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The Power of the Written Word: Why Marketers Say Written Content Still Trumps Visuals

words have power

The saying goes that a picture is worth a thousand words, but it when comes to marketing and branding, experts say that written content is still king.

A recent survey from Social Media Examiner shares some interesting (and unexpected) insights into how marketers value social media and content. What really caught my attention was that even in a social landscape that appears to be dominated by visuals and graphics, it’s the written content that still has the greatest impact on sharing a message.

Over half of marketers – 58 percent – claim written content is their most important form of social content. Visual content – the next highest category – came in at just 19 percent. From there the categories become even weaker and more spread out.

But we know visuals grab our attention, so why should we care about these numbers? The results of this survey were from 3,000 marketing professionals that live and breathe social media every single day. They quite literally make it their job to try new trends and monitor the results. Regardless of what we feel is most effective, these people have the data to show us what’s really working. And they’re saying that even the most mesmerizing graphic designs will miss the mark without quality written content to back it up.

Really though, this survey isn’t telling us anything we shouldn’t already know. It’s simply bringing to light the obvious trends that may be so obvious we are completely overlooking them. Social media values (and rewards) original written content. Take for example, LinkedIn. They understand the power of the written word and that’s why they created a publishing platform where members can share their thoughts in an organized and attractive format.

In case you still need more proof to convince you of the importance of written content as part of your marketing strategy, let’s not forget about SEO. Search engines love original written content! Even visuals rely on written content in the file name and captions to help boost their indexing on search engines.

The Takeaway

This is an important reminder to not get lazy with our content and messaging. Your visuals and audio clips will grab your audience’s attention, but your message will be what makes them stay. So often I see a business or brand post beautifully designed graphics to their Facebook page only to combine it with a poorly written caption – or none at all. The difference between these visuals and ones that include a quality caption can be clearly seen in the interactions it receives.

Additionally, original written content is a valuable opportunity to give a voice to your brand or define yourself as a thought leader and authority. Better yet, use it to tell a captivating story!

And finally, there is absolutely still reason to share visuals alongside your written content. When combined, the two will grab the minds and hearts of your readers – and keep them coming back for more.

Do you agree or disagree that written content remains more powerful than visual or audio content? Share your reasoning by commenting below!

 
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Posted by on October 20, 2014 in Business & Success, Social Media

 

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Have You Fallen Into the Deadly Trap of Time Management?

time trap

We devote so much time and energy to improving our time management. There are websites, blogs, educational programs and entire shelves in bookstores dedicated to this very topic. After all, time management is the “holy grail” of happiness and success, right? We think it’s what allows us to do it all and do it well, take on more projects, get that raise and provide for our family. But what I’ve recently come to find is that the entire concept of time management is one big lie.

Controlling time, by any means, is simply not possible. There are things we do to make ourselves feel like we are in control. These things, like waking up early, working faster, skipping lunch breaks and staying up late may insulate our happy little bubble of managed time, but there are no more hours in our day and everything comes at the sacrifice of something else.

Technology has only aggravated this problem by making us feel like we can be ever more efficient with our time by being hyper-connected and multitasking every hour of the day. We think that if we can get more done today, that tomorrow will be less hectic, that tomorrow we will have time for our hobbies, that tomorrow we will be less stressed and more happy. But tomorrow is a moving target and every day is just as busy as the one before because we simply aren’t able to manage time.

Don’t believe me? Here are a few of life’s truths that have helped me to recognize the deadly traps of time management:

We can’t manage time; we can only manage ourselves regarding time.

As I said before, time management is a lie. We can’t manage time; we can only manage ourselves regarding time. We aren’t in control of time, but we are in control of our actions. How we choose to use the time we’ve been given every day is the most critical decision we have to make with our lives.

Rather than missing the forest for the trees by worrying about how we can answer more emails in a day, worry about why we even want to be answering so many emails in a day. Look at the bigger picture of your life and begin to prioritize what will matter most in the grand meaning of your existence.

You don’t “have” to do anything.

