Posts Tagged ‘dave caruso’

“Anniversary” seems like the wrong word for 9/11

Monday, September 12th, 2011

flight 93 crash Michael Angelo Caruso blogHas it already been ten years since the September 11 attacks on America?

The media, which recycled the story like a plastic grocery bag, often using the word “anniversary,” to describe the significance of the ten-year mark.

Anniversaries usually connote a celebration, which certainly seems inappropriate, in this case.  I don’t know what word to suggest instead; there has never been an event like the terrorist attacks that sunny, autumn morning.

It was an event so significant that it is now remembered through its own syntax that is both grammatical and dramatic.   Journalists refer to the day as “9/11.”

Everyone has their 9/11 story.  Here’s mine…


Where I was on 9/11

Ten years ago, I was teaching public seminars.  The travel schedule was horrendous; you couldn’t work any harder in the speaking business.  I would fly out on Sunday night and be in my seminar room at 7 AM, Monday morning.

The class would run until almost 4 PM, at which time I would pack up and drive to the next city.  Upon arrival at 7 PM or later, I would repeat the schedule the next day.

Five cities in five day.  The schedule was brutal.

I would fly home on Friday evening and fly out again on Sunday night, usually working three weeks out of the month.

I was learning a lot about the speaking business, but my social life was crap and I wasn’t taking very good care of myself.


“One of the planes crashed nearby!”

Engrossed in my work, I began teaching a leadership course in Pittsburgh hotel on Tuesday, September 11.  Registration was at 8AM.  I used the restroom just before the class began, one of the few practices employed by both professional and  amateurs speakers.

On the way back to the seminar room, I noticed a bunch of hotel employees clustered around the lounge television set.

Something bad had happened to a skyscraper in New York City.  Early reports suggested that a stray airplane had flown into the building.  Some sort of freak accident or an attack of some kind?  It was a very strange occurence, but not what we call in the speaking business a “show stopper.”

I hurriedly returned to my classroom and made a quick phone call to my brother, Dave. He had more news on the event than I did and I remember feeling a quick succession of emotions:  surprise, concern, fear, vulnerability.

I started to tear up as the call ended.

“I’m scared, Dave,” I said.  “I can’t explain it.  I feel very alone right now.”

Dave offered some encouragement and we promised to talk later.  I hung up and began teaching 40 Pittsburgh-area business leaders to be pro-active problem solvers, efficient communicators, and better role models.

By our first break, some of the attendees had heard the news, but the calamity didn’t merit mentioning to the class.  Information didn’t travel as fast in those days.  Texting wasn’t the rage and smart phones didn’t exist.

None of us knew that United Airlines flight 93 crashed into a field in Shanksville, Pennsylvania, about 90 minutes from our seminar location.


America would never be the same

I completed the seminar, packed up and headed off to the next city.  Instead of flying home on Friday evening, I drove the rental car home and kept it so I could drive to all my seminars for the next two weeks.  The airports were closed for a few days and rental cars were impossible to come by, if you didn’t already have one.

Travel in America would never be the same.  Security measures in public buildings would never be the same.

I some ways, I would never be the same.

Unhappy anniversary, everyone.

The best keyword is “research”

Wednesday, June 1st, 2011

Search has become a very important business tool.

Businesses all over the fruited plain are constantly trying to figure out the best keyword to use on their Web sites.

The best keyword for all of us, it turns out, is “research.”

Brother Dave on left

And search engine optimization (SEO), despite its complicated moniker, offers some very simple marketing lessons.  I’m reminded of something my brother Dave Caruso taught me a while back when we were trying to improve the effectiveness of my Web site.

My site has always had a number of products and programs related to “self improvement.”

Dave, a great linear thinker and fantastic “systems” guy, did a few quick Google searches to compare how often people search “self help” vs. “self improvement.”

He found that the following variations gave these totals (results in millions):

Keyword search # of hits
self-help                             89,700
self help                                 89, 600
self improvement              30,200
self-improvement             21,200

This was HUGE and I immediately wanted to change my site to take advantage of this discovery.

Then, Dave checked the number of hits for one more term:  “personal improvement.”  At the time, those key words showed 124,000,000–far more than the other key word phrases!

“Personal improvement” was the keyword phrase to optimize.  Thanks, brother!

When doing SEO, make sure you do research to discover which key words and phrases will rank highly.  You may be surprised!

Keyword research helps people find me, even if I’m in Royal Oak, Michigan.  Which, um, I am.      – Michael Angelo Caruso, Motivational speaker, Internet student

To get business, sometimes you have to “salt the tip jar”

Saturday, July 4th, 2009

My brother Dave is a talented musician who stars in a very entertaining show called, "Piano Wars."

In Dave's line of work, there's an an entertainment custom known as the "tip jar."  To get this done, Dave merely tucks of few of his own dollars inside the glass container on top of his piano.  Audience members see the tip jar, take their cue and Dave makes a couple hundred extra dollars every night. 

Here's the important part of the process.  This idea works much better if Dave tucks a few of his own dollar bills in the container prior starting the gig.  The process is known as "salting the tip jar."

Bakers have a similar concept they call "starter dough," which again makes dough (get it?).  

Here are some clever ways to salt the tip jar at your company:

-  Collect testimonials from satisfied customers and make them available on your Web site, your company Facebook page and Linkedin

-  Have various employees write short articles on aspects of your business and post these pieces on Web sites such as your company page and EzineArticles.com.

-  Encourage your employees to speak at trade shows on their subject of expertise.  They'll probably receive free registration and audiences will perceive them as industry experts.

-  Hold seminars and make sure the room is sprinkled with happy clients and vendors in order to effectively salt the tip jar.

If you use a Jewish speaker for these events, you're using Kosher salt.  Use me and you'll get Italian seasoning.  It's all good! 

When you salt the tip jar, your company will make more money, faster.