Check out a few of the great posts that appeared on the myGreenlight Blog this week:

• Social Capitalist: Former FBI Interrogator Joe Navarro Teaches How to Read Every BODY
• This is Your Brain on Facebook. Any Questions?
• Does Your Success Require a College Education?
• The Greenlight Highlight: Marketing & Sales

Enjoy!

0 comments // In Site News and Happenings

Once a month I'll be presenting a stellar success story from someone who has read my books or participated in the Relationship Masters Academy. This month's story comes from Terence Kirby and highlights how a little audacity can lead to a lot of success. Terence is the VP of Sales & Marketing at School Gate Guardian. He tweets @KeepSchoolsSafe.-KF

"Right out of college, I was one of about 75 candidates for a pretty good sales job.  For whatever reason, the owner of the company and I hit it off.  He promised me I would be one of five follow-up interviews and that he would contact me no later than Monday of the following week.

Monday came and went and I started getting nervous that I was wrong that we had hit it off, and that he was just being polite.  I still had not heard from him by Wednesday so I called him and asked him point blank if he still intended to have me back for a follow-up interview. His response was yes; he would call back by the end of the week to schedule. I took a deep breath and simply said, 'Since I have you on the phone right now, why don't we just go ahead and schedule that meeting?'

Since this was for a sales position this seemed to be the right thing to say since it's a situation I'd be likely to face in the field – you're often promised sales presentations by prospective customers when they never intend to meet with you.  He seemed to like the way I went about this and said, 'Sure, let's meet for lunch at my favorite restaurant this Friday and we will talk about the position'.  I got the job that Friday.  He later told me that by me forcing the appointment on him he felt I was the right candidate for the job.  As you can see below I am now the VP of Sales & Marketing for a successful software company.  Thanks for the reminder for success!!!!"

You're welcome Terence! Tell me about a time you won by being audacious – or what's holding you back.

11 comments // In Follow Up

A few weeks ago I was speaking at an event and two fans of our work shared their personal concern, and I could tell disappointment, due to a series of marketing emails that were sent in the run up to the launch of the Relationship Masters Academy. One lady said that Who’s Got Your Back had saved her life and she felt she had to come and see me in person to understand what was the truth – was the real Keith the one in the book or the one in the pushy emails?

That feedback came in the midst of a week of emails, blogs, and tweets echoing the same. I’ve been thinking about the situation ever since. First up, I need to say I’ve been listening. I am truly grateful for such vocal generosity in letting me know that I let you down. Exactly the behavior we all need to practice with those we care for.  Thank you for caring.

So let’s talk about how a guy who believes in authenticity, candor, and generosity above all ends up sending out a bunch of crazy-Eddie "act now or else" give away-style emails to his fans and clients.
I think the details will just feel like excuses and are frankly not that important for the purposes of passing on what I’ve learned.  But basically, we hired outside experts who have made a science of how to hit the numbers in email campaigns.  And our team, new and under pressure to succeed right out of the box in the online consumer space, thought we could control and customize their techniques to avoid messaging that wasn’t in line with my identity. The campaign was a financial success and at the same time we utterly failed.  And I am sorry.

As you guys were quick to realize, those emails were just not me. Ironically, even though I didn’t craft them myself, they had a voice and tone that was weirdly reminiscent of that kid I once was at Yale who, in unfamiliar territory, tried to fit in by working hard NOT to be himself. Thank God that back then, enough of me shined through for many to forgive my occasional lapses – maybe some even understood where they came from – and ultimately look to me as a friend and leader. Well, I'm hoping for the same again.

I’ve always said that marketing is really just another word for relationship-building at a distance.  With e-mails it’s in a virtual environment, but it’s all about figuring out what people need and offering value (by giving generously), confidently treating people with the utmost of respect (by speaking authentically and candidly) so they will listen to the story you have to tell (sharing deeply and intimately), and finally, making clear promises and then keeping them (by being accountable).

Together with my team, we put together a list of things we learned in the last month, which anybody can benefit from. I’m also hoping you’ll contribute your own rules and insights in the comments section to benefit others.
-KF

Six Rules for Building Relationships Online -- And Off

1. Define your values clearly, both to yourself and to others. The older I get and more success I experience, the more I believe that we win when we authentically believe in what we are selling (products, ideas…) and represent ourselves in a way that makes us proud.  That said, the tough thing is that you have to be self aware enough to know exactly what you care about, and then do your best to be true to that.  This can be especially challenging when you’re growing and developing your business, but you can’t let others bend who you are. Commit to an ongoing process of self-evaluation.

