Jendi Coursey

  • Apr 13 2017

    The Business Bio: Introduce Yourself So People Notice

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    Making a good first impression in a relationship-based business can mean the difference between getting a new account or not. Your bio serves as an online interview, so it’s worth spending a little time to get it right.

    Tips for Writing a Good Bio

    It’s pretty easy to write a boring bio that turns people off because it sounds self-aggrandizing. Here are some tips to help you share your best qualities without sounding like a braggart.

    • Focus on the clients’ needs – who is your audience, what do they want?
    • Choose the top three traits that differentiate you from your peers
      (ask friends to chime in if you can’t come up with any)
    • Choose your tone (e.g. professional, friendly, folksy, humorous, no-nonsense)
    • Highlight your specialty – within your industry, what sets you apart?
    • Write in the third person (“He” or “she” instead of “I”)
    • Explain why you do what you do
    • Share some personal details about who you are
    • Let others brag for you (brief testimonials can work here)
    • Keep it short (about 300 words)
    • Use a professional head shot/portrait, not an iPhone selfie

    How to Avoid Common Mistakes

    • Do not share a laundry list of accomplishments
    • Do not try to be something you’re not—celebrate your genuine and authentic self
    • Do not be boring (unless that’s your personal brand – see below)

    “I’m a ‘no-surprises’ Realtor. You might want sexy and exciting, but nope—that’s not me. I will get every disclosure signed, every inspection scheduled, and every detail attended to with plenty of time to spare. If you’re looking for that thrill of the unknown, that last-minute rush, that fingernail-biting, edge-of-your-seat experience, I’m not the Realtor for you.”

    Although this breaks the “third-person rule,” I think it’s an approach that could work for some.

    If you’d like help writing your bio, feel free to get in touch.

  • Apr 04 2017

    How To Share Your Press Release

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    So you’ve written a press release. Now what? Press releases don’t do you any good unless you share them with all sorts of people. Before you send the press release anywhere, make sure you’ve written it well and had someone proof read it for you. Once it’s compellingly written and error free, it’s ready to publish. Time to share it far and wide.

    Stakeholders: Internal and External

    Before publishing press releases publicly, first share the information with internal audiences–or at least publish the information simultaneously by sending the press release to employees when you send it to the media. Most people don’t like to hear big news regarding their company after everyone else has already heard it. The advantage to sending the information internally before it goes to the media is that you can provide talking points so everyone understands (and hopefully adopts) the company line.

    Media: Print, Radio, TV, Online

    When it comes to sharing information with the media, it’s best if you have a relationship with the reporters/bloggers who cover your beat. If you’re in health care, develop a relationship with health care reporters. If you’re in education, figure out which bloggers cover education stories. You get the idea.

    Share the press release with newspapers, news magazines, bloggers, TV news programs, radio news programs, and any organizations who may find the information of interest. Compile an email list (with an opt-out, of course) and cultivate it over time.

  • Mar 20 2017

    Annual Reports — Keep the Content Readable

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    Annual reports come in many shapes and sizes, from formal reports with dozens of pages to friendly updates designed with brochure-like brevity. Of course, it’s best if you communicate more than once a year, but by publishing an annual report, you can be sure to share the highlights of your accomplishments with stakeholders and potential clients at least once a year.

    What should an annual report include? Generally, it’s best to remind folks of your mission and vision, and the goals you set out to accomplish; then demonstrate how you stayed true to those ideals and goals. If you experienced surprises, either good or bad, it might be worth mentioning how they affected your decision-making and outcomes. In essence, the annual report should make people feel like they can depend on your organization to achieve what it sets out to achieve

    While your report may need to include less-than-riveting details for legal or regulatory reasons, I highly recommend starting with a succinct executive summary. This will serve as a road map and provide an overview, setting expectations and allowing people to get the gist of your report without reading every detail.

    If you want anyone to read past the executive summary, use a visually appealing layout with plenty of whitespace (the space around text and graphic elements). This will draw people in and make the report easy to read. It is far better to have ten pages of uncrowded text that doesn’t require reading glasses than it is to stay within some self-imposed page limit. If you have a strict page limit, then you have a strict text limit, too. Use headers to signal main points, and keep the content to a handful of well-considered messages. If you’re trying to make complex data easy to understand, consider using infographics.

    Regardless of the type of content you’re sharing, providing appropriate background material allows your readers to understand your report and put it in context. Avoid acronyms, industry-specific nomenclature and references that your audience might not understand. It canbe difficult for those immersed in their work to recognize jargon that would confuse the public. Consider having an outside editor review your report before publishing. Better yet, hire a professional writer who knows how to convey ideas in a clear, compelling way right from the start.

    Regardless of the type of content you’re sharing, providing appropriate background material allows your readers to understand your report and put it in context.

    When I write this type of content for my clients, I often ask whether they can think of a memorable story to illustrate each main message. Stories are often far more effective than providing a play by play of how you adhered to a plan and stayed within budget.

