What Your USP Really Means to You and Your Customers


rafting your unique selling proposition (USP) is an important component in running a long-term, successful business. The process of creating and writing down your beliefs and values, and aligning them with your goals and strategy, will help you to create an action plan for success. If you don’t understand why you do something, and you can’t explain why to others, it will be difficult to create either products or materials to market the products.

The USP Helps Small Businesses Differentiate

If you have a small business, you won’t be able to compete on the things larger businesses often compete on, such as price. Instead, you’ll need to focus on one thing that you stand for that is different from your competition so that you can take some of the market from the big guys. You can do it if you focus on sub-audiences rather than the larger audience.

The USP Helps a Small Business Narrow Their Niche

For instance if you provide content to small business owners, narrow down what type of content you provide and to which small business owners. “Small Business Owners” is too large of an audience. Instead, perhaps you want to write content for life coaches who focus on helping 40-plus-year-old people get new jobs?

The USP Helps Small Businesses Focus

That’s your audience, so your value proposition needs to be discovered next. Understanding that will also help you market to your customers in a way that separates you from the competition. Perhaps your competition focuses on inexpensive or even cheap content. You will focus instead of writing well-researched content delivered on time, every time. In this way you are not competing on price; you’re competing on quality.

What Your USP Means for You With a well thought out USP, you can decide exactly what you want and plan how you’re going to get it. It can assist with seeking appropriate feedback, and gives you a direction for taking action to reach your goals. A good USP can even help you work on changing your approach until you succeed because you know what makes you stand out.

What Your USP Means for Your Customer

A well thought out USP helps your customers understand what value you bring to the table and how you’re different from the competition. It tells your customer why they should buy from you instead of someone else. It provides a promise to them from you about your products or services that differentiates you from the others.

Creating a USP is going to put you at a competitive advantage because it will help direct your actions today and tomorrow, as well as succinctly inform your customers about important information that will help them make a choice to purchase your goods or services.

Tips for Success Working with Your Business Coach


efore you get down to business with a business coach, it’s important to understand how the entire process works and whether or not you’re ready to work with a business coach. If you’re not ready, it’s simply not going to give you the results that you want. To have success working with a business coach, consider the following success tips

  • Hire the Right Type of Coach – The interview process is a good way to ensure that you’re hiring the right type of coach. You want someone who is experienced in your industry and with working with people of your temperament as well as your type of business entity. Just because a particular coach is popular doesn’t mean they are right for you.
  • Use Your Free Consultation Well – Almost every single business coach will offer a free consultation before getting started. They will use this time to interview you to ensure that you’re right for their system and you will use the time to ensure that they are right for you. But, you can also get an idea of what their system is and where they see your business going, as well as a few hints about how it will all work.
  • Be Prepared for Feedback – During the coaching process and the analyzing of your business, be ready for criticism and feedback. If you’re not the type of person who can hear that your website is ugly or that you’re doing something wrong, you may not want a business coach. While a coach can also act as a cheerleader, you also want someone who acts in your best interest - more like a mother or father than someone who just tells you that everything is perfect and holds you back.
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    Be Open Minded to Change – It can be very hard to hear someone telling you that you need to change something about how you run your business. Your business feels like your baby and you want to do it your way. But sometimes your way is not the best way. You’ll need to be open minded enough to change things but also able to think critically so that you know for sure it’s the right change to make.
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    Be Honest about Who You Are – Sometimes it can be really difficult to accept our own personalities. Are you a self-starter? Are you a loner? Are you an introvert? Are you technologically challenged? Are you organized or disorganized? What type of system helps you keep on track?
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    Know What You Want Going In – Typically how a business coach works is that they deal with one issue at a time. So you might have a 12-week coaching contract to deal with identifying your target audience, or you might have a 6-week coaching contract to help you break through some sort of block such as launching a product you’ve already created. Knowing what you want the end result to be before getting started is very important.
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    Get Ready to Roll up Your Sleeves and Work – During the time of your coaching contract, be ready to put in the extra time required to get the work done. If you don’t implement anything you and your coach work out together, you’re not going to have any results.
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    Track Your Results – If you know what you wanted the result to be, and have written and specific goals, then you will be able to know whether the coaching relationship worked the way you hoped. Without metrics to look at, you really won’t know for sure what worked and what did not work.

