The romantic notion, “America is the land of opportunity (if you work hard).” The same goes for any developing or developed country. But today, hard work alone is a frustrating dead-end. Drive down the road and you’ll pass countless people working hard: washing cars, filling in potholes, serving customers, selling stuff. But recently we experienced a new realization: If I work hard, I will succeed – is only a half truth.

Hard work guarantees nothing! Zilch!

Case in point: Arturo Souza is an immigrant. When he moved to Canada he had to learn English. With a thick accent his first job was selling real estate. His sales manager gave him the script and the advice to financial freedom, “Call until someone says yes.”

Day after, agonizing day, Arturo sat at his cubical. As directed, from 3 to 7 pm, he went through the reverse directory, dialed and repeated, “Hello, my name is Arturo from Century 21 Real Estate. Are you planning on buying or selling a house now or in the near future?” There were a lot of new Realtors coming through the office. None stuck to the game plan better than Arturo. NONE worked harder at finding a client than Arturo. It was a feat of human perseverance to see him pound the phones. Days turned into weeks. Weeks turned into months. Arturo had zero luck. NO LUCK. No business. But he worked harder than anyone at the office. What did he do wrong?

Onward there will be three character traits you will be forced to embrace if you want to create your own luck.

1. Your Gift – You have a talent for solving certain problems. You have demonstrated a capacity to do something no one else in the room or the business was able to conquer. Blow people away with your gift. If you gift needs improving. Improve it.
2. Your Drive - You have demonstrated drive in the past. Today, you may even have super-human drive like Arturo. Your drive will take you forward. Get serious about driving ahead with a smart, clear intention.
3. Your Influence – You have a special allure. You have shown a capacity for influencing others. Authentically show up with an all-in mentality.

Just like hard work alone, any one of these character traits, in isolation, are not enough to succeed today. In order for your hard work to convert into “smart work” you must show up with your gift, drive and influence in concert!  
Might your 2015 mantra be...

“The smarter I work. The luckier I get.”

Did you know in Europe it’s rude to ask someone what they do? This is probably because they have a few more centuries experience than North Americans regarding horrible answers. You see, if you don’t answer this question properly, you’ll end up with unintended confusion.

For example, here’s how cynics interpret the answer to, “So, what do you do?”

Answer                                 A Cynic’s Interpretation

To avoid confusion and cynics looking down their disrespective noses at you – take a page out of marketing professionals everywhere. Lead with value!

First – Think of Yourself as a Brand
If a BMW had lips and answered the “So what do you do?” question with, “I’m a car,” how appealing would that be? Instead, your be-lipped BMW would use the tag line, “I am the ultimate driving machine.” That’s better and more valuable to the listener.

Second – Lose Your Features Addiction
Since a speaker, author and consultant wrote what you’re reading, when I see a person put Speaker, Author, and Consultant under his or her name I get nauseous. (Oops… I’m made myself gag.) Do you have any idea how many speakers, authors and consultants put the "Speaker, Author, Consultant" under their names? A gazillion! Lose your addiction to what you do and refocus attention on what you deliver. Question: “So, what do you do?” Answer: “I help companies reach BIG GOALS in half the time.” That’s intriguing value.

Third – Its Only Valuable Memory that Counts
If you said, lawyer, teacher, motivational speaker or any other profession, the chances are your listener will remember you based on their cynical interpretation. Why leave it up to them as to what they remember? Burn an image into their memory that oozes value. Let’s revisit better answers to the question, “So, what do you do?”

Answer 
I help corporations avoid painful lawsuits.
I teach 8th graders how to speak and read in French. 
I open conferences with a Big Goals in Short Order presentations. 
I help people find affordable and dependable cars. 
I help people reach their financial goals.
I help families find the home of their dreams.
I help people achieve simple wealth and simple health.
I am a doctor and I don’t want to check your prostate.

Sure, it’s easier just to answer with __(insert your job here)__. But who needs to give the cynics, or Europeans for that matter, any more ammunition than they already have?

Get a thick, red permanent marker. Write this on your computer screen: 

It’s all about conversions!

