Copywriting Watch Blog

Why I'm an IABC Member

I watched the IABC/Iowa calendar for a few months before joining last fall. I didn't want to get into a networking group - they're a dime-a-dozen and often worth as much.

I wanted to become involved with a group of people whose knowledge and practice would help make me a better business person. That's what kind of people I've found at IABC. Additionally, the IABC site and new IABC Commons blogs are great resources.

What intrigued me most about this group is their Professional Development luncheons (peek at past events). Great content, great leadership, great presentations.

This month's event is no exception, as Todd McDonald of ATW Training & Consulting is presenting a full day of business lessons.

Here's more info about IABC/Iowa member benefits and this months' event. What's the best group or association you're involved with? AdPros? PRSA?

Technorati Tags: IABC, Iowa, Networking, Professional Development

Kirby's Brand of Baseball: Joy

I first saw Kirby Puckett when he was playing Class A ball in Visalia. I knew then that I was watching something special. He brought an unmatched style to the ballpark, simply defined in one contagious word: Joy.

Joy was Kirby Puckett's brand of baseball.

His infectious love for the game made those around him better ballplayers. It made his fans love him. I count myself among those.

Thank you, Kirby. You're style and smile made a positive impact. Minnesota Public Radio is publishing a collection of stories from fans and friends of Kirby Puckett, who passed away yesterday at 45.

Career Intensity on Fire

David Lorenzo is offering free advanced reading copies of his book, Career Intensity. They're going fast.

We'll be offering copies to hose who register for our Iowa Business Blog Workshop (only 15 copies/seats left), but Dave is also offering free copies from his site.

I've had the privilege of reading the book, and have shared Dave's insight with others. Some of my favorites:

• Chapter 1 - Three Lies of Career Limitation. Learn how to blow the roof of your career ceiling. See page 24
• Chapter 2 - "Act As if.." has been a mantra of mine for a long time. As an employee, a manager, and a developer of communities. See page 37.
• Chapter 3 - Plan for Contingencies - Now I know what the "C" is in Plan C.
• Did you folks know I used to drive a cab? Yep (Loved it!). The story on Page 86 was how I operated. Wait until you read that story!
• Chapter 6 - Mastering the Random Encounter. Nobody will ever be a stranger again.
• Chapter 8 - Generate Buzz. The author practices what he teaches.

A cross section of the Zig Ziglar's love for life and Tom Peter's lust for life.

Seth Godin got it right on the cover when he said, "The first chapter of this book might just be the most important thing your read this year."

If you're not coming to the workshop - better get your copy. It won't be on the shelves until May.

Technorati Tags: Career Intensity, David Lorenzo, Seth Godin, Blog Workshop, Workplace, Entreprenuership

Plans this Weekend? Change This

Update II (weeks later): The Change This manifestoes now available.

Update I: I may have spoke too soon - the downloads aren't working yet. Watch for another update when they are.

My "To-Do" list just changed for this weekend, thanks to the Change This team. Just noticed four new manifestoes, including one (hundred, eleven!) by Tom Peters.

Here's the lineup:

• The Care and Feeding of Your Network by Bob Allard
• Thinking Through Problem Solving by Valarie A. Washington
• True Team Building: More than a Recreational Retreat by Kevin Eikenberry
• 111 Ridiculously Obvious Thoughts on Selling by Tom Peters

Find out more about the Change This business model (if you can find one), or submit your own manifesto. Or vote on proposals in the queue.

Related: Start 2006 Inspired: Change This

Technorati Tags: Change This, Tom Peters, Problem Solving, Team Building, Networking, Sales

Four Hire! Falling Short

I love the idea of Four Hire!, a Young Professionals Connection (YPC) contest that pits 12 college students in The Apprentice-like battle for one of four positions at Principal Financial, Allied Insurance, Wells Fargo, or The Des Moines Register.

But why is this potentially great idea falling short of its promise? Lack of communication.

Why no RSS feed available on the Four Hire! site? Why aren't the candidates blogging about the experience? Residents and readers of Des Moines are NOT asking, "What is RSS?" What's the hold up?

The Register offers feeds and blogs. The Juice, which has close ties to many YPCers, has a single post about the contest. Where is the buzz? Where are the feeds? Where is the leadership?

Maybe next year. Maybe AvoidTheRush will implement feeds before the rush.

