I have some 2000 friends on Facebook. Of course not all of them are close friends, but also family and business peers. Most of all are in ELT (ENGLISH LANGUAGE TEACHING) one way or another: as teachers, publishers, writers, distributors or students. Of course, our news feeds are packed with info about methodologies, new materials, suggestions on lessons, and self-congratulatory posts on how great it is to be a teacher. The latter, I must confess, are not among my favorite posts: you didn’t see Steve Jobs talking about how great it was to be a brilliant marketer all the time. He presented us the results of his work in terms of concrete products. Of course, with teaching, not all products are tangible, customers are more likely to talk about the quality of our service. However, if we are teachers, we should be teaching on the Internet: not only languages – our main job – but other stuff we have fun with, things we like, activities we are good at and we can share with other people.
We live in a fascinating age where we can show our work on as many and varied platforms as we care to look for: photos on Instagram; videos on YouTube and Vimeo; pictorial suggestions and ideas on Pinterest; snippets of your expertise on Twitter; blogs on WordPress…. to name just the most common. I’m surprised you guys – the experts in inparting knowledge and sharing strategies in meaningful and structured ways – are not doing that more often online. Most of you keep posting cat pictures and your latest dinner photo on Facebook. That’s fine: some of the cats are even cute, but you can do so much more.
Everytime I go through my news feed I’m fascinated to find out how my friends know about so many different and interesting things: pets and how to treat them, unusual recipes, places to go to on vacation, art, suggestions on movies to watch, you name it. Most times, however, they just share a copy of something written by another person they might have come across online and expand a little bit on that.
Well, do more.
Create a blog on the topic and let us learn from you. I have no idea how to cook, and would love to read a simple cooking blog written by any of my friends and would be glad to share with her the results of my efforts, for example. If, for some reason, you don’t like to write, use pictures, videos, cartoons. The important thing is to come up with a story. Create a thread that can lead us to what you are trying to teach us, the goal you wish us to reach. Make it didactic and systematic, set exercises, answer our questions, help us. Who knows, you may even make money out of it, if it gets great readership.
I myself started a blog (LINGUAGEM: jorgesette.com) a year ago just for fun, discussing not only language, my favorite topic, but other themes I enjoyed (movies, art, books, culture, TV shows, marketing, sales), but now the blog is becoming more and more professional, as it’s helping me promote the language eBooks I publish on Amazon.com. As I write in English, I’m easily read all over the world, and it’s really gratifying the sense of pride and accomplishment you get when I see my humble stuff being read in the US, India, Pakistan, France, etc. This year (2015) we’ve been getting more than 3000 views per month, and getting stronger.
So, my recommendation is don’t think about the money first: publish something on the Internet for fun: gather an audience, build a network, and make new friends. Then, if it works out, turn it into a business.
Don’t waste time: start teaching us today! It’s fun.
On the other hand, for those interested in reading how a professional blog for customers should be written, please refer to my previous article: Should you have a blog as a marketer:
Apply the rules below at your own discretion in the workplace. The author assumes no responsibility for the consequences, although he is 99% sure they will help you climb the corporate ladder faster.
1. There is no difference between business and politics. Corporations are like the National Congress.
2. Crush your opponents again and again (competition or coworkers). And yet again. But if they survive, align with them.
3. Keep your self-control. No shouting matches are allowed in public. Keep a perpetual fake smile on your face no matter what. There is sex, drugs and cigarettes to drown your misery at night. Use them in moderation.
4. Get married and have a big family. There is no way a single, childless person can prove their love and care for the constituents (or customers).
5. Lie, lie, lie. And lie once more. Do not commit to anything as far as possible. Then tell the truth, when you are out of danger and no one expects you to: now you become a hero.
6. If you are writing a contract or some other kind of written document: make sure you get legal advice to make the language as vague as possible to allow for leeway and future changes.
7. Distance yourself as much as you can from the weak and broken. Discard them.
8. Involve your security personnel as much as you can. Get close. Have sex with them and your spouse together to tighten the relationship.
9. Unlike the common thought, intelligent people understand that being gay is not a personal choice and they couldn’t care less about who people go to bed with. However, play to your audience’s tastes and ignorance. If they hate gays, you must hate them too. And mean it. Typical doublethink tactic from Orwell’s 1984: study it.
10. Give condoms as a gift to whoever is sleeping with your husband. You don’t want him to financially support the bastard.
