There’s another hidden advantage to practicing your blogging in private, by the way: You’ve created a potential bank of blog posts that you can access whenever you feel burnt out on blogging or just don’t have the time to crank out a new post. Instead, if you find the content was basically sound in an early post, all you have to do is quickly polish it in the voice you’ve decided upon and post.
A voice that fits your personality will be the most natural and easiest to sustain over the long haul, allowing you to create the most long-range impact. “Write like you talk” is a common piece of advice for bloggers—and you may find it’s the best way for you to get the job done.
2. The Grind
Of all the delivery systems we’re discussing in this chapter, blogging can seem like the biggest grind. When you’re doing it successfully, you constantly have to come up with new ideas, new content and new ways of keeping it fresh. Even writing a book is a finite proposition; blogging can go on forever (or at least seem like it!).
Seth Godin, one of the most successful bloggers of recent years (and one of the few MediaMasters who actually has his own action figure!), blogs every single day and claims to love it. In his words, “The blog is something I get to write—I don’t have to write. I get to write every day and I reach over a million people. It’s a really powerful tool that I would write, even if it was read by only five people.”
You may find you enjoy blogging as much as Godin. Or you may not! Whatever the case, here are a few tips to help you cope with the 3 Dorie Clark, Stand Out, Portfolio Penguin, 2016, p. 127 never-ending task in front of you.
Keep It Short When Appropriate
Some of Godin’s posts are literally only a couple of sentences.
Others can run to 1000 words or more. There’s nothing wrong with short, punchy posts when they work. It gets you off the hook and makes for a quick read for your following. But don’t make it an everyday thing. People need to hear some substance from you and that requires more than 20 words!
Keep Going When Inspired
There’s nothing wrong, when you have a creative wind at your back, with writing multiple posts at one sitting. By creating a pool of posts that you can use whenever, you give yourself the freedom to take the day off from blogging when you need to. You can even create a whole week’s worth in one writing session if you’re prolific enough.
Break into Parts When Necessary
Tackling a topic that requires some lengthy explanations?
Don’t short-change the subject matter by trying to cram it into one single blog. Instead, first take as much space as you need to write up the whole post, then go break it into parts. Creating a series of blogs on a subject people are interested in has two advantages: (1) It enables you to create a set of blogs in advance and (2) it motivates a casual reader to come back the next day (and begin to hopefully make checking out your blogs a habit!).
Write about Stuff You WANT to Write About
When you’re passionate about what you’re doing, you get more excited about doing it. So, make that idea work for your blog.
Tap into your enthusiasms when you’re writing your blog (as long as they’re relevant to your area of expertise)—and feel free to occasionally write about fun aspects of your life. For example, if you have a dog or cat…well, people love pets (you may have noticed one or two animal videos on Facebook), so write about some cute thing yours did. Bonding with your readers isn’t just about your profession—it’s also about who you are as a person. The more you can share about yourself personally, the more people will be interested in you.
3. Your Blogging Platform
In general, you’ll want to set up your own blogging site, either as an add-on to your current website or by setting up a dedicated page through a provider such as WordPress, which allows you to choose your own specific visual theme, monitor comments from readers and so forth.
Wherever you blog, you want to make sure that you’re able to immediately share any posts on your various social media accounts, because that’s where you’ll obviously attract the most eyeballs.
Twitter, Facebook, and LinkedIn, for now, are most likely the most important sites to utilize to spread the word—and you may want to hit those sites (especially Twitter) two or three times a day to make sure your message isn’t getting lost in the shuffle.
And, by the way, if you want to know a great way to avoid your blogs getting lost in the shuffle, always try to use an arresting visual (photo or graphic) for each blog you write. Content with relevant images gets 94% more views than content without relevant images.
VIDEO
And speaking of images, video content contains a multitude of them—which is why it continues to explode in popularity for content providers.
There’s no question that text content dominated the online world through the early years. Back then, few people had the internet speed to download or play videos efficiently—and the technology wasn’t yet in place to easily create or post them.
In 2005, YouTube made its internet debut, bandwidth grew and suddenly video experienced explosive growth. That growth continues today, because, according to a recent study by Usurv, consumers are 39 percent more likely to share content if it’s delivered through video, and 36 percent more likely to comment and 56 percent more likely to give that video a “like.” And according to a Nielsen study, 64 percent of marketers expect video to dominate their strategies in the near future. Finally, Facebook claimed in 2016 that there were more than eight billion video views and more than 100 million hours of video being watched on the platform daily.
And that’s why we’ve seen in recent years the rise of YouTube “stars,” people with names like Yuya and Fernanfloo, who make millions of dollars off the massive amount of hits their videos get. Now most of you out there may not have any idea of who these online celebs are, but hordes of internet users do. Most of what they do appeals to users under 30 as they show viewers how to apply makeup, demonstrate the latest fashions, share the latest video game tips and the like.
