As part of an interview process, I recently took a predictive index behavioral assessment evaluation. I appreciated the people looking at me taking the time to evaluate me in more depth than just my resume and a phone call. Most people are familiar with the Myers-Briggs test, which precipitated from Carl Jung’s work and slots you into four categories, eg: ENTJ. I love these types of assessments and have always been fascinated by human psychology. I considered majoring in psychology for a while in college and took enough classes in it to nearly do it. And I read a lot of books that dissect the mind and tinker around to see what make us tick and causes us to behave the way we do and make the decisions we do. As a marketer, I’m passionate about consumer behavior, aka human behavior, which bumps up against sociology as well. It’s fascinating to study people as individuals and how we act collectively in certain situations, in certain cultures. It usually leaves more unanswered questions than answered ones, but it’s fun and fulfilling to know how we’re wired and engineered. I also find it helps interact with others more easily, which is also why I suppose I was asked to take the test. They wanted to know who they were dealing with.
Most of these types of tests ask you the same questions over and over in different ways. And you sort of know what they’re getting at. In other words, you can easily manipulate them. But that’s not advised. Unless you truly just don’t care about your results and the purpose for which you’re taking it. Answering them honestly and thoughtfully will yield some interesting insight as to who you are and how you work, and people being people, everyone loves to know about themselves.
This Predictive Index test is different, however. I did a bit of research on the company and history of the test and how it’s built, because it’s only a 2-page test, with a list of adjectives. All you have to do is indicate how you think others view you and how you view yourself, or how accurate the words are to that end. Many of the words are synonyms, and being an English major, I also found this test to be even more interesting for the choice of adjectives used and their subtleties. The test has been in use since 1955, which is a LONG time ago, for the psychological field, so one would expect accurate results, right? Here’s how they developed the form:
Adjectives for our form were field tested with results from more than 136,000 people and went through content review, psychometric review, and fairness review. The assessment was then given to a global norm group of more than 10,000 people. Norm tables and scoring models were updated and verified before finalizing the form and sending it through a multilevel translation process and regional review.
I found my results to be surprisingly accurate, inasmuch as I know myself and consider how others describe me.
People think about money a lot, and I’m no different. Especially recently, since I’m looking to make more as well as facing paying a lot out to people for various goods and services. Rent, legal bills, utilities, loans, maintenance, and much of the same things everyone has. Probably not in the same ratios, however.
I have mounting legal bills because of a divorce that has been in proceedings for around 7 months. We’re no closer today to closing our case than we were 7 months ago, but I’ve managed to amass thousands in legal bills for my lawyer’s services. That got me to thinking: what other jobs and fields are there where people get paid not based on results or outcome, but on product, and in some cases, just showing up day after day? My lawyer is very skilled in the courtroom and drafting/filing paperwork. He is very unskilled when it comes to managing an office (aside from reliably sending out invoices) and closing cases. But for divorce lawyers, there’s a conflict of interest in how they are compensated. It behooves them to keep the cases open because an open case represents a money tree. If he/she needs money, file a motion. Send an email or make a phone call. They bill down to 6 minutes at a time in some cases, and it’s not unheard of a divorce lawyer to charge $375 an hour. The retired judge who was handling our second round of mediation, which failed as expected, was surprised to learn my lawyer “only” charged $275 an hour. And for the mediator to show up and accomplish nothing, he himself was paid hundreds of dollars, as was my attorney. They basically passed notes back and forth between my wife and me on our behalf until I was forced to walk away.
In much of business, business owners hire employees based on their output capabilities. Labor is like a machine and is judged and paid based on that premise. It’s not depreciable, however. When looking for a job, the candidate must show that he/she can produce quality work consistently, under stress or whatever the position entails. That’s why it’s good to have a job where you can quantify your work accurately. If you have one where it’s tricky to measure your output, so that you can justify your wages and justify increases, you might find yourself on the low end of the pay scale. Secondary school teachers face this. College professors don’t because their value to schools is in the ability to publish articles. The teaching aspect isn’t what is compensated, which is proven by the difference in what adjunct teachers are paid and tenure-track professors are. The difference between the two is only that the latter is expected to publish, and do service. The number of articles and level of journals that they appear in is easy to see, and the ones that do so at a high-level research school are paid more than those a lower level teaching school.
Government administrative jobs usually are viewed and compensated more on input than output. But that varies of course. In some cases, compensation is simply a reflection of what the other guy is making somewhere else. Although the public county school system I live in is one of the most poorly run in the country, the new superintendent just received over a $100,000 raise because that’s what some other people make elsewhere. It had nothing to do with the fact that the school system is on probation for all sorts of violations, the state is threatening to take over, and the superintendent was already doing the very same job for $100,000 less. Meanwhile today, teachers are picketing at the state capital and threatening a walkout over their pay packages.
