Posts

288 | Creating Content that Educates with Jill Schiefelbein

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Are you creating content that educates your audience? Content marketing is not a buzzword. It is a fact of life. Buyers are trained to search for information and insight before making big purchases. Our guest is Jill Schiefelbein who wrote the book on Dynamic Communications. She shares how to create content that educates and gets the audience to move forward.

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Target Audience: Jill brings theories of communication, education and technology together and teaches others how to put them into practice. Making it all applicable for people is her passion.

How Do You Know If Your Content Educates People?

There was a time when Jill started up a video series. And it is when she began to learn about effective communicating to educate. What are people looking for online? What do people tend to click on, etc? How are they finding what they are consuming? Jill says, it is about creating content online that can easily be found in an organic way when people search for information.

It’s Not About The Catchy Title!

People are lead to believe they’ve got to make attractive titles. Jill fell victim to this and once entitled one of her videos: “The Penguin”- after a year it had only gotten $1,200 views which was disappointing to her because of the time and money invested in what she knew to be quality content.

So, she started to do her research to understand human behavior online. And also how computers read data. She then changed “The Penguin” title to: “Calming Your nerves Before Public Speaking: Do the Penguin.” That video now has over 78,000 views.

 

This is all because she was able to better communicate to a computer how to position it for other people when they are searching for answers to their questions. The rules of writing are different for a digital interface.

Getting to The Root of Why People Search Online

When people do a search online it is because they have a problem they want solved or they want an answer to a question they have.

So how did Jill make the leap to 78,000 views?

A few things:

  • She changed the title
  • made unique and universal descriptions on all of her videos so that YouTube could interpret the keywords.
  • Asked herself: What questions does this video answer?

Your positioning has to be all about not only answering that question but also stating that in your titles, headlines and descriptions in a way that the computer can also recognize that this is an answer to a specific type of question.

Other Mistakes? & Restructuring How We Create Content…

When we do a search on google, we’re not typing in one or 2 words anymore- we’re are typing questions. SO- you’ve got to focus your content around questions people are actually asking.

People are more of the DIY mentality than ever before because we have access to that type of information. DIY inquiries increase every year!

 

Writers will put way too much information rather than being more concise at answering a question or follow up.

People want to be the expert now. 10 years ago- they’d call the expert. now people do their research FIRST and have it confirmed by the expert later.

So, to sum up, you want to create educational content that emotionally resonates with your audience.

Practical and Actionable:

Look at the content that you already have out there. How can you rephrase and retitle it? Add more descriptions to it- so that you can add to content that already has credibility online- but will be able to be found more easily for people who are looking for answers.

Use google suggest – it will tell you what’s trending and what’s relevant. Be sure to do this INCOGNITO!

Answer the public- gives you up to date questions people are asking to whatever topic you are thinking of. Then you can use those words/descriptors in your marketing.

In this episode we’ll cover:

  • Why a catchy title is meaningless in the online world
  • Common mistakes on the content people put out there
  • How people search for stuff online these days
  • How to restructure your content so it can be found!
  • Tips on where to go that will guide you

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

287 | Stepping Outside Your Comfort Zone with Andy Molinsky

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Getting too comfortable is a problem. In fact, it may be the reason why you are “fine” or “OK” with your life or business right now. You have heard about getting outside your comfort zone. Well, our guest today is a master at this. He wrote the book on it. Andy Molinsky shares wisdom to help you grow and evolve. This is a big show…lean in.

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Target Audience: Andy serves multiple types of people. He is a professor at Brandeis University in the business and psychology department. He is a business author, who consults teaches and trains.

Why did You Have to Write your Book: Reach?

Andy shares that the message in the book Reach was something that was inside of him already. It is about how he has and continues to step outside his comfort zone. Andy believes that his struggles are what allowed him to be more finely attuned to the challenges of stepping out comfort zones.  

As an author, he chose to write on a topic where he encountered the most trouble. It is where the greatest insights and motivations come from.