What do all of the above activities have in common? They’re very visual—and can’t really be described properly with the written word.
That means if your expertise involves something along those lines, something that screams to be demonstrated visually, video blogging, or “vlogging,” might be the right way to go for you.
• Is Video Right for You?
To make videos that will have impact, there needs to be a strong performance element in place. But…if you feel uncomfortable performing for the camera, and it shows, you’ll either want to keep practicing until you smooth out those wrinkles or stick to text-based blogs. Obviously, you don’t want to put out an inferior product that will drive away viewers rather than attract them. It is worth putting in the effort to practice until you are able to finally relax and be natural on camera—that kind of ability will translate well to other MediaMaster opportunities. We’ve been doing videos for years, so they’re kind of second nature for us—we don’t have to sweat going into our studio and talking about whatever message we want to put out there. The only way to get to that place is to keep doing videos—even if the only person who sees the results is you—while you’re still developing your video personality.
• Video Tips
Much of the advice we offered for blogging also applies here. You can make videos of varying lengths, you can shoot a bunch in a row to be more efficient and you can do a series of videos about a single topic when you have enough material. But there are a few additional tips that only apply to video:
Give It Some Visual Value
Too many people simply shoot themselves against a blank wall or, worse yet, use webcams to make low quality videos featuring their distorted heads against a background of a messy office or living room. Instead, create an attractive space where you can maintain a consistent and eye-pleasing look. It doesn’t have to be anything elaborate—but it doesn’t have to resemble a hostage video either!
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p; Make Yourself Comfortable (and Look Good) Do you deliver your message better sitting or standing? Do you feel better in casual clothes or “professional attire?” Is your delivery better if you speak off-the-cuff about a topic or if you memorize a series of points? The more videos you make, the more you’ll see what works better for you—and your audience. It’s a tricky balance, but your performance should be the priority. Make sure your set-up makes you feel at ease and enables you to communicate in the most intimate person-to-person manner.
Maybe Don’t Use “Take One” – Unless…
The beauty of video is, unlike many things in life, you can do it over until it’s right. There’s not much sense in putting up a video that could easily be a lot better if you were just willing to do it one more time. Having said that, some of our clients have made some very memorable videos by keeping in some giant thing that went wrong in the middle of it and even making fun of it. People always love “bloopers”—as long as it’s a mistake that doesn’t harm your brand in any way.
Add Other Production Elements
This requires a bit of extra editing time, but adding the right music, extra graphics, etc., can really make a video shine. You most likely don’t want to take on too much post production if you’re trying to put out a few videos a week, but think about at least adding a piece of music under your videos and branding them with an open and close that features your name, perhaps a consistent title for your series and your website address.
VIDEO VS. TEXT
According to a recent article in Psychology Today5 , reading blogs and watching videos require two different brain processes. Watching a video is very passive. It’s much less demanding and more of an automatic process, asking a lot less energy and effort of us. Reading, in contrast, is much harder on our heads; we need longer attention spans and deeper cognitive efforts to get the job done.
So that’s a win for video, right? Well, not so fast. Because reading requires so much more focus on our parts, it also means our minds are much more active when we do it. That means the reader will absorb and take in the content at a much deeper level. Also, written content can be a little more sophisticated and comprehensive—as well as give the reader the opportunity to cut and paste for their own usage.
Text-based content has also been shown to be more critical to actual decision-making. When people have to make a choice, they want to be able to read the pros and cons before committing. That’s why sales letters are still important to marketers.
Here are a few questions to ask yourself when deciding on which way to go with your blogging efforts:
Video: Do you need the visual punch that video brings you? Are your performance skills high enough that video just makes sense for you?
And, frankly, would you rather simply blab into a camera than have to sit down and sweat over what should come out as a professional piece of writing?
Text: Are you more comfortable writing than being on camera when it comes to sharing content? Are your writing skills one of your strong suits? Does your content require a great deal of concentration and thought from your audience? Are you building an ongoing narrative that will be more effective in print rather than on video?
Your personal Video vs. Text call may be a little difficult to make—if so, try doing a few blogs each way and see which medium works best for you. Get input from trusted friends and see if you can get a consensus if you’re still unsure.
And don’t forget, as Brandon Stanton proved, mixed media blogging can also be incredibly successful.
WRITING A BOOK
Writing a book used to be the fastest path to MediaMaster superstardom.
By laying out a new and comprehensive philosophy, manifesto or “howto” that resonates with the public, authors instantly created a platform for themselves that propelled them into the limelight. Media interviews, speaking tours and, of course, even more books, enabled them to become celebrities in their own right and build their MediaMastery into fulfilling and lucrative careers.
And all of that is still true today.
