"Scott has consistently been one of our top authors at the Content Marketing Institute. His posts are timely, fact-driven and almost always drive a high-level of discussion. Scott’s "21 Types of Content We Crave" infographic post on CMI was one of our most popular posts of the year!"

Joe Pulizzi, the founder of ContentMarketingInstitute.com - one of the leading thought leaders behind the content marketing and social media movement

REMEMBER: No Matter How Crazy Life Is… These Are The Good Ol’ Days!

Posted by on Jun 25, 2015 in Content Creation Tips, Content Marketing | 0 comments

time management

I hope your summer is going well so far. 

Summer is in full swing at my house.

And that means chaos.

Why?

Well, two reasons:

  1. We have 3 sons ages 9 – 14 years old
  2. Both my wife and I work from home

That means there’s a lot of juggling between my wife and I between who is “holding down the fort” while working and who gets to just focus on working.

It’s a challenge, but I wouldn’t change it for the world.

In fact, when things are especially crazy I try to remind my wife (and myself) of this truth, “These are the ‘good ol days!'”

One day we will look back on these days with fondness and wish that we could return to them.

One day my wife and I will want to go back to:

  • When the boys were still this age
  • When we were younger 
  • When we had the freedom to work from home and be around them so much

What all seems chaotic now will one day be missed!

My point for you is this…

I hope that no matter how chaotic your life is right now that you remember this truth: these ARE the good ol’ days!

 

Today, I wanted to share links to two posts that ask this important question:

Who is waiting around anxiously awaiting for your content?


How (and if) you can answer that question will make all the difference in the effectiveness of your content creation and content marketing.

Here is the first post that you should read…

The One Content Marketing Question You Need to Ask (That May Scare You) by Michele Linn – ContentMarketingInstitute.com

While this comment may seem problematic, I can’t think of a better compliment. Someone is missing the content we are publishing.

Today’s post is a short but important one.

How would you answer this question?

Would anyone miss your content if you did not publish it?

Read the rest of Michele’s post here.

 

The next post is one that I wrote yesterday and it reveals three ways that you can tap into “content anticipation” like Michelle talks about in the post above.

 

The 3 Content Forces You Need to Tap Into to Create Highly Anticipated Content – BayBusinessHelp.com


The Importance of Highly Anticipated Content

Three years ago, I came up with an idea that I ended up calling “21 Types of Content We Crave“.

I ended up getting an infographic created that listed the different kinds of content we all want to consume.

I then submitted it to ContentMarketingInstitute.com to see if they’d want to post it and they did. And I am glad I did!

Because they have a huge audience, it ended up being shared thousands of times and generated 102 comments on their site before they closed off the comments.

Anyway, the cool thing is that it was mentioned as a part yesterday’s post on ContentMarketingInstitute.com called The One Content Marketing Question You Need to Ask” by Michele Linn.

I mention this because I think that Michele brings up an important concept that we all should consider.

It’s a concept called “content anticipation“.

The way that Michele applies the concept, it means creating content that people are so excited about, so interested in, that they can’t wait to receive more of it.

I think there are three content forces you can tap into that will help you to create content that’s highly anticipated.

Let me go over each one for you…

Read the rest of my post here.

 

That’s it for today.

Enjoy the good ol days!

Photo by epSos.de

 

My Latest Posts on RecessionSolution.com and Other Sites

– Content Marketing Sighting: Jurassic World Wants You to Buy a Mercedes (RecessionSolution.com)

– The Legendary Violinist and the Surprising Reason You Should Delegate (My Post on LinkedIn)

 This Is the Real Secret to Unleash Your Content Marketing Creativity (Guest Post on B2BMarketingInsider.com)

– The Content Marketing Principle Top Podcaster John Lee Dumas Has Used to Achieve Success (RecessionSolution.com)

 

A Few Ways to Work with Me

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Free “Business Breakthrough” Session: Breakthrough the Main Challenge Sabotaging Your Business Right Now

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Free “Content Marketing Kick-Start” Session: How to Get Started Harnessing the Power of Content Marketing for Your Business

 

 

 

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Content Marketing Sighting: Jurassic World Wants You to Buy a Mercedes

Posted by on Jun 17, 2015 in Content Creation Tips, Content Marketing | 0 comments

Jurassic World is content marketing for Mercedes

I have 3 sons between the ages of 9 – 14 years old.
Last year, AMC aired all of the old Jurassic Park movies and so I let them watch them.

