If everybody says you’re nuts, you just might be onto something

Today is day 2,443.

And lately, I’ve been thinking…

My nametag (for some strange reason) has always seemed to invite negative comments, snide remarks, criticism, hatemail, angry people and even a few death threats!

I know. I don’t get it either. I’m trying to make the world friendlier for God’s sake!

That’s why I always remember what Albert Einstein said, “If at first your idea does not sound absurd, there is no hope for it.”

Still, I often wonder what prompts a stranger to react in such a way. Especially in response to an idea that’s clearly positive and friendly.

Ultimately, I’ve learned that when it comes to Haters, it usually says more about THEM than the person they hate.

What about you?

1. Ever had an idea people thought was crazy?
2. Ever been told to “tone down” your true self?
3. Ever felt completed rejected for doing nothing other than being yourself?

It sucks. Trust me, I’ve been there many, many times.

So, the challenge is twofold:

STEP 1: Shaking it off.
STEP 2: Figuring out WHY someone would respond to you in such a negative way.

The first step is easy.

It’s all about ATTITUDE.

You just brush the invisible dust off your shoulder and say what Tony Montana would say in the movie Scarface.

“Dass-OK-man!”

(In your best mobster accent, of course.)

Because anything that kills your enthusiasm is the enemy.

The second step requires a little more work.

It’s all about VALIDITY.

That is, deciding whether or not someone has the right to be so negative towards you.

In my experience, I’ve found seven common reasons why people are negative. NOTE: these don’t just apply to nametags – they apply to ANYBODY trying to make a name for himself.

1. Jealousy. Here’s an odd statistic: 99% of the criticism, hatemail and negative remarks I get for wearing a nametag are from MEN. Isn’t that interesting? Women rarely seem have an issue with it. Maybe because men, as a whole, are more insecure? I’m not sure. But every time I speak to a new group of people, the overwhelming audience response to why MEN are the only ones who respond so negatively is, “Nah, they’re just jealous.” (Ironically, the ONLY people who ever come up and rip my nametag off are WOMEN. Isn’t that weird?)

THINK ABOUT THIS: Why would someone be jealous of you?

2. Ignorance. Criticism always comes to those who stand out. And when humans don’t understand something (or someone), there’s a visceral response. That’s why ignorance creates fear: it’s a natural defense mechanism. People feel threatened and contaminated by something (or some-ONE) that they perceive as “different.” Now, this doesn’t mean ignorance is bad. Whereas stupidity is “not thinking,” ignorance is simply “not knowing.” You duty is to educate people.

THINK ABOUT THIS: What is it about you that people think is “different,” but later learn is actually UNIQUE?

3. Personal stuff. If someone has no parade of his own, he will try to rain on yours. This will make him feel better about himself. REMEMBER: for some people, their only source of getting up is by bringing others down. Don’t let ‘em get to ya.

THINK ABOUT THIS: Next time someone seems to have a MAJOR issue with something minor, ask him, “Why is this so important to you?”

4. Mirroring. In my favorite book, The War of Art, author Steven Pressfield explains, “When people see others living their authentic lives, it drives them crazy because they’re not living their own.” Yes, the world truly is a mirror. And often times, people simply project their own issues onto you.

THINK ABOUT THIS: Is this person’s criticism unjustifiable?

5. Losers. Seriously, if you have enough time in your day to go to someone’s website, get his email address, then send him a two-page letter telling them what a loser he is for wearing a nametag, you have WAY too much time on your hands. Besides, if I’m such a loser, and my idea is so dumb, then why did I make an entire career out of it? And why are you on my website anyway? Seems a little contradictory, if you ask me.

THINK ABOUT THIS: Is it possible that some people are, in fact, losers?

6. Fear. Some people are just too afraid to be themselves and venture out on their own. They know they can’t make it, so by sabotaging you, they selfishly fulfill the premise of, “If I can have it, nobody should!” Their goal is to use their doubts to reactivate your own, all for the sake of THEIR comfort, not yours.

THINK ABOUT THIS: When you work your butt off and become successful, people will be intimidated by your work ethic. Don’t sweat it. Don’t ever accept someone saying, “You’re making me look bad.” (Here is the complete list of 100 people not to listen to.)

7. Jerks. Some people are just mean to everybody. Period.

THINK ABOUT THIS: At least you’re nice!

