You Have 20 Seconds …Use These Techniques in 2020

This applies to everything — meeting someone new at an event, a post on social media or a cold call to someone you want to connect with.

If the first 20 seconds of your communication is all about you or your products and services, maybe it’s time for a rethink. Why is that? Why do we consider the opening part of the call to be the most important?

The best advice comes from professionals who do it every single day.  This advice from mtd Sales Training Specialists focuses on sales and how to start off on the right foot. Here’s what they shared about the first 20 seconds of an initial call.

This is outstanding advice whether you are trying to gain the interest of a journalist, a new client, an event producer or anyone who doesn’t yet know why they need you!

Think: What state or frame of mind is my prospect in when I call?

Think: What might they have been doing the moment before they took my call?

Think: What do they need to hear in the first 15 to 20 seconds that will at least make them listen to me for a further 15-20 seconds?

Whatever your answers, I doubt whether they included anything about being pushed towards a product or service they aren’t using at present.

What can you do, then, to lengthen this first call?

Of course, you grab their attention and interest by talking, not about you, but about them or something that can help them.

That first 15-20 seconds is golden time because it can make or break the next few minutes of the call.

You need to make it personal and specific to your market, but it should sound something like this:

“Hi, this is Bill Smith with Acme Widgets. Reason I’m calling is we recently helped a company in the (customer’s) industry increase their sales by 10% while reducing their marketing spend by the same amount. I wanted to see if we might be able to do the same for you.”

Now you’re talking about them. You’re talking about results. You’re asking if those kind of results would interest your prospect

When you talk about results, that is what the buyer would really be interested in.

It makes them curious and allows you to go into more detail as they are intrigued with what this might be about.

Of course, you need to be honest and truthful. Don’t lie about figures just to get an appointment.

You’re setting expectations that can’t be met if you do, and that will only cause more problems in the long run.

Did you notice that you didn’t mention your products or services in that first part of the conversation? It’s not relevant or necessary.

What you need to do is build their interest to know more.

You may have heard about the ‘AIDA’ principle before. That acronym stands for Attention, Interest, Desire, Action.

Many salespeople go straight to their product pitch early on in the call because they are frightened of refusal or they think the product will sell itself. It won’t.

In any type of marketing, it’s important to get the prospect’s attention straight away. Without doing so, you risk the prospect saying they aren’t interested.

As the acronym states, you can’t build interest until you have grabbed attention. If they reply early with ‘I’m not interested’, it’s because you haven’t attracted attention first.

Think about when you go to the cinema. What comes on before the main feature? That’s right, trailers for upcoming attractions.

Filmmakers do that to grab your attention and build your interest for what’s to come. Treat your call like a ‘teaser’ or ‘trailer’ for what’s to come.

Just as you wouldn’t start off on a journey without knowing your end destination, think about what the end destination of your call needs to be. You’ll then realise that the opening of the call is the most important part.

So, talk about results and solutions, not products.

7 spam words to avoid in email marketing (and why)

#4 was the big surprise to me as I read this piece from EMMA the email marketing platform. Below you will see they not only list the spam words that cause your emails to be rejected, but why.

As a marketer, there’s so much on your mind every single day.

Not only do you need to worry about creating content that converts, you need to ensure that your emails are also accessible and GDPR compliant.

And … there’s another concern that all email marketers have: avoiding the email spam folder.

Ending up in the spam folder is basically a waste of the time and effort you expend to put together an awesome email campaign. Not only that, but it can also damage your online reputation. After all, no legitimate company would send spam emails, right?

Actually, it happens more often than you might think. You’ll find that there are many reasons why your emails might end up in your subscribers’ spam folder, but one of the most common is spam words in email.

In this post, we’ll share why certain words can get you tagged as spam and which ones to start avoiding like the plague.

Why certain words can land you in the dreaded spam folder.

The most common place to use spam words in email is in the subject line. However, if you use these words throughout the body of your content, you could still be flagged—especially if you are using other practices that make your emails appear spammy.

Spam filters are a great way for people to protect themselves from unwanted junk email or even harmful emails.

Spam filters definitely have their place. Unfortunately for email marketers, these filters can target emails that aren’t even remotely close to spam.

Spam words in email—even if it’s a perfectly legitimate email that people have signed up for—can land you in the spam folder. These are words commonly used to grab people’s attention and either excite them or scare them into action.

In 2018, three million people reported scams to the Federal Trade Commission. Of those, 25% had been scammed out of money—nearly $1.5 billion (yes, billion) had been lost to scammers.

Both the young and not-so-young were targeted.

Both the young and not-so-young were targeted.

Source: Federal Trade Commission

Scam artists use a variety of means to take money from their victims, including the telephone, snail mail, and email.

Fortunately, email filters have helped to reduce some of the more blatant scammers out there. What’s not so great is that your marketing email can end up stuck in the spam folder with the scammers just because of the words used in the email.

Again, these words are used to entice people into taking action, which is the purpose of email marketing in the first place. However, there’s a way to motivate your audience without sounding like a spambot.


Words you should use carefully, or avoid using at all costs.

Here are our top 7 spam words in email that can get you into trouble. Avoid using them and you’ll not only stay out of your subscribers’ spam folder, you’ll actually improve the overall quality of your email content.

1. Dear Friend

Un-personalized emails are one of the first indicators of spam. You’re probably 99% sure you don’t know who is sending you an email when you receive one that simply says, “hi” or something like “dear friend.”

Even if you sent an email this way and it passed through the spam filter unscathed, that doesn’t mean it’s not a big deal.

Personalization is one of the keys of a successful email marketing campaign. You want each person in your audience to feel like you are writing specifically to them.

First of all, it’s just a courteous, professional thing to do. Second, you have to remember that your audience is always wondering “what’s in it for me.” If you can’t even take the steps to personalize an email, your subscribers are probably going to wonder why they should invest their time, attention, and eventually, their money in your company.

Takeaway: Always use your subscribers’ name if at all possible. Personalization is key.

2. Click here

Another phrase on the list of our top spam words in email is “click here.” When it comes to spam and scams, this phrase is a huge red flag. Millions of people have clicked where they shouldn’t have and ended up with a computer virus or losing money.

But isn’t “click here” a call to action? Yes, it is, but it’s not a call to action you want to use. Instead, use a call to action that tells your subscriber what will happen when they click your call to action button.

  • Pre-order
  • Take our survey
  • Read more
  • Learn more
  • Subscribe
  • Contact us
  • Schedule an appointment.

Takeaway: Calls to action are imperative to the success of your email campaign. However, you want to avoid using the click-bait call to action of “click here” and guide your potential customers to take a specific form of action.

3. Free

The word “free” is completely enticing. After all, who doesn’t love a deal, especially one that results in little-to-no money being laid down?

Unfortunately, this is a word that a lot of spammers tend to use.

This isn’t to say that you can’t use it at all. Using it once or twice in the entire body of your email copy is not a big deal, and it’s a great motivator for your audience.

With this word, remember that a little dash will do. Overwhelm the content of your email with it and you’ll definitely end up in the spam folder.  

Takeaway: If you have a free offer, make sure you don’t go overboard with your use of this word. Use it sparingly and you’ll avoid being tagged as spam.

4. Re: or Fwd:

When you think of spam words in email, you might not think of “Re:” and “Fwd:” because these are actions people actually take with their email on a daily basis.

Source: Pinterest

When you think of spam words in email, you might not think of “Re:” and “Fwd:” because these are actions people actually take with their email on a daily basis. It’s definitely not uncommon to forward a cool email to a friend or reply to an email that someone sent you.

Spammers know this, which is why they use these words so frequently.

“Fwd:” and “Re:” are used so often that when people see an email with this subject line, they almost always automatically open their email.

Avoid using these words unless you’re actually replying to an email conversation with one of your subscribers. Using them simply to increase your open rate is dishonest.

