4 Simple Tips To Build Mutually Beneficial Relationships

build relationships“The way we communicate with others and with ourselves ultimately determines the quality of our lives.”– Tony Robbins. It may be an instant connection, or it may take time to develop, either way being able to build rapport serves as the foundation of a successful career.

Building rapport is to establish a relationship with someone or a group of people thus making the conversation easier and more effective. Here are 4 simple ways to build mutually beneficial relationships that put you in a better position to learn, teach and influence other.

Dress for Success
Your appearance isn’t everything, but it is the first thing people see when meeting with you. Make sure you are dressed appropriate for the situation. Your appearance should help you connect with people, not turn people away.

Establish common ground
People will feel more connected to you if they can relate to you. Create small talk that aides you in connecting with them. Try finding both professional and personal commonalities by asking open ended questions.

Read the Room
If you know you have a certain amount of time meeting someone about business opportunities, make sure you are finding the right amount of focused conversation. You don’t want to spend the whole time chatting and you don’t want to just dive right into the business before your break the ice.

Be genuine
Being yourself is a basic communication skill and it truly does make a difference in the flow of conversation. Be interested, give compliments, and be endearing. Instead of thinking of the answer someone would want to hear, let them flow naturally. Avoid overdoing things and seeming desperate. Give off the type of energy you want in return.

Easy right? Just remember to dress for success, establish common ground, read the room and be genuine. Do what you can to create a positive experience when meeting with people and you will have mutually beneficial relationships throughout your career.

Written by guest writer, Dee Caples

6 Smart Things Super Productive People Do to Get More Things Done Every Day These science-backed techniques will drastically improve your ability to get more done. By Marcel Schwantes twitter.com/MarcelSchwantes

CREDIT: Getty Images

Ever wish you had more than 24 hours in a day to get more things done? I’m with you. In the struggle to be more productive amid so many distractions, we need tools and techniques that work to our advantage without us working ourselves to death.

While these may not involve the benefit of technology as a crutch to help add hours to your day, it involves something of even greater value — your ability to discipline your mind and create new mental habits to be efficient and productive. As you learn to train your brain and adapt these habits over time, you’ll notice a greater sense of control over your day.

1. Set specific and challenging goals.

Research by Edwin Locke and Gary Latham found that when people followed these two principles — setting specific and challenging goals — it led to higher performance 90 percent of the time. This means eliminating vagueness and getting clarity around your end goal. When you do this, your chances of hitting the mark increase dramatically. But beware: If your goals are too hard, you won’t hit them either. While it’s important to challenge yourself, nobody completes a goal when they are overwhelmed by facing a mountain they can’t climb.

2. Be committed to the end.

Super productive people have an internal compass that keeps them locked in until they reach the top of the mountain. It’s a belief system of “do whatever it takes” that comes from being intrinsically motivated at their core. If in your heart of hearts you’re just not that into it, it doesn’t matter how specific or challenging your goal is — you’re not going to reach it. So how badly do you want it? And in the end, will it be worth it?

3. Fit your short-term goals into your long-term goals.

Super productive people align their short- and long-term goals to the end. Research by psychologists Ken Sheldon and Tim Kasser found that people who are mentally healthy and happy have a higher degree of ‘vertical coherence’ among their goals — their higher-level (long-term) goals and lower-level (immediate) goals all fit together well so that pursuing one’s short-term goals advances the pursuit of long-term goals.

4. Don’t multitask.

Productive people are successful in managing their time because they avoid juggling many things. Research says multi-tasking is a myth and can be damaging to our brains. You end up splitting your focus over many tasks, losing focus, lowering the quality of your work and taking longer to hit your goals.

5. Break your goals down into small chunks.

As you break the goal down into smaller chunks, each of those chunks should have their own deadlines. Amy Morin, psychotherapist and best-selling author of 13 Things Mentally Strong People Don’t Do, calls these “now deadlines”:

“Even if your goal is something that will take a long time to reach — like saving enough money for retirement — you’re more likely to take action if you have time limits in the present. Create target dates to reach your objectives. Find something you can do this week to begin taking some type of action now. For example, decide ‘I will create a budget by Thursday,’ or ‘I will lose two pounds in seven days.'”

6. Practice the 52 and 17 Rule

That’s 52 minutes of work followed by 17 minutes of rest (more on that in a minute) or what is known as “interval training” in sports. Brad Stulberg and Steve Magness, co-authors of Peak Performance: Elevate Your Game, Avoid Burnout, and Thrive With the New Science of Success, found plenty of evidence that adopting an interval-based approach to productivity isn’t just for gifted jocks or Olympic athletes — it works well in the office. One study by The Draugiem Group found that its most productive employees preferred a work routine where they spent, on average, 52 minutes engrossed in their work, took a 17-minute break, and then returned to their work. The bottom line: The secret to retaining the highest level of productivity over the span of a workday is not working longer–but working smarter with frequent breaks.

44 Favorite Books of High Achievers

Inc. just published the article. We can all use the insights that come from these books.

The people who accomplish the most in life are serious about self-improvement, which often comes in the form of a good book. Here are several dozen excellent reads, recommended by high-achieving founders and executives.

  1. Crossing the Chasm by Geoffrey Moore

“When I read [this book] for the first time, it was like having the light turned on in a dark room. Moore helped me better understand the unseen forces that were driving the product adoption trends I was seeing in today’s technology markets. Whether at eBay, Ancestry.com, or Scribd, Crossing the Chasm has helped me make sense of where our products fit in the product adoption lifecycle. Even better, this book has given me innumerable ideas for how we can take our product and our company to the next level.”

–Eric Shoup, COO of reading subscription service Scribd

  1. Grit by Angela Duckworth

“Being one of a handful of women entrepreneurs in the restaurant business, you have to be on top of your game and be able to speak the language. I have a passion for food and business, and for the last 20 years have learned many lessons that can’t be taught or learned in school–experience is the teacher. Grit emphasizes the notion that you don’t need a high IQ or Ivy League degree to get ahead in life, but if you have passion and persistence you can do anything.”

–Celeste Fierro, co-founder and SVP of The ONE Group restaurant and hospitality brand

  1. Contagious: Why Things Catch On by Jonah Berger

“I found this book to be very insightful and easy to read. The author discusses and provides many real examples of things that have gone viral and why. One example of a brand video that went viral is Blendtec, which created a vacuum video that has been viewed over 10 million times. Berger breaks it down to six key steps he refers to as STEPPS: 1) Social currency, which is about people talking about things to make themselves look good rather than bad; 2) Triggers, which is about the idea of “top of mind, tip of tongue,” or how we talk about things that are on the top of our heads; 3) Ease for emotion, or “When we care, we share” — the more we care about a piece of information or the more we’re feeling physiologically aroused, the more likely we pass something on; 4) Public–when we can see other people doing something, we’re more likely to imitate it; 5) Practical value, which is basically it’s the idea of news you can use, how we share information to help others, to make them better off; 6) Stories, or how we share things that are often wrapped up in stories or narratives.”