NOTE: I am not suggesting you ignore all criticism.

Criticism is healthy. Finding out where you suck is a MUST if you want to make a name for yourself.

But don’t just sit there and take it like a punching bag.

Brush it off initially.
Validate it intelligently.
Act upon it appropriately.

And next time a Hater tries to bring you down, remember what my favorite author Julia Cameron says:

o In the history of the world, no statue has ever been set up in honor of a critic.
o A critic is a someone who knows the way but can’t drive the car
o When people are afraid of being artistically diminished themselves, they may never be able to do anything but diminish you.

After all, if everybody says you’re NUTS, you just might be onto something.

LET ME ASK YA THIS…
Why do YOU think people respond so negatively to others?

LET ME SUGGEST THIS…
Share your reasons here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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Stop saying sorry

People say sorry WAY too often.

Especially when they didn’t do anything wrong.

For example, have you even apologized to someone:

For your art?
For the weather?
For your identity?
For being candid?
For being yourself?
For telling the truth?
For following your dream?
For it being your first day?
For crying during a movie?
For taking too long in line?
For not believing what they believed?

Unnecessary.

HERE’S THREE WORDS OF ADVICE: stop saying sorry.

Sorry is negative.
Sorry is self-blaming.
Sorry comes from the word sarig, or “distressed, full of sorrow.”

Not to mention, most sorries come in the form of lame, empty promises with no intention of changing behavior.

And yet, people still over apologize. Usually for a few reasons:

1. FOR MOST PEOPLE, because it’s habitual.
They’re just used to saying sorry. They’ve never paused to think about the negative ramifications of saying it too often.

2. FOR MANY PEOPLE, because they’re afraid of offending someone.
They walk on eggshells on a daily basis due to our hypersensitive, fear-saturated culture.

3. FOR SOME PEOPLE, because they have low self-esteem.
They don’t have a positive enough picture of themselves. Thus, everything they do is wrong and necessitates an apology.

For example, I have a friend (let’s call her Kim) who can’t seem to stop saying sorry.

Whenever she returns my calls, the FIRST words out of her mouth are always, “Sorry I didn’t get your call, I was in the shower and I…”

Sorry? You were bathing! Are you apologizing for having good hygiene?

SIMPLE RULE: don’t apologize if you didn’t do anything wrong.

Now, this doesn’t mean that apologizing is wrong.

When you mess up, fess up.

The challenge is to reprogram yourself with a more positive attitude.

Here’s a list of six keys for Sorry-Free Living:

1. Spread the message. Next time someone says sorry to you, tell her, “Don’t say sorry. You didn’t do anything wrong.” By spreading this message to others, you will also spread it to yourself.

2. Record. Just for fun, count how many times you hear the word sorry in a week. Then count how many of them were unnecessary. It will shock you.

3. Validate. Now, pay closer attention every time YOU say sorry. Evaluate whether or not it was a valid apology by asking yourself two questions, “Did I really do anything wrong?” and “Was this situation out of my control?”

4. Brainstorm. Make a list of the five most common situations people say unnecessary sorries. Then write two alternative responses for each. For example, instead of saying, “Sorry this is taking so long,” substitute, “Thanks for putting up with me!” and “We’re almost done!”

5. Apologize. When you DO screw up, don’t say sorry. Say, “I apologize.” It comes off more sincere, more approachable and less self-blaming.

6. Remind. During your daily appointment with yourself, affirm, “I refuse to apologize for who I am,” “I only apologize when I’ve done something wrong,” and “I choose not to apologize when something is out of my control.”

LET ME ASK YA THIS…
Do you say sorry too often?

LET ME SUGGEST THIS…
Finish the following sentence three times: “Don’t every say sorry for…”

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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OK, OK … I’m finally on Facebook

I don’t know why I put it off so long.

Facebook rocks!

(Actually, I think I like it better than my MySpace page.)

*Please feel free to poke me here.
*I’ve started (yet another) blog on Facebook called QREATIVITY. I’ll be posting a thought provoking question every day.
*OOH! And I started a Facebook Group called Make a Name for Yourself. If you make a living producing, writing, speaking, designing, drawing, consulting, training, teaching, entertaining, playing music … or any other creative endeavor, you need to hang with us!

LET ME ASK YA THIS…
How are you using Facebook for business purposes?

