The Four Things You Need To Do Before Marketing

If you’re struggling with your marketing, it’s likely because of things that have nothing to do with marketing.

If you can’t seem to make the tactics you’re using to promote yourself work, it’s likely not about the tactics.

In order for your marketing to work, there are things that need to be done first. If marketing is the house, then there are foundations. If marketing is the skin, then there is a skeleton.

When people lack those foundational pieces they struggle in their marketing and can’t complete most of the online marketing courses they sign up for.

I asked my friend Rebecca Tracey of TheUncagedLife.com (who has appeared on my blog before) to make a video about this to share with you what she sees as the four biggest things the people need to do before they do any marketing at all. The video is about 14 minutes and it’s well worth your time.

I urge you to check out her program if you’re a coach who is struggling to grow their business. I’ve sent a lot of clients to Rebecca over the years and there’s been nothing but rave reviews. I love this woman dearly and deeply trust her perspective on growing a solid, sustainable business using realistic approaches.

If you’re interested in her program you can learn more at the links below.

Affiliate Link: https://theuncagedlife.com/uncageyourbusiness/ref/127/

Non Affiliate Link: https://theuncagedlife.com/uncageyourbusiness/

26 Min Video: Point of View Marketing Overview

19882902_sI’ve been working on a new eBook called Point of View Marketing: The Subtle, Underestimated & Credibility-Building Power of Articulating Why You Do What You Do the Way You Do It.

I’m really proud of how it’s coming along. I think it will be done by the end of the month.

So I thought I’d sit down to record a video distilling the key points so you could get a sense of where I’m headed with this and so that I could get your thoughts and reflections on it as I work to finish the eBook.

You can watch the video below.

I have three, upcoming teleseminars delving into this material. You can learn about them here: marketingforhippies.com/povteleseminar

I also have a 30-Day Point of View Challenge starting on May 17th. You can learn about that here: marketingforhippies.com/pov30day

If you have any ideas, stories, reflections or questions, please post them below and there’s a good chance they’ll make it into the eBook or at least help to shape it.

The Power of Sticking Around Long Enough

patience1-1It’s happened a number of times to me now.

I meet someone or some across a business which provides a product or service that I see as needed and that I might want to recommend.

And then they go out of business. Or they stop doing that thing.

And it’s often before I’ve really had the chance to get to know them or had much occasion to spread the word about them. It’s frustrating because I love knowing who to send people to if I can’t help them.

I’d be speaking with someone and say, “Oh yeah. John does that kind of work. He’s great.”

And then someone would overhear me and say, “Oh. John stopped doing that a few months ago. Now he’s onto this other thing.”

Niche switching is a natural thing to do. It happens all the time. There’s nothing wrong with it. It’s often exactly what you need to do.

But it takes a while for a reputation to be made. It just takes time and most people quick or change direction before they get there. They’re digging a well and, a foot before they hit water, discouraged, they stop digging there and start digging somewhere else and so they never reach the life replenishing stream under the ground.

In business, those waters are the natural flow of word of mouth that sends you business without you even lifting a finger. It’s the power of becoming a hub, becoming a trusted advisor, expert or ‘go to person’ in any particular arena. That does the marketing for you. If you stick around long enough, hustle while you do it and connect with other hubs in a good way, without three years, everyone knows who you are and what you’re about.

If you work on the issue of trauma for three years in a community and do your best to get the word out there, keep at it.

If you do a unique kind of yoga, have a niched permaculture business, have a business based on a particular target market, or based on a particular thing you’re offering, if you have anything even close to resembling a niche, you do a great job and you stick around long enough in business, you will develop a reputation as someone to go to for particular issues or for particular things. Just by having stuck it out long enough you will have a name in town for doing things. Most people give up on this too soon.

But it takes time.

Most entrepreneurs don’t stick around long enough to really get known for anything.

Most entrepreneurs do not persist and play the long game.

Guest Post: The Background of Your Website That No One Talks About But Everyone Feels

I’ve connected with Tim Gray a few times over the years, and always gotten the loveliest vibe from him. We got into a conversation about websites and it turned out he had some things to say which I thought were important enough that I wanted to share them with you all.

This notion of the unspoken messages dominating the conversation is so important. It’s what underwrites my recent posts Stop Wasting People’s Time: The Incredible Cost of Being Fuzzy and How to Approach Hubs and Potential Clients Cold.

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macbook-2What do you see as the purpose of having a website?

It’s the hub of your online world. All your social media and whatnot connect to it. And it’s the only online place where you can completely control what you say and how it’s presented.

This feels key. Especially in a time where people are getting increasingly frustrated with Facebook and other social media outlets for constantly changing their rules and making it harder to reach people (without paying money to them to boost your posts or pay for ads). We’re just not in control of what Facebook or other tools do but we are in control of our website.

Exactly. So the website’s purpose is to be your representative. When you’re not there in person, it shows people who you are and what you do, and acts as the concierge showing them where your stuff is.

It’s a place for your community to come back to and feel on familiar ground. It’s also a non-scary way for people to see if they’re interested in you before they break cover.

Websites = Safety

I think that’s so important. The notion of safety in marketing is often ignored or overlooked. People often push harder, shout louder and try to generate more hype when they might actually be better served in making it safer to approach them. And I think you’re right. The website plays this function perhaps more than anything else in your business.

What do you see as the top three mistakes people make with their website?

  1. Not showing up, or showing up but not giving out the right authentic message.
  2. Not taking account of the perspective of their audience, so they don’t give people what they want and need to engage with the site.
  3. Not putting attention into the practicalities of writing and design – which are what give your visitors whatever impressions they get.

You say that, “a lot of websites don’t pay attention to these ideas. Even sites that are counted successful, by people who ought to know what they’re doing. They miss out on connection with visitors that they could have had”. Could you say more about that?

People come to your site genuinely interested in something they think you might have. But they know to protect their time and processing capacity by not spending too long on wrong turnings, so they’re alert for alarm signals. If it seems like they have to put a lot of work in and not get much back, they’ll be off.

If you want them to stay and build a connection, you have to pay attention to the psychology and the user experience.

But our minds love to take shortcuts. People get caught in their own perspective, start taking things for granted, and bits of serving their audience get lost. We get caught up in doing things and forget to make reality checks.

Sites with a high profile are still run by humans. It’s easy to get enthusiastic about shiny whizzy things and forget the basics.

Look at your website through their eyes. 

What do you see as the most common ‘shiny whizzy things’ on websites?

Things like image sliders that take up most of the first screenful. Autoplaying videos. Festooning a page with ads, and having things popping up while the visitor is trying to read. Or just filling the page with lots of blocks of information. Floating social media sharing bars that cover the article text. It’s the old ‘interruption marketing’ mindset that won’t let go.

So, you visit their site and get frustrated because parts of the experience are bad or you can’t find answers to your questions. And that frustration becomes part of their brand for you.

Don’t let ‘they have a frustrating website’ be what you’re known for. 

That’s so real.

What I’m saying is that everyone has the opportunity to avoid those problems by understanding the foundations. That isn’t even techy stuff: it’s about how you plan your site and set it out so that you serve your users.

You speak about people having a message. What is a message in your mind?

It became one of my big building block terms after clicking together with my long-ago physics education. It was probably in the shower!

In physics there are vectors, which are quantities with direction, like velocity. A message is information with direction. It’s a story with places to go and people to see.

I like that.

You’re not just saying it: you want it to do something. That means just sitting in a corner for reference isn’t enough. You care about it reaching people and having an effect when it does.

We often talk about a message as a person’s unique contribution to the world, grown from their experiences and insights. It bubbles together and makes connections and eventually wants to come out.

It makes me think of seeds and how they are the condensed information of the lifetime of not only the plant they came from but all of the ancestors of that plant. And that information doesn’t just want to lie dormant in the seed and rot but to be planted and grow. It wants to do something very particular.

Yes, that relates to everything from personal story work to the hero’s journey to the idea of what you’re born to do. You can put it in different ways. You know, being a giant so people can stand on your shoulders rather than having to work it all out from scratch.

You can also talk about messages in a smaller way, as signals people pick up and process.

One of the ideas I talk about is foreground and background messages. Foreground messages are the things you think you’re telling people, like: “My yoga classes have these five health benefits.”

Background messages are what they’re picking up about you, usually more quickly and powerfully. Like, ‘Friendly person who takes people as they are’ or ‘Expert who pushes people to technical mastery’. It’s important to take charge of those background messages and recognise that they’re part of what you’re saying to people. You can’t choose not to project anything!

background > foreground

Right. So if you went on a date, the foreground messages you give off might be, “Yes, I’m a very successful business man and I make lots of money. Did I tell you the funny story about that time Barack Obama and I went fishing?” but the sub communications might be, “I’m insecure and desperately needing your approval.” And you’re suggesting that those implicit, unspoken messages might actually have more impact than the ones you’re trying so hard to explicitly lay out.

