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Monthly Archives: July 2021

Is your website home page holding back your business?

Let’s be clear there are a number of challenges when writing for a home page.

Home pages can be tricky, simply because the home page has a role all of its own, but also supports and is the gateway to the next level of pages on your website.

So here are some quick tips when trying to write for a home page regardless of the number of pages on the site.

Tell me all about it

Visitors to your site have one aim in mind, and that is they are looking for a product or a service.

The main headline on your home page should encapsulate what your site is about, and why it is better than your competitors’ sites – your value proposition.

This can be difficult.  So don’t complicate things. Understand what your visitor is looking for. Let your home page communicate your promise and value quickly and clearly.

Follow up

Follow up with text that expands on the headline. Use some short introductory text to clarify and expand on your headline.

It is unlikely that you will be able to communicate your value proposition in a single sentence.

If your business offers a variety of products or services, then try to keep the headline short and sweet, then follow up with additional text that expands on your message.

This sub-text should run beneath your headline, so one flows into the other.

Just looking

Unless your business sells or offers a single product or service, you need to help visitors to find the next level of pages that best matches their needs.

Do some research and identify the top 3-4 second level pages that visitors view.  Then include links to these pages on your home page to help visitor find what they want. But be careful not to clutter your home page with too many links.

Use navigation links to direct visitors to all parts of your site.  However highlight the links that best meet the needs of the majority of your visitors.

Are you comfortable?

Chances are that when visitors come to your site for the first time, they will know little about you or your business.

Use your home page to put them at easy.  Use it to gain their trust. Use it to give them what they are looking for.

A key part of building the trust of potential customers is the tone of the headline and text you use on your home page.

Do not use your home page to sell.  Let your second-level pages and onwards do the selling.

Finally, when writing for your homepage make it simple, clear and honest.

Benefits of storytelling in colleague communication

A good story can make or break a presentation, article, or conversation. But why is that?

In 1748, John Montagu, the 4th Earl of Sandwich, spent a lot of his free time playing cards. He enjoyed eating a snack while keeping one hand free for the cards. So he came up with the idea to eat beef between slices of toast, which would allow him to finally eat and play cards at the same time. As a result he invented one of the most popular meals in the world.

So what you say.  Well, it is very likely that you will now never forget the origins of the humble sandwich.  Or you’ll be less likely to do so, if you had heard it through another means, such as a statistic, quote, etc.

Much has been written lately about the benefits that storytelling brings to the workplace. Most of it is based on a view that stories ‘work’.

According to screenwriter Robert McKee, “trying to convince people with logic is tough for two reasons. One is they are arguing with you in their heads while you are making your argument. Second, if you do succeed in persuading them, you’ve done so only on an intellectual basis. That’s not good enough, because people are not inspired to act by reason alone.”

This is where storytelling comes to the fore. Research carried out at Ohio State University has shown that people’s beliefs can be swayed more effectively through storytelling than through logical arguments. The researchers posit that persuasion is most effective when people are “transported” to another place using a story.

I have seen examples of the benefits of storytelling, particularly in an employee engagement environment, but was wondering what story themes others have used.

As a starter, here are a couple that I have used.

Who I am/personal stories – CEO/senior management speaks about who they are, what they stand for, what drives them and show how it fits into the corporate picture

Why I’m here – CEO/senior management maps out their role and what they want to achieve.

Values in action – A story based around one of the corporate values, e.g., customer service

I know what you are thinking – Delivering a message that sets straight rumour or misconceptions that are travelling around the business.

Aspirational – ‘We can grow this business by…’

Ideal employee or customer – Develop a message that outlines what an ideal employee looks like. Could be used to bring to life corporate values.  What our ideal customer would look like. What would they expect from us?  Again, helps bring to life corporate values.

I would be interested to know what themes others have used?

Benefits of team recognition awards

In a previous blog, we spoke about meeting icebreakers and how they are a great way to get everyone relaxed and ready to go.

This got us thinking about team recognition awards, which are a great way of boosting morale and the bottom line.

Research shows that happy employees have a positive impact on an organisation’s revenues and customer satisfaction by creating an atmosphere of open communication, recognition, trust, respect, and fun.

Just to show that you can have fun at work here are a dozen team recognition ideas that we’ve used in the past.

