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    Marketing: Are You Focused?
    In early 1992, President George H.W. Bush was riding high. He was sitting on an almost unprecedented 80% approval rating following the first Gulf War. Conventional wisdom pegged him as a shoe-in for a second term.Arkansas Governor Bill Clinton faced an uphill battle. He was largely unknown at the start of 1992, facing a very popular incumbent. Worse for him, his opponent “owned” foreign policy. There was no way to successfully attack him on that front.So what did the Governor’s campaign do? They got focused. They found (or created, depending on your politics) a chink in the President’s armor: the economy. Every word that came out of the campaign’s collective mouth had something to do with the state of economic affairs. And just so no one would eve
    d me that you’d be a great person to talk to for this purpose. Would you be willing to review some of my credentials, and give me candid feedback? I could send the materials right over.”

    6. Ask again for help, i.e., expanding contact network, guidance, advice, feedback. Leverage the notion of “six degrees of separation” – ask for contacts from your contacts! And always “come from generosity.” This means you should be on the lookout for opportunities to offer something of value in return.

    7. Share your main documents, and set a time to get back to them. State, “I’ll e-mail (or fax) a one-page Professional Biography and list of Target Companies to you. Then I’d like to follow-up and have another conversation – when would be better for you, Wednesday afternoon or Friday morning? I know your input will be of great value, and I appreciate your willingness to help. Follow-up after your networking meeting and keep the conversation going with two-way value exchange. Note: if the contact is a “center of influence,” try to have your follow-up discussion face-to-face instead of on the p

    The Top 10 Reasons to Attend Business Networking Events
    There are many, many reasons to attend networking events. Here are my Top 10:1. To increase your visibility.Establishing top of mind awareness is critical in any marketing campaign, and make no mistake about it, attending business networking events is a key marketing strategy if done properly. One of the most important elements—and one of the most overlooked—to getting the biggest bang for your networking buck is to make sure your face and your message get in front of the same—and the right—people on an ongoing basis.2. To start relationships that will lead to strategic alliances, joint ventures, and referrals.Contrary to popular belief, very few people walk away from a few hours spent at a business networking event wit
    After you’ve created all your “self-marketing documents” and verbal presentations, you’re ready to take your job search “to the street” and begin networking. The goal is to contact people who can help you reach the hiring managers inside your target companies. Networking can be done on the phone, in person, via e-mail or even “snail mail.”

    Ford Myers, M.Ed., president of Career Potential, a Haverford, PA-based career consulting firm and developer of the “New Year, New Career Power Plan to Achieving Career Success in 2006” states, “Networking is a lot simpler and less scary than many people think. You do not need to be a good ‘schmoozer’ to network effectively. In fact, the best networkers are often great listeners, as opposed to great talkers.”

    And no matter what, don’t ever let-up on your networking efforts. Ninety-five percent of my clients land great jobs through their networks. It’s not worth risking those odds to NOT be continually networking! Remember: If you’re in career transition, networking IS your job. It should be the primary focus of everything you do. The quantity and quality of your networking time is directly related to the personal, professional, and financial satisfaction you’ll have in your next job.”

    Who should be on your contact list? Who should you be reaching out to? The answer is: everyone you know. Everyone? Yes, everyone! Every single person alive who knows your name should be on your contact list! (The only exception is people who clearly don’t like you)! It doesn’t matter what these contacts do for a living, or where they live, or how much power or money they have. The key is not to pre-judge people or make assumptions about who can and cannot help you. After guiding thousands of clients through the networking process, I have learned that most new jobs are secured through people who were least expected to be of help!

    Let’s “de-mystify” the networking process, so it won’t seem overwhelming or confusing to you any longer. What follows is a highly-structured and purposeful approach that consistently produces excellent results! Using your Contact List to focus on the specific people to contact, here are the basic steps you’ll need to follow:

    1. Build Rapport. State, “I was referred by (give name of mutual friend/colleague), or “I was referred by our mutual colleague/friend (give name), who suggested that” …. (Find some area of common interest to discuss). I’m contacting you about a career matter, but let me assure you that I am not calling to ask you for a job – nor do I expect you to even know of any job openings. Let me start by telling you a bit about myself and my professional background....

    2. State “where you’ve been” by using a Positioning Statement. This is a succinct, pre-prepared verbal statement that explains “who you are” professionally. Example: “I am a senior Financial and Operations Professional and graduate of Western General’s Financial Management Program. I have more than 15 years of experience in the Manufacturing and Services industries. My strengths include analysis, problem-solving, communication and innovation. I have specific expertise in Financial Analysis and Reporting, Cash and Risk Management, and Productivity Analysis. I am seeking a leadership position with a focus on Financial Reporting.”

