More than a Few Words

#1039 Creativity is a Round Process

The Creative Process
I am often asked, why I chose to name my company “Roundpeg.” The obvious answer was because I spent all those years in corporate, feeling like a square peg in a round hole, and this is where I fit!
But there is more to the story. I wanted to build a business around the ideas of creativity, collaboration, and positive energy, and for me, creativity begins with a “R.O.U.N.D” process.
R.O.U.N.D: Research, Originate, Unite, Nurture, Do It!
Research
If you want creative output, you need creative input! Collecting a variety of information, without worrying how it fits, is the foundation of the research phase. Input comes from everywhere, what you read, what you see when you are out for a walk, what you learn from others.
Explore your environment. Look for new ideas, trends and tools.
Seek inspiration everywhere. Take a walk and really look around you. I often find inspiration from nature.
Learn something new. Enhance your education, expand your talents, abilities and skills.
Look back to move forward. Analyze data and study historical trends.
Originate
The second step is the most fun. In this phase, everything is possible. The process works well with a diverse group, people with very different skills, personality styles, and experience. Make sure everyone in the room understands, there are no bad ideas and no limitations.
Keep the sessions short so the energy stays high, but remember some people are more comfortable thinking out loud and may overpower the more analytic folks in the room. To get all the best ideas look for ways to balance the conversation invite people to submit ideas in writing after the session.
Don't have group - Carrie Anton had some great tips on how to Brainstorm by Yourself.
Connect to your inner child, don’t be afraid to be silly or outrageous. Sometimes in the craziest idea there is something worth exploring. Be creative, think, and daydream
Bring people together to brainstorm and answer the “what-if” questions.
Generate many, many ideas.
Unite
This phase involves reviewing all the ideas you have generated and selecting a few to explore in greater detail. You are still not completely critical, and crazy suggestions will still play a roll in this phase. Remember in this phase there are still no bad ideas and no limitations such as budget, time, or people.
There are however a few best ideas, and these are the ones you need to focus on expanding. As you embrace these ideas, unite related concepts, look for connections and ways to build on the ideas of others.
Question the information you have collected. Is it relevant reliable and usable?
Identify common threads and reoccurring themes.
Borrow ideas from others, build on initial suggestions adding alternatives and enhancements.
Select a few to take forward.
Look for ways to take ideas to the next level don’t be afraid to invent and innovate.
Nurture
It is important to take a break between uniting and nurturing. It may be only a few minutes or a few days. This break marks the transition from wild ideas to critical review.
The time between the stages is important for the more analytic and introverted members of the group. It gives them time to process information, formulate responses and questions so they are ready to share their ideas with the group or individual members.
The nurture team may be expanded or changed as the real work begins, evaluating ideas with objective eye to improve and refine the concepts so they become actionable.
Identify and eliminate obstacles as you nurture the best ideas, giving them the chance to blossom and grow. Many ideas don’t survive this phase, as impractical or unworkable ideas are rejected, so the best ideas can blossom.
Objectively evaluate ideas.
Reject what doesn’t work.
Simplify the over-complicated.
Do-It
To move from concepts to reality, you must commit to a course of action. Develop action plans, timelines, deadlines, and measures. Success depends on your passion, commitment, enthusiasm, and your ability to learn from your mistakes.
Market your idea.
Deal with critics.
Measure progress.
Survive success.
And Begin Again!
It is a round process, because, as soon as you think you are done, it is time to start again!

#1038 Build Your Online Brand | Jason Barnard

I had a great conversation with Jason Barnard ( @jasonmbarnard  ) about online branding. Importance of Brand SERPs:
One of the standout points Jason emphasizes is the critical role of Brand Search Engine Results Pages (SERPs). He explains how they reflect a brand's online reputation and visibility, and why businesses should prioritize optimizing their Brand SERPs for better recognition and credibility.
Knowledge Panels: Jason delves into the significance of Knowledge Panels, those information boxes that appear on the right side of Google's search results. He discusses how they can enhance a brand's authority and trustworthiness, offering tips on how to get your brand featured in these panels.
AI and Future Trends: The conversation also touches on the impact of artificial intelligence in digital marketing. Jason shares his thoughts on future trends, suggesting that AI will continue to shape the industry in exciting and unexpected ways, influencing how brands interact with their audiences.
Personal Branding: Lastly, Jason talks about the power of personal branding in the digital age. He offers practical advice on building and maintaining a strong personal brand, emphasizing its importance for professionals looking to stand out in a crowded marketplace.
 
