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June 2008 Newsletter

Lori's professional photo 2008We seem to applaud a 'whatever it takes' attitude when we see it in our favorite sports teams, but how many times do we fall short of reaching our own goals in our business or our personal lives?


Do we consistently strive to do whatever it takes (taking into account our moral and

legal standards) to reach our goals?


Aristotle and Socrates both described

excellence as a habit.  Not a quick fix!  The key  seems to be practice, practice, practice!  But remember to pace yourself.  John Maxwell and countless others describe success as a journey.  


This month's contributing authors provide us with useful tips for achieving excellence in our marketing materials and in hiring or being hired.      





Wishing you all the best,



Lori Williams, President

Lori T. Williams PC

Your Legal Resource




"(Top sales skills can be observed in unusual places.

A Michigan Girl Scout sold a record-breaking 17,328 boxes of cookies this year, according to a May AP

That's girl power for you! Take a lesson from the Girl Scouts and do whatever it takes to reach your goal!  (Keep it legal, please!)  







billy bones bbq www.billybonesbbq.com sanford
blueberry - everything the blueberry store www.theblueberrystore.com south haven
cherry - everything cherry republic www.cherryrepublic.com glen arbor
cherry products megan's mom's/natalie robyn's www.sixlugs.com interlochen
essential oils lorann oils www.lorannoils.com lansing
free range beef and buffalo tmz farm www.tmzfarm.com pinckney
granola michaelene's gourmet granola www.gourmetgranola.com clarkston
handmade chocolate truffles the chocolate garden www.chocolategarden.com coloma
essential oil soaps bob's wife's soaps www.bobswifessoaps.com st. john's
herbs and art www.creekside-herbs.com cedarville
hot pepper jelly mrs. devaney www.mrsdevaneyshotpepperjelly.com jackson
maple syrup doodles sugar bush www.doodlessugarbush.com blanchard
mint chocolates hanover's mint www.michiganmint.com st. john's
northern michigan artisan bread stonehouse bread www.stonehousebread.com traverse city
organic beans, rice and grains vita spelt www.purityfoods.com okemos
organic teas and products light of day www.lightofdayorganics.com leelenau pennisula
preserves food for thought www.foodforthought.net honor
preserves and fruitcake jampot www.societystjohn.com/jampot.jp eagle harbor
salsa - fruit traverse bay farms www.traversebayfarms.com bellaire
supplements fruit advantage www.fruitadvantage.com bellaire
the pinconning cheese store piconning cheese www.pinconningcheese.com pinconning
truffles, caramels, chocolates grocer's daughter chocolates www.grocersdaughter.com empire
vegan and vegetarian foods the vegetarian express www.thevegetarianexpress.com edmore
mustard brownwood farms www.brownwoodfarms.com willamsburg
stone ground wheat products maiden mills www.maidenmills.com holland
coffee becharas brothers www.becharas.com highland park
sausages detroit sausage www.detroitsausage.com detroit
cookies johnny b's www.johnnybcookies.com saint clair shores



For the remainder of the article and more product info, go to this link:






In This Issue

Article 1: The Nine Biggest Traps to Avoid In Marketing Materials: How To Turn Dull into Dynamic!

Article 2: Tips For A Great Interview!


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1)  Living The Life You've Always WantedBy: John Ortberg

"John Ortberg's books are always a winner, without question. This particular book is so practical to every day living. We lived in a fast paced world and  often miss what is God is doing all around us.  This book really helps us to take steps ito slow down and see the bigger picture."


(Clint Dupin,


Several of our friends at Motor City Connect offered their favorite book titles, which could take you the next 2 years to complete, but here's a short list to get you started this summer:


2) The Fred Factor 

 By: Mark Sanborn


-How Passion In Your Work and Life Can Turn The Ordinary Into the 



3) Heroic Leadership 

By: Chris Lowne 


-Best practices from a 450 Year Old Company That Changed the World.


4)  Virtual Handshake

By:  David Teten & Scott Allen


-Open doors and close deals online.