What keeps people inside their comfort zones? People fear they may lack:

  • Authenticity
  • Competence
  • Likability
  • Morality

Living with Conviction

Courage is not the absence of fear. Courage is the ability to take action in spite of fear. That is why Andy says we must live life with much Conviction. It is important that we are able to stick with discomfort.

If we have identified and feel our deep sense of purpose we automatically know our why. Knowing WHY you are interested in doing something that scares you keeps your momentum going when things get tough.

In this episode we’ll cover:

  • Cultivating conviction to get us through obstacles
  • Learning about customization
  • Becoming clear on your WHY
  • Choosing courage despite the fears
  • What keeps people in their comfort zones (& how to avoid this)

Practical and Actionable:

The third element (which comes after Conviction & Customization) is: Clarity

  1. Take out 3 pieces of paper (or create 3 sections somehow).
  2. Write down: Worst case scenario, best case scenario and realistic case scenario.
  3. Put a “likelihood” rating on it on a scale of 1-10. How likely is it that this will occur?
  4. Rate all 3.

What usually happens with this is: you stop fixating on the worst case scenario (and realize it is unlikely) and then you begin to have a grounded perspective. Don’t fixate on the worst or best case scenario. This helps to ground you in the present.  

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

286 | Using Speaking to Spread Your Message with Tamsen Webster

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Speaking is an unfair advantage. You are face-to-face with your audience. You have a chance to connect like no other form of marketing. When you are in the room with a great speaker, you feel it in your bones.  Tamsen Webster is our guest today. She is amazing at helping speakers find “the Red Thread.” If you don’t know what that is, you really must listen to this show.

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Target Audience: Tamsen runs a company called Strategic Speaking. She helps businesses and entrepreneurs find the “Red Thread” the through line of their products or service. In other words, she helps them to find their real value in their proposition.

Bringing Who We are to the Stage

We each have a unique way of how we make sense of the world. And we can all find that thing that really sets us each apart. It’s hard but it is always there, even though we are often blind to our own gifts.

The audience needs to feel *it* from you. The excitement your connection to your message and the passion you have for it. You have to believe what you say to your very core. Tamsen’s expert advice is to talk about the things you want to talk about and not about the things you think you “should” talk about.

So Many Bad Decisions Are Made in the Name of Should

We start out thinking, what should we talk about? This is a MEGA DON’T. Why? Because it automatically implies external judgement of your intent and motivation. Should is dangerous.

The only thing that you “should” Speak about is that one thing you cannot NOT speak about.

Trial & Error

Many beginner speakers don’t own what they speak about. They give external credit too often (obviously, always give credit where it is due).

However, you as a beginning speaker could integrate what you know and have the courage to say- this is how I SEE IT. You must be willing to do that if you want to be a Speaker.

Back Up Your Claims

Create a “Burden of Proof” around your ideas. That means: doing the work of finding all the research that supports your idea. Commission new research that backs up what you are trying to do. It must survive the “burden of proof.”

Narrowing Your Niche (there it is again!)

The narrower you focus the audience you are trying to reach and the message to them, the stronger and the more broadly it will travel. Focus on who you are really FOR and WHO the message is really for.

The clarity you get from that level of focus enables that message and the action you are looking for to cut through all the other crap that is out there.

Practical and Actionable

Find your Red Thread.com – here’s the worksheet to download.

Here’s Tamsen’s Question to answer before you fill out the worksheet: WHO are you for and WHO is this for?

Determine the way people you serve see the world. Fill out the blanks here:

I am for (category of people) who want X value Y but struggle with Z. What is the “thing” that they really struggle with? Hint: It could be a result of the first 2.

In this episode we’ll cover:

  • Bring who you authentically are to the STAGE
  • Why the word “SHOULD” is dangerous & lethal!
  • Why you’ve got to talk about what truly moves you to your core
  • Why narrowing your niche broadens your reach
  • Creating a burden of proof around your ideas

Resources:

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

285 | Four Uncommon Principles to Leadership with Angela Buttimer

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With all the talk about leadership, there seems to be something missing in most of the concepts. Today we look at 4 uncommon principles of leadership through the eyes of our guest, Angela Buttimer. Angela is co-founder of the Atlanta Center for Mindfulness and Well Being. Join us for today’s insights.

