If you’d like this URL, and are among my circle, let me know. I’ll sell it to you for cheap. Real cheap. Like in, buy me a Latte or two.

I just hate to let it back into the wild for a URL pirate to pickup for resale.

“This is Crap”

Steve Jobs reacted in extremes. Ideas presented to him were either vilified or worshiped. Often ideas were dismissed, only to appear again later, but now as Steve’s idea and insight.

Genius doesn’t react well to surprises. And in my experience neither do mere mortals. Nothing in a proposal should be a surprise. EVER.

Most often, we are working to respond exactly to the requirements of an RFP. But sometimes the RFP is so far from what the client should be doing, that our firm wants to propose an entirely different idea. Here’s how to win in this circumstance:

One of our clients was well served by a team of engineers who’d been working with their facility for years. Corporate HQ wrote an RFP for a project that each of their plants would need. But our engineers had been talking to their customers at the local plant about a different approach. They believed by combining efforts among several of these types of projects they could save their customer money. They recommended creating a database that would be used for all these types of projects, instead of repeating work and collecting the data from scratch each time.

They wanted to respond to the RFP with a proposal that offered a completely different approach, and cost quite a bit more.

Here’s how I helped them win: We broke the RFP down into storyboards, and outlined the recommended approach. As we reviewed the storyboards, for each one, I asked, “Who spoke with the customer about this and when? Do you need to refresh their memory about this topic?” These guys were good. With over 20 elements outlined on the storyboards, they’d discussed almost every single item. Only one idea they were putting in the proposal they had just come up with. Immediately they made an appointment to get out there and cover this new idea with the customer.

When the proposal arrived, nothing in it was a surprise. The customers used the proposal to defend the decision to spend 3X the budgeted amount on our approach.

Anyone else would have said, “This is Crap.”

“What Do You Do Here?”

Junior folks at Apple avoided riding the elevator with Jobs. They were terrified that he would ask them questions, the scariest one being, “What do you do here?” A misstep could mean the end of your job.

I grind away at proposal teams that they should always know exactly what they are doing that makes a difference to the bottom line. If you don’t know, you ain’t making a difference. You are just overhead.

“We won 18 of the last 20 proposals I supported.”

“We won $xxx million last quarter from new clients.”

“We NOGOed the xxxxxxxx project that Lockheed Martin is losing money on.”

Avoid telling executives that you saved money. You can’t grow a company by cutting expenses. If you don’t know, track your progress and figure out where you can make a difference and focus on improving that. Hurry up. The book is out and your own Steve Jobs wannabe will soon be walking your halls.

P.S. I greatly admire Steve Jobs. I came late to being an Apple Fanboy, but I now have 5 Apple products I wouldn’t want to live without. And I get it. I’ve worked with Genius, and it ain’t patient, deliberate or diplomatic. The adrenaline Geniuses run on keep them high as a kite and to try to tether them to the mortal realm is folly. Our jobs are “Supporting Good People Doing Great Things” and we’re pretty smart and can invent ways to capture their Genius to translate for customers. And the ride is the best time of our lives.

If you are a manufacturer of consumer goods and will need millions of buyers to grasp the value of your brand of gizmo, a discussion about archetypes will help you design a message that is more compelling than BUY OUR GIZMO!

If you are a soap manufacturer, you spend time and serious money on just the right inflection to communicate your special features, to the masses of potential soap buyers. But no matter what color, size or variety of advertising, you are just selling soap. (and dreams)

But for my clients, this approach is not the best, and often is a complete waste of time and energy:

1. We are not mass manufacturers. We are more similar to bespoke(1) Tailors. Each client seeks professional help to create/solve/construct a one-off project. Trying to attract them to your firm by noodling over a mass market message won’t work, and is more likely to make you look silly.

2. We provide the solutions required in the moment. And that means we solve problems differently depending on the issues of critical importance to that client for this project. So an archetype that applies today, will not apply to the next project we do, and will change again with the following project. It’s a rabbit not worth chasing.

However, it is important to always be honing your skills and finding new ways to extract the precious stories that qualify your firm for great projects. Archetypes can inspire you and give you questions to help your technical staff remember stories and tidbits about their work and solving client issues. These you weave into stories about why you are a valuable asset to future clients.

