eWomen Network Event with Robyn Spizman: Is Your Business Gifted?

Last night I attended the eWomen Atlanta Network meeting at the Ravinia Club. I attended for two reasons: because I have always been curious about this organization and to hear Robyn Spizman give a presentation on “Is Your Business Gifted?” The overall event exceeded my expectations. I have spent the last seven years in sales (which means I’ve been to hundreds of networking events) and can maybe count on one hand the number of events in which members walk up to you proactively to greet you and walk you around to meet other people. It was a very friendly, engaging group.

My notes from Robyn’s speech are below, but first I wanted to highlight the non-verbal features of her presentation which were equally impressive as her message. And I’m not saying this just because I work for her at The Spizman Agency.

Here are a few things worth mentioning:
-Robyn’s words were so effective in part because of her presence. She used NO notes or teleprompters and walked around the entire time.
-she was present; meaning, in her presentation she wove in names, situations, and stories from people she interacted with that very night. This resulted in a very engaged audience.
-we left the event with actionable takeaways. That’s the difference between a good speech and a great speech.
-Robyn elicited a lot of emotion in the audience through her storytelling. It was excellent.

And now, to share a few highlights from the presentation:
-before launching into her content, Robyn promised to increase our business platform and help us find out what our gifts are. This is using the inverted pyramid approach that I use in copywriting – “tell ‘em what you’re going to tell ‘em.” People’s attention spans have evolved and you have to capture their attention and know what they’re getting out of something from the beginning.
-she began with such a simple, yet powerful (and underutilized) practice: learn people’s names and use them which she broke down into simple steps:
1) Learn someone’s name
2) then practice
3) then rhyme it
-know that tomorrow is a gift
-examples of personal gifts can be as simple as the ability to say hello and make friends to the ability to make the best chocolate chip cookies
-people need to concentrate on “budget conscious gifts that reflect our ability to sustain them”
-how does your business serve someone? That’s your benefit.
-leave a message of goodwill; do something out of the box that says “I love you.”
-business building words: How May I Help You?
-people have to communicate and show up
-show up by giving
-Robyn’s gift is her enthusiasm
-in your life, where do you involve what you love? Start there
-you don’t always know what to give, but study the person, study the business
-tell a story, don’t sell a service
-you only succeed if you find out what someone values; ex. Give their PET a gift if they are a petlover
-play with words – ex. “you’re the smartest cookie I know” and give cookies or Starbucks gift card saying “I love you a latte”
-wake up your words, your business
-you’re not selling a product but building a relationship
-when we give, people see us as a leader
-you have to love your service; otherwise you’re doing the wrong thing
-give before you get
-finally, don’t be shy; know how people can help you and communicate that

2-Minute Video Book Review: The Adweek Copywriting Handbook

2 Minute Video Book Review: Search Engine Optimization

I hope you enjoy my first video review! I really enjoyed this book, Search Engine Optimization: Your visual blueprint for effective internet marketing. Highly recommended if you want to learn more about SEO.

Business Communications - Copyediting, Copywriting, and Proofreading: A girl's dream work!

I recently took a Copy Editing and Proofreading class with Jack Smith of The Smith Group. It was a day-long class through Evenings at Emory and I highly recommend the program. Jack specializes in working with nonprofits and focuses on grant writing. We spent the morning talking about the business side of writing/freelancing and the afternoon focusing on the meat of copyediting/copywriting.

The class was 99% women, very Type-A who love pointing out grammar mistakes other people make and who each had an opinion in a highly-charged conversation about whether or not the serial comma should be used. Yes...it was that type of group.

I furiously took notes all day and for those interested, have compiled some useful trends, information, and tips about copywriting, copyediting and proofreading.