Doctors are paid similarly as well, and “earn” comparably high salaries. They are paid whether you get well or die, however, not on the quality jobs they do. Just on whether they attend to you as a patient or not is why they’re paid. It’s why I’ve had to bring my little daughter to see a doctor, even though what was to take place could have been done over the phone. In order for the doctor to be paid by the insurance company, he needed to have the patient physically standing there.
Engineers are paid well, but they are paid on quality and scope of work. Makes sense. Executives are similarly paid. There are goals and metrics in place they must achieve. A lot of people speak poorly of the amount of money a CEO makes, but at least he/she can justify why or why they didn’t earn the money. The same can’t be said for many other professions though. It makes you wonder what types of people gravitate to each type of job? Some people are fine being judged by their work and have their pay depend on their productivity, like most salespeople. Others rely on protections to warrant a paycheck, whether they do a good job or not, or at all. Union jobs, tenured jobs, political jobs, etc…
Most people don’t give marketing much thought. Which is how marketers like it. But with so many people online these days, it’s impossible to avoid online marketers trying every trick in the book to lure you into buying their products and services. That’s why a lot of people confuse marketing with sales. Sales are part of marketing, but marketing isn’t really a part of sales.
And with so many companies and people trying to sell stuff online, there has emerged a very large cottage industry of “digital” marketers. I even label myself as such depending on who I’m marketing myself to. My background is that of traditional marketing, however, which is a completely different field. During the years by running an online business, I’ve learned all there is about digital marketing as well, and even have certifications in it, for whatever they’re worth.
You’ll see a lot of familiar names, especially if you hang out on LinkedIn, such as Neil Patel, Larry Kim, Gary Vaynerchuk and Neal Schaffer. What you’ll also notice in these people’s bios is that they’re speakers and authors as well(and quite well-paid consultants). Their names always appear on the “must-follow” and “most influential” lists of marketers.
But that’s misleading. And that’s because you have to know what marketing really is, which most people don’t. They think it has to do with sales and advertising. Which it does, but that isn’t what it is.
A good example is this article that landed in my inbox which is “21 Questions to Ask before Implementing Marketing Automation.” It begins with a SHOCKING! statistic that less than 10% of companies have implemented automated marketing. That’s most likely because they aren’t talking about marketing. It’s “Sales Lead Software.” The sales department would be handling this, not marketing. Marketing for the product/service was primarily done long ago when the marketing plan was being executed. This whole article is geared more toward sales, not marketing, but it has “marketing” littered throughout it.
Marketing is about satisfying people’s wants and needs in, hopefully, an innovative way. Doesn’t have to be innovative, but in a competitive setting like business it should be to be successful. And there are lots of innovative ways to go about that task using the internet. And within that space, these folks are pretty good at marketing. Themselves. To people that are also looking to reach a large target market, like they do with themselves. This is where it begins to get blurry.
Traditional marketing consists of market research using any number of tools such as surveys, interviews, focus groups, and so on to determine the size of the target market, the interest in the product or service and associated features, and whether there’s even a market at all. A detailed inspection is done with regards to the environmental aspects that surround the product/service, such as governmental/regulatory issues, geographical issues, technological, political, and competitive factors that need to be considered. Usually, a great amount of data are collected to analyze using multivariate testing and regression analysis and the whole affair is heavily quantified and then manipulated and many, many complex Excel spreadsheets are created with lots of graphs and charts to illustrate the findings. This is what CMOs and highly-paid consultants do for companies, and what you learn to do when you get an MBA like I did. And you can dive even deeper, like I did, and concentrate in marketing strategy.
Contrast that with digital marketing, which consists mostly of getting followers, “likes,” getting people to engage with your blog posts, and sign up for newsletters and email lists. It’s really more “sales” than marketing. Hubspot, which has become a multibillion-dollar company by helping small businesses market themselves, specializes in “inbound marketing,” as it’s commonly known, but in fact is a series of sales tactics. It also involves SEO, which is simply staying on top of best practices to rank in Google’s ever-changing algorithms.
The people mentioned earlier are adept at leading people down the sales funnel via trial and error of growing their own personal fan base over the years, but likely have never spent much time actually studying marketing, per se. They are charismatic, and have good sales chops, have found their niche, but would have a hard time telling you what a p-value is used for. What makes these “marketing influencers” money is speaking gigs and book sales, and not so much bare-metal marketing.
For me personally, I’ve found it’s best to be versed in both traditional and digital marketing. Digital marketing is a supplement to traditional and is a valuable, and I’d even argue necessary, set of tools in ths day and age. It’s sort of rare to find that set of skills as I look around, however. Thus the 2 separate worlds of marketing that are developing. Universities don’t teach digital marketing. It’s something that changes too quickly and involves trends, dynamic coding, writing skills, design and schools simply aren’t agile enough to properly equip anyone to be effective. And the digital marketers don’t typically mess with the academic world of traditional marketing. You might find a few people that happen to have an MBA or a Masters in Marketing, but it’s usually just coincidental.
