I'm just back from the annual Nantucket vacation. This photo says it all--bike and beach.

Now that summer is over, it's back to the real world. The first article is about how finding the right words to describe your business is worth the effort.

The second piece is a reminder that we sometimes overlook the relatively simple, obvious moves that will benefit us in work and in life.

In the continuing commentary on the value of subject lines, last month's "My Bad" did really well. I guess people wanted to know what I did wrong, because opens were up a full 4.6% over the previous month. That subject was "It's Here."

Upcoming session later this month: "Staying on Message: How to Create Powerful Content." More about that in the first article.

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"More words will be used in 2012 than in the whole history of language." I didn't read that anywhere. I just made it up, but I'm certain it's true.

The fact that there are so many words in use makes word choice more important than ever. And when these words describe your organization or the work you do, they have power.  

Consider this sentence from a brochure:

"Widget Inc. is an organization that runs off the creativity and inspiration of its employees."

Water runs off; organizations don't. Better that it "runs on" than "runs off," but the whole metaphor is arresting in its inappropriateness.

Your Message

Later this month, I'm presenting "Staying on Message: How to Create Powerful Content," at a Consulting Alliance member's only breakfast meeting. I'll facilitate a process to help attendees find key words that communicate their expertise.

Here's a preview of what I'll talk about.

Define your distinction. As you're going through this process, write down key words that come to you. Ask yourself what's special about your business? Perhaps you serve a niche market--rehabilitate antique furniture or counsel companies on securing government contracts.

You have tons of information about your specialty. The challenge is to reduce your expertise to bite-sized pieces and then make it compelling.

If you're in a commodity business--Real Estate is a good example-- you're competing with every other Realtor for the same few property seekers. What sets you apart? How can you craft your message so that buyers and sellers will pick up the phone and call you first when they are ready to make a move?

If you haven't already done so, spend some time asking yourself the tough questions about what you do. Have conversations with your customers so that you really understand the unique value you provide.

Finding the Words

Read over the list of words you've written. Consider how you react to each word. Then check out synonyms. You can keep it simple by right clicking on the word in MS Word and then expanding the synonyms. For even more detail, click on Thesaurus. For an in-depth exploration of the word, look it up online.

When you have a draft description of your distinction, practice it at networking events.  Notice the reaction and then engage people in commenting on it. Not only is this a great conversation starter, but you'll also get useful feedback to incorporate in your next version. Once you've got your distinction, keep honing your message.   

"The obscure we think of immediately. The obvious takes a little longer." Strange, but true.

How often do we miss the obvious in life and in business? For example, do you take photos of the everyday familiar things in your life? How often do you fail to take a simple action that would move your business forward?

Here's one that happened to me recently. I was writing the proposal for the session mentioned in the previous article, when I realized that I had just successfully completed an assignment on exactly this topic. Only then, weeks after the work was done and the check was cashed, did it dawn on me that I should ask for a recommendation for the work I'd done.

Duh!

By the time it occurred to me, I had a deadline and the client was heading out for vacation. In our 21st century, social-media dominated world, recommendations are critical. I know this, but still I didn't think of asking.

Alan said yes. I assured him that he didn't have to actually craft the words. "Just send me some bullets," I said. I wrote the recommendation and then passed it back to him for an OK. Here's the referral that is now on LinkedIn.


Getting it Done

I've heard some social media experts report that they create recommendations from scratch for their customers. I don't advocate this for three reasons.  

1. I have no idea what they really liked about my work.
2. It won't be authentic
3. It doesn't seem ethical to me.

Actually, wrapping up with clients after completing an assignment should be routine. That's when I should ask for a referral. Now, isn't that obvious?

 

Sincerely,

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