Yes. That’s the more familiar version of how it works face to face. I think those subconscious detective processes are still working when we read your writing.

You say, “Too often these messages get lost in the background noise and don’t make the difference they could have”. Lost in the background noise of the marketplace? Their own website? Both?

The world, actually. It frustrates me that humanity isn’t further on in making a better world. Why are we still looking at the same problems as twenty years ago?

I’m gradually understanding more about the reasons for that. And one big part of it is that people who have the jigsaw pieces of the good stuff have not been good at communicating and persuading. We haven’t had the skills. In the meantime, the people with the bad old messages have done pretty well by being loud and persistent.

Yes. Instead of us helping green things seem normal, they’ve been better at making normal things seem green.

But you’re right, part of that is the marketplace and part of it is their own website. It’s easy to not be visible even when people are looking in your direction.

Huh. Good point.

It’s about knowing what you want to say, and who you want to show yourself to be, and how to use words and visual design to make that happen. Because then you can connect with your audience and make a difference.

Goodness knows, this can be hard, with obstacles inside yourself and in the practicalities. It’s certainly an ongoing journey for me.  

Earlier you spoke about the importance of showing up “in person on your site”. What is this and why does it matter so much?

This is the whole big piece about the way marketing has changed and is changing. Terms fly around like ‘relationship marketing’ and ‘personal branding’ and ‘story’.

People want to connect with people. I’ll buy my soy milk from the supermarket, but for coaching or training I want to know who I’m dealing with. What sort of person are they? What are their values? Will we get on? Will their style be a good fit?

People want to connect with people. 

This is everything to me. I think people tend to see marketing as being about convincing people to ‘say yes’ but I see it as about getting to the truth of if there’s a good fit. But this asks a lot of us. It asks us to be vulnerable and open ourselves to a lot of rejection.

It certainly means there are different skills involved: maybe not what we used to think marketing was. And it means personal development is part of it.

But you can turn this around too. It means people with different skills come to the forefront: people who have done the personal development and are good at connecting with people and building community can make a big difference. Sometimes those people have significant internal obstacle that they need to work through so they can show up.

It’s become a bit of a cliche, but still true: we’re within a few clicks of lots of people who can offer your product, service or ideas. So we choose based on who we think we like most.

Right. Or trust the most. Respect the most. Feel the most aligned with.

Exactly. When people visit your site, they want to see you there. The most obvious example is to have a good ‘About’ page where they can learn a bit about you. But you also want to show up in the way you write, the way you present it, the things you choose to talk about.

Too often, people hide out. This may be a particular problem in a culture like we’ve got here in Britain, where people are trained to fit in and not make a fuss. And most people have seen examples of marketing that’s shouty and in your face, and they don’t want to be like that.

And you don’t have to be shouty. But it’s also a bit off if people come round to see you and you’re hiding in the cupboard. You can be politely brilliant!

Make yourself visible on your website.

Ha. I like that. I speak about this a lot in my marketing workshops. This dynamic of either collapsing or posturing.

So, what are three simple things that people can do to make their websites better right away?

Well, these are three things to check, because if you’re getting them wrong you’ll be turning people off.

  1. As we’ve just been talking about it, have an ‘About’ page that visitors can find easily. Use it to introduce yourself as a human being. What’s important to you, what do you like to spend time doing, what has been the journey of your life? Just a few paragraphs about key points, with a nice photo.
  1. On your home page, on the first screenful a new visitor sees, can they tell what the site’s about? It sounds silly, but people get it wrong often, and it’s because they don’t put themselves in the visitor’s shoes.
  1. A pleasant reading experience depends on lots of things about layout, colour and how to write for the web. But for a specific part of it, one of my bugbears is that so many sites have text that’s too small to read comfortably. So check yours, ideally on a couple of different devices. Maybe get opinions from people with different eyesight. If necessary, change your design or theme.

I should say, getting your site really good is a learning process. It certainly is for me. I sometimes say it changes at the speed of perspective, as I try different things and later see more clearly what’s good or bad about them.

Can you give three examples of websites you love and say a bit about why you love them so much?

I find this one difficult, because my brain insists on telling me how things could be better. Let me give examples of sites getting particular things right that I’ve looked at recently.

Henneke Duistermaat’s enchantingmarketing.com made a big impression on me the other day for the freebie sign-up on the home page. The more I look at it, the stronger it is.

I quite like heartofbusiness.com by your friends Mark Silver & co. They’ve got the language and the visuals working together, for a feel of hearth and home and simplicity. Though the design has that American magazine feel – probably comforting to a US audience but niggles my European sensibilities!

Lisa Barber’s site at rootsandwings.biz is great for the graphics (by Lisa McLoughlin – I know both of them from t’internet) and the way she talks to the reader. It creates a really cohesive vibe of specialist marketing knowledge delivered in a sensitive and understanding way for small helping businesses.

Those are great examples. I’d add Carrie Klassen of www.PinkElephantCommunications.com for her very clear visual aesthetic and clear voice in how she writes. It’s charming and kind. I also love Michael Margolis’ site http://www.getstoried.com/ because it’s so clean and clear. You know exactly what it’s about when you arrive. And Rebecca Tracey has done an incredible thing with her site http://www.theuncagedlife.com/. At the very top of the site she invites you to choose from one of four boxes to immediately direct you to whatever services are most likely to be of use to you.

Those are good too. I noticed Get Storied had a redesign recently, and the vibe made a huge shift from home-grown to professional, bordering on corporate.

Uncaged’s filtering visitors to different content is well done. People will arrive with different questions in mind. But also, the whole front page is a strong audience filter: smart-talking, occasionally sweary, zappy visuals. Most people will know whether they’re drawn in or put off. (That “no pants” thing is different over here, you know…)

Pink Elephant is almost the opposite, with a more traditional and ‘quieter’ design, but covering similar topics.

When you’re browsing the web and sites or pages make you feel a certain way, it’s worth thinking about why that is. It’s not magic. You can learn to get better at it, a step at a time.

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Tim Gray 8728 2x3in web 200Tim Gray is a writer, finer world advocate and geek living in Nottingham, UK.

He helps people who are working on their corner of a better world to connect with their audience through their writing and how they present it in channels like websites, documents and ebooks.

You can find Tim at wordsthatchangetheworld.com.

There’s a short free guide about writing for the web to turn visitors into readers.

If you’d like to follow up the issues in this interview, take a look at Tim’s e-course ‘Website Foundations for Stories in Action’.

 

 

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Interview with Loolwa Khazzoom: Penetrating the Mainstream

Mainstream-MediaThere’s no word with greater sting to it for progressives and radicals than ‘sell out’. And yet we want to reach as many people as possible with our message. This creates an inner conflict of wanting to ‘get the word out there’ and then the fear of what it might mean if we do. Not to mention the fact that the world of PR seems to be utterly inaccessible. How on Earth would you ever book yourself an interview on NPR?

It seems unreasonable.

So, with all of this in mind, I dropped a line to Loolwa Khazoom who had interviewed me years ago to get her thoughts on this all.

Tad: You talk about helping alternative types penetrate the mainstream. What do you mean by that?

Loolwa: Many progressive types, especially activists, have an antagonistic relationship with the media, which is discussed as The Media, with a knowing scoff and roll of the eyes. Activists are especially frustrated, and rightly so, with the kinds of mind-numbing garbage that often passes as stories in the press. Among other issues, there are a lot of lazy journalists out there, who are basically serving as mouthpieces for the representatives of corporations and government bodies.

Reporting is often a she-said, he-said assembly of quotes, instead of an in-depth investigation into a particular matter. Journalists often do not want to do the work necessary – ie, to go out of their way — to get the facts on various issues and challenge the people being interviewed. As an upshot, activists end up pulling out their hair over the kinds of reporting that goes on in the news. Not understanding how the media operates, and feeling powerless to change the way things go down in the press, activists end up protesting or boycotting the media itself, in addition to fighting the good fight on a cause of choice.

Rather than opposing the media – which doesn’t do anything for the cause, whatever the cause may be – I am a proponent of studying and mastering the media, so that we put it to work for us instead of letting it be used against us.

And what do you mean by alternative businesses and projects? Who exactly are we talking about here?

It’s really the gamut of anyone who is rocking the foundation of “the system.” The central issue is that paradigm-shifting visionaries are working to change the very system in which the media is entrenched. So without understanding how the media works, said visionaries find themselves constantly frustrated by and on the outskirts of media coverage.

