Archives for June 2012

It’s beyond impossible to escape continuous advertising. All of us are exposed to it. It’s all over the place. The most effective businesses are those with highly established brands. In order to achieve successful advertising, brand recognition is very crucial.

I’m not referring to the million-dollar corporate branding where everyone in the planet is aware of your logo, since most likely the case here is that you don’t have the financial capacity to do this and almost certainly it would take several years for people to recognize you. Rather, the branding that I’m referring to is the mental and emotional association shaped every time the general public think or hear about you and your business.

Generally, there needs to be an element that positions you above and beyond your competitors. Who do you happen to be? Do you have a unique selling proposition (USP)? What is your area of specialization? When individuals talk about your business, what could be the initial thing they associate it with? Regardless of the kind of enterprise you may have, determine the factor that separates and generates you as the pro, the in-demand person of authority. What are the things that you can provide that the rivals can’t? Evaluate your strong points. Assess your contenders’ weak spots. By accomplishing this, you will swiftly develop your USP as well as have a far better feeling of your brand.

As soon as you determine your identity, efficiently and incessantly endorse your business to your potential customers. When you outline who you are and develop your label, the main objective is to associate it with your particular expertise, with the intention that when somebody stated your brand, a prospective client would likely say, “He’s the one who specializes in…,” or, “Yup! He’s the ___ guy.”

That which you represent is actually as imperative as what products and services you provide. Advertising has grown into more about interacting with your potential customers and not talking at them. It’s more about relationships and trust building. Be candid about your brand, what you represent, and what you have to offer, else your prospects will realize your fabrications and walk away.

A recent survey by CareerBuilder spotlighted some of the worst mistakes a candidate can make during an interview. Over 3,000 hiring and HR managers named the biggest errors a job-seeker might commit:

• Answering a cell phone or texting during the interview

• Appearing disinterested

• Dressing inappropriately

• Appearing arrogant

• Bad-mouthing current or previous employers

• Chewing gum

And the managers also shared some of their worst experiences with a job candidate:

• One candidate brought a “how to interview” book to the interview.

• Another asked, “What company is this again?”

• A candidate put the interviewer on hold during a phone interview. When she came back on the line, she told the interviewer that she was arranging a date.

• When a candidate interviewing for a security position wasn’t hired on the spot, he painted graffiti on the building.

• A candidate wore a Boy Scout uniform to the interview and never explained why.

• One candidate was arrested by federal authorities during the interview when the background check revealed the person had an outstanding warrant.

• A candidate talked about promptness as one of her strengths—after showing up 10 minutes late.

• Driving to his interview, one candidate passed, cut off, and flipped his middle finger at another driver. You guessed it—the other driver turned out to be his interviewer.

• A candidate referred to himself in the third person.

• Another took off his shoes during the interview.

• One candidate asked for a sip of the interviewer’s coffee.

• And finally, a candidate told the interviewer she wasn’t sure if the job offered was worth “starting the car for.”

An acquaintance who asks for your business card is paying you a professional compliment. Don’t blow the opportunity. Always have a card handy, and follow these tips:

• Set a goal. You’ll be less likely to forget your cards if you have a plan for using them strategically. For instance, you might set a goal of giving out 5 – 10 cards every day.

• Invest in a good design. Make sure your cards look professional and attractive so you’ll enjoy handing them out. This will also serve as a motivation to keep your cards with you.

• Practice your presentation. How are you going to introduce yourself and offer your card? How are you going to make a positive impression?

• Keep your cards neat. Buy a nice business card case instead of jamming cards into your pocket or wallet where they’ll get bent.

• Keep business cards everywhere. Store them in your glove compartment, in your gym bag, in your desk drawer, in your coat pocket, and in your briefcase so you never have to admit, “I don’t have one with me right now.”