The Work/Life Balancing Act

The new reality: Male caregivers for aging parents

As the nation celebrated Father's Day, I wanted to write a twist on the articles we read all the time about more men taking bigger roles in the lives of their children. Yes, men are struggling with work life balance and work and family conflict. However, I saw a trend in men taking care of their aging parents. Although I focused my column today on men taking their dads, plenty of men are caregivers for their mom, too. Expect to see more men needing accommodations at work to pull off this balancing act. 

 

 

Flexible work schedules help men who care for parents

John Shoendorf, a CPA, takes a walk with his dad, Harold, along the dock behind Harold's apartment in Coral Gables on June 10, 2013. PATRICK FARRELL / MIAMI HERALD STAFF

By Cindy Krischer Goodman

Juan Erman Gonzalez was showing his clothing patterns to a customer when his cellphone buzzed. It was his mother telling him that his father had another fender bender. Gonzalez excused himself to his agitated client and zipped off to persuade dad to give up driving.

That was three years ago.

Today, Gonzalez ‘s dad, 85, resides in an assisted-living facility. The younger Gonzalez and his brother, Guillermo, deliver him special meals, spends a few hours by his side and mows the lawn of the home Dad refuses to sell. Just when he thinks the care arrangements are working smoothly, something will change and require his attention.

Gonzalez says he’s lucky; as a freelance clothing pattern designer, he’s usually able to fit work around his caregiving schedule. “Sometimes I am able to work a complete week, sometimes not.”

Gonzalez is among an increasing number of men caring for aging parents — especially fathers — and experiencing the work/life conflicts this new dynamic brings. While men are less likely to help Dad in the shower or to get dressed, they are stepping in to hire and fire doctors, drive Pop to the grocery store and manage finances. “They are doing things they never expected to do for their dads,” says Gary Barg, CEO and editor in chief of Caregiver Media Group.

Because more male caregivers work full time, many report that overseeing Dad’s care has required they modify their work schedules, leave early, take time off or turn down overtime. According to a study published in 2009 by the National Alliance for Caregiving in collaboration with the AARP, one out of three caregivers — about 14.5 million — are men. “I think it’s clear that the demands on men as well as women are going to increase in terms of family care,” Barg said.

John Schoendorf, a Miami forensic accountant and only child whose mother died at 40, has been transitioning into the caregiver role for the past two years, and has become closer with his dad. “My father has comfortably brought me into the loop of his financial and medical world.”

Still, Shoendorf has had to change his late-night working habits and rearrange his work hours to go with his 86-year-old father, Harold, on doctors’ appointments. “I have had to remember family is more important than work. That’s harder to do sometimes than others.”

While male caregivers like Schoendorf deal with the same issues as their female counterparts, they also face distinctive challenges. They are more likely to use paid assistance for their loved ones’ personal care. They tend to travel farther or spend more time organizing care from a distance, and they are more hesitant to let a boss or co-worker know about their role as a caregiver, according to the AARP. In fact, men feel challenged by the perception that their need for time off or flexibility to care for Dad will be seen as a lack of commitment to their job.

“We try to get male caregivers to understand they have taken on a new job role,” Barg says. “They have become CEO of Caring for my Loved One Inc. and that takes a time commitment.”

Sons often find their new role is an emotional and logistical roller coaster. Carlos Ramirez, a Miami healthcare consultant, has been caring for his 80-year-old father since his sister recently died from breast cancer. His father, who suffers from diabetes, now relies on Ramirez to make medical decisions that recently included the amputation of a toe. “On a typical week, I’ll make him appointments, go with him on appointments and follow up with doctors.”

Ramirez often needs to exercise the flexibility his career as a consultant provides. “Some specialists only see patients certain days of the week or do procedures certain days.” He finds himself in an ongoing tussle over how much of his father’s care he can personally take on.

Experts say getting ahead of an aging father’s needs makes the balancing act easier — but often doesn’t happen. Men are more likely to ignore the mental or physical decline and believe a father who says he’s fine — until it reaches a crisis, says Amy Seigel, director of Advocare Care Management in South Florida. “When a father says he’s fine, a son goes back to his childhood and he is still that guy’s son.”