Technorati Tags: Four Hire!, Des Moines, Principal Financial, Allied Insurance, Wells Fargo, Des Moines Register, YPC, Des Moines, Iowa

Laura Delaney - Volunteer Extraordinaire

Congratulations to Laura Delaney, for being named American Lung Association (LungUSA.org) Volunteer of the Week.

Last year, Laura was honored with the ALA of Iowa's Opal Fagle Award, the Association's highest honor for outstanding volunteer service. She was also the 2005 CampSuperkids Camp Director and is on the Board of Directors for the Des Moines YMCA.

If you're up for 41 flights of fun, join the 801 Grand Power Climb on Sunday (Feb. 26). Here's more info:

The 801 Grand Power Climb is a 630-foot ascent to the top of Iowa's tallest building. Challenge yourself to a vertical race up 41 flights of stairs to the summit of the capital city. Climbers take off in 15-second intervals, creating staggered starts beginning at 8 a.m. 801 Grand Power Climb is a "ChampionChip" timed event. Water stations are provided in the concourse area and throughout the stairwells.

Technorati Tags: American Lung Assocation, Iowa, Asthma, Volunteer

You Know Who You Are, But Do They?

I have the privilege of working with some young men as a volunteer with Children & Families of Iowa. 

This week, we began a series by Junior Achievement on Personal Economics, the first few sessions devoted to marketing yourself and developing a "personal brand."

Some of these guys are about to be thrust into a world unprepared - but questions like David Lorenzo asks in Your Personal Brand will help prepare anyone for taking the next step.

Is Your Business Ready for a Transition?

When I talk to small business owners about using a blog site to extend their reach and grow their business, I sometimes get a response that their business can't afford growth. That's where the work of father-and-son team of Tom and Adam Steen are doing at Transition Capital Management (TCM) come in.

The current Des Moines Business Record covers how they help companies grow by finding the right strategy or funding resource.

Because of the gap in communication between entrepreneur and financing, there is a need for their services. Tom says in the article,"The need is huge. Our business is to fit that need. We consult, we can advise, we can invest, or we can raise capital in the traditional investment banking fashion.”

It's not just about start-up ventures, but also established business. TCM "...is looking for young entrepreneurs as well as established companies that may be seeking expansion, buyout or succession opportunities as potential clients."

Having the privilege of working with Adam on a few projects, his drive and desire to help others succeed is unmatched. Not surprising considering that Relationships is one of TCM's Eight Key Themes.

If you're starting to feel you've reached a ceiling in your business due to a lack of strategy or capital, I believe you'll always find straight answers from Tom and Adam.

Don't miss Tom Steen's presentation on Shaping Your Business Destiny Program on February 7th in Des Moines.

Technorati Tags: Transition Capital Management, Tom Steen, Adam Steen, Des Moines Business Record, Venture Capital, Iowa

What's Your Best Management Idea?

Lisa Haneberg is offering some great prizes for the Best Management Ideas Contest. Deadline is Midnight tonight (PST). Among the prizes is StyleWriter, which is a great writing/editing tool that I use often.

I look forward to hearing some great management hacks, so make sure you send yours to Lisa today. Here's mine:

I get hungry several times throughout the day. This is what I hunger for:

• People
• Reading
• Bread

When I take a break from writing, researching or crunching numbers - I do it at Panera Bread. Here's why it's my best management tool.

I bring a business book (nothing with sales or marketing in the title), go to Panera, read while holding the book upright so everyone can read the title and I can read their smile as they walk by.

I have a business card turned upside down with the image here facing up.

In 30 minutes, I've usually made a new contact, said howdy to familiar faces, got my fill of food for both my brain and tummy - then back to work.

My first break is at 6 AM, so this happens several times in a day that ends at 9 PM or later.. It's the most balanced and productive thing I do each day. I manage my time, my contacts, and my balance with one shot (of espresso).

Stoppers to Successful Change

I had the privilege of hearing Rowena Crosbie, President of Tero International, share some wonderful stories at the Iowa/IABC Luncheon today. She spoke on one of my favorite subjects: Change.

I've shared my view of change several times on this site, "Embrace change before it tackles you." And while that works for me, it may not be enough for other folks. "Ro" points out that resistance to change climbs when people don't know where they are headed and why change matters.

