News from the Marketing Guru

Top Ten Advertising Mistakes ...

2012-01-20T10:42:00.000-08:00

1. Developing an ad that is soon forgotten after the sale is over.

2. Not spending enough money to reach an audience multiple times.

3. Making claims not substantiated with proof.

4. Failure to use “intrusive” ads (on radio and TV) in a patent, consistent campaign.

5. Creating ads – but failing to create a campaign.

6. Scheduling ads to run on Thursday-Friday … instead of earlier in the week.

7. Targeting audiences qualitatively with poorly written ads.

8. Producing cute “creative” ads that aren’t persuasive.

9. Mistaking responses from friends and relatives as more important than actual results.

10. Focusing on “event-driven” advertising and failing to consider the ad message to those who don’t attend.

Good Selling!

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

(253)579-4040 text and direct

getmedana@gmail.com

http://get-me-dana.blogspot.com

P.S. Need help with your ad messages? Please give me a call. That’s what I do!

Some Interesting Questions ...

2012-01-19T17:44:00.000-08:00

Are we, in fact, created in the image of God?

If so, does this mean we are walking “miniatures” of Him who spoke worlds into existence and flung stars from His fingertips?

Is it possible that He has prepared us for greatness?

Has He given us everything needed to succeed?

Has He allowed us to choose whether we will do great things?

Is it possible that circumstances and experiences we have had wonderfully prepared us for just this moment in time?

If so, now what? Do you have the courage to act? Will you seize the moment? Will you become what you are uniquely blessed to be?

Are you willing to take action?

Good Selling!

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

(253)579-4040 direct and text

getmedana@gmail.com

P.S. If I can be of any help along the way, please give me a call. Thanks!

The Power of Words ...

2012-01-18T08:14:00.000-08:00

“In the beginning was the word.”

So begins a powerful scriptural definition of God.

Not to diminish the importance of that – but in quite another sense, that significant phrase could be used also as a definition of marketing.

Words create a theatre in our minds, where actors perform and scenes unfold before they begin in real life.

The minute you speak something – whether good or bad -- you give birth to an idea, an expectation, a desire. And by speaking it, you set in motion the universe that will eventually produce what you have sown.

I believe that words are powerful. They create in us the ability to change, to grow, to achieve, to become.

Words affect emotions, logic and our spiritual natures.

If we want to create better advertisements, if we want to market our products and services more effectively – we must choose carefully our words.

By controlling what we say and how we say it – using positive words with enthusiasm – we can change attitudes and situations.

Words are powerful.

Use them wisely.

Good Selling!

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

253-579-4040
getmedana@gmail.com

P.S. Need help with your advertising words? Call me! It’s what I do!

Bazinga!

2012-01-17T19:47:00.000-08:00

The Chances of you being born to be exactly who you are today are: 1 in 1.3 times ten to the 29^th power.

Can you believe it?! Wow! What incredible odds.

And yet, there you are. Glorious in your individuality. Resplendent in your intelligence. A wonderful human being who has been awarded the grand prize. Far richer than anything the world has to give.

You, my friend, were born.

You are alive. You are here.

What a marvelous journey you are on.

Having survived those tremendous odds just to be born, is there anything in life you can’t do?

Please, hang on and enjoy the ride!

And, good selling!

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

(253)579-4040

getmedana@gmail.com

P.S. If you need any help along the way, just give me a call. It’s what I do.

Another Real-Life Lesson on "How NOT to Manage Your Business ..."

2012-01-16T08:39:00.000-08:00

Most of you know I have consulted with a number of local businesses in Pierce County over the years. Some took my suggestions. Others did not.

One that comes to mind easily is now in decline. They tried to manage by consensus. When I say “manage by consensus” I mean that they let the employees make the decisions that most directly affected the business. Unfortunately, none of them had any real financial interest in the business other than a paycheck – and none of them had ever run a business before. To put it nicely, they didn’t have a clue.

But, the company had another business consultant who told them the collective thinking was much better when it came to decision making.

Now, don’t confuse the popular concept of employee empowerment with management by consensus.

Employee empowerment means you give your employees the authority to do their jobs.

Management by consensus means you give the employees the authority to do your job.

See the difference?

Oh, the company I worked at used to love to have committee meetings to accomplish this. Then the boss would say, “Well, I still have final say.” But the fact is, keeping the team leaders involved not really what is most important. It’s making the right business decision. And most often, management by committee is a very poor decision.

It often leads to situations where the company suffers from analysis paralysis. The misguided business consultant tells the company president: “Since we can’t all agree on a solution – we’ll just study the problem some more.”

I used to be required to be at weekly review meetings where 100’s of pages of reports were analyzed … but with management by consensus, most of the meetings never lead to any decision or direct action. Instead, new reports were dreamed up to further study the imaginary problems the other “business” consultant came up with.

In just a few short years, the advertising program I implemented took the business from about $1-million a year to over $10-million a year. But by managing by consensus, the business has shrunk and is MUCH smaller today.

Business leadership is a matter of courage.

Business owners who manage by consensus want to share the responsibility for possible failure.

Managing by consensus allows them to escape the possibility they may one day have to look in the mirror and admit, “I, alone, was wrong.”

Take my advice: don’t put the success of your business in the hands of your employees by managing by consensus. It’s just not worth it.

Good Selling!

Dana

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

(253)579-4040 direct and text
getmedana@gmail.com

P.S. Need some help with direction for your company? Please contact me. It's what I do!

A Great Way to Spend the Weekend ...

2012-01-13T07:11:00.000-08:00

It’s almost the weekend … and I’ll have a few hours I can spend doing one of the most enjoyable things possible. I’ll be able to do some recreational reading.

I’m reading a new book by Regis Philbin which is funny as well as interesting. And, I’ll most likely take a look at another book I recently purchased: “Og Mandino’s “University of Success”. Then on Sunday, I’ll spend some time reading the Scriptures.

It’s fun to read, I think. So much to learn and to think about … ideas bound together in a handy package and ready to open. Knowledge is a treasure that is inexpensively available.

I hope you will have some time to do a little reading this weekend as well. Who knows what truth you will find that may affect your life for years to come.

Good Hunting!

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

253-579-4040 direct and text
getmedana@gmail.com

P.S. If you need some new ideas for your business, please give me a call. It’s what I do!

Value. Creating it in a retail environment ...

2012-01-12T08:52:00.000-08:00

Many years ago, I worked for a man I consider a master marketer. We often discussed ideas of seemingly great importance as we drove long distances together late at night. I was always amazed at how philosophical we were after midnight. Some of the ideas even held up in the light of day.

One of those midnight discussions focused on an important marketing truth -- that in the marketing world – “perception is reality”. And its corollary – “value is based on perception”.

When selling products and services – you must create in the mind of the potential customer, a perception of the product that will encourage them to spend the amount of money you want to receive.

If the perceived value in the customer’s mind is higher than the price marked on the item, the customer believes it to be a good value. “Wow!” You want your customer to say. “I am pleasantly surprised. I would have thought it would cost a lot more. This is a great value!”

Yet if the asking price is higher than the perceived value, the customer thinks: “I’m getting ripped off. This is highway robbery!”

So in marketing, the key is to control the perception of value – so that the customer thinks the price is a good deal.

How do you do that?

Well, you can elevate the price of the item or service if the product has an outstanding reputation, strong testimonials from satisfied customers, beautiful presentation … and in a retail environment – the store’s interior lighting and décor will affect the perception of value.

People expect things to cost more in prettier stores.

If you went to a restaurant with soft candlelight and were served by a waiter, you would expect to pay more than at a KFC where you grab your own plastic sporks.

You get the picture, right?

Now advertising can help create the perception of reality. It can help build a reputation. It can effectively present favorable testimonials. It can help in the presentation of the product or services.

But, it’s up to you to develop your lighting and décor.

The same principle can be applied to your website, brochures, direct marketing materials … virtually everything you use to market and sell your product.

Good Selling!

Dana

Mr. Dana Kehr

Pro Marketing Northwest
PO BOX 731413
Puyallup, WA 98373

(253)579-4040 – text and direct
getmedana@gmail.com

Why are you shouting at me?

2012-01-06T10:02:00.000-08:00

I think it started with announcers for car ads … or maybe with Circus barkers … or maybe with the high-octane drag race announcer pitching the top fuelers at SIR on local radio.

I’m not certain of the origins … but I know this: it hasn’t stopped. And, it still happens all too often, I think.

My complaint?

The advertising pitchman who is shouting to get attention.

Oh, sometimes the loud, fast-talking huckster is replaced with bright colors, loud noises, exclamation marks or crazy stunts. You see and hear it every day as you are bombarded with advertising messages.

But such tactics are a bit like sneaking up behind someone at a supermarket and yelling: “Watch Out!” It is always jarring, unnecessary, and rude.

So why do advertisers do it that way?

Chances are, their ad rep or ad agency has told them that’s how it’s done.

They forget that the customer is seldom paying attention to them. We have way too many things to think about, to be concerned about – to be paying attention every time an advertiser wants to give us a pitch.

When exposed to an ad, we know it is there. We just really aren’t thinking about it or concentrating on it.

So, instead of shouting to get our attention, how about if the advertiser skillfully uses words to entice us with a thought more interesting than the thought we are thinking? I believe words have power. And artfully used, can produce changes in emotion, logic, and attitude.

You see -- our minds are very interesting places. Each day, every waking moment – our mind is scanning the horizon looking for things of interest. It tends to ignore the common, the mundane, the average, the predictable. Instead, it examines immediately those things that are unusual, intriguing, and fascinating.

So if your goal as an advertiser is to move customers away from their routine, daily concerns and to focus on your ad message, you must offer a thought more compelling – more interesting – than the one that is currently in their minds.

And please remember -- this does not require shouting.

Good Selling!

J Dana

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

(253)579-4040
getmedana@gmail.com

P.S. If you’d like some help creating artful ads with words that entice, please contact me. It’s what I do.

You Gotta Leave a Little Something on the Table ...

2012-01-05T09:55:00.000-08:00

I worked with a business consultant once who always pressed for the advantage … always for himself. He had great pride in his tough negotiating stance. He never wanted to leave anything on the table. And, he never did.

His scorched earth negotiating tactics left few if any survivors. Those who did engage in battle with him and who managed somehow to survive vowed to never do business with him again.

He never learned the most important negotiating concept of all. You see, you gotta leave a little something on the table.

Ever been involved with a negotiator like this?

The hard-nosed guy pushes and pushes and in the end says something like, “Well, you can’t blame me for asking for the moon. It’s just business. I had to try and take it all.”

But the fact is, you do blame him. And although the deal is done – you vow to never again do business with him. You’ve learned by sad experience now that you can never trust him. You can never turn your back with him around. You can never rest when he is near. He is a snake and you best be wary of him.

To build your business, I think you gotta leave a little something on the table.

When you want to do business with someone in the future, you leave a little on the table. When you want them to say nice things about you to others, you leave a little on the table. When you want superior service and value, you leave a little more on the table. When you want to sleep well at night, you leave a little on the table. When you want to build a relationship, you leave a little on the table.

You get the picture, right?!

If you are like the business consultant I worked with from time to time, who was so very proud of his negotiating skills and always eager to prove himself as a hard-nose businessman able to squeeze the last drop out of every transaction – then ignore my previous advice.