As a matter of fact, it may be even more true today, because publishing has become so much easier and more affordable. Putting our clients into books is one of our favorite ways to bring them prestige and prominence in their professions or marketing niches, because becoming an author is still … well, in the words of Ron Burgundy from Anchorman , “kind of a big deal.” And becoming a BestSelling author , a status which our marketing systems allow our clients to achieve, is a really, really big deal! You are perceived as an expert at a whole different level if you’ve got a book to your credit—and that gives an incredible boost to people’s perception of you. Many people (including us!) have closed some impressive deals based on their authoring success.
To truly be a MediaMaster in any age, it’s almost essential at some point to put out your own book.
• When to Publish
Most publishers won’t even consider a book unless the author already has a robust online presence in place. They want a pre-built audience that’s ready to snap up what you have to say (and they have to sell).
Self-publishing is also a great approach for many. Once you’ve put in some time blogging and hopefully building a following, you will have a dedicated group primed and ready to buy your book. Not only that, you will have had some time to really hone your message and content, to see what grabs your audience and what leaves them cold. Through this process, you’ll be able to create a book with true Impact. And, if you’re lucky, you can even repurpose some of your blogging content and make it a part of your book, facilitating the actual writing experience.
Of course, if you feel like you already have the perfect book inside you, you may want to reverse the process and put out your book as quickly as possible to establish yourself. This will give you immediate credibility in your field and a platform to build from. In this case, you will probably have no choice but to self-publish, but, again, there are an incredible number of advantages to having the book available to help promote yourself and your ideas. And this time you can repurpose content from the book for blogs, articles, speeches, etc.
Remember, you don’t have to actually write the book yourself.
A talented ghostwriter can help you work out a chapter structure and then interview you to draw out the content you want in the book. From there, they’ll be able to capture your voice and create a polished, finished manuscript.
BOOKS, VIDEO & BLOGS
Books, video and blogs are three important ways we advocate for delivering content to your current and potential followers, clients and customers. There are others that can come into play—various informational products, speeches, podcasts, etc.—if you’re inclined to explore them. Most of them work off the same principles we’ve discussed in this chapter.
What’s important is to discover which delivery system best suits you personally and also allows you to reach a big enough audience. When you discover the right balance, that’s when you will really make a huge impact.
About Nick
An Emmy Award-Winning Director and Producer, Nick Nanton, Esq., produces media and branded content for top thought leaders and media personalities around the world. Recognized as a leading expert on branding and storytelling, Nick has authored more than two dozen BestSelling books (including The Wall Street Journal BestSeller, StorySel ing™) and produced and directed more than 40 documentaries, earning 5 Emmy Awards and 14 nominations. Nick speaks to audiences internationally on the topics of branding, entertainment, media, business and storytelling at major universities and events.
As the CEO of DNA Media, Nick oversees a portfolio of companies including: The Dicks + Nanton Agency (an international agency with more than 3,000 clients in 36 countries), Dicks + Nanton Productions, Ambitious.com, CelebrityPress, DNA Films®, DNA Pulse, and DNA Capital Ventures. Nick is an award-winning director, producer and songwriter who has worked on everything from large-scale events to television shows with the likes of Steve Forbes, Ivank
a Trump, Sir Richard Branson, Rudy Ruettiger (inspiration for the Hollywood blockbuster, RUDY ), Jack Canfield ( The Secret , creator of the Chicken Soup for the Soul Series), Brian Tracy, Michael E. Gerber, Tom Hopkins, Dan Kennedy and many more.
Nick has been seen in USA Today, The Wall Street Journal, Newsweek, BusinessWeek, Inc. Magazine, The New York Times, Entrepreneur® Magazine, Forbes, and
FastCompany. He has appeared on ABC, NBC, CBS, and FOX television affiliates across the country as well as on CNN, FOX News, CNBC, and MSNBC from coast to coast.
Nick is a member of the Florida Bar, a voting member of The National Academy of Recording Arts & Sciences (Home to the GRAMMYs), a member of The National Academy of Television Arts & Sciences (Home to the EMMYs), Co-founder of The National Academy of BestSelling Authors®, and serves on the Innovation Board of the XPRIZE Foundation, a nonprofit organization dedicated to bringing about “radical breakthroughs for the benefit of humanity” through incentivized competition – best known for its Ansari XPRIZE which incentivized the first private space flight and was the catalyst for Richard Branson’s Virgin Galactic.
Nick also enjoys serving as an Elder at Orangewood Church, working with Young Life, Downtown Credo Orlando, Entrepreneurs International and rooting for the Florida Gators with his wife Kristina and their three children, Brock, Bowen and Addison.
Learn more at:
• www.NickNanton.com
• www.CelebrityBrandingAgency.com
CHAPTER 14
"TELL ME HOW YOU WANT TO LIVE!"
BY TORSTEN MAU
"In life, you'll always be faced with exactly the situation you're currently able to solve!" he said on the phone. One of the most successful entrepreneurs I know told me this in a memorable phone call in 1991.
"So, everything's always taken care of," he added.
This phone call triggered the most incredible turning point I've ever experienced in my life.
Ready, Set, Go! (Special Edition) Page 12
