Small Business Marketing Solution – Let Brand Guide Your Staff

Your employees should know your Brand–what you stand for. We’ve written on this before, but it is just a vital concept for small business success. As we discussed in an earlier article, following process and procedures is important, staff training is a must, but there comes a time when you must trust you employees “in the field” to do what is right and make a decision on their own that is in accord with what the company brand stands for.It’s at this critical point that their training in proper procedures is most helpful, but sometimes they are faced with questions outside of strict training or procedural guidelines. Here they need to make the right decision–for the customer and the company. It’s at these junctures that a solid working knowledge of what the company stands for can help them make the best choice.And understanding the company brand starts with your Achievers.Your junior staff will follow the example they see the Achievers set. The Achievers must intimately understand what your company’s Brand represents–they need to also recognize that this knowledge can help them make a decision.It sounds basic, but your customers’ impression of what your Brand is–what your company stands for–will be far more influenced by what your staff does during a tough situation than through all your advertising. This is especially true for a small business on a limited marketing budget.When customers and staff agree on what your Brand means, then you can trust that decisions your staff makes will truly be in the best interest of the company. Will those staff decisions be exactly what you would do? No, but they’ll be close enough.Occasionally they will even be better.Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.© 2006 Marketing Hawks

Effective Business Management Unites Education and Training with Corporate Coaching

Business management spends billions of dollars in corporate training and education. According to a report released in early 2006, the U.S. corporate education and training market exceeded $46 billion. Additionally, business management and leadership training captured the largest percentage of program dollars with developing new and existing management along with succession planning. (Source: Bersin & Associates)With training budgets increasing and the additional focus on leadership and management development because people do not leave organizations they leave managers, achieving higher levels of positive return on investment (ROI) makes sense. Research supports that to increase training ROI begins by including coaching as an effective tactic.In a 2001 study completed by Dr. Merrill Anderson, of MetrixGlobal, for a Fortune 500 company coaching can produce a 529 per cent ROI. Additional studies since that time confirm the positive affect of coaching. Business management executives are now employing a new learning strategy that combines education and training with coaching. This is initiative is corporate coaching. So what is corporate coaching?


Simply speaking, corporate coaching extends existing learning or what some call training by infusing one on one executive coaching within the education, training and development sessions to achieve performance improvement that generates a positive ROI. Corporate coaching is always aligned with the strategic plan and the organization’s current goals and provides a vehicle to reinforce current learning as well as a way to make necessary course corrections through both individual and team perspectives. Corporate objectives are achieved much quicker allowing for a better competitive advantage.NOTE:What corporate coaching is not – any program that cannot be aligned to the strategic plan and lacks a structured process that does not focus on pre-determined measurable results.How does corporate coaching work? The answer to that question is “that depends.” Corporate coaching is flexible and may be included within the training schedules or upon completion of the training. The real issue is to find a corporate coaching process that is results focused and uses proven tools that build the What’s in it for me (WIIFM) leading to the What’s in it for us (WIIFU). Effective corporate coaching works to further internalize the identified learning objectives and quantifies those efforts on a regular basis through consistent goal achievement.


How do I find a corporate coach? That is a very good question since many coaches whether a certified coach or not are now offering corporate coaching services. Possibly, the best way is to find a coach who:
Is results focused
Has a demonstrated record of success that is quantifiably measurable
Has both proven developmental processes and tools that work with the strengths of your organization.
Remember, companies win because of their strengths not their weaknesses. Corporate coaching allows you to further capitalize on those very strengths that made your company what it is.

Book Ghost Writing As a Process

It’s an interesting relationship between a book ghost writer and her client, the book author. The client has the original ideas for the work, and the ghost writer is there to bring them to full fruition. In other words, they work on the book together, with the book ghost writer being a professional who does most of the actual writing of the book, while the client only assists with the ideas.Well, not exactly. There’s more to it than that. In fact, the client or original book author is an integral part of the process, and in fact is writing his own book through the book ghost writer. Book ghost writing is a process, which I’m going to try to break down for you my way, fine-tune experienced after over a decade of book ghost writing. It begins with the client, and is finished through the work of the ghost writer.The client starts the process, after contacting and hiring the ghost writer, by signing a book ghost writing contract with the writer outlining everything important, such as the legal rights of both parties, who exactly keeps the copyrights, who gets the credit for the book or shares it, etc. Then the client makes a small deposit, such as $5,000 to start, for keeping the professional writer’s time open to work on the book. This can be a completely non-refundable deposit, or half of it can be refundable under certain circumstances, such as the client cancelling the project or the book ghost writer being unable to begin work on it.Once the project begins, a great first step is for the client to create a book outline and a time line laying out the book’s contents in chronological order. These documents can be sketchy at first, worked on more and filled out later, even being expanded into a table of contents as a further guide for working on the manuscript. Each document only needs to be about one page long. They engrave nothing in concrete, and each can be altered to suit the needs of the overall project.