This might seem obvious but . . . why would someone want to penetrate the mainstream? What’s the problem you are seeing that you’re trying to address through your work with clients?

If we want to change the world, we need to reach it. Yes indie media is a fabulous platform for us to find and communicate with each other, but therein lies the limitation: We communicate with each other. We need to communicate with the people who are not already touched by and part of our little revolution, in order to grow said revolution. The key is learning how to communicate in language that our target audience understands.

Bringing it to the “duh” level: If I am speaking in English to someone who only speaks Spanish, I am not doing an effective job of communicating, am I? It is incumbent upon me to learn Spanish, so as to get across my message. Just about anything can get through the mainstream press, if it is communicated in the language of the press. Activists just need to learn that language.

Are there any downsides to penetrating the mainstream?

Not if you know what you’re doing.

I could imagine some people might have a big fear about “selling out” – that to “go mainstream,” you’ve got to compromise your core values, lie.

They don’t understand how media works. Editors and producers work off a very formulaic template. Once you know the formula, you can put it to work for you. The very same laziness that makes a reporter serve as a mouthpiece for the government can make a reporter serve as a mouthpiece for you.

Why do so many “alternative” businesses fail to penetrate the mainstream? What would you say are the three biggest blunders you see?

First, they think they can just go straight to the biggest and baddest press, without having any previous media exposure. Instead, they need to work their way up the media hierarchy, starting with the local and independent press, then proactively leveraging that to get increasingly mainstream exposure.

Second, they don’t understand the inter-connected, dare I say holistic, nature of a media, marketing, and PR campaign. Starting with whatever and whoever is in your immediate access, you work your way up the ladder in three places: venues (speaking on your topic of expertise), VIPs (collaborating with experts in your field), and media (print, tv, radio, and blogs). You leverage one to get the other, and each time you climb another rung in the ladder, you add it to your bio and flash your bling. It’s a game of perception, and you need to work it.

Third, they don’t understand the difference between advertising in media and getting featured in media. The first is asking the media to speak your language – ie, promote your business. The second is speaking the media’s language – ie, creating a story out of your business. Everyone and their dog wants to get their business into the media. You need to give the media a reason to write about you – for example, by creating a community event.

Let’s say you run a green cleaning business. During one of the national cancer awareness months, you can partner with the local chapter of a national cancer association, a local integrative medicine oncologist, and the local natural foods store that sells green cleaning products. Together, you can put on a program that educates people about the hazards of chemical cleaning products. As part of this program, you can share statistics of how environmental toxins are linked to the increased rates of cancer, and you can discuss the alternatives out there.

Through this program, you position yourself as the expert, the go-to person, on the best natural cleaning products for the home. What products do you use in your service, and why? What should people look for, and look out for, when selecting a green cleaning product? You pitch the event to local television, radio, and print media – including the local affiliates of ABC, NBC, CBS, Fox, and NPR.

What you’re doing in this example is piling on your news hooks – ie, reasons for media to cover you: First, you have the national holiday. Second, you have the local chapter of a name-recognized cancer association. Third, you have a local doctor. Fourth, you have a local market, where people can go and get the products you’ll be discussing. Fifth, you have a business that people can hire to implement what they learn.

You are spoon-feeding the media what it needs to generate compelling content for their programs. The upshot is that you, and therefore your business, get featured in the top local press, which in turn can be leveraged to generate coverage from top national press.

If you were sitting with someone who wanted to penetrate the mainstream – what would be the three biggest pieces of advice you’d give them?

You need to get crystal clear on these two questions: What do you do, and who the hell cares? Those two basic questions lead to a whole slew of other questions. In a nutshell, you need to do some soul searching about what you do, why you do it, how you do it, how you are similar enough to others doing it that there is a point of reference, and how you are different enough to others doing it that there is a reason to work with you in particular.  

Then you need to get clear on what’s out there and what’s not out there. What are the intersecting fields of your work? What kinds of services are other people offering in these fields? What do they bring to the table? What do they not bring to the table? What is an unmet need that you are filling? What do you, and you alone, have to offer that is going to rock the foundation of this planet? You need to get super clear on the answers to all these questions, before you have any business showing your face to the world.

Once you have all that in order, you need to figure out the language to use in representing yourself. Keep in mind that the language you use for one person, organization, or media outlet will be different than the language you use for another. To simplify my point: If you are communicating with a young child about something, you need to use different language than if you are communicating with a middle-aged adult.

Before you approach a media outlet, study it. Who do they feature? What do they talk about? How do they talk about it? It is your job to fit your message into that media outlet’s format. It is not the media outlet’s job to rework its format to fit your message.

Can you share three stories or case studies of fringe dwellers who have, somehow, penetrated into a broader appeal than just their own immediate networks? And maybe some examples of projects or businesses that tried and failed to bridge that gap?

The bottom line is this: If you want to get into media, you need to do the work of getting yourself media-ready. You need to nail down your brand, target audience, and message. You need to apply that message to your online presence, through compelling website and social media content. You need to establish a name for yourself by speaking at numerous venues, collaborating with VIPs and bringing them into your network, and pursuing media coverage from local and indie, then increasingly more mainstream outlets. You cannot skip over any step of this process, or it won’t work. You cannot demand that the media conform to your way of doing things, or it won’t work.

I had a raw organic vegan restaurant as a client. When I first discovered this restaurant, they had one of these free blogging sites as their “website,” and they did not come up in the search engines when I typed in “raw organic vegan” with the name of the city where they were located. Actually I had been looking for a raw organic vegan restaurant in this town for well over a year before someone told me they existed. So it was evident they sorely needed my services.

The first step was interviewing the restaurant owner/chef about all the questions I mentioned previously – getting crystal clear on the brand, target audience, and message. The second step was hiring a web designer to create a professional site. The third step was writing compelling content that embodied the spirit of the restaurant in language that would interest the average reader. For example, in the “about” section, I included the amazing personal story of how the chef herself struggled with health challenges – leading her to transition to an organic raw foods diet. Everyone loves a good personal anecdote and an individual to whom they can relate. I also included the science behind why an organic raw foods diet has helped so many people heal naturally from the spectrum of diseases. Our society values science, so give them the damn science.

Once the website was ready, I launched a social media campaign – targeting the kinds of communities that would naturally gravitate toward organic raw vegan food . Then, and only then, I launched the mainstream media campaign – ie, once the restaurant had its game face on. I guided the owner on creating special dishes for calendar holidays and on creating community events and special promotions around those dishes.

For Mother’s Day, I advised the chef to create an organic raw vegan pie specially designed for expectant mothers, incorporating ingredients that support the pregnancy and birth process. I also called it a funky name that would grab people’s attention. I had the chef announce that the pie would be rolled out (as it were) in the restaurant on Mother’s Day and that the restaurant would offer a discount to all the pregnant women ordering the pie on that day. I also advised the chef to teach a class on how to make the pie, the week before Mother’s Day.

In effect, I established multiple time and news hooks, customized for the media: a new dish at a local restaurant — specifically, a pie, and who doesn’t love a good pie; a tie-in to a calendar holiday celebration; a unique health angle for the barrage of stories on Mother’s Day; a feel-good special for moms celebrating with their families on the big day; and a community event gearing up for the holiday. We used the same formula for Father’s Day, and both stories were a hit.

The chef was featured on all the local morning shows on the affiliates of ABC, NBC, CBS, and Fox, as well as in the daily paper, weekly paper, and the local magazine – in several cases, twice over. In addition, the restaurant website shot up to the #1 result for any variation of a search on the words “raw,” “organic,” “vegan,” and the name of the city.

As a side note, media is critical not only for getting the word out to the universe but also for generating high-profile incoming links to your website. Google likes all the major media networks and will give you extra love if you have those networks pointing to your site.

Getting into media is entirely doable if you have the goods, if you know how to work a story, and if you are willing to put in the time and energy to make it happen. Make no mistake: It’s a lot of work. When you get a clip in a mainstream outlet, however, you can reference it for the rest of your life. It becomes the foundation upon which you can build your entire career. And that is priceless.

If people want to learn more about you and your work, where can they go to get more info?

My website is www.loolwa.com, because, hey, there were not a whole lot of competitors for that domain name. In addition to offering public relations management, I offer coaching and consulting services, and I am developing a series of multimedia programs designed for paradigm-shifting, thought-leading, pot-stirring, let’s-change-the-world-with-our-awesomeness, social entrepreneur types. As part of these programs, I will pass on all the tricks and tips I have developed over the years, for nailing the mainstream spotlight.

