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Archive for the ‘Partnership’ Category

Good Work, Good Friends, and Goodbyes

Monday, June 28th, 2010
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Well, It’s my last post from West Virginia.

Of course, it’s digital marketing; I work wherever there’a an internet connection.  Still…west virginia new river gorge

I’ve lived in the Mountain State for almost 15 years.  I’ve made life long friends here.  I’ve become a part of this place, and it’s become a part of me.  It will always be, in some way, shape, or form, home.

This is where I found my life’s work, too.

I have always written.  In elementary school, it was cartoons, mostly.  Later, I wrote a lot of passionately naive political manifestos.  When I was in college, I wrote poetry and fiction in some embarrassing attempts at wooing women.

But it was guiding, and not writing, that brought me to West Virginia.  I lived life on the river, kayaking and rafting.  In the winter, I would ski patrol at a mountain that embodied West Virginia’s idea of what skiing means (think skiing + nascar / squirrel hunting).

And, yes, I loved it.  I loved it all, and was passionate about the fact that I lived a good portion of the year outside.  I was skiing and snowboarding and paddling and hiking, and loving life in the mountains.

But what I was really doing was collecting stories.  I was on the front lines of tourism, and for the thousands and thousands of people I met, I was the face of West Virginia.  I talked to and got to know countless people, people that entrusted me to make their vacations better.  They trusted me with their time.

I take what I learned from those years into everything I write.  They say to write what you know, and I know people.  I know what they want and what they don’t want, most of the time.  My preferred style of narrative is loose, informal, and friendly, because that’s how I know people.  It works, if the subject fits.  The metrics that out.

Like those thousands of people who trusted me with their time, all of our partners trust me with their words.

It’s a huge responsibility.  I write, and I’m speaking for them.  I’m saying what they want to say about their businesses, to the people who will decide if they, in turn, will trust them.  I like that.

I’ve been very fortunate to find such good work.  I did what I love, in a place that I loved.  And now, I’m moving.  I hope my new home in Colorado can live up to life in the Mountain State.

The bar is set pretty high.

Who Is King Of The Follow Ups?

Wednesday, March 24th, 2010
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I’m thinking it’s Thom Singer.  How do I know?

He showed me. Twice.

First, he gave me an example in his networking session at sxsw.  For the record, it was the most helpful session I went to during the entire conference.  Meaning, the most immediately useful.  As in, I walked out of that room, and used what I had just learned to have one of the best conversations I’ve ever had.  Networking.  Go figure.

And a bit of reference: I’m someone that’s…

-Old at marketing, but new to business.

-Living in a town of about 600 people.

-An introvert.

(A quick note on that last point. Introverts aren’t shy, or anti-social, or loners at all, though it’s a popular misconception. We just thrive when the company of others is on our own terms, at our own volume, and on our own time frame, to the extent that that’s ever possible. And actually, with a lot of Thom’s networking ideas, it is.)

So, even though I can tell great stories and I’m a really personable guy, I have a lot to learn about networking.  And the art of the follow up was just one of the points in Thom’s session (there were 9 others).

The other way Thom showed me he’s the king of follow ups is by walking the walk.  He sent a handwritten, personalized card to our office.  Just like he said he would.  Thom wins.

Pat Strader here at Matterhorn wins, too.  He’s been doing the same thing as Thom does for years.  Handwritten follow ups have opened up some great connections for him, and brought Matterhorn business and exposure time after time.  Pat was once called to give some input on a blog post two years after sending a handwritten card.  Why?  The person who got it said that it was so unusual to get a handwritten note that she kept it.

Who else?  Phil Haussler from Marblespark. He sent me a postcard a few weeks ago, even though I’ve never met him face to face.  But I have been getting involved in a very cool project he’s been leading called Openbook with the goal of funding girls’ education in the Himalaya.  I’ve been sick, and he was wishing me well, and thanking me for contributing to Openbook, too.

Think you’d remember something like that?

The advice, the examples, they’re not new.  But not many people are doing it, still and yet.

And if you’re in doubt, ask yourself this:  All other things being equal, who would you work with?  The person that sent you a handwritten note about your meeting?  Or the person that didn’t?

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How To Treat Your Fans

Wednesday, February 10th, 2010
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I’m not a huge sports guy.

