Personal Branding: Cultivating the Right Relationships

Starla West is an executive presence and business leadership coach, “helping business professionals their interpersonal and leadership effectiveness.” She’s also in the third edition of Branding Yourself (pre-order your copy here), which drops on October 28. The following is the information she provided me for her case study. I wasn’t able to use all of it, so I asked if I could reprint it on my blog. This is what she wrote.

Why Do It?

If we’ve heard it once, we’ve heard it a million times: Effective networking is all about farming, not hunting. The goal is to cultivate relationships and gain trust. If we network only when we have to, we are way behind the game, as the full benefits of networking are most often realized after solid relationships are developed and maintained over time.

I have to admit I never fully understood this until I left the corporate world to pursue my entrepreneurial dreams. Prior to starting my own business, I was a consultant for various financial institutions throughout the United States. My job was twofold: 1) help my clients obtain more than their fair share of new customers (bank executives), and 2) help them keep these customers for as long as they possibly could.

Starla West says personal branding is all about cultivating valuable relationships.

My good friend, Starla West!

To effectively assist my clients, it was crucial that I quickly gained (and maintained) the trust and support of my clients’ executive teams. Needless to say, day in and day out I called upon my relationship building skills to “win over” these bank executives. Over time, these relationships eventually strengthened. At the end of my eight years as their consultant, these executives were more than just business acquaintances; they were now my friends.

How did I know that? Well, late on a Thursday evening, as I comfortably sat with my feet propped up on the sofa, I sent an email to my clients announcing I was leaving the company and starting my own business. After pressing Send, I closed my laptop, turned, and placed my feet on the floor. No joke, no exaggeration! Within 30 seconds, my phone rang. I thought, “Wow! I just sent that!”

I answered the call. It was the senior vice president and director of marketing for a large client of mine in Florida. I assumed he was calling to wish me good luck, but I couldn’t have been more wrong. He was calling to share his marketing knowledge and advertising expertise with me. He wanted to help catapult my business into full operation as quickly as possible by helping me develop a marketing plan. I couldn’t believe it! This extremely busy man who is next to impossible to catch on the phone was graciously giving me two full hours of his time and expert advice, and I didn’t even ask for it!

Over the next 24 hours, I received phone call after phone call and email after email from clients who wanted to help. This is when it really hit me: Networking is simply relationship building. If cultivated and nurtured correctly, these relationships develop into lifelong friendships that include a healthy balance of giving and receiving that and over time positively impact your professional growth and advancement.

How’s Your ‘I Got a Guy’ Network Looking

Could it use a little tender loving care?

The above lesson was further reinforced when my husband and I learned our friend, Alan, was badly injured in an automobile accident. While visiting Alan in the hospital, we learned our friend, Brad, was taking care of Alan’s personal matters since he didn’t have family living nearby.

During this conversation, Brad mentioned the other driver’s insurance company was calling non-stop. He was avoiding their calls because Alan’s insurance provider mandated, “Do not speak to that insurance company until you’ve hired an attorney.”
Let me pause my story there and ask, “Would you know the type of attorney needed to help your friend through this horrific situation?” If your answer is a personal injury attorney, you are correct.

That said, at this very moment, do you know a personal injury attorney whom you also like and trust?
If your answer is NO, welcome to the situation in which Brad found himself. He said, “I don’t know who to hire, Starla. I don’t want to call those ambulance chasers you see on TV but I also don’t want to pick one from an online search,” to which I replied, “I agree. You shouldn’t do that.”

I stepped out into the hallway and did a mental scan of my personal and professional relationships. Within seconds, I returned to Alan’s room and said to Brad, “Let me reach out to my friend, Amy. She’s a partner at one of the big law firms here in Indianapolis. This isn’t the type of case her firm would take. However, Amy is well-connected and I trust her. She will tell us which attorneys in Indianapolis to work with and which ones to stay away from.”

I immediately sent Amy a text and within 30 minutes she responded with a recommendation. I passed it along to Brad and said, “I know Amy very well. I trust her so this is who you should call.”  Without hesitation, Brad contacted the recommended attorney the following day.

Let’s take a moment and think about what happened.

  1. Brad needed help and I was able to help him because of the extensive network of relationships I’ve built and nurtured for well over 15 years.
  2. To help Brad, I reached out to my friend, Amy, whom I met at a business event two years prior. I was comfortable asking for help because over the last two years, Amy and I cultivated and nurtured our relationship to a point that we like and trust each other.
  3. But it didn’t stop there. To help me, Amy reached out to her network and confidently referred a personal injury attorney whom she liked and trust.

Let’s recap…

  • Brad used his network to help Alan.
  • Starla used her network to help Brad.
  • Amy used her network to help Starla.
  • And Amy helped another attorney by referring his services!