LET ME SUGGEST THIS…
Share your best ideas here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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How to read a book

Have you ever bought a book, read it, then threw it on your shelf and never thought about it again?

Yeah. Me too.

It’s OK. Everyone’s done it before.

SO, HERE’S THE CHALLENGE: how do you read a book … effectively?

ANSWER: by using three different pairs of eyes.

First, your Superficial Eyes.

They don’t require much. All you have to do is, um, read the book!

You don’t need to read every word.
You don’t need to devour every page.
You don’t need to understand every concept.

Just get the key ideas. Figure out the ONE thing the author is trying to get across to you. And when you’re done, think (and rethink) about how it applies to your life.

That’s it. Pretty cut and dry.

Second comes your Student Eyes.

They require more of you. Namely, learning how to become a better writer yourself.

Now, it’s possible you’re thinking, “Yeah, but I’m not a writer! Who cares?”

Wrong-o, Shakespeare! Everyone is a writer. Whether you like it or not, whether you know it or not. Writing is the basis of all wealth.

For that reason, use your Student Eyes to observe the author’s writing style, vocabulary, page structure, sentence variation, and of course, unique voice.

Then, think about your own writing style.

ASK YOURSELF: How could I make my writing more effective, persuasive and creative?

Pick out little things and trends you noticed from other authors and adapt them to your own writing.

NOTE: that doesn’t mean copy! That means be inspired by someone else’s unique style to develop one of your own.

Lastly, use your Creative Eyes.

They require the most out of you. See, while you’re reading, you also need to watch, listen, associate, brainstorm and create related ideas of your own.

For example, let’s say you read a book in which the author says something powerful like, “The future is your property.” (Dan Sullivan actually says that in his awesome new book.)

Here’s how to use your Creative Eyes to “pluck” this scenario:

1. Stop reading.
2. Highlight or underline the key passage.
3. Put the book down.
4. Make a list of all the reasons, examples, ideas and stories that come to mind when you apply that idea to your own life.
5. Save that document in its own folder.
6. Come back to it later and expand on what you read.

That’s called Plucking. And it only works with the help of your Creative Eyes.

HOW I KNOW THIS: I’ve been writing books, articles, speeches and training materials for about five years now. And I can attribute HUNDREDS of ideas, chapters, articles and modules these very three principles.

PROMISE: they WILL work for you! And if you to begin reading books with Superficial, Student AND Creative Eye, you’ll speed up your learning curve faster than you can say supercalifragilisticexpialidocious.

Man, that really IS a long word.

LET ME ASK YA THIS…
How do you read books?

LET ME SUGGEST THIS…
Share your best techniques here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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Beware of passport checkers

(I’m in Leysin, Switzerland for the next two weeks working with YPO, and I thought this post was appropriate…)

In The Artist’s Way, Julia Cameron explains, “When people meet you, they often want to check out your creative passport to make sure your skills have been stamped in all the right places.”

Have you ever met someone like that?

Someone obsessed with approval?
Someone who felt they needed to validate your worthiness?
Someone who felt they needed to “check out” your credentials?

HERE’S A CLUE: ignore them.

They’re insecure.
They’re saboteurs.
They’re super-serious people.
They’re jealous you might surpass them.

Specifically, be on the lookout for questions like these:

*Is this your only job?
*Where did you study?
*Do you do this full time?
*What degrees do you have?
*How many copies have you sold?
*Where did you get your training?

If you get the sense that someone is trying to check your creative passport, all you have do is respond with a big, fat smile … and one of these three questions:

1. Why do you ask?
2. Why do you want to know?
3. Why is that so important to you?

Usually they’ll respond with something defensive like, “Oh, well, I was just curious…”

Yeah. Sure you were.

Look, passport checkers are everywhere.

You can’t EVER let one of them murder your creative nature.

So be on the lookout.

Be prepared to handle them when they approach you.

And never let them (or anyone) make you second-guess yourself.

LET ME ASK YA THIS…
How do you handle passport checkers?

LET ME SUGGEST THIS…
Share your best techniques here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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Be somebody’s first friend

On May 7th, 2003, I received an email that changed my life.

“Scotty, I love the nametag idea! I actually wear a nametag all the time too – it’s part of my sales training outfit. Anyway, I hear you want to become a speaker. Give me a call. I think I can help. Sincerely, Jeffrey Gitomer.”

