AR, VR, and Other Ways to Use Technology in a Print Campaign

QRticketsFrom the affordable headsets that take users into another setting or world via virtual reality to games like Pokémon Go and even children’s coloring pages, technology is impacting the way we live and seek out entertainment. It may seem like virtual or augmented reality is firmly fixed in the digital world (and therefore of no interest to those who create and use printed pieces), but a surprising amount of technology can be incorporated into printed media.

Augmented Reality and Printing

Augmented reality technology provides an overly to the “real world” you can see via your phone’s camera, adding digital elements to the space around you. Pokémon GO is the best recent example of AR in action, and retailers like IKEA also use it to allow you to see what furniture pieces would look like in your own home.

Adding AR elements to your printed pieces gives people a whole new way to interact with your postcards, business cards, catalogs, and more. It also adds an element of fun and makes it more likely that the recipient of the piece will want to hang onto it and even show it off.

While not everyone will “get” AR right away, recent hits like Pokémon Go show that AR can be accepted by a wide group of ages and demographics. From including an interactive game in your materials (as Toys R Us did in a recent catalog) to using a playful mascot or other element, creative use of AR can help your printed piece make a splash in the real world.

QR Codes

Those little square barcodes are an ideal match for printed pieces and can bring visitors to your site. Since QR codes are designed to be read with a smartphone, you give the person holding your printed material the ability to visit your site in an instant. Use a QR code on your printed piece to link to a special offer, unlock content, or even provide additional information. QR codes are small and won’t take up much space on your printed materials, and incorporating one allows your prospects and recipients to interact with your business in a whole new way.

QR Codes and Virtual Reality

Immerse your reader in your printed materials by providing a QR code that links the viewer to a virtual reality experience or unlocks additional content. If you already have a VR showroom, game, or content, then making it easy for users to access it by simply scanning a QR code ensures you get plenty of extra traffic, without taking up space on your materials.

Variable Data Printing

This type of technology won’t change the look of your printed pieces, but it can help personalize the materials you create. Your customer won’t notice anything special about the printing, but they will think you’re really in tune with what they want and need.

The ability to create on-demand pieces that match your customer’s preferences boosts the likelihood that your offer will resonate with them. Used primarily in direct mail, but adaptable to other pieces, variable data printing allows you to target the elements used in a specific piece to the intended recipient. This technology is particularly useful for targeted marketing campaigns with a personal touch.

Adding a dash of high tech to your printed materials gives you additional ways to connect with customers and helps you get the most from your printing investment. Your pieces are also more likely to start a conversation, grab attention, and even be saved by the recipient, boosting their long-term value and ensuring your brand is remembered when your prospect needs something.


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Print It Plus Advice: What Can Make My Mailers And Post Cards Stand Out? Try Spot UV

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As a full-service printing, marketing and advertising company, we at Print It Plus are often asked what the highest Return On Investment is for the different types of products and services that we offer. The truth is that each and every situation is unique. However, we do share with you our knowledgeable advice based upon our extensive experience, built up over almost 30 years in this business.

In fact, we had a recent experience with our new Spot UV printer that illustrates the significant value to many businesses, and certainly anyone in charge of marketing or advertising an event.

We proudly work with a significant number of charities here in the West Palm Beach area. One of our charitable-based clients is the regional branch of The Boys & Girls Club. They run multiple events in our area every year to raise money to help local children in need.

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When they gave us the proof on their “Save The Date” post card for their upcoming golf event called Play “Fore” The Kids! at Trump International Golf Club on Monday, November 7th, we showed them how our new Spot UV printer could make their card stand out. These pictures only show part of the difference. The Spot UV process also gives the card a unique feel – much like a business card with added dimension and texture.

Here is the most important part of that mailer to you; the results:

  • A couple of weeks after the Spot UV-designed post card was sent out, our contact at The Boys & Girls Club called and said: the “Save The Date” card was so impressive that people called who do not even golf and said they would buy a Foursome.
  • The head of the committee for Boys & Girls was able to drop their order of Invitations from 1,500 to 250 because the event was already almost sold out.

