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Archives for June 2012

Chopping Off Your Own Head

by Margie Clayman

Mary, Queen of Scots with her 1st husband, King Francis of France.

Originally, Queen Elizabeth I had hoped that the religious strife in England would not be something she’d have to deal with. As she said, she did not want to create windows into mens’ souls. Although Elizabeth was herself a Protestant who had been viewed as a suspicious character by her older half-sister Queen Mary, one gets the feeling that Elizabeth hoped that she and England could skate by. Of course, just the opposite occurred. Europe itself was divided, and Catholic supporters abroad were willing to help any Englishman who wanted to see Elizabeth removed from the throne.

Things got particularly tricky when Elizabeth’s cousin, Mary, Queen of Scots, was discovered to be at the core of an assassination plot against Elizabeth. Everyone in Elizabeth’s court declared that Mary should be executed, but Elizabeth had a few problems with this. First, her mother, Anne Boelyn, had been beheaded at the Tower of London. Though Elizabeth had been a little girl at the time, this clearly left a mark on her. She likely also knew that her father had several other wives summarily executed, too.

Also, Elizabeth was ruling at a time when it was believed that monarchs were gods on earth (kind of a nice position to have). To show that a monarch was flawed was fairly frowned upon. To execute another monarch, well, that would send the message that monarchs were not only mortal, they were also fallible. This would put Elizabeth herself up for more questioning.

In the end, Elizabeth was convinced that she should indeed execute Mary. There were too many transgressions, and if they went unpunished Elizabeth would look weak. Sentimentality did not have a place in 16th century London. Still. one gets the sense from Elizabeth’s biographers that she always deeply regretted this episode. One wonders if she felt a little bit like she had cut off her own head to spare her rule.

Cutting off your own head

There is a moral that can be learned from the impossible situation Elizabeth had to deal with. She had often said that she did not want to make religion an issue, but it became a big one. She said she did not want to execute another queen, but she did. One might imagine that she did not want to be viewed as the cruel, malicious person her father had been. But to many who fell at the hands of her spies and torturers, she was likely thought of just that way.

In the online world, it’s easy for us to say a lot of things, with great gusto even. We can be for or against this kind of approach. We can for or against this or that person. We can be for or against a specific platform, a specific practice, or a means of communication. But when the time comes, when those views are tested by someone else or by our own changing minds, do we also fall into the trap of chopping off our own heads? Do we end up committing the same errors that we had recently railed against? Do we end up doing things we maliciously reproached others for doing? Do we allow others to sway our opinions from those which we had so staunchly defended?

I have seen it happen. And to me, it always strikes me as a sad moment – the same kind of sadness and disappointment Elizabeth must have felt in herself when she allowed another queen to be executed.

What we do and say matters

In the online world, it seems like criticism is the easiest form of communication. It gets a lot of attention, it’s a shortcut to make us look superior, and people tend to enjoy “piling on.” There’s a trick to the online world though. Everything you do and say online – it tends to stick around. People don’t have to remember what you say. They can find it. If you are not mindful of what you say or do at any given moment, you could end up revealing your own flaws, your own weaknesses, your own, dare I say, hypocrisy.

Don’t put yourself in a position where you feel like you’re chopping off your own head, whether it’s in terms of your credibility or your reputation (or both). Be careful about what you say. Be careful about who you point the finger at, and be mindful of why you’re doing so. Life has a funny way of proving us wrong, and in the online world, there is plenty of evidence heaped up against us for whenever we change our minds about something.

Let’s all keep our heads, eh?

I’ve written a new e-book called The ABCs of Marketing Myths. You can read about it here!

