Tag / marketing

by Nathan Coumbe

You must develop these two skills

Writing and sales: if you want to be successful in anything, you must be able to do both well.

If you have an idea, you must communicate it to others; if you want it implemented in some way, you must persuade them.

Writing and sales.

If you want a new job, you have to let others know why you’re the applicant for them by first getting their attention and then persuading them of your worth and potential.

Writing and sales.

“Writing is organized thinking on behalf of persuasion.”

–Seth Godin

Writing helps you clarify your thoughts and communicate more clearly. You need it in every field in which you might work. Learn to write.

Parents, physicians, therapists, educators, and those in every other profession must win over those they serve–children, patients, students–to their way of thinking. Learn to sell.

Writing and sales: the most important skills of a modern worker.

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by Nathan Coumbe

Praise the good. Ignore the rest.

If you want to create lasting influence with others, or change for the better, there is really only one way to do it:

Praise the good.

“So long as a person did anything good, he would praise him and use him for the service in which he excelled, but to his other conduct he paid no attention…”

–Cassius Dio writing about Roman Emperor Marcus Aurelius

When Emperor Marcus Aurelius wanted to influence other people, to reinforce the behaviors and actions he wanted to see, he would praise the person who did the good deed. This is actually quite Pavlovian in its execution.

Conditioning good behavior

Remember Pavlov from your introductory psychology class? Pavlov would ring a bell before he gave his dogs food; the food caused the dogs to salivate. Eventually the dogs associated the ringing bell with food and would salivate when the bell rang, even when Pavlov did not give them food.

Marcus essentially did the same thing with those in his service: whenever they did something of which he approved, he praised it. This constant reinforcement of the good conditioned his people to do more good work in the future. But there is a second part to Dio’s observation above…

Pay no attention to the rest

Not only did Marcus praise the good, he ignored the behavior and actions he didn’t want to continue. Why did he do this?

There is a wonderful little book who’s first chapter discusses this at length:

“Don’t criticize, condemn, or complain.”

–Dale Carnegie, How to Win Friends and Influence People

How often have you had a positive outcome after you criticized someone for doing something? I would hazard a guess at 10%.

When you criticize someone, they get angry, defensive, and emotionally illogical. He or she will justify the action rather than accept that it was wrong. It’s a natural human response. We don’t like to be wrong, and we definitely don’t like other people pointing out our poor behavior.

Therefore, the only way to get the results you want from other people is to praise them when you seeing them do the good deeds you want done. Criticizing the bad doesn’t work: it only causes resentment.

“We are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures brisling with prejudices and motivated by pride and vanity.”

–Dale Carnegie, How to Win Friends and Influence People

(Of course, there are some behaviors that are dangerous, illegal, immoral, or that might harm others; these behaviors must be stopped immediately. Those sorts of behaviors are not the topic of discussion here.)

Be a model

How do let others know what good actions or behaviors are? You must be a model. Do the things you want others to do; be the kind of person you want others to be.

Seth Godin likes to say, “people like us do things like this.” Invite people to be “people like us,” whoever you think “people like us” should be. Then, do the things you want others to do, and when they follow, praise them for it!

Model good behavior. Praise others when they perform good work. Ignore the rest.

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by Nathan Coumbe

You probably don’t need more schooling. You DO need to take action.

You are stressed, frustrated, angry, bored, or perhaps feeling underutilized. Your job isn’t satisfying, you’re treated poorly, or maybe you’ve lost your job during this crisis.

A common solution to these problems seems to be more education: another degree in a different field, a higher-level degree like a master’s or doctorate, or some other very expensive piece of paper. But is more education going to get you that dream job? Probably not.

Going back to school might actually be a way to hide: you don’t know what you want to do so you hide from making a decision by doing the socially acceptable move of going back to school. You are looking only at job postings online that ask for master’s degrees and Ph.Ds (when in reality you don’t need either in truth–they are simply trying to weed out applicants so the don’t have to look at as many resumes).

Action, not education, is the key to better work

What you really need to do is take action! Start doing work that you actually care about whether or not you get paid for it.

Do you want to move into marketing? Raise $50,000 for your favorite charity, the local zoo, or a museum you love. Run social media for some small businesses and restaurants in your area. This is how you create a portfolio of work that proves you can do the work that someone who is looking for a marketer needs.

