Making Healthy Restaurant Choices

Guest blog by Editors of Prevention Magazine with Ann Fittante, MS, RD

At a popular pizza chain, the personal pan pizza with sausage packs 740 calories and 39 grams of fat. And at one major fast-food joint, a triple cheeseburger with everything has 810 calories and 47 grams of fat -- two meals' worth of calories and more fat than most of us should scarf down in an entire day. 

The bright spots in this grease-spattered scenario? First, you. Your power as a restaurant patron lies in your order. The waiter, cook, and manager want you to leave happy -- just tell them what you want. Second, more and more fast-food spots, casual dining eateries, and even upscale restaurants offer healthier alternatives on their regular menus. 

We believe that a meal away from home should be delicious and enjoyable -- there's no need to order dry chicken breast, have only a glass of water . . . and sulk. The trick? A little preparation so that you can outwit the menu, sidestep temptation, withstand the siren song of enormous portions, and leave the table happy. 

Have it Your Way

Eating out is, in a sense, eating blind. You don't usually have access to nutrition labels, so you don't realize how the cheese, butter, oil, sugar, and oversize portions are adding up. (That focaccia club sandwich? It packs 1,222 calories and 65 grams of fat!) The veggies may arrive dripping with butter and cream. The bread's heavenly, but it's white. That salad that seemed so healthy may have more calories and fat than a cheeseburger, thanks to fried chicken strips and an ocean of dressing. 

And then there are the portions. When a pair of New York University nutrition experts weighed and measured the everyday foods served up in Manhattan's delis, bakeries, and sit-down restaurants, their results were amazing: Compared with government-recommended portion sizes, pasta servings were five times heftier, cookies were seven times larger, and muffins weighed three times more. Why you might not notice: Portions have slowly, slowly increased in size over the past 30 to 50 years. "What I found was appalling," says study author Lisa Young in her book Portion Teller: Smartsize Your Way to Permanent Weight Loss. "The foods we buy today are often two or three times, even five times, larger than when they were first introduced into the marketplace." 

If you suspect that restaurant eating is a minefield, you're not alone. Even chefs have food issues when faced with a yummy menu -- or the temptations cooking in their own kitchens. (If you were constantly surrounded by chocolate lava cake, fettuccine Alfredo, raisin nut bread, and bacon-wrapped filet mignon, what would you do?) "Having lunch at a restaurant is where I can get into trouble," confesses chef Sara Moulton, host of Cooking Live with Sara Moulton and Sara's Secrets on the Food Network, cookbook author, and executive chef at Gourmet magazine. Who wouldn't find it hard to resist the extras (like foie gras or a six-dessert sampler) that chefs often send to her table? 

Yet Moulton stays slim -- and even dropped a few pounds when she was about to start hosting a live television show several years ago. ("The camera really does add 10 pounds," she says.) Her strategy? Don't let yourself get too hungry, especially before a dinner out. "When you're hungry, your resistance to snack on tempting foods plummets," she says. She does splurge a little on weekly dinner dates with her husband. "Knowing I can have some cheese on Friday night helps keep me disciplined the rest of the week," she says. At lunch, Moulton sometimes can't resist eating an entire 714-calorie mozzarella, tomato, and basil sandwich. And yet, she believes in not letting a diet detour derail her successful efforts to maintain a svelte figure. She gets right back on the horse: "On those days, my dinner is a 300-calorie Lean Cuisine." 

How can you achieve -- and maintain -- a lean silhouette while still enjoying a night out at a bistro? These strategies will help. 

Step 1: Prepare Your Plan of Attack

It's amazing how much trouble you can get in even before your meal arrives. Take a proactive stance against the unhealthful food assault catapulting in from all sides. 

Spoil your appetite. Before you leave for dinner, eat something substantial like a bowl of soup, a piece of leftover chicken, a piece of toast with low-fat cheese and leftover vegetables, yogurt with fruit and nuts, a hard-cooked egg, or apple slices sprinkled with cinnamon. Any healthy minimeal will be lower in calories and fat than an over-the-top restaurant appetizer. 

Know where you're going. Become familiar with the dining guidelines for different kinds of restaurants, and try to picture what you're going to eat before you even walk in the door. Don't let the menu sway you! If you've been to the restaurant before and can resist the temptation, keep the menu closed. Order what you'd like, and let the waiter sort it out. It's your meal -- have it your way. 

Avoid the bread basket. It's one of the leading causes of overeating at restaurants. Send the basket back -- out of sight is out of mind. If that's unthinkable, take one slice of bread to enjoy with your meal. Bread can tack on an additional 500 calories to your meal's total -- not even including the butter or olive oil that usually accompanies it. 

Limit yourself to one alcoholic drink. Alcohol, whether in the form of a cocktail, wine, or beer, can weaken your resolve for exercising thoughtful moderation with your food. Plus, it dehydrates you and offers no nutritional benefit. When you go out, limit yourself to just one drink -- or order a bottle of fancy water instead. 

Because the body will use the alcohol for energy first (followed by carbohydrates, protein, and fat), when you drink and eat, the excess calories are often stored as fat. To keep the pounds from piling on, skip higher-fat entrées (such as duck and filet mignon) in favor of lower-fat fare (including white fish, pork, poultry, and venison) when having wine with dinner. 

Drink water. You've heard this before, but we'll say it again: Drink water before, during, and after every meal, whether you're at a restaurant, at home, or anywhere else. 

Step 2: Place Your Order With Confidence

If you feel intimidated by servers, stop right now. Don't worry that you're holding them up with your questions and requests. Don't feel shy. Running interference between the kitchen and your table is a server's job, and he or she wants to please you. (There's a tip at stake here . . .) 

Be constantly aware of portion sizes. Trust us: You likely won't need an appetizer and an entrée. Some restaurants have been known to serve up to seven times the normal portion for a meal. 

Plan to leave food on your plate -- or request that half of your meal be wrapped before it even comes to the table. Why you want to keep the extra food out of sight: In a Pennsylvania State University study, researchers found that all the volunteers who were given extra food on their plates ate it -- without reporting feeling any fuller afterward. 

Appetizers are generally more realistic portion sizes. Order your favorite as a meal with a side salad, or order two appetizers -- one that is more vegetable-based. 

Ask, ask, ask. Is it fried? What kind of sauce comes with it? What sides are served with each dish? Can I get brown rice instead of white? 

Always request sauces and dressings on the side. You'll realize how little sauce and dressing you really need. 

Don't order something new when you're very hungry. If you do, you'll likely order too much food, overeat, and regret it later. If you're starving, order a standby that you know is good for you. 

Order plenty of vegetables. Get a large mixed salad, or order vegetables sautéed in a bit of olive oil or steamed with sauce on the side (so you can lightly dip them in the sauce). 

Sip some broth. Soup is a good high-volume food that will fill you up. Look for vegetable, broth-based, and bean soups. Avoid cream-based soups and chowders. 

Step 3: Finish With a Flourish 

Don't let down your guard after the server scurries off to the kitchen with your order. You'll still need to exercise some caution when your perfectly ordered meal arrives. 