As part of the presentation, she shared Nine Stoppers to Successful Change (I've added some add'l thoughts from others):

1. Reality Too Strong (also see: Mark Cuban)
2. Creative Avoidance (Deah Curry)
3. Ignoring Basic Laws (Diann Cannon)
4. Confusing Activity With Accomplishment (Kevin Eikenberry)
5. Overlooking Knowledge Gaps (Rajesh Setty)
6. Fear (David Lorenzo)
7. Lack of Communication (Mark Graban)
8. Failure to Align Team Members (Lisa Haneberg)
9. Giving Up Accountability (Tom Foster)

Here's a list of upcoming Tero Workshops. Next up at Iowa/IABC: March 1 - Mike Wagner of White Rabbit Group.

Interesting BS from Guy Kawasaki

Guy Kawaskai shares his Blog Statistics (BS) after thirty days of blogging.

One of the more interesting points was this:

"I tested the power of a blog posting versus a listserver announcement when FilmLoop released its Macintosh version. My listserver has about 8,000 subscribers. The blog posting generated 1,846 click throughs. The listserver generated 605 click throughs."

Granted, the immediate traffic that Guy enjoys is unlikely to happen to most small business owners. But the numbers are interesting and I wonder if some of the ratios remain similar to those with less traffic.

Important to note that Guy links from his blog to other business ventures, such as FilmLoop and The Art of the Start.

What are your statistics showing?

Technorati Tags: Guy Kawasaki, FilmLoop, The Art of the Start, Blog Statistics

Courtyard Continues Its Courtship

The Courtyard by Marriott continues to service what they sell.

In a recent post, I touted how Renee' LaPera builds relationships. Yesterday, I witnessed Courtyard General Manager Jason Nash strengthen an already strong bond.

I was setting up for a blog workshop I host here monthly. Jason asked if there was anything he could do to assist. Jokingly, I asked if he could go to Barnes and Noble for me (I needed to pick up another copy of Radical Careering that I give away during these events).

As it turned out, some things came up that prevented me from getting to the bookstore. Jason stepped up and delivered. He picked up a copy and had it in my hands by the break. Wow. I see why every team member at this location is providing outstanding service. It starts with the leader.

I wonder if Jason has taken a page from Alpha Dogs and the story of Dorothy Lane Markets CEO Norman Mayne, whose business "a-ha" moment came when he realized:

"...the person at 7-Eleven who doesn't treat me right is treating me the way his boss treats him."

See great service? Look at the leader. See bad service? Look at the leader. By the way, Alpha Dogs is quickly becoming the book I recommend most in 2006.

Thank you Jason, Renee' and team Coutyard - you're supercalifragilisticexpialidocious.

Technorati Tags: Courtyard by Marriott, Radical Careering, Alpha Dogs, Dorothy Lane Markets, Blog Workshop, Customer Service

The Power of Blogs

There's power in these blogs. Brain Power. In other words, they are meals for the mind. They all share something in common. Can you find it?

• Zane at Conference Calls Unlimited talks up a book I've seen, but wasn't going to buy - until I read his post. Here's Zane's review of Jill Konrath's Selling to Big Companies. I'm off to the bookstore as soon as I finish this. And after reading Jill's blog, I've added her to the list on the right.
• Mark True is blogging (watch this one soar). Mark is a brand warrior at REL Productions. I never thought I'd see the word "poseur" in a headline.
• Mike Wagner of the White Rabbit Group is also blogging about branding. His Own Your Brand blog makes an immediate impact with the question, "Brand Owners?"
• Nannette Rodriguez of VIVAMedia is also one to share profitable mental exercises. Her question of What Did 2005 Teach You? The contagion she infuses people with offline can now be spread online.
• Mike Bawden offers a wealth of knowledge and valuable resources at Much Ado About Marketing.
• Joe Kristan of Roth & Company shares important tax & accounting information, but in a way that is understandable and fun to read.
• Andy Priestley of DWebware also recently launched a blog and offers a series for Search Engine Enhancement, including blogs

Like those listed in the Blogs I Read on the right, they each engage their customers with their efforts and share information unselfishly.

The seven people above all share another thing in common: Each is an Iowa-based business leader. I've had the privilege of meeting only three of them thus far. But, I learn from each of them with every posting. I thank them for making me smarter.

Technorati: Iowa, knowledge sharing, brain food

Networking? Bring a Guest

This year, my networking schedule will be about others.