I like to catch games every once in a while.  I know enough trivia to hold my own.  But I don’t follow things day to day.New Orleans, LA by kla4067

It was easier to be a fan in the 60′s.  If I had been alive then, I’m pretty sure I’d have a team that I’d follow, and be one of those guys: “Well, our right tackle is out with a hangnail that’s hung around since last season, but I think he’ll end up playing through it in the post-season.”

Now the players move around, the money’s big, and it’s hard to look away from the business side of things.  I’m not turning this into a post about free agency or anything else.  I’m just saying that’s the landscape.

Still, there are fans.  Huge fans.  To me, it seems they get neglected in bad ways and in a lot of places.

So when you see something like Lombardi-gras, it really changes the focus.  Yes, New Orleans deserved to have a big win.  A big something for the city that needed it.

But if you know the story, you know that this had built up long before the playoffs got started.  There was an investment by the team to reconnect with the fans, to make this about more than a trophy.   This championship was about the fans, start to finish.

If you watch that video in the link above, you can see how excited the players are to be there.  They’re sharing their moment.  It was all about this time, from the start of the season.  The team was the engine, but the fans were the spark.

What about your fans?  When you do great work, is about the work, or is it about the people who set you up to do it?

Your co-workers.  Your clients.  Your social network.  Your local businesses.  Your sources of inspiration.  Those are the people that deserve to get your light shined on them.  They’re your fans.

What are you doing for them?

What Christmas Can Teach You About People

Sunday, December 27th, 2009
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Christmas is a big hassle.

People brave crowds, spend to much, do a bunch of last minute shopping, and go at a hectic pace for about a month.  All in hopes of creating one perfect moment with friends or family or both.a present... by kevindooley

It’s worth it.

If the whole holiday is about showing people we care, we can take a lesson from it.  Of course, people are friendlier during Christmas.  We talk to strangers, we let others ahead of us on the highway.  We cook up goodies.

We show others how much we care by giving them our time (it does take time to find the right gift).  The benefits we get back last for a while.  Sometimes until next Christmas, when we do it over again.

If we do that little bit extra to show our loved ones -and strangers- that we care, what about the rest of year?

I’m going to take some of those lessons from this year’s Christmas, and spread them out.  I think I can send a card to a partner that I haven’t been in touch with lately.  I can probably find out what someone wants, content wise, as a little extra something.  Like writing up an email for them.

I can do that.  I’ve been doing it for a month.  Why stop now?

I’ll let you know how it goes.

Best Ideas Of The Week

Friday, December 18th, 2009
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Friday seems like a good time to reflect.

That’s what this new feature on the Matterhorn blog is about.  Pat and I are online a lot, of course.  And we stumble on some pretty cool stuff throughout the course of a week.welsh landscape- richard0

There’s a lot of things that we see that we’d like to write whole posts about.  So we do.  But other things don’t fit for one reason or another (usually a time shortage).  That’s what the Best Ideas Of The Week is for.

Enjoy…

“This I Believe” is an amazing series of short radio essays from people across the spectrum of American life, many famous, some not.  Here’s one by movie and TV producer Brian Grazer about leaving your comfort zone.  And surfing.

One of our favorite thinkers and marketers, Seth Godin released an ebook called “What Matters Now”.  It’s available for free download, and is the kind of thing you really want to share with as many people as you can.

We’re big believers in quality content, partly because of Joe Pulizzi (@JuntaJoe on Twitter).   He’s been writing about how to use content strategically for a long time on his blog.  This week, he posted a list of 100 predictions for 2010 on content marketing and social media.  These are thoughts from some of the best and brightest; it’s well worth a look.

If you’re an iphone user, you probably need the type-’n-walk app.  Amazing that this didn’t come out earlier.

18 minutes well spent is a big deal in the age of the internet two-point-whatever.  Robert Ballard, an oceanic explorer with too many discoveries to name, gives a fascinating talk about the new age of ocean exploration, and how much left there is to know about 3/4 of the planet.  It’s the kind of thinking that gets you thinking.

Finally, if you’ve never heard John Henry Faulks’ Christmas story, you owe it to yourself to gather up your loved ones and have a listen.

Merry Christmas and Happy Holidays from Matterhorn.

    The Burden of Trust

    Thursday, November 5th, 2009
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    Do your customers trust you?

    The Burden of Trust

    If they’re spending so much as a penny with you, they do.

