The Power of Store Ambiance and Sensory Cues

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Unmistakable Ambiance

As viewers enter the Richard Mille watch boutique in Paris, their senses are inundated with beauty. Large glass panels are etched with details of the emblematic RM tourbillon, giving viewers the sensation that they might be entering the heart of the watch itself. Extreme elegance buoys buyers through the store, with black leather chairs, Macassar ebony, and brushed steel accents. The impact is palpable.

As a primary showcase of the watches, these interior design elements are vital. The Paris boutique offers a theatrical look with a touch of femininity. “I wanted to go against the traditional macho design, with its dark materials, cold metals, and dark atmosphere,” said Mélanie Treton-Monceyron, the watchmaker’s creative director. “I thought we needed to open the shops, give light and add lighter colors.”

Treton-Monceyron says she’s stirred by functional spaces like hotels, airports, and factories, rather than drawing inspiration from typical retail designs. The space itself is her muse: “I was a choreographer and dancer before,” she said, “so I look at a shop from a stage design vantage point and move inside the space — using my own body to sense the space left and right and position everything from the watch displays to sofas to walls.”

Increased Personalization Through Sensory Impact

As today’s merchants seek to grow online sales, businesses are also showcasing more personalized experiences in their stores.

The ambiance is imperative: 1 in 5 consumers said they choose to shop in person because of an enjoyable atmosphere. From convenience stores to car showrooms, merchants hope to connect their product with its people through environmental elements that generate sales. Sensory impact plays a principal role:

"Advertisers are increasingly aware of the influence sensory cues can play," said Ryan Elder, associate professor of marketing at Bringham Young University. "Our research dives into which specific sensory experiences will be most effective in an advertisement, and why." Data found that people caught in sensory experiences (like taste or touch) were more likely to buy at an earlier time, and suggested consumer behavior can be influenced by both actual and imagined sensory experiences like sounds and smells. Even online reviews that articulated these features were ranked higher in terms of how useful they were to others.

Drive Sales for Ambivalent Customers

With 37% of U.S. consumers saying that being in the "right mood" spurs impulse purchases, here are some elements that can drive sales for ambivalent customers:

Music and Scent: What are the first things people hear or smell when they enter your establishment? Does the “first impression” profile you display match the brand message you want to project? Like songs or smells adjusted to the holidays or festive events, details create emotional connections with clients, giving brick-and-mortar shops an advantage e-tailers simply can’t match.

Décor: From colorful artwork to oversized custom posters, match your décor with your target patrons. Build an ambiance that will encourage customers to linger. And don’t underestimate an uncluttered, tidy environment: a 1997 study showed customer satisfaction was greater in “pleasant” (versus disorganized) furniture stores. Customers in pleasant stores spontaneously spent more money on articles they simply “liked.”

Spacial Layouts: What does your store blueprint or interior signage communicate? Are you looking for a consistent, orderly flow or a casual, flexible feel? For Richard Mille, directional (yet conversational) spaces were key. Trenton-Monceyron says she designs open spaces to admire and dialogue because the brand believes watch shops are about more than just sales:

“They are like the salon of conversation of Marguerite de Navarre during the 16th century; a place where you can come just for visit, discuss and exchange a point of view.”

Keys for Change: Small Businesses Making a Big Impact (Part 2)

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Keys for Change: Small Businesses Making a Big Impact (Part 2)

Connor’s Collision Center of Richmond, Virginia, was looking for a way to build a charitable culture in their business, so they launched the “Recycled Rides” program and began donating rehabbed vehicles to individuals nominated by the community.

In part 1 of this series, we explored the story of one changed life (Georgette Carter) and the way businesses are strengthened through innovative corporate giving.

What about your business?

Maybe you can’t rehab cars, but every company can give back in some way! That starts with a desire to grow in generosity and a plan to carry that out. Unfortunately, some business owners pull back from giving because they find themselves strained by the number of needs or a plethora of last-minute requests. To grow in giving, they need a narrowed support focus to help them move ahead.

Identify Brand-Extending Areas of Support

Smaller companies may find it helpful to develop target giving priorities that relate to their mission or their brand.

