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    The Seven Second Race: How to Draw Attention Your Ad
    You've decided to launch your advertising campaign but you have no idea what would inspire others to buy from you. Or maybe you've already run some ads to no avail. How do you make your ad the one that stands out? After all, consumers receive thousands of marketing messages everyday. What makes what you're offering so special? In today's highly competitive marketing environment, chances are your ad will get overlooked. Meanwhile, some other entrepreneur is making money and developing a highly effective ad campaign. The people that are successful in this area have spent considerable time going over their ads. And with enough effort, any business owner can achieve similar success.
    rently. New people got more instruction. Some of us, like me got lots of contact, I think because we like it, but other people, like Arnie, got left alone except for Karen's ubiquitous check-ins."

    "Arnie was the guy you called 'The Hermit?'"

    "That's him. He did great work, but he didn't like people checking on his progress all the time. Karen used to joke that she just slipped assignments under his door and waited to get his excellent reports back."

    "So she treated everyone a little different, depending on their experience and on the way they liked to be dealt with. Is that right?"

    "Yep. It was different strokes for different folks and different strokes for the same folks at different times."

    Susan smiled and wrote that down. "Anything else that she did that you think is worth doing?"

    John thought agai

    Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract
    Advertisers that are beginning to focus on the young Hispanic market have been given a gift in the form of Latino television programming. Now mind you it’s not your typical Latino television programming that you would find on Univsion, this programming is geared towards the large and most overlooked demographic, U.S. born Latinos.Advertisers crave the buying power of the Hispanic market, the largest minority group in the United States today. But the problem is that they are limited in their knowledge of the Latino community. While they are looking for different types of media to use to hit this desirable market and have their agencies working overtime on the creative end, they are
    When John was promoted to his first management job, his boss gave him a book about twelve traits a leader must have. His father gave him a different book about the characteristics of great leaders. His sister sent him an article about the new leadership. And his brother-in-law sent him a different article on the same subject, but with different advice.

    When John's wife, Susan, walked into the den that night, she found him grimly staring into space. The books and articles were scattered around him.

    "I can't make sense of this," he groused, "One book is telling me that good bosses have integrity and values. The other one says that great leaders have vision. One article says that command and control is dead and I should let people control things but the other one talks about using technology to monitor behavior. I liked it better before I was promoted. Then, I knew what to do."

    "Maybe that's the answer," offered Susan, "You've said you want to be a boss like Karen, the woman you worked for in your first job in marketing. What did she do?"

    "Gosh," John paused and thought. "To start with, she was always touching base with us. Even when I was on the road, she was checking in to see how I was doing and if I needed anything and if I understood what she wanted. What are you doing?"

    Susan looked up innocently. "I'm taking notes, darling. When this is over you won't remember a thing you said and you'll ask me and I won't remember either. Remember what the Chinese say, 'the palest ink is stronger than the strongest memory.'"

    "So what did you write down?"

    "Touch base a lot. Why do you think that worked?"

    John leaned back and stared at the ceiling. "Well, every time we connected I think we learned about each other. I could make sure I understood what she wanted. She asked about a lot of things. As I think about it, though, the conversations were different in the beginning."

    "How so?"

    "When I was new, there was a lot more instruction. She told me what to do and how to do it. Later we discussed things. And during the end of the time I worked for her, she'd just assign things to me. I never thought about that till just now. It was a gradual thing."

    "What else?"

    "You always knew what Karen wanted."

    Susan broke in, "That's nothing special. I know what my boss wants, even though he never tells us."

    "I think that's different." John was leaning forward now, gesturing with his hands. "Karen made a point of telling us, as a group and one at a time. We didn't have to guess. It was all out in the open."

    "When I started working for her she sat me down laid out her expectations. There were her 'Three Rules' that we were never supposed to break. We joked a lot about them, but we all knew the rules and we followed them. She also told me how she liked to be briefed and how often. She gave me guidelines about how to know when I could make a decision on my own and when I should check in with her."

    "Then, every week we sat down and discussed what had to be accomplished. And she was always checking to make sure we understood. And …"

    Susan held up her hand. "Whoa. I get it. I wrote down: 'Lay out clear expectations over and over. Check for understanding.' Is that about it?"

    "Yeah. But there's one more thing about that. She treated everyone a little differently. New people got more instruction. Some of us, like me got lots of contact, I think because we like it, but other people, like Arnie, got left alone except for Karen's ubiquitous check-ins."

    "Arnie was the guy you called 'The Hermit?'"

    "That's him. He did great work, but he didn't like people checking on his progress all the time. Karen used to joke that she just slipped assignments under his door and waited to get his excellent reports back."

    "So she treated everyone a little different, depending on their experience and on the way they liked to be dealt with. Is that right?"

    "Yep. It was different strokes for different folks and different strokes for the same folks at different times."

    Susan smiled and wrote that down. "Anything else that she did that you think is worth doing?"

