Electric Impulse Communications, Inc. Newsletter

September 2008

  1. Herbie's Helpful Hint
  2. Who Said It?
  3. III. Mishmash of Value:
    1. Location, Location, Location
    2. 305 Chicken Sandwiches
    3. What is a Video Walk-On and Why Should You Care
    4. When is Urgent - Really Urgent?
    5. Democrats, Republicans, and Me
  4. Live and On TV
  5. Answer

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

My new office has been the focus of my life the last few weeks, and anyone with whom I have come in contact. One of the challenges has been whether I get everything the way I want it by move-in day, or move in and gradually get to destination COMPLETE. My Dad would say that if you know you are going to do it eventually, do it from the beginning. He felt the same way about customer service. If you know you are going to do something for a client, be their hero and do it from the beginning.


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II. Who Said It?

"When design impacts performance, performance returns the favor." And why this saying is so important to me now. (Answer at end of newsletter)

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III. Mishmash of Value:

1. Location, Location, Location

I have been in my present location for 9 years. In that time I have never changed the position of anything. Not a chair, not a desk, not a picture. So you can imagine how thrilled I am to have to move my office. Moving day is September 22. Come see my new office, 2 miles south of my present location. You can visit my website for directions (822 Kumho Dr. - 1/10 mile south of Cleve-Mass Rd entrance to 77). Click here for directions on my website.

Lesson Learned:

Moving is kind of like seeing someone else getting a ticket. It may be necessary, but you are glad it is not you. Once you decide that you are moving to a brand new location, suddenly everything you own seems too old to make the move. If it true that, "When design impacts performance, performance returns the favor" my clients will benefit from my new office. (more office specifics to follow) What can you do to impact performance?


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2. 305 Chicken Sandwiches

I drove into my favorite Speedway the other day. Standing out front, the 30-something male manager was sporting newly polished fingernails, in a snazzy orange/yellow/black configuration. Jokingly, I asked him if he lost a bet. Yes he said, as a matter of fact he had. The bet he lost was that his cashiers could not sell more chicken sandwiches in one day than any other station in the region. And they did.

Lesson Learned:

The cashiers increased their sales by 90%. If they maintained this pace over a year, it would bring in $219,000 additional dollars. How did they do it? By asking each customer one direct question. Do you want a chicken sandwich? What business are you missing because you are not using communication to increase your sales?


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3. What is a Video Walk-On and Why Should You Care

A walk-on video is a new use of technology. First you thought you were pretty with-it if you had a website. Now you need a walk-on what? A walk-on video is the next generation of familiarity, a newer way for you to communicate directly with your website visitors. Do people stay long enough on your web site? Do they know what you do and how they can benefit after spending time electronically with you?

Lesson Learned:

In May I decided that I needed to go through the entire process from writing my own walk-on, to having it professionally filmed. It was one of the most difficult professional tasks I have ever completed. How do you convince someone of your worth in 3 minutes? Preview the article that will be featured in next month's Affluent magazine that addresses the whole process from what to say to how to look saying it. Read More


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4. When is Urgent - Urgent?

Recently I was summoned to an attorney's office. Senior partner identified poor communication skills of younger attorneys. He credited these poor skills with putting off clients, and hurting new business. At the same time, he did not see it important enough to put on the firm's agenda before mid 2009.

Lesson Learned:

When is a matter urgent? When do you need to respond to it, when do you know that it is negatively impacting your bottom line? I call it, measurable, observable evidence. When you have that evidence, do you move on it? Or are you satisfied simply identifying the behavior?


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5. Democrats, Republicans, and Me

I write about many events from a communication viewpoint: the Oscars, the Emmys, the Olympics, presidential primaries, and the two recent conventions. I watched both conventions and tried to find less than mainstream examples of how communication was used effectively and ineffectively. Many of my comments were from a humorous viewpoint: I know Fred Thompson really isn't dead; I made fun of John Edwards, and criticized the "left" media. No one criticized my review of the D Convention. Five readers criticized my review of the R Convention.

Lesson Learned:

Do both parties have an equal sense of humor? You decide.


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IV. On TV and Live

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

Upcoming Shows:

PAWS-IBILITY: The Humane Society of Akron ReBranded
Guest: Ms. Karen Conklin, Executive Director

A Conversation With Josh Mandel
Guest: Josh Mandel, State Rep, U.S. Marine

Summit/Stark/Cuyahoga Counties: Tuesday & Thursday 9:30pm, Saturday 5:30pm
Channel 23
Radio: WONE FM 97.5 Sunday 6 am, WAKR AM 1590 Sunday, 8:30

In Person - Come and Join Us - Can we keynote an event for you?

September 18 - ASTD 21ST Century Leadership
September 19 - CSI Career Success Institute
September 24 - Cuyahoga Falls Chamber
September 25 - Parma Chamber
How to Create and Craft a Credibility-Building, Confidence-Enhancing, Power-Projecting, Result-Driven Presentation
September 16 - Women in Business
October 10 - American Family Insurance

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V. Answer

"When design impacts performance, performance returns the favor."
This phrase was developed for the introduction of the Infiniti G Sedan.
I look forward to it applying to my new office. . .


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