Image Credit: http://www.flickr.com/photos/60861613@N00/3487571112/ via Creative Commons

Filed Under: Musings

Five Lessons from Queen Elizabeth I on the Art of Self-Expression

by Margie Clayman

Queen Elizabeth I is an endlessly fascinating figure to me. She was a female ruler in a country that had predominantly known rulers to be men. She ruled as a man but made constant references to her womanhood. She refused to marry, unthinkable in those times, but said she was married to the country she ruled. One could study any single segment of Elizabeth’s life and learn about overcoming challenges, defeating impossible odds, and finding an internal core of strength that is indestructible.

My friend Gloria (@grandmaondeck) suggested that I write about self-expression for those bloggers who might be shy, and Elizabeth immediately came to mind. She was not shy, but given what stood in her path, one could have forgiven her for being so. Given unbelievable obstacles, Elizabeth remained eloquent and powerful. How did she do that, and what can we bloggers learn from her example? Let’s take a look.

1. “I do consider a multitude doth make rather discord and confusion than good counsel.” 

Elizabeth did not surround herself with a massive court, despite the fact that as a woman “prince” many thought that she could not rule successfully on her own. She opted to trust a few people to give her good counsel rather than tossing out a broad net that may or may not catch good advice.

As a blogger, it’s important to write as if you’re talking only to a few people, and people you trust. You of course cannot be true friends with everyone who might read your content, but if you write that way – if you write as if you’re sitting at a table with a coffee cup and a friend, it becomes much easier not only to receive counsel but also to give it out.

2. “I have no desire to make windows into mens souls.” 

Elizabeth tried her best to prevent the rift between Catholics and Protestants from becoming a gaping wound. While her sympathies were more with the Protestants, she seemed to believe that everyone could worship the way they wanted, in peace. She did not want to explore why any one person believed the way they did.

As a blogger, it can be easy to take advantage of your platform to try to hammer something into your readers’ minds. You can write and end up creating a post that is sort of like Krushchev banging his shoe on the podium. While this may be self-expression of a sort, it is not the kind that invites people in. Don’t try to create or understand peoples’ souls. Share what you think and be ready to learn or to change your mind based on what people tell you.

3. “A strength to harm is perilous in the hand of an ambitious head.”

It might be odd to think that Elizabeth, a queen, would say something like this. In her case, however, she was surrounded by men who wanted to work their way either into her good graces or into the good graces of her enemies. Ambition ran riot through her palaces. If an ambitious person in her court wanted to do harm, they certainly had the means – and they knew it.

I firmly believe that if you sit down to write a blog post with ambition on your mind, your readers will sniff it out. You might try to stuff your post with buzz words or keywords. You might try to populate your sentences with links and mentions. These are not great ways to offer people insight into how you think. Moreover, if your ambition motivates you to “call out” someone else, you really can do great harm. Again, that might be self-expression, but it is not the kind that will keep people close to you

4. “I know I have the body of a weak and feeble woman, but I have the heart and stomach of a king.”

Now this might seem really strange for a great ruler like Elizabeth to say. Weak and feeble? Hardly. So why did she talk this way? Well, Elizabeth knew her audience. She knew what “baggage” they were bringing to whatever she said. She knew their expectations (or lack thereof). She based what she said on those expectations, all the while acting as she darn well wanted.

As a blogger, it’s important to know your audience. This can be tricky when you first start out, and that’s why a lot of people advise that you do a LOT of reading before you start writing. What do people in your field expect? What kind of tonality is most common? Are there important words that get bandied about? While you might put your own particular spin on it (being a female prince is a pretty good spin), showing that you know who you’re talking to is a great way to use self-expression to connect to your readers.

5. “There is no jewel, be it of never so rich a price, which I set before this jewel; I mean your love.”

Before you roll your eyes and say that I’m about to get really squishy, let me explain that the love a queen receives from her subjects is not *exactly* what I’m talking about here. But there is one thing you can learn from Elizabeth as you read this quote. She never lost track of whose lives were at risk based on her decisions. She was always acutely aware of her people and often spoke as if she was the mother of England, not the queen.

