Highest Duty: The Search For What Really Matters

highest honor

Marketing Podcast with Capt. Sully Sullenberger

My guest on this week’s podcast is former airline pilot, speaker, entrepreneur and author of Highest Duty: My Search for What Really MattersCaptain Chesley “Sulley” Sullenberger. You probably know Sully best from the “Miracle in the Hudson,” where he completed the emergency landing of US Airways Flight 1549 on the Hudson river in New York City on January 15, 2009.

When his PR agency pitched me on the idea of having Sullenberger on the show I must admit that I was intrigued by the opportunity to hear the story of the flight and landing on the Hudson, but what really drew me to the interview was the opportunity to talk about how a life altering moment became such a total career-altering moment.

It’s worth a listen just to hear Sullenberger relate the now very practiced account of the happenings that cold January morning, but it’s equally as interesting to note that he had apparently become a bit disenchanted with what was going on all around him in his chosen industry.

When an opportunity to change everything presented itself he grabbed it and became it. Sullenberger certainly was handed the chance to remake his career in stunning fashion (Hello, Good Morning America is on the line) but he also went to work on remaking himself in order to excel at his new career.

He knew he had to become a better writer, speaker and storyteller and worked diligently on honing these new skills.

Questions I ask Sully:

  • How has your life changed since the event?
  • What qualities of leadership are important in starting a new business?
  • How do you go about acquiring new skills needed for a new career?

What you’ll learn if you give a listen:

  • What it was like to be in the cockpit during the “Miracle of the Hudson”
  • How a foundation or system can help you handle difficult situations
  • How to think about risk when starting a business

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

How to Find Your Breakthrough Idea and Build a Following Around It

StandOut
Marketing Podcast with Dorie Clark

I think there’s plenty of information out there about personal  branding and self-promotion. The thing that’s often lacking or not said is that in order to really stand out you’ve got to have an idea or point of view that people want to be a part or at least spread.

So much emphasis is put on getting a big following that people seem to forget you must start with being follow worthy.

I wrote a book an entire book on the idea of referrals and the first half emphasized that the secret to getting more referrals was to be more referable.

It’s not just about creating a platform, it’s about creating something valuable and building a platform around that.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Dorie Clark, marketing strategy consultant, frequent contributor to Harvard Business Review, Forbes, and Entrepreneur and author of the new book Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It

In Stand Out, Clark does an excellent job of spelling out the fact that the formula for success lies primarily in discovering your breakthrough idea.

A breakthrough idea can be a simple, unique point of view applied to a mature industry or it can be a totally new, innovative product that helps people do something that can’t do now, either way it’s the basis for building a long-term road to success by standing out.

Questions I ask Dorie:

  • Who needs to stand out?
  • Is there a financial value to being identified as a thought leader?
  • What personal branding strategies apply universally?

What you’ll learn if you give a listen:

  • How to find your breakthrough idea
  • How to build a following, and get people to buy into your idea
  • Why you must communicate in a way that is true to who you are

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

Cracking the Content Code

content codeMarketing Podcast with Mark W. Schaefer

Content as a category of marketing has continued to evolve.

At first we created articles to get found by those using search engines.

Then we realized we needed to use content to build our audience and start capturing email leads.

Then social media came along and overnight everyone was a publisher of content and the hunger for useful content became a foundational element of marketing.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Mark W. Schaefer, speaker, marketing consultant and author of the new book The Content Code: Six Essential Strategies for Igniting Your Content, Your Marketing and Your Business

In The Content Code, Schaefer explains how we have now evolved to the point where distribution of content is perhaps the most important element in the crowded “content shocked” world we live in today.

Questions I ask Mark:

  • What is Content Shock? How do you avoid it?
  • What role can marketers play in making your content stand out?
  • Why do people share content? What do they share?

What You’ll Learn if You Give a Listen:

  • How content marketing has changed over the years
  • Why engagement is so important in content marketing
  • How new technology will change how we engage with content in the future

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

The Science of Capturing People's Attention

captivology

Marketing Podcast with Ben Parr

Capturing attention in an information overloaded, always on world is tough and getting tougher. But, getting noticed is absolutely the first step to getting tried and ultimately getting referred.

Some people might take this as a call to creating that great viral cat video, but more than anything it’s a call to do something that’s intentionally attention worthy.

This isn’t about your 15 minutes of fame, it’s about a guided journey that starts with getting noticed, but blossoms into a remarkable ride from there.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Ben Parr, former editor of Mashable author of the new book Captivology: The Science of Capturing People’s Attention

In Captivology Parr lists and examines 7 triggers that make up the most potent path to capturing people’s attention. While these might not represent a linear path, they do point to elements every business must consider in their products, services, campaigns and even content.

1. Automaticity Trigger
This is the thing that forces people to look your way, it’s what disrupts and gains attention.

2. Framing Trigger
In this trigger you are going to change people’s expectations in order to get them thinking and talking.

3. Disruption Trigger
With this trigger, you will disrupt through surprise, simplicity, and significance.

4. Reward Trigger
Think about all of those video games that people play for hours just to earn the next level.

5. Reputation Trigger
Today this might play out in your authority building and social proof offered by others.

6. Mystery Trigger
TV shows add mystery with the cliffhanger ending to get people to pay attention until the very end.

7. Acknowledgment Trigger
Your brand must validate, recognize and empathize with a specific group.

Questions I ask Ben:

  • Why is it so difficult to get people’s attention?
  • Is there a way to differentiate capturing genuine long-term attention and hype?
  • How do you measure whether or not you have captured your customers’ attention?

What you’ll learn if you give a listen:

  • What “Captivology” means
  • What triggers captivation
  • How pop stars like Beyonce and Taylor Swift capture and keep their fans’ attention, and how to use that in business

This episode of the Duct Tape Marketing Podcast was brought to you by VeriSign and the Make Your Idea Internet Official Contest. Register a new .COM domain name with a participating registrar during the contest entry period and enter for an opportunity to win up to $35,000! Learn more about the contest and its rules at www.verisigncontest.com

This episode of the Duct Tape Marketing Podcast is also brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape