One of the marks of an extraordinary human being is someone who knows what he or she wants and goes after it. They have the courage of their convictions, surround themselves with good people and are not afraid to risk. Recently while listening to an interview on 60 minutes, I had the good pleasure of being inspired and encouraged by an extraordinary gentleman by the name of Mr. James Goodnight, CEO of SAS. I have since discovered that SAS is the largest privately held software company in the world and I now know why.
Apparently the primary strategy behind the success of Mr. Goodnight’s company is based upon his total support and appreciation of his employees. What a rare, yet wonderful concept! Mr. Goodnight literally showers his staff with goodwill yet insists that he doesn’t offer the special perks to be a nice guy but instead says, “I can’t think of any other way to treat employees. I have to have people come in and [have] ideas pouring out of their heads onto a computer screen. To make that happen, you don’t walk around beating people – you use some carrots.” Understandably, SAS reports a very small turnover rate.
>From what I can tell, most of the readers of Murdok and Smallbusinessnewz are using carrots at many different levels. They are ordinary people doing extraordinary things demonstrated by the courage of their convictions, a willingness to risk, and giving themselves permission to live their dreams. Each of the following questions comes from a creative and entrepreneurial spirit who is eager to expand their endeavors to a new level. I hope the following few responses to their questions helps to lead them further along in their path to success.
Question 1.
The first question comes from Dave, founder and owner of http://www.all-gardening.com. Dave’s comprehensive one-stop center covers everything in regard to gardening and landscaping ideas which includes gardening supplies, trees, seed catalogs, garden tips, lawn care success and even garden decor. It is impossible to convey in one sentence all that the site offers, but suffice it to say that it is the gardener’s dream come true. The attractively done, well written and easy to navigate site is a fun site to explore.
Dave’s question is as follows: I am trying to add interesting content to my site, and one of the things I would like very much to do is find someone to write a regular gardening column/newsletter for me. I’m really not qualified to write such a column myself and don’t know exactly how to go about looking for a writer. Do you have any suggestions?
Charlene’s Response:
The first and most important aspect of finding a writer for your project is to locate a good match. By that I mean making sure that personalities mesh. Since there’s more to good writing than just stringing words together, when selecting a writer be sure that you like the writer’s attitude. Next review some of the writer’s samples to give you a clear idea of his or her writing style. There are many articles and sites online that share the writer’s expertise so review their work, trust your judgment and follow your instincts.
I would also suggest that if you want something done well, expect to pay a fair price for the services. While you do not have to spend an inordinate amount of money to get quality work, be aware that you usually get what you pay for. I am often amazed that people pay so much to have a web site designed yet the content is not considered nearly as important. Try to imagine a web site with no words.
And finally, how a writer responds to your request can also speak volumes. Pay attention to their level of communication. Is it friendly? Are they easily accessible, whether via phone or e-mail? Do they respond within a reasonable amount of time? Of course it’s always best to find someone that comes recommended but if you have to commission someone from a search engine, ask for references.
Question 2.
Patrick of www.hoteldesigns.co.uk offers a comprehensive resource directory that serves thousands of leading industry professionals, encompassing interior designers, architects and hoteliers. The site also includes data from manufacturers and suppliers within the hotel and catering arena and shares information in regard to various types of furniture fittings and equipment. The site receives over 1.5 million hits annually and is growing at 6% a month.
Patrick’s question is: I work hard to keep all these companies in my directory and maintain a re-enrollment rate of nearly 70% but I have little luck in enticing companies into the directory from outside the UK. I use a letter that I’ve revamped a number of times but it still isn’t working as effectively as it should. I very much want to sustain a directory that is complete with international companies that service the hotel industry and wondered if you have any suggestions as to how I can spruce up the letter so that is appeals to those in other parts of the world?
Charlene’s Response:
While I have found certain differences in style when working with those in other parts of the world, for the most part, we all want the same thing. Perhaps those in other parts of the world believe that distance will create a complication. In that case, you might want to consider mentioning something to alleviate their concerns and focus on how small the world actually is and that we’re all only an e-mail away.
As far as the copy of your letter, one of the first things I thought of when I read the letter is that it needs something with a little more emotion. The hospitality industry has not been doing well for the last couple of years so the letter might need more than just facts, but some excitement as well. Whatever it is we’re selling, even if it is the most amazing product, selling requires influence and persuasion. So when preparing your letter something has to grab the attention of your readers to get them interested and it has to happen fast. Highlight the important elements but write the letter with an interesting slant. Everyone is looking for something that will be beneficial to them therefore think in terms of how it will affect your visitors.
Question 3.
The next question comes from James of www.vinote.com, a site that offers the key to the best wine and cellar management in the world. For total wine enjoyment through easy wine and cellar cataloging, you don’t want to miss this highly educational wine site.
James wrote: Hi Charlene: I have just read two excellent articles by you that prompted my question. As you can see I start my emails with the salutation of Hi .. as I feel that using Dear is a bit too formal. Since I am associated with the wine world I finish my letters with Cheers which seems to go down well and sometimes amuses people. In my opinion I cannot open with Dear and close with Cheers. If you have the time and inclination I would appreciate your comments. By the way I was fascinated in your response to the UK/USA English question and will now pursue my use of UK English as that is what I know. Thanks for that. Cheers
Charlene’s Response:
In response to your question as to saying “Hi” versus “Dear,” I agree with you. I mostly use “Hi” myself and use “Dear” when it’s a more formal inquiry. Since I also receive a lot of inquiries from people I often take their lead. If they are friendly in their e-mails to me, I respond in kind. If I feel they have a more formal approach I follow suit.
As far as ending with “Cheers,” I think that’s perfect and recommend continue using it. I hope I didn’t come across as a stuffy person because that’s the furthest thing from what I am. Mostly what I was trying to convey is the discourtesy people demonstrate when using no salutation, no name, nothing. I find that to be terribly unprofessional so I thought I would use WebPro as my podium.
While I’m on the subject of e-mail, I thought I would make mention that I’ve noticed a number of people who neglect to include a closing salutation that offers name, web address, e-mail address, phone number, etc. There are times when a note is received without that information and the person receiving your e-mail may not have saved or remembered your information. It’s always best to include it. You can have a signature piece added to all your e-mails so that it’s included automatically. Just a little extra something that is definitely a good promotional tool as well as a courtesy.
So as ordinary people trying to live extraordinary lives, we have the opportunity to offer as Mr. Goodnight suggests, “carrots.” Living in a fast-paced culture we seek services and companies that offer prompt attention, cost saving devices and immediate gratification. But our online communication whether it be a newsletter, article, sales letter or e-mail, should never be hurried. In a nutshell, strive to make your communication as special and perfect as possible. To be your best, make sure to give your best.
Charlene Rashkow brings 15 years of experience as a Writing Stylist and Author to her creative efforts as a freelance business writer/consultant. She has successfully helped companies and individuals reach their objectives by writing outstanding press releases, bios, articles of interest, business plans, resumes, web site content and all other forms of marketing material. To speak with Charlene you may contact her at http://www.allyourwritingneeds.com or write her at info@allyourwritingneeds.com. You can also call her directly at (310) 514-4844
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