Go ahead. It’s easy to do. Just demand the very most for the very least in return. Grab and squeeze. Be hard. Always maintain an adversarial posture. Keep fighting and clawing and scratching. Scorch the earth. Take advantage. Take it all.

But if you prefer to build a lasting business, leave a little on the table. Match what you can do with what the other person wants. Give it up … don’t withhold it as a negotiating ploy. Then you may ask for what you want to make the deal work. If it is a match, then you’ve both won. If it is not a match, then you may walk away and still maintain the relationship for the future.

And that I think is even easier.

Good Selling!

J Dana

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

(253)579-4040
getmedana@gmail.com

P.S. Need help putting together deals that work for all involved? Contact me. That’s what I do!

Do You Believe the Ads You See and Hear?

2012-01-04T09:53:00.000-08:00

Chances are – you believe very little of it.

So, where did we become jaded?

Probably about the time we got our first multi-level marketing pitch … or perhaps when we started seeing and hearing commercials shouting at us about SALES of 60% Off, 70% Off, and More! Or perhaps it happened when we received a letter from a time share company promising that after listening to a pleasant sales pitch we will be given one of the following prizes: a Cadillac Eldorado, or a sport boat, or a $10,000 savings bond, or a Harley, or a new Rolex watch. “Golly gee whiz, I can hardly wait to pick up one of these wonderful FREE gifts.” Right (we respond sarcastically)!

Loud music, brightly colored balloons and exploding fireworks, fast-talking pitchmen reciting worn-out clichés doesn’t work well any more -- although many advertisers haven’t figured that out yet.

To be successful, I think your ad messages need to offer products or services that are demonstratively better. It is no longer enough to simply tell bigger and bigger lies in a louder voice than the other guys.

If you want your advertising to be productive, you must have a story to tell and tell it persuasively. No hype. No spin. No fireworks.

We must realize the consumers’ reluctance to believe in trite and unsubstantiated claims.

Instead, we must volunteer the proof they need. It needs to be convincing. It needs to be overwhelming. It needs to be consistent. It needs to be sure.

Failure to do this will result in diminishing returns as consumer skepticism increases. America is no longer naïve. Don’t believe it? Check the approval ratings of Congress and you’ll get a good feel how the public feels about liars, cheaters and thieves.

Good Selling!

J Dana

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373
(253)579-4040
getmedana@gmail.com

P.S. Need ads that honestly tell your story? Give me a call! It’s what I do!

Is Your Advertising a Joke?

2012-01-03T08:44:00.000-08:00

If you listen to your ad rep or your advertising agency, chances are they will come up with ads that they think are funny. You see, they want to be seen as creatively funny. It’s a main goal for them. Why? Well, those types of ads may win them a new job or an industry award for being clever.

There was a local Jeweler in Tacoma who was not having a good go of it with customers or profitability – but, his ad agency told a reporter, “At least our ads are funny.”

Is that really the purpose of an ad campaign?

If you’ve been following me for a while, you know I think that any ad that doesn’t make your cash register ring – frequently and loudly – should be abandoned. If you spend money on advertising, you need return on your investment. Anything else, isn’t advertising that helps you.

Oh I know – your agency and sales reps will tell you that at least you are creating good will and you’ll have “good word of mouth” in the community and you are “branding” your product. But the truth is, they are really just wasting your money.

Most ad agency and media copywriters produce an ad the same way they tell a joke. They open with an obscure reference to what’s coming, then add data little by little, working their way up to the punch line.

But this may be the worst possible way to write an ad. Those listening to a joke are committed to listening. But those listening to an ad are not.

The lead on these ads is a setup, where the writer wants to set the stage for the argument he is about to make. Usually, the copywriter takes about 15 seconds to get to the point. And worse yet, when he finally does, his ad is answering a question that no one is really asking.

But the customer wants him to get to the point quickly. He wants an answer to: “What’s in it for me?” If that question isn’t answered soon – the ad message falls on deaf ears. In less than seven seconds, the customer’s mind has tuned it out and he has stopped listening entirely.

Your ads should begin by delivering the punch line directly to an emotional need – and then substantiating the claims made during the opening statement. Your listeners expect you to prove what you say.

A good ad should be a satisfying experience – not a joke.

Good selling!

J Dana

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA

Email: getmedana@gmail.com
(253)579-4040 text and direct

P.S. Want to create ads that aren’t a joke? Call me. It’s what I do!

It's a Crowded Room ...

2012-01-02T08:44:00.000-08:00

Inside your mind are stacked – and usually not all that neatly – memories of smell, color, taste, touch, sight and sound. There are half-remembered words and phrases along with buried emotions piled higher and higher with each passing year.

In this room, you’ll find glimpses of a familiar face, a special place, a bit of a song, a distinctive smell. They are all there among the stacks and they help bring some order to the chaos, reminding us of why we do the things we do.

These sensory memories are like old friends and each encounter with them brings our self-image into sharper focus.

And yet – businesses create ads that pound on the door of this room, wanting entrance to the overcrowded mind. The gatekeeper to this room – our subconscious mind asks: “Who do you know. Name any friends you have in this room.”

If the ad can associate itself with any of the stored memories and emotions, it can immediately gain access.

But the ad that does not associate itself with items already in storage is quickly dismissed. The subconscious mind says, “Go away. It’s too crowded in here for you.”

Most ads are written under the assumption that the prospective customer is asking: “Who are you?” “What is your product?” “When are you open for business?” “Where are you located?”

Unfortunately, those are not the right questions to gain access to our minds.

Yet, your media sales reps and your ad agency write ads that answer those things and fail to get to the crucial question that must be answered in order to gain entrance to your mind.

The real question that must be answered is this: “Why should I care?”

You must tell a story that tells the prospective customer what’s in it for them. It is NOT a story about you. Can you save them time, make them money, reduce their stress, cause others to think more highly of them?

If not, your gatekeeper will quickly show them the door, saying: “Go away. You are wasting my time.”

Locally, most ads are about the product or the company that makes it.

But the best ads are about the customer and how the product will change his life.

So, what are your ads all about?

Good Selling!

J Dana

Mr. Dana Kehr
Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

getmedana@gmail.com
253-579-4040 text and direct

P.S. Need help writing ads that will have the gatekeeper welcoming you in? Call me. It’s what I do!

Sugar and Spice and Everything Nice ... Or ...

2011-12-31T10:58:00.000-08:00

I’ve been in the advertising, sales and marketing game a LONG time … and I’ve learned a few things along the way. Maybe even a few that could help you grow your business.

Over the years, I have found this to be true …

Many business owners claim they want advertising that works – but when push comes to shove, they back off and quickly say … “Can’t we just do a ‘nice’ advertisement? You know, like everyone else does.”

It seems they want Sugar and Spice and Everything Nice … and then they can’t figure out why their advertising isn’t working. When their cash registers aren’t ringing, they just can’t figure it out. Instead of scrapping the bland, mindless ads similar to what the other businesses are running – they decide to run more of the same. (Doh! I’m slapping my forehead here!)

What I’ve seen frequently is that a spouse, girlfriend, partner, next-door neighbor, or some other "friend of the business" complains about a word or phrase that they don’t like – and often what they object to are the words that lead to sales. They encourage the business owner to remove the words that were the most powerful. And then the owner can’t figure out why he isn't getting positive results.

The ad agencies often like it this way too. "Let’s create a cute, funny ad that will win us awards," they say – but they don't really care much if the ads sell products, goods, or services. After all -- they worry quietly behind the scenes -- if business owners start measuring our ads for efficiency, we could be in trouble. Better to have bland, don’t rock the boat ads that people like – even if they don’t buy. More Sugar please!

Yet, my success as a marketing consultant has happened when a business owner hears the negative bombs tossed by well-meaning but misguided friends – and decides, even with the sounds of warfare blasting all around them, to say: “Damn the torpedoes, full speed ahead!”

Unfortunately, there is no ad campaign so brilliant that it cannot be made utterly ineffective through compromise. I remember one local business that brought in a high-priced consultant who wanted to use committees to determine which words should be in the ads – even though the people on the committee had no background, training, education or experience in writing copy that sells. It was a disaster. The high-priced consultant got to stick around and make money tryting to clean up the mess -- until finally the business owner realised the real problem and fired the consultant. Unfortunately, he crippled the business while he was there.

So the question for today is this: What do you stand for? Do you want to increase business and your profitability … or do you want Sugar and Spice? Are you willing to stand firm when the action starts?

Your answers to these questions may very well determine your success in battle.

Good Selling!

Dana

Mr. Dana Kehr
Pro Marketing Northwest
PO Box 731413
Puyallup, WA

253-579-4040 unlimited text and direct
getmedana@gmail.com

P.S. If you’d like an ad campaign with words that sell, call me. It’s what I do!

Creating Space ...

2011-12-30T09:27:00.000-08:00

I spent yesterday cleaning and organizing my office. I like to do that several times a year. Not that it ever gets too unorganized – unless I am working on multiple projects. I try to square it away each day. But it needs a deep cleaning every now and then. And, I always like it when I am finished.

As I cleaned -- I threw out some materials that have just been gathering dust. Three bags full no less. I was amazed at how much I had accumulated in just a short time. And, I had to make some decisions as to what to keep; what to toss.

I’ve also wanted to do some studying about how to better market one of my own business ventures – and my resource books were over against a wall where they were difficult to access. As a result, I’ve been putting off getting on that project.

So, as I cleaned – I re-organized. I created some shelf and cabinet space and made things a bit more functional.

When I finished, as I was relaxing a bit – I had two strong business ideas come to me. Both, I think, will lead to additional business.

And that may be the real benefit of clearing off a little space in your office. It not only gives you physical room – but it opens up your mind so that it fills the space with new creativity. It is the new slate; the fresh start; the clean page.

What a great way to start the New Year. I highly recommend it.

Good Selling!

Dana

Mr. Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

P.S. Need help with creating new ideas? Give me a call. It's what I do!

253-579-4040 direct and text

getmedana@gmail.com

And then some ...

2011-12-29T07:47:00.000-08:00

We are interesting creatures. We like to be surprised and delighted.

Have you ever seen or heard ads where the pitchman is touting the fact that his business is fair and honest. They’ll say things like, “We offer honest value for your dollar”. Or, they’ll say, “We have fair and honest prices.”

Well, duh!

Isn’t that special?!

What I’m saying is -- if your customer walks out of your place of business and all he can say is, “Gee, I was treated fairly” – then you really don’t have much going for you. After all, the expectation of “fair treatment” is a basic assumption that every customer has – and for the most part, takes for granted. And frankly, it isn’t much to be advertising.

It would be much more beneficial for your business if people walked out of your store saying, “Gee, I am delighted with the little bit extra they did for me at no cost.” Or, “I am thrilled that they threw in a little bit more and then some!”

How does this work?

Well, when a customer buys your product, goods, or services – at a fair price – add a little extra to sweeten the pot. Give them a little bit more that they didn’t expect. Surprise them. Add an extra – at no extra cost. Go the extra mile – and then some.

Now you are creating “delight”. Now you are building an army of loyal customers who will create outstanding word-of-mouth buzz about your business. Now you will be on your way to marketing success.

Appealing to the emotions rather than the intellect, the delight factor is a powerful thing.

Good Selling!

