Dexter Moscow's blog

WHAT HAVE STEVE JOBS AND GARY BARLOW GOT IN COMMON

nospam@example.com (Dexter Moscow) — Tue, 06 Sep 2011 14:20:32 +0100

NOTHING!!!!
But what can we learn from their disparate method of getting the best from the people they come into contact with?

Steve Jobs as we know is the founder and until recently was the CEO of Apple but what do we know about his management style?

As early as 1981, Macintosh project founder Jef Raskin wrote a note to Apple president Mike Scott complaining about the chairman of the board-enfant terrible that seemed to grow an interest in his pet project. It said:

Jobs regularly misses appointments

He acts without thinking and with bad judgement

He does not give credit where due

Jobs often reacts ad hominem (attack of a person's character or circumstances)

He makes absurd and wasteful decisions by trying to be paternal

He interrupts and doesn’t listen

He does not keep promises or meet commitments

He makes decisions ex cathedra (As if he was infallible)

Optimistic estimates

Jobs is often irresponsible and inconsiderate

In short he is a bully, who intimidates others, has a short temper and for me is completely at odds with perceived modern management styles.

So why did this work for him, and why did so many of his team stay and take it.

The answer is simple but not easy to replicate, so don’t try this at home

He has amazing charisma, self-belief, is visionary and has an unswerving focus on the end result.

If something doesn’t work change it.

On the other hand Gary Barlow is noted for his amazing creative talent and charitable work.
Gary's charity efforts in 2009, including his organising of the BT Comic Relief Kilimanjaro Climb and his organising of 'Children In Need Rocks', raised in excess £6 million.

In addition to the charity events organised by Gary, the pop star has also shown support for fellow artists' charity efforts including that of Ronan Keating. The pair belted out Take That's Back for Good written by Barlow at Ronan's Emerald and Ivy Ball in Battersea, South London, on Saturday. The starry bash raised £650,000 for Cancer Research UK.

His organisation of a very special event at the Royal Albert Hall went ahead in November 2009 and was broadcast the following week. This saw a meeting of Take That with Robbie Williams on stage and a number of unusual. Gary dedicated the band's song "Rule the World" to "everyone whose lost someone – Dad, this is for you". It was a very special night raising £2M and ending with Gary seeming to promise it could be an annual event.

It was announced in December 2009 that Barlow had been awarded the prestigious Blue Peter Gold Badge, awarded for outstanding achievements and inspiring children to realise their talents and achieve.

At the beginning of May 2010, it was announced that Her Majesty Queen Elizabeth II had asked Gary Barlow to organise her 85th birthday and her Diamond Jubilee celebrations in 2012. A source said: "Her Majesty has been made well aware of his charity work and the events he has put together. She knows that Gary has got the power to pull in the big names across the music industry and to ensure it's a party to match the occasion" Taken from Wikipedia.

All very impressive and selfless stuff, for me though the true measure of the man and the lesson that we can lean from him was illustrated on Saturday’s X Factor.

A second time around auditionee and in truth one with no talent other than the ability to embarrass himself refused to leave the stage when he was given 4 no’s by the judging panel.

Indeed he laid down on the stage refusing to leave protesting that this was his (home), he was born to be here and ‘owned it’.

Mr Cowell, I suspect would have immediately called for security and have had the man bodily removed.

Not Mr Barlow. With the situation becoming increasingly awkward and possibly aggressive and the show being held up, Gary calmly raised himself from his chair, much to the surprise of his fellow judges, and walked slowly to the stage.

He stopped, picked up the performer’s coat, that had been theatrically discarded, walked resolutely to the man, placed his hand under his arm and lifted him gently to his feet. He thanked him for coming to see them and for the time taken during the audition and calmly walked him off the stage.

The situation was thus diffused with no further escalation of tension and Mr Barlow covered himself with glory and showed himself to be an excellent mediator with an innate sense of how to handle people.

One of the greatest challenges today to a company’s success is the retention of top talent.

So whose example therefore should we follow? Jobs or Barlow, Barlow every time.