Of course, I had no idea who Jeffrey Gitomer was.

So I checked out his website.

At which point I learned he was a:

1. Bestselling author.
2. World-renowned speaker.
3. Super successful sales trainer.

And two words ran through my mind:

#1: Wow!

#2: Why?

Here was this big shot author/speaker. Why would he be emailing ME?

AND, why would he be offering to help?

So I called his cell phone.

“Hey Jeffrey! This is Scott Ginsberg, The Nametag Guy.”

And the next five words out of his mouth were:

“WAY TO FREAKING GO KID!”

(Actually, those weren’t his exact words, but if you’ve ever read his books before, you can imagine what they were…)

Anyway, Gitomer started telling me all about National Speakers Association.

“You’ve gotta join! You’ll fit right in! In fact, I’ll introduce you to some of my friends, get you hooked up and hang with you at the upcoming conference.”

And that’s exactly what he did. Everything he said he would.

Of course, that was only the beginning. Over the years he would come to become a great friend, colleague, even one of my mentors! (Ahem, see the pic above where I’m BEATING him in Pacman. Thank you very much.)

Not to mention I would become highly involved in National Speakers Association as a board member myself.

All because Jeffrey decided to stick himself out there.

One simple act of approachability that changed a prospective member’s life:

Be somebody’s first friend.

As a member of any association, this is your duty. You owe it to yourself, to the organization and to the prospective members to be somebody’s first friend.

For three reasons:

1. Comfort. New members don’t know anybody. They’re pensive and curious. You need to observe and act upon that in order to lay a foundation of comfort. This frames the guest’s experience as welcoming and approachable. And people never forget that.

2. The Halo Effect. Once someone sees that YOU are friendly and welcoming, they’ll associate that same attribute to the association as a whole. You don’t need to be a leader to be a leader.

3. Reciprocation. Think back to the last time someone was your first friend. How did it make you feel? Do you still keep in touch with that person? If so, great! If not, this is your chance! Take an active role. Being someone’s first friend is the perfect way to pay it forward.

Ultimately, this act of approachability is about first impressions. That of you AND your association.

And you don’t have to extend this invitation to every prospective member that walks in the door; nor should you feel obligated to mentor anybody either.

It could be as simple as saying hello or buying someone coffee. Hopefully, though, it will always be about developing a lifelong relationships with new colleagues.

Either way, you’ve got to stick yourself out there.

As Mother Theresa once said, “People won’t remember what you did, they won’t remember what you said, but they’ll never forget the way you made them feel.”

Go be somebody’s first friend.

LET ME ASK YA THIS…
In your professional association, who was your first friend?

LET ME SUGGEST THIS…
Share your story here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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You don’t need lessons

I’ve been playing guitar since I was 12.

Can’t read music.
Don’t know theory.
Never took a single lesson.

“You only need to know three chords: G, C and D,” my dad said. “The rest you’ll figure out on your own.”

So I did.

I learned by practicing every day.
I learned by writing my own songs.
I learned by going to lots of concerts.
I learned by listening to tons of great music.
I learned by playing with people who were better than me.

And that made me a better musician than I EVER could have become by paying some guy $60 an hour to teach me scales.

Guitar, I learned, was 90% self-taught.

INTERESTINGLY: over the years I’ve also come to learn that lots of stuff (ok, most stuff) is 90% self-taught:

Selling.
Writing.
Creativity.
Performing.
Creating art.
Doing business.

Which doesn’t mean that self-teaching is a replacement for lessons.
I’m sure all of us could use some help on those first three chords.

Which doesn’t mean mentors, advisers and teachers aren’t necessary.
I’m sure all of us could learn from the experiences of others.

But ultimately, I still believe: you don’t need lessons.

Just go. Just get started.

The best way to get good at something is to just start DOING that something.

LET ME ASK YA THIS…
How did you learn to do what you do?

LET ME SUGGEST THIS…
Share your best anti-lesson tip here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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35 ways to leverage your next media appearance

PICTURE THIS: you just secured an interview on the local news station. Or in your town’s daily paper. Or on CNN. Or in a trade publication. Or on the local morning radio show.

Congratulations!

Now all you have to do is remember ONE word.

L-E-V-E-R-A-G-E!!

