About Eddie Stephens

Eddie Stephens has been a member since July 19th 2010, and has created 32 posts from scratch.

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Defeat This Fear & Achieve Your Goals

Some personal challenges recently reminded me of an acronym a work colleague uses. It describes a core issue that can hold you hostage, preventing you from achieving your business and life goals.

For example, do you:

>Try hard to fit in?

>Commit to people and/or tasks you really don’t enjoy?

>Buy the latest “shiny-object” because it’s trendy (or because it’s a substitute for personal effort)?

>Sacrifice your goals because achieving them takes you out-of-the-loop?

If you can relate to those and tons of other mostly obsessive behaviors you have what my friend calls – FOMO. It stands for Fear Of Missing Out.

And here’s the core reality of FOMOFear Of Missing Out is really fear of failure and perhaps even success.

Your greatest enemy to living a productive and rewarded life isn’t always outside forces. In fact, it’s rarely nothing from the outside that you can’t push through.

What keeps most of us locked into mediocrity, failing to achieve our goals, and realizing our potential is between our ears.

It’s resistance – FOMO’s most strategic weapon.

When you fear missing out you’re more likely to delay work on your top goals, building your business to the next level, and facing the next challenge with courage.

How to defeat FOMO:

1) Be resourceful.

The viral impact of FOMO is believing there’s something else out there. And once you obtain it you’ll have everything you need.

For example, if you give into FOMO you’ll make the pursuit of the next-new-thing your goal in the moment. Before long it’s eaten up all your productive moments and you have nothing but the shiny-thing to show for you efforts.

This fear is insatiable. You’ll never satisfy the craving if you depend on the attainment of something “out there” to be the answer you’ve been searching for.

Diligent, focused action creates results. You have all the resources you need to start and finish the task at hand.

Your unique ability and the compulsion to act defeats resistance. It doesn’t know what to do with momentum.

2) Be content.

Contentedness is sometimes confused with laziness. Misunderstanding what it means to be content can lead to inactivity and unfulfilled desire.

Being content is about owning who you are, what you have, and your plans to change it.

The content person, like the content business owner, is so in tune with their own sense of purpose that they’ll go-it-alone, if necessary, to achieve their goals.

You achieve success by courageously pursuing your mission. You’ll attract others when your contented resolve is crystal clear and it appears you’d do it whether no one else chooses to do so.

3) Be yourself.

Many people aren’t comfortable with who they are. So, they live according to FOMO.

After all, who decides who’s “out” and who’s “in?” Though it’s a much deeper matter than this post can address, bullies put themselves in this judgmental role.

The root of bullying behavior is that bullies aren’t comfortable in their own “skin.” Expose them and you strip them of their power.

Stand up for who you are, what you can do, and how you can uniquely make a difference. Why fear not standing where the “crowd” gathers?

Start your own “crowd!” Better yet – celebrate another’s right to have a “crowd.”

Whatever you do, “own” where you stand.

In your business or personal life, where does FOMO impact you? How have you been resourceful, content, and comfortable with who you are?

4 Social Media “Basics” That Can Transform How You Do Business

Had to “reboot” a device recently? Like your smart-phone or computer, your social media content strategy needs an occasional reboot.

The reboot is a cleansing feeling really. By now (hopefully) you’ve ventured into the surf and are discovering how useful social media is for engaging with not only your friends but colleagues, clients, and prospective ones.

It’s time for a “reboot!” Let the following back-to-basics information clear the fog and get you back on track.

4 Social Media Basics for Transforming Your Business Connections

1–Publishing

In social media, publishing takes many forms. A blog post, a YouTube video, a Flickr photo and album.

And of course, an informative 140-character “tweet” on Twitter, a Facebook post, and now Google+linked to an archived article or blog post.

Variety is the name of the game for social media publishing. Consider how you can maximize your personal or business publishing.

Just thinking of yourself as a “publisher” may be your first strategic step.

Don’t picture publishing as a time consuming, laborious task that requires endless days of writing, editing, etc. (Understand, it does take time.)

Remember, social media publishing means engaging your “tribe” (in this case your personal and/or business followers) with relevant content that addresses and answers their questions, needs, concerns.

2–Interacting and Sharing

Engagement is the way of relationships in social media. How one-way are your connections on social media?

In marketing most are used to having a more offense-oriented game plan. You call a marketing play, such as a direct mailer or a radio spot.

You execute the play hoping to gain some yardage. And in some instances you have and will.

The social media approach is different. You engage your clients and prospects through a varied use of social media tools (Twitter, Facebook, YouTube, a blog).

They comment, share, and post your useful data on their various social media channels. That’s how engagement begins to work.

Evaluate the nature of your current marketing approaches alongside social media. Compare how much interaction you’re receiving as result.

If the engagement return is low (and probably will be by comparison), take a dive into social media. You’ll notice the difference – often much sooner than traditional approaches.

