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Getting Clear About Your Platform Agenda

Posted:
May 9, 2013
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My Friend “Failure”

Picture of broken light bulbI remember going to a Tony Robbins seminar over a decade ago. One of the main points that stuck with me was that ‘massive failure equals success’. I think Mr. Robbins was emphasizing the importance of taking action, not ignoring ignorant actions or what caused the failure in the first place.

When you are establishing your online platform and beginning to engage the marketplace with a blog and using various social media tools, what are the first steps you should take? 

Remember that you do not need to be an expert to give useful advice.

When you think back to the big breakthoughs you had in your life, did you learn more from your successes or your failures? Could that failure help someone else? That’s a blog post!

And, who invented the light bulb? You might suggest, ‘Thomas Edison’. Edison, while holding over 1,000 patents and learning hundreds of ways to use failure successfully, did not invent the incandescent light. He learned how to make it commercially viable.

Social Media, blogging, and SEO are still relatively new tools used to reach the marketplace and engage potential customers.

Have a willingness to take chances and take action. Your brand will withstand the minor mistakes along the way as long as you have three principles in place:

 

Learn from the Experts

  • Success leaves clues – use the tools and suggestions from the experts
  • Even the experts make mistakes and many of them will freely admit them
  • Even if you become one of the experts, there is always someone from whom you can learn

Serve Others with Compassion (give more than you take)

  • Re-tweet, post, and share others’ messages
  • Promote others’ ideas
  • Give without asking in return

Use Your Failure and Failure of Others as a Guide

  • I made a mistake with an e-commerce client recently by trying to spread their ad budget too thin. I can use the lesson learned to take a more firm approach to ad budget planning.
  • Many years ago I had a manager who said, ‘if it’s not broken, it’s time to break some glass’. While I respect his enthusiasm for trying to improve an already good product, I learned more from seeing the destruction that followed…I will avoid that.

Like Edison, take Others’ Successes and Improve Them  

1). Listen to what the marketplace is wanting.

2). Engage your target market by interacting with them in meaningful conversation.

3). Then brand your message with a targeted approach. Where is your target market hanging out? Serve them and keep learning how to do that better.

4). Who does what you are doing? How can you improve upon their approach?

5). Be persistent and NEVER GIVE UP!

Posted:
March 28, 2013
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What You Don’t Know

Boy sitting with booksIs what you don’t now know really what’s keeping your online platform from performing better? Maybe – maybe not. 

There’s an awful lot we don’t know. The maze of Social Media; the plethora of information about it that bombards you when you enter the realm can be overwhelming. It comes at you in the form of “here’s what you’re missing and need to learn right away. This is stuff you don’t now know, that you need to know to make your platform successful!” It makes sense to want to know more, but it can also become an endless chase – and a Marketer’s dream! The only apparent antidote in this scenario is to know what you don’t know, but how can you know that for sure? It can become a bird chase.

 

In his book, “Happiness is a Serious Problem”, Dennis Prager refers to “The Missing Tile Syndrome.” It describes our obsession with what’s missing, and the fact that we don’t notice the ceiling tiles that are there – just the holes where there are none. We assume that what’s missing from our lives is what would make us happy, if only we had it. Don’t get caught up in this mindset with your online marketing and the creation of your platform.

 

You must go with what you now know. Don’t be like the baseball pitcher who only practices his windup. 

 

There are often just a few basics you need to know to make the best of your situation, or your online platform. These are the ‘old saws’ like:

 

Hard work – there is no replacement! Of course we have to work on the right things, but nothing happens until the work begins.

 

Have a system – you won’t know what’s working if you are not systematic about your approach.

 

Diligence – sometimes it just takes time. Be like the ant – keep at it!

 

Interaction – your prospects and followers are not just a crowd. Get to know them.

 

Think for yourself! (This applies only if you want to create something original.)

 

Adjust your approach based on the results you get. 

 

There are always a half dozen things that make 90% of the difference. Don’t overlook the basics. We suggest you focus on the half-dozen that YOU think might work for you and then watch for a while and see what happens.

