Write a great proposal, win your next client

Writing a proposal is one of the more common kinds of business writing. If your hands shake at the mere thought of writing such an intimidating document, Neil Tortorella has some helpful suggestions.

Neil is a graphic designer, so his examples lean in that direction, but his basic principles apply to your business, too.

Neil insists a good proposal -- not a portfolio bulging with flashy samples -- is what wins clients and gigs these days. My experience has been the same. He says, "If I get to the point of doing a project proposal, nine times out of ten, I’ll land the gig."

Here's he he organizes his proposals:

1. Executive Summary
2. Current Situation
3. Project Goals
4. Competition
5. Audience
6. Creative & Marketing Strategies
7. Process
8. Fees & Reimbursements
9. Billing & Schedule
10. Conclusion
11. Company Overview
12. Clients
13. Awards

It's a lot, but that's what it takes to win the gig.

Overcoming the fear of writing

If you enjoyed my recent series of writing tips, you'll like this post.

Retired English teacher and business owner David Richards knows the importance of decent writing skills in achieving success -- both in business and in life. He has two (only two) simple suggestions for those struggling to write well.

First, he says, follow the Nike slogan: Just do it. Don't be intimidated by fear of the blank page.

Writing is like a child learning a game. Do you remember when you were a child and entered the playground to engage in some sport with your playmates? Did you know the rules? Of course not.

You learned to play as you went along, he explains. Same with writing -- just jump in and go for it.

David’s second tip:

There has to a beginning, a middle and an end… So make sure you have introduced your subject, presented some material to support that subject and conclude with your findings or recommendations.

OK, it’s not quite that simple. But as I explained recently in my own series of writing tips, a good outline is a great way to begin. And well-begun is half done.

From Lifehack

Add value to your podcasts

Podcasts can be terrific, especially if:

1. You enjoy listening to audio
   
2. You're able to process information that way (as opposed to reading it)
3. You've got the time to listen
   

Whether it's radio, CDs, books on tape or podcasts, most listening is done in the car while driving. As someone who works in a home office, I don't have a daily commute -- unless walking back and forth to the coffee maker counts.

So I don't have much opportunity to enjoy podcasts. I'm often interested in the topic, but just don't want spend 10 or 20 or 30 minutes listening. So here's a suggestion for Yaro and all you other podcasters out there:

Provide a written summary of your main points

Time is precious. Many people just don't have time for podcasts. So summarize what you said. Maybe then I'll listen.

That's also the reason why I've all but given up on audio books. I can flip through a book and zero in on the sections I want to focus on. I've zipped through entire books in a few hours and gotten 80% of the content. A lot of us get more information in 10 min of skimming printed material than 30 minutes of listening.

Most people speak fairly slowly -- only about 250 words per minute. But a lot of us can read twice or three times as fast. So give us the good stuff in a quick summary.

What do you think? When it comes to business material, do you prefer listening to reading?

More on "Kill all your darlings"

Question:

Does anyone know who actually said "Kill all your darlings"?

I've seen it credited to everyone from Faulkner to Twain to William Goldman, screenwriter of Butch Cassidy. Let me know if you know.

Thanks.

"Kill all your darlings"

As the late Jimmy Durante used to moan, "Everybody's trying t' git into the act!"

Jason over at 37 Signals was having lunch with some editors from a local weekly newspaper. (Gee, I heard they were all extinct.) ;-)

He realized that all of them were "editors." They just edit different stuff.

"They edit articles, we edit software.We prune it. We clip off the extra features like they clip off the extra words. We trim the interface like they trim a sentence."

But then he got down to the heart of the matter:

"The editing process is what makes a great product... It’s not about designing or writing or coding, it’s about trimming those weeds back before they ruin the lawn."

Keep that in mind when you're struggling to improve your copy to attract customers. Whip out the weed whacker and cut out the crap.

