Oh, Pinterest. How I love you. I could spend hours prowling through your copious collections of perfectly-styled meals, curated outfits, far-flung destinations and inspirational quotes. (And sometimes… I do!)
For those of you who have yet to discover Pinterest, it’s a social media site that allows you to create beautiful “boards” by “pinning” images from other people’s boards… adding images from other websites on the Internet… or even uploading them, yourself.
It’s bizarrely addicting, and that intense pleasure can be put to good use because…it’s a powerful tool to generate tons of excitement about your business offerings — excitement that can lead to sales.
Benjamin Moore is a company that sells something most people don’t get particularly excited about: paint.
But with this stunning Pinterest board, the smart team at Benjamin Moore has curated a collection of unique and colorful doors from around the world… while including a subtle reference (and link) to the company’s line of exterior house paint to “make a stunning first impression with a beautiful front door.”
Staring at this board, all I can think is, “My door is incredibly boring. It needs some gorgeous new paint, ASAP!”
Benjamin Moore’s mission = accomplished. No big smarmy pitch. No begging for business. Who doesn’t want to walk through a beautiful door, sigh, and say, “I’m home.”
You try it: Create a Pinterest board with curated images (tasty gluten-free recipes, summer nail polish trends, romantic wedding hairstyles, family game night inspiration) and then include a link to your (related) product in the Pinterest board description.
Pinterest + A Service
Simply Marketed is an agency that provides marketing and social media services to restaurants, non-profits and small businesses.
Peek at their Pinterest profile, and you’ll spot several boards packed with inspiring marketing tips and advice.
There’s a board called “Unique Marketing Ideas,” another one called “Logos We Love” and another called “Our Clients” featuring impressive portfolio samples.
Lots of terrific content for business owners who are hunting for fresh marketing ideas (zing! Those are the agency’s ideal customers.)… plus a clear description of what Simply Marketed can offer… and a link back to their website.
You try it: If you’re a service provider, try thinking about each Pinterest board as a “blog post” and fill it with helpful tips and advice on a particular topic… that can help your ideal clients.
Pinterest + An Experience
Mirella Saraswati is a yogi on a mission… to inspire YOU to come to her yoga retreat in Ibiza.
She has created a stunning Pinterest board filled with “Ibiza Inspiration” — photos of the landscape, the food, the drinks, local shops, and of course, that exquisite aquamarine water.
Customers who are thinking about investing in this experience will swoon over the imagery… and be far more likely to say, “Yes yes yes!”
You try it: Planning a retreat, workshop, webinar, seminar, class or conference? Curate images that inspire you — flowers you want to purchase for the entryway, candles for the dinner table, notebooks and pencils for each guest, photos of the venue, and anything else that evokes the spirit of the experience. Yes, it works for an online experience as much as an in-person one.
Pinterest + A Book
Leading up to the launch of her first book, 50 Ways To Say You’re Awesome, author Alexandra Franzen created a Pinterest board full of encouraging advice on how to tell someone, “Hey… I think you’re awesome!”
Here’s another great example: to promote her book Happier At Home, author Gretchen Rubin created a Pinterest board that featured a simple question: “What makes you happy at home?” Her board features calming, joyful images of things that make Gretchen happy… along with a few carefully chosen images of her book, including the cover design.
You try it:Create a Pinterest board that features photos of your book, quotes plucked out of your book, behind-the-scenes book photos (like a snapshot of you at a book launch party)… along with other images that sum up the essence of the book.
Gala Darling is one of the world’s most-read fashion bloggers — and the co-founder of a program called The Blogcademy, where she trains amateurs bloggers who want to “go pro.”
Gala has built a remarkable “lifestyle brand” with legions of fans who adore her unique twist on style, home decor, travel, love and friendship.
Her Pinterest universe is full of images that evoke her unique aesthetic and worldview — including boards devoted to Style Influences (quirky and offbeat, as expected), New York City (her hometown), and Tattoo Love (she has numerous tattoos — part of her signature look).
You try it: Build a collection of boards all about… you! Your home. Your work. Your life. Your style. Your favorite foods. Places you’d love to visit. Anything you like. When you’re building a “lifestyle brand,” anything goes.
Pinterest is a place where people cozy up with a warm cup of tea, metaphorically speaking (or literally!)… lean in… and go deep.
As a business owner, Pinterest is the perfect platform for enchanting potential customers with a world of color, beauty and magic… while holding their attention for a remarkably long time.
If you’d like to learn more about how to create, publicize and monetize your own Pinterest boards (works for ANY niche or type of business!) then hop on over to this free training to learn from the Pinterest Kings, Daniel Hall + John Kremer, who have created their own Pinterest empire and taught others to do the same right here.
A writer, editor, and interior designer often wondered if Instagram was worth their time. They all learned to use Instagram to expand their following, land huge partnerships, book more clients and increase sales. Land Huge Partnerships, Book More Clients, and Increase Sales
Here, they share their Instagram marketing tips that garnered them tremendous success over the last 5 months.
Case #1 Writer.
PROBLEM:Jennifer Snyder is a writer, editor, and podcast host. As a content creator, she understands the importance of sharing stories, however she was struggling with how to best engage with and grow her following on her social media platforms.