Takeaway: Avoid “Fwd:” and “Re:” unless you’re actually replying to an email from a reader.

5. Great offer

This is another one of those phrases that scammers know people are intrigued by—just as they are with the word “free.”

Again, use these types of phrases as you would salt—sparingly. It is also good to avoid using it in the subject line, just to be safe.

Takeaway: When using anything pertaining to spending money (free, great offer), make sure to lightly sprinkle the words throughout your email. Avoid stuffing the words in your email or using them in the subject line.

6. Guarantee

Who doesn’t love a guarantee, especially if the guarantee is related to getting money back or achieving some fantastic results?

Unfortunately, it’s really difficult to guarantee anything. “Results may vary” may seem cliché but it is the absolute truth.

Scammers know that the word “guarantee” feels like a security blanket to many people, though, so they use it often.

You can avoid false advertising, disappointing your readers, ruining your online reputation, and ending up in the spam folder by avoiding the word “guarantee.”

Takeaway: Can you really guarantee anything? If you’re not 100% positive it’s possible, avoid using this word in your emails.

7. Risk-free

“Risk-free” is often used in conjunction with “guarantee,” especially by spammers and scammers. It conjures similar feelings as the word “guarantee,” which is why it’s one of the most popular spam words in email.

Saying anything is “risk-free” is the same as offering a guarantee to your readers. If you can’t offer that, then don’t say your product/service is risk-free.

Takeaway: “Risk-free” is yet another spam email phrase. If you’re tempted to use it, ask yourself if you can 100% guarantee that what you’re offering is risk-free. If you can’t, don’t add this phrase to your email.

Honorable mentions…

Here are just a few more things to add to your “do not insert” list for future email campaigns.

  • Anything with a character: !$#&%
  • ALL CAPS SUBJECT LINES
  • Discount
  • Big bucks
  • Extra income
  • Fast cash
  • Apply now
  • Don’t hesitate
  • Explode your business
  • Join millions
  • This is not spam.

Wrap up

Using spam words in email is a sure way to send your emails straight into your subscribers’ spam folders. The following words should be used sparingly or not at all in your future campaigns.

  • Dear friend
  • Click here
  • Free
  • Fwd: or Re:
  • Great offer
  • Guarantee
  • Risk-free

Avoiding these words will help protect your reputation, as well as the time, effort, and money you put into your email marketing campaigns.

Designing Future Business – Hire a PR Pro To Curate Your Unique POV

With the litany of tasks and costs that come with running a business, should you prioritize hiring professional publicity? What can you expect to get in return? We asked five publicists and designers, and the answer is more concrete than you think (even the publicists told us there is a wrong time to hire them). Here’s exactly how to figure out when it makes sense to hire PR and when it’s better to go it alone.

Hire a publicist when…

You want to tell the story of your business

“As long as there’s a story to tell, we’ll have PR,” says Ari Heckman, founding partner and CEO of ASH. “It’s about brand awareness.” No matter where you are in your career, a publicist’s job is to tell people who you are as a designer. And there’s more at stake than just reputation. Sarah Natkins, head of Camron US, tells AD PRO that PR is key to growing your business and boosting your bottom line. “Building awareness in a smart and strategic way can have a huge impact,” she says. ”If done in the right way, it can help expand a studio, and drive the right business.”

This doesn’t just apply to emerging designers; the right messaging can also help more established firms reach a new clientele. “A great publicist is especially helpful if you’re trying to speak to a particular audience or get the message out about a product you’re creating,” Heckman says.

How will you know when your PR strategy is working? Laura Bindloss, founder of Nylon Consulting, says although everyone’s business goals are different, you should regularly see your name in a variety of publications. “You want a real smattering and you want it consistently,” she says. “You want coverage monthly that can range from quotes to full features, and you want it in a variety of outlets. You want to be positioned as an expert in your field.”

You have a point of view

In order for a publicist to do their best work, Natkins says a designer needs to have a clear brand identity and know who their ideal client is, although they don’t need every detail hammered out. “A good publicist will work with you to help figure this out, and then develop a media strategy that communicates your vision,” she says.

