The “What Should I Write About Today” Syndrome.

When one sets out to participate in the blogosphere or social media universe, they are immediately faced with what I call the “what should I write about today” syndrome. I’m quite certain that I’m not alone on this. It’s quite difficult to come up with remarkable, earth-shattering insight on a daily basis. For that matter, it’s hard to come up with it on a weekly, monthly or annual basis!

So that brings us back to the question. What should you write about today?

Just what is it that the world wants to hear from you? I am totally bored with people who keep me informed on facts like: “I just spent the weekend on my dune buggy in the desert,” or “I really got wasted last night at Dino’s,” or whatever. I’m sure they wouldn’t be the least bit interested if I’d reported on the same.

Here’s how I approach it:

It’s more that I have an opinion or perspective on something that might become kindling for further thought and participation by others. It didn’t take me long to realize that the best result from blogging and social media is not to post a diatribe as a so-called “expert,” but to partake in a conversation. A blog’s comments are as much a part of the whole experience as is the original post.

We’ve all been to cocktail parties where a guest self-appoints himself as the “expert” on a subject. He rants on and on, dominating the conversation, while the rest of us simply listen. It gets old real fast. Successful party conversations should be just that… conversations. Joe speaks, Linda adds something (maybe even disagrees), I chime in, Mary responds… and the conversation blossoms. Successful blogging should do the very same thing.

If I fell victim to the “who cares what I have to say” syndrome, never would a word be uttered by me. I’ve been in marketing and advertising for nearly 40 years—that should count for something from me as PART of the conversation. Not a claim of expert status, but perhaps I might have an interesting take on something to add to the conversation.

So inspirations for blogs don’t necessarily need to be “lightning in a bottle.” They can simply be a point-of-view based on some experience or insight. I might suggest to bloggers struggling for content that they back off a bit on their “duty” to create stunningly original content. Observe, comment, share.

Could it be as simple as that? I welcome comments and responses.

But how the heck does that relate to you, the direct-selling professional? Is there a lesson in there for you and your business? It might just relate to you in a much bigger way than you might imagine. Let’s do a little investigation…

What is branding? For a company, it starts with a cool logo, graphic look and advertising campaign. But it’s much more than that. A brand is actually the differentiator of what they offer over their competition.

So, is branding linked to the products you sell? Is it that you offer the lowest price? Or the tremendous business opportunity you can provide? Sure, you need to sell products. You need to offer value. And to grow your business, you need to recruit others. Those are the ultimate goals.

But it’s HOW you go about it that makes the difference. And that’s where personal branding comes into play. Personal branding is best described as your promise to deliver quality, performance and consistency to your customers. You provide something that they can count on. As a business person, that’s worth all the tea in China.

Corporate Branding vs. Personal Branding

We can all learn from the marketplace. Successfully companies work very hard to establish themselves in their spheres of influence. Bizillions of dollars are expended every year to promote products and services. At the end of the day, they want you to walk away with a good feeling about them and what they have to offer. Simply put, they desperately crave your brand loyalty.

Certain organizations stand out as true branding winners. Apple, BMW and Nike come to mind. So what is it that they’ve done that differentiates them from their competition? Sure, they make terrific products that answer a market need. But they also do something else that’s relatively unique in the world of commerce: They establish relationships with their customers.

That can be your greatest asset. Think of yourself as a brand. What do people think of you and what you offer them. It’s not just the products you represent, it’s what YOU bring to the table. If folks believe in you and trust in what you signify, you’ve established a powerful personal brand.

So every business effort you pursue should enforce and embrace that goal. There are some basic fundamentals that you should consider when going about your business:

Personality

YOU are your brand. Make your personality something that your customers want to migrate to. If they’re comfortable with you, they’re more likely to stay with you and trust your input. Nurture and build relationships. Sales will follow.

Culture

Immerse yourself in the lifestyle and culture of your target audience. For example, if you’re representing wellness products, establish yourself as an expert. That doesn’t mean you become a know-it-all—that annoying guy at the cocktail party. Expert status is akin to respect. It comes slowly and develops through consistent action.