 

headshotAbout Loolwa Khazzoom:

Loolwa Khazzoom is experienced in managing successful media, marketing, and public relations campaigns, through 25 years of work as a media and public relations specialist, business owner, community organizer, and/or holistic health specialist:

  • She has placed her clients in prestigious media, including Rolling Stone, The Huffington Post, Forbes, and CNN.
  • She herself has been featured in top media, including The New York Times, Fox News, ABC News, and PBS’s “American Health Journal.”
  • She has written articles, including numerous cover stories, for leading periodicals including The Washington Post, Marie Claire, Self, and AARP.

In addition, wearing her various hats, she has worked with and/or connected her clients with top medical professionals – including Andrew Weil, MD, Mehmet Oz, MD, David Simon, MD, and Martin Rossman, MD.

Farmers Market Marketing Series #3: Five Solid Ideas for Online Marketing

homestead-tomato-bean-coop-booth

There are two main ideas, outside of thoughts on social media (which are coming next in this series) that could make the biggest long term difference for you and your farm.

IDEA #1: Be Googleable.

If you have something you’re offering that people are searching for online, make sure that they can find you. Bottom line, have a website – there are plenty of free tools you can use that are incredibly easy to create your own site for free if money is an issue and you’re just getting started. The main ones are: Yola, Weebly, SquareSpace and Wix.

Also make sure you get yourself listed on google.

Note: If you have a website with a blog built into it (wordpress is the best for this) and you update it regularly this will help your ranking in google. It’s worth booking time with a local online marketing expert to have them assess your online profile and see how it can be tweaked. Best of all, you can likely pay them in a meal at your farm or basket of your finest wares.

Hannah Hamilton shares why this matters, “So often I visit a vendor at a farmers market only to go home, look for them all over the Internet and can’t find them.”

IDEA #2: Make a video of your farm.

Consider getting a 3-7 minute video done that tells the story of your farm in a beautiful, evocative and compelling way. It can speak to the deeper reasons that drove you to start it and that still drive you today. It can lift up the unique perspective and approach you bring to farming. Can you show people how you grow food, where your food is served and have well known locals speak about it?

Here’s a video from Meadow Creek Farm.

Here are five examples from Calgary’s Verge Permaculture:

Please leave any thoughts, tips, resources or ideas that could help farmers grow their businesses in the comments section below. After a few weeks, I promise to read through them all and weave anything relevant and useful into the blog itself so that they can be of the most use to the most farmers.

IDEA #3: Have an email list.

You might not send out emails that often. But, in this day and age, why not have it for the people who want to sign up and hear what’s going on for you? MailChimp.com is free up until you have 2000 people on your email list and so that likely means it will be free forever for you. Just a clipboard and pen out on your table where people can sign up. Even if you just got one email per week, that’s 50 emails in a year. That’s 50 people who want to hear more about your farm and business. Your email list, over time, can be a huge asset.

Shelly Juurlink suggests, “Start a “friends of the farm” electronic newsletter where they send out a quarterly blast on what’s happening on the farm.

You could let them know:

  • where you’ll be showing next
  • developments at the farm
  • what’s on sale
  • what’s thriving
  • what crops fails
  • recipes
  • what challenges you’re facing

Again, it goes back to story telling.

IDEA #4: Be an Advocate and Help Your Customers Be Advocates Too.

My guess is that locally and regionally there are issues that affect the land, water and economic viability of your farm (and all of the farms).

Being an active and vocal advocate on those issues will not only win you more attention and respect but also create a deeper bond between yourself and your customers as they feel, more deeply, that you’re both on the same team working for the same goal.

Simon Sinek gave a powerful TED talk about this notion that ‘people don’t but what you do, they buy why you do it’:

If you want some help in honing in on what your bigger why is, here are some questions you can ask yourself.

Let your customers know how they can take a stand on local issues affecting farmers. Give them petitions to sign, pre-written Facebook posts they can share, phone numbers they can call and rallies they can attend. Let them be a part of the solution. I promise you that they want to be.

You could have petitions you invite them to sign at your booth. You could mention it on social media or on your email list.

IDEA #5: Hire a Photographer & Graphic Designer.

Having beautiful photographs of your wares, yourself and your farm can go a long way.

Kelsey Falle suggests a way to save money in this, “Find a local graphic or web designer who will work on trade, and have them do business cards, flyers, website, social marketing, etc. I am a hoping to find a farmer in my area to do just this!

Trade them for produce or a big dinner at the farm.

For more thoughts online marketing for Farmer’s Markets, I recommend reading Adam Helweh’s piece on Online Marketing Tips from the Farmer’s Market which explores how lessons learned from the Farmer’s Market can apply to social media .

Please leave any thoughts, tips, resources or ideas that could help farmers grow their businesses in the comments section below. After a few weeks, I promise to read through them all and weave anything relevant and useful into the blog itself so that they can be of the most use to the most farmers. 

Guest Post: The Resume Is Dead, The Bio Is King

storyThis article was originally published on The99Percent.com and went viral with 6,000+ retweets/shares. It has been republished on LifeHacker and across the web.

Written by: Michael Margolis      Illustration: Oscar Ramos Orozco

If you’re a designer, entrepreneur, or creative — you probably haven’t been asked for your resume in a long time. Instead, people Google you — and quickly assess your talents based on your website, portfolio, and social media profiles.

Do they resonate with what you’re sharing? Do they identify with your story? Are you even giving them a story to wrap their head around?

Gone are the days of “Just the facts, Ma’am.” Instead we’re all trying to suss each other out in the relationship economy. Do I share something in common with you? How do we relate to each other? Are you relevant to my work?

That’s why the resume is on the out, and the bio is on the rise.

People work with people they can relate to and identify with. Trust comes from personal disclosure. And that kind of sharing is hard to convey in a resume. Your bio needs to tell the bigger story. Especially, when you’re in business for yourself, or in the business of relationships. It’s your bio that’s read first.

To help you with this, your bio should address the following five questions:

  1. Who am I?
  2. How can I help you?
  3. How did I get here (i.e. know what I know)?
  4. Why can you trust me?
  5. What do we share in common?

Your bio is the linchpin for expanding your thought leadership and recognition, especially online. It frames the conversation and sets the tone. It’s your job to reveal a bit about yourself and how you see the world. Do this well, and people will eagerly want to engage with you further.

Here’s the challenge: who taught you how to write your bio?

Admittedly, most of us never got a lesson in this essential task. You’re not alone. Even the most skilled communicators get tongue-tied and twisted when trying to represent themselves in writing. We fear the two extremes: obnoxious self-importance or boring earnestness.

It gets further complicated when you’re in the midst of a career or business reinvention. You have to reconcile the different twists and turns of your past into a coherent professional storyline.

The personal branding industry has only muddied the waters. It’s easy to feel turned off by the heavy-handed acts of self-promotion that the various gurus out there say you’re supposed to do. We’ve been told to carefully construct a persona that will differentiate and trademark our skills into a unique value proposition.

That’s mostly a bunch of buzzword bingo bullshit.

Instead, share more of what you really care about.

And then write your bio in service to your reader, not just ego validation.

Imagine that: A compelling reason to tell your story beyond bragging to the world that you’re “kind of a big deal.” Embrace the holy-grail of storytelling: tell a story that people can identify with as their own – and the need to persuade, convince, or sell them on anything disappears.

With all this in mind, here’s a few key pointers for reinventing your bio as a story:

1. Share a Point of View.

You’re a creative. Having something to say is the ultimate proof. What’s missing from the larger conversation? Speak to that. Don’t be afraid to tell the bigger story. We want to know how you see the world. Show us that you have a unique perspective or fresh vantage point on the things that matter most.

2. Create a Backstory.

Explain the origin for how you came to see the world in this way. Maybe it was something that happened to you as a kid or early in your career. Consider your superhero origins. How did you come into these powers? What set you off on this quest or journey? What’s the riddle or mystery you are still trying to solve? When you tell the story of who you were meant to be, it becomes an undeniable story. Natural authority is speaking from the place of what you know and have lived.

3. Incorporate External Validators.

Think frugally here. To paraphrase the artist De La Vega, we spend too much time trying to convince others, instead of believing in ourselves. Nonetheless, if you’re doing something new, different, or innovative — you have to anchor it into the familiar. Help people see that your novel ideas are connected to things they recognize and trust. That might be your notable clients, press, publications, or things you’ve created. Just enough to show people your story is for real.

4. Invite people into relationship.

Now that you’ve established you’ve got something to share, remind people you’re not so different from them. Vulnerability is the new black. Share some guilty pleasures. Describe what you like to geek out on. Reveal a couple things you obsess about as hobbies or interests. This will make you more approachable and relatable. You’re human, too. Help people find the invisible lines of connection.

