Articles
[Book Review] Marketing Expert Danny Iny’s ‘Engagement From Scratch!’ Lists 10 Musts for Building An Audience
Published
11 years agoon
by Mellissa Thomas
Everyone’s looking to be heard, and almost the same amount of people offer a way to help you do it through books and ebooks, free reports, blogs, webinars, videos, and so on.
Here’s the rub: most of them are saying the same thing.
Marketing consultant and super-blogger Danny Iny’s Engagement From Scratch: How Super-Community Builders Create a Loyal Audience and How You Can Do the Same! patently proves this.
The book is a compendium of how-to articles and essays from all the top-tier bloggers and entrepreneurs on the Internet right now on how to build a loyal community around your brand, blog, or service, including:
- Brian Clark (founder, Copyblogger.com)
- Danny Brown (founder, For Bloggers By Bloggers)
- Guy Kawasaki (founder, Alltop.com)
- Mark Schaefer (marketing consultant and founder, BusinessesGrow.com)
- Sean Platt (freelance writer, prolific author, and ghostwriter)
- Corbett Barr (founder, Expert Enough and Fizzle)
- Derek Halpern (founder, DIYThemes.com)
And though their individual experiences differ, their basic framework for success is the same.
Note: this book targets writers, but these laws apply to any business and marketing strategy, so don’t feel alienated if you’re not a writer.
It took a couple days to read the 234-page guide (not counting the first four pages of praise), so before you bounce between sites and blogs, here is the pros’ basic framework for success right here…in half the time.
One clarification: This is only a quick digest of its contents for those who may not have the time to read it right now.
If you do have the time, by all means go to engagementfromscratch.com to download your free copy of the e-book. It’s an awesome resource.
Here’s What All of the Successful Pros Agree On
1) Content isn’t king, but it’s definitely queen.
Know what in the world you’re offering people before you offer it, and do it in a way that builds your credibility as an expert or authority on the subject.
2) Differentiate yourself. You have to set yourself apart from your peers by finding out what they’re doing and mix things up to make yourself different.
Derek Halpern suggests something as simple as studying what color hyperlinks your peers use and choose a different link color (p. 91) and how they position their photos in their articles and do yours differently (p. 92).
The best gem he offered (and probably one we overlook) is studying your peers’ medium. If the majority of your peers use articles, video, or audio, provide your material in a medium they’re not using (p. 92-93).
3) Avail yourself. The pros hammer this hard. If you’re not easily accessible, potentials may visit, but won’t stay.
Encourage conversation and value every comment, and love on your readers (translation: thank them personally and give them public recognition periodically in different ways).
Also, make sure you set up an email subscription to catch the people who are genuinely interested.
Email subs are the most effective way to keep, measure, and nurture audience loyalty.
4) Know your target audience.
Anita Campbell, CEO of Small Business Trends and BizSugar.com, suggests that you specify your target down to the last detail (p. 64-66).
The pros agree if you don’t know who you want to reach, you won’t know what approach to take to reach anyone effectively. Furthermore, you won’t know what social circles to lurk in to find who you want.
5) Show yourself in your content, but don’t be narcissistic. Business and Marketing Coach Marlee Ward’s article, “How to Suck at Building an Engaged Audience”, lists this concept in items #5 and #6.
“Refrain from Showing Too Much of Who You ‘Really’ Are”, and “Make Sure Everything on Your Blog is About You and Your Business”, respectively, explain that you should show your audience who you are so they can connect with you on a personal level (via humor, a catchy approach, taboo topics, conversational tone, etc.).
However, if you only ever post about yourself and your business, you’ll disenfranchise people altogether.
6) Diversify your content. Don’t do all articles, all videos, all webinars, or all of any one thing. Too much becomes boring.
(Trust me, I know – I have a mother who gets bored if the home décor is in place for longer than two months. She changes everything out.)
7) Do offsite promotion. Leverage your social networks. Don’t share only your exploits, either (that’s narcissistic) – share content that interests you and that you feel your audience will find valuable.
Another powerful offsite promo method: ubiquity.
Author Danny Iny has branded himself “The Freddy Krueger of Blogging” (a phrase coined by friend Eugene Farber) because he’s everywhere.
He guest blogs on all of the top blogs out there offering his marketing tips.
The takeaway? Entrepreneurs must be sure to putting their info, media, or service on the well-known websites in their niche. The more often people see you, the more they’ll ask themselves, “who is this?” and finally follow the link to find your website.
8) Connect with like-minded people. Keep your friends close, and your competitors closer.
As evil as that sounds, it’s more productive–for both sides–than a silent competitive enmity. Engage with and help them, and they’ll reciprocate.
