Dancing Personas

Personas are built, not bred.

Marketers establish their buyers’ persona to give them direction on how to communicate.

Kids establish their everything is silly and cute persona to get out of spilling the cup of juice you gave them in the pool.

I’ve established this persona of allowing myself to be vulnerable so it makes it easier to ship something each day.

Personas are incredibly interesting because they are ever-changing, always dancing. We, as marketers and as people, have the ability to influence the persona of others, but we’re also forced to update our persona when it doesn’t work anymore.

Leaving direct mail on the doorway handles of people’s homes used to work for a construction business. It fit their buyer’s persona…until it didn’t. Same with the kid and his juice. Silly and cute only works for so long. And it will be interesting to see if being vulnerable ever stops working for me. (I assume it will once it becomes constantly expected.)

While no persona lasts forever, we have a say in the longevity of it for ourselves and others.

I have a young friend who you would think is an old man by how much he aches, complains, and doesn’t care what comes out of his mouth. Not to mention how slow he drives. Since his friends (including myself) always call him a geezer and point out all the things that make him an old man, he continues to fill the shoes of that persona.

Michael and I chatted about this phenomena on our podcast (episode 9) when discussing why people become referees. Since recognizing my influence, I’ve started pointing out all the things that make my friend young and I holler at those who feed his old man persona.

Personas are simply a new name for category, and humans are naturally categorical in thinking, in acting, in deciding to buy product X or product Z, but they don’t often realize it.

Being the best you, making a positive impact on others, and crafting the greatest marketing message is almost all rooted in your understanding of the personas of those you’re engaging with as well as yourself.

 

Stay Positive & Now You Know, Leverage It

Unlocking Potential: Q&A #8 With Zachary Lukasiewicz

Unlocking Potential: Q&A #8 With Zachary Lukasiewicz

Zachary LukasiewiczThe only direction Zachary Lukasiewicz knows is forward. He’s never in the same spot twice and he never backtracks. He’s a dreamer and a doer who understands progress. Through hustling, he sweats passion.

After connecting with him on LinkedIn, we had a Random Call where we chatted entrepreneurship, tackling fear, and staying positive. He’s a cool cat to know. One that’s going places.

That is why I chose Zachary for my eighth Q&A in my Unlocking Potential series.

Welcome, Zachary.

Q: In just a few sentences, tell me about yourself, better yet, what would others say about you if asked?

Zach has a passion for hacking together community-focused subscription-based products and growing companies through social media and content channels.

Q: What do you do?

I start conversations that revolutionize products and raise profits. Currently I’m working with Think Digital (ad agency) on building a product to creating more knowledge leaders via LinkedIn, and working with Hatchlings (Facebook application) to optimize customer funnels for conversion.

Q: How do you define marketing?

The total defined experience and interaction with a product – from search optimization to purchase behavior to delivery to my favorite part – building evangelists through continued customer interaction. Each piece is essential, and without any a product is destined to fail.

Q: What is one of the most valuable experiences you’ve had?

Putting myself through a $3,000 copy-writing course taught by expert John Carlton. A friend and I went through the course in a week, and it taught us how to frame components of your product to create a beautiful sales page and create compelling content that converts.

Q: What are two habits you deem necessary for any entrepreneur?

Habits change, but the mindset that you need to maintain has two major themes, summed up in the following quotes.

– Imagine that there is someone working 24 hours a day to BE BETTER THAN YOU. If you don’t believe that, then entrepreneurship isn’t for you.

– You should always be embarrassed by your first iteration of your product. While it isn’t perfect, its miles ahead of most “wantrepreneurs”.

Q: What are three life lessons you’ve learned a long the way?

– Stand on the shoulders of others. Learn from their mistakes and don’t make them yourself.

– Your network is like a muscle. Stretch it, and it will grow and strengthen. But atrophy will take its toll if you don’t exercise enough.

– Have others build your product. Humans by nature are always willing you to tell you what’s wrong. If you can solve that problem, and they are willing to pay for it, then build it. REMEMBER: Validation isn’t when the problem exists, it’s when you can get others to pay you for the solution.

Q: What are some common mistakes marketers make and how could they resolve them or prevent them altogether?

Most marketers don’t give a darn about anything yet have an opinion about everything. Learn to break through the clutter and you will be successful. This leads directly into my next point.

Most marketers will waste – yes, WASTE years, possibly even decades stumbling to learn how to market and sell products that others create. Be remarkable YOURSELF – Create your own product, learn from others and become your own legend.

Q: Anything else you want to add that starting entrepreneurs should know?

Befriend the most successful people in your network. Then shut your mouth and take in everything. Then take what you’ve learned and apply it to yourself and your company. If you do this correctly, your network should change every 6-12 months. If it’s not, you either aren’t stretching yourself, aren’t reaching out to enough successful entrepreneurs, or aren’t following the advice that you need to be following.

ps – There is a simple solution to get rich: Find out how the rich got rich.

Q: Where can people find you and your art?

Follow me or connect with me on LinkedIn . That is my social network, my blog, etc.

 

Stay Positive & Get Out There And Make A Ruckus

A Little History Of The World

In 4th grade, I wanted to be a History teacher. That is, until I got a C in my social studies class. Not that great of a start. Although I either Aced or got a B in all History related classes since then, I never enjoyed it for two reasons.