Without leverage, your interview never really happened.
Without leverage, you may as well be winking in the dark.
Without leverage, you limit the potential audience of your appearance.

Because being That Guy is about repeated impressions.

It’s about credibility.
It’s about staying in front of people.
It’s about getting the maximum mileage out of your media appearances.

For example, let’s say you did a three-minute interview on your local radio station.

You’d want to ask yourself three questions:

1. How many people tuned it?
2. How many people missed it?
3. What can I do to keep that appearance alive?

And that’s the challenge: keeping it alive. Leveraging your interview in as many ways as possible.

Now, how do I know all of this?

Because I’ve done hundreds of them.

Big AND small.

CNN, 20/20, COSMO, WSJ, USA TODAY, The Today Show…

Local news, Internet radio stations, random TV shows watched by 13 viewers…

And if there’s one thing I’ve learned, it’s how to leverage a media appearance.

So, here’s a list of 35 ways to do so.

(NOTE: not all of these ideas are applicable to every type of appearance. Some are more conducive to TV, radio, print and the like. Pick the ones that work best for you!)

ALSO NOTE: always check to be sure you’re not infringing on any copyright violations before doing any of these.

BEFORE YOUR APPEARANCE

1. Ezine. At least a week in advance, tell everyone on your mailing list to tune in. To keep their eyes open. Remind them to set their Tivos, check the magazine racks and (not) to change that dial!

2. Text. Most cell phones have a feature that enables you to send a mass-text. This is a great way to save time AND contact a large group of people whose emails you might not have.

3. Call. When I was on 20/20, I physically called every single person in my cell phone. Probably about 150 numbers. (It took about two days. Mostly, I just left messages.) This technique is a great way to spread the word to your closest friends, who will gladly help build buzz around your appearance.

4. Email. Personally email clients, prospects, friends, family members and other people with big mouths. If you have a link ahead of time, send that for their reference. Make it SUPER easy for them to tune in so they don’t miss anything.

5. Blog. Make an official announcement on your blog. Think of it as a press release. Make your headline pithy, catchy and detailed enough so that 6 months from now, a total stranger could read your headline and know EXACTLY what to expect.

6. Teaser. At the end of every blog post up until the day your piece airs, include a teaser or a countdown as your signature line. For example, “Watch Sandy on Channel 9 News Next Week!” or “Only 17 more days until Mark’s Oprah Appearance!” Get people excited! REMEMBER: you’re kind of a big deal. (See the bottom of this blog post for a working example.)

7. Schedule. If you have a tour or appearance schedule on your website, include your media spot as one of the dates. For example, “January 13th, 2007: Hear Mark’s Spot on K-ROCK FM!”

DAY OF YOUR APPEARANCE

8. Blog. When your spot airs (or the publication issue hits the racks), tell everyone! Encourage people not only to tune in, but also to do so with friends. Tell them to have listening parties! In fact, if you’re going to appear on a major media outlet, have a party yourself!

9. Media Accessibility. Whether or not you do your interview LIVE, be sure to be accessible on the day of. Media outlets LOVE to tune into each other. Springboard interviews often come about; as do emails, phone calls, instant messages and the like. Be ready! Leverage is about being able to answer the phone five minutes after your TV spot and say, “Sure, Oprah, let me just check my calendar.”

10. Customer Accessibility. In addition to the media, potential customers will (hopefully) be calling and emailing soon after they hear about you. Be ready! Leverage is about being able to answer the phone five minutes after your TV spot and say, “Yes, that was me you saw on the news! Sure, I’d love to take an order. 20,000 books for your employees? No problem, Mr. Gates!”

DAY AFTER YOUR MEDIA APPEARANCE

11. Web. On your blog or website, post a screenshot of the website you were on. Scan a copy of the article. Take an actual picture of the television screen with your mug on it. PROVE to people that you were, in fact, in the news. People need proof.

12. Accessibility. Although #9 and #10 already addressed this issue, it’s worth repeating. Be accessible the day after for the people who might not have seen, heard or read your interview the day of. (Same goes for interviews on weekends: be ready the WEEK after too. Patience, grasshopper. They’ll call.)

ANY TIME AFTER YOUR APPEARANCE FOR THE REST OF YOUR CAREER

13. Images. The pictures you captured from #9 can be used as slides in your PowerPoint presentations. Builds credibility with your audience.

