Working with some of the nation’s top marketing communications professionals, you might think I receive a constant stream of well crafted, even artful follow up correspondence. Or maybe just thank you notes that are spelled correctly.

If only it were true.

It’s truly scary how many notes I receive with typos and grammatical mistakes from professionals in a line of work where perfect copy should be table stakes. This doesn’t build my confidence in them and probably gets in the way of me connecting them with one of my clients. But, what about that thank you note I just mentioned?

My son is a freshman at USC and one of his fraternity brothers is interested in a marketing career, so — like mother, like son — my son introduced him to me. I looked at his resume, gave him some tips and then introduced him to someone I know who’s experienced in sports marketing, the area of marketing he wants to pursue. In return, I received a lovely voicemail message and a five paragraph thank you note that covered…

1. The thank you
2. How he wants to stay in touch with me
3. A reminder of his amazing experience and qualifications
4. Appreciation for the introduction I made for him
5. A compliment about my son, the quickest way to a mother’s heart

I’m sure I’ll hear from this young man again and when I do, I’ll remember how he’s smart — and savvy — and I’ll be happy to give him a hand.

Do not underestimate the power of a well-crafted thank you.

In a recent post about Francis Ford Coppola, we learned that he believes time — taking time — is an important element of the creative process.  According to a recent article in the Wall Street Journal, there are different lines of thought about how much time and effort Shakespeare spent on his writing.

According to the editors of the first folio, “What he thought he uttered with that easiness, that we have scarce received from him a blot in his papers.” The author of the article in the Wall Street Journal, Stephen Greenblatt writes,

The notion that Shakespeare rarely revised his work makes perfect sense. Here, after all, was a man who wrote, on average, two plays a year, acted in his own plays and those of others, penned sonnets, and helped to run a theater company, to say nothing of his many other business interests. The original manuscripts have all long disappeared, but biographers have endlessly repeated the claim that they were “unblotted.” After all, where would Shakespeare have found the time for rewriting?

Greenblatt explains that scholarship reveals Shakespeare was a compulsive reviser, ever in search of the more perfect turn of phrase.  And he concludes that one of Shakespeare’s other gifts — beyond mastery of the language and a narrative genius — was his ability to make it look as if writing was easy for him.

In business, the creative process is almost inevitably a collaborative effort and, when a team is at work, it’s important to know — and believe — that certain positions and assignments are covered by the best possible talent.  The writer who appears to be struggling is … struggling … and is probably pulling down the vibe for the whole team. So, for all you writers out there: sweat out the details, but never let your clients see you perspire.

During the past couple of weeks we’ve seen a volume of concentrated active searches that might indicate the worst of our economic mess is behind us — we hope.

Whatever the case, we’re beginning to hear reports from people and organization that there are some particular areas where demand is going up. WebWorkerDaily reported back in October there’s an increasing demand for writing. Of course, our own experience is that there’s a constant high demand for great writing as this is a rare, premium skill. WebWorkerDaily spoke with an online freelance job board and found out that these particular writing skills are in high demand: article writing, copywriting, content writing, ghostwriting, academic writing and technical writing.

But one important trend we’ve noticed is the rise of social networking plus executive visibility. This requires a specific type of writing. Through the careful application of an experienced and talented writer, CEOs can dramatically increase their own brand as well as the brand and search engine optimization of their company.

Providing cogent thought leadership and crafting compelling stories is an ART, and several of our expert consultants provide this expertise for Cisco and NetApp executives right now. These are far more than product collateral writers, web content providers or editors on the hunt for typos. They are true masters of communication who can write for internal and external audiences worldwide with the singular voice of an executive.

If you are an executive with vast responsibilities and little time for writing, you know the value of authentic, informative and easily accessible communication with your constituents. Whether it’s a speech, video script, blog, contributed article or global team email, we can help.

Click here and we can have an exec comm pro ready to write for you within 24 hours. Really.

