Intrepid LLC

Usually, something that is solid, that doesn’t move, that is unchanging, immobile, etc…is something we rely on, something that can be counted on, something that seems like a steady foundation. Almost comforting, if you will.

But not in the modern world of marketing. When it comes to your web presence, you don’t want to be described as unchanging or immobile. Your web presence needs to be…ENGAGING.

That’s what intrepid marketers do. [More text below video]

[In the video below, I discuss the value of an engaging web presence:]

Here are a few tactical ideas you can use to provide an engaging web presence:

1. Incorporate a blog into your site.
2. Allow comments on your blog.
3. Respond and engage people when they comment.
4. Provide forums to facilitate conversation.
5. Invite guest contributors.
6. Connect people to your social web tools, like Twitter.
7. Utilize surveys tools.
8. Solicit questions from your audience…
9. …and be sure to answer them!
10. Make it easy to share your content.
11. Invite people to join your e-newsletter.
12. Use an Instant Messenger plug in to invite conversation. Hold regular hours.
13. Provide content with various mediums, such as video and audio.

The items listed above are not new. They are not rocket science. In fact, I suppose when you reviewed the list, you probably said something along the lines of “no kidding.”

Yet I continue to be amazed how many entrepreneurs have chosen not to incorporate these simple tactical options into their web presence.

But that said, it is what you do with these ideas that matter. Here are a few reasons why having an engaging presence matters:

1. Strengthens your brand.
2. Allows relationships to develop. This is where the sales come from.
3. Simplifies process of testing – and getting feedback on – new ideas.
4. Does a better job educating people about you and your business.
5. Makes it easier to teach and help and serve others.
6. Allows for better story telling.
7. Not to mention provides fresh and unique content – updated regularly – that keeps people coming back for more.
8. Oh, and added Search Engine Optimization (SEO) strength.

At the end of the day, it is the safe and easy path to build a static website – one that is solid, reliable, and unchanging. But dare I say it is lazy? And boring? Static sites just don’t cut it any more in this fast-paced, conversational, and engaging world we now live in.

What do you think?

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Popularity: 6% [?]

cartoon by @gapingvoid

In my examination of what makes for intrepid marketers, it is clear to me that they are simply master storytellers. They can take complex issues, and make them simple. They can take ordinary people, and make them legends. They can take boring things, and make them scintillating.

In other words, they are master storytellers. They talk about things that matter. They keep you riveted. They make you believe. They are master marketers. They are intrepid marketers.

There are many tools at their disposal. But what most intrepid marketers utilize in their quest to do something remarkable, is a blog. It is amazing to me how many individuals and small business people still do not blog. But the list of people who are achieving big things and living big dreams because of their blog is a steadily growing list.

But just why is that happening to that select and intrepid group? Here are a few reasons…

The free form of a blog is liberating, and conducive to storytelling. There are relatively few constraints on a blog, and spirited, creative thinkers thrive in this medium.

But ordinary people can make something happen too. I mean, look at me for chrissakes…

Blogs facilitate conversation. And as any intrepid marketer knows, this is what the new marketing is all about.

Blogs don’t care if some new idea you are trying out tanks, big time. You can always write new content the next day.

Blogs demand that you be different, edgy, living on the edge, pushing the envelope. That nice tri-fold brochure you have? That is so yesterday…

Blogs just seem to work better when you are being yourself. Be yourself, yes, but speak your damn mind. Be honest. Be transparent.

So, if you currently aren’t blogging, get out there and do it. Try it. Experiment. It can be free. And the lessons you learn, and the experiences you achieve, will be worth the effort. Two key thoughts:

Blogs require a sustained effort over time. Blogging takes a while. Don’t retire after ten posts. It works, but slowly…

Blogs work best when you use them to spin electronic yarns. About whatever the heck you are passionate about. I mean, I really can’t think of a better medium to facilitate good story telling. Use them!

What do you think?

[Read my list of 99 ways to be an Intrepid marketer.]
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Popularity: 7% [?]

Every day, I visit dozens and dozens of websites. And I run the gamut from great design to crap. But what I find the most frustrating about many of the sites I visit is the pure chaos that ensues when I get there. By this I mean there is so much happening on that page, that I am not sure what to do or where to go when I get there. In other words, there is too much clutter.