Seigel, who runs a geriatric care management company, often gets the call from a concerned son miles away from Dad when a situation spirals out of control. “They are panicked because they are at work and having trouble managing the medical and emotion needs of a parent who lives in another city or state.”

Recently, she heard from a New York surgeon who called in between operations. He had called to check on his dad in a hospital in South Florida but was disconnected several times. “I can’t keep leaving my job and getting on a plane because Dad fell in Florida,” he exasperatedly told Seigel.

Such struggles are what led Seigel to launch her South Florida business. “We become the eyes and ears for these adult children who need help with overseeing the medical, physical and mental health needs of a parent.”

Whether from a distance or nearby, Seigel says managing the care of an aging parent is an emotional period for adult children when roles change. “It’s a chance to mend any differences and build a bond. It can be a nice, rewarding experience.”

Gonzalez and his father have had a strained relationship for many years. But now, as he spends time with Dad and shares caretaking with his brother, he sees himself as a role model for his children, 26 and 19. “It’s important for me to show my children there’s respect for the elderly. Even though I have worked out a system of professional care, it doesn’t mean I drop my father off and abandon him. I’m showing my kids that you be there for family.”

Even with busy work schedules, caregivers can be there for a parent by calling at the same time every day, says Steven Huberman, dean of the Touro College Graduate School of Social Work. Huberman also advises reluctant male caregivers to use personal days, ask for flexibility and inquire about elder care benefits, particular if they become aware of their father’s deteriorating condition. “It may seem like a burden, but I recommend they savor the moment.”

 

Working fathers deserve some attention

I love this time of year. My inbox is flooded with emails about surveys, research and gift ideas for fathers. I think my favorite part of the inundation is knowing that at least once a year, working fathers issues are getting attention.

For example, one email I received addressed offered me the opportunity to interview Paternity Leave pioneer, Dr. Jerry Cammarata, Dean of Student Affairs at Touro College of Osteopathic Medicine in Harlem, who filed and won the first-ever Paternity Leave lawsuit against the NYC Board of Education in 1983.  Cammarata believes the Family Medical Leave Act must immediately be amended to allow every father in all 50 states to be  encouraged to take advantage of paternity leave. 

Another email wants to make me aware of new research on fathers. A University of Missouri researcher has found that fathers and mothers are happier when they share household and child-rearing responsibilities. Along those lines, there's an article link that made its way into my inbox. The article by the Associated Press is titled: The new dads: Diaper duty's just the start.  It says more men are doing more around the house, from packing school lunches and doing laundry to getting up in the middle of the night with a screaming infant.

Let's not forget to give divorced dads some attention. Huffington Post blogger Vicki Larson writes her viewpoint in this post:  Why Is No One Paying Attention To Divorced Dads?

An then there's, Break Media's  New Face of Fatherhood. An info-graphic that breaks down the results of a survey on dads. Key insights:  33 percent of Dads want to spend more time with their kids this Father’s Day.

And, if you're shopping for Father's Day, this link is sure to be a winner: 10 Worst Father's Day Gifts and What to Do Instead 

 

To all the hard working dads out there, Happy Father's Day!

 

 

Is outsourcing the key to work life balance?

A few weeks ago, I wrote about how a spouse can make or break your efforts to achieve work life balance. Marlo Struve emailed me to let me know what I wrote had hit home for her. She and her boyfriend have begun to find more ways to support each other. They also have found another key component to making their balancing act work.

Today, Marlo Struve is my guest blogger and she shares her secret for making that happen. 

 

My boyfriend and I recently moved in together and although I thought it would bring us closer together, we became passing ships in the night.  We both lead incredibly busy lives working at high profile startups. He’s a co-founder of a start up while I manage multiple projects at a different start up. So, how do we make time for each other while hundreds of emails are hitting our inbox?  

We’ve started outsourcing our lives.

A lot of women cite ‘outsourcing’ as a way to keep balance with a job, children, and their spouse. I believe this thinking can be applied to anyone who needs to make room for things that really matter. For example, my boyfriend and I order all of our groceries from an online delivery service, Instacart. We have all of our household goods and toiletries shipped home through Amazon.  I’m even looking for a company who will send me clothing on a monthly basis so I don’t have to shop.  All of this is in an effort to make my life easier so I can LIVE it as opposed to keep up with it.