    John thought agai

    What NASA Can Teach You About Your Business Goals
    Despite the current issues challenging NASA, it’s financing and the future of the Space Shuttle Program, there is a key lesson you can learn from its past successes. This lesson is about setting a complete goal and including the wider implications for your business and your staff.During the space program in the 60’s and 70’s the over-riding focus for the flights to the moon and the other missions was not just getting the astronauts into space but also bringing them back safely. The Apollo Program was designed with the specific goal of landing humans on the moon and assuring their safe return back to Earth. The “safe return” part of this is often overlooked but this was actually
    r before I was promoted. Then, I knew what to do."

    "Maybe that's the answer," offered Susan, "You've said you want to be a boss like Karen, the woman you worked for in your first job in marketing. What did she do?"

    "Gosh," John paused and thought. "To start with, she was always touching base with us. Even when I was on the road, she was checking in to see how I was doing and if I needed anything and if I understood what she wanted. What are you doing?"

    Susan looked up innocently. "I'm taking notes, darling. When this is over you won't remember a thing you said and you'll ask me and I won't remember either. Remember what the Chinese say, 'the palest ink is stronger than the strongest memory.'"

    "So what did you write down?"

    "Touch base a lot. Why do you think that worked?"

    John leaned back and stared at the ceiling. "Well, every time we connected I think we learned about each other. I could make sure I understood what she wanted. She asked about a lot of things. As I think about it, though, the conversations were different in the beginning."

    "How so?"

    "When I was new, there was a lot more instruction. She told me what to do and how to do it. Later we discussed things. And during the end of the time I worked for her, she'd just assign things to me. I never thought about that till just now. It was a gradual thing."

    "What else?"

    "You always knew what Karen wanted."

    Susan broke in, "That's nothing special. I know what my boss wants, even though he never tells us."

    "I think that's different." John was leaning forward now, gesturing with his hands. "Karen made a point of telling us, as a group and one at a time. We didn't have to guess. It was all out in the open."

    "When I started working for her she sat me down laid out her expectations. There were her 'Three Rules' that we were never supposed to break. We joked a lot about them, but we all knew the rules and we followed them. She also told me how she liked to be briefed and how often. She gave me guidelines about how to know when I could make a decision on my own and when I should check in with her."

    "Then, every week we sat down and discussed what had to be accomplished. And she was always checking to make sure we understood. And …"

    Susan held up her hand. "Whoa. I get it. I wrote down: 'Lay out clear expectations over and over. Check for understanding.' Is that about it?"

    "Yeah. But there's one more thing about that. She treated everyone a little differently. New people got more instruction. Some of us, like me got lots of contact, I think because we like it, but other people, like Arnie, got left alone except for Karen's ubiquitous check-ins."

    "Arnie was the guy you called 'The Hermit?'"

    "That's him. He did great work, but he didn't like people checking on his progress all the time. Karen used to joke that she just slipped assignments under his door and waited to get his excellent reports back."

    "So she treated everyone a little different, depending on their experience and on the way they liked to be dealt with. Is that right?"

    "Yep. It was different strokes for different folks and different strokes for the same folks at different times."

    Susan smiled and wrote that down. "Anything else that she did that you think is worth doing?"

    John thought agai

    Branding Mistakes - Brand Identity Guru
    1. It “sells itself.” I don’t need to market.Okay, you might have a solid product or service. You might even routinely satisfy your customers. They might even send their friends and family to you. But wait. Is that your product or service selling itself? No (that is, unless your widgets have learned to speak). That’s one of your customers playing out-of-the-goodness-of-my-heart salesperson for you. Yeah, word-of-mouth is nice, and if it’s happening for you, congratulations! It’s a sign of a great product or service. But relying on it exclusively can hurt you. Yes, six degrees of separation and all that, but counting on those connecting conversations to consistently mention you, es
    at the ceiling. "Well, every time we connected I think we learned about each other. I could make sure I understood what she wanted. She asked about a lot of things. As I think about it, though, the conversations were different in the beginning."

    "How so?"

    "When I was new, there was a lot more instruction. She told me what to do and how to do it. Later we discussed things. And during the end of the time I worked for her, she'd just assign things to me. I never thought about that till just now. It was a gradual thing."

    "What else?"

    "You always knew what Karen wanted."

    Susan broke in, "That's nothing special. I know what my boss wants, even though he never tells us."

    "I think that's different." John was leaning forward now, gesturing with his hands. "Karen made a point of telling us, as a group and one at a time. We didn't have to guess. It was all out in the open."

    "When I started working for her she sat me down laid out her expectations. There were her 'Three Rules' that we were never supposed to break. We joked a lot about them, but we all knew the rules and we followed them. She also told me how she liked to be briefed and how often. She gave me guidelines about how to know when I could make a decision on my own and when I should check in with her."

    "Then, every week we sat down and discussed what had to be accomplished. And she was always checking to make sure we understood. And …"

    Susan held up her hand. "Whoa. I get it. I wrote down: 'Lay out clear expectations over and over. Check for understanding.' Is that about it?"

