OK. Here’s the deal: Tomorrow is the Q&A Segment on NY Brand Lab Radio! So I am looking for some people (like you) to jam with on the show. Are you willing, keen and poised to do that?!
Well, I have 10 reasons why you might want to pick up that phone and call in. (PS I had some fun writing up these reasons. But I read a post today that said humor didn’t always work but I can’t believe that. Can you?)
Remember, I am going to open up the lines at 10am EST sharp Wednesday. These are my 10 reasons why I want to hear from you. (Play along with me, for a little:)
1.) Your brand’s got cracks? (No better time to call in than manana.) 646-652-2383
2.) You have a particular point of pain when it comes to your biz or brand. (It hurts real bad.) 646-652-2383
3.) You’ve always craved a 3-minute Brand Audit. (Yep. Now I dare you to call in.)
4.) My recent blogs posts hit a hell-YEAH! chord for you. (Yipeee. But you gotta have a question for me too, okay?)
5.) You like the idea of borrowing my brain for a huge free idea. (Talk to you soon then.)
6.) You just want to hear me say your name on air! (OK. I’ll do that for you!)
7.) Your clients are baffled when they face off with your brand. (You need to call in.)
8.) Your clients are head over heels in love with your brand. (Kudos. So what’s the question again?)
9.) You want to raise your brand pulse fast. (Now you’re getting the idea.)
10.) You’re longing for a piece of this Brand Anthropologist‘s 20+ years of biz-building prowess. (You’ve got a deal.)
Here’s how you can jump on the show: Call in on this number or 646-652-2383 on Wednesday at 10am ET (that’s Jan 25, 2012)
Or, if you’ve already decided you’re 100% ABSOLUTELY NOT going to ask anything, well — then, listen online here http://bit.ly/ykZGnl (I understand.)
See you then, can’t wait. Jazzed. Optimistic. Over the moon.
2012 is the year where your focus on the 21C new brand landscape is going to be super critical.
Why? Because all the rules are changing. Your brand is now your most valuable asset. What’s more, people are demanding more transparent conversations, transformations, interactions (you name it) and they’re longing to connect with others, more than ever before. (Imagine what 100 million people are really doing on FaceBook. They’re craving to connect with others via words and pictures.) So keeping people at arm’s length ain’t going to work anymore.
If you’re wondering how to bring more meaning, more value and, of course, how to land a spot on the new brand landscape and stay relevant and visible, I’m jotting down seven reasons why booking a seat at the next NY Brand Lab table here in NYC, Friday, Feb 17, is going to be a transformative experience for you.
My focus for the February 17th workshop is on The Art of Re-Energizing Your Brand (Or, The Art of Showing Up Like You Mean It.) Sounds easy, right?!
This NY Brand Lab is only $247. Doors open 10am-4pm. Delicious lunch included. (More deetz and major raves from former Brand Lab grads here: http://www.zingyourbrand.com/the-ny-brand-lab/
OK. By way of introduction, every person (and organization) has brand issues. If they’re serious enough, they’re going to get in the way of your business success. After all, we’re living in a time of Business Unusual. Never before has it been this important to communicate that you are who you say you. (So, are you doing that right now with your business and brand?)
Here you go: My Seven Reasons for RE-Imagining your Super Fabulous Brand:
1.) You’ll look at your brand through a different lens.
You’ll be able to tap into the real power of your business and brand as well as help you leverage your energy, creativity and brilliant courage into a personal credo that will define you – and everything you do. (What could be better than that?)
2.) Your mindset will be transformed.
The insights from the NY Brand Lab workshop will boost your confidence and reinforce that yes, you are who you say you are! PS You’ll also leave the workshop with a spring in your step. (Guaranteed.)
3.) You’ll learn about the emerging 21C values that are clearly changing your world.
You’ll understand the power of a strong ‘values match’ and why neuroscience is impacting your brand 24/7.
4.) You’ll find out how to craft your brand story that will truly resonate.
The art of telling your brand story today is hugely valuable. Without a story that touches and moves people, you’re toast. Find out how to bring a new energy to your story.
5.) You’ll raise the emotional intelligence (EQ) of your brand.
You’re not the rational being you thought you were. You’ll walk away with a better understanding about what makes each one of us tick, and what we really long for…
6.) You’ll discover why your WHY means everything.
The minute you understand why you do what you do is so magical, you’ll become more conscious about tapping into ALL that inspires everything you do, say and offer to the world
7.) You’ll build a stronger platform.
Creating a unique platform which communications who you are, what you bring to the table, and why anyone else should care will bring more visibility than ever before. (This is where your real passion comes to life.) The best part? You’ll undertand why bringing more meaning and value should be top of your agenda.
So there you have it. Seven (7) reasons for re-imagining your brand so it shows up, and makes it so much easier for your consumer, client, your world — to find you and long to work with you.
The NY Brand Lab is an exhilarating sand box, a place for serious play and discovery. What’s more, in our 6-hour time together, you’ll become immersed in the world of your own unique brand. It’s a rare experience. (See what other Brand Lab grads have had to say about this experience.)