Six months ago, my boyfriend also decided to try Homejoy to clean our apartment. Homejoy allows clients to book a professional cleaner online in seconds for $20 an hour. My boyfriend booked online and sent me the reminder email with the picture of our cleaner so I knew who to expect.  I absolutely loved the service and decided to book regular appointments.  The exciting thing was Homejoy was hiring and a month later I joined the team. The founders, the brother and sister team of Aaron and Adora Cheung, were searching for a cheap and reliable cleaning service and couldn’t find one without spending several hours on the phone. Their response was to create Homejoy.

Now, I work there and I continue to use the service. The best part is that because my boyfriend and I spend less time cleaning, we have more time for date night. Outsourcing has given me the freedom to use my time the way I want to spend it -- instead of scrubbing the kitchen sink!

 

 Homejoy founders Aaron and Adora Cheung

 

The Secret to a More Productive Summer

 

These last few weeks, work life balance has been elusive. I've been crazed with the wind down of the school year and the multitude of awards ceremonies, graduation parties and performances.   Now here comes summer, a chance to break from routine and put a little more fun into my life. I'm looking forward to it!   I'm also looking forward to using the slow season to my advantage and making my summer productive. I bet you are too. If all of us are strategic, we can emerge from summer more relaxed, fulfilled, and well positioned for career success.   Here are a few ways to go about it:   1. Scope out the competition. Summer presents an ideal opportunity to study your competitors and find out what they're doing right. Research what marketing materials they are using and how they are embracing social networks. Seek opinions from customers and figure out what you might want to replicate. or improve upon.    2. Brainstorm. It can be challenging to think big picture when you're shuttling kids to school, helping with homework or working on a giant office project. As clients and co-workers take their vacations, use the slow time to come up with new ideas, campaigns, or approaches to doing business or solving problems. Make it fun. Take a walk at lunch or eat on a bench and come up with new ways to be better at what you do.   3. Get out of the office. Take advantage of somewhat lighter summer schedules and extend an invitation to a someone in your industry you've wanted to get to know. Busy people are more likely to say yes during summer. It's also a good time to go to networking events, conferences or host an office barbecue.   4. Assess. You probably set goals or made resolutions in January. Review them and figure out whether you're on pace to meet them by the end of the year. If you find yourself falling short, either adjust your expectations or figure out what changes to make. You may even want to set new goals to hit by year end.   5. Learn a new skill. Have you wanted to learn how to use Twitter or Pinterest? Do you want to get a better understanding of business terms or learn how to make flan? How-to Webinars, tutorials and online courses abound on the Internet. Set aside a block of time each week for learning.   6. Refresh Websites and Social Media Profiles. Having your online information as current as possible will help you in business. People often look for you online before they call you. Update your profile information in the "about" sections of social networks and create a Wikipedia page for yourself.   7. Go somewhere. Getting away gives you perspective. A week vacation is ideal but not everyone can take time off. Look at how you can rearrange your schedule to zip somewhere for a long weekend or overnight trip. Even if you don't travel far, a shift in scenery can make you feel far away and help you head into Fall feeling refreshed.     Have a fun and productive summer!

College grads: Using free time in your 20s to make it pay off in your 40s

These last few weeks, work life balance has been elusive. I've been crazed with the wind down of the school year and ducking from editors who might want more from me. I long for the days when I was in my early 20s and had the time to more easily invest in my career. 

So, if I was a college graduate, how would I spend my free time? I tackled that question in my Miami Herald column today.

 

Advice to graduates: Combine networking with true passions

 Andrew Lucas / MCT

By Cindy Krischer Goodman

balancegal@gmail.com

In the boardroom of large public companies, where few women sit at the table, there’s a dysfunctional dynamic going on. The female directors say they are left out of strategic decision-making because those conversations often happen on the golf course and they don’t play golf.

After learning about this in the Harvard Business Review, I brought it up with a female CEO who wishes she had mastered golf and said she would advise new college graduates to learn the sport. I wonder though, will professional networking and back-door decision-making in the future even be done on the greens? Or will it be done some other place entirely that requires a different skill?