–Matt Schnarr, founder and COO of caffeinated AWAKE Chocolate

  1. The Secret of the Highly Creative Thinker: How to Make Connections Others Don’t by Dorte Nielson and Sarah Thurber

“IBM predicts that creativity will be the most important leadership quality for CEOs moving forward, and few books prepare executives for this future as well as The Secret of the Highly Creative Thinker. What is the secret? Seeing connections in the world around us. Through a combination of the latest neuroscience, creative theory and real-world examples, Nielson and Thurber have developed a hands-on approach to generating bigger and better ideas. While not everyone starts with the same level of innate creativity, this book and its 21 exercises are designed to bring out and enhance the creative potential in all of us. As a person interested in creativity, this book opened my eyes to new techniques that capitalize on everyday creative opportunities. As the head of a digital marketing agency, this book affirmed the advantages of establishing creativity as a core business value and how that will serve as a key differentiator between companies moving forward.”

–Mike Santoro, president and partner of digital marketing agency Walker Sands Communications

  1. Turn The Ship Around by L. David Marquet

“Turn the Ship Around isn’t a typical business book. It’s not about business at all, but it offers a fundamentally critical lesson for all leaders and managers. The key premise is that when people come to you for permission to do something, they rarely consider all the outcomes and rarely take on full accountability. The author, an experienced Navy officer, took commission and control of the USS Santa Fe, a nuclear-powered submarine, and overhauled the performance of the crew–leading them from last place in the fleet to first place. Instead of having his crew ask permission and seek orders, he told them to come to him with intent. Instead of ‘Captain, may I turn the ship starboard 10 degrees?,’ he wanted people to come to him and say ‘Captain, I’m going to turn the ship starboard 10 degrees.’ The difference seems minor, but the effect is enormous. ‘May I’ puts the responsibility on the manager or leader. ‘I’m going to’ puts the responsibility on the person taking action. By stating intent, that person must live with the consequences of their action and will think more completely about the action and its consequences. This small change turns followers into leaders, and as I’ve seen in my own company, works incredibly well in business.”

–Ross Kimbarovsky, founder and CEO of crowdSPRING, one of the world’s leading marketplaces for crowdsourced logo design, web design, graphic design, product design, and company naming services

  1. 5 Dysfunctions of a Team: A Leadership Fable by Patrick Lencioni

“I highly recommend this book for anyone leading a team. The author writes from the perspective of a new CEO charged to turn a company around, and her unpopular choice to prioritize building the right team before focusing on revenue or products. Step by step, the reader gets a tutorial on how to build trust with a team, embrace conflict, incite commitment, enforce accountability, and drive results. The first two steps, building trust and embracing conflict, particularly stood out. At Kabbage, we encourage new hires to refrain from business-heavy and resume-focused introductions, but rather rely on who they are and ask the same from their new teammates. It initiates teamwork and builds trust in a more impactful way. When conflicts arise, there’s mutual trust between teammates. The book explains why conflict isn’t only important, but vital to build a successful team.”

–Amy Zimmerman, head of people for small business lending company, Kabbage

  1. The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell

“As an Anti-PR Crisis Management Strategist, I know firsthand how little things add up to a seemingly overnight disaster. This book confirmed a little-known natural law that defines a tipping point as ‘the moment of critical mass, the threshold, the boiling point’ that occurs over time with incremental increases of a positive–or in my line of work, negative force. Using this data, I could then create a corollary of the datum and take a company being slaughtered by negative press and hostile public opinion and make voluminous but gradient changes to overcome the adverse reactions and tip the scale to favorable public opinion once again. Using the case studies in the book, especially on the use of key influencers and the media, one can see the effects of fake news on public opinion today. This principle is in play in all facets of life, and it would behoove any business leader to take heed to consistently work at becoming an ‘overnight success.’ Without this data, I feel people are continuously looking for the silver bullet–and in negative cases, go into apathy and give up when they could have persisted to a win. It’s a fantastic book as well for any marketer or PR pro.”

–Karla Jo Helms, chief evangelist and anti-PR strategist of JoTo PR Disruptors

  1. Aha!: The Moments of Insight That Shape Our World by William B. Irvine

“This book came to me in my formative business years as a recommendation from a fellow professor when I was teaching dental school and looking to transition to private practice. While the book was primarily for me to get my head around the “aha moment” as it relates to highly impressionable young dental students, it ended up awakening in me the very moment I was seeking to generate in others. With this discovery, it made me acutely aware of what the elements were that would make successful things happen for me in my business evolution. It even made possible for me to ensure others ‘got it’ and allowed me to set myself up for more than would have otherwise occurred. More than 30 years later I’m still using the principles found in this book to enlighten others and myself as things change around me, all the time, in an ever accelerating manner. If you really get this it will only contribute to your success.”

–John A. Moore Jr., DDS, founder and executive director of Cosmetic Dental Associates

  1. Humble Inquiry by Edgar Schein

“Edgar Schein is one of the seminal researchers and authors of organizational culture. In his final series of books as an elder he shows how our leadership mindset needs to change from doing and telling to more of a humble mindset of listening, asking questions, and creating environments that are adaptive and collaborative. This is the first of three books along the humble inquiry theme, in addition to Humble Consulting and his future book Humble Leadership.”

–Michael Welp, co-founder of the diversity strategy company White Men as Full Diversity Partners

  1. Thanks for the Feedback: The Science and Art of Receiving Feedback Well by Douglas Stone and Sheila Heen

“Whether it’s in our personal lives or at the workplace, many people experience an instant feeling of dread upon hearing the word ‘feedback.’ Too often it is perceived as a negative– a stereotype that [this book] aims to shatter while educating business leaders on effective tactics for delivering and receiving feedback. Stone and Heen’s framework reaffirms why I founded HighGround: to address the needs and expectations of employees while facilitating constructive dialogue that helps workers grow in their careers. This book is a must-read for anyone looking to better understand why solid feedback (and yes, criticism) is so crucial to organizational success. Rooted in neuroscience and psychology, Stone and Heen present tried-and-true practices that every businessperson can benefit from.”

–Vip Sandhir, CEO and founder of the employee engagement platform HighGround

  1. Rocket Fuel: The One Essential Combination That Will Get You More of What You Want from Your Business by Gino Wickman

“This is a great book that dives into the potentially great combination of the visionary and integrator roles in an organization. When these roles are functioning well, the result is often amazing for the company–when they function poorly, the results can be disastrous. It was an eye-opening read for me, and cast light on the opportunity for my leadership team to better define our roles in the context of our company growth. For business owners who are trying to do too much and for executives that are working with visionary owners, this is a must read. The book is part of a larger framework called EOS that is essentially a corporate management philosophy, but even for people not familiar with EOS the book can be read and appreciated on its own.”