As a blogger, you are never too big to appreciate your readers. There is never (in my opinion) a good reason to refuse to answer comments. There is never a good reason to stop thanking people for sharing your posts. Your posts won’t go anywhere without those folks. A queen is not really a queen if she has no subjects to rule, right? If you blog but nobody reads, it’s going to be hard for you to build anything.

Let your readers know you appreciate them. Write for them. Write with them in mind. That is the best way to use self-expression to connect with your audience.

What other lessons can you think of that we as bloggers could draw from Elizabeth I? I’d love to hear your thoughts!

I’ve written a new e-book called The ABCs of Marketing Myths. You can read about it here!

Image Credit: http://www.flickr.com/photos/60861613@N00/4068967280/ via Creative Commons

Filed Under: Musings

Are you sure blog numbers matter?

by Margie Clayman

Recently, the same conversation has crept up on me across various online platforms. It goes something like this.

Me: Something about a person’s blog

Them: Oh, well, my blog is still nowhere as big as yours. I only get x number of visits a week.

Me: Um…that’s about ten, 50, 100 times what I get in a month.

Them: Silence

Here’s a screen capture of my blog traffic from May 5 – June 4, 2012:

That big peak there is 480 visitors in a day, which is one of the highest traffic days I’ve ever had (might be *the* highest, actually).

To put it another way, from May 31st – June 4, a one-week period, I had 831 visitors. Some of the people I’ve talked to recently have 1,500 visitors over the same length of time.

Although my daily average number of visits has just about doubled since my first year of blogging, as far as traffic goes, I’m still very small potatoes.

And yet…

When I first started blogging, my blog traffic, which at that time was about 10 visits a day, used to really get me depressed. I couldn’t seem to figure out the magic formula of getting people to my site. I couldn’t get people to comment. Had I continued to focus on my blog traffic, I might not still be blogging, because boy can that be discouraging.

What came to matter to me more than the numbers was stuff like the fact that I can proudly say that all of the bloggers I respect most in the online world have commented here at one point or another. I can also say with no small amount of amazement that every blogger I respect most in the online world has shared one of my posts. I can say with a stunned sense of disbelief that I’ve gotten to blog on sites that I view as role models rather than a place where I rightly belong.

Would I trade any of that away for a higher PeerIndex score? Would I rather have an AdAge Power 150 badge? Would I prefer to have a little badge that counts out traffic or subscribers?

It’s not even close.

The little cafe where you’re always welcome

I like thinking of my site here as a little internet cafe – internet in that it exists on the internet. I’m not a Starbucks or a Caribou or a Panera. I’m not a McDonalds or any other big chain massive restaurant. I’m a pretty small cafe where oddly there is an infinite amount of seating room for you. We can have good talks together, and you can remind me every day how lucky I am to know great people like you. Sure, you might not get a Google Alert as your comment gets picked up by Google spiders, and it’s true that you might not meet 27 new people just by commenting here. But I think it’s safe to say that we have a good time here, even when we disagree.

That ads issue

A lot of people say that they need a lot of blog traffic so that their chances of getting clicks on their ads can go up. Their chances of getting more clicks on their affiliate links will go up. That’s possible, although statistically speaking a 20% conversion rate on such things is massive. Maybe that opportunity is enough for you and you are willing to plow ahead for big traffic on the chance it will pay off. There’s nothing wrong with that although it’s a basket I wouldn’t want to put all of my eggs in, financially speaking. If you are blogging for your business you might say that a lot of traffic is how you report the benefits of the blog to your boss, but I would argue against that too. A visit could be someone clicking and then leaving. A person leaving a comment means that they read and wanted to respond. Which would you rather count?

As for me, I am not at all disappointed that I’m small potatoes in so far as the numbers game goes. When I see 831 weekly visitors on a chart, I know who a lot of those people are. I know their faces and I even remember the comments they left on what posts. I know who tends to visit every time I have a post and who tends to stop in once a month or inconsistently, at any rate. I know that most of those 831 visitors probably either taught me something or encouraged me to think in a new way.

