Posts Tagged "white paper"

Leveraging the useless

Posted by in pay it forward

How often do you find yourself on the receiving end of someone try to convince you that you could leverage the useless thing/service/contact or whatever they’re trying to “offer” you?  If I had a dollar for every time this happens to me, my 401(k) would undoubtedly be back where it used to be.

I simply do not understand why people just don’t ask you what it is you need help with…..?  Do they think that maybe you don’t actually know? Do they really think they know more than you do about what it is you really need? Are they afraid that they won’t be able to help you with what it is you really need and then can’t possibly ask you for what it is they need help with (and perhaps the real reason for the coffee invite)?

Bella Domain White Paper Networking for 2009This is yet another topic I touch on in my “12 Rules of Networking for 2009 white paper.” Networking Rule #3 Offer Help to Others First speaks to the idea that once you get past the initial pleasantries when you’re at a networking event or meeting someone for coffee, ask the other person what it is they need help with these days.  It’s really that simple, just ask. DON’T assume ahead of time that you know what they’re challenged by right now, and then find yourself obviously and awkwardly trying to offer something that is completely off base, or even worse, pretty clearly self-serving.

And what happens if you can’t immediately offer help to them in the area in which they need it? Nothing. You just assure them that you will keep it top of mind and maybe even thank them for letting you know exactly how you can help them. Try it. I think you’ll be surprised how soon you might come across the thing they need, or maybe then be asked what it is you need help with, or maybe you won’t, it doesn’t matter. You were just given a golden opportunity to pay it forward down the road. Be grateful and have a little more faith in the universe.

NOTE: But remember, if someone asks you for something you actually make a living doing, don’t forget to mention that you’ll have to send them an invoice if you provide it!  ;-)

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Believer to evangelist

Posted by in LinkedIn, networking

As I shared recently, LinkedIn is exploring a way for you to distribute white papers within their system.  And, after close to 450 downloads of my “12 Rules of Networking for 2009″ and “12 Rules of Networking for HR Pros” white papers, I’ve become a huge believer in the power of the white paper. Now, if just one of those downloads turned into a paying gig, I’d become an evangelist.

What are your tips for converting “fans” into paying clients? Please share them here.

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Are you involved?

Posted by in marketing, networking

One of the rules in my 12 Rules of Networking for 2009 white paper is: Rule #10 – Get Involved in something.

Are you involved in something that matters to you professionally or are you just planning to “get involved” when you’re more-or-less forced to as a result of an unexpected job loss, relo to a new area or maybe a bad new boss?

Sadly, too many folks join industry associations or things like Rotary AFTER they really need to, and then they’re disappointed that they’re not instantly “connecting” with people that could potentially help them. This, unfortunately, is often true because not only have they not actually put any time into the group to build some real RELATIONSHIPS, it’s also usually palpable to the folks they meet that they are coming from a place of desperation instead of giving.  Sigh.

You personally can avoid this, and also help folks you know that need this kind of help, by taking note & letting them know that the Puget Sound American Marketing Association is in the throws of a major membership drive and is currently offering an incredible sign-up package to new members…details below.

And, also below, you’ll find details about the upcoming all-day MarketSmart conference in Seattle on Friday, May 15, 2009.  Talk about a great way/day to test drive your (new) membership, save money on the conference fee, invest in yourself, network with others, and maybe even get inspired! We really hope to see you there.

Now through May 31 AMA membership application fees are waived PLUS new members receive a $20 Master Card gift card. Details at – just click on Membership.

Come join the fun at MarketSmart on May 15!

Hey – we’re gearing up for MarketSmart!

MarketSmart: The Upside of a Down Economy
Come to MarketSmart. Smart strategies that work.

Don’t miss one of the most anticipated marketing events of the year! Sign up today for:

• Speakers from nationally & locally recognized brands
• Informative topics, strategies and best practices
• Networking
• Business development
• Personal development
• And fun!


Dove: Real Beauty
Sharon MacLeod, Dove Brand Building Director of Unilever Canada

2008 Beijing Olympics
Terrence Burns, President of Helios Partners, Inc.

“The Bravern” Marketing Approach
Dan Ivanoff, Director, Managing Investment
Partner of Schnitzer West

Seattle Sounders
Gary Wright, Senior VP of Business
Operations of Seattle Sounders FC

Torrey Lincoln of LinkedIn,
Western Region Sales Manager

Viking Bank
Dana Giove, SVP and Retail Banking
Market Manager of Viking Bank

Chuck Frizelle, Director of Xbox/Games
Advertising Product Strategy and Planning at Microsoft

Early bird rates (until April 24):
PSAMA Members: $195 Nonmembers: $230 Students: $195
Regular registration (after April 24):
PSAMA Members: $230 Nonmembers: $295 Students: $260

Start: 7:00 AM–Registration
Continental Breakfast and Networking

To register, go to or call (206) 623-8632

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Speaking of white papers

Posted by in Uncategorized

Just read an Online Media Daily Q&A with Steve Patrizi, the head of ad sales for LinkedIn. Some background here…I met Steve after his keynote presentation at the BMA event I attended in Chicago last November and was so impressed I invited him to come to Seattle to speak at the upcoming MarketSmart conference here on May 15, 2009.  It turned out Steve was booked, but we’re very lucky to have Torrey Lincoln presenting in his stead.LinkedIn Lapel Pin anyone?

Now, back to the Q&A…it appears Steve and his super smart cohorts are working on something I’d definitely recommend watching for since conducting my own networking white paper experiments in March & April.

For the curious, so far, I have had over 400 downloads, an offer to include the entire HR version in an upcoming book titled “The Unwritten HR Rules” (by the former VP of HR of PepsiCo), AND the single highest visit day (today!) at 504 views and counting! (UPDATE: the final count for 04/13/09 – 605!)

You can read the entire interview here, but what I was especially geeked to read was this:

One new area that we have just started exploring is white paper distribution. A lot of companies have been doing that for a long time, and it’s a good lead-generation vehicle. The first phase of this is simply using our ad server to run ads targeting certain members to say ‘here’s a white paper you might be interested in.’ The next wave will allow for more searchable database activity and virally distributing white papers.

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Protected: April White Paper

Posted by in Uncategorized

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