How To Identify The Four Personality Types Resident In Every Boardroom

If you are a regular visitor to my blog you will know that recently, we have been developing a new leadership suite of programmes and this has led me to further investigate what I term "Personality Types" and Merrill & Reid call "Social Styles" in their excellent book "Knowing About Social Styles".

There are four personality types or social styles - Analyticals, Drivers, Expressives and Amiables - and all four have their own unique approach to business, their own language and thought processes etc. As a consequence, the very best sales professionals have become adept at recognising which personality they are dealing with and adapt their approach and communication style accordingly.

In every boardroom, you will always find three of the four personality types, occasionally, all four: I have discovered over the years which personality is likely to fill which position on the board but more on that later.

How To Identify The Four Personality Types Resident In Every Boardroom

The Driver:

Let's begin by looking at the characteristics of the Driver. Drivers are action and goal oriented, need to see results and have a quick reaction time. They are decisive, independent, disciplined, practical and efficient. They typically use facts and data, speak and act quickly, lean forward, point and make direct eye contact. Their body posture is often rigid and they have controlled facial expressions.

They rarely want to waste time on personal talk or preliminaries and can be perceived by other styles as dominating or harsh and severe in pursuit of a goal. They are comfortable in positions of power and control and they have businesslike offices with certificates and commendations on the wall. In times of stress, drivers may become autocratic.

The Analytical:

Analyticals are concerned with being organised, having all the facts and being careful before taking action. Their need is to be accurate, to be right. precise, orderly, methodical and conform to standard operating procedures, organisational rules and historical ways of doing things. They typically have a slow reaction time and work more slowly and carefully than Drivers. They are perceived as serious, industrious, persistent, and exacting.

Usually, they are task oriented, use facts and data, tend to speak slowly. lean back and use their hands frequently. They do not make direct eye contact and control their facial expressions. Others may see them as stuffy, indecisive, critical, picky and moralistic. They are comfortable in positions in which they can check facts and figures and be sure they are right. They have neat, well organised offices and in times of stress, Analyticals tend to avoid conflict.

The Expressive:

Expressives enjoy involvement, excitement, and interpersonal action. They are sociable, stimulating, enthusiastic and are good at involving and motivating others. They are also ideas oriented. have little concern for routine, are future oriented and usually they have a quick reaction time. They need to be accepted by others, tend to be spontaneous, outgoing, energetic, friendly and focused on people rather than on tasks. Typically, they use opinions and stories rather than facts and data. They speak and act quickly; vary vocal inflection, lean forward, point and make direct eye contact.

They use their hands when talking; have a relaxed body posture and an animated expression. Their feelings often show in their faces and they are perceived by others as excitable, impulsive, undisciplined, dramatic, manipulative, ambitious, overly reactive and egotistical. They usually have disorganised offices and may have leisure equipment like golf clubs or tennis racquets. Under stressful conditions, Expressives tend to resort to personal attack.

And Finally - The Amiable:

Amiables need co-operation, personal security and acceptance. They are uncomfortable with and will avoid conflict at all costs. They value personal relationships, helping others and being liked. Some Amiables will sacrifice their own desires to win approval from others. They prefer to work with other people in a team effort, rather than individually and they have an unhurried reaction time and little concern with effecting change. Typically, they are friendly, supportive, respectful, willing, dependable and agreeable. They are also people-oriented.

They use opinions rather than facts and data, speak slowly and softly, use more vocal inflection than Drivers or Analyticals. They lean back while talking and do not make direct eye contact; they also have a casual posture and an animated expression. They are perceived by other styles as conforming, unsure, pliable, dependent and awkward. They have homely offices - family photographs, plants etc. An Amiable's reaction to stress is to comply with others.

Most people's first reaction after reading the four profiles is to believe that they fit into more than one category and this is absolutely right. However, everyone has a dominant style and no-one should believe that they fit into more than two because they don't. Let me explain why:

The Social Styles Model:

It is not possible to illustrate with a diagram here, so imagine two boxes on top of two other boxes or if you prefer, a window with four panes. In the top left is the Analytical, top right the Driver, directly below them in the bottom right hand corner is the Expressive. Finally, directly below the Analytical, sitting in the bottom left hand corner is the Amiable

Note where each style is placed, because this is important. The people, with whom you probably find it most difficult to relate to naturally, are your diagonal opposites on the matrix. So you do need to study the characteristics of your diagonally opposite Social Style.

Now, what I can share with you, is that the majority of professional salespeople are Expressives; so clearly, they are going to find it most difficult to relate to and communicate with, Analyticals. That is a challenge in itself, because there will always be at least one Analytical within the formal DMU!