SOLUTION: Knowing that many of the people she was trying to reach were spending their time on Instagram, she decided to focus there. “I knew I had to invest some energy to figure out a strategy. Instagram has been a game changer for my business,” she says.
BEFORE: Before her Instagram account was filled with pics of her dinner, her dog, and photos of she and her husband on date night. She’d post random photos without a lot of thought to the story they were weaving for her potential followers. The photos you choose over time add up to the story of you and your brand and need to be carefully curated and not chosen slap-dash.
AFTER: Within just three weeks, Synder said she began to understand how to use her already developed brand voice to better reach the right people on Instagram. She credits her success to working with Melissa Camilleri, Instagram expert behind @shopcompliment.
After completing several exercises in Camilleri’s class she switched her strategy to focus on how to tell the story of her business and offerings through images. The big shift came when she consistently kept in mind what her CLIENTS would want to see, instead of whatever she wanted to post on a whim. Your Instagram marketing plan takes some care and cultivation to woo potential clients, customers and sponsors. Keeping them in mind equals consideration and thoughtfulness.
She has seen the sales of her online products and services triple and, perhaps most importantly, she’s built an engaged community of fans, supporters, and clients.
RESULTS: “Since February, I’ve quadrupled my Instagram following organically. I’ve been featured on numerous accounts, which has led to wonderful PR opportunities. I’ve participated in several collaborative projects through Instagram and have seen my follower engagement increase beyond my expectations,” Snyder says.
Case #2 Author / Editor
PROBLEM: Similarly, Janna Marlies Maron, author and editor of the literary magazine, Under the Gum Tree, wanted to share her stories with other like-minded people, but wasn’t sure how to find them.
“You would think that as a writer, storytelling would come easily to me. Most of the time it does, but throw images into the mix on a platform like Instagram, and I was paralyzed. I knew I needed help in the whole crafting-story-with-images department,” she says. So she reached out to Camilleri for a little guidance on Instagram marketing.
SOLUTION: Together, they fine-tuned her bio, cleaned up her feed, kicked up the quality of her photos, and began interacting with people who were following similar hashtags. This was all in preparation for a big writing conference she would be attending as an exhibitor to gain exposure for her magazine.
RESULT: “I was setting up the Under the Gum Tree table when someone came by to introduce herself because I had liked her picture on Instagram. I didn’t really think much of it. But soon, Under the Gum Tree’s table was swamped.
At least 50% of the people who came by our table saw us first on Instagram. We sold out of magazines and swag (a first for us in the three years we’ve been exhibiting at this conference.) Ninety percent of our sales were from our Instagram followers,” Maron says.
“This was the first time I have experienced direct and immediate results from strategically using a particular platform. It was so energizing to meet people who were interested in what I was doing, and the only thing I can attribute that to is Instagram: they got a glimpse of our story in images and were interested enough to come get the full story in person. Working with Melissa gave me the confidence to target my audience on Instagram and was such was totally money well-spent on my business.”
Case #3Interior Designer
PROBLEM: Interior Designer, Nicole Salceda is the brains behind @eyeforpretty on Instagram. Nicole was posting cute pics of her kids sprinkled in with room redesigns. She also wasn’t posting consistently or at the times her followers were active.
SOLUTION: “Melissa helped me figure out where my ideal clients were hanging out on Instagram and understanding how to engage with them. Once I did that I increased my following by several hundred each week.”
RESULT: In the five months since working with Camilleri Nicole has increased her following from 3500 to an amazing 30,000 (and quickly growing.)
“I realized in early 2015 that I could start building my portfolio on Instagram for no cost and also gain potential clients as E-Design was a new path I was pursuing. The opportunity to work with Melissa’s came at the perfect time,” she explains.
“With each milestone I reached, new and exciting partnerships and opportunities began to present themselves. In the last couple months, I’ve now had the opportunity to work with brands like Pottery Barn, Tuesday Morning, Chasing Paper NYC. I’ve also booked many new clients throughout the country. Each week, I get at least one new opportunity — a new client, small business, or big brand, asking me to work with them. Without a doubt, Melissa helped propel me further and faster than I could have imagined.”
Melissa Camilleri will be sharing the strategies she’s used to organically grow her Instagram following on @shopcompliment from 1000 to over 30,000 engaged followers in a little over a year, which has resulted in 5-figure sales month after month.
She credits Instagram for helping her grow her business from a production line on her dining room table to the socially-responsible corporation it is now. At the urging of her business-owner friends who wanted to replicate her marketing success, Melissa dusted off her teaching hat and created the 21-Day Insta-course to help others market their products, services, and brick and mortar shops.
Every time you turn on the radio or TV, you see a so-called expert being interviewed. The Today Show, CNN, Talk Radio, local morning shows and all the rest rely on these experts to give background and insight on the hot topics of the day. For these experts, the result of being on TV or radio is that their BOOK SALES SOAR, they become an IN-DEMAND SPEAKERS, and one media booking leads to more.
This can be you.
As a TV producer, I can tell you from experience that we are always on the hunt for guests and experts who shine. Actually, we are desperate to find smart and funny people.