Therefore, the Boys & Girls Club saved a significant amount of money by taking our advice and using this Spot UV printer to create their post cards. If you do any type of direct mail to customers, potential customers, donors or potential donors to help grow your business, or you need post cards or brochures for a variety of other marketing uses, then our Spot UV printing could be perfect for you.

For those of you who are not familiar with Spot UV, it gives a clear and shiny layer to specific parts of your post card, brochure or business card that creates an eye-catching and contrast between the smoothness of the card’s base layer finish and the high-shine of the spot UV. We can use Spot UV to create your vision the way you want it, or you can work with our award-winning design team to have us take your thoughts and create the style and branding that you desire.
Come into our offices, conveniently located on Okeechobee Boulevard just west of 441 in Royal Palm Beach or call us to come to your office and witness for yourself how Print It Plus can help you to Create Infinite Possibilities. Or, use our state-of-the-art website to view our products, marketing and advertising materials on your own. You want to learn how? We will be happy to walk you through the process, and you or one of your staff will be doing in no time!

At Print It Plus we can help you with all of your branding, marketing and advertising needs including creating a professional and unique post card to help you convey the most powerful message consistently to help move people to do business with you.
We also offer promotional products, vehicle wraps of all types, decorations and decals, and secure web form services for medical offices. It is our pleasure to service the entire Palm Beach County, Florida area and beyond including Royal Palm Beach, West Palm Beach, Wellington, Loxahatchee, Palm Beach, Palm Beach Gardens, Lake Worth, Boynton Beach, Delray Beach, Jupiter and Boca Raton.


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When it Comes to Your Marketing Goals, Don’t Forget About Consumer Education

Customer needs analysis concept. Businessman analyze customers needs.

Whenever you begin to execute a marketing campaign, you’re usually trying to service a few key goals at the same time. One of your top priorities is most likely brand awareness – you don’t just want to get the word out about a product or service, but you’re also trying to position your company as an authority on a particular topic. You may also want to help inform your target audience about the product in question. One of the most important marketing goals that far too many people overlook until it’s too late, however, is consumer education. When it comes to your objectives, consumer education must ALWAYS be a top priority for a number of key reasons.

The Benefits of the Consumer Education Push

For marketers themselves, an increased emphasis on consumer education brings with it a host of different benefits that can’t be ignored. For starters, it allows you to take a deeper level of control over the narrative that you’re trying to tell than ever before. You’re essentially reframing the information that consumers are actively looking for in a much more positive way. Instead of making a declarative statement with your campaign like, “Here are all of the amazing and incredible features that my product or service has,” you get to instead take a decidedly less sales-oriented approach and offer advice like, “Here are the problems you have, here is why you have them, and here is how my product or service is the answer you’ve been looking for.”

Perhaps the biggest benefit of all to taking a consumer education approach to marketing, however, is that you’re no longer trying to convince your customers that your product or service is necessary. Instead, you get to essentially PROVE that it’s necessary and let your customer base come to the same conclusion on their own. This helps to deepen the sense of confidence that consumers get from your company, which almost always leads to loyalty sooner rather than later.

Transforming the Landscape

Another key thing to keep in mind about making consumer education one of your core marketing objectives has to do with the subtle ways in which you change the relationship between company and customer. With consumer education, marketing is no longer a passive approach. Instead, it’s decidedly active – consumers are no longer HEARING about your product or READING about it, they’re LEARNING about it. They’re engaged with your materials in a whole new way. It officially transforms the marketing experience into a two-way street by way of empowerment. Consumers will WANT to keep learning about what you have to say and what you have to offer, helping to increase penetration rates at the same time. The more satisfied with the marketing experience a consumer is, the more confident they ultimately are with the ways in which they spend your money. If you can turn the tide of the conversation in your direction through consumer education, you’re looking at a powerful opportunity that you can no longer afford to ignore.

These are just a few of the reasons why consumer education NEEDS to be one of your marketing goals at all times. Not only does it bring with it the added benefit of affecting consumer behavior in a positive way, but it also helps establish you and your organization as the authority on a particular topic that people are actively looking for.