To revamp your bio, start with these simple storytelling principles and questions above.

In the process, you’ll discover a greater potential to shift how you see yourself and how the world sees you. Your story sets the boundaries for everything else that follows.

If you’re having trouble being heard, recognized, or understood, it’s probably an issue related to your story and identity.

SAMPLE COPY ADDED to promote webinar:

The good news? I want to help you tell your story.

Join my friend Michael for his new FREE webinar called, RE-STORY YOURSELF: How to Attract Your Future with a Better Bio.

This webinar will teach you simple storytelling shortcuts to creating a standout yet authentic bio that attracts more of what you want. Discover the right tone, structure, and how to craft an interesting point of view. You’ll learn how to use story to position your work, attract opportunities, and get paid for being the real you.

Click here to sign up for my FREE webinar now!

It’s never too late to reinvent your story.

Story on!

 

The Rant Experiment: Let Off Some Steam, Catalyze Social Change and Grow Your Business

rantI want to offer up the opportunity to participate in a bold experiment.

It’s going to ask you to be vulnerable and honest.

It’s going to ask you to use a tool that not many people even think of as a tool (indeed, I didn’t until a few days ago when a number of things came together).

Here’s the gist: I want you to write a rant that’s been brewing inside you for a while and share it with your list and social media. After about a week, go post your rant and the results in the comments below.

Then, in July, I will collect the best rants and make a blog post featuring them all. This is all very informal but it should be fun.

The Rules: videos rants = 3 minutes or less. Written pieces 1000 words or less.

I think it will not only feel really good for you to do but that it could also help you grow your business.

 

Why do I say this and where is this experiment coming from? 

I think that the world needs more people ranting.

I think that you have a rant inside you that, if you let it out, would not only free you but a lot of other people too.

I think that letting yourself rant could do wonders to get to you more clients too.

Let me back up and explain why I think this…

I’ve written 551 blogs on this site.

Most of them have gotten a few comments. Many none at all. A few of them have gotten a lot of comments and been shared widely.

You might think that the ones that were the most shared were the most tactical ones. The ones with ‘how to do something’. The ones with an immediately practical application. But when I do a search of the blog posts in the Marketing Tactics category the following are the ones I find with the most comments on them.

Note: Some of these may have a lower number of comments because they were written years ago when my list was smaller and they may never have been mailed directly to my list. But the most recent ones, in the past couple of years were.

Also: comments are not the only or most meaningful arbiter of success. I would say how much a piece is shared or how much traffic it gets is more important (and I can attest to the rant blog posts I’ll be posting below being the ones that have been shared the most on social media and drawn some of the most new people to my site). But, comment numbers are still a useful lense to look at as it demonstrates that people not only went to that page, but read the material and got enough out of it to leave some complimentary words in the course of their busy lives.

 

How many comments do I get on my Marketing Tactic blog posts?:

25 CommentsHow to Approach Hubs and Potential Clients Cold – This one has the most comments of any of them. But, given how packed it is with content, real life examples, I am surprised there weren’t more comments.

16 CommentsHow Do I Fill Up My Weekend Workshop or Retreat Last Minute? 21 Practical Ideas – This one is interesting. I emailed my list of 10,000 with it and then my colleagues Justin and Callan emailed their list of 30,000+ with it. And yet only 16 comments. And, holy hell is this ever one of the most practical blog posts I’ve ever written. This blog post, with some other additions, will be turned into a product I sell within the next year. And I bet it will do well. And yet… only 16 comments.

6 CommentsThe Two Secrets of an Effective Business Card – Only six comments? A blog post on the most ubiquitous of all marketing tools?

6 CommentsThe Top Ten Ways to Become a Hub – If people really applied what was in here, they’d double their business this year. But a paltry number of comments.

6 CommentsHow to Make a Welcome Video for Your Website – What the hell. Most folks should have some sort of welcome video on their website. I’m telling people exactly how to do it. Half a dozen comments. Boo.

3 CommentsFive Simple Ways to Get New Clients – This one blows my mind. Again, I would feel very good about turning this blog post into a paid product. It’s so good. It’s so clear and step by step. But only three comments.

3 Comments14 Ways to Make it Easy for People to Spread the Word About You – A distillation of a year’s worth of me reading every book on word of mouth marketing I could get my hands on and… three comments.

1 CommentMarketing for Psychotherapists – Did this explode in the psychotherapy community? No. Not sure if this one hit my email list but still. I’ve personally sent it to dozens of psychotherapists and had it met with deep gratitude. But only one comment.

0 CommentsCreating Your Hubs Database – Quite possibly the most important marketing tactic I know that very few others teach. And the crowd goes mild.

0 Comments21 Powerful Word of Mouth Intensifiers – Again, a years worth of research boiled down into 21 actionable items and met with zero comments.

To be clear, if I were to email my list with some of the ones with fewer comments, we’d see those comments go up. But what follows is very illustrative.

 

Those rants though…

When I look in the Tad’s Rants category I find these six blogs. All six of these were emailed to my list within the past couple of years. So there’s that. But the difference in the number of comments is orders of magnitudes higher.

And they’re all rants. None of them contain a single practical idea. None of them are tactical at all. And yet, this is a consistent pattern. When I share a rant, I get the most response. To prove it…

174 CommentsI’m Broke (And I Don’t Care)

122 CommentsWhy ‘Charging What You’re Worth’ Is Bullshit

104 CommentsIs ‘Conscious Marketing’ Bullshit? Discuss

92 CommentsSlow Marketing

86 CommentsWhy ‘Stop Playing Small’ Is Bullshit

74 Comments – Don’t Mess With Their Rice Bowl: Seven Business Lessons from Ten Recent Workshop No-Shows

So, that’s 652 comments in total for six blog posts vs. 120 comments for what I would consider to be my top ten, most useful tactical blog posts.

To break that down further, that means that, on average, my tactical blog posts have gotten 12 comments each, whereas my average rant blog post above got, 108 comments. So, even if we factor in a smaller email list and not each of those posts having been emailed out and tripled that number to 36, we’re still looking at rant posts performing at least four times better at worst and ten times better at best.

You might be excused for thinking that the secret is to add the world ‘bullshit’ to any blog post. And… you wouldn’t be right but you wouldn’t be entirely wrong either. However, more on that in a moment because it’s not just in comments on my blog.

I also shared my Why ‘Stop Playing Small’ Is Bullshit blog on my Facebook Page. I generally get next to no response on posts to my Facebook Page because of this.

But when I shared this one, it went crazy. Shared by 34 people. And, on a Facebook Page a share means much more than a comment. Note: I did not boost that post. I paid nothing. And yet, boom.

Screen Shot 2015-03-12 at 4.19.41 PM

 

What is a rant?

Before we dive much deeper, we should really define our terms.

verb (used without object) 1. to speak or declaim extravagantly or violently; talk in a wild or vehement way; rave: The demagogue ranted for hours. verb (used with object) 2. to utter or declaim in a ranting manner. noun 3. ranting, extravagant, or violent declamation. 4. a ranting utterance. via dictionary.com

rant (n.) Look up rant at Dictionary.com “boisterous, empty declamation; fierce or high-sounding language without much meaning or dignity of thought; bombast; a ranting speech,” 1640s, from rant (v.). rant (v.) Look up rant at Dictionary.com c.1600, “to be jovial and boisterous,” also “to talk bombastically,” from Dutch randten (earlier ranten) “talk foolishly, rave,” of unknown origin (compare German rantzen “to frolic, spring about”). A 1700 slang dictionary has rantipole “a rude wild Boy or Girl” (also as a verb and adjective) [Grose] via etymonline.com

In the definitions above you can see that ranting is a style of sharing views that doesn’t fit into the conventions of polite conversation.

 

Eleven reasons why rants get such a strong response

So, what’s up with the difference in response?

I think there are nine reasons that rants get such a strong reaction and are shared so much.

Reason #1 – They Send The Right Messages:

I wrote a blog post called Five Simple Messages That Can Have Potential Clients Melt and Fall in Love With You (41 Comments). In it, I laid out five key messages that clients need to get from you in order to feel safe.

Message #1: That you ‘get it’ (or at least will try to).

Message #2: That they’re not crazy.

Message #3: That they’re not alone.

Message #4: That there is hope.

Message #5: That there’s a bigger context.

I believe that a good rant can send all five of those messages.