Good editing means you're willing to "kill all your darlings" -- all those poetic phrases or clever alliteration that don't add anything, don't advance the story, or help you make the sale. You might still love them, but when they gotta go, they've gotta go.

Writing Secret #6: Use Examples

Have you ever left a presentation, abandoned a Web page or tossed out a business document, wondering what the heck the author was trying to say?

Examples clarify your memo, letter, presentation, or marketing communications message. In our fast-paced, technological world, clear communications are a huge challenge. What we’re trying to say is often fairly abstract, or requires a lot of background information. Examples make a complex or abstract message clearer and easier to grasp.

Good examples are concrete and specific, while points tend to be vague and fuzzy. The best are brief and effective. They add value by illustrating your points and making them visual. They paint pictures your audience can "see" in their minds. This accelerates their understanding — and isn’t that the goal of all communications?

Here are a few points, immediately followed by examples. That's the best place for them, by the way. And don't hide them. Hang the words for example or like on them, to signal that an example is coming.

Notice how each example clarifies the point and brings it to life in our mind's eye.

Point #1:
To make sure each student gets plenty of individual attention, our classes are always small.

Example:
For example, our Career Track classes are limited to 12 students.

Point #2:
"Applications" are simply software programs…

Example:
… like Microsoft Word, Excel or Outlook.

Point #3:
We need to change some procedures when processing inventory.

Example:
For example, we now sort incoming inventory in the lobby, a messy procedure in full view of customers.

See how examples make each message clear? Use lots of them.

Why some people hate business people

Frankly, some business people deserve it.

While most technology companies make money by developing software, building hardware or providing services, Forgent Networks Inc.. (uses) threats and lawsuits that try to cash in on ideas.

From Business Week.

When bad writing happens to good people

Even good writers can produce bad writing. Very bad writing. Downright awful writing. That's why there are editors.

I'm a huge fan of Freakonomics by Steven D. Levitt and Stephen J. Dubner. (The writing and the ideas, at least. I'm not qualified to judge their ecomonic theories, but they're sure fun to read.)

Being such a big fan, I was a bit stunned to read (or attempt to read) this run-on sentence, posted on their blog:

Malcolm Gladwell, author of The Tipping Point, Blink, and, over the years, a collection of startlingly good New Yorker articles, has addressed on his blog the question of why he endorsed Freakonomics (by writing a blurb before it was published) even though its explanation of the 1990’s crime drop dismissed as a cause the “broken windows” theory of law enforcement put forth by James Q. Wilson and George Kelling, put into practice in New York by Rudy Giuliani and Bill Bratton, and put into the public’s eye by Malcolm himself first in a New Yorker article and then in The Tipping Point.

Whew -102 words in one sentence! I ran out of breath before I got halfway through it. Worse, the point he was trying to make got buried somewhere in the middle, under an avalanche of excess verbiage.

OK, it’s (only) a blog, but come on! No offense to Stephen Dubner, but wouldn’t this edited version be a little cleaner, better and easier to read?

On his blog, Malcolm Gladwell, author of The Tipping Point and Blink, has explained why he endorsed Freakonomics before it was published — even though our book dismisses the “broken windows” theory of law enforcement as the explanation for the 1990’s crime drop. That theory, by James Q. Wilson and George Kelling, was put into practice in New York by Rudy Giuliani and Bill Bratton. Later it was thrust into the public’s eye by Malcolm himself, first in a New Yorker article and then in The Tipping Point.

After editing, it's shrunk to 87 words, instead of 102. Three shorter sentences, instead of a single endless one. And hopefully, it's easier for the poor reader to slog through and understand. (Isn't that the goal?)

So my point here is simple: Even very good writers (and Dubner is a very good writer) write bad first drafts. Just like you and I do. That’s OK.

The solution is editing. Write first, edit later.

When you're struggling to write that article, brochure, white paper, sales letter, Web page, or whatever, follow my three-step process.