RED OR BLACK? Oh dear me Simon Cowells done it again

nospam@example.com (Dexter Moscow) — Sun, 04 Sep 2011 23:55:01 +0100

Not only are our emotions mauled by The X Factor we now have to contend with a no skill, no talent non educational game of chance that taps in to the lowest common denominator and basest feelings of avarice and envy.

I wanted to look away but I could not. It was like watching Arnold Schwarzenegger in the futuristic film Running Man where alleged convicts were pitted against ‘in house’ gladiators. If the convicts out ran the gladiators they were set free. The baying crowds bet on the outcome and the studio audience were whipped into frenzy by the shows host. (Ant and Dec what have you got involved in)???

However in the film there was a devious conspiracy going on behind the scenes and all that the television company was interested in was the ratings. Nothing new there then>

In no way to I condone the action of those cretins who looted the business of honest people but what kind of message do these programmes send out to kids when a £million can be won purely by chance rather than being won through effort or brain power. At lease with the X Factor talent is recognised and ultimately applauded.

What really concerned me was the fact that the losers went into paroxysms of grief, tears and loss as they made the wrong decisions and went out.

To paraphrase a line from Monty Python’s film The Life of Brian. “They went into the ‘game’ with nothing and ended up with nothing, so what have they lost NOTHING.

Thank goodness for the Olympic Games. At least then we will see dedication and hard work rewarded.

YOU HAVE CHOSEN THE WRONG CAUSE

nospam@example.com (Dexter Moscow) — Sun, 04 Sep 2011 20:19:09 +0100

Were you like me incensed at the protest by a Pro-Palestinian group who attempted unsuccessfully to disrupt a performance by the Israel Philharmonic Orchestra at a recent BBC’s promenade concert?

With all that is going on throughout the Middle East where despotic rulers specifically in Libya, Syria and until recently Egypt are killing their own people, my contention is the protesters have chosen the wrong cause. Once again individuals with a personal prejudice have chosen to vilify Israel.

Israel has the only true democracy in the region where Jews and Palestinians alike can take their grievances to the courts.

In an excellent lead comment in the Times on Saturday the protesters were likened to the Nazi’s burning books. This was not a legitimate protest it was unashamed bigotry the article continued. For me it was also cultural anarchy and ignorance.

Music is a unifying force with enlightened individuals like Daniel Barenboim, the pianist and conductor, uniting Jews and Palestinian musicians in the West Easter Divan orchestra. Where have the Palestinian leadership sought to develop such cultural connections?

To this day they still do not acknowledge Israel’s right to exist, whereas many in Israel support the concept of Palestinian Statehood.

Minister for Culture, Ed Vaizey, who was in the audience, tweeted, “Demonstrators seem to have turned the entire audience pro-Israel.”

He has missed the point. This is not about being pro Israeli, it’s about understanding where protesters energies should be spent.

IF YOU BELIEVE IN MAGIC YOU WILL LEAD A MAGICAL LIFE

nospam@example.com (Dexter Moscow) — Mon, 30 May 2011 18:49:07 +0100

I once read a comment by a reporter writing for a National Newspaper stating

” I have never learnt anything of value in a seminar”.

David Sandler an American sales training Guru who wrote the definitive sale training book “You Can't Teach a Kid to Ride a Bike at a Seminar” would have agreed with that statement.

The title of this book is predicated on two major propositions.

1. That we need to get out there and gain some scar tissue rather than just rely on book or classroom learning. To use the principles proposed in the book and gain some experience in the real word, learn the lessons of those experiences both negative and positive and develop some muscle memory.

2. There has to be an incentive to get us off our bums and take action.

In principle I agree with these contentions indeed most of my coaching and training life is based on the belief that you can only learn by doing.

This is borne out by my experience as a user of the Sandler processes gained through my close association with Marcus Cauchi of the Sandler Sales Institute and from my training background with the Dale Carnegie organisation.

“How to win friends and Influence people” The grandfather of all self-leadership/sales-skills books voted the best business book of the Millennium.

In both cases and also in mine, processes are based on a “spaced learning” concept”, that is the method of attending an ‘in class’ session and then reporting back on a set assignment relating the experiences and war stories.

The key here is interactivity and a high level of accountability.

