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Clearing Up the Confusion E-Zine Vol 01 Issue 09
------- Clearing Up the Confusion E-Zine -------
Vol 1, Issue 9
I spend a lot of time in these newsletters talking about the neat
gadgets, tools and applications which I've found out on the Web.
With that as subject matter, I doubt that I will ever lack for
something to report. This time, though, I thought I would take a
slightly different tack. Some of the most valuable things I find
out on the Web are a bit more nebulous: Ideas. More in this
issue's article.
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In This Issue...
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1. Article: My Trusted Advisors
2. Blog Posts
3. Guest Article: 3 Ways to be (Somewhat) Predictable
4. Shameless Self-Promotion
5. The Fine Print
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1. Article: My Trusted Advisors
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More valuable than all of the gadgets of Google, more economical
than free software, and more mind-expanding than writing my blog
are all of the ideas I've found floating around in cyberspace.
At times I feel like I have my own little cabinet of advisors
from whom I receive pages of concepts and insights which help me
run my business, have better relationships, and lead a better
life. I thought I would share some of my favorite blogs and
newsletters which have informed my life. I hope you'll check
them out and let them inspire you, too.
Blogs:
In no particular order, these are the ones I read on a daily
basis (or at least whenever they publish a new post).
* Seth's Blog: http://sethgodin.typepad.com/seths_blog/ -- Seth
Godin, author of a variety of books about marketing, riffs and
rants on a plethora of new marketing topics. He often makes me
think about how my day to day activities market me -- for good
or bad.
* How to Change the World: http://blog.guykawasaki.com/ -- Guy
Kawasaki, former Apple Evangelist, interviews authors, reports
on his travels, and writes about memorable behaviors by
companies at all levels. His interviews have informed a number
of my recent book purchases.
* Debby Peters, Networking Guru: http://cnpofohio.blogspot.com/
-- Debby Peters, the Networking Guru, relates stories from the
world of networking. Since I've actually taken her networking
class (http://cnpofohio.com) twice already, I can identify with
a lot of the lessons she writes about.
* Escape from Cubicle Nation:
http://www.escapefromcubiclenation.com/get_a_life_blog/ --
Pamela Slim talks about the joys and challenges of being an
entrepreneur. She's been working on her own for more than a
decade now. Her trailblazing is making my own transition a
heck of a lot easier. She also hosts a podcast which regularly
makes it onto my MP3 player.
* TechCrunch: http://www.techcrunch.com/ -- Michael Arrington
edits this great blog about all things new tech. He tracks
company happenings, business dealings, and, of course, the
coolest new widgets and gadgets on the Web.
* HELLO, my name is BLOG: http://hellomynameisscott.blogspot.com/
-- No list would be complete if I forgot to mention my buddy
and hero, Scott Ginsberg. Recently featured on 20/20 as one of
the luckiest people around, Scott takes personal branding and
networking to a whole new level. I can't say enough good
things about all of his offerings.
Newsletters:
I've fallen a bit behind on my newsletter reading, what with all
of the great blogs that are out there. Still, here are one or
two that you might consider:
* TIPS for Extraordinary Living: http://www.philiphumbert.com/ --
Philip Humbert is an author, speaker and personal success coach
(or so it says on his site). I don't know about all of that,
but I do know that he has some good, thought-provoking ideas on
living an extraordinary life.
* Jeffrey Gitomer's Sales Caffeine:
http://mailer.salescaffeine.com/KadroServer/maillink/102014/52/10089600
-- Jeffrey Gitomer dispenses sales advice to all and sundry.
He also includes excerpts from other sales experts. If you
have any aspect of sales in your career (and who doesn't?), you
should definitely check this one out.
* Gizmo's Support Alert Newsletter:
http://www.techsupportalert.com/al_subscribe.htm -- If you have
any interest in maintaining your own computer or in free
software for same, you can't afford to skip the Support Alert
newsletter. Gizmo compiles lists of free software, security
advice, and tips to improve your computing experience. I've
said before that you can find a lot of great, free software out
on the 'Net. Gizmo will tell you where and whether it's worth
the time.
