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.

About Tad

  • Randy Jones

    GOOD! THANK YOU!

    Seeing the island map much more deeply in my own slow way after last years day long workshop with you!

    Cooking . . . isn’t the “Map” the general principles of a type of cooking ? . . . And the compass is, for example, the kind of ethnic food I think I want . . . “I’m wanting to go on the boats that go to the Indian food islands or the French food islands” ?

    The route is the recipe for that particular meal?

    I might come down looking for the cooking classes, but I know that (in my view) the cooks who don’t measure things (like my grandmother didn’t) are the good ones (in my bias, the way I see the world). So I’m looking for a boat advertising “Cooking classes by the feel of it” not the one that says “Cooking is all about the exact science and measurement.” Then at either of those, there would be a whole “paradigm, world view, cosmology” about cooking.

    [And I see now that the sign should right away say something a little more than just the title—it is much better if I see the sign that shows me something right away about the feel of that cooking school boat. For example, I would like to know, between the two Mexican cooking school boats, which one is the fun and wild one cooking with music blaring, or if that is too wild for me, know that the other one caters to people who are just stepping out of their comfort zone trying some spicy food cooking, and reassures me right away that it is not “too wild.”

    Having chosen the world view that speaks to me, I’ll get on that boat and want the compass that is pointing to where I believe I need to go, where I want to go, whether it is Indian food, French food, how to cook meals for kids, fast nutrition for people on the go, etc.

    At that point, I’m happy and really enrolled in my choice because it’s been laid out well, described well . . . then I will be a “good student” of the process, and much more willing to handle the confusions, delays, trouble, awkwardness that ensues in the journey of learning, healing, transforming.

    Just thoughts . . . is this anywhere near what you are trying to say, or have I gone way off course !!! ???

    Spelling mistake at 22:04, I think, Tad. And best regards, hopefully see you soon.

  • DonnaPowers

    Love this! Thank you. Getting my bins today. :)

  • Anastasia Semerok

    Hi Tad! Thank you so much for sharing this — I love the metaphor of the two islands, and am thrilled to see that you’re expanding and deepening it even further.
    Here are some questions that’ve popped up in my mind so far:
    1) Are all 3 elements must-haves?
    2) Would it be possible to have examples of marketers who use one or more of the elements of the POV. I sense that seeing some real-life marketing examples that I could study on my own would help get a better grasp on the POV concept as a whole.
    Looking forward to seeing more on this topic!

  • hey there,

    “Cooking . . . isn’t the “Map” the general principles of a type of cooking ? . . . And the compass is, for example, the kind of ethnic food I think I want . . . “I’m wanting to go on the boats that go to the Indian food islands or the French food islands” ?”

    not in my understanding, no. my eBook will delve more into this. what you’re describing as compass I would describe as niche.

    “(in my view) the cooks who don’t measure things (like my grandmother didn’t) are the good ones (in my bias, the way I see the world).” that’s a point of view right there.

    “So I’m looking for a boat advertising “Cooking classes by the feel of it” not the one that says “Cooking is all about the exact science and measurement.””

    Sure. that’s a niche defined by a point of view. There would still be a map, a compass and some semblance of a route for this.

    “Having chosen the world view that speaks to me, I’ll get on that boat and want the compass that is pointing to where I believe I need to go, where I want to go, whether it is Indian food, French food, how to cook meals for kids, fast nutrition for people on the go, etc.” again – to me, that’s niche + pov

  • :-) thanks Donna.

  • Anastasia,

    good questions!

    – 1) Are all 3 elements must-haves?

    I was actually wondering about this on a walk this morning. I don’t know. I think the map is the main thing. having all three makes it more solid. the route feels like the least important and most fragile.

    – 2) Would it be possible to have examples of marketers who use one or more of the elements of the POV. I sense that seeing some real-life marketing examples that I could study on my own would help get a better grasp on the POV concept as a whole.

    yep! there will be plenty in my eBook when it comes out :-)

  • Anastasia Semerok

    1) Upon further reflection (and two more times of watching the video) I’m hard-pressed to find a single example without all of the 3 elements in place. So my current impression would be that they are not a must-have, but something that arises naturally from a POV
    2) Great to hear! (and that’s what I was aiming at with my question) Looking forward to the ebook.
    3) I have struggled for a long time with the “map” concept, but the explanation that you gave in the recap (towards the end of the video you mention “it helps to explain why people have not been able to get from Island A to Island B”) helped me enormously. Would suggest to include this as part of the definition of “map”.
    4) Another thing I would love to see in your eBook or course are ideas and suggestions for using the POV in marketing and in business in general. So, once I know what my POV is, how can I apply it from a practical point of view (no pun intended).

  • Dela

    You’re amazing, Tad. Thank you so much. This was clear, simple, and actionable. And so generously and lovingly delivered.

  • <3 so glad you liked it Dela

  • anastasia! that’s all such great feedback! thank you :-)

  • This is really good, Tad. Thanks for sharing. I’ve explored a similar topic, around the analogy of the islands and the boat lately in a blog post.

    One thing my clients always feel frustrated about is that they’re told not to talk about the boat – the process and the tools that they are so passionate about… probably a big part of the reason why they got into the business in the first place.

    When they feel like they can’t talk about it in their marketing communication, they’re leaving part of themselves behind and as a result, they can’t put 100% conviction and excitement in their communication, thereby rendering it less effective.

    On top of that, most clients/consumers have been around the block a few times and jaded about copy that only talk about the “outcomes and benefits” – which doesn’t answer the question “why are you different from all the other things I’ve tried by didn’t work?”

    Long story short, we do need to talk about our process/the route/the boat – but in a skillful/client-centric way so the practitioner CONNECTS her passion with the needs of the clients.

  • I hear you on that. I would agree. And I think that push comes from seeing that this is literally ALL some practitioners talk about and it’s often the thing their clients care about least. But yes, wise to not throw out the baby with the bathwater!

  • Yes, it has its value for sure. I do believe that we can’t see any of these “theories” or teaching as absolute truth, but need to implement with more nuances and discernment to so the application resonates with ourselves, our message and our clients.