You’d have to be a fool to be disappointed about things like that. And hey – I ain’t no fool.

Whether you’re blogging for fun or for business, there’s more to the art than the numbers game. If you are feeling discouraged, think of why you enjoy writing and conversing with other people. Why do you keep sitting down to blog even though your numbers aren’t where you’d like them to be (and that can happen at ANY level)? Focus on THAT. Because that there is the magic of it all. Truly.

Don’t you think?

I’ve written a new e-book called The ABCs of Marketing Myths. You can read about it here!

Image Credit: http://www.flickr.com/photos/grandmaitre/5846058698/ via Creative Commons

Filed Under: Marketing Talk

Commentary on Commenting

by Margie Clayman

I’ve been thinking about the online “comment” of late. In reality, or so my theory goes, the comment is really at the core of what social media is all about. You write a blog post, someone leaves a comment, you comment back. You tweet something, someone tweets back a comment, you tweet back a comment in response. Commenting, it seems to me, is the key to everything we do in the online world, or at least it would seem to be the key to Web 2.0 at the very least. One might say that “conversing” and “commenting” are synonymous in the online world. It’s all about the trade-off of ideas and opinions. This all seems pretty basic, right?

And yet, I seem to be encountering more and more often scenarios that undermine this “basic” aspect of social media. I wanted to run these by you and see if you’re noticing the same things.

When I get tired of leaving blog comments

As a blogger, I do my very best to answer every single comment I get, even if it’s just a one-liner. I don’t always succeed, but I think if you come here you know the chances are pretty good you’ll get a comment in reply. I work hard on that because I know how busy people are these days. The fact that you not only read what I say but also take the time to comment means a lot to me. Really. I figure the best way I can show that is to reciprocate.

As a blog reader, I don’t comment nearly as much as I used to, but I’ve never really been one to leave a “nice post” comment. When I read something and I’m spurred on to leave a comment, I take time out of *my* busy schedule to leave my thoughts there. Now, a lot of the bloggers I read are really good about commenting back, and they have great communities to show for it. In fact, entire conversations develop just among the blogger and his or her commenters.

There are some bloggers, though, that never seem to respond to anything. In fact, these folks often only reply to “troll” type comments, which makes you almost wonder if that’s the kind of comment they want. I love the way these folks write, but after leaving several comments and never getting a response back, I find myself kind of wondering if I should continue to spend my time talking to, well, myself. I like to leave comments not just to see my words on someone else’s page but rather because I enjoy the dialog. If the blogger doesn’t have that same desire, I’m apt to go elsewhere. Eventually. That’s a bummer.

Commenting on Facebook

I inadvertently started a little debate on Facebook over the weekend, so I thought I would spread the chaos into the blogosphere as well. As is the case with blogging, I feel that the most fun part of leaving a comment on Facebook is engaging in a conversation (I know, these 2 buzz words are becoming evil in the online world, but I mean them in their most unbuzzy forms). If someone updates Facebook with something interesting, I tend to scan all of the comments first, then I leave my own. Or maybe I don’t leave my own if it looks like the conversation is getting ugly. But I really enjoy commenting not just on the update but also on what other people have said. I have met a lot of great people that way, in fact – they were “friends” of the person who had updated the status initially, but through regular conversing, we got to know each other as well.

I’ve found, however, that a lot of people look at Facebook commenting as a sort of “drive by opinion” opportunity. They see an update, they want to get their opinion out there, and then they move on to the next thing. There are a few (in my view) disadvantages to this approach.

1. Someone may have already said what you wanted to say, in which case you are really highlighting the fact that you didn’t read anything else apart from the update.

2. Someone may have added a perspective that would alter your opinion

3. Someone may have said something like, “This conversation is a sore subject because xyz, can we take this offline?” in which case your comment may appear insensitive.