Working with a business coach can literally change your life. But, you must be truly ready to work with a business coach and do the work you agree to do, or it simply will not work. If you’re not ready to follow through, reconsider wasting your time and theirs.

The Part Outsourcing Plays in Running a Business


utsourcing is an important part of running a business efficiently, and it can grow and become more profitable over time. After all, you don’t expect a CEO to do everything on their own; instead they have assistants and experts to do a lot of work for them. This is what makes them look amazing – their ability to pick and choose amazing experts to put on their team and motivate them to get work done.

  • Do More in Less Time – If it takes you two hours a day to go through emails that someone else could deal with, and this is especially true of customer service email, then you should outsource it to someone else. Those two hours might cost you 20 to 30 dollars an hour to pay someone else to do, but it’s costing you potentially hundreds of dollars an hour in new ideas, new products, and whatever it is that you do that you’re an expert in.
  • Duplicate Yourself – Many times you can also outsource work that you do yourself, and if you find the right people you can duplicate yourself and thus serve more clients. For instance, this is true with virtual assistants. Say your expertise lies in setting up shopping cart solutions for clients. As there are only 24 hours in a day, you can hire others who are also good at setting up shopping carts to increase your business.
  • End Repetitive Tasks – Any daily repetitive tasks that you do you can totally eliminate by outsourcing to someone else. This again frees up a lot of time for you to be able to focus on other things that will move your business forward.
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    Build an Empire with an Exit Strategy – By outsourcing to others, you can actually build up a business that depends less on you. This can feel scary to some people, but the truth is, this is a good goal to have in mind because your family will still be cared for if your business can ultimately run without you, or if it is sellable.
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    Expand Your Capabilities – Is there a skill that would add to your business that you do not have? For instance, maybe you’re excellent at technical skills and coding but you’re not that great at marketing or writing. You can find an expert to take care of these aspects so that you can get more clients and get more work.
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    Focus on Your Efficiencies – When you outsource work that is not your expertise, you can focus better on what you do best. If you’re not sure what your expertise area is yet, you will need to discover that so that you can outsource almost everything else and focus on that one thing. For example, public speaking; you can’t outsource that, but you can outsource everything surrounding public speaking so that you can focus on being the best public speaker possible.
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    Grow Your Business – As you find ways to outsource, you can grow your business beyond what it can be with just you working in it. A corporation often has hundreds of employees, but with outsourcing you can look like a big corporation while simply being a sole proprietorship who outsources to experts in any area ripe for growth.
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    Pay As You Go – The great thing about outsourcing is that the cost is flexible. It only goes up when your income goes up and you get more jobs. Therefore, each time you outsource, you will actually increase your income rather than reduce it.

So, if you want to grow and improve your business, you will learn to outsource to experts. It’ll make your business better, it’ll help you earn more money, and it’ll solidify your business to continue to grow without you.

Steps to Create Your Business Mission and Vision


here are different reasons to create a business or mission statement for your business. Sometimes you are creating it to motivate your business partners, yourself, and stakeholders. Other times you create a business mission and vision to help you understand how to better market to and provide value to your audience. You can actually create a business mission and vision that aligns all your functions, hopes, and dreams into one.

Answer Questions to Create Your Business Mission

To create your business mission, answer the following questions:

  • Why do I exist?
  • What do I do?
  • How do I do it?
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    Who do I do it for?
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    What value do I add?
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    What promises do I make?
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    Who has a stake in what I do?
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    What makes my product or service different?
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    What is my main priority?
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    How am I to provide it?

Write Down Your Dream of Your Business

Using the information gathered from the answers to the above questions, write a short statement in 25 words or less that encompasses the end results and how you see your business in five or ten years. This part of the business mission is the vision that you want the world to see.

Put It All Together

Putting your business mission and your business vision together should give you a good idea of where you’ve been and where you’re going. Now, write everything out in about 50 words or less, putting it all together.

Ask Others for Their Opinions on Your Draft

Send your draft to associates, friends, family and others who might be able to give you some good feedback about your business mission and vision. Be open to hearing the feedback so that you can narrow down your business and mission statement to a succinct statement that you can put on paper and frame to put on your wall to motivate you as you work on your business each day.

Perfect It with the Feedback

As you get feedback you can change the word usage, add to it, take away from it and make it clearer as you go along. Remember the point is to make it short, meaningful and succinct. Answer the most pressing questions of what, who, when, where, why and how and don’t forget to make a promise.

