In my life physical flexibility has never been an area of strength. I will admit 10 years ago I did hot yoga – one time. The yoga instructor walked up behind me and whispered, “Jeff, you are here to stretch.” I smiled because she was much nicer than my expletive screaming football coaches I had in the past. Before practices, my high school coaches would scream #^*##Turleygoing2die because I couldn’t touch my knees – and trust me “#” didn’t mean hash tag in the 80’s.
Needless to say, contorting my body has never been a strength for me.
Although as I have grown older I have come to appreciate the importance of flexibility especially in the areas of business and life.
Here are a few insights which might help you along the way.
- Identify Weakness: When you know what your weaknesses are you can surround yourself with those who are stronger than you. Example: I cannot edit videos; therefore I have surrounded myself with great editors.
- Embrace Weakness: If you embrace your weakness, then you can laugh a little more and be less insecure about it.
- Learn Weakness: Knowing about your weaknesses and only focusing upon your strengths puts you at a risk of losing your “cheese.” The world is changing fast and your strengths might just evaporate. The more we learn in areas of weakness the wider our worldview becomes. If I’m only a web designer in a certain narrow area what happens when technology changes? No more cheese! In relationships if you are only focusing upon your strengths, you might wake up one day to realize everyone seems to be moving away from you. If you are not attracting people then take an honest evaluation of your weaknesses.
- Lean Weakness: Obviously we don’t want to spend the majority of time in our weaknesses because it sucks our time and emotional energy. Make sure you spend a limited amount of time contorting yourself in areas which don’t come natural.
- Relational Weakness: Self-awareness of your personal weaknesses is one way to strengthen your relationships both with family and employees. Knowing my weakness is not good enough; however, stretching in those areas will make you stronger.
Over winter break we took the family to iFly Seattle. Trust me when I say I’m the world’s most inflexible human being… so flying didn’t come natural. My body wasn’t created to invert which allows you to fly higher. Here is a tip to flying: the more you stretch the higher you can fly. How have you responded to your weaknesses at work or at home?
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At the end of the day if 80% of internet users use search engines, and 75% of those users don’t look past the first page then your company has the goal of being front and center so you are available just one-click away. Your business, and sales are highly dependent on online visibility. Yet spending $10,000 on one video is not repeatable, blogging once a month is not enough, and email campaigns just aren’t going to cut it either. These days, to retain ranking on search engines your content needs to be consistent, creative and relevant. It doesn’t need to be perfect but you need to be mingling at the online party awaiting demand. That’s why GoNetYourself is here. We’re here to be your studio. To pop in and create this executable content in a repeatable way. Content is King and you should be the A-listers on the first page.
When it comes down to it marketing truly is targeted sales. Marketing a product attempts to solve the friction between the product or service offered and introducing it to the appropriate audience. However the appropriate audience is not always the intended audience. For example: a few years back it became trendy for women and girls to put feathers in their hair. GUILTY AS CHARGED- I was a fellow bird lady but not in the Mary Poppins definition. However the most comical part was that the best place to get these feathers was at Sportsmen stores as these feathers were intended for hunting and fishing. There was news stories of how Fishing stores sold out! One store in particular took advantage of the trend and publicity- wrote a funny blog about it, made a video and made sure to mention they carried the feathers on their website and social media sites. They banked on the short term trend and still get traffic today because of their relevance to the local audience. How is your company capturing intended and unintended audiences for sales? How does SEO factor into this?! – I’ll tell you tomorrow on our final entry in this mini-series.
Watch this video until 4:02
These days marketing and advertising is more than the Mad Men depicted Manhattan cocktails, lucky strikes and the occasional magazine spread. It is this digital world of acronyms and highly effective tools that the average bear has a little trouble understanding- much less know how to integrate all of these moving parts into an executable marketing mix. SEO, SEM, and SMO are all complex topics that encompass how visible our site is on the web. But in application a lot of us marketing professionals feel like Rocket Man spouting off acronyms to be a part of the conversation. I wonder if this is a noun, adjective or verb!? For clarification purposes SEO is stands for Search Engine Optimization- is the process of affecting the visibility of a website in a search engine’s “natural” or “organic” (not paid for) search results. Here is a link to one of my favorite explanations of SEO and how to utilize it. Check it out and come back tomorrow for the “Bird Lady Story”.
As the old saying goes – Keep It Simple, Stupid. Well, we’re no strangers to that in the video world. The more complex people make their videos, the higher the cost, and longer the completion time. The main thing to keep in mind when making video is that the content is the king. Think about this – if you can keep video simple, you could easily make over 100 videos a year. Let’s show you how.
There’s a few reasons video can become complex:
Too many cooks in the kitchen – This has to be the biggest reason that video gets too complex. When a company comes in to make videos, there’s too many stakeholders who all have their own opinion. “Move the text over to the left.” “Wait, no…to the right.” “Wait, back again.” All of a sudden, after people-pleasing, the product is delivered weeks past the deadline and it is a complex, jumbled mess.
Combat this: Create a “funnel” where all of the ideas for video production go into. Set one person at the bottom of the funnel who will listen to all ideas and make the final call. This person must be empowered to make the final call and not be afraid to say “No” to some people. This person will listen and work with your vendor to make everything look good.
Too many messages – All too often, companies want to create a video for their website. The problem is that they have a few different verticals, and they feel that they must address all of these verticals in the one video. Guaranteed, this is how you end up with a 5-8 minute video that nobody will watch all the way through.
Combat this: Don’t make one video. Make a video for each vertical, message, client, etc. Make those videos quick – no more than 90 seconds, and direct people to them, or segment out your audience individually. Fortunately, we know a vendor that makes 8 videos for $2,950.
Too much value associated with video – Video is new to a lot of companies. When doing a video, it can cost upwards of $1,500 per finished minute (Note: not at GoNetYourself). The problem is there are millions of videos out there, so assuming that your one video is highly valuable in the marketplace is a recipe for disaster. Everything must be poured into this one video, and if it is not perfect, then failure ensues.
Combat this: Say this with us right now “Video is an essential Tool.” Say it again. Believe it. Video is a piece of your marketing strategy, not the whole thing. Video does not immediately solve all problems, but it is essential for engaging people. Know that your video will be dead in 6 months, at which time you will have to produce another one. It’s okay!
A lot of times, making video simple is a chicken-and-egg scenario. You’re not going to be able to trust one person at the bottom of the funnel until it’s actually effective. You can’t force yourself to segment messages until you do it. Value is associated with video until you see that releasing the pressure makes better video content.
Simple is better. Less is more. Video needs to follow these principles – and if you can, then we don’t see why your company can’t produce 100 high-quality videos or more in a year. And you could be at the helm.
Want more info? Talk to us.