The Biggest Mistake a Nonprofit Can Make When Telling Its Story

I admire  a wonderful nonprofit in my hometown of Portland, Oregon that seems to be doing great work in the community.   I learned of the organization when I met their fundraising manager through a networking event. She made a  great presentation, and it got me excited about the work they do.. I handed her my business card and asked her to stay in touch and to put me on their mailing list so I could learn more --- and of course potentially become a donor. 

Silence.  For over six months, I didn’t hear anything from the organization..

Last week, I received a white manila folder from this organization with an appeal letter and  printed signatures from the Chair of the Board and the Executive Director.  No handwritten note at the top, no hand written signature.    A large brochure accompanied the sterile letter describing the organizaton's   services.

I didn’t read the appeal letter, and in spite of the captivating photo on the front of the brochure of children,  I didn’t read any of the content that was  laid out in 8 point font in tiny dense blocks of copy,  within the brochure.    Myeyes are just too old for this tiny print, and I didn’t know where to begin reading.

Too Much Information, Too Little Emotion.

A simple message with emotion draws us in.  Wordy descriptions, perhaps written by well-intentioned and educated academics in the nonprofit world, turn us off.  I’m just too busy. My guess is that you are, too. I don’t care about the details right now.  That can come later.  You need to hook me with clear, emotional and succinct messages that intrigue me, provoke me, compel me to want to learn more.

There are many wonderful nonprofits in Oregon, but after this experience, I sadly will not be donating to this one.  If their marketing fails to take into account my needs and treats me like a robot  vs a person, I worry about their ability to engage with their clients.  Probably an inaccurate assumption, but my perception. 

Please, don’t make this mistake.

Are You Afraid To Take Risks and Step Outside Your Comfort Zone?

I was 18 when I completed a 3-week Outward Bound course in the Three Sisters Wilderness Area, based out of Eugene.  Hated it and loved it.  That’s when I first learned how to “bushwhack”, stepping out of my comfort zone.   

One week out, our seasoned guide, not much older than us, handed us a compass and a map, and told us to leave the well-worn Pacific Crest Trail, and head north -- using the compass to find the parallel trail 2 miles away.  She showed us where we would reconnect on the map and said she would meet us there.  In other words, our job was to bushwhack uphill, through the undergrowth and forest, over boulders, using the compass to stay on course.

I didn’t like this “bushwacking” business, and I was scared.

A group of young women, on our own, traipsing through unfamiliar territory.  I was sure we would get lost. 

It was a lesson I’ve never forgotten.  We succeeded and I learned with confidence and the right navigational tools, you can step outside of your comfort zone and still reach your destination…. with pride.

This past 4th of July weekend, I had a chance to bushwhack again.  We pitched our tent at our favorite primitive site along the Nehalem river and decided to explore before it got dark.  We followed the logging roadthat ran parallel to the river to its end.  Simona, our sturdy Scottish terrier poodle mix, was up for the adventure and so we bushwhacked onward through the undergrowth, following what we thought was a faint deer tail.

Soon that petered out, and we were met by chest high boulders, but determined Simona found a way around and we continued to cut our own path around the stone barrier.  Our navigational tool was the ever constant sound of the river on the right.  We crossed a number of small steams, one deep enough we had to carry Simona, all of 20 pounds, but within 30 minutes we were stopped by a deep ravine, and we know we had reached our destination.

It was stunningly beautiful, peaceful and calm.  We sat for a while without words in this secret spot.  This was our destination and we were rewarded with unique beauty overlooking the river that few will ever see.

And the lesson for Nonprofit leaders…

Sometimes you have to bushwhack and navigate terrain where no one has gone before.

Sometimes you have to take a risk outside of your comfort zone.  

Have confidence and trust in yourself. Use both analytics and intuition to guide you.  With the right navigational tools -- a strong vision, manifesto, or even undaunted companions, YOU WILL HAVE THE COURAGE TO MOVE FORWARD.  Be brave and bushwhack and you will be rewarded. 

Why we like to stay within our comfort zone and the benefits of taking a risk or ..... Are you willing to venture out and practice Bushwhacking?

Lesson from the Wedding Speech: Emotional Content Brings Down the House

You cannot deny the powerful effect of a well-crafted wedding speech. While some bring tears, other tributes produce belly laughter. Whatever the result, words that evoke emotion capture the hearts and imaginations of family and friends on such a memorable day.

Which leads me to some simple advice. If you want to create compelling and engaging content, I have a couple of words for you: 

Think wedding speech

My oldest son got married over the weekend inside a 125-year-old building. He and his bride celebrated the most important day of their lives in a festive yet intimate manner at the Gerding Theater at the Armory in downtown Portland.

Never mind the fact 185 people attended. It was enchanting and magical and deeply personal.