These funding priorities can be publicized through an application process which sifts out casual candidates and allows employees managing requests to process them in a scheduled, thoughtful manner. As you narrow your giving focus (i.e. schools, sustainable community solutions), key in on priorities that are close at heart and well-suited for both your brand and your community.

Greg O’Neill, co-owner of four Pastoral Artisan Cheese, Bread & Wine shops in Chicago, said this strategic giving shift was key for their company:

“Small businesses get inundated [with requests] and it’s really hard to say no. We’re a bulls-eye for anyone and everyone looking for donation, sponsorship, philanthropy and giving of any kind. A lot of businesses say yes, yes, yes and give until it hurts.”

O’Neill’s team implemented an application process, identified sustainable agriculture and feeding programs as a funding priority, and scheduled key deadlines for recipients. As a result, the number of requests declined and the number of meaningful partnerships increased.

“We tend to do fewer one-off donations now,” O’Neill says, “and instead we create more relationships.”

If your company chooses to donate to causes outside key funding priorities, there are additional strategies to make your contribution stretch farther than the gift itself:

  • Offer coupons for high-dollar products or services that don’t cost much to your company
  • Consider in-kind gifts and allow employees to use workday hours to participate
  • Rather than just giving cash, reach out to your best sales rep. Buy a case of one good item from them and donate it to the event or cause
  • Host a yearly contest where your community or employees can submit nominations for someone needing a hand. Document the results and include them in your newsletter or company Christmas card to spread the holiday cheer!

As you seek to give strategically, here are four questions to consider:

1. What brand extending areas will you support?

2. How can you publicize your giving priorities in a way that structures the giving process and streamlines requests?

3. How can you affirm employees who go the extra mile to give beyond the walls of your office?

4. How can your compassion be print-recognized (i.e. banners or photo murals) to make it a more mutually beneficial partnership?

Your charitable efforts may be humble, but they are unique to you and they make a tangible difference in your community. While generosity begins in the heart, often innovative community support begins with your business!

Keys for Change: Small Businesses Making a Big Impact (Part 1)

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Keys for Change: Small Businesses Making a Big Impact (Part 1)

The winter of 2013 was a hard one for Georgette Carter.

As a single mom raising two young boys while she cared for a father with dementia, money was very tight. Then, she totaled her car and found her resources – and her hope – were nearly gone. That is until a 1996 blue Ford Contour arrived from the Connor Brother Collisions “Recycled Rides” program.

Conner Brothers of Richmond, VA, overhauls donated cars and awards them to people who have been nominated by community members. Carter said her heart was rehabilitated almost more than the car she received:

“It turned my life around. I can get to my job on time, and I don’t have to maneuver to get my child out of daycare. I’ll never take that for granted again.”

Getting Others Involved

Small businesses like Conner Brothers are creating innovative giving models that not only impact people but strengthen the business and the character of the companies themselves.

Kevin Conner said his company donated its first car and was looking to extend the “Recycled Rides” program to three other locations, but they had some pushback in the process. Some objected to giving away freebies when they were working so hard to earn a living themselves. But Conner says this mentality changed when employees got physically involved because compassion comes from being part of an experience instead of merely giving a donation:

“I got them involved in actually giving the cars away, handing over the keys,” Conner says. “Now the guys at the shop call me and ask, ‘When is our next car?’ It would be easy to give money or a service here or there, but it’s the teamwork behind the program that creates an amazing atmosphere for a successful company.”

The car giveaways have become such a cornerstone for Conner Brothers that the program helps define the type of employees the company wants.

“Giving back is a huge part of our company,” Conner says. “I challenge the guys every day to give back in some way, to give customers more than they expect. People remember that.”

Giving That “Changes” Lives

Another giving strategy comes from literal pocket change, as givers round up or down for charity.

For example, the ridesharing company Lyft recently launched an initiative allowing customers to round up their fare to the nearest dollar for military appreciation and human rights campaigns. More than 40,000 passengers donated over $100,000 in the first two months!

Grocery stores, mass merchandisers, and retailers have also invited customers to donate change to worthy causes. As technology and digital platforms make such giving easier, small businesses have challenged staff members to round down their net pay to the nearest dollar (or tenth dollar) and give the difference to charity. While painless or even unnoticed, these small donations add up to a collective impact with heartfelt results.