Step 1: Jot down your thoughts, what you're trying to say. (Don't forget to consider who you're talking to. More on that here.) Don't worry about how disjointed or messy it is -- it's only a first draft.

Step 2: After you finish, go back and organize your mess. This is the beginning of the editing process. Trim, prune and re-arrange your points so they flow logically (or emotionally, if that's what you're going for). Then clean up your prose. Tidy up your messes, like Dubner's run-on sentence. Try to make your writing as clear as it can be. Don't worry about sounding smart or trying to impress others. If you're clear, they'll be impressed.

Step 3: Next, polish that baby till it shines! Steps 2 and 3 are what distinguishes great writing. (If Dubner had followed all three steps, I'm sure his edit would be just as good or [gasp!] better than mine.)

Lesson: Good writing is like great dancing or great acting or stunt flying. Making something look easy takes time and work. Good writing demands re-writing and editing.

Creativity, fantasy and writing

No less a genius than Albert Einstein recognized the power of creativity. Sure, his left brain mojo was smoking, but the great mathemetician recognized the importance of his right brain, too. He wrote:

"When I examine myself and my methods of thought, I come to the conclusion that the gift of fantasy has meant more to me than my talent for absorbing positive knowledge."

That's why there's no real how-to manual for writing winning copy (or persuasive sales letters or memos or whatever). It's a function of both halves of your brain... and maybe, like the song says, a little bit of soul.

Writing Secret #5: Be brief. Be clear. Be yourself.

Our attention spans have shrunk, and most of the business documents you write should be downsized to match.

Look at the stories in newspapers like USA Today. Most run about 300-500 words – not 3,000. Likewise, television delivers fast-paced, tightly-edited commercials, programs and videos.

It's true in the workplace, too. Welcome to Planet A.D.D. Everybody is busy, multi-tasking, struggling to keep up. Few people have the patience to plod through long, verbose documents anymore – even your employees. (Maybe especially your employees!) Don't aggravate the situation.

A few suggestions:

When in doubt, leave it out. Don't try to cover everything in a single document. Keep the focus narrow, laser-like. Don't chatter.

Be ruthless in cutting anything not directly relevant to your main points. Franklin Roosevelt, one of the great orators of his day, explained his secret of giving a great speech: "Be sincere. Be brief. Be seated." (PowerPoint presenters: please take the hint.)

Use clear, simple language. Write the way you talk (without completely slaughtering the rules of grammar). Everything can and should be presented in clear, simple language.

For example, which of the following sentences do you think is more effective?

Version 1:

Intricate, obtuse ramblings, heavily laden with impenetrable jargon, combined with elongated and often perplexing sentence structure, neither persuade nor facilitate effective data transfer.

Version 2:

Big words and long sentences are hard to understand.

The tortured syntax of the first version is more than twice as long -- and ten times harder to understand! So jettison the jargon and fancy words whenever you can. Use what newscaster Paul Harvey – a terrific communicator – calls simple, "shirtsleeve English".

Other writing tips:

• Simple, declarative sentences get your point across clearly and concisely.
• Use the active voice, not passive.
• Go easy on the adjectives and adverbs. Choose the right noun or verb instead. Think Hemingway, not Faulkner.

Remember, your goal is to communicate, to make your point – not win the Nobel Prize for Literature.

Be Authentic When Communicating

Want to stand out from the general hype and din of most advertising and marketing communications? Want to forge an honest relationship with prospects and customers?

Follow these (not so) simple rules:

1. Tell me clearly who you are, and why you are contacting me.
2. Tell me clearly what you are, or are not, going to do with the information I give you.
3. Don't pretend that you know me personally. You don't know me; you know some things about me.
4. Don't assume that we have a relationship.
5. Don't assume that I want to have a relationship with you.

#3 is a great thing to keep in mind. After all, effective marketing is honest marketing. It's all about being authentic, not phony, when approaching prospects in hopes of establishing a dialogue. The other four are excellent guidelines that (should) grow organically from #3.