Gorgeous radiant bridesmaids locked arms with a group of GQ-worthy groomsmen to usher this beautiful couple into a new and memorable chapter of their lives. Soft fragrances from the Hawaiian leis filled the air as Jack Johnson-style music played within the airy and elegant hall. (Yep, there was a Hawaiian theme going here with a very tasty menu to prove it.)

Best of all, you could hear a pin drop inside the acoustic perfect brick-lined walls as both bride and groom read their heart-felt vows to each other. As you would expect some light sniffling and "ahhs" from the audience occasionally punctured the air during the moments where these two soulmates spilled their deepest feelings about each other.

Now my youngest son served as best man. Ross  lives on the east coast in Connecticut but came out a couple of weeks ahead of the wedding to shepherd his brother through the bachelor party, rehearsal dinner and the big day. Being the best man, he, of course, had the honor of toasting the newlywed couple first in a speech in front of all. Four hours prior Ross asked me to take a look at the text he prepared.

As I reviewed his carefully crafted narrative, I nodded to myself, smiled and then smiled again. His words did what Wharton researchers say are the keys to content going viral: "Make it emotional—ideally triggering emotions like anger, anxiety or awe that tend to make our hearts race; and if you can, make it positive."

He didn't use anger or anxiety but Ross wrote plenty that created awe and positivity by sprinkling in anticipation, inspiration and, of course, joy. His delivery was pinpoint perfect...using appropriate pregnant pauses to build up anticipation and awe.

Needless to say, the guests listening in  rewarded him with several interruptions of applause and gut-felt laughter. (Not to be a bragging father but it was undoubtedly the best speech delivered over the wedding and rehearsal dinners including my own.)

So the next time you sit down to create content, the kind that really connects with the hearts of your audience, put yourself in the shoes of a best man or maid of honor.

What are the emotions that you can hit upon to bring about the undivided attention of your audience?

Can you trigger a bit of awe?

Anger?

Anxiety?

Positivity?

If you do, I promise you'll have eyeballs and hearts all over your content and message.

Kind of like those in attendance Saturday evening charged with emotion as they watched the bride and groom kiss their first kiss as husband and wife.

 To get our book, "25 Building Blocks To Create a Conscientious Organization" FREE, go to HCollaborative.com for an instant download.

Teacher or Students: Who Learned More from the Manifesto Workshop?

I recently put on a 60-minute Manifesto workshop for 35 small business owners. Being one of three speakers for an afternoon workshop, I spoke last in the 4 to 5 pm time slot.

As I put together my PowerPoint the week before, I kept thinking I need to make it uber engaging because of two challenges. First of all, it was part of a favorite networking group my business partner belonged to. And secondly, my time to present came at the end of the day - that low blood sugar time when yawns take over the audience.

Needless to say, this was definitely not one of those "phoned-in" kind of presentations.

I started off with a little sugar...you know the old axiom that says begin every talk with a powerful fact, quote or story to engage your audience. So to open up, I used Bill Bernbach, guru from the golden age of advertising (1960s), and one of his most famous quotes:

"In advertising (business), not to be different is virtually suicidal."

And yes, it worked just as advertised. From then on, I had their complete and undivided attention.

Through the next 59 minutes, I talked about how manifestos have been with us since the Ten Commandments. I shared some  favorite manifestos of mine and why I found the words exceptional.  And I took them through all the reasons their businesses needed more than just mission, vision and values.

In today's marketplace, a manifesto is an imperative. In fact, it is one of three essential documents we counsel our clients to have in place if they want to create an effective and sustainable organization.

I watched my audience take copious notes, stay focused on my slides and interact with the occasional head nod.  

They learned the words that best describe a manifesto comes down to a one-two punch:

Ignite action

For a manifesto gets people motivated. It creates an emotional connection.  It motivates them to rally around a common cause. And it becomes the reason for their getting out of bed in the morning.

By five o'clock that evening, they knew how to craft  their company's own brand manifesto.

The teacher, in turn, learned about the unique story of eachorganization, about the purpose and why it matters.

My biggest take-away was simple. We all have a hunger to do more, to give more, to be more.

And  that might very well be the most important lesson in life.

~HCollaborative.com~

Www.hcollaborative.com. Manifestos are one of the three most important documents we encourage our clients to have. Find out what makes them special.

Demise of the Rock Star: It's Time for a New Paradigm - Ubuntu

Learn how the principles of Ubunto reflect an emerging new paradigm in the workplace.

Ubuntu – I am because we are

“UBUNTU: (South African) humanity or fellow feeling; kindness.

Collins Dictionary: We must ignite the spirit of “ ubuntu ”—“I am what I am because of who we all are.”

 Here is the story: for over 25 years I’ve worked within a corporate environment reporting to some good bosses, and some terrible. I learned the key to success was to work hard, be creative, practice teamwork and collaborate.