11. Eat ribs at shoddy joints.
12. Play the feminist card whenever you run out of options. “It’s because I’m a woman, right?”
13. Have Robin Wright on your side and get her to love you.
When you read a piece of good writing in The Economist, Folha de São Paulo or The New Yorker, you will probably wonder about the special powers of the writer. How is it possible to sit in front of a laptop and, in one go, come up with such a refined and polished text. The writer must have counted on a potent muse sitting by his side, you conclude. But, for anybody who has attempted the hard task of putting a piece of writing together, the recognition that the path is a little harder will soon dawn on him. Hemingway defined the process in the most dramatic way: “There is nothing to writing. All you do is sit down at a typewriter and bleed.
Of course, the Hemingway process would not be very popular in most of our schools and online courses today. As we are concerned mainly about writing in the language class in this post, we need to draw a line. After all, chances are teachers and coordinators would be charged with abuse and put in jail if they expected or encouraged the students to follow anything like the method proposed by the great author of THE OLD MAN AND THE SEA.
Luckily, there is a third way: fire the muse and follow a step-by-step process to your writing activities. Writing is a skill students must master. We have never written so much as in today’s world. Most of our communication on the Internet occurs in the form of writing, one way or another.
Following the 5-step process we’ll be outlining below is probably the most effective way to come up with a good text. Of course, if you have the privilege of counting on good professional editors, the process becomes a lot easier, but not many people – least of all language students – can afford this luxury on a day-to-day basis, so we must rely on ourselves, and, if we are lucky, on some of our friends and classmates for aid.
Therefore, what we are advocating here is that writing should not be a solitary activity: pairs or groups of students should take part in it, although, ideally, each one should be working on his own individual piece. There are very clear steps to follow in what is generally know as process writing. This is, in our opinion, the best approach to teach and practice this productive skill in the language classroom. Let’s cover each of the phases in the sections below.
1. Brainstorming (generating ideas). When you are given a writing assignment, get together with a colleague and think of all the ideas the topic might generate. Don’t censor yourself at this stage, anything goes. If there’s no given topic, your freedom is even greater, and you will have fun imagining all possible topics, points-of-view, arguments or characters that may go into your piece. This is more fun when done with another person or in a small group. Then, each one can follow their own thread of thoughts, after this initial kicking off of ideas, and get down to writing their first draft.
2. Drafting. Now it’s time to prioritize all the wonderful ideas you generated in the step above. Consider the physical space you need for the text: is it a blog post, a story, an essay, an infographics design, a tweet? How many words are you supposed to use in your assignment? Don’t even consider using all your ideas. Pre-select, choose, discard, adjust, change. Cut, cut, cut. Establish what should go into each paragraph, which sentence you will pick as the topic one. Draft and redraft as many times as you feel you should. The more, the better. Change sentences to a different part of the text for stronger impact or more consistency. Decide what should be the beginning, the middle and the end of the piece. It’s always easier to start with the end. Remember the clever words of the Cheshire Cat to Alice, in Alice in Wonderland, by Lewis Carroll:
“Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to,” said the Cat.
“I don’t much care where” said Alice.
“Then it doesn’t matter which way you go,” said the Cat.
3. Revising. Now, possibly with the help of a friend, you are going to begin refining and polishing your text. Your colleague will read the text, ask questions whose answers he would expect to find in it, but does not. He will probably make suggestions. There’s no need to take everything he says into consideration. Your are the writer after all, so the final decision is yours, but try and incorporate some of his feedback. Apply your own critical thinking skills to decide if the text is coherent, well thought out, convincing, logical.
4. Editing. This next step involves going deeper in the process started in the previous step. Time to check for grammar, vocabulary and syntax mistakes. Make sure collocations and register (formal and informal) are adequate. Have the spellcheck on your computer on. Consult a thesaurus, dictionaries, and grammar guides. Read aloud to make sure your text sounds good, to make sure it sounds English. Enter phrases and idioms you wish to use into Google to see if they appear in other texts and really mean what you wish to say. Again, get help from your friends.
5. Publishing. This is the last phase of your work. You will be deciding on the images to use, the layout, the kind of font you find appropriate. This part is a lot of fun, in general. Reread it one more time. Any more changes? If you are using a digital device, be brave and push the button PUBLISH. Next time you write something it will be even easier.
