Like many first-time authors preparing to launch their book into the world, I’ve been studying potential ways to make my book stand out from the crowd. After all, there are thousands upon thousands of books that are released each year. If you’re not a celebrity or promoting your book on your show every day, do you stand a chance?
Complicating my goal is the fact that my book is in a rare class of books that is difficult to categorize. It’s a self-help and a success book for you personally or your business, but it’s also written as fiction. I wanted to write a book that you would read on a plane, and I know that most professionals want an escape from the typical business book—not to mention that the research shows we remember a story much more than we do a list of facts.
Violate the Imagination Rule
Brainstorming promotion ideas with a small team, we landed on one that is somewhat controversial: the book trailer. Many authors will tell you that a book should allow the reader to start from a mental blank slate. A book trailer goes against that rule, pushing images into your thoughts before you’ve had the chance to create and connect characters and settings. Business book authors also tend to have trailers that are more explanatory or even a mini-lecture.
I’ve decided to do both, violating what I call the imagination rule.
First, I allowed leeway in the making of the trailer. It isn’t a replica of the script, much like a movie isn’t always duplicative of the book. In this way, you can watch the trailer but, because of the difference in the words, create your own version. I hope you watch and enjoy the trailer above to The Book of Mistakes: 9 Secrets to Creating a Successful Future.
Second, I am releasing videos that explain the book in a more non-fiction way. These will be more descriptive of the benefits of reading the book. They will include reasons: we more naturally learn from others’ mistakes instead of their successes. We often are frustrated with not achieving our goals.
(Compare the two videos above and below and see how each targets a different audience.)
Most of us know that success in business depends on people. From an entrepreneur-led startup to a large organization, we don’t go very far without relying on individuals and teams. Some go so far as to say that the only real competitive differentiation organizations have is people.
But hiring the right talent isn’t easy. We’re often worried we may pick the wrong person.
A hiring mistake can cost up to 5x the bad hire’s annual salary. -SHRM
As the CEO of a large company, I’m often pushing managers to fill open positions. To me, an opening that drags on too long causes all kinds of other problems. Customer needs not met, employees doing multiple jobs for too long, and milestones delayed.
Scott Wintrip takes on the topic of hiring talent in his new book, High Velocity Hiring: How to Hire Top Talent in an Instant. Through his global consultancy, Wintrip Consulting Group, Scott has worked with companies around the world to hire top talent in less than an hour. I recently talked with him about his research and his new book.
It’s Taking Too Long!
Why is it taking longer and longer to fill jobs?
Two factors have caused the time it takes to fill a job to reach all-time highs: the skills shortage and an inefficient hiring process.
There’s a persistent talent shortage that’s pervasive across all industries. For example, when you look at middle-skill roles (jobs that require education beyond high-school and below the level of a four-year degree), there’s a gap between the number of jobs and the number of people to fill them. According to the National Skills Coalition, middle-skill roles account for 53 percent of jobs in the United States. However, only 43 percent of U.S. worker have current skills at the middle-skill level.
Copyright Scott Wintrip. Used by Permission.
Qualified people also have more employment choices than ever, including the option of doing their own thing by joining the “gig economy” as freelancers. Because of this, an increasing number of people are leaving the traditional workforce. When you combine this with increased globalization, borders will matter less, creating a talent competition unlike anything we’ve seen before.
The old way of hiring—keeping a job open until the right person shows up—doesn’t work when there’s a people shortage. A reactive process keeps a job open for weeks or months. To have the people they need, organizations must permanently change their hiring strategy by engaging in the new way of hiring: actively cultivating top talent and then waiting for the right job to open.
“Dating and hiring have a lot in common.” -Scott Wintrip
This is a guest post by Monika Götzmann. Monika is the EMEA Marketing Director of Miller Heiman Group, a global sales training and customer experience company. It specializes in customer service coaching.
Customer service can have a decisive role in the success or failure of a business. In fact, an American Express survey found that 59 percent of people would try a new brand for a better customer service experience, while 70 percent are willing to spend more with companies who provide a great service.
59% of people would try a new brand for a better service experience.
Unconventional Yet Effective Customer Service Training Tactics
Here, we look at three unconventional customer service training tactics to help your business stand out:
1. Customer Service Training for Everyone
One highly-effective, yet unconventional, tactic is to insist that everybody in a company undergoes customer service training, even if their role is not directly linked to delivering customer service.
Perhaps the most notable example of this is Zappos, who insist that every recruit goes through four weeks of customer service training. The result is that all staff members, even in corporate positions, have first-hand experience of dealing with customers and can better understand their needs.
“Customer service is not a department. It’s everyone’s job.” -Unknown
Another unorthodox customer service training method is to focus on consumer psychology. Although people are all different, there are a number of behaviors and thought processes that are fairly typical for all consumers. According to Harsh Vardhan, writing for “YFS Magazine,” some of the fundamental customer traits are as follows:
When given a choice, customers generally pick the easier way
Customers want reassurance or solutions as quickly as possible
Pricing is not so important to loyal customers
Teaching your reps these basic concepts can allow them to deliver more satisfactory customer service.