And, of course, they loved them. (Come on! Dinosaurs, guns, and killing? It’s a formula for a movie boys would love!) 

When they saw that Jurassic World was coming out they all set their hearts on seeing it.

I, on the other hand, wasn’t so sure I wanted to see it. I was thinking, “Can there be anything else that they can possibly do with this film franchise that would make it interesting?”

Well, Monday I found out.

Spontaneously, I decided to take the boys to see it.

jurassic world

And to my surprise, it was a REALLY great movie! 

(It was funny, action-packed and had a creative twist to the formula they used in their past movies.) 

What I didn’t realize was going to happen was that I would discover that the movie was being used as powerful content marketing for Mercedes.

 

The Two Groups of People Who Will Especially Want to Read This Post

I think you’ll want to keep reading this, because what I am going to share with you will be especially helpful for two groups of people:

1. People who don’t have the time or talent to create content

If you have ever thought, “I (or we) don’t have any time or ability to make great content,” then you’ll like what you’re about to read.

2. Content creators who need more income

If you have the time and talent to create awesome content, but you’re stuck trying to figure out how to make more money from your skills, then you’ll definitely want to keep reading.

 

Why I Believe that Jurassic World is Content Marketing for Mercedes

I need to start by saying that Jurassic World is FULL of product placements. A few of the products you’ll see in the movie are: Beats by Dre headphones, StarbucksBrookstone and even Jimmy Buffett’s Margaritaville.

They even make a joke about all of the product placements in the movie itself! 

As a Washington Post article pointed out, “The dinosaur park is strapped for funding and takes on corporate sponsors: Its star dinosaur exhibit becomes ‘Verizon Wireless Presents The Indominus Rex.’ A side character jokes they should have gone even further, naming a dinosaur ‘Pepsi-saurus.’”

But I think there is something different about the Mercedes relationship that goes BEYOND just regular product placement. Why?

Because it’s on the screen so much that it can almost be considered  co-star.

In fact, they didn’t just feature one model of Mercedes car.
I researched it and found out that ALL of the cars featured in the film were Mercedes cars!

Here are just two of the Mercedes models that they featured in the film:

The Mercedes GLE Coupe

Mercedes in Jurassic World

And they also featured the Mercedes-Benz AMG 6×6

Mercedes G63 6X6 in Jurassic World

If you’re still doubting that Jurassic World is content marketing for Mercedes, then watch this video clip “Mercedes-Benz JURASSIC WORLD Making-Of”

Did you catch what they said?
The Mercedes GLE Coupe came out the same day as Jurassic World did!

Not only that, but look at what I just found on the Mercedes website itself…

The partnership continues the relationship between Universal and Mercedes-Benz, first forged in 1997’s The Lost World: Jurassic Park, when Mercedes introduced the M‑Class vehicle.

“We are delighted to have been able to support this epic action-adventure with our vehicles,” said Dr. Jens Thiemer, Head of Marketing Communications forMercedes-Benz Cars. “Our wide range of SUVs in particular fit perfectly with JURASSIC WORLD’s various requirements, with the focus on our new trendsetter, the GLE Coupé.”

And listen to what the producer for Jurassic World said…

Unveiling the new GLE Coupé in JURASSIC WORLD was a natural fit as we continue our relationship with Mercedes,” said producer Frank Marshall. “Audiences will find that the vehicles featured in the film lend themselves perfectly as the transportation of choice in the fully functioning international theme park we have created at JURASSIC WORLD.”


