Neville wrote a great blog post today on creating a slogan. You should go read it here. I wanted to expand on this a little and provide an example.
No one is better at tag-lines than politicians
A few years ago I was watching a documentary called Our brand is crisis. This documentary provides a behind the scenes look at the very best political strategists and how they frame their message to connect with voters.
One of the things they talk about is the slogan or central message. This is the same team that came up with the “Hope and Change” slogan that was so central to the Obama campaign.
The idea is that we take a whole bunch of complicated issues, with complicated solutions, and we condense all that into a nice simple slogan or tagline. The purpose of that tag-line is to provide a single idea or feeling that people can focus on, so that when they think of our company, they aren’t thinking about all those complications, random facts, or potentially negative qualities. Instead, they think of that one idea, and if we do our homework, that idea is the one thing that motivates people to accept our offer.
Then, we take that idea and we repeat it over and over again.
The idea is not to sound clever. Clever doesn’t sell. Our objective is focus.
So if you think about “hope and change,” you’re not thinking about:
- Is this politician trustworthy?
- Do they have a track record of delivering on their promises?
- Are their views the same as mine?
Instead this idea focuses us on our problems, making us feel the pain of those problems. Because it’s simple and vague, any problem you have fits within this frame. This drives us to seek a solution to the discomfort we experience and erases all those other issues that might distract us.
A tag-line example
Anyone that’s ever heard me talk about blogging knows I hate short blog posts. Most of what I do with clients is force them to write longer and more difficult blog posts.
There’s a problem with this though, until you’ve reached a certain level of consistency, this perfectionism only leads to failure.
Just like someone new to the gym, we want you to just show up every week. It doesn’t matter what you do, we need you to lift something 3-4 times per week. You have to build the habit of just showing up before you worry about optimizing what you do when you’re there.
This is blogging.
Perfectionism is the biggest barrier to success in blogging when you first start out.
Until one masters writing every day, and publishing a good portion of that writing, they can’t get off the ground. Continue reading
I’m going to start with the exception to the rule. If you are
- a large venture backed company
- willing to invest lots of time and effort into creating great websites with lots of ground breaking content
- or your products are assets that will likely be sold off to third parties or go public
…then by all means you should create a new site for your product.
However, most of the bloggers out there who put out their own products should be launching those products from their blog, especially info products. Continue reading
People ask what I do and it’s difficult to explain, but part of what I do is teach people to make better websites and get exponential growth to those websites.
A number of people come to me asking for help, often asking me to build websites for them, but it’s not the website that matters. It’s what goes in that website.
The hard work of making something truly remarkable by simply writing better articles and solving your reader’s problems is what makes a successful website. Until this happens, website design or mechanics will do nothing for you.
A close friend of mine wants to become internet famous so he can have a real impact on a great number of people…and so he can buy a lambo some day. So I’m going to document my advice for him here so that you can follow along. Continue reading
Most of our conflicts with other people have a very few root causes. The one thing that magnifies these conflicts is our minds constant desire to predict the future, at least in the short term, so that we may control that future.
Where this gets us in trouble is that we try to predict the behavior of those around us and we develop expectations for how they should behave.
These expectations are at the root of most conflicts. Continue reading
We all want to be better at achieving our goals.
I sat down with Zach Moore, coach at Precision Nutrition, to talk about how he coaches clients and helps them achieve those goals. We covered behavior change as well as his background, how he broke into the fitness industry, and what it’s like to work online from home. Zach also has a great story about how he overcame his own struggle with nutrition.
Download the MP3 Here – Podcast Episode 1: Interview with Zach Moore
Are you struggling with a career move or lack thereof? Don’t know how to choose a career? Maybe this will help.
Questions are written in positive form so you can kinda keep count of yes vs no answers, though some questions are far more important than others. Continue reading
Brutal honesty can grant us an amazing level of freedom and power that most people rarely experience. It allows us to connect with other people at a deeper level and it can make us more aware of our own vulnerability. Continue reading
We all seem to have a very specific explanation for why we can’t do something or why we behave a certain way. Often it’s only this story which keeps us from moving forward. We find reasons for being unhappy instead of just doing the things that make us happy.
We look for some external cause or an innate flaw that will alleviate us from taking responsibility for our own choices. Continue reading
Where does motivation come from and how can we get more of it?
A boy falls in love with a girl. There’s just one problem: this girl is currently dating the captain of the football team. So, our boy hatches a plan to steal her from his competition by becoming the captain himself. Surely then she will notice him and reciprocate his love.
To achieve this goal, there’s a lot of work to do. Our hero isn’t really much of a hero. He’s out of shape and doesn’t really play football. There are many practices, training sessions, sprints to run, and weights to lift.
So how do we determine if our hero will be motivated enough to do all this work? We can use mathematical modeling to predict how motivated our hero will be, and we can use those models to discover how we can find our own motivation.
First we start with an older, but simple model developed by Victor Vroom. Continue reading