These aren't part of my Writing Secrets series, but they could be. They're from a Crain's NY piece (reg. req'd) via Dig Tank.

They're billed as a "Communication Bill of Rights for Consumers," principles I'd say every mass marketer should keep in mind.

Writing Secret #4: "Hook" Them with Benefits

Your readers are only human. They glance at your sales letter (or brochure, memo, Web site – whatever) and wonder, "Hmmm… What's this? What’s it about? Should I bother reading it? Why? What's in it for me?"

To hook their interest, you must give them compelling reasons to continue reading. Those reasons are called benefits.

How to uncover benefits

I’ve already briefly explained the differences between benefits and features.

To discover the benefits hiding in your sales message or memo, you need to make your message about them, not you. About how they'll... uh, "benefit" from doing whatever you're asking them to do.

So ask yourself questions like:

• Will this information save them money? Save time? Make their work easier? If so, tell them why!
• Will it help the company grow? Reduce layoffs? Improve their job security? Tell them how!
• Will they earn more money? Feel better about themselves? Help others? Tell them!

Then massage your message to bring out those benefits. Put them under the spotlight, front and center. Don't assume that your readers will spot those benefits or figure it out for themselves. They won't. It’s not that they’re dumb. They’re just busy. Distracted. Remember, they're probably reading with only partial attention. So tell them -- loud and clear!

Always present benefits in a clear and compelling way that resonates with your readers.

If you're writing to salespeople, you'll get their attention by telling them how to make bigger commissions.

Writing to customers or prospects? Explain how you deliver more value, lower cost, or whatever makes your offer unique.

Important: Be sure you emphasize benefits that appeal to the specific audience you're addressing.

Daydreaming: Distraction or Necessity?

For all of us (including me) who feel we're wasting time whenever we're not busy doing something, consider this:

"Daydreaming does not enjoy tremendous prestige in our culture, which tends to regard it as unproductive thought. Writers perhaps appreciate its importance better than most, since a fair amount of what they call 'work' consists of little more than daydreaming edited.

"Yet anyone who reads for pleasure should prize it too, for what is reading a good book but a daydream at second hand? Unlike any other form of thought, daydreaming is its own reward. For regardless of the result (if any), the very process of daydreaming is pleasurable. And, I would guess, is probably a psychological necessity.

"For isn't it in our daydreams that we acquire some sense of what we are about? Where we try on futures and practice our voices before committing ourselves to words or deeds? Daydreaming is where we go to cultivate the self, or, more likely, selves, out of the view and earshot of other people. Without its daydreams, the self is apt to shrink down to the size and shape of the estimation of others."

- Michael Pollan

Levity about Brevity

A George Burns quip about sermons also applies to most memos and other business writing:

"The secret is to have a good beginning and a good ending -- and keep the two as close together as possible."

Writing Secret #3: Start with your VIP (Very Important Point)

Are you busy? Overworked? Over-stressed? Surrounded by a pile of material you need to read and review and act on?

Well, so are your readers. And at the risk of bursting your bubble, they're also not particularly interested in reading your memo, brochure, ad, article, white paper -- whatever you’re writing.

The solution? Make it easy for for your reader (or audience, if you’re presenting).

Make your most important point(s) right at the start.

Say it loud and clear, right at the begin­ning -- preferably in the first sentence or two. As the saying goes, keep "first things first".

If you were writing a news story, your main point is your head­line and "lead" paragraph. That’s why the opening of most news stories contain the most im­portant information: the who, what, when, where, why and how. (See Writing the Inverted Pyramid.)

Why?

Because your first para­graph or two may be the only part they read. So don't save the important stuff for page three. Make your most important point(s), loud and clear, right at the top.

(Note: yes, I realize I broke my own rule in this post. I didn't get to my "lead" till the third paragraph. Shame on me.)

