September, 2007
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September, 2007 |
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And just as January 1st is looked at as a “fresh start” for many as they endeavor to implement their New Year’s resolutions, September is also a good time to take stock after the long summer and move forward with strategies and ideas not yet implemented. I am doing just that with several new initiatives that I have been working on that will be launched over the next few weeks. This month’s article focuses on the checks and balances that must be in place before we embark full-steam ahead on our own “brilliant” ideas. If you’re one of those “Ready, shoot, aim” people, then pay even closer attention. In the mean time, let’s look at back-to-school time as a great reminder for all of us to be life-long learners. Here’s to knowledge and wisdom born of your unique experience! David Avrin
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By David Avrin – The Visibility Coach
Then I thought to myself: “I think I’ll send it out to some colleagues and trusted advisors to get their take on it before it goes to the masses.” While I had expected the response to merely point out a few typos, what I got instead was a barrage of comments, criticisms, pointed suggestions, outright nay-sayers and a relative few undeserved, simple pats on my back. Ouch! The fact is that few of us do our best work alone, yet too many of us are relegated to create, strategize and implement our ideas on our own. And while I’m not suggesting that we float every idea and concept to everyone we know before we take action, our formal and informal colleagues and advisors can play a crucial role in ensuring that we produce quality work – before our clients and prospects receive it. Remember that your professional brand is everything you do – and everything that you fail to do well in your business. Everything that leaves your office – by phone, e-mail, snail mail, fax, printed or otherwise reflects on how your clients and prospects perceive you. Most organizations have horror stories of marketing pieces that were sent out with incorrect contact information, event dates or other important information. In fact I get dozens of calls every day from Canadians wishing to add more time on their Rogers Telecom pre-paid phone cards. It seems someone forgot to check to see if the phone number printed on the cards was correct. In fact, the number was perfect, if you wanted to reach the Visibility Coach in Castle Rock, Colorado. However if you wanted to give money to Rogers for additional phone time you were out of luck. Huge loss of revenue for them – and a huge pain in the neck for me! I have spoken at numerous conferences and have served on many panels with journalists who always have wonderful, yet painful stories of press materials that contained poorly-conceived wording or outright mistakes. I have never, ever heard of one of these cases where a positive story resulted from such an effort. Never. While your “advisory group” can play a very important role in pointing out potential strategic land-mines or proposing alternative approaches to your marketing efforts, keep in mind that they can also fall victim to “focus group effect.” This is where people tend to offer opinions, because they think they’re supposed to – whether they are educated opinions or not. The danger comes from making a serious about-face on a strategy based on one opinion. If it makes sense to you, then go with it. Otherwise, look for trends and follow your well-informed gut. (Special note: Respect the time of your “advisors” and don’t “go to the well” too often. Either pay for their expertise, return the favor, or throw some business their way. Hey, we all work for a living!) As for my new program, I am grateful for all the feedback. Some I followed, while others didn’t quite fit my vision. All the feedback was tremendously valuable. In the end, the questions were answered, the benefits clarified, the audience narrowed and the materials significantly revised. Watch for the launch in the coming weeks. In short, we can become enamored with our own “brilliant” ideas and it often takes a light, shining from a different direction, to illuminate the flaws in our approach. Turn those lights on and keep your eyes (and ears) open to alternatives. Keep telling yourself that you’re brilliant, but also make sure that nothing leaves your office that doesn’t live up to that standard. Your brand depends on it. David Avrin is known internationally as the Visibility Coach. A noted speaker, author, publicist, branding consultant and executive coach, David shows professionals how to stand apart and raise their profile in a competitive marketplace. Visit him online at www.visibilitycoach.com. |
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As that wonderful Staples TV add proclaims: “It’s the most wonderful time of the year!” Yes, the kids have all gone back to school. And while I do miss the unsolicited mid-morning hugs in my home office, I do appreciate the uninterrupted time to think and work.
“You are brilliant,” I said to myself as I completed the first draft of the brochure for a new program I am launching. In fact, a client (and good friend) gave me the idea and I ran with it. I had the one-sheet brochure laid-out, the text was expertly crafted and the design was top-notch. I was ready to send it out to business prospects and could just envision the money rolling in. 
Interested in learning more about David Avrin’s Inspirational Keynote based on his best-selling book: The Gift In Every Day – Little Lessons on Living a Big Life? 