THAT is how an ‘I got a guy’ network works!

Networking is about building relationships with people whom you can share your knowledge, expertise, and talents and add value to their lives, and when done correctly, you’ll enhance your visibility and anchor your brand in the minds of others and eventually become a part of their ‘I got a guy’ networks.

As you continuously add to and nurture your ‘I got a guy’ network, it will always be full of individuals you like and trust and can comfortably refer and reach out to whenever you need assistance

Don’t Ignore Written Content Marketing for the Sake of Video

Marketers everywhere have begun singing the praises of video so loudly, they sound like Oprah at Christmas.

“You need a video! And you need a video! Everyone needs a video!”

Sure, it’s the new and exciting way to share information. Everyone who’s got a mobile phone has the means for creating, distributing, and watching of all sorts of video content. I watch Netflix while I eat breakfast. My kids watch comedy videos throughout the day. And we’ve all used YouTube as a search engine to solve a problem — I changed out my air conditioning filter a few weeks ago, thanks to a South Korean video.

Except video is not, and should not, be the final word when it comes to content marketing.

The written word should still get most of our attention as content marketers. If you’re going to add video to your marketing efforts, then you need to increase your overall content marketing creation. Don’t replace written content with video content and hope for the same engagement rates.

For one thing, gathering information by video is time consuming. If people want to do a lot of research about a major purchase, videos will help, but your customers still want written specs, performance details, and product information. And they want to be able to look details up quickly, rather than watch 87 minutes of video to find one specific detail again.

(Think of it this way: if you want to know the horsepower of your car, are you going to Google it or watch a 10-minute product video and hope you catch it?)

For another, video viewing is not going to replace reading. We’re not going to stop reading books in favor of watching someone read them to us on video. If that were the case, the audiobook revolution would have been massive, and brought about a faster end to bookstores.

We’re also not going to stop reading news articles online in favor of videos of those same articles being read to us. And before you say “but TV news!” keep in mind that most individual news stories only get 20 – 30 seconds of airtime. And that there’s also a more thoroughly written version of each story on a news channel’s website.

In other words. . .

Video Will Never Replace the Written Word

A shoulder-mounted RCA VHS video camera. Not suitable for video content marketing, no matter what happens!

I used one of these in high school. We thought we were hot stuff then!

So before you outfit your entire company with GoPros and YouTube accounts and flood the world with your video masterpieces, consider these four problems with video.

1) Most of us do not do well speaking off the cuff in front of an audience. We stammer, stutter, and lose our train of thought when we’re having a normal conversation, let alone if we’re in front of an audience and are not 100 percent prepared. And there are a lot of videos where people just hit record and started talking.

Don’t believe me? Pick a topic — how the original Star Wars trilogy is an allegory for today’s American political system — and record yourself talking about it for five solid minutes.

“But that’s not how I’d do it!” you protest. “I’d prepare and practice and make sure I got everything down just right.”

I know you will. Which means it will take 4 – 6 hours to produce a five-minute video. Now squeeze that time into your normal workday of meetings, writing TPS reports, and doing your actual work.

Meanwhile, I wrote this blog post, including edits, in about 90 minutes. I could write four blog posts in 6 hours.

2) A visual element is not always helpful. A lot of video content is just talking head videos of someone straight staring at their camera, usually on their laptop, and talking to us for three to five to ten minutes at a time.

Why the hell are we watching this? What are you actually doing that’s so interesting that I need to stop everything I’m doing and stare at my phone to watch your mouth move?

Are there graphics? No. Special effects? No. Is their kid going to run in and do something awesome? No. It’s just that person’s head, talking, for several minutes without doing anything else.

This is an inefficient use of your viewers’ time. Your video can easily be replaced with an MP3 and nothing will change. There’s no actual visual value that requires the amount of focus we usually put into video viewing. This information could be shared in a podcast or a blog article instead, rather than us taking the time to watch you talk.

I started listening to the audio tracks of TED talks for this very reason. When I realized the talks are usually nothing more than someone standing on a stage with a few slides, I found I could listen to them in the car during my commute. Nothing changed, the information wasn’t any different, and my life wasn’t better or worse for having done it.

Here’s a good rule of thumb: if we can listen to your video without missing anything important, you didn’t need to make it a video. Consider making a podcast instead.

Photo of F. W. Murnau, noted German film director.

Photo of F. W. Murnau, noted German film director.

3) A lot of videos have poor production values. Most mediocre video content is usually shot on a mobile phone, and it shows. The lighting is poor, or the lens is dirty, or the person forgets and holds the camera vertically, so we all have to turn our heads 90 degrees just to see what’s going on.