The Content Marketing Lessons We Can Learn from Jurassic World

There are two powerful lessons that we can learn from this and they help solve the problems of the two groups of people I mentioned at the beginning of this post.

1. If you don’t have the time or talent to create great content, then partner with someone who does.

There are many great content creators and content marketers who are out there these days.

They not only have the time and talent to create the content you need, they are ALREADY creating content that could be used for promoting your company or its products or services.

If you have been held back from using top content creators in the past, because you didn’t have the budget to hire them to be a full-time part of your company, then now you have a different paradigm to use.

You don’t have to hire them and make them a full-time part of your on your team. You can instead just pay them to feature your product or service in a particular piece of content or series of content.

The key is to find someone who has already gathered an audience made up of the people you’re trying to sell to.

2. If you need a better (or additional) source of income as a content creator or content marketer, then look for companies you can approach who need exposure to your audience.

In the same way that there are many content creators and content marketers out there, there are also many, many companies who need great content that they can use to spread the word about their products or services. 

If you haven’t been able to find, or haven’t wanted, a full-time job creating content for a company, then now you have another option.

You don’t have to find, or choose, a full-time position. You can now look for companies that you can forge a symbiotic relationship with.

The key is to figure out who wants access the audience you have gathered enough that they would be willing to pay to be put in front of them.

If the work you do has been for others, and you haven’t gathered your own audience, don’t worry. It could still work. How? 

The company might still be interested in working with you, if they have gathered their own audience.

Now don’t get stuck thinking, “But I’m not a movie studio! How can this work for me? I am just a content marketer,” or “I’m not a car maker! I don’t have a product people will want to promote in their content.”

This content marketing relationship that Universal Pictures has with Mercedes is a model that has been used in many ways and in many forms.

Walt Disney himself, TV-chef Martin “Yan Can Cook” Yan, and even the band OK Go all used this model.

MentalFloss.com even has an article that shows how the classic kids’ book series Little Golden Books used this same basic model with a book called Doctor Dan the Bandage Man and Johnson & Johnson Band-Aids.

If an animator, a chef, a band, and a book publisher can all use this model, then so can you.

You are only limited by your creativity!

 

Two Recent Posts

The Content Marketing Principle Top Podcaster John Lee Dumas Has Used to Achieve Success

The Ignored Content Marketing Hack: Using Your “Genesis Story” to Create Raving Fans

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The Content Marketing Principle Top Podcaster John Lee Dumas Has Used to Achieve Success

Posted by on Jun 2, 2015 in Content Creation Tips, Content Marketing | 1 comment

 

The Unbelievable Surprise on My Hook

I never expected it to happen, but it did.

It was a warm day in Alabama and I was fishing with my dad at a lake.

We both had a line in the water and we were waiting for a bite.

When all of a sudden it happened. My bobber started bobbing! 

I grabbed the pole and pulled hard.

Then I started reeling in the line.

When I got it in we found out that I had a pretty good size trout on the line.

For a 10-year-old, that was good in and of itself. I was happy.

And that’s when we discovered the unbelievable thing that had happened.

 

As we pulled the trout off of the hook, we found a small minnow on my hook.

When my Dad saw it he said, “Wait a minute. You used a worm right?” I said, “Yeah! I did.”

He then took the minnow off the hook.

And what did we find? A worm!

The minnow had taken the worm and then the trout chomped down on the minnow.

I couldn’t believe it! I had caught two fish one hook!

This a true story, but I’ll be really honest with you.

I have never done this again. And I probably never will.

I tell you that story because the best way to catch multiple fish has a lot in common with the best way to see multiplied results from your content marketing.

 

The Best Way to Catch More Than One Fish at a Time

I would never try to suggest to anyone else that if they’d like to catch two fish that they should try using one hook.

If someone really wanted to catch more than one fish at the same relative time, then I’d recommend:

  1. Using two hooks on the same line (See #6 here).
  2. Or better yet, I’d suggest using more than one pole. 

These ways are all much more effective than trying to catch multiple fish on one hook. They all work better because you have more than one place (or chance) to catch a fish.