Another one of time management’s deadly traps is overwhelming ourselves with everything we “have” to do in a day. When I looked back at my Google calendar from a year ago, it’s interesting to see everything I packed into my schedule and marked with a star as a “must do” task.

What would have happened if I simply didn’t get to it that day, that week, ever? Minor consequences, if any. I have to constantly resist creating additional and unnecessary pressure in my life. We all do. If you feel like there is so much you “have” to get done today that you can’t meet a friend for lunch or take off an hour early to see your son’s soccer game, closely evaluate these tasks again and you’ll be surprised as to how this new mindset will show you how things can – and will – wait.

You will never have more time.

No one is able to “make time,” they must prioritize. We all have the same number of seconds every day so when someone says they’ll try and make time for that tomorrow, you know that it’s simply not a priority.

Another trap is saying you will take on a task when you have more time. You will never have more time. You must either do less or do it faster to make room for something else in your life. Again, it comes down to priorities.

It will never take just a minute…half hour…hour.

This time management trap is one of the most subtle and therefore extremely sneaky. It’s being unrealistic with how long it will take you to complete a task. We begin our busy day with a task list orchestrated by the minute only to find that we are constantly falling behind and chronically late. Does this sound familiar? It’s likely because you think a task will take half the time that it actually requires and so you overbook your day and scramble to get back on track. This is a frustrating and stressful life to live.

Start tracking the time it takes you to do common tasks to gain a better sense for how much time they require. This will help you to manage yourself regarding time.

Only in very rare instances does something have to be done “now.”

This final time management trap is the one that really gets under my skin because it’s the result of someone else trying to manage your time for you. Your boss, co-worker or spouse asks you to do something and insists it has to be done right now. Does this sound familiar? We all know that person who feels like everything they have going on is urgent and you should drop everything you’re doing to make it a priority. Yet, once we do complete the task, they don’t even touch it until the next day, or week, or at all.

Don’t get caught up in someone else’s urgent trivialities. It’s a power game and their effort to control you since they likely feel out of control with other aspects of their life. Directly question if it truly is something urgent; make them justify it. Then, push back. Let them know you have other things going on and matter of factly state that it cannot be completed until next week. I always say that if everything is urgent, then nothing is urgent. Learn to identify those people who “cry wolf” with your time.

In the end…

What’s the moral of this life lesson? It’s that the time given to us each day and the number of days we’re given in our life is completely out of our control. We can continue to waste these precious moments trying to find time hacks and ways to cram even more into our days. Or we can stop living the lie of “time management” and starting actually living.

So how should we manage our time? We should take more naps, longer lunch breaks, a long walk and turn off work after reasonable business hours have passed. Yes, there will be tasks left to do, but there will always be tasks left to do. Even if you worked 24 hours a day, there would be something more to fill your time – or you would invent it. You are the only person who can and should prioritize your life. If you don’t work to find a balance, you will simply work and work and work until that becomes the only meaning in your life. And that is a very sad day, indeed.

So, have you fallen into the deadly trap of time management – working longer and harder in hopes that it will make tomorrow less hectic…but it never does? Share your own struggles and triumphs by commenting below!

 
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Posted by on October 13, 2014 in Business & Success

 

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Failing Forward: Why It’s Important to Fail Often

failing

Failing is a necessary part of life. I’ll refrain from inserting too many cheesy “fail” quotes because I’m sure you’ve seen most of them already, but they do carry truth. Instead, I will say that I fail often and in a variety of ways. Sometimes my failures are so silly they make me roll my eyes and giggle. Sometimes my failures are so frustrating that they bring me to tears. Both types are equally as important. Why? Because failing is a sure indication that some pretty cool things are happening in our lives.

To help you come to this same realization – that failing often is a good thing – I may need to paint a clearer picture. We should not label failing as “failure” so long as we learn to fail forward, to get stronger, smarter and more courageous as a result. Here are six reasons why, after allowing yourself a brief pity party, you should take a deep breath and embrace failing with gratitude.