Sarah Barnard, principal at Sarah Barnard Designs (WELL AP, LEED AP), doesn’t currently work with PR, but she credits a previous publicist with encouraging her to craft a specific message and find a niche in the market. Says Barnard, “We really care about a few specific things and those are the things we repeatedly stand on, come back to, and share.”

Bindloss says her firm, Nylon Consulting, wouldn’t take on a client who didn’t have a strong point of view and a professional website. “The first place we’re going to drive people is your website, and if your website isn’t communicating what we’re trying to pitch, there’s no point in paying us because you’re going to lose the customer when they get to your site.”

You have work to show off (and plenty of projects in the pipeline)

Publicists need finished work to publicize, so wait to hire one until you have plenty of projects under your belt and can hit the ground running. “Ideally, you want to hit a critical mass of work,” says Bindloss. “Enough to give a publicist so that they can run for six months with everything you have currently.” Usually, this means between five and 10 projects that are photographed and ready to publish, with several more lined up over the next six to 12 months. Remember, there’s no benefit to paying a monthly retainer until you can fully take advantage of a publicist’s time and expertise.

You’re better off on your own if…

You can’t comfortably float the fee

“Don’t hire a publicist if it’s a cost that’s going to keep you up at night,” says Bindloss. Although fees depend on the scope of the work, she says, it’s usually about the price of hiring a full-time employee. “Don’t think about PR as a monthly retainer but as an annual cost, like you would be bringing head count into the firm.”

Natkins agrees that monthly retainers tend to vary significantly, depending on what that client needs. “A small firm might start in the 6K range, a more established studio could be upwards of 10K, and a large firm with many projects around the world would go up from there,” she says.

If that sounds too spendy for your business right now, it’s probably best to wait until you have the cash to do it right. Publicity really is a “get what you pay for” service, says Heckman. “Probably like anything else in life, working with a publicist is a good idea if you work with a good publicist. I don’t know that it would have any value if you were just to hire anyone.”

You haven’t found someone you really connect with

A publicist can make or break your reputation, so be sure you take the time to find the right person. “Wait until you find someone you really trust,” says Bindloss. “This is someone who represents you to the press, so make sure you’re proud to have them speaking on your behalf.”

Heckman, whose firm, ASH, has been represented by M18 public relations for the past seven years, says they chose to work together because of a similar culture. “Our companies were aligned, both in their history and trajectory, and shared values,” he says. And, he points out, it’s a two-way street. Just as you’re searching for a firm to represent you, most publicists want to sign clients with a similar worldview. “A good firm is not just going to take on a retainer from any client. They realize that their credibility as a mouthpiece for their clients is based on who their collection of clients are.”

In fact, Heckman says, you can use a firm’s current client list as a guide to help evaluate if it’s a good match for you. “Probably one of the best ways that someone can go about identifying which firm they want to work with, is to find a firm with clients who share your vision, growth strategy, and aesthetic.”

You’re happy to multitask

“There is the small road also, for those who have the fortitude to do it,” says Barnard. As the owner of a small design studio, she prefers the grassroots approach over professional PR, because the authenticity is more representative of the actual experience her clients will have. “The primary benefit is I’ve maintained control over how I present myself to the world because it really is me. An overly polished, less personalized, sterile presence wouldn’t be a match for what they [the clients] are getting anyway. That level of refinement is not real.”

And some social butterflies just love the hustle. Gail Davis, principal at Gail Davis Designs, says she loves meeting people at events, and she’s gotten many opportunities by simply striking up a conversation. “You need to be authentically nice to people, not looking to get something, because you never know who will think about you for a job,” she says. “That’s how it has really worked out for me. We can all benefit by helping each other.”

Both designers stress that, especially if you forgo PR, professional photography is something you should never skimp on. “Snapshots on a job site for your Instagram feed—totally,” Barnard says, “but when it comes time to document your finished work, always hire a professional architectural photographers. A filter can only take you so far.” Davis agrees: “Pictures really tell a story and I want to make sure my story comes across clearly, and that person will think, Yes I need to work with her.”