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Succeed in Business Without Undue Stress: Lessons From a Sailor

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Whether you’ve been in business for 40 years, or you are a startup waiting for the perfect time to enter the marketplace, you want to know how to succeed in the fast-paced world of capturing market share. Let’s see how your business can benefit from the lessons learned in the daily life of a salty sailor.

Sailors are known for their exciting tales of far-off worlds and adventure beyond a landlubber’s imagination. The trusted captain and crew have a few pointers to share for a successful voyage.

Know your vessel. Is she seaworthy? Is she built and maintained by people who take pride in their work? What are her quirks? Not all vessels are the same by any means. Know what makes her unique and tend to those details. What is the greatest strength of your enterprise? What is your core competency, or what is the distinguishing feature of your product? Having a well-defined product or service and a good understanding of how it compares to similar items in the marketplace is crucial.

Choose a good crew. Your crew will make or break the voyage, and as the captain, all the responsibility is resting on you. Is the “crew” of your “vessel” the best in the business, or did you hire your brother’s high school best friend out of some misplaced sense of obligation? You have to constantly assess the skill and knowledge of your crew. Do you have the right people stationed at the right post? Just as you wouldn’t put a deckhand in charge of navigation, you must insist on having all of your staff working in the areas of their expertise.

Know where you’re going. As a sailor, you must always be aware of your latitude and longitude. You have to know where you are in order to chart a course to where you want to go. The tools available today are changing rapidly and technology is great, but do not lose sight of the basics: quality, consistency, value, and customer service. Knowing where you are in these key areas and how you stack up to the competition will allow you to get where you want to go, be it increased market share, growth, innovation, or profitability.

Sharpen your senses. The wind will change direction and velocity and make your life terrible if you aren’t in tune with Mother Nature. The same goes for rain, thunderstorms, and squalls. Know what conditions are in the forecast, but always keep watch to discern subtle changes and patterns. Business journals and analysts are out there making predictions and it can be hard to figure out who has the best information. Sharpen your senses and your gut will guide you in the direction of success. Look at the forecast, but know that your gut is rarely wrong.

Know how to adjust your sails. When the wind changes direction or a storm system builds, sailors understand that they’ll make no progress fighting the forces of nature. They know that by simply adjusting their sails, they can harness those forces, adjust their course, and continue on. They may even adjust their destination to make the most of the situation. Similarly, a leader of any enterprise must know how to adjust his plans to accommodate changes in the market. Market forces can be infinitely stronger than your iron will and can crush your business if you fight. If you accept the change and adjust your course, you may find yourself in a different place from where you intended to go, and it may be far better than you expected.

Whether you are a captain on the high seas or a captain of industry, you old salts have a lot in common. Next time you are in a pub near the marina, strike up a conversation with the weather-worn sailor in the corner. You just might learn something.

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Handling Negative Online Reviews Like a Pro

business hand clicking customer reviews on virtual screen interface

business hand clicking customer reviews on virtual screen interface


Online reviews can make or break a business. More and more often, customers are turning to sites like Yelp, Google, and Facebook to get an unbiased view of every business they use.

Negative reviews are pretty much inevitable, regardless of how hard you try. Your responses, or lack thereof, can also have a dramatic effect on how people view your company’s credibility and dedication to customer service. Here are a few tips to handle negative online reviews like a pro.

First and foremost it is important to have a consistent approach to handling both positive and negative feedback.

Meet Kelly…
Kelly owns a local hair salon and uses many types of online profiles to represent her business. Since public comments can’t be deleted, Kelly has developed a solid approach to protecting her business’ online reputation.

Set Up Alerts

The first line of defense for Kelly’s online business reputation is daily alerts. Setting up alerts through Google, Facebook, and Twitter lets Kelly know when someone has mentioned her business. She gets these alerts sent to her inbox daily.

Comment Always

Kelly’s policy is to comment on as many pieces of feedback as possible. She leverages the personal touch by interacting with her customers in a timely manner to all forms of feedback. She’s also turned her responses into an art form.