Reason #2 – A Rant Comes From a Point of View:

Years ago, I wrote a blog post called Nine Reasons Point of View is the Future of Marketing. In it, I explain why having a clear, well articulated point of view, perspective, philosophy or ‘take’ on things was so vital. And a good rants comes from this. A rant comes from a way of seeing things that is being ignored and is an attempt to call attention to it, or tear down a point of view we see as doing damage.

Reason #3 – A Rant is Raw and Real:

So much of what we see in business and marketing is posturing. People pretending to be more together than they are. And a rant shatters that pretense. A rant is honest. A rant cuts through the bullshit and calls a spade a spade. A rant isn’t trying to be nice and polite. It’s not concerned about offending people. And people respond to this. People are craving honesty. This kind of genuine boiling over of emotion and frustration when things make us wanna holler is a tonic for people. A rant is done to express, not impress. They’re done primarily to get something out of you not to make an impact on others. You rant because you need to or because you see it’s needed, even if you don’t know if it will make a difference at all.

The realness you express with engender respect (even if they disagree), trust, credibility and a letting down of the guard. People will be more open to you because they see you’re not hiding anything. There’s no pretense. They know where you stand now.

I learned from Stephen Jenkinson that there were two type of marble that were used for stone carving. The first type, which is the most expensive, has a very tight crystalline structure which will take any blow and which can be carved with incredible levels of precision. The second type was harder to carve and the final results would often be covered with holes and imperfections that would need to be filled and covered with wax. So, in that way, a cheaper marble could be used but made to look more expensive than it was.

Now follow this: the Latin word for wax is ‘cera’. The Latin word for without is ‘sine’. And so marble that wasn’t covered up, where the holes could still show, were sine cera. Or sincere. And so, in this way, this common word is brought down through the ages, holding close to its chest this story about letting our holes show.

And so a rant is a tremendously sincere event. We’re not trying to posture or say it exactly right. We’re not trying to pretend we have it all together or have all of the answers. And, because it’s so sincere, people trust it.

Why don’t people rant? Because it’s vulnerable. It risks, even courts, rejection.

If you try to fake it and use a rant as a technique when it’s not something you genuinely feel, it’s going to suck hard and everyone will notice it.

If you try to control and constrain it too much, it will lose its oomph. You’ll notice that in almost all of the rants below, there is swearing. There’s a reason. When people are really ranting, their filters fall by the wayside. Things come out of their mouth that normally never would.

And, because of their rawness, a rant is big medicine. This isn’t something we want to do all of the time. They have real impact precisely because they are so rare and so raw. If all you do is rant, you will lose credibility. The less often you use this tool and the more emotion that is let loose when you do, the more impact it will have.

My colleague and friend Morgana Rae said, “I call those the ‘Dark Goddess of Morgana’s Wrath’ blasts. They’ve been surprisingly enrolling.”

And it’s important to understand that rants are only one kind of medicine. They are needed but they’re not the only thing that’s needed. We also need listening, patience, organizing, well articulated and thoughtful requests etc.

Reason #4 – A Rant is Polarizing:

Not everyone will agree with your rant – it will likely be controversial. It’s going to get a polarized response from people. And that’s good. Clients who aren’t a fit will be repelled, and the ones who are a fit will be magnetically drawn towards you hard. It gets people off the fence of how they feel about you.

Reason #5 – A Rant is Releases Pressure:

One of the highest performing headlines of all time was written by Jay Abraham:

“I’ve got to get this off my chest before I explode.”

He wrote it once as the first statement in a long, rant like sales letter. It got an incredible response. And, whenever he or others have used it after, it got a huge response too.

When people hear a good rant, if they agree with it, they often experience an immediate sensation of relief and release. A good rant gives people permission to stop pretending they see the Emperor’s new clothes when the man before them is clearly naked.

By the time a rant happens, pressure has been built up to an untenable point. When you rant, you not only release the pressure for you, but for everyone listening. The people listening have been, whether or not they’ll admit it, feeling a sense of ‘I don’t know how much longer I can take this…’. If you try to hold a rant in, it will hurt you. If you release it, it will free not only you but everyone listening who agrees with you. Rants are like a thunderstorm that come in loud and strong and, after which, the air smells fresher than it has in months, the stagnancy gone and replaced with someone more life giving.

A rant can create an incredible sense of connection between yourself and the person listening as they whisper, ‘Thank you for being willing to say it.’

Because rants are the release of pressure, they require some pressure to build up first. They have to arise from something real vs. an attempt at saying the ‘right thing’ to get a ‘particular response’ (e.g. a crafted statement from a politician that is clearly false indignation, full of sound and fury and signifying nothing).  This means we can’t manufacture them without their ringing exceeding hollow. In that way, they’re spontaneous. It’s not about making them happen perhaps, but not stopping them when they arise.

Reason #6 – A Rant is Emotional:

A rant is not an essay. It’s not an analysis or breakdown. It’s not a manifesto (though a manifesto may arise from it). A rant isn’t that well thought out yet. It’s from the heart. It’s an expression of pain, heartbreak, anger or hurt. It’s an expression of a deep love for something. It’s not abstract. It comes from a real place of real impact. It comes from a not being able to hold it in anymore more than an excitement to share some new idea or concept.

That might be why people swear so much when they rant. The gasket has blown and the filter is off and the only thing coming out of that spigot faster than you can manage it, is hot, liquid truth that is going to burn away anything that isn’t real.

A rant wants to tear apart bullshit. It wants to grab people’s masks right off their face, throw them down on the ground and step all over them. It wants to grab people by the shoulders and shake them and tell them to wake the f*ck up for god’s sake. It wants to go to a polite dinner party and turn over tables if that’s what it takes to get people’s attention.

And there’s a good chance that you won’t know it’s a rant by what you say but by how they respond.

Reason #7 – A Rant is a Call to Action:

A rant is a message. It’s a call to action to change things for the better. And that energizes (and, hopefully) enobles people. A rant is a call for people to wake up, stop being so f*cking apathetic and to do something. A rant isn’t just done to vent feelings and then move on – that’s what therapy is for. No, a rant is there to start something.

Think of the rant at the end of Trainspotting:

Choose Life. Choose a job. Choose a career. Choose a family. Choose a fucking big television, choose washing machines, cars, compact disc players and electrical tin openers. Choose good health, low cholesterol, and dental insurance. Choose fixed interest mortage repayments. Choose a starter home. Choose your friends. Choose leisurewear and matching luggage. Choose a three-piece suite on hire purchase in a range of fucking fabrics. Choose DIY and wondering who the fuck you are on a Sunday morning. Choose sitting on that couch watching mind-numbing, spirit-crushing game shows, stuffing fucking junk food into your mouth. Choose rotting away at the end of it all, pishing your last in a miserable home, nothing more than an embarrassment to the selfish, fucked up brats you spawned to replace yourself.

Reason #8 – A Rant is Unauthorized:

Rarely does anyone ask for permission to go on a big rant because rants are often deliver in the face of some oppressive authority, reality or set of assumptions. So a rant can actually be a step in reclaiming your own personal authority. Rants often happen when boundaries (real or imagined) have been crossed too many times or in egregious ways and so rants are a way of saying ‘no more’. A rant often breaks social conventions. It’s not polite. It often interrupts whatever is going on.

And in a world full of posturing, lies, injustice, pretense and deep confusion about how we’re supposed to relate to each other as humans, rants are deeply, deeply needed.

Because they are not authorized or a part of the common public discourse, when rants appear, they are like lightning. They get attention.

Reason #9 – Rants Can Be Tonic or Toxic Destructive Force:

Make no mistake. A rant is destructive.

But this destructive energy can be tonic or toxic, depending on how it’s used.

When coming from a deeply wounded place, it may seek to scapegoat groups of people. Think Hitler ranting against the Jews or Jim Crow ranting against black people or religious leaders ranting about homoosexuals. Toxic rants are the life damaging use of anger to protect unearned privileges and the punitive use of force to crush those who would question those privileges and control.

But there’s a tonic version where the rant is coming from the impulse to tear down anything that isn’t real, to expose hypocrisy, to flood light into the darkness and to call attention to injustice. They want to blow up the damns that are killing our salmon, break the shackles that are enslaving us. Tonic rants are the life affirming use of anger and the protective use of force when something precious is under threat.

A toxic rant will result is real casualties or real people being hurt.

A tonic rant will only result in lies being hurt.

The key thing to understand is the destructive power of them. But, hidden in the middle of that destructive power is something precious. It is not a new thing, but rather the yearning for something better. A good rant is a pleading with the world for something finer and fairer, a plea for beauty in the face of ugliness, kindness in the face of cruelty, fairness in the face of injustice, integrity in the face of hypocrisy, honesty in the face of deceit and duplicity.

