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A Lasting Leadership Lesson: How One Leadership Talk By George Washington Saved The Revolution (And Our Fledgling Nation) From Catastrophe.
Leadership lessons come in many guises. One unforgettable lesson comes from George Washington and his contribution to the most important victory of the Revolutionary War.
That victory occurred neither at Saratoga or Yorktown but in a log...
Be The Full Jigsaw! How to Solve the Leadership Jigsaw
BE THE FULL JIGSAW!
How To Solve the Leadership Puzzle
By Alan Cutler, Leadership Writer, Speaker and Mentor
"There is no such thing as a perfect leader, either in the past or present, in China or elsewhere. If there is one, he is only...
Creative Strategies for Brainstorming for Business Success
We experience creativity every time a fresh idea pops into our minds. We recognize creative imagination in everything from a pastel painting to a business plan. By trying these ten tips, you will discover some amazing creative abilities that may...
How You Can Deliver a Memorable Public Speech
"A speech is poetry: cadence, rhythm, imagery, sweep!" -Peggy Noonan These ten attributes will support you in creating an empowering public speech that is motivating, captivating, and memorable. 1. Savoir-faire The ability to act appropriately...
Leadership: Wisdom of the Ages
If you gather 100 experienced leaders together to share with you their most important secrets for success, you probably wouldn’t hear a lot of academic theory or jargon. Instead, this is a good idea of what you’d hear: 1) Put ethics first. If you...
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Tune Your Writing For A Boom Economy
As the American economy emerges from recession, many businesses are now reexamining their marketing materials and realizing that their communications are outdated, ill-prepared for the return of a robust, competitive, growing economic environment. Strategies developed to survive hard times are often the wrong ones for profiting in good times.
Here are five strategies for ensuring that your marketing is fully prepared for the economic recovery:
Promote the most optimistic tone possible. Now isn't the time to hide your strength or to conserve your energy - show your industry leadership by promoting a tone of bold optimism in every written work that represents your company. Every word of every sentence should be carefully crafted to project the good news that your company is doing well, growing strong, and standing ready to carry your customers' confidence to new heights in the coming year. There's simply no room for doubt or even neutrality in the words that represent you to the world.
Stress growth, not survival. Your business survived the recession - pat yourself on the back, but not in public. Some companies begin an economic recovery by merely reminding old customers that they still exist; don't be one of them. Instead, demonstrate how your business grew, evolved and improved in recent years - and is now providing more value to your customers than ever. In communications that mention the economic downturn, don't deny the facts, but present them as historic opportunities for your company rather than ordeals to be survived.
Stress benefits, not costs. A recessionary economy naturally forces companies into price wars, and customers instinctively associate price slashing with a down economy and a shrinking company. Analyze your marketing, take note of any aspect
which promises lower costs than your competitors, and replace as many as possible with promotions of your greatest positive service benefits. When the growing economy allows for a price recovery, you don't want to be hamstrung by marketing that promises recessionary pricing.
Remember who your friends are - and why. Your core customer base is the reason you're still in business. Take a moment and thank them for their continued patronage. Take particular note of the reasons why your most loyal customers stand by you, through good times and bad. Ask them, if necessary. As the economy shifts gears, you have an opportunity to discover very profitable facts about your market that can go unnoticed in both recessions and expansions. Learn those facts and refocus your communications appropriately.
Finally, get back to basics. Now's the time to take a good look at your business, in light of long-term goals and your original reasons for being in business. Dust off your business plan, reload your mission statement, and evaluate your core communications in terms of the fundamental principles that make up your company; use your marketing to not only bring in new business, but to also inspire your company to grow great into the vision that gave birth to it in the first place.
Your written communications are instrumental to bringing your company's vision into the world; the coming year is going to bring great opportunity to those businesses prepared to take advantage of it.
As the economy shifts gears from recession to expansion, make sure your marketing does as well.
About the Author
Robert Warren (www.rswarren.com) is a freelance copywriter in the Orlando, Florida area, specializing in providing for the marketing and communications needs of the independent professional private practice.
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