–Martin Rawls-Meehan, CEO of Reverie, a Detroit-based sleep technology company that makes mattresses and adjustable beds

  1. Mindset: The New Psychology of Success by Carol S. Dweck

“This book is about cultivating a ‘growth mindset’ by teaching yourself to actively seek challenges and support those around you to do the same. It’s an especially important read for women in leadership positions, who often feel pressure to be perfect in all aspects of their personal and professional lives. The book reframes failure as a vehicle for growth, which is a particularly important mindset if you want to succeed, disrupt, and innovate. I’ve given out many copies of this book to family, friends, and those who work on my team. Beyond that, this book has made a lasting impression on me as a parent, since I try to develop these qualities in my kids.”

–Kira Wampler, CEO of Art.com, an online destination for high-quality wall art

  1. and 14. The Other Side of Impossible by Susannah Meadows and Deep Survival: Who Lives, Who Dies, and Why by Laurence Gonzales

“Empowering and reinforcing perspectives for modern times. The former provides an encouraging account of people who take control of their lives and empower themselves in the face of challenging health issues. The second looks at the workings of the brain that control our behavior. Both are useful for choice and perspective with illness, relationships, deaths of loved ones, and work-life balance stress. These books provide a chance to recalibrate, rethink, and reassess our interpretation of degree of happiness and stress in our lives–and may leave us feeling more connected in the process.”

–Drew Richardson, president and CEO, PADI Worldwide (The Professional Association of Diving Instructors), a company committed to diver safety and education, underwater adventure and exploration, community, and conservation

  1. Jab, Jab, Jab, Right Hook by Gary Vaynerchuck

“This book offers actionable insights into the paradigm shift that is today’s marketing of goods and services. I found great value in learning to understand where the prospective customer’s attention is at, and how to market using the most efficient platforms possible to reach them. Today the undervalued platforms are social media and influencer marketing. Basic tools and motivation to optimize your marketing spend as a marketing professional are clearly laid out in this book.”

–Justin LaGosh, sales and marketing director at SunButter, a U.S. grown, seed-to-jar sunflower butter, free of the top eight food allergens, including peanuts, tree nuts, soy, dairy, eggs, wheat, fish, and shellfish

  1. Leaders Eat Last by Simon Sinek

“Throughout my career, I’ve practiced a simple gesture of having employees and leadership always eat before me at meetings or parties. I never had a premeditated reason to do this. Instinctively, it just felt like the right thing to do, so the title of the book is what caught my attention. Sinek does a great job of digging deep into behavioral characteristics of great leaders in a way that allows the reader to take away actionable items from this book. Reading this not only gives you nontraditional explanations of what great leaders do, it explores their psyche to explain biology’s role in their actions–how chemicals in the body influence feelings. In today’s startup-heavy, performance-driven culture, this is a great read for leaders who want to hone their ability to influence personal behavior to push others toward a common goal.”

–Joe Beneducci, founder, president, and CEO of ProSight Specialty Insurance, a company that facilitates business growth through industry-focused insurance solutions

  1. True North by Bill George

“I read this when I moved into the CEO role at Monotype about 18 months ago. The premise is about staying true to yourself and using your unique attributes to help define your role as a leader, while creating a better self.”

–Scott Landers, CEO of Monotype, a company which provides the design assets, technology and expertise that help create beautiful, authentic and impactful brands

  1. Tools of the Titans by Tim Ferris

“This book houses some of the greatest advice I’ve read about business, health, and more, from millionaires and billionaires. I like it because you don’t need to read front to back; you can skip around and read stories that are applicable to you for that moment. It’s brought me a lot of value and is probably the most marked up book I own. Tim has a way of always bringing real value, and this book is a testament to him being able to ask the perfect questions to highly respected individuals and ‘masters of their craft’ and get hugely valuable answers for his audience.”

–Braydon Moreno, co-founder of Robo, a designer and manufacturer of 3D printers and associated products

  1. Good is the New Cool by Afdhel Aziz

“This book reaffirmed what many brands and marketers already know to be true: consumers no longer trust advertising, and they demand increased social responsibility from their brands while still insisting on cutting-edge products with on-trend design. Brands need to be cool, but they need to be “good” too, especially if they’re going to pique consumers interest in a time where new technology makes it easier to bypass or block ads altogether. Rather than sinking more money into the ‘broken system’ of advertising, this book challenges marketers to create a new model where marketing is the vehicle to optimize life.”

–Rachel Meranus, CMO of Olapic, a provider of visual content solutions and pioneer of the first visual earned content platform

  1. Boyd: The Fighter Pilot Who Changed the Art of War by Robert Coram

“This is a biography of John Boyd, a legendary Air Force fighter pilot who revolutionized air combat and much more. It is a great read for entrepreneurs for two reasons. It is an inspiring story of the impact someone can have who thinks differently, brings facts and data combined with conviction to their views, and is willing to challenge the status quo of large entrenched organizations. Boyd persevered in getting two of the most successful fighter planes in the history of the U.S. Air Force–the F-16 and the A-10–designed and built in the face of staunch opposition. Each was revolutionary in conception and performance, and both are still mainstays more than 40 years after they were first developed. Perhaps even more important, Boyd can be regarded as a father of agile thinking through the strategic concept he developed later in his career that originated as a fighter doctrine but eventually came to be the underpinning of the general U.S. military strategic doctrine–the OODA Loop. OODA stands for observe, orient, decide, act, and it is about the notion of competing and winning not by having more resources or force but by understanding the situation and acting more quickly than your opponent–getting inside his decision cycle and disrupting his actions until he collapses. Not only is this the central doctrine of the U.S. military, with its emphasis on real-time sensors, integrated networks, and precision firepower, but it is at the heart of how agile startups act to disrupt their bigger, slower competitors.”

–Rick Wise, CEO of Lippincott, a global creative consultancy

  1. Deep Work by Cal Newport

“Takeaway: In today’s instant gratification world–we all get pulled in every direction seemingly every minute of the day. The natural reaction is to try and respond as quickly as possible to everyone and everything–task-switching continuously throughout the day. Cal Newport does a great job of reminding us that we leave our best work on the table as we do that. What’s more important is our ability to focus and immerse ourselves fully on the cognitively complex task. This has profoundly changed my view of the definition of ‘productivity’ (which he defines as productivity = time spent x intensity of work). There are only 168 hours in a week–if you’re not blocking long stretches on your calendar for deep work, you’re wasting your most important asset, time.”