With work/life balance an increasing concern, how should today’s college graduates optimize their free time now to build the right networks, learn the right skills and lay the foundation to become successful leaders in the future?

Advice from high-level professionals varies greatly, and there’s acknowledgement that today’s formula might not be the recipe for tomorrow.

Most of today’s board members and CEOs began their careers when email and social networks didn’t exist. This 2013 crop of college graduates, an estimated 1.8 million people, enters the workforce with highly developed digital skills, multitasking abilities and an expectation of work/life balance. And, even with the hiring outlook still bleak, many prioritize the nature of the work over compensation when considering a job, according to the National Association of Colleges and Employers.

One South Florida professional advises college graduates to master multiple languages and leave the country rather than spend that time learning to golf.

“Your 20s is the ideal time to raise your hand to take on a project in Portugal or enroll in a business program in Spain,” says Bonnie Crabtree, senior client partner and office managing director of Korn/Ferry International’s Miami office. Contacts in other parts of the world and a different perspective can become valuable in your later career, she says.

Crabtree says her firm recently researched the backgrounds of board members at the nation’s top public companies. “International experience really shows up in statistics.”

Sometimes knowing what you want to accomplish can shape your early career strategy. J. Preston Jones, interim dean of the H. Wayne Huizenga School of Business and Entrepreneurship at Nova Southeastern University, often networks on the golf course, playing alongside university presidents, community leaders and fundraisers. He advises graduates to identify the ultimate job they want and study where and how those who now hold those positions built strategic relationships.

“If the decision makers are playing golf or fishing or climbing the Himalayas, those are activities you should consider adding to your repertoire of things you become passionate about.” Doing activities you enjoy, outside the workplace with other professionals makes business fun, he says. “You are not only bonding but welding relationships.”

Using your 20s to position yourself as a leader can also pay off. Community, charity and political organizations are the lunch clubs and golf courses of tomorrow. Getting involved in Make A Wish, the Cuban American Bar Association or the University of Florida alumni group can put a college graduate or new associate in front of judges, senior vice presidents and business owners.

You can’t just be a member. You have to chair a committee or run events. You want others to see you as a leader,” says Jill Granat, senior vice president/general counsel of Burger King Corp. and president of the Burger King McLamore Foundation. But she cautions that you need to choose an organization you are passionate about or you will come off as superficial. “Don’t do something you don’t like.”

Granat also advises positioning yourself as a leader inside your company, too, by showing you are flexible and seizing opportunities. “You need to be willing to make your mark where the company needs you. You might want to do X, but if you are willing to do Y, you will get a foot in the door.”

Of course, today’s college graduates feel more comfortable than prior generations building connections online. Building and maintaining social networks are worth the time investment. But that is only one step of the process, says Mary Leslie Smith, a partner in the Miami office of Foley & Lardner and the newly installed president of the Dade County Bar Association. Be bold and invite people to enjoy experiences with you, she says.

“I just went with a client to a Madonna concert and now we have that experience that we enjoyed together. You can’t get that by connecting on Linked In,” Smith explains, adding that building a vibrant network in your early career includes forging relationships at all levels. “Ten years from now that associate next may be a general counsel who becomes a client. The more friendships, the more relationships you build, the better.”

Smith also believes one of the best time investments a young professional can make is financial education, particularly for those without business degrees. “Learn to read a financial statement, the key terms in the stock market, how to read a prospectus. It will pay off for you.”

It may seem overwhelming, but start now building a community invested in your success — mentors, sponsors or supporters. Jennifer Moline, senior vice president of finance and accounting at Terremark Worldwide, says it takes courage and a time investment to ask for advice and listen well, which becomes increasingly challenging later in your career. She suggests making a list of everyone you know and ask them to introduce you to successful people who have careers that you are interested in. An introduction by someone who knows you is most effective. “Don’t ask for a job, ask for advice.” Throughout your career, keep your network of supporters informed of your progress, which can be done on social networks, she says.

