With the 24/7 constant reporting of "bad
news," people need to hear some good news. Actually
there is way more good news than bad news. But since advertisers like
to pay for the bad news because it gets more attention, you donít hear
much of the good news. This creates the illusion that there is way
more bad news than good and that people donít care that much about the
good news. I have always felt this approach to reporting the news is
not really helping us overall. But thatís how the combination of
advertising dollars and human nature makes it play out.
People also like to hear good news about you and your business.
They like to hear that your business is growing. It is comforting to
them to know that you are doing well. So why not tell them! This is
the perfect time of year to bring people up to date with what I like
to call your State of
Your Business Address.
You can say things like this, "Just a short note to let all our
clients and strategic alliances know that we have had another great
year." Or, you can say, "We had a strong year of growth and
expect a record 2014." You can always find a way to tell the truth
in a positive way.
If you can report of things like community activity or anything that
demonstrates that you are giving in some way, your clients and centers
like to hear about that. People like to hear about what you are doing
to increase your professional ability. Maybe you went to a conference
worth mentioning or you are working on a designation. You can also let
people know if you have finally done something you said you always
wanted to do. Use your good judgment when talking about what you are
doing for recreation or as a hobby. An affluent clientele is going to
consider things like extensive travel more normal than a less affluent
clientele. You have to decide what kind of image you want to present.
One final thing that makes the whole project worthwhile is to thank
people for their referrals. This is often referred to as giving
people a reputation to live up to. You can say something like, "We
want to sincerely thank you for your referrals to family and friends
this past year. The greatest compliment we can be given is to be
referred to the people who are close to you."
Keep your State of Your Business Address short with lots
of white space. I recommend one page, short block paragraphs, medium
size type and you can do it on fancy stationary that reflects the
season if you like. If you have a Send Out Cards account, you can
create a spectacular 5-panel card and add your own digital photos with
copy underneath. You can make the front of the card a photo of you and
your office staff. A picture is worth a thousands words and you want
the picture to send the right message.
Sometimes I get these types of letters and they are several pages long
with detailed descriptions of everything the family did the past year.
That much detail is ok for family members and close friends but not
for clients and centers. A little self-promotion combined with
thanking people for their referrals is plenty. If youíre not sure if a
particular achievement is appropriate for your letter, ask yourself,
What does this say about me? If the achievement says you are a
good person, or that you care about people, or that you are working
hard to do the best job for your clients; your clients and centers
will want to hear about it.
I have had my best year ever as a coach. To all of you who read
my newsletters, listen in on my webinars, and promote me to your
peers, you are the people who made it a record year and I humbly thank
you. Also, itís important for me to say that your
acknowledgment that I make a positive difference in peopleís lives is
what motivates me to do this work, and I sincerely thank you for that
Have a productive November,
(424) 228-5575 (Los Angeles, California)
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