Add It to Your Website, Marketing Materials, and Elsewhere

A good business mission and vision is something you are proud to show the world. Put it on your marketing materials. You can write shorter and more succinct versions down to slogan-like statements to help your market recognize what you do at a glance.

Having a mission and vision for your business is as important as having a business plan, and in fact you can use the mission and vision to help create your business plan, marketing efforts and so much more. The process of creating it will answer so many questions and help you relate better to your audience and your business.

Seven Things to Do with Your Hands to Influence Others during a Conversation


he gestures you make with your hands sends a lot of messages to those around you. Sometimes you accidentally send messages that you do not want to send. Learning how to control your body language and what to do with your hands can make a huge difference and help you influence others during any conversation.

According to the International Society for Gesture Studies (ISGS), speakers who gesture more develop more rapport and trust with their audiences. They’re seen as warm and trusting rather than stuffy and dishonest. Take some time to look at YouTube videos of speakers who are considered good. They use their hands to make points and to involve the audience in the conversation. This is true wither it’s a speech or a one-on-one conversation.

  • Shake Hands Properly – Learning the best way to shake hands is a very important aspect of communication with others. When you begin your conversation, usually you start with a handshake and introduction or other pleasantries. If the handshake is weird or awkward, nothing else you say will matter. Shake hands with your right hand, grasping the other person’s hands firmly but not hard. Squeeze and shake their hand up and down a couple of times.
  • Let People See Your Hands – When you cross your arms, or stuff your hands in your pockets you not only look uncomfortable, but people also interpret this as you being closed off. They may not even realize it, but they will see you as less friendly and open. To be more friendly and open, be sure that your hands aren’t hidden.
  • Touch People When Appropriate – Think about how politicians interact with the public. They shake hands, touch people, and kiss babies, right? You should be no different. When the time is right, and not in a creepy way, it’s okay to touch someone’s arm, or pat them on the shoulder or back. Also, some people are huggers. If they are and move in for a hug hello or goodbye, hug them right back.
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    Use Appropriate Hand Motions – Now that your hands are out in the open, you may find yourself feeling as if you have appendages that are in the way. But, using your hands to make hand motions such as pointing at things (regardless of what your mom taught you), and using them to express a story, will make you seem a lot more friendly, open and honest.
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    Avoid Touching Your Face – Not only is touching your face bad for your skin, it also makes you look unsure, nervous, dishonest and even judgmental. People perceive stroking your chin and looking at people as a judgmental expression. Touching your nose or covering your mouth while you speak can be seen as dishonest.
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    Show Your Palms – Do go nuts, but letting someone see your palms when you explain things shows openness and this makes the listener feel as if you are honest as well. In human non-verbal language, showing your palms is a little like showing your belly if you’re a dog.
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    Understand What Hand Gestures Mean – Take some time to research hand gestures so that you can improve your performance when you are at meetings or other events. It’s amazing what very small hand gestures can do for you in terms of your influence on others. http://en.wikipedia.org/wiki/List_of_gestures

Learning how to influence people by simply using your hands may sound like wishful thinking, but the fact is that it works. Learning to be comfortable talking with your hands, showing your respect with your hands, and communicating with your hands will go far in helping you influence others during conversations.

Using Social Media to Promote Videos


romoting videos on social media is a sure-fire way to get more views and find more of your audience. But, when using social media to promote your videos you want to be sure that you do it in such a way as to get more views and more action, rather than bore your followers.

Spruce Up Your Facebook Posts

When you share something on Facebook, you have a lot more control than you may think over the title of the piece and the image. You can learn how to edit the Facebook post so that it's not just the same image or the same title as every other Facebook share. 

Make Your Pinterest Posts Interesting

When you want to promote a video on Pinterest, create a theme pinboard that includes the video you want to promote along with other images, quotes and information you want to share. Creating a themed pinboard will do a lot more for your sharing efforts than just random shares.

Share More than Once on Twitter

There are some people who will say that you should share something every hour on Twitter, although that might be overkill. But, it is true that you should share the same thing more than once on Twitter. Don't do it all in the same way, though. Share three or more times but use different words each time for your link to attract different portions of your audience. 