The reason I love doing these workshops? It’s because I sense the world is looking for a different kind of consciousness in business brands. I see it as more about embedding your energy into you biz, and create a more meaningful and magical arena from which to do what you do.
Join me? Got questions? Need more info? Go to http://www.zingyourbrand.com/the-ny-brand-lab/
PS You get to put your elbows on the NY Brand Lab table with some fab peeps, believe me:)
It’s a word bandied about among authors, experts and speakers, and we’re also hearing it all the time in the social media landscape. This phenomenon isn’t accidental. Platform is a powerful concept that reflects the content, brand, positioning, credibility, audience, and intellectual property you develop.
What’s more, your platform lives at the intersection of ideas, influence, and income — and if you’re thinking about writing a book, for example – your book’s success is going to depend on it.
This is Article #3 – and the final article in series that I’m sharing here with you, thanks to the Green Leaf Book Group. We connected last year, and several colleagues were having their books published by Greenleaf: I’d heard only good reports!
So this great group of people at Green Leaf offer valuable information and resources to help you create, maintain and boost your platform. P.S.Check out their site if you’re looking for some valuable help along the way.
Here goes: Part 3: The Platform = Income Income. It’s the last piece in the platform development puzzle and the final brick on your path to success.
It’s an absolutely essential function of your business and brand. Why? Because it’s exactly where your audience shows you the money, and it’s where all your idea-generating and influence-building pays off—literally.
Income is the ultimate product of great ideas, great content, and strong influence in the form of interaction and conversation among your audience.
Income means monetizing your ideas and converting customers into closed leads. Great ideas combined with a powerful interaction strategy can lead to great business if handled correctly, as Bethenny Frankel of The Real Housewives of New York City fame has showed us over the past few years.
We usually think of The Real Housewives cast members as, well, housewives. And with a few exceptions, that’s mostly what they are — women who have the financial luxury to spend most of their days throwing catered dinner parties and gossiping with pricey cocktails in hand.
Not many reality TV stars have made the leap from “personality” to true entrepreneur, but Frankel was able to use the show to build and promote her now-infamous Skinnygirl brand.
When Frankel first appeared on the show, she was the relatively “broke” housewife, a natural foods chef living in a 700 square-foot closet of an apartment and struggling to make rent. But she had an idea—a low-calorie margarita—and she used the exposure she received from the show to cultivate her influence and create a strong brand.
Two years later, and she’s sold her Skinnygirl cocktail line to Beam Global for a price rumored to be around $120 million—an unheard-of number in the spirits marketplace for a single celebrity. Even though reality TV is often seen as a joke, Frankel is dead serious in her income-building. And now uber-rich.
You can make income happen too when you’ve built enough influence and interaction around your content and found your audience’s pain points, or points of interest. Check out our suggestions below to seamlessly and successfully make income a part of your platform-building experience.
1. Diversify your offerings.
You’re going to want a diversified set of product offerings, or assets, to generate multiple streams of income—content, products, services, and programs. You can customize these for audience segments and areas of expertise. Below are a few specific examples of great income-generators:
• Speaking and presenting—keynotes, breakouts, or workshops
• Book sales
• Training sessions and facilitation
• Affiliate marketing
• Custom downloads from your website
Don’t be a one-hit wonder when it comes to generating salable content. Be dynamic. Not only does Frankel continue to market and support her claim to fame—her Skinnygirl margarita—she also offers health DVDs, several bestselling books, online personal training, shapewear, and dieting and cleansing products. All of this is, of course, in addition to her countless paid media and event appearances.
2. Keep an open mind.
A successful income strategy also means building partnerships and welcoming the right sponsorships, spokesperson opportunities, affiliate marketing, and anything else you can think of. Don’t be afraid to dive into new territory.
When Frankel was first approached by Bravo to join The Real Housewives cast, she refused for two months. However, she considered the influence-building potential of the show, and cites business exposure as the only reason she finally said yes, according to the Hollywood Reporter. Keeping an open mind not only allowed Frankel to launch her Skinnygirl line; it also earned her a spin-off show, Bethenny Ever After, which garners over a million viewers per episode.
3. Facilitate the process.
Make sure that your content is easily found and easily bought. Invest in a user-friendly and well-designed website to help facilitate and automate ecommerce. Don’t settle for a second-rate one, either—your online presence is going to be where your audience turns to learn about you, buy from you, and stay engaged with you.
Remember that income is ultimately about selling more of less. It’s about the long tail. Sometimes it’s best to start by giving away valuable content. You’ll build trust and get people engaged. They’ll want more.
4. Repurpose.
Ideas are valuable. Keep a list of your ideas for income-generating content and revisit it often. Just because someone might not be willing to pay for your product now doesn’t mean you’ll never be able to sell it. As your influence grows, you’ll be able to leverage more of your ideas into income-making opportunities.