Think about this year’s Super Bowl Halftime Show: Katy Perry performed with rock legend Lenny Kravitz and Hip Hop artist Missy Elliot. Three well-known artists came together to put on a crazy show.
People tuned in…and tweeted and updated their Facebook status by the minute.
9) Solidify your branding and design. Find out what kind of aesthetics your target market gravitates to, use that to decide the look you want to use, and keep it consistent across all your materials.
Innovative business model consultant Dr. Alexander Osterwalder discovered what aesthetics his target market desired and incorporated them into the design of his book and accompanying web site, which set him apart from his competition and brought him huge success.
“If I could offer you any piece of advice for starting from ground up it would be to make sure that your design, and your presence, is as good as your content” (p. 27).
10) Different strokes for different folks–there is no set path.
Sounds anticlimactic, right?
No worries – this statement isn’t to discourage entrepreneurs.
Just remember that these are businesspeople. The most they can ever do is share what worked for them.
They can’t know what will work for you, so they make that statement to protect themselves. Fair enough.
That was a lot, so here are the pros’ core points in summary:
- Know your content.
- Be different (not necessarily new, but different).
- Be reachable.
- Know who you’re reaching.
- Show yourself, but don’t be full of yourself.
- Provide variety, and bring your audience to you by first bringing yourself to it.
- Collaborate with your competition for better results.
- Know what branding/design to use for your target market and keep it consistent.
- Keep an open mind to experimentation – some things will work, and some won’t.
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Articles
Mister Rogers’ Week of Kindness Coming March 2023
Published
3 years agoon
November 30, 2022By
Mike BrodskyWINTER PARK, Fla. (Florida National News) – Mister Rogers’ Week of Kindness, inspired by the children’s TV host and icon, comes to Orlando in March 2023. This week-long series of events was announced today at the Edyth Bush Charitable Foundation in Winter Park.
“Fred McFeely Rogers devoted his entire life to reminding us of some of the most important ideas of what it means to be human among humans: love, respect and kindness,” explained Buena Vista Events & Management President & CEO Rich Bradley. “Many of us find that nearly 20 years after Fred’s passing, it is important to focus on his teachings once again, perhaps now more than ever. This is a week to re-engage with his massive body of work with some folks, and to introduce his teachings to others.”
Mister Rogers’ Week of Kindness begins March 20, 2023, the date which would have been Fred’s 95th birthday, and concludes on Saturday, March 26 with the Red Sweater Soiree, a community dinner to recognize ten ordinary members of the community who inspire and exemplify the affinity that Fred Rogers had for showing kindness to our “Neighbors”.
Mister Rogers Week of Kindness coming March 20-26, 2023. Photo Credit: Mike Brodsky (Florida National News)
Activities planned for the week will include early childhood education activities and faculty training, as well as events open to the public.
“The events will be offered free or at low cost,” continued Bradley. “This week-long celebration is not a series of fundraisers, but rather about once again remembering and sharing some of the great work that Fred Rogers created, not only in early childhood education, but in reminding us that we are all part of one big ‘neighborhood’. Fred taught us the importance of accepting our Neighbors just the way they are and engaging in kindness with our interactions. I can’t think of another period in my lifetime where we needed to reflect on those messages again more than today.”
“There are three ways to ultimate success,” Fred Rogers was once quoted as saying. “The first way is to be kind. The second way is to be kind. The third way is to be kind. Imagine what our neighborhoods would be like if each of us offered, as a matter of course, just one kind word to another person.”
Many of the activities of Mister Rogers’ Week of Kindness will be attended by members of the cast and crew of Mister Rogers Neighborhood, which ran from 1968 – 1975, and again from 1979 – 2001. David Newell, known as “Mr. McFeely,” the “Speedy Delivery” man, appeared at today’s media conference via video, and looks forward to visiting Central Florida next March.
Mister Rogers’ Week of Kindness is supported by the McFeely-Rogers Foundation, the Fred Rogers Institute, and Fred Rogers Productions. Details regarding the specific activities and venues will be released over the next few weeks.
For more information on the events, visit https://www.BuenaVistaEvents.com or https://www.MisterRogersWeekofKindness.com.
Articles
A Quick Primer on the Team Solving Orange County’s Affordable Housing Crisis
Published
6 years agoon
July 23, 2019ORLANDO, Fla. (FNN NEWS) – Orange County faces a growing affordable housing crisis, and Mayor Jerry Demings has taken notice–and action. Shortly after his inauguration, he formed Housing For All, an affordable housing task force to face the challenge head-on.