Do you want to start counseling people on how to better communicate with their spouses, coworkers or bosses? Read books, attend seminars, create free guides and send them out to friends and connections online. Start creating videos with tips. No one truly needs to have a Ph.D. in Psychology to help people with their personal problems.

Do you want to become a teacher? Start teaching! Read literature, history, business books, magazines, whatever material you can on whatever subject you want to teach. Be a lifelong student. Start tutoring. Private schools don’t require teaching licenses, but they do want to know that you know your subject and know how to teach.

Do you want to be a freelance writer? Start writing! Create a blog, write articles on LinkedIn, pick up a book on copywriting and start making fake promo materials for real companies you care about or fake companies you made up.

A portfolio of work is better than an expensive piece of paper

You need a portfolio, not an expensive degree, to find work you really care about. You need a body of work, examples of what you have done and can do in the future.

You need projects behind your name, not letters. Companies care less and less about degrees with each passing day–just look at Apple, Google, Amazon, or Tesla. They want to know if you can do the work and take initiative on your own. A portfolio of work and projects will show them both. You might need to learn how to code, but you can do that for $40 a month rather than $50,000 for a degree that will be outdated in 2 years.

Schooling rarely gives you what you need to thrive in a career. Actual work, practice, and personal development is the key.

Get an education that pays

If you want some ideas about how to develop yourself without spending a fortune on a soon-to-be useless degree, check out this post I created recently. Another great resource is this article here by my mentor Dan Miller.

While you’re at it, surround yourself with people who are trying to level up and find work that is meaningful, purposeful, and profitable. Check out the 48 Days Eagles group, and surround yourself with likeminded people. Click this link here and get 3 months for the price of 1!

Create a body of work you’re proud of, and you will never want for jobs or income.

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by Nathan Coumbe

Great power. Great responsibility.

Uncle Ben said it best: “with great power comes great responsibility.” This should be the phrase by which every leader and marketer lives.

Marketing and leadership are two fields primarily focused on influence. Leaders focus their efforts on influencing what work gets done and on what companies place emphasis; marketers focus on what products get made, what gets purchased, and what changes are made in our culture.

With great influence also comes great responsibility. Leaders and marketers have in their hands the power to persuade others towards things that are either helpful or harmful.

Who gets to decide which is which? Technically, it’s the follower, the consumer, or the customer. But we are all human–we know before a customer tells us whether or not our product or idea will harm her.

If you lead others, if you sell, or if you persuade, please take your responsibility–the power you have over other people–seriously.

Don’t take advantage.

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by Nathan Coumbe

How to get an education that pays during your quarantine

When was the last time you learned something new?

It was probably a few minutes ago when you read an article on your favorite social media site, and you weren’t even aware you were learning. Why not do it intentionally?

Learning and education don’t cease when school ends. If it does, you’ve made a choice, and you will quickly find yourself becoming obsolete.

No one cares about the degree you got 10 years ago. They want to know if you are competent in the areas needed to accomplish the kind of work you want to do.

Learning and going to school are not the same thing. You might have hated school, but you definitely love learning. School requires that you do things you hate, but you aren’t in school anymore. You can learn whatever you want to learn right now.

Always wanted to learn how to draw? Do you want to redo math, not because you have to but because you want to? Maybe you want to learn calligraphy or tennis. Perhaps you want to get a new job, but you don’t have the marketing skills needed by the company. Now is the time, and now you HAVE time.

Learning anything new is part of your ongoing education. Why not do it intentionally? What are you doing right now to invest in your own education?

I’ll give you some ideas.

How to learn for free (or at least cheaply)

