Stop listening to your fans. “Your enemies know information your friends won’t tell you.”
I’ve heard a lot of this lately… “I’m at 15,000 followers, why would I do anything different?!”,“I just got 500 likes on one post, amazing!”, or a personal favourite; “We’re doing a give away at 20,000 followers, like, share, comment, slay your first born to be entered!”. Maybe we’re over thinking it, and that’s not a good thing. “Fans” on social media networks aren’t necessarily real relationships. Sure some are, but most are superficial social passings by, meaningless in the
When validation has gone too far
I heard a story of high school students posting on Instagram and if they don’t receive over a certain amount of likes within the first 15 minutes they delete it and try again later.
Could you imagine testing your creative in real time, then when not performing you pull it immediately? Are these students getting feedback and acting upon in hyper-speed without even knowing it?
I instantly said, “We should be doing that with clients!”
A consultant from Calgary was in town working with one of our clients. As the marketing arm of this organization I was interviewed by the consultant. After asking a bunch of topical questions to what the organization was going through he then asked me a rather interesting question I thought;
“How are you staying current?”
How are you staying current? I’d never been asked that before. Well not in that context, I’m sure I’ve questioned my age and opinion’s relevance more and more over the past year. But every now and then I get a little too preachy and the coach in me comes out. It’s a bad habit I’m trying to stop.
The question at hand, “how are you staying current?” is a wonderful thought experiment. You ask yourself, “what IS current?”, “how would one stay current?”, “what’s the number one sign someone isn’t “staying current”?” I’m pretty sure he was wondering whether or not I was a growth or fixed mindset person. You know, someone who believes in the future and is bettering ones’ self. The growth mindset allows you to improve no matter what. If you have a growth mindset you’re probably staying current in a number of specific ways.
I’m definitely a growth mindset person. Growth mindset people never have to worry about a job, they’ll always be valuable because they can learn as they go. Reminded me of a podcast with an eerie subtext called: How Safe Is Your Job.
SEO is an ugly topic. Lots of hearsay floating around with little evidence based opinion. Many assumptions, rarely facts that you can trust. It’s not my intention to tell you how to do SEO, no no, like they say, there are many ways to skin a cat! This is simply my findings over the past five years.
First of all we’re going to simplify what you’re doing with your website. Set one goal, one page must be more important than every other page. Pick three keyword phrases in your industry, those are your first three goals. Then develop your outreach strategy (how other websites will link back to your websites). Determine what you’ll update your website will ongoing forever and ever amen, and you got yourself a perfect little search engine optimization strategy.
Set one main goal
Pick three main phrases you want to come up for in Google search
Why will people want to link to your website?
Update your website weekly
If it isn’t as easy as described above than come along for the ride, you aren’t alone!
First, you don’t need traditional SEO if you are;
A major corporation, simply changing how your website is structured will do wonders!
If you have an amazing social media presence (e’hem, Wheel House, The Riders, Hard Pressed do NOT need SEO help)
If you publish content (stories, photos, videos) weekly to your website you most likely have no use for SEO
For everyone else here are a few starting points to give you enough information to piss off your I.T. manager at the office.
Looking for free downloadable songs for your video blog? Has BenSound sent you cease and desist order? Well you’ve found the best thing possible. Yup, free downloadable stock songs made by DJ Clumsy Vegetarian.
It happens on every video project now, it’s almost ready to ship and we come to a slamming halt and then ask that age old question; what music should we use? Music can make a video, it can also ruin it. Music gives you a feeling, it attaches what you’re watching to a sound. It makes video more memorable and is something to listen to when you’re at your very worst AND your very best. There are few things in this world that can compare to music.
So here you have it. DJ Clumsy Vegetarian’s (cause I be droppin’ so many beats) compilation. 45 electronic beats developed in Garage Band, so yes yes you can make your own too.
Few phrases say more about an individual than those five words. So much is communicated when one judges a product or service based on the price alone.
The fact that you can find anything these days for a cheaper price shouldn’t come as a surprise. The surprising part is people still use price as a major factor in decision making, when they verbalize their frugal attitude it labels them.