–Andy Tryba, CEO of Crossover, Engine Yard, and RideAustin

  1. Start With Why by Simon Sinek

“I’m not the biggest reader of business books, but once I was introduced to Start With Why, I became a big fan of Simon Sinek. Sinek applies his understanding of human behavior and how the human brain is wired to make decisions to help any leader inspire people to act. He explains that it’s natural for people to connect and respond to ‘Why’ you do what you do, and that ‘Why’ is the key driver of how people connect with other people and how they make decisions. His foundational concept is that “people don’t buy what you do, they buy why you do it”–essentially, if you can effectively explain why you do what you do, you can inspire like minded employees to follow you and like minded customers to buy from you, especially as ‘What’ you do or ‘How’ you do it changes and evolves. It doesn’t matter what you do, how big your business is or what your leadership style is, Start With Why creates a very simple and powerful framework that will improve the way you communicate and inspire action.”

–Scott Galit, CEO of Payoneer, a solution for sending and receiving global payments

  1. How Google Works by Eric Schmidt and Jonathan Rosenberg

“It gave me insight and validation into how principals and key executives of an extremely dynamic company communicate, innovate, and make decisions. It confirmed my belief of empowering staff to intuitively and authentically make decisions and lead. I liked the lack of a rigid hierarchy, which I feel can be an inhibiting management structure and the confirmation of how seeking and retaining ‘Smart Creatives’ is paramount to growth and stability.”

–Alex Glasscock, co-founder and CEO of The Ranch, a healthy lifestyle company

  1. Let My People Go Surfing: The Education of a Reluctant Businessman by Yvon Chouinard

“I am truly grateful that Mr. Chouinard took time out of a fantastically rich, fulfilling, and busy life to write it. I read it and immediately bought eight more copies to share with my management team. It speaks to doing your own thing, following your gut and living, basically, by the golden rule: treat your employees and your customers as you yourself would like to be treated. It’s a simple yet critical ideology if you want, as I did, to create a happy, quality-focused corporate culture, product, and customer experience.”

–Annie Selke, founder and CEO of Annie Selke Companies

  1. Oh, the Places You’ll Go! by Dr. Seuss

“This book has been a favorite of mine since I was a child. The notion of taking charge of your own destiny and not being stuck or complacent has resonated throughout my career in the hospitality industry. To be successful in any endeavor, you can’t be afraid to go places and take risks, and I think the essence of this book can be applied to many goals in business.”

–Celeste Fierro, co-founder and SVP of The ONE Group, restaurant and hospitality brand

  1. Blacksad by Juan Diaz Canales and Juanjo Guarnido

“In business and especially in marketing, one is always seeking fresh ideas and creative new approaches to better compete. There are dozens of books on creativity and how to inspire it, however I’ve found few that are either creative or inspiring. This book is thrilling proof that no matter how competitive your world, your business or your market, great talent and creativity will always find a fresh way to triumph. Blacksad is a graphic novel that pays homage to the great noir detective stories; each character is an animal, superbly characterized in an anthropomorphic style. It shouldn’t work, but it does. Vivid proof that a picture is worth a thousand words and a creative inspiration to us all. So the next time you are in a brainstorm struggling for a fresh take on a longstanding challenge, take heart from Blacksad.”

–Harvey Purchese, SVP of marketing, North America for independent family distillers William Grant & Sons

  1. Setting the Table: The Transforming Power of Hospitality in Business by Danny Meyer

“The progressive thought process with business principles applied across all platforms illustrates Meyer’s forward thinking. For example, the bold move to have a no-tip policy against conventional wisdom now has general acceptability. This tells you that he dared to do something nobody else would, and drew inspiration to step outside of the norm for an alternative approach to success. This alone is a ‘TED Talk.’ To further illustrate and understand the impact he’s had on the business community, Meyer’s Shake Shack brand, a boutique concept comparably, is now located throughout the nation. Meyer, who took this concept in its full simplicity and created an IPO (2015) of sustainability and success, shares his business acumen with the public. He’s applied the importance of selling people a philosophy versus telling them. This concept holds strong with me today. His approach was based purely on instinct and unconventional research. The ability to be successful in this model conveys his impact–not only on the hospitality industry, but business in general.

–Michael Smith, general manager of Hyatt Regency New Orleans

  1. Shoe Dog: A Memoir by the Creator of Nike by Phil Knight

“I expected extravagant tales of signing Michael Jordan, Tiger Woods, and LeBron James. What I got instead was a look into the heart and mind of a gritty entrepreneur trying to survive building a business that faced adversity at every turn. The story delved deep into the growth, obstacles, and reinvention of a brand that has become synonymous with performance and never giving up. With each chapter, I was transported into Phil Knight’s struggles to keep Blue Ribbon Sports (now known as Nike) afloat. I related to the early Nike team in a way I could never have imagined. Shoe Dog is a story many small-business owners know well; one of debt, and always selling and navigating difficult personalities in order to grow. Listening to one of the wealthiest people in the world reflect with passion about a period with little money as the best time in his life was inspirational to me as an entrepreneur, father, and leader.”

–John Swanciger, CEO of Manta, a provider of small-business marketing solutions

  1. How to Win at the Sport of Business: If I Can Do It, You Can Do It by Mark Cuban

“If you’re someone who has always dreamed of starting your own business or you have a strong passion for succeeding, I highly recommend this book. It’s a short read that I finished in a couple of hours, but it has a lot of practical content you can start using right away. Mark Cuban shares his own experiences as he started out living on his friend’s couch, to starting his own company and becoming a multibillion-dollar success story. ‘Sweat equity is the best startup capital’ is just one rule that has stayed with me as a great reminder. This book gave me the guidance, tips, and inspiration I needed to stop making excuses and get started doing something I’m passionate about. It was the day I read this book that my business was born.’

–Kayla Pickana, founder and CEO of Bonding Bees, a date-night subscription service

  1. How to Win Friends and Influence People by Dale Carnegie

“Why? This book, which is older than I am, is a classic. What worked back then still holds true today. This book teaches that the knowledge of human nature is as important as the knowledge of your business. I have always known that treating people with respect and decency is a better way of getting them to want to work with you and do a great job for you. This book teaches how to humanize yourself by admitting that you are not superior and that you may have some flaws; that makes you approachable. It teaches you to empower those around you so they are more productive, approaching tasks with eagerness and self-confidence. This book is not only great for business, it’s an all-around good self-improvement book.”

–Jacquelyn Quattro, founder and CEO of Jersey Shore Cosmetics

  1. The Obstacle Is the Way by Ryan Holiday

“I loved this book because all business owners fight obstacles, and it teaches you how to turn those moments into productive educational experiences.”

–Kendra Bray, founder and CEO of Better Brows NYC

  1. Rich Dad Poor Dad by Robert Kiyosaki and Sharon Lechter

“[This book] is the best guide to building wealth and sustainable income. It includes lessons on the difference between good and bad debt, along with teaching you about assets and how to grow your own personal and business wealth. I come from a lineage of physicians and so I had to rely on books such as Rich Dad Poor Dad to teach me the value and strategy of growing my business and maintaining successful cash flow and having positive debt. I truly believe this book will help anyone better their financial situations.

