea of what they’re going to be… and we’ll speak some more about that in a few days.

But here is a thought.

Most resolutions tend to be pretty “me-focused”… you know, lose weight, make more money, quit this or that, improve whatever… but, why not turn that around?

Why not focus on someone else?

Yes, this is one thing I love about Christmas. On this day, when one third of the Earth’s population celebrates a 2000 year old gift that was given to the world… and another third celebrates the gift’s that they give to each other… why not carry the spirit of giving forward, and make a year of it?

Yes, why not spend some time in the next week identifying the needs of another individual… someone who has no means whatsoever to return the favor… and then resolve to make one of their dreams come true in 2010?

And then please write and tell me about it… I’d love to connect with you.

 

Merry Christmas.

 

Photo Credit:

Jurvetson

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Leadership

In 1906, ecomomist Vilfredo Pareto obeserved that 80% of the land in Italy was owned by just 20% of the people.

A star was born!

In no time, the Pareto Principle… the 80/20 Rule… would become an almost universally accepted measure in teachings on economics, business, technology, and success.

Suddenly, we learned that the top 20% of achievers earn and control 80% of the worlds wealth, while 80% of the population fights over the remaining 20%.

We heard that 20% of salespeople make 80% of all sales… 20% of the members in your church give 80% of what winds up in the collection plate… and the top 20% of taxpayers pay 80% of all taxes.

It also turns out that 20% of what we eat gives us 80% of the real nutrition our body requires… 20% of our clothes are what we wear 80% of the time… and 20% of our customers give us 80% of our revenue.

Yes, it has application to seemingly everything… health, finances, mathematics, even software. As reported a few years ago by Paula Rooney at ChannelWeb, Microsoft calculates that 20% of the bugs are responsible for 80% of all crashes and errors.

Which, of course, my Mac friends seem only too happy talk about… but alas, I digress.

Though as you’ll see… the uses for Pareto’s Principle are only limited by our creativity and our priorities.

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I think my favorite part of this principle is the one which states that we should spend 80% of our time on the 20% of activities that really move the dial on our goals.

You see, if we do that effectively, it generates plenty of income so that we can invest the remaining 20% of our time on other worthy projects… projects that are critically important, but which may not add to the bottom line.

For example, I have some incredibly talented friends who run a nationally recognized Ad Agency in which they have turned this rule into a company policy. Yes, they’ve made the rule, well… a rule!

As defined on their website, part of the company philosophy is to invest back 20% of their time and creative assets to help non-profit and community projects through pro bono engagements…

And make everyone’s life a little better in the process.

I don’t know about you, but methinks Vilfredo would be proud…

 

I look forward to speaking with you soon.

 

Photo Credit:

Wikipedia

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Marketing

Okay…

So in preparation to continue our last discussion, I just sifted through my In-Box looking for the stack of Online Newsletters that I received over the past two weeks.

They are pretty easy to find, since… well… they all pretty much look the same.

Ahh … I bet you can see the point developing already.

Here are a few of the Subject Lines to get you started…

“December Newsletter”
“December Newsletter”
“December Newsletter”

And, oh yes… “December Newsletter”

Then, we have…

“December News”
“[Company Name] December News”
“[Company Name] December Newsletter”

And finally…

“Holiday Savings at [Company Name]“, and
“Try Our [Company Product] For The Holidays!”

Which BTW, still strikes me as odd.

I am not kidding… I was walking through the Bay Park Square Mall with my daughter last night and Santa looked like the doggone Maytag repair man… I swear he was the loneliest guy in the place!

So, I waved and then HE SAID…, “Happy Holidays!”

Can you believe that… “Happy Holidays”… from Santa. I couldn’t help it… I just had to ask him which holiday it was that we were talking about!

In any event, I did wish him a “Merry Christmas”… but alas, I digress.

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After all, the point of this article is about how to get people to read your Online Newsletter, and separate yourself from the crowd.

And not surprisingly… the idea would be to actually separate ourselves… to offer something that differentiates us from the masses!