If you don’t do the assignments you feel ‘less than’ in the eyes of your class mates.

There is a famous Chinese quote that states.
“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.”
This works if those attending the course have identified a compelling reason to do the work.

What happens though when the attendee is a hostage? Sent on the course because the Head of Department or Learning insists they attend.

Let me proffer an extension to this proposition to resolve the issue of not doing the assignments.

Excite me I will listen, engage with me I will learn, motivate me I will take action.

So what is this missing ingredient that turns a hostage into a participative delegate, a passive attendee to a motivated individual?

Simply put it’s MAGIC. Yes magic, not the Harry Potter type, real magic.

Since birth many of us have been mesmerised, hypnotised, fascinated by magicians and their ability to confuse, enthuse and capture out attention.

In my day it was David Burglass, David Nixon, Robert Harbin and Paul Daniels, the latter we all liked (not a lot). The greatest of all was Ali Bongo – Never heard of him? He was the man behind the scenes creating magic tricks for the others.

Today we have David Copperfield, David Blaine, Derren Brown and Penn & Teller not so much Magicians more Illusionists.

We also have Marc Paul - Who is Marc Paul?

He is a Magician and Mind Reader that I am delighted to say is my colleague and works with me injecting fun, mystery and a learning experience for major organisation in seminars, at corporate events, symposiums and conferences.

Marc and I have developed a seminar entitled the: -
The 7 Magic Keys to P.E.R.F.E.C.T. communication an acronym for a tried and tested process that we have used to sell £millions of products on QVC The Shopping Channel and taught others in many organisations to do the same.

Marks and Spencer, Davis & Hunter, Venturefest, Ernst and Young, Pinsent Mason, British Land

It identifies the following: -

Personal Impact

Emotional Connection

Right to Talk

Facts

Encapsulate

Congruency

The Company.

These elements when effectively utilised enables the ‘presenter’ to create an engaging, persuasive and influential ‘selling’ proposition ensuring others are happy to take the action they desire them to take.

Working in the corporate arena I help Executive, sales teams and individuals who are seeking to be more effective and achieve clarity and advancement or to be more impactful in boardroom meetings, business pitches, interviews, sales situations and in all circumstances where they need to persuade others with power and authority.

‘Selling’ is a Broadway play performed by psychiatrists. Another David Sandler quote.

We all need to be more theatrical in our approach to ensure that we are more persuasive
with others.

If you are missing out on business opportunities, if you are fed up losing out to the competitors, if you are being passed over in the promotion stakes. Gain the upper hand and email me now for your copy of The 7 Magic keys to P.E.R.F.E.C.T. Communication and presentation.

dexter@audiencedynamics.co.uk or log on to www.audiencedynamics.co.uk

A good presentation entertains us - A great presentation moves others to take action

DON’T PITCH – INFLUENCE WITH POWER AND IMPACT

nospam@example.com (Dexter Moscow) — Mon, 14 Mar 2011 17:38:15 +0000

Today there is a new business reality. It is not enough to be technically brilliant at what you do, you have to engage others, positively influence them and offer a compelling reason why they should do business with you.

To stay one step ahead of the competition you need something extra.

A ‘unique selling point’?

In reality there is no such thing.

How can I tell you something that might upset you?

Whatever your product, service or proposition, it is very much like everybody else’s.

So what is the only true differentiation?

YOU!!!!

In this digital age the primary means of communication to connect with customers and prospects is distant and impersonal.

You have a website; you send emails or communicate via Skype or telephone.

In essence you are selling to and invisible audience and there is little opportunity to really connect on an emotional level.

Yes I said an emotional level.

To truly influence others to do business with you it is not about what your offering is but what the pain you can resolve for them is.

People buy emotionally they decide logically.

Identify your prospects needs and target your message to that deeper understanding.

Use video to develop a personal connection, send emails that show how you have helped others, develop a 30 second commercial that creates a positive first impression that supports and connects with their deep concerns.

Seek first to understand - Then to clarify your findings - Agree terms and only then offer a solution.