Like many, I often look at the calendar(s) of business events and sometimes struggle with which ones to attend. There are times that my workload becomes my crutch. I justify not attending because "I'm busy," but aren't we all - including those hosting the event?

I've never been disappointed with any event I've attended. I've met some great friends and associates at these events. This year, I'm returning the favor.

Though it can be difficult keeping up with all the different calendars (Maybe I'll create a Des Moines Business Event Calendar Blog), I plan on bringing a guest to every event I attend. Here's why:

• I lock myself in to attending.
• My guest benefits from enlarging their network.
• I love watching people connect.
• The circle of influence grows - for everyone.

In the spirit of Never Eat Alone - Make a commitment to bring guests to networking events.

Technorati: business networking, never eat alone, Des Moines

Kawasaki Lets the Good Times Roll

Guy Kawasaki, author of Art of the Start, has begun blogging. His "Let the Good Times Roll" debuted late last week.

He's already getting feedback on design and content includes. It will be interesting to watch the changes he makes over the next few months.

Technorati: Guy Kawasaki, Art of the Start

Start 2006 Inspired: Change This

Want a great start to the New Year? Need a different kind of resolution? - Read a few bunch of the Change This manifestos.

I've saved those that hit me square in the heart/brain/gut. Some of these elicit a cheer out loud, some cause my to double over with guilt, most inspire me to change the way I look at things.

Here are some I've saved (Manifesto and Author's Blog):

• Going Home by Robert Paterson
• How To Speak A Teen's Language... by Josh Shipp
• The Creative Generalist by Steve Hardy
• Cherry Bombs by Sally Hogshead
• 25 Ways to Distinguish Yourself by Rajesh Setty

There's plenty more. Dig for them. Find the ones that get your fire started. Go cause some change this year (and have fun doing it).

Technorati: change This, resolutions

Why Iowa? Because...

A recent Business Week article mentions a hard-working husband who moved his family to Iowa.

An Iowa Business Blog points to Entrepreneur's recent rankings (Iowa comes in 50th).

A friend saw this Des Moines Register article and asked some brain-stretching questions:

1. Why are we struggling to keep people here in Iowa?
2. Do we need more people working on making this a better community?
3. Is it the (business leaders and government) lacking insight?
4. What does Iowa need?

I moved to Des Moines in March of 2003. Had no family here. Didn't know a single person in the Des Moines metro. I knew what I wanted in a place to live - and I didn't want to move again. I've lived in seven states from coast-to-coast and border-to-border. I chose Des Moines, Iowa after months of research (eliminating Omaha, Tulsa, Columbus, and Topeka). I am an entrepreneur (in spirit and in practice).

Several reasons I chose an Iowa life:

• Good People. (I underestimated this one. The people here are great!)
• Affordability.
• A forward-thinking leadership.
• An improving landscape of development, both economic and lifestyle.

The hurdles I knew were present?

• Others from both coasts would agree and come soon (that's already started).
• Forward-thinking, yes, but slow on action. (more on that in a bit).
• The stigma that Iowans have of the state we live in.
• The state, and the city it resides (Des Moines), may be ignoring their rural neighbors.

Let me give my answers to the questions my friend asked above

1. Why are we struggling to keep people? Leadership may be falling short in knowing what the people want. If they do know, they aren't acting on it. Iowa isn't big on risks. It seems to be a "follower" state rather than a "leader" state. That needs to change if we want to keep people.
2. Do we need more people working on this?: Actually, I think less people - but results-oriented people. There may be too many on these projects - which leads to talk without action. It may also limit the listening capacity.
3. Is it the (business leaders and government) lacking insight?: First, there's an abundance of rules and boundaries rather than guidelines and growth. Second, I wonder if those in a position to lead are listening to those they "think" are following. Do they use the tools available to listen?
4. What does Iowa need?: Focus, execution, and communication. Rules are for schools, Results are for Business.

Technorati:Iowa, Des Moines Register

Holiday Books

It's easy for me to shop for presents this time of year. One-stop - the bookstore. Here's a list that I'd give my readers, if I could (links go to author's blog or site):

• Never Eat Alone - Keith Ferrazzi
• Radical Careering - Sally Hogshead
• Beyond Code - Rajesh Setty
• The Big Moo - The Group of 33
• The Ten Faces of Innovation - Tom Kelley
• Social Intelligence - Karl Albrecht

There are several who didn't make this list, but would be good choices (maybe I sense a new page coming soon - a list of books I read during the year). There are others I haven't gotten to yet.

