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Why All the Best Marketers Know Each Other

Why All the Best Marketers Know Each Other

Perfect Reverse Psychology Marketing by docpi.

    Photo by docpi

    First, the title’s meant a touch colloquially. Second, that doesn’t budge the fact there’s a lot of truth to it. Third, if you’re into lifehacks (presumably that’s why you’re reading this blog), particularly marketing ones, I’ll reveal why the best marketers knowing each other matters to you.

    There’s no shortage of self-help books that claim to help you get what you want. Some of them drown in quackery and kooky pseudoscience (like The Secret), while others are about practical applications which are rational and empirically demonstrable through results which can be measured — the scientific process. Suffice to say, join me for a fun thought experiment. answer these 3 questions without second-guessing yourself:

    1. Name a famous painting in a museum?
    2. Name a wild-haired scientific genius?
    3. Name a marketer with a popular blog?

    Alright…

    You have nothing to be ashamed of if you answered the Mona Lisa and Einstein for #1 and #2. #3 isn’t as ubiquitously defined, but if you’re knowledgeable, I’m betting it’s someone hugely influential, like Seth Godin or Guy Kawasaki. They’re supernodes in the marketing world.

    Here’s where things get fun: click-through and learn a bit more about Seth and Guy if you don’t already know them (I’ve done my part promoting them to prove a point), and let’s continue on…

    Torley’s epiphany can be yours for free!

    Over the past stretch of months, I’ve read over two dozen of the top books on lifestyle improvement focused on marketing. “Top” defined as in sales, popularity, and positive reviews, which I mostly deduced from Amazon.com. The best ones have earnest, obvious, time-tested principles wrapped in layers of delicious eclecticism. Or as I like to say, Stats & Stories (S&S). They cover overlapping areas from different angles, like sitting around a sculpture with friends. Some are more marketing-oriented from a business perspective, others talk about marketing yourself (as a personal brand), but all are part of a Venn diagram that talks about the dynamics between work and play.

    Some books use very structured systems (like Michael Port’s Book Yourself Solid, which I’m in the middle of now). Others are freeform and have sections, but are told in a story form (such as Tim Sanders’ Love Is the Killer App). And in every single one of them, you can expect the same fellow authors to come up time and time again.

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    At this moment, a skeptic might growl:

    “They’re rehashing the same material over and over to sell more books! They’re all buddies and they sure know how to milk the marketplace!”

    to which I say,

    “Yes, but how does any of that lessen their success as a marketer?”

    Lest you think I abstract too copiously, I shall drill down.

    As Seth and others point out themselves, you’re not going to remember an ad (meant loosely) unless you see it multiple times. And each subsequent viewing/impression may get you closer to buying the product/service. Furthermore, many ideas are obvious as water is wet — one of the biggest is “being likeable will make you more popular!” — but obvious ideas and goals are nothing next to executing them with excellence.

    To the “buddies” point, yes, it’s clear many of these authors are friends. Even across generations. But they aren’t the same people, and it’s intriguing to spot the differences in their philosophies, specifically how they suggest you make progress. For example, Jay Conrad Levinson, aka “the father of guerilla marketing”, is from an earlier generation than Seth Godin, and he advises being resourceful about TV ads — something which Seth is generally seen to be against, since it’s not part of his permission marketing (ads which are personal, relevant, and anticipated) ethos. Nevertheless, they’ve collaborated, and the guerilla marketing brand has led to dozens of spin-offs in its own right. Seth’s “ideavirus” ideologies can be seen as descendent strains of Jay’s earlier memes.

    I’m getting to the point

    You can make a game out of seeing how many times some of these marketers namedrop each other from cover to cover. Or look for forewords & afterwords. That doesn’t invalidate them, it only reinforces “OH MY GOSH, THEY’RE PRACTICING WHAT THEY PREACH!” insofar as marketing themselves.

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    For instance, Michael Port mentions both Seth Godin and Jay Conrad Levinson in Book Yourself Solid. Oh, and Tim Sanders too. (Pay attention to chronology.)