A bit of Morning Humour

nospam@example.com (Dexter Moscow) — Mon, 25 Oct 2010 09:42:32 +0100

Sunil Bali, Peak Performance Coach recently sent me this. It tickled me and hope is does the same for you

Sometimes it can be hard being a teacher (Part 2) !

Teacher: George, go to the map and find North America.
George: Here it is!
Teacher: Correct. Now, class, who discovered America?
Class: George!

----------------------------------------

Teacher: Tommy, why do you always get so dirty?
Tommy: Well, I'm a lot closer to the ground than you are.

----------------------------------

Teacher: Ellen, give me a sentence starting with "I".
Ellen: I is...
Teacher: No, Ellen. Always say, "I am."
Ellen: All right... "I am the ninth letter of the alphabet."

----------------------------------

Teacher: Why are you late?
Pupil: Because of the sign.
Teacher: What sign?
Pupil: The one that says, "School Ahead, Go Slow."

----------------------------------

Teacher: Cindy, why are you doing your maths sums on the floor?
Cindy: You told me to do it without using tables!

---------------------------------

Teacher: John, how do you spell "crocodile"?
John: "K-R-O-K-O-D-A-I-L"
Teacher: No, that's wrong
John: Maybe it's wrong, but you ask me how I spell it!

----------------------------------

Teacher: What is the chemical formula for water?
Sarah: "HIJKLMNO"!!
Teacher: What are you talking about?
Sarah: Yesterday you said it's H to O!

----------------------------------

Teacher: Willy, name one important thing we have today that
we didn't have ten years ago.
Willy: Me!

----------------------------------

Have a great week.

Dexter

I understand that you're an excellent speaker BUT

nospam@example.com (Dexter Moscow) — Sun, 26 Sep 2010 11:59:26 +0100

DEXTER MOSCOW - SPEAKER, MOTIVATOR, INFLUENCER, TV PRESENTER

I was recently sent the following by Sunil Balil Speaker, Author, Peak Performance Coach.

If you are a professional speaker and have problems agreeing a realistic fee for your talks the following is worth reading

"This week I was asked by a company to present at their mid year conference, as one of their senior managers had seen me present at a leadership conference earlier in the year.

Once we agreed the content of my talk, the subject of fees came up. The HR Directors response upon being told what my fee rate was:

"I understand that you're an excellent speaker, but you'll only be speaking for 45 minutes."

My response was to tell the HR Director the following story,

One day a woman spotted Pablo Picasso in the market and pulled out a piece of paper. "Mr. Picasso," she said excitedly, "I'm a big fan. Please, could you do a little drawing for me?"

Picasso happily complied and quickly drew a sketch for her on the paper. As he handed it back, he smiled and told her to "take care of it. That will be worth millions one day."

The woman looked flustered and said, "But it only took you thirty seconds to do it."

Picasso laughed, "But it has taken me thirty years to be able to do it in thirty seconds."

...and the deal was done".

IF YOU HAVE SOMETHING VALUABLE TO SAY - VALUE WHAT YOU HAVE TO SAY.

ARE YOU SELLING TO AN INVISIBLE AUDIENCE?

nospam@example.com (Dexter Moscow) — Sun, 22 Aug 2010 23:02:24 +0100

For the last 14 years I have sold £millions worth of products on The Premier Shopping Channel and coached 100’s of others to do the same and sell effectively in that environment, in essence ‘selling to an invisible audience’.

Working with celebrities such as Lulu, Nigella Lawson, Tess Sanderson and various East Enders cast members plus guest presenters who are brand mangers, designers, and inventors, although many know how to present in their own field of activity realised that selling to an invisible audience is entirely different.

Did you answer no to my question?

THEN HOW CAN I TELL YOU SOMETHING THAT MIGHT DISTURB YOU?

If you have a website, have video on your website, send emails or communicate via Skype or telephone. You are also selling to and invisible audience.

Here’s another observation for you: -

“IF YOUR ONLINE VIDEO DOESN’T HAVE A HIGH LEVEL OF PRODUCTION VALUES YOU’RE WASTING YOUR TIME??????”

My unshakable contention was that a high level of production values, professional lighting, carefully considered backdrops and superior sound quality were the keys to ensuring that the message came across.