    Trust is one of the fundamental building blocks of the process which moves us from prospect to customer; Without trust, we don’t buy. Simple as that.

    There are always a series of steps in the buying cycle, and every company has a slightly different cycle.  The cycle contains attention, interest, desire etc.  Each step represents a “micro-conversion” which must take place to reach the ultimate goal – “the sale”.

    Trust is one of the hardest micro-conversions to check off the list. People, now more than ever, are increasingly distrustful of brands. This is substantiated by a variety of sources, include PEW Research which tells us that 7 people in 10 say they consult online reviews when purchasing.  I would go as far as to say that the “consulting” they’re doing is a large portion of the decision-making process of simply whether or not to trust a brand.

    People gain trust in brands in a variety of ways.  Were you helpful, honest, sincere… nice? And beyond even how to gain that trust, what to do with it once you’ve earned it?

    Earning trust is just a portion of the proverbial battle. Truth is, the real work begins after trust is earned.  That’s where the real responsibility is.

    It’s your responsibility, once you’ve earned trust, to keep your customers’ best interest at the core of everything you do within the relationship.  The old saying, “the customer is always right” is fundamentally flawed; you are often the customer… and you’re also sometimes wrong.  But when it’s your business, it’s still your duty as the trust-bearer to ensure those customers are right.

    Make them smarter. Make them understand. Teach them. Lead them in the right direction.  After all, they’re TRUSTING YOU to do that very thing.  Trust, once obtained, is the basis of all of your business relationships. Now that you’ve earned it, it’s your burden to prove the decision to give it was wise.

    5 Things I Love About Seth Godin

    Wednesday, July 29th, 2009
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    If you read this blog regularly, you know that I like to link to Seth Godin.  A lot.

    That might equal points off for me from some of you, which is fine.  There are plenty of other passionate marketers out there, and one size doesn’t fit all.

    And, if this is a little too much for you, so be it.  But as far as marketing and business thinking goes, I believe Seth is the best.  Here are five reasons why:

    1.  Seth’s a paradox.  He writes quite a bit about ideas that seem contrary to business, yet work effectively.  They’re also ideas not easily put into practice by most people, but they’re simple to understand.  At the heart of it, he recommends acting in a way that appears backward, but isn’t.  Life’s like that.  Why shouldn’t business be?

    2.  Seth’s honest. I also like his willingness to cut out large parts of the market for the sake of better business, clearer messages, and truth in marketing.  Seth says don’t be all things to all people.  Just be you, and be you really well.  I like telling customers exactly what I don’t do; I think it gives more credibility to what I do do.

    3.  Seth’s blunt. Every book and every blog post gets right to the point.  If you’re going to get offended by someone exposing what’s wrong in your business, Seth’s stuff probably isn’t for you.  It’s all constructive, but it’s not sugar coated.  There’s no time to pretend the emperor has no clothes; there are too many opportunities for greatness around for that.

    4.  Seth’s selective. Seth remarked in his blog a while back that the best review he got for one of his books was something from the New York Times that was along the lines of, “The book is written for and will only appeal to the most motivated people out there”  (not an exact quote).  So, his ideas appeal to me because I’m in that group.  My education has been out in the field; my degree honestly hasn’t helped me much.  Seth tells me that’s a positive, and I believe him.

    5.  Seth’s right. There’s example after example of businesses that do exactly the kinds of things Seth talks about, and they’re thriving.  They’re Purple Cows, they go through The Dip, they get Permission, they form Tribes.  Sure, there are financially successful businesses that do exactly the opposite of what Seth says to do.  But which ones would you rather participate in?

    Me?  I’d rather start something great.  Thoughts?

    Blogger Outreach: The Dos and Don’ts List

    Tuesday, July 14th, 2009
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    After spending a day at the wonderful Blog Potomac a few weeks back, we started thinking about how to best reach out to bloggers on behalf of clients.

    Here’s the thing:  It’s not terribly hard.  If you do good research, read up on the blogs you’d like to pitch, and make sure you’re a good fit, you should have some success in collaborating with bloggers for PR.

    Here’s the other thing:  It’s kind of hard.  You have to be willing to give up control of your information or product, and you have to make yourself very transparent about what you want.

    But the payoffs can be great.  If you want exposure in a targeted community of people, and you want to participate within that community, blogger outreach can really help.