What is even more interesting, is that Top 5% achievers (yes, a favourite term I know) are Drivers! So you see, they have no difficulty getting onto the same wavelength as Analyticals, because they are side by side and of course they have total synergy with other Drivers, plus, they relate well to Expressives. But, they have little in common with Amiables. Why is that so significant? Well, quite simply, the Social Style that you are least likely to find in a boardroom is........ yes, it's an Amiable.

So, which Social Style do the various residents of the boardroom typically have?

Managing Directors are typically Drivers, as you might expect.

Finance Directors are usually Analyticals

Sales Directors are nearly always Expressives

Marketing Directors are also Expressives

Technical Directors are almost always Analyticals

And Finally:In Sales

Level 3, Top 5% Achievers, are normally Drivers

Level 2, Sales Professionals, are typically Expressives

Level One, Emerging salesmen and women are almost always Amiables

It is of course dangerous to generalise and there will always be exceptions, however based on my experience, I have very rarely been mistaken using this concept of personality identification.

Copyright © 2008 Jonathan Farrington. All rights reserved

How To Identify The Four Personality Types Resident In Every Boardroom
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Jonathan Farrington is the CEO of Top Sales Associates and Chairman of The Sales Corporation - based in London and Paris. Jonathan's personal site The JF Consultancy, - www.jonathanfarrington.com - offers a superb range of unique and innovative sales solutions and you can also catch his daily blog at The JF Blogit - www.thejfblogit.co.uk

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Book Writing - Template For Fast Writing

Just like many other tasks we often get stumped when trying to write our own book, that's where a template can come in handy. One of my favorite is what I call the 101 template.

This template is best when used by some one who is experienced at there subject matter. Such as an accountant who after 10 years decides to write their own book. Now that's not to say that an inexperienced writer couldn't use this template, its juts that they would need to modify the approach some.

In this article I will discuss how an experienced writer could use the 101 template, with ease. The first step is to collect the most common 101 questions that everyone who needs to hire an accountant for example, usually asks.

Book Writing - Template For Fast Writing

Write the common questions down, you may want to organize the questions into some sort of priority. For example what's usually the first question that every prospect asks when they talk to an accountant, is it how much do you cost?

Or is it what services do you provide? Start there, and just add on, you could begin with writing 5 at a time, until you get 100 questions and the last one might be, a question to them such as - Do you have any questions of your own? And the answer might be exactly how the reader can contact you for more information.

Take your time writing these questions, you should even work at writing 200 or 300 that way you can come up with at least 100 really good questions. Its important to write really good questions that could be very beneficial to your prospect.

Let them know that you understand their needs and that you're the one person who can help them. The book lets them know in detail exactly how can help them and the common benefits they could gain from working with you.

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Paul Godines helps coach's, consultants, groups and businesses to write a book, to market and promote themselves and or their businesses. Paul will also help you price and package your products and services so that you can create a highly profitable coaching practice using your book.

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Make A Book Report Newspaper Style

You have a book report due and now your teacher wants you to make a presentation on the book. How can you be original and not do what all the other student in class are doing?

You could prepare your book report in a newspaper style.

Go to your local arts and crafts store to get a small roll of thin craft paper. You know the kind like the cheerleaders hold up for football players to run through before games. This usually comes in a roll and if you do not want to buy a whole roll you may just be able to get a small portion. You can use this to make large sections for your newspaper. Make sure to use a large enough piece for each page and fold it in half just like a real newspaper. The paper is thin but you do not have to worry about writing on it. You can prepare headlines on your computer and cut them out and paste onto the craft paper with a glue stick.

Make A Book Report Newspaper Style

Now when making your newspaper you will want the name of the newspaper to be the name of your book. The author can be listed as writer. The front page headline can be an interesting reason why you chose the book and then under that write the story which is a summary of what the book is about with a teaser so that they will want to read more. Make each headline page of the newspaper one of the titles from each chapter. Now if your book has chapters which are numbered Chapter 1 and Chapter 2 you will need to create your own. This is where your imagination comes into play and your teacher should reward you for ingenuity. The story under each page headline is your chapter information. Make sure to list the main characters and conflicts or problems that occur in the book. At the end you will want to make a conclusion of the book. You can even draw photos or clip art to insert in the photo. You can make advertisements throughout the newspaper with things from the story. This would be very clever and may show your teacher that you put a lot of time and thought into your project.

Make A Book Report Newspaper Style
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Lesa Bolt is a contributor to Learn About It.

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Different Methods of Social Network Marketing

Social network marketing is popularly called as Internet marketing. Today you can find many ways for internet marketing. Many people who enter this online marketing are less worried because of its guaranteed success. If you see in Internet totally all types of products has been marketed online without much effort. Internet attracts many business people to promote their business online. Social network marketing is grown to such a height that today many people can't earn without it.

Some of the most recognized network marketing tools are Face book, My Space and LinkedIn. Twitter became regular place for people who have newly entered the field of social network marketing.

Different social networking marketing methods are as follows.