Positive Feedback

Kelly always responds to positive feedback. It doesn’t have to be the great American novel, but Kelly makes sure it’s genuine and has a personal feel to it. Observe the magic:

3/24/2015: Jen, this is one of the sweetest, most thorough reviews I have seen. Thank you so much for your kind words about the salon and our wonderful nail artist, Nickie!

Negative Feedback

Kelly always acknowledges the client’s concerns and states in the public reply that she will contact the person to follow up and resolve the issue. If she doesn’t have the client’s contact information, she invites the person who posted to contact her directly.

At this stage, Kelly understands the importance of not engaging in justification, excuse making, claims of innocence, or outright denial. Here is an example of what NOT to do…

Michelle,
I am really surprised by some of the comments in your review. You were 15 minutes late for the appointment. The stylist you were booked with had already packed up to leave and you were marked in our books as a no show (15 minutes late for a 45-minute appointment is pretty late). I tried to convince the stylist to stay and see you because it was Valentine’s Day and I didn’t want you to go away disappointed. She needed to get to her other job but agreed to do the blowout even if it meant being late for work. I asked you if you minded skipping the complimentary hand massage that we usually do with our blowouts since you were late and she needed to get to her second job. I’m sorry if that made your experience less pleasant. However, she did stay late and do an amazing blowout for you.

What a complete turnoff! If you want to try and win her back and impress others? Try this instead:

Hi Jonathan,
Thank you for taking the time to submit a review. We are sincerely sorry that your experience was less than satisfactory on this visit. We would be grateful for the opportunity to make this situation right for you. Please feel free to contact me at XXX-XXX-XXXX and I will assist in reconciling this issue. A private message has also been sent. Again, many thanks for the feedback – it only helps us serve you better!

The Clock is Ticking

Kelly promptly follows up on her commitment to reach out. The best person for this job is the business owner or general manager – someone with the clout and authority to fix the issue in one phone call or email. She and her manager put on their best customer service hats and really listen to the client’s concern.

Follow-Up on the Follow-Up

Once the issue is resolved, and only if it was a positive result, Kelly asks the client to follow up on the posting and comment that the issue was resolved. This can be the most impactful. Kelly always goes back to the original posting personally to briefly talk about how the resolution went down.

The key to success lies in being genuine, working proactively, and embracing the age-old philosophy, “The customer is always right!” even if you aren’t in agreement.

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Travel Tips for the Tech-Savvy Professional

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For many professionals, finding themselves on the road (or on an airplane) has quickly become a way of life. With more and more jobs requiring extensive travel regardless of industry, staying productive while away from the office has become of paramount importance. Luckily, technology has stepped up to answer this particular call, and things like the cloud have made it easier than ever to get all of the work you need to get done regardless of location – even if you’re halfway around the world away from your office. As with most things, however, this does require you to keep a few key things in mind.

There’s File Sharing, and Then There’s Secure File Sharing

In the last few years, file-sharing solutions have become a lifesaver for anyone who needs to remain as productive as possible even if they can’t physically make it to the office to do so. More and more traveling professionals are turning to cloud-based providers to do everything from collaborating on documents to sending files to clients for approval and more, all while on the go. The most important thing to consider in this regard, however, is security. This is particularly true because as a traveling professional, you’ll likely be spending a great deal of time on public Wi-Fi networks.

While a cloud-based file-sharing provider itself may be secure, your connection is most certainly not. All it would take is someone connected to the same public network that you are with a little knowledge to pluck every kilobyte of data you’re sending and receiving out of the air, exposing you and your enterprise to harm. If you’re serious about file sharing, invest in an FTP (file transfer protocol) solution for your business.

You still get all of the file-sharing benefits you’ve grown accustomed to, but you get the added benefit of both at-rest and in-transit encryption. Even if someone were to intercept an important, confidential file you’re working on or transmitting, the data inside would be impossible to access without the encryption keys that only the sender or the recipient have.