Whether your employees give financially, volunteer together, or embrace a community partnership project, innovative giving helps your business to:

  • Stand out from competitors or set itself apart in the community
  • Make matching donations alongside employee giving to multiply impact
  • Use positive feedback from supported causes to provide content for print and digital marketing
  • Increase team unity as employees give toward a common cause

While generosity begins in the heart, often innovative giving strategies begin with small business. Join us for part two of this series to gain more inspiration for a culture of charity that will strengthen your business.

Printed Gifts Are Perfect Any Time of Year

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Printed Gifts Are Perfect Any Time of Year

Providing your customers with a small memento of your business is one of the best ways to keep your brand top-of-mind.

However, many business owners struggle with ideas about what they can use as gifts that are cost-effective, memorable, and useful to their clients. There are plenty of options on the market today in terms of promotional products, but a thoughtful printed gift may be the ideal option for your business.

Here are some of the ways that businesses are making themselves memorable in print!

The Gift of Humor

Knock knock. Who’s there? Etch. Etch who? Bless you, friend.

There are few things that will put a smile on someone’s face more quickly than a corny knock-knock joke. You know they are terrible, but you still have to smile! Your customers will feel the same way, so why not gift them with a little light and laughter in their life? A small printed joke book is the perfect way to let your customers know you’re thinking about them. Humor has been shown to build trust and inspire creative thinking — what better gifts could you provide to your best customers?

Giving Notes

Many organizations are clear and consistent with their message of helping others, so why not extend this concept?

A simple printed postcard or notecard showing your clients that you contributed to a specific charity on their behalf is a terrific way of showing your commitment to giving back to the community and the world. Prefer to have a more lasting memory for your customers? Printed magnets or labels will also help you share the message of generosity.

Office Supplies

Who "borrowed" my notepad this time?!?

Offices throughout the country hear this cry on a regular basis, so why not take away some of this pain? Printed pop-up notes or notepads are an inexpensive gift that will be appreciated for weeks — or even months. Plus, you can add your brand in a way that not only are you sharing your message with the individual sending the note, but the recipient will also have a positive association with your brand, too. Instead of doing a simple blank note, why not print inspirational statements on them or create bold "Thank You" messages on the notepad? Your customers will love being able to share them with friends at work.

Desktop Prints

Motivational posters or prints are always a welcome gift, as they help clients stay encouraged even when they’re going through a rough patch.

A simple mini-print is ideal for this situation, and you can even upgrade to a small matted display for your best customers. Help customers see how much they mean to you by sharing a heartfelt note that brings together your brand promise and shows how far above and beyond you are willing to go to provide top-notch service.

These are only a few of the ways you can share the appreciation that you feel for your clients on a daily basis. How do you show appreciation for your clients?

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Color Combinations that Tax the Brain

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Easy on the Eye

Humans are creative beings, and one of our favorite ways to express ourselves is through words.

Words can bring sweetness to the soul, arouse dormant hunger, or give voice to beauty in the world.

That’s why names are such serious business. How much thought do we give to naming a pet? Or a child? Beautiful names can bring a charming nostalgia or an air of sophistication to the bearer.

But while some names are sweet on the ear, they don’t translate well for the eye, causing potentially years of frustration for your grade-schooler (or your veterinarian!).

Here are five names that are fun for the ear but a nightmare for the eye:

Eulalia (Yu-LAY-Lia), like the mayor’s wife in The Music Man

Azaiah (Az-EYE-ah), which has rocketed in popularity since 2000

Grigoriy (Grig-OR-y), a Russian variant of Gregory, meaning “vigilant or watchful”

Bludeuwedd (Bloo-da-e-wedd), referenced in Steinbeck’s Sweet Thursday, a Welsh name meaning “face of flowers”

Aelwen (Eisel-wen), originating in England, with versions of the name in J.R.R. Tolkien’s literature

Color Combinations that Tax the Brain

Some things are beautiful in concept but difficult in reality.

Similarly, certain images or color combinations are challenging for your eyes as well!