Be part of the conversation. Offer helpful tips and advice that leave people with the idea that you might have solutions for them. Don’t force products down their throats. Once they have confidence in your contribution to the discussion, they’ll be more open to what you have to offer them.

Stay in touch

There’s a huge difference between staying in touch and being a nuisance. Only you can determine that fine balance. You want to let prospects know that you’re there, but you don’t want to bug the heck out of them. Use subtle ways of staying in touch. Remember their birthday or anniversary. Or just say hello. Done appropriately, those little things can really make an impression.

Keep prospects and customers informed… casually!

When you do have a special offer or event, let them know. Just don’t overdo it. They’re very sensitive to a sales pitch. There’s a big difference between providing information and being that annoying mosquito that people just want to bat away. If you’ve established yourself as an expert in a particular field, they will want to hear from you.

If you make an effort to position yourself properly with your prospects and customers, you’ll find that they’ll be much more receptive. And that means more business for you in the long run.

I welcome your comments and observations.

Usually it’s better to listen than to speak. Mainly because there just might be others that have something more interesting and thought-provoking to say than what might spill out of my mouth. Along those lines, I’ve collected a bunch of quotes from people throughout the ages that might make you stop and think. Perhaps even reassess your positions on things. Go ahead, give it a read and take these words of wisdom to heart.

On creativity and determination:

What exactly is creativity? Most of us would say we don’t have an ounce of creativity in our bones. I don’t believe that’s true. Creativity doesn’t always mean the ability to paint, write, act or perform a song. It can present itself in many ways—how we raise our children, manage our employees or cook a meal.

So what’s the secret to a creative mind? Countless folks over the years have chimed in the subject.

Charles Mingus:

“Creativity is more than just being different. Anybody can plan weird; that’s easy. What’s hard is to be as simple as Bach. Making the simple, awesomely simple, that’s creativity.”

One of the most important figures in twentieth century American music, Charles Mingus was a virtuoso bass player, accomplished pianist, bandleader and composer. More on Mingus…

George Patton:

“If everyone is thinking alike, then somebody isn’t thinking.”

One of the most complicated military men of all time, General George Smith Patton, Jr. was known for carrying pistols with ivory handles and his intemperate manner, and is regarded as one of the most successful United States field commanders of any war. He continually strove to train his troops to the highest standard of excellence. More on Patton…

Frank Capra:

“A hunch is creativity trying to tell you something.”

Capra was the creative force behind major award-winning films during the 1930s and 1940s. His rags-to-riches story, having worked his way through college, has led film historians like Ian Freer to consider Capra the “American dream personified.” More on Capra…

Albert Einstein:

“The secret to creativity is knowing how to hide your sources.”

Today, the practical applications of Einstein’s theories include the development of the television, remote control devices, automatic door openers, lasers, and DVD-players. Recognized as TIME magazine’s “Person of the Century” in 1999, Einstein’s intellect, coupled his strong passion for social justice and dedication to pacifism, left the world with infinite knowledge and pioneering moral leadership. More on Einstein…

John F. Kennedy:

“A man may die, nations may rise and fall, but an idea lives on.”

As the years have gone by and other presidents have written their chapters in history, John Kennedy’s brief time in office (1961-1963) stands out in people’s memories for his leadership, personality, and accomplishments. More on Kennedy…

Isaac Bashevis Singer:

“The wastebasket is a writer’s best friend.”

Isaac Bashevis Singer was a Polish Jewish American author noted for his short stories. He was one of the leading figures in the Yiddish literary movement, and received the Nobel Prize in Literature in 1978. He is also well known for his memoir of his life, A Day Of Pleasure. More on Singer…

On optimism vs. pessimism:

How we view life has a direct impact on how our lives turn out. You don’t need a degree in psychology or philosophy to understand that. I’ve known my fair share of people that aren’t very happy who also coincidentally have a dark view of the world around them. It’s what you make of it that matters.

Winston Churchill:

“A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.”