Infrastructure as a Service

Infrastructure as a Service, or IaaS, is something that tech-savvy traveling professionals should look into if they’re serious about doing as much work as possible on the go. IaaS takes the same concept as file sharing only it extends these benefits to EVERY last part of your digital life – from the software that you use to the hardware you use it on and more. All of your mission-critical services are delivered in an on-demand capacity over the internet, meaning that the program you use to get work done in the office is the same one you use to get work done while on vacation.

Because everything is hosted online, you don’t ever have to worry about creating a file in one version of a program that turns out to be incompatible with the one you use when you get back home. This also removes the reliance on a single operating system from the equation, turning EVERY computer or mobile device into essentially a carbon copy of your work computer at any given moment.

These are just a few of the tips that the tech-savvy traveling professional can use to remain as productive and as proactive as possible while on the go. Technology is a great thing, but it is NOT a magic bullet – you still have to be careful so that you don’t find yourself on the receiving end of a data breach due to lax security protocols (or worse – user error). As long as you understand that “productivity” and “security” are two terms that will always be closely related, you’ll find that geography is no longer your biggest inhibitor of productivity any longer

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Know Your Limits: Why Boundaries Are So Important When Becoming a Team Leader

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One of the key things that all successful team leaders find a way to overcome is the simple human need to be liked. When you’ve finally risen in the ranks and find yourself in a position of authority, it’s natural to want everyone to see you as “the cool boss” or “the friendly boss.” While this is absolutely recommended to a certain extent and it’s a whole lot better for productivity than barking orders and becoming the boss that everyone hates, you still need to know your limits. You need to draw a line in the sand and establish yourself as a team leader by setting boundaries for both yourself and those beneath you. This is something you can do in a few different ways.

The Dangers of Not Setting Boundaries

The potential pitfalls associated with not setting boundaries for your employees extend quite a bit deeper than just having people who look at you more as a friend and less as a leader. A lack of boundaries can also easily translate into a lack of clarity and direction. You might suddenly find that, while you have hugely talented people working beneath you, they’re not focused. They’re not engaged. They’re more confused than anything and nothing is getting done.

Another significant issue that a lack of boundaries can create has to do with your overall company culture. If you don’t set boundaries up front, your company culture could become damaged. People will become demotivated, which will ultimately cause their performance to suffer. This, in turn, not only affects the quality of the work that you’re able to deliver to clients, but also your entire company identity from the top down.

Setting Boundaries as a Team Leader

If you want to continue to blossom into the team leader you always know you were meant to be, you’ll want to focus on creating boundaries in a few key areas. You’ll want to create boundaries that help your employees focus, first and foremost. You need to do what you can to minimize distractions from EVERYTHING that isn’t critical to the task at hand.

You’ll also want to create boundaries that help build a positive working environment for everyone involved. Whether this means rewarding a job well done or just recognizing when someone turns in a particularly thoughtful piece of work, this will go a long way towards creating a positive emotional environment – which also helps stimulate brain performance and keeps your employees operating at peak efficiency.

More than anything, however, you’ll want to establish boundaries that keep your team functioning as exactly that – a team. Any activity or behavior that fragments your team instead of pulls them together simply won’t do. You need to always remind your employees that you’re all in this together and that every move you make, along with every move they make, needs to be focused towards the same short-term and long-term goals.

These are just a few of the many reasons why boundaries are such an important part of becoming a team leader. Everyone wants to be liked, but remember that you’re not in this to make friends – you’re in this to get the job done. The types of boundaries that you set need to minimize distractions and bring your team together, not pull them apart. Only then will you be able to grow into the true team leader you always knew you had hidden inside you.

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Sharing the Challenge Means Sharing the Victory: The Two-Way Street of Team Leadership

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Many people work their entire lives to achieve a leadership role within an organization. They’ve put in their time, tirelessly working their way up through the ranks and then, it finally happens: they’re trusted enough to be given the responsibility of bringing a team together for the benefit of a business’s long-term goals. And yet, unfortunately, far too many people tend to veer off course with this almost immediately by assuming that respect is a given (which we’ve talked in detail about before), and by looking at “the team” as one thing and the “team leader” as something separate. They’re not separate, and they never were. The sooner this is understood, the sooner you’ll be generating the types of results you were after.