Dana Kehr

Pro Marketing Northwest
PO Box 731413
Puyallup, WA 98373

P.S. Want to increase your “delight” factor? Give me a call or email me today. 253-579-4040 or getmedana@gmail.com It’s what I do … and then some!

Beware of Using "Sale! Sale! Sale!" Ads ...

2011-12-28T07:11:00.000-08:00

If you’ve been talking to your local media rep lately or maybe even your ad agency – you probably think you need to have a “sale” to sell your products, goods, or services.

After all, we know that people like to save money. So your offer of lower prices should bring a flood of new customers, right?!

Hmmmnnnn … well maybe initially. But that may not be in your long-term interests.

Here’s what I mean.

The desire for instant gratification is very strong. If you ask your doctor how you can feel better, he’ll look you in the eye and most likely suggest that you eat right and exercise. Yet according to a recent study, for every dollar spent in a health center -- $19 dollars are spent on cocaine.

The reason?

Two seconds after snorting cocaine, you feel like Superman on steroids. Yet two weeks of diet and exercise just makes you hungry and sore.

Unfortunately, the desire for instant gratification affects most business owners who want increased business and profits … and they want it now! They want a financial quick fix and the way they are told to get it is to run a “sale” ad. Move that merchandise. Get it off the floor and do it now! “Sale! Sale! Sale!”

The first dose of cocaine makes a person feel great. So does the next one. And the next. But it starts taking bigger and bigger doses to get the same effect. And as a result, it is almost impossible to convince an addict that he has a problem.

Just as the junkie never stops to consider how the drug is destroying his health, the business owner never stops to consider how “Sale! Sale! Sale!” undermines the health of his business.

What starts as a “20% off” habit soon grows to ads that offer “half price” or more! Your business must be clean. Successful companies don’t spend their advertising dollars training their customers to wait for a sale.

There are MANY psychological reasons – buying motives, if you will – as to why people will buy from you. And, if you use them, you won’t need to offer any low-ball sales gimmicks.

Good Selling!

Dana

Mr. Dana Kehr

Pro Marketing Services
PO Box 731413
Puyallup, WA 98373

getmedana@gmail.com
253-579-4040 – direct and text

P.S. Want to know more about the other “Buying Motives” and how to use them effectively? Just let me know. That’s what I do.

What do they really want?

2011-12-27T11:45:00.000-08:00

It’s the question you must ask if your business is to be successful.

All too often we hear about how a woman wants a GIA certificate diamond of G color and VVS clarity. The ads tell us so. But what she really wants is for others to notice the rock she is sporting on her finger and see the reaction as their eyes pop out and hear them gasp in amazement while muttering to themselves, “OMG! Is that for real?!”

The ads tell us that people want a car wax … when what they really want is a nice shiny car.

We hear it in business when the owner tells us they want advertising help … when what they really want is more customers.

One of the great thinkers of all time said this: “We do things, but we do not know why we do them.”

I think he’s probably right. People do things, without fully understanding why they do them.

If your ads and marketing efforts are to be effective, you’ll want to do some thinking about what people really want.

The great thinker who made this observation? Albert Einstein … you remember him from “E=mc2”, right? Well, I’m thinking he hit the marketing problem on the head with: “We do things, but we do not know why we do them.”

Good Selling!

Dana

Mr. Dana Kehr

Pro Marketing Northwest

253-579-4040 unlimited text and direct

PO Box 731413

Puyallup, WA 98373

P.S. Need help creating marketing materials that address the question of why people do what they do? Just contact me. It’s what I do.

Just a tiny little minute

2011-12-21T08:56:00.000-08:00

“Do you love life?

Then do not squander time,

for that’s the stuff life is made of”

– Benjamin Franklin

As I grow older, I realize the end that I never thought would happen is approaching rapidly. And I think now, more than ever, I understand more the value of time. The supply is limited. The demand is great.

We each have 24 hours a day. And, our success is often determined by how we use it.

In my youth, I thought it important to work long hours, weekends, evenings, all day long. It was a never ending grind of hurry up, do this, do that, get it done, do more. Efficiency was paramount. Then speed. Doing the right things, quickly … had great value.

One of the main psychological buying motives -- one of the things we all want -- is the ability of products, goods, or services to save us time.

In fact, most Americans will decide whether they have an interest in a thing within seven seconds of their first exposure to it. So, you must do this quickly.

One great marketer offered this advice: “Find a need and fill it.” The need of today’s customer is to save time. How are you saving your customers’ time? Demonstrate how you can save them time, and you will be well on your way to sales success.

I have only just a minute,
Only sixty seconds in it.

Forced upon me, can't refuse it.
Didn't seek it, didn't choose it.
But it's up to me to use it.

I must suffer if I lose it.
Give account if I abuse it.

Just a tiny little minute,
… but eternity is in it.

What was important to me at an early stage in my career is even more important now. Time is the commodity that I have precious little of. Preserve it for me so I can spend it on the things that are most important – love and life and family. Do so, and I will be your grateful customer.

Good Selling!

J Dana

Mr. Dana Kehr
Pro Marketing Northwest
Tacoma, WA

“Marketing, Advertising, and Sales Consultant”

253-579-4040 unlimited text

getmedana@gmail.com

P.S. Need help making your time effective? Call me. It’s what I do! 253-579-4040

Kansas on My Mind ...

2011-12-20T13:26:00.000-08:00

My Mom was born and raised in Kansas until her family moved out here to the great Northwest. She passed away several years ago – but whenever I think of her, I think of Kansas. In my mind’s eye, I see it as flat prairie and plowed fields, dotted with an occasional farmhouse on an otherwise bland landscape.

I remember an old sepia toned picture of the family farm in Kansas – and it seemed dark and depressing. It always reminded me of the opening scenes in “The Wizard of Oz”. And in the theatre of the mind, my Mom plays the role of Dorothy … eager to get on with new things, to break away from the mundane, routine of life; to take on new adventures.

I admire her spunk and her willingness to take on new challenges; to help her family through the difficult times during World War II. She took on a great adventure … and in the process, changed the lives of many of us in her family.

But others in her family chose to stay in Kansas.

Why?

I imagine because it was safe, predictable, even mundane. Her family knew their way around in Kansas and while there were some dangers there, virtually every day is the same.

So, what about you in your life’s journey?

Do you have too much safety? Is every day the same? And yes, while there may be adventure in Kansas, is adventure what you really want?

You see, adventures often come with trouble. That’s part of the deal. Remember Dorothy and Toto as they journeyed to OZ. It wasn’t long until Dorothy had her eyes tightly closed while she kept repeating: “There’s no place like home. There’s no place like home.”

So the question: “Do you really want an adventure?” Are you ready to leave the bland, routine of daily life on the farm in Kansas? Are you ready to meet the challenges you’ll find along your way on the Yellow Brick Road of life?

If adventure is what you want, you can find OZ quite easily. But be ready, the trip can be a bit frightening as you ride on the winds of a tornado.

I hope you go for it … and reach your destination.

Good Selling!

J Dana

Mr. Dana Kehr

Advertising, Marketing, and Sales Consulting

Pro Marketing Services

Tacoma, WA
(Located just a little south of the Emerald City)

P.S. Contact me if I can help you on the road. It’s what I do. 253-579-4040 or getmedana@gmail.com

What you say is more important than finding the right audience ...

2011-12-14T15:00:00.000-08:00

Reaching the Right People with Your Ad Message.

OK. OK. You’ve heard me say this … and I know some of you don’t believe it … (Heck, there was even a time in my career when I wouldn’t have believed it either) … but it doesn’t so much matter that you are reaching the right people. Instead, it is more important that you are saying the right things. In fact, the message is the message.

Here’s what I’m saying –

I used to work with another fellow and we provided some consulting services to a local plastic surgery center. He was quite caught up in scientific measurement, wanting to know just who the audience was and how we went about reaching the client’s targeted audience. He wanted to always know what medium should be used to carry the message to the right audience.

His erroneous belief was that if we could scientifically find and measure the right audience, then we could turn the advertising results on and off, much like turning on and off a water spout.

He had our department doing hundreds (and I mean hundreds) of useless reports so that he could impress the client with how scientific and logical he was. Buying decisions were to be weighed and measured based on the ability of a particular medium to deliver just the right audience. To him, the audience was to be identifiable and quantifiable. So, he had us spending our time looking for the right people. That activity gave him all the confidence of a vacationer studying a road map.

Unfortunately, he was missing the point.

“Saying the right thing” is more important than finding the right audience. When you are saying the right things – there are no rules, no road maps, no intellectual evidence. There is no way to justify why you did what you did, especially when things don’t turn out quite the way you had planned.

Clients unfortunately cling to their belief that if they can just “reach the right people”, it will be OK.

But it isn’t.

And, I think the fear and frustration surrounding the client’s inability to say the right thing is what scares the heck out of most advertisers.

Overcome this fear, and you’ll be on your way to marketing success.

Good Selling!

J Dana

Mr. Dana Kehr

Pro Marketing Northwest
(253)579-4040
getmedana@gmail.com

P.S. Need help “saying the right thing” in your ads? Give me a call. It’s what I do!

To tell the truth ...

2011-12-13T11:08:00.000-08:00

To Tell the Truth, the Whole Truth, and Nothing but the Truth …

It may shock you I’m afraid – but telling the truth is rarely persuasive.

At least, that’s what many in the advertising world believe. So, they exaggerate the truth a bit, hoping to get you to buy their products, goods, and services by painting an overly optimistic look at what they have to sell.

In the past, honest business owners thought all you had to do was tell the truth and people would recognize it and flock to their doors.

But what often happened in reality was that their deceitful competitors blew smoke at the potential clients … and in the confusion they created, they were able to sell their inferior products.

So, the battle lines were drawn. And many decided they had to fight fire with fire. Honest business people gave in so that they could survive. At least that is what they bwere told by their ad agencies.

But what really happened is this –

Few of us believe the claims of anyone who is blowing smoke in their ads. We can see right through it.

Look at the politician in the coming election. Do you really believe any of their claims? They may try to kindle a fire … but smoke is all we see.

Now, I can’t measure their hearts or their minds based on what they are saying. I can only base my opinions on what I observe them do.

In advertising, you should be able to tell the truth. But, you must present it with persuasive skills to help others realize the truth themselves. This requires great skill.

Honest persuasion is what is needed. It is the water to put out any fire.

Good selling!

Dana

Mr. Dana Kehr

Pro Marketing Northwest

253-579-4040 direct text

getmedana@gmail.com

P.S. Need some help putting together an honest – yet persuasive ad? Give me a call. That’s what I do!

Four Ideas You Can Use Right Now ...

2011-12-09T10:04:00.000-08:00

Here are four things you can do today that will help you focus on what is most important in your life.

1. ‘Tis the Season. Make a list and check it twice.

You should start each day with a list of what you need to do to reach your goals. As the day progresses, check them off as you complete each task. At the end of the day -- reassess your list and rollover those that remain to be completed and add new ones as needed. Make your list for the next day.

One caution: don’t get blinded by your list of tasks as they are only stepping stones to the goal.

2. Take on the toughest tasks.

Stick with it. Chip away at them. Steady, persistent effort will allow you to eventually complete them. Discipline is sometimes defined as doing what you need to do so you can do later what you want to do.

3. Delegate.

Put others in charge of things that they can do better than you. Find the highest and best use of your time and do that. Delegate the other tasks.