Why don’t we think this way when we create content marketing?

john lee dumas podcast,

How Podcaster John Lee Dumas Uses Content Marketing

On Paul Colligan’s Podcast Report – Episode #40, I heard him mention John Lee Dumas’ 7-day a week podcast called “Entrepreneur on Fire“.

Paul said that he once asked John about his reason for doing his podcast so many days a week.

John told him that by posting a new episode 7 days a week, it gave people 7 opportunities to share his content.

Did you catch that?

John has 7 “poles” in the water! 

In case you haven’t realized it, John’s extremely successful podcast isn’t just designed to help you.

It’s content marketing! Now don’t get me wrong.

It’s full of awesome, powerful, and even helpful content that his listeners gobble up (and share).

But it’s content that’s meant to lead people to buy the products that will help them achieve their goals.

Here are some of the products that John offers:

You see, John is smart enough to realize that when it comes to content marketing the more hooks (or poles) in the water, the more fish!

The Content Marketing Principle John Uses: The more pieces of content that you put into the water, the more “fish” you have a chance to catch!

Why don’t more businesses think this way?

How Many Content Marketing “Hooks” Do You Have in the Water?

Somehow many businesses post up one blog post, one white paper, etc. and then expect that one piece of content to bring in all the prospects and customers that they’ll ever need.

And then, when they don’t see any results, they think content marketing is useless!

That’s like betting all your money on catching two fish on one hook.

Yeah, that’s not likely to happen.

Instead business owners need to think like a fisherman and like John Lee Dumas does. Many poles in the water increase the chance you’ll catch more (or at least some) fish.

 

How You Can Apply This “Many Poles in the Water” Principle

Now I am sure that by now some of you are thinking, “Well I don’t have time to podcast (blog, etc.) 7 days a week! I have a business to run!”

There are ways for you to follow this principle without having to write 7 days a week.

Here are two ways you can follow this principle without focusing all of your (or your staff’s) time on creating content.

1. Same bait different ponds

You need to realize that there are different sites that you can post your same content on. For example, a few months after you (or your team) post a blog post on your site, you can post the same post on LinkedIn.

That will allow a new group of people to get exposure to it. (I post old blog posts on LinkedIn and have gotten great exposure this way.)

Another thing you can do is have you (or your team) write a new post, but this time get it posted on some other website. Where? There are plenty of sites that are looking for content. You just need to look around.

There are many places you can look online:

  • Look for websites that accept guest posts (Peter Sandeen and EffectiveInboundMarketing.com both have great lists of sites that accept guest posts.)
  • Check your local newspaper websites and see if they’d like to republish one of your posts or have you (or your staff) write a new blog post for their site
  • Another thing you could do is search for other local businesses that have blogs. Look for businesses that sell to the same prospects, but offer non-competitive products or services. Then approach them and see if they’d like to republish one of your posts or have you (or your staff) write a new blog post for their site.

(NOTE: Your content needs to be good for any of this to work, but I am assuming that it is. Otherwise none of your content marketing will work anyway!)

2. Same pond different bait

You need to realize that some people are readers and others hate to read. Some people love to watch videos and others would rather read that same information.

Some people love podcasts and others don’t know what they are. That means that if you only provide your content in one format, then you are limiting who will consume it.

The people who hate reading will usually not read your blog posts. The people that prefer reading probably won’t watch your videos.

How do you create content for each of these types of people without taking too much of your time away from running your business?

One of the best ways to do that is by re-purposing content. You’ve heard of recycling right? Well, you can think of re-purposing content as recycling your content.

Here are some ideas for re-purposing your content:

  • Take a blog post and record it into audio format.
  • Take a bunch of blog posts and compile them into a book. (That’s what I did with my book “51 Content Marketing Hacks”.)
  • Take a white paper and record a video about the same ideas.
  • Or you can take your white paper and use it to create an app. (You just take the knowledge you shared in your white paper and create a “how-to” app.)

(BONUS TIP: It’s best to add to, or change, your re-purposed content some.  Why? So that the people who consume content in more than one format will still enjoy it, even if they consumed it in the original form.)

 

The Only Way to Build Momentum

To see momentum in any area of life takes repeated action.

To try something once is not much better than never trying it at all.

How many of you have seen any major results in your life from only doing something once?

You’re only going to see results from the things you focus on and keep doing!

It’s the same with content marketing.

I am not going to pretend that you aren’t going to have to create at least some additional content to see this principle really work. You will!

But if you apply the ideas I’ve given you in this post, then you’ll be able to maximize the content you do create and multiply its impact.

This will enable you to harness this principle without having to create as much content as other businesses.

But the truth is, once you start reeling in some more fish from harnessing this principle, you’ll be excited to put more poles in the water! You’ll finally understand the wisdom of John Lee Dumas’ 7-day-a-week podcasts.

Final Warning:
Every top fisherman knows that if you don’t use the right bait, then you’ll never catch the fish you are hoping for.

This principle I’ve shared with you is based on the assumption that you understand the content your prospects are hungry for. You must know this in order for any of this to work!

(NOTE: This isn’t the only thing that John has done that’s helped him achieve such great success. But it is one of the key principles that he’s tapped into.)

 

Other Related Posts That I’ve Written

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The Ignored Content Marketing Hack: Using Your “Genesis Story” to Create Raving Fans

Posted by on Apr 13, 2015 in Content Creation Tips, Content Marketing, Podcasts | 0 comments

content marketing hack: use genesis story to create raving fans

A Secret You Probably Don’t Know About Me

Today I am going to finally reveal a part of my backstory that some of you have never heard before.

In past posts, I have started to reveal my own “genesis story” here on my blog.  

If you haven’t read them before, then you can read some of my “behind-the-scenes” personal story in these posts:

Today I want to share something that I’ve never shared on this blog before.

After I reveal what it is, I will share with you about an often overlooked content marketing hack. It’s what I describe in my book 51 Content Marketing Hacks as “Content Marketing Hack #37.”

 

Content Marketing Hack #37

Don’t neglect your “origin” or “genesis” story. This is one of the overlooked content forms that will help you to attract raving and dedicated fans.

Alright. Enough suspense.

Are you ready to hear what my secret is?

 

What I Have in Common With This Seemingly Unrelated List of People

Believe it or not, but I have something in common with this crazy, seemingly unrelated, list of people:
  • Leadership guru John Maxwell
  • Copy writing legend Claude Hopkins
  • Comedian Sam Kineson
  • Singer Al Green
  • Rapper MC Hammer

Can you guess what it is?

The thing I have in common is this: besides the content marketing and business related work that I do, – believe it or not – I am also a pastor. 

(Yes, ALL of the people on the above list have been pastors or were studying to be in ministry.)

It was 27 years ago, when I was 19 years old, that I began working as a pastor and speaking to people on a regular basis.

For that reason, I became obsessed with figuring out how to communicate in a way that captures people’s attention, holds their interest, and explains my points in an eye-opening way.

Now, of course, in the ministry arena, I don’t believe the impact of my words is all dependent on me.

But I DO feel that what I am sharing is so important that I don’t want to be the barrier to people understanding what I am trying to share.

I feel obligated to do my best to share things in way that people can understand and relate to.

And it is those lessons that I’ve learned over those 27 years that I bring into all of the content I create in the content marketing and business arena.

So how did I go from doing ministry to entering into the business arena?

Read on and I’ll explain it to you…

 

My Pivot into the Business Arena

A pivot that brought me into the business arena was when I put up a website in a small, music sub-genre and wanted to figure out how to build traffic.

It was 1999 and I began to read everything I could about marketing.

I read every online-guru there was in the late 90s, classic marketing book, or current marketing book I could get my hands on. 

In the process I found out that I not only had an interest in marketing, but my mind was wired in that way.

I grew that small site to become probably one of the top five or so sites in that niche.

This was the “accidental” moment that sent me down the marketing and business path, which led me to content marketing.

I won’t share anymore of my story here, because I want to focus the rest of this post on the power of sharing your “genesis story” as a way to create raving fans, but if you’d like you can learn more of my story:

  • How the birth of my first child and living in Silicon Valley during the “Dot Com Boom” propelled me further into the marketing and business world
  • How I interviewed top experts for my first ebook
  • How I discovered I’d been using content marketing the whole time
  • How I later entered into the content marketing arena

I reveal all of these facts on these two podcasts I was interviewed on:

My interview on the “Relaunch” podcast (4/9/15) – A shorter version of my story: (26 minutes)

My interview on the “Published and Profitable” podcast (2/28/15) – A longer, more detailed, version of my story: (84 minutes)

*NOTE: The background noise at beginning will stop at 9:25 and that’s where I begin the story you haven’t read.

How Your “Genesis Story” Allows You to Stand Out from Your Competition

In 51 Content Marketing Hacks, I share why your “genesis story” is so important…

One of the most powerful ways you can stand out from your competition is by revealing your ‘genesis story.’  Many of us try to hide, or downplay, our ‘genesis story.’  

We think it’s not important.  But that’s completely wrong!

Your story (and or your business origin story) is what makes you unique.

Many of the greatest companies in existence have had their “genesis story” told to the public and it’s caused them stand out from the rest.

Don’t believe me?  Here are some examples of modern companies who have genesis stories we all know:

  • Apple
  • Facebook
  • Google

Their “genesis story” has brought them attention and made their companies standout.

 

What You Should Reveal in Your “Genesis Story”

You can include anything you’d like, but here are some ideas to get you started:

  • Interesting facts about your childhood or early years of life
  • How you got involved in your industry
  • How your business got started
  • Why you started it
  • Personal or business-related accomplishments

The Most Important Content in Your Content Marketing Arsenal

Your personal story and your business story could be some of the most important content you have in your arsenal.

Stop keeping it to yourself.
Start sharing it proudly.

Sure, some people might be pushed away from hearing your story, but who cares? They’re not the people who would have done much for your business anyway.

Because there are others who will:

  • Hear your story
  • Fall in love with it
  • Bond with it
  • And best of all, spread it

And, honestly, they are the only prospects and customers that really matter.

You might feel it’s a risk to share your “genesis story”, but the real truth is that it’s a greater risk NOT to share it.

 

Photo by Ali Brohi

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How Bobby Flay Used Content Marketing to Build His Business Empire

Posted by on Apr 6, 2015 in Content Marketing | 0 comments

BobbyFlay

I was reading an article about Bobby Flay on Inc.com the other day and I came across an interesting comment that he made.

It revealed his intentional use of content marketing to build his brand and his name.

The article was called How Bobby Flay Built a Sizzling Empire and it was written by Christine Lagorio-Chafkin.

The part of the article that stuck out to me was this part where Bobby said…

“When The Food Network came along, I was like, ‘A 24-hour food channel? They’re going to run out of stuff in a week.’ They had no money to fly people in, so if you could get there by subway, you could get on a show. A lot of chefs didn’t want to do it. I’m like, ‘Well, you guys are missing the point, because every time I’m on TV, I’m gonna get people to understand that I own a restaurant, and I’m gonna put more asses in the seats.’ I came up with my own show ideas. I created Throwdown and Beat Bobby Flay.

“All those chefs have sent in their tapes since then. It makes perfect sense to market who you are and what you’re doing. Honestly, I still don’t think I’m very good at it. I don’t practice; I’m not acting. I just try to be myself as much as possible. Sometimes I’m good at being myself and sometimes I’m not.”

Why Bobby Flay’s Restaurants Are More Successful Than Other Great Chef’s Restaurants

Did you catch that? Read the part of the quote that I bolded again. 

He didn’t just do a show on Food Network for the fun of it. He did it for the express purpose of promoting his restaurant and getting more people to come to it.

There are a lot of great chefs whose restaurants aren’t doing as well as Bobby Flay’s restaurants are.

What’s the difference? Why are Bobby’s restaurant’s doing so much better? Because Bobby has harnessed the power of content marketing.

This method that Bobby Flay used is one of the “content marketing hacks” that I mention is my book 51 Content Marketing Hacks.

In chapter 26 titled, “How Walt Disney Used Content Marketing to Launch and Finance Disneyland,” I tell how Walt Disney used a very similar strategy.

The Wonderful World of Disney TV show (originally called Disneyland) was the thing that enabled Walt to raise the $17 million he needed to build Disneyland.

Not only that, but it was the vehicle that he used to promote the park before it was even opened.

If a restaurant owner and an animator can do this, so you can you. Especially when you remember this content marketing hack…

Content Marketing Hack #33

There are so many websites, publications, media outlets, and other organizations that are in continual need of content. They need it badly enough that some will even pay you for it. This is the ultimate hack. How incredible would it be to be paid to indirectly promote yourself or your business? Aim for that as your goal.

And even if they won’t pay you to create content, you still win. How? Because you still get to create content that promotes your business on other people’s channels.

 

It All Starts Here

As I said in my book… It all starts with you beginning to create content.  You have to start.  You have to begin writing or recording your ideas.  Put them on a blog.  Do something!

Until you start, it’s hard to get a chance to produce content for someone else.  And if you never start, it’s going to be even more difficult to get paid for your content.  

It takes practice to become good at anything and content creation is no different.  

 

Photo from BobbyFlay.com

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You Cannot Be Creative or See Breakthroughs If You Have the New Average Attention Span

Posted by on Mar 18, 2015 in Business Tips, Content Marketing, Goal Setting, Personal Success | 0 comments

GoldFish2

In an article called How to Build Billionaire Habits by Nick Papple I just came across a statistic that’s crazy.

Listen for yourself…

“According to the National Center for Biotechnology Information, the average attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. That’s one second less than the attention span of a goldfish. Research shows the decrease is due to an increase in “external stimuli.” In other words, the harder you try to stay ‘connected’ (checking Facebook, Twitter, LinkedIn, and Email); the less connected you actually become.”

Can you believe that most people have an attention span less than a goldfish?

Creativity and Breakthrough Are Only Accessible Through Attention

Let me just be real with you.

  • There is no way that you can come up with creative content marketing ideas, if you can’t focus for longer than a goldfish.
  • There is no way you can come up with solutions to the problems you’re facing in your life or your business, if you can’t focus for more than 8 seconds.
  • And there is no way you’ll come up with breakthroughs for your life or business, if you can’t focus long enough for someone to count slowly to 10.

Let me ask you this…

How are you doing these days when it comes to focusing on the things that really matter in your life?

Our Problem Isn’t a Time Management One

More time. 

It’s the thing that we’re all chasing after, but I’ve become convinced that we’re chasing after the wrong thing.

Our problem is NOT with time management.

Our problem is with ATTENTION Management.

The tools, luxuries, and benefits of our modern lives, that were supposed to add to our lives, have ended up distracting us from the important things in life.

It’s not our time that we need to manage better. It’s our attention.

What Has to Change

Life is so busy, so distracting that there is no way that we can be alert if we don’t do something differently.

But what is it that we have to do differently?

What has to change?

We have to make time to do these three things:

  1. To think about our life, our business, and our problems
  2. To process where we’re at, where we’re headed, and if it’s where we want to go
  3. To be watchful for opportunities, looming problems, and the needs that are around us

Creativity and breakthrough will never happen if you don’t create space to do these three things.

It won’t happen if things don’t change.

So what are you going to do about this?
 

P.S. I discovered three keys that can help you to seize back some of your time and gain back your ability to focus. They can help to carve out space in your day to do the three things above. They’re what the greats throughout history have used to help them achieve so much.

I recorded these keys and am calling them The 3 Keys to Increased Focus, Efficiency, and Creativity. I offered this recording for sale last year for $56. You can now get the recording for FREE when you buy my new book called 51 Content Marketing Hacks.

Photo by kkoriyama

 

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Are You Willing to Answer This Question: Do My Prospects Really Want What I Am Selling?

Posted by on Feb 12, 2015 in Content Marketing | 0 comments

 

marketing, you can't create desire

In chapter 34 of my new book, 51 Content Marketing HacksI share something that I’ve been powerfully reminded of recently.

It’s probably a rule that as content marketers, marketers, and copywriters we know deep down inside, but we consistently BREAK it anyway. Let me explain.

 

Without This All Of Your Content Marketing, Products, And Services Are Useless

Chapter 34 of my book is called Without This All Of Your Content Marketing, Products, And Services Are Useless and in that chapter I share this story…

I once heard a story about a young salesman who had given the very best pitch that he had to a prospect, but despite all his effort, the prospect still didn’t make a purchase.

He went back to his office and told his boss that he didn’t get the sale.

Then he said to his boss “I guess it’s true that you can lead a horse to water, but you can’t make him drink.”

The boss responded quickly with a lesson that the salesman never forgot.

The boss said, “Your job is not to make them drink, your job is to make them thirsty.”

I think that most of us think of sales in this way.

I completely agree with the idea… up to a certain point.

You see, I’ve been thinking about this recently: What is easier to sell? Something that someone already wants? Or something that someone has to be convinced to buy?

I’d prefer to sell something that someone already wants.

Think about that for second.

  • Do you want to spend all your time convincing people that they want what you’re selling?
  • Or would you rather speak to people who ALREADY want what you’re selling?

We all would prefer to speak to people that want what we’re selling, but for some reason what do we spend most of our time doing?

We sit there trying to convince and prove to our prospects that they should want what we’re offering. 

That’s insane. And it’s extremely frustrating.

It was a blog post that I just wrote on Curatti.com called, 4 Ways to Make Your Marketing More Effective, that got me thinking about this again.

In the above article, I quote the marketing legend Eugene Schwartz who said, “This is the copy writer’s task: not to create this mass desire—but to channel and direct it.”

Don’t miss that, because it’s so powerful.

You can’t make anyone want something they don’t desire. You can only channel the desires they already have.

That’s all Eugene Schwartz did and his results made millions of dollars for his clients and made him a highly in demand copywriter. 

If you’re having problems with the effectiveness of your work, I guarantee that the root of your problem has something to do with this.

 

What to Do About This

Look at your current content marketing, marketing, and copy writing and ask yourself these two questions:

1. Am I focusing the majority of my time on people who already want what I am offering or on people I have to convince to want what I am offering?

2. What desires do my prospects already have that I can focus on channeling to my product or service?

At the end of chapter 34, I share this content marketing hack that you should keep in mind.

CONTENT MARKETING HACK #40: If you are trying to build a business, it’s a “fool’s game” to create content for people who can’t purchase from you. All of the content you create must be designed to attract and help a hungry crowd that has money.

After you ask yourself these two questions, you now need to begin to focus on two simple things:

1. The people who already want what you are offering

2. And the desires they already have

 

P.S. Check out the article I mentioned above to learn more of the powerful things that Eugene Schwartz said about this idea.

P.P.S. If you need more ways to correctly think about your content marketing and more ways to make it more effective, then you should take a look at my book 51 Content Marketing Hacks. It contains 48 examples and 51 hacks that will give you more confidence and results from your content marketing. It now has nine, 5-star reviews – including one from legendary marketing master Al Ries.

P.P.P.S. If you enjoyed this post, you might also like one I did a week ago on B2BMarketingInsider.com called Did William Penn Use the Oldest Known Content Marketing to Establish Pennsylvania?

Photo by DonkeyHotey

 

 

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