TRUE STORY

Our client was a micro-manager. He liked to be at the table every time a meeting was held about their project. The lead PM had learned to include him as a member of the team to a degree way beyond most client’s desires. We’d won work regularly with this client and knew what he wanted and we gave it to him. (Damsel, Guide, Great Mother archetypes)

But now we had a new project RFP. The building was similar to others we’d done for them, but in our meeting to discuss the opportunity (GO/NOGO meeting) I asked what was changed from the last time we proposed to them. “Well, one of his kids has leukemia. They just found out a few weeks ago. She’s starting treatment at the Children’s Cancer Hospital. Very sad.”

Would our usual approach work when he would need time for his family? Should we offer a different approach? Wouldn’t a turn-key project be better for him under the circumstances? We took a chance.

“You know us, and how we make decisions. You can trust us to include you when necessary. And this project is similar enough to projects X,Y and Z that we know how you’d like most of the details handled. This time, we propose a turn-key project that minimizes the hours needed for your involvement and provides you sufficient access to know we are meeting your expectations.” (Networker, Mentor, Engineer archetypes)

We won, and his daughter finished treatment by the time ground was broken.

In our industries, focus on a firm-wide archetype misses the greater value our clients seek in us. They want to be heard, and their problems solved. The successful firms deliver bespoke solutions with grace and passion. It is challenging and interesting work we do.

If we were tailors, we’d think it fun to make a Red Zoot Suit for one customer, a tuxedo for the next, and a military uniform for the next, and an “ordinary” looking suit for a lawyer needing to connect with a jury.

We ain’t selling soap.

(1) bespoke describes a high degree of “customization”, and involvement of the end-user, in the production of the goods. http://en.wikipedia.org/wiki/Bespoke Retrieved 2011-10-11.

The last minute scramble to throw things together and get it out the door is nonsense. It will cost you contracts you should have won. I always say the most expensive proposal is one that didn’t win. But really, the most expensive proposal is one that didn’t win because it never got reviewed because it was late or non-compliant and was tossed out before the reviewers saw it. (How ’bout the time the RFP specified that every page be numbered, but someone’s 11×17 z-fold wasn’t, and it got tossed out by the compliance clerk?)

How do you get everyone’s cooperation to stay on schedule?

Tell a Story

Storytelling

Never let a teaching moment slip by. Broadcast stories about your near misses and heroic saves that were possible because the schedule was met by the technical staff.

• When a competitor’s proposal was not accepted because the team stepped off the elevator on the wrong floor with less than one minute to delivery deadline, we made sure everyone in the firm knew about it.
• When a FedEx truck broke down with a proposal inside, and we had to empty a PMs discretionary account to courier a backup copy on the last flight out (at 10 times the usual flight cost), we made sure everyone knew about it. And the story included how lucky we were that the proposal team followed our schedule so that we actually had a) backup copies ready and b) time to get on a plane with the proposal.
• When a proposal was due in a remote corner of West Virginia, and our production schedule includes a step to confirm at least two delivery paths, we found that FedEx doesn’t deliver to that town. Because the schedule was adjusted for this, we prepared for electronic delivery to a Kinko’s in that town, where they could print, bind and courier the proposal on our behalf. When the roads became impassable during a storm, 3 of our esteemed competitors failed to make delivery deadline, but we were on time.
• When a proposal was discovered to have a mistake that under-priced the fixed fee by 18%, which we found while running through our production checklist, we made sure everyone knew about our production checklist saving the day.
• When the client server went down the day before the proposal was due, and didn’t come back up for 3 days, but since you’d accounted for the possibility of their new system backing up, you’d delivered 2 days before deadline and then told everyone in the firm about it.

Don’t assume your technical staff has any idea what you guys do once they turn in their materials. They don’t know and don’t care.

But don’t think they aren’t interested in hearing a good story. They are.

Just got a robo call from the local Theatre. Now, I appreciate that sales are down and the Fine Arts are struggling. I’ve been called regularly by the Symphony the Ballet and almost every theatre to which I’ve ever purchased a ticket. This call was different.

