Electric Impulse Communications, Inc. Newsletter

April 2012

A monthly newsletter to transform ordinary leaders to extraordinary: in your company, profession, and industry. Based on coaching, writing, speaking and strategizing by Leslie G.Ungar to create leaders, improve communications, and build successful teams. www.electricimpulse.com

This newsletter includes: The Power of Perspectives

  1. Herbie's Helpful Hint
  2. New ASK LESLIE
  3. Mishmash of Value:
    1. Sephora Greets Each Day
    2. Café Angelina
    3. Make Up Not Forever
    4. Modern Day Gypsies
    5. Concept Store
  4. Live and On TV
  5. Come and Be Apart of Our Community

Please feel free to pass this newsletter to a friend or visit our website and we will add you to our complimentary mailing list. Past copies are available at: http://www.electricimpulse.com

I. Herbie's Helpful Hint (named after my Dad)

My Dad served in Europe in WWII. His battalion’s job was to chase Hitler’s forces as they retreated through France. When I was little he would tell my Mom that he had no interest in going back to Europe. Much to her dismay. When I was a teenager an aunt found a letter my Dad had written to her while he was serving in France. In the letter he said he looked forward to coming back and seeing the country when it was not at war.

Lesson Learned:

There are two lessons here. One is to be careful what you put in writing. My Mom had that letter framed and it hung in the front hall as a reminder for decades. The second lesson is that opinions and statements evolve. Yours will evolve over time and so will the positions and reactions of your market or audience. Stay ahead of their curve.


Return to Index

II. New ASK LESLIE

Each month we feature a new ASK LESLIE: a short video that will help you be more effective. This month's featured segment answers in 2:24 the ASK LESLIE question, how do we create champions. Isn’t it amazing that today anyone can have his or her own TV channel.

Return to Index

III. Mishmash of Value:

1. Sephora Greets Each Day

There is a Sephora store on the Champs-Elysees, one of the most famous streets in the world. One morning coming back from our morning walk; it was 10am as we walked past their doors. All the staff was lined up outside of their entrance singing and clapping. Although I could not understand the words, I knew it was a celebration. When asked, the answer was that they greet the beginning of every work day and the first shoppers in the same joyous way.

Lesson Learned:

Sephora staff is taught to celebrate the start of each work day and to celebrate the first shoppers of the day. Is there something you can do to literally or figuratively celebrate each day? To communicate to your clients, customers, guests, or patients that you are excited to see them?


Return to Index

2. Café Angelina

This is one of the most famous restaurant landmarks in Paris. It is famous for its hot chocolate. To partake of is an incredible experience. Although they sell the makings of their drink, it never tastes the same as it does in the café on the Rue de Rivoli. It is as popular for locals as it is for tourists. We stopped there one day to get something to go and they did not have change for the equivalent of a $50 bill.

Lesson Learned:

That’s like going to the Mall and a store not having the ability to make change. Are you prepared every day to satisfy your market’s needs?


Return to Index

3. Make Up Not Forever

Several years ago I was introduced to the brand of make-up called Make Up Forever while in Paris. At the time it was not sold in the United States. Now Sephora stores all over America sell the entire line. But I still like to buy it in Paris when I am there. Sephora offered dozens of make-up artists from different brands to do free make-overs. The only requirement was that you had to purchase three items. Make Up Forever was the only brand in the store that charged for the service of applying make-up. I chose a “free make-up by a different brand. MUF lost my purchase that day, and they lost me for the foreseeable future now that I am well stocked on other brands.

Lesson Learned:

There is much to be said for selling value over price. But if you are doing the exact same service as a competitor figuratively or literally next to you, you better be able to explain very well why you are charging more than the going fee. If your product, service or idea is a commodity or is seen as one, you are obligated to be able to communicate its benefits in order to charge a higher price. If you can’t talk about your value in these terms, how can you charge more?


Return to Index

4. Modern Day Gypsies

In Paris they are called Gypsies or Romas. As fast as the government sends them back, they return multi-fold. They are known for sophisticated pick-pocket maneuvers. One time on the Metro a gypsy opened my back pack while it was on me and I never felt it. That is why you see so many tourists wearing their back pack in front of them rather than on their back. A new scam is to walk past you and pick up a ring that they claim is yours. If you take it, they expect to be paid, If you do not take it, they want to be paid for “luck”. We encountered this scam four times. One Roma was really persistent. She would not give up until she got her price.

Lesson Learned:

There is always a competitive edge to have a strategy, stick to it, and be persistent. One gypsy made the amount she requested out of pure perseverance. The other three received no money. Same con, two different outcomes. Do you have a strategy and are you relentless in your stick- to-it-ness?


Return to Index

5. Concept Store

One of our daily haunts became a new “concept” store. It was owned by a family, three brothers and parents. It was a patisserie, French bakery, on one floor and a small clothing boutique on the other. One brother was a dress designer making each piece by hand, making only 6 of each piece. The food was really good and the designs phenomenal.

Lesson Learned:

What an interesting concept, a concept store marrying two concepts and being really good at both of them. One Saturday night when most of Paris had closed until Monday, we walked by and the family was still in the store. Are you present when you need to be? Are you marrying different kind of concepts together?


Return to Index

IV. On TV and Live

Live: Come and Join Us Can we keynote an event for you?

May 7 Hudson Job Search, The Interview Process is a Communication Journey
May 11 AultCare, Develop the Diva: Weapons for Women
September 14 Canton Chamber Fast Break Breakfast, Next Generation Leadership
October 17 Jackson Belden Chamber, 100 Tips in 100 Days

TV--Forum 360 with Leslie as host on Time/Warner

Upcoming Shows:

Cavalier Legends
Guests: Larry Nance, Austin Carr, Campy Russell, and Jim Chones

What We Need to Know About CJD and National Security
Guest: Florence Kranitz, President, CJD Foundation


***Channel 23:

Mondays at 12:30pm, Tuesdays at 10:30am and 3:30pm, Wednesdays at 2:30pm/ 7:30pm Thursdays at 10:30am, Fridays at 2:30pm, Saturdays at 4:00pm

Radio: WONE FM 97.5 Sunday 6 am, WAKR AM 1590 Sunday, 8:30 am

Past shows can be seen on Local on Demand

V. The Natcha Journals

Natcha is my 8-month old 4-legged legal immigrant from Mexico. One thing is for sure, youth brings energy. Sometimes it may be positive and sometimes negative. It may be crazy run-around energy or eat-my-shoes energy, but youth certainly brings energy. What can you do in your business or career to create energy?

Return to Index

VI. Come and Be A Part of our Community

We are always hosting some kind of event you can participate in for an hour or a day, in person or by phone. We will even make you a video star at our video sessions. Learn how to Tell a Story to advance your agenda at our Master Class on April 19.

"The Electric Impulse" Blog
If you wonder what I think about current events, click here.