Category Archives: Business Communication

Business Communication

3P Marketing to Define, Communicate Personal Brand

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Rita Allen

Rita Allen

Rita B. Allen defines 3 Ps Marketing to create personal brand and effectively market yourself in an increasingly competitive, global employment landscape.

.Preparation:
-Conduct self-assessment and “due diligence”
-Define brand differentiators and subject matter expertise
-Articulate positioning statement (“elevator pitch”)
-Curate your professional network

.Packaging:
-Create your portfolio (resume, CV, performance reviews, awards, presentations, articles, references, testimonials, community and professional service, continuing education)
-Expand alliances with relevant thought leaders

.Presentation:
-Practice and refine delivery of your brand message
-Develop strong active listening, presentation, and interpersonal skills
-Continuously enhance your brand

This approach helps answer:
• What are your “value-adds”, your unique differentiators?
• What is your personal brand?
• How comfortable are you articulating your brand?
• How do you continuously enhance your brand?

-*What elements do you consider when communicating your personal brand?

LinkedIn Open Group – Social Media Marketing
Twitter: @kathrynwelds
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©Kathryn Welds

Five Elements to Construct a Good Story

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Robert Dickman

Robert Dickman

Robert Dickman and Richard Maxwell weigh in on storytelling as a business persuasion tool in their book, The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business

Richard Maxwell

Richard Maxwell

They discuss storytelling as a persuasion method in this four minute video

They assert that a high-impact story contains the following elements:

1) Passion conveys authenticity, and makes the story memorable

2) Protagonist or hero (which might be an individual, group, or community) can be respected, liked, and engages and inspires interest, caring

3) Antagonist presents a challenge to the Protagonist, and this conflict engages interest and caring about the characters and outcome

4) Awareness, in which the protagonists, antagonists, and observers learn something, the kernel of the story’s dramatic impact

5) Transformation, or meaningful change during the story

Nancy Duarte

Nancy Duarte

These elements have also been identified by well-known story experts including Nancy Duarte, whose books, Resonate and slide:ology, have been best-sellers.

Annette Simmons

Annette Simmons

Annette Simmons  is another expert whose book, Whoever Tells the Best Story Wins: How to Use Your Own Stories to Communicate with Power and Impact, has garnered attention.

Jonah Sachs

Jonah Sachs

Jonah Sachs’ 2012, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future, weaves together examples from various disciplines including marketing, advertising, classic mythology, as well as psychology and biology.

He characterized it as “a call to arms”, but its more practical contribution is highlighting the transformative power of social media in contemporary story-telling aimed at influencing and persuading.

-*What elements have you seen in stories that have most persuaded and motivated you?

LinkedIn Open Group – Stanford Social Innovation Review
Twitter: @kathrynwelds
Google+
Facebook Notes:

©Kathryn Welds