3–Networking

Sure, it’s socially enjoyable to commute to a lunch meeting, exchange business cards, and hope (after a follow-up communication or two) to land a new client. It’s worked for years and won’t soon cease to exist.

Now consider the efficiency of networking from the comfort of your office, a coffee-shop table, even a chair on the beach…and connecting with hundreds, even thousands!

Social media multiplies your networking capabilities a hundred-fold! And many of the people who connect with you at levels removed from direct contact with you could benefit from your content, products, and services.

A Twitter follower who reads one of your “tweets” linked to useful content, “retweets” (if you’re unfamiliar, think of it as forwarding an email) it to their list of several hundred (or thousand) followers. One follower, who just-so-happened to be in need of what the content addresses  contacts you. Viola! And that’s just the beginning of social media networking.

4–Selling

According to social media expert, Nick Usborne, “Making sales can be an important part of social media strategy, but it would be a mistake to focus on this as a primary goal. What social media does best is facilitate publishing valuable content, sharing, and networking.”

Think of social media as a vital first-phase strategy in your sales and marketing force.

Think outside the box like 1800Flowers does by selling through its Facebook page or offering coupons through a social media tool like LivingSocial and Groupon.

If you’re a location based business, use Facebook Places, Foursquare, and Gowalla as a tool to encourage people to “check-in” when they’re on site.

These social media based actions can prime your target audience for sales. But remember social media’s sweet-spot is publishing valuable, relevant content that enagages others.

>Do a quick reboot with all you’ve learned and practiced to date with social media.
>Evaluate your progress with these 4 back-to-basics core qualities of social media.
>Act on each with a few changes this week.

What successes have you had with social media? If you’re not using it consistently, what would help you be more consistent?

How to Pump-Up the Slumps

I scrolled through some archived e-newsletter content I published three years ago (wow). Amazed that as a freelance copywriter, and (adding to the mix) now a blogger, social media content writer/strategist, and soon to be info-publisher, I’m – to the week – experiencing similar thoughts and challenges about life and business building.

Labor Day weekend is in the rear-view mirror. This annual holiday marks the official transition from summer to fall and the final stretch of the year.

Summer’s laid-back, lazy attitude (I’m missing it already) gets exchanged for the more reflective the-year’s-almost-over-how-am-I-doing attitude of the fall season.

This seasonal transition is one I personally grieve – in a weird sort of way. Though I enjoy fall’s colors and the crisp, cool temps, football, and the approaching holidays…I’m a summer-dude at heart.

Seasonal transitions and their momentum are an effective way to evaluate where you stand in life and business. Build on summer’s renewing qualities (vacations, recreation, etc.) and head into the year’s fourth and final quarter – as fall approaches – pumping up the volume.

In sports, relationships, business, sales, your attitude, or life in general – slumps happen. Think about it – no one or nothing is immune from the inevitable “funk.”

Be prepared for slumps and willing to take action to overcome them. I discovered the following points from Harvey Mackay* (NY Times best-selling author and businessman).

Consider these essential “slump-gear.”

1–Get back to the basics.

Start by looking at your goals. Are you following your game-plan to achieve them? If not, fix what’s broken – if so, create new plans. Do the basics well – marketing, prospecting, lead development, follow-up, customer service, etc.

2–Evaluate your own performance first.

Before you place blame remember, this is your slump. Commit to hard work until you get out of it.

3–Seek trusted advice.

After you’ve exhausted your own resources get the input of friends, colleagues – even a business/life coach. Check your ego. Prepare for honesty.

4–Stay focused on the desired outcome.

Distractions clutter thinking. Don’t let them. Work upward. Take simple steps without starting from scratch.

5–Keep a positive outlook.

Prior success can lead to more. Confidence flows from your skill sets. Be fearless to apply them differently or develop them further.

Mackay also quotes copywriter and prolific author, Robert (Bob) Bly. Here’s his three-part strategy for overcoming slumps:

1–Do something.

2–Do more.

3–Keep doing it.

Beat the slumps with some good, old-fashioned action!

What challenges do you face in life and business as the year moves into the fourth quarter?

*Source: Tulsa World, 08.12.07

How Copywriting Uncovers Hidden Value

A local paper ad caught my wife’s attention. It was promoting an international coin buyer’s event taking place over the weekend at a local hotel.

Our experience prompted my thoughts about some important copywriting and marketing principles. I was reminded how it’s essential to think about the untapped value within your products and services.

Along with gold and silver items, the company was offering cash payouts on coins of a certain vintage. My wife knew we had a few silver and half-dollars lying around so she scoured the house, drawer clutter, and forgotten containers to find a few hopefully valuable coins.

Bingo! Among some kitchen drawer clutter she uncovered a 1966 half-dollar. And we did a halfway serious happy-dance as if we were holding the winning Powerball lottery ticket.

We arrived at the hotel, took our number and a seat waiting among a few others who hoped they too had discovered the mother-lode in a jar or coffee can among their house clutter just as we had.