[Click thru for the next five rules.]

Read more →

41 comments // In Giving Feedback

My team recently pulled together the top apps for CMOs on iphone, Android, and Blackberry. Thought I'd share them here. These are all useful for more than just CMOs - check them out and share your "don't leave home without it" app in the comments.

Top 5 iPhone apps for CMOs:

1. Keynote: As a CMO, you'll be making presentations. The iWork Keynote app is ideal for on-the-go presentation development. You can also import Microsoft Powerpoint slide decks with ease (Note: Also available as an Android app).

2. Dragon Dictation: There's only one way to get more done if you need to communicate with lengthy messages or compose marketing prose. In addition to sending lots of staff-related email messages to delegate tasks, the CMO is typically at the center of all corporate messaging. Dictating messages and documents is far more productive than typing and provides a highly productive solution.

3. Instapaper: CMOs are constantly on the prowl for competitors, partners, and marketing opportunities. Grabbing links is an inefficient method of capturing things to read and especially useless when you're not online. Capturing pages and articles is a breeze with InstaPaper which allows you to cache your reading requirements offline.

4. HootSuite for Twitter: This app is ground-zero for the CMOs social media intelligence dashboard and outbound messaging platform for his or her entire marketing team. HootSuite helps you manage multiple Twitter, Facebook, and other social media accounts in one place. It also provides automated content posting features and persistent search queries to keep tabs on partners and competitors. Because they provide such a robust web version, you can hop to any system (including iPad) and all configurations are live. Plus, your team needn't install and setup native clients. This system also provides integrated social team management features that allow you to control and commend the social media process from one application. HootSuite is only available for iPad (presently) but that will change soon. On the iPad, the native iPhone app works fine, and the web-based interface also works pretty good in Safari.

5. Gist: Gist is a comprehensive contact, company, and social dashboard for all your business relationships. Presently only available as an iPhone app which works fine on iPad, it also includes a Safari-compatible web interface. This tool will make it easy to stay abreast of all your ongoing and past communications with customers, colleagues, and partners.

Top 5 Android apps for CMOs:

1. TripIt: This app gives frequent travelers instant access to their trip planning needs. Users can keep track of their itineraries, even when they're offline, as well as maps and directions, flight alerts, links to hotels and restaurants and alternative flight options in case of delays.

2. Seesmic: Multiple Twitter accounts can be managed with a simple interface with Seesmic. View timelines, private conversations, post tweets from a single or multiple Twitter accounts, share photos and videos and be notified of new replies as they happen.

3. mShare: Share files of any size with other mobile phones and computers or use the app as a way to backup and store mobile device files. The app works the same way as an FTP server and an instant messaging service.

4. iSkoot for Skype: Also available on the Blackberry mobile platforms, this app allows you to make calls over the Internet. Make calls to those on your Skype contacts list, instant message and place calls to anyone in the world.

5. Lookout: This app provides mobile antivirus protection while backing up important data at the same time. The app can also help locate your phone if it's lost or stolen, with a handy siren that goes off to alarm its misplacement.

Top 5 Blackberry apps for CMOs:

1. Documents To Go, Premium Edition: The app, which is available on all three of the smartphone platforms, allows users to open native Microsoft Word, PowerPoint, Excel and PDF files. The Premium version also provides the ability to edit and compose documents.

2. Exgis Time and Expense Pro: Mobile professionals use this app to track their mileage, time and expenses when they're working in the field, or using the information later for invoicing clients or their employer. Data can be exported from the phone to a spreadsheet and saved to a computer for future use.

3. CardSnap: Stop collecting stacks of business cards and quickly convert a photo of a business card into a contact on your Blackberry - the app takes unlimited card "snaps."

4. MyCaption: MyCaption is ideal for those who compose emails, text messaging and calendar items while they're away from their desk.
Users can dictate emails, memos, tasks or calendar items and have it transcribed to Microsoft Outlook, Gmail or the appropriate software application.

5. WiFi File Transfer App: This app is best for professionals who need to instantly send files from their BlackBerry to a computer or printer all through the same web browser - it's like using the smartphone as a wireless memory stick.

3 comments // In Communication

Sitting in the Delta Sky Room of Los Angeles Airport, I had the great pleasure of interviewing social media relationship expert Chris Brogan—who  was for once not in the airport himself but in his office in  Northern Massachusetts – for, among other things, an RMA Masterclass that we called “Never Eat Alone Meets Social Media Mastermind.”