Different Methods of Social Network Marketing

1. Blogging: When you start Blogging or posting your data about any product, you can see less response from clients. Later it will become big business via blog. Websites and blogs are most powerful tools for social network marketing when matched with other networking tools. Blog is an amazing tool which provides many other facilities in addition to just marketing your business. It also helps you to communicate with other clients in case if you have any problems.

2. Personal website or blog: It is important to have private website if you are a freelancer. Your website will help your clients to know about you and it will make them clear that you are a serious freelance marketer and help to make huge revenue via online marketing.

3. Article selling: It is also best and cheap internet marketing method. It is a mode of advertising our trade just by writing articles and attracting endless number of users across world. We usually sell our articles to different article database websites and article directories. Today it provided free business to many advertisers and publishers and they are really benefited through their articles.

4. Email sending: Electronic mail sending is the best way to marketing. Collect list of email addresses through portfolio websites and email about your business to all internet users. Your Email should be attractive in such a way that your recipient will be impressed to get back to you.

5. Use social networking websites: Social networking websites like Twitter, face book can be used to promote your sales. These provide best platform for all who are thinking of online marketing.

6. Video promotion: Use several video distribution websites for your marketing. These websites uploads your service to the whole world. All that you need to do is film a video about marketing and send it to video uploading sites like You Tube. It seems it is the easiest way of marketing than any other modes since many people will be interested in view videos rather than word form of advertisement.

7. Press Release or media release: It attracts several public clients and increases relationship among them.

8. Search Engine Optimization: It improves the traffic to your website by providing quality web content. It uses RSS feeds and many SEO techniques.

Different Methods of Social Network Marketing
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"How Much Money Can I Make Writing a Book?" Let Us Answer Your Question

Becoming a writer is not everyone's cup of tea. Though we have our own story to tell, it's not an easy task to write your own book. But if you aspire to become a renowned writer, you somehow ask yourself, "How much money can I make writing a book?"

Writing a book about you or about something interesting can be very rewarding if it is published and purchased by readers who took an interest in reading it. But if you are aiming for an enormous return of your investments in making a book, then you should be aware that only a few writers can make a fortune from it. But if you are too passionate in publishing your book or novel, then you must have the determination to excel in this kind of profession. It often takes a lifetime to finish a good book because of the revisions that often takes place. Then it will be published after you have concluded the last part. Only then you realized that you have spent years in completing it.

"How much money can I make writing a book", you would often ask yourself before you start creating one. After you have completed your composition, then you could be thinking about the cost you will spend in publishing it and the distribution in the market. It is a reality that only a few writers can succeed in becoming famous in the literary world. And today, book readers have diminished in numbers due to the cyber dominance in the lifestyle of once a "book enthusiast". It is very easy to acquire knowledge in just a click away in the internet websites. It became the conventional routine for someone who wants to acquire for facts and data instead of going to the bookstore and flip through the pages to search for answers. Browsing through the pages of the internet website is more convenient and time saving than buying a book that costs more than spending on internet cafes.

"How Much Money Can I Make Writing a Book?" Let Us Answer Your Question

If you think that it is feasible to make money in making a book, then you should consider in shifting your attention to making articles for websites. You can make inquiries about this latest trend in writing blogs or article contents. A lot of writers have claimed to earn an enormous amount from this kind of venture. This is suggested for home based writers and could easily acquire clients that purchases content articles for their products or services. And pay outs are faster and negotiable, depending on your expertise and qualification. Generally, an article that consists of 400 to 500 words will cost for almost 10 dollars. But if you outsource it, you will pay your hired writers for 6 to 7 dollars and you can earn 3 dollars for yourself. If you make a study in starting this kind of business, then you will see that you can earn from it too without writing a single article.

Now you can distinguish the disparity between selling books the traditional way against selling your blogs or articles through the cyber marketing. Put an end to your question on "how much money can I make writing a book" and establish your own website as a freelance writer.

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Why Advertising is Important For Your Business

Businesses exist to sell products and services to the public for a profit. If the public does not know that your business exists, finding customers to make enough purchases for your business to survive will be a failure without some additional help. It is an important factor in business because it gets the word out about your company and establishes a presence and a brand about what you are offering.

One of the best ways to advertise is by word of mouth, also known as referral marketing or referral advertising. When other people hear good things about your business or they have a positive experience shopping with your business, they become walking billboards for your business without you having to spend additional money on ads to create it.

Advertising locally through newspapers and fliers as well as billboards can be an effective source of it when your business is up-and-coming, but expanding your advertising sources becomes important as you grow. You can extend your advertising approach out to television commercials as well as radio in order to reach wider audiences, but the revenue from your business should be able to pay for it costs for these methods to bring you the value you are looking for.