Sometimes these steps may occur in a different order. Writing is messy. Moreover, the number of drafts cannot be stipulated: the more the better. But we all know there are time constraints to be taken into account, and the final product needs to be presented at some point. So let’s use common sense, and work on your piece within a time frame that suits your teacher’s expectations. In a language lesson, of course, it is the drafting that counts: the more you focus on polishing and making your piece more impactful and error-free, by adding ideas, deciding on the best location of sentences, breaking paragraphs in more consistent ways, and finally asking your friends for help to identify grammar and vocabulary problems, the more you will be learning. That’s when learning is really taking place. The final product is only the logical consequence of the hardest possible work you put into the project.
And remember, the final product does not need to be a masterpiece. The secret to fine writing has been repeated countless times by the experts – although both students and teachers seem to resist it: good writing is rewriting. Besides, writing improves over time, and the more you practice, the better results you will get. Good luck.
NOTE: If you are interested in process writing, you may consider checking out our eBook series TEACHING ENGLISH WITH ART. Click here for further info on the series: http://wp.me/p4gEKJ-1lS
Check out this fun video clip on our CARAVAGGIO eBook:
Most of you will be familiar with the biblical story of David, the young shepherd boy who offers to defend Israel against the Philistines, their greatest enemy, by battling single-handedly their champion, the giant Goliath, more than 3000 years ago.
The confrontation took place at a valley separating opposing hills, where each army lay. Both armies were in a deadlock as, to reach the enemy, they would have to come down the mountains where they were perching, cross the valley below and climb the opposite hill, thus making themselves vulnerable to the enemy on the higher ground.
Goliath proposed then that the battle should be decided by two warriors alone coming down at the same time from their respective camps and confronting each other at the bottom of the valley.
Nobody on the Israeli camp felt they were up to the challenge. Goliath was, after all, a fully armored giant armed with a spear and a sword, ready for heavy infantry combat. David, however, surprised Saul, the king of Israel at the time, by asking for permission to battle the Philistine himself. David refused the armor and weapons offered by Saul, explaining he was not used to them. He was a shepherd and his successful method for defending his flocks against lions and wolves had always been a simple sling to throw stones.
Both warriors came down. Goliath was expecting a physical fight. David, from a distance, simply put a stone on his sling, rotated it as fast as he could and threw it at the giant, hitting him right in the most vulnerable spot between his eyes. Goliath fell down and David cut his head off with a sword. The Philistines ran away.
Caravaggio was on the run for having killed a man and had been banished from Rome at the time he painted this work. So it seems obvious that he could easily relate to the theme. He was also trying to get an official papal pardon for his crime, and the fact that this painting was given as a gift to Cardinal Borghese, the papal official who could help him with this, seems like a useful strategy to meet his objective.
In the painting, we can identify clearly the main characteristics of the style of the artist, a combination of tenebrism (or chiaroscuro) and naturalism. Such characteristics are: the use of a biblical/mythological theme in which the characters portrayed ara painted from contemporary models; the theatricality and dramatization of the representation (this could be a scene out of a play or a movie); the strategic lighting of the painting, focusing harshly on the subjects and darkening everything else; the brutal realism of he scene.
This painting has been interpreted in many different ways. My favorite interpretation, though, is the one that says this is a double self-portrait. David would represent the younger Caravaggio, whereas Goliath, the contemporary one. The fact that David does not look like someone who is celebrating a victory, but looks depressed and worried instead, can mean that the older Caravaggio regrets the fact that all the potential he had in his youth for realizing great things was wasted and destroyed by his volatile and abrasive personality. Food for thought.
We will be getting back with more interesting facts about Caravaggio’s stunning paintings in another blog post. Watch this space.
To purchase the available titles of our eBooks series TEACHING ENGLISH WITH ART:
Click on the links below to go to AMAZON.COM and buy your ebooks:
1. Teaching English with Art: Matisse http://wp.me/p4gEKJ-1kP
(30 speaking and writing activities based on famous works by Henri Matisse)
2. Teaching English with Art: Picasso http://wp.me/p4gEKJ-1lA
(30 speaking and writing activities based on famous works by Pablo Picasso)
3. Teaching English with Art: Caravaggio http://wp.me/p4gEKJ-1mL
(30 speaking and writing activities based on famous works by Caravaggio)
Did you know…
1. …that Caravaggio’s Young Sick Bacchus (1593/1594) is in fact a self-portrait. The artist looked at himself in a mirror while he painted it. The reason he looks kind of sick is that the painter himself was convalescing from a disease, probably malaria, at the time, and had just left hospital. Bacchus’ greenish lips and opaque eyes reflect his unhealthy condition.