In my career, I’ve cast thousands of people for talk shows and other types of reality TV, and said “No” to many thousands more. I’ve coached many authors and speakers who were looking to promote themselves and their products on TV so they could do the best job possible. As the one you must get past, the one who says “Yes” or “No,” I can tell you what you need to get booked AND THE MISTAKES THAT CAN TORPEDO OPPORTUNITIES.
Here are the top 7 tips to getting booked on TV:
1. Be authentic: So many people try to be what they think is “right” and come across stilted and rehearsed instead. I coached my client Judy Carter on how to be authentic and within 30 seconds of being on TV with Marie Osmond, Marie sat on her lap because she liked her so much.
2. Connect your expertise to a current hot topic. In order to get the attention of mass media, you need to build a bridge from your expertise to what’s hot in the news. A client of mine who wrote a book on parenting got onto a show about legalizing marijuana because she had advice for parents who want to say “yes” to pot for themselves and “no” to pot for their kids.
3.Have a compelling elevator pitch – In three or four sentences I need to know who you are, why I should listen to you, what problem you’re going to solve, how if affects me and what fresh ideas you have as solutions. A client of mine found herself in an elevator with a radio producer, gave her pitch, and by the time the elevator got to her floor she was booked on the producer’s show.
4. Talk in sound bites: In our ADD, double latte culture, no one has the time or interest to listen to someone who rambles on or goes off on tangents. In order to be media presence you need to express yourself concisely, in a few short, punchy sentences.
5.Make your points using compelling stories: Your stories give your message the one thing that facts can’t — heart. You need to emotionally connect with audiences and these stories are the way.
6.Work in your best credentials in a clever way: Nothing is more boring that an arrogant name-dropper. But, it’s important for the audience to know your credentials. I teach my clients to reveal their credentials in anecdotes that enhance who they are in a natural, unforced way.
7.Have a hot sizzle reel: 90% of the sizzle reels I see have bad audio, are too long, and don’t showcase the expert’s personality immediately. A sizzle reel should be short (3 minutes max, and shorter is better), and should present you as an attractive person who’s an expert in their field and can reach people’s hearts as well as minds. I’ve produced several sizzle reels for clients and all have gotten TV and radio appearances as a result.
Gina Rubinstein is a Los Angeles-based media coach who helps her clients grow their business through the media. For more info go to here. For a free evaluation, please fill out this short questionnaire.
Too many of us fall into the trap of trading time for money.
You may have already launched a product—but had disappointing results. Or you may have created a product that got some traction, but didn’t get the kind of success you’d hoped. Or, you haven’t developed a product yet, but you feel pretty sure you’d like one especially since….
Coaches, consultants, speakers, freelancers… all of us are in the same boat of working for an hourly wage.
Now, for some of us, the hourly wage can be very attractive; if it’s a cage, then it’s one made of gold, and studded with diamonds.
But still, it’s a cage; if we don’t work, then we don’t earn – which means that in some ways, we never get to take a real break and get off that treadmill without a gnawing fear in the back of our minds about what our business will look like when we get back.
The good news is that it doesn’t have to be this way…
Your First (or second) Product: The Secret to Scalable Revenue
As freelancers, we often find ourselves daydreaming of that perfect situation where we can walk away from our business for a few days without everything falling apart.
We think about what it would be like to create something that creates huge impact, making the world a better place.
And we think about how wonderful it would be to create that something once, and how easy it would be if it worked behind the scenes, even when we weren’t there.
We dream of vacations on white sandy beaches, holding drinks with tiny umbrellas and laughing with friends as the breeze gently sweeps across the beachfront.
All the while our business hums away quietly in the background, leaving us free to enjoy life.
But as much as we dream of this lifestyle, it’s not something we know how to create.
We aren’t sure how to scale our business outside the bounds of trading more time, or possibly the same time for more money.
You may have thought about building a product, but don’t know how to balance the time you’ll take building it with the money that you won’t be making in the meantime.
It’s a vicious cycle.
What if I told you that there’s a way for you to get paid to create your first product, while virtually guaranteeing that it will be successful?
There is, and when you implement the strategy, you will build a product that scales with ease, and it may not even matter if you’re there to deliver it, once it’s automated.
If Products Are So Great, Why Don’t More People Build Them?
It’s a legitimate question.
Up until now, product creation has been fraught with danger.
Using the standard model of product creation, an entrepreneur might spend months of their time and a serious amount of money slaving away to create what they are sure will be a groundbreaking new product.
The entrepreneur has spent enough time interacting with their audience to know exactly which of their great new ideas will be the best to build out.
They know their audience better than anyone else, after all.
But in the end, most entrepreneurs creating new products will have their offering met with a lukewarm reception, or even worse: silence.
CREATE A PRODUCT BLUEPRINT
The opportunity cost is too high for most people, and for those intrepid enough to break into product creation, failure can be painful and costly.
The problem here is that entrepreneurs base their product creation on an assumption.
And they not only start with an assumption, but they either use faulty reasoning to validate their ideas or don’t validate them at all.
So how do you avoid the assumption trap and create something that your audience really wants, and at scale?
You take a little lesson from the technology industry.