Chris gave ME great advice – “more @replies Keith!” – and gave listeners a ton of act-now info on how to rev up your LinkedIn profile, create door-opening currency online, and bring customers to you instead of having to go find them.

Click through to read part of Chris’ awesome LinkedIn advice:

[CLICK FOR MORE]

Read more →

6 comments // In Social Media

No one can give you clearer advice about how to run a great company than Mark Thompson and Brian Tracy. Now, Build a Great Business! is the perfect prescription for a much more profitable and personally rewarding business.  Here, for example, is a checklist from the book on how to develop a great marketing plan.

1. What exactly do you sell, defined in terms of what your product or service actually does to improve the life or work of your customer?

2. What is your competitive advantage? What are the core competencies that make your product or service superior to anything else available?

3. Describe your ideal customer. Who wants, needs, and is most willing to pay for the benefits provided by your product or service?

4. What are your most effective marketing methods? How do you attract the greatest number of qualified customers?

5. Who or what are your biggest competitors in the sale of your products or services, and how do you differentiate your products or services from those of your competitors?

6. How can you encourage your customers to participate and contribute more to your company's marketing and product development? How can you create a community for your customers to share ideas, enthusiasm, and challenges in your market?

7. What changes could you make in your products, prices, promotions, places, positioning, packaging, or people - the seven P's of your marketing mix - to make your offerings more desirable to your target market?

Brian Tracy and Mark Thompson focus on SIX other areas of business including Leadership, Business Planning, Hiring, Offering a Great Product or Service, and Designing a Great Sales Process. For more information and for thousands in bonuses, click here.

What one action are you going to take immediately as the result of your answers to the previous seven questions?

2 comments // In Career

To help get you a jump start in the Twitterverse, here’s the Top Six Twitter Tips for Newbies that my team culled in part from a conversation in the RMA forums!

1.    Dive in. Once you’ve added the obvious Twitter friends, start digging – who and what are they linking to that interests you? Who are they retweeting? In addition to searching through your initial network, do a Twitter search for topics or people of interest to you. As RMAer Eric Frazer suggested, http://search.twitter.com/ is a great, user-friendly search site to find out who’s having the conversations you’re interested in joining.

2.    Save space! You’ve only got 140 characters per tweet, so use a URL shortener like the one found at http://tiny.cc/ to convert your links into shorter ones.

3.    Hashtags and retweets and private messages? Oh my! What can make Twitter feel so foreign at first are the #s and @s you see everywhere – but making use of these links you to the larger Twitter community. Use the @ symbol before a Twitter user’s name (@RMA) to link to that profile. Use hashtags to get your post to show under a particular category – for instance, if referencing your RMA work, just add the hash before it (#RMA) to get it to show up in a search for tweets on RMA!

4.    Save time by linking your accounts. Wondering how you’ll keep up with Facebook and Twitter and LinkedIn while still finding time to eat three meals a day? Applications like TweetDeck link your accounts for you, so that you have a centralized space for all of your social-networking applications.

5.    And then I went to the store… Even your closest friends will be tempted to remove you from their Twitter feeds if all you post are your accomplishments or obvious PR. Similarly, a play-by-play of your day’s events isn’t going to draw people in. As Chris Brogan notes in his list of tips on using Twitter for business (thanks to Eric Frazer for the link!), “Instead of answering the question ‘What are you doing?’ answer the question, ‘What has your attention?’”

6.    Cultivate conversations. You don’t always have to have something to share – a great way to start a conversation with your Twitter followers is to just ask a question. And as Rachel Katz has noted, don’t be afraid to reply to someone’s tweet, even if you don’t know them! Your response will show up on their feed, meaning they and others interested in the same topic will have the opportunity to read your thoughts and respond.

Some great links to learn more:
Paul Boutin’s New York Times Gadgetwise blog post on Twitter for beginners
Mashable’s “40 of the Best Twitter Brands and the People Behind Them”
Chris Brogan’s “50 Ideas on Using Twitter for Business”

What are your best Twitter tips? Has Twitter led you to new resources or inspiration? Have you discovered an untapped business connection through the site?

2 comments // In Social Media

You know you’re doing a great job. I know you’re doing a great job. But what are you doing to make sure everyone else knows you're doing a great job.

Tony Hsieh’s Zappos is an Inc 500 alum

Sometimes we get stuck thinking, “I’m working hard, being productive, everything else should fall into place.”

Whether you’re an employee at a large corporation, or the owner of a business, you need to market yourself. You need to find positive brags – ways to tell the world “I’m freaking AMAZING” without them thinking you’re a self-congratulatory jerk.