Have you ever seen a website that seems to chafe your eyeballs? A fabric pattern that makes you intrinsically recoil? This is actually not just a “tacky” color combination, it is a brain hijack: your brain gets misled into viewing these colors in 3D. Some colors appear to recede, while others float forward.

For example, the combination of blue and red can be very difficult for the eye to process. One color may jump out while the other appears buried or muted. This effect, referred to as chromostereopsis, was first noted by Goethe in his Farbenlehre (Theory of Colours).

Goethe recognized blue as a receding color and yellow/red as a protruding or dominant force, arguing that, “like we see the high sky, the faraway mountains, as blue, in the same way, a blue field (also) seems to recede.” This phenomenon explains the visual science behind how we perceive colors and objects and is extremely important when you consider layouts and color combinations for print.

Some Important Color Takeaways

As you choose color combinations, here are some chromostereopsis design takeaways to consider:

  • Avoid putting blue and red (or green and red) near each other on a page or screen.
  • Avoid putting blue or green text on a red background (or red/green text on a blue background).
  • If the color combinations you’re using seem obnoxious, adjust the hue or filters to mute more jarring pure tones.
  • Separate contrasting colors, either spatially or semantically (like using lines or charts to divide them). This will prevent viewers from having to pay attention to items of both colors at the same time.
  • If you want to use chromostereopsis to your advantage, try using a jarring color combination in the background with a contrasting color on top (like white text on a black and red background, as we see here).

When the dynamics of good design are utilized, viewers will look at your images longer and perceive your ideas more clearly. So, stretch your designs but don’t strain their brains!

Customize Printed Mailings to Maximize Your Impact

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Customize Printed Mailings to Maximize Your Impact

One of the best ways that brands can engage their customers is by making people feel valued and unique.

Brands that are able to provide their customers with this feeling of connection are going to be one step closer to creating true advocates for their brand. Perhaps one of the best ways that modern organizations can offer a customized experience is through meaningful personalization — far beyond the "Dear Friend" found in some mass mailings.

See how businesses are using personalization in their printed materials to create an experience that customers will appreciate and remember.

Tailored Offers Drive Traffic

Grocery stores are able to effectively track a massive number of items and customers, including when and where they purchased specific products.

While your business may not be quite that complex, you can certainly track in a more simplistic way in order to offer timely and meaningful coupons to your customers. For instance, offering a discount card tied to someone’s phone number allows you to discover which days of the week they are coming to see you and how often. Upsell your services by providing discounts on off-days when they may not visit or to shorten the time between services. This strategy works especially well for service-based businesses such as hair and nail salons.

Treating People Like Family

If you are able to capture additional information about your customers such as the age of children, this allows you a greater opportunity to customize your message.

Knowing the general age of your customers or whether they’re empty-nesters, young parents, or an older retired couple provides you with the information that you need to create offers that are more compelling. One example would be a restaurant whose tables are nearly empty on a Wednesday night. Sending information to young families that Kids Eat Free on Wednesdays is likely to bring in a wealth of new business on that evening and keep your tables full.

Move-In Special

There are many businesses that thrive on new families moving into the area — from retail establishments to grocery stores and everything in between.

Consider working with a few complimentary businesses in your region to create a move-in special: a package of offerings that can be mailed to families just as they move into the area. These hot new potential customers have not yet formed an opinion of the area and will need to create new shopping patterns. If your offer comes at the perfect time as they’re moving in and purchasing new products for their home, they are likely to continue visiting your establishment over the years.

There are many different ways that your business can take advantage of a compelling, personalized offer in print.

3 Keys to Build Better Workplace Morale

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3 Keys to Build Better Workplace Morale

Did you know October 7 is “Worldwide Smile Day?”

Smile day is celebrated on the first Friday of October, dedicating twenty-four hours to smiling and acts of community kindness. Why? In a “bad news” world, a little dose of joy goes a long way. Gretchen Rubin certainly believes this.

From outside perspectives, Rubin lived a marvelously successful life. She had a good marriage, a thriving writing career (formerly a Yale graduate clerk to Sandra Day O’Connor), a warm relationship with in-laws, and two lovely daughters. But in 2006, Rubin realized something was missing. She had a mild case of “the blues,” a below-the-surface irritableness she couldn’t shake. While she was generally happy, Rubin struggled to enjoy happiness each day.