Why Advertising is Important For Your Business

Creating an assortment of advertising and marketing techniques will help you to reach many different customer bases. Identifying a target market to advertise your business to is also very valuable, because a target market of customers will be more interested in your business than trying to appeal to masses of people with varying interests. Making sure that enough people know that you exist who are naturally interested in your product as a target is a great way to bring in customers and increase the profit of your business.

Creating an impulse in potential customers to purchase your product is very important when it comes to advertising. It can be easy to create it that puts your customer in a mindset not to purchase your product, either by unintentionally avoiding the sale of your product by focusing on information or topics that draw attention away from your product. Be sure to study the needs of your target market to get the best results.

Why Advertising is Important For Your Business
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Businesses exist to sell products and services to the public for a profit. If the public does not know that your business exists, finding customers to make enough purchases for your business to survive will be a failure without some additional help. Advertising is an important factor in business because it gets the word out about your company and establishes a presence and a brand about what you are offering. Read more [http://www.bigarticlepool.com/articles/Why_Advertising_is_Important_for_Your_Business_c3f6ab7a-6aba-102c-8c43-000e0cc62f92.php] about Advertising.

Uma Ilango is a programmer from profession. Has lots of interest in non-technical writing too. She has written articles in several topics. Her hobbies include reading, surfing, writing and playing chess. She writes regulary at Bigarticlepool.com [http://www.bigarticlepool.com]

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iPhone Marketing Strategy

As with all Apple marketing, the iPhone marketing strategy is very clear, simple and clever. With the plain and simple apple icon, Apple focuses on the pure innovative style of their products without all the "fluff". The iPhone was released by Apple in June, 2007. The ground-breaking style of the iPhone was touted for months before the initial release and has remained the best of the best when it comes to cell phones over the past several years. Before the iPhone's official release, Apple ran four television commercials promoting the new cell phone.

The first of the commercials portrays the new iPhone as the next step up from the popular iPod. The iPod was all the rage up until this point, and the iPhone was supposed to be the next-generation iPod, oh, and it's also a phone! The advertisement displays all of the enhanced features available in the iPod, and more, the point being "There's never been an iPod that can do this."

"So, say you're watching Pirates of the Caribbean"
Finger clicks on video and displays wide screen movie.
"Mmm, did somebody say Calamari?"
Finger clicks back to menu, selects Maps application to search 'Seafood'.
"The closest would be..."
Map displays all seafood locations and highlights location nearest to you.
"Ah!"

iPhone Marketing Strategy

Finger clicks seafood location, and restaurant phone number displayed. iPhone dial's.

The first four iPhone commercials flaunted the convenience, innovation, and usefulness of a single product with the functionality of not only a phone, or a music device, but a product that can, among other things, listen to music, watch videos, view photos, make conference calls, check e-mail, browse the web, and view maps.

Not only does Apple utilize television for their marketing strategy, but they make use of their website by posting videos, they also published a handful of press releases that could have been released in one single document. Apple often uses this tactic to build up hype and leave the consumer wanting more.

With Apple's brief press releases, giving the audience little to go off, "Apple leveraged a law of social physics - news, like nature, abhors a vacuum. In the absence of real information, those who care about a product will grasp at any rumor that comes their way. Apple may publicly disavow the rumor Web sites that scramble for scraps about the companies plans, but secretly their marketing department must be delighted. It would cost a lot to buy that kind of Web advertising." (Silverman, 2007)

The official iPhone website does more than just provide information about the product. The website provides top tips and tricks for the use of an iPhone, as well as a huge focus on apps. Almost the entire iPhone page displays images of apps, provides the "App of the Week," the website also contains sections titled "Apps for Everything," and the "Top Apps." Apple's website is a great marketing tool for current iPhone users and consumers that have an interest in purchasing the iPhone. The promotion of the apps will create a stronger source of revenue for Apple. As customers see top rated applications, they are more likely to download the app, rather than searching through 25,000+ apps to find one that may be of any value to the consumer.

Successful younger men were the target audience that Apple had originally focused on. Apple had hoped that with this target audience, and the fact that 48% of this audience did not already own an Apple iPod, would allow them to reach their forecast of 10 million sales by the end of 2008.

One month prior to the release of the iPhone, Solutions Research Group profiled a cross-section of those aware of the phone. The forecast of potential buyers for the day of the release ranked a majority of T-Mobile customers, AT&T's only GSM-based product competitor, at 15%. The second largest group expected to purchase the new iPhone was AT&T's existing customer base, at 12%. The Solutions Research Group also found that 72% of males, versus 28% of women were most likely to investigate the phone at its minimum price of 9. (Malley, 2007)

The obvious current target audiences for the Apple iPhone include young people between the ages of 20 and 35, affluent teenagers, "jet-setters", and "mobile" employees who work outside of the office.