2. …that the Church was shocked at this painting – The Death of the Virgin (1606) – as they recognized the model Caravaggio used to depict the dead Virgin Mary. She was in fact a well-known courtesan whose bloated body had been dragged out of the river where she had drowned. Caravaggio used common people he saw in his contemporary Rome streets and also at the places these people usually hung out, such as taverns and brothels in the turn of the 16th to 17th century, to represent biblical and mythological scenes which would have taken place centuries earlier. I had a chance to see this painting myself at the Louvre and can attest, from first hand experience, to its fascination.
3. …that some people find it strange that Jesus is depicted in this painting – The Supper at Emmaus (1606) – as a much younger person and without a beard at a moment that would have taken place after his resurrection. However, Caravaggio was inspired by the Bible itself to make this choice. In the Gospel of Mark (16:12) we read that the apostles did not recognize Jesus when he first appeared to them after his death, for he had a different form. The painter thought it would be logical to depict this new “form” as a younger version of Christ himself.
4. …that for many years there was doubt about whether the person depicted in this painting – Lute Player (1596) – was male of female. But, by the kind of shirt he is wearing and the fact that it’s open almost down to his bellybutton and yet showing no sign of cleavage, we can be pretty sure it’s a man. The Castrati (castrated, in English) were famous for their beautiful voices and very popular at the time, so this could be one of them. The effects of the hormonal changes that the body of a castrato goes through correspond to those we see in the painting, such as the hairless skin and swollen face.
5. …that experts believe the arrangement of flowers and the fruit depicted to the left on the same painting were not really done by Caravaggio. They differ significantly from his typical style. They believe those elements were added at a later stage by the Netherlandish painter Jan Bruegel.
We will be getting back with more interesting facts about Caravaggio’s stunning paintings in another blog post. Watch this space.
To purchase the available titles of our eBooks series TEACHING ENGLISH WITH ART, click here: http://wp.me/p4gEKJ-1lS
Watch our Caravaggio promo video:
The summer of 2014 held an unforgettable event for the lovers of Matisse, one of the masters of 20th century visual arts. The Tate Modern in London offered an unprecedented exhibition of Matisse’s cut-outs, the art form he created and developed in the last decade of his life, after undergoing a very invasive and traumatic operation for intestinal cancer in the early 1940s. This exhibition, Matisse: the Cut-Outs, showed nothing less than 130 pieces of Matisse’s works, a unique feat that some claim won’t be repeated in the foreseeable future.
Matisse’s cut-outs are deceptively simple compositions made of shapes cut out from sheets of paper painted in vibrant gouache colors and assembled together as a collage in somewhat abstract forms. After his surgery, Matisse found it difficult to stand at the easel and paint for long hours, so he decided to start experimenting with this radically novel art form. Sitting on his bed or in a wheelchair, he would dexterously cut shapes directly from the sheets of paper with huge tailor scissors, and then ask his assistants to pin them together in a variety of patterns. He changed the arrangements many times before he was fully satisfied with the overall look and effect of the piece.
Matisse’s cut-outs are revolutionary in the sense that they broke the barriers between drawing and painting fusing them in enchanting colorful shapes. Each cut-out was directly sliced from the colorful sheet without a previous penciled outline to help define the form. They are basically a celebration of color and an affirmation of life. Many considered this new artistic phase of Matisse his second life. A rebirth in every sense.
The first cut-outs appeared in a limited edition book called Jazz, which, in addition to the 20 screen printed cutouts, featured Matisse’s handwritten notes about the images, painted in black.The contrast between his beautiful monochromatic handwriting against the white paper and the fierce colors of the screen printed cut-outs creates a striking effect. In this book, a copy of which is kept at the Victoria and Albert Museum in London, the cut-cuts are mainly representations of circus performers, such as high wire walkers, trapeze artists, acrobats, clowns, knife-throwers and magicians.
Despite its vibrant colors, some identify a darker side to this book, though. Produced at the end of the Second World War, it’s not difficult to read metaphors of these violent and disruptive times into it. Take the iconic Icarus below, for example. You might see it as a representation of the mythological figure of the son of Daedalus plunging across the sky to his death, having flown too close to the sun, which caused his wax wings to melt down. Or you can see a corpse in the middle of exploding shells with a bloody spot right over his heart, as a clear reference to the war.
Matisse did not stop painting altogether as he started creating the cut-outs. Some of his most amazing paintings date from this period as well. However, after 1948, maybe because of his progressive frailty and growing infirmity, he practically gave up on painting. His creative force, therefore, was channeled to the cut-outs, which began growing in size, becoming murals, and totally capturing the artist’s imagination, becoming almost an obsession.