Stop email lunacy by being an email ninja. Convert your emails to the result you want.

In the mid 90’s electronic mail went mainstream. It’s been a regression in communication ever since. In a recent survey, email marketing response rates have fallen 57% since 2004. From long boring emails, to scattered diatribe, to confusing brevity – we all seem to be flailing away at how to write the best email. Here's how.

Subject Line
For starters, look again at the graffiti on your screen. 

It’s all about conversions!

Due to an interesting Subject Line, compel your reader’s index finger to click-through.

Let’s say you want to reach out to a past client to strengthen your network. If you were an emailunatic you’d the subject would read: “Follow up” or “Checking in” or the single worst one “______________” (“NOTHING?” You couldn’t think of anything? Were you too busy, important, creatively bankrupt to come up with a few words?)

What if your subject line said: “Okay... enough popping into my brain.”

In six words you’ve converted your reader to wanting to know more.

Body

The sequence:

1. Grab ATTENTION
2. Get to the POINT
3. Call to (a Specific) ACTION

If you want a result from your email, even if your email is solely informative, make sure you model this sequence.

1. ATTENTION
Little Miss BornToBore would write, “How are you?”

Yes, start with their name. Then immediately inspire your reader to read the next line. Imagine if your reader saw this: “Honestly… this has to stop.”

2. POINT
You could blah, blah, blahhhhh all over your reader or you could get to the point. Mr. BoringLederhosen would write, “You’ve been on my mind and I wanted to reach out and say hi.”

Continue to get their attention with your point: “You keep popping into my noggin. So, “Wassup?”

If you absolutely must be more formal: “You keep coming to mind and I wanted to reach out.”

3. ACTION: 
Those in the marketing world call it a CTA (Call to Action). Combine a CTA with specificity to skip the nauseatingly common, back-and-forth emails. Don’t just say, “Let’s connect.” 

Instead, spell it out, “Let’s spend 15 minutes and catch up. How about I call your cell on Thursday at 10 am or would Friday at 9 am be better?”

Let’s recap (the thick, red permanent marker and these two examples):

Emailunatic
Subject: Follow up
Body: Robert 
How are you?
You’ve been on my mind and I wanted to reach out and say hi.
Let’s connect.

Emailninja
Subject: Okay… enough popping into my brain.
Body: Robert
Honestly… this has to stop.
You keep popping into my noggin. So, “Wassup?
Let’s spend 15 minutes and catch up. 
How about I call your cell on Thursday at 10 am or would Friday at 9 am be better?

Be the Emailninja you were meant to be.

It’s all about conversions!

They start with one question, “How will we stand out?” That query bagged close to five minutes on national TV, 200+ franchise leads, a 20x spike in their web traffic and ongoing residual PR. If you’re interested in growing your business fast, the CEO of WOW 1 Day Painting, Brian Scudamore, has a great approach.

No stranger to building franchises, Scudamore’s relatively new venture, WOW 1 Day Painting followed his philosophy of don’t-pay-for-advertising-if-you-don’t-have-to. With the help of his internal PR team, Scudamore followed their first question by five others.

Who’s our market? What media reaches that market? What specific programs do they have? How do we get them to profile us? How do we scale the PR for residual traffic?

According to PR director AK Virani, the amount of research you do is directly proportionate to the quality of PR you get out. With this approach Brian Scudamore's team went to work with the following formula:

1. Define your Audience. In WOW 1 Day Painting’s case, they wanted to hit potential franchisees.
2. Research a Media Match. After significant groundwork, the team decided CNBC targeted their specific market of business people.
3. Research Specific Avenues. More diligent research revealed a program called Power Pitch. A mini-version of the entrepreneurial hit, Shark Tank.
4. Be Creative to Get Their Attention. After downloading the forms and finding out the Producer’s name, they assumed 1,000 other businesses were hitting on Power Pitch as well. According to Virani, “If you find that right person who you really believe will cover your story, then do what ever you can to get their attention.” They sent the producer a “1 day painting goody box.” It has brushes, coffee mugs, t-shirts and painting trays. The producer loved it, called back the next day and asked, “When can we get you on a plane?” The creativity didn’t stop there. Scudamore first produced a short promo video for the program to use and then flew to CNBC’s headquarters in New Jersey (armed with sound bites and a well honed pitch). You guessed it. More research was necessary.
5. Scale Your PR Coup to Your Network. The research mantra extended beyond the one-time airplay. Scudamore’s team then targeted what they called, “residual traffic.” They reached out through social media, business contacts on LinkedIn, focused YouTube channels and their own company blog. Yahoo.com and NY Times online both picked up the story and posted through their small business blogs.

