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Start blowing your own trumpet like Ryanair

I travelled to Rome on Thursday 10th June via Dublin Airport with our good friends Ryanair. I normally rate my Ryanair experience successful when I avoid additional charges for hand luggage not fitting into the baggage size checker or using the restroom mid flight to find that Mr O’Leary still hasn’t introduced the much publicised coin slot. On landing in Rome the Ryanair trumpet blew and a nice Scottish accent informed privileged passengers that we had just experienced another on time Ryanair flight. The trumpet blowing was a reminder that I had the added bonus of reaching my destination on time. I disembarked the plane feeling even greater satisfaction but asking why more organisations and individuals don’t blow their own trumpet like Ryanair.

Play to existing customers or employers

Ryanair took a positive action to inform me that they had delivered in transporting me to my destination on time. I was too busy moving my watch an hour forward to have acknowledged this fact myself. As an organisation – Do you remind your customers about your success? Never assume that they understand or appreciate the value that you add. This principle is very relevant for employees too. Communicating success can help an employee achieve promotion and climb the corporate ladder. In my early career I fell into the trap of assuming my employer knew my contributions and that I didn’t have to shout about them. Two missed promotions later I began watching and learning from the best trumpet players in that organisation 🙂

Ensure new customers or employers hear your music

It is important to identify success and learn how and when to communicate it. Ryanair does this very well to help attract new customers – “Deliver 90% of passengers to destinations on time and with more change in their pockets”. Communicating success effectively can help businesses attract new customers. It is important to tell potential customers what you have delivered and past successes. Jobseekers should take this on board too. Communicating success can help increase attractiveness to potential employers. Ensure a CV communicates achievements and tell employers about successes at interview instead of waiting to be asked.

Time to take your stage …

It is hard to understand why many businesses, employees or jobseekers hold back on trumpeting their success. Perhaps the myth that talking about ourselves is boasting and people won’t like it. You have to overcome the fear and take the stage. It is up to you as a business or a jobseeker to ensure your achievements and results are know and not let them go unnoticed or remain hidden. For business this can equate to loss of existing customers or failure to attract new customers. For individuals this can equate to missed promotions or mssed job opportunities.

Trumpet lessons daily for jobseekers at “Measurability Careers & Jobs Club” on LinkedIn.

Would love to hear your comments and views ……

Paul Mullan is an experienced career and outplacement professional with 14 years experience working within careers, outplacement and recruitment in the UK & Ireland. He is a former owner of Eden Recruitment and founder of career firm Measurability in 2006. Paul has delivered outplacement programmes for many leading organisations and ran graduate career workshops for leading third level institutions. He has worked with many individuals helping them define and achieve career goals through creative approaches to personal marketing and job hunting. Paul integrates traditional strategies with new Web 2.0 strategies to deliver optimum results. He is known for his up to date, creative and friendly approach to delivering career solutions. Paul is a recognised career professional regularly commenting on career related topics in the national media. He has acted as Career Doctor with Irish Independent and he is currently an online career expert with RecruitIreland.

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  • Fantastic point Paul. I guess one of the easiest ways to have the trumpet blowing in auto-pilot is by choosing the right tools online to constantly show the successful work that you or your company have delivered. Too many businesses and job seekers still keep on moving old school and forget to create a valuable record of their achievements. This record is accessible 24/7 and, it also gets index by search engines so other companies and employers… “find you” (and not the other way around).

  • Anonymous

    Great point as I am a big fan of online – I prefer when people find me – less work 🙂

    Another point to add is WOM Marketing as a result of doing a good job – and even more powerful is what they now call WOM Marketing 2.0 …. I always think it is better when others tell how good you are BUT you still have to be willing, able to and proactive about doing it yourself.

    Thanks for the comments Fred

  • Ryanair is entitled to trumpet it’s efficiency because it’s competitors are inefficient. Here in Ireland, delivering on time & on cost equals above average service whereas in some places it’s the expected norm. We admire it because we are used to sub-standard and poorly delivered customer service.
    See Greg’s post In my opinion, our expectation and our general acceptance of sub-standard customer service is actually part of the problem. We expect little and when a company delivers what it promised, that’s easily sold to us as a sucess. I’m not sure that would be case for everybody?

  • Geoff Grace


    Fantasic PR for RyanAir, you should look for a job there.
    I have had mostly good experience flying them when in EU.
    It is hard to beat SouthWestAir here in the US for value
    convenience & service.

    Good luck on your Biz ventures.

  • Anonymous

    Just back from four days at the Clonmel Park Hotel with work. Great service and great value (and the added bonus of getting meals to my room 2 nights without room charge!!) Then travelling home met a lovely lady at the new toll on the M8 which made paying the nasty toll a bit less painless. And the icing on the cake just arrived home and my mother-in-law had a nice dinner ready for me 🙂

  • Anonymous

    Thanks for the comments Ray. Ryanair wouldn’t need me as Mr O’Leary is the king of PR.