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Target Audience: Angela is a licensed psychotherapist and Executive Coach. She has coached and counseled executives for over 2 decades. She helps leaders become their best selves through mindfulness and stress reduction techniques.

Mindfulness for Leaders

Mindfulness is about being in the present moment without judgement. without grasping for something in the future or compulsively reviewing the past. It is a training of learning to stay in the present moment with whatever is arising. There will always be conflict. The question is, how will you react to it?

Also, if we’re overly preoccupied with the past or future, we cannot actively engage in what is in front of us. This is all tied to corporate success. It turns out that stress related causes are negatively affecting companies and their performance. More and more often, people are starting to take notice and striving for a change in the way they react to life’s curveballs.

Because, it’s not about NOT having stress but how we relate to it. Angela’s principles help you go from habitually reactionary patterns to more skillfully responding to what is being presented.

 

The 4 C’s of Mindfulness: A Guide to Problem Solving

Leaders are just people. Unfortunately so many of them are taking a massive hit due to stress. What is motivating the behavior and beliefs? Angela came up with the 4 C’s to help Leaders navigate their world in a more effective way.

Calm – must be in place before anything. Being calm is an intentional act. Begin to work with the breath and the body. People tend to walk into their work environment overly tense and this emits a stress response. The amygdala hijacks the prefrontal cortex preventing clarity of mind. If the body can relax, the mind will follow.

Compassion – leaders who are more compassionate and empathetic can galvanize commitment and focus from their team and cultivate higher performance.

Clarity – if we are overextended in our daily tasks- clarity eludes us. When we have clarity, we can be more intentional about how to show up each day.

Choice – Choices are being made constantly and when practicing mindfulness, these choices are more likely to be informed by our best selves. With this practice, Leaders shift from habitual reactionary patterns to more skillful, conscious responding to whatever presents itself.

Practical and Actionable

Get intentional about who you want to be and how your choices line up with that. Do a morning ritual that sets the tone for your day. Did you know the most successful people in the world have a morning ritual?  

In this episode we’ll cover

  • The 4 Keys to Mindfulness
  • Cultivating a Present Mind
  • Relaxing the body and mind
  • Why empathy matters
  • How to set up your day every day

Resources

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

284 | Building Great Brands with Rick Cesari

284 | Building Great Brands with Rick Cesari

Don't miss an episode of the Leaders in the Trenches Podcast. Subscribe now.


 

284 | Building Great Brands with Rick Cesari

You have watched late-night TV before to see the brand ambassadors show you a new product that is sure to change your life. Well, you can learn from that magic from our guest today. Our guest is Rick Cesari who has been the man behind many mega brands. Rick shares the keys to building a great brand no matter what business you are in.

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Target Audience: Rick serves business owners who are seeking to accelerate the effectiveness of their branding through marketing via media and technology.

 

Rick’s Trap of Success Story

Ricks tells us about how he had become very successful in his business and then complacent. Why? Well, because he felt he had a good amount of money in the bank, things became easy. Basically, he stopped functioning and thinking like a startup entrepreneur. In other words, he became passive about how he was conducting business.

For example, Rick turned down many speaking gigs. At the height of his then – success, he does admit he was fearful about getting on stage. But, he was also too comfortable to take those risk of getting on stage. Speaking could have really helped his business and he saw this later on when his business took a downward plummet. He knew then that if he had marketed himself through speaking, he could have saved himself from some of the losses he experienced.

 

KEYS To Effective Branding:

  1. KNOW why someone would buy your product
  2. Position yourself: What/where is your market place where you can build your following? Identify it!
  3. Deliver VALUE: Set customer expectations and EXCEED them. When you over promise and then over deliver, it will always help the brand you are trying to build.
  4. LISTEN to your customers. Reach out out to them. Your customers will tell you everything that is wrong and right with your business.
  5. GET Authentic Testimonials: people singing your praises – because they have experienced you and your product. The more you can get that out into your marketing, the better.