And the sound is all tinny, like the speaker is in a giant coffee can, or sitting in the bathroom 20 feet from the microphone.

If you want to make good — and I mean good videos, not just “barely acceptable” ones — you need to invest in a good DSLR camera, a decent lavaliere/lapel microphone, and a tripod. And you need to get very good at using them. That means hours of practice, learning how to use the equipment properly.

Sure, you can make an okay cell phone video, but if that’s your company’s video marketing strategy, just shut the business down now and send everyone home. Otherwise, you need to hire a dedicated staffer whose sole job is to make videos, or you need to outsource your video production work to professional video marketers who know how to do this kind of thing quickly and efficiently. (For one thing, they can produce your 5-minute video in an hour or two.)

4) Short videos are inefficient. This is the biggie: The average person speaks at 100 – 150 words per minute, but the average adult reading speed is 300 wpm. (It’s also 450 wpm for the average college student, and 575 for high level executives).

That means a 300 word video will take 2 – 3 minutes to watch, but your average customer can read that same 300 word article in 30 – 60 seconds. Meanwhile, your college student will read it in 45 seconds, and your executive will read it in nearly 30.

This article clocks in at roughly 1600 words, which should take approximately 5 – 6 minutes for the average person to read (3+ minutes for our average college student, slightly less than 3 for our executive). But if I read it to you in a video, you’ll have to watch it for 10 – 16 minutes.

Now, imagine reading 12 1000-word articles in your favorite business magazine versus watching 12 videos of the same word count. That’s 24 – 48 minutes of reading versus 120 minutes of viewing.

Videos are great if you can add strong visual elements to them, like Moz’s Whiteboard Friday videos. There, Moz president Rand Fishkin lays out the latest research and developments in search engine optimization, using a whiteboard to illustrate his point.

But without the whiteboard, he’s just another Wil-Wheaton-with-a-handlebar-mustache lookalike talking to a video camera, and the information is much less enjoyable to watch or easy to absorb.

Bottom line: I don’t want to watch someone talk to me for 5 minutes when I can read that same block of text in less than 2 minutes. Combine that with bad production values, poor sound, and lots of hemming and hawing, and you can understand why “Just flip on your phone’s camera and start talking” is bad advice.

By all means, use video in your content marketing. It’s important, it’s helpful, and it’s the wave of the future. But just for God’s sake, do it right! Get proper equipment, learn how to use it, and write scripts of your talk beforehand. Practice and prepare. And if you need to, join a Toastmaster’s club and improve your public speaking.

Just don’t half-ass your video content because someone told you it was as easy as putting your phone in selfie mode and talking into it.

When it’s done properly, video content is a beautiful sight to behold: explainer videos, demonstration videos like Will It Blend, or even entertainment videos, like JW Marriott’s amazing “The Two Bellmen” series. Even videos of you giving a talk at a conference are great uses of video.

But don’t expect video content marketing to replace written content marketing anytime soon. Don’t fire your copywriters and replace them with GoPros and Quentin Tarantino wannabes.

Video will expand over the coming years, and we’ll be able to make it look better more easily and for less money, but don’t stop focusing on improving your writing skills or your written content.

Photo credit: Darian Hildebrand (Wikimedia Commons, Creative Commons 3.0)
Photo #2 credit: Subject: Friedrich William Murnau (Photographer unknown. This photograph is in the public domain in the United States and Russia.)

Understanding Freytag’s Pyramid for Content Marketing

Fiction writers and playwrights use storytelling structures to build their story arcs. As someone who has feet planted in both the fiction writing world and the content marketing world, I try to bring these two worlds together. So for the next few months, I’m going to examine the different storytelling structures and determine how they can be used in a content marketing setting.

Among storytelling structures, Freytag’s Pyramid is one of the most common and easiest to understand. If you took any literature classes in school, you may have even heard of this one.

Based on the work of German playwright Gustav Freytag, Freytag’s Pyramid is applied to a typical 5-act play. (Sort of the Romans’ “new and improved” followup to Aristotle’s original 3-act story.)
Freytag's Pyramid
The idea, said Gustav, is the traditional 5-act structure can be broken down like this:

  • Exposition: Important background information is laid out: characters, setting, previous events. It can be conveyed through dialogue, flashbacks, and narrative exposition. In Macbeth, the titular protagonist and his friends are visited by the Three Witches, who prophesy that Macbeth shall be king, and Banquo shall father a line of kings.
  • Rising action: A series of events that build to the climax. This is where the instigating event happens, which drives the protagonist to pursue his or her course of action. Macbeth and Lady Macbeth kill the king, frame the servants, murder the guards, and drive off King Duncan’s sons, Malcolm and Donalbain, all in their mad pursuit of power.
  • Climax: Not necessarily the final battle, but this is the point on which the play/story pivots. This is the turning point that changes the protagonist’s fate. If the play is a comedy, things were going badly for the protagonist, but now they turn around. If it’s a tragedy, then it’s the reverse. In Macbeth — a tragedy if there ever was one — things were going swimmingly for Macbeth: he and his wife were killing people willy-nilly, becoming the King and Queen of Scotland until, in Act III, Macbeth had Banquo murdered, and Banquo’s ghost showed up and went all Tell-Tale Heart on Macbeth. (You can see a great animated video of The Tell-Tale Heart here.)
  • Falling action: In a tragedy, the conflict between the protagonist and antagonist increases and this becomes the focus of the play. In a comedy, the protagonist wins, in a tragedy, they lose. In Macbeth, things start going downhill for our king. He feels uneasy and starts to think maybe he shouldn’t have been such a murdering bastard after all. But, in for a penny, in for a pound; after Macduff flees, Macbeth orders his castle seized and his household murdered, including Mrs. Macduff and Macduff Junior.
  • Dénouement: Pronounced DAY-noo-mohn (from the French dénouer, or “to untie”), this is the resolution of the story. Conflicts are resolved, there’s a release of tension, and everything goes back to normal/a new normal is established. In a comedy, the plan comes together, the hero gets the girl/guy, and everyone is happy. In the tragedy, the protagonist often dies, and everyone says “Whew! I’m glad that’s over!” But, there’s always some glimpse of the new order or a new hope. For Macbeth, things went increasingly poorly for him. His wife yelled at the dog (“Out, out, damn Spot!”) and committed suicide, and Macbeth was beheaded by Macduff. Malcolm, son of King Duncan, is crowned king, and he promises to be less killy than the last guy.
    1. See how it all fits together? Nearly all of Shakespeare’s plays fit within this structure, although it’s important to note that stories will fit into more than one storytelling structure. There’s no right or wrong one.

      For example, The Hobbit is often considered a Hero’s Journey story, it can also be mapped out in a five act structure:

      1. Bilbo meets Gandalf and the dwarves.
      2. They have adventures on the way to the Lonely Mountain.
      3. They fight Smaug; Smaug dies. But this is not the end of the story!
      4. The Battle of the Five Armies, and the eagles save the day again.
      5. Relationships are mended, Thorin is buried, Bilbo returns home.

      (And if you start hollering about spoilers, the book is 80 years old. You should have read it by now.)

      It’s important to note that Freytag’s Pyamid is not ideally suited for modern stories, which can have 8 acts or even just a strung-together series of scenes. Can you imagine how terrible Avengers 2 would be if the Avengers defeated Ultron at the 1-hour mark? Then we’ve got 1:22 of the Avengers rebuilding stuff and talking about their feelings and shit. Plus, most modern stories have a few climactic scenes, like any Marvel movie. (That structure is called The Fichtean Curve, and I’ll cover it in a week or so.)

      However, Herr Freytag’s construct is a little more forgiving in a content marketing setting, because it doesn’t always have to focus on two characters, like the Hero’s Journey. There, you’re either the Hero or the Mentor.

      Freytag’s Pyramid still follows the exploits of a protagonist and an antagonist, but there are a couple of important differences. First of all, victory is not always guaranteed. Second, we can learn from these failures and use them as a cautionary tale. Third, we can learn about any follow-up and fallout from the climactic pivot point.

      In my next post, I’ll discuss how you can actually use Freytag’s Pyramid for content marketing.

      Photo credit: BrokenSegue (Wikimedia Commons, Public Domain)

How to Use the Hero’s Journey in Content Marketing

Fiction writers and playwrights use storytelling structures to build their story arcs. As someone who has feet planted in both the fiction writing world and the content marketing world, I try to bring these two worlds together. So for the next few months, I’m going to examine the different storytelling structures and determine how they can be used in a content marketing setting.

Years ago, one of my first clients was a small mystery shopping agency. There were only four people on staff (one was part-time), and they had roughly $750,000 in sales per year. They’d been around for a few years, but it was a hand-to-mouth existence, and they were an average size company for their industry.

They needed help with blogging and social media, so we set to work. Their top goal was to rank high on Google for a few key industry search terms.

We started blogging on a half-time basis, publishing four articles per month and hitting those keywords hard. Within six months, they were generating enough leads that they tripled their sales (and grew appropriately), so we began publishing eight posts per month.

We taught the president how to do social media, helped her become a thought leader in her industry, and she was even asked to join the board of directors of her national trade association. She was sought out because of her expertise, and she was landing large clients. While we may have helped her generate the leads, she was traveling around the country, landing large corporate clients.