  • Great post Paul, and timed well.
    Fred has good “online” points – and online trumpeting is definitely under used. Endorsements and recommendations from clients will help, and as you mention it’s important to also blow your own trumpet, especially when pitching for new work, whether a Biz owner or job seeker.
    As everyone hops on board the web 2.0 train, creativity is becoming more important, and that is where we can really shine 🙂
    Thanks for sharing your insights

  • Anonymous

    Elaine thanks for the comments.

    Fred makes a great point about online. For me this is less daunting and as Fred rightly points out – delivers more impact!!

    I find many people struggle in person which can be a problem because in any new business proposal or job hunting exercise there will inevitably be human contact.

    Yes people should get on the Web 2.0 train and ensure they generate what they now term Word of Mouth 2.0 ….


  • Nialldevitt

    Hi Lewis, great great post! I’ve had the misfortune of seeing this from the other side, in other words I was once the gangly awkward suit and tie that knocked your door. It’s worth remembering that young people are impressionable, want to be successful and are often just cast aside if they don’t match up by these companies. I’ve sat in meetings that could be best described as cult indoctrinations. nnCustomer facing/dealing roles are most often the worst trained, worst paid and highly targeted roles within an organisation, which should tell you what you need to know about most businesses view customer service. As you point out, there are some wonderful exceptions. I recently had one in Lidl where after forgetting my wallet, the lady at the till showed wonderful understanding and patience to help ease my embarrassment. I thought to myself afterwards, now there is someone Iu2019d like to know. n

  • Anonymous

    Nice one Fred! And so often, it takes so little, doesn’t it! I’m glad you enjoyed your meal. :0)

  • Anonymous

    It’s so true what you say. And I don’t dislike the people who stand in the cold, in the firing line. I actually feel sad that they are caught between a rock and a hard place. nnI actually tried a different tack once, when I lived in Vancouver. A guy came to the door of my gallery selling vouchers for football games. I invited him in, sat him down and we had a chat about what he really wanted in life. I don’t think anyone had done that with him before. Soon afterwards, I heard from him again. He’d chucked the job, moved to Tokyo and was following his ambitions in martial arts. I was stunned – and very happy for him.nnBy the way, I won’t mention the girl in Lidl to anyone….. ;0)

  • Anonymous

    Lewis,rnrnThe more I am in business, the more I find bad customer service aggravating. It is just so unnecessary. Would it be so horrible for a problem to be solved without the rigamarole of pushing this button or talking to several people who are polite but not allowed to rectify the situation?rnrnWe bought a car a few years ago and the salesperson calls every year during the anniversary month. It is a short call since the car is reliable, zippy and enjoyable. However, he doesn’t have to make that call. We didn’t buy one of the top cars on the lot so it’s not like we’re extra special customers or anything. He calls because he believes in remaining connected to ALL of his customers, not just the big spenders. It’s nice to know that we’re not just a “sale” but people he’d like to keep as customers for the future.

  • Anonymous

    That’s great, isn’t it. And now you are telling the world, and he’ll get more customers on your recommendation. nnWhat I am beginning to realize from these posts, is that customer service is easy when it’s done well, and a joy to be involved in and receive!

  • Anonymous

    Thank you Elaine. I had a similar experience at a local cafe recently. I sat for half an hour at a table outside. After that time, two people sitting next to me, who had been chatting and smoking, flicking butts into the road, got up and went inside. I then realized they were serving staff. I was insensed, and mentioned it on a ratings website. Since then, I have been back, and those two weren’t there. The service was fast, friendly and impeccable. I wonder if they had read my post, but even if they hadn’t, I was really pleased that things had changed, and that they had an opportunity to be successful now.

  • Hi Elli. nnCulture, whether localised or on a global scale, has to be a consideration in all elements of networking. I enjoyed the addition Ivan makes below of his experience.nI had the same when doing business in Latin America a few years ago. Everything seemed to operate at a snails pace with key players taking their time. Relationships built up slowly and I lost out against someone who had been creating a local relationship with the client for literally years. I could not compete meeting them once in the face and the remainder over the phone.nWhen dealing with remote clients or indeed clients closer to home, appreciation has to be given to how their culture works and what’s important to them – but it must not be contrived i.e. you have to be prepared to accept it and work within its boundaries without appearing forced. If you do this, you can do nothing but learn and benefit.nnThanks for sharing.

  • Very interesting post Elli, thanks for sharing. There was a conversation taking place about the Irish Diaspora last year (now called Global Irish), unfortunately the starting point to this conversation was “what can the diaspora do for us?” surely this is reason why this conversation and the ideas around it will fail? nnHad the conversation/ideas started with u201cwhat can Ireland (the island) do for the Irish (global)?u201d the potential of the conversation and the outcomes is entirely different. Our networking style is all about what can those we network with do for me? It’s one-dimensional, selfish and contains only one perspective. Until this changes, we will continue to be mediocore networkers at best what ever our natural social skills. Perhaps the greatest legacy of the Celtic Tiger is not the banks our the property bust but the way in which it is turned our collective perspective?