  1. Read The 7 Habits of Highly Effective People. If you only do one thing on this list, do this one. The $10 you spend on this book will be the best investment you ever make. It will change your outlook on life, it will improve your relationships with other people, and it will revolutionize how you act.
  2. Take online courses.
    • LinkedIn Learning
    • Udemy
    • Coursera – want a recommendation? Seth Godin has the absolute best courses on Udemy. Start there.
    • Khan Academy (retake high school absolutely free and enjoy it this time)
    • CreativeLive – learn how to draw, take stunning photographs, start your own creative freelancing business, and so much more.
    • Massachussetts Institute of Technology OCW (seriously, take actual courses from MIT absolutely free)
    • edX – Speaking of great schools, this website lets you take real, full courses from Ivy League schools from the comfort of your living room for free. No strings attached. If you want a certificate to hang on your wall or post on LinkedIn, you can pay a small fee and get proof that you completed Ivy League courses.
    • HubSpot Academy – become an expert in marketing for absolutely nothing.
  3. Read books.
    • Libraries still exist. Even if they aren’t open right now, you can download e-books for free from every library in the country. Go read books on subjects about which you are curious. It doesn’t cost you a dime.
    • Download the Kindle app for free on your phone. Then buy The 7 Habits of Highly Effective People. Seriously. You can buy books on every subject imaginable for less than $10 each. Most of the time you can get them for $5 or even $0.99. There is no excuse for failing to read. Swap 30 minutes a day of mindlessly scrolling Instagram, and you will become an expert on a subject in a matter of weeks or months.
  4. Subscribe to magazines.
    • Read the Harvard Business Review. It is well worth $18 a month. Get an entire master’s degree in business for what you spend on lunch.
    • Success Magazine and Inc. are two of my favorites. The former will inspire you to live your best life; the latter will give you much-needed insights on how to succeed in any work or business.
  5. Listen to podcasts – again, FREE.
    • “Akimbo” by Seth Godin
    • “48 Days to the Work You Love” by Dan Miller
    • “EntreLeadership” from Ramsey Solutions
    • “On Leadership with Scott Miller” from Franklin Covey
  6. Watch TED Talks and documentaries on Netflix or Amazon Prime Video.

There is no reason for you not to come out of this crisis with new skills, new knowledge, and an unofficial masters degree in one subject or another.

Be proactive. Take control of your education today.

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Note: a few of the links above are affiliate links. I get a small commission if a purchase is made. This does not affect you in any way.

by Nathan Coumbe

“But why is no one listening to me?”

You are having an argument with your spouse, and she doesn’t understand your point of view, no matter how much you push it.

Your children won’t do anything that you ask them to do. They won’t engage or communicate with you; they shut down every time you try to talk to them.

You are writing blogs and posts, but no one is reading or responding to them.

You’ve created a product that will change lives, but no one is buying it.

Naturally, you ask the question:

“Why is no one listening to me?”

You feel you are doing everything right. You have the right ideas or the right argument; you know more than your children; this product is truly amazing and has revolutionized the way you see and do things. And yet, no one is listening. No one is engaging. No one is buying.

Why?

Because you aren’t listening to them.

The only way to get others to listen to you, to engage with you, to buy from you, is to listen to them and understand their points of view, their wants, and their needs.

If you bludgeon people over the head with your arguments and ideas, they won’t accept them; they don’t have the same ideas, the same noise inside their heads. They are telling themselves different stories. The key to being listened to, to making an impact, is to understand those other stories.

You don’t have to agree with them, but you do have to listen to and understand them. When people feel understand, when they feel heard, when they know that you see them and their side of things, they feel more open to hearing what you have to say.

“Seek first to understand, then be understood.”

–Stephen R. Covey, The 7 Habits of Highly Effective People

No one is listening to you because you aren’t listening to them.

Your spouse won’t listen to your side of the argument because all you are thinking of is your side of the argument.

Your children won’t listen to your advice and guidance – even though you probably do know more and understand more than they do – because they don’t feel like you understand them, how they feel, or the narrative in their heads.

No one is buying your stuff because as awesome as it is, they don’t get how it will benefit them or how it will make them feel once they use it. Why? Because you didn’t take the time to understand what they want or how they want to feel.

Understand

To influence someone, you must open yourself to the possibility of being influenced by the other person. This means creating a feeling of understanding in the other person. This is not meant to be manipulative: you must genuinely want to understand the other person. Also, people can tell if you are simply trying to manipulate them rather than understand them.

Listen to what your spouse wants; listen to how your children feel; listen to the needs and frustrations of your customers.

Understanding must always come first; otherwise you’ll fail.

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*Some of my posts contain affiliate links, which means I make a small commission on any purchases.

by Nathan Coumbe

Marketing isn’t evil. You are.

Okay, so you’re not evil – I just wanted to get your attention.

Our culture is so used to being “sold to”, to being bombarded with advertisements and brand marketing that we’ve been taught to believe that marketing, trying to influence someone to do something or change something or buy something, is evil.

Marketing is a tool. Tools are not evil; they are morally neutral. Their capacity for good or for evil lies in the hands of the wielder.