“The customer’s perception is your reality.” -Kate Kabriskie
Evan Carmichael is passionate about helping entrepreneurs. He built and sold a biotech software company at 19. He raised millions as a venture capitalist at 22. And then, he started EvanCarmichael.com as a website to help entrepreneurs. He is, by his own admission, “obsessed” with this passion.
His YouTube channel has millions of views and is the leading channel for entrepreneurs. You may have seen during one of his numerous media interviews or his many keynote speeches.
Recently, I caught up with Evan in Madrid, Spain. Having followed his career online, I wanted to learn more about the entrepreneurial mindset.
Even if we don’t own a business, what can we all learn from entrepreneurs? Here are a few lessons from Evan that inspired me. Since I am all about encouragement and empowerment, I wanted to share some of his most inspiring words.
6 Lessons from Entrepreneurs
All of us should:
Embrace the entrepreneurial mindset.
This is a mindset of dissatisfaction with the status quo, of solutions, of challenge, and of driving to a more sustainable, successful place.
“Entrepreneurs have a dissatisfaction of the world around us.” –Evan Carmichael
Some entrepreneurs bet everything, but you can be pragmatic. You can take measured bets. Evan’s take on risk was eye opening. He thinks it’s “crazy risky” to assume you will have your job for 25 years and that your company will still be around. “Why not bet on you?” is a challenge we should all learn from.
“Betting on yourself is one of the best bets you can make.” –Evan Carmichael
You’re walking down a busy city street and turn the corner only to see a small crowd of people all looking up in the air, at a point across and above the street. What are the odds you’ll be able to stop yourself before looking up to see what they’re all staring it? I know for me, it’s almost impossible…and I’ve tried!
Similarly, in movies and TV shows, it’s easier to laugh along when we hear the show’s laugh-track. I once watched a funny old movie with no laugh-track, and the child I was watching with didn’t know what was funny. We take our cues from others.
It’s the same online. One of the main reasons that people make a choice is because they have “social proof” that others have done so before. It’s a strong motivator.
“The key to successful leadership is influence, not authority.” Ken Blanchard
Whether you are a business, a blogger, or an individual with career aspirations, you should be harnessing the power of positive social proof. The concept is not a new one, but its importance continues to grow both for businesses and individuals.
Wikipedia defines it this way: “Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.”
Helps you stand out. Competition isn’t slowing down, isn’t letting up, and isn’t taking a break. If you want your business to get noticed, then social proof is one way to do it. With more sources competing for our attention every day, it’s vital to differentiate your offering from everything else.
Improves your success metrics. Studies show that we are more likely to share something that others are also sharing. We watch what we see others are watching. Visit a new town and you see two restaurants side-by-side. One has an empty lot and the other has a line wrapped around the block. Which one appeals to you?
Builds credibility. Unless you are already an established expert, a bestselling author, or a of host a worldwide talk show, it helps to build credibility. In Nashville, I see many up and coming music artists using quotes from famous musicians. Authors routinely ask for endorsements for book jacket quotes. Businesses include testimonials from others. All of these are ways to differentiate and add credibility.
“The measure of who we are is what we do with what we have.” –Vince Lombardi
Some of you may say, “Sure, I can see that building social proof matters for a business. But it’s not something I need to think about.”
If you want to increase your chances of promotion, see higher raises, or reduce your chances of getting let go from your organization, you should use some elements of social proof. Do you have a marketing plan for YOU? Today, you must promote yourself.
You don’t need to blatantly self-promote. No one likes an egotistical, self-centered know-it-all. But, if I want the boss to choose me for a new project, how do I keep my name out there? How do I stand out? It may not be a blog, but it may be that you wrote an article in your company newsletter or an industry publication. It may be that you are speaking at a customer event. And there is nothing better than the word of mouth social proof because you delivered a key project or pitched in to help when it wasn’t even your responsibility. When your colleagues are buzzing about your performance, that is the best social proof possible. There are many ways to build your social proof as an individual.
“Intense love does not measure, it just gives.” –Mother Teresa
Recently, one marketer sent me a list of the ways I have used positive social proof on this blog. Here is what she shared (with my explanation).
Shares. On the top of each post, you can see the number of shares. Here’s where I ran into a problem last week. Because I have preferred Twitter to other social media, my Twitter shares are higher than others like LinkedIn or Facebook. Recently, Twitter made a strange, surprising, and I think wrong move by removing counts from everyone’s websites. That turns some posts that were shared by the thousands to showing nothing overnight. Why they did this is answered in a strange post, but I still don’t quite understand it. And, for the record, it alienated a large community of content creators who are now rethinking strategies for Facebook and LinkedIn over Twitter.
Does it matter? Adele recently smashed records with the release of 25, becoming the best-selling album in the US of any single week. Large numbers create even more numbers. What would have happened if just as her sales took off Nielsen made a decision like Twitter and just zeroed out the sales?
“A true measure of your worth includes all the benefits others have gained from your success.” –Cullen Hightower