But some rules are made to be broken. It's also essential to attract the reader's attention, arouse their interest, and let them know your topic is relevant.

So sometimes it's better to hit them at the beginning with a fascinating fact, provocative question, or anything else that might "hook" them. Just make sure it supports your main point. Then follow up quickly with your VIP. (Just keep it near the top.)

There -- two writing tips for the price of one.

Writing Secret #2: Make a Map

A simple outline is your map through the cluttered forest of your mind. Let's face it, we're all bombarded with calls, emails, meetings, interruptions and distractions of all sorts, from every direction, every day.

All an outline does is help you stay on track. Like a map, it shows you exactly where you want to go, how to get there, and even alerts you when you stray off-course. Result: You get there quicker, more easily.

Like a pilot's preflight check­list, an outline also ensures that you don't forget anything -- at least, nothing important.

OK, you can stop groaning. Forget what your English teacher taught you. A simple outline is, well, simple. A lot simpler than drawing a map, anyway. A few minutes jotting down a quick outline will literally save you HOURS of writing and re-writing. Take it from me. I've done it both ways, and following an outline is a lot less painful.

It takes just a few simple steps to create an outline:

• Jot down all the important points you want to make, in any order. It doesn’t have to be fancy. These are just your notes. For your eyes only
  
• Eliminate the excess. Cut the crap, in other words. Include only the points relevant to your targeted audience (see Writing Secret #1) that will help you achieve your objective(s). Delete everything else, or save it for another document.
• Need supporting data to convince, persuade or bolster your argument? Don't look it up yet. Just make a note of what you need and add that note to your outline. Draw arrows where each bit fits best. Result: Now you know what research, if any, you might need to perform before you can start writing.
• Finally, go back and arrange your data in or­der of impor­tance, or chronological order, or whatever makes your point most clearly and powerfully.

A complete outline might look something like this:

• Introduction: Include your core message, who it’s for, what you want them to do. (See Writing the Inverted Pyramid.)
  
• Point #1
• a. (Supporting data, examples, etc.)
• b.
• c.
• Point #2
• a.
• b.
• Point #3
• a.
• b.
• c., etc.
• Conclusion

Now that wasn't so bad, was it? With just a rough outline, you're ready to start doing any research you might need. Then later, you can start writing.

Gladwell on Writing

Malcolm Gladwell, author of Blink and Tipping Point, discusses writing and doing what you love:

“I really love writing, in a totally uncomplicated way. When I was in high school, I ran track and in the beginning I thought of training as a kind of necessary evil on the way to racing. But then, the more I ran, the more I realized that what I loved was running, and it didn't much matter to me whether it came in the training form or the racing form. I feel the same way about writing. I'm happy writing anywhere and under any circumstances and in fact I'm now to the point where I'm suspicious of people who don't love what they do in the same way.”

So does he just crank out a quick draft and turn it in? Ummm, not quite.

“So do I work hard on my writing? Well, yes. But not that hard. I'm a five- or six-draft kind of person, not a 10- or 12-draft kind of person. Plus, I write for the New Yorker, so I have an entire army of high-IQ fact checkers, and editors and copy editors working with me.”

Gladwell discusses writing and sports with ESPN's Bill Simmons. Hat tip to Matt.

Who knew this curly-haired genius is also a sports freak?

BTW, he's also started a blog.

The Joys of Writing

"There are two moments worthwhile in writing: the one when you start, and the other when you throw it in the waste-paper basket."

- Samuel Beckett

Writing Secret #1: Start Right

Before I do the big "reveal" (as they say in TV land) of my seven secrets of effective business writing, you may wonder why clear communications even matter. Hey, it's hard work to be clear and compelling in your writing and speaking. Is it worth the effort? What's in it for you? Why should you bother?

To answer that question, scroll down and take a look at the introduction to this section, Write What You Mean to Get What You Want.

OK, here's Writing Secret #1: Start Right.