Along the way I also learned about the concept of servant leadership. That seemed to make a lot of sense…the idea that we produce and work with the goal of serving others. I liked that, but somehow the purity of the concept always seemed to get diluted by egos. Yup, even those who preached this idea, were driven by the desire to look good. The human desire to be right above all else was rampant within these corporate organizations.

Ultimately I came to the conclusion that top leadership, even if operating under a lofty mission and promoting “team”, succumbed to the reality of individual ego.

I thought there must be organizations that were able to break down this barrier of ego-- trying hard to practice the principles of UBUNTU.  And for those of you not familiar with this African concept, here is what Archbishop Desmond Tutu says:

“A person with Ubuntu is open and available to others, affirming of others, and does not feel threatened that others are able and good; with self assurance that comes from knowing that he or she belong to a greater whole…”

This means goodbye to the management approach of individual ego, and hello to the collective spirit. In practice, leaders work hand-in-hand with staff, and the deliverable work that is produced is truly the reflection of all that contributed.  There is no single person that gets recognition, as everyone was involved.  And to no surprise this philosophy, in Anglo terms, the sum is greater than the parts, translates into superior problem solving and creativity.

As I was explaining this last night to my daughter, teacher of multicultural youth,   she simply said “Mom this is Ubuntu – I am because We Are.”

We Can Not Remain Silent

Dear Readers:

This was a tragic week… challenging us all to rethink who we are.  Forcing us to look inside and check our own biases and positions of privilege.  It was a week of sadness, anger and disbelief – a week that saw many of us outraged and speaking out, and yet too many not commenting at all – not engaging in the discussion – playing it safe and not getting involved. 

My children are Black, and yesterday my daughter called crying --  worried about her friends, her brother, her cousins, her future children, my grandchildren, and the world they will come in to.  This is a real fear that many Black families share today.    I felt her anguish and started to cry myself.

WE are all saddened and upset over the shootings of both the black men and the police officers .  The events have touched us all emotionally, even those who have no connection to the victims or the events.  It is a difficult time and we wanted to let you know of some resources that may be helpful to those who feel they could use some support.

National Alliance on Mental Health Institutehttp://www.nami.org/

National Institute of Mental Healthhttp://www.nimh.nih.gov/index.shtml

PTSD Alliancehttp://www.ptsdalliance.org/resources/

We all need to overcome injustice, hatred and oppression in our world. We believe that “Black Lives Matter”, and we believe that many members of our police are good citizens without prejudice or bigotry, who put their lives on the line to keep our communities safe every day.

This has been a trying time.

Let's all heed what Nelson Mandela said above and work diligently so injustice and inequality become words that are no longer part of our vocabulary.

And especially now… be kind to one another and reach out in support. 

Dangers of Isolation: Lesson from a Habitat Build Day

If you've ever doubted the idea of one being a lonely number, you most likely have never worked on a Habitat for Humanity build site.

Last week, I spent my Saturday with a dozen other volunteers finishing up two new and affordable homes in Portland's Cully district. In fact, the house I helped paint was to be occupied by its new owner and family three days later.

Everywhere you looked on the site, the Habitat staff teamed up with the volunteers to see to it that the necessary tasks were performed with excellence. No one-man-bands in sight. Just the teams of painters, sawers,  and cleaners as they went about their business being accompanied by Brazilian music on one boom-box and old Steve Miller tunes on another.

Yes, there was the occasional volunteer doing a little rumba step thanks to the music tickling his backbone.

From time to time, one of the Habitat leaders would remind us of the need for hydration. "Take a break...get some water in you," we would hear on occasion. After all, these passionate folks were out on this site known as "Helensview" 5 days a week, week-after-week.  

Clearly the work completed during those six hours could not have been done without that strong esprit de corps.

What I mean by that is that isolationist thinking serves no one. No community, no organization and no country. Certainly , not in this day and age.

Practicing teamwork builds more than houses. It builds satisfaction and esteem.

And it truly is how things will always get better.

Which means, of course, better product, better marketing and better(happier) employees or team members.

In fact, it's how we have built our conscientious marketing agency.

It's clearly what Millard Fuller saw when he and his wife started Habitat for Humanity in 1976. And I think it embodies what Helen Keller wrote when she penned the words, "Alone we can do so little; together we can do so much."

~HCollaborative.com~

Have What It Takes to Persevere? What Blackberry Bushes Teach Nonprofits

I took a walk last week with the pooch, Simona.  She is curious and loves a new “sniff” adventure, so I tried out a new path in my Beaverton neighborhood.  It was quiet, peaceful and overgrown with blackberry bushes.   The berries, still green, wait in anticipation for more summer warmth and sun to ripen.

And the thorns were sharp, intimidating.

And being the “pocket biologist’ that I am, I thought about the evolution of blackberries. How they go from prickly thorns to ultimate sweetness as they ripen and find themselves in that first blackberry pie.   The blackberry bushes were green and lush, but I know that to relish the berries later in the summer, I will need to overcome the nasty barbs that keep friend and foe away.  Still, I will dive in come  August, with long sleeve shirt and pants, and risk getting scratched.   