    3. Share “what happened” with an Exit Statement. This is a concise explanation of why you’re no longer at your previous position, or why you’re interested in leaving your current employer. Example: “As a result of a merger between two business units, over 1,500 positions have been affected, including mine. I now have the opportunity to explore other career options in Financial Services that will leverage my proven strengths in analysis, problem-solving, communication and innovation.” The Exit Statement must be expressed in positive terms, so there will be no suspicion that you “did something wrong” to lose your job.

    4. Ask for help. “Would you be willing to help me?”

    5. “Decompress” – take the pressure off – reassure your contact again that you are not asking for a job. Reiterate, “As I said, I am not asking you for a job, nor do I expect you to know of any appropriate positions. However, I am interested any advice or guidance that you could offer, in addition to any networking contacts you could provide. (Give name of mutual friend/colleague) told me that you’d be a great person to talk to for this purpose. Would you be willing to review some of my credentials, and give me candid feedback? I could send the materials right over.”

    6. Ask again for help, i.e., expanding contact network, guidance, advice, feedback. Leverage the notion of “six degrees of separation” – ask for contacts from your contacts! And always “come from generosity.” This means you should be on the lookout for opportunities to offer something of value in return.

    7. Share your main documents, and set a time to get back to them. State, “I’ll e-mail (or fax) a one-page Professional Biography and list of Target Companies to you. Then I’d like to follow-up and have another conversation – when would be better for you, Wednesday afternoon or Friday morning? I know your input will be of great value, and I appreciate your willingness to help. Follow-up after your networking meeting and keep the conversation going with two-way value exchange. Note: if the contact is a “center of influence,” try to have your follow-up discussion face-to-face instead of on the ph

    B2B Marketing: Drive Leads & Sales With A Get It Done Attitude
    I think most business-to-business marketers should aim for “get it out” and “good enough” rather than aim for perfection when it comes to marketing to drive leads and sales.Why?Because aiming for perfection, in addition to being nearly impossible to achieve, results in your marketing campaigns and materials spending far too much time in the concept and development stages, causes significant delays in delivering your lead generating messages to prospective customers.Or worse, your marketing messages never get delivered at all.With all this in mind, here are some ideas and resources to consider for your marketing: • Instead of constantly re-inventing the marketing wheel, consider re-purposing or refreshing your existing m
    y and quality of your networking time is directly related to the personal, professional, and financial satisfaction you’ll have in your next job.”

    Who should be on your contact list? Who should you be reaching out to? The answer is: everyone you know. Everyone? Yes, everyone! Every single person alive who knows your name should be on your contact list! (The only exception is people who clearly don’t like you)! It doesn’t matter what these contacts do for a living, or where they live, or how much power or money they have. The key is not to pre-judge people or make assumptions about who can and cannot help you. After guiding thousands of clients through the networking process, I have learned that most new jobs are secured through people who were least expected to be of help!

    Let’s “de-mystify” the networking process, so it won’t seem overwhelming or confusing to you any longer. What follows is a highly-structured and purposeful approach that consistently produces excellent results! Using your Contact List to focus on the specific people to contact, here are the basic steps you’ll need to follow:

    1. Build Rapport. State, “I was referred by (give name of mutual friend/colleague), or “I was referred by our mutual colleague/friend (give name), who suggested that” …. (Find some area of common interest to discuss). I’m contacting you about a career matter, but let me assure you that I am not calling to ask you for a job – nor do I expect you to even know of any job openings. Let me start by telling you a bit about myself and my professional background....

    2. State “where you’ve been” by using a Positioning Statement. This is a succinct, pre-prepared verbal statement that explains “who you are” professionally. Example: “I am a senior Financial and Operations Professional and graduate of Western General’s Financial Management Program. I have more than 15 years of experience in the Manufacturing and Services industries. My strengths include analysis, problem-solving, communication and innovation. I have specific expertise in Financial Analysis and Reporting, Cash and Risk Management, and Productivity Analysis. I am seeking a leadership position with a focus on Financial Reporting.”

