Archive for October, 2007

Notes from a life lesson seminar

October 28th, 2007 by Allen Voivod

Jeff Pulver, who offhandedly said he twice made the mistake of working for someone else’s company (instead of starting his own company) in his “Lessons of a Serial Entrepreneur” session, claims to have started something like 50 companies - not all successes.

But he’s happy making mistakes, because if you don’t live and work on the edge, you don’t get pushed. (I’m paraphrasing, of course.) And I’ve tried to paraphrase some of his other bon mots here, including:

One of the things he thinks is necessary for success is absolute, supreme confidence in yourself - “It’s kind of like a super power.”

Another is a significant event that pushes you to make crucial decision about your life and the direction you want to take, when you’re pushed out on your own with no support.

He fondly recalls the first days of VON, when he had 200 people cone to his first show, people following their passions and imagining what could be.

He comes from an accounting background. Telecom is not his space, even though he is at the center of the IP communications industry web. He’s most interested in seeing how software turns into services people can use.

Now he’s investing in people’s dreams - small amounts ($10K-$30K), but enough to prove concepts and prototypes, to get businesses to a stage where they can attract bigger investors.
People who have failures under their belt seem more real and grounded to him.

He takes fun very seriously, and mostly in situations where you wouldn’t necessarily feel comfortable and at ease. It’s important for him to share that happy energy with other people.

The opportunities to change the world still exist in a very big way. 

The negative energy of people who say “No” and “Can’t” is overpowering to him, and he needs to work with positive people - not “yes men,” so to speak, but people with happy attitudes who are open-minded to what’s possible, who take what’s been done before and improve it, go beyond it, and don’t limit themselves.

Don’t let what you don’t know stop you.

If your friends aren’t supporting you, reboot your friends.

Being lucky is okay.

Give back.

It’s all about potential. If you think about the boulder at the top of the hill, it has more potential value than when it’s sitting on the bottom of the hill. And his three watch words are “Fear, Greed, and Disruption” - if you create something that disrupts the status quo, that causes fear in an incumbent, or that makes someone greedy enough to want to buy your company for its profit potential, then you’ve won, in his estimation.

He also happens to be the mastermind behind the VON conference, at which our client Iperia is exhibiting this year, and where I’ll be blogging from during the business week.

It’s a bummer Lani couldn’t have been here for Pulver’s talk, because she eats this stuff up. And I’m beginning to see why. Hopefully I’ve captured some of its essence for her. (And you, too.)

On second thought…(with love for my wife ‘n biz partner)

October 28th, 2007 by Allen Voivod

Nary a week goes by where Lani, out of nowhere, will suddenly lament:

“Why did NBC have to cancel Studio 60?”

No tearing of hair, no sackcloth ‘n ashes, but the mourning is palpable, months later.

And a few months ago, I referenced Jeff Immelt (CEO of NBC’s parent company, GE) claiming “Content is king.” Apparently, Studio 60 wasn’t great content. Don’t tell that to Lani, though, for whom Studio 60 was some of the best content on television in her generational memory.

But that begs the question - what IS great content? Who assigns that badge of honor?

Well, I’m listening to the highly-dynamic Neil Gorman (easily the most engaging speaker I’ve seen here so far), and among other things, he flagged something amazing - and amazingly obvious, once you think about it.

According to him, Studio 60 had the highest percentage of viewers with 4-year college degrees, and highest percentage of viewers with incomes over $75K (or $100K - he’s a fast presenter). It’s an advertiser’s dream!

Unfortunately, it was also the show that had the highest percentage of time-shifting - people who were using TiVo or downloading episodes online, thus avoiding most (if not all) of the advertisers’ attempts to sell stuff to the viewers.

And guess what? Studio 60 got canceled after one critically acclaimed season.

It could be a mini-conspiracy theory: Advertisers killed Studio 60! I think I owe Lani an apology. While it’s wonderful to hear the “Content is king” comment, it doesn’t seem to have been the forward-thinking observation I first thought it was. It’s clear that to Immelt and NBC, content is king…only if it delivers eyeballs to advertisers.

A little cautionary tale for everyone looking to integrate advertising with their content.

Is it lunch time yet?

High-level bullets on “Social Media for Business”

October 28th, 2007 by Allen Voivod

So I’m sitting in the “Social Media for Business” session at day 2 of PodCamp Boston 2, and Isabel Hilborn is delving into the reasons why companies should be embracing things like blogs, wikis (”webpages whose content can be edited by its visitors” - thanks, Wikipedia!), social networking (like MySpace, Facebook, and LinkedIn) and more, with case studies from her marketing consultancy to back it up.
I’ve found that, with some of our larger clients, turning them on to social media outlets has been a challenge. A lot of folks see it as just an additional task to cram into an already jam-packed day. What seems to get missed is, like in any business activity, is the questions of what you can get out of it.