I do it every year. It is worth it.   I am willing to persevere, to figure out how to reach behind the thorns, perhaps with a plank thrown against the bushes,  to get to the biggest berries up high and in the back, which often end up in my stomach and not in the pail.

It reminds me of how in our organizations we encounter thorny and even painful challenges and circumstances that deter us from our goals.  We humans generally like to avoid discomfort, and yet it is the brave in our businesses that persevere in spite of the obstacles.   It’s important not to be dissuaded and like the berry picker, although we may suffer a few scratches, stay the course and overcome the barriers we encounter.  We know the reward is in sight.  We do not turn away … and take a step forward in spite of the barbs.

To that end, here are a few ideas to help us persevere in spite of challenges:

1.       “Go berry picking with others”:   laugh and enjoy the challenge with others on your team.  In other words, share the “pain” and overcome obstacles together.

2.       Get creative and use your right brain.  Sometimes we overanalyze our challenges, using logic.  Instead take out a pencil, crayons, chalk and draw a solution.    Stick with it, and you may be surprised at the visual answers that emerge to address that issue.

3.       Finally, perseverance is also about attitude.  Two steps forward and one step backward is progress.  So celebrate the small wins.

 And enjoy that first piece of blackberry pie.

~HCollaborative.com~ 

Banking the Good Times for a Downpour

One of my sons is steeped in the interview process for his second job out of college. He loves the industry he works in but feels his opportunity to learn and grow with his current employer plateaued.  

Earlier this week, he called to talk about his second interview and how it went with the recruiter.

"Killed it!" he said. The fumes of euphoria still coursed through his veins.

Needless to say, I was elated for him. After congratulating my son, I hung up and headed back to my keyboard.

Then, as a nice summer breeze pushed in through my office window, I got to thinking. Is there a lesson here that the father figure could offer his son?

About 60 minutes later, I sent him this email:

Great job on smokin' that interview...

Keep that feeling of how you did in that interview in your life memory bank...remember how impressed you left the recruiter, how your confidence flowed and how you really handled a high pressure situation...

Later on in your career (happens to everyone), you'll feel dejected and not worth a piece of poop...it's at that time where you go back into your memory bank and pull today's interview out to remind yourself that even in your worst moods and worst times, you know you're not only okay but you're damn talented!

Anyone who has spent time in the marketing communications world knows that feeling of sky-high enthusiasm and rock-bottom depression. It comes with the industry, not to mention the business world.  And like life, there will be good days, and there will be not-so-good days.

Many of you already have learned this lesson.

 But for those who haven't, I suggest you think about it the next time you write a highly engaging post, create an award-winning website or earn a coveted grant for your mission-driven organization.

Take that euphoric feeling. File it away in your memory bank. And break it open the next time you feel those dark clouds starting to gather.

The way I see it, banking the good times is not just an umbrella.

It's a confidence booster.

And who couldn't use a little bit more of that in their life?

~HCollaborative.com~

Are You Real? Authenticity Trumps in the Sales and Marketing Game

 We all get involved in our jobs, our careers and play out the roles that enable us to fit in the workplace culture.   And those “masks” we wear, that we put on each day to woo customers with promises and personas, entice and attract.  It’s hard to deny that it works. 

We give the customer what they want to hear.  We echo back their words, even mirroring their tone and pace of speaking.  It’s a technique I learned and practiced when I directed an Account Management Team.  It helped create a connection.

But does it pass the “sniff test” today? 

Not anymore.

The test of authenticity has become the bar for engaged consumers that increasingly make purchases based on word-of-mouth experience.  Access to information on the internet including customer reviews, quickly reveal any inconsistencies between what you promote and say and the reality for the customer that they readily share on YELP or on social media.

This also applies to mission-driven organizations and nonprofits, who promise they are “changing the world” and “making a difference” .  The sniff test works here too.  According to research, Millennials are the most “cause driven generation” (their words) in a long time.  They dig deep and look behind the words.  They want simplicity. http://www.hcollaborative.com/blog/2016/6/2/the-power-of-simplicity-in-communication-in-life.   They demand honesty, humility, justice, equity, and sincerity before purchasing, donating or volunteering. 

This all equates to one thing: AUTHENTICITY!

It must be demonstrated in your brand and in all your social media and marketing strategy.  It’s the new litmus test.  A recent study by the New York Times found that authenticity is even more important to consumers than brand recognition on the  impact of your bottom line.