–Alexander Sokol, CEO of Attitude Apparel Inc.

  1. You Are a Badass: How to Stop Doubting Your Greatness and Start Living an Awesome Life by Jen Sincero

“I loved this book because it’s hilarious and inspirational. Like our brand, the author is incredibly playful, using witty chapter titles that take you through your own transformational journey of self-reflection and greatness. I love how the book gives you permission to take a chance on yourself to create big returns in your life and business.

–Joy Fennell, co-founder of The 125 Collection

  1. The Old Man and the Sea by Earnest Hemingway

“Although this is not a book you will find on the business shelves of Barnes and Noble, I see it as a strong lesson plan on life and overall success. The old fisherman was on his 85th day of a dry spell without any catch, yet he keeps going and takes his small boat out every day, where he has to overcome numerous trials. This book taught me that the end reward doesn’t always come out as planned, but you did it! Success in business is first and foremost about dedication and perseverance. We all ride the ocean and its waves but the person that stays the course when they hit dry spells and never gives up is the one that finishes with integrity and real success. Success defined by character. I try to put my all into every day of work. Through the many changing tides of my business I stay true to my values and principles. I can relate to this book in a way that touches me on many levels.

–Michael Blauner, president and founder of Personal Fitness by Michael Blauner

  1. The Four Agreements: A Practical Guide to Personal Freedom by Don Miguel Ruiz

“This book is all about how much your mindset can impact on your personal development and relationships. It teaches you to search for the positive in every situation and to not take things personally, empowering you to take ownership of your life. I truly believe that you get back what you put out, and this mentality has helped me develop into the businesswoman I am today. I aim to implement these four simple principles in both my personal and professional life.”

–Robyn Santiago, founder and CEO of Illumination PR, president of Villaggio Italiano Restaurant, and partner of Viva Diva Wines

  1. Strategize to Win by Carla A. Harris

“[This book] came to me at an especially intense point of my life that included balancing a career, managing a growing family, and starting a new business venture. This book gives you all the tools you need to maximize success and delivers it in a straightforward, no-nonsense manner that’s easy to relate to. There is great insight here on how to figure out your profile type and then use it to your advantage. The part that resonates with me most is about building relationships, communicating effectively, reading the signs, and hearing what is not being said. Harris’ advice has been invaluable to me in both my career and in running a small business. This book is a must for anyone at any point in their careers.”

–Erika Cozza, co-founder and co-owner of The Twisted Branch, Olive Oil & Vinegar Tap Room / Coffee Bar

  1. Traction by Gino Wickman

“While running a business you’re bound to run into obstacles and frustrations that can become quite exhausting. This book helped me define necessary goals within the business and accomplish them through simple yet powerful techniques that transpired into a stronger team, exponential growth, and a more enjoyable working environment. This book is perfect for any entrepreneur who’s looking to make positive changes within their business and accomplish goals in a more efficient manner.”

–Kelly Josberger, co-owner and founder of Stumpy’s Hatchet House

  1. Losing My Virginity by Richard Branson

“Richard Branson’s Losing My Virginity is an absolute must-read for aspiring entrepreneurs and established business people alike. Utilizing a unique storytelling ability, Branson provides a fascinating behind-the-scenes account of how he built Virgin into a global brand from the ground up. The book makes a compelling case for calculated risk-taking and a work hard, play hard approach to business, advice I’ve embraced throughout my own career as an entrepreneur. While you won’t ever find me jumping out of a plane or chasing a runaway hot air balloon through the Algerian desert, I continue to find myself inspired by Branson’s sense of adventure and unyielding determination. Losing My Virginity will push you to question the standard business approach and is sure to ignite ambitions you didn’t know you had.”

–Ido Leffler, co-founder and CEO of kids stationary company Yoobi

  1. Thank You For Being Late: An Optimist’s Guide to Thriving in the Age of Accelerations by Thomas Friedman

“This book should be mandatory reading for any current or aspiring leader seeking to navigate the geopolitical and economic landscape of the 21st century. Friedman notes that after decades of technology-driven change at an extraordinary, yet manageable pace, a combination of ubiquitous internet access, big data, and open source coding has now accelerated that pace to an almost incomprehensible level. This new environment has resulted in the “democratization of innovation,” the result of which is that individuals can now develop and use new technologies and products to disrupt entire well-established industries (think Uber or Airbnb). While this dynamic will ultimately result in higher productivity and economic vitality, the transition will be incredibly challenging, with many winners and, yes, losers along the way. It is incumbent upon every leader to regularly recalibrate to this new reality and to adjust strategies accordingly. Standing still is now the same as moving backwards.”

–Scott Rechler, chairman and CEO of RXR Realty

  1. Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets by Nassim Nicholas Taleb

“Call me an optimist but I like the idea that luck matters. Good planning counts for a lot and over the long term is meaningful. However, in the short term, luck matters. David can beat Goliath! In business you need to properly strategize, plan, and then execute. But be ready for anything. Fortune favors the bold. Or maybe people just don’t understand probability and fortune are indifferent. You decide.”

–Victor Zaraya, president of Razor & Tie/KIDZ BOP

  1. The Art of Thinking Clearly by Rolf Dobelli

The Art of Thinking Clearly helped me improve my decision-making abilities, recognize possible mistakes preemptively, and provided me with the skills to avoid them. The book is all about slowing down and avoiding rushed decisions while applying rational thinking to every choice–from major business decisions to interactions with individuals that trigger emotional responses. The Art of Thinking Clearly provides a realistic, logical, and pragmatic approach to strategic thinking for life.”

–Sabeen Minns, SVP of product and engineering at reading subscription service Scribd

  1. The Hard Thing About Hard Things by Ben Horowitz

“Ben Horowitz is one of the most prolific Silicon Valley Entrepreneurs and one of the most successful VCs in the past decade. His book, The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers, provides uniquely applied advice and perspective on the realities of building a high-growth startup. I found it to be a must read for me and my team–as we meet the same challenges that Ben successfully navigated again and again.”

–Michael Martin, founder and CEO of emergency communications startup RapidSOS

  1. Lean In by Nell Scovell and Sheryl Sandberg

“[This book] inspired me as a female executive in a mostly male dominated industry, to think without limits and take away all barriers. The barriers we often put on ourselves are only present when we let ourselves see them. We tend to hold ourselves back from reaching our true pursuits. She draws on personal experience and the aspirational stories of others to get readers to focus on themselves and take accountability for their own outlook of what’s possible. In my life, I believe in real, I believe in possible, I believe in others, and I don’t believe in limits.”