Sir Winston Churchill was a British Conservative politician and statesman known for his leadership of the United Kingdom during the Second World War. He is widely regarded as one of the greatest wartime leaders of the century and served as Prime Minister twice (1940–45 and 1951–55). More on Churchill…

Twyla Tharp:

“Optimism with some experience behind it is much more energizing than plain old experience with a certain degree of cynicism.”

Since the early 1960s, Twyla Tharp has choreographed more than one hundred thirty-five dances, five Hollywood movies, directed and choreographed four Broadway shows. More on Tharp…

Harold Wilson:

“I’m an optimist, but an optimist who carries a raincoat.”

Harold Wilson was a British Labour MP and Leader of the Labour Party. He was twice Prime Minister of the United Kingdom during the 1960s and 1970s, winning four general elections. He is the most recent British Prime Minister to have served non-consecutive terms. More on Wilson…

On heart vs. reason:

If we lead with our heart, it’s really important that it be tethered with a fair amount of consideration from our head. There are always unintended consequences attached to our actions. It takes a bit of reason and thought to temper our passions.

Theodore Roosevelt:

“I think there is only one quality worse than hardness of heart and that is softness of head.“

Teddy Roosevelt is mostly remembered as the 26th President of the United States, but this astonishingly multifaceted man was a great many other things as well, such as Vice President, Governor of New York, Assistant Secretary of the Navy and Colonel of the Rough Riders. More on Roosevelt…

Galileo Galilei:

“Where the senses fail us, reason must step in.”

Galileo Galilei (1564-1642) was an Italian scientist who supported Copernicanism, the idea that earth orbits the sun. For doing so, he was tried during the Roman Inquisition, found “suspect of heresy” and spent the rest of his life under house arrest. His findings changed our world view for all time. More on Galileo…

Thomas Jefferson:

“Errors of opinion may be tolerated where reason is left free to combat it.”

Thomas Jefferson was an author of the Declaration of Independence and the Statute of Virginia for Religious Freedom, third president of the United States, and founder of the University of Virginia. He voiced the aspirations of a new America as no other individual of his era. As public official, historian, philosopher, and plantation owner, he served his country for over five decades. More on Jefferson…

Benjamin Franklin:

“If passion drives you, let reason hold the reins.”

Benjamin Franklin was extremely important in the history of the move from thirteen individual colonies to one unified nation. His actions as elder statesman and diplomat helped ensure independence. His scientific and literary achievements helped him earn respect at home and abroad. While in England, he also received honorary degrees from St. Andrews and Oxford. His significance cannot be understated. More on Franklin…

Henry Ford:

“Thinking is the hardest work there is, which is probably the reason why so few engage in it.”

Henry Ford was a prominent American industrialist, the founder of the Ford Motor Company, and sponsor of the development of the assembly line technique of mass production. His introduction of the Model T automobile revolutionized transportation and American industry. As owner of the Ford Motor Company, he became one of the richest and best-known people in the world. More on Ford…

Voltaire:

“Prejudices are what fools use for reason.”

After being exiled from France due to his writing, Voltaire came back only to again flee Paris after another uproar. He is best known for his tome, Candide (1759), a satire on philosophical optimism. He also took an interest in any cases of injustice, especially resulting from religious prejudice. More on Voltaire…

Hope you found these inspiring and enjoyable. I did. Just thought I’d share. I welcome your comments and your favorites quotes. BTW: There will be a follow-up post with some more words of wisdom.

Some people with too much time on their hands are claiming, according to the ancient Mayan calendar, that the world will end on December 21, 2012. It appears that the exact time of day is somewhat in dispute (so much for synchronizing our watches). This news kind of puts a smudge on my “Things to Do in 2013” checklist.

But my overwhelming sense of optimism tells me that there’s a bright side to this whole issue. So I’ve assembled a short list of short-term New Year’s resolutions for 2012 that will help us all cope with the impending doom. Pay it heed and you might be able to reduce your stress levels. And save a few bucks in the process.