Making the Emotional Connection

When positioning yourself in the marketplace, be sure whatever it is you are selling emotionally connects with the audience. For instance, the juicing business Rick started with his brother had its roots in a personal and health standpoint. They were passionate about this business  because they had lost their father aged 46 from a heart attack. Thus, they were impacted by how much juice could enhance people’s quality of life.

Emotional Connection = Authenticity

The emotional connection is what makes any business authentic. In describing how the product affected Rick and his brother in a personal way- it resonated with others in a personal and emotionally charged way.

In this episode we’ll cover:

  • Rick’s own personal story with the trap of success
  • The 5 keys to effective branding
  • Making the emotional connection with your audience
  • Executing authentic branding
  • How to create positive momentum for yourself every day

 

Practical and Actionable:

In the morning, spend time meditating. Spend time listening to podcasts and absorb as much info as you can that is relevant to what you are working on at the moment. Get the day off to a good start where you feel like you’ve accomplished something.

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

186 | The Key Elements of Growing Fast with Kimra Luna


186

Building a business fast is likely your goal. You can take your time, but fast movers tend to learn the lessons and grab the mind share of the market. Today we discuss the key elements of a fast growing brand. Our guest is Kimra Luna. Kimra built a business by being authentic and adding value to her people. Kimra’s success goes beyond money (she did that too), but it is even a bigger deal to grow a thriving community of 20,000 people that just love her. Find out the secrets in today’s interview.

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Target Audience: Kimra is a personal branding and social media strategist serving business owners wanting to take their business to the next level. Kimra targets entrepreneurs looking to not only make consistent income but income that keeps growing throughout the years of running their business.

Kimra started out as a humble blogger. She once had the opportunity to do a webinar and discovered she loved teaching. This catalyzed her into creating her brand Be True Be You http://kimraluna.com/. In just 18 months, she generated 1 million in sales from her programs.

According to Kimra, Branding is about a feeling people get when interacting with you and what you offer. Her intention through her brand and business was to create connectedness and support. And this is exactly how she was able to build a Facebook Group (Freedom Hackers Mastermind) with 18,000 people in it. Kimra’s philosophy is to keep serving people until they become your customers.

Remember that the *feelings* your brand evokes matter the most. This is what leads to RAVING fans. While Kimra did utilize some paid marketing in the beginning to get the ball rolling, she primarily just spends time in her community helping people. Those people then share who she is.

Ya Got to Have Some PERSONALITY…

With any business you must be willing to show who you are: Your personality. People want to see authenticity. It’s about trust. We’ve been manipulated with marketing for so long that we ignore it. This way of marketing is outdated and no longer works. By spending time interacting with her community, Kimra is able to identify how she can best serve them. This is how to truly CARE for your audience.

Social Media is a form of listening. It’s really easy to listen to our audiences now because we can simply just read what people are thinking. Kimra places relevant feedback in a google document to gain a deeper understanding of what people need.

186smIn this episode we’ll cover:

  • How to create a thriving business super fast
  • How to create Community on Social Media
  • Why the life of an entrepreneur is never SOLO!
  • Why paid marketing comes second to Authentic human connection
  • How to understand what your audience needs through social media

Practical and Actionable:

Create a Sales Page where people feel you understand their needs. It must exude your true Authenticity so that people want to be friends with you. Be very aware of who you are serving, otherwise, it’s difficult to communicate how you can serve them.

Resources and Links

Do you have questions about today’s episode!?

Did you know that you can apply to chat with me by phone? This is a limited time offer to help anyone that is serious about refining their business as well as developing a clear & compelling strategy that will drive them forward. Complete the questions and our team will follow up with you to schedule time for your “Business Breakthrough Session”. These are limited to 30 minutes, completely free and oh, so valuable.  Apply Now!

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!