Thursday 29 November 2012

Take Time to Celebrate the Goodness in the World


Sometimes it’s nice to step back from the rush of day-to-day business and take a minute to appreciate some of the happier things in life.  The news is filled with scandalous affairs, geopolitical tensions, imminent financial doom and so much other negativity that sometimes it’s nice to observe the happier things that life sometimes bestows upon us.

Two such incidents happened to me recently that I’d like to use this platform to share:

First, a few weeks ago my aunt and uncle vacationed in Florida, driving down the Atlantic coast for two days.  When they arrived, my aunt realized that she had lost her purse.  It contained her wallet, cell phone and other personal items.  They scrambled to think about where she could have lost it and when she phoned the McDonald’s in South Carolina where they had stopped for lunch she was relieved to learn that her purse had been turned in earlier that afternoon.  The young man on the phone offered to take it to the local UPS store, package it up and ship it to her.  She gratefully accepted and the next day she received her purse with its contents entirely untouched.  The only thing it cost her was the overnight shipping, which she gladly paid.

McDonald's:  You Get a McTwoThumbsUp!


I found myself in an eerily similar situation just last week:  I traveled down to Atlanta on a business trip and, on arriving at the airport on the way home, realized that I didn’t know where my passport was.  What worried me was that I didn’t remember seeing it at all during my three day trip.  Luckily, I had my Nexus card, which allowed me to get through the border and back into Canada without my passport, but I’d heard horror stories about lost passports and didn’t look forward to sorting through that process.  As I sat on the plane thinking about my lost passport I remembered the missed call I had on my cell phone the previous day … and the message that I had not checked so far … When we landed I checked my messages to hear that my passport had been turned in to the Lost & Found at the Atlanta International Airport—the airport I had left only a couple of hours earlier!  (Note to self: do a better job of checking voicemail messages!)  I called the Atlanta airport and arranged to have my passport couriered back to me with my only cost being the courier fee.

These two separate incidents show how much good there still is in the world.  My passport could have been thrown in the garbage or worse, used for more sinister means.  My aunt’s purse could have been rummaged through and her identity and valuables stolen.  But in these two cases the good nature of two complete strangers shone through.  It’s nice to celebrate the goodness that does exist in the world, even though it seems like the mainstream media (CNN, Fox News and TMZ: are you listening?) chooses to glorify the negative, evil and depressing events in the world.

To the kind sole who found my passport and turned it into Lost & Found: thank you for your kind act and for making the world a better place.


Steve Hartley, Managing Partner
Fering Communications Inc.

Monday 26 November 2012

Why Your Company Needs a Style Guide


A few years ago when I was working as a salesman for a different company I sat across the desk from a customer while he was engrossed by a report.  I was immediately curious about what he was looking at and after he put the document down and we began chatting I tried to discreetly steal glances to find out what he had been reading.  After we chatted for a while we were interrupted by one of his colleagues and he stepped out of his office to discuss an issue that had just occurred.  Alone in his office, I finally got the chance to freely look at the report and I was surprised to find that it was a production report generated by the computer system that I had sold him a few months earlier.  I was shocked that it took me so long to identify something created by the company that I worked for.  Instead of using the logos, fonts and colours consistent with our sales materials our technical team had used the default attributes chosen by their programming tools.

It is so important to build your brand into your business and everything that is associated with it.  Every piece of sales & marketing material should have the same look and feel that is central to your company’s image.  This includes your website and blog, whitepapers and case studies and product specifications.  The same look and feel should extend through your training manuals, installation guides, specification documents and other technical documentation.  On a whole, every piece of written or visual material your customers will see should look and feel the same and a style guide plays a key role in delivering that.

A style guide is a document describing the fonts, colours, style, voice, tone, layout and other attributes of your brand—everything that the various people and departments will need to adhere to so your branding is consistent and uniform.  You want your prospects and customers to know that they are looking at something produced by your company without having to search for whom it was written by.  Written and visual communications that are not consistent can look unprofessional and leave your customers confused.