We increased their search rank even further, generated more leads, and they tripled in sales again. Then they landed a 7-figure contract with a national brand. And then tripled their sales one more time, growing to a staff of 27 people, all in a matter of three years.

That story? That’s a basic, pared down example of the Hero’s Journey, a storytelling structure used primarily in novels and movies.

In the Hero’s Journey, a young person is plucked out of their ordinary existence, challenged by an evil force, is mentored by a wise figure, and learns to triumph over their foe. (That’s simplifying it a lot. If you want to learn more, read last week’s article on the subject.)

In this story, my client is the Hero, we are the wise mentor, and we helped her get the skills needed to overcome her foe, Stagnation.

Can the Hero’s Journey Work in Content Marketing?

The Hero's Journey, adapted from Michael Brizeli's Monomyth mobile application.

The Hero’s Journey, adapted from Michael Brizeli’s Monomyth mobile application.

You’ve heard over and over that content marketing is just storytelling. The Hero’s Journey is just that: a storytelling structure. And while there are many ways to use the Hero’s Journey in novel writing and movie making, there are only a limited number of ways to tell this particular story, and they all usually involve the business leader, or sometimes the mentor.

Luke is plucked off the moisture farm on Tatooine and defeats the Empire. Harry is plucked from under the stairs and defeats Voldemort. Diana is plucked from beautiful, sunny Themyscira, defeats Ares, and can never return home.

A company owner turns her small company of 3.5 people to 27 people. A cubicle jockey goes on a personal fitness quest with a trainer, loses 100 pounds in a year, and runs a marathon. A young woman moves away from home to go to college, learns new skills, finds inner strength, and graduates at the top of her class.

Of course, as popular as the Hero’s Journey is, there are only a couple ways we can use it in a business setting, and most of them involve the case study.

Think about your basic case study:

Company A had a problem. They were losing money because of [outdated processes/lack of innovation/low morale/pirates]. So Consultant X helped Company A identify their problem through [interviews/research/data analysis/necromancy]. She identified three problem areas, and recommended that Company A take action. Within the first 12 months, they [revamped their processes/held team building retreats/restructured the organization/killed the evil wizard], and their profitability increased by 60 percent.

Even in a business setting, it still fits the Hero’s Journey:

  1. Call to Adventure:: The business recognizes the problem and takes steps to fix it.
  2. Meeting the Mentor: The consultant arrives and identifies the problem.
  3. The Ordeal: The business uses what the mentor has taught, and fights for its life. The company faces its enemies: stagnation, low morale, stiff competition, and so on.
  4. Resurrection: Victory! Although it’s a short time in a case study, this can take months and years. But it means the company has repaired itself and is on its way to recovery and getting back to normal.

But using the Hero’s Journey in this way means you can only have two viewpoints, the Hero’s or the Mentor’s. The business executive’s or the consultant’s.

Part of the reason is because everyone is the hero of their own story. Imagine your life as a movie: is it about you or a complete stranger? Are you the protagonist, trying to do good in the world? Or are you the wise mentor, providing wisdom to others so they can do good in the world?

Even stories about inventions are often Hero’s Journey stories.

The Hero’s Journey Doesn’t Always Work in Content Marketing

As you probably figured out, the Hero’s Journey is actually not a great story structure for content marketing, because it’s limited in its viewpoints — the Hero or the Mentor. Think of how boring a story would be if it were told from the POV of the plucky young sidekick. And how boring would a case study be if it were told from the POV of, say, their accountant.

“For months, I wasn’t very busy. Then some guy came to the office, talked to them for a while, and my days got busier. The end.”

However, when you’re writing these case studies, using the Hero’s Journey framework can make your story exciting, interesting, and will keep people reading all the way to the end.

Photo credit: Michael Brizeli (Wikimedia Commons, Public Domain)

Understand the Hero’s Journey for Content Marketing

Fiction writers and playwrights use storytelling structures to build their story arcs. As someone who has feet planted in both the fiction writing world and the content marketing world, I try to bring these two worlds together. So for the next few months, I’m going to examine the different storytelling structures and determine how they can be used in a content marketing setting.

Let me tell you a story about a young man who is forced to live with relatives, because his father is an evil bastard bent on conquest and villainy. The young man was spirited away as a baby, and raised in secret. When he comes of age, the young man meets a mentor who helps him grow, gain new skills, and ultimately cause the downfall of the father, who frankly, had it coming.

What story am I talking about?

Could be Star Wars. That description fits Luke Skywalker to a T.

Could be Harry Potter. Take out the father references, and we’re looking at the exact same scenario. Also, there’s no blue milk.

Could be Andre-Louis Moreau from Scaramouche, the French swashbuckling story in which a young man joins a theater troupe and learns the art of fencing.