A list is also a good idea because it will help you figure out ways to divide and repurpose your content assets. For example, you could turn your book or blog into a workbook or webinar series. Keep in mind that services and programs like speaking, training, and coaching have a higher perceived value and require higher pricing. You should focus on breaking into these worlds if you haven’t already.
Frankel was able to negotiate the astronomical purchase price of Skinnygirl because of her unique idea and powerful influence. Still, it took some time and some great opportunities for her to get there. The lesson for anyone who aspires to grow is that building a platform happens one “I” at a time — with ideas, interaction, and income. The more time you spend on each component, the better your platform will be and the stronger your income-generating opportunity.
The other idea to keep in mind is that in the end, you will be as successful as the quality of your platform. And the quality of your platform will determine your opportunities and income over time. As you focus on building your platform, think about Gary Vaynerchuk, Suze Orman, Bethenny Frankel, and other creative entrepreneurs that have transformed great ideas into influence and income. Each has mastered the three “I’s” and this mastery has resulted in a powerful platform.
Looking for more information on the ins and outs of what a platform is and how to get started on developing one? Check out parts 1 and 2 of Greenleaf’s platform development series, in which we discuss the necessities of great ideas and strategic influence.
Want help expanding your influence and developing your expertise? Greenleaf offers a broad range of platform development services, including integrated brand strategy; keynote and presentation design; print and online product development; speaker reel and video production; social media strategy; and more.
OK. What’s the best New Year resolution I could possibly recommend? Consider designing the life you love. Sound appealing?!
Well, you have to meet Ayse Birsel. But today, you can hear her at 10am ET on NY Brand Lab Radio: Yep, I’m delighted to have Ayse joining me. She’s a highly-regarded (famous) NYC-based designer, innovator and philosopher, and we’re going to talk up a storm about life, purpose, meaning – and how to re-imagine your world, shift your thinking and design the life you love.
First, I invite you to read her back story, here:
One day, Ayse Birsel, a famous New York-based designer who divides her time between Manhattan and Dakar, decided she had to work out how to better juggle her life, family, business, her kids (and a commuter marriage, no less!)
What’s more, as cofounder of Birsel + Seck, a humanistic design studio known for its work for Johnson & Johnson, Hasbro, Herman Miller, Hewlett Packard, OfficeMax and Target, she realized that if she could use the same innovative tool she used in tackling design problems, she could re-organize her life.
So last year, she launched her Design the Life You Love Workshop, based on her process, Deconstruction:Reconstruction.
The best news? Her next workshop in NYC is Saturday, January 28, and it’s sponsored by the Academi of Life http://theacademioflife.com, a special educational organization devoted to exploring the art of living.
FYI: Ayse’s work is in the permanent collections of the Museum of Modern Art, the Cooper-Hewitt National Design Museum and has received numerous awards – IDEA Gold and ID Magazine Excellence Awards. She is the recipient of the 2001 Young Designer Award from the Brooklyn Museum of Art and the 2008 Rhode Island School of Design’s Athena Award in Furniture Design. She has spoken on design at numerous conferences, including the Aspen Design Conference, Design Indaba, AIGA, and IDSA Conferences. Ayse is a Fulbright Scholar.
Go check out her site here and you’ll know exactly where you’ll be today at 10amET. Listening to Ayse! http://birselplusseck.com
In full and glorious disclosure: I signed up for Ayse’s last workshop here in NYC at The School of Visual Art and loved every minute. She’s an inspiring and remarkable thinker.
Take a look at this terrific piece about Ayse’s workshop in the Huffington Post by Fast Company editor Linda Tischlerg. http://huff.to/fIuCpG
If you can’t make it to her next workshop in NYC, join us here at 10am ET on NY Brand Lab Radio – http://bit.ly/u6UajV
Remember Your brand is sending out thousands of snippets of dialogue, conversations and clues nonstop, whether you know it or not. Conducting your own Unofficial Brand Review is going to help you turn these around so you can create a more synergistic and congruent brand dialogue that will provoke and captivate your audience.
OK. You’re counting the days. You’re doing things like taking stock, assessing your life, re-evaluating what you’ve accomplished in the last 12 months, and of course, you’re determined to make 2012 the best year ever. Yes/No?!
Hurrah. So let me pose two questions: (1) Is taking an Unofficial Review of your Personal Brand on your To Do List in the last few days of December? (2) If you answered no, what’s the chance you’d consider taking a closer look at what you’ve accomplished this year with your brand?
Let’s call this conducting an Unofficial Review of your Brand, and see if you can squeeze it in before December 31. It’s bound to tell you where your brand stands. Look at it as an evaluation that will improve your brand’s rating for 2012. Does that sound like something you’d put on your To-Do List Yes/No?
OK. Some more questions for you. See how you respond, if you relate to the following options, and how you’d rate your brand in 2010 in this Unofficial Review:
1.) In the last 12 months, would you say your brand has been: (i) totally irresistible? (ii) awesome but that’s because you believe what your colleagues are telling you? (iii) in need of some serious tweaking?
