Staying Happy In Difficult Times

by Ray Williams

Researchers have argued that our levels of happiness are at least 50% predetermined by our genes–which become a “set point” for our entire lives. The other most significant influences on our happiness levels are our decisions, attitudes and beliefs about ourselves, which can change behaviors, and therefore, levels of happiness, which accounts for about 40% of our level of happiness. The remaining 10% can be attributed to the external events which we find ourselves in, including levels of wealth.

Martin Seligman, author of Authentic Happiness, and Learned Optimism, who is a recognized expert on the subject of happiness, has challenged the set point theory. He conducted a number of controlled experiments, in which he tested 500 people who had problems with depression or negativity, for their level of happiness. He gave these people three activities: Writing down 3 things that went well for the day and why; writing a gratitude testimonial and delivering it personally; and using their signature strength in a new way.

The results were impressive. Seligman reported that 94% of the severely depressed people in the group became less depressed and 92% of the people in the group became happier, with an average symptom relief (of negativity or depression) of 50% over 15 days. These results compared favorably to traditional medical treatment with drugs.

Seligman them combined the same exercises with follow up sessions with a psychotherapist for the group, and the positive results were even more significant.

Seligman concluded that the simple exercises that focus on positive emotions, personal strengths and how to build more meaning in life demonstrated that the genetic set-point theory of happiness may be wrong. This has tremendous implications for not just treating people who suffer from chronic depression or negativity, but also average people, who want to raise their level of happiness in life.

Ray Williams is Co-Founder of Success IQ University, and President of Ray Williams Associates, companies in Vancouver and Phoenix Arizona, providing leadership training, personal growth and executive coaching services. www.successiqu.com

Posted: June 21, 2009, 2:59 PM by Ray Williams
FP Careers Blog, happiness, Ray B. Williams, job satisfaction, success IQ

http://network.nationalpost.com/np/blogs/fpposted/archive/2009/06/21/staying-happy-in-difficult-times.aspx

The Social Media Movement

Business professionals attempting to keep up with evolving trends and technologies are finding social media poses additional challenges in understanding how to truly unleash its benefits. Social media is a term that refers to web-based tools, specific sites and practices that people use to interact and share information online, developing virtual communities and niche markets.

Research firm Netpop’s recent study suggests usage of social media has increased by 93% since 2006 and continues to rapidly expand. Over a hundred million Americans are users, accounting for 76% of the broadband population. In Canada, more than 68 per cent of companies view social networking as the next step in collaborative activities and technology for business, according a survey by Coleman Parkes Research Ltd., a U.K.-based market research firm.

Well known social media sites include: LinkedIn and Plaxo (contact management), Facebook and MySpace (personalized info sharing), WordPress and Twitter (blogs and micro-blogs), Digg and Delicious (content sharing and bookmarks), YouTube (shared video), Wikipedia (editable encyclopedia) and an entire new crop of sites that are launched daily.

If you want to dip your toe into the exciting but vast ocean of social media, which site do you choose and what do you say when you’re there? It can be overwhelming to a newbie and definitely confusing for many executives who aren’t on the net daily for their jobs. However, most business professionals recognize the importance of getting involved or being left behind.

I have been working in the ever expanding area of marketing and PR for the past fifteen years, and continue to witness “best practice” in engaging an audience change and evolve.

Truth is, there is no magic formula and the bullseye is different for every organization. Each company and industry has its own set of circumstances to which a certain social media platform may or may not be relevant.

As communicators telling our companies’ stories we recognize that at minimum it’s imperative to have a decent website and connect with our market online or risk ceasing to exist in the global economy.

The Internet has become an integral part of our daily lives, professionally and socially, providing marketers with the incredible opportunity to target niche markets without spending a fortune.

The web has given every person a voice and the ability to spread a message to hundreds if not thousands with as little as one Tweet or blog post. This is serious power in the hands of the well-networked consumer. Wouldn’t you like this person blogging or Tweeting positively about your business?

Now that we have established why it is important, how do you know what method is right in order to reach people that are already talking about your company or could be new customers, investors and supporters?

Social media isn’t simply about giving an opinion and it certainly isn’t about the sale, its ultimate purpose is to share meaningful information that educates or entertains and engages others on a specific topic.

If you join a networking group through LinkedIn for example, after observing the posts and people involved, when you have something to add that’s of value and contributes to the conversation, jump in. A few posts later people will get to know you, and trust that you have knowledge or expertise on a particular subject.