There IS an “I” in Team – It’s Just Silent

An old saying has told us for years that “there is no ‘I’ in ‘team'”, meaning that in order to become a successful, respected leader, you have to put aside your own needs and look at yourself as just one part of a larger whole. While this is certainly true, from the perspective of a leader there actually IS a pretty important “I” in team. It’s just that most people use it incorrectly.

As a leader, you don’t lead by delegating authority or even by simply demanding excellence from those around you. You lead by example. You always have (whether you realize it or not) and you always will. You set the tone for everything that happens. Think about it – if you like to joke around throughout the work day, your team members will probably joke around a bit, too. If you like to keep things a bit more on the serious side, the mood of your team members will reflect that.

This is a clear-cut example of the two-way street of team leadership, and it is one you NEED to know how to use to your advantage. Never, under any circumstances, should you ask something of your employees that you would be unwilling to do yourself. Don’t say to your new graphic designer, Timothy, “Hey, we’re a bit behind on this upcoming project and I need you to come in on the weekend.” Instead, say, “Hey, so that we can get caught up, I’m going to be coming in on the weekend and I would really appreciate it if you could find the time to as well.” This goes above and beyond just showing your team members that they’re appreciated. It lets them know that you’re not JUST the team leader, you’re a part of the team as well. Of course, you might not always be able to come in on the weekend yourself, but showing your willingness is more of the idea here.

Pay attention to the way this idea plays out in visual cues, as well. If you want your employees to dress more professionally in the office, don’t call them together and reprimand them for their current appearance while you’re wearing beach shorts and flip-flops. Doing so will end in slowly chipping away at that high-functioning team you worked so hard to build in the first place. If you show up every day at the office dressed in a suit and tie, just watch how your employees will rise to meet your dress code.

A Team Shares EVERYTHING

This idea also plays out in how you celebrate your accomplishments or lack thereof. By making yourself a more ingrained part of the team and sharing the challenges, it means that you truly get to share in the victories as well. Remember – you don’t work in a vacuum. When a project finishes successfully, people may want to give you the credit because “you told the right people to do the right things.” You didn’t. Never forget that you’re just one small part of a larger whole. If you were willing to share the challenges, you have to share the victories as well – this means that any success is the TEAM’S success, not yours.

In the end, the phrase “team leader” is actually something of a misnomer. People tend to think of it as immediately positive – you’re in a position of authority and that is something to be celebrated. While this may be true, it’s also something that can be far too easily abused – even unintentionally – if you’re not careful. If a chain (or team) is only as strong as its weakest link, you need to understand that the weakest link will ALWAYS be the team leader by default. Your number one priority is making sure that the entire team is moving forward through the way you treat your team members, the way you behave, and the way you show them that you’re all in this together.

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Time Management for Entrepreneurs: Stop Killing Time and Start Investing Time

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“The way we measure productivity is flawed. People checking their BlackBerry over dinner is not the measure of productivity.” – Timothy Ferriss

At the end of each day, do you take stock of what you’ve done and feel as though you were constantly busy, but you can’t for the life of you figure out how your time was spent? As days turn into weeks and weeks into months…we often feel exhausted, but with no real accomplishments to show for our efforts.

The problem is, most people see time as an infinite resource. They approach life like they’re driving down the street and miss a Starbucks, but happy in their knowledge that there’s another one a mile down the road. Likewise, we always think “tomorrow is another day” and promise ourselves we’ll keep track of our time and use it wisely then. This mindset is the best way to never accomplish what you want in life.

When we think of money, though, our mindset is a bit different. Our society encourages us to work hard when you’re young and invest your money so that when you retire and no longer make money, you’ll have that nest egg to spend. If you invest in your time, though, really spectacular things can happen.

Understand your productivity cycles.