    Not only did Seth Godin do the foreword of Andy Sernovitz’s Word of Mouth Marketing, you should also be aware Guy Kawasaki did the afterword. As I joked to my wife, it’s like Andy’s sandwiched between two great gurus! Which lends him credibility and boosts his profile, and no doubt accomplishes the word of mouth purposes he writes so enthusiastically about. Certainly, they hold similar beliefs to be true, too — no one introduces a text without approving of what’s to come.

    Naturally, Guy Kawasaki did the foreword for Rohit Bhargava’s Personality Not Included, and since I have no end of examples, I’ll leave it there.

    Now —

    Uplifting each other by energizing an ongoing, positive connection is the key reason why all the best marketers know each other. Obvious, yes. True, even moreso. Recursive, recursive. But did you ever notice this so acutely before?

    *string cue plays*

    So, that’s the point of this post. But if you’re intrigued in what else I’ve observed, I’ve got more gems to share:

    Marketers who talk about social networking are even more impressive when they repeatedly show off publicly, like how “I make money showing you how to make money” John Chow recently photographed himself with Tim Ferriss (#1 self-promoter, Wired sez) and… YOU GUESSED IT… Guy Kawasaki.

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    Guy Kawasaki and John Chow by marketleverage.

      Photo by marketleverage

      Really, the best marketers are all connected. And if you rise up the ranks, you’ll be too.

      That is actually a blunt barometer of your success as a marketer.

      (Not accomplishing this would be hypocritical. Think about it.)

      Amazon.com, save us!

      Ever use the “Customers Who Bought This Item Also Bought” feature on Amazon.com? You’ll see many “clumps” of the same books. Sometimes even package deals. And often, they get associated in search due to name value alone; there are numerous times when a foreword/afterword author gets the same lead billing in Amazon’s formatting as the main author. Why, I don’t know. (Can I hypothesize “Marquee marketing?”)

      That leads to the unequal growth where certain titles carry more “gravity”, and the further up the charts the go, the more they self-perpetuate and are bought. People look at a Top 10 list and they buy #1 more than they think about how it got there. That distribution curve relates to the Pareto “80/20” Principle, which — as you could’ve predicted — was emphasized by Tim Ferriss as a way of focusing on the very best stuff while “cultivating selective ignorance” (I love that phrase) about the rest.

      The same examples, over and over

      When you get to be an old hand at this like me, there’s only so many times you can see Steve Jobs and Apple’s design cited as an anecdote. Yes, brilliant marketing. Yes, being #1 like that with a devoted cult will get you repeatedly cited. Pudding, meet more proof! Speaking of food, this applies whether it’s the “Don’t eat iPod Shuffle” as a remarkable (Seth’s fave-word) form of “personality marketing” (cited by Rohit), his success despite not graduating from college, or any one of a number of Steve’s most excellent triumphs over adversity.

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      Do not eat iPod shuffle by re-ality.

        Photo by re-ality

        Speaking of more food, Krispy Kreme has often been used as a company that stands apart and how the opening of a new franchise attracted crowds, but more recently, they tend to be brought up as an example of “losing your way”, with decline in profits used to illustrate this (I don’t know which caused what).

        If you’re not quite sure what I’m talking about re: repetitious examples, if you read the top marketing books, you will, soon enough.

        Get me right (which is more positive than “don’t get me wrong”): repeatedly using the same story across multiple tomes by different people makes it no less valid. But what I’ve learned from this is, empowered by those examples, I search for new ones in my life. Only ones I’ve experienced can be spoken of with such conviction. For example, the exceptional customer service I’ve experienced at the professional-yet-humorous hands of DreamHost, Wufoo, and Lijit — each & all of them encouraging me to spread the word (without explicitly doing so) with their delightful personal care.

        But, beware of ideological incest

        A lot of these books — and I generalize — are inspiring. However, I’m starting to feel diminishing returns. I’ve observed many copycat and derivative books about social media crop up, with far less punch and potency than the originals. Too many established ideas rehashed with no new insights. I desire new ideas + successful execution which keep invigorating me, and you should too.