Here are top “anchor behaviors” for companies to display to show authenticity:

Behavior                               Percent that believe this is important

Communicates honestly about its products and services              91%  

Communicates honestly about its environmental impact              87%  

Acts with integrity at all times                                                                87% 

Is clear about and is true to its beliefs                                                 83%  

Is open and honest about the partners and suppliers                     82%  

Stands for more than just making money                                           74%

Has a relevant and engaging story                                                        43%

Source:  http://www.cohnwolfe.com/en/authenticbrands

Authenticity is one of the core pillars of Conscientious Marketing.  HCollaborative is happy to help your organization craft messaging that shows your true authenticity, through relevant content management, impactful videos and creation of a unique brand manifesto. All of which will pass the “sniff test”.

~HCollaborative.com~

What Is Conscientious Marketing and Why Should You Care?

 "Feeling a moral responsibility to do your work carefully and to be fair to others"

According to the Cambridge dictionary, that is the definition of "conscientious." Marketing is defined as:

"Understanding your buyers really, really well. Then creating valuable products, services, and information especially for them to help solve their problems"

You put the two words together, a descriptive adjective followed by a noun, and you get the essence of what our business is all about.

Today, mission-driven organizations and corporate America cannot ignore the mandate coming from their constituencies.  To ignore the planet, to ignore people, to ignore social purpose is a certain path to failure.

Just take a look at the numbers: a 2014 research study by Nielsen reports 55 percent of global online consumers across 60 countries say they are willing to pay more for products and services by companies that are committed to positive social and environmental impact.

While the idea of social purpose is not new (think Patagonia, Ben & Jerry's, Toms Shoes), the "reshaping" of main street organizations and businesses so they can market their goods and services in a conscientious manner is. Which includes everything from how the product or service is created to how it is delivered to how it is marketed.

This where we at HCollaborative come in. We have spent our careers in ad agencies and corporate America. Certainly there is no denying that the marketing of goods and services has been part of our performance. But recently, the two of us felt a "calling" to take our senior-level marketing souls to a higher purpose.

The thinking is simple.

We have a moral responsibility to make sure the work we do provides what the world desperately needs. Not just spitting out strategies or creating a campaign to increase profit, but doing so with humility and in a manner that is fair and equitable to people and the planet.

Which is the essence of what conscientious marketing is all about.

Care to join us?

~HCollaborative.com ~

Beware...the Lure of Consensus Management

People say my middle name is “Collaboration”.  I love to work with teams aiming toward common goals.  We are richer from diversity of thought, and indeed the sum is greater than any part. 

Yet, after receiving input from many and listening with respect, I sometimes get paralyzed – striving to reach consensus before making decisions.  The reality is that after everyone weighs in, there will still be differences of opinions.  I may even get a hung jury.

But you ask, isn’t that our goal…to consider everyone’s point-of-view and then together work towards a solution everyone agrees with?  That can take a long, long time or may never occur.  That is when consensus management doesn’t work.  It eats away at morale and uses up valuable time. That is why we need leaders that include and consider everyone’s viewpoint, the collective wisdom, and then make the call or final decision, as “enlightened leaders”.  

I’ve noticed this reluctance to make the hard decisions, after listening to everyone’s thoughts, is more common with nonprofits.  By their very nature, Executive Directors, so often characterized as being empathetic, “stall out” trying to be conciliatory and liked by all stakeholders.

But this can be dangerous.  Social mission organizations need to make hard business decisions, and leaders in this role must strive to see the bigger picture or vision and advocate and do what is best for the organization, regardless of what employees or others say. 

The key is always being ENLIGHTENED!

Decisions made in a vacuum are rarely the right ones.  Remain humble and open to ideas, suggestions and strategies.  Encourage discussion and ponder and assimilate the best thinking.  THEN… please make the brave call.  It may not be the preferred direction, but consensus really means that everyone can leave the room and live with the decision and support the direction.

~HCollaborative.com~

Is Your Donor Base Bored? (Hint: Research Says So)

A new research study from Abila, the nonprofit software provider, details the state of today's donor. You find might find it a bit unsettling particularly if you place a high priority on donations.

The common reasons donors do not send their monies to your organization can be summarized with 3 bullets:

·         35 percent find the content too vague

·         25 percent have no interest in the programming

·         24 percent say the messaging is dull and boring

But there is a silver lining in all this. What donors do like, according to the study, is short and sweet messaging:

·         75 percent prefer a short, self-contained email with no link

·         73 percent like a two to three paragraph letter or article

·         60 percent like a YouTube video less than two minutes

Short videos are identified in the report as the most likely medium to spur action, be easily understood and convey a powerful story.

In previous blog posts, we have touted the power of emotion in your messaging, clarity in your writing and the use of video to engage your constituents. And research (see above) bears out that is exactly what the 2016 donor wants in your conversations with them.

If you place a high value on donor engagement, we suggest you read the entire study's findings for more detailed insight including frequency of communication preferences by Millennials, Gen Xers and Boomers.

We're betting you are anything but boring.

The same should be said of your messaging.

~HCollaborative.com~

Are You a Street Walker?