  1. You are challenging yourself

We don’t often fail at things that are simple, easy or common. No, we fail at things that require taking a leap, stretching our limits and coming out of our comfort zone. These are all good things (regardless of the outcome)! If you’re not failing often, you’re not pushing yourself often. I’d much rather know that I’m pushing my own limits – and every so slowly moving them – than to never fail the rest of my life.

  1. You are learning how to deal (gracefully) with disappointment

Learning how to deal with disappointment is one of the most valuable lessons we can learn in life. We’re moving toward a society that is so politically correct and focused on being “fair” that we’re creating a world of wimps. I said it. It’s important that we learn early and often the burn of disappointment from failing. It hurts, it sucks and it sticks around for a while. I still feel the discomfort of failing, but it no longer brings me to my knees as it used to. By failing often I have learned, time and time again, how to quickly regain my composure, fight back my tears and look for the bright side of things.

  1. You are growing tougher skin

The more you fail, the more resilient you become at brushing off the feeling of failure. In looking back at my childhood, there were always one or two kids that just seemed to have terrible luck. They couldn’t catch a break in school, sports or social circles. But I remember these kids as being some of the most pleasant people, always smiling and even learning to laugh at themselves. They grew tougher skin early in life and I’m slowly catching up. Things I would once deem as “catastrophic failures” are now merely a bump or two in the road. I’m becoming more resilient as a result of failing often.

  1. You are identifying your weaknesses

If failing is good for nothing else, it exposes our weaknesses. This exposure can feel raw or we can choose to see it as an opportunity to work on these weaknesses so that they don’t continue to trip us up in the future. For people who never fail (and I don’t believe they exist), they live their life thinking they’re without flaws and then when something does go wrong it totally catches them off guard. Failing allows us to sharpen our swords each and every time, so we never fail in the same way twice.

  1. You are gaining experience

Whatever steps you took that led to failing were still steps of progress that helped you to gain experience. Maybe you didn’t win that race, but all those training miles that led you to that big moment are yours to keep. You’re stronger and better prepared to take on the challenge again in the future. The same applies for so many other aspects of life. While you didn’t win the “prize,” all the time and effort you put into getting to that point are pretty good consolations.

  1. You are avoiding something that simply wasn’t meant to be

For those who believe in fate (and I do), I appreciate the fact that failing means I’ve successfully avoided something that wasn’t meant to be. If we wished to never fail again, we would likely stumble into situations that prove to be more harm than good. In my career, failing by not winning a client or job has almost always been a blessing in disguise. Either they were a bad fit or another, bigger client came along shortly after that I would have had to turn down had I won that original client. We can apply this theory to relationships, travel, big purchases and more. Be happy that failing is life’s way of protecting you from a far worse fate.

How have you failed recently and how did you choose to make the best of situation? Share your personal experiences by commenting below!

 
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Posted by on October 6, 2014 in Business & Success, Life

 

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The Art of Storytelling: Why This Tactic is so Valuable for Your Business

storytelling

The influence of storytelling can be found in all aspects of our lives. First, think of how we are entertained. We watch television and movies, read books and surf social media. All of these components include storytelling in one way or another. Now think about how we mentally and emotionally connect with the world around us. We share our day’s events with our friends by recounting them through a story. We read news stories in print and on the web. And we reminisce about old memories through stories that evoke every emotion imaginable.

Do you now see why storytelling is such an essential – and powerful – means to communicating a message? It’s important to remember that storytelling is anything but new. Before civilization knew how to write, we told stories as our only way of learning and passing along knowledge to one another. In fact, a good story teller was among the most respected and revered people in a community!

Before I turn this into a history lesson, I’ll finish with one thought. While our label for the modern day “storyteller” has many names, the gifted storytellers among us still rise to the top as charismatic and effective communicators. They are deemed likeable, influential and wise. There are several things we can all learn from these storytellers and apply toward our own business communications. Here are 5 ways to incorporate storytelling into your public relations and marketing efforts:

  1. Give the sweet and condensed version

People don’t want to read the next great American novel when learning about your business. They would much prefer the Reader’s Digest version that highlights the most interesting, impressive and important details, while skimming over the things that are basic and obvious. Say what you need to say in the fewest words possible and carefully select those words to have the greatest impact. The “less is more” theory absolutely holds true to your marketing content. Rarely will people spend more than 7 seconds trying to understand your message if it is not clear. Keep it simple and keep their attention!