    "Yeah. But there's one more thing about that. She treated everyone a little differently. New people got more instruction. Some of us, like me got lots of contact, I think because we like it, but other people, like Arnie, got left alone except for Karen's ubiquitous check-ins."

    "Arnie was the guy you called 'The Hermit?'"

    "That's him. He did great work, but he didn't like people checking on his progress all the time. Karen used to joke that she just slipped assignments under his door and waited to get his excellent reports back."

    "So she treated everyone a little different, depending on their experience and on the way they liked to be dealt with. Is that right?"

    "Yep. It was different strokes for different folks and different strokes for the same folks at different times."

    Susan smiled and wrote that down. "Anything else that she did that you think is worth doing?"

    John thought agai

    Realtors: Follow-up Often for Repeat Business and Solid Referrals
    You're selling a house for a couple who is moving out of state. You think you'll never see them again. Should you stay in touch? Absolutely.You just helped a young couple purchase their first home and getting them financed was a struggle. Should you stay in touch? Absolutely.Each and every client and customer you serve well is like a walking advertisement for you - but only if you maintain top of mind awareness through consistent contact. Just because that couple moved away doesn't mean all their friends and family moved. If they liked you, they'll tell those people, if they remember. That's the big if, and its one you can control. Yo
    ne at a time. We didn't have to guess. It was all out in the open."

    "When I started working for her she sat me down laid out her expectations. There were her 'Three Rules' that we were never supposed to break. We joked a lot about them, but we all knew the rules and we followed them. She also told me how she liked to be briefed and how often. She gave me guidelines about how to know when I could make a decision on my own and when I should check in with her."

    "Then, every week we sat down and discussed what had to be accomplished. And she was always checking to make sure we understood. And …"

    Susan held up her hand. "Whoa. I get it. I wrote down: 'Lay out clear expectations over and over. Check for understanding.' Is that about it?"

    "Yeah. But there's one more thing about that. She treated everyone a little differently. New people got more instruction. Some of us, like me got lots of contact, I think because we like it, but other people, like Arnie, got left alone except for Karen's ubiquitous check-ins."

    "Arnie was the guy you called 'The Hermit?'"

    "That's him. He did great work, but he didn't like people checking on his progress all the time. Karen used to joke that she just slipped assignments under his door and waited to get his excellent reports back."

    "So she treated everyone a little different, depending on their experience and on the way they liked to be dealt with. Is that right?"

    "Yep. It was different strokes for different folks and different strokes for the same folks at different times."

    Susan smiled and wrote that down. "Anything else that she did that you think is worth doing?"

    John thought agai

    Searching For Executive Jobs-Recruiters Here Are Two Effective Alternatives To Trawling Job Boards
    Many people devote months to searching through the job boards looking for their next great executive or management job.If I was about to conduct a job search for myself, I’d be looking to spend just a single day on it.One of the best places to search for your next great job is actually your local library.Let me explain…In the business section of your local library, you'll find rich information on companies along with the names of key contacts in those companies.A good librarian will be able to point you in the right direction.If you are in the software industry for example, tell the librarian that you are looking for information and contacts in s
    rently. New people got more instruction. Some of us, like me got lots of contact, I think because we like it, but other people, like Arnie, got left alone except for Karen's ubiquitous check-ins."

    "Arnie was the guy you called 'The Hermit?'"

    "That's him. He did great work, but he didn't like people checking on his progress all the time. Karen used to joke that she just slipped assignments under his door and waited to get his excellent reports back."

    "So she treated everyone a little different, depending on their experience and on the way they liked to be dealt with. Is that right?"

    "Yep. It was different strokes for different folks and different strokes for the same folks at different times."

    Susan smiled and wrote that down. "Anything else that she did that you think is worth doing?"

    John thought again. "There is, and it's got a kind of funny name."

    "And that would be?"

    "She called it the 'Dinosaur Principle.' I guess she learned it at a seminar someplace. Anyway it was that problems are like dinosaurs. If you get them small, they're easy to deal with. But if you let them grow big, they can eat you."

    "You're right, it's kind of funny, but it makes sense. So does everything else. Want to hear my list?"

    "Absolutely."

    Susan smiled. "Here's how I got it down."

    "Touch base a lot. Set clear expectations. Check for understanding. Treat people differently based on their performance and preference. The Dinosaur Principle."

    "That's it. You're right. I do know what to do. All I really need to do is think about Karen and how she did things and then adapt a bit for my own style and situation."

    "Good plan, John. In fact, what I think you've done is identify what we call a 'role model.'" They both laughed.

    John stood up. "I think I'll save these books and articles for inspiration and ideas." He leaned down to pick up the books.

    "I'll take care of those. You need to go write a think you note to Karen."

    "I sure do. And, maybe, if I'm lucky she'll be willing to be a mentor for me and I can keep learning from her."

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