Use Your Blog

You may not realize it, but your blog is a type of social media too. This is especially true if you open up your blog posts to comments. When you create a new video, you should definitely promote it via your blog by writing a post about the video and then embedding the video into the blog.

As a Comment

If your video is not too promotional but rather a good resource or answer to someone's question on another person's video, social media post, forum, or blog post, then you can post a link to the video with a comment about why this video will help them.

Make It Different

Each time you make a post about your video, make the blurb a little different so that it will not appear to be unthoughtful or hurried. You want to attract your ideal audience to view the videos, and that audience might be slightly different on each social media network. They'll respond to different prompts.

Use Images

Images are more likely to be shared on social media. Pick a good thumbnail for your video and use that to share on social media as an image to go with your video. The image will get the attention of your audience better than any words you can use.

Be Consistent

Never give up promoting your videos. Sometimes, it can seem like everything is so slow going and you're not getting anywhere in more views for your videos. But, when you keep doing a little bit each and every single day, you will break through and see success. 

Using social media to promote your videos is an important way to get the word out about your videos to your audience. In fact, if you want anyone to view your videos, the best way to do so is via social media marketing.

Real-Time Content Marketing Tips


ost of the time, the point of content is to spread brand awareness. However, when it comes to real-time marketing the purpose of content is to build customer loyalty by engaging in a continuous dialog. Thankfully, today this can be done rather easily with the advent of online communication, social media being one of the main real-time centric technologies available to use with real-time marketing.

  • Monitor Industry News - Keep abreast of everything happening in your industry in terms of news events, and how you can relate your business to the news events that are happening. Sell products related to any of the news events of the day; you can use that information to connect to your audience by (for example) creating a meme or info-graphic and sending it out with a specific hashtag to attract those who are reading that news event.  A great service for creating info-graphics is Design Pickle.
  • Monitor Social Media - On any given day there are hundreds if not thousands of comments, questions and stories that appear on social media that you could use to craft content that is sensitive to real-time events. Even if a comment is negative, you can turn it around and make it funny or use the comment as a way to show the facts of your business and industry to the world.
  • Build a Community - One of the fastest ways to build content that incorporates real-time marketing is to build a community of insiders. You can do this easily on Facebook with Facebook groups, or you can start a message board on your own website for your inner circle. If you are listening, your inner circle will let you know what they need and want in terms of new content.
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    Don't Forget Your Audience - Don't get lost in all the information online and forget who your audience is. When you produce any content, including real-time answers to questions, comments, and information gathered, don't forget who your audience is. Have them in mind when you develop the real-time content.
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    Unleash Your Inner Editor - Real-time content cannot take the time to go through your normal editing process. You'll therefore want to put a team on real-time content creation that you trust to understand the essence of your company and your audience so that they really can respond in real-time.
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    Create Compelling Content - Real-time content isn't the time to send out a stale and boring word salad. Instead, this is the time you want to take more effort to creating funny, entertaining, interesting content that speaks to what is happening right now that also keeps your company values and audience in mind.
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    Less Is More - When it comes to real-time content, keeping it short, sweet and simple is often better. Creating a meme, infographic, or other easy to digest information may get more traction than a long word-centric document, especially when you want results fast as possible.
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    Create Real Authentic Content - You want to create good content with the information that you can acquire on social media and by listening in on forums and other areas that your audience hangs out. More is not always better, but good content with an eye toward current events will garner more interest when it's based on real stories and real information.

The important thing to remember when crafting content based on real-time information is to let go of the control reins a little so that the content can get out faster. Then be sure to monitor the real-time activity based on the content you push out. Try different forms of content to see what works best for your audience.

The Ever-Changing Face of Marketing


echnology has been a huge influence on how people have marketed their goods and services ever since people have had goods and services to sell. Whether it was the printing press, the radio, television or the proliferation of trains and cars that made traveling easier, something new has always come along to change how marketing is done. But nothing has ever been as noteworthy as the internet.

Consumers Are Smarter Than Ever

Because of the internet, consumers have a lot of information at the tip of their fingers that they never had before in the history of the world. Now they can look up information about you, and whether it's right or wrong they will learn something about you and your products before buying. It is up to you to make sure the right information is out there for them to find.

Social Media Is Ubiquitous

Before the internet, stores had to host huge events that were quite costly in order to stir up conversation and social interaction. Today, they simply need to start an active Instagram account or Facebook group or page. Everyone uses some form of social media today to gather information and learn about your business and offerings. In fact, more than 80 percent of the US population uses social media.