  1. Call upon personal experiences

Bring the characters of your story to life by sharing their personal experiences – both triumphs and failures. This adds that “human element” that allows your audience to connect with your story on a deeper level. Another strategy is to write the story in first person, allowing people to hear your voice and associate you as the storyteller – not some anonymous third party. Not only does this add credibility, but it shows you are involved with your business on a very personal level and your customers can expect this same level of personal attention.

  1. Focus on evoking one emotion

So often business owners want to describe their services with numbers, statistics and cold, hard facts. People don’t connect with – or remember – this approach. Instead, people remember only how you made them feel. Take control of the emotions you evoke with your storytelling by thinking strategically and planning your content appropriately. Most importantly, select just one emotion and focus the details of your story on this emotion. For some industries, humor is the most effective. For other industries it’s pity or fear. And the list goes on and on. Do your market research to see what your target audience receives well and use this as the theme that brings your entire story together.

  1. Don’t make yourself the hero

In many cases, you as the business owner will play a role in your story. You can certainly be a character, but avoid making yourself the hero. Instead, focus on the people or the lesson. Speak directly to your target audience with your story by making it conversational and asking rhetorical questions. Or focus on teaching them a valuable life lesson by sharing your struggles as well as your successes as inspiration for what they might achieve. While you might very well be the hero of your story, take a backstage role and let your audience bask in the lime light.

  1. Remember your audience

Finally and most importantly, remember to whom you are telling your story. Sure, you are speaking to people, but what kind of people? Get inside their minds and figure out what makes them tick. Maybe they are tech-minded, science geeks. Speak their language! Don’t try to appeal to them with romantic, flowery language. It won’t work. For any type of marketing, you need to understand your target audience. Apply this knowledge toward how you shape your story.

Now that you have 5 strategies to keep in mind when crafting your own business’s story – take it and run with it! Tell a story that sets you apart from your competition. Tell a story that makes you relatable and likeable. Tell a story that inspires people that they can also achieve success against all odds. Let’s continue this beautiful tradition of storytelling and respect it with stories that are worth remembering for a lifetime!

How have you benefitted from the art of storytelling in your own business or personal life? Share your experiences by commenting below!

 
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Posted by on September 29, 2014 in Business & Success, Life

 

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5 Reasons Why Having Connections Isn’t Enough for Successful Public Relations

connection fail

Let me let you in on a dirty little secret. Sure, I’ve built up a good book of business and take my networking seriously, but I’m not even close to knowing every reporter on a first name basis – nor do I feel inadequate for this (cue gasps of PR professionals everywhere).

Now I’m not saying that having connections doesn’t mean anything, I’m just saying that it doesn’t mean everything. In fact, a lack of connections is the one thing you can compensate for with a solid strategy, on-point content and polished presence. The other way around? Not so much.

You know that old adage “It’s not about what you know, but who you know”? Well, I’d like to dispel this myth once and for all with five compelling reasons why having connections isn’t enough for successful public relations. Humor me, will you?

  1. Your story still has to be newsworthy

You might rub elbows, share jokes and sip coffee with a good variety of local reporters; however, if you expect them to repeatedly publish non-newsworthy stories as a favor, you will quickly drain that well dry. Everyone answers to someone and even their best attempts to sneak in your promotions will be vetted out by a check and balance somewhere in the hierarchy. Besides, it won’t do anything for preserving their reputation as a respectable reporter.

  1. You need to understand the outlets and what they are looking for

Continuing to pitch a variety of clients’ stories to the same outlet where you have your connection is putting on blinders to all other outlets that may be far better suited for a particular topic. People who rely too heavily on their connections often push clients to use that outlet, yet it’s not always in the best interest of the client. A lack of such connections leaves you with the unbiased freedom to pursue outlets solely on their reach and relevancy.