These aren’t in any particular order of importance (except maybe number 10):

1. Let your subscription to People magazine expire.

You no longer need to worry about Brad and Angelina, who’s wearing what at the Oscars, who will be the sexiest man of 2012 or the next celeb contestants on Dancing with the Stars.

2. Go ahead, eat that second dessert.

Gain a few pounds. Who cares? And while you’re at it, cancel your gym membership.

3. Avoid “Early Bird” registration for next year’s company convention.

You’re just wasting your money. Don’t let them pressure you with the “big savings” pitch. Remember, you won’t be going.

4. Don’t return those two library books.

You can easily avoid that busybody librarian at your local branch for a few months.

5. Fire your tax accountant.

He’s going to cost you just so you can save some dough on your taxes. What for? For the first time in decades you won’t be paying any taxes.

6. Don’t vote in November.

Your vote will mean even less this election.

7. Leave your Christmas lights up after New Year’s.

Be the neighborhood renegade. Laugh in the face of your Homeowners’ Association.

8. Stop stressing over your next parole hearing.

It’s a lot of worrying for nothing.

9. Party like there’s no tomorrow!

Uh… because there isn’t going to be a tomorrow. You can fund your partying by cashing out your IRA and 401k accounts. And while you’re at it, why not do the same with your life insurance?

10. OR YOU COULD DO THIS:

Don’t let some primitive pre-Columbian civilization shape your destiny. Just because some old calendar ends doesn’t mean we all perish. We’re rational human beings after all (at least most of us). Don’t let a little Mayan negativity get you down.

Do you remember the story of Chicken Little from your childhood? It seems that after she gets hit on the head by a falling acorn, Chicken Little runs around frantically declaring that “the sky is falling, the sky is falling!” The story follows her and her pals Henny Penny, Cocky Locky, Ducky Lucky, Turkey Lurkey and Goosey Loosey on a very frenzied—and fateful—journey.

Let’s not be like Chicken Little, Henny Penny, Cocky Locky, Ducky Lucky, Turkey Lurkey or Goosey Loosey. The sky isn’t falling. Instead, let’s make 2012 a banner year… and 2013 even better! Take on the day. Besides if the end is near, there’s not much we can do to change it.

Be talkin’ to ya this time next year.

Relax. Nobody died—except for traditional demographics. Categories such as Baby Boomer, Gen-X, Gen-Y or Gen-Whatever are definitely on life support. For decades, companies, marketers and advertisers have targeted age, gender, education, race and income as a means of identifying a market. They essentially assume that all people within those categories all think alike and are motivated by the same things. I guess that kind of groupthink makes marketers’ jobs easier when pitching products or services on a mass scale. But its accuracy may be suspect.

I certainly don’t think like, act like or are interested in the same things as everybody else in my so-called demographic category. Let’s say I’m 34 (which I wish I was!). That puts me in the ubiquitous 18-34 age group. Does that mean that I have the exact same interests as an 18-year-old? I sincerely doubt it. And what happens when I turn 35? Hmmm.

The social media blender

Online Meccas like Facebook, Twitter, Linkedin and YouTube are totally blurring the rigid lines that old-school demographics have drawn. People are interacting, connecting and sharing based on their interests, values and beliefs. Smart marketers are picking up on this and are adjusting their advertising and marketing efforts accordingly. Done properly, they can potentially target consumers more precisely, efficiently and effectively. And that means their outreach dollars go a lot further.

I think that this information is equally applicable to those in network marketing. After all, you spend a great deal of time reaching out to prospects and nurturing relationships with existing customers. If you are better able to focus your efforts on developing networks of like-minded people who share specific interests, you’ll have much more success than if you just targeted “young people,” “upper-income people” or “boomers.”

Here are a few articles I found that signal where the future of marketing and advertising is headed:

Think in terms of action and interest, not artificially created age groups

5 Reasons Your Customer’s Age Doesn’t Matter

By Rohit Bhargaya

Rohit states that media is purchased “based on presumed age ranges of audiences in the hopes that this bit of demographic information would help us reach the right people. In fact, this is one of the most time-honored traditions of marketing planning. It is also one of the dumbest.”

