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You sit down to write copy for that new project. Words flow easily about what you’ve done and who you are. You can describe the what, where and when with finesse. The only problem is, in nearly every instance, the reader is going to ask, “What’s in it for me?”

It doesn’t matter if it’s a report, a marketing brochure, a workshop description or a fact sheet. It doesn’t matter if the reader is a committed, in-your-camp devotee. It doesn’t matter how much you think they need your information or how interesting it is.

Why is focusing on benefits so hard?

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When one door is closed, don’t you know, another is open. —Bob Marley

With the closing of the year, December is a perfect time to consider the doors you’re keeping open, the doors you have yet to open and, often more importantly, the doors to consider closing. Not slamming. Not locking. Just closing. (You can always reopen them.)

I talk a lot about closing doors so you can open others, not because it’s easy for me to do! It’s because I know it has to be done in order to conserve energy, create success, explore new opportunities and maintain enthusiasm for your work.

We keep doors open that are better shut, and for good reason.

We fear a potential loss. We’re hard-wired to avoid loss, a concept called loss aversion. Barry Schwartz talks about it in his book, “Paradox of Choice.” Even if a loss will really be our gain, we often make decisions that don’t benefit us because the primal part of our brain kicks in. Just by knowing this, you can override that automatic response and make a different decision.

You will always have a loss, but you will always have a gain, too. The problem is, the gain is unknowable and the thing we have is knowable. It might suck, but at least it’s familiar. We also don’t want to disappoint people, another form of loss aversion.

Opening a new door takes energy and time. Yes and no. It depends on the door. Most of us are so risk averse that we’re not likely to open a brand new door so wide that an ocean of possibility rushes in that we suddenly have to deal with. And remember that we’re also closing doors.

We have to figure out what we want. Many of us work on auto pilot and we also do what is nearest or easiest or most crisis-oriented. We rarely leave time for the kind of reflection that can open up new opportunities. This affects all of us — the in-house marketing or project manager, the sole proprietor, the small business owner.

Other people are involved. If you work for or with other people, closing doors might be a little trickier. You have to justify a change. But maybe your staff plugging away at an effort that isn’t beneficial. Or you’re working with companies that don’t bring out the best in you. Maybe you can’t seize another opportunity because your time and effort is tied up elsewhere. You might need to step up and gently closes a door.

………….

Years ago, I got rid of a large part of my book collection. I thought it was sacrilege but I wanted to simplify my surroundings. I created three piles: Keep, Get Rid Of and Maybe. I let the Maybe pile sit for a few days. I discovered I kept books I thought I should read but didn’t really want to. They were a cognitive drain. I got clear with what I was really curious about, what made me feel expanded and what I deeply wanted to learn, which meant having to acknowledge the opposite.

Business and work decisions are more complicated than books. But most likely, you don’t need to think about which doors to close; you already know what they are. Look at your business efforts that leave you anxious, frustrated, bored, unappreciated, angry or uncertain. The doors to open? They say those will open magically, but only when you’re courageous enough to close some first.

You have good and important things to offer. You have to make sure that the right doors are open for those things (and the right people) to move freely about.

Good luck! And if you have a good door-closing story to share, I’d love to hear it.

It is always easier to do than to plan to do. We often have an internal knowing about where we’re going and what we want to accomplish, whether it’s a visionary decision or just a project. So we skip the kinds of meaningful questions that help us chart the best path.

But that’s because the questions can stop you in your tracks (proof that you’re getting somewhere!) because they’re hard to answer. They involve having to think critically about who you are and why you do what you do. They call to mind selling and marketing, which most of us avoid.

But most of all, we’re not clear about who we’re walking towards. Or we’re walking towards everyone and no one. Read the rest of this entry »

Chances are as a business owner — especially a service-oriented business — you have something to offer beyond your core service that people want, maybe even need. But you’re not giving or selling that information or wisdom.

Think about your typical day and all the actions you take, the opinions you have, the advice you give, the troubles you troubleshoot. We all have blinds spots when it comes to what comes naturally. We don’t realize there is value in that pool of deep knowledge or interest we’ve spent years cultivating. We don’t think that sharing or selling that advice or information is a possibility. You might be thinking, “It’s just how I do my job.” Or, “Who would want to know that?” Read the rest of this entry »

If I’m looking for any kind of service, I don’t normally use Craigslist. (Though I am looking for an expandable Danish modern dining room table.) I prefer to ask colleagues or friends for referrals. It beats a shot in the dark. And referrals are a great way to share some love within your tribe.

But after asking around for WordPress developer referrals to add to my list, I was curious to look on Craigslist. Not surprisingly, many of the listings include the word affordable.

What’s wrong with affordable? After all, aren’t we always looking for a bargain? Read the rest of this entry »

A better path for your next communication problem

(Download the white paper for The Tree of So-So? Or the Forest of Effective.)

creative commons license / flickr user: Today is a good day

Few businesses these days can afford to throw dollars at any communications unless they see some value—value being the relationship between cost paid and results achieved. Nonprofits especially can’t afford to, with budgets and staff strained as they are. Why then do so many organizations approach projects in ways that hinder their ability to be as effective as they could be?

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(Download thisWhite paper: Good, Fast, Cheap as a PDF.)

Google the phrase “Good Fast Cheap Pick Two” and you get over 78 million search results. There are only 1.7 million for “Fountain of Youth.” Apparently people desire good, fast and cheap more than they do the secret to staying young. I see requests like this posted in online venues like LinkedIn. Is it the economy? Is there a growing sense of entitlement? Or is it more benign than that—businesses don’t realize that asking for good, fast and cheap will hinder their ability to be effective? Read the rest of this entry »

“Hello beautiful,” the hostess at an airport restaurant said as I approached the hostess stand. I was aroused from my airport stupor at the unfamiliar phrase. I hadn’t even been in the airport that long. I was simply tired and hungry and had opted for a later flight (and a free round trip ticket voucher) and had time to sit and enjoy a meal.

Her simple, yet rare these days, hospitality gave me a jolt. Immediately, my shoulders loosened and I smiled.

“Can I have a…,” I started to say, before she cut me off.

“I’ve got you covered sweetheart. A table with an outlet next to it. I see you’re a woman who’s a smart professional,” she said with a big smile.

I didn’t have a visible laptop case and don’t normally carry a computer, except on this trip I had one. I hardly looked professional and didn’t feel particularly smart in that moment.

I sat near the hostess stand and listened to her greet everyone who entered the restaurant. The most sour-looking frowns morphed into smiles upon her greeting. Later I called her over and asked what was her secret. How did she get to be so positive? A year ago she was out of work and was flipping through the channels on her TV. Today, she as a job and feels blessed.

“I meet the most beautiful people in this place. All the people coming and going from interesting places. What is not to feel positive about? I love people. I love my job.”

What I forgot to do was tell her boss to give that woman a raise.