Speaking from personal experience, our own web traffic jumped 2200% (not a typo!) as a result of blogging - the most prevalent form of social media today. So for businesses who say things like, “We need to generate more revenue from our website,” then goldangit, start blogging! You can’t make more money from your website if you can’t get more people to look at it!
Okay, I’m off the soapbox.

Isabel’s Top 4 Categories for Social Media: (with a little elaboration on function and benefit):

1. Professional: Networking, expertise and passion demonstration, reputation, trust, speaking opportunities
2. Enterprise Internal: Knowledge management, collaboration, telecommuting
3. Enterprise External: Product development, client support, focus groups

4. Marketing: Awareness, reach, differentiation, lead generation, attention

There’s a talk here at PodCamp later today about burnout, and with all the things you could do in the social media sphere, boy oh boy could you get overwhelmed. I’ve already overheard a bunch of people here complaining about Twitter, for example.

So don’t worry about everything. Just do one thing, and build from there. Okay?

How to monetize a podcast - and no, it’s not with advertising

October 27th, 2007 by Allen Voivod

So Brand Maven Kevin Skarritt and I sat in on two final sessions at PodCamp Boston 2, and both were about how to “monetize” new media - specifically, web series, podcasts, and video online.

The answers, according to Paul Kontonis, Chief Executive of For Your Imagination, are:

1. Advertising

2. Sponsorship

3. Licensing

4. Merchandising

5. Franchising

And according to John Federico of On Digital Media, the answer is advertising, but not really, because of a technical issue with iTunes that would make it hard for advertisers to trust any listener stats you report.

I respectfully submit that they’ve both missed a vital way to monetize audio and video - one that has nothing to do with advertising.

With a strong Content Strategy in place, any podcaster could structure a series of audio episodes with the intention of collecting and compiling a series of podcasts into an information product.

The podcaster could have the episodes transcribed to package with the audio, and after reviewing the whole series, it’s likely the podcaster would be inspired to create a few bonus items to naturally supplement the material he or she patiently created over the course of weeks, months, or years.

This awesome and highly useful package could be sold:

1. By the podcaster

2. By anyone else through an affiliate program

3. By any strategic partners of the podcaster (I’m looking forward to a session along this vein in tomorrow’s sessions)

4. Through a service like ClickBank or Commission Junction

And more ways I’m sure I could think of, had my sweet 21-day-old son not kept me up all last night. ;)

How did Kontonis and Federico miss this one? Well, Kontonis’ clients are more entertainment-based by all appearances, and Federico is focused on metrics, an issue that’s bedeviled a lot of people trying to analyze the ROI of things like blogs, podcasts, and other non-traditional website offerings.

The way to monetize with information products relies on the concept of what we call “Dignity Marketing” - sharing your passion, knowledge, experience, and personality in a natural, educational, entertaining, and relationship-building way.

You, as the source of reliable information in your niche, are then top of mind when the buyer’s wallet comes out. Because the stark truth is that people don’t buy when you’re ready to sell - they only buy when they’re ready to buy.

If you’re thinking about starting a podcast, please take a moment to think a year ahead, and ask yourself: How can I create a Content Plan that multi-tasks the effort I put into doing these podcasts?

Everything you wanted to know about podcasts, but were afraid to ask

October 27th, 2007 by Allen Voivod

With thanks to Jason Van Orden and his “Podcasting, Blogging, and RSS in Plain English” session:

A podcast is “portable, on-demand, digital media” allowed to be downloaded onto a computer or other storage device.
A podcast feed is just:

1. A text file…

2. …with information about the podcast…

3. …listing individual episodes in reverse chronological order…

4. …with a specific web address.

WordPress and FeedBurner are a great 1-2 punch for getting your podcast out there…
How do you create a podcast?

1. Record an audio file with Audacity.

2. Compress the file to MP3 in Audacity.

3. Upload the MP3 to your web host in your directory.

4. Blog about the podcast.

5. Include a link to where you uploaded the MP3 on your site in your blog post.

6. Publish!

7. Let syndication services and directories know you exist.

Three places to do market research on blogs and podcasts in your field:

1. Technorati

2. iTunes 

3. EveryZing

Got legal questions about podcasting? Creative Commons has a guide here.