With this advice in mind, I wanted to dig deeper with Boris Groysberg, a Harvard Business School professor and author of the HBR article on women in the boardroom. Groysberg said while golf has proved key in board culture today, even he is not convinced it will pay off when college graduates are leaders.

“Having cutting edge skills is what’s going to be most important,” he said. To get those skills, he advises young people to scout for companies that will develop them by moving them around within the organization. In addition, he advises them to determine their strengths and then cultivate them. Though the likelihood of reaching the top is small, he says, that’s not necessarily a bad thing. “If you combine what you’re passionate about with your strengths, it can be a satisfying journey.”

 

 

 

 

More women are breadwinners. Now what?

There's been lots of hoopla over the last week about the increase of working mothers who bring home a fatter paycheck than their husband. It started when Pew Research Center released findings that mothers are now the sole or primary provider in 40% of households with children, up from just 11% in 1960.

That's a big shift in household dynamics!

What exactly does that mean? More women are out-earning their husbands but has that really changed anything at home or at work? I think it means that most of us are struggling even harder to find sanity in our lives, to balance our personal and professional commitments and stay sane.  That work life balance struggle can put a giant strain on our home lives -- if we let it.

Pew found the public is conflicted about whether this increase in female breadwinners is a good thing, applauding the economic benefits, but also voicing concerns about the impact on children and marriage. 

However, it has become more expected for married women to join the work force. The employment rate of married mothers with children has increased from 37% in 1968 to 65% in 2011. Yes, most mothers today work. 

The thing is as a nation, we're not so sure this is a good thing. About three-quarters of adults (74%) say the increasing number of women working for pay has made it harder for parents to raise children, and half say that it has made it harder for marriages to be successful. Couples in which the wife earns more report less satisfaction with their marriage and higher rates of divorce. 

At the same time, two-thirds say it has made it easier for families to earn enough money to live comfortably. 

Here's where the problem lies: If moms are making an increasing contributions to the family income, men must make increasing contributions to the family sanity -- that means pitching in at home with the kids. Most men get this. But not all men, and certainly not all bosses. The researchers found that when women earn more, they also tend to do more work around the house. How long can this continue?

What's the next step for our nation's families? Will the roles at home change? Will workplaces become more accommodating? Will we see the trend reverse? Let's hear your thoughts!

Should women learn golf?

I assumed that business professionals are so busy doing their jobs and maybe also raising families that they just don't have the time to play golf. I  assumed golf had lost its importance in business.

I was wrong!

I just read an article in the Harvard Business Review that  caught me off guard. I know it's been hard for women to break into the boardrooms of U.S. public companies. The statistics are disgusting: only 16.6 percent of Fortune 500 board seats were held by women in 2012. 

But, I never really thought about what it's like for the women who do land a seat. Apparently, for those women, an inability to play golf is a giant handicap.

The HBR article said the women directors report that they are told by the men: "If you don't want to be excluded from some of the things we do, you're going to need to learn how to golf and start golfing with us." Other women reported that the male colleagues made a lot of important decisions together on the golf course-- preempting the opportunity to discuss them at formal meetings.

I thought this comment in the article by a female director was insightful: "Golf was amazingly helpful to my career. I would be the only woman on a men's golf trip. It built great camaraderie and relationships -- and respect. It put me on the same playing field as everyone else."

So what's the reality here? Do women need to play golf to get ahead? Is it a skill that remains important for all up and comers?

Before kids, my husband and I would hit golf balls and I even took a golf clinic. The sport didn't come easy to me but if I spent a lot of time at it, I think I could become good enough to hold my own out there.

Still, mastering golf takes lessons and practice -- and lots and lots of time. Between weekends at kids soccer games and dance performances, who has time to master a hole in one? The way I see it, for a woman to get out there and play with men, they need to play well, extremely well. Good golfers get competitive on a golf course. They don't want any player on their team holding them back. They have slightly more patience if that awful golfer is a man. 

Personally, I don't have the desire to devote tons of my free time to golf. But I think I can survive in my profession, even excel in it, without playing golf.  The question is, can you?  My guess is that golf we be less as critical to business success in the next decade when today's moms and dads are in higher level positions. What are your thoughts? Would playing golf well give you an advantage in your career?

