Fourth State of Being — Oct. 14, 2021

There’s this state of being that’s not quite asleep, not quite dreaming but definitely not awake. That’s where I found myself Thursday evening at Livin’ Sublime Wellness, my little yoga studio in Wentzville. Restorative yoga is a lifesaver for me. If you haven’t tried it, you should. Not to sound all Hippie-Dippy or anything, but … there’s this fourth state of being that isn’t totally understood, the one I’m describing that’s not awake, asleep or dreaming. It’s the best state to be in for the brain and body to heal itself. It involves delta brain waves. And it’s totally accessible, not just in a yoga studio. Meditation promotes it. And I need it because …

Too Loud, Too Strong, Too Fast

Ever since I was a little boy, I have these times when it feels like everything around me is too much. The noise, the emotions, the speed. It’s like I’m a soaked sponge being held in front of a firehose turned on full blast and I’m drowning in everyone else’s stuff while trying to scream, “You can’t possibly expect me to hold all this!” This is one of those times. I’m an exposed nerve and things just keep scraping me — obnoxiously loud car engines, hate, envy, the pace of traffic, sadness, undone to-dos, fear, hidden motives, piles of junk, guilt and the relentlessness of life happening-happening-happening. Trust me. I understand how crazy this sounds.

The ‘Don’t Blame Me, I Didn’t Say It’ of the Day

‘We have a philosophical difference in the direction our major-league club is going.’

St. Louis cardinals GM John Mozeliak, announcing the firing of manager mike shildt

That’s Yankees-esque to make the playoffs five of the six past years under a guy and fire your manager. Billy Martin is in the great Baseball Manager Afterlife going, “Yup. I feel for ya’, Mikey.”

The Channel is Last

I had a late lunch with a work colleague who is just starting out as an real estate agent. He’s trying to figure out how to get his name out there to build his pipeline of perspective clients. He had reached out to see if I have any advice on how to do social media right, which I do. But I realized the issue right now isn’t the channel (for example, Facebook).

At my last job, we had a supervisor obsessed with billboards. She actually wanted me to go rent a billboard, which can be as much as $5,000 a month, to put up a message for an event that would target an extremely narrow audience, most of whom would not once drive past the billboard she wanted. I pushed back and said the channel to deliver the message is the last step in a process that starts a million miles away with honing in extremely tight on exactly what you want to accomplish with your initiative.

At its core, marketing ain’t complicated. My process for anyone who comes to me to figure out how to get something done is simple:

  1. Goal: What specifically do you want to have happen.
  2. Customer Persona/Target Audience: Who is in the best position to help you reach your goal?
  3. Strategy: What are the themes that will be used to reach the people who can help you reach your goals?
  4. Tactics: What types of content are most conducive to your themes reaching the people who can help you reach your goals?
  5. Channel: What are the best places to put your content to deliver your themes that reach the people who can help you reach your goals?
  6. Metrics: What does success look like, specifically?

I’m kind of a pain in the ass when it comes to respecting the process. I don’t care how hard you try to pull me into the “where.” I’m pulling you back to the “What/Why” and “Who.”

So that’s where I started with my colleague. What do you want to accomplish? Whose business to you need to help you accomplish it? If you tell me “I want to help buyers find homes,” (which he didn’t, thank God), then fine. Which buyers? Who are they? How old are they? What do they look like? What’s their income? Where do they live now? Where are they looking to move? Are they single? Married? Have kids? How old are the kids? How do they plan to educate the kids? What’s their ancestral heritage? What do they fear? What are they excited about? What don’t they know that they don’t know?

Every Realtor can help buyers find homes. But why should these buyers choose you? If you can’t answer that, you shouldn’t spend a dime on your marketing because you don’t have anything of value to tell people. Figure out your goal and your target audience the rest tends to fall into place.

Today’s Reasons to Keep Living

  1. The first event I’ve lead the planning of for my new job is Sunday. Gotta see that through.
  2. This weather — rainy and in the 60s — is wonderful.
  3. The whiskey my boss gave me ain’t gonna drink itself.

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Gambling — May 8, 2022

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Welcome Back, Swagger

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