Thanks to Architectural Digest, from their ADPRO online newsletter.

I am on hurricane watch right now …

Yes, it’s a fact – as I write this, hoping the power and my internet stay on, the eye of Hurricane Dorian is heading toward Florida. Walt Disney World is closed, the Orlando airport is closed and so are schools, businesses and many others.

Like most publicists when things get serious, we get busy.

Hurricanes and other weather issues, tragedies, unusual circumstances, holidays and other out-of-the-ordinary occurrences are times when our companies and clients need us the most.

Image result for closed due to hurricane sign

Here are a few examples:

  • You are closing when you are usually open, or the reverse (think Black Friday)
  • You have a message for your customers on how to stay safe
Image result for open during hurricane sign
  • Your products or services are essential to help others through (think gas stations, grocery stores, tree trimmers, etc.) and you are available.
  • Times or venues are being changed, but the event is still on. (think sporting events that are held outside )
  • Because of the occurrence you are doing something extraordinary like donating food or fundraising for others in need.
  • You want to reach out to your customers to say you are thinking of them and you care – this outreach can go to your entire audience, but be written for those being affected.
Image result for football game rescheduled
  • Times or venues are being changed, but the event is still on. (think sporting events that are held outside )
  • Because of the occurrence you are doing something extraordinary like donating food or fundraising for others in need.
  • You want to reach out to your customers to say you are thinking of them and you care – this outreach can go to your entire audience, but be written for those being affected.

A PR pro knows how to deploy the message – get it out, reach people who need to know and do it visually and with words chosen to have the right tone, at the right time.

Image result for open during hurricane sign

Members of the media, social media channels, direct communications and every normal communications channel are all pathways to get the message out, and do it right now.

PR tip: Don’t make your drama the focus – unless you have something useful to offer; don’t add to the noise.

But when possible and appropriate, humor is memorable, and how smart of Waffle House to be the one place we all look to for food and information!

Do You Have BLUE in your logo? Let’s Explore The Color of Trust!

Maybe this is why our corporate leaders wears so much blue?

What color is the logo of the organization you represent?  Do you share qualities with other brands of the same color?

According to Fast Company. “The implications of color’s effect on people’s emotions are far reaching, and understanding your customers’ connections to certain colors could increase the effectiveness of your company’s branding methods.”

Blue is often thought of as a male color, and since my father’s eyes were the most beautiful blue and this is his favorite month – Blue is this month’s color!

Note:  Over the decades I have worked on logo design, 99% of my male clients choose blue as their logo color of choice! Women tend to choose from all over the color chart.

 

logo color 2015 BLUE

Research complied by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.”

What can be learned here?  I’d love to hear what you think!

With thanks to Fast Company for this great article –infographic from WebPageFX, written by Rachel Gillett.

Making Deals At Dinner – Much More Than Great Food

Photo by Louis Hansel on Unsplash

Dinner parties are “on par” with golf for being an opportunity to enhance and expand a relationship; and to make a deal.  

#1 – For you, the host and your staff this is not social, it is work.  Each person sits at a different table, with the skill to keep the conversation light and appropriate.  Training must include potential worst case scenarios, a few ‘what if’s”, how to steer away from topics that could ruin the mood and to steer toward key moments that make the event memorable. Plan the evening with your ultimate purpose in mind.

#2 – Low centerpieces, if any – low-ish lights, soft music and comfortable chairs are all a must.

#3 – Food that is easy to eat (BBQ ribs are a no-no), dietary options and not too much emphasis on the wine and cocktails.  

#4 – A beautiful, calm setting, a team that knows how to guide a successful evening and staying focused can turn a dinner into a deal.

Below is a wonderful article from Claire Hoffman in BizBash (with thanks), that asks the experts how to plan and execute a successful dinner event:

Small, seated dinners have long been a popular way for companies and brands to thank their employees or entertain V.I.P. clients in an intimate setting. But as any event planner knows, hosting an effective dinner takes much more than just gathering guests for a great meal.