    For instance, we partner with small businesses.  There are tons of opportunities for our clients to get involved in the literally thousands of conversations happening all the time in the blogosphere.  The scale is just right, and the personal level of attention fits, as well.  Small or large, there’s a way for everyone to participate.

    After initiating our own blogger outreach efforts, I created this list of dos and don’ts.  Super helpful was reading a couple of different posts at Krishna De’s Biz Growth News, as well as reading the excellent Blogger Outreach Code of Ethics from Kaitlin Wilkins at Ogilvy PR.

    Here’s the list below.  I hope you find something helpful here.  Feel free to share this- just please link back to us so we can see where the conversation goes.

    Blogger Outreach:  A Primer

    Bloggers are people who publish.  If the man-on-the-street had editorial control over what showed up on the news, it would resemble a blog.  For marketing, think of blogs as digital, scalable word-of-mouth.

    In a PR sense, many of the same rules apply to blogger outreach that apply to distributing a press release.  You must be courteous, establish a relationship, and understand the blog you’d like to connect to.

    But there are significant changes, too.  Bloggers are researchers, stringers, and editors-in-chief.  They make the decisions, including the decision to write about you in an unfavorable way, if they so choose.  New rules exist, and you must understand them before using blogs as media sources for marketing.

    What follows is a Do and Don’t list for blogger outreach:

    Do

    -Do get to know your blogger.  This is a lot easier than it was traditionally, as most (good) blogs are highly, or at least somewhat, personal.

    -Do read your blogger’s posts.  It’s the best way to get to know your blogger (see above).

    -Do respect a blogger’s posted directions for PR.  Contact them in whatever way they prefer.

    -Do acknowledge the blogger’s influence and expertise.  You want to give them information for exactly this reason.  Saying so is polite and helpful.

    -Do be transparent.  Tell bloggers exactly who you are, who your work for, who you are representing, and the purpose for which you’ve contacted them.

    -Do encourage the blogger to be transparent about you, and their relationship with you.

    -Do be clear about why you think they might be interested in the information or product that you’re presenting.

    -Do relinquish control of your information from the beginning (yes, even if the blogger decides they hate the product).

    -Do leave bloggers alone if they don’t respond or don’t want to participate.

    Don’t

    -Don’t feel as though you’re giving a blogger a gift.  There’s plenty to write about without you.  You’re asking for a favor.  Sure, it’s something you believe would help the blogger.  Still, be personable.

    -Don’t pitch a blogger that’s not the right fit.  You have to be able to provide value to their audience, so make sure that that’s your audience, too.

    -Don’t forget who you’ve pitched- make yourself available to bloggers that respond.  Make sure there is contact information in your correspondence.

    -Don’t pretend to have read a blog that you haven’t read.  Be upfront, clear, and honest about it.

    -Don’t pitch bloggers if you are going to try to control what you’d like them to say about your information.   Bloggers have a responsibility to their readers, and not to you.

    -Don’t make bloggers search for research material about your information.  Try to provide everything they need in the first email without making them have to click through to somewhere else.

    What The Heck’s Next?- How We Use Basecamp

    Friday, May 29th, 2009
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    Like thousands of other folks, we use 37signals Basecamp (aff link) for online collaboration and project management. It’s a great system, if you’ve not seen it.  Easy to use, intuitive, and covers all the bases for us.

    We’ve had pretty good success getting the people we work with involved in Basecamp, which we’ve internally named “Projectpath”.

    It’s pretty simple to use.  But we wanted to write up a personal introduction from us to our clients, many of whom have not worked within a project management system.

    And if they need start-up help, the Basecamp FAQs are pretty much focused on admin support, which is not really what we’re looking for.  They do have a very good video how-to section, but that’s not quite what we need either.

    What we need is…

    • A document that would help our clients buy-in to using the system.
    • Something that would assure them that this was easy to use.
    • A personal introduction that could be used as a reference, if needed.

    So here it is.  Feel free to use it if you think something like this would be helpful for you…

    -What The Heck’s Next?-
    Getting Around In Matterhorn Projectpath

    A Quick Guide To How We’ll Manage Things Together

    There are a million ways to communicate.  We call.  We email. We send DMs to an @ on Twitter.  It can get a bit… overwhelming.  With more people contributing more information about more ideas everyday, it’s very easy for communication to get buried, sidetracked, or lost.