4. Stop Procrastination.

Great! How?!

Try this: imagine yourself one year from today. Look out into the future. See what life would be like in one year if you do not complete the task at hand.

Choices on what you do today have consequences in the future. Procrastination is a slippery slope. It is an attitude that you will eventually do the task – just not now. Not today. It seems harmless enough – but it will destroy your focus on your end goals.

Get ‘er done – now!

Try these ideas now and you’ll be on your way to further success!

Good Selling!

Dana

Dana Kehr

Pro Marketing Northwest

(253)579-4040
getmedana@gmail.com

P.S. Need help on your journey? That’s what I do! Contact me today. Chances are, I can help!

Setting Goals Will Help You Reach the Success You Deserve ...

2011-12-08T08:09:00.000-08:00

Goal Setting is often one of the important elements leading to success. In fact, without a goal – how will you measure your progress and achievement?

To help you better focus on the things that are most important in your life, you’ll want to write down your goals. By so doing, you’ll focus your mind and actions toward achieving the goals. And, interestingly – you will begin to find new opportunities opening up to you that will help you reach your target.

There is an interesting concept – some call it “reticular activation” – where you become aware of the goal – and as a result, you tend to see more of the things that pertain to that goal. Pay attention to your goal and suddenly you will find people, opportunities, insights and skills that will help you achieve success.

I also suggest that you write down your goals. Then keep the written list in front of you. Make it visible to yourself. Post it on your wall at work, on the mirror at home, in your wallet or purse, on your refrigerator. Make certain you bump into it several times a day. Read it. Embrace it.

Do these things and they will focus your mind, thoughts, energies – toward the achievement of the goals.

“Endurance is one of the most difficult disciplines, but it is to the one who endures that the final victory comes.”

~ Buddha

Good Selling!

J Dana

Dana Kehr

Pro Marketing Northwest
(253)579-4040
getmedana@gmail.com

P.S. Need help reaching your goals? Call me! That’s what I do. J Dana

Five Tips to Help You Succeed ...

2011-12-07T09:57:00.000-08:00

In today’s busy work climate – there is a tendency to try and do too much.

So today, I want to give you five strategies you can use right now to simplify your life and reduce stress.

Here they are:

1. Know when to say “NO”.

You must say “no” to anything that prevents you from focusing on what’s most important to you. Your life’s energy, your time, your money, your emotional well being are precious resources. You must use them wisely. If you spend them on things that matter least, you will not have them available for what matters most.

An easy way to say “no”? Try this phrase, “That doesn’t work for me right now.” It’s a soft and kind way to say “no”.

2. Create a “STOP DOING” list.

You’ve used a “To Do” list, haven’t you? Well, this is the other side of the coin.

Identify those activities, tasks, reports, meetings and projects that do not directly support what is most important to you. Work through the “Stop Doing” list – and you’ll find more time available to concentrate on the “To Do” side of things.

3. Keep it simple.

Simplicity allows you to see your goals clearly and directly. Stay focused.

4. Use the 80/20 principle.

You’ve used this in business before. It simply means that you must identify the 20% of the tasks or activities that yield 80% of your results. Focus on the “vital few” instead of the “trivial many”.

5. Schedule “FOCUS TIME” at the beginning of each day.

Put it on your calendar. Do it each day. Focus on the items that are most important to you.

Take time for yourself, and your path to success will be pleasant and open.

Good Selling!

J Dana

Dana Kehr

Pro Marketing Northwest

P.S. Need help focusing on your advertising or marketing? Give me a call. It’s what I do! 253-579-4040. Or email me at: getmedana@gmail.com

Refuse to Quit ...

2011-12-06T08:18:00.000-08:00

If you are going to gauge success, the key element you’ll most likely find in your measurement is the ability to stick with it.

To be successful you must focus on the important, develop a plan, follow through, persevere … just stick with it.

Ahh … but how do you do it?

Remember seeing a lion tamer at the circus. He prowls the cage with a whip, a stool, and a handful of tasty snacks. But which is the most useful to him?

The stool.

When the lion tamer faces the big cats, he lifts the four-legged stool up to the lion’s face – and the beast can’t focus on any one particular leg and freezes in place.

Sometimes that happens to us too. We see so many options, so many opportunities -- we try to focus on too many things … and as a result, we accomplish none. We freeze in place … or we find we may have focused on the wrong things.

So, what can we do?

You have to determine the one goal, the one thing that is most important to you. Things that matter least must not take precedent over things that matter most.

To help you identify your “one thing”, you must answer two questions:

1) What can I be the very best at? And …

2) What am I absolutely passionate about?

The place where your two answers intersect will help you identify your “one thing”.

Focus on that “one thing”. Develop your plan. Implement it. Follow through. Don’t give up. Stick to it. And success will follow.

Good Selling!

J Dana

P.S. Need help with your advertising or marketing plans? Call me! It’s what I do. 253-579-4040.

What does it take to succeed?

2011-12-05T18:41:00.000-08:00

A few years ago I came across an author and a book you may have never heard of before.

The author’s name is Og Mandino and the book is titled: The University of Success.

He also wrote the best-selling book, The Greatest Salesman in the World. In total, his books have sold over 50 million copies and have been translated into more than 25 different languages.

He was the president of Success Unlimited magazine until 1976 and is an inductee of the National Speakers Association's Hall of Fame.

If you are in sales, Og Mandino may be one of your favorites.

But you may not know what it took for Mandino to achieve his success.

His mother died when he was still in high school … and his plans of attending the University of Missouri’s Journalism School didn’t happen. Instead, he went to work in a paper mill and after a short while, decided to join the Army Air Corps.

He became a bombardier on a B-24 Liberator in Europe during the heavy air strikes of WWII. He flew 30 bombing missions over Germany. But, after the war, Mandino found there weren’t any jobs for bomber pilots – so he began a career in insurance sales. With long days on the road and nights spent sitting in bars, Mandino became an alcoholic. His wife took their only child and left him. He was so despondent that he considered suicide.

But he couldn’t quit.

He went to the libraries in the cities where he worked and began reading 100’s of self-help books. His favorites were books by W. Clement Stone, Napolean Hill, Emmet Fox, and the Bible. He took what he learned and changed his life.

He believed that every person on earth is a miracle. He believed that you must take action now -- not tomorrow, but now. He also knew that successful people charted their own course of action and chose how they wanted to live their lives. His books share these messages.

In The University of Success, Mandino details the course all must follow who would be successful.

If you’ve never read this book, now is a great time to do it. If you don’t have it, give it to yourself this Christmas. Share it with others. Learn the secrets that the greats have to share with you. Change your life now for the better. And I promise, you’ll have more success in 2012 than you can imagine.

Good Selling!

J Dana

Target Marketing: Truth or Myth?

2011-12-02T08:10:00.000-08:00

If you own a business or are responsible for ad campaigns – you no doubt have heard that you should target your audience.

Your ad sales reps say it; your ad agency says it – “reach the right people.”

The belief is that the secret to more effective advertising – and by that I mean, cost effective – is to get your ad message in front of the right people and they will buy.

The media sales reps and ad agency reps quickly haul out “research” done by “scientists” to show you that your products, goods, or service will most likely be best for a certain demographic category – and low and behold, their radio or TV station, or newspapers, or billboards, or whatever else they are selling -- is ideal for reaching that specific group of potential customers. What are the odds?!

Then, when the ad campaign fails, you usually don’t consider the possibility that your ad was not well written … nor was it persuasive enough … nor did you give it enough repetition.

Instead, you decide that the radio or TV station, or the advertising medium you used just didn’t quite hit the “right people”. And so you skip on to try another station or newspaper or direct mail list, or billboard location, etc. – believing that you’ve just got to get your ad to the right people and they will buy.

So, here’s the problem:

Advertising is NOT scientific. A belief that it is -- causes you ad agency to make massive mistakes in spending your money.

The belief that an advertising salesperson can give you exclusive access to a particular group of people is ridiculous. Every person is reached every day by a multitude of media carrying ad messages.

"Reaching the right people" is a myth.

The truth is – effective advertising is not about reaching the right people – it’s about what you say. Having the right message is what matters.

Good Selling!

J Dana

Dana Kehr

Pro Marketing Northwest

P.S. If you need help in creating ads that have something to say, give me a call. It’s what I do. 253-579-4040 or email me at: getmedana@gmail.com

Using VELCRO in Your Ad Messages ...

2011-11-30T08:15:00.000-08:00

Have you wondered why your ads may not be as effective as you’d like?

You put your information out there in a nice, neat, well-organized way – and yet it just doesn’t seem to stick and take hold.

You want people to remember it, but you find that your ad materials are predictable. And, unfortunately, so are your results -- but not in a good way.

I think the goal of your advertising message is to hold tightly to the brain. However, most advertising that is produced locally does not.

In 1941, the secret to creating ads that stick – was discovered in the Jura Mountains of France by George de Mestral.

Who is he, you ask?

Good question.

Let me share his story.

George was hunting, scrambling through the woods and brush – and when he got back to camp that night he found his wool pants were covered with burrs. He tried to remove the tiny burrs, but found he couldn’t do it. They were tightly affixed to the wool fabric of his pants.

He took a magnifying glass to inspect what was causing this – and found that each of the burrs had hundreds of tiny hooks engaged in the loops of the woolen fabric.

George made a machine to duplicate the hooks and loops using nylon. He called the new product VELCRO – from the French words VELours and CROchet. The rough side of VELCRO is made of tiny, flexible little hooks. And, the fuzzy side is made of small, soft loops.

Here’s another thing George found out:

If the loops are randomly oriented, they offer much greater holding power than loops arranged in neat rows. In fact, the more unpredictable to loops, the stronger the bond. So, if the loops are in predictable, neatly arranged pattern – there is little holding power.

And now, the lesson:

Consider the brain as a surface covered with trillions of tiny, flexible hooks.

Think of your ad messages as a series of words, sounds, or mental images all covered with small, soft loops.

If your ads are predictable, if they use predictable words and create predictable images, if they are making nice, neat, orderly little loops – the holding power of your ad message will be weak and forgettable.

They lack the VELCRO needed to bond in the minds of your customers.

You see, the human mind discounts the predictable. If your audience can see the punch line coming, the jokes just aren’t that funny.

You’ve got to mix it up a bit. You have to create mystery and curiosity. You have to create surprise and delight. You have to use VELCRO in your ad messages to make them most effective.

Knowing how to use VELCRO is half the battle. Stay tuned to this blog to learn the other half. I'll talk more about that in the next few days.

Until then, good selling!

J Dana

P.S. Creating ads with VELCRO is what I do. Call me if you need help with your ad messages now! 253-579-4040 or email me at: getmedana@gmail.com

The Movies We Make ...

2011-11-29T05:49:00.000-08:00

In advertising, we are telling stories that motivate and inspire, engage the emotions, lead us to action. We laugh, we cry, we leave the movie theatre of the mind feeling the emotions the storyteller shared.

This, of course, assumes that the movie was "good".

Unfortunately, most of the advertising "movies" that we see are not so good. Two thumbs down, frankly.

Have you ever wondered why?

It is because some business owners (and many local ad agencies) create advertising much like they would create a home movie.

"This is me at Yellowstone. This is me standing at the ocean. This is the family standing near the giant redwood tree."