Apple is known for their simplistic, but catchy commercials. In recent television commercials for the Apple iPhone, "There's an App for that" is the new catch phrase that places a strong focus on the apps available from the App Store. Apps, or applications, are in "every category, from games to business, education to entertainment, finance to health and fitness, productivity to social networking. These applications have been designed to take advantage of iPhone features such as Multi-Touch, the accelerometer, wireless, and GPS" (Apple, 2009). Apple currently claims to have 25,000+ apps available, and counting.

The focus on the variation of apps offered opens up the target audience greatly. There is essentially an app for everyone. As a few of the iPhone commercials advertise, you can find the snow conditions on the mountain, track calories in your lunch, find exactly where you parked your car. You can find a cab in a strange city, find your share of the bill for a table of 5, or learn to fix a wobbly bookshelf. You can read a restaurant review, read an MRI, or just read a regular old book. These are just a few of the features that Apple has promoted through television commercials. iPhone apps provide every functionality that one can imagine.

When the iPhone was initially released, it was priced at a hefty 9. Still, hundreds of thousands of people rushed out to get the new phone, forking over a third as much as they would have had they waited an extra 3 months. 3 months after the initial release, Apple reduced the price of the iPhone to 9. This enraged Apple's loyal customers and consumers who purchased the new phone just months earlier. One year later, Apple again reduced the price of the iPhone to 9, 66% less than the original price.

In July, 2007, the Apple iPhone was all the hype. I believe that Apple's decision to release the phone at 9 was slightly based on greed. However, their product was the most innovative out in the market place, giving Apple the freedom to price the iPhone at whatever they wanted. Many believed that Apple had cut the price after discovering lower than expected iPhone sales. Apple, however, states that the price cut was made "to spur holiday sales and predicted that Apple would meet its stated goal of selling its 1 millionth iPhone by the end of September." (Dalrymple, 2007)

As with the product life cycle of any cell phone or Apple product, including Apple's iPod, prices are often reduced drastically months after the initially release. Tech products are always competing against "the latest and greatest" while maintaining a relevant price in the market place. Had Apple not reduced the price of the iPhone, the customer base would have dwindled quickly as many consumers are unwilling to spend 9 on a cell phone, no matter how many useful features the phone may carry.

As the iPhone remains to be the number one smart phone around, the product continues to grow, increasing size capabilities, increasing the number of applications available, and providing new features that are released through new iterations of the phone, continue to provide a greater value to the iPhone while the pricing remains relevant.

At this time in the product life cycle, Apple continues to release enhanced iterations of the iPhone. With most iPhone users un-willing to purchase a newer version of the iPhone because of price, the target audience for the newer generation phones is new iPhone customers. With Apple's installed base continuing to grow, they have found a way bring in reoccurring revenue from their existing customers through the sales of their application downloads. As more and more people purchase the iPhone, Apple's audience for new customers continues to dwindle. Fortunately for Apple, they have built in another source for revenue that continues throughout the life of the product.

References

(2009). Apple: iPhone. Retrieved April 26, 2009, from Apple

Dalrymple, J (2007, Sep, 11). Lessons learned from the iPhone price cuts. PCWorld, Retrieved Apr 26, 2009, from http://www.pcworld.com/article/137046/lessons_learned_from_the_iphone_price_cuts.html

Silverman, D (2007, Jul, 10). Apple's silence helped the iPhone hype. Chron.com:Computing, Retrieved Apr 26, 2009, from http://www.chron.com/disp/story.mpl/front/4954824.html

Malley, A (2007, Jun, 6). Apple, AT&T neophytes to define iPhone audience - report. AppleInsider, Retrieved Apr 26, 2009, from AppleInsider Website

Mukherjee, A (2007, Feb, 28). iPhone under attack. Business Today, Retrieved Apr 26, 2009, from the business today website

iPhone Marketing Strategy
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33 Radio Interview Tips That'll Make You a Star

You've landed the radio interview and it's time to get ready to actually do it. Now what? Here's a list of interview tips you'll want to read before your next interview. Keep them nearby, you'll be glad you did!

1. Go to a quiet room in your home or office; be sure staff and/or family know you are on a radio interview and cannot be interrupted.

2. Turn off other phones, cell phones and anything else that could create background noise including air conditioners and the radio, etc.

33 Radio Interview Tips That'll Make You a Star

3. Have a glass of water nearby; there's nothing worse than dry mouth on a radio interview.

4. Disable call waiting: dial *70 and then call the studio number. This disables call waiting for the duration of the phone call. As soon as you hang up, it will be reactivated.

5. Be on time. Call the station exactly at the time they tell you, or be at your phone waiting if the station is going to call you.

6. Use a land line phone for best quality. Some stations won't allow a cell phone interview. If it is not possible to reach a land line then use a cell phone in a stationary location and not while you are rolling down the road as the reception could be interrupted mid interview.