    3. Share “what happened” with an Exit Statement. This is a concise explanation of why you’re no longer at your previous position, or why you’re interested in leaving your current employer. Example: “As a result of a merger between two business units, over 1,500 positions have been affected, including mine. I now have the opportunity to explore other career options in Financial Services that will leverage my proven strengths in analysis, problem-solving, communication and innovation.” The Exit Statement must be expressed in positive terms, so there will be no suspicion that you “did something wrong” to lose your job.

    4. Ask for help. “Would you be willing to help me?”

    5. “Decompress” – take the pressure off – reassure your contact again that you are not asking for a job. Reiterate, “As I said, I am not asking you for a job, nor do I expect you to know of any appropriate positions. However, I am interested any advice or guidance that you could offer, in addition to any networking contacts you could provide. (Give name of mutual friend/colleague) told me that you’d be a great person to talk to for this purpose. Would you be willing to review some of my credentials, and give me candid feedback? I could send the materials right over.”

    6. Ask again for help, i.e., expanding contact network, guidance, advice, feedback. Leverage the notion of “six degrees of separation” – ask for contacts from your contacts! And always “come from generosity.” This means you should be on the lookout for opportunities to offer something of value in return.

    7. Share your main documents, and set a time to get back to them. State, “I’ll e-mail (or fax) a one-page Professional Biography and list of Target Companies to you. Then I’d like to follow-up and have another conversation – when would be better for you, Wednesday afternoon or Friday morning? I know your input will be of great value, and I appreciate your willingness to help. Follow-up after your networking meeting and keep the conversation going with two-way value exchange. Note: if the contact is a “center of influence,” try to have your follow-up discussion face-to-face instead of on the p

    How Do I Generate More Online Leads for My Direct Sales Business?
    Here’s a question I recently received from a subscriber who was looking for more leads for his direct sales business. He wrote:*Question*: My wife and I have been an associate for a particular company for several months now and we are indeed very happy with the products and support training.Our problem is getting other people to view our link or getting them to open it at all, I suppose. We need to expand our effort to new associate recruiting and would like your input as to how we might do this. Thank you for reply to this letter.*Answer*: Thanks for the question. I know that the problem you face is what many direct sales reps face as well. Right now, you are using the website that the company provided to you. It’s the same site that the
    l need to follow:

    1. Build Rapport. State, “I was referred by (give name of mutual friend/colleague), or “I was referred by our mutual colleague/friend (give name), who suggested that” …. (Find some area of common interest to discuss). I’m contacting you about a career matter, but let me assure you that I am not calling to ask you for a job – nor do I expect you to even know of any job openings. Let me start by telling you a bit about myself and my professional background....

    2. State “where you’ve been” by using a Positioning Statement. This is a succinct, pre-prepared verbal statement that explains “who you are” professionally. Example: “I am a senior Financial and Operations Professional and graduate of Western General’s Financial Management Program. I have more than 15 years of experience in the Manufacturing and Services industries. My strengths include analysis, problem-solving, communication and innovation. I have specific expertise in Financial Analysis and Reporting, Cash and Risk Management, and Productivity Analysis. I am seeking a leadership position with a focus on Financial Reporting.”

    3. Share “what happened” with an Exit Statement. This is a concise explanation of why you’re no longer at your previous position, or why you’re interested in leaving your current employer. Example: “As a result of a merger between two business units, over 1,500 positions have been affected, including mine. I now have the opportunity to explore other career options in Financial Services that will leverage my proven strengths in analysis, problem-solving, communication and innovation.” The Exit Statement must be expressed in positive terms, so there will be no suspicion that you “did something wrong” to lose your job.

    4. Ask for help. “Would you be willing to help me?”

    5. “Decompress” – take the pressure off – reassure your contact again that you are not asking for a job. Reiterate, “As I said, I am not asking you for a job, nor do I expect you to know of any appropriate positions. However, I am interested any advice or guidance that you could offer, in addition to any networking contacts you could provide. (Give name of mutual friend/colleague) told me that you’d be a great person to talk to for this purpose. Would you be willing to review some of my credentials, and give me candid feedback? I could send the materials right over.”

    6. Ask again for help, i.e., expanding contact network, guidance, advice, feedback. Leverage the notion of “six degrees of separation” – ask for contacts from your contacts! And always “come from generosity.” This means you should be on the lookout for opportunities to offer something of value in return.