Below is an infographic covering the basics of what a style guide is, why it is important, who should use it and how to go about creating one if you don’t already have one:


Establishing a style guide can be difficult in the early going—especially if multiple people or departments are involved.  Start the process by appointing someone to champion the process and engage key individuals to invite their input and win their support.

You should also keep in mind how your style guide affects resources outside of your organization like bloggers and content curators—the standards described by the style guide will need to extend through their work, too.


Conclusion

A style guide is a document that defines the appearance, voice, formatting and other aspects of a company’s written and visual materials.  Having a well-defined and consistent look and feel will make your company look professional and customers will feel comfortable doing business with you.  If you need help creating or updating your style guide give us a call, we’d be more than happy to help!

Got something to say? Leave a comment below, we’d love to hear from you! Got a question that we can address in our blog? Contact us through our website or email me directly and we’ll put our crack team to work and let you know when we post a reply.


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Steve Hartley, Managing Partner
Fering Communications Inc.
Website: www.feringcommunications.com
Email: steve.hartley@feringcommunications.com

Wednesday 7 November 2012

Five Ways To Make Your Next Presentation Awesome


Most presentations suck.  They are long and boring and lack focus and enthusiasm.  Some presentation slides are filled with overused template backgrounds, fonts and colours while others are a smörgåsbord of colour, animation effects and slide transitions that dilute the message and distract the audience.


Luckily, we’ve taken our years of knowledge and experience garnered through hundreds of presentations and compiled the top five things to remember when making your presentation:
  1. You are the Star of the Show – Not Powerpoint, you.  If you dropped your laptop in the parking lot on your way into the presentation and it smashed to pieces, you’d still be able to give the presentation.  Maybe not as effectively but you’d still be able to do it.  The presentation wouldn’t be able to go on if you got sick and couldn’t make it even if you emailed your PPT file.  Never forget that you are the presentation and Powerpoint is a supporting tool.
  2. Always ask, “So What?” – Never forget the reason that you’re there—to convince your audience to do something: buy your product, sign up for your service, give you a chance to bid on a project.  Every thought, idea and premise in your presentation should matter to them.  They’re not there to listen to how wonderful you are, they’re there to learn about what you can do for them.
  3. Use Stimulating Visuals – The old adage of a picture being worth a thousand words holds true for your presentation slides.  Powerful and relevant images can leave an impression on your audience that written words cannot.  Check out websites like Shutterstock, iStockPhoto and others for professional grade images.  A Google image search will yield plenty of other graphics but try and stay away from stretching low resolution images—nothing makes a presentation cheesier than fuzzy images that have been stretched too big.
  4. Limit your bullets and don’t read to your audience – There’s nothing more boring than when someone loads up a slide and then reads the bullet points.  In a 2007 report, Professor John Sweller of the University of South Wales found that “it is more difficult to process information if it is coming at you in the written and spoken form at the same time”.  If you’re reading your slides, chances are that your audience is sitting with glazed eyes because of sensory overload.  The solution?  Minimize the amount of text on your slides.  Using keywords as prompts is fine, but avoid lengthy sentences.  Better, consider using infographics, images or charts.  Your audience will thank—and more important remember—you.
  5. Practice, practice, practice – You can’t practice a presentation too much.  Know the content and sequence of each slide inside out.  Know why you included each slide and how it supports your message.  Practice in front of your colleagues, in front of a mirror, in front of your dog.  Just practice.  When it’s time for the real thing your confidence will shine through in your voice and body language.


Conclusion

Chances are you’re going to have to give an important presentation at some point during your career.  Giving an interesting and effective presentation isn’t the easiest thing to do, but fortunately it’s not the hardest thing to do, either.  If you make yourself the star of the show, deliver a meaningful message, make your slides visually stimulating and engage your audience you’ll be well on your way.  And last but definitely not least, practice makes perfect so make sure you leave plenty of time to practice and you’ll give a confident, smooth and effective presentation.

Got something to say? Leave a comment below, we’d love to hear from you! Got a question that we can address in our blog? Contact us through our website or email me directly and we’ll put our crack team to work and let you know when we post a reply.


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If you liked this blog post, here are some other blog posts that you might also like:


Steve Hartley, Managing Partner
Fering Communications Inc.