In a moment I’ll tell you how much our 1966 half-dollar was worth and what we walked away with check in hand. But first, our experience reminds me of some basic copywriting principles to apply to your marketing content.

Understand perceived value

Remember that people buy for emotional not rational reasons. This holds true for how they perceive the value of your services and products.

Imagine someone seeing your latest promotion for the first time. Once they begin reading they’ll immediately form an opinion about whether there’s value for them (perception).

Of course, you know the value. And it’s the job of your promotional content to sell them on it.

Your copywriting and marketing content must get inside their head. But don’t stop there. You must reach their heart – the emotional core. How?

>Use benefit-rich action words and keywords.

>Ask questions they must answer in the moment as they read, view, or listen to your content (however it’s delivered).

>Raise the value of whatever your promoting in the minds of your readers with comparative data (statistics, facts, etc.).

>Write to overcome perceptions and objections.

Deliver beneficial value

Whatever you’re promoting has built-in value. But do you know the value inside and out?

Change your perspective and look at your products and services with fresh eyes. Consider outsourcing your copywriting and marketing efforts on occasion.

Your products and services contain hidden value. And the purpose of your marketing is to discover it and create solid, compelling content that promotes it.

Show your readers the benefit-value of your services. But don’t stop there.

The purpose of copywriting is to put the product/service in their hand…in their experience with words. Use words to paint a picture of the future with them benefiting from its use and the consequences of not doing so.

Use content to get them so emotionally attached to your services that they can’t walk away without buying.

Increase value

Not only give them a picture experiencing the benefit of your services. Show others benefiting also.

The “community” or “tribal” effect can increase value. It’s the show-and-tell principle that builds a story around the product/service benefits.

>Use testimonials throughout your marketing content.

>Expand your testimonials into case-studies and whitepapers.

>Show your products/services solving problems, altering outcomes, increasing confidence, saving lives, etc.

This has emotional appeal that few can ignore without joining the crowd.

Back to our coin selling experience. Our number was called. And we were graciously escorted to a table where the buyer eyed the few coins my wife had uncovered.

He immediately separated the value-coin from all the rest – our 1966 silver half-dollar – and casually told us to spend the other coins since they wouldn’t increase in value.

We agreed to his estimated value on our 1966 silver half-dollar. We shook hands. A check was issued.

And we walked away…$3 richer. Hey, unless my “math” is wrong (wouldn’t surprise me if I was) isn’t that a value increase of 400%?

How to Stimulate Your Reader’s Imagination

I’m a visual person. I default to thinking in pictures and images.

For example, when I set goals I see the process, the path, and the end-result of achieving it. Then I move forward in that direction (at least that’s the plan).

Visualization stimulates energy. Imagination taps into emotions. Images ignite thoughts and compel action.

At the movies the preview trailers for upcoming features keep me in my seat. I’ll forgo the concession line to make sure I don’t miss one Preview of Coming Attractions.

There’s promotional power in watching action-packed, laugh inducing snippets from soon-to-be-released films (occasionally the trailer is better than the movie itself).

The visual set-up, like imagination, motivates. It prepares you for action. Visualization energizes your receptivity to new ideas and the means to achieve your copywriting and marketing goals.

What you see is what you get. This works in for the features & benefits of your products and services just like it does in life.

Let’s talk about that for a moment.

What “images” are you creating for your marketing approaches? Are your clients “seeing” what you’re promoting before they get it?

Visually compelling copywriting is essential if you want to captivate the imagination of your target market. Help them picture themselves using and benefiting from your product or service.

3 ways to stimulate your prospects’ and clients’ responsive imagination.

>Paint-by-numbers<

Remember those paint-by-numbers coloring books that brought out your inner-Picasso during childhood? You would pick a number-color combo and give life to an otherwise dull image.

Compelling copywriting involves numbers. Facts, statistics, and relevant data adds color to an otherwise dull promotion.

Useful data provides proof that your business, product, or service delivers beneficial results. Color your copy with testimonial and expert information.

>Get real<

People (your clients) have real problems. And you’re in business to solve them.

Help them picture the benefits your product or service delivers. Connect it to real life.

This means you must know your prospect. Lead them with words to visualize the future – the future that your product/service can enable them to experience. Remember you’re promoting benefits – real…hands-on benefits.

>Show some emotion<

Again, knowing your prospect involves understanding what reaches, touches, and compels them. My business tagline states, among other things, that I write compelling copy. If writing doesn’t compel…you won’t sell (pardon the cheesy rhyme).

Tap into the emotions of your prospects and repeat clients. Write in a way that visualizes fear…greed…insecurity…happiness…pride…guilt…confidence…etc (all among common copywriting emotions).

Remember, *people buy for emotional, not rational reasons*.

Visualization stimulates the imagination. Give people an image that compels them to do business with you.

Copyright 2010