Stay alert. It's easy to get caught up in an engaging conversation and eat everything on your plate without even thinking about it. After you've finished your allotted amount, have the server wrap up your leftovers. The bonus is that you have tomorrow's lunch (or dinner) already prepared. 

End your meal with refreshing green or herbal tea. Ginger tea can help with digestion, and green tea is good for your overall health. Many restaurants now offer a variety of exotic teas, so treat yourself to some! Some teas are so fruity that they're a perfect replacement for dessert. 

Order a dessert for the table. Three bites of the chef's signature chocolate bread pudding with butterscotch sauce won't hurt -- just make sure someone else will finish the rest. 

Savings is Leverage: Cash is King (Queen)

Guest blog by Dr. Audrey Reed
Author of MoneyToolBox For Women: Simple Solutions For Mastering Your Money
Watch her interview on The Woman's Connection YouTube Vlog

At a recent Debt Free Diva Seminar, a participant asked why should I save? With interest rates so low, why should I put my money in the bank?

It is a really good question. What is the advantage of having a savings account, with interest at less than 2% on a good day? 

Savings accounts hold the money that we might normally keep around the house or in a checking account until we decided to buy something with the "you could have saved this" money. Savings accounts will give you the small advantage of interest without the stock market worry. And when you do decide there is another place you want to invest, it is there for plodding along like the tortise, you know the one that won the race.

Going to the bank and setting up a savings account is nurturing. It gives us a lift (almost as good as chocolate or shopping). Saving or investing is like shopping without the bags to carry home. I love to go to the bank and hand over the cash….yes cash, not a check…to nurture me, even if I have a check that could be put right into the savings account I will stand in line twice for the Yummy feeling I get from the cash rich ritual.

$1. I cash the check
$2. I take it over to one of the desks or a cozy chair.
$3. I count the money, put it in order (1's - 100's) and bless each and every dollar bill,
grateful for the abundance.
$4. I then go back to the teller and put my money into my savings account.
$5. I get the receipt in my book, say thank you with a bright smile and I am good to go……
feeling rich and rewarded.

When you are ready to take your money out of the savings account to invest in other ways, you may be surprised how the money has grown. Then invest in your dreams, but keep some liquid funds available for that rainy day, and may it never come…

A pound of prevention is worth an ounce of cure, as my mother said. Yes, I have a mother, too!

This is a habit that lots of affluent people I have interviewed tell me they do. The bank knows who they are, they could be anonymous, they could bank by Internet, but the choose to be recognized as a participant in their money matters. So they show up, act friendly, joke around with the tellers, learn whom the assistant manager and bank manager is, and know them by name and face. 

My friend Rosalee from Austin, Texas says, when I first started to go to the bank and deposit money into my savings account, it was $20 a week. Every week. The bank tellers must have thought it was cute.

Now 30 years later, I have a substantial portfolio, and have developed a great relationship with my bank.  I developed the relationships when there was nothing. Now that there is a substantial portfolio, I am honored to still stand in line, chat with the other customers and tell the teller what a great job they are doing for me. That works! 

How does the savings become leverage?
It is the fuel that allows you to make investments without touching your saved money.
When you have money, you don't necessarily need to give that money to a lender, they will allow you to keep the money in the account or in a Certificate of Deposit (CD) as collateral for the loan or business/personal transaction.

It is like owning a house…..cash is always queen.

Last month, Stella got a line of credit from her bank for $25,0000, for her new business.
She does have $15,000 in her savings account, that the bank had her put into a CD to guarantee the loan. You will notice that she has kept the money and the interest coming into her account. The bank will only take the money and interest if she defaults (does not pay when due) on her line of credit.

Magic! Yes, because we don't normally think like this….. a great way to use OPM (other peoples' money) and keep your own in the bank creating some ROI (return on investment).

Be blessed.

Preventing Online Identity Theft

Guest blog by Angela Hart
Author of Through Angela's Eye 

In what could only be described as a life altering experience, when I discovered that my identity had been stolen and bank account closed, I set out on my own investigation to find out who had done this. When the police told me that homicides took precedence over the fact that hackers had threatened my life, then I decided to become my own advocate and wage war against those terrorizing me through my computer.

The two and a half year investigation, which started in July 2003 and ran through December 2005, codenamed “Operation Firewall” resulted in the arrest of 48 people; 28 of which were from the United States and 20 from overseas. In a book entitled Through Angela’s Eye the Inside Story of Operation Firewall, I chronicle, my ordeal. I reveal the methods I used to expose the identity of the first hacker listing all of the steps I took to get his picture, name, address and phone number. The book also outlines how and why they were doing this. Exposing this information led to all of their arrests. Over 4,000 cases and 64,000 arrests resulted. New laws were also put on the books to prosecute those perpetuating the crimes. My efforts have made it safer for people to make purchases over the internet.

Let’s face it, many shoppers prefer the convenience and ease of ordering goods online from the comforts of their own home and having them delivered right to their doorstep without having to set foot outside. However, such conveniences open new doors for identity thieves. 
In today’s day and age, you can never take too many precautions to prevent and protect yourself from identity theft. By following a few simple rules of thought, you can enjoy this convenience without it costing you your identity.

Credit card companies have many new laws and regulations that were implemented to protect the consumer with online purchases.

1. Always use a credit card and never a debit card. A hacker can drain your bank account and close it which you are not able to reopen. A credit card charge can always be disputed. Most credit card companies will only make you responsible for the first $50.00 in fraudulent purchases. Check with your credit card companies. 

2. Check your credit cards to see if you have identity theft protection on them. 

3. Check with them also to see if they offer online protection. Some companies will assign you a bogus credit card number that you can use for purchases that is only good for one day. 

4. Shop at reputable online merchants. This includes Amazon, Barnes & Noble, Home Depot, or any other trusted household names. If you are shopping online at small companies that may not be as popular, do some research. Sometimes typing in the name of the store and the word complaints or rip off will get you additional information. You can check the Sellers online reputation through such sites as the BBB (Better Business Bureau) or the Attorney General. 

5. Only shop at secure web sites. If it says http:, it is not secure. If it says https:, the S means that it is a secure site. 

6. Make sure the page where you enter your credit card details and other personal information is also secure. When the data is transmitted, it is encrypted when it is sent to the credit card company. The credit card company is the only one who will see your full credit card number, expiration date, name, address, phone, transaction number, and items you purchased. When the receipt is sent to your email, you will only be able to see the date, last four of the credit card number, transaction number, total, and what you purchased. This is the same information that the merchant will also see. Therefore, if you
need to add to your order, you will need to input the data again. If you need a refund, they only need the date, transaction number, amount, and last four digits of the credit card number to process it. 

7. Make sure the website requests a CVV or CID number. The Card Verification Value code is an extra layer of security provided by credit card companies for those who shop online to prevent identity theft. It is usually three or four digits that is located on the back of the card. It acts as a pin number. 

8. Another option, is to have your credit card issuer place an additional password that users have to enter before an online transaction is processed MasterCard calls it Secure Code, while Visa calls it Verified. This service is provided free of charge by the respective issuers. 