This is an idiot showing home movies.

Now, the problem with home movies is never the content. It is the perspective.

To create an effective movie -- you must not point the camera at yourself. Instead, take the viewers into the action. The front of the roller coaster car can be seen in the bottom of the frame as you careen wildly down the 60-mph drop. You hear the gasps. You hear the screaming and finally the laughter.

The genius of all great film-makers is that they point the camera at the action -- like at an underwater cave where the eel shoots out; at the sunken ship on a reef; and at the sharks swimming lazily nearby. We experience the undersea world and are hypnotized by it because the skillful storyteller takes us there. We see it. We belong to it. It touches our emotions.

You must do the same with your advertising. Take us there. Tell us a compelling story. Involve us emotionally.

And never, ever point the camera at yourself.

Good Selling!

:) Dana

P.S. If good storytelling is important to you and you need some help with it, just give me a call: 1-253-579-4040 or email at: getmedana@gmail.com. It's what we do.

"Black Friday" ...

2011-11-25T09:02:00.000-08:00

It's the big shopping day. Some people have been at the stores since midnight, gobbling up the bargains and sales items they have on their list. It may be the biggest volume sale day of the entire year.

But, why "Black Friday"?

Wouldn't it be better to call it "Big Savings Day" ... or "Save a Bundle Day" ... or "Shopping Fun Day"? That seems to me to be a more upbeat way to tag it.

News this morning of people crowding into stores. Some getting hit with pepper spray. Some injuries in the crush of early morning holiday shoppers. Some traffic accidents.

All that seems kind of negative to me.

Let's embrace the day for what it is -- a big retail shopping day that makes many, many people happy.

Enjoy it!

And Good Selling!

Dana

Give It a Push!

2011-11-23T08:55:00.000-08:00

Have you ever had a car breakdown and you needed to give it a push?

It took quite a bit of effort to get it moving, didn’t it?

At first, you are leaning into it with all your strength, your legs and arms and whole body are engaged in the effort. But soon, it starts to move and picks up momentum.

Once it is on the roll, you find that you are just following along giving it some light pressure and it easily keeps moving along.

There are some Laws of the Universe that are in operation here, I think. Now, I’m not a physics guy – but I know that things at rest, tend to stay at rest … and things that are in motion, tend to stay in motion.

So, your car doesn’t immediately start to roll when you begin pushing – and it doesn’t immediately stop rolling when you quit pushing.

The same is true of your advertising and marketing efforts.

When you first start marketing your business, it is hard. You have to invest a lot of effort. It doesn’t start up immediately. You will strain a bit until momentum starts to take over.

Once it is rolling, you can keep it rolling by giving it some light pressure and effort.

And, once it is producing results, it will continue to produce for a while – even though you may quit. (I don’t recommend stopping your advertising and marketing, but some people do it. I’m more like: “Hey. You got it rolling. Let’s keep it rolling!”)

Here’s the question:

Where are you now with your advertising and marketing program? Are you jogging along behind the car, nudging it just enough to keep it rolling along – or are you still pushing with all your strength in an attempt to pick up speed?

If you haven’t quite got your advertising and marketing programs to the point where momentum is carrying them forward, why not give me a call? I’d love to help you push that car!

Good Selling!

J Dana

Mousetraps ...

2011-11-22T09:22:00.000-08:00

The weather is getting colder now and little rodents are looking for a warm haven for the winter.

Mousetraps are what are needed. So, mousetraps we buy.

And usually when that happens, we hear in our minds the little ditty that says: "If a man can make a better mousetrap than his neighbor -- the world will make a beaten path to his door."

At least, that's what Ralph Waldo Emerson told us. Right?

Unfortunately, Ralph was wrong.

In 1928, Chester M. Woolworth built a much improved mousetrap. It sold for 12 cents compared to the old mousetrap of the time which sold for only 5 cents.

But it didn't lead to success ... and we continue to use the same mousetrap design that was used during the lifetime of Ralph Waldo Emerson. It seems we buy the old ones because they work and we see no need for improvement.

Here's what Emerson and Woolworth didn't realize. Once a mouse has been caught, most people dispose of both the mouse and the trap. No one wants to clean up the trap and reuse it. And, if they are going to throw it away, no one wants to pay 2-1/2 times more for the trap.

In fact, there have been dozens of more effective traps that have been invented.

And yet, the myth persists: "The world will beat a path to my door."

So here's the point --

It isn't necessarily the product that is most important. Instead, it is the words we use to create a pleasing image in the mind. These words can live forever.

Forget about building a better mousetrap. Focus on writing better words and the world will beat a path to your door.

Good Selling!

:) Dana

P.S. Writing is what I do. If you need help creating words to sell your mousetrap, please give me a call today. Thanks.

The power of "you" ...

2011-11-21T14:10:00.000-08:00

You most likely have learned from some clever teacher or a media salesman-type that when you write your radio or TV ad -- it should include the name of your business seven times.

So, you dutifully cram the name of the company into the ad copy as often as you can -- hopefully, getting it in there at least seven times. But you have the nagging feeling that by so doing, your ad copy will sound just like an ad ... and you wonder if that really will be effective.

May I suggest a different approach.

You don't need to use mind-numbing repetition; you don't need to "shout" or use loud noises; and you don't need to offer low, low sales prices and special discounts to be effective.

Instead -- you just need to engage the imagination.

And one of the best ways to do that is by using the word: "you".

It is an irresistible and powerful word that will draw people into your ads and puts them into the action as participants.

Here is an excellent example:

ANNOUNCER: You are standing in the snow five and one-half miles above sea level, gazing at a horizon hundreds of miles away. Life here is very simple. You live, or you die. No compromises, no whining, no second chances. This is a place constantly ravaged by wind and storm, where every ragged breath is an accomplishment. You stand on the uppermost pinnacle of the earth. This is the mountain they call Everest. Yesterday it was considered unbeatable. But that was yesterday.

CLIENT: As Edmund Hillary surveyed the horizon from the peak of Mount Everest, he monitored the time on a wristwatch that had been specifically designed to withstand the fury of the world's most angry mountain. Rolex believed Sir Edmund would conquer the mountain, and especially for him they created the Rolex Explorer.

ANNOUNCER: In every life, there is a Mount Everest to be conquered. When you have conquered yours, you'll find your Rolex waiting patiently for you to come and pick it up at Justice Jewelers, your official Rolex Jeweler, on Highway 65 at Battlefield Road.

CLIENT: I'm Woody Justice, and I've got a Rolex for you.

Wow!

Did you see the 360-degree panorama? Did you hear the wind whistling in your face? Were you proud to be standing on the pinnacle of the earth?

As a listener drawn in with the power of "you" -- you become engaged in the vision of the imagery -- and by the end of the ad -- ownership of the watch has been transferred. And it all started with "you".

Good selling!

:) Dana

P.S. Need help with your copy? Give me a call. It's what I do.

A Change of Pace ...

2011-11-19T08:11:00.000-08:00

For the past several weeks, I’ve written some blogs to help job seekers in their search for work. I hope you’ve found the information helpful or that you’ve passed it along to someone who is looking for work.

As some of you know, I teach Career Readiness classes for Tacoma Community College at the Distance Learning Center in the Goodwill facility in Tacoma. This has been a great blessing in my life. It has allowed me to do something that I really enjoy doing: teaching – and hopefully, the course has helped others along the way.

I’ve approached the teaching assignment as a “calling” -- searching for materials that would not only help students learn the basics of job searching – but that would also inspire them as they participate in the process of learning.

We are between sessions right now – so I am busy gathering new materials for our next class beginning in January.

That break has also given me some time to teach The Old Testament to a handful of high school students from Church. Each morning we start at 6:00 am and read the scriptures and discuss gospel topics before the head over to school.

In the past two weeks, we’ve covered Joseph’s story in Genesis 42-50 and it has been a wonderful experience for me, preparing a topic that I thoroughly love. The students have been fun to work with and I am very happy to have had this assignment.

Sometimes a change of pace is very nice. It gives us an opportunity to reevaluate our course and re-charge our batteries, gathering new momentum and energy for the next part of our journey.

Next week, I’ll be back to posting blogs about how you can improve your marketing for your business.

Until then, as my favorite TV character “Red Green” says: “Keep your stick on the ice.”

Dana

Some things to remember when writing your cover letter ...

2011-11-18T08:56:00.000-08:00

OK. You’ve been working to put together your resume and cover letter. So, here are just a few more things that may help as you are writing these materials.

Four things to remember:

1. Paper and Ink – Use a high quality white paper and make certain the reproduced copy looks clean and crisp. No coffee stains, no creases, no scummy photocopy lines. Look sharp. Be sharp.

2. Typeface – I usually recommend just a few. Times New Roman is always good. Arial is good. Verdana is good. Georgia is good.

3. Symbols – Don’t use them. If your resume is electronically scanned, and most are these days, the scanner may kick your resume into the “trash”.

4. Margins – Not less than 1-inch all the way around. And don’t crowd everything.

Some things to “do” when writing your cover letter:

1. Address the letter to the name of the hiring manager (NOT the head of the HR department).

2. Use industry jargon where appropriate.

3. Use the highest quality paper and envelope – either white or off-white.

4. Snail mail your materials if possible. Put a yellow sticky note on it with a hand-written note that says: “Please read this!”

5. If you must email it, do NOT send it as an attachment if possible. Instead, include your cover letter and resume as part of your email. Separate the elements of the email using the following:

========== End Cover Letter ==========

========== Begin Resume ============

Some things NOT to do:

1. Do NOT mention salary requirements or what you were paid in previous jobs. Ever! Always wait until the interview to discuss salary – but only if you are asked first. If the job posting asks for salary requirements, add this line to your cover letter near the end: “My salary requirements are negotiable.”

2. Do NOT trust the spell checker to catch all the mistakes. The spell checker only catches words that are spelled incorrectly – it does not catch incorrect word usage – like when you type “fro” instead of “for”.

3. Do NOT trust the grammar checker in your word processing program to untangle your sentence structure. In some situations, it misses them … and in others, it is just flat out wrong.

With a targeted resume and a strong cover letter – your chances of getting an interview are increased.

Good hunting!

J Dana

Creating a Cover Letter ...

2011-11-16T09:34:00.000-08:00

Once the resume is completed, you’ll need a cover letter that works.

Probably the easiest thing to do here is show you a sample that will work.

*****

Dear Mr. /or Ms. Employer (INSERT NAME HERE and -DO WHAT IT TAKES TO FIND THAT OUT!),

I am applying for a network security and administration position where my 9+ years of experience will add value for you. Please consider the following:

· You will benefit from my networking background in security planning, documentation and implementation, network administration and support, backed by SANS Institute training.

As a Network Analyst, this security and network administration expertise has helped me:

· maintain 100% security from viruses and network breaches for 250 end-users on three sites, in addition to 35+ remote users (1999-present);

· enable a 95% performance gain while nearly eliminating costly shutdowns (from 192 lost hours annually to only eight) by cleaning up a Unix-based database (2005); and

· increase 51% and ensure IT compliance with Sarbanes-Oxley (2004-2005).

Now, I would like to bring this expertise to work for you. My salary requirements are negotiable and I look forward to speaking with you about the results you can expect from me.