Here’s five suggestions – not all of them will apply to everyone, but I bet one applies to you.

1. Compete for a booster shot of credibility and prestige by applying for a spot on Inc. magazine’s Inc. 500|5000 list of the fastest-growing private companies in America (for privately held companies with more than $2 million in revenue). The deadline is FRIDAY, April 30.

2. Find a wing man: Got a friend at work? Make an explicit agreement to shill for each other. Of course you’ll be honest, never inflated, in the praise you convey. But the idea is that you both make a conscious effort to find organic moments to speak positively about the other in front of influencers.

3. Start a Facebook page for your small business or firm. Yes, really! You’d be surprised how willing your friends will be to become fans – it’s an easy way to support you. Just make sure not to abuse the privilege by pushing out info constantly. Use it to communicate big wins, not incremental updates.

4. Here’s another one for people who are employees: Create an internal monthly email update of all the great work you’re doing. Make it interesting by blending it with other company news, news of local events, or links to interesting articles about your industry. Send it to everyone, or to the subset that you think matters, or even just to your boss as a weekly “status update.”

5. Have you ever hit a home run with a client, but felt like you waited too long to ask for a testimonial? Write them and ask! There’s no statute of limitations on this one folks. If they can’t remember the details, just bring them up to speed and offer to write it for them!

How do you toot your own horn?

8 comments // In Personal Branding

What’s the worst testimonial I ever got? The one I forgot to ask for!

Asking for testimonials – and getting great ones – makes a lot of people nervous, especially new business owners. And so they avoid it altogether. That’s a problem, because testimonials are one of the best ways to build trust in your brand, particularly online.

Here’s four tips so that you never miss an opportunity or get a vague, lukewarm testimonial again.

1.    Don’t be afraid to ask. All they can do is say no! No matter what, the more you ask, the more you’ll get. And if over time you have trouble finding people their name behind a positive experience of your brand, you may need to take a hard look at your product or service delivery.

2.    Build a personal relationship. Some clients may have built-in resistance to using their name in any kind of marketing context. But the more they care about you and your success, the more likely they will be to get over that initial inhibition – especially if you make it clear that their testimonial will truly make a difference. Be transparent about where you are with your business and ask for their support.

3.   Build feedback into your process. If you build regular requests for feedback into your process with clients, you’ll build confidence and build the relationship at the same time. Make asking for a testimonial at the end of an engagement a regularly scheduled practice, so that you won’t forget.

4.    Guide them. Even if your customer had a great experience, that doesn’t mean she or he knows how to communicate it to someone else. Help her out by giving her some sample quotes to work with – but make very clear that you want her to be honest. You might say something like, “I know you’re busy, so to make it easy, I’d be glad to give you some sample testimonials – the stuff I dream of my clients saying. Then you can adapt it as you see fit. Please be absolutely candid.”

5.    Know your value props. If you’re shaky about how to craft those brilliant sample testimonials, make a list of the key value props of your product. You want testimonials to speak to concrete, compelling results fulfilling each of those value props.

Go ahead – ask someone for a testimonial today!

And tell me: What's the best testimonial you ever got and why?

22 comments // In Entrepreneurship

I had a great conversation this week with Dev Patnaik, author of Wired to Care and founder of a great firm, Jump Associates, which helps innovative companies like Nike and Target get even more innovative.

I asked for his advice on what marketing and sales folks should do TODAY to become more successful. If empathy is the solution, as Dev proposes, whose moccasins do you need to walk in?

Here’s what he said:

“The first thing they could do is just get outside. It doesn’t matter if they work in aircraft engines, or detergents, or for a grocery store chain. Every single person out there is getting a paycheck from someone out there in the world. That person is shopping in our stores, that person is buying our products – but they’re living in their homes and they’re spending their time in places that matter to them.

So the first thing you could do is get outside of your building. Skip that meeting, leave that conference room, and go spend some time hanging out in the real world. My friend John Morioka, who’s a senior exec at Target, is one of the best examples of this. When he’s trying to think about what he wants to do next in his business, he’ll get someone from one of his vendor companies to meet with him. But rather than spending time in a conference room, he says, ‘I’ll meet you in a grocery store.’ And they’ll have a conversation while they’re walking the aisles, and they’ll see things and know things that the rest of us would have to read about to know what was going on.”

Great advice from a great guy! Wired to Care should be required reading for leaders who wants to help their team, as Dev put it, “make 10,000 better decisions.”

What’s your advice – one thing somebody could do TODAY to improve their sales or marketing skills or strategy?

46 comments // In Uncategorized