Jen Chats with Seth Godin about Marketing and More

jennifer@jenlehner.com

1:20                

Check out the Seth quote that’s been on Jen’s website since day one! “How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?”

Jen:                

Do you still agree with this?

Seth:              

More than ever! The chances that individuals have to speak up and be heard have never been bigger.

3:35                

Your book made marketers feel good. That our work really matters.

Jen:                

Does marketing really matter? The work of marketing? Is it something that can leave a legacy?

Seth:              

Every single person who has done work that mattered has been a marketer. Seth explains why this is true today and gives great historical references that will surprise you. Marketing is about sharing good ideas that matter, and ideas that will change how we look and think about the world. If our work is going to matter, it’s up to us to use the tools to uplift or tear down or we can use them to connect or to separate. It’s up to us to use the tools in a way that you are proud of. Yes, it matters.

4:50                

You talk about the smallest viable audience. It was good to read that I don’t have to have an email list of 100K. Can you talk about that?

Seth:              

The idea of mass works when you can get it at a discount. That’s not possible anymore. And people don’t want average products anymore. The path instead is to ask what is the smallest group I can live with that has a unique connected set of values, desires, dreams and fears? How do I delight that group? 

6:44                

How do we deliver “above average?” How do we bring out our actual magic?

Seth:              

What I can point out is the effort you need to bring out your actual magic is worth the journey. What we know is that with awareness and persistence you can develop skill and if you aim that skill in a specific direction you can become a “meaningful specific” instead of a “wandering generality.” h/t Zig Ziglar.  x way to get above average results is to be obsessively focused on a small group of people who want to hear from you.

8:47                

You also talk about the magic of good enough. Can you talk about that? 

Seth:              

Certain things have to be significantly beyond good enough. That’s what makes them remarkable. Everything else just has to be good enough. Hear the breakdown and insights that help you determine when each is required. What is it that you want to own? What is it that you want to do? Everything else can be good enough.

10:00              

I love what you say about authenticity. Some buzz words have been used so much that they have lost their impact. Authenticity feels like that to me.

Seth:              

Authenticity is a distraction. If we are hiring a professional to help us, like an attorney, we are not seeking to know about that person’s life. We want them to make a promise and keep it. That’s what we buy. Seth shares some tough love advice about taking a stand. Why consistent wins over authentic.

12:50              

You have said that culture beats strategy so much that culture is strategy. Can you clarify that?

Seth:              

Strategy is supposed to be like playing chess. I love strategy. But what’s really going to determine how everyone acts everyday is going to be the culture. Seth shares the Starbucks example and why the message was meant to impact the culture. The culture becomes the strategy because that’s what the company stands for.

14:38              

The conversation about pricing was a big relief. Can you talk about that?

Seth:              

Price is a story. It is not based on what something costs. You are paying because the price is supposed to help you understand what the thing is supposed to be. Many people wrestle with pricing because they don’t believe they are worth it.

It’s not up to you to decide, it’s up to the customer to decide. There are lots of customers that would prefer the responsibility and status that comes with paying more than to be the person who buys the cheapest thing.

Charge what you need to charge to do work you are proud of. That will find you the customers who are ready to pay that. No one will pay it because you deserve it or because you are working hard. They are going to pay it because it makes them feel they did something smart.

20:15              

We can also relate this to the freelancer/entrepreneur who could commit to having clients invest at a higher level. 

Seth:              

If you don’t believe that what you are offering is worth it, please stop offering it! Let’s start there. If we think our service is worth $100 but we are charging $50 then it’s a gift.

We’ve talked about entrepreneurs and freelancers. I want you to clarify the difference for us. Also, I often hear people who feel like they have a real business.

Seth:              

There is a difference between entrepreneurs and freelancers. Entrepreneurs build something bigger than they are. They are building an organization that one day they can sell. Freelancers get paid when they work. They do the work with their own two hands.

If you are an entrepreneur, don’t do the work! Your job is to hire people to do the work. Your job is to build systems and processes so that you make money when you sleep. It’s so you can make an impact on a bigger scale.

The people who don’t feel like they have a business are freelancers. And that’s okay. Find clients who will pay you appropriately or spend time getting better at what you do.

23:14               

Why is asking “how do I get the word out” the wrong question?

Seth:              

Because it’s selfish! It’s like saying if everyone knew what I did, then I’d have lots of business. You already have a small group of clients that you are serving. Why aren’t they telling others? Solve that problem.

If your customers are telling others, then you don’t have a getting the word out problem. If that’s not happening then the work is inherently private (so people don’t talk about it) or it’s not remarkable enough for people to share it. Solve that.

