I recently finished Seth Godin’s Linchpin. It was a great read. It changed my thinking. Made me look at things differently. All the usual stuff people say after reading Seth’s material.

But there was one section on page 171 called “Thank You and…” that I believe to be the most profound part for me. It is from the chapter where Seth talks about the power of giving gifts:

From the book:

If you appreciate a gift, consider saying, “thank you and…”
Thank you and I dog-eared forty of the pages.
Thank you and I told your boss what a wonderful thing you did.
Thank you and here’s a record my band and I recorded last week.
Thank you and you made me cry.
Thank you and I just blogged about what you did.
Thank you and here’s a twenty-dollar tip; I know it’s not much, but it’s all I can afford right now.
Thank you and how can I help you spread the word?
Thank you and can you teach me how to do that?
Thank you and you changed me, forever.

Now, what does this mean to you and me?

When I published THIS POST about the 99 ways people are intrepid marketers, I offered number 26, which simply stated “they engage with others.”

Now, by this, I meant that intrepid marketers don’t stand in front of an audience and yell, rather, they want people seated in a circle so that all can participate in the conversation. And what Seth talks about above is a very powerful way to engage with people that not only expresses gratitude for some type of gift, but also communicates the profound meaning the action meant.

By saying “thank you and…” you are saying this changed me, this action had a meaningful impact on how I do things.

But what it also means is the giver is made keenly aware of the impact of their gift, in a way that will motivate them to continue giving, to continue contributing, to continue striving to have a measurable impact on the community around them.

And that is a good thing.

It is a good thing because it benefits both of you (giver and acknowledger). Both become people of influence, both become sought after, both become leaders in their respective space.

So, thank you Seth, and know your words opened my eyes and inspired me to share this idea with others.

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I recently stumbled upon Leo Babauta’s Mnmlist blog, a blog about minimalism and simplifying your life. It has been a profound find, as I am in the process of trying to simplify things in my cluttered life (and I simply LOVE the blog’s design).

But as I was spending time thinking about these things in the context of my life, I got to wondering if there is anything to applying the same concepts to our marketing efforts. Just as it seems to be the case with my crazy life, I oftentimes wonder if most entrepreneurs have a marketing program that is far too complex.

So, here are some minimalist ideas to think about and some important questions to ask yourself:

1. Is your message too complicated? Make it easy for people to remember why you are special.
2. Is your website too cluttered? When people visit your website, make it easy to learn what you do and easier to contact you to do it.
3. Is your strategy on the social web too complex? Your simple online mission is to engage and serve others. That’s it.
4. Is your target audience too scatter shot? Be laser focused on a niche. Don’t try to help everybody.
5. Are you focused on simple storytelling? Do NOT try to communicate one thousand different ideas/messages/concepts/fixes…
6. Can your prospects look at your marketing collateral and easily understand the call to action?
7. Is your diet of new learning focused on the things you need to improve? Don’t read thought leadership on shiny objects (as Seth says) that don’t really advance the goal.
8. Do you have BOATLOADS of pointless busywork? Instead, be laser focused on the important work.
9. Do you experiment with all kinds of new tactical options on a whim? Instead, execute only on new ideas that fall into the scope of your crystal clear marketing plan.
10. Wait, do you even have a marketing plan? Oftentimes, the lack of a road map leads to confusion, complexity and disarray.
11. Are you worried about too many details? Such as inventory, blogging, twitter, facebook, sales, promotions, employees, sick days, cubicles, vacations, graphic design, vendors, invoices, accounts receivable, etc? Instead, focus only on the customer. All the rest will fall into place…

So, minimalist marketing isn’t about cutting back on your marketing, or reducing your marketing budget, or even cutting the time spent on marketing. What I am talking about here is simplifying things so that your program is uncluttered – and can do it’s job.

What do you think? Agree or disagree with this concept? Got anything to add or subtract? Let me know if you have additional ideas to simplify your marketing…

[photo by marmota]

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]

Welcome to the weekend’s Intrepid video series. We present Seth Godin speaking at TED a few years back. Included are the Seth gems: purple cows, ideas that spread win, be remarkable, and marketing to early adaptors. I promise that after investing 17 to 18 minutes, your view of marketing will change…

[youtube=http://www.youtube.com/watch?v=xBIVlM435Zg&hl=en&fs=1]

Be Intrepid.

The key to a successful marketing campaign is one that changes the status quo – changes customer behavior – and stands out in the marketplace. Or in other words, innovative.

I have a client that is opening a new restaurant. I am on the team in a marketing capacity – helping them put together a program to reach, interact, and build community with our targeted customer profile. It’s going to be a lot of fun. And an exciting challenge!

Today I wanted to share an innovative marketing idea by my client. I think it rocks. And it is up to me to help make something happen with it! I am calling it our Marketing by Mona Lisa strategy.

They are about to begin construction on the place – and from what I’ve seen of the initial interior design plans – it is going to be a cool & hip environment to have a memorable meal.