“Did I have a heart to be contented? No, not particularly. I had a tendency to be discontented: ambitious, dissatisfied, fretful, and tough to please . . . (It was) easier to complain than to laugh, easier to yell than to joke around, easier to be demanding than to be satisfied.”

Driven by curiosity, Rubin threw herself into a soul-searching experiment resulting in the best-seller, “The Happiness Project: Or, Why I Spent a Year Trying to Sing in the Morning, Clean My Closets, Fight Right, Read Aristotle, and Generally Have More Fun.” Rubin chose monthly themes, like “energy,” “love,” “work,” and test-drove happiness theories. In the end, this created an entire cottage industry (blogs, videos, starter kits), driving people to aggressively pursue happiness. Rubin found a commitment to simple daily habits (like making the bed) brought a drastically cheerful increase:

“This is about ordinary happiness,” Rubin said. “I wanted to change my life without making major changes. I wanted to show that you don’t have to do something radical.”

Lighten the Mood, Lighten Their Load

Work is life, and life is work. As hard as you try to separate them, work affects your personal life, and vice-versa.

So, what if you could increase happiness at work? What would increased “ordinary” happiness do for an entire company? Statistics say employees who report being happy at work take 10 times fewer sick days, and 36% of employees say they would give up $5000 a year to be happier at work. Happy salespeople produce 37% greater sales and “happy companies” outperform the competition by 20%!

The Keys to Building Morale

Your brain works efficiently when you’re in a good mood. Forward-thinking businesses connect these dots, believing a better “company mood” brings a stronger bottom line. Here are three ways to build better workplace morale:

1. Cozier Spaces. The office layout, lighting, and aesthetics are a major part of employee satisfaction. Have discouraging cubicles or ugly paint? Throw a little money at this problem and harvest new energy from your team each day.

2. Parties and Perks. Whether its chair massages, goofy competitions, or summer snowcone festivals, everyone benefits from fun at work. Professional growth opportunities are also significant: in a 2013 poll, 84% of employees claimed the opportunity for advancement was very important. Encourage people to attend conferences, practice peer-to-peer training, or try workshops for growing specific skills.

3. Improved Communication. As you mobilize teams, tap into the foundational reasons people give their best, like self-improvement, societal impact, or ability to reach challenging goals. When Sandra Day O’Connor was asked what she thought made a happy life her response was simple: Work worth doing.

As you lead, give your team regular feedback. Without guidance, people feel deflated or unmotivated. Personal improvement areas should be private and actionable: explain to employees where to improve and give examples of change. Author Scott Halford says positive feedback is vital:

“Positive feedback stimulates the reward centers in the brain, leaving the recipient open to new direction. Meanwhile, negative feedback indicates that an adjustment needs to be made and the threat response turns on and defensiveness sets in. You don’t need to avoid corrective feedback altogether. Just make sure you follow it up with a suggested solution or outcome.”

The Enduring Impact of Print

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The Enduring Impact of Print

The 1960s gave us many iconic classic cars, but perhaps none is more legendary than the Aston Martin driven by James Bond (Sean Connery) in the 1964 film, Goldfinger.

A long list of tricks made it one of the most beloved movie cars of all time: machine guns, an ejector seat, smoke screens, and a futuristic onboard navigational system. Bond’s reputation as a suave man of action and a smart connoisseur of fine things rocketed Aston Martin to popularity as one of the most desirable automobile brands in the world. The car was so beloved it was later stolen from a Florida airport hanger and is reportedly worth nearly 10 million today.

Vintage. Classic. Irreplaceable.

Those are some of the words we associate with things that are original, things that set the “status quo,” and that just can’t be shattered or ignored. Today’s generation is manifesting a hunger for the authentic, and a desire for craftsmanship is at the forefront. In an age of identity theft, cheap counterfeits, and digital dominance, Carhartt clothing coined the call for craftsmanship as the “road home from a throwaway world.”