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#1037 Stand, Stagger, Fall! | Matt Nettleton

In this conversation from my archive, chatted with Matt Nettleton about the importance of practice and the danger of over practicing.
Have you ever done something for the first time, without prior knowledge and been able to achieve success? If so, you’re truly unique. Most humans find themselves meeting new challenges with a series of frustrations and failures. Imagine an infant as they decide to walk for the first time, they stand up then they stagger and inevitably they fall. To become consistent walkers they repeat the stand-stagger-fall cycle for a few weeks or months.
This pattern of stand-stagger-fall is repeated throughout our lives. Over time we learn that practicing tasks makes eventual success more likely. We also learn that preparation is a bit of a grind certainly not enjoyable and nearly always hard work. But learning to effectively gain new skills and improve performance with existing skills is the key task we all face as adults. So, we learn to practice.
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#1036 Activity vs Productivty

When it comes to marketing, it's easy to focus on activity. Just create a list of tasks and check them off as you complete them:
Write five blog posts ✔
Send an e-newsletter ✔
Post status updates on Facebook and LinkedIn ✔
Schedule ads ✔
Create a landing page ✔
Send postcards ✔
Make phone calls ✔
As you check things off your list, you feel good about all you have accomplished. But when you focus exclusively on the activities of marketing, you're missing half the equation.
It doesn't really matter how much marketing you do if you're not getting results. Whether you are doing your own marketing or you have hired a company to do these tasks for you, don't settle for a list of activities. You need to hold your marketing accountable for results. You need to focus on the productivity of your marketing, and that's harder to do.
Productivity measures might include:
Traffic or Interest: Did the actions create engagement on social media or drive traffic to your website or your storefront?
Leads:Did people fill out a form, download information, or call for an appointment?
Conversion: Did any of those people who came by or called become customers?
If you don't know the answers to these questions, stop wasting money on marketing. Put systems in place monitor web data and actual inquiries. Ask people how they heard about you or why the called. Study your closing rate. Once you have the numbers you will know have a better idea of what is working and where you need to be spending more time.
Don't look at the numbers individually, because they work together. If your campaigns are driving lots of traffic but visitors rarely stay long or take the next step, look at both what you are offering in the campaign and the user experience when a visitor arrives.
Lots of fans on Facebook may make you feel good, but if they don't engage with your content you might be offering the wrong thing, or you might not have great fans after all.
The bottom line: Anyone can look busy. As a business owner, you need to be sure that when you and your team spend time, it isn't just activity, but productive activity.
 
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#1035 The Art of Asking for a Testimonial

If you’re looking to harness the power of testimonials for your business, this conversation with Danielle Klemm, a positioning and funnel strategist, is packed with insights.
She packed so much information into the short conversation:  Here are just a few highlights. 
There is a structure to a great testimonial
Testimonials should follow a story structure with a beginning, middle, and end. When asked to give a testimonial, customers usually describe their experiences from the end point, but that isn't where your next customer is in their process  You need to guide the conversation starting from the problems they faced before using your product or service.
Ask specific questions to prompt customers to talk about their initial challenges, the aha moments they experienced, and how your product or service solved their problems. This approach not only enhances the testimonial but also provides valuable marketing language directly from your customers.
Do more with testimonials
Beyond just posting on social media or your website, testimonials can be used creatively across various platforms. This includes integrating them into blog posts, case studies, media publications, and even at physical booths using QR codes. The goal is to make these testimonials part of your natural sales process, helping to build credibility and trust.
Learn More https://www.danielleklemm.com
 
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#1034 Marketing Automation Basics

Seven years ago, I chatted with Luke Magsamen, who was a member of the Roundpeg team at the time, about marketing automation.  While tools have changed, the strategies we discussed are as relevant today to help you keep a business running smoothly, even while you sleep. Here are some key points from our discussion:
Automated Messaging: Automated emails and messages can engage both new and existing customers without constant manual effort. This includes sending birthday wishes or reminding customers about abandoned carts.
Essential Tools: To implement a successful automated marketing campaign, you need a good email program, engaging landing pages, and a comprehensive database of customer information.
Personalized Campaigns: Personal touches, like birthday discounts or anniversary reminders, can re-engage customers effectively. Luke shared his experience with Dollar Shave Club, where a birthday discount prompted him to make an additional purchase.
Ongoing Engagement: Automated emails can keep customers engaged over long sales cycles. For instance, sending a series of emails with different resources after a proposal can guide potential customers towards a purchase decision.
Evergreen Content: Ensure your automated emails contain evergreen content that remains relevant over time. Avoid seasonal references or outdated information by linking to updated content on your website.
Complementary Follow-up: While automation is powerful, it’s essential to complement it with personal follow-ups, such as phone calls, to maintain a human touch in customer interactions.
 