    7. Share your main documents, and set a time to get back to them. State, “I’ll e-mail (or fax) a one-page Professional Biography and list of Target Companies to you. Then I’d like to follow-up and have another conversation – when would be better for you, Wednesday afternoon or Friday morning? I know your input will be of great value, and I appreciate your willingness to help. Follow-up after your networking meeting and keep the conversation going with two-way value exchange. Note: if the contact is a “center of influence,” try to have your follow-up discussion face-to-face instead of on the p

    Entrepreneurialism: Inspiration or Perspiration
    “Opportunity is missed by most people because it is dressed in overalls and looks like work.” - Thomas EdisonThe entrepreneurial spirit is alive and well and seems to be either a growing fad or is perhaps finding a connection with those who have been searching for an outlet for their ideas.The whole notion of being an entrepreneur is essentially the difference between making a living and living out your dreams. There is risk in all phases of business startup, but it is the notion of risk that separates those who want it all without putting forth the effort to reach their goals, and those who thrive on doing whatever is needed to get the job done.Entrepreneurs are not only risk takers they do not accept failure easily. They take the initiat
    n Financial Reporting.”

    3. Share “what happened” with an Exit Statement. This is a concise explanation of why you’re no longer at your previous position, or why you’re interested in leaving your current employer. Example: “As a result of a merger between two business units, over 1,500 positions have been affected, including mine. I now have the opportunity to explore other career options in Financial Services that will leverage my proven strengths in analysis, problem-solving, communication and innovation.” The Exit Statement must be expressed in positive terms, so there will be no suspicion that you “did something wrong” to lose your job.

    4. Ask for help. “Would you be willing to help me?”

    5. “Decompress” – take the pressure off – reassure your contact again that you are not asking for a job. Reiterate, “As I said, I am not asking you for a job, nor do I expect you to know of any appropriate positions. However, I am interested any advice or guidance that you could offer, in addition to any networking contacts you could provide. (Give name of mutual friend/colleague) told me that you’d be a great person to talk to for this purpose. Would you be willing to review some of my credentials, and give me candid feedback? I could send the materials right over.”

    6. Ask again for help, i.e., expanding contact network, guidance, advice, feedback. Leverage the notion of “six degrees of separation” – ask for contacts from your contacts! And always “come from generosity.” This means you should be on the lookout for opportunities to offer something of value in return.

    7. Share your main documents, and set a time to get back to them. State, “I’ll e-mail (or fax) a one-page Professional Biography and list of Target Companies to you. Then I’d like to follow-up and have another conversation – when would be better for you, Wednesday afternoon or Friday morning? I know your input will be of great value, and I appreciate your willingness to help. Follow-up after your networking meeting and keep the conversation going with two-way value exchange. Note: if the contact is a “center of influence,” try to have your follow-up discussion face-to-face instead of on the p

    Trade’s Networking
    Have you ever thought about what Trades work around you? Who goes in and does their part of the project / job before you, who before them etc? And what about the Trades that follow you and who follow them? How often do you consider them and leave your part of the job as well as you can to suit their work requirements?Fascinating, isn’t it, when you sit and ponder the Domino affect you could all have on each other and each project.That is why if you want to know who a good tradesperson is, just ask a ‘tradie’ who follows them – believe me, they’ll tell you pretty quick! How do I know? Because that is how I used to recruit my trade Businesses into the H.O.M.E. group. People recommend good ones willingly, but they ‘bad mouth’ a lazy, inconsiderate on
    d me that you’d be a great person to talk to for this purpose. Would you be willing to review some of my credentials, and give me candid feedback? I could send the materials right over.”

    6. Ask again for help, i.e., expanding contact network, guidance, advice, feedback. Leverage the notion of “six degrees of separation” – ask for contacts from your contacts! And always “come from generosity.” This means you should be on the lookout for opportunities to offer something of value in return.

    7. Share your main documents, and set a time to get back to them. State, “I’ll e-mail (or fax) a one-page Professional Biography and list of Target Companies to you. Then I’d like to follow-up and have another conversation – when would be better for you, Wednesday afternoon or Friday morning? I know your input will be of great value, and I appreciate your willingness to help. Follow-up after your networking meeting and keep the conversation going with two-way value exchange. Note: if the contact is a “center of influence,” try to have your follow-up discussion face-to-face instead of on the phone, unless the contact is outside your geographic region.

    It’s a smart career move to always be networking, no matter what’s going on for you professionally. If you don’t need help at this time, build-up your networking power by helping others. In general, people will want to help you. It makes them feel good about themselves. It boosts their self-esteem to be considered “a connector” of people with opportunities and information, and it makes them feel important.” Networking is a great investment in your future, and over the long-term, it always pays big dividends!”

    Copyright © 2006, Ford R. Myers and Career Potential, LLC.

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