Now, full disclosure here. I am NOT a web designer – I rely on my design team to execute my vision. Like any vendor, there are those who are good at what they do, and there are those who are not. And there are probably lots of schools of thought here, and I welcome discussion on the subject.

As part of my exercise in studying and appreciating minimalist marketing, I want to have a conversation about what I, as a typical consumer, feel is necessary when visiting a website – and the value of applying minimalist principles to this part of your marketing arsenal.

The lens I want you to view this exercise through it NOT that you dig your own site design, but that your TARGET MARKET is able to navigate and take the intended actions you want them to. We often don’t test and see how our customers are actually going to use our site, and if they find it cluttered and complicated.

Here is my suggested list (add more in comments please) of things to think about when it comes to keeping your web presence not only simple and minimalist, but effective:

1. Don’t clutter up each blog post with a ton of images, videos, and other graphics. Keep it simple for the RSS readers. There is a reason it is called really simple syndication…
2. Is the description of what you do to serve and help people clear and simple?
3. And is that description easy to find?
4. Is your call-to-action easy to find, and is it easy to take action?
5. Do you have way too many advertisements? Earning money from web ads is cool, but don’t let the layout and design of your paid ads distract from true purpose of your website.
6. Do you have too many widgets, plug-ins, and other whatzits that are distracting visitors from the true mission of the site? Use only those that advance your goals…
7. Are your blog categories, tags, topics simple and organized? Or are they a complete mess, where half of your posts are “uncategorized?”
8. When you incorporate video, are your videos a distraction? Or are they an important supplement to the message you are trying to deliver? Think carefully before inserting a video and determine whether it helps make the point you are trying to make. Don’t add video just because it is cool…
9. Same goes for audio and podcasts…
10. Is it easy to find the RSS subscribe button?
11. We all love bells and whistles, flash, and fancy schmancy graphics. But are they really necessary?
12. Does your navigation bar make it easy for visitors to find what they need?
13. If you incorporate e-commerce in your site, is your process simple, clean, and easy to execute?
14. Do you use email forms? Do they ask for more information than is necessary? Keep those simple and easy to complete, and only ask for the essential data you need.
15. You are wise to have a professional design your site. But don’t let them build you an overly complicated design full of clutter. Simple can be beautiful. And remember, the #1 website on the planet has less than 40 words on it…
16. Less focus on bells and whistles, and more focus on SEO and keywords will serve you well…

What do you think? Am I off base here? Am I missing anything?

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[photo by _marmota]

Popularity: 13% [?]

So, what exactly is an intrepid marketer? And why have I built a business – and started this blog – around the idea of making people intrepid marketers?

The definition of intrepid from the Wiktionary is fearless, bold, and brave. It’s etymology is the Latin intrepidus, meaning “not nervous.” Here is a more detailed explanation for why I named the company HERE.

Fear is something that always holds us back. Fear of being rejected, so you never submit that project on time. Fear of never achieving a goal, so you never set out to do it. Fear of taking that leap to do something you love and are passionate about, so you stay in a job you hate. Fear of being truly innovative and taking your small business in an exciting new direction, so you just do the same old tired things…

I want to make intrepid marketers out of all of us. So, here is a partial list of attributes that make people intrepid marketers:

1. Intrepid marketers take decisive action.
2. They are bold.
3. They are fearless.
4. They do not fear making important decisions.
5. They create a serious marketing plan…
6. …but aren’t afraid to make mid-course corrections on their plan.
7. They read voraciously.
8. They have a blog.
9. Their web presence engages. It is NOT static.
10. They embrace the social web.
11. The celebrate transparency.
12. They give back to their community.
13. They serve others…
14. …and they even serve their competition.
15. They don’t hide behind traditional media.
16. They teach.
17. They tell stories.
18. They listen.
19. They embrace new technology…
20. …but only new technology that advances their goals.
21. They don’t tear down others…
22. …but they learn lessons from the mistakes of others.
23. They love joint venturing.
24. They love collaborating.
25. They love learning. And never stop learning.
26. They engage with others…
27. …even with people they disagree with.
28. They focus only on the customer experience.
29. They recognize that every employee is in the marketing department. From the CEO to the cleaning crew.
30. They see every conceivable customer interaction as something that can and should be continuously improved.
31. They see that automation is a bad word, most of the time.
32. They worry about communicating well.
33. They welcome customer feedback…
34. …especially negative customer feedback. It helps them improve.
35. They thoughtfully comment on the blogs of others.
36. They share. Freely.
37. They only upsell if they are truly benefiting the customer.
38. They ask a lot of questions…
39. …but only to really hear and learn from the answers.
40. They don’t gloat or show-off.
41. They believe in quality over quantity.
42. They admire courage.
43. They know that marketing is a two-way conversation, not a one-way push.
44. They sense that interruption marketing is evil, and should be mercilessly destroyed.
45. They don’t compete on price…
46. …and they won’t. Ever.
47. They have no fear walking away from prospects who aren’t the right fit.
48. They love what they do.
49. They are minimalist marketers.
50. They don’t “work.”
51. They don’t take credit. For anything.
52. They demonstrate value. With ease.
53. They know you earn your brand. Not hire a consultant to “create” your brand.
54. They test and measure. Everything.
55. They are always improving. Everything.
56. They understand the power of video, even if the medium isn’t right for them.
57. They understand the power of podcasts, even if the medium isn’t right for them.
58. They love networking…
59. …by which I mean they love learning how to help others.
60. The relish the chance to connect people.
61. They know what they don’t know.
62. They are trust agents.
63. They understand the power of images.
64. They respect differing opinions.
65. They push themselves, even when there are obstacles.
66. They aren’t afraid of improvisation.
67. They know there is no such thing as an overnight success.
68. When they identify a problem, they fix it. They don’t wait and let it fester.
69. They don’t spam.
70. They hustle.
71. They are creative.
72. They have patience…
73. …but they don’t sit around and wait.
74. They respect the A-listers…
75. …but they help and push the little guys.
76. They are innovative…
77. …and actually know what innovation really means.
78. They don’t have too many products or services. They focus only on what they do very well.
79. They are continually trying to improve themselves in every way. Personal development never ends.
80. They are good problem solvers.
81. They are NOT afraid to adapt to an ever-changing environment.
82. They see themselves as artists.
83. They don’t multi-task. They focus.
84. They are in the moment.
85. They are deep thinkers. And they make time to do serious thinking.
86. They sweat the small stuff.
87. But spend time focusing on the big stuff.
88. They know how to apply the 80/20 principle to their situation.
89. They honor and celebrate referral partners.
90. They are not conformists.
91. They aren’t afraid of sharing what they know. They aren’t held back by this notion of “people need to pay me for my knowledge…”
92. …but they charge a premium for their services.
93. They embrace relationships.
94. They live by “serving first, selling second.”
95. They don’t have time management problems, because they are always focused on the important stuff.
96. They have balance, and enjoy things outside of business that drive them.
97. There is nothing fake about them. They are real.
98. They apologize when they need to. And work hard to fix the problem.
99. And they are honest. Always.

OK. So what else am I missing? Remember, this is a partial list. And it is always changing. What do you think?

[photo by ~jjjohn~]

Popularity: 18% [?]

OK, so I made a complete fool of myself yesterday…

I was meeting with a client who is launching a blog very soon. He remodels homes. He is a sharp looking fellow. He is a master craftsman. He is the perfect candidate to do a lot of fun – and effective – video demonstrating home improvement ideas for his blog (amongst many other ideas).