Writing content for the web needs to be as short and sweet and packed full of information as possible.
You have to understand that your “readers” are more likely to be scanners. The Pareto principle is at play here of course: 80% of your readers are looking for information, and gleaning it from 20% of their visit.
“on the average webpage, users have time to read at most 28% of the words during an average visit; 20% is more likely” –Jakob Nielsen
While that sounds great to someone who likes to write to provide large amounts of information, it’s a lot different than what most people were taught in school and requires a different way of thinking from traditional prose.
Writing content for the web requires writing from a new perspective. It abandons a lot of academic and journalistic rules and has become its own style. Your mission is to provide valuable, thoughtful, insightful information to your reader quickly and in small, bite-sized pieces.
Use short sentences.
Don’t use unnecessary words (that especially means jargon).
Don’t repeat yourself.
Write in the second person, meaning use the word “you.”
Use active voice.
Use lists and organize the information.
Use clear headlines and subheadings.
Use images, diagrams, video or multimedia.
Use LOTS of white space. Let your text breathe.
For an English major like myself, this is akin to turning chateaubriand into chicken McNuggets to hand out at the drive-thru. But it’s certainly useful and has its purpose, of course. The style of writing has been formulated not by academics or scholars, but by web designers and developers and SEO experts whose goals are far less poetic.
One topic per page.
There’s a very visual aspect to writing content for the web, which would delight ee cummings fans and designers alike, but it’s aimed to keep things as simple as possible, and easy to read.
When you write content for the web, a goal you typically have is to have your content seen. Therefore you’re partially writing for Google at the same time you’re writing for consumers.
In essence, writing for the web is a lot like the way that you have to talk to a four-year-old. Keep your message simple. Use small, easy-to-read words and sentences.
Also, realize there is no linearity to the internet. There is no telling where your readers will come from, so write as if the reader has no context.
Use alerts ‘read more’ tags and format your copy to be scannable
If your content is for a landing page, be sure to tell the reader what to do next. Have a call to action telling people where to go next. For example, read another blog post, sign up for your email newsletter, check out your app, get a quote, or just add a product to their shopping cart.
When you format your text, use all the tools at your disposal to make the copy interesting. Highlight it, bold it and throw in a blockquote or two to support it.
And, as illustrated by this article and endorsed by the US government, don’t forget to “chunk” it!
2017 has been the worst year of my life without question, and there have been some depressingly strong competitors for that title. And I hope I’m never able to revise that.
Despite my bellyaching, I have a lot to be grateful for and am grateful for all that I have. “Have” not just meaning material possessions, which ebb and flow through life for many people, but health, companionship, support, love, and many items that aren’t physical. Although some may embody a physical form, like my dog Annie, who has now made it to age 16, unbelievably.
As much as I have to be grateful for, I’d like to be grateful for more. And I don’t think one’s circumstances and self-improvement happen by chance. To the contrary; I’m always trying to be better, and our circumstances are a result of our decisions, for good OR bad. And optimization’s my thing. In fact, when times are bad like they’ve been at times I feel like my life becomes a series of platitudes and inspirational “Hang in There, Baby” posters.
But it works, because for the most part, those Tony Robbinsesque strategies really do change your perception. And to change your circumstances, changes obviously must be made. Sometimes drastic and often uncomfortable.
To prove it, here are ten things I’m going to work on in 2018 that are hard to do, but I believe pay dividends:
Mastering my sleep
Asking for help
Knowing when to shut up
Minding my own business
Mastering my thoughts
Some of these will come easier than others but if I focus on all of them, 2018 should be brighter. I’m posting them here to remind myself, lest I forget and for accountability’s sake.
I recently got into a discussion on Twitter with Joost DeValk, the creator of one the most downloaded WordPress plugins ever, WordPress SEO by Yoast. It’s an awesome plugin and he’s been very successful in marketing it over the years. Like many people that are household names in WordPress, and not unlike WP itself, he was working on the right thing at the right time. I like Joost, and am not bashing him personally whatsoever, and I’m not even stating a cult is a bad thing, necessarily. To each their own. But he, and others, don’t seem ready to face facts and accept reality. Possibly due to pride, or some other reason such as relinquishing individuality and uniqueness. I’m no psychiatrist and don’t claim to be. But they are in serious denial if they claim WP isn’t a cult.