After a blessedly quick intro, Scrooge came on the line, to tell me very quickly about a sale on tickets to the upcoming Christmas Carol that coin squeezers like us would appreciate. The sale is on Monday of next week, buy tickets online or by phone. Now, Get back to work! he barked, and the call was ended.

Perfect. I wouldn’t have otherwise gone to this performance, but I might now buy tickets just to support great marketing like this.

Here’s the other I noticed this week. Border’s Books closed in one of the nicest buildings downtown. We have our share of vacant space downtown, and most of it looks sad. Here’s some of the signs in the windows of this place:

First Lease sign to capture my imagination

Lease sign in storefront Milwaukee

Lease sign in retail window

Here's the Building being Leased. It fronts on the Milwaukee River and two major Downtown Streets.

And the typical Lease sign. Boring. Sad.

If you are looking for space, who are you going to call?

If you are a reviewer of proposals, which one are you going to pick up first? Which team do you want to work with?

Business Cards as a marketing tool

Social media is growing, so some of the trendy industries are including lots of contact information on their business cards that aren’t the usual stuff. However, for many of us, this is not yet a common practice, partly because we don’t post to social media as a regular part of our work practice.

Here’s what I’d suggest you consider for the next round of business cards:

DELETE fax numbers. I have a fax line. It has been used to fax less than 10 times in the last year. No one needs to fax me unless we are working together already, or they are a Chinese restaurant sending out menus. Take it off.

ADD some kind of social media contact. You look old-fashioned if you don’t have something on your card. Use your LinkedIn profile address. It will satisfy the problem of not looking hip, without divulging that you aren’t tweeting or posting about business on a daily basis.

CONSIDER adding a QB code that goes to your website on the back of the card. Most first visits to your website are now made via smartphone. You can make this much easier by putting a QB code on one half of the back of your card. Keep the other half blank so a note can be made on your card. QB codes are trivial to produce. I did it on my first try. Search “How To make a QB code” and you’ll have your code in less than 45 seconds.

DO NOT use weird paper. Make sure the paper you use can be written on, and that there is space on the back for a note about where they met you, or what they want to follow up with you about later.

DO NOT use odd sizes or shapes of cards. Creative ad agencies can get away with this, especially if they spend $5.00 per card for some extravagant treatment. Unless you are that, don’t do this.

TEST your logo to see if it scans into OCR software. No one wants to bother typing in your company name into a database. If your company logo can’t be recognized by OCR technology, be sure to add the company name, maybe above your mailing address.

Now, all I have to do is hand out another few hundred business cards so I can update mine with my LinkedIn Profile too!

Photo from druzifer.livejournal.com. Druzifer's Journal

This weekend was another turning point for Social Media.

In Texas, months of drought set them up for wildfires throughout the central part of the state. In the end a few lives were lost, hundreds of homes were lost, and we don’t know yet how many pets and livestock perished or were lost.

It was hard to find information yesterday, chaotic earlier today, and now, things seem to be settling into a routine to manage news, evacuations, animals and begin figuring out where to go from here.

Television was worthless. I knew more about what was going on than friends who are social media illiterates in the areas threatened by the wildfires. They were glued to television, and I live in Milwaukee Wisconsin.

A few gals I know (Ruth, Bonnie and Betsy) in Texas  kept the posts flowing on Facebook until pages could get organized to coordinate news of evacuations and the large animal folks could get organized. Others were also posting, re-posting and tweeting to connect information to folks who needed/wanted to know what was going on. I stayed glued to the screen for the last two days.

Hopefully the local authorities were doing a great job on the ground and every person got the information they needed to evacuate or not.

I’m just a rubber-necker, eavesdropping on the crisis, but it seemed obvious that the large animals were overlooked in planning for such an emergency. The wildfires charred acres of ranch land where 70% of the horses in the US live, central Texas. However, evacuation of livestock wasn’t part of the game plan for the strapped emergency responders.

The evacuation of horses and large animals required some innovation which turned out to be self-organized on Facebook and Twitter. It was fascinating to watch, and should be lessons learned for every business uncertain whether they should be on social media and anyone who might be faced with a crisis that requires timely information in order to react appropriately.