 

 

 

 

 

 

Summer is here! Finding a gym that works with your life

Raise your hand if you are you dreading summer swimsuit season and wishing you had made more time in your schedule for working out? Ugh, my hand is up! Lured by "special deals" I now belong to two gyms and rarely go to either one. Whenever my work life balance gets thrown off kilter, exercise is the first to go.

Brett Graff, author of The Home Economist, knows all about squeezing exercise into a busy day. Brett is a mother of two, a former US government economist who today writes about how economic forces affect real people. Her column - The Home Economist - runs in newspapers nationwide. Brett  provides great advice for saving  money and finding a gym that works with your life. If you're thinking of joining a gym to get into swimsuit shape fast before you head off on summer vacation, here are Brett's suggestions for what to ask:

1) Do you have to pay extra for classes? It’s hard enough putting on spandex and looking at yourself in the mirror for an hour. But force us to pay an extra $25 for the privilege and suddenly, breakfast sounds like a better idea. Make sure yoga or spinning or whatever is included.

2) What’s the number of members? Many gyms set no membership limits. It might not be crowded when you visit, but be packed during peak hours or after a membership drive. The most honest answer comes from yourself after you make a surprise visit at the time you plan to work out.

3) What are the hours of operation? Because you can’t burn calories if you get there when the place is closed.

4) What’s the cooling off or trial period? Because even if it costs a little more each month, if you’re not enjoying the membership or using it as much as you planned, you will have saved yourself years of payments.

5) When does the special introductory rate end? Make sure you know exactly when the discounted stops and the amount of the price hike taking it’s place.

6) Can I take the contract home? If someone’s pressuring you to sign on the spot, you may wonder why.

 

According to Statisticbrain.com people spend an average of $55 a month on gym memberships. The average amount of gym membership money that goes to waste is $39 a month. Are you participating in that ugly trend?

If you really want to work out and think you might not stick with it, look for gyms that offer pay-as-you-go memberships or short-term passes. Of course, a walk around the block is a cheap way to get started and can fit into almost anyone's schedule. As Nike says, just do it!

Get noticed while you sleep: fitting self promotion into your work life balance

Shameless Self Promotion is easier than you think

(Share Ross, who toured with the Rock Bank Vixen, now creates videos for dozens of small business owners and teaches them how to do it for themselves)

 

Not long ago, I was attending a conference when the speaker talked about all the ways she was creating buzz about her personal brand while she was sleeping or playing with her kids. It got my attention because as a harried working mom, I'm willing to buy into self promotion but I don't have tons of time to spend doing it.

Today, efficient self-promotion is a critical component of success in any career.

“You need to be top of mind,” says Michelle Villalobos, a Miami personal branding expert and founder of the Women’s Success Summit. “If you’re not shamelessly self-promoting, there are plenty of others who are.”

By now, most of us realize we need to create and market our personal brand to be a rock star in our fields, whether we work for an employer or ourselves. Our success depends not just on our individual capabilities but also on our network’s ability to magnify them.

With the venues for self-promotion exploding, the challenge becomes fitting it effectively into our work/life balance. In addressing a few hundred business owners at the recent Women’s Success Summit in Miami, experts shared their secrets for how to build a network that does your bragging for you. It’s time-consuming to promote yourself using every platform available. Experts advise choosing one and using it well.

•  Make a video. Share Ross, a bassist who played with the ’80s all-female rock band, Vixen, strongly advocates using video. After touring with Vixen, Ross began making videos for musical acts. Now she creates videos for dozens of small business owners and teaches them how to do it for themselves through her Video Rock Star University.

“Video is a way to make an emotional connection. Doing it right is not about selling, it’s about tapping into that connection,” she advises. Because YouTube is the second-highest used search engine, ignoring it as an outlet to raise your profile is foolish, she says. A good video doesn’t have to be complicated or awkward, she says. Start out on camera by raising a question and answering it in a way that positions you as an expert, she says.

Making a video doesn’t have to take long, and it can be done at night using a smartphone camera, after the kids are asleep.

•  Publish a book. Dawnna St. Louis, a South Florida motivational speaker on women’s empowerment, says to build a business, you need to build your credibility. Publishing a book will help. “It puts you in position of being an authority long after do the work of writing it,” she explains.