The first step is to find out what your audience wants, and quickly test to see if they really want it.
There are several ways that you can listen to your audience that will help you discover what they would pay you to create for them.
Listen to the questions that your audience sends to you via email. What are they asking for?
How do they respond to your blog posts? Which posts are they sharing or talking about most on social media?
The same thing applies to your emails and newsletters: which emails result in a lot of enthusiastic responses or questions?
You can also “eavesdrop” on conversations on social media to find out which topics are the most discussed.
Or, you can review comments left on blog posts and forums around the web. What questions are people asking repeatedly?
2. Dig Deeper with Surveys and Interviews
To dig deeper into the problems your audience is facing, you can create a simple survey, asking what their biggest challenge is.
And then, to gather additional information, you can conduct informational interviews with members of your audience or the people who responded to your survey.
These interviews can be conducted over the phone or by video chat. During the interviews, you can go in depth about the topic and the problem they are having.
3. Analyze Your Data
When you have finished your eavesdropping, surveys, conversations and interviews, you should have gathered a lot of data.
Your next step is to analyze the information you collected, looking for patterns and repetition of problem language.
If you have enough data points, and your audience really cares, you have likely just uncovered a problem that your audience is practically begging you to teach them how to fix!
4. Sell a Pilot Version
Finally, you need to validate that your audience will take out their wallets and pay you for the solution to their problem.
The best way to validate your product is to sell a pilot version of the course.
After the pilot, you can then use the outline and student feedback to build out your full product.
The process outlined above means that you will get paid, ahead of time, for creating a scalable product for your audience.
What’s even better is that this post includes both a case study about exactly how this works, and templates that will help you to create this success for yourself!
Case Study: The Course Builder’s Laboratory
At Firepole Marketing, we used this exact model of product creation as we built our soon-to-be-launched program, Course Builder’s Laboratory.
In our case, we had audience members and students in our Audience Business Masterclass come straight out and ask us to solve a problem for them.
We looked at all of the requests that came in and found there was a real pattern.
There were different ways that our audience asked for it, but in the end everyone wanted to know how to teach effectively online, and how to sell their own digital courses.
Then, rather than taking those requests and just building the final product, we used the process we describe in this post to validate that our audience would actually pay for the course.
We ran an initial pilot program called Course Builder’s Bootcamp; these live weekly calls went over what we thought the biggest pain points in terms of building and selling online courses would be. This program lasted six weeks in total.
We received some amazing feedback from the students, and were able to make smart choices about how to build out the final product in a valuable way.
We also ran a second pilot to gain more insight: a higher end in-person weekend in Montreal called Course Builders LIVE. We decided to run the additional pilot because the eventual course we were thinking of building was going to be HUGE.
This in-person pilot was a much smaller group, and allowed for a very intensive, hands-on experience for the students.
We were able to see places in the pilot curriculum where students were asking lots of similar questions, requesting additional features, or getting stuck – so we could fix them for the final version.
Through the two pilots, we were able to really refine the course material for the ultimate product. And we made about $70,000 while we were at it.
How to Do it Yourself, Starting Today
Following the process outlined in this post, you can easily create your first product.
Start by listening to your audience, analyzing the data you gather, and validating the problem that you think they are having.
Then, sell a pilot version of the product.
When you reach out to your audience, you will want to use the same language they use to describe the problem your pilot solves.
If having sales conversations isn’t your strong suit, we have created a set of free templates that will walk you, step by step, through how to get started creating and selling your pilot.
Then, once you’ve sold your pilot, you will deliver the content and gather feedback from your students.
Afterwards, you will use the basic outline of the course material and any student feedback to create your final product.
This final product is your key to scalable revenue.
So, does it feel like it’s time to break out of the hourly wage cage?
Then let’s get started!
We just have one favor to ask of you: send us a postcard from your next vacation!
This is a curated list of the very best posts from top social media peeps. It’s all of THEIR best posts. So you get a giant dose of great tips, tools, strategies, and ideas to start the New Year. Enjoy!
10 Best Social Media Tool Posts in 2014 Get hyper productive with these Apps and software. Includes video marketing, Pinterest tools, and plug ins. (Plus, how to get 1000 shares on your blog) from a very reliable source I follow.
ONE CAVEAT: No matter how great your social media presence is your strategy won’t work unless your website does. You’re directing people back to your blog or your website so people who are intrigued by your social media updates can have more than a taste of your great content. Don’t disappointment them by having a website doesn’t look and feel like you, your tweets, pics, and posts. Here are 3 free highest converting home page website templates from Marisa Murgatroyd. You can choose the layout that best suits your personality and goals—so your website and social media messages are aligned.
That’s 1 second — the amount of time it takes for 10 new websites to hit the internet. (That’s 86,400 new sites each day!)
Holy Christmas! How do you compete against that?
It’s actually easy.
First, stop following the latest & greatest “web design” trend articles that get put out every year. Web designers can tell you what’s new & what looks good, but they’re rarely experts in what works to CONVERT traffic into results online.
Second, implement these 8 new conversion trends I’ve identified. (By sticking to whatconverts, you’re guaranteed that you’ll get a return on your investment.)