People ask how I have so much time to read. I ask how they have so much time to eat. "We have to eat, otherwise we'd starve to death." You make time to feed your stomach, make time to feed your brain. Or change what you're feeding it.

Which business/current affairs books would you give this year? Have I missed yours? Let me know (I believe HTML is allowed in the comments)

Social Intelligence

The brouhaha between Mena Trott and Ben Metcalfe in Paris last week.
The concern that companies have with negative comments on their sites.
The fight between Chicago Bears teammates at an FBI shooting range.
The "conversation" I had with my wife during the Thanksgiving holidays (no link available)

All these parties would do well to read Karl Albrecht's book, "Social Intelligence - The New Science of Success" (affiliate link)

Using Social Intelligence (SI), Albrecht shows us how to view our human interaction through a different lens, or at least to focus and clean the ones we're using. This book is for anyone who interacts with other people: leaders, employees, teachers, parents, and even my wife's husband.

The acronym S.P.A.C.E.is the model for each SI skill:
- Situational Awareness
- Presence
- Authenticity
- Clarity
- Empathy

At the end of each chapter, we find strategies to build each skill. I enjoyed the pleacement of a self-awareness test in Chapter 7 before moving on to how SI works in areas of work, leadership, conflict, and even parenting. Filled with personal stories, metaphors and memorable quotes, this book should be read by all.

In a single word, this book is about accountability. While we can't control the behaviors of others, we can use the skills presented here as a guide to any situation.

An Incomplete Manifesto for Growth

While reorganizing bookmarks this weekend, I came across this gem of work. Unfortunately, I've also forgotten how I came across it - but thank you to the one who shared.

Some items that stood out while reading this today:

• As long as you stick to good you'll never have real growth.
• The wrong answer is the right answer in search of a different question.
• Allow space for the ideas you haven’t had yet, and for the ideas of others.
• Make mistakes faster.

I encourage you to read it, bookmark it, and find it again at a later time.

Quote To Note: Become Obsolete

"Leaders don't create followers, they create more leaders." - Tom Peters

One of the most valuable lessons I ever learned was to make myself obsolete. That's right, obsolete. A lot of people may disagree, but if they do, they may have already reached their ceiling.

We're all familiar with the abrasive mood change puts people in. One of the reasons is people get comfortable with their station in life. However, if people understood there are multiple paths in life, they would be more apt to change and more willing to share knowledge.,/p>

Watch a flock of geese fly over head. If you're timing is right,you will see the leadership role change hands (wings?). Everyone at some time or another fills the role of the leader, and at other times a follower. The leader always does the most work, but when they tire, another team member takes over and the leader becomes a follower.

In business, when a leader makes themselves obsolete, training up another leader, they can move on to other things. That's growth. That's change. That's moving forward as a team. Are you training up leaders? And if not,can you really grow and get more accomplished?

Give the Gift of Being There

One of the great things about the holiday season are the gatherings and events around the community. One of the greatest gifts anyone can give - is of themselves. What a great way to build and strengthen relationships - and it's not always about business.

For me, the holiday event season kicks off this weekend. I'm excited about both of the events I'll be attending. This Saturday, the National Balloon Museum in Indianola is celebrating Christmas in the Air (pdf). Next Friday (Dec. 8th), right after our Business Blog Awareness event, I'll be scooting over help celebrate the kickoff for Clive's 50th Celebration (turn down your volume first).

"Everything you do may seem insignificant, but it is most important that you do it." - Mahatma Gandhi (emphasis mine)

Every morning, I venture to Panera for my first break in a long work day. The coffee and bakery are wonderful. The atmosphere is relaxing. But I recognize when Lee or Tom or Randy or Jim & Vicki are not there. Steve hasn't been by in awhile - and I hope he's doing well. He's missed.

This season, pick a few events or gatherings. Don't think you're insignificant. You make a difference just by being there. I hope to see you at one of the events above. Hey! Bring the whole family.

Photo credit by Ty Smede

Hooked on Hog

Message to Reader: RUN to your nearest bookstore and buy this book DO NOT wait for it to be shipped....just go buy it off the shelf.