While social dinner parties might be focused on reconnecting with friends, corporate dinners are usually a bit more strategic—the company wants to convey some sort of message to key stakeholders. As such, ease of communication is crucial, and that goal should bleed into everything from the decor and the catering to the seating chart and the timing of toasts.

“Corporate events [need to] think ahead to a sound system, a scripted message, and who is sitting next to whom to promote a positive networking environment,” explains David Merrell, the C.E.O. and creative director of AOO Events in Los Angeles. “There needs to be a certain return on investment for the money the company is spending [on this dinner].”

But that doesn’t mean the dinner needs to be all business, adds Christopher

Confero, the owner of Atlanta-based design firm Confero. “Just because it may be in a setting with fellow professionals, don’t forget to soften the space. Dim the lights, add beautiful decor pieces—anything that communicates to the guests they are appreciated and highly valued as employees and colleagues.”

Here are some more tips for creating effective dinners for corporate groups.

Design everything with the goal of facilitating conversations.
For seated dinners, centerpieces should either be below or above the sight line, so guests can talk throughout the meal. “If you place your elbow on the table and sit your chin on the palm of your hand, low decor should always be below that height,” says Confero. “If you raise your arm all the way up, tall decor should be above palm level there as well.”

It’s also important to avoid super-wide tables. “You want to be able to speak with the person across from you in a natural tone,” notes Jennifer Coman, the director of marketing and events for Los Angeles catering firm Haute Chefs L.A. “Comfortable chairs are also key, and something with a cushion is always appreciated.”

Entertainment-wise, it’s nice to have ambient noise in the background to cut down on awkward silences. Confero suggests live jazz music, or light music piped in through an audio system.

But if the event’s host wants more extensive entertainment, such as a performance of some sort, make sure it’s chosen with purpose. “If you are going to grab their attention away [from conversations], that distraction should be tying them back to the message, brand, or purpose of the event,” says Merrell.

Lighting is also an important consideration. “It is one of those things that when done well, it transforms the environment,” says Coman. “With corporate dinners, you need lighting that is not so dim that it feels like a club, but you don’t want it so bright that it feels medicinal.”

Confero suggests using a lot of candles on the table. “The more the better, with varying heights and varieties,” he explains. “Typically candles will be a bit cheaper than other centerpieces, and everyone looks ravishing in candlelight.”

Prep the event’s host on ways to keep the conversation flowing.
The dinner’s host should be responsible for keeping guests engaged and comfortable. One way to do that is with planned conversation topics. “With social or corporate dinners, many times guests aren’t familiar with the person sitting next to them,” says Merrell. “Lead questions from the host can break the silence, so always have some in your back pocket.”

Confero notes that this method also works if the party has multiple tables. One person seated at each table should be prepared with talking points. “Always put one large personality at each table,” he suggests. “If there is a lull in energy, they can jump in to pick things up. But be aware that you haven’t cast a bulldozer in this role—you don’t want someone dominating, only facilitating.”

One out-of-the-box way to facilitate conversation with a smaller group is the Jeffersonian Dinner method, where the entire table discusses one topic rather than having their own conversations with their seatmates. (BizBash covered this topic in a GatherGeeks podcast with Convers(ate) founders Taylor Buonocore Guthrie and Mollie Kinsman Khine.)

Toasts are also a great way for the host to thank everyone for coming and remind guests of the events’ purpose. “Make sure you have a sound system, or that the person giving the toast is loud enough for everyone to hear,” notes Merrell. “I also always encourage guests to not just toast with alcohol, wine, or champagne, but any drink that the guest has—you don’t want to promote drinking if [not all attendees] drink.”

As for timing, Coman says that toasts and other speeches should never be planned right before or during dessert. “We’ve seen it done, and you lose the crowd,” she says. “The best time for any ‘talking’ is going to be right when guests are getting warmed up and freshly seated, and between the first and second course.”