    Think about what you might find interesting in someone else’s annual report–write your report that way. If at all possible, highlight the stories of individuals who benefit from your work, rather than simply describing the work. If that’s not practical, tell the story of your work through the employees who made it happen. In the end, people care about people.

  • Mar 02 2017

    Exaggeration Weakens Your Argument, Unless You Exaggerate With Gusto

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    When we feel strongly about something or we’re deeply invested in getting someone’s attention, many of us fall into the exaggeration trap: we overstate our case. We use absolutes like “always” or “never.” We reach for superlatives like “best” or “worst.”

    When we do this, we weaken our argument. For discerning listeners, these melodramatic words are like neon signs that say, “I’m using imprecise language, so think twice before believing this information.”

    Note the difference between these two statements:

    1. Everyone thinks this toothpaste is the best ever. Thanks to this product, I never get cavities and my teeth are the whitest ever.
    2. In a survey of 500 dentists, 495 chose this toothpaste because of it ability to reduce cavities and whiten teeth.

    See what I mean? Sentence #2 wins. Specific language that speaks directly to the benefits of your product or service is far more effective than over-the-top claims. It might be that your toothpaste really is the best ever, but that argument is hard to verify. I find that advertisements, blogs, and op-eds that use credible language and appeal to my sense of reason as well as my emotions tend to sway my opinions.

    The age of the Internet has supported the promulgation of hyperbole, as people have less and less time to grab the attention of prospective customers. I understand the temptation to say, “OMG! This is the best ever!” But it probably won’t work as you hope.

    Now, I’m not saying there’s no place for hyperbole. It’s ineffective when you’re trying to make a serious argument and you overdo it, but if you’re using it for the delightfully crazy or funny effect it can have, it can be brilliant. Ben Huberman wrote a GREAT piece on having fun with hyperbole in 2014. Colorful, well-designed exaggerations can grab attention and illustrate points beautifully. As Huberman writes, you can also mix and match understatement with hyperbole to great effect, like JFK did when addressing a room full of Nobel laureates at the White House. He said, “I think this is the most extraordinary collection of human talent, of human knowledge, that has ever been gathered at the White House — with the possible exception of when Thomas Jefferson dined alone.”

    If you exaggerate, go big! Go for effect. Otherwise, craft a compelling argument without absolutes or superlatives.

  • Feb 13 2017

    Delicate Communication is Best Done in Person

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    In this busy world, many of us depend on emails, texts, social media posts, and other electronic communication to share our views and communicate with clients, colleagues, and employees. The written word is a powerful communication tool, but sometimes a face-to-face conversation is a far better choice.

    If you need to discuss emotionally charged information, do it in person. Emotional issues often put people on the defensive where the chances of miscommunication increase. Most of us hear what we expect to hear, and although the words we’re reading may not be inherently negative or provocative, we read more into them than we should and respond accordingly.

    Tone of voice and body language play a major role in imparting meaning. The simple question, “What?” can indicate incredulity, surprise, or a simple request for clarification. Face-to-face communication allows for immediate clarification, so hard feelings don’t develop unnecessarily.

    A face-to-face meeting can also demonstrate a certain level of respect for the person you’re meeting with and/or indicate the importance of the subject you’ll be discussing. This helps set expectations appropriately.

    So the next time you’re struggling to write an email about a delicate subject, ask yourself whether email is the best way to communicate.

  • Feb 01 2017

    Establishing Thought Leadership During Political Unrest

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    When a new president is sworn in and immediately begins changing the country’s direction on health care, education, immigration, economics, and other issues that impact people’s day-to-day lives, leaders have an opportunity to establish themselves as thought leaders.

    You may have information that can help people make sense of it all, or at least put things in perspective. I was recently working with a client in education who explained how California Governor Jerry Brown will likely serve as a buffer against some of the federal changes in education, at least for awhile. Since I’m concerned about some of the comments Education Secretary Betsy DeVos made during her confirmation hearing, I felt much better after talking with my client.

    Later, I was discussing people’s fear about losing health care coverage with a client who oversees a federally qualified health center. She mentioned that our State Assemblyman Jim Wood is the Health Committee chairman, so issues relevant to small, rural counties will not get lost. That made me feel better, too.

    I immediately recommended to both of these clients that we write columns in local newspapers and blogs on their websites explaining how federal decisions are likely to impact local people. Answer questions like, “How quickly are changes likely to affect us?” and “How dramatically?”

    If you want to establish yourself as an expert in your industry and a resource for information, consider the current political turmoil and provide information people can use. Where I live in Northern California, most people lean left politically. If this is your client base, think about how you can reassure people as the president signs executive orders that go against their fundamental beliefs about what it means to be an American.

    If you would like to learn more about how to expand your influence, I’d love to help you.

  • Jan 24 2017

    Self-Promotion: How to Be Less Awkward

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    Isn’t it amazing how easy it is to promote services and products you believe in, and yet, feel completely awkward promoting your own work?

    The first thing to understand is that this is completely normal. The second thing to do is take action to overcome the awkwardness and promote yourself like a star.

    Before you can do so, you need to be REALLY clear on why people should choose you to solve their problem. (Do you know what problems you solve? Start there.) Why are you better than your competitors? Who can you help the most (which target audience)? Have you developed your key messages?