  1. It takes strategy to select the right angle

As I mentioned above, even the best connections won’t make up for the lack of a story’s newsworthiness. So often what makes a story newsworthy is the angle you take when writing it. This requires a good understanding of what makes the media tick and a strategic mind to align that with how you pitch your story. Simply writing the facts, even if free of any grammatical errors, is not enough to make it to the front page.

As far as having connections, even your own uncle or brother who works for the Wall Street Journal will need to decline an article that is overly promotional or self-serving. The ability to select the angle that will grab a reporter’s (and readers’) attention is worth so much more.

  1. Your content needs to be polished

You may have fostered some pretty solid connections in the local market; however, if you continue to provide them with crap writing, you can expect your emails to start getting “lost” in their inbox. The best connections will not outlast press releases and articles that are strewn together haphazardly and laced with elementary grammatical errors. A knack for creating captivating content and an eye for catching spelling and grammar mistakes is worth far more than the ability to name drop. Before you place any more emphasis on stalking reporters, first dedicate your time to polishing your basic writing skills.

  1. Connections can come and go

Finally, if your entire public relations strategy is built around your media and business connections, you are playing a dangerous game. Connections, as with any relationship, come and go fluidly. Even when you dedicate great amounts of time and energy to fostering them, it takes two to keep a relationship going and a connection or two may decide they need some space. If this should happen and you don’t have quality communication skills to lean on, you will most certainly fall down.

What additional skills or strategies have you found to be more effective than simply relying upon personal connections? Share your thoughts by commenting below!

 
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Posted by on September 22, 2014 in Business & Success

 

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#YOUREDOINGITWRONG: 7 Common Hashtag Mistakes

hashtagabuse

It’s taken the social media world by storm and nearly every platform has found a way to make it relevant to the way people share and archive content. It’s the #hashtag. This crooked looking game of tic-tac-toe no longer means “number sign” in modern society. Rather, it’s better known as the powerful symbol that turns ordinary text into a hyperlinked portal to a galaxy of content shared around the world on that exact topic.

And just as we have with nearly every other aspect of social media, we have found quite a few ways to royally mess up the use of this tool. Here are seven common ways people are abusing the hashtag way more than they should.

1. It contains a spelling error

Hashtags are very specific. What you type in is what you get.  Unlike a Google search that will offer you a courteous suggestion of “Did you mean…?” hashtags don’t spell check, research or interpret what you type. By design, this is what allows every hashtag to be so unique and to represent exactly what you want to say. This also provides the perfect storm for spelling errors to render an otherwise powerful hashtag completely useless.

Let’s look an example. The very popular #iloveyou has more than 18 million posts on Instagram (at the time of writing this blog). Using this hashtag will get your picture seen by any of the millions of users who would stumble upon this mega-tag by the second. However, one slip of the thumb might cause you to tag #iloevyou which places your content in the ranks of just 45 other posts, earning you hardly any views. Proofread before publishing just as you would anything else! Never rely on auto-correct, which really seems to hate the formatting of hashtags.

This major hashtag fail may not be the direct result of a spelling error, but it is the result of someone not proofreading before publishing…and anticipating how awkwardly this phrase would read when smooshed into a hashtag.

hashtag fail

2. It is too long or too specific that there’s simply no chance anyone else will ever use (or see) it

Let’s take for example a hashtag like #icantwaitforkathysbirthdaypartyintoronto. I didn’t search it on Instagram, but I don’t feel like I have to. Hashtagging the alphabet backwards will have more posts than this. The example I gave is of a post that is both too long and too specific. Only in very isolated instances is hashtagging a whole sentence acceptable (or part of a good strategy). Instead, the post could have been written as “I can’t wait for #kathys27thbirthday in #Toronto!” Toronto is a far more powerful hashtag. And Kathy’s birthday-specific hashtag could become the designated tag for the party and where your whole group of friends collect photos in one place.