2.) In the past 12 months, have you had unresolved brand issues when it comes to: (i) creating your own power-packed brand? (ii) showing up so your audience can find you, see you and want to engage (ie. work) with you? (iii) not daring to have more fun with your brand?
3.) In the past 12 months, have you been craving to find out how you: (i) really stack up in the marketplace? (ii) are going differentiate yourself from the rest of the pack? (iii) can truly create a hugely likeable personal brand?
4.) In the past 12 months, what’s your gut sense when it comes to your reputation? (i) it’s on the rise? (ii) it’s idling? (iii) it just might need a bit of kick start?
If you could respond and relate to the questions (above), now let’s look at the next two steps in the Unofficial Brand Review that will help turn around your brand for 2012. Ready?
Step 1º IMMERSION PROCESS Get clear on exactly what you want your brand to stand for next year. This is about getting a sense of your brand’s inner trajectory. Where do you want to go? Where do you want to land? What do you want to accomplish? Get immersed in your brand’s goals, objectives, strategies, tactics and expected outcomes. Next, make sure you have a process set up so you can evaluate your progress, month by month. (Otherwise, this process is rendered meaningless.)
Step 2º REALTY CHECK OR, IN YOUR DREAMS… What message do you want your brand to send out to your audience next year? How do you want people to feel about your brand? What powerful clues are you going to embed in your brand that will captivate, engage and attract new audiences and keep them coming back for more? (As I said, this is in your dreams… and note, dreams do come true.)
FYI The stronger your brand, the more powerful you are, and the better you can inspire, captivate and engage your audience.
The good news After conducting your own Unofficial Brand Review, you’ll find your personal brand will emerge with a clarity and ability to make more meaningful emotional connections in a world with a low attention span. (That is seriously good news.)
On a final note, a few benefits from conducting your Unofficial Brand Review. Your brand will:–
• land a clear spot in the psyche of your target market
• differentiate itself as a desirable client attraction magnet
• create immediate emotional connections with your audience
• create a more highly enhanced personal image
• give you a distinct competitive advantage (with competitors still scratching their heads)
Last question Are you willing to add an Unofficial Review of your Brand on your To Do List in the last few days of December Y/N? If you are, let me know what you’ve come up with and how your brand stands up for next year.
Unless you’ve been living under a rock, you’d have to know there’s a new business reality out there. So, if you want to thrive in this new business reality today, or if you just want to tap into who really is driving the success of your business, meet Aaron Shapiro.
Aaron is the quintessential entrepreneur and CEO of HUGE, a digital marketing agency that has its HQ right in my hood (DUMBO, Brooklyn). HUGE helps global companies re-imagine how they interact with their customers. HUGE also helps manage their businesses in the online economy (like nobody else.) He is also author of the recently-published Users, Not Customers, and I was thrilled to have Aaron on NY Brand Lab Radio to spill the beans on all things digital, trust, media, fun, DNA, life, passion, transparency big shifts, and, of course – meaning.
FYI Even as a kid, Aaron always liked building things. (In the 4th Grade, he was already on the computer programming.) Now, he believes in the ethos of creating and building great things.
In his book, he poses the question, ‘What’s the most powerful growth engine today?’
His answer ? Users. Users are people who interact with a company through digital media and technology even if they have never spent a dime.
His key message? Become indispensable to users and the profits will follow. It’s about putting the focus on user’s true needs instead of trying to get people to buy stuff.
The bottom line? Every company must have an effective digital strategy to survive. If not, you’re toast. FYI Prior to HUGE, he was a technology entrepreneur, venture capitalist and management consultant.
Go check out his agency, www.hugeinc.com. It’s cool, it’s bigger than big (it’s HUGE) and it’s growing like you wouldn’t believe.
Click on the Aaron Shapiro link below and you’ll hear him spilling the beans on his book, his childhood and why he loves creating and building things.
The nice thing about being human is that you don’t have to be normal.
You can choose to be odd, for example. I prefer odd. Particularly odd brands. If there’s a quirky or idiosyncratic vibe going on, all the better. Why? An odd brand tells me something vital is going on. For a personal brand, that’s hugely appealing.
Interested?
If this kind of stuff interests you, I’m going to pile up nine odd strategies that will get your creative juices firing, and your personal brand pumping. If you start practicing even 50% every day, you’re going to notice a difference in the way you feel, how you perceive yourself, and your own creativity and brilliance is going to start working for you to the max. Here goes:
1.) Doodle.
This practice involves exercising your right brain and one hand. Just start doodling. Not a doodler? OK Then pick up a crayon or paint brush or magic marker, anything that might amp up your inner creative genius. It works, believe me. If you don’t believe me, check out Sunni Brown, leader of the Doodle Revolution: www.sunnibrown. (Stop looking so anxious! This is the best route (most fun) to tapping into your brilliance.)
2.) Steam.