Sincerely,

John Seeker

Enclosure: résumé

P.S. -- Please call me on my cell today (000-000-0000) to learn why my manager recently said: “John’s solid work ethic, his insistence on end user satisfaction, and his constantly developing skill set will make him an extremely valuable member of any organization.”

*****

Good Hunting!

Dana

Cover Letters -- An Introduction ...

2011-11-15T08:04:00.000-08:00

The past several days we have outlined how a targeted resume should look. Now we’ll break down the basic elements of a good cover letter.

What is the purpose of a cover letter?

1. To get your resume read

2.            To get you an interview
3.            To get you a job
4.            It sells your resume – therefore it sells you!

Seven basic things to know about cover letters …

1.            Print the cover letter on white bond paper
2.            A cover letter should be only one page in length
3.            The cover letter heading should be identical to your resume heading. (Headings include your name and contact information.)
4.            The cover letter salutation should be “Dear Mr. Jones”. (If you do not know the marital status of a female, use “Ms.” NOT “Dear Sir”.)
5.            This is a business letter. Keep it formal.
6.            The Cover Letter should consist of the following three paragraphs:
               A. The Introduction Paragraph
               B. The Job Matching Paragraph
               C. The “Closing” Paragraph
7.            Close the cover letter with:

Sincerely yours,

Dana Kehr (Signature)

Mr. Dana Kehr

What are the three biggest mistakes made in writing cover letters?

1.            Addressing the cover letter to “Dear Personnel Director” or to “Dear Sir”
2.            Telling the employer what the company can do for you instead of what you can do for the company
3.            Leaving the ball in the employer’s court … asking them to call you instead of telling them you will call them

Tomorrow, we’ll look at some sample cover letters you may want to use as a pattern.

Good Hunting!

J Dana

Closing Out the Final Sections of Your Targeted Resume

2011-11-14T08:08:00.000-08:00

Over the past week or so, I’ve been breaking down the sections of a targeted resume so that you can see and put together a resume that will increase your potential for being interviewed and hired.

In previous blog posts, we’ve covered such things as:

1. Contact Information

2. Objective Statement

3. Skills and Experience

4. Work History

Let’s close out this process by looking at the final sections you’ll want to include:

5. Education and Training

6. Additional Honors, Awards and Activities

7. Interests

8. References (which are NOT included on the resume but are kept in a separate sheet that you take to the interview and turn in if references are requested.)

Here we go:

5. Additional Training, Honors, and Awards

a. This section remains the same on all resumes you send out.

b.     List here any special courses you’ve attended or training you’ve received.
c.      Also, list any honors or awards you’ve earned.

6. Education
a.     Start with the most current schooling and work your way back.
b.     In most cases, do NOT put in the years when you graduated.
c.      If you had outstanding grades, you might want to put in your grade point average.
d.     Use “graduated with honors” – NOT “graduated Cum Laude”.

7. Interests
a.     This section will most likely remain the same on all resumes you send out.
b.     I would consider adding any of my interests or hobbies here – especially if I felt they related to the job being advertised.

8. References Available On Request
a.     References are NOT listed on the resume.
b.     They are listed on a separate sheet of paper that is taken to the job interview.
c.      Three to five professional references should suffice.
d.     List the person’s full name, title, address of the company, how you know the referral person, their phone number and email.

Tomorrow let’s look at cover letters and how you can put them together for effectiveness.

Until then, good hunting!

J Dana

Developing the Work History Section of Your Resume ...

2011-11-08T14:22:00.000-08:00

Once you have the first three sections of your resume completed – (1) the Heading and Contact Information; (2) the Targeted Objective Statement; and (3) the Skills and Experience Section (also targeted to the job specific requirements posted in the advertisement for the job) – you are ready to complete the “Work History” section of your resume.

Because you have already shown that you have the skills and experience necessary to fulfill the job requirements, the “Work History” section can be a chronological listing of the jobs you’ve held. In most cases, it does not have to be as detailed as you may have made it in previous versions of your resume.

Here are some things to note:

·       The “Work History” will remain the same on most of the resumes you send out.
·       You only need to go back 10 to 15 years or so.
·       It is the “chronological” listing of work history, and blends in your education and volunteer work in a timeline.
·       There should be no huge gaps showing here.
·       The timeline always starts with the most current job and works its way backwards.
·       Watch your formatting to make certain it is consistent throughout.

Here is how the section could look:

Work History

     ABC Plumbing
     Tacoma, WA
     July 2007 to Current
     Apprentice -- all basic plumbing skills

     Amazon Warehouse
     Seattle, WA
     January 2001 to June 2007
     Warehouse Worker -- Shipping and Receiving

     Home Health Care (for Grandmother)
     Puyallup, WA
     January 2000 to January 2001
     Admistered basic home health care services

Nice and easy. No gaps in the history.

Tomorrow, I'll show you how to fill in the gaps if you have any -- and we'll finish the final sections of your resume.

Until then, good hunting!

:) Dana

Two Sections That Must Be Tailor-Made On Your Resume ...

2011-11-07T12:47:00.000-08:00

There are two sections of your resume that should be changed for each resume you send out. The first is the “objective statement” and the second is the “skills/experience” section. By tailor-making each resume, you can more effectively showcase your talents and abilities as a good match for the job being advertised.

Let’s break it down so you can see how it works:

Here’s an ad that appeared recently in the newspaper. (I’ve changed the company name a bit).

Ad Says:

“Greenlaw Industries has an immediate opening for an experienced maintenance planner."

Your objective statement would look like this:

“To obtain a position with Greenlaw Industries where I can utilize my education, training and skills as an experienced maintenance planner.”

If the ad had said:

“Greenlaw Industries has an immediate opening for a fork lift operator and warehouse manager.”

Your targeted objective statement would say:

“To obtain a position with Greenlaw Industries where I can utilize my education, training and skills as a fork lift operator and warehouse manager.”

So – you must tailor-make each objective statement to fit the job that is being advertised. Note also that you are not telling a prospective employer what you want -- instead your objective statement talks about how hiring you will help them get what they want.

The next section in the resume should also be targeted. It is your "skills/experience" section.

In this section, you will match up what you can do with what they are saying are the requirements for the job. The closer you can match what they are looking for, the greater your chances of being called in for an interview. So, this section must also be tailor-made for each resume you send out.

Here’s how that would look:

If the ad says: “Responsible for reviewing work orders, scheduling maintenance, obtain                       permits and materials. Must have 5 years of planning experience in production or a mill.”

Your skills section should say:

·       Experienced in reviewing work orders, scheduling maintenance, and obtaining permits and materials.
·       5-plus years of planning experience in a mill.

Notes:

1.     Each advertised job listing will specify what skills and experience are needed.
2.     You will change this section on virtually every resume you send out, doing your best to match-up with the requirements and experience requested.
3.     You should use the same words that they place in the ad if at all possible.
4.     You may have from 5 to 8 items listed in this section in bulleted form.
5.     But it is most essential that you use matching words and phrases to describe the experience, education, and training that you have and which are needed to meet the published requirements for the job.

The closer you can match-up these two sections with the job being offered, the more likely you are to have success in your job hunting activities.

Tomorrow, we’ll look at the more static portions of your resume.

Good luck and good hunting!

Dana

Let's break it down

2011-11-03T10:23:00.000-07:00

When you put together your targeted resume, there is a basic outline you should follow.

Here it is:

1. Heading/Contact Data
2. Objective Statement
3. Skills/Experience
4. Work History
5. Education/Training
6. Honors/Awards/Achievements
7. Interests

Each resume you do (and note: I believe you need to do a separate resume for each job you want) -- needs to be tailor-made based on the job posting information.

The first section -- Heading/Contact -- will remain the same in each instance. But, there are some things you need to do correctly.

1. Do NOT use oversized type for your name and then center it in the middle of the page as many resume "experts" say to do. There are a couple reasons for this. First, according to a study by the American Library Association -- we prefer to read starting from left to right. Things in the middle bother us. Second, the oversize type may be scanned and thought to be an "image" and as a result, your resume is automatically rejected.

2. Be sure and ind include all your contact information. Mailing address, phone number, email address.

3. Do not use "italic" type face on your resume. Again, the Library Association study showed that italized type irritates us. In fact, a phrase with more than eight words of italized type makes us downright cranky. So, don't do it.

4. With your email address, please use one that is professional. By that I mean -- do not do one with some cutesy name.

"DrunkAllWeek", "ButterfliesAreFree", "BillandSue" -- none of those are good. Sorry. Go back to gmail and do something more conservative.

My email for friends is: GetMeDana@gmail.com but my business email is: dana.lloyd.kehr@gmail.com Get the point?!

OK. Tomorrow we'll break down how you can best handle the two headings that must be targeted toward a specific job opening.

Good Hunting!

Dana

Eight Ways Your Resume Can Say You Are Unprofessional

2011-11-01T09:33:00.000-07:00

Because of one of my teaching projects, I look at a lot of resumes. Some are good. Some are not so good.

To help you develop your resume so it lands in the “good” category, I’ve put together a list of eight problem areas that can say your resume (and you) are unprofessional.

Correct these and you’ll be on your way to more success in the job hunting process.

1.   Unprofessional e-mail addresses, like:
thebigcheese@domain.com or
dickandjane@domain.com or
butterfliesaremyfriend2010@domain.com

If you are seriously looking for work, you’ll want to check your funny email address at the door. Get serious and get a job. OK?!

2. Failure to proofread. (You need a second set of eyes). Check for typos, spelling errors, punctuation problems, grammar, etc.
Have a friend look over your finished project BEFORE you send it out. Most likely, a typo will be lurking in the dark, waiting to spring out and present itself to your prospective employer. Don’t rely on spellchecker and grammar checker software alone. They may (and often do) make mistakes.

3.  Pictures and Graphics.
Several items to discuss here. You’ve all seen the big type used in the heading for the person’s name. Don’t do that. The optical scanners used to read your resume may decide such large type is a graphic image – and they may be programmed to discard any type of graphic image.

Don’t include your photo. Again, the HR department is programmed to discard anything with an image on it. Why? They are worried that by looking at a photo they may be open to a charge of discrimination if they end up not hiring you.

4.   Unprofessional Voicemail.
If you have a phone number on your resume (and you should), you need to make certain someone will be answering it appropriately if you are not there. This is not the number you should give out if your joker roommate likes to tell everyone that you are spending the night in jail … or that if the caller is a bill collector to drop dead. It is also not the best to have a 3-year-old answering the phone … and please, do NOT put your favorite song on there before they can leave a message. Get it?! Be professional.

5. Lazy Words like: “etc.” or using the phrase: “same as above” …
Often the resumes are being scanned by electronic readers and they do not have the ability to decide what you mean by those phrases.

6. Using a “One-Size-Fits-All” Resume.
Do NOT think you can do a single resume and that will work in all situations. That is a false idea. Frankly, you need a tailor-made resume for each job application you submit. When it comes to resumes, one size does NOT fit all.

7. Listing everything but the kitchen sink.
Actually, I have seen resumes where the person did think everything should be on the resume. So, it was a 5-page document in the tiniest type size you can imagine. Very difficult to read. Very boring. Quickly hit the reject pile. One page is best. Two pages is OK.

8. Using a spouse or a relative as your reference.
Yes. Not the best idea. What’s more, references do NOT belong on your resume at all. Keep them on a separate sheet that you can hand to an interviewer if asked to provide references – but do NOT list them on your resume itself.