Only then can ‘sales’ be maximised, brand values supported and public perceptions maintained.

I WAS WRONG –

THE KEY TO PERSUASION AND INFLUENCE, IS ALWAYS FIRSTLY, THE MESSAGE

Did you know that the second most used search engine after Google is YouTube? Have look at the quality of video on that site, My Space or Vimeo and you will see that professional quality is not the most important factor.

What is most important is the message. It can be quirky, it can be controversial but it must be relevant, compelling, well crafted and delivered with authenticity, passion and conviction.

My Grandfather always used to say “If you can’t smile don’t open a shop”. What I now understand him to mean is that, if you are not passionate about what you are saying or selling how can you expect anybody else to be passionate, engaged, enrolled or be persuaded by you.

It is certainly true that the more professional the offering the more hits it will receive but it must resonate with the public mood, offer a compelling message and resonate in their world.

HAVE YOU MASTERED THE TECHNOLOGY OR HAS THE TECHNOLOGY MASTERED YOU?

With the growth of video on websites, the technological ability to shoot your own short videos and video blogs with a FLIP Camera, record podcasts via a webcam and connect with your customers/clients in a virtual face to face medium using Skype you need to understand the basis rules.

I have seen so many videos that in my opinion are abject failures, where they destroy a company’s reputation rather than enhance it.

There are some basic facts that must be understood and adhered to ensure the maximum influence and persuasion are achieved

1. People buy for two reasons – to move from a position of PAIN to a position of PLEASURE.

2. People buy EMOTIONALLY they decide LOGICALLY.

Do you know what your clients, customers and prospects real pains and emotional needs are?

Have you ever tuned into the Radio Station W.I.F.M?

What’s In it For Me? (Your audience)

If you can’t answer that question with absolute conviction you need to get your clients and customers to answer it for you. Don’t commit yourself verbally, in writing and certainly on video until you can.

In terms of presentation style is it better to ‘sell’ your message down the barrel of the camera or should it be a shopping channel style conversation which is almost like an overheard discourse between friends.

We hate being sold to. We love being engaged and motivated.

When The Premier Shopping Channel first appeared on our screens in the UK the company thought that their customer motivation was the belief that the brand values were Quality, Value, and Convenience. Through extensive customer and focus group research they discovered very different brand values. Trust, Information and Easy.

They trusted the presenters to tell the truth about the products they were selling, they sought the information to make help them make their buying decisions and knew that it was easy to buy and easy to send back with a 30 day no quibble money back guarantee should the product not meet their expectations. In short a circle of trust.

There is now a new realisation. Their customers needs to be Enthused, Engaged and Entertained.

DOES THAT RESONATE WITH YOUR OFFERING?

When you present your product, service or personality are you enthusing them to ‘buy’ based on your clear and deep understanding of their needs? Do you engage them in a dialogue that speaks in their language, experience and perceptions? Do you entertain them so that they feel part of the process or just offer an online brochure and outmoded concept of what you think they want?

I have personal Mantra:-

Today it is not enough to be technically brilliant at what you do you need to enrol, engage and enthuse.

DON’T JUST SELL - INFLUENCE WITH STYLE

SO, PLEASE SHOOT SOME VIDEO but do it well with style, make your message compelling that resonates in their world and offers true value to them emotionally.

A good presentation entertains; a great presentation moves us to ACTION.

The Merhrabian Myth

nospam@example.com (Dexter Moscow) — Sat, 19 Jun 2010 15:56:13 +0100

This was recently sent to me and though the animation is excellent and the company producing it innovative. The message is debatable

Youtube Animation

The Mantra for most presentation skills coaches - As a percentage of importance - Words 7%, Tonality 38%, Body Language 55%

It purports to show that most communication is non verbal. This animation debunks the theory.

However, arguably the reality is somewhat different, words are important, but congruency, authenticity and credibility are essential.

What we say, how we say it and how we look whilst we're saying makes the difference between just giving a speech and influencing, exciting and motivating others to take action.