I’m not talking about letting off steam. I’m talking steaming brussel sprouts. According to Brian Collins, Chairman and Chief Creative Officer of Collins, his NY-based innovation-led, brand-building agency, going vegan three days a week increased his creative energy, shifted his mindset, and he lost weight along the way. You can hear Collins on NY Brand Lab Radio raving about life, branding, business and his favorite steamed lunch: www.zingyourbrand.com/radio. Go check his site: www.collins1.com.
3.) Lemming.
If you feel tempted to do what everyone else is doing, catch yourself. Stop right there. Want to be a lemming? (By all means.) But the courage to resist following the crowd is a sign of courage, integrity and conviction. Please don’t jump off the cliff. Be brave, create your own oddly brilliant brand – and do it your way. It’s the best decision you’ll ever make.
4.) Desire.
This is a feeling. It’s about a longing. It also happens to be a quintessential brand attraction magnet. Get clear on exactly what it is you do best, what’s so oddly different about you. Leverage that and you’re on your way to stepping into your brilliance. FYI The ‘oddly different’ is exactly where your brand power lies.
5.) Pulse
So how do others really feel about your brand? Do an informal survey. Ask this question, “On a scale from 1 (blah) to 10 (sparky/zingy), how would you rate my brand?” This is called checking the pulse of your brand. FYI You want honest answers so don’t ask best friends. As soon as you get your average rating, you’re going to know what you need to do.
6.) Homeless.
Always carry a piece of fresh fruit in your bag. Why? The next time you pass a homeless person on the street, stop. Offer them a piece of fruit if they’re hungry and listen to their story. That’s what Karen Karp dared our listeners when she was talking on NY Brand Lab Radio recently. She’s president of Karp Resources, an enlightened innovator in the business of food, and she starts up remarkable conversations with homeless people on the street. Open up your world. You’ll discover heart-felt treasures. It’s another key to your compassion and brilliance. www.Karpresources.com
7) Underbelly.
When’s the last time you checked the underbelly of your brand? It’s that part of your brand that doesn’t see the light of day. It’s the part that might not be serving your interests. Perhaps there are some serious issues you’re ignoring. Dare yourself to see what’s lurking in the corners. Put the spotlight on the issues. Address them, sooner than later. You’ll feel freer. (You have my personal guarantee.)
8.) Soar.
If you want to live a little, turn off your computer. Go catapult yourself into a different zone every day. Go soar. If you don’t, your creative genius is going to get stifled. Step outside. Smile at a stranger. Gaze at swans gliding in a lake (I did that today.) Choose a different café and do nothing. FYI Your brilliance is begging for down time.
9.) Spike.
If you brand is lacking oxygen, it’s a pretty good sign you’ve got a Dead Brand Walking on your hands. Energy is the most invigorating and luxurious force in the world. Use it. Spike your brand energy. Re-invigorate your brand voice, attitude, language. Don’t keep people at arm’s length. Your audience is craving real and authentic. Dare to give your brilliance to them.
So what other strategies can you add here? Remember, they have to be slightly odd strategies!
This was originally posted on Dan Schwabel’s Personal Branding Blog: Success Strategies March 27th, 2011
As we edge bit by bit towards 2012 (Twenty Twelve), I’m rethinking the NY Brand Lab on November 19. It’s the last Brand Lab this year, and I feel compelled to dive in a deeper pool – and bring a different creative twist to the lab. Think Personal Brand Overhaul, perhaps.
Instead of a focus on Brands: Strictly Business, I’m going to bring into play a potent dose of creative thinking to solve some problems around brands. I see too many brands (online + offline) that have serious issues. Take, for example, the issue around what your brand stands for. Or why it matters. And why anyone else should care – nada. There’s no clarity here. So in the next NY Brand Lab, we’ll look at some surprising ideas, solutions – with a creative twist – to bring a different kind of understanding to the table. It’ll certainly get your brand’s creative expression working for you (instead of shooting you in the foot) – in the most exquisite and real way – and help make the world a better place.
I’ll be offering a provocative creative process, tasks and tools to help you design and create the brand that communicates you are who you say you are. You’ll be creating a more meaningful brand that reflects your true creative self. We’ll be looking at your brand through a highly-creative lens, probe a little – and dig around the underbelly. FYI This is hugely valuable work to be doing. You know that, right?
So come and discover how to bring your creativity right smack into your own brand (personal or business). You’ll be tapping into your most brilliant and intuitive self. You’ll wear the hat of Master of Serious Play. We’ll play with emerging trends, design, story and what really matters. Ready [or not?]
Full disclosure: As an award-winning brand anthropologist, I am continually striving to overhaul my thinking + ideas ideas about my brand, my biz, my life – living – and then, of course, all the rest of it!
This Brand Lab has a different format, too. It’s on Saturday, 10-4pm. Take a look at the deetz below:
Venue: NY Brand Lab, 55 Washington Street, Suite 400, (DUMBO) Brooklyn, NY 11201
Time: Saturday, Nov 19, 2011
Length: 10am-4pm
Price: $247
Qualifications: A keen sense of curiosity. A spring in your step. The willingness to show up (like you mean it.)