So here’s Todd, walking around Starbucks with his flip, demonstrating a style and attitude that I think will work great on this guy’s blog. At one point, I am on my knees pretending to talk about how to repair Starbucks floorboards…

And yeah, patrons in Starbucks were looking at me strangely. But who cares. In fact, it is even fun demonstrating using video in your marketing…

That said, utilizing video in a creative way to help add some pop to your marketing is an increasingly popular way to go-to-market. Buying high quality, high definition, video cameras that are SIMPLE to use, is as easy nowadays as buying a calculator in the check-out line. I use a Flip UltraHD camera…

Here are a few examples of some folks doing it right:

How Chris Jordan can even make insurance fun:

Stephanie Frost simply talking about an example of poor customer service. This video got picked up and was featured on the Huffington Post and on Diane Sawyer:

My model for successful vlogging, Chris Brogan. Demonstrating what “overnight success” looks like:

Stephanie Lloyd and I have fun talking about marketing and social media on He Said, She Said:

So here are a few things to keep in mind to make marketing with video fun – and effective:

1. Be yourself.
2. Make it memorable.
3. Keep it short. These things don’t have to longer that 90 seconds to have an impact.
4. You don’t have to be funny, but humor helps make it memorable.
5. Be helpful. Serve. Try to impart information that really helps people.
6. Remember that you don’t have to produce Oscar-caliber quality or editing for your videos to be effective.
7. Be sure that when you upload them to a video site, such as YouTube, that you tag them properly with the right keywords to make them more searchable.
8. Be real. If you are fake, you will lessen the impact. Considerably.
9. Don’t rely ONLY on video. Integrate it into a broader marketing program.
10. Remember, video isn’t for everyone. Find the medium that works best for you. And use it!

So, good luck. And if you can, leave some links in the comments with OTHER examples of people doing marketing right with video. Thanks!

Popularity: 25% [?]

Is Your Brand Experience Memorable?

Ok, so Seth Godin defines a brand this way: 

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

So I used to think brands were created by hiring some fancy schmancy consultant to come in, retool the message, and redesign the letterhead.

No.

In fact, what I’ve learned is that YOU have all the power you need to create this brand experience that Godin talks about. So, in this final post for 2009, I wanted to share some simple, actionable ideas that ANONE can do to rock your brand – and begin to build up this brand value that Seth Godin talks about above.

So here are some ideas. Good luck, and let’s kick some butt in 2010!

1. Publish an eBook/book – Yeah, sure. Everyone is publishing books these days. Well. Not really. But it is easier than ever to publish a book. And it really does help you stand out in the crowd. And modern marketing tools make it easy to build a community around the book’s concepts – and build interest in both you and your book!

2. Host a radio show/publish a podcast – These days, it is so easy to produce a podcast or host a radio show. Having a content engine that excites and educates your community is where marketing is going.

3. Commit to blogging at least twice a week – To rock your brand, you must blog on a regular basis. It not only serves your audience, but it does amazing things for your search engine results. Can you get away with blogging less? Sure. But I have evidence to show that blogging several times a week does wonders for your online presence. If you have something valuable to say, say it. Get your thought leadership out there.

4. Engage in conversation – You simply have got to have DISCIPLINE yourself to engage in real, honest-to-goodness conversation with people. Every day. I had a simple conversation on Twitter over the last week that may prove to not only be a fun project to be associated with – but potentially a lucrative one as well. How did it happen? Two dudes said hello on Twitter…

5. Do something to connect like-minded people. This is something I learned, in a big way, in 2009. Connecting people is a way cool way to build your personal brand. I had a ball hosting multiple TweetUps and events over the past year. The most amazing thing about it? Observing people connecting and making cool stuff happen – right in front of your eyes – is a most amazing experience.

6. Take a hobby – and build community around it. People love knowing what you do to pass the time. This notion that we really don’t care what you had for breakfast, is a bunch of hooey. We do. We love knowing what people we care about are up to. We just might not admit it. So, embrace that. Tell the story of how you are writing a book. Learning how to play the piano. Or training for a half-marathon… People want to know, and it makes your personal story and brand that much stronger…

7. Shift your thinking to mixing personal and work. Ok, this notion of keeping Facebook for friends, LinkedIn for business, and Twitter for someone else is total bunk. Your life is you. Don’t tell me you don’t talk about your kids or your hobbies at the office. We are ALL connected now. Life is an open book. Embrace it!

8. Be yourself. Not someone else. These days, you need to be you. Not some fake person that doesn’t really exist. You have to be you. There is nobody else like you. Take advantage of that, and let the world know you are there. And what you stand for!