It could be the plot of Fool, Christopher Moore’s humor novel, about Pocket the fool from Shakespeare’s Richard III.

It could even be the story of Dodgeball. Peter La Fleur leaves his world as a gym-owning slacker, and gets thrust into a new world of Dodgeball. He meets a mentor who helps him to defeat his greatest enemy, and wins $5 million and Ben Stiller’s wife.

Movie makers and fiction authors call this storytelling structure The Hero’s Journey. Joseph Campbell first called it the Monomyth in his book, The Hero With A Thousand Faces.

The Hero's Journey, adapted from Michael Brizeli's Monomyth mobile application.

The Hero’s Journey, adapted from Michael Brizeli’s Monomyth mobile application.

The Hero’s Journey usually takes 12 stages, and entire books can be written about it. I’ll try to do it in less than 1,000 words.

(Also, I’m using the word “Hero” and not “Hero/Heroine” intentionally. In the real world, it now refers to both men and women, while “heroine” is normally used in works of fiction. We’ve stopped using actress, comedienne, and manageress, and I think heroine is going that way as well.)

  1. Ordinary World. This is the Hero’s life before the story begins. They live on a farm, they live in a Hobbit hole, they’re a computer analyst. This makes us realize the Hero is like us.
  2. Call to Adventure. This is where the Hero’s life changes and they’re needed elsewhere. The secret message from Princess Leia, Harry’s letter from Hogwarts, Mulan’s father being drafted to fight the Huns compels them to move on.
  3. Refusal of the Call. The Hero may be eager to accept the quest, but they have fears they need to overcome. Luke was reluctant to leave until the Empire murdered his aunt and uncle. Mulan worried that she couldn’t pass as a man. Harry said, “But, Hagrid, I—I’m not a wizard!”
  4. Meeting the Mentor. Luke met Obi-Wan Kenobi, Harry met Dumbledore, Mulan met Li Shang. They trained, received advice, and got a boost to their self-confidence. The Mentor made the Hero feel like they could handle the task before them.
  5. Cross the Threshold. The adventure begins! The Hero goes willingly or is thrust into battle, but they leave the Ordinary World and cross into their new one. Diana Prince leaves the beautiful sunny shores of Themyscira. Harry literally runs through the 9 3/4 platform wall.
  6. Tests, Allies, Enemies. Our Hero is challenged in a number of different ways from a number of different sides. It’s not the final battle, but it shows him or her who’s trustworthy, reliable, and helpful, and who’s an enemy. This is where the Hero’s skills or powers are tested, and we learn how they’ll react when in a stressful situation. Diana Prince fighting the Germans in London or Mulan’s training montage.
  7. Approach to the Inmost Cave. George Lucas may have been a little too on the nose with this in Empire Strikes Back. During his training, Luke had a vision and went into an actual cave to fight Darth Vader. This is often an inner conflict the Hero has yet to face, and some of the original doubts may resurface.
  8. Ordeal. This is the most dangerous test our Hero must survive, whether physical or internal. Everything the Hero has learned is put to the test. Mulan fires the rocket that destroys the Hun army. Luke and Han blast the TIE fighters after they escape the Death Star. Wonder Woman fights Ludendorff at the German base. But this could even be a sort of death (or near death) for the Hero, and they are reborn stronger and with more power. The mentor may die here too. Luke lost Obi Wan, Diana lost Steve Trevor, and Peter La Fleur lost Patches O’Houlihan to half a ton of Irony.
  9. Reward (Seizing the Sword). After defeating the enemy and overcoming their greatest challenge, they receive a reward. Sometimes it comes in the form of an object, new knowledge, or even reconciliation with an ally. However the Hero has unfinished business to attend to before the story is actually over.
  10. The Road Back. The Hero is ready to go back home, back to the Ordinary World, only he or she is not quite finished. Luke and his friends escaped, but the Death Star is still out there. Mulan destroyed the Huns, but Shan Yu still lives. Diana Prince kills Ludendorff, but Ares was still alive.
  11. Resurrection. This is the final battle. The Boss Battle. The most dangerous, fiercest fight of all. And the Hero learns this isn’t their fight, they’re fighting for something bigger than themselves. Mulan has to save China, Luke has to save the Rebellion, and Peter has to save his crappy gym that smells kind of funny. In the end, they triumph, destroy the enemy, and are reborn. (Remember when Neo defeated the Agents at the end of The Matrix and got all better? Like that.)
  12. Return with the Elixir. This is often the Epilogue. The Hero returns to their Ordinary World (or some semblance of it). They have grown, learned many things, faced many dangers, and looks forward to getting back to the old life. Older, wiser, even a little sadder, but they’re happy to have done it. Like when Frodo and Sam returned to the Shire (read the book; the movie didn’t do this justice). Or when Mulan returned home. Or Dumbledore screwed Slytherin out of the House Cup and gave it to Gryffindor.