Join in on a full day of artistic immersion, objective assessment and visual storytelling designed to help you mind-meld your messaging, raise your aesthetic standards, and get intoxicated with your brand – so your customers will, too.
I like spreading the word. Particularly when it comes to creating, maintaining and boosting your platform. It’s going to make all the difference if you’re writing (or, planning to write) a book.
So I’m spreading the word about the Greenleaf Book Group and its development platform. This is about a Matter of Influence, and it’s Part 2 in their three-part series. Keep reading and you’ll find their four driving points behind building influence.
INFLUENCE | PART II
Think about it: If ideas are your foundation when it comes to building a successful platform, influence is your most important tool. Without meaningful influence, great ideas can die. So you want to be sure to find your audience, cultivate your relationships through offline and online channels, and build a following.
Remember, influence is about capturing people’s imagination and emotion, their hearts and minds, and engaging them to share your ideas. It’s essential for your platform. Influence also allows you to amplify your message as it moves from person to person to group to larger networks.
By the way, I’m a great fan of the Greenleaf Book Group and, in fact, my special guest this Wednesday on NY Brand Lab Radio show is another author in their stable – Wayne Breitbarth. Dubbed the LinkedIn Guru, Wayne is talking up a storm about why dinking around the edges of LinkedIn is not a good business strategy (that’s his word, by the way.) And, of course, why leveraging today’s most powerful tool, LinkedIn, is how you can get a leg up – and succeed – in business today.
Will you join me then? This Wednesday on NY BRAND LAB RADIO. That’s October 19 at 10am EST http://bit.ly/o88ktJ and hear entrepreneur and author Wayne Breitbarth share his best-kept secrets about LinkedIn!
Back to a matter of influence: Money is a personal matter. Spilling your economic guts to anyone other than your spouse, partner, or family members is unheard of to most people. But not to Suze Orman.
Orman, a financial advisor-turned-television host and bestselling author, listens to personal financial pain on a daily basis and gives empowering solutions for people in tough situations (especially helpful in today’s economic climate.) Her advice is often abrasive, and she challenges her fans to make immediate proactive changes in their financial lives.As creatures of habit, it’s never easy for us to make changes like these.
With her in-your-face approach and established expertise, Orman’s reach extends to millions of people. They love her, and her Twitter community alone shows it, topping 1,100,000 followers. Her TV program, The Suze Orman Show, has been on the air for ten years and continues to be one of the most highly rated programs on CNBC. She’s also penned nine consecutive bestsellers and hosted the most successful fundraiser in the history of PBS. That’s powerful.
Everyone wants Suze’s advice. And when Suze talks, not only do people listen, they share what they’ve heard with others. She gets people talking, which helps drive word of mouth. It’s hard not to admire Suze’s ability to wield widespread influence and connect. And her path to platform success is worthy of study. (PS It didn’t happen overnight.)
But she tapped into a deep need (personal and financial advice) and transformed that into a brand — one that allows her to continue to capture people’s attention.
Here are four driving points behind building influence:
1. Provide great content.
We’ve said it once and we’ll say it again: You need to begin with a solid content strategy. You need content designed around a problem or pain point for your target audience – content that exists in different formats to help different types of learners. Orman’s audience needs financial advice. She provides it across several media: her website, TV, radio, social media. And Orman not only makes sure that her financial recommendations are top-notch, she also makes them in a way that’s unique and personable.
So when you create consistently great content in different formats, you provide value and benefit to your audience and win mindshare. You get them talking. Eureka! That’s influence.
2. Help your audience share your content, online and offline.
People love to share. Sharing information is not only entertaining, it’s educational and gratifying, too. Start using your natural tendency to share — so your job is to connect with people and give them tools to share your message.
FYI Make it shareable, fun, different, or controversial.
It’s essential to have a diversified web presence. A clean, professional, well-designed, and easily navigated website experience is a necessity — but don’t stop there. Start blogging regularly and reach out to other bloggers in your arena. Consider doing a blog swap to build your readers. Maintain your social media presence on Facebook and Twitter, and make an effort to regularly post relevant information and interact with your followers. Making a webinar, podcast, or video series is a great way to share your content — and those media are usually the most viral.
According to a HubSpot survey, U.S. Internet users spend three times as many minutes on blogs and social networks than on email. Forty-six percent of people read blogs more than once a day. Is your content part of their conversation? Track your online influence by comments received, feedback given, number of likes, and the frequency of sharing among your readers, fans, and followers.
Face-to-face sharing is also a part of your influence. Offline, conversations happen following a presentation you give or an appearance you make. Always give them a (branded!) handout with your most valuable content — something that people will leave on their desks and discuss with their coworkers.