He lists 5 reasons why old-school thinking is a waste of time:

• People are age shifting and not living lives based on traditional stereotypes for their ages
• The top end of a demographic (34) usually has almost nothing in common with the low end (18)
• Age demos leave out influencers, gift buyers, and others for whom a message may be relevant, but don’t fit the age requirements because they aren’t the ultimate recipient of the product
• Focusing on age can take you away from emotional or relevant benefits
• People lie about their age all the time

Marketers are literally guessing at relevance within a demographic category. However in today’s social media world, consumers as individuals can be plucked out of the crowd and identified for their uniqueness. Via social media, they are literally broadcasting on a daily basis what interests them.

Rohit Bhargava is SVP of Digital Strategy at Ogilvy PR and author of the award-winning book Personality Not Included, a guide for brands to be more authentic.

Start speaking to Generation-E!

Demographic vs. Interest-Based Marketing—#1 in a Series

By Dawn Marchand

The Canadian Marketing Association posted a great article on their blog page by Dawn Marchand that posits that Gen-X, Gen-Y and Baby Boomers should be redistributed and categorized as Generation-E. The “E” stands for “Everyone.” By doing that, the restrictive “Gen” categories makes the effort moot. She says:

Brands that speak to and, more importantly, connect with people who share a common interest—regardless of their demographic or generation—will be the most successful. Sustaining a brand is much more about engaging consumers and connecting emotionally and less about straight-up advertising.

Dawn Marchand is the chair of the Canadian Marketing Association’s Integrated Marketing and Customer Experience Council.

But I’m NOT like everyone else!

The End of Demographics: How Marketers are Going Deeper with Personal Data

By Jamie Beckland

Jamie makes a great point about how poorly demographics have defined generations for more than half a century. Online social networks have turned the marketing world on its ear. “To convince consumers that an advertising message was relevant to them, consumers had to buy the idea that they were just like everyone else.”

Traditional thinking tosses 78 million people into a single bucket and labels it “Baby Boomers.” But it just ain’t so. I’m a Boomer and my interests vary greatly.

Social data can be used to fine-tune a target audience. Jamie offers a few examples:

• Are customers who kayak more likely to buy water shoes than those who canoe?
• Who is more likely to spend over $100 on an order: Seattle Seahawks fans or Seattle Mariners fans?
• Are your customers more likely to purchase when they move across the state or across the country?

He makes a powerful point at the close of his article:

Build a deep understanding of your customer, or risk irrelevance.

I believe he’s right on target.

Jamie Beckland is a Digital and Social Media Strategist at Janrain where he helps Fortune 1000 companies integrate social media technologies into their websites to improve user acquisition and engagement. He has built online communities since 2004. He tweets as @Beckland.

Am I really that predictable?

Social Media and the End of Gender

By Johanna Blakey

This is a terrific video by Johanna Blakey. She gives a very informative talk about how social media is turning the tables on how target markets are identified. She makes the case that marketers claim that if you fall within a certain demographic category, you are predictable. It supposedly defines your tastes, identifies the things you like and clarifies what interests you. The result? Our culture has been delineated and cultivated via advertising, entertainment and the media by these generalities and gross presumptions.

Blakey states that people “don’t aggregate around age, gender and income. They aggregate around the things they love, the things that they like. And if you think about it, shared interests and values are a far more powerful aggregator of human beings than demographic categories.”

So social media has changed all that. It is effectively revealing those things that drive people’s interests and shape their values. She cautions those who market to consumers:

If you want to understand the global village, it’s probably a good idea that you figure out what they’re passionate about, what amuses them, what they choose to do with their free time.

Spend a few minutes and watch this video. It’s worth every second.

Johanna Blakey is the Deputy Director of the Normal Lear Center, a media-focused think tank at the University of Southern California. She spends much of her time exploring how our entertainment interacts with our political, commercial and social habits.

It’s our future. Make it happen!

How we are defined as individuals is a very important subject. I actually resent the fact that the powers that be plop us into random categories for the sake of selling their goods. I think those who ignore the social media trends do so at their peril.