 

Never underestimate the power of the immediately obvious. While it’s important to have a plan, you can never account for all the variables. You can make educated guesses about the future, but right now there is  a best next thing for you to do to nudge your platform forward, and it’s likely to be that task you keep putting off. You know, that unpleasant one that requires you to dig deeper and create something? Your success is based on doing what you do know now – not on searching out what you don’t know. 

text i want to know moreWhat you don’t know can hurt you, but not acting on what you do know will hurt you even worse.

Posted:
March 15, 2013
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Overwhelmed to Relaxed in 5 Minutes

man overwhelmed looking at foldersProcrastination is not the same thing as being lazy. It’s natural to procrastinate, putting off the most important tasks because we’d rather organize files or tidy up a bit. The logic goes, ‘if I tidy up, I can work more efficiently’. Currently I have 2 major website / advertising projects to complete within the next week. In addition, I’d like to get my taxes done. So, where do I start?

 

What three things need to be finished today?

Think of and write down the three most important tasks that need to be completed today. If you are blogging and have been getting behind on your writing, it may be time to do a quick brainstorm or maybe a little research. Pick out three topics of interest that have been on your mind or in the news in which you could begin writing? Or, go to Problogger.net or your favorite blogger for ideas. Ahmed Safwan talks about cheating when coming up with powerful headlines. I think he used that word just to get our attention. It got mine. He’s just suggesting that taking a magazine article and tweaking the headline to fit your audience is a good idea or a good thought starter that can help save you time.

 

Break down your big projects into smaller tasks.

If you have to create a new website, break down today’s task to; I will create the online platform outline, including researching and deciding on a good WordPress theme. Write down what tasks you can complete on the calendar for tomorrow and so on until the big project is mapped out for completion. Ray Edwards has an excellent podcast on getting things done more efficiently.

 

‘Procrastination’ is a beautiful word.

Most successful writers have two things in common. First, they are good story tellers and second, they write on a consistent basis. In order to complete the most important tasks, you must procrastinate on the less important. Put off organizing your files or filing your taxes (at least until you approach April). Break those non-urgent tasks into small parts. Placing them on a calendar should help clear your mind of thinking about them until a future date.

 

Before you get in the zone, working away on your important tasks, what kind of atmosphere (music, scents, lighting) do you create to keep relaxed and work more productively?

Posted:
March 4, 2013
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What I Learned from Curly and Dr. Cooper

Picture of old cowboy holding onto a saddleWhat is keeping you from being an expert in your field?

When you leave the room, what do people say about you? Are you an expert in your field? Or are you the one who does your job with almost no passion and just goes through the motions? Are you the kind of person who is sensitive to everything people say about you? Or, are you an innovator with a strong vision?

Whether you are building online platforms, blogging, or writing ad copy, you have to find your unique vision.

Kenneth H. Cooper, MD, MPH, is celebrating 45 years since he published his international best-selling book, Aerobics, inspiring millions of people across the world to join the fitness revolution.

While I think Dr. Cooper listens to people’s suggestions, I’m sure he became less and less sensitive to the naysayers along the way. He has a strong sense of vision and singular focus. I’d like to have a few dollars for each person who thought Dr. Cooper was crazy with his newly developed form of exercise called ‘aerobics’. He published his book in the sixties.

As Curly from the movie City Slickers said, ‘one thing’, with his index finger in the air, it’s up to you to find that ‘one thing’.

If you work on one thing with laser beam focus, many distractions will be eliminated, and you could become an expert in that area in a short period of time. Study the experts. Listen to advice. But, be a cowboy and travel the land to find your own and unique vision.

Everyone has a gift.

If you think about some of the struggles you’ve had in your life, chances are your experience could be a valuable asset to others. That’s one of your gifts. Even if you are not talented at website design, if it’s something that you truly have an interest in, focus on that one thing. Learn and tweak until you find your unique design. Maybe you are going to design websites specifically for the hair care industry or for local restaurants.

Duplicate yourself.

Once you find success using your gifts to help solve other people’s problems, duplicate your efforts by teaching others to do the same.

Do you think it’s a good idea to have a singular focus when building your online platform or when we are in the midst of a challenging economy, does the marketplace reward those with many talents?