I’m a streetwalker. Sorry—I don’t mean to freak out my kids, who may be thinking I’m trying to earn extra money for my next trip to Italy, Scotland, or Mexico! Actually, I’m talking about walking the streets of any town I visit, along with my own neighborhood. Why do I walk so much? To observe, explore and experience the nuances and cues of a place. It is my favorite hobby.

When I was a child, we would take family road trips—four of us piled into the station wagon along with mom and dad. Long days for sure, but when we arrived, the kids would hit the swimming pool—a prerequisite for choice of motels. Meanwhile dad would take a walk—probably to get a reprieve from us noisy kids. He was also a thinker, and often quiet. I’m sure he also walked in order to take in the local scene and assimilate life. So I suppose I come by my walking naturally. It's in my DNA.

Walking gives me a different view and opens my blinders to new ways of living. Of course if you are destination or exercise driven, which I’m occasionally guilty of, you walk for different reasons. Not a stroll to observe, but to reach 10,000 steps.

In unfamiliar surroundings, however, I slow down, listen, and “feel” the personality of a locale, glimpsing into the hearts and souls of others. I notice the homes with gnomes in the yards, the countless bird feeders, and forgotten holiday decorations. I wonder about the trikes in the driveway, the herb gardens, and the poetry posts. Everything offers clues about the lives of those around me. In such moments I am richer by being a part of these lives.

Walking reminds me to think about the human condition, and how unique we all are. My mind certainly wanders, and I realize that what we reflect on the outside of a house, apartment or office, may be a partial mirror to our internal dreams, desires, wants and needs.

Within the world of marketing, walking may also help us better understand our customers. Years ago, I worked for a large insurance company that was trying to create products for the uninsured. At one point, I challenged the CMO to ride the local bus within the downtown corridor. I wanted him to see and observe “real” people, not how we imagined them in corporate planning sessions.

As you find yourself wondering what your customers want and seeking data to back up or drive your thinking, take a field trip outside. Walk a new neighborhood, or even your own. To borrow an Italian phrase, take a passegiata, a stroll with friends. You’ll get more than exercise—you’ll gain insight into the people and world around you.

~HColloborative.com

41 Healthcare Blogs in 45 Days: 7 Steps To Writing Posts Quickly

I just finished a 9-week contract with a major healthcare organization.

During that time, I wrote about newsworthy healthcare issues of the day, covering everything from Zika virus to MS, migraines to Celiac disease, "superbugs" to breast cancer, plus 34 other topics.

Clearly, my client and her team recognized that blogging frequency ups SEO and positions an organization  as a thought leader.  But frequency means tight timeframes.

I had a strict 3-hour window each business day to create a solid draft.

So how did I do it?

After receiving a trending topic (and keyword list) by 11 a.m. from my client team, I would go about my work in an organized, methodical manner to make sure an engaging 600-750 word post landed in my client's inbox by 2 p.m. The operative word is organized. Here was my process:

1. Read the abstract or press release so I understood the medical study.  Sometimes this was not as easy as it reads. These studies were written, for the most part, by lead authors sporting a PhD after their names. In some cases, I had to read through some "mind-bending" study notes. Most of the time I needed to go to other health authority sites such as the National Institutes of Health or the Centers for Disease Control to further enlighten me.

2. Create a simple outline. After grasping the general concept of the study, I put together a simple outline. It started with 4 to 5 title options with the keyword(s) in it. To measure the titles, I made sure they fit under one of the 4 "U's":

·         Is it Unique?

·         Is it Ultra-Specific?

·         Is it Useful?

·         Is it Urgent?

Then I would use a classic copywriting structure to develop the content:

·         Opening Sentence (the summary statement)

·         The Problem (study specifics including "the why")

·         The Solution (study findings)

·         Call-To-Action (what the reader can do)

3. Write the initial draft. I would then "fill in the blanks" of the outline. The opening sentence usually created the greatest challenge as finding the right hook  to draw the reader in  took some serious skull sweat.

To make the content visually appealing, I was judicious in my use of sub-heads and bullets to make the reading easy, scannable and bite-sized.

4. Edit the initial draft.  Here it was all about clarity of the content. Did it make sense to our target audience? Did I overpromise on any of the content as opposed to "suggesting" further research needs to be done (as usually is the case with medical research).

I got rid of all the flab, tightened up the sentences and paragraphs, added "active" voice and generally smoothed out the bumps.

5. Select an appropriate image.  I would then search through the client's stock image library and choose 4 - 6 images that "told a story." Finding real people, not glamour shots, was the directive. This took a bit of time because of the subject matter and so many stock images are "posed."

6. Read the draft out loud. This has always been my "secret sauce." Remember: people read with their ears. While reading, they want to see and hear a certain rhythm. If the content is too static, the mind quickly disconnects.

7. Push send. After I was satisfied with that final reading, I would send my draft and image options to my client team. They, in turn, took the content up another notch or two before posting it the following day.