        And to riff off of Seth Godin, some marketers really are liars. In the worst way. This post isn’t about them at all. Nor is it about about superficial interaction and glib blurbs exchanged which have 0 impact on our lives when it comes time for us to die. It is about connecting with other likeminded marketers and promoting what you stand for, while simultaneously emphasizing how you can benefit others through consensual exchanges — knowledge, money, action figures, etc.

        Torley gets Seth Godin action figure at Archie McPhee by you.

          Ah, I haven’t explained “ideological incest” yet: it’s when ideas inbreed too much without anything new entering the meme pool. Some say this happens in an echo chamber. They have redundant mutations which render them stagnant, then unhealthy, then degenerative, and ultimately, crippling. Luddites suffer from advanced stages of ideological incest, as do political polemicists who engage in too much wordslinging and not enough changebeing.

          The best marketers have immunized themselves against such a plague of mindjunk, and in knowing each other, just as I’ve said, are able to share common unity, while injecting divergent life experiences into each other. This keeps the diverse discussion going with the strength of focus, generates multiple possibilities for followup, and perhaps most earnestly, wards off anti-spam and corporate drone-ness by establishing that marketing can be humorous and human.

          It’s true that a lot of popular marketing, and in a broader sense, ideas are fresh views on conventional wisdom that’s oft-quoted but little-changed: Dustin Wax’s declaration that “People LOVE change” when it comes to leading change is a great inhouse example. Nevertheless, it’s important that beyond judging whether something “sounds good” at surface level, to test ideas, you must actually apply them to your life. The results, both what you feel inside and external measurements — such as metrics, people sharing personal testimonials — will tell you whether they hold validity or not.

          Are you passionate about self-promotion & marketing? What eclectic insights do you have which you feel others haven’t noticed? Share them with me in the comments! :D

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          Last Updated on October 22, 2020

          11 Tips for Maintaining a Positive Attitude Every Day

          11 Tips for Maintaining a Positive Attitude Every Day

          Maintaining a positive attitude is critical when you want to achieve anything or simply improve the quality of your life. Most success literature will talk about the power of positive thinking and how important it is, but it’s often easier said than done.

          In this article, you’ll find 11 tips for maintaining your positive attitude no matter what’s going on in your life.

          1. You Determine Your Reality

          It’s important to realize that you determine your reality by the way you react to the outside world. When something happens, you get to choose whether it’s a positive or negative situation and react accordingly.

          For example, if you lose your job, your first reaction will likely be one of anger, frustration, and hopelessness. However, what if you were able to turn those emotions around and look at that experience as an opportunity.

          You now have the chance to find a job where you will be able to learn new skills and perhaps even be happier. And in the meantime, you have some free time to analyze what direction you want the next stage of your life to go in.

          2. Start Your Day Strong

          Most people have to drag themselves out of bed, and this sets a negative state of mind for their entire day. Positive people create a long-term morning ritual that reinforces how great life is and how happy they are to be alive.

          I used to wake up and immediately turn on Bon Jovi’s “It’s My Life to get me into a positive mood. Now I start my day by reading or listening to something positive. Whether you have 1 minute, 15 minutes, or an hour to dedicate to your ritual, you can start the day in a way that helps you feel relaxed and ready for the day ahead.

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          Cultivate a positive attitude with a great morning routine.

            3. Exercise Is the Natural Feel-Good Drug

            Exercise is a great way to maintain a good attitude because of all the positive chemicals it releases into the bloodstream.

            One study found that between groups who participated in high-intensity interval training, moderate continuous training, and no exercise, those in the second group experienced the greatest drop in depressive symptoms and stress[1]. Therefore, if you’re looking to exercise to help you feel good, get your heart rate up, but don’t push too hard or you may increase overall stress.

            Also, remember that exercise can include many activities. If you don’t like running, try dancing or kickboxing instead. Put on some upbeat music to kick up the positive vibes even more.

            4. Use Books, Audio and Videos to Overload Your Brain with Positivity

            There are millions of amazing books, podcasts, and videos for you to absorb from people who are inspiring and living the life of their dreams. Tap into their positive emotions and their experience by learning how they think and what they do to create the lives they want.