Reason #10 – Rants Resonate:

If it’s a good rant, it will resonate with people.

As Carl Rogers said, “That which is most personal is most general.” He meant that the things you most deeply feel that you think you’re the only one who feels them? Everybody feels that. And so the more honest and vulnerable you’re willing to make yourself, the more others will resonate with you.

James Baldwin put it so well, “You think your pain and your heartbreak are unprecedented in the history of the world, but then you read. It was books that taught me that the things that tormented me most were the very things that connected me with all the people who were alive, or who had ever been alive.”

This is what rants do. People hear them and say, “Me too! I thought I was the only one!” and then they want to share them. If no one comments on your rant, likes it or shares it, it might not have struck a chord in people.

Reason #11 – A Rants is a Response:

This is vital to understand about rants.

It’s why you can’t just ‘manufacture’ a rant.

A rant has to come from somewhere. It’s got to be a response to something real that you have experienced in the world that genuinely upsets and frustrates you. It’s got to be something you have been unable to find a solution to despite trying.

A rant is about something bigger than you. A rant places you somewhere. A rant is not a political speech about you and how amazing you are and why everyone should vote for you. A rant is not a speech about some neat new idea or technology or philosophy. It’s a response to something that isn’t working.

 

The Three Places A Rant Can Come From:

Maybe even more important than the content of the rant is where it’s coming from.

I want to suggest there are three places. You can read more about this in my blog post Collapse, Posturing & Composure.

Collapse: If you rant from a place of collapse, victimhood and ‘poor me’ your rants will sound whiny and complaining. This is not attractive. And it’s not vulnerable (even though it seems like it is). Instead of sharing the pain they feel, they use the pain as justification for their story about themselves. The former melts people’s hearts, the latter disgusts people.

Posturing: If you rant from a place of puffing up and pretending to be more together than you are, or pretending to care so much, you’ll come across as immensely disingenuous and only succeed in appealing to other people’s posturing.

Composure: This place, of comfort in your own skin, of finally coming to trust yourself over external authority, is where all good rants come from. Rants that come from a desire to get love (collapsing) or get respect (posturing) never resonate. But rants that come from a place of self love and self respect always do. You can’t be vulnerable unless you are composed. If you’re posturing or collapsing you are, inherently, basing your identity in how others see you. That means that to feel okay, you need to manage how they see you. That means you need to be in control of it. And you can’t be in control and vulnerable at the same time. Only when you feel safe in your ability to handle yourself and meet life as it is, will you every be able to be vulnerable.

But, it might be good to look at some real examples of rants so you can get a flavour for them.

So, here are…

 

Eight blog post rants worth checking out:

Is It Possible to Financially Harm a Client? by Mark Silver

Addicted to Breakthroughs by Mark Silver

My Prediction of the HUGE ‘Launch Bubble’ That’s Coming Fast… and How to Surpass It… – by Ali Brown

Life Coaches, Don’t Quit Your Day Job (What They Don’t Tell You in Life Coaching School) – Rebecca Tracey

Before You Quit Your Job – Morgana Rae

It’s not your abundance mentality, it’s your crappy copy (and 8 other reasons why your business is stuck) – by Makenna Johnston

Can We Quit the B-S Marketing? An Easier Way to Honest Marketing – by Tova Payne

Statement to the Court Upon My Unjust Arrest – by Leah Henderson

Is it wrong to get paid to care? – by Corrina Gordon Barnes

Authentic Networking – by Lisa Barber

Thirty-two video rants worth checking out:

Watch these all. You will feel uplifted and emboldened by them. They all have different styles which is part of what I’m wanting you to see so you can understand all of the different ways your rants could look.

Rants in Politics:

Elizabeth Warren goes off about the debt crisis and fair taxation.

Australian Prime Minister Gillard lets loose on the leader of the opposition for his blatant and long practiced mysoginy. What I love about this rant is that it’s clearly not scripted. She had some points set out to make and then just let loose.

Hillary Clinton gives an incredibly well measured response to a question on birth control where you can feel her entire life of real world experience coming to bear and all rushing to form themselves into words. You can feel the long line up of examples forming inside of her as she builds momentum in this and yet, somehow, keeps it together.

Rants in Comedy:

Bill Hicks famous rant (NSFW) about marketing and marketers. This is one of my favourite rants of all time. Eloquent. Well thought out and full of emotion.

George Carlin, much of whose career was based in rants, delivers this incredible three minute of lucid, angry brilliance.

Louis CK goes off about why he hates cell phones. But the beauty of what he’s offering here is a deeply personal and intimate look at what it means to be human and how we distract ourselves from this constantly. It’s funny, but it’s also a plea for humanity.

Louis CK’s stand up style, much like George Carlin’s, has a rant like quality. In this one, he imagines how God might rant at us if he were to come back to Earth and see what we’d done to it. This particular rant resonated so much that someone decided to animate it.

I couldn’t do this without throwing in this third Louis CK clip (which was how many people heard of him first) where he ranted about how incredibly spoiled and entitled this culture has becomes.

Lewis Black is one of my favourite ranters who channels his anger at the bullshit in the world into something well worth watching as he articulates many of our deepest held frustrations for us.

Jim Jeffries goes on a rant about gun control in his comedy show. A brilliant use of comedy to get a point across and to address a real problem of gun control by pointing out the inconsistencies and hypocrisies in the arguments against it.

Rants in The News:

Rachel Maddow crushes it in her post election rant. I love the rhythm and momentum that this rant builds as it goes. Like a steady drum she keeps beating as she builds her case point by point.

Nobody in Canada rants better than Rick Mercer as they make up a regular feature of his show This Hour Has 22 Minutes. What I love about Rick’s rants are the momentum they have as he’s always walking when he does them and he’ll physically stop to make a point.

Kanye West’s propensity to go off script can sometimes be seen as self serving but, in this moment, he just lets loose and starts telling the truth as he sees it. This video, as many good rants are, was shared incredibly widely. Out of all the rants I’m sharing, this one might be the most spontaneous and unscripted.

Dylan Ratigan goes off and will not be stopped. He breaks decorum of his show, interrupts everyone and can’t seem to stop himself. Agree or disagree with him there was nothing contrived about this rant. It was not a carefully calculated Ezra Levant style meltdown. It was a very real frustration boiling over.

Rants on Fake News and Talkshows:

Bill Maher has built a career on rants. The ‘New Rule’ portion of his show is a well constructed, well thought out rant on a particular topic where he punches up and skewers the wealthy for their hypocrisy on drug policy.

Jon Stewart often goes on rants on his show. This one moved me because it was so incredibly honest. The footage of the murder of Eric Garner at the hands of the NYPD had just come out and Stewart was beside himself with dismay at the appalling and unbelievable injustice.

Spoken Word Rants:

The following spoken word poem is scripted. Every word. And yet, it’s a rant. It drips with real emotion, swells and builds. It is a plea for something as must good rants are. You can feel the poem bursting out of her as she opens herself with incredible vulnerability.

Another example of the power of spoken word, poetry and excellent video editing to express a rant eloquently. This is a personal expression of feelings on a topic which many would share. This video was shared widely.

Through spoken word, Prince Ea expresses his despair and hope in the world but then brings something beautiful towards the end. This rants is the shroud of sadness that protects something beautiful inside it. This rant is a passionate plea.

Prince Ea goes on a poetic rant about cell phones.

Evalyn Parry, one of my favourite Canadian singer/songwriters, delivers this beautiful spoken word piece as an ode to lift up all of those she sees making the world better in the face of all the opposition she knows they experience.

Climbing Poetree is an incredible poetic duo whose spoken word pieces are some of the finest and most eloquent rants I’ve ever experienced.

This poetic, moving, surging and heartfelt rant for the hope of something better by Andrea Gibson brings tears to my eyes every time.

A powerful piece by Katie Makkai in response to a life telling her she wasn’t. beautiful. enough.

Rants on TV or in The Movies:

This is a little micro rant on bankers a game show by David Mitchell who’s a brilliant British comedian. What I love about it is that he can’t seem to stop himself. He interrupts the proceedings with it.

In the movie, A Few Good Men, Jack Nicholson’s character is goaded into going on a rant that ends up with him (spoiler alert) admitting his guilt. But how much better is it with this young man in a tub doing it? Nailed it kid.

I disagree with where the following one comes from politically and the amount of history it leaves out (e.g. slavery and genocide in the United States), but it’s a great example of a rant…

Rants By My Colleagues:

My colleague Jay Fiset of Calgary went on a rant about his frustrations with the personal growth industry .

