Monday, May 27, 2013

Listening to Elephants: 6 great reads for association executives

The Power of Listening By Doug Dickerson via Leadere’s Beacon
For leaders, there is nothing quite as important as listening. In fact, according to a report in Business News Daily it ranks as one of the top reasons why employees hate their bosses – they do not listen. You have three forms of listening:
  • To be informed, listen with your ears.
  • To connect, listen with your heart.
  • To demonstrate (listening), let your actions show it.
Ride the Elephant - Customers Need it But They’re Scared of It  
By Kathryn Booth via BigBusiness Zoo blog

When you’re “selling” anything – imagine a pyramid of your “niche” market – 3% are buying now, additional 7% thinking about it, 30% not thinking about it, 30% not interested now, 30% definitely not interested ever. It would be lovely if you could instantly get their attention and show them that your solution is the answer and will increase sales and conversion rates! But hard hitting is last century and really that was the only time it really worked long term.

Great Leaders Learn Out Loud 
By: Chip R. Bell via AMA blog

The world’s most innovative companies are led by leaders with one characteristic in common—they are as zealous about learning as they are about their breakthroughs and discoveries. In a massive research study that produced the book The Innovator’s DNA (HBR Press), authors Jeff Dyer, Hal Gregersen, and Clayton Christensen found that innovation leaders observe the world like anthropologists: they ask provocative, disruptive questions, and perpetually experiment. In a word—they learn—and they learn in an obvious manner!
“Leaders are more powerful role models when they learn than when they teach,” wrote Harvard Business School Professor Rosabeth Moss Kantor.

30 Quick Editing Tips Every Content Creator Needs to Know  
By Stefanie Flaxman via Copyblogger.com

Has your brilliant content still not scored you that dream writing position, lucrative business partnership, or sweet recognition among your peers and target audience? If you think your articles are top-notch, but there’s a lonely tumbleweed blowing through your barren website, it may be because you’re just a writer. Once you create a blog or email newsletter, you need to also actively take part in its evolution. While keeping diligent focus on your content production, you must also review your past choices, looking for ways to allow more readers to engage with your writing. In other words, to take advantage of the year of the writer, you may need to think more like an editor. Here are 30 editing tips that will help you become a more effective editor-in-chief of the content you create.
Content Isn't King. Trust Is King.
By Bernadette Coleman via SEOMOZ blog

The goal of content marketing is to build up familiarity and trust with your prospective customers. In this case, the content isn't designed to sell a specific product or service, but rather to sell you, and to interested potential customers. People buy from people that they know, like, and trust. And if you haven't heard it yet, let me be the first to tell you that "familiarity" breeds trust. Content marketing certainly isn't new, but it's been getting a lot of new attention online lately (and for good reason). Small business owners across the globe are re-discovering these tried and true marketing practices, and using them to get a big leg up on the competition. Just remember, the goal of content marketing and its sidekick social media marketing is to inform and entertain prospective customers in a way that inspires them to trust you for the right reasons; authentic, legitimate, deserving and well-earned trust. The author provides 10 tips for building trust.

What’s the most readable font for the screen?  
Shared by John Haydon via The Next Web blog

So, you have great content on your website and in your publications. But, what type font are you using to enhance the reader’s experience? Haydon says 16 pt Helvetica is ideal for websites. Then he referred us to this blog post. There are two main types of font: serif and sans-serif. A serif font contains structural details that adorn the ends of the lines used to make up a letter or numeral–these adornments are called serifs. A sans-serif font is just what it sounds like–a typeface without serifs. (NOTE: I put this post in Helvetica rather than Georgia font ... what do you think?)

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