Would you ever call a hammer evil? Of course not: personifying an inanimate object with morality is preposterous. If you used the hammer to bludgeon someone to death…is the hammer guilty of evil or are you? Did the hammer commit evil?

Likewise, if the hammer is used to put a nail into a wall to hang a picture for a little old lady in a retirement home, the hammer is not good, nor has it done good. The person using the hammer has used it for its intended purpose to do good.

Marketing is not evil, but people doing marketing can be. Using marketing is evil if it is used to persuade people to do bad things or to do things that cause harm to themselves or others. Using marketing for deception is wrong.

Marketing that creates beneficial change in the world is good. Persuading people to do something that helps themselves or creates better circumstances, even if they know they are being influenced by marketing, is good.

Marketing isn’t good or evil, but what and how you market might be.

Go market the right thing in the right way.

(Who determines what the right thing is? That is a discussion for another day.)

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by Nathan Coumbe

Everything is marketing. Everything is sales.

That’s the premise.

Even on the smallest scale, we are marketing and selling. It might not be products but rather ideas or ways of thinking and being. 

If I have an idea about how people can behave or change to improve their lives, to become the best possible versions of themselves, it does no one any good unless I can persuade them to adopt the ideas. That means that I have to sell to them.

“Making is insufficient. You haven’t made an impact until you’ve changed someone.”

– Seth Godin, This Is Marketing, p. xiv

Marketing and sales are both about influence; each of us must influence others to create change (we will get into the ethics of influence in another post).

Leadership in the modern age is sales and marketing. During the Industrial Age, a leader told an employee what to do and that person either complied or left. In the Knowledge Age, a leader must influence those who follow. You can still attempt tell people what to do, but it rarely leads to enrollment and willing compliance, without which high-quality work does not occur. However, influencing them – by empathizing and understanding what they want, feel, need, and believe, and then having the courage to let them know your ideas for progress – this sort of leadership brings others willingly to your way of thinking. (It also potentially creates better ideas than either party came up with on their own.)

Every career requires sales and marketing. A psychologist is both a salesperson and a marketer. If they do not market, they do not get patients. She cannot rely on her credentials to bring people into the office.

A teacher is marketing each time she sets foot in the classroom. If she cannot get her students to come with her, if she cannot get them excited and willing to go on the learning journey, her knowledge and expertise are useless. She must influence them.

If you coach people on how to level up their careers, personal lives, or get past negative scripting from earlier life periods, you must sell them on the ideas you present. If you fail to do so, or do it poorly, you have failed to create change or the desire for it in the other person. 

Regardless of whom you seek to influence, you must always begin by understanding them, their points of view, their wants, desires, worries, fears, and problems. That is always the first step to influence, and influence is marketing.

We all must influence others to make change happen, and if everything is marketing and everything is sales, you might as well learn to do it well.

Start with this book here.

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*Some links in my posts are affiliate links, which means I make a small commission on any purchases.

by Nathan Coumbe

You cannot change people

To change a situation, you must first change yourself.

Notice that it says “situation,” not “person.” You cannot change people.

You can influence people if they let you, but then they are changing themselves.

Influence comes from trust and understanding: to be influenced, they must trust you. To trust you, they must feel understood.

Only when there is understanding can there be trust, and only when there is trust can there be influence.

So you must first change yourself: you must become a person who seeks to understand another, a person who chooses to see the world from the other’s point of view. Whether you agree or not is irrelevant; it is the understanding that matters.

“It is the mark of an educated mind to be able to entertain a thought without accepting it.”

–Aristotle

If you want to create change, change the one thing over which you already have influence: yourself.

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by Nathan Coumbe

No one cares how the hot dog is made

When we create something in which we take great pride, we have a tendency to expound on nitty-gritty details of the work that went into it and how it works.

The people who will use or benefit from your something-or-other rarely care about the what or how: they want to know why.

Why should they use it? Why should they buy it? How does implementing it benefit them? How does it improve their lives?

No one cares how a hot dog is made as long as it is delicious and satisfies hunger.

No one cares about the hammer you built. It doesn’t matter what kind of wood the handle is made of or what sort of rare metal from Mars makes up the head. What the user/buyer/beneficiary wants to know is simple:

Will that hammer put a nail in the wall so that I can hang my picture?

Seek to understand who your widget is for and why they would want to use it: that’s the only thing that matters to the end-user.

(You probably should care how a hot dog is made, but that is a discussion for another day.)

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