“Knowing is not enough; we must apply. Willing is not enough; we must do.” –Johann Wolfgang von Goethe

Smart advice from our German friend.

In a world awash in data, tutorials, classes, seminars, conferences, and other chances to learn about things instead of actually doing them, there is something to be said . . . → Read More: Forward Progress]]>

Climb Up The Rock from NeilsPhotography

“Knowing is not enough; we must apply. Willing is not enough; we must do.” –Johann Wolfgang von Goethe

Smart advice from our German friend.

In a world awash in data, tutorials, classes, seminars, conferences, and other chances to learn about things instead of actually doing them, there is something to be said for lacing up your boots and starting up the hill.

I spent U.S. Independence Day weekend in the Colorado mountain town of Frisco. My agenda included fireworks, grilling and Odell’s 90 Shilling. A fun time was had by all.

Before we left, we decided to drive around and explore the town. The yellow banner on the Ramada Inn caught my attention because . . . → Read More: The Key to Marketing Success: Testing (Maybe the Free Waffles Work)]]>

Free Waffles In Frisco, CO

I spent U.S. Independence Day weekend in the Colorado mountain town of Frisco. My agenda included fireworks, grilling and Odell’s 90 Shilling. A fun time was had by all.

Before we left, we decided to drive around and explore the town. The yellow banner on the Ramada Inn caught my attention because of the inclusion of waffles as a part of the advertised free continental breakfast for hotel guests.

I initially posted the photo you see to the right with a slightly snarky comment to my Twitter account and then began the drive home. However, something about the banner stuck in my brain. As I thought about it, I like it more and more.

1. The waffles set Ramada’s continental breakfast message apart - It’s something specific. Free waffles means their breakfast is not just a stale box of cereal and some milk. Someone needs to cook those waffles. While it may not be foie gras and truffles, it’s a step up.
2. Maybe waffles tested well - If I was the marketing manager for the hotel and thought my breakfast menu could be a draw, I would get a few different banners made and see if waffles performed better than “Free espresso drinks” or “Free omelettes” for attracting highway drivers to my establishment.

What part of your marketing mix can you strategically change to see if your current tactics are still top performers?

I’ve found that when businesses think about getting started in social media, a lot of time is spent debating and planning strategy.

Are we trying to build brand recognition? Is Twitter going to be a new customer service channel? Is the content for the Facebook page going to be . . . → Read More: Gary Vaynerchuk’s Secret to Social Media Success: Work Your A$$ Off]]>

Gary Vaynerchuk at Affiliate Summit West 2009 11

I’ve found that when businesses think about getting started in social media, a lot of time is spent debating and planning strategy.

Are we trying to build brand recognition? Is Twitter going to be a new customer service channel? Is the content for the Facebook page going to be strictly business or should we mix in some personal chit chat?

People want the answers to all these questions before diving in. Here’s the thing: before you can wow your fans, you’re going be awkward and goofy for a while as you figure stuff out.

So just get started. Today. Right now. Because the sooner you get the hang of things, the sooner you can actually knock all of your strategic goals out of the park.

But what if we are lousy? I think this little question is one of the main obstacles blocking more involvement in social media. Unfortunately the only way to get good at this stuff is to risk being bad at it for a while.

Case in point: Gary Vaynerchuk, the current reigning world champ of video blogging. Click here and here to get up to speed on who Gary is and why he’s so cool if you don’t know.

Why bring up Gary if he’s so awesome? He didn’t start out awesome. His first winelibrarytv.com video is a solid start but nothing spectacular.

You can see the glimmer of today’s superstar in this show but he’s clearly inexperienced talking to a camera. He’s not exactly sure what to say, but the desire to tell his story is obvious. Gary took his natural charisma, busted his hump cranking out content by doing a winelibrarytv.com episode almost EVERY SINGLE day since he started and is now a consultant, public speaker, author and all-around a$$ kicker.