1. When you say the words “I can get it cheaper” you seem, well, cheap.
We don’t look up to cheap people. Do you have a friend or family member brag about a “deal” they got at Walmart? Probably not because that’s not something to brag about. We look up to people who are generous, who don’t count the change after some one gives it to them, who tips more than they should, who doesn’t make a big deal about money ever. Those are the people I look up to.
In the creative field you can always find someone who’s willing to do what you do for a cheaper price, but that price comes with a cost.
Just because it costs less at first it may end up costing you a whole lot in the long run. I find in my old age I’d rather pay a good price for something and get a great product in return. Every now and then when cutting costs you get burned. Ever buy something just because it was cheap? Tennis balls, never buy the cheap tennis balls, I’d much rather pay more for a better quality ball.
Pizza, sure you can get cheap pizza but c’mon Sparky’s isn’t even that much more but the taste!!
As a kid it was hockey sticks. You could buy a cheap stick at Superstore but it won’t last long.
I wrote about this 7 years ago, labeled it as “Walmart Culture” cheapest prices for the cheapest products, it wasn’t sustainable. Now in 2017 it has become extremely apparent some people will always use price as their major deciding factor.
Price is a calculation, value is a feeling.
Be careful not to confuse the two, value is a much bigger topic for another day.
In our culture we tend to equate thinking and intellectual powers with success and achievement. In many ways, however, it is an emotional quality that separates those who master a field from the many who simply work at a job. –Robert Greene, Mastery
I’ve been teaching at a Sask Polytechnic for the past Four years and at a University if Regina for one. Since my second year I’ve always incorporated class projects that involve real world organizations, here’s why.
The back story…. I think I subconsciously want to teach using projects because the classes that included real works projects were the classes I found I learned the most in. Whether be Al Derges unconventional approach to the class or Lorne Schnel giving us real examples from the company he was running at the time. One of my favourite classes was one where we actually got to pitch an insurance company out of Toronto a new marketing strategy. I only remember that because our commercial was incredibly forward thinking and probably would have made them millions. Sadly they didn’t use the Idea. I didn’t care, I got to work on a real problem.
I had this idea of creating a learning moment by helping students “experience” entrepreneurship. By experience I obviously mean failing at something, learning, retrying, and succeeding. Here was the video I recorded before I started my first class project. Little did I know I was stumbling upon a gold mine of possibility!
Students need to work on real world problems, they learn more that way. At least that was my theory when I was in school, it holds true 10 years out. What an amazing conclusion!! The best way we learn inside or outside of school is by doing.
The “marketing apprenticeship” was born.
After your formal education, you enter the most critical phase in your life—a second, practical education known as The Apprenticeship. –Robert Greene, Mastery
My top three reasons why I always do a real world class project:
Last week Brandon and I had the pleasure of helping out at Campbell Collegiate with some mock job interviews. We were pared with students from grades ten and eleven and grilled them on their skills, interests, and experience as we attempted to find a student we would “hire” to work at Strategy Lab. Being the weirdo that I am, I asked almost exclusively out-of-the box questions like “Who do you think would win in a fight between a silverback gorilla and a grizzly bear?” and “How would you describe the colour red to someone who’s never seen colour?”. One test I used for every candidate was the old-school Jordan Balfort challenge: “Sell me this pen”.
Traditionally this is used to develop persuasive, cold-call sales techniques which is more than a little sleazy, but there was method to my madness. At the beginning of the day we were given free Conexus-branded pens (thanks guys!) and as I handed one to each interviewee to sell me I was hoping against hope that someone would think big enough to use the Conexus brand in their sales pitch.
As far as TED Talks go Simon Sinek’s “Start With Why” has been used to death in marketing circles to the point where it’s almost become a tired cliche. I stress “almost” because I think it’s truly timeless and I get something new from it every time I watch it. My interviews with these kids were the most beautifully perfect embodiment of the “Why-How-What” concept.
The majority of the students immediately tried to sell me on the different features of the pen like the stylus, the grip, the ease of use, etc. The bells and whistles that made it a good pen among pens, but didn’t really make me want to buy it. I mean, if I already have a pen why would I shell out money for this specific one? They were trying to sell on the “what”.
A handful of the interviewees told me all the things I could do with the pen. Doodle, write notes, draw pictures, you name it. They positioned the pen as a means to an end and something that would solve a problem I had. This went one step beyond just showing off the features because they were identifying something I needed to do and trying to sell me the solution, or the “how”. But I wasn’t satisfied.
