52週人脈計畫 -第39週 寫下2則成功故事

第39週 　寫下2則成功故事

這週要花點時間寫下幾則故事，在故事中你的事業就是最佳主角，為顧客締造了不起的成果。稍稍加油添醋也無妨，但是內容必須真實而且正確。接著就要把這些故事散布到你的口碑行銷團隊中，當他們讀到這些故事，就會讓他們想起其他狀況類似、可能需要你幫助的人。這樣也會讓他們在腦子裡更清楚想像出你的理想顧客屬於哪種類型，這當然不是件壞事。





Week 39 　Write down two success stories

Spend some time this week putting down on paper some stories in which your business is the hero and you achieve some amazing things for customers. Ham it up, but be factual and accurate in what you say. You then take these stories and circulate them to your word-of-mouth marketing team. As they read your stories, it will jog their memories on other people in similar situations you might be able to help. It will also sharpen in their mind their view of who your perfect client is, which can't be a bad thing at all.

52週人脈計畫 -第38週 請客戶寫推薦信

第38週 　請客戶寫推薦信

本週的任務是要請幾位滿意的客戶寫推薦信，內容強調他們使用你的商品所得到的正面體驗。要請客戶用他們自己的信紙，並且由他們自己來撰寫推薦信。試著在這週請3位客戶寫下他們的體驗，然後你可以在未來運用這些推薦信創造出高度的可信度。

Week 38 　Ask clients for written testimonials

Your assignment this week is to get some satisfied clients to write letters that spotlight their positive experiences with what you have to offer. You want these testimonials to be on your client's letterheads and in their own words. Try this week to ask three clients to write about their experiences. You can then use these testimonials to generate loads of credibility in the future.

52週人脈計畫 -第37週 寫文章寫出名號

第37週 　寫文章寫出名號

這週要靜下來找出4個符合你事業和人脈目標的寫作主題，然後寫封信給你最喜歡的財經刊物，向編輯提出你的點子。如果對方喜歡你的提議，就可以開始寫文章。如果對方回絕，就可以試著詢問哪些類型的文章比較適合這份刊物。

在進行時，別忘了要事先下工夫研究。現在有很多刊物都會建置網站，用來接觸潛在的廣告主，而這些網站通常會有預告，讓廣告主知道每個月要報導的主題。你可以檢視預告中所列出的主題，看看哪些是你所擅長的領域。

在刊物上發表文章絕對會大幅提升你的可信度，也會讓你成為業界的專家，這絕不會是壞事。先從小型的區域性報紙開始著手，接著再努力向主流的產業和財經刊物邁進。

Week 37 　Write your identity in the public eye

Sit down this week and identify four topics you can write articles about that will fit your business and networking goals. Then draft a letter to the editor of your favorite business publication and pitch your ideas. If he likes what you're suggesting, start writing your articles. If you get a red-light instead, you might try asking for some guidance on what kind of articles would be suitable for that publication.

As you do this, don't forget to do your own homework as well. Many publications now have Websites to reach out to potential advertisers. Often, these Websites include an editorial calendar that tells advertisers the themes that will be covered in each month's issue. You can review that editorial calendar for topics that are within your field of competence.

Having published articles definitely boosts your credibility in all kinds of different ways. It positions you as an expert in your field, which is never a bad thing. Be prepared to start small with local newspapers before working your way up to major trade and business publications.

52週人脈計畫 -第36週 學習撰寫新聞稿

第36週 　學習撰寫新聞稿

要寫好新聞稿是一門藝術，而你這週的重點就是要努力學習相關的技巧。這是非常值得去做的，因為要行銷你的事業除了靠口碑，就是要靠公關這種非常具成本效益的方法。試著以具有新聞價值和趣味性的主題來撰寫新聞稿，有必要的話也可以找專業寫手來替你潤飾，但是重點是要能完成新聞稿並對外發表。這樣不僅可以提高你事業的能見度，還能夠強化你在業界的專業地位。

Week 36 　Learn how to write a press release

There's an art involved in writing an effective news release, and your focus this week should be on trying to learn what's involved. This is worth doing because next to word of mouth, publicity can be a very cost-effective way to market your business. Try developing a news release around a topic that is newsworthy and interesting. Hire a professional writer to help you polish your news release if you have to, but get a news release together and send it out. This will both enhance your company's visibility and strengthen your positioning as an expert in your field.