9. Never e-mail a credit card number to a company. The e-mail does not encrypt the number. Phishing emails are rampant. They are designed to trick you into providing personal

information including credit card details. Sometimes they will tell you what the last four digits of you card is before asking to verify the full number. If it sounds too good to be true, it usually is. Follow your gut. 

10. If you feel unsure about making a purchase online, call the company. Most merchants can safely place the order over the telephone. 
For more information on this subject, please check:  http://throughangelaseye.com/ http://throughangelaseye.wordpress.com/  or http://www.hackingidentitytheft.com/ 

White Mushrooms and Grilled Ramps on Toast

Guest recipe by Alexandra Guarnaschelli,
Exec. Chef: Butter Restaurant
Watch her interview on The Woman's Connection YouTube Vlog
6-8 servings

4 tbsp. Extra-Virgin olive oil
1 small yellow onion, peeled and finely diced
2 small cloves garlic, peeled and minced
2 sprigs fresh thyme
¾ pound white mushrooms, stemmed, washed, dried and thinly sliced
12-18 fresh Ramps, washed and trimmed
1 tbsp. Balsamic vinegar
2 tbsp. dry Marsala
½ cup sour cream
The zest from ½ lemon
1 tbsp. chopped (fresh) parsley
1 tbsp. chopped (fresh) tarragon
Toast

Kosher salt and freshly-ground white pepper to taste

Note: this recipe can be served with roasted meats or a piece of fish. In this case, it will be served on little pieces of Rosemary toast.

1. Heat a large saucepan over medium heat. Add 2 tbsp of the olive oil and the diced onion. Season with salt and pepper and cook until tender, 3-5 minutes. Add the minced garlic and lower the heat. Add the thyme and the mushrooms. Season with salt and pepper. Cook until the mushrooms are tender and a lot of the liquid has evaporated at the bottom of the pan, 8-10 minutes. Remove and discard the sprigs of thyme.
2. Heat a large sauté pan until it smokes slightly. Coat the ramps with the remaining olive oil and season with salt and pepper. Add the ramps to the hot pan and "char" them slightly. Turn the heat off and allow them to cook an additional minute or two until they become tender. Remove from the heat and drizzle with Balsamic vinegar. Turn them onto a flat surface and cut into bite-size pieces.
3. Add the Marsala to the mushrooms and cook until the flavor of the alcohol has mellowed considerably, 5-8 minutes. Add the sour cream and allow it to melt over the mushrooms. Check the seasoning. Add the lemon zest, parsley and tarragon. Taste for seasoning. Bring to a simmer and serve on toast immediately. Top each with the ramps.

Suggestions: This would be delicious with a Gruner Veltliner - Veltlinsky for example. . I love the acidic bite and the slightly carbonated character of this wine. It would nicely compliment the earthy mushrooms and cut through the creamy flavors as well. If in the mood for red, I would love to see this seasonal nibble with something as noble and exciting as Vega Sicilia Valbuena 2000. Wow!

White Chocolate Raspberry Swirl Ice Cream


Guest recipe by Anne Walker, Dabney Gough and Kris Hoogerhyde
Authors of Sweet Cream and Sugar Cones: 90 Recipes for Making Your Own Ice Cream and Frozen Treats from Bi-Rite Creamery

Makes about 1 quart

5 large egg yolks
1/4 cup sugar
5 ounces white chocolate, finely chopped (11/4 cups)
2 cups heavy cream
3/4 cup whole milk
1/4 teaspoon kosher salt
1/4 teaspoon pure vanilla extract
1/2 cup Raspberry Swirl Sauce (page 142)
Make the base
1. In a medium heatproof bowl, whisk the yolks just to break them up, then whisk in half of the sugar (2 tablespoons). Set aside. Put the chopped chocolate in another medium heatproof bowl and set that aside as well.
2. In a heavy nonreactive saucepan, stir together the cream, milk, salt, and the remaining sugar (2 tablespoons) and put the pan over medium-high heat. When the mixture approaches a bare simmer, reduce the heat to medium.
3. Carefully scoop out about 1⁄2 cup of the hot cream mixture and, whisking the eggs constantly, add the cream to the bowl with the egg yolks. Repeat, adding another 1⁄2 cup of the hot cream to the bowl with the yolks. Using a heatproof rubber spatula, stir the cream in the saucepan as you slowly pour the egg-and-cream mixture from the bowl into the pan.
4. Cook the mixture carefully over medium heat, stirring constantly, until it is thickened, coats the back of a spatula, and holds a clear path when you run your finger across the spatula, 1 to 2 minutes longer. 
5. Strain the base through a fine-mesh strainer into the bowl with the white chocolate and whisk to combine. Set the container into an ice-water bath, wash your spatula, and use it to stir the base occasionally until it is cool. Remove the container from the ice-water bath, cover with plastic wrap, and refrigerate the base for at least 2 hours or overnight.
Freeze the ice cream
6. Whisk the vanilla into the chilled base.
7. Freeze in your ice cream machine according to the manufacturer’s instructions. While the ice cream is churning, put the container you’ll use to store the ice cream into the freezer. 
8. As you transfer the ice cream to the storage container, drizzle in some raspberry purée after every few spoonfuls. When all the ice cream is in the container, use a chopstick or butter knife to gently swirl the mixture. Enjoy right away or, for a firmer ice cream, freeze for at least 4 hours.


Raspberry Swirl Sauce
Makes about 1/2 cup | Pictured on page 140

2 half-pint baskets raspberries (2 cups), preferably organic
1/3 cup sugar
1. Combine the raspberries and sugar in a small nonreactive saucepan and put the pan over medium-high heat. Cook, stirring frequently, until most of the liquid has evaporated and the mixture has a jammy consistency, about 20 minutes. Reduce the heat to medium as the mixture thickens to prevent scorching.
2. Remove from the heat and let cool for a minute. Transfer to a blender and purée until smooth, being careful to avoid hot splatters. Strain through a fine-mesh strainer into a bowl, pressing on the solids to extract as much purée as possible. 
If using as a topping, serve warm or at room temperature; chill well before swirling into ice cream. 
“Reprinted with permission from Sweet Cream & Sugar Cones by Kris Hoogerhyde, Anne Walker, and Dabney Gough, copyright © 2012.  