14. Signature. At the end of every blog post (for the next month or so), link to your original “day of” blog post. Include an image of the media outlet’s logo or a screen shot to offer proof and get readers excited. (See the bottom of this blog post for a working example.)

15. Schedule. Be sure to keep your announcement on the “Past Events” or “Past Appearances” page of your website. Five years from now, somebody could accidentally come across it and say, “Wow! Randy was on Fox News? Cool! I think I’ll hire him now.”

16. Cross Sell. In future interviews, speeches, conversations and writings, reference it. Causally say, “When I did a spot on Channel 5,” or “During my interview with Oprah, I learned…” Don’t be shy. You deserve it.

17. Intro. Next time you give a speech, mention your appearance in your introduction.

18. Bio. Add the appearance to your bio sheet.

19. About. Add the appearance to the About page on your website. If you did a TV or radio spot, be sure to have your clip viewable, listenable and downloadable.

20. Author. If you’re an author, include your media appearances in the “About the Author” page of your books.

21. Materials. Add the appearance to your brochure, one-sheet or other marketing materials.

22. Article. Add the appearance to the bio box or byline at the end of your articles. (You DO write articles regularly, don’t you?)

23. Post. If you did a spot on TV, call a clipping service, pay $70 and get a copy of your interview THE NEXT DAY. First, post the video on YouTube. Then, use the tags to embed that video on every other website/blog you have.

24. Mass Email. your next ezine or newsletter, tell people they can watch/read/listen to your recent spot on your website.

25. Personal Email. Send personal emails to clients and especially hot prospects. For example, “Hey Cheri! Not sure if you read the article in the business journal, but here’s the link just in case. Enjoy!” Don’t sell; enable people to by. Just send the article, let them read it, then let them come to you. It works.

26. Tear Sheet. If you did a print piece, get a reprint or really nice copy of it and make it into its own marketing piece. Add it to your media page and press kit.

27. Trade Shows. Take your tear sheet to your next trade show. Give copies to everyone! Make a cardboard cutout of the article. If it’s video, make sure every single person who passes by your booth watches it.

28. Direct Mail. Turn that tear sheet into a one-page direct mail sheet. Send it to prospects, friends, colleagues and other people who know you.

29. Enshrine. Frame the clip or picture of your appearance. Post it in the lobby of your office or on the front door of your store. Make sure every single person who walks in the door sees it. YOUR GOAL: by the time a potential customers comes to your office, she’s already seen proof from a third-party that your company ROCKS. Think Zagat.

30. TV. If you have several clips of video from various appearances, create a montage and make it part of your inner-company closed circuit or lobby TV.

31. Walls. Get a copy of the magazine cover or newspaper article, frame it and stick it on the wall of your office. Every time you look at it, it will serve as a reminder to stay in the media regularly AND to leverage those appearances.

32. Sticker. On your website, book covers and storefronts, you MUST enshrine. It’s all about the sticker.

33. Reference. Write subsequent articles and blog posts that expand on the topic you addressed in your interview. Reference the interview during the piece. Include link to actual interview at the end.

34. Card. Turn your appearance into a Holiday Card.

35. WOM. Have your girlfriend tell everyone she knows. Then tell everyone in your family. Best word of mouth ever.

Ultimately, we’re not talking about MILKING or shameless self-promotion.

This is about L-E-V-E-R-A-G-E!

Because without it, you may as well be winking in the dark.

LET ME ASK YA THIS…
How many ways do you leverage your media appearances?

LET ME SUGGEST THIS…
Got some other ideas? Share your best tips here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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Do people hear FROM you or ABOUT you?

Harry Beckwith, bestselling author of Selling the Invisible, said it best: “People hear FROM bad companies, they hear ABOUT good companies.”

LESSON LEARNED: about, not from.

See, when customers hear FROM you, it’s usually via:

Cold calls.
Direct mail.
Advertising.
Email spam.
Fancy-schmancy, four color brochures.

Which usually means:

1. No value has been given.
2. No credibility has been established.
3. They feel like you’re “selling” to them.

AND THE WORST PART: you probably spent BIG BUCKS (or MUCHO MINUTES) to accomplish those things.

Vomit.

However, when customers hear ABOUT you, it’s usually via:
Articles about you.
Articles quoting you.
Someone else’s blog.
Conversation about you.
Email recommendations.