The Original Design Format

Local printers believe in the beauty and craftsmanship of their trade, and in the hard-hitting, precise, flawless quality that hard copy printing can bring. As the original format for marketing impact, we believe print design is as essential as the ABCs – in ways as basic as these:

A = Attracting New Customers

Print is essential for attracting new customers in ways digital advertising never can.

Print products allow you to uniquely target the right customers by placing your work directly in before their eyes and in their hands. While digital ads are quickly forgotten, print offers a sense of credibility and real-time professionalism that engage consumers with an immediate, tangible impact. Printed pieces also have a greater opportunity to arouse passive audiences (like those viewing a banner, poster, or printed advertisement), to keep reader attention longer, to improve reading comprehension, and to improve the top-of-mind awareness your business desires.

B = Building Traffic Online

Online content requires a combination of above- and below-the-line marketing support to drive traffic online and increase profits across the board.

Hard copy print products can increase online engagement through a variety of marketing initiatives. Consider on-page ads with online coupon options. Feature your online calendar or offer VIP discounts for those who refer a friend or add social bookmarks to your business. Use printed inserts or brochures placed at the point of sale for invitations to educational blogs, webinars, or freebie giveaways you feature only online.

As you connect your online and conventional marketing strategies, aggressively seek customer feedback and look to solidify your niche in the collective conversation. Inspire professionalism, reliability, and consistency in everything you publish, both digitally and in print. Better integrated communication will bring more consistent, profitable results!

C = Cementing Brands Offline

Often, we overlook the power of print products to cement our brand in consumers’ minds.

A 2015 neuromarketing study revealed that direct mail simulated a 70% higher brand recall3, a dramatically more persuasive element than digital media.

And don’t underestimate the poignant response physical print brings.

Consider the emotions you experience when you see your favorite coffee logo adorning a steaming mug, or how you feel when a co-worker walks into the room wearing a T-shirt of your favorite podcast or band. Print products bring a palpable, concrete response that digital advertising just can’t match!

Whether it’s yard signs, car window adhesives, banner advertising, or just good old-fashioned swag, claim some real-estate for your image and you’ll find your brand developing staying power with a lasting return.

Plug In to the Power of Personal Reflection

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Plug Into the Power of Personal Reflection

Sometimes life is like a treadmill.

Occasionally you’re on a calm jog and the belt speed never outpaces your strides. Sometimes, you push yourself to the limit but find the challenge ideal. But in certain seasons, the treadmill is moving too fast to handle. You long to step back from the grind, but this seems like an impossible luxury.

It’s ok to press pause. It’s actually GREAT to press pause. Often in our battle for success, we never stop to address broken systems in our home, health, or careers. Simple adjustments might bring substantially better output, but we rarely prioritize personal maintenance. The decision is yours: will you make time to reflect and adjust or continue relentlessly until life dumps you in a heap?

Take Time to Press Pause.

Once you’ve slowed down (yes, really slowed down!) what should you do?

Perhaps you should begin with a simple pleasure (a walk, coffee treat, or nap?) to allow your mind to unwind. Then consider an intentional approach to reflection.

Psychologist Robert Taibbi (author of “Boot Camp Therapy: Action Oriented Brief Approaches to Anxiety, Anger and Depression") suggests you begin by defining a problem area as concretely as possible. Avoid being vague or grouping several problems under one umbrella (i.e. “this house is a disaster!”). Instead, identify specific areas of struggle (“this coat closet is overcrowded”) and decide on a personal plan of action.

Don’t be overwhelmed by what you CAN’T do, instead focus on manageable steps that will move you forward (“lower coat hooks would be better”). Begin with a positive spirit and an intentional ownership of the solution. Make a plan, ask for help, or take action as soon as possible. As you make even tiny strides, you will be empowered to continue.

Find Tools for Growth.

Sometimes a perspective shift requires greater insight than we have on our own.

Consider some coaching, mentorship, or tools like workbooks or discussion groups. Clinical psychologist and professor Jordan Peterson has been fascinated by the therapeutic effects of writing for decades. Experiments dating back for decades show that writing can reduce depression, increase productivity, and even cut down on doctor visits.