It’s important to remember that movies are not divided up into 12 equal segments that spend the same amount of time on each stage. Some stages are rushed through, others are simply skipped. For example, Harry’s statement to Hagrid, “But I’m not a wizard” was his one and only Refusal of the Call. He didn’t spend 15 minutes wrestling with the decision before continuing on. So if your content marketing stories don’t have all 12 steps, don’t worry about it.

In my next article, since this one broke 1,100 words, we’ll talk about how to use the Hero’s Journey in content marketing. It can serve as a structure to help guide customers to a buying decision.

Photo credit: Michael Brizeli (Wikimedia Commons, Public Domain)

Four Hacks to Writing Faster

The first time I was ever hired to write a press release, I charged $100 for an hour’s work.

The problem was, it only took me 20 minutes to write the thing.

I felt so guilty that I just sat and stared at my computer for the next 40 minutes, looking for errors, changing a word here and there, but mostly just making sure I worked the entire hour.

I finally realized — with five minutes remaining — that the client hadn’t hired me to work for an hour. They hired me because I had the ability to produce a press release in an hour or less.

I just never told them it took me 20 minutes.

It turns out, that’s pretty fast. I know people who take a few hours to write a press release. It takes them a few hours to write anything, in fact. They dread writing, they dread the blank page or the empty screen, and they don’t know how to fill it up.
A stopwatch is not necessarily going to help you write faster. Don't time yourself for a writing hack.
Copywriter extraordinaire Henneke Duistermaat recently wrote about 12 productivity hacks to help you write faster, which can help the non-writer and beginning writer snap out of the “I can’t do it!” funk and actually get some words down on the page.

(She also created a really cool sketch for her article, and I’m totally jealous.)

With tips like “write when groggy” and “slow down,” Henneke’s advice can help even the most resistant non-writers into passable scribblers.

But there are a few other writer-y things professional writers do so we can write much faster than non-writers. And if you want to speed up your writing time, here are four tips for writing faster for you to try.

1. Always put ideas in a notebook

If you don’t have one, get yourself a nice little notebook. Either a Moleskine or Field Notes. Something durable and simple, and small enough to fit into a pocket or purse.

Don’t get one of those gorgeous leather-bound things that looks like it came from Elvish Hobby Lobby. You’ll be too afraid to write in it, and it will be too clunky to carry around.

If you have an idea that pops into your head, write it down. It gets the idea out of your head so a new one can take its place. Otherwise, it will keep rattling around up there, and you’ll keep churning it around in your brain.

Don’t put it in your phone though. You need to go through the physical act of writing, because it helps us remember things better, which is going to help us with writer hack number 2.

Next, come up with three main points — write out full sentences — that you think would best explain this topic. If you can come up with more, write them down too. But make sure you have at least three.

2. Ponder your ideas

Okay, I stole this one. Henneke says to “take advantage of percolation.”

When you aren’t writing, your brain still continues thinking about your content. It’s called the diffuse mode of thinking—when you let your mind wander freely.

But I want you to do more than just letting your mind wander freely. You’re going to focus on this idea, you’re going to imagine yourself in different scenarios, and you’re going to work it and work it, like a baker kneading her dough.

Any time you can find time to concentrate, I want you to imagine and visualize the subject of your article/blog post/white paper/story. This percolation is actually where you’re going to do the real writing, creating and fleshing out your ideas. The act of putting it down on the computer is just typing; for now, you’re going to write in your head.

Whenever you’re going to drive somewhere, ride the train home, go for a run, putter around in the garage, or do yoga, look at your idea before you start. Open up your notebook, study your great idea and main points, and then ponder them as you’re running, driving, puttering, yoga-ing.

Really mull it over and grind it between your teeth. Use this non-computer time to come up with different thoughts, ideas, phrasing, and so on. As those ideas start to develop, that should lead you into hack number three.

3. Imagine yourself giving this as a talk

Picture yourself giving a talk on this subject to a roomful of people. (If it helps, imagine they’re adoring fans hanging on your every word.) What would you say? How would you explain this? You want to explain the subject logically, so it flows in a natural, easy-to-understand way. Think about a couple of stories you could add in there, and even a few jokes.

Do this visualization whenever you’ve got the time — driving, commuting, walking, in the shower, before you go to bed, and so on. This is more of Henneke’s percolating and it’s where your best writing is going to happen.

Finally, you’re ready for the last hack.

4. Write an email to your mom.

I always like to say, “If you’re writing about something difficult, put it an email to your mom.”