Ernest Hemingway wrote in the morning because that was his most creative time of the day. Former Prime Minister Winston Churchill, on the other hand, reportedly didn’t get out of bed before 11:00 am, preferring to work late into the night. Having a solid understanding and respect for when you are at your most productive will enable you to reserve your most important work for when you’re at your mental best.

Make a list of the most important things you want to accomplish.

Making a list of the things you need to accomplish can help us overcome what’s called the Zeigarnik Effect. No, it’s not a mosquito-borne virus. You’ve experienced the Zeigarnik Effect on those nights you can’t sleep because you’re endlessly trying to remember everything you need to do and keep it organized in your mind. This happens during the day as well, when you’re trying to concentrate on the task at hand, but your mind is still whirring in the background keeping your list organized. Give your brain a break and write it all down. Take a few minutes to prioritize those items for better efficiency.

Do the most important things first each day.

By doing the most important things first, you can always be assured that something important is done each day. Night owls, fret not, you can still save the most brain-intensive or creativity-intensive items for those 2:00 am writing sessions, just make sure that if something absolutely needs to be done in the morning, it gets done.

Don’t discount small blocks of time.

As a society, we’ve taken to killing time on our phones during those periods of time when standing in line, or commuting on a bus or train. Time is too valuable to kill! Instead of checking Facebook while waiting for your coffee, identify things on your list that take up small amounts of time and get those done while you’re waiting instead.

Finally, schedule in some down time for yourself. Nothing kills productivity more than a burned-out mind. Take a look at how you’re spending your time and see how you can better spend it using these easy tips.

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The Evolution of Sales: How the Landscape Has Changed

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Depending on whom you are selling to, and how, the nature of the sales process has changed since the birth and incredible growth of the Internet. However, with all of the changes in how we communicate with digital connectivity, some things have not changed much at all. Sales are still sales. It is the targeting of sales that has changed more than anything else.

A century’s worth of knowledge about how to go about selling something has not been made obsolete, but it has experienced some competition. The old guard, presenting the “correct” path for sales taught new recruits the art of manipulation. Jeffrey Gitomer, Zig Zigler, Brian Tracy, Tom Hopkins, and many other authors on the subject have outlined a strategy for increasing sales on the basis of this manipulation. They have shown us a successful, proven model for sales. So, what has changed?

Old School

The mantra for the old school approach was to establish and maintain a sort of control over potential customers by answering questions with questions. Establish some common ground and build a rapport. Spend all the time you can, build value, and only then reveal the price. Once a value has been established, even a higher price will seem more acceptable. It must be said that this approach has achieved much success. And, in fact, there remains a place for it, depending on the medium used for conversation.

What the Internet and digital communication have done, however, is to change the speed of interactions to the point that available time has collapsed. These days, spending a lot of time has become counter-productive if the medium is the Internet, for example. Studies show that most web surfers, even when looking for a specific product, will spend very little time searching before making a decision, one way or the other.

This makes building value more difficult, and when transactions occur online, there is no face-to-face interaction and no rapport building. Digital customers have very little time for elaborate presentations building product value. Typically, they already have a price in mind and are most interested in your price for the sake of comparison.

New School

Today, sales are being made with a rapidity that has never before been matched. For that to occur, some of the old ways have been relegated to other media, as the Internet has expanded to take over some of their space. Online sales are continuing to explode exponentially, so it is quite clear that new approaches are being validated.

To a certain extent, a person’s approach is tailored to his or her personality. Some people are built for face-to-face interaction. Some can do without it. All sales become a contract and there is a personal comfort zone that must be attained even in the quickest of transactions. Serious shoppers who demand a greater depth of information do exist on the Internet, but the Internet can easily adapt for these shoppers by offering the information to those who demand it, while streamlining the sales process for those who do not.

There is really nothing inherently wrong with the old school approach to sales. There will always be a time and place for it in certain contexts. What the Internet has introduced to the process is flexibility. While there is no flesh-and-blood person speaking to the buyer, there is a wealth of information available if the buyer really desires it. As a result, website building has become something of an art form, so the needs of customers can be addressed as those needs emerge rather than in a pre-determined sales presentation.

It seems old school and new school can live together, after all.

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