    Projectpath is a website that’s designed to keep everything -everything- in one place.  Using this system will…

    •    Keep all of our communication together over the length of the project
    •    Organize each step of our process by topic
    •    Archive all of our progress by date
    •    Make our project accessible all the time, from any computer

    Think of Projectpath as our project’s office.  We use a system called Basecamp to run things, and it’s easy to use.  Go ahead and be intimidated if you want, but the simple fact is this:  If you know how to go to a website, send email, or use a mouse, you can use Projectpath.

    Projectpath has 6 different sections…

    •    Overview
    •    Messages
    •    To-Do
    •    Milestones
    •    Writeboards
    •    Files

    You can move between sections easily by using the tabs near the top of the page. Each section has a different function, and together they cover all of the things we’ll have to communicate during our project.

    Here’s a quick rundown of each section…

    Overview-  The Overview shows everything that’s happening in our project.  Here’s what you can see:

    •    The name of the project
    •    Shortcuts to the other 5 sections
    •    A timeline for the project, if one applies
    •    All recent activity in every section, arranged with the most recent at the top
    •    An RSS feed for the project, so you’ll know each time something is added
    •    The names of everyone involved in our project

    Messages-  This is email for our project.  It works because everyone can share communication in one place (that way, we don’t have to go digging around in your personal inbox ?).  To post a message…

    •    Click “Post a new message”
    •    Write something
    •    Click “Post this message”
    •    That was easy, wasn’t it?

    To Do-  The to-do list might be the easiest way to keep track of our project’s progress.  Projectpath lets you add, cross off, and move around items in a way that, frankly, makes you want to get more done just to use the to-do features.  It’s easy to make lists in Projectpath.

    Milestones-  This section is for keeping track of things that need to be done by a certain date.  It’s divided into 3 parts:  Past due, Upcoming, and Completed.  There’s a calendar in the margin of the Milestones section that’s color coded to reflect each list.

    Writeboards
    -  If there’s ever a need to create a document collaboratively, we’ll use a writeboard.  It’s an easy way to keep track of all the versions of a document that we might need.  Because we create content using different software, we don’t use writeboards for most projects.

    Files-  Here’s where we keep any and all files pertinent to our project.  Again, the big draw is that they can be accessed and updated by anyone in the project.  We keep all content for projects in the files section.

    That’s all.  The way we’ll use Projectpath is very intuitive.  It won’t take long for you to see how collaboration is simplified with this one tool.

    We’re looking forward to getting started- thanks for going through this doc.

    Why Personalization Is The New Advertising

    Friday, April 24th, 2009
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    Last night, my wife came home after taking our son to T-ball practice.  Walking into the kitchen with our baby in one arm and groceries in the other, she stopped to look on the kitchen table at a piece of direct mail from inkpixi.

    The postcard wasn’t unusual,, except it had our last name, Curnett, printed in Princetown LET font on all kinds of items with the word “university” underneath.  Curnett University.

    It didn’t matter that all the signs of junk mail were on the postcard (Limited Time Offer!).  It was enough to stop my wife in the middle of what she was doing, just because someone had thought to use our name in an unexpected way.

    • Personalizing Your Content

    Direct mail isn’t content.  But it does try to leverage personalization as much as possible.  Content, before it became the basis for new marketing strategies, was usually disassociated from the person creating it.

    Personalization is at the center of content marketing.  For both the creator and the consumer, content’s got to be personal to have any real effect on your business.  Here’s why:

    When you’re creating worthwile content, it differes from, say, a trade magazine in that you can put yourself into it.  It’s not just about facts, it’s about observations.  Are those observations interesting enough, astute enough, to be worthwhile?

    If they are, that’s unexpected.  What people expect is to be bored by marketing.  If you make it personal, you’re going beyond those expectations.

    • Personalizing Your Discussion

    The other way content marketing gets personal is by interaction.  With the tools available today that allow you to talk to your customers, it makes no difference if you keep putting up billboards.  People want personal attention.

    Maybe that doesn’t make a difference in your field right now.  But it probably will.  It used to be called corporate culture, but in most places, that was too fake.  Authenticity is attractive.

    With a personalizied approach, people will mostly buy from you because you’re you- they can get your widget from anywhere.

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