Tomorrow – we’ll start working through all the elements that should be in your targeted resume.

Good Hunting!
Dana

Preparing a targeted resume ...

2011-10-31T08:48:00.000-07:00

There are four basic styles of resumes -- and what will work best for you may depend on your circumstances and history.

We label these resume styles as:

1. Chronological – which works well if you have a solid work history with no employment gaps.

2. Functional – which is a style that is often used if your work history has some gaps where you weren’t employed.

3. Targeted – which is a resume style that focuses on what the employer wants in an employee.

4. Guerrilla – which is a targeted resume that breaks most of the rules. It may be an excellent option for a professional person who is searching for a new job.

If your situation is such that you have a solid work history without any employment gaps, you may want to use a chronological resume. But for most of us, that just isn’t the case especially in today’s economy.

For many job seekers -- that leaves a functional resume as an option. However, job finding experts caution against using a functional resume because it is a red flag that recruiters often see as a deal breaker. It signals there have been some things in your past that you are covering up.

So, I’d like to suggest you develop either a targeted resume or a “guerrilla” resume …

And, for the next several days, I will cover how you can put together a targeted resume that will help you in your job search.

But first, I need to explain a few things.

With a targeted resume, your resume will focus on your skills and experiences – not so much on your chronological work history.

With a targeted resume, you will not create just one resume – instead, you will develop a basic resume that can be adapted to each job. You will have a resume for each job you want.

With a targeted resume, you will be attempting to show that you are a good match for the position being advertised.

An outline for a targeted resume:

1. Contact Information

2. Objective Statement

3. Skills and Experience

4. Work History

5. Education and Training

6. Additional Honors, Awards and Activities

7. Interests

Come back tomorrow and we’ll break it down.

Good Hunting!

Dana

5 Tips for Better Networking

2011-10-28T13:58:00.000-07:00

Network is the most common advice job seekers hear. Is it good advice? In a recent HotJobs poll, 58 percent of respondents said that networking had helped them land their most recent job.

But for people who aren’t natural networkers, the idea of networking can cause a lot of anxiety.
Many dread “schmoozing” with large groups of people. The good news is that networking isn’t just about working a crowd. In fact, introverts (or shy people) have some qualities that work to their advantage. Some people are better listeners. They think before speaking, and they enjoy one-on-one conversations.

Networking is about building relationships, and that can be done one-on-one, in groups, or online through social networking (like MySpace, Facebook, or Linked In).

Here are some tips to help non-networking people build larger networks:

1. Broaden your networking goal.
If you simply ask people you meet if they know of any job openings, you’ll likely be disappointed. Most people in the world are not walking around with job leads to hand out. Networking is a process of building connections and mutual exchange. Perhaps someone you meet could give you advice on your resume—or maybe you could help someone you meet with a job search or professional development. If you’re on the shy side, offering something may be easier than asking for something.

2. Volunteer at large events.
Instead of going to a professional association meeting and trying to strike up conversations with strangers, volunteer to help organize or run the meeting. Many people find it easier to become acquainted with others by making a contribution rather than making small talk. You can help find speakers for an event or serve on a committee instead. Both of these activities will give you a purpose at the event—and the work itself is a good networking opportunity. You will be getting to know people, but you’re getting to know them because you’re part of a team with a goal.

3.   Arrive early for group events.
Introverts tend to procrastinate about going to big events. Then they arrive and find the other guests already gathered in intimidating small groups. Go early instead, before groups form. There are just a few random people who have shown up early, and they’re delighted to have someone to talk to. Then you become part of the group.

4.   Don’t set unrealistic goals for group meetings.
For example, don’t pressure yourself to meet everyone. Instead, set a goal of talking to five new people. If the event has an attendee list, you can always send follow-up emails to people you didn’t have a chance to talk to.

5.   Network online—in moderation.
Social networking sites can play a valuable role in networking: they help you keep up your connections with people who may be able to help you. Also, connecting virtually can be less stressful than face-to-face interaction. Just be sure you don’t spend so much time connecting online that you never connect in person.

Build your networking list. Then work it.

You’ll find more jobs here than any other way.

Good Hunting!

Dana

Evaluating An Informational Interview

2011-10-27T09:28:00.000-07:00

If you’ve been networking with those on your list and have held some informational interviews – chances are you have gathered some good data regarding your job search.

So now, you need to evaluate what you have learned. Consider your answers to these questions:

What is your reaction to the number of hours and type of schedule described?

What do you need to do to make yourself a competitive candidate?

Do you think you would be satisfied working in the situation your contact described?

Do you think you would be dissatisfied with the same things your contact described as dissatisfying?

What is your reaction to the conditions – stresses and anxieties – of this occupation? Do you want to deal with them?

Have any changes taken place in your opinion of the occupation as a result of your interview?

What are the most important new facts and understandings that you have acquired?

What misconceptions were corrected as a result of this interview?

Armed with this information and your honest evaluation -- you will be in a better place to determine if a job in this career will be a good match for you.

Good Hunting!

Dana

Good Hunting!

Dana

Informational Interviews ...

2011-10-26T10:38:00.000-07:00

If you have compiled a "networking" list, you can now begin to do some effecting prospecting for a job.

Your networking contacts will be an excellent source of information about the current job market and may know of some opportunities that will be of great help to you. So, a meeting with these individuals may be very beneficial to you.

What are the advantages of doing “informational interviews”?

• They are easy to do

• They are informal

• They make others feel good about themselves and their profession

• They can connect you to potential jobs

• They will put you ahead of others with "top of mind" awareness

But, this isn't a "job interview" ... or you calling them for a job at their company ... instead, it is an opportunity for you to meet with them as a friend and gather information that may help you along the way. These are typically referred to as "informational interviews".

What is the purpose of an “informational interview”?

• It is a process you can use to “network”.

• It allows you to try on jobs to see if they fit you.

• It’s the process where you spend time with one of your network contacts in a highly focused conversation that provides you with information you need.

• It allows your networking friend to get to know you better.

Here’s a phone dialogue you can use to set up an interview …

“Hi Jim. This is Dana Kehr. Do you have a moment?

I’m working on a project … and the reason I’m calling is to ask if you might be willing to spend 30 minutes with me telling me a bit about your company and the industry in general. It would really help me a lot.

Could we get together Tuesday? Or is Wednesday better for you?

Thanks!”

What do you do at the informational interview?

• Thank him/her for willingness to meet with you.

• Re-emphasize you are there to learn and to gather information about his/her career field.

• Use an informal dialogue to ask your questions.

• Set and stick to a pre-agreed upon time frame.

• Ask prepared questions.

What are some possible questions to ask?

1. What are the duties performed during a typical day? Week? Month? Year? Does s/he have a set routine? (As the person describes the duties, ask what skills are needed). How much variety is there on a day-to-day basis?

2. What educational program is recommended as preparation? (Distinguish between courses which are desirable and those which are indispensable.)

3. What kinds of courses are most valuable in order to gain skills necessary for success in this occupation? (Distinguish between courses which are desirable and those which are indispensable.)

4. What degree or certificate do employers look for?

5. What kind of work/internship experience would employers look for in a job applicant?

6. How can a person obtain this work experience?

7. Are any co-curricular activities recommended?

8. What steps besides meeting educational and experiential requirements are necessary to "break into" this occupation? (i.e. - exam? interview? union membership?)

9. What are the important "key words" or "buzz words" to include in a resume or cover letter when job hunting in the field?

10. What are opportunities for advancement? To what position? Is an advanced degree needed? (If so, in what discipline?)

11. Which skills are most important to acquire? (i.e. - which skills do employers look for?)

12. What are the main or most important personal characteristics for success in the field?

13. What are the different settings in which people in this occupation may work (i.e. - educational institutions, businesses, etc.)?

14. What other kinds of workers frequently interact with this position?

15. Is there evidence of differential treatment between men and women workers with respect to job duties, pay, and opportunities for advancement?

16. What are the employment prospects in the advisor’s geographic area? Where are the best employment prospects? What are the employment prospects at the advisor’s company? Is mobility a necessary factor for success?

17. What are some related occupations?

18. Does the typical worker have a set schedule (i.e. - 8 a.m. to 5 p.m.) or are the hours flexible?

19. What are the demands and frustrations that typically accompany this type of work?

20. What is the typical chain of command in this field?

21. How can you determine that you have the ability or potential to be successful in this specific occupation?

22. Is this a rapidly growing field? Is it possible to predict future needs for workers in this field?

23. What types of technology are used and how are they used?

24. Where might job listings be found?

25. What entry level positions are there in this field that a liberal arts graduate might consider?

26. What does the advisor know now which would have been helpful to know when s/he was in your shoes?

Some Additional Functional Questions You May Want to Ask:

1. How many hours does the person you are interviewing work?

2. What sort of education does the person you are interviewing have?

3. What has been his/her career path from college to present?

4. What are the satisfying aspects of the work?

5. What are the greatest pressures, strains or anxieties in the work?

6. What are the major job responsibilities?

7. What are the toughest problems and decisions with which they must cope?

8. What are the dissatisfying aspects of the work? Is this typical of the field?

9. How would the person you are interviewing describe the atmosphere/culture of the work place?

10. Does the person you are interviewing think you left you out any important questions that would be helpful in learning about the job or occupation?

11. Can the person you are interviewing suggest others who may be valuable sources of information?

OK. Once you've held an "informational interview" with someone on your networking list, you'll want to evaluate the information gathered.

Tomorrow, we'll cover that topic in a little more depth.

Good Hunting!

Dana

More Networking Tips ...

2011-10-25T09:11:00.000-07:00

Networking is one of the most productive methods of finding career opportunities and landing a job.

This proactive approach will help you:

· Uncover opportunities that you would not have found through reactive methods

      ·        Create opportunities for better interviews
      ·        Gain enhanced credibility
      ·        Get ahead of your competition
      ·        Use the compounding power of networks

Studies show that networking strategies have a much better rate for linking you to your next job than reactive job search methods. There are many reasons why, but the following five reasons are the most powerful ones.

1. It is easier to set up a meeting with a decision-maker if the meeting is not a true interview. Meeting to discuss potential opportunities, gain information, and ask for suggestions are like complements to the person you meet with.

2. Networking meetings are usually informal and more relaxed. This allows for more two-way communication.

3. You may receive referrals to other people, even if the original person you meet with does not know of any open jobs or jobs that will be listed in the near future.

4. Many jobs never get posted to ads or to the Internet, and never get listed with job agencies. The only way to find out about these is through networking.

5. Fewer people invest their time networking for a job, even though it is the most efficient method, because it takes a little more effort.

You need to put together a broad list of contacts – people you’ve met through various business and social functions – and develop trusting relationships with them. (Yesterday’s blog gave you a simple form to use to help you start such a list.)

It is these people in your network who may be able to give you job leads, offer you advice and information, and introduce you to others.

If you are going to develop a useful job hunting network, you must do these 8 things:

Decide now to put energy into it to make it work
Get organized as to how you will gather and keep the names
Set a goal (like 2 to 5 new names a week)
Do a self-assessment of your values and decide what you want to be doing as a career
Prepare a strong resume that you want to share with others
Communicate with your network that you are looking for work
Schedule and hold informational interviews with those on your list
Follow up with your network and let them know what is happening in your job search

Good hunting!