The Housing For All task force doesn’t meet monthly like the County Commission–in fact, their next meeting won’t be until October 4, 2019–but they do work when they’re not meeting. The task force is made up of three subcommittees, Design and Infrastructure Subcommittee, Accessibility and Opportunity Subcommittee and Innovation and Sustainability Subcommittee. These three subcommittees meet twice a month to come up with ideas and plans to fix the affordable housing problem.
Each subcommittee has a specific focus on ways to help solve the problem of affordable housing. The Design and Infrastructure Subcommittee is focused on the design of new affordable housing projects, the renovation of current affordable housing that might need fixing and land development for affordable housing units. The Accessibility and Opportunity Subcommittee is focused on making sure affordable housing is accessible to the major economic zones of the city, develop partnerships with groups and focus on outreach in the county. The Innovation and Sustainability Subcommittee is focused on finding ways to increase the supply of affordable housing and how to preserve affordable housing.
At their next meeting in October these subcommittees will update the county on what they have accomplished and what they plan to do in the future. For information from previous Housing for All Task Force meetings or the meeting schedule, visit the Orange County Government website.
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Leyton Blackwell is a photojournalist and Florida National News contributor. | info@floridanationalnews.com
Articles
Opening Biopic ‘Te Ata’ Sets High Bar for 2016 Orlando Film Festival
Published
9 years agoon
October 19, 2016ORLANDO (FNN NEWS) – Orlando Film Festival kicked off at Cobb Theaters in Downtown Orlando Wednesday night. The red carpet came alive with excited filmmakers and actors ready to showcase their projects to the Orlando community and, in some cases, to the world at large, including Nathan Frankowski, director of this year’s opening feature Te Ata.
About Te Ata
Frankowski’s biopic feature chronicles the true story of Chickasaw actress and storyteller Mary Frances Thompson, whose love of stories and the Chickasaw Nation fueled her to share the Chickasaw culture with new audiences in the early 1900s, a time when the United States was still growing as a nation and clashed with Native American peoples in the process.
Viewers are immediately swept into the saga from the film’s opening scene with a voice-over folk tale told by Mary Thompson’s father, T.B. Thompson (played by Gil Birmingham). Ironically, though his storytelling places the seed of inspiration in her, it slowly becomes a source of friction between them as she ages.
What makes the film engrossing is the sprawling backdrop upon which Thompson’s journey takes place. While young Te Ata (which means “The Morning”) flourishes with each solo performance and eventually sets her sights on Broadway, the Chickasaw Nation is fighting to secure the funding due them from the U.S. government in the face of ethnocentrism and religious bigotry–to the point that the government passed a law forbidding the sale of traditional Native American textiles and creations, which caused further financial struggle for the Chickasaw Nation. Viewers even experience the Thompsons’ fish-out-of-water feeling as the Chickasaw people’s territory, Tishomingo, shrinks significantly to become part of the newborn state of Oklahoma.
The political tensions are counterbalanced with Te Ata’s experience. Te Ata does her first performances among family, but chooses to leave home for the first time in her life to attend the Oklahoma College for Women (known today as University of Science and Arts of Oklahoma), despite her father’s wishes for her to find a job at home. Viewers immediately empathize with Te Ata’s awkward experience upon her arrival at the predominantly Caucasian-attended College, but cheer her on when that one connection is made, because all it ever takes is one.
Te Ata’s jumping off point occurs when she meets drama teacher Frances Dinsmore Davis, who encourages her to join her class and to share the Chickasaw stories for her senior presentation instead of the usual Shakespeare recitation. From there, Te Ata’s career blossoms from one serendipitous connection to another, taking her performances across the country. She eventually makes it to New York City, hustling to find her place on Broadway, and finds love in the process while performing privately for Eleanor Roosevelt, whose husband was then Governor of New York. The heroine’s journey continues with well-placed highs and lows, keeping the viewer visually and emotionally engaged.
Te Ata is touchingly channeled through lead actress Q’orianka Kilcher who, like Te Ata, has stage experience, and brought it to bear in the role. Kilcher’s magnetic singing, with the help of the film’s sweeping score and indigenous songs, imprints the true Te Ata’s passion for her people onto the viewer’s heart.
Frankowski, who worked closely with the Chickasaw Nation in creating the film, honors Te Ata’s memory and legacy in a cohesive, sweeping tale that will edify audiences everywhere.
Florida National News Editor Mellissa Thomas is an author and journalist, as well as a decorated U.S. Navy veteran with degrees in Entertainment Business and Film. She also helps business owners, CEOs, executives, and speakers double their income and clinch the credibility they deserve by walking them step by step through the process of developing, completing, marketing, and publishing their first book.
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