What started out as limited options, slowly became organized evacuation.

Traditionally, horses are let loose to fend for themselves in a wildfire. It’s a nasty option. You are uncertain you’ll ever see your horse again, and certain the sensitive creatures will never be the same again. But getting horses into a trailer takes time you can’t afford. And they can out-run cars and trucks, so traditionally it has been the only possible option when fire was headed your direction.

One friend was out of town when her husband got the call to evacuate. He had no choice and let the horses out to fend for themselves. Luckily, by 2AM he got an opportunity for another run home, and he had the chance to catch and trailer out his wife’s favorite horse. By morning, he got another chance to return and corral and trailer out the others.

However, there were at least 12 hours of no options for folks with livestock in the path of the wildfires. But by the end of just 12 hours, folks with ranch land, water, food or trailers were organizing to fetch horses and other livestock in harm’s way. Everything took place in plain view on Facebook and Twitter.

A zoo was evacuated in just a few hours when things started to look dicey.

The right (or maybe “good enough”) equipment arrived and new safe havens were arranged so exotic animals could be moved. Cell phones were helpful, but overwhelmed as the emergency spread. However, a single call was amplified when posted to Facebook looking for “enclosed heavy metal trailers of at least X’ x X’ and able to travel at least XX miles to deliver drugged lion and two drugged tigers. Three additional enclosed trailers able to carry at least XXXX lbs. each for transport of exotic animals in heavy cages.etc. ” (paraphrased from my own memory of the post)

Veterinarians running low on supplies put out the word for replenishment so they could stay in place while volunteers picked up and delivered.

When the wind shifted, a safe haven for 43 evacuated horses faced fires coming their way. In less than 3 hours the horses were on their way again. If you’ve ever watched horses being loaded to trailers in a calm setting, you know loading this many horses in an emergency is a miracle.

I especially loved seeing University of California at Davis Veterinary School piping in. They offered suggestions. “If you must release horses into the wild when evacuation can’t be arranged spray paint your phone number on their side.” I sent this suggestion along to one of my social media illiterates with my insistence that they sign up for Facebook immediately since this ain’t the last of the wildfires in Texas this season.

There were a few moments of levity. Everyone tuned in to one of the several sites serving up radar with fire postings. By using radar, they showed the smoke plumes so folks with respiratory problems could plan their response. Around dusk on Monday, a new large plume showed up on the radar. For a few minutes panicky posts came over asking whether this new area was yet evacuated. Turns out the colonies of free-tail bats come out in swarms each evening. They mass so tightly and in such great numbers, that radar picks them up and they look like a smoke cloud.

Don’t let the lesson be lost. Make sure your company hears about how Social Media got information flowing so people didn’t have to panic, working without enough information. How might this be used by your clients/firm?

http://goo.gl/tjr4A

Here’s a great idea to make presentations more mobile.

In most meetings, folks are carrying smart phones,  iPads or laptops. Why not use that feature to expand your ability to present anywhere you meet?

Here’s how it works:

1) Post your presentation slides to SlideShare.net

2) Create a short URL for your presentation slides.

Search “short URL” for sites that convert long URLs to a tiny URL all free. If you use Google’s service, you can save yourself a step below.

3) Create a QR code that points to your slides on Slideshare.net

Search “QR code create” for sites that create a QR code from a URL. If you used Google’s service above, just add “.qr” to the end of your short URL and click to get your QR code.

4) provide the QR code and short URL to your meeting members.

If they are on a smart phone, they’ll scan the URL and be instantly looking at your slideshow. If they are on a laptop, they’ll type in your URL and be instantly looking at your slideshow. If they are on a tablet, they’ll do either, depending on whether they have a camera or browser.

You could print these on businesscards you hand out, you could offer the scan from your phone, you could email the short URL with QR code.

I didn’t think of this, but I wish I had. Todd Ogasawara at SocialTimes thought of this when he was asked to speak to a group, but they met in a restaurant without AV support. His commenters added the suggestion of having a URL alongside, so folks without cameras could also join in.