Can’t believe you said that award – Should be self-explanatory!

Single file award – Someone who keeps the business/team in line

Bermuda Triangle award – Things go to this desk, but don’t come out!

Baby bottom award – Smooth in a time of crisis

Golden megaphone award – Always there to cheer the team up

Heinz Ketchup award – Always keep everyone waiting

Coco Channel/GQ award – Best dressed in the business/team

Sherlock Holmes award – Can figure out any problem

Glass half-full award – Your most optimistic person

Girl/Boy Scout award – Always prepared!

The fridge award – Always keep their cool

The wise one award – The person who dispenses words of wisdom

For a nice touch extra touch, why not get a prize to award that is linked to the winning category. For example, a mini-flashlight for someone whose positive attitude shines in dark situations.

Why not let us know your experience of the above ideas or let us have your suggestions.   

Referrals + reputation = sales?

Have you ever had time to stop and think about what drives referrals and possible sales to your business?

Whether it is a customer, supplier, employee or a potential investor, what is it that shapes their decision to buy from you, sell to you, work with you or invest in you?

For me, referrals are driven by reputation.

Time and again, surveys have shown that for customers, suppliers, employees, investors and journalists, a company’s reputation is the single thing that shapes their decision making process.

This is particularly true when it comes to referrals.  You have two businesses, one with a good reputation, and the other with a poor one.  Which one are you going to refer to a colleague or a friend?

So what shapes a ‘reputation’?

Public relations is about reputation – the result of what you do, what you say and what others say about you.

Every organisation, no matter how large or small, ultimately depends on its reputation for survival and success – so do not underestimate the power of good PR.

So there you have it. If you are looking for more referrals and more sales for your business, then look at your reputation. It could give you that competitive edge.

Nailing that job interview

 

The Purpose of the interview

There are many types of interview. Some are structured, others may be informal. They may be the main way of selecting the successful candidate or they may be one of a number of different selection methods.

As well as giving the interviewer a chance to see you, the interview is a two-way communication and your chance to sell yourself. The interviewers are not there to catch you out, they are simply trying to match your skills with their vacancy. It also gives you the chance to assess the role and to see if it is right for you.

How does selection work?

Many organisations now use competency based selection.

A competency is a cluster of related behaviours that, if demonstrated by an individual, will result in effective working; they describe how you achieve business results. Competency based selection methods are designed around the requirements of each individual job role.

Any type of assessment you undertake will allow you to demonstrate your skills and abilities in the competencies that have been agreed are important to succeed in the job you have applied for. Typically  assessments help to understand how you have behaved or handled situations in the past and this gives an indication of how you would potentially perform in the job should you be successful.

What to do before the Interview

  • Make sure you know where and when the interview will take place and confirm that you will attend
  • Make sure you know who you will be meeting
  • Plan you journey, allowing plenty of time
  • Remember to dress smartly
  • Don’t smoke or drink alcohol beforehand
  • Prepare your answers, you may take notes in with you
  • Write down questions you would like to ask
  • Have an early night

 Researching the Job

There are a number of things you can do to ensure you have a thorough knowledge of exactly what the job entails and whether or not you would be suited.

  • Read the advertisement thoroughly
  • Ask for a copy of the ‘Job Description’ and ‘Person Specification’
  • Find out all you can about the department’s goals, objectives and likely future developments
  • If possible, visit the department to shadow and talk to as many people as possible
  • Know the organisational structure and how the job you are applying for fits into it

 Do’s and Don’ts

 Do

  • Be at the right place at the right time – no excuses
  • Be ready to shake hands
  • Sit straight – don’t slouch
  • Listen and hear what the interviewers are saying or asking
  • Consider questions carefully before answering
  • Ask for clarification if a question is ambiguous
  • Be positive about your last job / boss – don’t sound negative or bitter
  • Look at the interviewer and use his / her name
  • Be natural, relaxed and courteous – never familiar
  • Ignore the passing of time – no yawning / looking at your watch
  • Smile appropriately
  • Say something good about yourself, be positive
  • Sell yourself!