Today we need to more than good talkers we need to be Master Influencers

Great Truths about Life

nospam@example.com (Dexter Moscow) — Thu, 25 Mar 2010 15:09:37 +0000

GREAT TRUTHS THAT LITTLE CHILDREN HAVE LEARNED:

1) No matter how hard you try, you can’t baptize cats.

2) When your Mom is mad at your Dad, don’t let her brush your hair
.
3) If your sister hits you, don’t hit her back. They always catch the second person.

4) Never ask your 3 year old brother to hold a tomato.

5) You can’t trust dogs to watch your food.

6) Don’t sneeze when someone is cutting your hair.

7) Never hold a Dust Buster and a cat at the same time.

You can’t hide a piece of broccoli in a glass of milk.

9) Don’t wear polka dot underwear under white shorts.

10) The best place to be when you’re sad is Grandpa’s lap.

GREAT TRUTHS THAT ADULTS HAVE LEARNED:

1) Raising teenagers is like nailing jelly to a tree.

2) Wrinkles don’t hurt.

3) Families are like fudge..mostly sweet, with a few nuts.

4) Today’s mighty oak is just yesterday’s nut that held its ground.

5) Laughing is good exercise. It’s like jogging on the inside.

6) Middle age is when you choose your cereal for the fiber, not the toy.

GREAT TRUTHS ABOUT GROWING OLD

1) Growing old is mandatory; growing up is optional.

2) Forget the health food. I need all the preservatives I can get.

3) When you fall down, you wonder what else you can do while you’re
down there.

4) You’re getting old when you get the same sensation from a rocking
chair that you once got from a roller coaster.

5) It’s frustrating when you know all the answers but nobody bothers to ask you the questions.

6) Time may be a great healer, but it’s a lousy beautician.

7) Wisdom comes with age, but sometimes age comes alone

Life is a Load of Balls - Golf Balls?

nospam@example.com (Dexter Moscow) — Tue, 23 Mar 2010 10:15:29 +0000

The Mayonnaise Jar

When things in your life seem, almost too much to handle,
When 24 Hours in a day is not enough,
Remember the mayonnaise jar and 2 cups of coffee.

A professor stood before his philosophy class
and had some items in front of him.
When the class began, wordlessly,
He picked up a very large and empty mayonnaise jar
And proceeded to fill it with golf balls.

He then asked the students, if the jar was full.
They agreed that it was.

The professor then picked up a box of pebbles and poured
them into the jar. He shook the jar lightly.
The pebbles rolled into the open Areas between the golf balls.

He then asked the students again if the jar was full. They agreed it was.

The professor next picked up a box of sand and poured it into the jar.
Of course, the sand filled up everything else.
He asked once more if the jar was full. The students responded with a unanimous 'yes.'

The professor then produced two cups of coffee from under the table and poured the entire contents into the jar, effectively
filling the empty space between the sand. The students laughed..

'Now,' said the professor, as the laughter subsided,
'I want you to recognize that this jar represents your life.
The golf balls are the important things - family,
children, health, Friends, and Favorite passions ?
Things that if everything else was lost and only they remained, Your life would still be full.

The pebbles are the other things that matter like your job, house, and car.

The sand is everything else --The small stuff.

'If you put the sand into the jar first,' He continued,
there is no room for the pebbles or the golf balls.
The same goes for life.

If you spend all your time and energy on the small stuff,
You will never have room for the things that are important to you.
So...

Pay attention to the things that are critical to your happiness.
Play With your children.
Take time to get medical checkups.
Take your partner out to dinner.

There will always be time to clean the house and fix the disposal.

'Take care of the golf balls first --
The things that really matter.
Set your priorities. The rest is just sand.'

One of the students raised her hand and inquired what the coffee represented...

The professor smiled.
'I'm glad you asked'.

It just goes to show you that no matter how full your life may seem,
there's always room for a couple of cups of coffee with a friend.'

Please share this with other "Golf Balls"
I just did......

Selling with Pain

nospam@example.com (Dexter Moscow) — Fri, 05 Mar 2010 16:22:52 +0000

It is widely understood that some of the main barriers to selling are:

Lack of Sales Process
Lack of Necessary Skills
Lack of Ongoing Assessment
Lack of Focus
* Limiting Beliefs in Yourself

During a recent sales workshop with a leading TV salesman (Dexter Moscow, of the QVC shopping channel), I was introduced to a new method that has made me reassess my approach to sales. Dexter only has seconds to sell products so needs to get to the root of things quickly.