Posted:
January 25, 2013
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Would You Build Your Foundation On Sand?

Picture of Platform Creator on Big Granite RockI remember the day, or should I say weeks, when my wife and I went looking for our first home. I loved the really big one with the vaulted ceilings and custom chair and crown molding. And it had a reasonable price tag. “This is the one”, I said. “Let’s keep looking”, she responded. Turns out the one I wanted was a nice home, but was on a very busy street. I’m thankful that my wife guided us to a quieter neighborhood that turned out to be a much better investment.

Build Your House on the Rock

When you are creating your online platform, are you pouring your foundation on rock or shifting sand? If you are running a B2B or B2C, are you connecting with the online marketplace in a meaningful way?

Three items to consider when building your online platform:

 

1). Consider what value your are bringing to the marketplace.

Are you promoting your business or offering added value? You can do both, but you may only have one chance to make a good impression online and consumers sense when you are pushing to sell them something. So, how do you sell something without seeming to be trying to sell something? If you are selling online, you may try leading with a Free or Low Cost offer that leads to introducing your primary product (E.G. “Free ring resizing” or a gift with purchase that leads to increasing sales of diamond jewelry). This is best applicable to establishing a new online platform or introducing a new product online and it’s a good way to collect contact information. If you are blogging, comment on others sites and be an encourager and sharer of good information and offer much more value to others than you expect in return.

 

2). Get clear about your messaging.

It’s important to know how to explain what you do or what you are selling in 15 to 20 seconds. Some call this an elevator pitch. Watch the video  (on this post) for a simple way to get clear about your messaging. People who visit your site will leave quickly if they are not clear about what you do or if they don’t see a value in what you offer. Integrate stories and or testimonials into your company and or product messaging.

 

3). Post relevant and timely content.

If you post new ways to use your product, new products or services, or simply relevant industry news, that is much better than having your latest post be about last year’s election. Boar’s Head used a clever social media tactic a few years ago, asking peole to post stories on Facebook about a time when someone took their food. The winner received something free in return. I don’t remember what the free offer was, because that wasn’t the important draw. I thought it was a fun and clever topic and it worked for me.

If you are not adding value, not clear about your messaging, and not relevant, your online foundation will crack. People may visit your site once, but will likely never return. You don’t have to be perfect, but if you listen to what the marketplace is talking about online and you address the needs of your tribe, they will sense that you do care.

 

As Jesus said, do not be “like a foolish man who builds his house on the sand. And the rain fell, and the floods came, and the winds blew and beat against that house, and it fell, and great was the fall of it.” (Matt 7:26-27).

Posted:
January 16, 2013
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Use Your Platform to Become a Thought Leader

Man with picture of brainIt’s one thing to be a leader who is thoughtful, but it’s another to be a Thought Leader. Whether you intend to write a book, speak professionally, or define a market niche, the real leverage is found in becoming a Thought Leader. Think “Linchpin” ala Seth Godin. Dorie Clark has consulted such clients as Google and Yale University. In a recent HBR post she listed six steps for becoming a Thought Leader. At the top of the list is “Create a Robust Online Presence.” In other words, create a platform!

A platform is more than a website. Often our business at PlatformCreator involves following up behind the web builders to finish the job of creating the platform. A website is only a tool and you can no more create a platform with a website than you can build a house with a hammer. The messaging and methods are to the platform what the framing and lumber are to the house…

This process of creating your messaging, along with the methods and interaction it takes to create an effective platform, will also serve as excellent proving ground for you to become a Thought Leader.

 

When you think of a Thought Leader, you think of someone who has researched, written, spoken, and done the actual work in their niche. The process of creating your platform can be the same proving ground for you, by providing a framework for building credibility in at least three ways; blogging, listening, and networking.

 

The Blog

It could serve as the content for your future book. There’s even a site that can help you do this. The process of creating the content for your blog will provide the opportunity for you to experience the magic of writing down your thoughts and thinking more deeply about your work. Writing helps crystallize the ideas and the findings that will make you a Thought Leader.