But here is where my client is being clever. To add to the uniqueness of the interior design – she is dedicating an entire wall in the establishment to hang artwork by locals artists. And she plans to rotate a new artist and new art once a month.

I think this is really cool – innovative – and full of possibilities.

Why? Well, not for the reason that might immediately come to mind. Yeah, it will be neat to have unique artwork hanging in the place – not the “typical” stuff you might see in a restaurant like this – but artwork from some unique and engaging personalities – whose art will undoubtedly add style and pop to the look and feel.

But this is where I think it is brilliant and innovative:

These artists will want to promote this. They will promote the showing on their Facebook page, MySpace page, Twitter, etc. They will blog about it. They will inform their friends and fans – they will ask their friends, fans, and family to visit the place. This will bring a whole new community of patrons to the place – without really costing us. These artists will become an adjunct marketing team.

And here is what we will do in return:

1. On opening night of the new artist’s exhibit, we will comp a table for the artist to invite their friends & family to have dinner on us. Give the artist a chance to celebrate the new showing with their closest friends [and newest customers of the restaurant!]

1.5 As part of the unique style and design of the place, there will be a large community table that will seat at least 12. This is the table we will comp to the artist and their crew…

2. We will also promote this with our social media tools, such as here.

3. We will write posts about it on our restaurant blog – that will ultimately be found here.

4. We will use the opportunities in a coordinated PR strategy – with the local food section – the people section – the art & style section – whatever “section” of the local paper that might be interested.

5. We might even incorporate this into a precisely targeted direct response campaign.

This strategy should bring in new customers – and once they enjoy the customer experience of the environment AND good food at a good value – they will keep coming back.

I applaud my client for having the foresight to conceive and implement this innovative concept. It is up to me – as their marketing consultant – to take full advantage of the opportunity.

The lesson for you is to be different with your marketing. Think outside-the-box. Think innovative. But then execute. Apply the lessons here to your business. As Seth Godin says, the ideas are in you. Let them come out!

What unique edge can you give yourself to help your business stand out from others?

Be Intrepid.

I know the book Purple Cow, by Seth Godin, was first published in 2003, but I just read it for the first time this past week. And wow. Remarkable. Although a short, fun, easy read – it is no less a profound read that will change the way you view your marketing – and certainly how you approach your marketing.

“Are you obsessed or just making a living?”

The quote above is one of the lines that rung in my ears, and is part of the driving message behind this book. That to create a marketing message that is so extraordinary, so different, and so powerful, YOU have to be obsessed, passionate, a true believer.

Seth Godin makes it quite clear there are no easy answers. And there are no guarantees. You might fail, and fail big. But when you hit on that purple cow, that magical marketing phenomenon that changes how markets and customers behave, it only happened because you believed – and gloriously took the risk!

Enjoy the book!

You can find it here!

Be An Intrepid Marketer – Recommendation No. 11

You shouldn’t make a business decision – any business decision – without understanding how it impacts the overall customer experience. It must be “customer 24/7.”

Some of the day-to-day decisions you make may not seem to have an immediate impact on the customer experience – but they do. You need to start viewing each decision from the perspective of your customer.

Seth Godin said it best – our marketing is successful only if it changes customer behavior.

But how do you know? You need to measure and quantify. You need to ask your customers. Often. And company employees should regularly experience your company’s processes to see for themselves. Other than asking your actual customers, how else will you know if they measure up?

Do you worship at the church of the customer? 24/7?

I just finished reading Seth Godin’s book  Tribes: We Need You To Lead Us. What a great book! It’s a quick read – pick it up and you can finish in an afternoon. You’ll spend more time thinking about some of the profound things you will read.

 It makes you think, and inspires you by explaining that we have the power to make things happen. We just need to lead. But nothing I can say will sum up this book better than this section from page 122:

“Hope without a strategy doesn’t generate leadership. Leadership comes when your hope and your optimism are matched with a concrete vision of the future and a way to get there. People won’t follow you if they don’t believe you can get to where you say you’re going.”

Enjoy the book!

 From Seth Godin’s blog.

Three things are happening at once: I am reading Seth Godin’s Tribes, I have a FBMA Board Meeting tomorrow, and today is the day we recognize MLK. And on this day, we think about service.

Thus, my regular theme about “Giving Back” is again top of mind. But reading Seth Godin’s newest book is making me realize that anyone can move mountains if they just provide the leadership AND utilize the tools that give them the leverage to mobilize people and a cause.

You should know two things about me: One, that I serve as a Board Member of the Furniture Bank of Metro Atlanta, and two, that I believe strongly that giving back to your community is good marketing.

Inspired by a Seth Godin blog post from the other day, I spent some time on this day of service, and gave back. He suggests doing any number of small tasks that help serve our fellow man. What did I do? Simple. I created a new Twitter account for the Furniture Bank. Something selfless, leveraged, and useful.

Want to help? You can give back by following the Furniture Bank of Metro Atlanta on Twitter at @fbma! Help us slowly move some mountains – and make life better for your fellow mankind.

Todd Schnick. Be Intrepid.