He spent the weekend at WordCamp USA, 2017 which was in nearby Nashville, TN this year. He hauled himself all the way over from Norway or Sweden or which ever nordic country he hails from. On his own dime, of course. WordCamps are weekend meetings of WordPress “fans” who gather to talk WP, attend a string of lectures, and hand out swag and drink a lot of beer together. It’s also primarily used to recruit and retain WordPress cult members. WordPress meetups are basically the same thing, and are held monthly all over the world. WordCamps are held annually, and are bigger deals, with “stars” of the WordPress world. My first WordCamp included Pippin Williamson who also is well-known in the “WordPress world.” I’ve attended quite a few WordCamps. Some valuable, some quite a waste of time for my level of experience. But I do enjoy helping others learn the ins and outs of the program and scene. It’s easy for someone who’s worked on it for years, like me, but can be intimidating for newcomers.
A situation in which people admire and care about something or someone very much or too much.
There’s usually a religious aspect connected to it, perhaps like Scientology, but there doesn’t have to be. And it’s usually held together by some dominant, often charismatic individual. Such as the recently passed Charles Manson, for his little cult back in 1960’s California. Or the Branch Davidians, whose members and their children met an ugly ending thanks to Bill Clinton and Janet Reno. The association of such men gives the term “cult” negative overtones. But it’s not necessarily a group of evil, crazy people. It’s a group of people/community that is simply obsessed with something to a rather unhealthy point, basically. That point is the source of the debate, I suppose.
WordPress, which I’ve been involved in for around 8 years now, completely fits the definition. When I mentioned that it was a cult, Joost’s reaction was that he resented the comment. My tweet was a response to a Tweet of his exclaiming “Ask not what WordPress can do for you, but what you can do for WordPress.” For no particular reason except a knee-jerk disagreement. In fact, his very next comment, which was his defense, was that he gives 20% of his earnings, no small sum to be sure, every year to WordPress because he believes in the product and community, proving my point exactly.
I’m not in the business of convincing self-deniers to change their views, but I dare anyone to provide a reason WordPress isn’t a cult. I’m ready to debate that stance quite easily. And I have an open mind; I can be convinced otherwise if given compelling enough reasons to the contrary. But I can’t think of any. If you know of any, by all means leave them in the comments section.
It relies heavily, almost exclusively, on the efforts, time and resources of people to sustain it, for free to the foundation. Donations always accepted, of course. It’s a billion-dollar plus business to be sure, so it’s not like the non-profit is in any more need than the NFL for funds. Matt Mullenweg, one of the developers who began WordPress 14 years ago along with another man, Mike Little, who never ever is mentioned or really credited for some reason, is the relatively reclusive and softspoken CEO who appears at WordCamps and is treated like a celebrity. The “leader” if you will, who hapily sits on many Silicon Valley boards for his extensive business acumen. I don’t support his managerial tactics much, which I’ve expressed many times. That’s not sour grapes, and has no influence on this essay, however, I assure you. I believe I’m entitled to that opinion, and as an MBA and experienced businessman, have somewhat of a credible background in that area. I’ve conversed with Matt when once applying for a job at Automattic, the self-named offshoot business of WordPress along with several others such as Audrey Capital, all quite profitable due to the association with WordPress. Whether they would be so successful without that association is anyone’s easy guess. Incidentally, Matt explained the reason he wasn’t interested in having me join his company was due to not being involved enough with open-source. I hadn’t donated enough of my time and resources and paid my dues, in other words, even though I was highly qualified if not over-qualified for the position. No big deal.
But the people/developers that get wrapped up in WordPress get REALLY wrapped up in it. Tattoos of the logo on themselves, expensive treks across the US and even abroad to attend weekend WordCamps, etc… It becomes their lives. The unhealthy obsession earlier described.
WordPress, being open-source, is the real key to it’s success. Open source is the invitation to pour a lot of your life into sustaining it, along with thousands of others toiling away at keyboards around the world. At no charge to anyone but the donors themselves.
WordPress’ popularity is being in the right place at the right time, in my opinion. Same with a lot of internet businesses and businesspeople. I’m also willing to debate that statement at any time, and have a long list of resons to back the sentiment.
I recognized the fact it’s a cult several years in and noticed the very cultish characteristics that WordPress and its community has, and largely removed myself. I personally don’t like being that attached to something in that manner, as it almost represents an addiction. I still use the product and keep up with the development of it closely though for business reasons.
But contributing to core and hanging out in the forums to answer people’s questions a la WP customer service, is something I personally don’t have the time or desire to do. Mention that fact to hardcore WordPressers, and you’ll get a quick tsk-tsk.
Automattic, the company I mentioned that “runs” WordPress used to brag that it only employed around 100 people for a billion dollar-plus business. That is literally unheard of in the legitimate business world. That was also before Matt went on a hiring and M&A binge, scooping up some of the best individual devs and 3rd party companies around before competition hired them, which is what rich companies with no real organic growth strategies do, such as WordPress/Automattic. The lines between all the entities is legally definied, but quite blurred otherwise. The ability to acquire the best and most valuable because of all the charity it receives and, in fact, expects. If there was a WP commune in San Francisco, I assure you there would be a line of people around the block to move in. Many WP developers do, in fact, live a nomadic lifestyle. They’re young and unattached, except to WordPress.