Before you can play baseball, you must know how to do four basic things: throw the ball, catch the ball, hit the ball, and run.

Before you can write an effective business document -- whether it's an ad, memo, sales letter, brochure, trade journal article or PowerPoint presentation -- you need to know some important background information. Before you write a single word, stop and think about the answers to four important questions.

• Who are you talking to?

Who's your audience? Customers? Co-workers? Subordinates? Superiors? Affinity group? Trade organization? It's important to remember: Different audiences have different interests, different hot buttons. Your message, tone and emphasis will change, depending on your audience.

Tip: If you are addressing multiple audiences, e.g., your staff, your immediate superiors and the board of directors, it's usually more effective to create separate versions of your message for each audience. (Not easier -- but more effective.)

• What's your point?

What are you trying to say? Write down the distilled essence of your message. Boil it down to just a sentence or two, not all the details.

For example, the core message of this document was: Here are seven techniques that will help business people write more quickly, easily and effectively.

The distilled message of a sales presentation might be: Here are three good reasons to buy my product now. For a financial report, it might be: Sales are up, but profits are down, and here's why. A staff memo's "take away" message might be: Here are new procedures for receiving parts shipments.

Everything else in the document should explain, illustrate or support that core message. Politicians call it "staying on message". Trying to cover too much is a great way to confuse your audience.

• What do you want them to do (or think) after they finish?

What's your objective? What action do you want the audience to take? It might be Buy my widget, Vote for me or Do it this way from now on.

Note: You might also have one or more unstated objectives. Perhaps you'd like to impress your boss so you'll get a promotion. Be perceived as a thought leader in your field. Land a book contract.

Right under your core message, write down your objectives – both stated and unstated – as clearly and concisely as you can.

• What will persuade them to do what you want?

In other words, what are the benefits to them?

It's been explained many times before, but benefits are still confused with features. For example, anti-lock brakes and CD players are features. But nobody ever bought a car just because it had them. People buy because of the benefits associated with those features. ABS brakes mean added safety and peace of mind that you and your loved ones are protected. A CD player's benefits are the added enjoyment of cruisin' to the tunes you love. If you're a smart car salesman, that's what you emphasize (after you've determined what benefits are most important to this prospect, of course).

Here's another tipoff: Benefits are often emotional, while features tend to be concrete and physical.

Benefits answer the question, What's in it for me? Think about it: What benefits will your readers get if they do what you ask? The more benefits you can offer, and the more attractive they are to your readers, the more irresistible your message will be.

Notice I said attractive to your readers. That's why it's so important to follow step one. Always start by determining exactly who you're speaking to and what their hot buttons are.

Answer those four questions in advance, before you start writing, and you should clarify and simplify your writing immeasurably. You'll know where you're going -- and why.

Write what you mean to get what you want

Why didn't they say yes?

Why couldn't you close that important sale? Why didn't you land that new job, or get the promotion you'd been hoping for? Why didn't she say yes when you asked her out?

You made your pitch, but they just didn't "get it."

Why not? Why didn't they value what you're so passionate about? Why didn't they get excited about your ideas? Why didn't they say yes?

As the warden in Cool Hand Luke put it, what we have here is a failure to communicate.

To get what you want in business -- and in life -- requires the cooperation and support of other people. For that, you need communication skills. The more effectively you write and speak, the easier it is to get what you ask for.

To persuade others to do what you want, you must:

• organize your ideas
• present them in an irresistible way
  
• convince them that saying yes is in their best interests, too.
  

This series of posts will reveal seven secrets that show you how. But let's start with another "secret:"

It's your job, not theirs

That's the first thing to remember: It's not their job to "get it" -- to see the wisdom in your ideas. It's up to YOU to make them see it. You have to present your case clearly, persuasively and powerfully. You must answer their unspoken questions:

"Why should I say yes? What's in it for me?"

This kind of writing isn’t like school. It's not about getting an A on a term paper. Out in the real world, effective communications skills are far more important.