 

The Listening Post

Use Google Reader as the tool for gathering intelligence about your field. The key is to create a large enough subscription base of trusted RSS sources that can then become your own search-able archive on a given pertinent topic.

 

Outreach is Vital

Using Social Media tools such as twitter, Facebook, and Google+ you can invite others into your thought laboratory. Consider it a conversation – not a bullhorn. Check out the comments of the relevant blogs to your area of expertise. Ask serious questions and provide thoughtful insights. You never know when you may find a kindred soul or another thought leader who gets excited about helping other thought leaders.

 
Now is the time to do the work. After all, 2013 is the year of the platform!

The world is waiting.

Posted:
December 21, 2012
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Life Lessons from a 6 and 9 year old girl

Origami Christmas tree and giftsThanks to the Yahoo article by Chris Nichols, I discovered two incredible young girls who took their passion for origami to help serve others. In all, Katherine and Isabella Adams used their passion for creating origami gifts to help raise well over $100,000 for their charity, Paper for Water.

Everyone has a gift.

If you think about some of the struggles you’ve had in your life, chances are your experience could be a valuable asset to someone else. That’s one of your gifts, a gift to be shared. Or maybe you used to play the piano or sing in the choir and haven’t used your gift in a while. Well, maybe it’s time to dust off the ivory or those dancing shoes and think about how you can use that gift to help others. The Adams family contacted one of their local Starbucks to see if they would display their origami Christmas ornaments to help raise money for charity. They sold out of their 35 ornaments in one day.

Build Alliances.

Whether it’s a manager at a local Starbucks or a manager at a local car dealership, I’m sure there is someone you know that could help you display your wares or help mentor you on how to get your gift, even if it’s intangible, out to the audience who would appreciate it. How many friends do you have on Facebook, LinkedIn, Twitter, or just in your email contact list? What if you sent a short and compelling story out to your friends asking for them to forward your message out to their lists? A friend of mine did that and raised hundreds of dollars to provide well checks and immunizations for children in need in one day through gofundme.com. Or, find a business that can benefit from you writing about them in your blog and how you can connect that business to a worthy cause marketing project. Develop a relationship with people who can benefit from your experience, but don’t be afraid to ask for help from people who likely will not benefit from your talent. Many people you think will help out, won’t, and vice versa. You don’t know until you ask.

Duplicate yourself.

Fortunately through gaining attention from their local paper, The Dallas Morning News, and the relationships within their church, the Adam’s girls’ efforts were duplicated through volunteer help. If you are serving others with passion, others will likely catch your fever. There is a reason the root in influenza is influence. Be persistent. Spread the news. Don’t give up on your passion. Write about it and let others find ownership within your project to help others.

If you are looking for ways to build your online platform, blog, or just need some help finding your vision for: writing, business, or ministry project, drop us a line.

Posted:
December 15, 2012
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What Are Your 2013 Platform Plans?

photodune-3362796-calendar-2013-sThere are many things an online platform can help you accomplish in terms of making an impact in 2013. Have you given some thought to how you will swing for the fences?

First of all, you do have a platform, right? If not, then 2013 is the time to launch. The web is the default query source for most us, and the numbers who use it that way are increasing every day. Stay tuned here for some products and ideas to build your platform from scratch or use our free and simple template.

Here are 3 platform goals to consider for 2013:

Create a marketing plan around the significant events and Holidays for the year. Ray Edwards talks about this in a recent podcast. Start with the Holidays. These dates are already set and your audience will at least be giving some thought and planning to the majority of them, so how can you anticipate and tap into those plans and thoughts? What other days are significant in the year in regard to your expertise or niche? These include, but are by no means limited to; industry events, new product releases (new is good), and milestones reached. Any of these that can be anticipated can be marketed around.

Most importantly, decide on a few Areas of Focus. For example, how can you increase the number of followers will you have by the end of the first quarter? Its ok to chase numbers if the numbers you’re chasing are relevant to growing and improving your reach, but do you really know what the number should be? There are countless ways you can improve, but just focus on a few if you want to make significant progress.  Chris Brogan suggests a 3 book diet for the year. In other words, instead of browsing you should pick three books you can focus on and implement the learning’s from those. Likewise, you should have a short list of the elements of your platform you’d most like to improve in 2013. Don’t get caught in the browsing trap!