In any case, facts are facts, and whether peole want to admit it or not, WordPress most definitely is a cult. That makes, and has donated to it, a lot of money by it’s generous contributors. If you’re interested in joining, attend a WordCamp and you’ll be happily recruited. You’ll be responsible for paying admission, lodging, travel, etc… however for the privledge of using the open-source code, however. Or you can sponsor a WordCamp, because sponsors are also required. There are many ways you can repay.
The 1980’s were interesting from a musical standpoint. The 80’s just left the glittery, blurry-eyed and afroed polyester cocaine-addled disco era behind, along with an impressive flareup of actual punk, as opposed to the punk poseurs of today that would no sooner hit someone over the head with a beer bottle than stick a needle in a vein. Not saying either of those things are worthwhile, but they were characteristic of the movement, which is now thoroughly sterilized for the mall and pop culture of later rebellious and angst-ridden youth. The folk and novelty music movement was appropriately put in its place as well and mostly sold on K-Tel records and 8-track tapes on the American-made television, which had yet to embrace MTV and cable box’s offerings, which began a noticeable decline in American culture in nearly every way. But that’s another post.
Which is largely what we get from musical history. If you hear music from the 1980s these days, it’s usually in a Wal-Mart or as a backdrop to some “retro” commercial and is one of a lot of crappy artifacts that somehow have persisted into the 2010’s and beyond. “Girls just want to have fun,” and that bubblegum crap sucked back then, and it still sucks. I don’t know who makes the decisions to keep those songs alive, but they must be a deaf associate of the devil himself. If you blindfoldedly threw a dart at a list of songs from the 80’s you’d likely hit better efforts. The world at large was celebrating Madonna, Bon Jovi, and hairspray, while I was sitting in a dark room in rural Virginia quietly listening to The Smiths and Jesus and Mary Chain.
I present here a Spotify playlist I’ve put together from the 1980’s that I feel represents a pretty unappealing but bubbly and poppy era much better. Better than the brown and rusty, dirty yellow 1970’s for sure, however. What persists in my mind from 1980’s pop culture, which I did my best to remove myself from in every way and did an excellent job of, was neon dayglo colors, jelly shoes, Wayfarers, raggedy girls fashions along with ultra-tight designer jeans, mesh shirts, acid washed denim and really gay and stupid men’s hairstyles. This of course was a time that calling your friends “gay” and “a retard” was a funny, largely innocent slight to them and not a reason for snowflakes to incite riots in the streets as it’s become today. Cultural shifts at work. The Meatmen wouldn’t even be able to record in a studio today, most likely.
What most people think of when they describe the 1980’s music scene is synth, electric drums, glam, and quick little pop hooks, with a visual that quickly sold. The 1980’s were the end of “ugly” bands, with the advent of MTV. If you weren’t TV-friendly and didn’t have ultra-strong musical chops, or really strong connections in the business, you could forget it. Every song had a video to accompany it, and the video sold the song. Marketing took a stranglehold on music in the 1980’s and hasn’t let go since. It’s how people today like Russell Simmons can make so much money selling awful “music.” He’s a great marketer. In my opinion, MTV ruined the interesting, if not exciting, direction music was heading in, despite the company abandoning the video music format that made it so popular. Many, many great artists were left in the dust. Luckily the internet has leveled the playing field once again.
A lot of these songs weren’t part of my library back then although I thought they were commercially catchy and appreciated them on some level. Mostly their B-sides and more obscure songs from the artists, maybe. What I preferred never made it onto the radio, and I didn’t have the resources to compile a comprehensive library of the better music available. Few did, and that doesn’t just mean money. Accessibility was a real problem in the 1980’s before the internet. We quickly forget what it was like to procure Grateful Dead tickets on the morning they went on sale over the phone, or a cassette tape that wasn’t in the Billboard top 10 if you lived in a small town. CD’s weren’t even mainstream at the time, until the late 80’s. A good CD player in the early 80’s would set you back $1000, which is like a billion dollars in today’s money. And no respectable artist would sell out to a point they had the option to release their songs on a compact disc back then anyway. That was for the Debbie Gibsons of the world. That, of course, changed quickly.
Frankie Says Relax
I didn’t listen to many of these songs back in the 1980’s as I did with say, The Smiths or Let’s Active, but they are at least some of the better songs from the 80’s, which should be curated and kept on life support by someone. The way I procured music is unlike any way children will ever have to again in history, which was to order vinyl albums from NYC or LA out of hand-typed underground magazines I got from basically head shops and subculture establishments in college towns and big cities and record them to tapes in my dorm room. I still have my JVC tape player, incredibly.