LinkedIn also has a “Recommend this person” feature which allows people in your network to post a professional recommendation on you that could lead to new contacts and opportunities. You can also see your contacts’ networks and meet someone that could become a potential partner, vendor or customer.

A popular blog search engine http://technorati.com/ helps with learning what popular bloggers are doing and how they are doing it.

Once you have a topic to blog on, whether it’s for your business or a hobby, http://wordpress.com or http://blogger.com are sites where you can start a blog for free. Another advantage with blogging is that it increases your search engine ranking as the content is fresh and Google loves fresh material.

All it takes is a bit of research to get your bearings, a topic that you know about and away you go. Plaxo and LinkedIn are two of the easiest sites to join for business purposes, as you can start off slowly and gradually build out your network.

In summary, social media is a powerful way to increase business and investment opportunities, however it can be intimidating and time consuming. As with any marketing effort, it is crucial to conduct it with integrity and a high degree of professionalism. Nothing spreads a message, either good or bad, faster than online word of mouth.

Increasing Profits Through the Power of Integrated Marketing

What is Integrated Marketing?

Marketing is defined as all activities connected with advertising, distribution, merchandising, product planning, promotion, publicity, research and development, sales, transportation and warehousing of goods or services.

These are all necessary to increase a company’s revenue and profitability however what we will address in this article is narrowing it down to a specific area of marketing known as integrated marketing communications.

How does it work?

An integrated approach brands a business and attracts new customers. It is most effective when all aspects of the marketing mix are used together. Instead of dividing communications into several overlapping channels, successful companies today make every communication consistent with one message executed through a unified, strategic plan.

The ultimate goal is to establish relationships with existing and prospective customers and investors based on retaining top of mind awareness and building the trust associated with a strong brand. It is essential to develop your brand equity which compels action through instilling beliefs about your business in the minds of your target audience. Are you known in your industry? Have you taken the steps necessary to become known or are you sitting back hoping customers and/or investors will find you? If so, you will be waiting a long time!

Integrated marketing encompasses industry intelligence through research, corporate identity/brand development and use of the Internet, media, database/email marketing, advertising, sales promotion, direct mail, measurement tools and peer analysis to create a program that ultimately turn into sales, profits, repeat business and referrals.

Many small businesses have great products and services but lack growth due to a lack of new buyers or repeat business from past customers/investors.

Advances in technology, database software and the Internet have turned the traditional, expensive marketing model upside down, enabling companies of all sizes to compete for a customer and investor’s attention. The new integrated model represents significant cost reductions when it comes to finding and retaining the people most likely to buy from you.

Following is a list of basic steps to take if you’d like to accomplish a cost-effective integrated marketing strategy, beginning with the basic step of developing a point of contact through your online office, the website.

Step One: The Marketing Plan – A marketing plan should be created, realistically looking at the costs associated with what you are about to do, if even on a small scale. Complete the research necessary to locate your target audience. There are many services online that will provide you with lists of prospects for a reasonable fee or do the research yourself by finding a directory or association in your chosen market.

Step Two: Your Online Sales Infrastructure – Launching a professional website will educate people on your company and its value 24/7/365 – your storefront should ALWAYS be open and inviting! A poorly designed website or one that is difficult to navigate around in will do the opposite of what you want it to do so ensure it is professional and represents your business in the best possible way.

A website should reflect the company’s vision, mission and growth objectives, information on products/services, investor information and above all else, spell out in the obvious benefits a customer or investor will receive when buying from or investing in you.

Step Three: Interactivity – Incorporate interactivity into your web development plan so that individuals can serve themselves anytime, day or night. The customer should be able to request specific product/service information, learn about the company’s history, read interesting facts and articles, sign up for free offers, give feedback and have the ability to recommend the site to a friend through the click of a button. This is the relationship development portion of your campaign, get people involved.

Step Four: Collect Data – An online database captures the prospects information for future communications and relationship development.

Step Five: Direct – Drive traffic to your online office through targeted opt-in emails, online promotions, a monthly or quarterly e-newsletter, coverage with online and offline media (this involves PR which will be discussed in another issue) banner advertisements, newsgroups, trade shows, etc. The list of opportunities is endless!

Step Six: Patience – Hurry up and Wait!! In order to begin any marketing program, you must have commitment and above all else, PATIENCE!