3. Do some sharing yourself.
Linking to videos and sharing links to notable content, even if it’s not your own, is low-hanging fruit you can do every day to create interaction and build up your influence. Show your followers that you care enough about them to share content that others create — use your influence for more than just a personal advertising tool, and it will, ironically, become one.
Note that your brand and image alignment matter. So if you’re a health expert, make sure you look like the embodiment of health and that you’re sharing information about well-being.
Your fans will want to know a little about you, too. In return to her fans, who share very private information with her on a daily basis, Orman makes sure that she puts herself out there as well. On Suze’s “About Me” page of her website, viewers find a video — not the usual paragraph upon paragraph of description. The video not only gives viewers a sense of Suze’s expertise, it gives them a sense of her personality. She also has a highlighted section of her website devoted to “scrapbooks.” You’ll find her fans calling her “girlfriend” left and right.
Sharing notable content from others, in addition to the content you create on your own, will help you build influence and trust.
You’re adding value, including people in your conversation, and building your credibility. You’re promoting great content. And you’re coming from a place of contribution. Your fans know that they can trust you to give them valuable information, and they’ll tell other people to use you as a resource.
4. Quantify.
Regularly quantify where you are in terms of influence. Analyze the number of online connections and offline contacts you have. It’s a good rule of thumb to measure where you are monthly or quarterly. Track the number of fans, followers, and page hits you have. This is especially important if you’re spending any money on ad campaigns. Make sure your ad spend is converting into influence.
A quick tool for measuring your influence is Klout Score. [http://klout.com/corp/kscore] Klout Score gives you a ranking based on a few different components, including the number of people who see your social media posts; the number of people who re-share your posts; and the relative influence of other people in your network. Our bet? Orman has a great Klout Score.
As you move forward to build influence, focus on setting goals and growing your networks exponentially. Your platform grows with each “like” and each mention you receive. Facilitate the process by providing great content, interacting with your audience, sharing relevant links, and measuring your status. Pay attention to Vaynerchuk, Orman, and others who have mastered the art of influence. And most importantly: have fun with your influence-building. What’s more exciting than sharing your ideas and making new friends?!
Check in next week for part 3 of this series, where you’ll find out how you can use the combination of great ideas and high influence to generate income.
Interested in getting a read on where you are in the development of your platform? Find out how you rank at MyExpertScore.com. It’s a free tool created to help you measure your current status by giving you a personal expert score. One you finish the test, you’ll get additional strategies to take you to the next level. Give the test a try, and feel free to send in your feedback!
A LITTLE BIT ABOUT THE GREENLEAF BOOK GROUP
Greenleaf Book Group is a publisher and distributor that specializes in the development of independent authors and the growth of small presses. Our publishing model was designed to support the independent author and to make it possible for writers to retain the rights to their work and still compete with the major publishing houses.
For experts, growing the reach of one’s platform is critical to monetizing knowledge — whether that monetization is through a book, consulting services, speaking, information products or some combination of the above. Greenleaf Book Group’s platform development program combines targeted market research with actionable components to increase visibility and credibility.
When I remember speaking in Las Vegas last year, I remember talking up a storm about creating a platform for your business. Why? It gives you a place from which you can tell a bigger story. It’s a place from which your voice will be clearer and reach a bigger audience. As I said, Oprah’s TV show just wasn’t a TV show. It was her platform from which to change the world.
So right now, I’m working on my book, Dead Brand Walking, and I am hearing the ‘platform term’ more than ever. The term is everywhere these days. We see it in the business world. We hear it bandied about among authors, experts, and speakers. What’s more, we experience it in the social media landscape.
Why do you think that is? Well, the idea of creating a platform is a powerful one that reflects the content, brand, positioning, credibility, audience, and intellectual property you develop. What’s more, your platform lives at the intersection of ideas, influence, and income — and if you’re thinking about writing a book, you can bet that your book’s success is going to depend on it.
So guess what? I’m delighted to be sharing some valuable information and resources to help you create, maintain, and boost your platform – and particularly if you’re planning to write a book.
This is a three-part series, and it comes directly from the remarkable team at the Greenleaf Book Group. We spoke last year about their programs, I love their blog and what they’re doing in the world. They also recently published my friend and colleague Kaira Rouda’s recent book so I’ve heard only rave reviews!
Let me know what you think and keep an eye out for the next two articles which I am posting in the next few days.
Platform, Part 1: Ideas
Entrepreneur Gary Vaynerchuk has appeared on everything from Ellen and CNN to NPR. He’s written two New York Times and Wall Street Journal bestsellers. And he has amassed almost one million Twitter followers. One million! He grew his family wine business from $3 million in annual revenue to more than $45 million in eight short years. At age thirty-five, Vaynerchuk operates a slew of businesses and even boasts a gaggle of fans that refer to themselves as “Vayniacks.”
In short, he’s a walking billboard for what a concentrated platform can do for you.
Becoming a mega-expert like Vaynerchuk sounds incredibly appealing and, for those just getting started, equally daunting. So let’s break down where you should begin. A strong platform starts with strong ideas. Ideas – the content you create are your foundation.