Here they are, starting with the MOST important one of all. The one trend to rule them all.
1. The World Has Gone Mobile.
Last year, mobile, cell & tablet internet usage surpassed desktop for the first time — up to 67% of people are now visiting you with a small(er) screen.
“So what”, you ask? Well – think about it this way young Padawan.
If YOUR site looks craptastic on smaller screens, what do you think up to 67% of your visitors are going to do?
That’s right — they’re going to hit the back button as fast as their fat fingers can find it.
Without a great mobile experience, all of the hard work you’ve done up until now (and money you’ve spent) will be for nothing because you could be losing up to 67% of your traffic INSTANTLY.
No, I’m not trying to make you feel bad here right off that bat. On the contrary. Take this as a great opportunity to get out ahead of this huge trend and bring in a bunch of new business that are currently visiting you on their tablets from their couch.
Quick plug: I’ve got more information about how to do just that in my upcoming trainings on Jan 14 and 15. It’s free to attend and you can get more info here.
Global internet speeds have increased 2-3x in the last few years, bringing with it demand for more episodes of The Walking Dead, along with demand for more “eye candy”.
This means designers are now featuring large photos, graphics and videos that stretch full-width across a web page – expanding to fill an extra large monitor or shrinking down to fit a small handheld device.
The upside for you is that these large image areas grab your visitor’s full attention helping them focus on the thing you want them to do.
3. Modular Organization of Pages
It’s easier to scroll down a page on mobile devices then it is to click a small button. Web pages are getting longer and making greater use of full-width graphics and backgrounds to organize the page into “modules” that focus visitor’s attention on one concept at a time.
In case you’re wondering, your “So What” factor is this…
Many of us were taught to think about websites one page at a time. But website structure is evolving along with the technology, and we need to start thinking about them one section or module at a time.
As pages are getting longer, it takes more time to scroll from the top to the bottom of the page, where the site navigation is usually featured.
Enter the “sticky nav”.
By minimizing the top navigation and allowing it to “stick” to the top of the page as a visitor scrolls, they now have access to the most important pages on your site at any moment in time.
5. Modals, pop-ups & “microinteractions.”
As we’ve already seen, pages are getting longer while attention is getting shorter.
This means it’s become more important to direct your visitors to thet one single action you want them to take at any given time — such as signing up for your email list or scheduling a free call.
For example, a single extra large button in your top banner launches a modal or pop-over focusing your visitors attention exclusively on inputting their name and email address.
Or a well-timed pop-up directs your audience to do the same.
6. Less text, bolder type
Just like it’s predecessor, the newspaper, people scan rather than read when they’re online, often consuming 30% or less of the text on any given page.
Up until now, smart designers have made use of bullet points, numbered lists, headlines, short paragraphs and other ways to chop text up into smaller and smaller pieces.
Now designers are using typography itself to draw attention to the handful of headlines & content that’s truly important.
Google Fonts plus low-to-no-cost type libraries are allowing businesses to craft custom font palettes that allow them to treat content like design – grabbing attention and pulling the reader in – while reducing the amount of text on a page for greater consumption.
7. Cleaner, fresher, flatter, simpler
Websites used to be jammed pixel-by-pixel with textures, graphics, tables and animations.
But the 80s are gone and these dense designs don’t convert well for seamless browsing on smaller screens.
The best sites coming online today make use of the full length (vertical scrolling) and width of the page (full page-width graphics & backgrounds) to create more spacious, modular designs that work on every screen and device.
They’re also making greater use of space and color to create cleaner, fresher designs.
8. Live chat
Only scammers still bury their contact information — social media has created a culture of transparency and accessibility where people demand conversations with businesses before making a purchasing decision.
Easy live chat technology now allows and encourages visitors to interact with business owners the exact moment they have a question, which skyrockets conversion.
In just a few words David Neagle, Million Dollar Income Acceleration Mentor, changed my mind.
David was my guest on a complimentary teleseminar about how to make a quantum leap to earn 7 figures. In the teleseminar, he offered a free evaluation and consulting session so I thought I’d better go through it so I would know exactly what it was like and how valuable it really was before I promoted it.
I got more than I bargained for.
I couldn’t really imagine how I could earn a million dollars this year. I wanted to believe I could, but logically and emotionally I couldn’t make the leap. Especially not when I looked at the notion on paper.
One of my goals is to do a bit less consulting so I can concentrate on a big project. But where to find the extra hours in a day?
David didn’t even need to address this topic. The advice he gave me set me in motion to begin revamping the consulting I already do and the products I already have.
Instead of advising me to do more, he advised me to do less–with more effect. I jumped into action and worked into the wee hours of the morning several nights in a row to do everything he recommended–consolidate, eliminate, and expand. This included my product line, my media coaching packages, and my strategic marketing planning sessions–like brainstorming with publicity firms to develop angles, ideas, pitches and segments for their clients. I’m still doing that. It’s an ongoing process to refine my current offerings and to delete what doesn’t serve me or my audience any more.
This principle of reworking what I already have resonated with me as it’s exactly like creating a soundbite. I listen to how you speak naturally, then train you to say more with less words. You have all the knowledge inside you, you just may not know how to package it. I can easily do it for other people. Not so easy for myself! We all need other eyes and perspectives on our work as we’re often too close to it to be able to see all the other options.