Tangerine-Marinated Olives/Aceitunas Aliñadas con Mandarina

Guest recipe by Anya von Bremzen
Author of The New Spanish Table

2 cups mixed cracked green olives
6 small garlic cloves, crushed with a garlic press
2 tablespoons grated tangerine zest
1/2 cup fresh tangerine juice
4 thin lemon slices, cut in half and seeded
3 to 4 tablespoons sherry vinegar, preferably aged
1/4 cup extra-virgin olive oil
2 small bay leaves
1/2 small dried chile, such as arbol, crumbled, or more to taste
1 medium-size pinch of ground cumin

Place the olives, garlic, tangerine zest and juice, lemon, vinegar, olive oil, bay leaves, chile, and cumin in a large glass jar or bowl and stir to mix well. Cover the jar and let the olives marinate overnight at room temperature, tossing occasionally. For a richer flavor, let the olives marinate for up to a week in the refrigerator. Makes about 2 cups

Roasted Squash Soup

Guest recipe by Alexandra Guarnaschelli,
Exec. Chef: Butter Restaurant
Watch her interview on The Woman's Connection YouTube Vlog

Serves 4-6

4 pounds mixed Winter squash (from Hubbard to Butternut varieties), washed
4 tbsp. unsalted butter
2 tbsp. dark brown sugar
3 tbsp. Molasses
Kosher salt to taste
Freshly ground white pepper to taste
1 tsp. ground ginger
1 knob fresh ginger, peeled and finely grated
1 tsp. ground cinnamon
ź tsp. ground cloves
2 cups water
2 cups heavy cream
3 cups skim milk
The zest from 1 orange
2 tbsp. Worcestershire Sauce
1 tbsp, garlic oil
Equipment: Blender or food processor

1. Preheat oven to 375 F.
2. Place the squash on a flat surface and split them in half lengthwise. Scrape out the seeds and arrange in a single layer on 1 or 2 baking sheets.
3. In a small saucepan, melt the butter completely over medium heat. Wait until it starts to turn a light brown color. Remove from the heat and immediately distribute the butter into the cavities of the squash halves. Sprinkle with the brown sugar and Molasses as well.
4. Season the insides with salt and pepper. Finish by covering with the ground (dry) ginger, fresh ginger and the ground cloves. Fill the bottom of the tray(s) with the water (should be about 1 inch high) to create steam while the squash bakes in the oven. Cover the tray(s) with aluminum foil and seal the edges tightly.
5. Place the tray(s) in the center of the oven and bake, undisturbed, for 2 hours. To check for doneness, pierce one of the halves with the tip of a small knife. The knife should slide in and out easily. If at all firm, bake the halves and addition 30-45 minutes. Remove from the oven. Carefully peel back the foil. Set aside to cool.
6. In a medium pot, combine the cream and milk. Season with salt and pepper. Bring to a simmer. Using a large spoon, scoop the flesh from the squash taking care not to take any skin with it. The skin can give a bitter taste to the soup. Add the flesh directly to the cream mixture and stir to blend. Turn the heat on low. Add some of the orange zest, the Worcestershire Sauce and the garlic oil. Stir to blend. Taste for seasoning. If the soup lacks sweetness, add a little Molasses. If it lacks salt, add a little salt or Worcestershire Sauce.
7. Serve immediately. Enjoy!

Halibut with Squash Emulsion and Green Asparagus

Guest recipe by Alexandra Guarnaschelli
Exec. Chef: Butter Restaurant
Watch her interview on The Woman's Connection YouTube Vlog

Serves Four
Ingredients:
Four 8-ounce pieces of skinless fresh Halibut (East or West Coast depending on availability)
4 tbsp. Unsalted Butter
1 large Yellow Onion, peeled and thinly sliced
2 Shallots, peeled and thinly sliced
1 cup Orange Juice (preferably freshly squeezed)
The juice from 3 Lemons
2 small Green Zucchini, washed and thinly sliced
2 small Yellow "Summer" Squash, washed and thinly sliced
2 Granny Smith Apples, washed, cored and thinly sliced (do not peel)
2 tsp. Spanish Saffron threads
2 tsp. ground Cumin
2 tsp. ground Coriander (dried)
1 tsp. ground Ginger (dried)
Kosher salt and freshly ground Black Pepper
2 tbsp. Extra-Virgin Olive Oil
20 pieces Green "Pencil" Asparagus, lightly blanched for 2 minutes and cooled in an ice bath

Directions: 
1. Make the Squash Emulsion: In a medium pot, add the butter and melt over low heat. Add the onion and the shallot. Season with salt and pepper. Cook 5-8 minutes, or until the onion is tender. 
2. Add the orange juice, lemon juice, zucchini slices and yellow squash slices. With a large metal spoon, stir until all of the vegetables are blended. Cook over low heat for an additional 10 minutes.
3. Add the apple slices, saffron, cumin, coriander and ginger. Stir to blend. Season with salt and pepper. Cook for an additional 10 minutes.
4. While the sauce is hot, blend in batches in the blender or food processor until smooth. Taste for seasoning.
5. Cook the fish: Add a tbsp. of the olive oil to a sauté pan over medium heat. 
6. When the oil begins to smoke lightly, season the fish on both sides with salt and pepper.
7. Place the halibut in the pan and cook until light brown on the first side, 2-3 minutes.
8. Using the metal spatula, turn the fish on its second side. Cook to desired temperature, 5-8 minutes.

9. Heat a medium sauté pan and add the remaining olive oil. Lightly sauté the asparagus until warm. Season with salt and pepper.
10. Serve the dish: Pour a round circle of the sauce in the center of each of four dinner plates.
11. Arrange 5 asparagus in the sauce on each plate and the halibut on top.

Wine Pairings:
Pinot Blanc
White Rioja

Coca with Candied Red Peppers/Coca con Pimientos Rojos Caramelizados

Guest recipe by Anya von Bremzen
Author of The New Spanish Table

2 tablespoons olive oil, plus more for brushing the coca
1 medium-size white onion, quartered and thinly sliced
4 cups thinly sliced drained roasted peppers in oil (from four 14- to 16-ounce jars)
5 tablespoons granulated sugar
2 tablespoons sherry vinegar, preferably aged, or best-quality red wine vinegar
Coarse salt (kosher or sea)
All-purpose flour, for dusting the rolling pin
1 pound store-bought pizza dough, thawed if frozen
Confectioners' sugar, for dusting the coca

1. Heat the 2 tablespoons olive oil in a large skillet over medium-low heat. Add the onion and cook until limp but not browned, 5 to 7 minutes, stirring occasionally. Add the roasted peppers and cook for about 5 minutes, stirring. Add the granulated sugar, vinegar, and 2 tablespoons water and stir until the sugar dissolves. Cover the skillet, reduce the heat to low, and cook until the liquid is reduced, about 10 minutes, stirring from time to time. Season with salt to taste and let the pepper mixture cool completely.

2. Place an oven rack in the center of the oven and preheat the oven to 450°F. Lightly brush a 17- by 11-inch baking sheet with olive oil.

3. Lightly flour a work surface. Using a floured rolling pin, roll out the dough so it is roughly as large as the baking sheet. Transfer it to the oiled baking sheet and brush it with olive oil. Spread the filling evenly on top.

4. Bake the coca on the center rack until it is light golden and baked through, 18 to 20 minutes. Let the coca cool to warm (or make the coca ahead, which actually adds to its flavor; reheat it gently before serving). Cut the coca into rectangles (I use sturdy kitchen scissors for this), dust it very lightly with confectioners' sugar, and serve at once. Makes 1 large coca; serves 12 as a tapa.

Chocolate-Dipped Almond-Stuffed Figs/Higos Rellenos de Almendras en Chocolate

Guest recipe by Anya von Bremzen
Author of The New Spanish Table

3/4 cup brandy
16 soft plump dried Calimyrna figs
16 lightly toasted blanched almonds, preferably marcona
10 ounces best-quality bittersweet chocolate (at least 70 percent cacao), finely chopped or coarsely ground in a food processor
2 tablespoons unsalted butter, chopped

1. Place the brandy in a small microwave-safe bowl and microwave on high power until very hot, 1 minute. Place the figs in a bowl that will hold them snugly. Pour the hot brandy over the figs and let soak for about 30 minutes, stirring several times. Drain the figs thoroughly and pat dry with paper towels. (If you'd like, the brandy can be reused in baking or to plump dried fruit.)