  • Anonymous

    Niall,nnThe conversation about where Ireland goes from here seems to be bouncing around a lot. The collective perspective may be more of a bunker mentality or wishing “someone” could make things better. What is the mood at most networking events? How is this perspective affecting how business is conducted on a daily basis? nnThere seem to be long-standing cultural forces underpinning networking practices. The challenge lies in being a living example of how networking differently is still consistent with one’s Irish identity while leading to better business opportunities. Something, Niall, you do very well everyday!

  • Anonymous

    Barney,nnThank you for sharing your story. Sometimes we have to consider when resources interfere more than cultural differences. nnYour reminder to listen and observe another’s culture is a crucial business practice. Just because the “cheat sheet” says that certain behaviours or practices are done in a given country doesn’t mean that just doing them will secure a business deal. There are nuances to how conversations are structured, where meetings are held and the length of time it takes to build a mutually satisfying relationship.

  • Anonymous

    Ivan,nnI had to chuckle when I read your story. I’ve heard similar stories from people doing business in Japan. Time is a great tester. Our slips, our ordinariness and moments of grace fill in the blanks for people to decide whether we are ‘quality” and trustworthy. Doing business outside our own national boundaries is a path that requires us to deepen who we are and how we know ourselves and others.

  • Absolutely. When in Rome…

  • Anonymous


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  • Anonymous

    Elaine,nnI have noticed the fascination with weather. :)nnI wonder if the need to find a connection is a way to make it seem safer or permissible to talk with someone new. Perhaps this implies that you must be part of “the club” to even broach the subject of developing a further business relationship.

  • Anonymous

    Derbhile,nnWhat a great example! It is possible to foster relationships and give your pitch without losing anything.

  • Hi Neil, I think like any good partnership, it’s worth taking the time to really identify the right fit for both parties. As you point out, if due diligent and care is taken at the start, mistakes that can later prove costly can easily be avoided. Great post!

  • Patricia McGovern

    Great post! As a Virtual Assistant (VA) myself, I like the humane tone of this post! Thank you for recognising that Virtual Assistants (VA) are human beings and deserving of respect and due consideration. nnThe fact is,VAs tend to savvy, well-educated and experienced individuals who have occupied various senior administrative and project management roles before setting up as a Virtual Assistant.nnIn fact depending on the skills of the VA, many would certainly have the potential to help small businesses set clear targets and goals for their business. They can also provide a clear objective eye, that keeps you working towards that all important bottom line – profit!n

  • Thank you, Frank, for a great interview with an amazing human.u00a0 Caroline’s story is all about faith and belief in one’s self and the focus on our abilities and not our disabilities. It’s a message that needs to be shared.

  • A great interview because the questions were wonderful.u00a0nn”The person who never made a mistake never learnt anything.”u00a0nn”People should feel appreciated.”u00a0nnThanks so much 🙂 Frank n’ Caroline.nnWould be honoured to have an opportunity to be interviewed by you Frank.nYou’ve got an admirable sincerity and well being about you. u00a0nnRichard

  • “being authentic is in line with our values system” Beautiful. Thank you, Elaine.

  • Great interview Frank.u00a0 I LOVE the fact that Caroline mentioned failing.u00a0 I hear that so much from clients, the crippling fear of failing, when all it is really is a learning curve.

  • Beatrice Whelan

    Great interview Frank with really good questions. Caroline’s point about giving businesses the opportunity to at least try is really important. At the moment it is so hard to get support for a business unless it is a sure thing but really what business is a sure thing when it is starting out. Very uplifiting advice.

  • Christian Kortenhorst

    I am available!

  • Chris Halcon

    Great post Christian. Direct attacks can be extremely effective in allowing an attacker to gain access to a network. Here at Symantec we have seen that 40 percent of targeted attacks are directed at small businesses. The high sophistication of the targeted attack means that unless security systems are primed to detect these attacks they are likely to be successful. The following link on targeted attacks might be of interest to you and your readers:
    Chris Halcon

  • Hi Teri, that’s a fair point but it is still something I would consider if I were a B2B for 2 reasons:
    It will allow you to more easily achieve some objectives ie. Newsletter sign up and It will optimize/increase the number of people liking the page. Thanks for the comment, Niall 

  • asasasass

  •  asasaasass

  • Anonymous

    Protection is so terrible ,we must find a good method to prevent it.

  • Not necessarily less fun but for sure it should be relevant, specifically for your target market. In many respects, it requires more creativity than B2C.

  • You’re very welcome,
    Lorna. Best of luck with the publication
    and sales of the book.
    Congratulations on writing it and successfully crowdfunding it!

  • Thanks very much, Sian. Yes, Lorna is an inspiration!

  • Hi Fiona, Thanks so much for puttting this interview together for Tweak Your Biz & of course thanks to Lorna for sharing such great insights. If the book is as good as the backstory it will be a wonderful read 🙂

  • Lorna Sixsmith

    Many thanks Ladies, i feel dizzy at the thought of everything that has to be done in the next 6 weeks but am sure I’ll get there (even if the house falls down around me)!

  • Lorna Sixsmith

    Thanks Niall – here’s hoping people will enjoy it 🙂

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