Peterson and his team have recently rolled out several tools for self-reflection, including virtues and faults analysis, past and future writing exercises, or a full “self-authoring” suite that allows people to locate and resolve problem areas so they can better dream and achieve in the future. “The act of writing is more powerful than people think,” Peterson says. The decisive results of Peterson’s research prompted NPR to dub his reflection tool the “writing assignment that changes lives.”

Make a Plan.

They say if you fail to plan, you plan to fail.

What part of your week do you devote to reflecting on your goals or challenges? Do you take mini-retreats to refocus? What if you set this as a top priority and allowed your reflection time to dictate your schedule priorities in a given week, month, or year?

Look for natural cues in your seasonal schedule (i.e. Daylight Savings changes, pre-scheduled auto maintenance, your half birthday) and seek to align some intentional reflection with these cues. Add smaller goals (like a monthly “plan of action”) to put wheels on your long-term vision. Find a friend or mentor to keep you accountable or schedule regular check-ins (alone or with others) to get yourself back on track after a derailment.

Just as professional performance reviews are a priority, how much more essential is self-review? Make regular deposits into your own well-being and soon your bank account will grow!

How to Mobilize People Through Powerful Writing

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How to Mobilize People Through Powerful Writing

“Darkest Hour,” a 2017 war drama film, devotes its narrative to the early days of British prime minister Winston Churchill, who rallied a nation against the merciless Nazi onslaught of World War II.

The film chronicles Churchill’s authentic, soul-stirring speeches and the Shakespearean gusto with which he delivered words like these: "Let us, therefore, brace ourselves to our duty, and so bear ourselves, that if the British Empire and its Commonwealth last for a thousand years, men will still say, ‘This was their finest hour.’"

Though the world still heralds Churchill’s heroic statements, few people knew that Churchill overcame a lisp in his childhood by practicing his enunciation. Churchill understood the power of words early in life, and historians estimated that he spent one hour working on each individual minute of a speech he gave! Churchill sought to portray England’s struggle in a larger historical context: good outlasting evil, hope to overshadow the impossible, and perseverance overcoming persecution.

The result?

The entire fate of world history shifted through the hearts and hands of the people he inspired. President John F. Kennedy summed up Churchill’s influence like this: "In the dark days and darker nights when England stood alone — and most men… despaired of England’s life — he mobilized the English language and sent it into battle.”

Writing: The Building Block of Success

What can we learn from Winston Churchill?

While not all of us have oratory giftings, be encouraged that Churchill was also a student of language, and he overcame his limitations with study, practice, and passion!

Would you like to be more successful in your personal and professional impact?

Writing is the foundation of modern education and fundamental to all business success. Whether you’re penning a quarterly report, crafting an in-house memo, giving a congratulatory speech, or even dashing a quick e-mail, here are some tips for writing in a professional, persuasive manner:

1. Grab them early.
Great writing doesn’t allow readers to look away! Use punchy headlines, riveting stories, or gripping questions to draw them in immediately.

2. Get to the point.
After you use that “luring” intro, don’t let them linger! Get to the point quickly and efficiently, without “burying the lead” too deep in the text. Eliminate unnecessary words and use language that is clear and efficient. An energetic, fast-paced tone will assure them that reading to the end is worth their time.

3. Be convincing but not too clever. Persuade your readers with clarity but also with logic and facts. Providing evidence (or examples) for your premise will build momentum and increase authority. As you write, keep a personal tone that is warm but convincing. Ask yourself, “would this make sense if I was sharing it with a friend over coffee?” Phrases with an awkward, artificial ring should probably get the ax!

4. Keep it moving. As you lead readers toward a closing statement or action step, take a broad glance at the entire piece. Does it flow smoothly with a directional movement that builds toward a thoughtful climax? Does it read well on the page with adequate breaks and subheadings? Consider adding skim layers or reducing the size of a document if you sense people will be bogged down in your thoughts.

5. Add depth and dimension. As you seek to add that extravagant bow to your smartly wrapped package, review your piece and look for ways you can really make it “sing.” Consider colorful vocabulary, punchy alliteration, or rich rhythms as you vary the length of your paragraphs. As French writer Charles Baudelaire once said, “always be a poet, even in prose.”

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