Note: If you're a regular subscriber, you can probably skip points 1 to 7 below, with the possible exception of 3 and 4.

1. If you're receiving this free Monthly Newsletter for the first time it's because...
   • you asked to be added to our subscription list,
   • you're a Client or Prospect who has expressed interest in our keeping in touch,
   • you made the mistake of giving me your business card when we sat beside each other on a flight somewhere.
2. If you're receiving this as a "forward" and you'd like to subscribe, please click here.
3. We'll be delighted to have you forward or recommend this Newsletter to others!
4. For permission to reproduce any of our Newsletter content, please email us. We ask only that we be informed of the intended use, that the content be attributed to us and that a link to our website be provided.
5. Privacy Statement: We will not sell, share or trade your contact information. It's that simple.
6. To unsubscribe, click here.

Last month we asked for your expressions of interest in our offering half-day Human Marketing public seminars in various locations to better serve smaller companies or individuals who cannot afford to book me on their own....and the response has been overwhelming! So, it's a "go"! Our first event will be in Toronto on Tuesday, November 26 at the Toronto Board of Trade - Airport Centre from 8:00 am to 12:00 pm, including as much time as participants would like after the Seminar for Q & A and informal brainstorming. We're not talking about a "monster" public seminar here. These sessions will be limited in size so as to assure maximum interactivity and real results.

Our November 26th Toronto Seminar is a 3 ½ hour interactive session from which participants will take away...

• The complete insights of Human Marketing. The "straight goods" on why people buy, why they don't buy and what they really want when they do buy.
• The beginnings of a specific Plan to redefine and reinvent your business to add more compelling value to your customers' lives...and more dollars to your bottom line. Human Marketing is essentially about creating and delivering a Value proposition that compels your target customers to do business with you and to be loyal to you! We'll show you how to do that.
• Lastly, you'll take away powerful new insights into how you can effectively communicate your compelling Value in a way that will clearly differentiate you from your competitors. If you can't communicate your compelling Value, it's meaningless!
• BONUS...each attendee will receive a reasonable amount of free telephone coaching on any aspect of Human Marketing, for one year.

The cost will be $ 260 per person (plus GST), including continental breakfast. Our group rate for three or more is $200. If you're interested in sponsoring any future Seminars, please give us a call or email us.

The Toronto location is the Toronto Board of Trade - Airport Centre.
For more information or to register for our November 26th Seminar click here

We've received lots of interest from London, Winnipeg, Calgary and Vancouver and those we'll be working on ASAP. In the meantime, we're accumulating a database of those who may be interested in these events as we create them across North America. So, to make it easy for you to be added to our list, simply click here .



3. Article: How do we get our employees to be more committed to our company? (Part 1 of 2)
(time to read this article, about 1 minute)

I get asked this one a lot by leaders of both large and small companies...so it may be of interest to you too.

The short answer is that you can't get people to be committed to a company. Technically, a company is a Corporate Seal and a document called Articles of Incorporation, neither of which you could find right now, if you had to.

Really good staff, the ones who will create value and move your business forward, will only be excited about, and committed to, two things...

1. Where you're going (your Vision)...and,
2. What you stand for (your Values).

So, the "first steps" to creating a committed team are...

1. To have a clear Vision of where your business is going and a Plan for how you will get there.
2. To have clearly defined and effectively communicated Values and Standards. Do you know what you "stand for"? To quote my late Father, "If you don't stand for something, you'll fall for anything!"
3. Everyday actions that are congruent with your words. "Congruency or hypocrisy...chose one!"

First of all, ask yourself if your definition of "committed" is reasonable. If you work sixteen hours a day, six days a week, in attempt to hide from everything else in life, you may have a problem getting good, sane people to embrace your definition of "commitment".

Second, there are some people out there who are simply "Duds". The lights are out on the front porch of life and they're not going to commit to anything that looks like work. Do you have a disciplined approach to hiring, developing and keeping good people? Our article on "The 8 Essential Steps to Finding & Keeping the Best Staff!", available free on our website at http://www.donaldcooper.com/Pages/FreeArticles.htm, can be helpful here. (We also have an excellent live presentation on this important subject.)

Three important requirements for nurturing a higher level of commitment in your business are...

a) Pride,
b) Confidence...and,
c) The ability to make a difference.

A) Pride: Ask yourself...

1. Do our people know where we're going and what we stand for...and are they proud of that?
2. Do we effectively communicate our company's history, including how the business started, struggles we've overcome, our achievements, honours and awards we've received and people we've helped along the way? Americans are more patriotic than Canadians because they do a much better job of teaching their history. There's a lesson here for businesses, very few of whom teach their history and traditions. Disney is one of the few companies that "gets it". Part of every new employee's orientation, whatever their job, is a course called "Disney Traditions". Do you foster pride by teaching your history?

