This is from a write-up by Deborah Corn from Print Media Centre. The topic of this particular presenter, German Sacristan, is about  how we sell our products. But I liked this video so much I wanted to share it.

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Not the best interviewing technique for your new sales role.

No, I’m not suggesting you should stick applicants under a barbell stacked with a bunch of weight. The NFL also administers a cognitive ability test called the Wonderlic Personnel Test. The Wonderlic is administered to test the basic intelligence of players who want to be drafted in the NFL. And while it may seem dumb to test the smarts of gigantic men who intend to clobber each other every Sunday in the fall, it turns out that the research completely validates this aspect of the NFL hiring process.

Research shows that raw cognitive ability is one of the most valid predictors of job performance available (reference). Intelligence has been shown to predict job performance better than an interview and reference checks. And it’s way better than training and years of education, the last of which only ranks better than handwriting analysis and flipping a coin. After seeing the results of their study, one group of researchers concluded that cognitive ability testing should be used, “…as a basis for hiring for all jobs. Failure to do so leaves money on the table.” (reference)  It’s even been shown that when hiring even from a pool of highly-intelligent candidates – think of doctors, rocket scientists, etc. – cognitive ability tests are still good predictors of relative success (reference).

The list below ranks hiring selection methods from best to worst based upon the scientific data.

1. Work Sample – actual examples of the candidates ability to perform the job tasks in the real world.  Think of an artist’s portfolio.
2. Cognitive Ability Test
3. Structured Interview – the key word here is structured. There are many resources online that give good guidance on how to structure an interview in order to identify the best candidates.
4. Job Knowledge Test
5. Assessment Center Evaluation – an assessment center is a a group of job-specific simulations, typically graded by trained professionals.
6. Biographical Data – a candidate’s background, etc.
7. Personality Assessments
8. Reference Checks
9. Training and Experience
10. Years of Education
11. Graphology (handwriting analysis)
12. Flip of a Coin

Why do you think that so many hiring managers use ineffective selection methods? What methods do you use when selecting from a pool of candidates? Do you think your company will consider a cognitive ability test when hiring in the future?

photo credit: gb_packards via photopin cc

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The QR codes shown on the right were printed in newspaper ads and low quality periodicals, produced on newsprint. The colors did not register and therefore made the QR codes unreadable. These codes were supposed to be printed as black and white, so how could this simple black and white code get turned into something that nobody can scan?

The simplest black and white QR codes you download are likely an RGB image containing color information. Even though the image is black, it is created with red, green and blue values. When printed, these RGB images get converted to CMYK, the four inks used to print color images. That creates an image that contains black as well as the other three colors. Removing the unnecessary color information is one way to prevent problems with misregistration similar to the photos at the right.

That doesn’t mean that you can’t print your QR code in color. It just means that if you do you should make certain that the printing process you are using produces sharp, clean images or produce your QR image large enough that any misregistration will not cause the QR code to be difficult to read. You should be aware of the limitations of your printing process and make adjustments to accommodate the process that is being used.

So if you have any concern about the readability of your black and white QR code or Microsoft Tag just eliminate the problem altogether and remove the color from your QR code image file. Our standard practice is to remove the color information as soon as we download the QR code we have created. The bottom example shows what a properly reproduced QR code should look like.

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Midland, MI   May 21, 2012 – Mid-Michigan businesses Great Lakes Printing Associates, Great Lakes Mobile Marketing, and Oxhard Marketing Technologies are pleased to announce the merger of their respective product portfolios and operations into a new firm called Innomarq Marketing Technologies.  The combined entity will provide small and medium-sized businesses in the Midland, Bay City, Saginaw, and Mount Pleasant areas with integrated, high-tech marketing products and services, such as NEXPRINT™ Advanced Printing, web development, online advertising, mobile marketing, and NEXFONE™ Call Tracking Numbers.

Amanda Dornbos, owner of Great Lakes Mobile Marketing, will be President and Chief Technology Officer for Innomarq.  Steve Dornbos, owner of Great Lakes Printing Associates, will assume the role of Chief Operations Officer for the new company.  Donald Love, owner of Oxhard Marketing Technologies, will serve as Marketing Director for Innomarq.

The union of these companies has resulted in a complete marketing resource for small and medium-sized businesses in the Great Lakes Bay Region.  ”Having a diverse toolbox is critical for giving our customers the best results,” said Amanda Dornbos, referring to the combined product portfolio of Innomarq.  ”We’re not tied to any one marketing technique or technology.  If web advertising or search engine optimization is the right answer for our customers, great.  If direct mail is the best way to grow their business, we can help them with that, too.  Our focus is helping our customers grow, not pushing one particular product.”

The combined business will be located in Midland, MI.

About Innomarq

Innomarq makes marketing technology work for small businesses.  Based in Midland, MI, Innomarq offers a range of marketing products and services to their clients, including NEXPRINT™ Advanced Printing, mobile and traditional web development, social media management, email marketing, and NEXFONE™ Call Tracking Numbers.  Innomarq is a member of the Mid-Michigan Innovation Center, the Midland Chamber of Commerce, the Freeland Chamber of Commerce, and the Mount Pleasant Chamber of Commerce.  More information about Innomarq can be found at http://innomarq.com.  Further inquiries can be made to Amanda Dornbos at 989.244.4105 or via the contact page at http://innomarq.com/contact.

™ Trademark of Innomarq LLC

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My plan is to give my top five list here, and then expand upon each book in a future post.  Don’t wait for the detailed reviews, though.  You’re going to want to read these books as soon as you can.

#5  Selling the Invisible – by Harry Beckwith

This book is so darned good, I can’t believe it’s only #5 on my list.  This is an absolute MUST READ if your business is selling services.  As the first line in the preface says, “You can’t see them.  So how can you sell them?”  This book contains several super-valuable insights into customer wants and needs in the service world.  Even if you don’t provide services, this book still has lots of good stuff.  It’s available at Amazon for $0.01 used right now.  You can’t afford to not get this book.

#4  Social Media 101: Tactics and Tips to Develop Your Business Online – by Chris Brogan

One of my themes with marketing is commitment.  And there’s no bigger commitment in marketing than making the decision to take the social media plunge.  In the book, Brogan details not only the depth of the commitment it takes to make social media work for your business, but also the great rewards you can reap.  I recommend this book highly.  Pick it up at Amazon.

#3  Your Marketing Sucks! – by Mark Stevens

In this fantastic book, Mark Stevens cuts through myths and half-truths about marketing to get to the bottom line… marketing programs are only good if you can prove that they add value to your company.  Stevens is long on straight talk and good ideas, and short on assumed truths.  This is another book that’s available used for a penny at Amazon.

#2 Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling – by Michael Port

Ok, if you’re a right-brained type, this is absolutely, positively, 100% the book for you.  Port is part motivational speaker and part business and marketing guru.  The title is spot-on.  This book is really aimed at those of you who hate marketing and selling, and Port’s system is a solid way to remove the pain from that portion of your business.  Here’s the Amazon link.

#1  Duct Tape Marketing – by Jon Jantsch

In a way, my top marketing book for small businesses isn’t all that different than #2.  In fact, Jantsch’s Duct Tape Marketing is, in many ways, the left-brain equivalent of Port’s Book Yourself Solid.  To the point, and ultimately useful, this book is like duct tape… the one tool you should have in your toolbox if you can only have one.  Get it at Amazon.

So, what are your favorite books?  What should I be adding to my reading list, and why?

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