Category Archives: Business

10 week online program

What is your Marketing Plan?

Marketing your business is multi-faceted and can be overwhelming to stay on top of. This 10 week program will walk you through different areas of marketing your business and help you focus on the areas that matter most: ones that create sales opportunities. This is geared for DIY marketing with tips on how to implement low cost strategies into your business.


Starts Thursday, October 2nd, 2014, 8 pm – 10 sessions

Program fee: $149 + GST

Register today and save $50! (ends at Friday, Sept 19th at midnight)

Register now online.

 

Anne Whitmore, Certified Coach & Business Trainer

http://www.divafish.com


Perseverance… Steven Bradbury’s Olympic inspiration

When we see Olympic athletes on the podium, we know they worked really hard to get there. But http://www.theessaymag.com/canada/ Steven Bradbury’s story struck me with a sense of awe about his incredible determination and persistence.

In 1991, Steven was part of

Australia’s first team to win a championship in a winter sport. They won the 5,000m relay at the World Championships. In 1992, his team crashed during the semi-finals in the Winter Olympics. In the 1994 Winter Olympics, he was part of the short track team that won bronze. On an individual level, he was knocked over by a rival in a semi-final and limped across the finish line for fourth place and was eliminated. In another race, he was pushed by a competitor (who was disqualified) and fell.

More dramatically, at the 1994 World Cup, his right leg was cut by a competitor’s skate and he lost 4 litres of blood. It took 111 stitches and 18 months before he was back up to full strength. He was considered a strong contender for the Winter Olympics but didn’t place in team and had crashes in his individual events.

Then, in what could have been a career-ender, he fractured 2 vertebrae during a training accident. A month and a half in a halo brace, 4 pins in his skull and screws and plates bolted into his chest. He was told he would never compete again.

And then, in the men’s short track at the 2002 Salt Lake City Winter Olympic Games, a series of unlikely events created the opportunity for him to be in the finals. Because he had 4 races back to back and he was up against stronger and faster contenders, his strategy was to stay on his feet and stay in the race.

Ironically, in the end, it was an ill-timed accident that opened the path for him to… well, see for yourself.

His perseverance is inspirational. Against all odds, he showed up and was ready for opportunity. And then he did a “Bradbury” – an Australian expression named after him for doing an unusual or unexpected success.

Where will persistence take you? And how will you show up – both at the race and in the unseen training in-between?

To your success,

anne

 

By: Anne Whitmore


How should I structure my speech?

9 Structures for Business Presentations

See that cursor blinking in the corner of your screen… staring at you as you sit down to craft your speech? And I say craft because giving a great speech is more than slapping a few buy levitra online thoughts together. The same content can be presented in different structures and may have completely different impacts on your audience.

Here are a 9 ideas on how to structure your speech:

1. The Sandwich: Opening, body and conclusion

This is the simplest structure (after not having one at all). More complex structures are a variation on this one. The opening thought needs to engage your audience and also introduce your topic. The middle section expands on the ideas or presents a solution and then the conclusion wraps everything up.

2. Story/Parable

Tell an engaging story that illustrates the topic and wrap up with the moral or objective.

3. Stepping Stones:

Make a point, give an example, build your next point, give another example, make another point, give another example. The beauty of this structure is that you are building one idea on another using narrative, which is a powerful memory hook.

4. Acronym:

Use an acronym to mark the points in your speech. “The secret weapon to giving a great speech is using PIE: Passion, Interesting Visuals and Entertaining stories.”

5. Problem – Solution:

Identify and analyze a problem and then propose a solution. Describe the problem as the introduction in a way that engages your audience with the pain points of the situation. Then use the solution as the body of the speech, expanding on why your position solves the problem. This is a highly effective sales structure for a persuasive speech.

6. Problem – Cause – Solution:

Similar to the above, adding an understanding of what caused the problem in the first place.

7. Pros & Cons:

Organize points by arguments for and against something. This is a more balanced approach and good for educating, not necessarily persuading.

8. 2 options:

Similar to the Pros & Cons approach, this structure describes 2 options available and compares them. This can be an effective tool to educate as well as persuade about a proposed option.

9. Metaphor

This is one of the most powerful structures for speechcraft. A well chosen metaphor will engage your audience and allow them to see aspects of the topic in a new way. Expand on aspects of the metaphor in the body of your speech, building to a conclusion that connects the metaphor back to the topic. “Getting over my fear of public speaking was as tough as climbing Mt. Kilimanjaro. In order to do this, I had to have the right tools, an expert guide and the determination to keep climbing, no matter how low my oxygen got. The tools for climbing are… the tools for getting over my fear of public speaking are… A sherpa is an expert of the mountain who knows what the pitfalls are, how to get there faster and in one piece. My public speaking trainer….”

As you listen to other speeches, notice what kind of structure they use. What has the biggest impact on you? What has an impact on the audience?

Have some fun trying out these different speech structures and let me know how it goes.

By: Anne Whitmore


How to Use Features vs. Benefits in Your Business Marketing

 

What kind of language do you use to talk about your business? Do you know what is the difference between features and benefits in your communication?

What are features?

Many business owners try to promote their business by talking about features. Features describe the function of what a product or service does. For example, if you were selling a car, a feature approach is that it has 222 horsepower, all wheel drive, power steering and side impact beams. The thing about features is that they don’t connect the dots between what you do and what it does for your customer. And most potential customers don’t make the connection on their own.

What are benefits?

Benefits, on the other hand, speak about what is in it for the customer. Going back to the car analogy, it would be talking about feeling because your children are protected by the safety features or being confident driving in bad weather because of the differential steering.

Test your own marketing materials

I find myself falling into the pattern of talking about features or the “here is what I do” so I make a point of taking a step back and analyze the way I describe my business. Here is a quick exercise that will show you in a visual way whether you used feature based communication or benefits based communication.

Take a look at your website, brochures, business card and other marketing material either as you create them or when they are done. In fact, I encourage you to take one copy of each communication piece and 2 colored pens. Circle with one color all the times that you use features to talk about your business and then use the other color for when you use benefits language in your marketing communications.

Writing for business marketing using Benefits vs. features
Marketing exercise using DivaFish Communication brochure
Studies have shown that people tend to make decisions based on emotion (the connection with what’s in it for them – or benefits) and then justify their decisions with facts (the features).

 

I’d love to hear what you discover as you work on and review how you talk about your business in networking and marketing communications.

 

By: Anne Whitmore

Want to be a better public speaker?

Would you like to give business presentations with more confidence? Or just work up the nerve to talk about your business with other people? This course is designed just for you!

Over 8 weeks, you will give 6 prepared presentations, impromptu talks and work on your 60 second introduction. You will get immediate feedback from your co-speakers in training as well as 2 facilitators.

John Nieuwenburg and I want you to be successful in giving business presentations. Find out more info here: http://divafish.com/workshops/

The course starts Friday, September 27th in Vancouver.

By: Anne Whitmore