While Tarantino and Rodriguez are great role models for creating content their own way and staying true to their unique voices, I LOVE the beginning of the video where Sam Raimi talks about DOING something related to making . . . → Read More: Advice on the Creative Process from Sam Raimi, Quentin Tarantino, Robert Rodriguez, and Guillermo del Toro]]> How do you become a filmmaker, writer, artist, etc.? Grab a camera, notebook, paint brush, etc. and get started.

While Tarantino and Rodriguez are great role models for creating content their own way and staying true to their unique voices, I LOVE the beginning of the video where Sam Raimi talks about DOING something related to making a movie every damn day and, if you stick with it, you’re going to end up with a movie in no time. May not be a good movie. That’s okay.  Take what you’ve learned from what you’ve just made and do it again.

To Robert Rodriguez’s point about more competition: If you want to make a movie that grosses $200 million, he’s right. The competition is still overwhelming.

But, making movies (or comics or whatever) that are seen by a few thousand people and working toward eventually making small living doing it is completely possible with computers and the web for distribution and marketing.

You just have get off the couch, get started and be willing to suck for a while as you figure out which ever medium appeals to you.

Martha Graham by Yousuf Karsh, 1948

“There is a vitality, a life force, a quickening that is translated through you into action, and there is only one of you in all time, this expression is unique, and if you block it, it will never exist through any other medium; and be . . . → Read More: Martha Graham and Crash Davis Remind Us to Just Get the Work Done]]>

Bull Durham Movie Poster

Martha Graham by Yousuf Karsh, 1948

“There is a vitality, a life force, a quickening that is translated through you into action, and there is only one of you in all time, this expression is unique, and if you block it, it will never exist through any other medium; and be lost. The world will not have it.

It is not your business to determine how good it is, not how it compares with other expression. It is your business to keep it yours clearly and directly, to keep the channel open. You do not even have to believe in yourself or your work. You have to keep open and aware directly to the urges that motivate you. Keep the channel open.

No artist is pleased. There is no satisfaction whatever at any time. There is on a queer, divine dissatisfaction, a blessed unrest that keeps us marching and makes us more alive than the others.”

–Martha Graham

“Don’t think Meat. Just throw.”

–Crash Davis from the movie Bull Durham

All of the traits that go into success . . . → Read More: Great Social Media Advice from the Food Network]]> This commercial on Food Network is pitching the newest season of The Next Food Network Star. As our pal Bobby Flay walks toward the elevator, various people (I’m assuming they’re contestants) hold up different signs describing qualities they possess that will make them the next superstar TV chef.

All of the traits that go into success at the Food Network are also great guidelines for anyone involved in social media. Have a look at the video and then we’ll break it down.

> I Will Have a Clear Culinary Point of View: This is vital in social media because things get so noisy. When there are millions of choices online, getting me to listen to you and subscribe to your blog involves standing out and having a clear voice.

> I Will Express Myself and Be Authentic: If your stuff sounds like PR/corporate-speak, that may be worse than not having a point of view. Consumers are too smart. They have developed an incredible ear for B.S. and expect people to sound real in social media. Compare the President of Domino’s Pizza and a multiple franchise owner from Chicago as they both issue apologizes for service problems. Guess which one I like more?

> I Will Make My Food Personal: This is a delicate thing to get right. One of the main complaints skeptics have about social media is that Twitter, Facebook, and other sites are just a collection of people broadcasting random details about what they had for breakfast. And that is boring. Think about ways your personal stuff can also add value to my life (because in the end, it’s all about me). Try this as an example:

• My cat barfed = BAD
• My cat barfed & I’ve found Kitty-Barf-Away is a great product for cleaning up messes = BETTER

> I Will Handle Pressure: Getting involved in social media may expose you to criticism. Don’t forget that getting a few rocks thrown at you goes with the territory.  The upside of social media is worth the occasional brouhaha.

> I Will Be the Next Food Network Star; “We’ll Be the Judge of That”: Bobby’s right. It’s all about the audience. You’ll quickly learn if what you’re sending out connects with people.

I could say Gandhi, Einstein or Nelson Mandela are moral heroes (and they are). But they are easy choices. Here’s one you may not have heard of: J.P. Hayes.