One student out of eight took the bait. It’s my second last interview of the day. I hand her the pen and she thinks for a while, then turns to me and asks “Can I use the Conexus logo in my pitch?” Up until now no one had even seemed to notice the logo, so I start to nod excitedly. “Well I would probably ask you first if you were a Conexus member, then I’d tell you that by buying this pen you’d be supporting us so we can help more people”. I’m freaking out at this point. Finally, someone sold me the “why”.
Here’s the moral of the story. Modern marketing requires us to not only show off the features or solve people’s problems, but to actually connect with them and make them feel something. There’s a reason paid programming “As Seen on TV” ads seem almost laughable these days. There’s a reason the practice of trying to convince people buy something they aren’t in the market for seems inherently sleazy. Creating a belief or a community or a world-changing vision creates intrinsic motivation in your customer base to not only buy from you, but to love you. Once you have that, you’ll never need to market again.
Where are you moving your cheese to? What a wonderful read Who Moved My Cheese is, a story on why change matters and will always matter. Just started getting used to it.
I was speaking to a grade 12 class and I was trying to give an example of how we resist change. I picked up a desk, moved it 3 feet over. I went on and finished the presentation, the bell rings, students start leaving and a few students start entering the class. Do you know what the first thing they did when they got into that class? Moved the desk back.
With no prompt, no asking, no reminders, a student was so well trained they felt the need to put the room back to where they were comfortable. We’re taught to seek comfort at a very young age.
The problem is life doesn’t always give you perfect rows of desks. Life doesn’t let you plan things out perfectly. Life is rarely “comfortable”, I would argue life tries to frustrate us, push us, and test us to the point where we want to give up. Most people give up. Most people have to deal with so many desks out of place, at one point its not worth it anymore, and they give up.
Don’t be afraid when the desk is out of place, let it be. If you aren’t annoyed by the little things and embrace change, life gets better. The next time a desk goes out of place you won’t be so worried, you won’t be so over come with fears about the desks “looking” out of place. Embracing change early in life helps you deal with change later in life.
How are you keeping your mind fresh? How are you getting outside your comfort zone? That’s where you learn best you know.
One day in the StratLab office Eddy says, “eh, chew guys ever see Aaron Draplin’s Ted talk?!”
Me: “What did you just say?!?” Eddy: “Just watch this….”
Meet Aaron Draplin. A crazy hat wearing, beard grooming, design denim god. He’s what we strive to be one day. Just happy to be able to wake up and create art every day. That’s something to get excited about.
He’s genuine (I mean he wore a hat and swore in a Ted talk, haha!).
He does not care about awards (they just inflate ego).
He’s incredibly excited to be able to do his art every day.
1. He’s genuine
He cares. He cares so much about his audience he wants to show them how to be original. When someone swears in front of your it’s a sign of respect, they’re comfortable enough to be themselves. When Aaron takes to the stage you instantly realize this isn’t going to be your regular speech. His outfit makes him look comfortable as well, jean jacket, trucker hat? He’s making it okay to be yourself.
2. He does not care about awards
In the marketing/advertising world it’s hard to get very far without finding out about “an award you could win!” or better yet “you should apply for this award!”. Apply for an award?!? Doesn’t that defeat the purpose?!? Yet it happens all the time. Agencies attach “awards” they’ve won to proposals not knowing that clients want to hire them to create value for their organization, not simply win awards.
Winning awards can send you down a dangerous path. Always striving for the next award. What there is no more? You can’t control that outcome hence why this author thinks it’s very silly to focus on winning awards.
Finally Aaron doesn’t need an award to make him feel good, he just needs to look at the team he works with and the amazing volume of work they’ve created, and smile.
Awards are a false idol you’re seeking. Their poisonous, they change people, once you are an “award winner” you’re never the same. Stay hungry, stay thirsty.
3. He’s incredibly excited to able to do his Art every day
When I met Hugh MacLeod for the first time I asked which of his cards he created was his favourite. He said he had a lot he really liked but one always came to mind.
“If you have your health and you can make a decent living doing what you love, then you have little reason to envy other people.” -Hugh MacLeod
The way Aaron looks when he talks about being “able” to do his art every day. That’s incredible. That’s what I want to become.