One of my gifts is being able find hidden revenue streams that may be staring you in the face. My other superpower is to find your Joyspot(tm), the place where joy and profit meet. Many times what comes easiest to us we ignore. Other times a simple re-packaging or repositioning is all that’s required to turn a failure into a success. So if you would like to explore making 6-7 figures (and finding YOUR Joyspot(tm) in 2015 I have one opening for a long-term client and one short term one. I’d love to help you find what makes you come alive. Tell me a bit about what your aspirations here. I’ll connect if I think we’re a good match and that I know in my bones I can help.
What if I told you that it took me ten years to understand what I was teaching? It looked like I was teaching people how to write, but what I was actually doing, I realized late in the game, was teaching writers how to peel away the layers of their story and dig for something more true, more authentic and just plain honest. And while all that digging and examining is good for writing, it’s also excellent for living. When you chip away at the façade of your story, and you lay down one true word, and then the next true word you will eventually become stripped down and naked to yourself. And when you see yourself like that, there’s no turning back. You may, as many of my students have done, begin the process of changing your life.
I’m a process person. I’m all about getting words onto a page; messy, ugly, imperfect, glorious words. And to do that you need to become comfortable with being uncomfortable.
For me, it’s not about what I’m writing or whether I like what I’m writing that’s important. That the pen inks like a river across the page, that I have the courage not to know what the next word is, or the word after that…that I keep going anyway. That’s the spirit, that’s what makes a sound turn into a song. I might only be able to hear bits at first – the merest sound of a refrain – but I’ll swirl it around in my mouth, taste it, roll it on my tongue and Wa La, I start singing. That’s how I make a song. The important part is not that I make a perfect song, but that I have created a channel for song sounds to come through – which means I can make more sounds and more songs.
It’s the same for writing. When I put these words on this page I didn’t know where I was going or what would come next, but if I’ve become a student of anything, it’s learning to not love what’s coming through me and to keep going anyway. That’s just part of the creative process. If I turned back every time I felt lost, or if I judged what I was doing, I wouldn’t make anything. I have to let go of perfection if I want to be a maker of things, because it’s not about the thing that I make, it’s about the making, and I want to be a maker for a long, long time.
Want to be a story maker this summer? Laurie’s 5-week e Course, Telling True Stories starts on June 17th. Laurie is an amazing teacher. Once you start telling the unadorned truth it changes everything. If you want to be a maker of things join Laurie in Telling True Stories – and watch your life change on the page, off the page.
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So many people call themselves thought leaders now – but they aren’t. To be a thought leader takes some doing. It’s not so much about being original as it is about putting things together in an original way. Thought leadership marketing comes down to packaging your knowledge, skills, abilities, experiences, and yes, your thoughts in a way that makes you media worthy and worth listening to by your audience — a huge audience.
Follow these nine steps to get going on the path to be respected, heard and reverberated out into the world to become the very definition of thought leadership.
1. Cultivate an opinion.
Thought leaders have opinions. They shape a story. They position facts in a context. They make statistics come alive by interpreting them. We value people who give us perspective on things that matter most in our culture today.
Sheryl Sandberg, COO of Facebook and their first woman to sit on their board, said of the differences about how men and women respond to taking credit for their success, “If you ask men why they did a good job, they’ll say, ‘I’m awesome. Obviously. Why are you even asking?’ If you ask women why they did a good job, what they’ll say is someone helped them, they got lucky, they worked really hard.”
To follow her lead take a look at your field or industry and find something that irks or inspires you and start to formulate some opinions about it. Folk singer Joan Baez said, “I’ve never had a humble opinion. If you’ve got an opinion, why be humble about it?” Thought leaders aren’t afraid to voice a strong opinion. The media seek guests who have opinions that help us ponder what’s important.
2. Make a prediction.
Can you see the future? Look into your private crystal ball and share it in a press release. Over twenty years ago I told my literary agent that getting on TV and grasping at fame was going to become a national obsession. I wrote up a book proposal about how to get on TV, supplied anecdotes from my own experience as a publicist and media coach, and gathered statistics to show that this was going to be a hot new trend. He pitched my idea to all the top New York publishing houses.
9 was you can be a thought leader
Alas, the traditional book industry didn’t buy it. It was too far ahead of its time. But guess what? Didn’t that prediction come true? Practically everyone is now scrabbling for his 15 seconds of fame. New reality TV shows are popping up every year. The Fishbowl Effect has become our current reality where your iPhone video can make national news.
Know that when you make a prediction you’re intrinsically ahead of your time – and most likely will get disapproval and pushback. No worries. Time will bear you out. The important thing is to stand by your word, continue to accumulate evidence and keep touting your prediction during your media appearances. Thought leadership marketing is a process, not a one time event.
3. Shape thinking.
Keep up on current events. Thought leaders can comment on national radio and TV and in print on events as they happen. They are the first people the media call to put a story in perspective, to help shape thinking. They are often the people who pose the questions to ponder. They don’t necessarily have all the answers.