Rants by Celebrities:

Actor Tyrese Gibson goes on a rant about responsibility to the people following him about them. He expresses how tired he is of their whining and complaining. It’s a beautiful, tough love rant.

In this famous interview on BBC, Russell Brand gives some incredible well tempered, rant-like answers. What I love about Russell’s style is the incredible lucidity but also the pacing, tempo and rhythm of it.

 Jenna Marbles, who is amazing, goes on a rant about the whole ‘nice guys finish last’ idea. Extremely NSFW.

Vandana Shiva is one of the most remarkable and wonderful people I know. In this interview she goes off about Monsanto. This kind of rant is driven by a passion for exposing the lies and false causes of real troubles.

So, How Do You Participate in the Rant Experiment?

Step One: Identify Your Industry Frustration

Complete these sentences. Try coming up with ten answers per sentence stem. This is a great exercise to do with a friend. Have them interview you and record it or have them take notes and just let yourself vent. Critically, don’t try to be nice. Let yourself be petty and opinionated to start. You can clean that up later (if you want to). For the moment, just let it out.

Note: Replace the word industry with scene or community as it makes sense.

  1. I’m so sick of _______ in my industry.
  2. The elephant in the room that no one is willing to talk about in my industry is….
  3. The biggest piece of bullshit going around my community is…
  4. The emperor’s new clothes in my industry is…
  5. The thing I’m most frustrated about in my industry is…
  6. The things I’ve thought about for years but have never said out loud about my industry is…
  7. The dirty secret of my industry is…
  8. The thing I’m most sick and tired of hearing, seeing, or dealing with in my industry is…
  9. The thing I feel like I have to bite my tongue about (while I roll my eyes) the most when at industry events is…
  10. The thing they never teach you when you’re in school for our industry is…
  11. The biggest lie I see my colleagues peddling is…
  12. How the hell is ______ still a thing in my industry?
  13. I don’t give a shit about _______ anymore. What I care about is _________.

Step Two: Express it Out Eloquently

I’m not talking about word smithing something to death so it’s stripped of all inspiration. But I am talking about holding yourself to a higher standard so that even your consternation is expressed in a way that adds more beauty to the world in its realness. I’m talking about stripping the ‘uhms’ and ‘uhhhs’ and ‘like, ya know?’s from it. I’m talking about speaking right from your heart in the most beautiful, honest and real way you know how to do.

Oriah Mountain Dreamers urgent and deeply honest poem The Invitation is a gorgeously articulated rant.

I don’t think that this kind of eloquence is something you can just summon up in the moment. I think it’s the result of a lifetime of practicing eloquence in speech being brought to bear in a moment like this. The only way to practice for an eloquent and moving rant is to practice more beautiful speech right now in your day to day life.

AGAIN: For the sake of this experiment: let’s not having videos go more than 3 minutes long at the most and let’s have written things be no more than 1000 words.

Step Three: Sleep On It & Share It

It’s always a good idea to sleep on things. Even rants. Let it out and then look at it the next day with fresh eyes. Can it be improved? Polished? Made even more powerful? Almost certainly.

Step Four: Share the Results in a Comment Below

I look forward to seeing what you come up with.  But more than that, so does everyone else. Maybe the world has been waiting for you to blow off a little steam.

Also – if you can think of other rants that should be featured, please share them below as well.

Video Interview: Danny Iny on The Positioning Matrix

As many of you know, I’ve just launched a new website all about how to successfully navigate the often difficult and perilous journey of figuring out your niche. More about that soon.
 
But one of the best tools I’ve ever come across in figuring out your niche was something I heard about from one of my favourite colleagues Danny Iny. It’s called The Positioning Matrix. I recorded a 45 or so minute conversation with him about it where we tried to figure out the niche of Danny’s ideal massage therapist. Good times. The film quality is pretty fuzzy but the sound’s good. 
 
This tool is so simple but can have such a profound impact. Go watch the video and then give it a try and let me know, in a comment below. what you come up with because I’d love to include your example in a thing I’m working on.

 

Here’s the PDF of his notes.

Top Ten Blog Posts on Figuring Our Your Platform (77 pages worth!)

TopTenOver the past decade, I’ve written a lot of blog posts. Over 500. 
 
But there are ten of them that most get to the heart of really figuring out what I would call your platform (what you want to be known for). My guess is that you’ve only seen one or two of them. 
 
Figuring out your platform is the most critical thing you can do in your marketing. Without a clear platform, your marketing will feel clunky and awkward. Without a clear platform (or you could say brand, identity or reputation) success in business becomes extremely difficult.
 
I introduced the idea of the platform in my blog post The Three Foundations of a Thriving Business. It spoke to what your platform is and where it fits in your overall marketing strategy. This is one of the core pieces of my marketing workshop. 
 
So, to help you figure out your platform, here are my Top Ten Blog Posts (which, if you printed them off in size 12, Goudy Old Style (the best font)) would total 77 pages. 
 
 
Blog Post #1: The Three Roles of Marketing: This blog post sets the stage for the importance of having a clear platform as it attacks, head on, the central assumption that ends up making marketing and sales feel bad for all involved. What is that central assumption? It’s the idea that marketing has only one role. What is that role? To get people to say ‘yes’ to buying your products and services. I think that is wrong. I think there are three roles in marketing. And none of them, provocatively, have anything to do with getting anyone to say ‘yes’. You can read that post here
 
Blog Post #2: We Might Be a Fit If: What if one of the three roles of marketing was all about establishing if you and the potential client were a fit for each other (rather than assuming that everyone needs what we have to offer)? I want to submit that your clarity around this issue of ‘who is a fit?’ is the most central question you can answer and that 90% of the marketing struggles I see come down to a lack of clarity around this issue. This post is chock full of specific questions you can ask yourself to get clear on who is and isn’t a fit for you. You can read that post here
Blog Post #3: Polarize: This blog post builds on this idea and takes it further by suggesting that the reason most people’s marketing doesn’t succeed is because it’s acting as a seduction rather than a filtering process. What if the role of our marketing wasn’t just to attract the people for him it was a fit but to actively turn off and repel the people for whom it wasn’t a fit? You can read the post here
 
Blog Post #4: Your Platform in a Page: This is likely the post I’ve sent out to the most clients I’ve worked with as a first step. When people want to work with me, this is the post I send to them as homework to get grounded and ready for our session. Their answers to this help me laser in on where they are clear and where they aren’t. It’s divided into six areas of your platform with the best three questions I could come up with for each. You can read that post here
 
Blog Post #5: Island A – The Painful Symptom: This is the most important thing you can figure out in your marketing platform. Island A represents that problem people are having to which your product or service would be a solution. 90% of clients I work with do not have this figured out. This is simultaneously the simplest and yet most difficult of issues to figure out. But, once you’ve got this nailed, your marketing becomes ten times easier (without exaggeration). This is one of the longest posts I’ve ever written. It’s crammed with examples, case studies, criteria and specific questions to guide you in figuring this out for your situation. It’s one of the most practical posts I’ve ever written. You can read that post here
 
Blog Post #6: Island B – The Results They Crave: This post is the other side of the Island A post. If Island A is about the problems with which they’re struggling, Island B represents that results they are craving the most. Again, this post is deep and extensive. You can read that post here
 
Blog Post #7: Island C – The Unimagined Possibility: Sometimes you’re offering something that’s so new that they didn’t even know it existed or was possible for their lives. If that’s the case then you need to market what you’re doing in a different way. If your work is cutting edge and is usually new to most people who hear it or if you’re offering a result that’s so much better than what most people assume is possible this post is a must read. You can read that post here
 
Blog Post #8: Island Z – The Unspoken Fears: This is a piece I almost never speak about at my workshops, but, if you want to have a clear platform and understand the people you’re trying to reach, it’s essential. Island Z represents the very real fears people have of what might happen if they don’t handle their problems now. These fears are often secret, unspoken but ever present in their lives. Your ability to really understand and empathize with these issues is huge in your ability to build trust. You can read that post here.
 
Blog Post #9: How to Identify Your Own Message: Years ago, I heard one of my colleagues say, ‘Don’t market yourself. Market your message.’ and I sat with that for a long time considering what it meant. Your message is a core part of your platform and it’s something that most businesses haven’t figured out. You can read that post here
 
Blog Post #10: How to Figure Out Your Why: Simon Sinek wrote the brilliant book called Start With Why which lifted up the message ‘people don’t just buy what you do, they buy why you do it’. I was powerfully struck with the truth of this message and, since then, helping people figure out the deeper purpose behind their business has been a core part of the platform work. You can read that post here
 
I hope you find these useful and I’d love to hear your comments in the comment section of the blogs themselves.