2. Using the tip of a small, sharp knife, make a deep incision in the bottom of a fig and push an almond inside. Repeat with the remaining figs and almonds. (Calimyrna dried figs often come tightly pressed together in round packages. If this is the case, once the figs are stuffed, pat and squeeze them lightly between your fingers to restore their round shape.)

3. Place the chocolate in a small stainless-steel mixing bowl set over a pot of simmering water or in the top of a small double boiler (over simmering water) over low heat and stir until it melts completely, about 5 minutes. Whisk in the butter and stir until the chocolate mixture is glossy, then remove from the heat. The melted chocolate mixture needs to be at least 1 1/2 inches deep to cover the figs. If the level in the mixing bowl or double boiler is too shallow, scrape about half of it into a 1-cup measure, replenishing it as needed.

4. Line a small baking sheet or a large plate with aluminum foil or use a Silpat pan liner, if you have one. Holding a fig by the stem, dip it in the chocolate mixture, turning to coat it completely and letting the excess drip off. If the stem is not long enough to hold, you can skewer the fig on a toothpick. Place the chocolate-dipped fig on the baking sheet. Repeat with the remaining figs.

5. Refrigerate the figs until the chocolate is completely set, about 2 hours. After an hour, use a thin spatula or knife to gently separate the figs from the aluminum foil or pan liner so they don't stick. Makes 16 figs.

Vocabulary and Its Importance

Guest post by Anne Sawyer

Introduction

Language is our most-used and best communication tool. We begin using rudimentary words as infants and toddlers to get our needs met, often changing bottle to baba or water to wawa, as we gain linguistic control. As we grow older, it becomes more and more important to be able to articulate clearly what we want to express – whether it be to teach, give directions or instructions, to express emotions, or for gain – to flatter or bargain. Human beings are social animals and we yearn to connect with other humans, to understand them and to be understood.

Why is it important to have a good/strong vocabulary?

We are judged not just on the external cues, such as appearance, age, gender and race, but also by other categories, including education, social position and what we do for a living. The ability to move fluidly between social strata and turn situations to our advantage has a great deal to do with context, and how we speak, because this is one of the crucial ways in which we present ourselves. Just as you wouldn’t choose to wear a wedding gown to a job interview, or a bathing suit to the beach, you would be wise not to speak to your boss in the same ways and language that you use with your four-year-old child. Each situation demands different language choices, and the greater your vocabulary the more choices you have. Just as we want our doctor or our automobile mechanic to answer our questions in “layman’s terms”, there are times when it is necessary to skew ones word choices to the situation at hand.

How can one tell if one’s vocabulary is inadequate?

The New York Times can serve as a good litmus test. If you find that you are reading an article or novel and come across so many unfamiliar words that you lose track of the story, that’s one sign. When I was younger and came across a word that I did not know, rather than looking it up in the dictionary, I would just skip it, thinking that it wasn’t important. Of course that led to my missing important plot points on many occasions.

If, in social situations or at work, you find that you are hesitant to join the conversation because you don’t follow all the words that the people around you are using, or you hesitate because you are afraid of appearing stupid, that’s a sign.

If you find that you use the same words over and over to express yourself, words like “wow”, “yeah”, “awesome” and “like” – and you’re not a 13 year-old, then you may need to bolster your vocabulary.

What if you know words, but are hesitant to use them in conversation?

In a case like that, it would be helpful to look the word up in the dictionary, consult the definition, examples and pronunciation given, and begin to insert the word into conversation. Start with a new word each week or every few days, and don’t use it to impress people, but when the word truly serves to express exactly what you mean. For example, a word that you hear all the time, but probably don’t use often is “ubiquitous” which means omnipresent or “present everywhere” – not like God or oxygen, but as in cellular phones or handheld palm devices. 

What are some tricks to improving vocabulary?

If you really want to improve your vocabulary then you need to become very aware of language. Listen for new words when you are out in the world or when watching television. Write them down when you can and later, look them up in a good dictionary. You can try to infer the meaning of the word from the context in which it is used, or the conversation around it.

Reading is the number one way to improve vocabulary. I recommend fiction – novels and short stories, as well as journalism – major newspapers, magazines that include fiction selections, such as The New Yorker, …. And make note of unfamiliar words so you can look them up.

If the situation is appropriate, such as with a friend or colleague in private conversation, then don’t hesitate to ask the person for the meaning of an unfamiliar word they have used. Even I have developed the ability to just ask – there are so many words in our language, that there’s always a new one just around the corner.

Other ways to improve are to engage in word related activities – such as playing Scrabble, doing the crossword puzzle in the newspaper, buying a Word of the Day calendar, subscribing to an online vocabulary booster, reading books of puns and jokes and then telling them to others.
 

Mother Teresa vs. King Kong: Connecting with Different Personality Types

Guest post by Andrea Nierenberg
Author of Million Dollar Networking: The Sure Way to Find, Grow, and Keep Your Business
Watch her interview on The Woman's Connection YouTube Vlog

It's almost impossible to like all the prospects and clients we need to connect with. However, it's possible to make the effort to network with people by adjusting our approach, no matter how sweet or sour their personality.

Communication Styles and Personality Types
Effective salespeople need to be aware of the communication styles and personality types of their potential customers. Whether you find other people's styles welcoming or offensive, it's your responsibility to adjust accordingly to make a positive connection. The sales people who are the best at this skill, know their own style, with its strengths and weaknesses, and have learned to recognize and honor other people's styles of communication. Refining this talent is especially important when it comes to networking because often you need to have little time to decide how the other person wants to be approached. However, a good place to start it to reassess your communication style. 

You Have to Take the Lead When Meeting New Prospects
Sometimes trying to commune with someone who communicates differently from the way we do is like two ships passing in the night. We don't understand them, and they don't understand us. 

To communicate effectively, you need to be the first one who is ready to alter the way you communicate. Once I was in France and was trying to communicate with a shopkeeper. I thought that if I spoke louder and more slowly in English, she would understand me. Of course, there was no way she could. The louder and more slowly I talked, the more frustrating it was for both of us. I needed to alter my style (talking at a regular volume in English) and try something else she could understand, such as pointing, gesturing, and smiling. 
The frustration I felt before I altered my style is exactly the same feeling we have when we many of us don't connect with a prospect or client. We may be in our own country and speaking the same language, yet our communication styles are so different that we have a hard time making a connection. We need to understand and adapt our style to communicate effectively. I am a bottom-line person. Often I see the big picture first and then find a way to go for it.

Think about how you like to give and get information. What is your preferred communication style? How has your boss, various co-workers, your subordinates, even your spouse reacted to your style? Has more than one person said that you are clear, sometime confusing, too soft spoken or aggressive? If you've ever been frustrated trying to communicate something when the other person just didn't get it, could it be something you are doing? In order to decide where you'll need to adapt will require discovering the other person style. Keep in mind, people won't tell you their style. 