The reason you’re reading this story is a LinkedIn message we received directly from Brian Scudamore. It was intriguing. The CNBC video was compelling. And now 25,000 of you are reading about it.

How will you stand out?

You may create priceless PR from that one simple question.

You can see the cracks in their hull. You hear the groan under the weight of their success. You can even imagine Steve Jobs punching out a flippant millennial for shrugging his blue T-shirted shoulders. The lesson here? If your brand promise is excellence and you deliver on that brilliance then you can never fall short or your customer may tell others – a lot of others... (cue Jaws soundtrack).

Apple has a leak, yet the warning bells sound more like a Junior High percussionist giving a delicate “ting” to his triangle. They aren’t sinking but a crack can turn into a big titanic hole pretty quickly.

Leading up to their dazzling product roll outs, Apple made the bold move to have Apple Stores around the world. They reached out to their customers with the “Try it. You’ll like it,” puppy-dog close. They made an even bolder statement and branded each on-site tech support person as a “Genius.” Apple promises you a genius. You walk in their store with a problem. You expect a genius. In the past you got an Apple Genius. Last Monday, you walked out telling everyone you know “Some Genius just left me dumbfounded and angry.”

If you and your company provide a gold standard product or service – you have set the minimum expectation in your customers’ mind to deliver excellence.

If you have an iPhone 5, you may be experiencing an infuriating problem. Your smart phone has turned into a stupid phone. It drains battery power in less than four hours with or without usage.

Two trips to the Apple Store, a Genius finally replaces the phone (expensive insurance may have paid off). But, the same battery drain problem exists. You spend hours on the phone, money out of your pocket to pay for certified Apple specialist advice. You spend your limited time and expensive gas on another trip to explain the problem with no solution. ‘Some Genius’ in a blue T says he doesn’t know what to tell you, followed by a shrug of his shoulders.

“So the solution is -- I get to stay frustrated?”

Shrug number two.

You walk out of the Apple Store. Every other positive experience you've had at the Apple Store has been erased with just a couple of shrugs. Your seething disappointment is eventually replaced by the hope the restaurant you’re headed to has a spare outlet near your table. At lunch, you hope you can charge your iPhone as it limps along on less than 5% battery power.

If you set a high expectation in your customer’s mind,

then you may have set your minimum standard of delivery -

which might be out of reach.

Yes – exceed your customer’s expectations when you can. They will think you're a genius. Then be keenly aware of meeting your customer’s elevated expectations from then on.

If not, your customer will be telling 25,000 people “Some Genius really blew it last Monday.”

(PS. I love Apple Inc. and my story may be anecdotal. My intention of writing this story is for you to carefully watch your own business and it's dedication to excellence.) 

Have you noticed how emails increasingly seem like automated, robotic telephone messages? We don’t normally read them carefully. Our busy day forces us to scan, pass-by multiple questions buried in the middle and, often, miss stuff at the end. Like being interrupted with a recorded message, we hang up early and dismiss that annoying feeling.

It’s time to elevate your communication game. Imagize your emails.

The concept is simple. Copy an eye-grabbing picture and paste it in context with your email.

For example, if you wanted to drive referrals for a service or product your represent, you might send an email like this.

Mark,

You might not be forwarding our 70 Second eBrief to your inner circle, we didn’t want to take it personally. We trust you’ll put a smiles on their faces. Forward this eBrief to a few of your friends so they can put smiles on their faces.