9. Update all your social network profiles. I was looking at my LinkedIn profile the other day. It needs to be updated. I will tackle that task soon. You should review all your social network profiles, and be sure they are all current and up-to-speed. The world is moving fast. You need to keep up and keep your story current!

These are just a few ideas. Have any others?

Have a happy and prosperous New Year!!

[photo credit: Anita363]

Popularity: 11% [?]

cartoon by @gapingvoid

Wow, the end of my first full year of blogging. Went by fast. So here is a quick accounting of my favorite posts from 2009:

Obey The Rules, Miss The Fun – I love this post, because I strongly believe in having fun with your marketing. Because if you aren’t, what’s the point?

14 Intrepid Ways To Improve The Customer Experience – I can never write enough or think enough about ways to improve your customer’s experience.

A Day In The Creative Life – This is my favorite post of 2009. My homage to Hugh MacLeod.

Just A Few Steps A Day – This is my second most popular post for the year, sort of a day in the life of how I go to market…

25 Steps To Fortify Your Customer’s Brand Relationship With You – You don’t just create your brand. You earn your brand.

Loving What You Do Is Good Marketing – This is my most popular blog post of the year. The name says it all.

A Hands On Example of Caring For Your Customer – This was the most personal post I wrote all year. It followed the death of my dog of 15 years…

He Said, She Said, Round 8 – Interruption Marketing – Couldn’t help but include an episode from our popular He Said, She Said series, featuring Chris Brogan…

Does Anyone Care About Customer Service? – This is a favorite post from the latter part of the year, and had the honor of a comment from David Meerman Scott himself…

Don’t Be A Part Of This Marketing Conversation – This was the most fun post I wrote in 2009. And it asks some tough questions too…

Thanks for reading this past year, and for all your support in 2009. See you next year!

Popularity: 10% [?]

cartoon by @gapingvoid

Consultant: “How did you do in meeting the goals of your 2009 marketing plan? Did you stay on budget?

Typical small business person: “Wait, what? Marketing plan did you say? Budget? I was supposed to have a budget?

Consultant: “Let’s review your social media plan. Did you accomplish your goals?”

Typical small business person: “What? Social media strategy? You can do that?

Consultant: “How did the call to action on your marketing collateral work? Did prospects and customers take the steps you wanted to advance the sales process?”

Typical small business person: “I am not sure what you are talking about, but man, my brochures are sure pretty!”

cartoon by @gapingvoid

Consultant: “How did your keywords perform on your website and blog?”

Typical small business person: “I have no idea, but my cousin who designed the site says her friends think the site looks bitchin’!”

Consultant: “So, with your email marketing campaign, did your prospects contact you to learn more or advance the sales process?”

Typical small business person: “No clue, but most of the people I blindly added to my database unsubscribed and gave me lip about ’spam’.”

Consultant: “So, did you try some new things with your marketing? Try any new tactics, new messaging, any new social media tools?”

Typical small business person: “No. I stuck to the same stuff that hasn’t really worked too well before, but you know, I didn’t have any money to try something new that might work.”

cartoon by @gapingvoid

Consultant: “What good marketing books did you read this year? Did you find any great marketing blogs to help you learn new things?”

Typical small business person: “No, but I think I learned some cool advertising stuff watching Mad Men…”

Consultant: “Did you hone your skills at building community and establishing relationships on tools like Twitter and Facebook?”

Typical small business person: “Huh? No, but I passed along my free e-book, the results of my IQ test, an invite to join my mafia family, and the link to my blog to all new followers and friends!”

Consultant: “Have you narrowed your marketing focus down to a highly specific, easily targeted niche?”

Typical small business owner: “Are you nuts? I am not missing out on hitting all those darn people…”

cartoon by @gapingvoid

Consultant: “Have you narrowed your focus to the right networking groups that are in your target market?”

Typical small business person: “Are you nuts? I am not getting many leads from the bunch of groups I am visiting, so clearly I just need to hit as many darn networking groups as I can…”

Consultant: “Tell me about your lead generation and lead incubation system? How do you feed good solid prospects into your pre-purchase experience?”