Here's a couple good ones I've read recently:


5)  Prince Charming Isn't Coming


By: Barbara Stanny


-Not a male bashing book by any stretch of the imagination.  It is an empowering book for ALL women on becoming  financially fit, with or without a man in your life. 


6) Book Yourself Solid

By: Michael Port

-Great book for helping you define your target market so you'll book yourself solid with the right clients/customers.  Create or recreate the business you love with this book!



The Nine Biggest Traps to Avoid in Marketing Materials:

How to Turn Dull into Dynamic


Linda Anger's photo            By: Linda Angér, The Write Concept, Inc.
"Nothing is carved in stone," my client said with a smile, handing me the latest iteration of a brochure he'd been working on for six weeks. "Thank Goodness," I thought, as I read through a dozen paragraphs of chest-pounding text interspersed with out-of-context clip art. He had a great idea and a great product. He also had a brochure guaranteed to eliminate any chance of making a sale and laden with deadly communication errors. Here are nine to consider:
1.  "Also Do" Thinking. If you cannot describe your product or service in a single sentence, you're probably out of focus or trying to pack too much in. As the famed author, Washington Gladden, once said, "It is better to say, 'the one thing I do well' than to say, 'the 40 things I dabble in'."
2.  Scattered Thinking. Your readers will not remember your message unless it is presented in logical order, and in a mind-pleasing layout. Columnar text, as is commonly used in tri-fold brochures, is less inviting to the human brain than text and graphics laid out in a "Z" format - even if you are using a tri-fold paper structure.
3.  Text, but no Tales. People rarely remember your words, but they do remember the images your words inspire. Human-interest tales draw the audience into the action or idea, and great stories are always more compelling than statistics.
4.  No Emotional Connection. Powerful communication combines intellect and emotion. Data and reasoned arguments appeal to intellect, but emotion engages the reader's imagination. No matter what a customer tells you, all buying decisions are first made emotionally. "Techs and specs" come into play only as rationalization for the emotional decision. Use common, emotive language as much as possible, and put the technical stuff on the back page or a separate product sheet.
5.  The Wrong Abstraction. Know your audience. If your readers are specification-hungry linear thinkers, the big-picture story will leave them flat. Likewise, the visionary, big-picture folks will fall asleep if you drown them in data. Feed them according to their appetite, not yours.
6.  No White Space. Aaron Sorkin, the gifted creator of the successful TV drama, The West Wing, said: "Great language has exactly the same properties as great music. It has rhythm, it has pitch, it has tone, it has accents." Long blocks of unbroken text are daunting to people accustomed to rapid scanning on the Internet. White space allows the eyes to rest between important pieces of information. A pause in your presentation lets your message "sink in" before you dive into the next point.  Brains need breathing space. 

 7.  Saying Too Much. Good writing and great speeches are like star athletes - they are lean and muscular. Write the first draft of your brochure or speech with utter abandon. Go back to it 24 or 48 hours later, cut it in half and edit down from there, aiming for lean, punchy content. But be careful:  anorexic content is as disastrous as its fat-laden cousin. 
8.  A Weak Opening and Closing. Get to the point in your first sentence. Your readers will click away, slip away, or flip your piece into the trash if you waste time with rambling, introductory explanations. Open with a powerful, compelling headline or statement. Fill the middle with persuasive, emotion-driven benefits, and end with a strong call to immediate action or an irresistible offer. You want your audience to sing your tune long after they've finished reading or you've left the stage.  

9.  Misused Technology. Technology has added showbiz capability to the world of marketing. That doesn't mean it is effective in all markets. Use technology - particularly slide presentations - as a support to your message, not as the message itself. Be prepared to give your presentation without any visual aids, just in case the computer system or your slide presentation isn't working properly.


Linda Anger is the president and principal writer/designer of The Write Concept, Inc. in Rochester Hills, Michigan. Linda holds primary responsibility for business development and management, and oversees all copywriting, graphic design and PR support projects. Typical projects include content and layout for advertising, annual reports and magazines, press releases, brochures and marketing letters, web site content, and book compositing. Her client list has included DaimlerChrysler Corporation, Golson Books, Ltd. (New York), Hanek Book Design (New York & Santa Fe), and Crittenton Hospital Medical Center. Visit the website at: www.thewriteconcept.com.