Best wishes,
Vince

Adding humor has the most traction. Use Google or Bing Images to search for non-copyright photos. Here’s another example in a situation where you are updating someone on the status of a project.

Denise,

Our web design is taking shape. Thanks for your loyal support in the past. We would love your input on the layout. What do you think, confusing, clear or is there a better way? Your direction on this will help us a great deal. Thanks in advance!

Click this link for a sneak peek at the initial stages of our new design. "Reply" if you have any ideas.

Take care,
Vince

Want to take your imagizing to the next level? Send a quick video from your smart phone. Embed a short message into the email to really show you care. For example, at a recent engagement, one of the key organizers was unable to attend. I took a quick video from the venue to wish her well and that she was missed. It took a few seconds but made difference in her world. To protect her privacy, here is a fun, 30 second example instead (uploaded to YouTube so you could see it easily).

Barbara,

We missed you at the Sales KickOff meeting in San Diego. Your team were gracious hosts. The attendee’s had a blast! All the planning you did paid off - big time. BUT… it really wasn’t the same without you.

Get well soon Barbara.

Warm wishes,

Vince

If you don’t know how to copy and paste pictures or videos into an email, it’s time to learn. You can either differentiate or wallow in the mediocrity of boring, uninteresting messages. Imagize your emails to show how much you care.

The tree removal crew showed up on time. Nice. What caught our attention in particular? When Marvin and Bud, each made eye contact, and said with absolute sincerity, “I sure appreciate the work. Thank you Sir!”

Huh?

When’s the last time your mechanic, barista, cable guy, nurse said that? They might be friendly and nice, you could even get a thank you note from head office, they may even be the type who appreciates having the job... but these tree trimming and removal employees acknowledging the work to the customer stood out for one important reason. Dallas Tree Wizards were clearly not coming from a place of entitlement. They didn’t think they deserved a paycheck. They appreciated the client enough to say so. This couldn’t happen by chance…

“Who owns the tree removal services Tree Wizards?”

“Dallas Arbor, Jim Chase, Sir.”

Dear reader, we have a growing epidemic in our society today. It’s called entitlement. What does this humble Dallas Arbor do to create a culture of gratitude over entitlement? Talking to this Jim was worth every second.

“Tell me about yourself.”

“I grew up in an orchard and tree nursery. With nine kids in my family, living on a 20-acre lot, my entrepreneurial nature sparked when I climbed my first tree. Combine that with my artistic nature and I found the magical combination of risk and reward of tree removal.’

Jim’s tree trimming and removal crew loved their work and seemed fearless as they danced from limb to limb. These tree specialist guys mirrored Jim’s passion for Dallas trees and craftsmanship. According to this professional tree service owner, “Climbing is goal oriented. A thinker’s paradise! It rewards you with daily thrills, finding solutions, and then achieving them. The thrill of overcoming fear and repeatedly accomplishing your goals.”

“Okay, I get you like goals. But what do you do to get such appreciative and grateful employees?”

“We only surround ourselves with tree removal people who absolutely love this work. Their passion is my passion. The stakes are high; it’s dangerous. It’s risky and the solutions are always customized. No two trees are alike. When you swallow your fears and trust your abilities the magic happens. Creativity, consistent communication and teamwork combine to make our clients (and us) thrilled with the end result. That – is a cool feeling!”

“That’s great,” I said “so you tell your employees to thank their customers for the tree removal work?”

Jim stared for a second. “I don’t ‘tell them’ to say anything. They interact with the customer in any way they want. Vince, they just love their work and the money is icing on the cake. Every time they get sent out on a job, they appreciate getting to do what they love to do."

Ding! It finally made sense. These tree trimming and removal Wizards defined work as more than just money.

It looks like a simple formula for a grateful, appreciative culture. Engage with people who:

1. Match values with the job.
2. Have a passion for the work.
3. Sync their goals with the customer’s goals.
4. Repeat daily.

Countless business owners admit when hiring, “You never know who will work out.” Looks like the Tree Wizard is the hiring wizard too.

His secret… have professional tree service employees out on a limb of gratitude.