3. It is the “off version” of a more popular term

Holidays are among the biggest offenders of this common mistake. Let’s take for example the Fourth of July. Should you use #fourthofjuly or #4thofjuly or #july4th or #julyfourth or ditch the date and go with #independenceday? Don’t even venture down the path of throwing the year in there or your mind will explode with uncertainty!

The truth is none of these options are “wrong” per se. They were all used to tag posts related to the holiday and each earned some pretty hefty numbers. If your goal is to tag the fastest trending term, then do your research! Scan the different options and compare numbers. Another strategy is to simply go with what you like best, but make sure to be consistent and use this exact term across all your related posts.

4. It simply makes no sense

Sometimes it’s the result of a spelling error, sometimes it’s the result of not understanding hashtags and sometimes it’s the result of not understanding the English language. No matter the reason, if your hashtag makes absolutely no sense, you can bet that no one else (unless by sheer mistake) will choose to use this same tag and your post will never gain exposure beyond your own, isolated network. Again, do your research on whether your tag already exists, whether there’s a more trendy option and always proofread before publishing!

5. It is separated by spaces or apostrophes

For as much as I love to see grammatically correct social media posts, hashtags are one of the few times where you need to throw your spaces, commas, hyphens and apostrophes aside.  Here’s why. The hashtag #you’remybestfriend will be broken as soon as it hits the contraction. #You is a strong hashtag, but it’s missing the more relevant hashtag you’re really after here. In this case, you want to write #youremybestfriend, cringe and hit publish. Additionally, posting “# flowers are beautiful” won’t do anything – at all. Things need to get up close and personal for the hashtag to work. That’s right, the words will touch. Same goes for you hyphens and commas! Write #set-up as #setup and #this,thatandtheotherthing as #thisthatandtheotherthing.

6. It is one of 20+ hashtags you’re using in a single post

If the caption under your photo looks like a paragraph of blue links, you are drowning your followers in a sea of hashtags. Worse yet, you’re risking looking as spammy and desperate as those phishing emails from that Nigerian Prince who is still asking me to wire him large sums of money! More is not always better. There is a point of diminishing returns for hashtags. While this strategy will increase the different ways the social media platform shares your content, to us living, breathing humans it will simply look like you care more about being seen than what you’re really saying. Limit your hashtags to (gasp) 5-7 meaningful and relevant tags. We all thank you in advance.

7. It is used inconsistently

Using existing popular hashtags is a great way to promote your content to a broader, more public audience than your own social network. Another strategic way to use hashtags is to create your own as an organized landing spot for all of the content that relates back to your brand. Best of all, other people can contribute to this “file folder” of content by using the same hashtag. This is exactly what these platforms were intended to promote – a social and interactive online environment.

So where does it go wrong? When you use this hashtag inconsistently. Hashtags are, after all, a communications strategy. Just as you (hopefully) know you must remain consistent in your other marketing and public relations efforts, you must also remain consistent in using this phrase with every piece of relevant content you post. Make it a destination to which people want to travel – and stay a while. This requires quality content that is updated frequently.

Now that you’ve learned the most common ways people are abusing this powerful social media tool, I hope you’ll go out and utilize the almighty hashtag with confidence and creativity. #goodluck!

What are some of the most egregious mistakes you’ve seen when using hashtags? Share your funny (and helpful) examples by commenting below (pet peeves are welcome)!

 
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Posted by on September 15, 2014 in Business & Success, Social Media

 

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7 Ways to Effectively Manage Busy People

busy people

Whether it’s a client, a boss, a friend or a spouse, we all have those one or two extremely busy people in our lives. I’m not talking about the “busy bodies,” but the truly busy, nose-to-the-grind-stone people who are booked almost all day every day with important tasks.

While their exhausting schedules challenge them, they also challenge us with how we can break through the noise to communicate with them. The good news is that it’s not completely impossible to get timely responses from these people. It simply takes managing them in a different way. Here are seven ways to help you effectively manage busy people and their busy schedules.

  1. Use clear and concise messaging

Getting answers from a busy person can be like pulling teeth. Even if they get the time to read your email or listen to your voicemail, they’re usually called away to the next task before they can provide you with the information you need.