Dana

P.S. Tomorrow -- How to set up an "informational interview".

Networking

2011-10-24T10:07:00.000-07:00

One of the key ways to find a job in "the hidden job market" is to develop your networking skills.

But often, that is easier said than done.

So, over the next few days, I'll share a few thoughts about "networking" and show you some easy ways to get started with it.

To begin with, you need to develop a list of contacts for your networking efforts.

Now, there are several ways to put such a list together. Here's one that works quite well. Merely begin filling out the following categories and at the end, you should have at least 10 to 20 names for your networking list.

Who do you know?

From your previous job:

From your present job:

From school:

Shares a sport or hobby:

From your church:

From community activities:

Your landlord:

Your neighbors:

Your auto sales person:

Who changes your oil or tires:

Parents of your children’s friends:

Friends of your parents:

Friends of your significant other:

Grocery store cashiers or clerks:

The person who sells you clothes:

Your doctor or dentist:

Your child’s coach:

Your child’s teacher:

The person who cuts your hair:

Your bank representative:

Your cell phone sales person:

The bus driver:

Case workers:

Your teacher:

Your school advisor:

Once you have your list put together -- remember this is just a starting point. You may always add names as you go along.

Tomorrow, I'll give you some ideas about how you can effectively work your list.

Good Hunting!

:) Dana

What to include in your job interview packet.

2011-10-21T09:27:00.000-07:00

I like to suggest that you take a folder with you when you go in for a job interview.

For me, it can be as simple as a 59-cent folder (black or dark blue, please) that you pick up at Wal-Mart. Maybe get one with a little folder pocket or two to hold some materials you'll need.

If you have more money, get a fancier one if you want -- just have something presentable to use when you go in for your interview.

In this handy folder will be several items that you should always have with you when you go in for a job interview. These include:

1.   Clean copies of your job-specific, “targeted” resume.
Bring enough for several people. You may get to meet more than one interviewer.

2.   Separate page for your references with all contact data.
This sheet should full contact data for three to five of your references. Be sure and get their permission first to use them as a reference and let them know you are applying for work.

3.   Copies – Letters of Recommendation (if available).
These are always nice to have. Great proof sources.

4.   Copies – Awards, Honors, Commendations (if available).

5.   Completed Basic Job Application for reference.
Even though you have turned in a resume, most businesses will want you to complete their job application form. Having your basic data pre-gathered will make it easier for you to fill this out when requested.

6.   Research on the company where you are interviewing.
You want to know some information about the company BEFORE you go in for an interview. Check out their website, Google them, check LinkedIn and you should be ready.

7.   Some questions you want to ask them at the interview.
Check yesterday's blog on some questions you may want to ask them. Remember, at the end of the interview they will ask: "Do you have any questions?" And you want to be prepared.

8.    Notepaper and extra pen.
For taking notes and filling out forms if necessary.

9.   Directions and time line to get to the interview on time.
Know how to get to their office and understand how long it will take.

10.    Your networking business card.
Makes a nice impression when you hand them one of these. (More on this tomorrow.)

Take this folder with you and you'll have everything you need at your fingertips to make a good impression.

Good Hunting!

:) Dana

Are there any questions?

2011-10-20T09:14:00.000-07:00

It is pretty normal for the job interviewer to ask at the end of your interview if there are some questions you would like to ask.

This is not where you breathe a sigh of relief and say: "No. No. I think you covered it all." Or, "No I don't have any questions right now."

You need to show you have some interest in the job ... and this is a place where you can demonstrate that you've done your homework.

I like to suggest that you have a little folder with you -- and one of the things in that folder is a list of possible questions you'd like to ask the interviewer. (At the end of this article, I will provide you with a list of questions you could ask -- and you can pick several that you think would be appropriate.)

I also think you should do some research on the company you will be interviewing with -- and come up with some company-specific questions you would like to ask.

Again, a few questions should do.

Remember our previous discussion about Being Prepared -- and you will do just fine.

Now, here are some possible questions you could ask.

·       Can you describe a typical day for someone in this position?
·       What is the top priority of the person who accepts this job?
·       What are the day-to-day expectations and responsibilities of this job?
·       How will my leadership responsibilities and performance be measured? And by whom? How often?
·       Can you describe the company's management style?
·       Can you discuss your view of the company's corporate culture?
·       What are the company's values?
·       How would you characterize the management philosophy of this organization or of your department?
·       What is the organization's policy on transfers to other divisions or other offices?
·       Does the organization support ongoing training and education for employees to stay current in their fields?
·       What do you think is the greatest opportunity facing the organization in the near future?
·       Why did you come to work here? What keeps you here?
·       How is this department perceived within the organization?
·       What are the traits and skills of people who are the most successful within the organization?

Avoid these questions:

Interviewers should NOT ask questions about your race, religion, ethnic background, age, marital status, etc. After you are hired, these topics are generally okay to talk about. If your interviewer does ask one of these questions, don’t feel like you need to answer. Do guide them to a different topic.

Also, you should not ask your interviewer questions about those topics either. The natural reaction is for them to follow up by asking you the same questions. It’s what we do socially, but not how we should engage in conversation in an interview.

Don’t ask questions about how you might move up in the company or how you might be able to transfer to a better job. You may want to do that, but many interviewers will feel threatened by someone who appears too aggressive or too eager to move up in the organization.

Tomorrow -- I'll cover what needs to be in your job interview packet. Until then, Good Hunting!

:) Dana

Those dreaded interview questions ...

2011-10-19T09:47:00.000-07:00

If you've been busy sending out resumes, networking, going to job fairs, putting it out there that you are actively looking for work -- then chances are, you've got a few interviews lined up.

And you know that you need to perform well in what is often seen as a "stress inducing" situation.

But, how do you prepare for an interview?

May I suggest, you need to think like a Boy Scout and "Be Prepared".

There are some pretty standard interview questions that you will most likely face.

Yesterday, I shared information about what it takes to answer the "Tell me a little about yourself" question that most often is the first question you'll hear.

And, the day before, I shared a way to use stories and the SOAR teachnique to answer questions. (SOAR = Situation-Obstacles-Action-Results).

Now, I am going to give you a list of 23of the most commonly asked questions you'll face in an interview. Use the techniques I have given you and write out your answers to the questions. Tell stories. SOAR. Practice. And you'll be able to walk into an interview prepared and ready for a conversation with a person who may be able to give you a job.

Good Hunting!

:) Dana

Here are your questions:

1.   Tell me a little about yourself?
(This is the place to respond with your 1-minute commercial.)

2. Why are you interested in this position?
(Looking for new challenge, enjoy working as part of a team, have a lot to offer – then be prepared to say what you have to offer.)

3. What do you think are the most important functions of the job?
(Focus on technical aspects, your ability to stay focused and complete assignment and take directions; your ability to listen and learn and communicate effectively with others, etc.)

4.   What strengths do you bring that would help a team function efficiently? Can you give a specific example of a positive team environment you have worked in? How about a situation where the team did not work well together and why?
(Respect for other members of the team; recognition that everyone on the team has strengths and weaknesses; clear directions from leader and ability to ask questions when the directions are not understood or the team has not been fully trained; etc.)

5.   Describe some of your most successful work related accomplishments to date; and then describe some of your greatest work related disappointments to date.

6.   Assume you disliked a work assignment or disagreed with an order given to you by your supervisor. What action would you take?
(Your answer should be similar to the following. "Everyone has to do a task they dislike from time to time. If it’s not a safety issue, I would do it. If I disagreed with an order I would ask to discuss it with my supervisor. If it doesn’t cause a safety concern and it was something we could not agree on, I would do the job as assigned.”)

7. Tell us about your work background and qualifications as they relate to this position and what particular strengths do you have that would make you an ideal candidate for this position?

8.   What is a safe and healthy work environment? What responsibility do employers and employees have with regard to safety?

9. Describe your experiences working with people from diverse backgrounds.

10. When you have a number of tasks to do, how do you prioritize your work?

11. What are 2 or 3 examples of tasks that you do not particularly enjoy doing? How do you remain motivated to complete those tasks?

12. Describe a time when you had to adapt to people with different working styles and tell us how you maintained your own working style and level of productivity?

13. Please describe a project you have worked on in which a conflict developed. What was the conflict? What did you do to overcome it?

14. What would your co-workers say about your work style. How would they describe you?

15. Describe a situation when your work was criticized. How did you respond to the criticism?

16. Describe a time when your work situation and/or working conditions were not ideal. How did you deal with the situation?

17. Think about a time when you had to make a decision under pressure. Briefly describe the    situation and how you were able to decide what to do.

18. If you felt you had a good idea for improving the way a procedure is done, how would you determine if your idea would work and how would you present it to your supervisor?

19. What do you do when you are having trouble with your job?

20. Tell me about the last change which occurred in your last job. How did you handle it?

21. What strategies do you use to resolve issues with a co-worker? What would you do if you felt you were carrying more than your fair share of the load?

22. Is there anything else you would like us to know about you?

23. Do you have any questions for us?

Stay tuned -- tomorrow, I'll share some ideas about how to answer question 23.

Developing Your One-Minute Commercial ...

2011-10-18T20:43:00.000-07:00

Yesterday I promised I would provide you with a form that would help you answer a frequently asked interview question: “Tell me a little about yourself.”

There are about 2 dozen frequently asked questions at a job interview – and the one I just gave you usually is the lead off question. How well you answer it can determine how the rest of the interview goes and if you are going to get a job offer. So, it is good if you can answer it and really knock it out of the park.

You’ve got less than 60-seconds to do it …

This little answer is one you should commit to memory. It is sometimes referred to as a “one minute commercial” … or as an “elevator speech” (because you should be able to deliver it in the time it takes to ride in an elevator).

As you put your self-promotional presentation together, you’ll want to mention your career goals, strengths, past successes, values, life experiences, jobs, and more.

Besides being an excellent way to respond to that important job interview question – your one minute commercial can also be used in networking conversations, at job fairs, email messages, on social networking sites … just about any place where it will serve you in your job hunting process.

What should be in it?

There are five elements it must address:

· 1. Who am I?

· 2. What do I offer?

· 3. What problem is solved by hiring me?

· 4. What are the main contributions I will make to a company?

· 5. What should the listener do after hearing my commercial? (A call to action if you will.)

How to put it together …

You can easily develop a 30-to-60-second self-promotion statement. Merely answer the questions that follow and you’ll have an excellent beginning for your one-minute commercial:

My name is ________________________________________________________.

I live in ___________________________________________________________.

I’m pursuing a career in ______________________________________________.

I want to pursue this career because ____________________________________.

To prepare for this career, I have _______________________________________.

One day I hope to ___________________________________________________.

In previous jobs I have _______________________________________________.

My guiding rule in life is ______________________________________________.

My greatest talent is _________________________________________________.

People see me as someone who _______________________________________.

When you hire me, I will solve _________________________________________.

I will make these contributions to your company __________________________.

If I sound like someone you would like on your team right now ... let's talk some more.

*****

Write out your answers to these questions. Then write your one minute commercial using the information. Memorize your statement. Say it out loud. Practice it in front of a mirror. Give it to others and become comfortable with it. You will need it – perhaps sooner than you expect.

Tomorrow, more questions you’ll face in an interview … and how to answer them.

Good hunting!

J Dana