At first sight, some people may be taken aback by the simplicity of this art form, and some even dare to say this is something even a kid could do. Well, we defy them to try it. Only an artist of the scope of Matisse would be able to combine those kinds of colors and variety of shapes to produce such an impactful and pleasurable effect on the viewer. Besides, the best ideas, as we know, are usually the simplest ones: only nobody thought about them before. Copy cats abound afterwards in all areas of life.
No discussion about Matisse’s cut-outs would be complete without mentioning his final masterpiece: the design of the Chapel of the Rosary in Vence, built just down the road from the bucolic house – Villa Le Rêve – where Matisse lived in the last years of his life. It took Matisse four years to complete the project, which included stained-glass windows, three ceramic murals, the interior decorations and even the priest’s robes.
The chapel is famous for the atmosphere of serenity it infuses in its visitors. His maquettes for the stained-glass windows were assemblages of cut-outs, in soothing hues of green, blue and yellow. As the sunlight filters through them, reflecting on the marble floor, one notices the three ceramic murals opposite them, bearing monochromatic drawings representing in utter simplicity and some audacity (such as emphasizing the breasts of the Virgin Mary), the Virgin Mary with Baby Jesus, the Stations of the Cross, and the founder of the order of the Dominicans, Saint Dominic.
Matisse was known for his atheism, which makes many wonder what prompted him to design this chapel and to consider it himself his greatest achievement as an artist. One reason might be he did it after becoming close friends with a Dominican nun, Sister Jacques-Marie, who nursed him during his period of convalescence after the surgery. Her convent did not have a chapel at the time, forcing the nuns to use an old garage for their rituals. Matisse used to say that he felt God only when he was working. Therefore, the chapel is more likely to be an expression of his devotion to the God of Art, using motifs of the Christian religion only as metaphors.
NOTE: You might want to check out our series of eBooks available from AMAZON.COM TEACHING ENGLISH WITH ART. Please click here: http://wp.me/p4gEKJ-1lS
As I have been stating in a number of previous posts in this blog, the barriers between Sales, Marketing and Customer Service need to come down fast, if companies are to become more effective. The upper hand of the relationship between customers and companies has shifted significantly towards the former in today’s market place. Salespeople must focus on the client as an individual and cater for her specific needs at every stage of the buying process. Therefore companies need to adapt and be way more attentive and responsive to be able to move the client along the sales funnel (the steps towards the purchase) and close the deal. Companies need to train their staff to develop sophisticated social media skills if they want to succeed.
Sales, Marketing and Customer Service have to work closer than ever to provide a seamless experience to the client, regardless of the different touch points (email campaign, sales call, the various social media channel communications, print ads, etc) she is exposed to and chooses to use on the path to a purchase.
The old system of departmentalization between Sales, Marketing and Customer Service is becoming obsolete: in the past, sales leads were generated by Marketing, which would qualify them and pass them on to Sales, which, in turn, would hand post-sales issues to Customer Service for support and help. This process does not work so neatly anymore. It has become a lot more complex, not to say messy. Customers are probably exposed to your product through a number of sources and the communication and the responsibility for the process of following up on their requests must be handled together, as a team, by your employees. Software is available to make all the history of this interaction clear to whoever deals with that client.
For starters the client is bound to already know a lot about the product even before she first contacts you. She has a number of ways to research and get precise info on what she needs to purchase. The idea is to be fast and prompt in your response, adding to what is already known, whether it be: passing on more specific info on the benefits, clarification on functionality, scheduling a live demonstration, an invitation to a webinar with a specialist, drawing the terms of a contract, the negotiation of a discount, etc.
Let’s focus in this post on how specifically the sales force could use social media more proactively to meet the customer’s needs and move them along the sales funnel towards a successful goal. They can use any or all of the following tools as a supplement to what they already do (such as personal sales calls or phone calls). In many cases, however, you will notice that if they use these online tools properly, parts of the more traditional in person face-to-face sales process might be replaced smoothly by digital communication – which, not rarely, are more likely to yield results.
1. LinkedIn: this is your personal online ID card. Chances are customers will check out your profile immediately after you schedule an appointment to see them. Make sure you live up or surpass their expectations. Choose your profile picture carefully. Only you can decide on the level of formality or informality expected from professionals in your industry. Play by the rules. Fill in as much relevant info about your career as possible, and do not hesitate to ask coworkers, bosses and senior management for recommendations and endorsements. You can always return the favor. Publish only work-related posts on this platform. Avoid jokes and cat photos (you can use other social networks for that, don’t worry). Think twice before you post an update here. Remember that slips may jeopardize your chances of a future job. Nurture and grow your contacts daily. Be courteous and answer communications sent to you as quickly as possible.