Next, emails containing attachments in Word or Word Perfect documents, and in my case I prefer to work in Word, are exchanged between the client and the writer. The client starts this by typing out from the beginning of the book until the end, in gradual stages as needed, the book’s contents as envisioned. This can be added to later, and fully edited and rewritten by the ghost writer. Basically, the client at least needs to lay out the ideas of the book as expressed by him, and then flesh them out somewhat for the writer to have material from which to work.The book ghost writer can do light to heavy research and add related new material by using the resources of the Internet and the local library system. The emails and phone calls between both parties assist the professional writer in shaping, creating, editing, rewriting, proofreading and fully completing the book manuscript. Along the way, the client or book author shares ideas, tells the book ghost writer how he wants his manuscript laid out and written, gives the writer details of the book, and supplies more general ideas and guidelines about the book’s materials.It is best if the client sends all of the actual information to be worked on with his ghost writer in several email attachments, rather than sending them over the phone or in the bodies of emails as written copy. Some background materials can be on real paper, but generally ghost writers can’t work from handwritten notes, and while some ghost writers use scanners and can scan in typed documents, it’s easier to already have the documents in electronic format. MS Word is the most common software.Phone calls can be made on a regular basis; you can also arrange Skype conferences and IM or instant message meetings. It’s best for a book ghost writer to always have written records, albeit electronic ones, of everything, so I try to avoid phone calls except for using them for info about the project, not the project itself, or to bring each other up on what’s going on in general. I like to have everything in emails and attachments whenever possible. It’s something solid and reliable in front of me, which I can check on all throughout the project.The client basically lays out the book’s ideas and overall structure, and the ghost writer fleshes everything out and edits it into a professional, readable, polished book, also properly formatting the manuscript and preparing it to be presented to a literary agent and then a commercial, independent, boutique or self-publisher. The book ghost writer may only ghost write the work in progress, and a separate copy editor and even a separate proof reader may be hired to go over the finished manuscript; or the ghost writer may offer included editing and proof reading services. I do this myself when I ghost write, including the price of editing and proofing the manuscript within the overall book ghost writing price. However, if you can afford this, it’s always wise to hire another outside book editor for a second set of eyes.The client may ask questions or raise concerns with the book ghost writer at any time during the book ghost writing project. This should be encouraged by any professional writer in order to facilitate the process of creating a solid, well thought out and well written manuscript that reads smoothly, has few typographical or other errors, has been thoroughly fact checked by both parties, and is otherwise ready to present to an agent and then a publisher. The writer’s job is to help the client, the original book author, to craft a book that reads if needed as though it was written by the author client, or at least one that reads professionally well. The ghost writer may work in either the client’s voice, which should come through in the client’s original writing, or in her own voice if the book author doesn’t mind some added creativity in the process.


Also, credit for the work may be shared, with the book ghost writer’s name being featured on the cover under the famous “As told to… ” method underneath the book author client’s name. Or the ghost writer can be not mentioned, with all credit, royalties and success going to the author client. In either case, the advance payment made to the professional writer is her main resource, as the thrust of writing a book for someone else is to make a living at helping you to produce your book project. The writer deserves the relatively high pay, as the book project often lasts from three to six months or longer, and the client is supposed to receive a well written, beautiful, awesome new book, one which hopefully will sell to its selected markets.At our company, we have many resources at our disposal which involve assisting you in finding an agent and publishing your book, and methods for marketing, promoting and selling your book. We can also guide you to our partners and other networks outside our company which will assist you in arranging book advertising and sales. You may already have business or personal sources you can also use to promote sales.One last thing: remember that you aren’t writing a book only for yourself, or even just your family and friends. You’re creating a wonderful work of art for both its readers and your long-term posterity, so you should aim for capably reaching out to its audience. Keep your readers forever in mind, trying very hard to write more for them than merely for you, your dreams and your book ghost writer.