Having been previously told to sell with benefits rather than features, I have now been told to sell on 'pain'. 'Pain', in this instance, is the issue or problem that you are resolving for the person you are trying to influence.

Taking this approach affects your whole sales activity. In a meeting situation to make them really think about the 'pain' you might take them on a journey so that they personally relate to a situation when the pain might arise, this means telling a story.

If your not in a meeting you might, like Dexter only have a few seconds. I am going to focus on how this knowledge has changed my 'elevator' or '30 seconds' pitch. This is when you only have a short time to get someone interested in what you are doing, for example if you get in an elevator with a key decision maker for 30 seconds what would you say? You can see how I have developed my pitch below.

Version one
"I work for Gateway Media, a digital media agency offering video, design and online services to leading companies in the UK. We have had great success in improving our client’s communication and marketing strategy."

Notice how this is too focused on me and my business features and not on the benefits to the client.

Version two
"I help companies to communicate more effectively through the use of creative digital media solutions. We are currently working with some of the top names in construction, banking and the legal sector enabling them to enhance their messages through video, design and online."

This makes more of an effort to specify the benefits to the client, taking the focus away from us and onto the client.

Version three
"I am currently working with business leaders who are having difficulty growing their business in the current economy. They are not being noticed in their markets and don't have the time or skills to tackle the problem. I don't suppose you are suffering these problems in your business?

In bold are the 'pains' (problems) that we have identified and are trying to solve. These can be focused on whoever you are speaking with if you know what their problems might be. This new take on an elevator pitch removes the service offering, features and benefits altogether.

The person I am speaking with does not know what services I am offering but if the problems resonate they will, in their response, give me the information I need to make an offer. If they do not have any of the 'pain' mentioned then you have saved time in finding this out up front.

Remember you are not trying to offer solutions at this stage, just finding out if these issues are relevant to them.

Your aim is to take the person from a place of pain to a place of pleasure.

Reproduced from

Young Social Entrepreneur - Simon Baker,

AN EXCELLENT INVESTMENT

nospam@example.com (Dexter Moscow) — Fri, 19 Feb 2010 11:07:43 +0000

They say that self praise is no recommendation so here is a testimonial from a satisfied client who was having difficulty in interview situations.

It might be of help to others who are having similar problems in getting the ideal job.

Are you not presenting yourself effectively in interviews?

Are you uncertain how to 'big up' your achievements?

Are you losing out to other candidates?

Do you come across as too needy or too aggressive?

READ ON

AN EXCELLENT INVESTMENT

I am an experienced Interim FD/Controller/Project Manager and was referred to Dexter Moscow last June. I had completed an interesting assignment at the end of October 2008 and expected to take a short break and get back to work in early December. I normally find that I can get another assignment within a few weeks and as clients often extend my assignments I don’t normally start seriously looking until the current assignment is over. The end of 2008 was a difficult time as the economy had fallen off a cliff. Although I am well connected with the Interim Agencies and through my own networks I had quite a few calls but nothing had turned into work.

The situation became quite demoralising and I started to feel that my lack of success in finding work was starting to affect my performance in interviews and prospective phone calls. When I contacted Dexter I had an important prospect in sight and was very worried that I would fail to get short listed. Dexter worked quickly to assess my problem and helped me to change my approach in preparing the ground with the Agency, and eventually at the all important interview. He helped me to bring out my best points and turn the interview around so that I was asking questions which emphasised why they should hire me and challenging them to persuade me to come and work for them.

Dexter worked quickly to coach me in this new (for me) selling proposition and I was quickly short listed; and then hired in an interview which went exactly to plan. My friends had told me that Dexter has a range of skills, including coaching “super-salesmen”. As I am a Chartered Accountant and Lawyer I had been slightly sceptical at the start as to how he could help me; but I’m pleased to report that he tailored exactly the right approach for me to secure that all important job. In Interim, as in permanent work, it is much easier to get a job if you are already in one and I am now on the third of a series of assignments that have followed one from another since last June.