I could take a hundred of the newsletters like those mentioned previously… mix them up… and there isn’t a person alive who would have any idea why they ought to open a particular one.

Same… boring… redundant.

And in virtually every case, the Subject Line screams, “HEY… LOOK AT ME! READ ABOUT ME! LISTEN TO WHAT I HAVE TO SAY ABOUT… ME!!!”

Yes, we all want to be important… we all want to be loved. It’s all about us.

Here’s a tip… why not use next month’s newsletter to engage your would-be reader, and talk about… them.

Yes, think if my accountant sent the following headline…“This One Mistake Will Cost You $1500 Before New Years Eve…”

Or if my Chiropractor offered… “Three Facts You Must Consider… BEFORE Getting Your Child A Flu Shot…”

There’s a zillion ways to bring value to the conversation.

And I can tell you without a shadow of a doubt that I would absolutely read an e-mail sent to me by my Insurance Agent that read… “Bundle These Two Policies And Save 27% in 2010!”

This is so simple.

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So, what do Accountants and Flu Shots and Insurance Policies have to do with your business?

Maybe nothing… and positively everything!

Why not take the next three weeks and sort out the questions and concerns, along with the fear and the pain that exists in your customer and prospect base… then, prioritize the top twelve and lead with that in each month’s newsletter over the next year?

Now, wasn’t that easy… you’ll likely double your Open and Read Rates, and you’ll do your customers a real service by giving them useful and relevant content that is worthy and respectful of their time and attention.

Or, then again… I guess we could always tell them about how great we are in our “January Newsletter.”

Yikes!

 

Questions and Applications:

What benefits would your top three customers say they currently receive from using your products or services? Provide the testimonials as the lead story for your Jan-Mar newsletters.

What are the top three most frequently asked questions that people have about buying the type of product or service you offer? Answer the questions in the newsletter issues for Apr-Jun.

What three questions should they be asking before making a final decision on a product to buy, or supplier to use? You got it… you’re going to use these to headline your Jul-Sep mailings and get your readers to open them as soon as they arrive!

What are the three most common fears or uncertainties that people have when shopping for the type of product or service you provide? Can you believe it, you’re already set with powerful, interesting, and engaging issues for next Oct-Dec!

 

And yes, I look forward to speaking with you soon also!

 

Photo Credit:

FlyNutAA

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Marketing

We all want to be loved.

And not just that, most of us also want to be noticed, appreciated, sought-after, respected, and… valued.

Yes, valued. We want to know that we bring something to the table… that we are making a difference and impact.

And one of the ways we do that is to give of ourselves, through acts of service… by sharing our time and influence… and our ideas.

Yes, we want to know that our ideas are valuable… that we can change and improve circumstances just by the way we think.

So imagine brainstorming a solution to whatever needs a solution that day… clarifying and organizing your thoughts completely… outlining your arguments and tracking the entire concept through to a logical and powerful conclusion… and then publishing your recommendations on your new blog that, as far as you can tell…

No one else is reading.

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Now I just checked and, as of today, this site is read by thousands of wonderful people in 63 countries… but it wasn’t always so.

In fact, the scenario I described above… you know, the one where no one is reading… was pretty accurate as to how it was when I started out just a year or so ago.

Okay, so before we move on, and in the interest of transparency and full disclosure, I must admit that I have never had ZERO readership… on the contrary, I have always been able to count on my wife and daughter!

But, alas… I digress.

In any event, over the next few weeks we’ll spend a fair amount of time speaking about some options you have in engaging others in online conversations… whether that be through your social networks or video channels, your blogs or podcasts, Internet Talk Radio Networks, or any of a zillion applications for e-mail or online newsletters.

In fact, it was a series of discussions last week about how to improve the Open and Read Rates on Corporate Newsletters that prompted my thoughts here tonight.

So tune in next time… or subscribe over on the right…and we’ll see about doubling your industry’s average on your next mailing!

Until then, I look forward to speaking with you!

 

Photo Credit:

Moriza

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