1.  Reputation Management Meets the “WikiLeaks Age”

2.  A New Data Deluge:  Opportunities Meet Analytical Challenges

3.  Here an App, There an App

4.  We’re Back in Business!

5.  Measurement Comes to the Forefront

6.  Wanted: Engaging Storytellers & Well-Written Content

7. Value of Public Relations Continues to Rise

8.  Transformative Online Practices Mature & Grow In Value

9.  Old Practices Come Back Into Focus

10.  Sharing of Resources In a Tight Economy

11.  Finally … Something That Won’t Change

My favorite prediction is the one that says things will stay the same, prediction #11.

The overuse of e-mail and technology to hide from reality. Leaders will continue to hide behind technology when dealing with tough issues. Our ego and desire to stay away from conflict will mean we continue, at times, to choose a method of communication that feels better, but won’t be as successful, and in the end, will waste valuable time. It might feel good to send off an angry e-mail, but passive-aggressive conflict on e-mail escalates faster and lasts longer.

People, including professional communicators, have come to hide behind veils of email, IMs, Facebook likes and Twitter updates. Text can be shaped into wondrous creations of enduring beauty but are a poor substitute for the sound of an earnest voice, firm handshake and sincere eye contact.

What do you think?

One of the exceptions to the rule, as far as I can tell, it Tim Gunn from Project Runway.  Maybe it’s because Tim was a teacher and then the dean of one of the world’s most prestigious fashion schools and worked with so many kids in so many different stages of their careers, but Tim never comes off as too catty or negative. Instead, he seems to be sincerely interested in being helpful, honest, but helpful.

Recently, Tim came out with a book, Gunn’s Golden Rules: Life’s Little Lessons for Making It Work and I haven’t read it yet but it’s on my list.  Copyblogger, a blog for writers that I pay attention to, recently published a riff based on Tim and his “make it work” attitude.  Take a look at this sample:

5. Carry on!

Great blogs don’t just happen — they’re built.

A fantastic blog is crafted, just like a fashion collection that shows up on the runways. Designers and artisans spend hours painstakingly creating each piece that makes up the collection, and they all work together.

It amazes me that Tim Gunn isn’t a blogger, because he truly knows how to make it work. So if you’re looking to build a blogging empire (or simply one that makes you proud of what you’ve built), remember that it’s all about community and critics.

Your community needs to be built and nurtured. Your content needs to be shaped around their interests and desires. They’re the ones who will buy your stuff and wear it proudly.

Your critics will give you things to think about and ways you can improve. While some will be full of hot air and in love with the sound of their own voice, if you listen hard enough, there will be some pearls of wisdom worth stringing together.

And pearls go with everything.

Here’s a link to the post.  Let me know what you think.

Hand-written notes are one helluva way to surprise and delight a customer! It makes a HUGE difference with employers, recruiters and other professional contacts. Here’s one example of a thank you note resulting in a job, told by Seattlepi.com’s Get to Work blog:

Having a good attitude goes a long way in a job search,” a hiring decision-maker recently told me. We were talking about what makes a job candidate stand out from the crowd. In a close race between two job candidates, a gracious attitude does make a difference.

As job seekers prepare for their job search, developing personal branding statements and introductions, one of the most over- looked pieces of the puzzle is a genuine attitude of goodwill.

Here’s an example of how an attitude of goodwill can work for you: Several months ago, a candidate had an interview, then was asked back three times to meet with the staff he would be managing as well as the senior management team. Everything appeared to be moving ahead. Then the company representative called to tell the candidate someone else had gotten the job. They told him they would keep his resume on file for future openings.

It was a difficult conversation. Naturally, the candidate was disappointed, but he decided to write a thank-you letter conveying his gratitude for their time and consideration. This was not a form letter but rather an expression of genuine interest and desire to keep in touch with them in case they needed help in the future.

Two months passed. This candidate found a couple more good leads and was planning to broaden his search to other cities when he received a call from the hiring decision-maker, who informed him the position was open again and asked if he would still be interested. As you can imagine, the job candidate was interested, and within a week he received an offer, accepted it and had a start date.