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#1033 What's In a Name?

Over the years, I have had the opportunity to work with start-ups, as they look for name for their new business or product. The process is rarely easy, but always interesting.
The process should start with a look at the ultimate customer and the unique elements of the solution being presented. Even in traditional industries, looking for a unique twist will help set the business apart.
So what else should you consider on your quest to find the perfect name?
Simple and Memorable: If the name isn’t short, punchy and relevant customers may struggle to remember it when it is time to buy! Prospective customers may do a Google or voice search for your business. If you name is hard to pronounce or spell, they may have trouble finding you.
Relevant: It may or may not be descriptive, but it should evoke a feeling, perception, or impression in the mind of your target audience.
Unique: If you want to trademark the name, it needs to be unique in the category.
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#1032 Build Trust with Virtual Events | Michael Tucker

One of the things that happened during Covid was that virtual events exploded.  And today, even as we return to in person activities, there is still a place for virtual events in your marketing.  That was the topic I dove into with Michael Tucker. 
Here are some key points from the interview with Michael Tucker about virtual events:
Building Trust and Credibility: Michael loves virtual events because they are a powerful way to quickly build trust and credibility with an audience. They offer an opportunity to teach, engage, and build relationships, which can expedite the sales process.
High Energy and Engagement: Successful virtual events require high energy and engagement. Keeping the audience's attention is crucial, and this is best achieved by showing up with passion and enthusiasm, even if you’re not naturally an extrovert. The content should be crafted with the audience in mind, focusing on what is relevant and valuable to them.
Starting Small and Focusing on Quality: It's important to start with the resources you have, such as an existing email list or social media following. The goal should be to attract a quality audience, not necessarily a large one. A smaller group of highly interested and relevant attendees can be more effective than a larger, less engaged group.
Crafting a Clear Goal and Transformational Content: Every virtual event should have a clear goal. The content should be designed to help attendees achieve their goals and should lead them to the next step in their journey, which could be making a purchase or booking a call. The content must create a transformation by shifting their beliefs and actions, rather than just providing value.
Selective Value and Strategic Content: It’s important not to give everything away in the event. Instead, provide enough value to create a shift in the audience’s thinking and leave them wanting more. This makes them more likely to take the next step, such as hiring you or buying your product.
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#1031 Be a Much Better Public Speaker | Brenden Kumarasamy

In this conversation from our archive, I had a chance to talk with Brenden Kumarasamy from MasterTalk. Brenden shares practical tips to enhance communication and public speaking abilities. Here are four simple exercises you can add to your daily routine.
Random Word Exercise: Pick a random word and create a 60-second presentation around it. This helps improve your ability to think on your feet and make sense of unexpected topics, which is crucial in business settings.
Question Drill: Practice answering one question about your business every day. This prepares you for the unexpected questions you might face in sales calls or networking events and builds your confidence and expertise over time.
Video Messages: Send 20-second video messages to people you appreciate without retakes. This exercise helps you practice spontaneous communication and strengthens relationships.
Jigsaw Puzzle Strategy: When preparing for a big presentation, practice your introduction and conclusion multiple times before tackling the middle. This ensures a strong start and finish, which are critical for making a lasting impression.
Brenden emphasizes that these simple exercises can significantly improve your public speaking skills and overall communication effectiveness. For more tips, check out MasterTalk on YouTube.
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#1030 Social Media is Like a Singles Bar

Social media is a lot like going to a singles bar. You’re going to meet a lot of nice people and have some interesting conversations.  But at the end of the day your goal is to bring your date home.
In the world of digital marketing home is your website and your email list.  This is where you can have that great one on one conversation without all the distractions like silly videos, cat pictures and baby images.  This is where you can control the conversation.
As your creating marketing and advertising for social media, remember, you want to bring your date home. 
 
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