What they have is a point of view that helps others to consider consequences, options, and directions to difficult or perplexing problems. This type of thought leadership definition is organic and evolves naturally as the thought leader continues to hone his thoughts and message.
Robert Reich, professor of public policy at UC Berkeley, often comments on political and social problems such as how public higher education is being starved which will result in a shrinking middle class. His clearly expressed and statistically well-supported opinions are regularly heard on MSNBC and NPR. He’s a great example of someone who is personal, energetic, and captivating. I’m particularly endeared by how he bounces up when he can’t contain his energy as he delivers his message.
Your delivery and demeanor is every bit as important as the words you speak and can influence people subconsciously. Thought leaders are aware of how they are being perceived and work on refining their inner consciousness and outer appearance.
How can you start to shape a conversation that’s at the heart of your business or industry and at the same time reflect who you are and what you think?
4. Have a philosophy.
Have you noticed how many people have written a manifesto? It’s kind of becoming de rigueur. But many aren’t worth reading. They are trite or light. Your audience wants to know not only what you believe, but what you believe in. They want a philosophy that dives into their deepest longings — things that they feel that haven’t been expressed directly in a way that they can understand.
Manifestos are a sort of formalized philosophy. Wikipedia defines philosophy as “In more casual speech, by extension, ‘philosophy’ can refer to “the most basic beliefs, concepts, and attitudes of an individual or group”.
Brene Brown thought leader in thoughts, words, action
During every media appearance you want to make sure that your philosophy comes through loud and clear in a story, vignette or example so your audience has a sense of who you are.
One of my favorite sayings is by Gandhi, “My life is my message.” And another one close to my heart: “Happiness is when what you think, what you say, and what you do are in harmony.”
When everything you do, say, are and think from your words to your website is in alignment™ then you’re completely congruent and your life becomes your message. This is what I have my clients and sound bite course participants put into practice before ever sending a press release out to the media. Often publicity hopefuls want to rush their offer to the media before all the pieces are in place. And that’s a big mistake. A reputation is easy to ruin and hard to regain.
In her media appearance on Oprah’s Super Soul Sunday, Brene Brown told a story about her daughter, Ellen. To my best recollection she said that Ellen’s teacher called her up to tell her she could tell whose daughter Ellen was by how she handled an incident in art class. As I remember it the teacher said, “You’re messy.” Ellen sat up straight and said, “No, I’m not messy. I’ve just made a mess.”
Brown told this story to illustrate a point about self-talk and not calling ourselves names or saying derogatory things about the core of us, but to focus on behavior instead of being. It shows you that Brown is walking her talk by transmitting her values and behaviors to her daughter and it gives you a sense of who she is. Your philosophy should shine through your stories in a natural way in every media appearance.
5. Spearhead a movement.
My client, journalist and author David Sheff who wrote the #1 New York Times best-selling book Beautiful Boy, (which later was turned into a movie) and wrote his second book called Clean, Overcoming Addiction and Ending America’s Greatest Tragedy. The title itself is an opinion. Sheff thinks that addiction is the worst problem in the U.S. today. You can tell immediately that he’s serious about this topic and wants to make an impact on this epidemic.
On his website he has a link to sign a petition to send to President Obama to end the war on drugs and declare war on addiction. Right next to that he has a link to an organization called Brian’s Wish to pull people together into a national movement to end addiction.
Thought leaders start movements
Sheff believes that we’re fighting the wrong war and he is making his opinion known – backed with five years of research and facts. This is thought leader marketing at its best.
When I first wrote this piece he had just started his book tour and has already been on The Last Word with Lawrence O’Donnell, NPR’s Fresh Air and Weekend Edition to discuss his views and to shift American opinion with the facts, stories and statistics in his book, speeches, and media appearances.
I media trained him to insure that he incorporated his most important points into every interview since he especially wanted to talk about this new movement.
We also wanted to make sure he could stand firm on his controversial beliefs when challenged. We practiced worst-case scenario questions and surprise ones too so he could maintain his equanimity and stay on point during each media appearance.
The media is interested in people who have inspired a movement. It shows that the topic has enduring value and interest if a substantial number of people have joined it. Spearheading a movement is so much more interesting than just claiming you have a big following. A movement shifts thought into action to create real and lasting change.
6. Be controversial.
Another client of mine, Dr. Sara Gottfried, a Harvard trained integrative physician, science nerd, yogini and author of the New York Times best-sellers The Hormone Cure, The Hormone Rest Diet, Younger and Brain Body Diet, peaks out on the overuse of pharmaceuticals for peri-menopausal and menopausal women. She says of women dealing with hormonal issues such as depression, lack of sleep, weight gain, mind fog, low sex drive, “You won’t find the answer in the bottom of a pill bottle.”
Gottfried takes a stand against the practice many physicians have to medicate their patients to appease the problem without seeking the core issue or root cause that’s the source of the complaint. Instead she advocates lifestyle shifts: “How to think, eat, move and supplement.”
Thought leaders invite controversy
Once you take a strong stance you can expect to be pitted against someone with the opposite view during your radio or TV interviews – because friction makes for good TV. Audiences love to see people who have opposing views that might even provoke a tiff, because sparks fly and unexpected things happen — which equal good ratings.