52週人脈計畫 -第35週 製作教育性質的快報

第35週 　製作教育性質的快報

專家能夠提供指導和新知，他們擁有其他人想要了解的想法和意見。用這週去考慮自己發行教育性質快報的可行性，藉此讓你的訴求可以傳播到市場上。只要確認這份快報會讓讀者對你的事業產生好印象即可。如果先向已經在定期發行快報的人請教，應該會幫助你了解相關事宜。定期發行快報需要相當的投入，然而如果你能做到，就能為你的訴求找到絕佳的宣傳管道。




Week 35 　Create a newsletter that is informative

Experts teach and inform. They have ideas and opinions others want to know about. This week, consider the viability of starting your own informative newsletter as a way to get your message out to the marketplace. Just make sure that your newsletter reflects well on your business. It might be helpful to talk with someone who is already producing a regular newsletter and get up to speed on what's involved. Publishing to a regular schedule takes commitment, but if you do this, you will have a great communications vehicle for your message to get out there.

52週人脈計畫 -第34週 發表極具價值的簡報

第34週 　發表極具價值的簡報

你在這週的挑戰是要靜下來想想，自己有能力發表哪一種高價值的簡報。應該會有某些領域是你了解、也有經驗，但大部分人都不熟悉的。找出自己能夠發表簡報的類型之後，這週的第2項任務就是靜下來寫出一封信，用來概述自己的簡報內容。接著將這封信複製10份，請自己人脈社團中的成員，把信轉給他們所認識會安排演說活動的人。要方便大家推薦你。

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Week 34 　Give a high-value presentation

Your challenge this week is to sit down and figure out what kind of high-value presentation you are qualified to give. There's probably something you know and have experience with that most people do not. Once you identify what presentation you can give, your second task this week is to sit down and compose a letter that outlines your presentation. Then create ten copies of that letter and get the people in your networking group to give them to anyone they know who organizes speaking engagements. Make it easy for people to refer you.

52週人脈計畫 -第33週 讓名片發揮最大效用

第33週 　讓名片發揮最大效用

道理很簡單，名片就是你事業最小型的廣告看板。利用這週誠實評估你的名片給人什麼樣的感覺。檢視名片的風格，了解這種風格是否適合你所屬的產業以及你個人的喜好。確認名片是否登載了所有必要的資訊，以及是否讓你引以為傲。如果沒有的話，就要立刻印製新名片。以名片的體積和成本來看，它大概會是你手上最具威力的行銷工具。設計一張會讓自己喜歡拿出來給人的名片，但也要注意只能給跟你要名片的人。不要到處亂發名片，還自以為這樣做得很好。等到別人跟你要的時候才給，而且給的名片要有價值。

Week 33 　Get the most out of your business cards

Simply put, business cards are miniature billboards for your business. Take this week to honestly evaluate what your business card says about you. Look at your card style and question whether it is appropriate for your industry and personal style preferences. Make sure you've got all your essential information on it and that you feel proud of your business card. If you don't, get some new cards made right away. For its size and cost, your business card will probably be the most powerful marketing tool you will ever own. Have a card you love handing out, but then work to only give cards to people who ask for them. Don't give out your business card indiscriminately, thinking you're doing well. Wait until people ask for it, and then have something worth giving.

52週人脈計畫 -第32週 對自己的工作要永保熱忱

第32週 　對自己的工作要永保熱忱

你在這週的挑戰，是要成為積極推銷你事業的激勵講師。明確展現出自己的熱忱，讓大家都能感受到。用熱情的用詞強調下列幾點：

．你可以做哪些競爭對手說不出的承諾；

．你的工作如何讓你感到充實；

．你最喜愛自己工作中的哪個部分，原因又是什麼。

將自己的個性注入訴求之中，使聽者更感難忘。即使他們不完全認同你的想法，還是會尊重你帶來的能量和熱忱，也會因此尊重你。

Week 32 　Always be passionate about what you do

Your challenge this week is to become a motivational speaker for your business. Wear your passion on your shirt sleeves for everyone to see. Spotlight in glowing terms:

．What you can say that your opposition cannot.
．How your work fulfills you.
．What part of your work you love the most, and why.

Inject your personality into your message so that it becomes more memorable for the listener. Even if they don't agree entirely with your philosophy, they will respect the energy and enthusiasm you bring to the equation and will respond accordingly.

