Copywriting Watch Blog

Iowa: Want to Keep Young Talent Here?

I've been suggesting to business leaders in Iowa that one way to keep young talent close to home is to start blogging - externally, internally or both.

Why? The users of MySpace, LiveJournal, Facebook and other social tools are going to be attracted to companies that utilize these tools to communicate with their employees and beyond.

Don't just listen to me. Here are three other voices:

• Robert Scoble talks about how Microsoft's blogging efforts attract thousands of resumes.
• Jeffrey Treem says develop an employee blog policy and communicate that policy. I agree. Don't wait. If 7% of Internet users (1-year old pdf file) have engaged in blogging - how many of your employees blog? (do the math).
• Jeremiah Owyang understands that "They are graduating soon - They will change the Workforce."

These young people are not only your future workforce - they are your future customer base.

So what's an Iowa company to do? Follow Jeffrey's advice. Ponder Jeremiah's wisdom. Envision what Robert discusses. Be creative in implementation of your blogging policies and practices and attract the talent you've spent years cultivating.

technorati tags: Iowa SocialMedia MySpace LiveJournal Facebook Workforce

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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

Who Owns Your Brand?

Mike Wagner of the White Rabbit Group might help you answer that question. He'll be the guest speaker at the IABC/Iowa Development Luncheon on March 1st at the Allied/Nationwide building in Des Moines.

I agree with what Mike says on his web site:

"Today’s brands must be loved by some and hated by others. It is a marketplace of extremes.

• Being in the middle means being ignored.
• Being in the middle is for the mediocre.
• You do not want to be in the middle!

Branding makes you valuable enough to charge a premium."

Didn't Casey Stengel say something like that? Look, there's your corporate brand, there's your personal brand, and there's the brand your customers assign to you. Do they sync up?

Make sure to read Mike's blog at OwnYourBrand. You don't need a membership to attend the luncheon, but let me know if you'll be there - we'll save you a seat.

Technorati Tags: Brand Ownership, IABC, Iowa, Mike Wagner

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).

E's Into the Conversation - Part II

Extend Your Reach

One of the businesses I've been working with is looking for customer evangelists. My counsel is look for bloggers who have a passion for their type of product and get into their hands. Bloggers are in the habit of sharing their honest opinions (they do it offline too).

Last week, I found that David Lorenzo practices this very well. Each month, I host a Blog Workshop. David found out about it and offered advance copies of his new book, Career Intensity, to those attending the next workshop.

I wouldn't normally recommend a book I haven't read yet (release due in May), but I've read enough of Dave's work on his three blogs to know this will be a great read.

IMPORTANT NOTE: David is extending his reach by offering his book at the workshop. But that's not where this story starts. How did our paths cross in the first place?

Ron McDaniel's Buzzoodle is another blog I read regularly. That's how I found out about Career Intensity. I eventually place Career Intensity on my list of Blogs I Read. I'm sure that's how David found my site.

Here's what's interesting. By searching Ron's site, we find their relationship started early last summer with an email from David to Ron. Think Mr. Lorenzo extended his reach?

Find bloggers who have a passion for your type of product or service and get it in their hands. Engage in a Conversation. Extend Your Reach.

Want to learn how? Register for the Iowa Blog Workshop (and get an advance copy of Career Intensity) right now.

Technorati Tags: Career Intensity, Buzzoodle, Iowa Blog Workshop

Who's First to Friendly?

What's the problem with customer service - and sometimes customers themselves? It's HASPO vs. ASPOBO

There was a bit of discussion that followed the theme of my CompUSA vs. Best Buy post.

• Jay Visaria says it's part of the reason he shops online. But just part.
• The Consumerist asks If Friendly Retail is a Lost Cause?
• Mark True asks for your experiences of brand disconnect.
• Mike Wagner coins a phrase about this kind of thing: "Zombie Alert"
• Olivier Blanchard says it starts when the customer walks in the door.

Some of the commenters on The Consumerist assume that the customers are obnoxious, which they sometimes are. I agree that customers can drive the attitude up or down in the transaction. But from beginning to end, it's the leader's responsibility.

Yes, we're all in this together - but the rub is this: As a customer, I pay for service and products - somewhere. And I'm loyal to those who do it right most often.

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

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!

When are you at your Absolute Worst?

I'm adding GottaGetaBlog to the blogroll today because Barry Zweibel asks worthwhile questions. A recent post asked "When are you at your Absolute Best? Visit that page, listen to how you answer...then come back. I'll wait...

{Listening to The 5 Browns while waiting}

Back so soon? Good. I think there's an important "next step" and that is to ask yourself how can you improve on the answers you didn't choose as "Absolute Best." Now that you know when your strong, go to work on your weakness.

If you feel you're at your best with a deadline looming rather than when you have time to be creative, the danger is that you'll put off things to the eleventh hour. Don't do it.

I know I'm a morning person - I look at my watch in the morning to see if Panera is open yet - but I better be just as good at 6:00 p.m. as 6:00 a.m.

So acknowledge your strength, work on your weakness, and have balance. Just in case you're curious, here's some of my answers to Barry's original question:

• Morning
• Early in the week
• Deadline looming
• Well-Organized (but this is rare)
• Complexity
• The same all the time
• New and demanding
• Accountable to others (Great Question!!)
• When there's a crisis

Care to share?

The RBI of a Great Resume

Want to make sure your resume stands out in the crowd? Make sure it delivers in the clutch with something I call the RBI method. Results, Blog, and an Image.

RESULTS: A resume is your own personal brochure. It's marketing material for brand YOU. The audience is getting bored with spin and they are looking for substance. An example of spin:

• Coordinated collaborative efforts between departments to ensure effective communication during transition of key software upgrades.

So What??

Cut out some of the fluff and point to the results, or the benefits your employer received:

• Coordinated communication and work flow between teams during software upgrades. Project completed 20 days ahead of schedule with 85% user approval ratings.

BLOG: That's right, a blog. But not just any blog. Start a blog strictly about your job search and work habits. Post your thoughts on interview process, work ethic, team work, what kind of projects you like best, your career goals. Put the blog address on your resume. Recruiters and HR-types will eat this up as it gives them a pre-interview look at you as a candidate.

IMAGE: I know some resume writers don't like this idea, but I love it - and so do the hiring pros. Put your face on the resume. It's harder to throw away a person than a piece of paper. Get a passport photo taken at a Kinko's if you don't have a recent picture.

Your resume might be getting you a few interviews, but adding these ingredients will eliminate the guesswork from the process. You might find that, by including these items, an offer immediately follows the interview.