Marketing does not bring in customers or investors overnight. There is much information available to people these days and therefore it takes time to develop the relationships necessary to turn them into customers and investors. You must seek, nurture the relationship and provide value to be successful.

It is essential that your marketing messages are consistent, the company’s vision and brand identity is well portrayed in all of your collateral materials and that you have friendly and knowledgeable staff following up on your behalf within 24 hours. Once they do buy from you, don’t stop communicating! Continue to send them valuable offers and updates on your business so they keep you top of mind and don’t hesitate to refer your company to a friend.

All of the steps listed above will maximize your marketing efforts, reduce the costs associated with traditional marketing and ultimately increase overall profitability and shareholder loyalty.

When Bad Markets Happen to Good Companies

Turning Doubt and Fear Into Opportunity

Instead of seeing the glass half empty, try viewing it half full with opportunity created through positive action.

As entrepreneurs, owners, CEOs and marketers of our businesses we know contraction in the financial system makes most people stop dead in their tracks, frozen in fear. An extremely wise investor and one of the most successful business men alive once said:

“Investors should remember that excitement and expenses are their enemies. And, if they insist on trying to time their participation in equities, they should try to be fearful when others are greedy and greedy when others are fearful.” — Warren Buffet

In an ideal world, our marketing activities would be self supporting and provide immediate payback but in reality, we understand this just isn’t the case. It takes time, effort and an ongoing investment to create integrated marketing programs that yield positive results. Studies have proven that marketing is the lifeblood of recognition, building trust, increasing sales and maintaining a professional image in the minds of customers, investors and all stakeholders in your business.

There are many factors influencing a company’s decision to continue delivering its message versus tightening the purse strings when economic conditions are uncertain. The largest of all reasons (next to a low cash position) is usually fear and mass panic. This creates a herd mentality, where everyone does nothing in the hopes that the pain will go away.

The problem with this type of reaction is that it is often the worst thing a business can do. This negatively affects its reputation and can result in greater reductions of stock prices, market share and growth.

Many companies view marketing as a luxury, or as a tactical manoeuvre that is executed when the company has cash to burn.  Do you think your brand is strong enough to defend against time? Think again. While you are doing the bare minimum or perhaps nothing at all to communicate with your respective audience, savvy and strategic competitors are gaining an advantage and getting in front of your prospects, customers and shareholders.

Whose advertisements or media stories do you think will be read, noticed and remembered when all others companies are in hibernation? Whose calls do you think will be accepted by financial professionals or the media when the markets turn around?

There are smart investors this very minute looking for an opportunity to cherry pick when the markets are being beaten down.  Studies by research groups and think tanks conclude that companies who reduce their marketing activities during times of economic contraction lose presence in their core markets and end up spending far more to reach a minimum level of exposure, never mind returning to where they were before.

Starting from scratch to rebuild trust with an audience costs you so much more than just money. Don’t lose the goodwill you have built up. Those that stay focused on their goal of building a loyal following end up taking market share away from their less aggressive counterparts.

Any marketing activity that is undertaken should have specific and measurable goals. Don’t waste your funds on poorly thought out campaigns – the one ad approach will not do the trick. Even in tough times, it is imperative that you increase your presence and exposure through strategies that will yield the best results. There are many strategies that can be undertaken that are affordable yet effective in reaching your audience.

For example, your database is a gold mine (mining companies, excuse the pun). If investors are thinking about selling your company’s stock, making contact via phone or email to let them know you are alive and well will put their minds at ease and possibly stop any selling action.

Points to remember:

• The best time to be out there is when no one else is! In other words, there is less competition for eyeballs when others are not promoting

• Be strategic in your IR, PR and marketing goals. Have a plan, execute it carefully, measure and fine-tune for best results

• Negotiate deals on advertising as media companies are hungry to fill their advertising quotas

• Be easy to find for cherry picking investors or consumers looking for sales

In summary, halting all IR, PR and marketing efforts because times are uncertain is not a strong strategy for growth or even maintaining what you already have. An analogy for marketing would be putting gas in the tank of your car – without it you won’t get very far.

In relation to recent market and economic conditions, as the ancient Sufism motto goes, “This too shall pass.” Where will your company be when it does? Hopefully, not starting from scratch. Be resilient and it will pay off.

As I have noted in past articles – when you don’t promote, a terrible thing happens – nothing.