    I try to put myself in my clients’ position. What do they need? How can I help? Am I the best person to help them? If so, why? If not, why not?

    If you struggle to answer these questions and you have clients you trust, it’s okay to ask for input. Ask them questions like, “What do you value most about our work together?” Or, “How does my product or service help you achieve your goals?” Let your clients know you want to continually improve, and gathering feedback is part of this process. I’ve yet to meet a client who reacted poorly to this type of inquiry.

    If you’re just getting started (and don’t have many clients) or if the idea of asking your clients for input makes you want to close up shop and become a barista at Starbucks, there’s another option: pretend you’re someone else.

    Yep, you read that right. Think of someone, a friend or colleague you really admire and respect. What is it about them–their personal traits, their professional skills–that engender such positive feelings? That was pretty easy, right? Now, imagine you are your own friend or colleague, and do your best to describe yourself in the third person. For the sake of convenience, let’s say your name is Jaden.

    What are Jaden’s best skills? What makes Jaden stand out among peers? Why would someone want to work with Jaden? How would Jaden’s friends describe him/her?

    As unorthodox as this sounds, I highly recommend giving it a go. As long as you’re honest with yourself, this type of self-exploration can lead to some insightful realizations.

    When it’s time to promote yourself, the most successful way to do so is to focus on what others need, and how you help meet that need. How do you feel when someone tells you all about a valuable product or service? Most of us are grateful. Imagine that’s what you’re doing when you promote yourself, because hopefully, you are.

  • Jan 19 2017

    The Importance of Closing the Loop

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    When people ask for my help with communication, they often begin by asking how to broadcast their messages. Only after I ask whether they are interested in feedback from their stakeholders do they remember communication is supposed to be a two-way street.

    As you plan your communication, whether you’re launching a massive marketing campaign or sending an all-employee email, consider whether you’re inviting your audience to respond (and be sure to create a mechanism for them to do so).

    “How?” you ask. Well, if nothing else, be sure to include contact information at the bottom of press releases, blogs, emails, and other communication tools. Then, consider surveys (formal and informal, online and in-person). Keep surveys short if you want responses. Also, if you are part of a large organization, check your website to see whether it has a search function and/or directory listing. Try to imagine how outsiders would search for information, rather than using your internal corporate structure to organize information.

    Basically, you can’t go wrong if you put as much effort into listening as you do into getting your message out.

  • Jan 12 2017

    Avoid Embarrassing Mistakes With These Proofreading Tips

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    Spelling, grammar, and other writing mistakes tell your audience you either don’t know or don’t care whether you’ve gotten things right. These are not good messages.

    In today’s busy world, many of us feel like we need to proofread our work right after we write it (if we proofread at all). This is a tall order for our brains, because our brains remember what we meant to write and will often breeze over mistakes, filling them in with the intended word or punctuation mark.

    Whether you’re writing a quick email or a major proposal, mistakes can be costly. Here are some tips to help your brain see what you actually wrote.

    1. Read each word out loud slowly. If you have colleagues within earshot and your information isn’t for public consumption, this approach is problematic. However, if you have enough privacy (or don’t need it), this is a great way to proofread. Carefully look at each word before saying it — each word should take about a half-second to look at and then pronounce. The first few times you do this, you’ll notice your eyes darting ahead. Force them back to the word you’re reviewing.
    2. Take a small break and do something else before proofreading. The more time you can put between the time you write and the time you proofread the better. While your subject matter may remain familiar, the precise way you intended to tell your story will begin to fade. This makes proofreading easier because you actually have to READ the material to know what it says.
    3. Read your work backwards. I know it sounds weird, but reading backwards works really well to spot misspelled words, repeated words, and formatting mistakes. Because the narrative doesn’t flow, your brain doesn’t get swept up in the story, and instead stays focused on each individual word.
    4. Find a proofing buddy. While this may not be practical for every email you write, it’s great to find a colleague who’s willing to review your work before you send it to key audiences, like your boss or prospective clients. You can do them the same favor.
    5. Never send anything without reading it through at least once, twice is better. If you are in a hurry, at least read over your work once before sending it. Look for common mistakes you know you make (for example, I often write “your” instead of “you”).

    If you’d like to improve your writing, let me know. It’s amazing how much progress people make when they dedicate a little time to it.

  • Jan 05 2017

    Speak Clearly, If You Speak At All…

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    Oliver Wendell Holmes Sr. was poet, among other things, who said, “Speak clearly, if you speak at all; carve every word before you let it fall.”

    I love this quote because it reminds me of the value of people who wait to speak until they have taken in all the information available and decided they have something worthwhile to contribute. For those who remember the old EF Hutton commercials, it’s kind of like that: when EF Hutton talks, people listen.

    One of the mistakes new leaders often make is to share their opinions early rather than waiting to hear what others have to say. Rushing to prove how smart you are or how much you know often has the opposite effect: better to remain silent and be thought a fool than to speak and to remove all doubt.

    If you’re interested in communication coaching, let me know.