Rapid Fire Questions

These questions are about a variety of things that I wanted to ask. Some are personal, some are about Seth’s methods and I ask about some of his favorite things. His answers are amusing, and truthful and they’ll make you think.

24:30              

Seth’s heroes. An impressive list of people who understand how to navigate how ideas spread. People who show up because they choose to not because it’s easy.

25:55              

The best advice Seth ever received!

26:04              

Are you on Social Media?

26:28              

Are you addicted to your phone like the rest of us?

27:05              

How do you write the blog posts? Do you batch them? How have you maintained the consistency?

27:55              

What career would you be doing if you hadn’t chosen marketing?

28:17              

Do you have morning routines? Good advice here – and not what you’d expect!

30:25              

How do you come up with such good metaphors?

31:30              

What’s your favorite book? He made a recommendation for our listeners.

31:48              

What’s the first things you’d do if you were starting a business today? This answer is incredible.

What’s your favorite podcast?

32:54              

What’s your favorite thing? He shares a real insight about why he does the work and why it’s so meaningful to him.

33:35              

What is the ALTMBA?

Final words: Keep Making a Ruckus!

 LINKS:

Seth’s Podcast

altMBA

The Art of Possibility

 

 

A Great Tool for Member Retention in Membership Sites

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This is an incredible new app that would be useful for any website, but I think is particularly phenomenal for membership sites. That’s because it allows you to share announcements with your members in a few very slick ways.


This is what Beamer looks like on the sales page for my membership site.

This is what Beamer looks like on the sales page for my membership site.

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This is what Beamer looks like INSIDE the membership site.


The biggest challenge with membership sites is that members start off with good intentions but they never get to the majority of your content. After a few months of getting billed by you, but having not consumed any of your content, they cancel. With Beamer, each time a member comes to the membership site, they will see exciting announcements. You can bring their attention to something new you’ve got going on or maybe feature content that’s been in the membership site for a while that they may have missed.

One of the most powerful features that Beamer offers is push notifications. When someone lands on your page/site, they will see this pop up:

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If your member allows notifications, then each time you publish something new to your Beamers, they will receive a notification!

Members can also leave you feedback on each notification:

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The analytics are super detailed and informative:

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If you’d like to learn about more about Beamer, I created this review and tutorial video:

Are you using Beamer? Put a link to your site in the comments below…I’d love to see how you are using it! If you aren’t using Beamer yet, they have a 14 day free trial here.





10 Content writing tips when you are stuck (or slow)

10 Content Writing Tips when You are Stuck or Slow

Recently, a member of my online community, The Front Row posted a question that received such amazing tips, tools, and feedback that I wanted to make sure and capture it all and share it with the world at large! (Here’s the original thread.)

The Question:

I’m looking for some advice on something that's really getting me down. Basically, I need to learn to write faster! I tend to be the slow and fastidious type when it comes to writing, both for myself and for my clients, but struggling to produce a single blog post in a day is harming my profitability and stopping my business from growing further. Does anyone have any advice please?

The Responses:

Batch writing! Writing several pieces in one sitting/in a row, rather than trying to write one a day? Also "writing prompts" can be very helpful -- just to get your mind flowing. If you are writing about a specific industry, try journaling/brainstorming a list of topics and then break each topic down into different ideas. Also, just old-fashioned story telling works -- sharing personal stories, defining moments in career, hurdles overcome, crazy things on the journey, etc are always a hit -- people love to read about other people's stories. Give yourself permission to free-flow write -- a lot of it will be junk, but you will find the treasures in there too!!! http://www.serped.com/client-blog-post-ideas/1903  

Contributed by April Adams Pertuis


Give yourself permission to write a shitty first draft (maybe using April's ideas above for prompts, batch writing, etc). Print out what you've written, read for clarity and punch, and edit.

I'm suspecting you are putting undo stress on yourself by thinking you are letting your audience down and ultimately hurting your credibility and bottom line. If you write out of stress and anxiety- it shows. It sounds to me like you would benefit by resetting your expectations of your blog to something realistic so that you can work on other higher priorities. Chin up. There's only 24 hrs in a day and 12 of them are reserved for your personal strength. Yes?  

Contributed by Colette Noelle Micrae


Recording yourself talking almost always reduces the stress, gets ideas flowing, and gives you a ton of material to revise and edit later. A key to making this work is not to try to edit or revise as you speak. Just talk and record. Also Dragon dictation, Google Voice, or Evernote recorder can help, too..  