Think through the seating arrangements.
While assigned seating may be a good idea for dinner parties in general, it can be especially crucial for corporate dinners, says Merrell. “Meaningful business conversations and networking is one of the most important outcomes of the event,” he notes. “Seating configurations, the makeup of the guests attending, and the purpose of the gathering always dictate who is close to whom, and should always be considered separately from one event to the next.”

Confero adds that the client or host company should be involved in this process, since they know how best to group guests.

For dinners with multiple tables, it might make sense to play what Confero calls “a simple game of musical chairs.” “Each of your three courses is spent at a different table with various guests,” he explains. “It takes a bit more work for whoever is creating the seating arrangements—and of course on the kitchen and servers—but if you don’t have a large number of dietary restrictions it’s highly worth it to spend as much time as possible with different guests.”

Ask for dietary restrictions in advance—and keep catering simple.
In a corporate environment, it is especially important that guests with dietary restrictions don’t feel uncomfortable in front of their peers. “It is almost a given nowadays that you ask for restrictions such as allergies, gluten-free, or vegan,” says Merrell. “Asking up front sends the message that you care about the guests’ experience.”

With some exceptions depending on the group demographics, corporate dinners are usually not the time to get too experimental with catering. “Corporate dinners tend to stick more comfortably in the fish, chicken, and beef categories, and rarely venture beyond that,” says Merrell. Coman agrees. “Seated corporate dinners call for a plated, coursed meal with an option for restrictive diets and an easy switch-up for anyone with a serious allergy, for example. With our corporate clients, they always have a list of any executives that have allergies or dietary restrictions. In the rare case they do not [have a list], we work with our client to design a menu that is amenable to on-the-spot changes without sacrificing flavor,” she explains.

Like every other aspect of the dinner, though, food should never take away from the conversations. “You’d never want to be left ‘holding a skewer’ or having appetizers that take more than one easy bite in a corporate setting,” notes Coman. “It can cause for an awkward moment when needing to have a professional conversation.”

Confero agrees, adding that serving soup and pasta are not always the best idea. “There are always exceptions, but they are usually messy and loud,” he notes.

But, he adds, the dessert course may be a chance to get a bit more creative. “After a large meal, get guests up and moving around,” Confero suggests. “Make the dessert course something more relaxed and interactive. With space permitting, instead of serving the final course at the table, make it a couple stations scattered around the room.”

Secret Sauce? – “Like Their Friend In The Newsroom Made Sure They Knew What They Needed To Know”

Whether it is a newsletter, a video, a social media post or a cocktail party – the basics remain – think about your audience and be interesting.  Below is the recipe for the secret sauce to communicating, and engaging, your audiences.

shutterstock_698002942 purchased July 2018

The New York Times recently announced that it now has 14 million subscribers across its 55 newsletters. According to Elisabeth Goodridge, The Times’s editorial director of newsletters, the “secret sauce” to good newsletters is as follows:

  1. Know your audience
  2. Have an expert write it (or be quoted)
  3. Design it beautifully
  4. Maintain it with best practices in mind
  5. And, perhaps most important, “offer something valuable that you can’t get anywhere else.”

It should also be an intimate and controlled space. “We want it to be a friction-free experience,” said Andrea Kannapell, the editor of briefings at The Times. That means shorter, lighter sentences; a conversational voice; and information that equips readers to take on news conversations at work and at cocktail parties. “We want them to leave the briefing feeling uplifted,” Ms. Kannapell said. “Like their friend in the newsroom made sure they knew what they needed to know.”

Thank you to the American Press Institute for sharing this article.  Blog readers:  Isn’t this what our jobs are too?  Whether it is delivering information TO a journalist, or shareholders, or employees or our communities … these simple steps are indeed the recipe to the ‘secret sauce’.

I am a subscriber to several of these NYT newsletters and usually I take the time to review and read them; they are that worthwhile.  This is a free service, delivered online, so I encourage you to take a look, experience their ‘secret sauce techniques’ and see if one of these 55 newsletters might be what you need to know.  Laura