Even though he was very disappointed at not being chosen initially, this job candidate’s attitude got the employer’s attention. It got him remembered. When the search for a replacement took place, they called him immediately. He had never left their minds, and his thank-you letter was part of the reason they called him again.

Being memorable starts with being genuine and having a good attitude, even when decisions don’t go your way.

Having a thankful spirit is contagious and will help you stand out. Take the time to follow up with people who have helped you and express your appreciation.

This is a great time of year to reach out and thank recruiters, networking contacts, colleagues and employers who have shown interest in your background.

You never know when a thank-you letter will turn into an opportunity.

Remember Howard Beale in the movie Network?  The year was 1976 and Faye Dunaway and William Holden were the big, sexy stars of the day. (Just to put this into a chronological perspective, Kate Hudson was minus three-years-old at the time.) Anyway, even though I was in diapers at the time, the movie made a deep impression on me and I recently read something that made me think about the famous “mad as hell” scene.

I was reading Erika Nepolotano’s blog. You might remember Erika if you used to shop at T.J. Maxx in Denver. She was the redhead. Erika made a successful career transition from gadget store clerk and waitress at TGIFriday to a copywriter. Really.

While I don’t always agree with her opinions (and don’t approve of some of her language), Erika has a sense of style and level of energy that’s hard to match. Essentially, Erika can get mad. Really mad. Redheaded mad and she shows no mercy and asks for none in return. Sometimes I wish I could be so ballsy. Recently, Erika attended DEMO in Denver and totally lost her cool about the buzzwords bandied about and here’s a sanitized snippet from her blog. Communicators, take note:

You and your buzzwords. They’re meaningless. They’re the uncooked spaghetti of marketing-speak: you throw them out there and they don’t stick, they just fall to the floor with a pathetic splat. And it’s because they no longer have meaning.

…Here’s an idea: if you’re going to tell me about your product or service, tell me how it solves my problems. I don’t care HOW it does it. I want the hook. The reason I’d push over a pregnant woman standing in line in front of me to be the first one to taste what you’re cooking. I could give three fine frog hairs if it’s an innovative software that integrates my content to provide an overarching, game-changing perspective.

…Why do we even bother with buzzwords? Do they make us feel smart? If anything, they make us look pretty dumb for using the same nonsensical speech as everyone else. To make yourself stand out from the crowd, why not do yourself a solid and actually talk about solving problems instead of playing a zero-sum game of monkey see, monkey do?

…I’m never afraid to be the a@(#**@e. My gig as a writer is words. Which is why when companies and potential clients inevitably ask me what I do, it’s easy.

Here’s a link to her entire post and you’ve been warned about the language, right? And let me know if you think Erika is channeling Howard Beale.

Cheryl Goldberg, one of our expert writing consultants, offers some of the criteria companies use to identify the most strategic case studies. You can read more on Cheryl’s blog here.

Star Power

If the customers you’re going after Fortune 500 companies, you’ll certainly want the legitimacy that having case studies from big name customers will provide. Certainly, I have plenty of clients chasing after these big names.

However, beware that these are the most difficult to line up and can result in wasted resources. Many large companies have policies that prohibit them from endorsing other vendors’ products—thus be prepared to expend much more time and effort finding big companies willing to do a case study. Even if a company says they do case studies, approvals may be withheld at the last minute, often with no explanation. This can result in wasted money for stories that are never approved. You can minimize (but never completely eliminate) this risk by determining in advance the company’s policy on case studies, who’s in charge of the project, and ask their permission before beginning the process.

Target Industries

Often, customers are concerned about whether you understand their specific industry—whether that’s manufacturing, retail, or life sciences. Creating case studies about customers in all of the industries that constitute your target markets will ensure you have the right materials on hand to alleviate those concerns.

Product Line

Clearly, you’ll want case studies for each product in your product line so you can demonstrate your success in delivering promised benefits for each product.

Geographic Area

Some companies target case studies geographically. For example, one client that markets to physicians highlights customers practicing in each region of the country.