Finally, make one of those areas of focus a new mode of delivering your message. Have you tried video? Podcasting? Images? With the rise of mobile, people are not just interested in reading any more. They want to watch and hear too, and they have an ever-increasing capability to do so with their mobile devices.

A new year is racing into view. It’s ok to glance in the rear view mirror now and then to evaluate 2012, but your focus should be in front of you. If you don’t yet have a platform, create one! If you have one, spend some time in the next couple of weeks answering the questions above and add some dates and thumbnails to your intentions.

What say you just go ahead and write down a few of those below, just to get the juices flowing!

Posted:
December 5, 2012
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Your Platform Demonstrates How You Care

Microphone Picture yourself in the following scene:

The room is full. You’ve been given a brief introduction to the audience and your business, ministry, or cause thumbnail has been shared. You’re one of several local leaders who have been asked to speak about your success. As you step up onto the platform, you look out over the audience and see a few familiar faces here and there. This is it! You open your notes, take a deep breath and begin…

So… What do you say?

You could explain how you got started. You could go over the early years and your struggles to get a foothold in the market. You might describe the long days, the doubts and fears, and even the failures. All of which might be very interesting, but what would you tell them is the reason for your success? How would you explain the way you managed to distinguish yourself from the noise of your industry or niche?

This is the talk you should be giving day in and day out with your platform. Its the reason you exist in the first place. It should be top of mind in each conversation, tweet, or email with your employees, your vendors, and your ideal clients.

Politicians run on a platform, which they hammer away on in every stump speech. They understand that what inspires their constituents is rarely to have more of the same. ‘The folks’ want a leader who is clear about who she is and what she wants to accomplish. Your donors want this too. They can see right through the cliches and the empty promises. They’ve heard it all before. They’re not as interested in hearing that you care as they are in watching how you care. Use your platform to demonstrate how you care.

 At platformcreator we don’t build flashy websites with gadgets and pretty banners. The tools are lean and, we recommend as few as possible (but no fewer). We are not web guys – we help our clients build platforms based on the promises they’ve made to their customers. We help craft the campaign message they will use to reach their constituents, then we work out the channels. We craft the message first, then the method.
 

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Well, are you ready to give that speech?

Posted:
November 28, 2012
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Getting Clear About Your Platform Agenda

Book with PenIn all of our discussions regarding the platforms we help our clients build, we always include the topic of agenda. All of the key drivers of your ministry, business, or book publication are going to depend on the clarity of your agenda. Without that clarity your messaging and your methods will be muddled. Your prospect will not be sure of what you have to offer until you are.

Here are three helpful questions to consider as you build your own platform:

What makes you tick? In other words, you must get clear about why your product or service exists. When you walk away from a successful transaction with your ideal client, what exactly are they left with? Think of what they will tell their friends and peers about what you’ve done for them. The answers to those questions need to be front and center in your messaging. It should be at the top of your landing page, in your elevator speech, and on your business card.

What makes your client “click”? As our friend, Robert Hunt, said recently over coffee, “We don’t market to ourselves!” It’s common for us to make assumptions about what resonates with the reader or listener. This is why having a listening post is so important. You have to know what your tribe is thinking and saying in order to speak their language and meet their need. What may make perfectly good sense to you, may not resonate with them one iota. Why should your client click the link on your page that asks for their email address? What makes you tick has to align with what makes them click!

Are you changing the world? Sounds grandiose, but we’re not talking about the whole world here – just the world you and your clients inhabit. If you’re not different from the others in your space, then you’re just taking up space. For example, at platformcreator we want to change the perception of those who are wary of “techy stuff”. To do this, we come alongside our clients and help them see that the internet is not magic. We show them that it takes work to create an online platform that gets results, but its work that can be pivotal in helping them change the world.
 
Do the work of developing a clear agenda before you develop your platform. Learn to see your platform from the perspective of your client.
Now go change the world!
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