–Kristin Valette, chief marketing and business development officer, PADI Worldwide (Professional Association of Diving Instructors), a company committed to diver safety and education, underwater adventure and exploration, community, and conservation

  1. Devil In A Blue Dress by Walter Mosley

“Walter Mosley and his large collections of mysteries is my way of decompressing. Over the past 25 years, his classic mystery novels, such as Devil in the Blue Dress, allowed me to do just that. We must never underestimate the importance of recharging if you want your mind and body to grow. After being immersed in these novels, I find myself coming back with a more laser-focused mind, targeting the business at hand. It also allows me to return to work with new business ideas and models. Because business works in cycles, escapism allows for more energy and an overall rejuvenated mindset. No one can be successful without it.”

–Michael Smith, general manager of Hyatt Regency New Orleans

Modern Business Development

If the terms list broker, paid subscriptions to online directories, and good old-fashioned cold calling strike fear in the heart of your Business Development sensibilities, you are not alone. Social media has presented a number of opportunities to reach a limitless audience if you can make sense of the advertising tools and back end platforms. It makes sense to take time tested lead generation sources and couple them with the applications that connect Baby Boomers, Genexers, and Millenials to create a whole new generation of product champions.

This is the first part in a series of blogs that will explore modern methodology for generating leads, developing their interest, and securing a mutually profitable relationship.  I’d like to introduce you to the Lead Ads tool designed and managed by Facebook. As we explore functionality within the tool, you will also learn how simply collecting data is not the end goal.

Lead Ads is a behind the scenes marketing objective that combines the data that fans have already shared within the platform into a formatted, scaled down, quick and easy  “web form”. Your fans will take the first step to translating their interest in your company to becoming loyal customers.

Stayed tuned to learn how Facebook’s Lead Ads tool exults the latent potential of a fan, a.k.a. warm lead, while the expertise of a development specialist from Connects Marketing Group will qualify those warms leads for targeted follow up.

-Written by Michelle Slater

Be a Mentor to Your Future Customers

In the B2B world of industrial manufacturing, sometimes it’s hard to penetrate your target companies; it can be even harder to find the right person to talk to once you’re in. While there are ways to effectively reach seasoned engineers and purchasing agents, right now we’re going to focus on those young men and women who are the future of your customer base: students and young professionals.

What I’m suggesting isn’t really that radical. Simply, become a professional resource and sounding board for someone who is just starting out. In short, become their mentor.

Where to start?

Google is your friend!

For the purpose of this post, I searched Google with the term “student engineering forum.” The key is finding the places where engineering students hang out online. Here are my top results:

  • Top 40 Engineering Forums & Message Boards This is a pretty broad list. The great thing is that it’s broken down by discipline.
  • Engineering Students Reddit feed With almost 50,000 subscribers, this feed on the popular social media platform reddit is extremely active and full of engineering students.  It is “a place for engineering students of any discipline to discuss study methods, get homework help, get job search advice, and find a compassionate ear when you get a 40% on your midterm after studying all night.”
  • Engineering Exchange A very active forum with over 14,000 members from around the world, the Engineering Exchange was “developed for engineers by engineers.” I can endorse this site from personal experience, as in a previous role, most of the engineers I worked with used it.

Leverage industry associations.

Do you belong to any industry associations? Does your company? An easy way to find out about the latter is to reach out to your marketing communications department. Chances are, you have memberships you’re not even aware of, and certainly not taking advantage of. Make a target list of associations and get to work! Why? Most have member-only forums where you can join discussions and foster relationships with those in your industry from all career levels, from students to seasoned veterans.

An excellent example is the American Society of Mechanical Engineers (ASME). Membership gets you access to ASME’s online community, where you can:

  • Share your professional qualifications with tens of thousands of engineers
  • Communicate with our fellow engineers and make professional connections
  • Post relevant articles, photos, video, and more from your personal Dashboard
  • Join Groups for your areas of interest, where you can participate in discussions in Forums, comment on blog posts, and share news in the Activity Feed

Ask your best customers.

I wouldn’t recommend asking all of your customers, only the ones you have the best relationships with. Particularly the younger ones who more apt to network online. What are their go-to sites for industry community? Chances are their answers will not only surprise you, but open up possibilities you never would have found otherwise.

Go back to school.

Most, if not all, universities have alumni associations specific to their different colleges. For example, the University of Alabama’s College of Engineering has its Capstone Engineering Society. These alumni groups can be an invaluable resource for networking with college students and recent graduates. Most universities already have mentoring programs already in place. Like this one from Washington University in St. Louis or these from the University of Minnesota or this one from the University of Pennsylvania.

So check out what your alma mater has to offer!

Head to human resources.

Does your company partner with local universities to recruit graduates? If you’re not sure, pick up the phone and call your HR office. Lots of companies have recruiting campaigns that their employees know nothing about. This is a huge opportunity for you to get connected with upcoming graduates in your area. These graduates could end up working with you, or they could end up working for your customers. Either way, these relationships could prove to be valuable both personally and professionally.


Of course, this isn’t just about grooming future customers.

Mentoring someone is not just beneficial for the mentee. Try it and you’ll be pleasantly surprised at how fulfilling it can be! From a great post on fastcompany.com:

When you teach something to another person, you discover all of the details that you don’t completely understand yourself.

The bottom line: Take the leap and mentor a student or young professional in your industry. Not only might he or she end up being an integral part of your customer network down the line, you’ll also grow professionally and personally.

Get Your Complimentary Customer Creation Consultation

Connects Marketing Group has launched a new service for prospective clients – the Customer Creation Consultation.

If you are interested in building your B2B business through a robust system of research, qualified lead generation, customer creation and retention, please take a moment to read through how Connects Marketing Group can help. We are now providing free consultations to companies that feel they might benefit from our services. Recipients are under no obligation to Connects for this free service; It is simply our way to demonstrate to you how we can help you reach and exceed your sales goals.

The three-phase consultation process is high-level, designed to provide you with a clear understanding of your current situation, challenges and goals, along with specific recommendations for overcoming those challenges to reach those goals. Our consultation will help you accelerate your sales by identifying strategies to attract new customers and expand the ones you already have.


In this phase, we will conduct an in-depth discovery interview with you to identify your ideal customers and markets, along with your present-day close rates.  We will also explore your current sales and marketing initiatives, pinpoint the results you are looking to achieve and determine the gaps in between.

During this process, we will create for you a Total Customer Profile—a graphic that captures in a single page your key goals, values, challenges and opportunities.


In the second phase, our goal is to help you chart your course and actually begin your journey to greater sales. To do so, we  review your Total Customer Profile, ask clarifying questions and confirm we understand your needs.
Next,  we will provide you with specific recommendations that we believe will help you realize your sales goals and accelerate your sales cycle. Your Recommendations Report  will contain those recommended actions and next steps.

These recommendations may or may not  include utilizing Connects Marketing Group programs. Connects programs are not for everyone. We only invite clients to participate IF we are confident we can have a big impact. If we are not confident that we are a good fit for you, we will suggest alternative programs we know well in the industry.