She published her first book, YOLO — Standing on the Ledge of Life and Leaping Towards Your Future, launched without any shameless self-promotion, and she sold only 2,000 copies. The next time around she took a different approach. “Create the demand first,” she says. In her case, she reached out to corporate clients, who pre-ordered the book before its release. That book, Audacious Acts of Successful Women, which encourages women to step out of their comfort zone to become more successful, has sold more than 22,000 copies. And she’s still receiving orders.

She believes almost anyone can position themselves as a expert with a book by identifying a problem and writing about how to fix it. To publish a book efficiently, she advises outsourcing pieces of the process by hiring a copy editor, ghost writer or cover artist. She suggests tackling one chapter a day, setting aside an hour a day for writing.

•  Work the media. Eli Davidson, a business coach and author of Funky to Fabulous, says it is possible to leverage the media to promote yourself; to start, find a “diamond” niche. She recently coached a client who was a nutritionist and suggested he refocus to become an expert on nutrition for newly diagnosed diabetics.

Urgency is a big part of finding a good niche, she says. “He doubled his rate and filled his practice. People can die from diabetes. It’s urgent.” If you have a niche that’s solving a problem, it’s easier to get media attention, she says. For example, the nutritionist since has published articles in diabetic magazines and cooking publications. “When you’re in the media, it never goes away.”

•  Start a blog. If you want your network to keep you top of mind, a blog can do that. If it has the right key words, it can send new customers your way when they search for topics.

A blog is a great “home base” and you can set one up in about 15 minutes, says Jay Berkowitz, author of The Ten Golden Rules of Online Marketing . “Blogs are the simplest websites that you can manage and update without a webmaster.” He suggests blogging to answer questions you get asked by customers, clients or co-workers.

Of course, blogging can be time consuming. However, there are people who will take on the task for you. Lisa Sparks, owner of Verity Content in Miami, launched a business that develops content for others. Sparks suggests quality over quantity and says blog posts can be leveraged further by getting them into article directories such as ezinearticles.com.

•  Become searchable. Take the time to find out how people are searching for the products or services you offer, says Todd Paton of Paton Internet Marketing in Miami. He suggests using Google Keyword Tool to identify popular keywords, then using them on your website. Or you could buy the domain name where potential customers would most likely land.

Villalobos says to become Googlicious, the most important key word you need to own is your own name. And make sure everything associated with your name tells the right story about your professional accomplishments.

This doesn’t have to be time consuming. “The fastest way is to claim your name on all the social media profiles you can and fill it in with good information,” she says. “Start with Linked In.”

•  Use email marketing. Pamela Starr, Southeastern area director for Constant Contact, believes shameless self-promotion starts with leveraging your existing network. Starr recommends sending up an email marketing newsletter and letting your network know what you are doing to improve their lives — saving them money, helping them eat healthier, offering them unique legal expertise.

To widen your network most efficiently, embed a sign-up for your email marketing pieces right into your email signature. Also, ask recipients to share with their friends. “What’s the best source for new business? Existing customers,” Starr says. “Promote to them and have them promote you to others.”

When shamelessly self- promoting, Villalobos says don’t be intimidated to plug your brand with the people who know you. “They are the low-hanging fruit.” But don’t stop there, she says. “Once you have a strong brand, it will speak for you.”

 

 

Work Life Lessons from The Office

 

I'm a HUGE fan of The Office television series and was really sad to see it end last week. I think most of us could find something about the inner workings of Dunder Mifflin that we can relate to: an awkward co-worker, inappropriate interoffice relationships, hurt feelings over promotions.

I think the biggest work life takeaway from the show centers on how pivotal co-workers became in each others lives. While many of us strive for work life balance, a giant part of our day is spent with co-workers. It really makes a difference when you like the people you work with. In the end, the folks in The Office were a big family -- even as people came and left. Isn't that the atmosphere every workplace would want to create? I don't know about you, but my life feels more balanced when I enjoy going into work.

I want to share a link from Glamour Magazine called 13 Things The Office Gave Us. What are the work life lessons you took away from the show?