Typical small business person: “Huh?”

cartoon by @gapingvoid

The point here? Thinking strategically and putting a plan on paper is too important NOT to do. Yet, too many small business people jump into their daily routine without so much as a plan on how to proceed. The questions [by no means a complete list of pertinent questions] above serve one purpose: if you can personally identify with even one of those mini scenarios, you need to pull back, take advantage of the quieter holiday season, and think some things through as you prepare for 2010.

Good luck!

Popularity: 16% [?]

Todd + Stone

Yesterday, Stone Payton and myself had the pleasure to be guests on Dream Job Radio! The show, hosted by Stephanie A. Lloyd, explores HR issues and workplace issues. It features job candidates and business leaders…

On the show, we talk about our dream job, and how we help others build their dream job. We spent time talking about all the exciting ventures going on at the High Velocity organization. Topics included social media, blogging, building community, marathon running, among many others…

LISTEN TO THE SHOW HERE!

Popularity: 11% [?]

Last night's Delta cattle car...

OK. So I flew on an airline today. So yes, it is no surprise that this is a post about customer service.

I had to fly to Las Vegas to do a little business and attend a wedding. Living in Atlanta, I flew Delta. So, greetings from seat 35A.

And my seatmate says hello too. (Delta thought it would be fun to pair the two tallest guys on the plane right next to each other…)

While this post may seem to be a hit on Delta, it likely represents most airlines. Most I say, there are some airlines that are profitable. I better understand why.

But three things happened. Three things, in my opinion, that shouldn’t have happened. Three things that left me as a customer, stressed and frustrated.

One, when I booked my reservation, Delta didn’t give me a seat assignment. When I checked in, I was instructed to go to my gate to get my assignment. Why?

This doesn’t happen all the time, but often enough that I got really frustrated about what it meant. Stress. (Did they overbook?)

Now I asked several Delta employees the reason for this, and got no explanation. Why not? Tell me the story. I might understand. And at least I would have answers. Instead? I’m blogging and tweeting my frustrations.

Two, when I finally did get to my gate to get my seat assignment, I was forced to deal with a gate agent who could not have cared less that I was frustrated. Not one bit. Not one damn bit. She acted as if she had total job security. I mean, I don’t think she would have acted any differently if her supervisor was standing behind me in line…

When she ultimately got me my boarding pass, she hit two buttons on a keyboard and the thing printed in seconds. Yet she made me wait over five minutes whilst she messed with other paperwork. Never mind the growing, tense line behind me.

(The only benefit to my five+ minute wait was that I had more than enough time to tweet my Delta frustrations…)

Third. In the air, 31,000 feet. So my seatmate needed to use a credit card to pay for stuff. His headset, his meal, and his drinks. Early in the flight when they were passing around the headsets ($2) he said he only had credit, and the flight attendant said to use the honor system and tell her about it later when he bought snacks and cocktails.

So after he ordered his drinks and she was conducting the transaction, he reminds her of the $2 headset. She had forgotten them, but actually canceled the transaction to redo it including the $2. (She actually said, “Good boy! Good job remembering!”)

Maybe if I was looking at Delta’s balance sheets every day I would feel differently, but I can’t believe she didn’t comp him the headset, especially since he proved to be an honorable fellow.

Am I nuts here? $2 for a crap headset? And even after he spent one thousand dollars on a plastic container with three grapes, four crackers, and a slice of apple. And drinks. And a damn plane ticket.

Delta, for God’s sake, empower that flight attendant to comp a $2 headset…

The lessons for you here?

1. When you have a policy that ends up agitating your customer – have an answer that explains why. Give them a reason why. We’ll probably understand. And if you don’t have an answer, then you probably shouldn’t be doing it.

2. Really profound here, but treat your customers with respect. Don’t be rude. Care, or at least pretend you care. Treating them wrong leaves such a bad taste…

3. Don’t nickle and dime your customers. But more importantly, reward honorable behavior. Trust me, this goes a long way towards building a little customer loyalty. Especially when you need it, like airlines.

I hope you apply these experiences in ways to improve your customer experience. Thanks for letting me vent about my flight experience. I look forward to writing a post about a positive experience on an airline.

But I trust I will have to come up with other topics in the interim…

Be Intrepid.

Popularity: 10% [?]