Mutual Commitment

In the third phase, if we mutually agree that there is a strong basis for us to build a long-term relationship, we will schedule a meeting, called the Mutual Commitment Meeting. This meeting will take place only after you’ve had time to study the written recommendations we offer and review the details of the programs we suggest. It is important for you to collect your questions or concerns about the fit and take time to reflect before the meeting.

We are excited to offer this free consultation and look forward to meeting with you! Please contact us today to get started!

Connects Marketing Group
PO Box 1027
Langley, WA 98260

Click here to read what our clients have to say!

Is Big Data a Big Flop or a Big Win? You Decide.

“Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago.”

Big Data this. Big Data that. The term has been bouncing around the marketing universe for a few years now, even more so in the last year. But, what IS Big Data? Well, not to be obtuse, but Big Data is just that: big data. It’s data analytics- the collection and examination of information- on steroids. It’s the ginormous sets of data that are created in today’s world of digital and social media. For my own sanity, we’ll just say data for the rest of this post.

This data is coming at B2B marketers harder and faster than ever before. It comes from things like:

Your company’s website

  •  Number of visits per month
  • Number of visits per page
  • Names, titles, employers of those who visit your site (if you’re smart enough to have a website member area)
  • Number of minutes someone spends on your site
  • What’s being downloaded

Search Engines (Google, etc.)

  • The words that are driving people to your site
  • The most popular search terms in your industry

Social Media

  • Number of fans, followers, etc.
  • Analysis of these fans, followers (Who are they? Where are they from? What companies? What industries?)
  • Who’s commenting?
  • What’s being shared?

I could go on and on, but I’m preaching to the choir. If you’re reading this, you know that there are almost unlimited ways that you can gather data on prospects and customers. The question then becomes…what are you doing with all of this information?

Now What?

“Those that use Big Data and analytics effectively show productivity rates and profitability that are 5 – 6 percent higher than those of their peers. McKinsey analysis of more than 250 engagements over five years has revealed that companies that put data at the center of the marketing and sales decisions improve their marketing return on investment (MROI) by 15 – 20 percent. That adds up to $150 – $200 billion of additional value based on global annual marketing spend of an estimated $1 trillion.” (Forbes)

What you do with your data depends largely on two factors: the size of your data pool and the size of your marketing team, but here are some things that companies of all sizes should consider.

1.      Map your top prospects’ behaviors: Map your prospects by tracking their digital interactions with you. What do they open, click on, link? What pages do they visit? What do they download?

2.      Identify your purchasers, and then branch out: Identify prospective purchasers, and use this as a starting point to map out his or her sphere of influence.

3.      Don’t wait!: If a prospect is nibbling, contact them sooner rather than later. And don’t, under any circumstances, send a generic email. Pick up the phone!

4.      Know the B2B Customer Decision Journey: Contact, nurture and delivery sales-ready prospects to your sales team.

Here’s a real-life example.

Platform: Website

Tool: Online Member Area

Specifics: In order to access e-tools, users are required to register their names, emails, locations and company names. They also have the option to give specific application or industry information.

Result: Company has database of more than 20,000 members, broken down by sign-up date, location and whether or not theses members are current or prospective customers.

For this particular real-world example, the company is a part of a multinational corporation and offers complex e-tools and services targeted at engineers.

Now ask yourself: if this situation existed in your company, how would you go about converting these leads?  Sure, you could set up some sort of automated system where anyone who signed up would receive an email and a kind of ‘we are aware of your interest’ letter.

But what if these leads require immediate action? Do your sales engineers have the resources and time to make that happen? More honestly, do they even care about these leads? Let’s be blunt. A lot of sales engineers are territory-driven, so they don’t want to spend their already stretched-thin time focusing on leads that won’t affect them.

Here’s how Connects can help:

Your new members are downloaded and contacted via phone within 24 hours of registration. Through a well-thought-out conversation based on a pre-determined set of questions, your inbound web leads are qualified (either in OR out) and turned into hot, actionable sales leads ready to be handed off to a sales engineer.

The bottom line: Big Data can almost be overwhelming, but to not have a system in place to take advantage of it is almost a criminal waste of marketing dollars.



A Mentor Trumps a Boss. Always.

I usually blog about topics relevant to growing your business; this week is no different, but we’re going to take a look at how the boss/employee relationship can make your productivity soar.

A wise woman once told me that you should only hire someone whom you could see eventually being your replacement. At the time I thought she was crazy. I was still in college, working as a co-op and as green as they come to the corporate world.

“Why would you do that?” I thought to myself. “Wouldn’t you always be worried that this person would, in fact, eventually replace you?!”

What a poor attitude, right? More like, what an inner admission of poor self esteem.

I was fortunate enough to be hired by and continue working for this woman for several years, she as a direct supervisor and then a member of senior management. To this day, I will tell you that I learned more from her than I did in all my years of college. Sure, my professors taught me how to write effectively, but she taught me how to engage effectively with others and how to be a part of a team- a team of people from different countries and cultures, and how to do so with confidence. At times I would become discouraged that I didn’t have the business acumen that comes with years of experience, but she would always say to me, “You have to forgive yourself your learning curve. You’ll get there.”

She was my mentor.

I was reading a great blog on mentoring from the Harvard Business Review titled “How GE Gives Leaders Time to Mentor and Reflect.”

Here’s an excerpt:

Launched in 2010, the Leader in Residence program is emblematic of a broader shift from prescriptive to collaborative learning taking place at Crotonville and elsewhere. In a complex environment, learning comes from a combination of discovery, dialogue, experience, reflection, and application. At Crotonville, we bring people from all over the world and from different businesses and contexts. We have to create the opportunity for each person to teach and learn, simultaneously, enhancing everyone’s perspective. David, like other leaders, uses this as a listening post — a venue to capture what’s happening around the company and the world in an encapsulated way…with Crotonville providing the opportunity to listen, test, validate, and absorb on the one hand, and to share, push, elaborate, and support the students on the other.

In all, the program has enabled some 75 of our top leaders and thousands of participants to connect on a human level and to reflect on work, self, and career in a way that would never be possible in either a traditional classroom or office setting. By giving leaders access to deeper levels across the organization, and, in turn, providing participants access to senior leadership, we have created greater cohesiveness throughout the company. We have never had a problem filling out classes even during the most trying of times. Based on the success of the program, as measured through participant surveys and feedback, we recently launched a global version (74% of Crotonville experiences are delivered outside the United States currently).

I sincerely believe that mentors are a must-have for every employee, especially those new to the workforce. Just think how much more effective your organization could be if each and every person felt lifted-up, valued and essential? Is this true for your organization today?

If you don’t want to take my word for it, here’s Sir Richard Branson’s take on why mentoring is needed:

Mentoring was very important for me personally. For example, Sir Freddie Laker gave me invaluable advice and guidance as we set up Virgin Atlantic, while my mum has been a mentor throughout my life. Nowadays, I find mentors inside and outside of Virgin every day. If you ask any successful businessperson, they will always have had a great mentor at some point along the road. If you want success then it takes hard work, hard work and more hard work. But it also takes a little help along the way. If you are determined and enthusiastic then people will support you.