Your Audience Is Starving for Content

It is important to put content everyplace your audience likes to be. If they like Facebook, you need to be on Facebook. If they like blog posts, you need to supply them with plenty of blog posts. If they like getting information through email, then you need to accommodate them. It can be difficult to keep up at times, but with help you can work smartly and efficiently by re-purposing content as needed.

SEO Is Here to Stay but It is Changing Too

Due to the advent of the net, pulling your audience to your information requires knowledge of search engine optimization. This can include on- and off-page optimization of a website and blog, but also of article titles, social media posts and more. It is all about attracting the right audience to your information.

The Customer of One Is Now an Imperative

Due to the ability to automate and personalize using technology that has been created since the advent of the internet, business owners can make their customers feel special and unique. Even though customers are smart and know a lot of it is automation, they do appreciate it and it shows in purchasing habits.

Inbound Marketing Has Taken Over

Bringing your customers to you is now how marketing works best, as opposed to outbound marketing which was how marketing started. It was posters, magazine ads, commercials - these things all interrupted the consumer to give them the message. Now it is less intrusive and all about bringing them to you with the right information.

E commerce Generates over 1.2 Million Dollars Every 30 Seconds

It seems like eCommerce has been around forever. In reality it has been around in a smaller way since the 60s, but it really came into being as it is today in the 90s when the first book was sold on Amazon in 1995. Nothing has ever been the same since, and it just grows and grows. Online shopping is bringing back grocery delivery even.

Augmented Reality Is Next

What you can look forward to is augmented reality. This will enable people to feel as if they are in a store when they are really online. Movies have depicted ideas of augmented reality, such as the Tom Cruise movie about virtual data called Minority Report in 2002. Now marketers are trying to figure out how they can work augmented reality into the everyday lives of consumers.

It is imperative that you keep up with how marketing is changing in terms of the tools that are used. In many ways, the principles don't change much. You have to find a way to educate your audience, inform them, engage them, and build relationships with them, so that they trust you enough to spend their money on your products or services.

Where to Learn What You Need to Know


hen seeking to become an expert in a niche, it’s important to realize it’s not going to happen overnight. You’re going to have to do your time like everyone else – learning, building, and becoming the expert that you want to become. However, don’t let the daunting hill ahead of you stop you. Before you know it, you’ll be at the top of that hill and you’ll never look back.

Read Books

There are likely books and opinions out there already on your niche. It's important to read and soak in a variety of ideas from those who are already experts. Knowing the prevailing wisdom and how it came to be will help you on your journey to becoming an expert, and will also aid you in forming your own thoughts and opinions.

Get Experience

As you are learning from other experts, you'll want to implement what you've learned. There is no such thing as an expert on a topic who has not tried it or done it. Put into practice the theories you're learning about. Test out some of your own ideas, see what works and what doesn't work. This is the foundation by which you'll become a sought-out expert, because you have proof that you did xyz and it worked or did not work.

Join Mastermind Groups

A mastermind group usually consists of a leader who is an expert in a particular niche. You don't have to join a group that is in your niche; instead join a group that is designed to help you achieve in your own niche. For example, if you need to learn more about public speaking to help promote your ideas, join a public speaking mastermind group. 

Take Courses

Today you don't have to even leave your house to take courses to learn the things you want to know. You can take both accredited and unaccredited courses to become an expert. Courses are offered by even MIT that are not accredited. The important thing is that you learn what you need to learn in a manner that enables you to learn a topic quickly.

Stay Focused

While you're involved with learning it can be easy to be distracted from your mission. Your mission is to become an expert in a particular topic and niche, not to become the best public speaker. So don't get your head turned just because you find learning something exciting - stay the course.

Hire a Coach

For some people, hiring a coach that can help them stay focused on doing what they set out to do can be helpful. The coach doesn't have to be an expert in the area you want expertise in either. Instead they should be an expert in helping people reach their goals, whatever they are. However, it does help if the coach is cognizant of your field a little.


You've heard your mom say it, "Practice makes perfect" and it's true. The more you practice something and gain experience in something, the more likely you are to become an expert. Don't just do it once a week; do whatever it is every day. They say it takes 10,000 hours of studying and doing to become an expert, so don't waste any opportunities.