• With them, you obtain money, power, success, advancement.
  
• Without them, it's almost impossible to get what you want.

Ask any successful person in any field how important their written and spoken communication skills are. The more successful they are, the more likely they are to link their business and personal success to their ability to communicate -- quickly, effectively, persuasively.

Today begins a series of posts that I hope will help you do just that.

Why me?

Fair question. For 25 years, I've made my living putting words together -- to inform, explain, persuade, motivate and entertain -- and helping others do the same. Believe me, I know how difficult it can be. My entire career has been in the field of communications. I've been a CBS Network feature correspondent, advertising agency copywriter, magazine columnist, technical writer and trainer.

Writing and speaking are difficult challenges for even the most intelligent, successful people. It's a struggle to organ­ize your thoughts and express them clearly and persuasively. But I guarantee these seven secrets you're about to discover will make the process easier. They will help you get the results you want.

In the frantic pace of business today, these proven – and powerful – communications techniques are often forgotten.

Secrets of good writing

Writing is hard work. Well, good writing is. As the late, great sportswriter Red Smith put it:

"There's nothing to writing. All you do is sit down at a typewriter and open a vein."

Samuel Johnson agreed, although he lived a few hundred years earlier.

"What is written without effort is... read without pleasure."

Finally, there's E. B. White of New Yorker fame. When he wasn't at his saltwater farm in Brooklin, Maine, writing Charlotte's Web or one of his other books, White wrote hundreds of those little column- fillers the New Yorker was so well known for -- along with the dry, sarcastic comments that made them so amusing.

Of course, White is probably best known for re-writing his college professor's old English playbook, The Elements of Style, in which he confessed:

"The best writing is rewriting."

I guess writing wasn't easy for him, either.

-

Ask, don't tell

A copywriter’s job is to inform and explain the features and benefits of your client’s goods or services, to persuade a prospect to buy (or at least to move him/her along to the next step in the sales cycle).

So when we get an appointment with a prospect, it’s not surprising that our tendency is to start talking. About ourselves, our successes, our techniques. Wrong approach.

If you’re a copywriter, designer, consultant, sales or service professional, you’ll be a lot more effective -- and close a lot more sales -- if you spend more time listening and less time talking.

It's human nature to start babbling about your talent or your hot new product when you finally get in front of a prospect (even if it's at a party or some other inappropriate setting). It's understandable, because you're excited and enthusiastic. Unfortunately, that's what gives so many sales types a bad name. Some seem to be completely tone-deaf about how they're coming off -- because they're coming on too strongly.

A better strategy is to imagine yourself as a doctor or lawyer when you're with a patient (er, client). These professionals have a quiet confidence in their ability. They don't brag or toot their own horns. They don't waste time (or squander credibility) claiming to be the best darned cardiologist (or trial attorney) this side of the Mississippi, or telling the client what a great deal they have for them, if only they act today.

Instead, they ask questions-- quietly. They listen to the answers. They probe. Ask follow-up questions. They find out what hurts, and then evaluate options for easing the client's pain.

Try doing the same with your next prospect. Don't be quite so quick to whip out your samples or launch into your presentation. Instead, ask them about their goals, their needs. Discover their dreams, their fears. Evaluate whether or not you can help them accomplish them, and if you can, proceed.

Spend less time talking about yourself, your other clients or what a great deal you have for them. Instead, keep the focus on them. Their needs, their desires, their goals.

Be a professional. Ask, don't tell.

What is success?

“That man is successful who has lived well,
laughed often, and loved much,
who has gained the respect of the intelligent men
and the love of children;
who has filled his niche and accomplished his task;
who leaves the world better than he found it,
whether by an improved poppy, a perfect poem,
or a rescued soul;
who never lacked appreciation of earth’s beauty
or failed to express it;
who looked for the best in others
and gave the best he had.”

- Robert Louis Stevenson