I didn’t receive any radio stations worth mentioning in boarding school which was in the middle of a huge farm, and at home, in SC we didn’t have any good radio, and we only had two places to buy tapes and albums in my hometown anyway. And they sold whatever was playing on the radio, which was typically pop garbage and heavy metal for stoned teenagers that drove custom vans. I ordered tapes via mail order from Britain and bootlegged tapes. I also managed to have roommates and friends in boarding school with awesome musical taste who I could record from and did often. I still have those tapes floating around somewhere, with the Dead Milkmen and T.S.O.L. well-represented.
The metal scene, which should be mentioned, had some standouts, depending on your definition of “heavy metal.” Back then I didn’t care for any of it, except maybe early Van Halen(Diver Down), AC/DC(Back in Black) and bands with guitar gods at the lead, which was a prelude to my guitar obsession which has since permeated my life. This was around the time I began learning to play the guitar seriously. (I’m still working on it.) But I recognized the virtuosity of Eddie Van Halen and appreciated the simple riffs of Angus Young. Johnny Marr’s guitar work wasn’t lost on me, either.
Led Zeppelin, Rush, the Grateful Dead, Eric Clapton and a handful of other legendary bands were indeed awesome in their own right, and still are, but just didn’t appeal to my state of mind and demographic at the time, which is why I’m not talking about them much. But there was some good stuff here and there during the decade, and I did attend quite a few of their concerts during that time. The Rolling Stones, the Who and even Paul McCartney before becoming a knight put out some good work. And don’t forget Michael Jackson and the Quincy Jones and Motown empires. I’m coming mostly from an “alternative” background, however. And although I did own their albums, they weren’t played nearly like the bands mentioned here.
The journey of good, alternative music in the 1980’s went something like this:
College radio stations would play local bands that were on their way to becoming regionally and even nationally known and played at fraternity parties and campus parties that were regional. Even some well-to-do boarding schools landed some big names. My own high school had REM booked until the school feared it would draw undesirables from nearby Charlottesville/Univerity of Virginia and got another band at the last minute. Think The Replacements, Husker Du, Violent Femmes, B-52s, the White Animals, etc… College prep students would pick up on these groups and music from hanging out on colleges, as we were able to do with a great deal of relative independence, and have older siblings in college that were among the musically privvy. The prep school kids took that music home with them, and it filtered into local private schools, and from there into the “alternative” kids of public school several years later. I had almost graduated from high school in 1988 before the Violent Femmes or Psychedelic Furs hit my hometown’s alternative scene, for example, and that was mostly because of their songs appearing in John Hughes pop films, like Pretty in Pink.
We’ve finally reached a point in time that I fantasized about as an adolescent: when I can pull up any song I want at any time. That’s a luxury that only people from my generation and prior know exists. I recall well lying in bed as a teenager and imagining the future when something called YouTube and Spotify existed.
So time to check in with results since my last post. I’m doing pretty well, actually. I’m growing my Twitter base in a hockey stick fashion and getting a lot more eyeballs on my LinkedIn profile, Facebook pages and groups and my numbers on my marketing blog and here are starting an upward trend. The key is consistency. Finding a sweet spot as far as types of content that resonate with my audience and discovering what times of the day is best to send it out. My biggest challenge is having a toddler to watch after, which I cherish and comes as my top priority, so at that expense go my marketing efforts. I can’t stay consistent just yet because I have other priorities.
In addition to marketing that site, I’ve also burdened myself with hosting a Product Hunt Hackathon here in Louisville, and I’ll be building a product myself, which will be an audible desktop penpal setup, and down the line have it work with Alexa and iOS software. It’s for the blind or illiterate who would like to have a pen pal but would rather speak their message to their pen pal instead of writing it and mail it and wait. It’s just a side project to mess around with. I’ll have it hosted at penpals.fun. So I’m putting that on my plate along with looking for a full-time job and taking care of a 2-year-old, a 16-year-old dog and a cat. And sometimes, apparently, a very well-fed possum.
What’s the biggest benefit of this marketing effort is that I’m learning a TON of digital marketing tips and techniques and staying on top of the bleeding edge marketing stuff. Machine Learning and AI and VR marketing, for example. I’m able to stay on top of the latest marketing trends and automation tools and am trying out a bunch of them to see what works best for what type of work. A lot of what’s out there is the same version of a product, with small iterations changed and a different feature here and there. I’m finding a lot of money doesn’t need t be spent to access some pretty powerful tools, and for a usually reasonable fee, you can get your hands on some really powerful gear. Google is especially generous with their software.
So I’m still forging ahead, and making gains, which are humble but what’s to be expected in the embryonic stages of such an endeavor. I’ve done this enough to know that it takes time. Tha’s the biggest power the internet has: the effect of time.
