Authentic Marketing — Barbara Saul and what she gets up to most days!

Review: Gary Vaynerchuk’s Crush It

I cannot remember why I bought this book, someone I respect must have suggested it on their Twitter feed or something; I’ve had it in my collection for many years now, at least 5…

Why did I not read it before – who knows? Perhaps it was just not the right time for me, or I figured it was not actually going to be of any use in forwarding my plans. Silly woman!

Gary Vaynerchuk recently crossed my path online with his video about turning 50 – I watched that (being 52 now) and loved the message – not that I need to hear it but I know others for whom it may be good to hear. This is the video – please watch (only 2:29 minutes) but be aware there is language unsuitable for youngsters or work:

So now I follow him on Facebook and subscribe to everything and absolutely love his utter authenticity. So I found the book and read it through this weekend, in one day (I cannot remember the last time I did that with any book, hard copy or Kindle).

And now I want everyone I love to read it – my son during his long summer break after completing his GCSEs, my daughter so she can get started early (they have a mum with hosting and can build a blog in minutes – use it, kids), and my husband – oh that this could spark something in him, and of course nieces, nephews, everyone – read it and grow, go for it. Because you can. Heck you all know someone who would gladly provide you with the blog – Auntie Babs/Mum/Wife/Sister has hosting and can put your blog together in a jiffy while watching Gardeners’ World.

There is no f-bombing in the book, which makes it easier for me to read, quite frankly. There is a great story that is easy to read, and so much value that, well I would find it hard to understand if you did not grow from it, that you did not immediately want to get on with your passion, whatever that is, however you need to get started. Go for it! In my case I am kind of there with several things and need to choose something and run with that – bounce your ideas with people you trust if that helps – that is what I did and now I know what to do first.

And while Crush It was published in 2009, it is still relevant, albeit with more tools available to us for the various activities Gary suggests. Of course there are some things that no longer exist or that have evolved, and there are new things not included, but you can figure that out and just read the message – it is clear and powerful, if you let it be. The message and instruction still works.

Perhaps this is a book that must be read at the right time, and I happen to be there. Add this book to your library for when you are ready – and go for it too. Let me know what you think and what happens for you.

Subscribe to Gary’s YouTube channel here

Follow him on Twitter here

Gary Vaynerchuk’s website

Email newsletters

Most of us receive many email newsletters every week – but how many do we bother reading?

It seems to me that some are getting a bit beyond their original intentions – far to much “look at me” and not enough of what you want to read – less of the content that is worth us spending our valuable time reading.

Let’s face it, we are deluged with “information” and too much of the useful, readworthy information that we want is tucked away between advertising and utter nonsense. If you want to reach your reader, don’t make us hunt down the value in your newsletter – just give it to us!

Taking note of what your readers really want can even end up saving you time. An excellent example is Mark Lee; he’s recently reviewed the format of his newsletter for and about accountants – now it looks like a personal email from him – no distractions at the top – straight into the news with no faffing about (and fewer italics!). Some weeks ago he asked his readers for feedback and has acted on it – good marketing strategy in action.

Others, sadly, are going from mediocre to worse…

One network’s newsletter just landed, headed by a goodly chunk of imagery that was of no value, that I could see, which turned me off before I’d got to anything to read-worthy!
Another today had white text on a green background which was too hard to read,
and yet another always includes header images made up of photographs of the writer – far too “me-me” for my liking.
The worst is a weekly missive so poorly formatted that it embarrasses what purports to be a professional business – and not only is there no option to unsubscribe, but they don’t seem to read emails gently suggesting a more agreeable approach!

You’re wasting your time, at the very least, if you don’t respect your readers. I know that sending out email newsletters is something most of us can do with relative ease, but if you need some expert guidance, then find it and take heed of the advice offered. I’ll review my favourites for this soon – if you have any recommendations, please share them.