7. Do not use a speaker phone or a headset; again, it's about good sound quality.

8. Be self-assured. Remember, you know your topic inside and out. Be confident in your ability.

9. Smile, smile, smile, whether on radio or TV - SMILE. You'll feel better, and for TV you'll look better too.

10. Put some pizzazz and energy into your voice. Try standing while you speak to liven things up a little.

11. Research the show and tailor your message accordingly. Just Google the host's name and station and check out their web site. Is it a national audience or a small town in Ohio? What is their format? Is it News/Talk, NPR or Classic Rock or something else? You need to know.

12. KNOW exactly how much time you will have on the air as a guest, three minutes or 30 minutes...so you can tailor your answers to the time allotted.

13. Practice your sound bites-out loud before the interview. Communicate your main points succinctly. Practice this out loud.

14. Be informative and entertaining without directly pushing your book, product or service. Make the audience "want more."

15. A kind word about the host can go a long way. It's good manners and good business.

16. A person's name is sweet music to them so commit to memory or jot down the name of the host and use it throughout the interview. When taking calls, use the names of callers too.

17. Be prepared for negative comments, from the host or listeners.

18. Be careful not to slide into techno-babble, jargon or acronyms that few know about.

19. Never talk down to your audience.

20. Be respectful of the host because everybody starts someplace. Today they're interviewing you from a college radio station; in a few years they could be a nationally syndicated host.

21. Don't Oversell. Remember you are on the air to provide useful information to the listening audience. If you are an author or selling something, limit yourself to TWO mentions of the book, product or service. You must make it interesting without the commercialism. It takes finesse but you can do it. Often times the host will do this for you and you won't need to mention it.

22. Think of a radio interview as an intimate conversation with a friend and not a conversation with thousands.

23. Radio interviews require verbal answers, not head nodding or uh-huhs. Hand gestures don't count in radio either.

24. Radio will often use interviews live and later cut them up for use throughout the day giving you more airplay. So keep your answer to a 10 to 20 second sound bite. You can say a lot in that amount of time and then you don't sound like you are babbling on. Don't go on more than a minute without taking a break.

25. Don't just answer questions. Tell listeners something you want them to know, something they wouldn't know unless they were tuned in, with the promise of more of the same when they buy the product or come see you!

26. Have three key messages. Short, not sermons. Sometimes the host opens the door, other times you have to answer a question and segue to a key message. A compelling message will have the host asking for more. Usually people can get in two key messages; the pros can get three. But even if you get in only one, you get a big return for the time invested.

27. Lazy hosts open with a lame: "Thanks for being here." Boom! Give a:15-:20 sec summary message. If the host introduces you with a question, be polite, deliver your summary message, then answer the question. "Thanks, (use name), for the opportunity to talk about....Now, to your question (name)..."

28. Maintain a Positive Attitude. BE GENUINE OR TRANSPARENT. Don't fake enthusiasm or sincerity. If you're in a bad mood cancel the interview. Don't pretend to know stuff you don't.

29. Re-read the press release or pitch that got the booking since the host is going to be using that as a starting point. Often a book publicist such as myself, will tie into a breaking news event that relates to your expertise. Be aware of that tie-in.

30. After the interview write a thank-you note. Since so few people do this, you'll really stand out from the crowd. And most importantly, you may get invited back.

31. Whether the interview is live or taped-live, if you stumble, or flub up just keep going. Often what you perceived as a mistake, the listeners won't even notice.

32. Ask for an MP3 of the recording before the interview. Often if you ask ahead of time the producer will record the interview and then you can use it on your web site. Be sure to listen to it later and critique your performance.

33. Ask for a testimonial. Often that MP3 will arrive with a note from the host saying how much they enjoyed the interview, or that " Scott Lorenz was a great interview, he really kept our audience engaged," or "the phones rang off the hook when Scott Lorenz was being interviewed." You can use those testimonials in future pitches and on your web site, blog etc.

Its a good idea to prepare questions for the host to use and include those in your press kits emailed to the stations. Often, the host will read those questions right in order since they may not have had a chance to read the book.

Make sure you know your own material inside and out and are comfortable with everything in it. You are the author of the book, or the press release and they'll ask you, "What did you mean about this or that?" You need to have the answer. You don't want any surprise. That's why as a book publicist I tell my authors they must be prepared.

The bottom line, RELAX, you'll do fine. The butterflies you're feeling are what will drive you to do your best! Just follow these helpful tips and you'll be a radio interview star!

33 Radio Interview Tips That'll Make You a Star
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Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with individuals and entrepreneurs to help them get all the publicity they deserve and more. Lorenz has handled public relations and marketing for numerous authors, doctors, lawyers, inventors and entrepreneurs. As a book marketing expert Lorenz is called upon by top execs and bestselling authors to promote their books. Learn more about Westwind Communications' book marketing approach at http://www.westwindcos.com/book or contact Lorenz at scottlorenz@westwindcos.com or by phone at 734-667-2090.