Don't Give Up

It's important to persevere and not give up. You may become an actual expert before the public accepts you as an expert. This is to be expected, but can be difficult to handle. Just keep going, keep promoting, and keep learning and it will happen. One step forward each day will culminate in gaining what you set out to gain.

As you embark on your rise to expert status, you'll likely find that there are roadblocks impeding your ability to get to the top. But, you can overcome all of them with perseverance and focus on the goals that you have made.

8 Hacks to Demonstrate Respect Without Speaking


ccording to anthropologist Edward T. Hall, up to 60 percent of all human communication is non-verbal. Understanding this fact will help you learn how you can demonstrate respect to others without ever opening your mouth. This is a great skill to learn because the more you listen and the less you speak, the more people respect you and perceive you as intelligent, helpful and creative.

Make Eye Contact

Eye contact is really tricky. You want to make eye contact but you don’t want to stare crazily at people and make them feel uncomfortable. They say that the eyes are the windows to the soul and it is true that you can tell a lot about a person by looking them in the eye.

In a group situation, always make eye contact with the person speaking, and then generously spread around the eye contact as people respond to the speaker. When listening, it’s good to break eye contact every four to six seconds so that the person doesn’t feel creeped out by your gaze.

In a one-on-one situation, if someone is talking a long time you can look at their mouth part of the time and they’ll feel more comfortable. Try looking at their mouth, each eye, their hair, and moving your gaze around but focus mostly on listening to what they are saying.

Learn to Shake Hands Properly

When you first meet someone, usually people shake hands. Some people get really carried away and shake too hard. Some larger men have even been known to draw blood when shaking a woman’s hand when she’s wearing rings. Some people, often women, tend to shake hands too lightly with a very limp wrist. This can feel kind of like shaking hands with a wet noodle and is very unappealing.

Both ways of hand shaking can make the person look less than confident. One is over-compensating and one is downplaying their importance. Both have bad reactions from others and neither should be continued. Both men and women should shake hands in essentially the same way.

To shake hands properly, look the person in the eye, put out your right hand, grasp the offered hand firmly but don’t squeeze hard. Pump your hand up and down three or four times and that’s it. Mind whose hand you’re shaking, too. If it’s an elderly person or a small person, don’t squeeze as hard. When appropriate it’s okay to do the double handshake where you enclose their hand in yours with both hands.

Keep Your Body Posture Open

Sometimes it can be hard to know what to do when you’re standing there without a podium or anything to protect you. Your arms feel heavy and you do the worst thing ever - you put your hands in your pockets or you cross your arms, thus hiding your hands. Try to stand with an open posture with your hands to your side so that you can use them freely for gesturing.
Showing your palms to others is akin to a dog showing his belly to show submissiveness. It’s a sign of respect and when you show respect to others you’ll get respect in return.

Do What You Say You’ll Do

No talking needed to follow up and do what people expect you to do. Doing what you told people you’ll do is one of the most important things you can do to show your respect for people. What’s great about this is that it really doesn’t require anything extra out of you, just sticking to your promises. Remember to always under promise and over deliver and you’ll always manage to accomplish this.

Lean in to Show Interest

When someone is talking, instead of leaning away and doing something else like checking a text message, get rid of the technology, lean in and truly listen to what the person is saying. Listen with your ears, your eyes and your body language by leaning toward the speaker a little.

Smile Comfortably

Always smile at people when you greet them and when they are talking as you’re listening - unless, of course, they’re talking about something sad or horrible. Be sensible in your smiling so you don’t look crazy. You don’t have to smile in a huge way; just turn the corners of your lips up a bit and put a smile in your eyes as you listen.

Face People Who Are Speaking to You

When someone is speaking, it’s important that you face them as they speak. Turning your back, looking around, looking at electronics, and doing something other than facing the speaker will look disrespectful.

Acknowledge “Comfort Zones”

People have different comfort zones for personal space, but in general it’s about 30 inches. Keep that in mind when you’re standing in a group, leaning in, or you're conversing with people. Staying in their space too long will make the person uncomfortable and feel disrespected.

Keep in mind that these suggestions assume American, Canadian or Western ideas of respect. If you are dealing with other cultures, be sure to look into what different gestures mean by simply typing in the name of the country, and “gestures” to a search engine. Don’t underestimate the power that these suggestions will have on your interactions with others.

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