Reduce the friction of this process by using clear and concise messaging. Your emails should be brief, to the point and should highlight exactly what you’re asking of them. Dates, times and location should also be bolded or underlined so they pop out. By cutting to the chase, you save them the time of reading through paragraphs to get to the point and increase the chance they’ll have enough time left over to shoot you a quick reply.

  1. Consolidate the number of messages you send

There may be times where you need 3 or 4 things from a busy person in a single day. This most commonly happens when it’s one of my clients. Rather than shooting off an email every time I have a question, I keep a running list for that day (or that week) and several hours before close of business, I consolidate these requests into a single, clear and concise message.

Think of it this way, the more messages you throw into an already inundated inbox makes it even less likely that you’ll hear back from them that day, week…or ever. Be a part of the solution, not part of the problem.

  1. Schedule meetings far in advance – and confirm them

Finding a tiny time slot on a busy person’s calendar can create a game of email or phone tag that just never ends. For my busiest clients, we scheduled our reoccurring meetings for the quarter or even half of the year all at once. This got the meetings on both of our calendars nice and early and allowed us to plan around those dates. Expecting to find an open time in a busy person’s calendar just one week in advance is like walking in to the most exclusive salon in town and asking for an appointment that day. Maybe you’ll get lucky, but it’s far more likely you’ll get asked to come in 10 weeks.

Additionally, once you have these meetings set far in advance, be sure and follow-up several days before the meeting is set to take place. It’s likely the busy person has long since forgotten about this obligation. If they don’t have a secretary (or reliable calendar reminders) there is a good chance that you’ll get stood up.

  1. Provide briefings prior to events

For some of my busy clients, I schedule them to attend events such as fundraisers, public appearances, speaking engagements or media events as part of our communications and branding strategy. In these scenarios, it is also my responsibility to adequately prepare them for such events with details like directions, what to wear, other dignitaries in attendance, how long they’ll be speaking and what topics they should cover.

I place all of these details in a single-page template that serves as an event briefing and send them several days in advance to prepare my clients in mere minutes for the event. They love the efficiency of this process and the depth of the details I provide. As a busy person, your life is a whirlwind. If you can help them to feel more prepared and organized, you will quickly make a good impression.

  1. Anticipate their needs and questions and address them before they have to ask

When communicating with a busy person, you should strive to answer all of their questions before they have to ask. This eliminates back and forth communication that can drag on for days – even weeks.

For example, when setting up a meeting, don’t simply email them with “Can we schedule a time to meet?” This question produces so many more questions. Instead, be as descriptive (yet concise) as possible. Include why you want to meet and approximately how much time you’re asking of them. Also propose several dates, times and locations from which they may choose. This allows them to confirm all of these details for you within a single response, rather than through an unreasonably long email chain.

  1. Make meetings as convenient for them as possible

Simply put, come to them. In most cases, I think it’s fair to schedule a meeting somewhere mutually convenient for you and the person you’re meeting. But for a busy person (especially one who is paying me or may potentially pay me), I make it as convenient as possible for them. Why? Because every minute they spend commuting to a further location is less time they can dedicate to our meeting. I’d rather drive a little further and make the meeting last a little longer. It also shows you respect their time and it also provides them with a good first impression of how easy you will be to work with.

  1. Minimize their to-do list (take on as much as you can for them)

Finally, lessen their load as much as you can! For my busy clients, we will cover a laundry list of to-do’s during each meeting. While they’re perfectly capable of taking on many of these tasks, it’s not their time best spent. I take on as many of these tasks as I can; leaving them only with the smallest items that absolutely cannot be done without them (like asking a donor for a large amount of money). But even for these tasks, I still work to prepare and remind them so that it’s as easy as possible. I never mind taking on these tasks, because when they’re in my hands I know they’ll get done when I want them done. And with busy people…well, that’s just not usually the case.

How have you made dealing with very busy people easier? Share your experiences and insights by commenting below!

 
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Posted by on September 1, 2014 in Business & Success, Life

 

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