If you’re in the marketing business, you surely are familiar with what the marketing landscape looks like online: it’s packed with tools, tips, articles, software, and “pros” offering advice and products to help you learn more about, boost and help you and companies with all types of marketing. Sounds great, right?
Problem is, there are a lot of different types of marketing. Inbound, content, SEO, SEM, digital, automation, branding, product, email, affiliate, and over a hundred more at least. And then subcategories of those. It gets to be messy fast, and marketers being marketers, many of them are in it to make a buck or two. Or a lot more. And the range of knowledge and experience and authenticity of those marketers that want to help you is all over the place. People with no marketing experience at all, who’ve gotten their “skills” from reading other people’s articles, to marketing professors who are into academic marketing, to legitimate digital marketers, to hobbyists, to…. You get the point. A lot of what you see online is about affiliate marketing, which personally I’d put near the bottom of the list of legitimacy, to more academic and B2B marketing/digital that incorporates a bundle of skills which includes SEO, content, SEM, display, and a pretty big marketing mix. That may or may not include developing one or more sales funnels that rely on inbound marketing using platforms like HubSpot and Salesforce. I’d place that somewhere near the top, alongside “academic” marketing, although academia is woefully outdated and out of touch with the realities of practical marketing in the modern world. It’s where much research and marketing studies are generated, alongside consulting firms that release complex case studies like McKinsey.
What you tend to learn in school is purely theoretical, with possibly a few case studies and maybe some real-world experience comprised of teamwork, working on an actual marketing problem that a business is willing to let students work on for free/experience. That’s typically found in graduate-level work at the better schools, and even then, it doesn’t teach you much of anything about real digital marketing whatsoever and what the skills and tools are you need to know to get a job doing it. You have to teach yourself or learn on the job, which is more and more unlikely that you’ll find an employer willing to pay to train you in 2017 when there are a lot of people that already are trained. My tenured professor wife knows nothing about business itself and wouldn’t know what she was even looking at if you showed her a Google Analytics or Infusionsoft dashboard, or anything about SEO at all, for example. It’s the same with law school; it doesn’t teach you lawyering or how to practice law, just the dry research and academic aspects. It’s also why we’re seeing people like Steve Wozniak and organizations/companies like Google funding and setting up schools and other training programs that simply leapfrog underperforming, overpriced colleges that aren’t preparing students for actual work whatsoever.
There’s also a wide range of quality when it comes to marketing programs in Universities as well. Top-tier schools, of course, will offer that in spades, but 80% of marketing degrees come from schools most people have never heard of, in accelerated 1-year programs that aren’t really worth much all. And even if they do offer a respectable opportunity to learn marketing, that’s not to say the students will take advantage of it. I cite my own experience of teaching marketing management at a local University to 35 students as an adjunct professor. The top students were motivated and walked out with some good tools and knowledge. The bottom never bothered to even learn the definition of marketing, even though I told them repeatedly if they only learned one thing in that class, the definition of marketing should be it. And the last question on my final exam was: “What is the definition of marketing?” Guess what? People still got it totally wrong.
So the point is, it’s like wading through an ocean of misinformation and an overabundance of barely-relevant information and tools and advice, much of which contradicts or is poorly-communicated to the point of being utterly confusing. I know this because I’ve spent the past 6+ years online plowing through it all on almost a daily basis. I also have an MBA with a concentration in marketing strategy. I’ve also taught marketing management at the University level, as I mentioned And if that wasn’t enough immersion, I’ve been married to a marketing professor who I traveled alongside with through her Ph.D. program and all which that life entailed. Marketing has been the world I’ve inhabited for nearly a decade. And I’m presently on the hunt for a digital marketing job now myself and am preparing myself for such a role so when I get one, which hopefully is soon, I can hit the ground running in every way.
What I’ve decided to do is create a website that will be the headquarters for a digital marketing hub, with a Facebook page and a Facebook group to supplement it, and grow a community around it for relevant discussion and ideas. It’ll take time to grow organically which I realize — I don’t plan on advertising to grow it or worry about monetizing it or anything, and I’ve built some decent sized communities online before for various concerns like web development and design, so I know what it takes and what to expect. And that’s fine; what that strategy eventually yields is high-quality and manageable, which are among the most important criteria.
Plus I think it’ll not only be fun but will serve as a great resource for my new digital marketing job. If I get the one that I really want and think I have a great shot at, it’ll be perfect. And it’ll be something rewarding I can share and work on as a highly productive side project as well.
So if you’re into digital marketing or any type of “legitimate” marketing, come take a look, join and participate! And let me know what you think; criticism and ideas are the driving force behind its growth and quality standards. There will be tools, tips, strategy, discussion and marketing resources galore.