And the three things your podcast content must do:

1. Inform

2. Entertain

3. Create a sense of belonging

Could it be any easier?

How to use blogging as part of a book marketing strategy

October 27th, 2007 by Allen Voivod

dms.jpgI had the pleasure of meeting David Meerman Scott at PodCamp Boston 2, where he spoke about “The New Rules of PR,” a subset of his book The New Rules of Marketing and PR. And one of the ways he got the word out about his book was pretty darned savvy - thought I’d share it here for you to use, should you be heading down the book publishing road.

Scott, over time, had been keeping track of people. People he met who inspired anything related to his book. People who left thoughtful comments on his blog. People whose blogs he reads and respects. And so on, more than 160 different folks.

He included every last one of them in the “Acknowledgments” section of his book. Then, about three weeks before the book’s publication, he listed and linked to the website of every single person in the acknowledgments, and offered them all a free advance (”galley”) copy of the book as a gesture of thanks.

And whaddaya know? About 3/4 of the folks claimed their copy, and even more actually blogged about him and the book.

This was just one of many strategies David Meerman Scott used to “A-Ha Himself!” - to put his boldest insights into joy-filled action, and practice what he preached as he shared the good word about his book far and wide.

If you’re not working on a book right now, this idea sounds so simple, it may be enough to get you started. Heck, even my  own wheels are starting to turn.

Multi-tasking at the Boston Convention Center

October 27th, 2007 by Allen Voivod

sally.jpgI’ve been reading “It’s the Great Pumpkin, Charlie Brown” to my son the last few nights at bedtime, and been put in mind of Sally’s line: “If someone told me I’d be sitting in a pumpkin patch on Halloween night, I’d have said they were crazy.”

Well, it’s the last Saturday in October, and if you’d told me two months ago that I’d be at the Boston Convention Center for not one, but two events…

The first is Fall VON 2007, which is the big IP communications trade show event. We’re managing the Iperia exhibition there, and it’s the first time I’ve ever dealt with a trade show on any scale. Today, tomorrow, and Monday are the booth set-up days, and what an incredible learning experience it is. I’ve been bombarding Bob Bonfiglio (say that five times fast) of Metro Exhibit with dozens of questions - thank goodness he’s a patient and pleasant guy.
podcamplogo.pngThe other thing happening here is PodCamp Boston 2, and the energy and passion on display here is nothing short of breathtaking. I’m dropping into sessions here and there when I’m not peeking in on the Iperia booth construction.

I’ve just finished the “Bigger Better Deal of Podcasting” session, which was more about personal development, posture, correct breathing and hydration - surprise! More about other sessions later.

Quit whining and write a darn article, would ya?

October 27th, 2007 by Lani Voivod

I really like Sean D’Souza, a savvy New Zealand marketing dude and Grand Poobah behind www.Psychotactics.com. I’ve applauded him for several years now. He’s got an easy, accessible style about him, and he delivers the goods with panache. Best of all, you can tell by his writing and wit that he’s a guy who likes to have FUN. We need more of those types of peeps, don’t we?

He also says I can share his articles on our blog, as long as we include his resource box. So I’m sharing this one. To me, it’s a real-life example of how to follow insight with immediate action that produces a tanglible, pragmatic result (i.e., an article for you to employ, as needed). A fine way to “A-Ha Yourself!” indeed. Enjoy!

HOW TO WRITE AN ARTICLE IN 33 MINUTES OR LESS (http://www.psychotactics.com/art33minutearticle.htm)

)===============================================

If you’re stuck writing articles, there’s a reason why.

You’re sitting at your desk trying to write an article.

And that’s easily the worst way in the world to write an article.

Because you’re starting up from zero.

And starting up from zero is like pushing a ten tonne truck.

Kinda takes too much energy. Better to jump into a ten tonne truck on the move.

===============================================

So how do you get this momentum?

===============================================

Here’s what you need to do:

1) Keep a pen and piece of paper handy (at all times)

2) When a customer asks you a question, answer that question. In detail.

3) Then jot down the points that you covered in that answer.

4) And don’t head back to your computer. Sit down wherever you are.

Flesh out the points.

5) Then go back to your computer. And add some detail (write exactly what you told the customer).

And your article is ready.

Now you know this system intellectually, but you still aren’t writing dozens of articles.

===============================================

The biggest reason why you aren’t writing as much as you should ===============================================

We have our paper. We’ve got a loaded pen.

We know the answer to our customer’s question.

We give that answer.

Our customer walks away, having got a really satisfactory answer.

The customer is smiling. You’re smiling.

===============================================

Hang on, did you jot down the points yet?

