Newsletter #19: Specifics sell + exciting news

This past weekend, I was on an epic video chat with my two aunties. This call lasted two and a half hours which is about two hours and ten minutes more than my preference for video chats. However, the time flew by and we talked about everything from fruit fly infestations to people who should be in prison.

At one point, my aunt says, “That guy should be in prison.” I was familiar with “that guy” but not his criminal escapades so I said, “For which crimes?”

She said, “Well, there are just so many.”

Now my interest was piqued double.

What is this guy doing for his crime spree? How is he getting away with it? Are these details illicit enough to make a true crime drama starring Matthew McConaughey? I pressed further.

“Okay, there are a lot, but what’s one of them?”

The answer?

“Oh, Andrea, come on!”

Well, this was a let down. With my imagination in overdrive about this criminal mastermind, I wanted some gory details (not too gory). But there were none given. Not even a fashion crime came to light.

Of course, this was a low stakes conversation between family members in sweats, drinking wine. [I was guilty of one of those things; you can decide which.]

But imagine if you were writing a thought leadership article, giving a presentation or looking over a direct response sales letter. Would specifics make those marketing materials better and more effective? Yes, they would.

Why?

Because specifics make you sound like you know what you’re talking about. Like you’ve researched the topic for yourself. Like you know the person you’re talking to.

Specifics back up your main premise whether you’re talking about why benefits auto-enrollment helps your employees or why “that guy” should walk the green mile.

Let’s look at the auto-enrollment example.

If you told me that benefits auto-enrollment helps employees, I’d find that interesting. But I’d want to know why or how it helps employees and who’s making this claim.

You’d be better off saying, “Auto-enrollment into benefits and pension plans helps employees save more money. A 2018 Vanguard paper called Automatic enrollment: The power of the default found that new hire participation in their defined contribution (DC) plan sits at 93% in automatic enrollment situations. With voluntary enrollment, new hires participate in their DC pension plan at a measly 47%. The report also shows that whether or not the automatic opt-in includes annual contribution increases, three years later, the participation rate ranges from 91% to 93%. This study was based on 347,000 participants.”

This story won’t be turned into a Matthew McConaughey blockbuster, but these specifics make the case that auto-enrollment is good for employees. In a few sentences, you know how much weight to give to these stats based on who did the survey and how many participants were involved. Plus, you hear what the paper was called so you can investigate it for yourself.

Specifics help you sell your ideas.

You wouldn’t want to rattle off 10 more stats in the example above as that might put your audience to sleep. Instead share a few relevant specifics that make your case and keep the others in your back pocket for later (just in case).

You can apply this principle—specifics sell!—to your marketing projects, the talks you give and conversations with your loved ones.

[By the way, folks who work with me notice that I ask a lot of questions which means I compile a stack of specifics for our writing projects.]

And now, it’s time to throw down a few more specifics to sell you on the next edition of this fine newsletter…

Exciting news about the next edition of Stop, Think, Share!

The next edition includes a video interview with Paul McIntyre Royston, CEO of the Grand River Hospital Foundation. Paul has a long history of leading fundraising teams; during his time at the Calgary Public Library Foundation, Paul oversaw a team that raised $320 M for the cause. $320 million!

In this video interview, I talk to Paul about his innovative approach to talent acquisition and retention. Paul throws normal out the window at every step of the talent acquisition process: job descriptions, interview styles, hiring practices and even performance reports.

[Sneak peek: If you’ve ever wanted to throw the entire performance report system in the trash (and then set that trash can on fire and throw it into the ocean), you’ll be intrigued by Paul’s approach.]

And don’t worry; this interview isn’t a one-sided gush fest. I bring out the tough questions like, “Paul, all this is definitely weird, but how does it work?”

Seriously, this is a fascinating and inspiring conversation and I think you’ll love it. In the next newsletter, I’ll pull out a few nuggets and embed the video so you can watch the whole thing (about 44 minutes).

And, like I appreciate, Paul doesn’t talk in vague terms; he shares the specifics during this chat because that’s the most helpful thing to do.

So, stay tuned for the November edition of the newsletter … coming to you in just four short weeks.

Until next time, keep on truckin’,

Andrea

PS: I don’t actually advocate throwing fiery trash cans (or non-fiery trash cans) into the ocean.

Comic relief

King of the Hill - This Is Awkward

This one-minute and 16-second clip made me snort and I hope it does for you too. I used to really love this show and it may be time for a King of the Hill revival in my living room.

Epic tunes

Jefferson Airplane - White Rabbit

As a kid, I had no idea this song was about drugs. Of course, the only drug I did as a kid was ice cream. Hard. I don’t eat ice cream or sugar anymore, but I think if I fell into a pint of Ben and Jerry’s again, I’d probably feel exactly like this song.

Notes from the Rebel Alliance

Quit social media | Dr. Cal Newport

Cal Newport is the author of Deep Work and So Good They Can’t Ignore You and when I read those books, I was in awe of his immense brain power. Especially when I saw a picture of this guy. Youngster, more like it. How does this young smarty-pants have it so together? Focus is the answer and I’ve been striving to add more focus and deep work to my life ever since. It’s a work in progress, for sure.

In this video, Cal talks about how we can be happier and more successful without social media. By the end of this video, you might feel drawn to reading a book in your rocker on the porch and turning in at 8 pm. Or is that just me?

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I'm an executive ghostwriter, specializing in benefits, leadership coaching, corporate wellness and employee assistance programs (EAPs).

I work with executives and executive coaches who have big hearts, are driven to help others and never open a conversation they're not willing to close.

My clients are straightforward, ambitious, humble, hilarious and I never have to wonder what they're thinking because they say what they mean and mean what they say.

If you're a tough-love executive or executive coach who would benefit from the kind of work I do, please get in touch:

andrea@redsailwriters.com | 647-502-3187 | ca.linkedin.com/in/andreabassett

Let's talk about these thought leadership projects in 2021:

• Newsletters | White papers + e-books | Ghostwritten articles

• Workbooks to supplement corporate training

• Business book ghostwriting (fall 2021, early 2022)