I welcome your comments and insight. Let me know what’s on your mind.

If you work for yourself, finding enough time to get everything done is job one. But unless there’s somebody out there offering extra hours on sale, we’re stuck with making the best of what we have—24 per day. That’s why it’s important to make the most of them. I’ve compiled a short list of tips to do just that (not in any particular order):

1. Get enough sleep

I know I sound like your mother, but you need to get a good night’s rest. We don’t really have all 24 hours in the day to be more productive. Six to eight of them should be dedicated to a refueling of our bodies. While we’re not really accomplishing anything specific during that time, we’re actually prepping ourselves for the next 16 hours. So get up refreshed and the day goes down much easier.

2. Outline your day

When I write, I typically start with an outline. It creates a roadmap of where it’s going to take me. But an outline is much different than the garden-variety “To-Do” list—which is just a random set of things I might want to say. An outline allows me to break topics down, eliminate those that are not important and put the most critical in the right order. From there, writing the piece is merely filling out the details. Lo and behold, when I’m done there’s actually some cohesiveness to my thoughts (however, some would argue whether I exhibit any cohesiveness whatsoever!).

Do the same for your daily outline. If you outline what is REALISTIC to get done, you can prioritize them, delete the superfluous and optimize how you go about executing them. Don’t overfill your day with stuff to do. Not only will you not get through them all, you’ll end each day a little more flustered. The solution? Allocate REALISTIC blocks of time for each. Once you’ve done that you might realize you’ve exceeded your daily allotment of hours and you can trim your outline appropriately.

3. Unmultitask

I happen to be one of those people who needs to focus on whatever I’m working on without interruption. If I’m distracted, it takes me a long time to get back into the “zone.” Distractions really throw a wrench into the gears. I’m sure others are the same whether they want to admit it or not. So I recommend that you stay on task. Don’t be so quick to dig into your emails, check your Facebook page or answer every phone call as it comes in. Bundle those activities as an item on your daily outline. Take a break later in the day to do them. That’s when you can return calls. Check your emails. Have a little fun with Twitter and Facebook. But don’t get carried away. Stay faithful to your time allotment.

4. Progress vs. perfection

While perfection is a truly admirable trait, few of us fully attain it. And its pursuit can be a real obstacle to getting things done. That doesn’t mean you don’t do your best work. Just don’t let it get in the way of forward motion.

Instead, get to work and make some progress. “Get ‘er done” as Larry the Cable Guy says. As you move through your outline, you’ll find things will start to fall into place. You will always have time to go back later and fine tune (at least you can get closer to perfection). Just keep your eyes on the road, do your best and things miraculously get done.

5. Take a break

All work and no play… Well, you know the rest. Your brain needs a breather. As you plow through your outline, take a few times to give it a rest. Do something fun. Watch a dumb TV show. Take the dog for a walk. New oxygen molecules will magically creep into your skull and provide a fresh new start when you get back to it.

That’s it. Five simple, yet effective tips to make your day a little more productive. You may not be able to squeeze more hours into your day, but you can certainly make those you have more rewarding.

If you have some of your own, let me know and I’ll share them here.

It’s sort of like the old party game, “Telephone.” You whisper something to the person next you, who in turn whispers it to their neighbor, who whispers it to theirs, and so on. By the time it gets to the end of the line, the message sounds nothing like what you originally whispered.

It’s no game

Direct-selling. Network marketing. MLM. However you say it, these companies can suffer from the same problem when it comes to their branding.

Network marketing companies invest heavily in their brand and messaging. They spend many thousands of dollars creating marketing materials such as video, audio, presentations and print pieces for their representatives to use. Ideally, the company’s efforts will remain intact all the way to the customer.

It’s important to realize, however, that distributors are actually expending their efforts building THEIR businesses. And not everybody is a network marketing expert. The company may not have much control over what happens to THEIR brand and messaging after it leaves the front door.