3 older people on bench       
Tips For A Great Interview!

       By:   David Benjamin, Recruiting Manger for The Sales Matrix   


     Over the past five years, I have had a countless number of candidates ask me to help them prepare for their interview.  There are some common mistakes both interviewees and interviewers make that I will address in this article.  In both cases, proper preparation is the key and without it, a less than desirable outcome is common.

     Let's first discuss some common mistakes interviewers make in their interviewing process.  Whether your company is a multibillion dollar Fortune 500 company or a 2M startup company, the processes and procedures for conducting an interview should be the same.  Companies have spent thousands of dollars in research to make sure they are conducting interviews that produce successful hires.  The key point is this:  you are interviewing to eliminate, not select!  This mindset is critical to reducing hiring mistakes.  If you are interviewing to eliminate, you are much more objective than if you are interviewing to select.  You are less subject to your "gut feelings" on a candidate and making  rationalizations which can lead to poor hiring decisions.  As I think back to some of my client's hiring mistakes over the years, it was due to them hiring to fill a position vs. hiring because they found a candidate matching all criteria.  When a company finds the right candidate, they are more likely to hire that person, even if they didn't have an open position!


     Now let's turn our attention to the interviewee and some of the common mistakes I see.  In my opinion, most candidates do not prepare enough for their interview.  They assume that because they have been in the workforce for many years, they know their industry and how to answer questions thrown at them.  Just as Tiger Woods needs to outwork the competition with his rigorous workout regimen to remain on top, so too does the candidate in job transition-- especially in today's competitive world! 


     I have compiled a top 10 list of things to consider when preparing for an interview:

1.       Research the company you are interviewing with- go on their website, look up their financials, ask your network what they know about the company.  All feedback is good information.


2.       Ask professionals who specialize in resume writing to critique your resume- this is your marketing material and you want it to 'sell you' accurately and honestly.  Make sure you bring enough copies to the interview even if they already have a copy.

3.       Dress appropriately- This seems like a no brainer but each industry is different, make sure your attire is appropriate for that specific industry.

4.       Be on time- I have always recommended to be in the parking lot 15 minutes before your interview.  Anything short of that and you will be hurried and not be at your peak performance.

5.       Give clear and concise answers- When answering a question don't be afraid to pause for a second or two before giving your answer.  Avoid being too wordy or too vague.  Check in with your interviewer to make sure you answered the question appropriately.

6.       Use examples of prior experiences- Interviewers are not mind readers.  They want to hear specifically what you have done for others, which allows them to visualize what you may be able to do for them.

7.       Smile- Even though interviews can be grueling and no fun, you want to come across as enthusiastic and positive.  Sit up straight in your chair and deliver your answers with confidence and excitement.

8.       Ask for the job- At the end of the interview, if you think you might be interested in the position, let them know and ask for next steps in the process.  Companies are looking for professionals who know what they want and how to get it.

9.       Ask questions- You should have already prepared a list of questions to ask at the end of your interview.  Interviewers identify their best candidates as those that are engaged in the process.

10.   Write a Thank You letter- Nowadays, emailing a thank you letter is generally accepted but a hand written note will set you apart from the competition.  Have a respected professional review your letter before sending it out.


David Benjamin is a Recruiting Manager for The Sales Matrix, a National sales consulting firm. Since 2001, The Sales Matrix has delivered a stronger sales force to its clients, increasing revenues while maintaining margins with each and every client to date.  Prior to entering the recruitment industry in 2003, David spent eight years  simultaneously as a financial advisor and Assistant Manager for a Wall Street based Investment Firm, where he earned the Rookie of the Year award in 1996 and Mentor of the Year award in 1997.  With his unique background and experience in sales, recruitment, and management, David has successfully helped his clients increase revenue and hire top level professionals.  He currently focuses on working with clients seeking successful sales, human resources, and executive level professionals.  David also enjoys speaking to groups, including Universities, Associations, Networking events, and Rotary Clubs.  To learn more visit
www.thesalesmatrix.com or contact David Benjamin by phone (248).496.1880, or email:[email protected]




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