 Don’t

  • Sit until invited – or at least until the interviewer sits down
  • Draw attention to any of your weaknesses (over age, lack of qualifications, physical shortcomings) by making any apologies or references to them
  • Talk too much or waffle
  • Be argumentative or flippant
  • Fidget
  • Be over-confident or boastful
  • Interrupt the interviewer
  • Smoke
  • ‘Interview’ the interviewer, even if his / her techniques are terrible
  • Constantly repeat questions
  • Lie about achievements

 Dealing with Questions

Interviewers look for evidence of your capability and suitability. That evidence is often given in examples of what you have done and how you have behaved.

  • Always tell the truth, if you don’t, you run the risk of being found out
  • Answer questions fully but do not waffle, be specific
  • Avoid jargon – unless appropriate
  • Stick to the point, don’t give ‘politicians’ answers
  • Think before giving answers, especially in situational questions, answer fully giving the reasons for your behaviour / actions, short silences are fine
  • If you don’t know the answer, admit in a positive way, suggest how you would approach tackling the situation
  • If the interviewer cuts you off in the middle of an answer, don’t try to pursue it then. At the end when you are offered an opportunity to ask questions, ask if it is OK to go back over a couple of points and clarify anything outstanding
  • Where possible support your answer about yourself with examples which demonstrate where you have used a certain skill e.g. if there is a general question about managing difficult situations, talk through how you might generally approach them, and then describe a recent situation that you have had to manage. This shows the interviewer not only have you thought about it but that you have put the theory into practice
  • If you have to describe your weaknesses, don’t dwell on them, rather describe them as areas needing more practice and explain what you have done or do to overcome them. End on a positive e.g. your learning points or development areas
  • If you are asked an opinion and you have critical things to say, phrase them in a positive way, to show that you can see room for improvement
  • Don’t ‘put yourself down’, try to avoid words and phrases like ‘I suppose’, ‘Maybe’, ‘Perhaps’, ‘I hope’, ‘I’ve only’. Sell in a positive way the things you have done or will do rather than admitting to things you haven’t

 Nerves and Body Language

People deal with nerves in different ways, but here are a few tips

Firstly remember nerves that are under control are worth having in the interview. It will help you focus, concentrate and heighten your awareness

  • Try and get a good night’s sleep before the interview
  • The better prepared you are, the better you will perform and the more comfortable you will be
  • Ask someone to practise possible interview questions with you
  • Make sure you arrive for your assessment in time to quickly review what is expected of you and the job description
  • Take deep and controlled breaths before the interview
  • Visualise yourself in the interview, going over your answers to possible questions, and giving positive answers
  • Make sure you listen so you know exactly what is being asked and take time to formulate a good answer

 Body Language

Body language makes 50 per cent of the impression we give to another person. Tone of voice accounts for another 40 per cent. The words we use account for just 10%. So, while it’s important to say the right things, it’s also important to get your non-verbal communication right.

 Positive non-verbal communication

  • Varied eye contact – consistent but not a stare
  • Relaxed posture but sitting up straight
  • Appropriate comfortable gestures
  • Standing or sitting with shoulders square to the other person
  • Slight lean toward the other person
  • Keep head up, shoulders down

 Negative non-verbal communication

  • Lack of eye contact
  • Lack of interest or concern in your facial expression
  • Difference between facial and verbal expression
  • Lack of interest or concern shown by body position
  • Inappropriate tone of voice e.g. abrupt, direct or challenging

 After the Interview

As soon as possible after the interview make notes that cover these points:

  • What went particularly well?
  • What went badly?
  • Were there any questions you weren’t expecting?
  • Were there any questions you found difficult to answer? Why?
  • Was there anything about the interviewers and the interview that you found either positively helpful or unhelpful?

Use these notes to prepare for any future interview.

 Receiving Feedback

You may be able to get feedback on your interview from the interviewer. Use the notes you made after the interview to prepare for feedback and take them with you to the discussion. Remember that feedback received is always about PAST behaviour not current or future behaviour.

When receiving feedback, remember:

  • Listen carefully
  • Try not to become too defensive
  • Ask questions for clarification and ask for examples of anything about which you are unclear or disagree
  • Carefully evaluate the accuracy and potential value of what you have heard
  • Gather additional information from other sources or by observing your own behaviour and other people’s reaction to it
  • Thank the employer for their time in giving you feedback