52週人脈計畫 -第31週 有效描述自己的事業

第31週 　有效描述自己的事業

你能不能在1分鐘之內說明你能為顧客提供的所有協助？如果不能，就必須用這週的時間，構思一套最能說明自己業務的具體描述，然後還要習慣於快速表達這套描述，不使用任何會讓人聽不懂的專業術語。

在介紹自己業務時所營造出的形象愈清楚，將來對方就愈容易把這個訴求傳達給他們往來的對象。

Week 31 　Profile your business effectively

Can you describe all the ways you help customers in one minute or less? If not, you need to spend time this week preparing a concise profile of the best way to describe what you do. Then get used to delivering your profile quickly and without using any confusing jargon.

The more clear the image is that you create when talking about your business, the easier it will be for those who hear you to pass the same message on to the people they network with in the future.

52週人脈計畫 -第30週 只談效益，不談功能

第30週 　只談效益，不談功能

這週的時間要專門用來設計你花大多數時間所要談論的內容。顧客選擇產品是根據產品的效益，而不是產品的功能。確認自己在經營人脈時，絕大多數時間是用來談論自己最佳顧客所享受到的效益。內容要具體，避免提出一長串的產品功能，因為沒有人真正在乎這些。

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Week 30 　Always talk about benefits, not features

Take time this week to zero in on what you spend the majority of your time talking about. Customers choose products on the basis of their benefits and not their features. Make sure you're spending the majority of your networking time talking about the benefits your best customers enjoy. Be specific. Avoid giving a long list of features— nobody really cares.

52週人脈計畫 -第29週 提出有目的性的引導式問題

第29週 　提出有目的性的引導式問題

這週要靜下來思考，列出下次人脈活動中你希望大家問你哪些問題，接著主動用這些問題去詢問你碰到的每一個人。你會發現，他們會覺得自己好像有義務要回問你相同的問題，而這就會創造出機會，讓你可以清楚具體地表達訴求。


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Week 29 　Ask purposeful, directed questions

This week, sit down and come up with a list of questions you would like people to ask you at your next networking event. Then take the initiative and ask those questions of each person you meet. You will find that they will feel somewhat obligated to ask you the same questions in return, and this will create openings for you to deliver your message clearly and concisely.

52週人脈計畫 -第28週 舉辦經營人脈的活動

第28週 　舉辦經營人脈的活動

前一週是要找出你要贊助的活動，這週則是要研究是否該自己舉辦經營人脈的活動。有很多種可能性：
．你可以為某件事舉辦盛大的開幕典禮；
．你可以針對即將舉行的活動舉辦預演會；
．你可以辦一場主題活動；
．你可以為人脈中的關鍵成員舉辦交誼會。

活動本身不必過於複雜或花太多費用，但是一定要有清楚的目的。這些活動必須能夠強化關係，並讓大家協力達成某種共同的成就。設法找出能為人脈成員創造價值的活動，並著手舉辦。好好去做！





Week 28 　Host events with a network purpose

Last week you looked for an event to sponsor. This week, look at whether or not you should host your own networking event. The possibilities are numerous:
．You could host a grand opening of something.
．You might run a sneak preview of some upcoming event.
．You could put together a themed event.
．You might run a mixer event for key people in your network.

The events themselves don't need to be elaborate or even expensive, but they must be purposeful. They must deepen relationships and allow everyone to collaborate together to achieve some kind of joint success. Try to find an event that would add value to the people in your network and put it together. Make it happen.

52週人脈計畫 -第27週 贊助適合的活動

第27週 　贊助適合的活動

活動贊助是讓業務成長的絕佳方法，贊助適當的活動能夠讓事業取得優勢、得到關鍵人士的認同，還會促成各種正面的效果。利用這週的時間去尋找當地可以贊助的活動。

你可能還不至於會去贊助NASCAR賽車的電視轉播，大概會去贊助的是當地社區團體舉辦的活動、商展等由專業團體所舉辦的活動，這些都是讓更多人加入自己人脈的絕佳方法。找出投資金額適合的活動，然後提供贊助。




Week 27 　Sponsor some appropriate events

Event sponsorship is a great way to grow your business. Sponsoring the right event can position your business advantageously, create recognition with key people and make all kinds of good things happen. Take time this week to look for local events you can sponsor.

In all likelihood, you won't be looking at sponsoring a televised NASCAR race. You'll probably end up sponsoring an event put on by a local community group, a trade show or something else that is run by a professional group. These can all be excellent ways to bring more people into your network. Find an event that includes an appropriate level of investment and sponsor it.