If you want to be controversial you also need to be prepared to be challenged and able to stay on message with equanimity and grace no matter how forceful or hostile the host or other guests become.
7. Play both sides.
While you can choose to be controversial, you can also choose to appoint yourself the voice of reason and examine both sides of an issue. Susan Freinkel, a journalist who wrote the book, Plastic: a Toxic Love Story, began an experiment that turned into an investigation of how plastic affects our behavior, our environment and our lives. The premise: To go one day without touching anything plastic. What she discovered? It was impossible — starting with her toothbrush and toilet.
Instead of taking one side to the story – plastic is evil. She explored how plastic is both a boon and a bane to the way we live in a New York Times Op Ed piece. In one sentence she played both sides of the topic: “In other words, plastics aren’t necessarily bad for the environment; it’s the way we tend to make and use them that’s the problem.”
Op Ed pages thrive on people who take a strong stand on one side of an issue as well as those who can shed light on both sides in an intelligent, thoughtful or provocative way.
In our media coaching sessions together Freinkel and I focused on stories about how certain plastics are negatively effecting our health, children, land and seas, and also which plastics are safe and useful and help save lives.
Great thought leaders can mediate both sides of an issue
On Fresh Air, she discussed both sides of this fiery debate with a level head. In other media appearances she backed up her findings with solid statistics and also by moving fascinating facts into the conversation like: “The average person is never more than three feet from something made of plastic.” And, “In 1960, the average American consumed 30 pounds of plastics a year. Today, just 50 years later, Americans consume on average 300 pounds a year.” Here is something a bit startling: “Just because a plastic is made of plants doesn’t make it ‘green.’”
By moderating the positives and negatives, by sharing information not widely known and educating us, and by using stories and statistics, you can become a trusted neutral source for change.
8. Coin a term.
During her appearance on The Ricki Lake show Dr. Sara Gottfried reached into her prop basket and pulled out a gleaming diamond Tiara, put it on her head and offered it to Lake, who said she didn’t want to take it off. Gottfried called taking uninterrupted time for yourself, Tiara Time.™ It’s catchy and easy to remember. Can’t you just imagine saying to your BFF, “I need some Tiara Time™ right NOW.”
Your vision is how you see the world in the future. It’s what you’re aspiring to in the big picture. It incorporates how you are going to serve. For example, I’d like to see Aikido, a type of Japanese Martial Arts, which I’ve been training in for eight years, incorporated into every school in the world.
9 steps to become a thought leader is about self-mastery
The principles of Aikido, The Way of Harmony, work as a way to polish the spirit, to turn lead into gold. The founder, Morihei Ueshiba says, “True victory is self-victory; let that day arrive quickly!”
I believe that, through this practice we can eradicate bullying and practice respect, compassion, and self-mastery on a daily basis in our hearts, homes, schools, and communities.
My dream is to combine physical self mastery with verbal and emotional mastery so every child in the world can: Speak your mind. Stand your ground. Sing your song™.
Declaring your vision during a media interview moves it out in a big way into the public eye. Not only have you taken a stand but you give thousands or millions of people a chance to take a stand with you. That in itself creates powerful change.
The point of being a thought leader isn’t just to get more media appearances, more sales, more followers, or more money. It’s an opportunity to make great shifts inside yourself and out in the world.
So if you aspire to taking yourself and your business forward in small or big ways, then focus on these nine things. And even if it isn’t in your nature to be on national TV or to gain an international platform, just pondering these points will give you clarity for your business as you grow and change.
If you’d like to schedule a free 15 minute time to talk about you becoming a thought leader go here.
Have you reviewed your LinkedIn, Facebook, Twitter, website/blog, and Biznik profiles lately to make sure the stories you are sharing are accurate, current, and compelling?
I changed my profiles to reflect a keyword-rich headline two weeks ago and welcomed two speaking engagements and a new joint venture conversation almost immediately. Just imagine what bounty awaits for you when you revisit YOUR online profiles.
Quick Tip: describe yourself in a headline statement with relevant key words within. “Networking Expert Brandy Mychals,” “Boston Elder Care Expert Michael Bloom,” “Business Bio Expert” and “Get Known to Get Paid Mentor” are ways to describe each expert that offer potential clients and the search engines descriptive labels that deliver impact for all.
As the New Year gets off to a fast start, this is a useful exercise, especially if you want to attract more of the right clients faster and more easily. Try it, and share YOUR successes as they unfold in perfect timing to welcome a shiny New Year.
Business bio expert and get know to get paid mentor Nancy Juetten shows mission-driven experts how to get seen, heard, celebrated, and COMPEN$ATED for their expert status. Nancy created Bye-Bye Boring Bio to guide service professionals, speakers, authors, coaches, and those serious about earning expert status to prepare and share their stories so they can Get Known to Get Paid. Nancy’s clients describe her as self-esteem in a can. She sprays it and fabulous things about you are in the air for everyone to see. You feel better, potential clients find you more appealing, and you look and sound like a professional. Just like that.
Join us for a free webinar where you can get Nancy’s help ON THE SPOT for your bio DURING this call. Be there LIVE to give your bio a quick makeover – which can lead to big results.