Proposals can use this idea: Think about building a set of pages with additional detail/illustrations/animation for which QR codes could be created and printed in your proposal. Do you honestly think a technical reviewer will pass by the opportunity to check out what is behind the QR code?

Is huddling around a big laptop to show a presentation more professional than allowing each person to see the presentation on their own device? I’ve seen folks lugging in laptops for meeting presentations, but that limits the audience to one person or maybe two if they are comfortable snuggling up to one another.

For confidential materials, you can get a short URL that is time limited. Search for “URL shortener temporary time limit” which allows you to reach pages you don’t want them seeing again after you are out of the room.

Would it help if you knew whether they were showing the materials to others? Many of the short URL sites provide tracking so you can see how many folks visit the link.

All the examples here are free services, so you have no excuse not to try it out and noodle about how it might help your organization.

I’ll stop here. Lot’s of interesting opportunity to expand your ability to reach prospects. Go get’em!

“Good story.  Just to let you know that I got a link to your story from Christian Dillstrom, the mobile and social media marketing master – so you must be doing a beautiful job.”

Gee. This is really nice to hear. And “THANKS” to Christian Dillstrom too!

Here’s one of my favorite posts to which I just added animated video:
http://www.1ricci.com/ideas/two-steps-for-change

Didn’t click on the link? Here’s the video to entice you to read the post:

QUESTION: I don’t know if the correct way to refer folks to another post is to link to it as I do here, or whether one should refresh the copy and repost so it gets a new round of distribution. Some of you are more savvy than I am. Let me know what you’d suggest.

This is brilliant. If you are selling cat food, what does your target audience like? Watching videos of cute cats, but better yet, watching their own precious feline being cute.

What the heck does this have to do with your firm? Plenty.

The leaders in our industry are already developing their social media chops. Barton Malow has an executive focused on Social Media, and they are a Construction Management firm.

No, you don’t need to be tweeting your lunch selection to the ether. But if you were the FDA, you’d be a hot twitter feed by posting drug approvals via Twitter. They are now a must have app for Pharma execs. (search for @FDAMedWatch at Twitter.com)

Think about what would help and thrill your clients. Could a preview of an aspect of your proposal be put on YouTube? Saves your client having to manage a video file and you having to forego “showing them” how it would work. YouTube allows you to select Private settings so you send a link to your video and it doesn’t get displayed with Lady Gaga’s latest music video. This isn’t high security, but it is “good enough” for straight forward information that isn’t sensitive.

I delivered an electronic file to a client a few months ago. It is a pretty nifty file, which converts a Goals to Metrics chart to a Gantt Chart and allows them to use the file as a living document. We worked from a set of dummy data to design the file. I hired a consultant who turned my nightmare idea into a dream. He video taped his demo of the file so I could approve it. Once it was finished, we loaded the client’s proprietary information into the file and delivered the file. However, I posted the video for them to refer to as instruction when they started using the file. That was helpful for them since I couldn’t be there in person to demo the file.

Is there a helpful bit that could be made into an App? A lookup table particular to your industry? A reference document that could be interactive and distributed to clients?

The folks at Solar Roadways are making great headway, and they accomplished most of their publicity with social media. They do a great job on videos, even though they have a lousy website.

Can you turn a manual you have written for internal use into an eBook for clients and customers? <shameless self promotion> One of my books: The Magic of Winning Proposals is available as an iBook and at Amazon as an eBook for the Kindle. </shameless self promotion>

Proposal folks are creative souls. What do you have that would be better communicated with a video? What would help you stand out from the herd in a crowded competition? Cruise the app store of your choice and download a variety of apps to see what might spark an idea for your firm. Keep it simple at first.

When I discovered that the YouTube search engine is the second only to Google, I started shooting video for my husband’s small business. (As my friends say, tell’em what your husband does, because THAT’s interesting.) Take a look a few of our videos, shot by an amateur and edited by a professional. These videos helped his business close its best year during the worst recession of our lives.  These are the car guy equivalent of cute cat videos: Davids4Speeds – Restoring 4 Speed manual transmissions for 1960′s and 70′s muscle cars.

Can’t wait to see what’s coming next.