Recognizing Personality Types
In addition to being aware of your communication style, a good sales professional adjusts to other people's personality types. Some people are more sensitive, to the concerns and feeling of others; others are more bottom line- or results-oriented. Still others are interested in and concerned with details and the way things work. 

There are ways to identify personality and temperamental categories that predict how people react and relate to each other. One very popular personality style indicator used by many companies is the Myers-Briggs Type Indicator. I also use the DISC® profile, which explores behavioral issues. It is an effective tool for understanding personality traits and styles. However, most interactions won't give you the luxury of such elaborate tests. Therefore, a shortcut is to be a careful listener and observe behaviors (mostly body language). Like anything else to do this faster, takes practice.

For example, I once walked into a corporate conference room and found myself giving three different presentations at the same time! I was there to present a training proposal to three top level executives in the company. Having met them all and through careful observation and listening, I knew each had a very different personality style. My main goal (besides selling my program) was to speak to their needs and convey the benefits to each one. Therefore, I needed to adjust my presentation to each one individually. As I spoke with each one, I
switched the way I conveyed the information I was giving to match his or her personality. 

Here's my research and how I used it to make a better sales presentation with those three very different personality types at the same meeting:

The head of human resources and training was amiable in her approach. What I remembered most about her was her comment to me about being sure to "get everyone involved" and her obvious caring and concern for all the employees. Clearly, I had to focus my presentation to her on the personal benefits for her employees and to make sure she felt that the time her employees spent in training would be worthwhile for their growth and development. 
The chief financial officer, however, was interested in the return on investment he expected from my program. In addition, he wanted details and numbers. I decided to give him the same proposal that I had given to the head of human resources but to include a specific outline for each module, with costs clearly defined. The more data I presented to him, the better! 
The CEO told me he had only six minutes to hear me out. (I actually clocked how long he was in the room, and it was exactly six minutes!) All he wanted to know was, "What are my people going to learn?" and "How much will it cost?" I was prepared with the same presentation (in case he had questions), but I gave him only the executive summary: a brief, succinct paragraph followed by bullet points and the bottom line. 
These were three very different people-all wanting the same thing yet needing it delivered in three very different ways. To succeed, I had to read each person carefully and provide him or her with exactly what that person wanted to hear. 

Later, after I had done several programs with this firm, each person told me separately how much he or she enjoyed our working relationship because, "We communicate in exactly the same way." I smiled to myself, knowing that my extra work and effort to understand each personality type was well worth it!

Traits of Common Personality Types (based on the DISC® personality indicator system)

Dominant: Bottom line-oriented, competitive, direct
Makes decisions quickly
Best approach to use: 
-Focus on the "what"
-Be efficient
Influencer: Persuasive, animated, expressive, emotional
Enjoys helping others
Best approach to use:
- Focus on the "who" 
- Be empathetic
Steady: Patient, agreeable, amiable, quiet
Is very dependable
Best approach to use:
-Focus on the "how"
-Be supportive
Conscientious: Compliant, cautious, accurate, analytical
Likes lots of details
Best approach to use:
-Focus on the "why"
- Be logical

Not a Chameleon
As a sales professional, you often have no control whether your prospects or clients will be a "Mother Teresa" or a "King Kong." And if you simply mimic the other person's style you'll come across as manipulative and insincere. (Besides, people who know you might this you're a little "crazy" when they see you change personalities). Therefore, my advice does not advocate constantly changing your personality. Rather, I'm recommending a positive, sincere, and proactive approach to understanding a client's or prospect's feelings and traits. You want to appear empathetic not opportunistic. The dictionary definition of empathy is "the action or understanding, being aware of…the feelings, thoughts, and experience of another…" Therefore, to become empathetic, just be aware of communication styles and personality types. Who knows, you may be making a sales call on Donald Trump or Martha Stewart. Will you be ready to connect?

In Favor of Work Why Women Shouldn't Be Opting Out

Guest post by Ann Marlowe
Author of The Book of Trouble: A Romance

A lot of women who are unhappy with their work lives will say something along these lines: business is hell, and no one in their right mind would want to do it, and men only do it because they have to. That women are the only ones able to see straight, or allowed to act on their seeing straight. That anyone in his or her right mind would RATHER be at home with the kids. (Of course, men don't have the option of not working, or not providing for their families. Men don't have the cultural permission to blame their lack of perseverance on anything but themselves.)

We hear this argument a lot. I would like to make the opposite argument for a change. I would like to suggest that women are not acting in their own best interests by being so cynical about business. They are short-changing themselves, not just in terms of financial independence and the rewards of a higher income, not just if they get divorced and end up with a reduced standard of living, but in terms of their personal development.

The men, as they more or less stoically struggle onward, come to realize that "endless meetings" are the stuff of life in the business world; that other people are not an obstacle to getting one's job done, they're the reason you have a job. The men see the hostility in the faces of their rivals and still persevere, befriending or neutralizing or ignoring or going head to head with them. Gradually, and not without grave errors along the way, they grow into mentors and leaders. 

They see that the occasional opportunities for promoting a subordinate to a job worthy of her talents, teaching younger colleagues, or firing a selfish or abusive manager are the forms of ethical action that their path has provided for them, and that they are not small or unworthy challenges. Men learn that a top job is demanding and consuming in the same way that the work of an artist is, because being a high level executive is an art, and one that few are talented enough to pursue. 

Only a tiny number of the men will make it to the top, of course. Those who drop by the wayside at some stage may gladly or not so gladly accept a subordinate position, leave for a smaller company, start their own business, change careers radically. But they will have all learned something, not least of all about themselves. 

I do NOT mean to suggest that making money is the only worthwhile goal on earth. Quite the contrary. Art, science, politics, public service, caring for the sick, raising children - there are good arguments to be made that each or all of these are more important and noble. The fact remains, though, that most of us work in business jobs, and whatever meaning we can extract from those forty hours a week is what we have to subsist on. And it's not a poor diet. 

Those who would tell you that the deck is stacked should be ignored. If every child had to decide to walk based on whether or not she would be a champion runner, most of us would still be crawling. Of course the deck is stacked: there is only one CEO of every company. Any person's chances of heading a major firm are low. But just as most of us enjoy walking, most of us can enjoy working. It's the journey that counts. And if you don't make it to the top, the reason isn't likely to be your gender. 

What Is A Brand

Guest post by Anna Lieber

A BRAND IS A PROMISE TO THE COMMUNITY
A Daycare Center promises moms to care for their children as if they are their own. A CPA promises clients financial expertise, honesty and integrity. What is your brand promise? 

A BRAND IS A BLEND OF ATTRIBUTES CREATING A PERSONALITY
The Daycare Center’s brand personality reflects its service: lively, colorful and fun. The CPA’s brand materials project reliability, trust and stability. Does your brand personality look and feel authentic? 

A BRAND IS EVERY POINT OF CONTACT
Each time someone touches your brand, it makes an impression. So each point of contact is a genuine opportunity – whether prospects receive your promotion, hear your pitch or voice message, visit your site or try out your product or service. Are you making the most of each
brand touch point? 