Consider the following scenarios:

Video

A marketing team just spent tens of thousands of dollars on a new product video. Now what do they do with it? They could post it somewhere on the website and hope distributors either stream or download it. But who’s to say what happens with the video from there? Maybe a consultant will place it in a PowerPoint presentation. If so, how sure can a company be that the presentation fully honors its branding and messaging?

Presentations

How about that 12-slide PowerPoint business opportunity presentation the marketing department just finished? You can post it on the company back office site where representatives can download it. Remember, the consultant is promoting his or her own business. So it’s highly likely that they might dig in and edit the PowerPoint to personalize and customize it for them. How much brand/messaging control might the company lose in that process?

eCards/Invitations

Consultants could also be subscribing to third-party eCard or online invitation providers to get their message out. While there are many quality online solutions, they are somewhat generic and don’t provide any kind of consistent corporate branding.

So what to do?

The $64,000 question:

How can a company provide quality materials that THEIR consultants can use to promote themselves and still maintain the integrity of THE CORPORATE BRAND and messaging?

This was the driving force behind the development of the ROQlogic Media Center. We realized that there was a real desire in the industry for a solution that not only made it extremely easy to distribute content—from video and audio, to print materials and online presentations—but also to provide corporate control over what a specific brand looks like all the way from the consultant to the prospect or customer.

Simply put, there’s nothing else like the Media Center in the industry. It provides a centralized, controlled environment for a company’s multimedia content where distributors can:

• Send an online, multi-slide presentation—complete with audio and video
• Post a video or presentation to their social media sites
• Download a video or email it to a prospect or customer
• Download a presentation for offline viewing on their computer
• Downloaded a high-resolution, print-ready PDF file

Creating Brand Partners

The beauty of the Media Center is that it not only automatically personalizes everything for the consultant, it gives the corporation complete flexibility as to what can and can’t be changed, and therefore what is and isn’t communicated. That puts the company back in the driver’s seat and in control of their brand! Furthermore, it empowers consultants to become BRAND PARTNERS with the company.

I urge you to visit the rest of our website and find out more about what the ROQlogic Media Center can do for you. And I invite you to comment below. I look forward to your thoughts and ideas.

Just read a terrific post by Marcus Sheridan, an online marketing blogger and proprietor of The Sales Lion, an online marketing consulting company.

We’re so deeply concerned about how many Facebook “Likes” and Twitter “Followers” we may or may not have accumulated through our social marketing efforts. But Marcus makes a powerful point that we might just be missing the real issue: What does that really mean in terms of actual readership? And more importantly, how does it translate to bottom-line sales?

“…all the content and blog posts in the world don’t mean squat unless they are leading to more trust, leads, and ultimately paying customers.”

He further states that first impressions in social media don’t mean much. He compares the “Likes” and “Follows” with one of his clients to actual readership and sales performance. The difference between the Facebook/Twitter/Google+ activity and actual tracked sales was remarkable. There were only 22 total social media “hits” related to his 8 posted articles. One would think that his online marketing effort was a bust.

Bankable results

But check out the actual “rubber-meets-the-road” results:

• 210,762 page views
• 2,471 inbound links
• $2 million in sales directly attributed to those 8 articles

That’s just insane!

Makes you step back and reassess just how you go about your online marketing, doesn’t it?

I encourage you to give him a visit and read the article:
Why Facebook and Twitter Don’t Mean a Dang Thing for Online Success in Certain Industries

He also has a great video on his site that I’m including here. It’s definitely worth the time to watch.

What? Can’t possibly be! But that concept is exactly what inspired Steve Jobs and Apple at their lowest ebb. In the mid 80s, Jobs lost a power struggle with the board of directors and left the company. He returned to skipper the firm in the mid-90s, but was strapped with a company that was only a tepid niche player in the market. Apple had but a tiny share of the competitive pie and was saddled with a hodgepodge product line.

So what to do? Well, Steve Jobs being Steve Jobs, he took the unbeaten path. In his genius, he realized it was futile to win by “out-claiming” the competition… touting faster processor speeds, more memory, etc. That would bring incremental gains at best. If Apple was to survive, he needed to outflank the competition.