My client informed me that SEO increased during those 9 weeks. Which, of course, made me happy.

So to create engaging content under a tight deadline, you certainly need writing talent. But you can't do it without being organized. As A.A. Milne, author of several "Winnie-the-Pooh" books reminds us, "Organizing is what you do before you do something, so that when you do it, it is not all mixed up."

To that I say, "amen."

The Teaching of Zion Canyon: "Don't Sweat the Small Stuff"

Talk about a humbling experience. Here's what I mean:

Our ego tempts us every day as it tries to validate our importance.  We believe we know stuff, that we are right, that people should listen to us.   After all, we know what is best if folks would only follow our advice.  

My beleaguered spouse can testify to this.  He patiently listens to my ever present counsel – smiles and then of course goes back to what he was doing before I interrupted him!

But a walk in the canyons of Utah, puts us in our place.  Sometimes we just need a little attitude adjustment that results from a humility lesson.

Against the majestic peaks and boulders of Zion, my ego was checked.  I reflected and did some soul searching , among rocks and canyons thousands of years old that have endured over the millenniums…  

I was really just a brief moment in time.

And I wondered why I worry so much about the little things. 

Are the little bumps and annoyances in my life really that important?   Why do I stress over people and their behaviors that bother me, just because they differ from mine?

What if I let go… and chose to not sweat the small stuff?

What if I let go… believing my way was the right way?

The canyons of Zion smiled at me that glorious day as I hiked to Angels Landing. I thanked them for that gift of perspective.

It’s time to give others the benefit of the doubt.  In the bigger scheme of things, my opinion may not be that important at all.  

The Power of Simplicity: In Communication, In Life

It's been said that life really is simple. But it's we humans who make it complicated.

Think for a minute about that 2,500 year-old thought above from Confucius.

It's really the truth isn't it?

The human condition is such that we are always wanting more.

Something bigger. Faster. Shinier. Sexier. Newer.

And that's where the complicating begins. We are never content with what we have. And as a result, never grateful for what we have.

Simplicity is something I've come to admire. It is a touchstone in my life.

But I'll be the first to admit that it took some time to get there. I no longer crave the massive view home. Or the foreign luxury car. Or the material possessions.

My simple 2-bedroom apartment, 12-year-old Acura and good health work wonderfully well for me. 

It's the same idea for communication.

Strive for simplicity in your ideas.

In your content.

Find a subject.

Add a verb.

Resist all other embellishment.

For example:

Eat less. Move more. Buy less. Make more. Stress less. Laugh more. Feel blessed. Love more.

See the power in all that simplicity.

Now think about that the next time you need to create a compelling message.

Not to mention a compelling life.

~HCollaborative.com~

Making False Assumptions: Lesson from Salt Lake City's Canals

I’ve been to Salt Lake City many times and I thought I had it figured it out.  Clean, proper, big blocks, very organized, conservative, not much “outside of the box” thinking,  in terms of lifestyle or diversity.  I assumed that this was the persona of the city.  This morning I learned differently as I walked the canals of Taylorsville, a close-in suburb of SLC.

The dog behaved well as Saskia and I followed the path alongside the canals, where I was surprised and delighted to see young families with lush vegetable gardens, seniors proudly watering their green grass, Latino urban farmers cultivating small plots of land,  and chickens, cows, and horses doing their thing.  A little messy, but it was rough and real.  And I turned to my friend, and with an apology in my voice stated, “I can’t believe this is Salt Lake City.”  I had assumed, based on my somewhat limited experience and exposure to downtown SLC , that I could categorize the city.

Wrong. 

I found a whole new city, that broke my stereotypes.  And I thought about how often we make assumptions and judgements based on first impressions.  We do it with people and places.  It often occurs within the workplace.  We react without pausing to get the whole picture. We frame things within our own perspective without exploring deeper, as I did when I walked the canals of this city..   

With that in mind, here  are three tips to help banish the assumptions that we make so readily:

1.       Listen, listen some more, observe and pause before jumping to a conclusion

2.       Ask questions before making judgments, and take time to process things

3.       Check your own values at the door, and be open to different perspectives.  In sum, see things through another pair of glasses.

So a couple of challenges for you today: 

1.       Look deeper and explore a place you thought you knew by looking at it with  fresh eyes.

2.       Give that person you think you know, another chance without assuming you know them or how they are going to behave.

Black and White? What’s Wrong with Grey in the Agency-Client Relationship?

Sorry I’m not talking about “50 Shades of Grey,” which surprisingly I haven’t read. I am, however, talking about moving away from a strict black and white approach to things.  Contrary to popular belief, sometimes “in between”   or the “grey zone” is just fine, thank you very much.