A BRAND IS AN EMOTIONAL BOND
A brand is an emotional attachment which fosters loyalty. Every connection must contribute a positive feeling to the relationship. A brand aims to be engaging, informative, memorable and compelling. Is your brand gaining loyalty and market share? 

A BRAND IS A PROCESS DEVELOPED OVER TIME
Your brand should project a unified, compelling message throughout all channels. It’s built over time through research, self-analysis and focused development. The CEO is the leader of the brand but in large organizations, the CEO gets help from Marketing and Brand Directors. 
Are you leading your brand? 

A BRAND IS YOUR MOST VALUABLE ASSET
Think of this. If Coca Cola suddenly lost all its factories, production plants and materials, it could rebuild. But if it were to lose its collective brand memory with consumers, the company would go under. Need we say more?
 

A GOOD BRAND
Stands for one thing and one thing only. 
Focus is everything. 

A GOOD BRAND
Knows it’s audience. 
Who are you selling. What do they want? 

A GOOD BRAND
Knows what it’s talking about. 
Information is power. Stay informed.

A GOOD BRAND
Communicates a consistent message. 
Repetition is everything.

A GOOD BRAND
Never copies the competition. 
Innovate. Lead by being different. 

A GOOD BRAND
Is visually compelling and verbally engaging. 
Good design and creative copy are everything.

A GOOD BRAND
Uses show and tell, rather than sell. 
Demonstrate, give samples but don’t bore us.

12 Web Site Errors: Are You Guilty?

Guest post by Anna Lieber

1. YOU PRACTICE DIY (DO-IT-YOURSELF) WEB DESIGN
Do you fix cars and do dentistry also? Don’t practice on your web site. Find an expert developer. Poor web design speaks to the world.

2. YOUR NAVIGATION ISN’T SIMPLE AND USER-FRIENDLY
Nothing turns a prospect off faster than getting lost in a maze of tricky sub-pages. The home page should be a direct link to all features. Elegance is simplicity and a Simple interface translates to positive user experience. 

3. YOU DON’T OWN YOUR OWN DOMAIN NAME
Nothing says amateur hour and undermines credibility more than a domain that ends in some fly-by-night company name. And a known telecom advertises their brand, not yours. Get a domain. 

4. YOUR CONTENT IS POORLY WRITTEN
If you don’t write well, engage a writer. Poor grammar, spelling, and technical jargon are a turn-off. Be relentless in proofreading. 

5. YOUR COPY IS WRITTEN FOR THE PRINT WORLD
A recent study cites 79% of web users scan. Only 15% read every word. Lengthy prose won’t cut it in cyberspace. Sound bites and good headlines will. Half of your print word count works. So does one idea per paragraph. Where’s that writer?

6. YOU DON’T PROVIDE USABLE INFORMATION
It’s not just about you or promotional fluff. What’s in it for the user? Is your site informative and relevant? Why should they come back?

7. YOU DON’T UPDATE YOUR SITE REGULARLY
Stale copy has never won readership. Change is vital. Display latest news prominently. 

8. YOU RELY ON BELLS AND WHISTLES
Fancy tricks don’t impress. They just slow things down. And waiting makes online readers angry. They won’t wait. They just move on.

9. YOU DON’T PROMINENTLY DISPLAY YOUR CONTACT INFO
Your company name, street address and phone are required for credibility. Nothing is more frustrating than having to search for how to reach you. Self-sabotage is not a good business idea. 

10. YOUR SITE IS INTERACTIVE BUT YOU’RE NOT
If you have an email form on your site, answer the email when you get it. 

11. YOUR SITE DOESN’T LOOK LIKE YOUR BUSINESS CARD,
If your brand look and personality aren’t reinforced through consistency, how will you create memorability? 

12. YOUR SITE DOESN’T HAVE A CLEAR CALL TO ACTION
Extend your offer. And make it easy for people to buy. If your business extends over a wide geographical area, list a toll-free number. If you aren’t asking the reader to take the next step, you’re blowing a huge opportunity. 

10 Marketing Mistakes: Are You Guilty

Guest post by Anna Lieber

1. YOU SPEND TIME ON SALES, BUT NOT ON BRAND BUILDING
Sales flow more easily, once you’ve built a brand with a point of view. 

2. YOU SPEND MORE TIME SECOND-GUESSING YOUR CREATIVE TEAM THAN SELECTING IT
Once you’ve selected a great team for their expertise, let them do their job which is to make you look good. 

3. YOU DON’T HAVE A CREATIVE TEAM
If you wouldn’t let your nephew fix your car or your teeth, why would you let him mess with your company brand? It’s just as important. 

4. YOU HAVE NO STRATEGIC VISION
It’s essential to develop a shared vision, with all members of the team pulling in the same direction. 

5. YOU HAVE NO MARKETING PLAN
If you don’t know where you are going, any road will take you there. Creating a dynamic, actionable plan is the foundation for control over your marketing. And planning is not a one-time event, it’s a process. You don’t know where to begin? Call me quick.

6. YOUR POSITIONING STATEMENT IS WEAK
You don’t have a positioning statement? You don’t know what a positioning statement is? Check the Q & A above.

7. YOU HAVE NO SPECIALIZATION
A specialist will usually win over a generalist. Find a special niche and communicate it convincingly. Passion plus experience attract clients. 

8. YOU CREATE DIRECT MAIL FOR THE CIRCULAR FILE
If you have no strategy, no position, no call to action, no contact information, it’s pointless. Take 5 steps back to strategic vision. 

9. YOU HAVE NO MARKETING SYNERGY
What’s that? A mix of marketing initiatives will get your pipeline flowing. 

10. YOUR BRAND IS DULL
You have no brand personality. Don’t take it personally. Change it. 
Strategize. Then add some snap, crackle and pop. 

Powerful Brand Leadership

Guest post by Anna Lieber

Q. How do we define a brand today?

A. A brand is a promise to the community. It is an emotional connection which promises a certain level of quality, honesty and integrity whether it applies to a person, a product or service. 

If you have a daycare center, your community is the mothers in your area and you are promising reliability and excellent care for their children. If you are a CPA, your community may be businesses or individuals who need tax consulting, and you are promising honesty, integrity and a high level of competence. If you are a jobseeker, you yourself are the brand and you promise a high level of commitment to anyone who receives your resume. There is a great deal of competition in every area. Today, you can’t even get a date without marketing yourself. 

Some brands seem to grow magically, like Starbucks, for example.

A brand needs to be relevant to the times. There’s a good reason why we drink coffee at Starbucks today and not Chock Full o’ Nuts. Starbucks recognized the need to create a coffeehouse community. They grew their brand quickly, and without advertising, simply by recognizing a need in society so they could be ahead of the curve, and creating a great brand experience. 

Q. How do you create a brand?

A. Too many people think a brand is simply a logo. A brand identity is much more. The brand is a personality expressed by how you look, how your office looks, your letterhead, your web site and promotion or your resume, how you answer the phone, in short, through every means of communication. 

The brand personality will be very different for the daycare center (colorful, fun and energetic) than for the CPA (dignified, businesslike and conservative). A brand must be appropriate and descriptive of the business or individual through its look and feel. Sometimes it helps to start with the key words which describe your business. 