Message to Author: MORE please

Message to Self: Read Sally Hogshead daily.

Rarely do I read a book in one shot, but Radical Careering is one of those multi-read read-it-more-than-once, carry-it-with-you-always books. It's quick, and the quotes are invigorating.

I haven't read any of the Hog Blog yet, but it's getting a place on the Blogs I Read (A Lot). Sally has me hooked on what she has to say.

My question for you, dear reader, is why are you still sitting here? My favorite? Number 67!

51 Methods - Active in Charity

Leading off our series: "51 Methods of Reach", we start by giving -giving time, resources, and self - by being active in or with a worthwhile charity.

After research, I contacted the Children & Families of Iowa to offer my full support. There are two reasons, first, I believe in their mission:

"To improve the well-being of children and support the healthy development of families through specialized services that promote safe, stable, and nurturing environments."

Second, Panera Bread, a company I trust -supports this group with their "Share the Dough" program.

The keyword in this method is active. While financial support is often embraced by the organization on the receiving end, active involvement with the group will benefit everyone. To do this, you need to make sure of the following:

Are You Really A Leader?

Dearest leader, this message is for you.
Because sometimes it seems...you just don't know what to do.

When we joined your team, we thought you had a plan.
But in times of crises, or when the garbage hits the fan.

You pointed your fingers in every way but your own
You didn't recognize the problem -"change" isn't in your comfort zone.

None is as smart alone as we can all be combined.
But you didn't use all your strength and now you're sure to find

That because of your practice, your integrity sprung a leak
You look for someone to blame so over your shoulder you peek.

But you notice you're alone, you begin to worry and teeter
If nobody is following - Are you really a leader?

Technorati Tag: Leadership

Chick-fil-A Serves Chikin and Community

We've enjoyed eating Chick-fil-A sandwiches for years all over the country, but have missed out the last two years living in Des Moines. One day, while shopping at Jordan Creek, I saw a wonderful sight - the Chick-fil-A car! I put a business card on the windshield asking about the nearest location. That very afternoon, I opened my email and found great news. Coming in October to West Des Moines - Chick-fil-A!

Owner-operator Garry Brummels kept me up-to-date so I could set my calendar for October 13th. Cancelled all appointments. Put everything on hold. Today - we're having lunch at Chick-fil-A (don't tell my friends at Panera). And we weren't the only ones.

When the restaurant opened this morning, the first 100 people in line - a line that started forming last night - were awarded with a year's worth of Chikin Combos (that's how the cows spell it). This morning, they brought food to employees at every store in the mall - over 800 people!

This area is in for some good food. All the menu prep work is done on-site, from filleting and breading the chicken to squeezing the lemons for the lemonade. But I get that it's not about the chicken - but about the people.

We went to eat lunch at about 10:15 (couldn't wait any longer and we skipped breakfast so we'd be hungry). A sharp-dressed team from all over the country was greeting people with contagious smiles. I met Garry and he was more excited than I was - sharing the story about me leaving my card with several others. It's clear from talking with Garry that community and culture is just as important in his operation as the chicken.

To find out more about the operation, visit their website, but to find out more about their chicken - go visit Garry and his team. I just may make my home office the Food Court.

Joe Torre Knows His Audience

He played 18 years in the big leagues, appeared in nine All-Star games, won a batting title, a Gold Glove and the NL MVP award in 1971. He's guided the New York Yankees to the playoffs in each of his 10 years as their manager. All this is telling in his baseball knowledge. But his ability to deliver the right message at the right time was a key to the Yankees getting into the playoffs this year.

Joe Torre knows how to communicate to his players. This year- perhaps his best - he repeatedly delivered motivating messages to his team. The Yankees battled injuries, tempers, mediocrity, and the steroid microscope. By mid-season, some sports reporters were wondering if Torre would exit before year's end.

Torre knows that today's brand of baseball player is much different from those who populated clubhouses in his playing days. He understands that the message he delivers needs to motivate who he's talking to, not himself. He his not his own audience.

Whether your message is in the form of advertisements, instruction manuals, or proposals...make sure you understand your audience. Avoid assumptions that your language is your audience's language. It's better to simplify your message and be understood by everyone, than to impress a small portion of readers by using jargon.

Joe Torre keeps his message simple and targeted to his players - in today's game.