There is beauty and flexibility if you allow yourself to be in that frowned upon  “in-between” land.  Sometimes it’s okay  if there isn’t a 100% perfect solution, and sometimes the client is perfectly happy with an “ A“ solution.   It’s not about the polarity of good or bad. Rather it’s about the client being happy. 

Now the perfectionist in all of us (not to mention our egos)  wants to deliver the ultimate, best-written, best-designed project or plan, ever seen on the face of the earth.  But the ROI to boost  an A to an A+ simply may not be worth the expense.   Particularly if the client or customer is pleased with the work you have already presented.  (Read: It's producing results.)

This is more difficult for some people to understand than others.  But the key is learning when to compromise and say “it’s good enough."  With that said, I always strive for quality work I’m proud of when my head hits the pillow at night. But if deadlines get pushed and frustration mounts in search of the ultimate solution even though the client is happy with an earlier answer – then  maybe the problem is mine. 

Now I can hear some of you left-brained folks bristle because 100% accuracy is the only solution in some disciplines. Think air traffic control, or a prescription dosage for example.  But in the creative zone, in the strategic zone, I like to build in a little fuzziness, a little ambiguity.  I enjoy not backing myself into a corner, but allowing for flexibility and then being nimble enough to change quickly if warranted.

This kind of thinking can also be challenging when the client is black and white.  I call this “Living the Letter of the Law” in terms of scope of work and deliverables.  But the reality is that marketing is dynamic.  The best marketing results occur when you adapt to the market place – particularly in the digital world.  You lose the opportunity to be responsive to the customer when you are locked into a very strict SOW (Scope of Work). 

This concept is hard to get across to those analytical type clients.   In these cases, sometimes there is just a big disconnect and my strongest advice is to somehow build flexibility into a SOW before starting.  That’s why sometimes the best agency/client relationships are when you can work with a marketing person that “gets it” as opposed to the CFO or Marketing Analyst who are trained not to see anything as grey.

So if you find yourself gravitating towards being a black and white person, a yes or no person, when “maybe” could actually be the better answer—consider these 5 ideas:

1.       If you are your own hardest critic and never satisfied, give  the concepts to someone else you respect to review.  If they say it is good/great, accept that and let go.

2.       Track the time you spend taking a project from excellent to stellar.  You will be surprised how much extra time you can save by being comfortable with excellent.

3.       If your ego is solely focused on being the “best” as an individual contributor, start doing more work as a team.  All of which requires compromise – sometimes the antithesis of black and white-- and counters “my way or no way."

4.       Don’t take work so seriously. Don’t tie your whole identity to what you produce during the work day.  Work-life balance is important.

5.       Listen more, and tune in to external cues.  That way you will quickly see if you personally are the one driving for perfection when the client isn’t.

Kindness: A Powerful Tool During Periods of Workplace Stress

I have certainly experienced job stress. Make that a LOT of stress. Too much work, not enough time, pressure to perform, competitive dragons breathing fire at the gate have all come my way. And what that stress triggers is all too predictable within the workplace.

Patience decreases, self-importance increases and all of a sudden it seems so easy to be curt with people. After all  “I am way too busy for conversation…my work is more important that people around me.” So kindness takes a backseat in the workplace during times of stress and intensity or when things just are not going well.

Yes, it can be tough. But without the sense of caring and compassion, negativity spirals, morale plummets, and the results mean less innovation and productivity.

The flip side is that by injecting a little bit of kindness, problems don’t seem so monumental. It is just as easy to be kind as it is to be rude or mean-spirited.  Kindness and giving to others is actually the antidote to stress, the antidote for depression, the antidote in many cases to sickness, as science shows that laughing, sharing, and being empathetic boosts the immune system.

Often people talk about the importance of teamwork  in the workplace, leveraging the power of “US” versus “me." Kindness is a major part of this philosophy as well. The literal translation means “human-ness,” and is often described as “humanity toward others.”

I’ve also heard it explained as that sincere warmth with which people treat members of their community.  Isn’t the workplace a community?

As a corporate executive, I have worked with many bright, compassionate, and creative individuals over the years. Folks who smile, banter with me, and generally make me feel good. And then the hammer drops. Workload doubles, phones ring off the hook, and pretty soon the culture devolves and everyone becomes too busy to talk with anyone. Signs are even posted to this effect. Suddenly our comradery vanishes and we begin to lose trust in one another.

Being positive and empathetic, however, can shake up this scenario of intensity.  With increased workload and pressure try a little kindness. Treat others well, and the result is collaboration and a shared commitment to overcome challenges. 

Here are some other  thoughts on how to practice Kindness  during periods of stress:

1. Give colleagues the benefit of the doubt and always assume good intent.
2. Smile when you arrive each day and act like you are actually glad to see your co-workers.
3. Don’t take things personally when people experience stress or say things that may not be accurate.
4. Even if it seems there is no time, take a moment to pause, chat and LAUGH!

Share the ways you try to be in kind in the workplace. What has worked for you?