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Tag: storytelling

Surefire ways to get attention

I spent a good chunk of my early career worrying about finding the right kinds of business, attracting smart clients, generating the best PR. I’d worry if my work was good enough, if my talents and skills were evident, if my angle was unique.

Through trial and error, I realized there are two surefire ways to catch the attention of an audience (they’re fickle and quick to move on, so you have to be powerfully concise and to the point):

1. Show “why you.”

Behave in a way that gives me no choice but to see you. Your track record is an active testament to your character and to your work as a professional. I don’t care what is listed on your resume. I want projects and completed work that demonstrate your capabilities and promise as a leader.

2. Ask a question that can’t be avoided.

Put something in my head I can’t ignore. You’re here as a professional, so ask me something that proves you are what you say. You’re not here to be ordered about. Create an itch that leaves me wanting more.

Make me care.

You have three seconds.

In three seconds, your story has to align with my needs.

The only reason a person who doesn’t know you is interested in you is because they’re interested in themselves, and they want to know how you will help them.

Your proof is your obsession. Your work shows me whether or not you care.

7 sins of crowdfunding

My recent indiegogo campaign has elicited a flurry of emails from people looking for support and advice on projects of their own. I’ve attempted a few fundraising efforts — one that failed, one that supported inner city kids (and got me to Everest Base Camp), and another that had me running the 2011 NYC marathon (never again!). I’ve noticed a few patterns surrounding the psychology of asking and giving and hope this compilation might help you think carefully about your next crowdfunding endeavor.

ONE: APATHY. You don’t really care about your cause.

If you aren’t invested in your project, how can you ask anyone else to be? The solar project came out of something incredibly meaningful for me, and my passion is palpable through a screen. If you think your work will make a difference in someone’s life, probably it will. People will believe in you and your work, but first you must believe in yourself. It can be unnerving to put yourself out there, so focus on your goal and what you’re looking to accomplish to overcome any social anxieties. Excitement is contagious.

TWO: GLUTTONY. Stressing helps no one.

With each fundraiser I end up putting on a few pounds, ultimately telling friends “fundraising is bad for my health.” I won’t lie: fundraising is stressful. It can be an agonizing blend of deadlines, public exposure, asking for money, rejection, persistence, hard work, and time. Lots of time.

Keep in mind no one will give you an award for stressing out. Worrying only paralyzes you from accomplishing anything significant; this serves no one. If you are tired or rundown, you’re going to be an inefficient fundraiser, advocate, worker, person. Take care of yourself.

THREE: PRIDE. You’re not going to be successful by yourself; build a team.

You need supporters in your corner for the times you hit fundraising slumps (and you will). Enlist your funders to encourage and cheer you on. Basic mathematics: more people means more energy and effort directed towards your project. And more eyeballs (over 10k people visited the solar project page). You’ll need more than just financial support as you make the final push toward your goals.

FOUR: SLOTH. Fundraising is really like a marathon.

At first, your idea will sound exciting and meaningful and you can’t wait to get started.

Then reality sets in. Is crowdfunding going to work? What if this fails? (Anxious questioning is completely normal. If you’re not at least a little bit nervous, reevaluate #1.)

After you announce your campaign to the world, you will feel empowered and committed. You start telling colleagues, share your campaign on social media channels, and receive positive feedback from friends. This initial spike in enthusiasm will be followed by a slump. Don’t panic.

FIVE: WRATH. You are not getting the response you hoped for, and now you’re angry.

Don’t give up.

You have to work really freaking hard. Sometimes, all of your online efforts aren’t enough. This is when you start looking at offline options. Tell everyone you meet about your project. Plan events — events, fundraisers, silent auctions. At one point, I considered making animal balloons on the street for money. Then I started applying to every micro grant I could possibly find—THANK YOU, POLLINATION PROJECT!—for fear I wouldn’t reach my goal.

Remember #4. It’s a marathon race; pace yourself but be prepared for sudden sprints. You will regain energy and confidence as your deadline nears and you approach your goal.

SIX: IGNORANCE. You don’t know your own story.

You’ll need to get creative. Images and anecdotes create a portrait of what you’re trying to do. Show people why your cause is meaningful and what kind of impact you’re looking to make. Your shared content — photos, stories, ideas, videos, testimonials — will help you move past moments of doubt and remind you why you started this in the first place.

SEVEN: GREED. You got what you wanted.

Just because your campaign ends doesn’t mean your work is finished. Don’t be fooled — donor appreciation takes time and care. People went out of their way to support you and your cause; thank them and keep them updated on your progress and work. Follow up and be timely with updates. It makes you look responsible and reminds people they made the right choice by supporting your work.

Gratitude is everything.

A call could change your life

I can guarantee it WILL change the life of others.

For the next 48 hours, I’m offering a special incentive. Those who donate a minimum of $100 to the Light Campaign will receive a free one hour phone session with yours truly.

Things we can talk about:

You can stalk my LinkedIn profile to see other skills and endorsements I’ve received from clients I’ve worked with.

At the risk of sounding like a marketer, I will tell you this IS a special offer, worth far more in value. You have the opportunity to help yourself, help a community, and feel good about it.

You have until Friday, March 7 at 2pm EST to take advantage. I can’t guarantee I’ll do this again, but I thought it would be a fun way to get the solar project the help it needs. To get started, pledge a minimum of $100 on the indiegogo page, and you’ll be contacted for scheduling. Your free call is good through April 8, 2014, so let’s get moving.

I hope to speak with many of you.

What you say matters just as much as how you say it

You can have the best concept in the world, but if it’s delivered in the wrong way, there’s a good chance it will end up going nowhere. When you align your message and the way you communicate, you increase your odds that the right people will receive your words at the right time — and do something. This “something” is your desired outcome: buy, share, discuss, donate, publish, apply, act, whatever.
I’ve realized the difference between message and voice can be confusing, as I’ve found myself explaining it to several clients. Here’s a quick refresh on what you say vs. how you say it (and why it matters):

Message: What you say

Your message is the underlying concept you’re trying to get across. It’s your idea. Messages direct what you communicate with your audience. Without a clear understanding of your message, your words will fall flat and most likely fail to reach the people you intend to start conversations with.

Voice: How you say it

Voice is a writing device (there are many). The language you choose when you communicate can affect the way your message is received. If you write your monthly alumni newsletter in a casual, flippant manner while looking to solicit donations from an “established audience,” peppering sentences with slang and colloquial language may not be the best choice.
For successful connections, aim to match your message with the manner in which you communicate.

3 steps to writing anything important

Marketing collateral, an investor pitch, your Best Man’s speech, donor thank you notes, a love letter… writing is everywhere and often holds weight of daunting implications. The mere act of putting pen to page can result in temporary paralysis. To alleviate some of this stress, I’ve outlined basic steps to push your writing forward.

Think about WHO will be reading (or hearing) it.

You want your writing to be applicable. This is hard to do if you aren’t thinking about who’s on the receiving end.

Think about WHAT you’re trying to say.

What you want to say may look different than what actually ends up on the page. By making your intentions clear, you’ll throw an anchor into the oceanic waters of words and ground your writing as you begin.

WHY are you writing in the first place?

Why should I believe what you’re saying? Why do you care? Why should I? Give me facts and show me proof why you are who you say you are, why I should listen, why your message matters.

If you remember nothing else, take this with you:

who

what

why