2. Facebook: if you are uncomfortable using your personal profile professionally, create a specific professional one (I’ve confronted that dilemma of separating private and public life myself for a couple of years, so I’m totally sympathetic to whoever has the same problem). However, I gave up the on the struggle and unified my profiles. In this day and age, customers expect to deal with genuine human beings, so developing skills to be able to post the right content to the right group of people through a single profile will surely make your life easier and boost your career. If you wish to post photos of your family barbecue, do create a little private group for the only people who would care about this. Besides, as you probably know, you have the option to post to your whole audience of “friends”, to a few chosen people, or to the public in general, by adjusting the platform settings for every post. Just exercise some common sense in your content publishing strategy and you should be OK. This works better than keeping separate profiles. What you can’t do is avoid creating a digital presence for the development of your personal brand on the Internet. Gather as many clients and prospects as your “friends” as possible, and start posting relevant and useful content (not annoying and interrupting ads) on your newsfeed. You will be building what they call “thought leadership”, presenting yourself as an expert in a specific subject, and, naturally, prospects will grow to depend on you when they have a problem that needs the kind of solution you have been discussing or blogging about.
3. Instagram: develop a similar a strategy. Of course, the focus here, however, is on visuals: photos and videos. Publish a balanced mix of personal and work-related content. The personal stuff will make it easy for the customers to relate to you as a person (so the occasional cat pictures are fine, don’t worry), whereas the work-related publications will hopefully help you build a friendly and caring image for your company and for yourself as a professional. You could, for example, post photos of your products and services (a dynamic teacher in action using the latest technology in the classroom, if you sell edtech products, for example). Try not to use fashion models – this is not an ad after all (lose the glitter and fake glamour) – but real life photos of actual happy users of your product instead. Show people you work with. Post pictures of the offices of your company, to make it more relatable to customers. The main thing to keep in mind is you should be providing valuable or fun information, educating your prospects, training your users, not interrupting your audience with a sales pitch. In the meantime, Marketing should be working on building a bank of images, video clips, ebooks, blog posts, white papers and other useful pieces of content to help you pass them on in a more personalized way to your prospects, but there’s nothing wrong in your creating your own content, if you have the skills and the authorization of your boss. Do not rely solely on the Marketing Department’s support for your success, it doesn’t work like that.
4. Twitter: don’t waste time using your Twitter account only for personal interactions. Think of it, as of any other social media channel, as a powerful tool to create an Internet presence and carve a unique personal brand. This may advance your career in unexpected ways. Create or curate as much germane content to your customers as possible. Retweet, for example, your company’s invitations to webinars and events. Indicate and promote useful and complementary websites to the customers. Share relevant information about your industry. Educate the prospects on the benefits of a new product or service. I know you have only 140 characters to use, but you’d be amazed at how much can be accomplished with that. Don’t forget you can use links to more comprehensive information (such as a blog post, a landing page or a how-to video clip), although I wouldn’t recommend you overuse this technique. The recommended balance goes more or less like this: for each 15 new updates, think 10/4/1: 10 posts should be about content from other people you are curating and sharing; 4 posts should direct them to your latest blog post or video clip; 1 post should invite them to a special offer on your company’s landing page. Don’t use this ratio as a straightjacket, though.
The bottom line is nobody has a perfectly safe job in today’s corporate world. Companies will not give you all the support you wish you had to carry out the ideal sales performance everyone expects from you. You need to stand up for yourself and imagine you are an external consultant hired to do the best job you can for a limited period of time. Lay-offs are around the corner. I don’t mean to scare you, but this is the brutal reality of our times. Therefore, you have no choice. Dive into social media, develop a powerful personal brand on the Internet, nourish a healthy and trusting base of clients and feed them all the relevant content you can. The pay off will be the empowering of your personal brand and the resulting sale – when and only when the customers are ready for it. The good news is this method will yield a lot more closings than the more traditional approaches, in which you need to wrestle down the poor customer to the floor and drag her across the room by the hair to force the purchase of the latest edition of your Manual for Reluctant Customers.
For more on the same topic, please refer to my previous post:
Please let me know your thoughts about this article. Use the comments section for your reaction.