Contributed by Marnie Ginsberg


Repurpose. Write it. Take out lines and make great quotes. Write a riveting intro for people to click to read the rest. Can you make 5 ways to do this or 7 ways to do that out of it? Break it out. Squeeeeeeze all the juice out of it you can. Write a blog about getting stuck. Repurpose the heck out of it. Share your solutions and continued challenges. Another trick I have is I write my rough and leave it. Then I might another 2 or 3. I give it a good day. Then I go back. Give myself 20 mins on it and break again. Over and over I come back, until it's either complete or I become more inspired. Something about the limited time and upcoming break helps.  

Contributed by Isabelle Baker


Next time someone does something nice for you, make mental notes on how you would tell this story to a child or someone with a very short attention span. If you only have a few minutes to make your point and get to the "feel good" punch line, you'll have to be brief. When you edit, make sure that most of the story is about the person and the kind act. It’s best to start at the end of your content by asking the question, “What is the main purpose of this piece of content?” Once you know the purpose of your content, for every sentence you write, ask yourself this question, “Am I going off track and confusing my reader, or is this sentence helping achieve my content goal?” When you know the ultimate goal of your content, you’ll find yourself writing both faster and better. (Source:  http://www.influencewithcontent.com/writing-engaging.../ )

Contributed by Brian Lee Rouley


I do a lot of outdoor activities (walking, running, biking, dog play) and find that some of my best "writing" happens when I'm in motion. I don't make any record of it, analog or digital, but rather just rough out main points in an outline in my head. Key phrases tend to get memorized easily too. I think anyone can benefit from this, as I think it's not a gift but rather a craft. Just the other day, columnist Connie Schulz had a nice post about walking, thinking, and writing       

Contributed by Tony Ramos


Anytime I'm stuck, I go to my dragon (google voice works too) and start talking thru what I want to say - sometimes I start with " I'm trying to explain XX and I'm having trouble - here's what I wish I could get people to understand ... talk it thru. Then I leave it alone for a couple of hours (or a day if deadlines permit) and go back to reframe and edit. It works. Also - HUGE fan of SFD - it's the only way you're going to get words out of your head some days.

Contributed by Phyllis Stubblefield Nichols


Write drunk. Edit sober. . ? Also, I use 750 Words http://750words.com/  Contributed by Yves Dropp

 
Content Writing Tips When You Are Stuck
 

Start with the single thought that guides all your storytelling and strengthens the conclusion. Divide it into three blocks, to make it simple for you to write and the others to read. Make three titles and subtitles first, that are explanatory and interesting. Then comes the central text. The first one is "intro block", where you may start with one strong phrase that describes and intrigues at the same time and contains also your keywords. Like saying something about the issue and then start with a question. In the intro, you can make three phrases, not more. The second block gives more details and you can make the list of terms that you will use to explain it deeper (bullet points). The third block is the conclusion that has at the end the call to action. You can use also the self-explanatory images for each block. If you start with this simple structure, it will help you to take out the "image" you want the others "see" and "accept" about something. Imagine you have a friend who would like to know "what happened". Just like that. Once you have this "habit" to take out the structure, you can work on formats. And this way will help you to shorten your time and finish the article in max few hours. (Put some good music on while writing.)

Contributed by Valerija Brkljac


What are you best tips? I'd love to know. Comment below or send me a message.

Other posts on this topic you might find helpful:

How to find Ideas for content when you're stuck

How to Make a content assembly line

How to write a content marketing plan, step by step.  



 

How to Make a Content Creation Assembly Line for Your Videos and Blog Posts

content creation assembly line for your video or blog post

In order to really grow an audience, it's so important to create good content, CONSISTENTLY. You want to become the go-to person in your niche. But creating good content, consistently is not exactly an easy proposition, right? This was a challenge for me, for sure. When I did create content, it was usually pretty good, but it was the consistency that I had trouble with. It might be months between vlogs or blog posts. Or even live streaming or posting on my Facebook business page. 

That's when I decided to create a system, and it's made all the difference.

Use this as a guide, but don't feel like you have to do every single thing I've mentioned. The gist of it all is this:

1. Batch your content (you create several videos or blog posts at one time)

2. Move each piece of content through a process. A content assembly line.

(Having a virtual assistant to help with this is a game changer, and I created a free mini-course on the topic here.)

My favorite place to create this assembly line is in Trello, and I've made a template for you

 

Thinking about my content creation systems like this is really a credit to Todd Herman, who is a genius performance coach. A year ago I signed up for his course, 90 Day Year and using his methods I was able to accomplish a year's worth of progress in 90 days. He's got great free videos here.

Make sure and grab the workbook and checklist below.

MAKE SURE AND GRAB THE ENTIRE WORKBOOK BELOW

 

 

What are your biggest challenges with creating content consistently?