-Many people incorrectly and interchangeably use the words copyediting and proofreading. The real definitions are that copyediting means to compile existing/already written material. It is the content and organization of material to cohesion. Proofreading is the final check before launching.
-Content and organization is the meat of copyediting.
-know your grammar weaknesses. Mine are trying to put together words that should not be compound words, such as pot luck, grant writing, table coth, etc. My natural inclination is to make all those words one word. I also always go back and check my subject/very agreements.
-When working on a project for a client, it is extremely important to know what they’re looking for before you begin. That means making sure the client explains exactly what result they want achieved so you both aren’t working on a gazillion drafts.
-It’s also important to know how many pages you can copyedit in one hour. Copyediting is a very tedious task and it’s important to schedule breaks, so factor that in.
-The business has evolved. Gone are the days when copywriting used to mean coming up with advertisements in the paper and copywriters worked on staff. Now the work is more contractual and a large portion of it is online vs in print.
-this doesn’t have much to do with copywriting, but Jack stated (and I wholeheartedly agree), that the opportunities for an employee to stay with the same organization for 30 years are gone. Organizations have evolved, and people need to do the same to stay marketable. As an employee, have a proactive plan, strategy, and purpose. If you are freelancer, multiply this times ten.
-when freelancing, understand your niche and how you fit in. What is your USP? What differentiates you?
-trends that are important to know: the prevalent use of bullet points, italics, and bold to categorize text. NEVER underline a word online unless it is hypertext.
-trends in formatting: one space after the period, not two, and we’re not indenting paragraphs anymore but flush left and ragged right. Double space between paragraphs.
-it’s also interesting to pick up on small nuances and make sure you’re adapting to the language of your clients. For example, if you’re still putting a hypen between “non” and “profit,” that’s the sign of an amateur. The trend is to spell it without the hypen (nonprofit). Small things like that will differentiate you from your competition and show the client you fit in.
-when beginning to freelance, it’s important to have a robust portfolio. Do this by working pro-bono, bartering, or charging a very low rate and then build up from there.
-these days, it’s important to write in an inverted pyramid structure.

We learned a TON more and I’d be happy to share some of the handouts – just reach out to me!

Sales/Prospecting tips and ideas for small businesses and entrepreneurs

This week I attended a meeting with ReFocus on Careers, an Atlanta-based group that helps people practice their networking in a comfortable environment and provides great educational content for a reasonable price.
The Atlanta Business Chronicle’s Circulation Director, Michael FitzGerald, spoke to our meeting and offered these tips for people looking for jobs or sales prospects:

-the paper offers an index of all companies and people that are featured. If you see a prospect, send them a congratulatory note or follow call. Most importantly, tell them what about the article caught your eye.
-handwritten notes are an extremely under-used tool; people don’t always read their email, but they will read a note sent in the mail on professional stationary.
-who is advertising these days? These companies have money.
-this is more of a publicity tip, but if you would like to get your company featured in the paper, call up the appropriate contact, and in a very non-salesy manner, tell them you have a unique idea you would like to share with them and then in 30 seconds communicate your idea and why his/her readers would be interested.
-if there’s an interesting article (book review, leadership article, industry trends, etc), send that article to the client and write a handwritten note WHY you thought he/she might be interested.

Other tips for the holidays
-clients are doing their budgets in December and will budget in your services or position
-business is slower – this is a great time to make some personal calls
-people are happy!
-look up “odd” holidays and send your prospects/friends/clients something interesting about it
-January: send New Year’s cards
-to create a relationship, ask your contact “how can I help you?” Don’t make it all about you.
-crash holiday parties – it’s a great way to meet employed people.
-it takes 7-8 times before someone will give you a referral or lead.

Communications/Storytelling Even In the Most Unlikely Professions

I dislike lawyers. I really do. I can say this in spite of the fact that my three best friends are lawyers. It has taken me some time, but I can grudgingly admit that maybe not all lawyers are evil.

I came across an article in the AJC that was actually a nice, inspiring story about a former lawyer who decided he wanted to make an impact on kids’ lives and made a career transition to teaching. In his previous profession, this man used to “tell stories” to try to keep prisoners off of death row. He realized that judges need to see each client as a human so he changed his communication strategy to telling humane stories instead of just spouting legal jargon, which was boring his audience. So instead he talked about how one of his clients served in the Army or how another client had suffered wrongdoings earlier in his life. Let’s forget for a second the victims and their family members who may have suffered at the hands of these criminals who were now getting off easier due to the finesse of this lawyer. This story is not about that and it does seem like Mr. former lawyer is more than making up for it.

This storytelling method he used actually succeeded in helping some of his clients and just goes to show how important targeting your message is to the correct audience. It applies to all small businesses and entrepreneurs. If your audience isn’t responding, change your communication tone and message and it just may prove effective.

A Student for Life

I have one more week of my Grammar Refresher course I am taking through Evenings at Emory. I have said this before, but something about being on a bustling college campus just makes me feel more intelligent. I guess it's being surrounded by students and the general academic ambiance. Even the musty library we meet in smells smart!

A six-week course definitely forces one to dedicate time and attention to the subject at hand in addition to physically attending the class. It's the only way someone can really learn and retain the information. My subject was grammar and I was very intent about getting and retaining a good overview and really learning the basics again. As I have heard from friends pursuing their Masters Degree, you become very serious about your education and school when you are older and can appreciate the time commitment and financial commitment attached to it.

I have signed up for one more course on Copy Editing and Proofreading for the end of this month and I look forward to seeing where and how I can apply my new knowledge and skills. Ongoing education is so important and I definitely recommend an Evening at Emory program.