Newsletter—November 2012

In this issue…

President’s Message
At our last event…
Board News
Interesting Links & Articles

President’s Message

There’s nothing like a well-planned business (and this month, I can tell you that for me, my business has been nothing like a well-planned one! ). However, November and December are perfect times to stop and reflect on the past year and start looking forward to the next one—and so our November event with Grace Attard will focus on planning.

I spent a big chunk of time in December of last year thinking about 2012, and it’s definitely had some positive impacts on my business. I plan to do some of that again this year in preparation for 2013.

We’re at another new venue again this month—this month we’re at the Don Mills and Lawrence branch of the Toronto Public Library.

It’s also time for our Annual General Meeting (AGM), so please be there at 6:00 pm (party sandwiches will be available for snacking!). Come out and hear your Board report on the year that has passed and our plans for next year. Your input is valued and valueable. (And we have two Board positions open, and this is a perfect time to join the Board and start helping your fellow members!)

At our last event…

Last month’s event continued our Clarity Series with Helen Walter presenting on Marketing Clarity: More Than You Think.

Her partner, Keith Thirgood, summarized Helen’s presentation for us:

Helen Walter began her talk by stating that to be successful in your marketing, you need clarity in two vital areas:

WHO it is you are marketing to
What you need to say to have an impact on this group.

She explained why having a target market is vital for creating more effective messages, and what to do if you have more than one target market. (Don’t try to hit multiple targets with one arrow.)

Helen introduced the concept of the Awareness Scale which she and her partner invented some years ago. Using the Awareness Scale, you can hone your message much more finely. Are they Unaware, Doubters or the Aware? You need different messages for different groups.

Helen explained about picturing your “ideal client”, how to do it and why it helps. (Hint, it’s a tool to help you make marketing decisions.)

She emphasized the importance of addressing your prospects in their emotional/technical language, about their pains and passions (in the area you deal with) and not simply the things you want to sell them. Your marketing message is about them, not about you.

Helen then showed a famous (but altered) visual, which she flashed on the screen for less than a second. Most of the audience instantly recognized the image. Helen used this to demonstrate the power that images (and branding) has on us and how we process and retain visual information much more clearly than textual information. She went on to explain that we can successfully use the power of our prospects’ visual brains to get our message into their heads bypassing their “logical” reasoning.

Helen went on to show how the normal, inward focus of most marketing misses the mark. Using an example of one of her clients, she showed how a normal, rational, inwardly-focussed client’s thinking led to poor results, and how new client-oriented visuals and message completely changed their approachability and suitability to their prospects.

Helen finished with a visual that really blew away the audience. No one saw it coming, and it drove home the point that we, and our prospects, are not in as much control of our minds as we like to think we are. These subconscious biases and predilections work for us or against us, whether we like it or not. She pointed out that because these forces are always at play, it’s better if we know about them and use them rather than let fate rule our destinies.

Board News

We have two open positions on the Board—Events/Programs and Recording Secretary.

Interesting Links & Articles

Now here’s an interesting consulting gig; anybody want to try this? (If so, let us know!) From the Daily Mail: “No holds barred: The professional ‘cuddler’ who makes $260 a day by inviting strangers to take a nap with her at home”.

Some days I worry about signon security. Then I read articles like this one, I get really worried! From Mashable’s Zoe (no relation) Fox, “‘Password’ Tops List of Worst Passwords of 2012 [VIDEO]“.

In late September, we had a very interesting discussion at our LinkedIn Forum about newsletters. Then I spotted this: VAPartner’s blog about email newsletters in “Six Keys to Creating an Engaging Email Marketing Newsletter“.

This one is really good. Anthony Iannarino writes on The Sales Blog on the difference between “Me Management” and “Time Management”.

And last, but not least—many of you know about my fascination with fountain pens (and if you don’t, I’ll be happy to discuss them with you!). BBC News Online Magazine on “Why are fountain pen sales rising“. And you all think I’m crazy.

Professional Development Credits

AIC's events may quality as Continuing Professional Education/Development credits for the Society of Management Accountants (Ontario) and the Certifed General Accountants of Ontario.

As always, please visit us at our website, our LinkedIn group or our Twitter feed, and if you liked this edition, forward it along to a friend or colleague who would benefit from it.

If you are passionate about learning, improving and growing your consulting business as a business, then AIC is the place for you.

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