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Effective Marketing Ideas For Your Coffee Shop

Most of what I am going to talk about in this article is geared towards the new coffee shop. However, it can be utilized and directed towards an established shop.

Outside of your regulars, coffee is an impulse buy because the customer saw your sign. Aside from your regulars, most folks do not set out to 'go to the coffee shop' like they would to a restaurant (unless you ask them to so more on this later). You need a steady stream of customers outside of your normal morning commute business.

The morning commuters are your bread and butter, the rest helps fill in the revenue holes. These are your impulse buyers. They are going to come to you mainly via your sign outside, so instead of sending out 10,000 post cards to your neighborhood residents, spend that money on a premium location, visible sign and branding your image. You'll be glad you did:

Effective Marketing Ideas For Your Coffee Shop

As far as your signage, get one that is AS BIG AS POSSIBLE. That is, as allowable by your city ordinance and landlord, without being tacky! The bigger the sign is, the more visible it is.

By branding your image, you are identifying your existence within your community. Be sure you have a unique logo. If you cannot design it, get one custom made by a professional! I have seen a lot of cheap looking logos that do not help the image.

Another step in branding your image is to secure your shop's name on the world wide web by registering the domain name. Try to get all the domain tags: .com, .net, .org, etc. This is for email, and your website. You will be glad you did because it gives you a more professional image. Remember, the more common your business name is, the more difficult getting it registered online is going to be because the name may be taken.

As for your website, get one! If you can do this on your own, more power to you here too. I know just enough to be dangerous but you can get a nice website, even with online sales capabilities done economically. Check around locally, I bet there are a few web gurus in your area.

Here is where you have the chance to have every customer take your name with them when they leave allowing others to see it. Whether you have sleeves custom printed or you use stickers and put one on each cup or protective sleeve, they are all part of your branding. Be sure the design is clear and defines your shop well.

The same goes for stamps. You can have a rubber stamp made to stamp your whole bean coffee bags with. Note that the brown Kraft paper bags are what you'd need for this. If you use the foil bags, your stickers will work well for this too.

Press releases are an inexpensive way to tell the world what you are doing. A carefully crafted press release sent to the right person at the right news outlet can be the best form of advertising for you. Just be sure that whomever is on the press release as the contact person is actually available to be contacted.

Another great form of marketing is your use of tee shirts, caps and other wearable's. These are walking billboards for you courtesy of the folks that buy them. You can give them away if you want, it's all good advertising. Yes, they are expensive but I consider this great advertising and an expense under that category. Better, yes if you can make up the cost on them. But put this cost into your advertising budget. See if you can get them locally, if not there are several reputable companies on the internet. You will pay about .00 each in the end, but again the investment is very well worth it.

Where would we be without business cards? Think about it: how many people have you run into that do not have a business card for whatever it is they do for a living? Not many that I can remember. This is your time to tell everyone you meet that you are in the coffee business. Everyone you meet should get one of these and a few to spare. Do not be shy about handing them out!

Menus are a great example of simple marketing. These are the take out type so try to keep it simple. Under four pages, printed on an 8.5"x11" sheet of BRIGHT colored paper and folded in half is best. You can leave them at area businesses if they allow it. You can also put them on your counter by the checkout and anywhere else your customers will see and take them. You can have them copied at any copy place, or see if you can have a local copy shop do them. They should cost about .10-.15 cents each. All you need is a place to make them on a copy machine. Menus printed on a printing press will be more expensive in most cases.

Support materials are also a good way to advertise your products. You can usually get POS materials FREE from any supplier you are using. This goes for tent cards to put on your counter to full color posters to hang in your windows. Check with your distributor. If they do not keep these kinds of materials on hand, a call to the manufacturer can usually get them in your hands relatively quickly.

Vinyl lettering on your vehicle is another form of advertising, and another type of moving billboard. There are several places online that will allow you to use a particular vehicle template to design your lettering. Again, check around locally for better service and pricing. I had vehicle lettering made for my SUV: rear window and both rear side windows or under 0.00. Your vehicle will essentially become a moving billboard.

Vinyl lettering can be gotten for your store windows too, which will be similar to your vehicle lettering. Check with the same source.

Word of mouth is an excellent source of marketing. Customers can be your biggest and best marketing source for you. It can also backfire on you if you tick someone off or if a customer ends up having a bad experience at your shop, for whatever reason.

Make every effort that all customers are satisfied before they walk out of your door. You may never have the chance to do it again and everyone that that dissatisfied customer meets may be told of the unfortunate incident at your store. They may not come to your store if there was ever that chance they would.

Talk to the world online via your blog. This has got to be the best invention since a website and the internet itself started. Where else can you talk about nearly anything and let the world read it? You may just develop a following not only locally, but around the world.