4. If you are vehemently for or against the initial update and voice that opinion, you could end up looking like a sour-puss if it turns out the person changed their mind in the middle of the comment thread.

It’s not to say that this approach is wrong, but it just seems (to me) to miss the whole idea of what social media is about. If you just want to get your opinion out there, why not go back to traditional marketing, where there is a lot more time between your “update” and people responding? If you’re participating on a social media platform, wouldn’t you hedge towards being, I don’t know, more social?

So what do you think? Am I being too picky? Am I taking the word “social” too literally? What are you finding out there?

I’ve written a new e-book called The ABCs of Marketing Myths. You can read about it here!

Image Credit: http://www.flickr.com/photos/dharmasphere/20993325/ via Creative Commons

Filed Under: Marketing Talk

The ABCs of Marketing Myths – A New E-Book

by Margie Clayman

Now available at the Kindle Store!! Just click -> HERE! 

Hello! I am VERY excited to announce that I have self-published an official e-book! As you can see above, it’s called The ABCs of Marketing: Rumors and Lies the Online World Has Spread about the Ancient Art of Marketing (you can click here to preview the first 15 pages or to purchase. See below for important information regarding the e-book).

If you have been to this blog on a semi-regular basis over the last year or so, you may have seen some portions of this book already. I published letters A-Q here on the blog, although they have all been slightly modified for the book. Letters R-Z are only available in the book, however.

So what is this book about? Well, with one of my feet in the more “traditional” marketing world and the other of my feet in the online world, I have a sort of unique opportunity see both sides talk about the other. There are certainly plenty of people who still don’t really “get” social media. But it’s been interesting to see how the online world has begun talking about many core principles of marketing. Indeed, some online personalities have gone so far as to declare marketing dead (along with everything else). This kind of statement has always struck me as being rather over the top, but just saying that doesn’t really create a solid basis for conversation. And conversation is what I think marketers online and offline need. Too many people are painting with brushes that are too broad. “Agencies are bad.” “Email marketing is easy.” We need to talk about these things in productive ways for the betterment of companies operating in this crazy world.

I’m really hoping that people who read this book will start asking their own questions. I hope this inspires some more useful, helpful conversation than what seems to be the norm these days. I hope it helps people who are getting messages from the online world that might not jive with their offline experiences.

If you are interesting in purchasing this book, there are a few things I want you to know.

As of now, the book is only available for Apple devices (iPhone, iPad). The book is also only available on Blurb. If things go well I will look into moving the book into a more readily accessible platform.

If you want to purchase the book, click here.

Please ignore the option for the print version. Blurb just requires that you have that option present. 

Here are detailed instructions on how to download the book once you purchase it:

Download using either your (1) iPhone/iPad or (2) your Mac/PC:

  1. Your iPad or iPhone:
    • In Safari go to Blurb.com, sign in to your account, and then go to the book details page for your book.
    • On the right-hand side find the button that says Get ebook for iPad, iPhone, iPod.
    • Choose Download for iTunes from the drop down. (A progress bar will appear at the top of the screen).
    • After the file downloads choose “Open in iBooks” to open the file. Getting an error message? Make sure you have iBooks first!
  2. A Mac or PC:
    •  Go to the book details page for your book.
    • On the right-hand side click Get ebook for iPad, iPhone, iPod.
    • Use any of the four options to load your ebook
      • Text message – Open this message on your iPhone and tap the link. After the file downloads choose “Open in iBooks” to open the file.
      • Email – Open this email in the iPad mail client and click the link. After the file downloads choose “Open in iBooks” to open the file.
      • QR code – Use a QR reader to open the link. After the file downloads choose “Open in iBooks” to open the file.
      • Download for iTunes – Click this to download your ebook to your computer to manually add to your iTunes library.
I hope that you enjoy the book should you decide to purchase it. If you have any questions, difficulties, concerns, or feedback, please let me know.
Thank you!!

Filed Under: Marketing Talk

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