I don’t post much personal stuff on this blog, ironically, because there are better places to record those types of things, and I know no one cares about it anyway. “Ask not what you can do for the internet, but what the internet can do for you” is most people’s attitude, so I’d rather provide informational posts of value rather than useless personal blather. I’ve managed a personal blog since 2010, so I’ve learned what sells and what doesn’t. Which is a good lead-in to this post.
Today was one of those days that I’ll remember for a long time, for two reasons.
When I first moved to Louisville back in 2011/2012 – I can’t even remember off the top of my head anymore because I don’t generally spend a lot of time looking in the rear-view mirror, I set out to find who the movers and shakers are in the tech and business scene here. Louisville isn’t a massive city, so it wasn’t too hard to pinpoint a few dozen names who were making things happen here. Who’s been having successful exits, who’s in the 40 under 40, etc… And one of those people kept popping up, all the time on my radar. Over the years, I’ve had the opportunity to meet and even work with quite a few of those impressive people, but never that one guy who really impressed me among the top few. But I’ve followed his work this whole time, in a professional-stalker manner (I’m intentionally not mentioning his name because that doesn’t seem polite or appropriate).
And today I had the pleasure of meeting and talking to him for an hour or so about working with him, just sort of randomly. I’m in the job market now, looking for digital marketing work, and it just so happens he’s in the market for a digital marketer. He’s the Managing Director and was a co-founder of the business, which has been on the Inc. 5000 six times and has won many awards and is simply a great tech firm with some of the biggest brains in Louisville, with operations overseas that employ around 1,200. But that I was in that room telling him how I could help him was a strange experience, after following his body of impressive work for so long. Which brings me to the second reason.
I realized I know a lot more about digital marketing and marketing in general than I thought I did after that meeting. Sort of like reverse-imposter syndrome. While I thought the meeting might be a humbling experience(the man has been described to me as a “genius” by others), it proved the opposite and was more encouraging than intimidating. I’m sure that has a lot to do with his obvious humility and character. But it shouldn’t be such a surprise, since I have an MBA in marketing strategy, have taught marketing management, and for years now have lived and breathed the exact work they’re having pain points and problems with, if not decades when talking about writing compelling copy and following bleeding-edge tech. And it’s not exactly a crackerjack operation. So the same strange meeting also yielded the realization I’ve been selling myself pretty short. Which is a nice sensation-don’t get me wrong.
My little business operates at a $95/hour rate, which I haven’t had a problem getting, once qualified clients are located. That’s the hardest part, which is the same issue many businesses have, including the one I was exploring today. But it may be time to reevaluate some avenues I’ve been feeling out because I think my capabilities and skills are above where I’ve been punching. Which is a great epiphany to have, but makes your mind spin with new opportunities. It’s exciting to think about what the future may hold. We’ll see what doors today open.
SO. Here’s what happened. This is my email to the Managing Director of the firm.
For professional reasons I just wanted to document what transpired regarding my consulting engagement offer with GlowTouch Technologies, so hopefully, the situation doesn’t reoccur, to record it for my reference, and make sure the event doesn’t just vanish into the ether.
On October 17 you verbally extended an offer for a three-month engagement after interviewing and gathering information with you and Paul Kuamoo to identify areas for optimization via data collection, analysis, and marketing strategy implementation and techniques for your customer support division, including writing SEO optimized blog posts. I was to increase conversion rates for your sales department by identifying and executing marketing methods and was allowed three months before reviewing the measurable results and effects of my efforts. For my work, we agreed compensation would be $5000 per month, and I was to begin on October 23 at 1:00 pm to provide time for you to prepare your marketing team for my complementary insertion and due to the fact I had prior commitments before that date and time. After the three month engagement, we would review the outcome and situation to see if my continued efforts would be of utility in a full-time capacity or not.
On October 20, after I appropriated some necessary software and developed preliminary strategies to hit the ground running with as little friction as possible on October 23, and declined two other procured but scarce consulting offers to focus intently on the quarterly GlowTouch Technology engagement, we discussed the agreement once again. You informed me you had alerted GlowTouch Technology’s marketing team that I would be helping them in a consulting capacity, and their reaction to your presentation was revolt. Your solution was to immediately remove me from the verbally agreed upon engagement and put your staff on a type of notice, with the mention that my services may or may not be needed at some undefined point in the future.
I’m still currently available and willing to assist GlowTouch Technologies with marketing issues. However, my experience causes me to suspect the misalignment within your marketing department may be a result of using an agile methodology which tends to separate duties over time within operational sectors, resulting in inefficiencies. There may also be managerial issues at play, but I have no way of pinpointing them without assigning myself to research and inspecting where the business problems may lie.
In any case, I wish you the best of luck in your efforts and pursuits and hope you find the solutions and results you’re seeking. It was a pleasure to finally meet you, and I truly hope our paths cross again.