One of the rallying cries of the Internet has been that
"Information wants to be free". The sources I've listed here are
only a bare fraction of the wealth available for that low, low
price. I haven't even touched on community-specific forums,
podcasts and videocasts, and, of course, the wonderful world of
Wikipedia. If you have any choice sources that you use on a
regular basis, I would love to hear from you. Drop me a line at
gpeters@cyberdatasolns.com.
Copyright 2007, Greg Peters
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2. Blog Posts
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Links to posts on the "Clearing Up the Confusion" Blog from the
last year:
Friday, June 01, 2007 -- I Are Smart
http://clearing-confusion.blogspot.com/2007/06/i-are-smart.html
Tuesday, April 24, 2007 -- Wiping the Slate
http://clearing-confusion.blogspot.com/2007/04/wiping-slate.html
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3. Guest Article: 3 Ways to be (Somewhat) Predictable
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by Scott Ginsberg
Brands are expectations.
Which means it's your job to prove customers right.
To confirm their suspicions about the value you deliver and the
values you stand for.
It ALSO means you need to be (somewhat) predicable:
1. In person.
2. Via email.
3. On the phone.
4. Throughout your marketing efforts.
Be (somewhat) predictable.
Disney calls this "staying in character." (After all, their
employees ARE called "cast members!")
AND HERE'S THE THING: you're not that different!
OK, maybe you wear a little less makeup. But the distinction is,
instead of playing the role of Snow White, you're playing the
role of YOU.
SO, THE CHALLENGE IS: how do you become (somewhat) predictable?
Here's a list of three ways to maintain brand consistency:
1. RECORD Brand Moments. Keep a log of your branding "moments of
truth." For example, write down any time a customer says, "I
figured you would do that!" or "It doesn't surprise me to see
your company..." or "That's exactly what I expected your
website to say!" After all, what people remember about you is
what you are.
2. REMIND Brand Moments: in your office, post a bunch of sticky
notes that read, "Is what I'm doing RIGHT NOW consistent with
my brand?" This will keep you accountable. And if you're ever
not sure if the answer is yes, well, consider that a hint.
3. REINFORCE Brand Moments: any time you do or say something
consistent with your brand's values, tell people. For example,
if you email a prospect and say, "Well, my consulting fees are
available on my website," don't forget to punctuate that
sentence with, "...because that's the way I do business," or
"...because that's what clients have come to expect of me."
They'll appreciate your integrity. And people respond to
policies.
ONE FINAL NOTE: don't seek to achieve 100%
predictability. There's nothing wrong with throwing a few curve
balls here and there.
Just remember, consistency is CRUCIAL to successful
branding. Because consistency is far better than rare moments of
greatness.
And...
Consistency leads to familiarity.
Familiarity leads to predictability.
And predictability leads to trust.
And TRUST is foundation of all business.
Especially when it really IS a small world after all!
LET ME ASK YA THIS...
What's your most predictable brand moment?
LET ME SUGGEST THIS...
Post your answer on my blog for the world to see!
© 2007 All Rights Reserved.
Scott Ginsberg, aka "The Nametag Guy," is the internationally
recognized author of four books, including "The Power of
Approachability" and "How to be That Guy." He delivers speeches
and publishes online learning tools that help businesspeople make
a name for themselves - one conversation at a time. He can be
reached at 314/256-1800 or you can email Scott
directlyscott@hellomynameisscott.com.
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4. Shameless Self-Promotion
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The "Clearing Up the Confusion" E-Zine is a production of Greg
Peters, owner, chief cook, and bottlewasher of Cyber Data
Solutions. CDS has been helping nonprofit and charitable
organizations develop their web presence for more than a decade.
Visit us on the Web at www.cyberdatasolns.com to see how we can
help your organization.
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5. The Fine Print
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