The first is that all the history school teaches is memorization of dates, places, names. That’s it.

The second is that as I grew I thought, why are we so focused on finding out who the step-brother of a churchgoer was and what they ate each day? Why aren’t we focusing on the future? Sure you can learn a lot from the past that can help in the present and future but is that what we are teaching and focusing on when it comes to history? What happens when we find out everything from history and pre-history (no longer making there such a thing as pre-history)? Will we then finally focus on the future, or wont there be one by then?

Nevertheless, this book was given to me and I’ve been on a reading spell to read all the books on my shelf before I move. So with that, let’s start this book regurgitation!

– I know this is sort of trivia, but I never actually knew how each day of the week was named. You will find the answer in this book. (or Google)

– Gombrich explains the difference between history and pre-history. I think pre-history is hilarious. All we can do is “act” like we know what happened. But we don’t and I’m unsure if we ever will. Afterall, nor am I sure that we should be enlightened with that information.

– I had a good laugh when I finally made the connection of why the language teaching software, Rosetta Stone, is called that. *sigh*

– What was also mentally stimulating was understanding where the original alphabet, reading and writing was created. The Phoenicians are the ones who established them and the place in which they expanded was in the marketplace. The Phoenicians were merchants and marketers!

– What I loved about the Greeks and Athenians was that they came up with something new every year, they were always creating and everything was always changing. If you think you have trouble keeping up with the technological advancements now, try living back then!

– And guess where all this change was brought and transferred at? The marketplace! Makes you wonder if in this consumerism world that is so badly reputed, is actually benefiting us. Afterall, it’s in the marketplace that  ideas, painting, sculpture, architecture, plays, poetry, inventions, experiments, discussions and arguments took place.

– “While the Spartans only ever thought about fighting fit, ready to crush any who created an uprise and protect themselves so that they may stay liberated. The Athenians took a similar hard strategy to life. They weren’t looking for an easy, comfortable life, but one which had meaning. A life of which something remained after one’s death. Something of benefit to those who came after.” (Pg 46)

This is powerful, the change and improvements in life were just that because of the previous generations efforts to make it so. Something we need to consider and take more seriously? I think so.

– The Greeks conquered everything. Then, of course – just like every other culture – they were eventually defeated. But in this defeat, they decided to conquer people in a different way, the alternative to war: knowledge.

A similar transition we must take. We have tried to conquer everything and rule through politics but war has shifted what politics means. A rebirth of education can change this and we can again begin to think of politics as a trustworthy answer like the Greeks once had.

Note: If you haven’t noticed my point. I’m relaying history in the way it should be taught, with the theme of improving the now, the present and quite possibly even the future. So far, no names, no dates and no places. Cool huh?

– I never heard of this term: Pyrrhic Victory. But I’m going to find a way to use it. It means that you won but at too great of a cost.

– The Americans fight to the bottom was a Pyrrhic Victory. (Find a way to use Pyrrhic Victory, Check.)

– Another awesome piece of “trivia”. Vandals were a tribe that ravaged Rome and insisted in the downfall of any and every other tribe. They were terrible. That is where we get the term Vandalism, which is actually charity work when compared to the type of destruction the Vandals actually implemented.

– “When people take sides they are usually unfair” (Pg 134)

– Paris has so much more history than I imagined and more than any movie or book can relate! Especially in the time of enlightenment. No matter what anyone says, and I know it, and I haven’t even been to Paris, but there’s something thought-provikingly radiant about the city. It’s as if the historic fumes of the enlightened still travel through the air to inspire artists of all kinds from all over the world who go to visit Paris. I can just imagine…

– “Citizens were excluded from politics, which suited many of them very well.” (Pg 240)

– “The history of all the inventions that followed is not as simple as you might think. In most cases they began with an idea. This idea led to experiments and trials, after which it was often abandoned, only to be picked up again later, perhaps by somebody else. it was only when a person came along who had the determination and persistence to carry the idea through to its conclusion, and make it generally useful, that that person became known as the ‘inventor'” (Pg 241)

The way I see the world, is that every idea is truly unfinished. There isn’t a tower in the world that you can’t put one more block onto and there’s not one single idea that you can’t find a way to add to. That is all creativity is: playing off a million other ideas and inventions to create something new. It’s the alchemy of the world.

– I’m going to be socialist for a moment. In the factory days people had the opportunity to declare that they wanted to work no more than 11 hours a day and get 2 loaves of bread for them and 2 for their family. If no one was willing to work for cheap or give up bread, then they would have been treated equal. Instead they raced to the bottom.

We have the chance yet again to unite and say we want a school that matters and will not accept anything less. If you agree, I hope you come back at the beginning of August to get your copy of my eBook Start Schooling Dreams.

– Now, I like to spoil movies. I love it actually. I always ever say that “Everybody dies”. Of course that doesn’t actually happen because it would make one extremely pointless movie.

Well, I’m going to spoil the truth of this book, of history. Everybody dies. Truly, they do. In between everything I regurgitated here, there was death. Sorry.

– What I admire about Gombrich is that he ended this book with the simple action to “hope for a better future.”

 

Stay Positive & Act On That Hope

Garth E. Beyer