            You can do this in the morning or while exercising, eating, commuting, cooking, cleaning… there’s always time for positivity.

            5. Your Language Shapes Your Thoughts

            Little changes in your language can change the way you think and how you act. Whenever someone greets you and asks how you’re doing, do you answer with “fine” or “not too bad”? Think about just what this language is communicating to others… and yourself.

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            I always answer with “great,” “fantastic,” or “amazing.” Not only does this remind me that life really is great, but it usually helps the other person shift toward a positive attitude as well.

            Also, take some time to look at the way your inner voice talks to you. Is that language positive or negative? If it’s overly critical or negative, it may be time to tap into some mindfulness meditation in order to shift your inner critic to an inner cheerleader.

            6. Hang out With Positive People

            It is often said that you will have a similar level of health, income and lifestyle as the five people you spend the most time with.

            So if you want to be fit, then start to hang out with fit people. Want to start a business? Then hang out with business owners. And if you want to be positive, make sure you’re hanging out with positive people[2].

            7. Show Your Appreciation for Others

            By appreciating others for a job well done, their outfit, or their smile, you start to cause a positive chain reaction. Stop complaining and focus on all the good others are doing around you.

            Don’t you feel great when you receive a compliment from someone else? Well, if you want to receive more, then start giving them out and watch what happens to the people around you.

            One particular study found that people who sent letters of gratitude experienced significant increases in happiness scores[3]. If you don’t feel like writing a letter, send a nice text to someone who recently helped you out, or send an email thanking your coworker for always helping pick up the slack around the office. Whatever it is, take some time to show gratitude.

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            8. Garbage In, Garbage Out

            This is an expression from programming where the result is only as good as the input. If you’re feeding yourself with negativity all day long, then it’s pretty obvious you’re going to be feeling negative as well.

            A great deal of the media thrives on negativity. Put yourself on a negativity diet (including people) and watch how much easier it is to maintain your positive attitude.

            9. Stop Negative Thoughts in Their Tracks

            It’s hard to be a constantly positive person, and negative thoughts are going to bubble up from time to time. These will be more frequent in the beginning but can decrease as you practice the tips we’re talking about. When you start to notice negative thoughts, you can use a pattern interrupt to stop them in their tracks.

            The idea is to interrupt your current thought pattern and shift to a more positive outlook. One way to do this is to set a visual or auditory cue. It can be something as simple as a bracelet you wear each day or the sound of a car passing outside your window. Whenever you see or hear the cue, use it to shift your thoughts to something positive.

            You can learn more on how to shift your mindset and negative attitudes in the following video:

            10. Live With Gratitude

            So many positive things happen during our day, and we often ignore them while letting one negative comment or event ruin our mood. It can help to keep a gratitude journal where you jot down things you are grateful for each night or during the day.

            If you’re reading this, then you probably live with a roof over your head and food in your belly, which is a daily struggle for a large portion of the world. However, we often take these things for granted and don’t realize just how great we have it.

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            Try refocusing your thoughts towards everything you do have instead of what you don’t. One study found that reflecting on past experiences with a sense of gratitude can lead to increases in both hope and happiness[4]. That’s a great reason to give it a go today.

            You can find more ways to practice gratitude in this article.

            11. Recharge Your Batteries

            One key to adopting a positive attitude is taking the time to recharge your batteries. This might mean taking a few hours on the weekend to read a positive book or taking a few weeks for a holiday.

            If you’re not in the position to travel, you can take a staycation, or have a “home holiday” where you simply switch off from the outside world and spend time doing things you love.

            Final Thoughts

            You now have 11 tips for maintaining your positive attitude, but they are no use to you unless you implement them into your life.

            Start small, and pick the easiest tip or the one that you really love and introduce it into your life starting right now. Then, over time, start implementing the other tips and watch your positivity soar.

            More Tips About Staying Positive

            Featured photo credit: Pepe Cast Zam via unsplash.com

            Reference

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