I would thoroughly recommend Dexter Moscow to anyone with an important interview ahead of them.

David Forth FCA

A good interview impresses others - A great interview moves people to hire you.

Dexter Moscow dexter@audiencedynamics.co.uk

1st February 2010

Cowells Cowering Confidence Trick

nospam@example.com (Dexter Moscow) — Sat, 14 Nov 2009 23:42:10 +0000

Phineas T Cowell sorry Barnum used to say 'there's a sucker born every minute' and will ever be remembered for promoting celebrated hoaxes.

Well Mr Cowell you are right up there with the other bunkum artists promoting one entertainment whilst insisting it is another. The X Factor has ceased to be a singing contest it is now a competition for ratings and the chasing of audience numbers.

Beware Simon for that is the road to instant gain but long term loss. You have devalued both yourself and the programme.

Have you sold out to the cash strapped ITV bosses, because you are certainly not acting in the best interests of your own contestants?

You protest too much when casting aside the observation that your comments are the only ones the poor misguided participants really find relevant. Who are you kidding? Certainly not us, nor your fellow judges and I venture to suggest not even yourself.

You tell us that the public must have the final vote but this is a cop out and further degrades our faith in you to be, as you have always seemed to be, honest fair and to tell it like it is.

You have let us down.

Be warned Mr Cowell you are turning The X Factor into 'Britain's Got the X Factor Talent'. This is a confused message that will bounce back on you.

If we have one why do we need the other?

It is not a proving ground for the next Ant and Dec.

If you have done a deal with Mr Andrew Lloyd Webber to provide the next star for The London Theatre, I consider this to be a noble and worthy venture but BE HONEST ABOUT YOUR AGENDA.

Louis Walsh's complaint that you are constantly changing the rules is ringing ever truer in our ears.

On many occasions previously you have told us that the X factor is a singing contest and that the final 'sing off' is to be judged exactly by that criterion. But in the last two shows you have shirked that responsibility and have judged it on the 'pulling power' of the performer.

The clue is in the words 'sing off'. This however on two occasions has not been the criteria of choice.
Lloyd's voice failed him yet you still chose Rachel. Jedward can't sing yet you cast Lucie into the abyss. Mr Lloyd Webber I hope you were watching.

Ignore the public outcry at your peril Mr Cowell. You have made the same error as another high profile person of his day, Gerald Ratner.

In his infamous faux pas he told us that the reason he could sell his jewellery so cheaply was because it was crap. His credibility crumbled overnight because he was guilty of a cardinal sin. He let his customers know exactly what he thought of them, ignorant and gullible.

My growing belief is that you are showing us exactly what you really think of us.

We have always been emotionally manipulated by the back stories of the contestants, now we are being duped into believing that it is our decision that is final. It is not.

I will not boycott the show nor suggest that others do so because the finalist should be given a platform for their talent. I will however, not be voting and hopefully that will damage the revenue received from the telephone calls.

My only hope is that the financial implications of your lack of judgment restore your sense of fair play and bring back the true ethos of The X Factor - That it is a singing competition.

IF YOU HAVE BEEN BEREAVED

nospam@example.com (Dexter Moscow) — Sun, 17 May 2009 15:10:13 +0100

A friend sent this poem to me when we lost my Mum. It gave me great comfort and I hope it will be the same for you and your family.

The poem is anonymous unlike your relative who I am sure was loved and respected. Just change the gender and it will I hope have meaning for you too.

We wish you happy memories and good thoughts.

You can shed tears that he is gone,
Or you can smile because he has lived

You can close your eyes and pray that he will come back,
Or you can open your eyes and see all he has left
T
Your heart can be empty because you can't see him
Or you can be full of the love you shared.

You can turn your back on tomorrow and live yesterday
Or you can be happy for tomorrow because of yesterday.

You can remember him and only that he has gone
Or you can cherish his memory and let it live on.

You can cry and close your mind, be empty and turn your back
Or you can do what he'd want: smile, open your eyes, love and go on

Dexter