B) Confidence: To be committed, employees must have confidence in your company and in themselves. Ask yourself this question... "Are our people confident...

• that our company will be a profitable market leader providing challenging opportunities for them to grow...and,
• that our company is an emotionally and financially healthy place to be.

C) The Ability to Make a Difference: The #1 reason people stop trying (i.e. stop being committed) is that they feel they don't make a difference. So, ask yourself these four questions...

1. Have we made it clear to our people what action they should take?
2. Do they have the knowledge, skills, resources and time to take this action?
3. Are they empowered to take action?
4. Are they thanked and rewarded for making a difference?

A Toronto judge recently dismissed "public nudity" charges against seven men who were arrested for strolling naked through downtown Toronto during Gay Pride celebrations. The reason that they got a "walk" for taking their walk? The judge agreed with defense counsel that because the men were wearing shoes, technically they weren't naked.
Let's see how that ruling affects companies' "Casual Friday" policies!


6. Article: Be careful how your phone is answered!
(time to read this article, about 20 seconds)

I've just called a client at 9:15 am and was delighted to have a real person (and a chirpy person at that) answer the phone. But, when I asked for David, she immediately replied, "Oh, he's not in yet!" That one little word, "yet" is a real killer! It creates the inevitable impression that David is a "slug". He may have been working hard to grow the business by calling on customers since 7:30 this morning...but in my mind he's a "slug".

Be careful how your phone is answered!


7. Article: Do you "grab" customers with a compelling promise...and do you keep that promise?
(time to read this article, about 40 seconds)

When you create and deliver compelling Value, making a compelling promise that really "grabs" your target customers is relatively easy. But don't make a promise that you can't, or won't keep. For months there was a big ad in the Toronto airport arrivals area for Radisson Hotels that made a big promise that it couldn't possibly keep! The ad said, in big, bold print, "YOU WON'T FIND ANY NICER HOTELS IN CANADA" and that's simply a lie...and anyone who has stayed in a hotel more than 10 nights in their life would know it's a lie. To promise that Radisson hotels are "nicer" than the Four Seasons in Vancouver, the Fairmont Whistler, the Hyatt in Toronto or the Vogue in Montreal, just to mention four, is absurd!

Do you make a compelling promise that differentiates your Value and "grabs" your target customers...and do you keep that promise? Promises are powerful...lies just make you look goofy!


8. Our "Gold Nugget" for October:
(time to read this article, about 45 seconds)

One of the fasted growing parts of our business is speaking to groups on cruise ships and at exotic destinations.(it's a tough job, but somebody has to do it!) Reward travel is the ultimate incentive and a great team builder. Recently, I had the great pleasure of working with John Goetze and the team from Bob's Cruises. Frankly, when I first heard the name I pictured a small and not particularly amazing specialty travel agency...and boy was I wrong!

Bob's Cruises is a large, sophisticated Corporate and Incentive Cruise specialist with a client list that includes many of Canada's biggest names in manufacturing, financial services and media. They've been delighting clients since 1977. And they don't just do cruises. Their staff of 20 travel professionals are also experts on the world's best resort properties!

Their knowledge, attention to detail and buying power are second to none! They work closely with Meeting Planners to create an unforgettable land or cruise experience that exceeds their client's objectives, but not their budget.

These folks are Pros! John Goetze, Bob's Cruises Sr. Account Manager can be reached at (905) 338-2077 or at http://www.BobsCruises.com.


9. "Chuckles & Hugs"!
(time to read this article, about 50 seconds, but really worth it)

Just like everything in life, this Newsletter is a work in progress. Each month we've passed along something funny or heartfelt and now we've come up with a name for this little section, "Chuckles & Hugs"...corny as is, it works! If you don't need either chuckles or hugs, you can skip this section.

This month's offering is "borrowed" from my buddy Barry McCleary who, a few years ago, treated me to a wild ride across a BC mountainside in a sulky pulled by two galloping llamas. (but that's another story) Barry frequently sends me wonderful material, and this is some of his best!

"Great truths about life, that little children have learned:"

• No matter how hard you try, you can't baptize cats.
• When your Mom is mad at your Dad, don't let her brush your hair.
• If your sister hits you, don't hit her back. They always catch the second person.
• You can't trust dogs to watch your food.
• Don't sneeze when someone's cutting your hair.
• You can't hide a piece of broccoli in a glass of milk.
• The best place to be when you're sad is Grandma's lap.

We look forward to your feedback. What would you like more of, less of, or none of?...or just a quick email to say "Hi, good stuff, keep it up!" A little encouragement never hurt anyone! Our "Feedback Department" can be contacted at quick email.

Also, if you come across wacky, interesting "stuff" that you'd like to contribute, send it along.