Seriously. Start out with, “Dear Mom, let me tell you something I learned today.”

Now, our moms love us, but they don’t quite get what they do. For the longest time, my mom knew I “sold things on the Internet,” but that’s about as far as she got. (And she was a financial aid consultant with PeopleSoft for a lot of years!)

So we have to explain things in language that our moms understand, and in a tone we would normally talk to our moms in. In other words, keep it simple AND CONVERSATIONAL, but don’t talk down to her.

(You remember what happened the last time you talked down to your mom, right?)

When you’re done explaining the topic to your mom, go back and delete that first line, “Dear Mom, let me tell you . . .” And there’s your blog post.

Do it this way, because it’s easier to write emails to the people we love and who love us. (Unless we’re writing about our relationships with those people. That’s hard. Save that for the holidays when the nieces and nephews won’t shut up, and everyone’s frustrated and half-drunk.)

In the end, the best way to start writing faster is to practice, practice, practice. Read a lot about your subject (books, not blog posts), and talk to people about the subject. Even the act of explaining your ideas will help you write them better, because you have to organize your thoughts just to explain them.

Photo credit: William Warby (Flickr, Creative Commons 2.0)

Outrunning The Little Man: Dealing With Impostor Syndrome

There’s only one person I’ve ever been afraid of my entire life.

He’s average height, and skinny, very skinny. He’s got a bad combover, wears outdated glasses that are too large for his face, and a tie clipped onto a pistachio green short sleeve shirt. He’s an older Kip from Napoleon Dynamite. He’s very officious, and kind of an asshole. The kind of guy who loves wielding his teeny-tiny bit of power over other people’s lives.

I call him “The Little Man.” He’s not little in size, but in spirit and vision.

I live in fear of the day The Little Man knocks on my door. He’ll look at a form on his clipboard and say, “I’m sorry” — except he’s really not — “but there’s been a mistake. You’re not supposed to be a writer. You’re supposed to be a claims adjuster. Sign here, please.” I’m afraid The Little Man is going to show up one day and take everything away because of a clerical error.

Impostor syndrome makes people worry there's some bureaucrat out there trying to get us and fix some error about our lives.I’ve been looking over my shoulder for The Little Man for the better part of 30 years. Ever since I published my first column in my college newspaper, I’ve been trying to outrun him.

It’s like the movies. The hero runs as fast as he or she can, knocking shit over into the bad guy’s path. But the bad guy just steps over everything like it’s not even there.

So I’m amassing evidence to slow him down and prove him wrong. Evidence to show that his form is wrong, and that I’m where I’m supposed to be.

I’ve thrown four books in his path. Twenty-one years of newspaper columns. Thousands of blog articles. Writing awards. Writing residencies. Speaking opportunities. But he won’t stop. I’m throwing it all in his path, and he won’t even look at it. He’s a mindless bureaucrat, a drone who refuses to see evidence in front of him or use common sense. He only believes what the paperwork says, despite what real life is showing him.

I’ve been running for 30 years, and he won’t stop coming.

I thought I escaped him once last year, when I was a writer-in-residence at the Jack Kerouac House in Orlando. It’s a prestigious residency where only four writers are chosen out of over 300 applicants from all over the world. To me, this confirmed that there had been no error, there was no form on a clipboard.

“This will stop him,” I thought. “There’s no way he can find me here. I’m supposed to be here. They said so.”

But when I stepped inside and closed the door on my first day, he was right there on the sidewalk in front of the house, staring up at it. In fact, it was the closest he’d ever gotten.

He chases my other artist friends too. They’ve seen him, following them wherever they go, whatever they do. To a man and woman, they’ve all seen him, no matter how successful they get, no matter how much stuff they throw in his way.

In fact, the more successful they are, the closer he gets. So we all run faster and work harder, and throw more stuff in his way. But he steps over it and continues on.

It’s a rare artist who isn’t afraid of him. Every capable creative professional I know keeps one eye on their work, and the other looking over their shoulder.

The ones who aren’t afraid often don’t know enough to be afraid. They’re not committed to their craft and they don’t take it seriously. The Little Man leaves alone those artists who wait for inspiration or think they’re masters of their craft. (Because even the real masters don’t think they’re masters; they’re looking for The Little Man too.)

So we work, because that’s the only thing that lets us outrun him. It doesn’t stop him. He never stops. Because he’s waiting for the day that I stop, when I give up and quit running. That’s when he’ll get me. That’s when I’ll have to take his pen and sign his form, and finally give up on my dreams.

But that’s not today. Today, I still have things to do and dreams to win. I still have the energy and the drive to work, and to outrun him one more day.

Photo credit: Max Pixels (FreeGreatPicture.com, Creative Commons 0)