At let’s not forget that you’re never too old to learn. That’s right, more and more companies are beginning the process of what is called reverse mentoring.

Picture it, Sicily 1930. (If that made you giggle, then I know you’re a part of my generation.) But seriously, picture it: the older men and women who’ve been with your company for decades. They are revered. They are respected. They are terrified of social media. That’s where reverse mentoring comes in!

From “Reverse mentoring: students teach executives about social media, tech and more” via the Miami Herald:

The wave of 20-somethings heading into the working world know how to amass Twitter followers. They know how to text-message with their eyes closed. And they know how to digitally connect with influencers who can send business their way. Now, older workers must look to them to teach us how to be innovative.

In a trend called reverse mentoring, companies are pairing grizzled veterans with young up-and-comers. The arrangement works to retain eager millennials and keep older executives technologically and socially relevant. It’s going on at big companies including Cisco, Johnson & Johnson and Mars Inc., where formal programs are in place. It also has taken off at small companies, where informal reverse mentor relationships are born from mutual respect and candor.

Reverse mentoring is gaining traction for all the right reasons, says Terri Scandura, a professor of management at the University of Miami School of Business Administration. Even baby boomers who might bristle at the idea of being mentored realize the value in learning what motivates Gen Y and how to market to them, she says.

Last week, Citibank became one of those one of those businesses to tap into the digital wisdom of the younger generation. It launched a program that will pair 15 senior executives from the bank’s Latin America regional office with 15 graduate and undergraduate University of Miami business students. The duos will meet at least once a week for six months to work on specific projects that will take a fresh look at mobile payments, communicating with millennial generation customers, social media, the digital retail business and creating compelling job pitches for young talent.

“Our senior executives need to clearly understand trends and what motivates the new set of young professionals,” says Jorge Ruiz, who is based in Miami and is the head of digital banking for Citibank’s Latin America office. “They are not just our future clients but also our next leaders.”

The bottom line: No matter what your age, a mentor can be just the thing you need to push you in the right direction. These relationships only stand to improve your organization’s workforce and productivity.

Four Rules of Effective B2B Emails

About how many unsolicited emails do you receive per day at work? How many of these do you actually open? If you’re like most of us in the B2B marketplace, the former is north of five and the latter is probably zero. To be completely honest, the ones that make it past my spam filter are usually relegated to the trash folder as quickly as they appear.

But what about the flip side to that equation? Almost all B2B companies use email as a part of their marketing and lead generation campaigns. If we’ve already established that most unsolicited emails go directly into a big digital black hole, what does that say about the emails that YOU are sending? More to the point, how do you avoid the abyss?

Here are some of our most tried and true methods for ensuring effective emails:

1.  Always call first.

If you’re a follower of our blog, you know that here at Connects Marketing Group, we are all about personal connections. As such, we don’t buy into the current marketing automation trend- meaning we are not advocates of pumping out emails to prospects we haven’t reached out to by phone first.

A personal connection trumps a cold email every time. But if you’ve not been able to get through to a prospect on the phone, and you’ve left an introductory voice mail (with maybe one or two follow-ups), then an email is perfectly acceptable. In fact, a kick-ass follow-up email should ALWAYS be sent after a voice mail.

So, AFTER you’ve tried to reach out and actually speak to a prospect, and you’ve left no more than three voice mails, onwards to the perfect email…

2.  Read the subject line you just wrote. Would YOU open this email?

There are oodles and oodles of blog posts, articles and other things out there that tell you how to write compelling B2B subject lines. But your litmus test should be simple- would YOU open this email?

If you know your target market, and you’ve done your homework on your prospect, then you should know what’s more important to them. Is it price? Quality? Production Time? Something else?  Whatever it is, focus on it.

Let’s say your target works for a large OEM that manufactures food and beverage equipment. And just for kicks, let’s say your company manufactures hoses for this equipment. Which one of these two email subject lines would be more effective:

Get the Best Prices and Highest Quality from XYZ Company’s Line of Hoses


Our Hose is First to Obtain 3-A and FDA XYZ Approval for Dairy Processing

3.   No bad jargon! I repeat: No. Bad. Jargon.

Nothing makes me cringe more than bad business jargon. This blog post from DigitalRelevance is one of the best things I’ve read on the topic in a long time. Have a look at an excerpt here:

Exclusionary jargon is the “bad” jargon. Rarely does it impart more useful information than simpler, plainer speech. Instead, it transmits a message about the speaker: I am a business professional. It’s an easy way to establish one’s qualifications — even for the unqualified.

  •  It has become improper to say, “Let me ask my manager.” Instead, a customer’s problem is escalated. Really, though, this is just passing the buck.
  • That old software that really ought to be replaced with something better isn’t antiquated, outdated or obsolete, it’s legacy software
  • A business isn’t trying to sell you a product, it’s offering a solution.
  • Instead of having a product to sell for a particular price, companies have deliverables with a price point.
  • Those deliverables aren’t categorized, ordered or sorted, they’re bucketed.
  • Employees come away from meetings not with tasks or even a “to-do list,” but with action items.

Inclusive jargon is the “good” jargon, a business shorthand that encompasses complex ideas and multi-step actions. It’s inclusive because it binds people of the group together to discuss complicated issues. Inclusive jargon is difficult to fake because, given any industry discussion, it will soon become clear if someone really doesn’t know what he’s talking about.

  • sales funnel is a useful bit of metaphor that encompasses the entire complex array of consumers, from the general public to business leads to prospects to customers, each of which involves a different type of interaction.
  • Organic traffic—something we’re quite concerned with at DigitalRelevance—might sound like something from science fiction, but it’s a useful term in the SEO industry that describes website traffic that is earned without spending money on advertisements. That traffic comes from a lot of places: search engine results pages, blog links, social media referrals and more.


Bad jargon can make any well-intentioned email come across as canned and insincere. Just don’t use it. Period.

4.   Lay out what happens next.

Always end an email by clearly stating what happens next. (Notice how I didn’t say call to action?)

Here’s a great example:

Please let me know if you would like to speak with Joe Smith, our Director of Engineering.  He can explain how our solution is helping Big Hospital and other hospitals and discuss if it would be a good fit for you. In the meantime, please visit our website or join us for an informative webinar:  Title:  Subtitle, on January 17th at 10:00 am .

Looking forward to hearing from you!


Your Name

And another:

Here is a great link to an interview with our founder that explains the service our company provides: Link

I’ll give you a call later this week to discuss setting up a demo of our network.


Your Name

The bottom line: Emails are one of the most powerful tools you have to reach potential customers. When done well, they can be the key you need to open doors you never thought possible.