Q. How do you know if you are being strategic? 

A. Strategize who you are, what you’re selling and who your target audience is? Decide exactly what you stand for and develop a set of key messages which answer the questions: What can I offer? What is my core competency? What do I specialize in? What do I believe in? 

It is imperative to strategize by analyzing yourself and then your competition. In marketing we do a SWOT analysis. SWOT stands for strengths, weaknesses, opportunities and threats. Understand thoroughly who you are. Determine your unique point of difference. What distinguishes you from your competition? And don’t forget, what could you do better? It’s easier today to do competitive research or competitive intelligence than ever before because of the internet. 

Make sure you know what your clients want. Only then can you fashion products and services that are marketable and build an image which is credible, relevant, unique and durable. 

Q. How do you create a corporate identity?

A. So now you are finally ready to create a brand identity, a visual representation. The brand identity becomes a powerful tool in getting your message out. It may be a logo or type treatment which you integrate into every communication whether it’s a letter, a web site, an email, a resume, a product package or a service brochure.

Do not create it yourself unless you are a graphic designer. And don’t let your nephew in high school do it. You wouldn’t let him fix your car or perform surgery on you. Don’t let him experiment with your brand either. It’s far too important. If you can’t afford a designer, hire a design student through one of the design schools. Although they are beginners, they’ve had design training which is essential.

A powerful brand identity creates memorability through repetition. Create a letterhead, business card and envelope which all match. When you develop a web site, integrate the same look here.

Once you have a brand identity, how do you get the word out? 

Start by creating key messages about yourself, your product or your service. Then market these messages every chance you can – to everyone you know. You have a database – even when you start out. It’s your address book. Tell everyone you know what you are doing whether it’s through a letter, a postcard, a web site or verbally via your elevator speech. That’s the basis of networking. We all use our networks to find a doctor, a babysitter, or a job, or to buy a house. And we need to spread the word about our business in the same way because no one knows you are out there until you tell them. 

Q. What is an elevator speech? 

A. Figure you are in an elevator and going up to the 10th floor. You meet someone and you must tell them in two to three sentences what your business is, or what position you are seeking. It should be succinct, compelling and answer the questions, who you are, what you do – and most important, why they should care. The key is there needs to be a benefit. What’s in it for them – or if they can’t use your service, what’s in it for your target audience – because surely they know someone who could use your services. The elevator speech needs to be scripted and to roll off your tongue without thinking.

Q. So an elevator speech is a networking introduction?

A. Networking is essential in marketing our businesses. It’s the key to getting what we need in life because we are all part of a community which shares information. That leads me to the role that content and knowledge management play in creating a brand. 

Q. What do you mean by “content”? 

A. Brands today are required to be brainy and to have a “brand voice”. You have information to share. And you will want to figure out how to share it so that you and your brand look smart to the right people, your target audience, those who have a need and are qualified to buy your product or service. You want to engage them to create interest and credibility. 

With so much information out there, how does creating content help my client?

In our cluttered environment, your role is to simplify the process for the client who has too many choices. You are the “portal of trust,” a term coined by Robert Reich “The Future of Success”. You, the expert, will navigate the waters for a client who is terrified to make a mistake. 

Q. What types of marketing initiatives will prove your credibility?

A. Use your brand to show yourself as an expert. Create content on the web, write an article, run a workshop, send an email newsletter. Even a simple promotional letter outlining your accomplishments of the past year can be instrumental. Your clients may not know what you’ve done for other clients. Start what I call a clipping campaign. Send your clients and prospects articles of interest. Selling today is not really about sales. It’s about starting a dialogue and being a resource. 

And marketing is not about advertising. It’s information sharing in a global community. It’s about creating a brand personality which represents you and your company in a way that creates maximum credibility and visibility. Educate those around you and give them something of added value. In the “New Normal,” a leader in business or in life needs to connect by creating a brand, then make a contribution to the community, and success is sure to follow. 

Marketing vs. Sales

Guest post by Anna Lieber

"You can't build a reputation on what you are going to do." – Henry Ford. 

Business owners often confuse marketing and sales. But the distinction is really simple. Marketing is communicating what you do to generate prospects and increase visibility. Sales is converting prospects into clients. You need both. Here’s why. 

First, we all know commitment takes time. Before you marry, you date to get to know one another. Doing business is similar. It’s what we call the “know, like and trust” factor. 

Second, marketing is an ice breaker that warms up your leads. Prospects can be confused because they don’t understand how to judge your expertise. Sometimes they don’t even understand what you are talking about. Your knowledge base is simple to you but it’s a foreign language to them. 

Marketing educates prospects and helps take the fear and uncertainty out of a buying decision. It moves them from a flying leap to a more comfortable leap of faith. It’s that trust factor. The discount clothier Syms says “an educated customer is our best customer”. And we’ll add an educated customer guarantees a better experience for all. 

Third, marketing attracts new prospects. A company which markets all the time, via traditional, viral or guerrilla techniques, in good economies and bad, slow times and busy times, has the edge. Marketing generates brand awareness leading to a larger pool of warm leads and greater success.

Strategic marketing provides a select audience – you attract interested prospects instead of needing to track them down. Attracting rather than chasing – what could be better? A known brand is the comfortable choice. It makes decision making intuitive and creates raving fans.

Sales or converting prospects to clients is the next part of the process. There are various sales methodologies but most use a variation of these steps: qualifying leads, approaching them, presenting or demonstrating, probing for needs, answering objections and closing the sale. 

Sales skill is essential in moving prospects from stage to stage but marketing ensures prospects feel good about the decision. Expert selling is consultative and meant to create lasting relationships. And marketing continually communicates your expertise. 

The bottom line: Sales success is facilitated by good marketing. Marketing plus sales is the winning equation.

Viral Marketing: Buzz Your Way To Success

Guest post by Anna Lieber

“An invasion of armies can be resisted, but not an idea whose time has come.” – Victor Hugo

VIRAL MARKETING is getting a bad rap, in part due to its name. Nobody wants a virus, medical or computer. But what exactly is viral marketing? It’s simply word-of-mouth via email. Maybe we should call it buzz marketing instead. 

Why is viral marketing successful? Everyone likes a free sample. It’s a time-honored strategy – give away a taste of the pie and then sell the whole pie. 

DIGITAL MESSAGES spread rapidly and easily at a fraction of the cost of other marketing vehicles. People are social and as they communicate, your message takes on a life of its own. Each time it’s transmitted the circle of receivers grows exponentially creating ever-widening exposure. 

As a marketer, I like that idea. Provided your message is clear, useful and compelling, tasteful and legitimately delivered. 

HOW TO CREATE BUZZ WITH VIRAL MARKETING

€ publish an ezine, encouraging people to forward it to their network

€ send email news releases about free articles on your web site

€ create a giveaway like a CD or ebook to showcase your expertise

€ ask clients to write testimonials and feature them on your web site

€ trade web links with synergistic businesses

€ write an article, submitting it to various informational sites

€ add an email signature including your contact info and offer

ADD VALUE Use viral marketing to spread the word about your expertise and products. But can the corny jokes and pyramid letters. Send information of real value to your target audience. Be extra careful not to overdo frequency or reveal email addresses publicly.