===============================================

Because in about 45 seconds you’re going to forget most of what you said.

In fact what I do is actually write down the points when the customer is being instructed. I can’t trust myself to remember stuff later, because often I say so much that I will inevitably forget.

And just for good measure I get the customer to take notes as well.

And to feedback what I said to them. Either in person.

Or later in an email.

===============================================

But this formula may not always work for you ===============================================

Your client may not be the ‘emailing kind.’ Your business may not be the ‘tell me what I just told you’ kind. Or you may have a situation where you can’t write, while you’re instructing customers.

But about 30 seconds after you’re done, your thoughts are still with you.So write them down, because that 45 second mark is quickly approaching.

It’s time to get that content fleshed out. And time to put in some detail. Now, not later.And now that you’ve got momentum, it’s way easier to get all of those thoughts down on paper.

===============================================

But hey, that ten tonne truck is rolling…

===============================================

So why not let it roll a bit more?

Why not use the same information across media?

===============================================

Across media?

===============================================

Yup, across media.

How many ways can you present the same information?

1) Text.

2) Video.

3) Audio.

Well, that’s just a start up list.

But if you have a simple headset attached to your computer, you can record the notes in a matter of 10 minutes. If you have a video set up (and this takes a little more effort) you can have a video, in about 30 minutes. And you’ve already written the notes. But that’s not enough.

Because as notes they have limited value.

So if you were to put them into a PDF with a nice little cover, you’ve now got a tiny infoproduct that can be given away as a bonus. This bonus can be free or paid for. This bonus can be given away to alliances to give to their clients. This bonus can be used to attract prospects.

All of this leverage can take less than one hour.

The one hour you’d have spent anyway, scratching your head.

===============================================

Wondering what to put in your article?

===============================================

Well, wonder no more.

Get momentum.

Get that ten tonne truck moving.

And soon you’ll have a fleet of ten tonne trucks, eh?

You’ll be writing articles by the dozen, or by the hundreds (strange, but true).

And that, my friend is the real secret to writing articles!

P.S. I actually wrote this article while talking to a client on Skype. As I gave the client the answer to the question, I filled in the blanks in the article. Even the objection of ‘I can’t do that in my line of business’ came from the client. So yeah. I’m walking my talk. Or should I say: Writing my talk.

©2001-2007 Psychotactics Ltd. All Rights Reserved. Wouldn’t you love to stumble upon a sec’ret library of small business ideas? Find simple, yet electrifying ideas, on copywriting, public speaking, marketing strategies, sa’les conversion, psychological tactics and branding. Head down to http://www.psychotactics.com today and judge for yourself.

Right idea…wrong gender

October 24th, 2007 by Allen Voivod

I’m going to limit the number of crusades I go on about the assumption in the world that 98% of all things parenting are read and consumed by mothers, to the specific exclusion of fathers. But because this one actually made me laugh, I thought I’d share it here.

So I signed up at Huggies Baby Network because, in all honesty, you spend a pantload on diapers in the first year of a baby’s life, and I’m happy to give up my email address in exchange for the occasional coupon.

This puts me on their email mailing list, and they’re doing just about everything right. They’ve got great educational content, they’re referring me to great online baby resources like BabyCenter, iParenting, and a few other places I hadn’t heard of before. The advertising for their own products is discreet and well-integrated with the design. And they even personalize the email with my name, which I gave them when I signed up.

Unfortunately…they also think that if I’ve signed up for their email, I absolutely MUST be a mother:

“Welcome Allen! These life lessons come from the real-life experts - moms like you! Our Mom-to-Mom Tips let you share your wisdom or just learn from others.”

The confidence with which Huggies assumed my gender is both amusing and astounding.

Hey, I can’t bond with my baby the way my lovely wife and biz partner can. But I can do the next most important caregiving task, and that’s changing the diapers. I’m no model Dad, but I’ll change every dirty diaper I can, because that’s how I can make my presence consistently felt in my baby’s mind, right from the start.

It so happens we’re already brand-loyal to Huggies, so the fact that I can’t even find a reference to fathers at all on their site isn’t a deal-breaker. But there hasn’t been an immaculate conception in over 2000 years, folks…

It’s no secret that our society has trended toward Dads becoming way more involved with the kids than fathers of previous generations. The baby-focused company that finally “gets” that trend, and does something to interact with Dads in a meaningful way, stands to get a huge bang for their marketing bucks.

And as for the non-diaper set out there - what trends are emerging in your industry? Are your competitors all wooing one client base, when there’s another one out there that’s dying for some attention?