ethanbeute

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Category: Marketing and Branding (page 1 of 13)

11 Tips To Write A Book From a No-Name, First-Time Author

I always knew that I was going to write a book about my experience with simple, personal videos at BombBomb, but I was never clear on the intended audience or exact topic. Telling the story of a software company with which I’ve experienced +15,000% customer growth and +2,000% employee growth would be interesting. But who would it be for? Fans and friends of the company? Aspiring software moguls? It seemed self-indulgent and presumptuous to write that book.

Then, I hit my 6-year anniversary as a full-time team member, was struck with how far we’d come as a community, and published this blog post in October 2017.

The post was a declaration. An ownership claim. A planted flag.

The “relationships through video” movement is our movement – one we’re pioneering with, through, and for our customers. The philosophy and practice of communicating, connecting, and converting more effectively with webcam and smartphone videos in place of plain, typed-out text were created and advanced within our community.

But that avowal was as far as I took it for several months, until I decided to take the ideas in that post, information in hundreds of other blog posts, tips from dozens of webinars and stage presentations, lessons from TEDx and Ignite talks, new research, and various other things I’d learned and shared over the years and … write a book.

As a no-name, first-time author, this was no small undertaking.

Apparently, becoming an author is a common goal, so I thought I’d share some things I learned over the past 18 months from the time I decided to write a book through the first 15,000 copies sold of Rehumanize Your Business, a book I co-authored with my friend Steve Pacinelli.

Rehumanize Your Business, write a book, publish a book, Ethan Beute, BombBomb, Seattle, Barnes & Noble, readers
Friends and readers of Rehumanize Your Business.
#rehumanize

11 Tips to Write a Book

This list is by no means exhaustive. Steve and I learned so much over the past 18 months – too much to share in a single post.

If you want to write a nonfiction book, these tips may be more relevant than if you want to write fiction.

If you want to write a book, these tips may be more relevant than if you want to have one ghostwritten for you.

Whether you want to get a book published or you want to self-publish, these tips should be equally relevant to you.

If your question isn’t addressed here or you want more detail on any of these stories or ideas, please reach out to me on LinkedIn and I’ll offer what I can!

1: Find Your Motivation

For me, this one was easy. I’ve already described it here in this post. It’s what drives me every day to show up and bring my best to a team, community, and concept I’ve been working with for about a decade.

What we’ve done within our community at BombBomb has changed lives and careers (I know it sounds dramatic, but I’ve heard it dozens of times) by allowing people to be more personal and human in their business communication. More people should know about the opportunity and have help to get started. Organizing all our best stories, ideas, tips, and guidance into one package is a great way to do that.

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Word Is Bond: “Whatever You Do, Just Make the Brand Stronger”

My experience with Brooks running shoes started a few years ago in a specialty shop, Runners Roost in downtown Colorado Springs (locally owned since 1977). I tested shoes from classics like Saucony and New Balance, the gorilla Nike, and newcomers On and Altra. Brooks fit and felt the best, so I left with a pair of their neutral, lightweight Ghost 7s for $120.

Years later, I’ve since run through several pairs. Years from now, I’ll almost certainly still be running in Brooks. I rarely pay full retail for products with such fast product cycles; you can always pick up a version one or two models back at a serious discount. And yet I’ve bought two Ghosts at full retail.

Here in this post, hear a customer service story about what Brooks did to make their brand stronger in the place it matters most – a customer’s heart and mind.

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5 Ways Our VW Jetta Wagon Beats Our Subaru Forester

I’m not a car guy. The closest I get is a twinge of excitement upon receipt of the release of Consumer Reports‘ annual car issue (it’s pretty good).

This means I’ve not jammed this “car” post full of specs like backseat headroom, cargo space, or acceleration. Instead, it’s based on years of ownership experience – and the experience demanded this be organized and published.

We’ve not had a car payment in years. We’re driving a 2003 Volkwagen Jetta wagon and a 2008 Subaru Forester. We paid the same price for each, but there are 5 ways the former beats the latter for an average driver.

Here are quick acquisition stories – and some unanticipated woes of owning the Subaru Forester. #5 is when it gets expensive.

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A Non-Competitive Look at Competing on Customer Experience

If you’re familiar with Simon Sinek‘s Start with Why, then you’re familiar with his Golden Circle.

Your Why is at the core.
It’s wrapped in your How.
And the circle’s outermost ring is your What.

The pitch: Most companies pitch themselves outside in (What you do, How you do it, Why you do it). But working inside out (Why, How, What) is far more inspiring and effective.

Because the model is so simple, yet powerful, Sinek’s 2009 presentation at TEDx Puget Sound is one of the most viewed TED videos ever (see it).

 

Here are two non-competitive, side-by-side looks at (and listens to) the same song producing a dramatically different customer experience. And what that means for your business.

The What: the same notes played and the same lyrics sung in the same order.
The Why and How: wonderfully distinct musical outcomes.

 

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Considering Job Automation and Minimum Wage Hikes

A chorus of “I told you so” came down last week as headlines tied minimum wage hikes to job automation.

Fox News: “Minimum Wage Hike Backfiring? Wendy’s Increases Self-Service Kiosks”

Washington Times: “As minimum-wage hikes become mandatory, Wendy’s looks to expand self-service kiosks”

Investors.com: “Wendy’s Serves Up Big Kiosk Expansion As Wage Hikes Hit Fast Food”

The idea: raising minimum wage causes companies to eliminate jobs, bringing in job automation through self-service.

Keep in mind that Wendy’s itself only operates only 10% of stores, including zero in California (a minimum wage warfront), so they don’t fully bear these costs directly. Also, they cited competition to “access good labor” as a key driver of wage inflation. In other words, it’s hard to find good people, so they’re increasing wages to attract and retain them. And especially as the fast foot market softens overall, price competition remains fierce and cost pressures remain high.

Notable in the Wendy’s announcement was that mobile ordering and mobile payments are also coming.

And here’s where any confusion about correlation and causation breaks. And where a brief consideration of job automation begins.

There’s an inevitability to it all (maybe).
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24 Quotes on Brand Conservancy

 

“It’s rarely one brand that knocks off another. Usually, brands succumb to self-inflicted wounds.”

See what I did there? I opened up this post about quotes from You Can’t Ride Two Horses with One Ass by branding expert Kurt Bartolich with a quote from the book.

 

The essence of the opening quote and of the book is brand conservancy. Protection. Vigilance. Curation.

Many branding books have been written on how to build a brand. Now we’ve got a clear and concise guide to nurturing and protecting our most valuable asset from the lack of discipline and understanding that devalue, if not destroy, our brand.

 

The book title itself is a quote. “I immediately recognized how it embodies everything I believe about branding,” Kurt writes in the opening chapter about the expression he heard an account manager use with a client.

And with that … two dozen quotes about brand conservancy from You Can’t Ride Two Horses with One Ass.

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