Hayes is a golfer who won a chance . . . → Read More: TEDTalk – Barry Schwartz Reminds Us To Have Moral Heroes]]> Barry Schwartz is awesome. He urges all of us to “celebrate moral exemplars.” Who is a moral hero that inspires you?

I could say Gandhi, Einstein or Nelson Mandela are moral heroes (and they are). But they are easy choices. Here’s one you may not have heard of: J.P. Hayes.

Hayes is a golfer who won a chance to join the PGA Tour in November 2008 and then disqualified himself because he realized he had played two shots on one hole with a ball that was not approved for competition.

He broke the rules and turned himself in because it was the right thing to do.

If you think he overreacted because no one would have cared and he should have kept his mouth shut, have a look at the damage on your last retirement account statement and ask yourself where we all would be as a country (heck, as a world) if the jokers in our financial system had that kind of inner clarity and integrity.

Stopped at my local Starbucks to get a caffeine boost yesterday afternoon. When I rolled up to the drive thru, the voice on the other end didn’t immediately ask if he could take my order in a exasperated tone of voice. The Starbucks dude on the other end of the squawk box asked . . . → Read More: How Starbucks Reminded Me What Social Media is All About]]>

espresso by lilivanili

Stopped at my local Starbucks to get a caffeine boost yesterday afternoon. When I rolled up to the drive thru, the voice on the other end didn’t immediately ask if he could take my order in a exasperated tone of voice. The Starbucks dude on the other end of the squawk box asked “how are you doing today?” and sounded like he was genuinely curious about the answer.

And instead of diving right into my order, I paused and replied with an equal enthusiasm, “I’m doing well! How are you?”

My answer to his question and return of his courtesy seemed to take the barista by surprise for a brief second. As a former waiter, I knew where he was coming from. I was always a bit shocked at the number of patrons who blasted right past my greeting to get straight to their pizza and beer order.

The interaction I had with the Starbucks dude illustrates how to be good at social media:

Have a conversation.

Don’t hop on Twitter and start blasting me with a steady stream of updates about your every move and blog post without also asking questions and commenting on other things. This piggybacks on Amber Naslund’s “Click My Junk” theory of Twitter marketing that Chris Brogan mentioned in a recent podcast interview with John Jantsch of Duct Tape Marketing.

To be effective on Twitter, Facebook, etc. you need to listen, interact, add value and THEN you can start to promote your stuff.

The job of the traditional school system is to make sure you know what going to be on the standardized test. If they have time and extra money in the budget, they may get around to sending you to . . . → Read More: TEDTalk – Sir Ken Robinson on School and Creativity]]> In this talk, Sir Ken Robinson asks whether or not schools kill creativity.  Of course they do.

The job of the traditional school system is to make sure you know what going to be on the standardized test. If they have time and extra money in the budget, they may get around to sending you to an art class. Just make sure you stay inside the lines.

What I love about this talk is the twinkle in his eye. Never would have expected a lecture on education to be so hilarious. Sir Ken is a funny (and inspirational) guy. He is the kind of teacher who would make his classes so fun and engaging that students would forget they were actually learning stuff.

In a nutshell: Say you’re a comedian and want to get better. To accomplish this goal, according to . . . → Read More: Be the Master of Your Domain – Don’t Break the Chain]]> One week in to the blog and I have posted every day thanks to Lifehacker and Jerry Seinfeld.  I stumbled across this post a while ago about how to stick with something and it has totally worked for me.

In a nutshell: Say you’re a comedian and want to get better. To accomplish this goal, according to Seinfeld, all you have to do is write some jokes every day. That’s it. Easy, right? As anyone who has joined a gym after New Year’s can attest, sticking with this kind of plan is easier said than done.

Seinfeld’s trick was to get a calendar and put a big “X” over each day he completed his writing project.  What he found was that after a few days, he didn’t want to break the chain.

Try it.  After staying focused and posting something every day since I started, the thought of being lazy and breaking the chain really bugs me now.  I’m pleasantly surprised how well the “Big X” works.