Which usually means:

1. Value has been given.
2. Positive reputation = credibility.
3. Instead of selling, you’re enabling people to buy.

AND THE BEST PART: you probably spent ZERO BUCKS (and MINIMAL MINUTES) to accomplish those three things.

Woo hoo!

So, if you want to assure customers hear ABOUT you, not FROM you, consider the following four-part exercise:

1. Brainstorm. Take a look at your current marketing plan. Grab a sheet of paper and make a list of every possible tool you’re using to get the word out about your business. (Wanna see MY marketing plan?)

2. Organize. Next, draw a line down the center of another blank piece of paper. On the top of the left column, write “FROM.” On the top of the right column, write “ABOUT.”

3. Place. In the left column, re-write all of marketing tools from your first list that enable customers to hear FROM you. In the right column, re-write all of the marketing tools from your first list that enable customers to hear ABOUT you.

4. Evaluate. If you have more “ABOUTS” than “FROMS,” good job! If you have more “FROMS” than “ABOUTS,” don’t worry! Re-read this article. Then, come up with three new “ABOUT” marketing tools. Make it your goal for the next 6 months to dedicate yourself to them. Create buzz that enables customers to talk about you, not hear from you.

NOTE: there’s nothing wrong with having a few items in your “FROM” column.

Take an ezine, for example. It comes FROM you, yes, but it still delivers value and enables people to buy. (Which is great!)

LESSON LEARNED: don’t try to eliminate your froms; just try to maximize your abouts.

Because people hear FROM bad companies, but they hear ABOUT good companies.

Which one are you?

LET ME ASK YA THIS…
Do you have more FROMS or ABOUTS?

LET ME SUGGEST THIS…
Share your best “about” example here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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Three words of advice

1. About, not from.
2. And, not or.
3. Ask, don’t tell.
4. Attract, don’t look.
5. Authenticity, not charisma.
6. Beliefs, not facts.
7. Boundaries, not walls.
8. Boutiques, not mega-marts.
9. Business, not hobby.
10. Cherish, don’t squander.
11. Childlike, not childish.
12. Convinced, not conceited.
13. Curiosity, not curriculum.
14. Curiosity, not judgment.
15. Dialogue, not debate.
16. Discipline, not luck.
17. Discretion, not snobbery.
18. Doer, not expert.
19. Don’t accuse, inform.
20. Don’t inform, form.
21. Don’t jump, pause.
22. Don’t perform, satisfy.
23. Don’t sell, solve.
24. Don’t talk, do.
25. Don’t think, react.
26. Don’t write, transmit.
27. Duration, not intensity.
28. Enjoy, don’t compare.
29. Excellence, not success.
30. Excited, not nervous.
31. Explore, don’t repress.
32. Faith, not religion.
33. Fans, not customers.
34. Finest, not first.
35. Gifts, not wounds.
36. Goals, not controls.
37. Harmonizing, not manipulating.
38. Heart, not head.
39. Hypothesize, don’t analyze.
40. Imagination, not millions.
41. Immersion, not submersion.
42. Inklings, not bolts.
43. Innocence, not ignorance.
44. Insinuate, don’t impose.
45. Insistency, not loyalty.
46. Intentionality, not manipulation.
47. Interaction, not interruption.
48. Limitations, not rejections.
49. Listen, don’t fix.
50. Listening, not research.
51. Moles, not peacocks.
52. Offer, don’t pressure.
53. Play, don’t practice.
54. Process, not product.
55. Progress, not perfection.
56. Proof, not adjectives.
57. Pull, don’t push.
58. Purpose, not mission.
59. Questions, not answers.
60. Reflection, not blame.
61. Reputation, not advertising.
62. Responsibilities, not rights.
63. Ruminate, don’t worry.
64. Sales, not transactions.
65. Signals, not noise.
66. Specialist, not generalist.
67. Speculate, don’t fret.
68. Spicy, not icy.
69. Springboards, not straightjackets.
70. Strategy, not destiny.
71. Tangibility, not magnitude.
72. Tempted, not thwarted.
73. Toot, don’t blow.
74. Transactions, not traffic.
75. Unique, not different.
76. Validation, not mission.
77. Verbs, not nouns.
78. Walk, don’t talk.
79. Why, not who.
80. Wisdom, not knowledge.