Who are you? What are you about?

Anyone who sells needs to watch the video below. Jobs explains how he was going to accomplish Apple’s success. He believed that one of the best marketing efforts “the universe has ever seen” was Nike. He points out that in the most basic terms, Nike sells shoes. But they never really “sell” shoes. You don’t typically hear them comparing features or technologies with the competition. Their entire marketing push focuses on great athletes and accomplishments. Jobs says of Nike, “That’s who they are… that’s what they’re about.” Brilliant.

And so that inspiration was an epiphany for Jobs and triggered Apple’s mercurial rise and rightful place in history.

The moral of this story?

You do yourself more good by exhibiting a genuine passion for what you and your organization represent instead of trying to become a pitchman (or pitchwoman) for products. That’s true whether you sell nutritionals, real estate or cosmetics. Your products will get their moment in the sun once your prospects and customers believe in you and your company.

Social media as a marketing tool can be über powerful when used the right way. There are billions of users on the Big Three – Facebook, YouTube and Twitter. In fact, Facebook claims 800 million all by themselves! But as with any tool, you have to know how to use it properly. It wouldn’t be cool to give a 4-year-old a nail gun. Not only would the project never get done, it would have disastrous consequences.
Here are ten things to avoid when launching your social media strategy:

#1 Confuse your audience

Consistency is king when it comes to establishing and maintaining a brand. Toe the line. Avoid tangential messaging. Make sure you’re sticking to the core of what you and your products/services are all about. If you constantly switch your value proposition from message to message, you confuse everyone. Including yourself. So when you post to Facebook or tweet on Twitter, make sure your message always honors and supports what makes you unique.

#2 Sell! sell! sell!

I know it’s irresistible, but don’t use social media to pitch your products or services. You run the risk of turning your audience off in a major way. The social universe is totally unique from traditional advertising and marketing. People are looking for help, not a sales pitch. And if you can be helpful in that process, you come off looking pretty darn good. Give them useful information that covertly supports your brand. Trigger conversations around your expertise and knowledge.

#3 Share frivolous information

Nobody cares what you had for dinner last night, what you think about the latest movie or your busy travel itinerary. Remember, stay on track! Promote what you and your brand is all about. That way you will enjoy a following of folks who share like interests and will come back for more.

#4 Don’t listen

We’ve all been at a party and met someone who only talked about themselves. You tune out in seconds. Don’t be that person online. Listen to others. Strike up conversations. Engage. Ask questions. Comment. Respond. You get the point.

#5 Ignore your audience

This relates to #4. If you think you’re in this all by yourself, you surely will be! You need followers that share your interests. So dig in, find out what’s out there and respond to it. If you don’t, your audience will be ignoring you – big time.

#6 Avoid negative comments

Not all comments will be endearing. But the last thing you want to do is avoid or delete them. Address issues straight up. Social media is all about transparency and authenticity. If their concerns are legit, absorb them and perhaps even change something to make things better. Don’t hide. Your audience will forgive you if you take their comments seriously, apologize and act upon them.

#7 Keep your passion in check

If you exhibit excitement and passion about your brand, your audience will too. It sort of rubs off through osmosis. Think of it this way: If the CEO of a company shows no passion for the company, neither will his employees. No forward motion.

#8 Expect instant results

Unless you’re offering a free Ferrari to everybody who “Likes” your Facebook page, social media is a slow, steady build. You need to know that going in. Stay the course. Steady as she goes. And you will slowly start to realize a robust following.

#9 Ignore your competition

To be a player, you must keep an ear to the ground. See what others are doing and learn from it. That doesn’t mean you slam your competition. Just know what they’re up to so you can make critical course corrections.

#10 Pretend to be who you aren’t

Speak to subjects you know and actually have something useful (and genuine) to offer. I’ve been in many situations where someone is spouting off the top of their head. It’s very easy to spot and I quickly label them as phony.

So there you have it. These are rules to live by in the social media universe. Avoid them at all costs and you’ll be rewarded with mucho success.