It’s a bit like creating a website with WordPress – just because we can all do it, does not mean that we can all do it well – there is still room for expertise to be sought – we need to know when that is going to be more beneficial to our businesses than all the DIY that we try to do these days – but that’s for another blog…

Don’t plagiarise a good Internet marketer!

What a wealth of blog post topics today – just from keeping an eye on Twitter!

S0 – what’s riled me now? And why would anyone plagiarise a good Internet marketer?

To most of you this is not only obvious, but something you’d not consider doing anyway, but for the one or two who take the biscuit, a word of advice…

Don’t!

Whether you’re sneaky about it or downright obvious – copying a real expert’s content is stupidity. Do you really think the person you’ve considered to be good enough to provide you with your content is not going to also be good enough to keep an eye on where she’s placed her content? I am talking about a specific instance from today, and the original author is highly regarded as one of the best UK Internet marketers – how foolish to copy her content, and in a particularly stupid way (if you’re going to be dishonest, at least do it intelligently – ah – OK, that’s akin to a double-negative, I suppose.).

Well I’m going to step off my soapbox now, but keep in mind that someone who is genuinely good at this particular craft is not someone you want to annoy. Reputation management works both ways!

A more gentle approach to your Internet marketing

This is bothering me. People who set themselves up as experts, who suggest that they can tell people what to do when they don’t appear to be doing much of it themselves. How can that be? How can they possibly be credible when not joining in with the very people they are purporting to teach?

I understand all about aggressive sales and marketing methods, and that works well for many. But not me – I can’t do it and have no desire to learn. I have been tempted many times by some of the best in the land – but it’s not my way. Surely you would rather have someone gently take you through the benefits of what I can do rather than have me make you “feel your pain”. OK, so I won’t be rich, but I’m happy and enjoy running my business – and maybe one day my approach will be welcomed and customers will flock to my door…

A “for instance”: I find long long sales letters patronising, at best and my one attempt, several years ago, to do one of my own was an almighty flop – which is hardly surprising when I did not believe it would work anyway. I didn’t want it to work, preferring to believe that you’d rather be told what’s what, with no faffing about, and that actually if you needed to be told a thing half a dozen times then perhaps I’m not the best person to be working with!

One of the latest trends that can be useful for your Internet marketing is Twitter. I’m a fan; I join in many times each day and it has been good for my business. However I would certainly not suggest that I’m an expert – there are some excellent Internet marketers that have worked with Twitter and put together definitive guides, one of the best being from Nikki Pilkington – her Tweetmentor is recommended for everyone wanting to use Twitter for business. I am however someone that’s got stuck in with it, figured out and learned how to make the most of it, for me. Now this may not have resulted in more business than I know what to do with, but it has brought some excellent referrals and a valuable new network, one especially strong one being in Kent, my home county. And new friends, which I’d not expected – that’s been a great bonus.

Twitter – it is useful, it can bring you more contacts, business, attention – but you don’t need to be beaten over the head that you’re missing out if you’re not doing it – it is simply one aspect of Internet marketing that can work if you’ve the time and inclination. If you want to explore it, gently do so and follow people you want to, those that you can relate to, and like. More on this tomorrow – it’s very much in my mind just now as I’ve been asked to give a quick overview during a Twitter workshop on Wednesday in Maidstone. So a good time to gather my thoughts, sum up my experiences and to review my own research on the Twitter-scape in Kent. More on that through the week…

But back to my idea of a gentle approach – it boils down to figuring out your best Internet marketing strategy, I suppose – I usually return to that – which is not surprising, as it’s what I love doing best.

You need to know what works for you – bring together what you want to achieve, the resource you have available for that, and then see what aspects of the Internet can help you get there. Knowing the various options is good, indeed, but most small business owners are not going to need to use all of them to get what they want. So I think my point is that you shouldn’t be bullied into something that may not suit you and that may not bring you what you want. Not everyone will be good with everything – if you are, you’re not likely to be reading this, that’s for sure. So relax some and chat to people you know, like and trust before romping away with the latest newfangled Internet tool.