Archive for the ‘copyblogger’ Tag

Yelling vs. passion

Bob Hoffman’s guest post at CopyBlogger a few days ago was an outrageous statement going against the tide of popular opinion, yet evidencing truth that we can’t deny. Naomi Dunford applauds him, and so do I. Especially for his pithy revelation that the internet, as a marketing tool, is fast becoming just like television as a marketing tool: “People with stuff yelling at people with money.” Thank God someone finally said it.

The ultimate point is, there are no shortcuts. You and your business will grow and flourish in direct proportion to your heartfelt passion for what you’re doing. No amount of marketing dollars or tricks or blitzes can by itself be productive. Get out there and yell your head off, the return will be short lived at best. Sustainable success originates in our hearts, not in our cleverness or internet savvy.

Awesome potential for deeper and broader communications is certainly available through the ‘net. The resource, however, is a two-edged dagger. Communication methods must not be mistaken for communicated messages. It is the latter that matters, whether scrawled out in longhand on parchment or digitized for instant visibility.

Naomi summarizes thusly: “Stop trying to “harness the power of social media” and start solving problems. Solve real problems and you have a license to print money.”

Naomi’s passion is indisputable, and she certainly has a powerful way of voicing it.

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Personal vs. business branding

James Chartrand of Copyblogger fame wrote at the end of last week about the risk of personal branding becoming a prison from which the business owner is helpless to escape.  He advises branding your business, but keeping that separate from personal reputation.  Thusly, he states, “You create options for yourself, not obligations.”

He makes an excellent point, that pertains to business of any size.  By crediting the business, rather than a person, with the character of your brand, you are ensuring its longevity beyond your personal involvement. 

This is particularly important when it comes to using creativity in your business.  The application of creative principles should be institutionalized and not dependent on the spirit of an individual.  If you intend to use creative problem solving and orient towards innovation, carefully build these from the ground up with your company, ensuring that every participant is in the loop.  When breakthroughs occur, the company – not you – receives the credit.

What about the solopreneur?   The solopreneur by definition does not seek for the business to survive past the owner’s personal involvement.  With the solopreneur, we must take an entirely different perspective:  that of life and work being one and the same.  Such a business person ‘makes a living’ by ‘having a life’.  That’s rather enviable, isn’t it?  Personal branding for such an individual equals business branding.

For the vast majority, business reputation is most beneficial if kept separate from personal reputation.  I suspect, however, as our economy morphs, many more of us will define our work in the sense of solopreneurship, not expecting eternal life for our enterprises and therefore freely associating our personal values with that of the work we do.