ROI

ROI can be extremely difficult to quantify. In many cases, companies that want a lot of case studies will produce some that highlight qualitative benefits. Still, make sure that some of your case studies demonstrate strong quantifiable ROI.

Momentum

In many cases, quality will be more important than quantity. If resources are an issue, you don’t really need dozens of case studies that illustrate the same point. It’s better to make sure you have at least one case study for each key product, target market, or other initiative. At the same time, some companies find it very important to demonstrate momentum and adoption in their marketplace. One way to meet these requirements is to create customer press releases; short and sweet descriptions about your new customers and why they’re choosing your products and release them on an ongoing basis over the wire services.

Miscellaneous

Every once in awhile, I’ll come across a unique reason to create a case study or customer press release. For example, one company produced customer press releases and case studies specifically about customers who had come to them after defecting from their main competitor. This was an interesting exercise because no customer will allow you to directly say that they dumped a previous vendor in your favor. What you can do is produce a standard case study or press release about these customers. And presumably, the sales rep can fill in the missing details in one-on-one conversations.

Another customer had come from a business that had evolved over time from a document printing company to one that automated document processes. A prize case study for them was one that covered the entire automated process, rather than individual automated capabilities.

Companies produce case studies for many reasons. When you’re looking for customers to profile, chose the ones that are most strategic for your business.

How does your organization select customers to profile with case studies?

Cheryl says, “Interviewing content experts for background for white papers and other marketing materials is different than interviewing customers for case studies (as I discussed in my last blog post) because you can’t work from a pre-established set of questions for the interview. Instead of simply asking about the problem, solution, and benefits of using your product as you would for a case study, you may need to obtain a high level overview of areas that may need to be covered in a particular white paper in one interview while in another interview for a datasheet you may need to drill into the specific details of technology or messaging.”

Here are her top 4 tips for getting the most out of your content experts:

1. Determine and communicate your objective for the interview.

2. Do advance research to come up with a list of questions.

3. Always ask why.

4. Request specific examples.

To learn more about each of these tips, click to read Cheryl’s entire article.

Mine Your Address Book: See who you already know who might be available. They might not have the exact skills and experience you need, but you already know them and may be familiar with their work. Keep in mind however, if the project is mission-critical, it’s usually not worth it to “try” someone just because they are available right now.

Post to a Free Job Board: Free is good. But you still need to screen for out-of-work wanna-bes who are applying to any and all posted jobs. KIT List and Craigslist are two examples of free job listings, but don’t be surprised if unemployed engineers who worked with marketing are responding to your post for marketing help.

Pay for an Ad: Professional organizations like PRSA and IABC have national and regional chapter job boards. But Bill Warren, former president of Monster.com, one of the leading internet job search sites, admits most employment websites are too expensive for clients and aren’t fruitful for applicants. Warren is starting from scratch on a new job search concept. The problem: it’s still an automated web-based system that relies on exceedingly busy clients to narrow the search using technology.

Search LinkedIn: You can do a search based on job titles and keywords in your geographic area, but it still takes time to check the availability of each candidate. Verifying the accuracy of their achievements and experience is also a daunting, time-consuming chore. And are you ready to bet your career on the consultant who says they wrote amazing speeches for C-level execs?

Call an expert to find your expert: Clients want to work with the absolute right people, not just a keyword match. And there is no software yet that can detect real human chemistry or B.S. Clients call high-touch agents like High Tech Connect who understand the difference between internal and employee communications, white papers and tech briefs, and ITIL, SOX and SaaS. Reputable agencies also take care of work statements, background checks, taxes and insurance; offer employee benefits and ensure timely and accurate payment to freelancers. And you only pay if the agent finds your perfect match.

Many expert consultants sign with agencies because they appreciate being able to concentrate on their projects without the administrative headaches and payment hassles. High Tech Connect is proud to represent 1300 of the nation’s best marketing and communications professionals — and to work with outstanding clients from coast to coast.

If you want to focus on your core business and can’t afford the time to find a perfect consultant on your own, drop us a line.