Ideas are a major reason people will talk about you. Ideas are a form of currency that translates into value for your audience, and the beauty is that that value can translate into money for you.
Building valuable content that an audience will care about enough to use, share with others and, ideally, purchase, depends on four components:
(1) finding your passion;
(2) knowing your audience;
(3) choosing an effective content strategy; and
(4) creating solid, new content on a regular basis.
Let’s take a look at these to help kick-start your content conquest.
1.Find your passion. It‘s essential that you care about your topic. If you’re not engaged, your audience certainly won’t be. So choose a meaningful topic that keeps you curious, one you spend a lot of time thinking, writing, and talking about.
Ideally, you’ll be passionate in an area where you’re already credentialed. If you’re a fashion designer or marketer who loves fashion, there’s a golden opportunity to create content on the subject of fashion. If you’re a professional magician who wants to create a platform in the world of deep sea diving, you’ll have to work a lot harder than the Jacques Cousteau types who are already in the water. Take your passion and create content around it. Keep it simple, fun, and engaging, and always look for ways to make it remarkable.
2.Know your audience. The content you create must match your audience’s needs and interests. Be sure to conduct a thorough audience analysis before you begin developing content and interacting. Create demographic and psychographic profiles. You need to know the answers to these questions:
• Who are they?
• What do they do?
• What do they struggle with?
• What do they care about?
• Who else do they admire?
Knowing what your competitors bring to the table is essential, too. Remember, you must differentiate yourself, and you should focus on filling a hole in the field.
For example, Vaynerchuk had the foresight to realize that e-commerce would grow exponentially, and he started winelibrary.com in 1997. He also quickly identified an empty spot in the wine-tasting world—non-fluffy, honest feedback. He started making video wine reviews and spoke to his audience on their level, using terms like “sniffy sniff” and “oakmonster.” His reviews were soon reaching over 100,000 viewers per day. He filled a need in the lofty world of wine collecting with excellent, informed content in a guy-next-door voice.
3.Decide on a content strategy. With your passion and audience in your pocket, now you need to decide how you will present your content. Will you do it through blogging, infographics, videos, podcasts, presentations, webinars, articles, a book, or something else entirely? A mix of these is likely the most effective way to present your content, and as you craft that mix it’s important to track what your audience responds to. How do they learn best? And what works especially well for your content? You can also look at your competitors—what content strategies are they using effectively?
You also want to figure out your short- and long-term goals and pin down who will create your content. Do you want a blog with one weekly post, or do you want multiple posts per week? What about videos? Are you planning to create your own content? Or do you have a reliable assistant or support team that is in tune with your message and can do much of the heavy lifting for you? Your answer to these questions might depend on whether you’re creating a platform for yourself or your business (or whether your “self” is your business). If you are developing your personal platform, it’s important that fans feel like they’re interacting with the real you—not your personal assistant. As literary agent Rachelle Gardner writes on her blog, “It’s harder than ever to attract people to books. The way to do it is increasingly through personal connection, and that means YOU, the author, making connections with your readers.”
Vaynerchuk took the time each week to record himself on camera for his (recently-retired) video blog, “The Daily Grape.” He was being himself for his fans. And if you look at his Twitter feed, it’s a stream of responses to his followers. No wonder people feel connected to him—they are.
4.Create solid, new content on a regular basis. Make a schedule for yourself and stick to it. An editorial calendar is not just for newspaper editors. It helps keeps you focused and productive, and can help you envision and manage your workload. The sooner you get started, the better. The Content Marketing Institute provides a guide to starting an editorial calendar, pointing out that the calendar not only keeps you on track—it helps you think of ways to repurpose your content as well. [http://www.contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/] Finally, be sure to keep up with new developments in your field. Once you’re perceived as an expert, you need to remain one. The members of your audience need to know they can depend on you, first and foremost, for new information and ideas. Make it happen through consistently great content.
When passion and good ideas connect with an audience need through a well-thought-out content strategy, great things can happen. Think of Vaynerchuk. He took what he knew and loved—wine—and spoke to his audience in a unique and casual way, through a medium they responded to—vlogging.
Vaynerchuk’s success all started with his content, and yours will too. The more content you create over time, the more your ideas become the fuel that powers your brand platform.
Check in with us next week for part 2 of this series, in which we’ll take a look at influence—that is, how to spread your ideas through interaction with your audience.
If you’re interested in getting a read on where you are in the development of your platform, you can find out how you rank at MyExpertScore.com. It’s a free tool the Greenleaf Book Group created to help you measure your current status by giving you a personal expert score. One you finish the test, they’ll give you additional strategies to take you to the next level. Give the test a try, and feel free to get back to us with any feedback!
I want to hear your thoughts about creating your own platform so thanks, in advance!
"You're an inspiration, Van. We're still absorbing your big-picture thinking, prioritizing your ideas. Thanks to you, our latest brand marketing campaign had a huge 11.7% click-through-rate!"