Have event nights. This is great for weekends and 'dead' times. Earlier, I spoke about customers coming to your shop if you asked them to. This is where you have that chance. Events that will bring in business are almost plentiful. A few examples are trivia night, open mikes, singer-songwriter and other music performances, book signings and poetry. It can also be just about anything else you can think of that is of interest to others.

A word of caution about playing DVD's and TV/cable shows: Most of these are copyright protected and although you may not think you are breaking any laws, it can be construed as such. It's a royalty issue because you are making money on your beverages, in your establishment showing a DVD bought for 'personal' use. Just be careful here.

It's been my experience that this coupon mailers are usually a waste of money in the specialty coffee industry. There are way too many coupons in most of these mailers and most recipients throw them out. I know I do.

Internet advertising is good if you can limit to advertising locally using your zip code. You can reach a captive audience on the internet. It's relatively inexpensive because you choose what to spend on each ad and only pay per click. This is also good if you choose to sell whole beans online, however if you do not roast in-house this may be cost and inventory prohibitive.

Be careful when using coupons in any form. Coupons tend to cheapen the specialty coffee industry so I do not recommend using them. Bogo's (buy one get one) are OK for some advertising, like opening a new coffee shop but, you will get your bargain seekers that wait for those coupons in order to patronize you. You could create more monsters!

You will also, occasionally get regulars that bring in the coupons. Even though they are as deserving of the coupon as anyone else is, your aim is to get NEW customers so the 'coupon' doesn't always work. The only way I recommend a coupon is for a first time customer. You can usually get mailing addresses of new residents from your chamber of commerce and do a select, targeted mailing to the new residents only. So there are some easy, mostly economic ways to effectively advertise and market your coffee shop.

Remember, your customer service and quality will always have to be top notch but you can skimp on some advertising dollars by being crafty and conservative.

Effective Marketing Ideas For Your Coffee Shop
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Tony DiCorpo is a coffee shop owner, operator, barista and entrepreneur. He is also a coffee shop business consultant. He has authored many articles on the specialty coffee business and a business plan package that can be found at tonys-coffee-shop-business-plan.com

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Donald Trump, Robert Kiyosaki: Why We Want You to be Rich (book review)

The rich may be different, but millionaires and billionaires are people, too. One of the more entertaining aspects of Why We Want You to be Rich: Two Men, One Message by Donald J. Trump and Robert T. Kiyosaki is the glimpse into the private lives and motivations of these two very wealthy men who are committed to teaching financial literacy to as many people as possible. Beyond the entertainment--and certainly more important--is the information and the primary message, which is that you need to take charge of your own financial future.

The book is divided into five parts. In the first, Trump and Kiyosaki explain how they met and decided to write the book. In the second, they explain their theories on investing and why investing to become rich is not risky but very predictable--if you know what you're doing.

Parts three and four are worth reading and rereading. In part three, Trump and Kiyosaki share defining moments in their lives. Each chapter asks a "what did you learn from ..." question, and both authors reveal significant insights into what has shaped them into the men they are today.

Donald Trump, Robert Kiyosaki: Why We Want You to be Rich (book review)

Responding to "What did you learn from your father?", Kiyosaki notes: "Our traditional education did not prepare us for the real world. It prepared us to be employees. ... Regardless of whether we are rich or poor, smart or not smart, the one common denominator we all have is that we use money." To the question "What did you learn from your mother?", Trump writes: "My mother's advice was simple but wise. It cuts to the core and keeps me focused and well-balanced. 'Trust in God and be true to yourself.' It doesn't get any better than that."

In part four, Trump and Kiyosaki offer advice for readers at all stages and situations. No, they don't explain step-by-step how to invest in a property or choose a stock; instead they show readers how to educate themselves and take control of their financial lives, regardless of where they are at the moment. They don't tell you what to do; they tell you how to figure out for yourself what is best for you.

Finally, in part five, they push to you develop a plan and take action. They write: "Ninety percent of the investing public wants to be given the magic formula, the answer that will make them rich. ... You will need to find your own magic formula."

The book concludes with both Trump and Kiyosaki urging you to do some serious and perhaps even painful self-evaluation. By itself, this book can't change your life--it's just words on paper. But it can guide you to the plan and tools to do it yourself.

Trump and Kiyosaki, along with their co-authors Meredith McIver and Sharon Lechter, have produced one of their best works with Why We Want You to be Rich: Two Men, One Message.

Donald Trump, Robert Kiyosaki: Why We Want You to be Rich (book review)
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Check For 100 New Release & BestSeller Books For Your Collection

Jordan Taylor is the editor of Millionaire Mentor™ Newsletter, which is published by Whitney Education Group, Inc.™ To sign up for a free subscription, visit [http://www.russwhitney.com]

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