Posted originally on the Fruition Interactive Blog.

I’ve been thinking about email a lot lately.

Partly, how I use it, but more about how it relates to building an audience.

But, first, a short story.

Over the years, I’ve become somewhat of an email nazi (see link for Seinfeld reference). When it comes to personal email habits, I’m a big believer in attempting to process your inbox to zero on a regular basis.

As a result, my inbox has become my own little save haven. These days, most of the emails I receive are not junk. (My @gmail account, which is a catch-all account is another story).

Okay, here’s my point.

Recently, an individual I trust and follow as a thought-leader launched a new online venture. At any given time, I limit the amount of people or blogs I follow to a maximum of 20.

This individual falls in my “top 20.”

Upon launching the initiative, this person did something refreshingly unusual; They provided just two options for receiving future updates: Email subscription and Twitter.

Not ten ways.

Not five.

Not three, just two.

Simple and elegant.

It was like breathing in fresh air after being stuck inside all day.

So I became an email subscriber (using my primary email).

Before going any further, I’d like to make a few things clear. First, I became an email subscriber because I trust the person, not because of the user experience (although it did help).

Over the years, this individual has provided consistent value to their niche audience in the form of good content and high-quality product offerings.

Bottom line, their stuff rocks and they’ve helped a lot of people. That said, because their marketing approach is smart, I’m sure complete strangers have become subscribers based on perceived value and social proof.

Why Is This Important?

These days, too many of us put email marketing efforts on the back burner in favour of the new, hot social network.

However, converting website visitors, fans and followers into email subscribers should not be an afterthought. In my opinion, the benefits of a strong email list far outweigh those found in social media.

Besides, what would happen if Facebook or Twitter disappeared? In the beginning, MySpace didn’t take Facebook seriously in the beginning and we all know how that ended up.

No, social media is not evil, but it’s also not a silver bullet either. Just remember, you don’t own your follower’s contact information and, therefore, you’re at the mercy of the social network.

Build Your Own Platform (with a solid Email Strategy)

Rather than waiting for the inevitable, make sure you’ve protected your social media (or search marketing) investment.

Also, keep in mind, it’s about more than just getting email addresses; it is about delivering tremendous value so you get the right email address.

“Your email marketing database is like gold. It has tremendous value and better yet, you own it. You don’t own Facebook or Twitter or Google+. If those social media sites change their permissions or disappear altogether, you’ll likely lose access to your list of friends/followers/fans you’ve grown over the years. But not email addresses. Those are yours to keep, yours to take with you from platform to platform.” – Matt Grant from MarketingProfs

For me, I don’t give my primary email to just anyone. When I do, it’s because I truly value (and read) the information I receive in my inbox.

How about you?

Photo credit: Micky.!

According to a recent study, blogging is on the decline as social media is on the rise among Inc. 500 companies.

Social Media On The Rise?  You Don’t Say…

The fact that social media is on the rise is no big surprise.

That said, I wouldn’t count blogging out just quite yet.

In fact, if I were Warren Buffett and blogging was a publicly traded company, say Blogging Inc., I’d be quietly buying more shares of it right about now. For clarification, when I say blogging I also include other forms of content marketing that go deeper than a 140 character tweet.

In this hypothetical situation, I’d still be inclined to invest in Blogging Inc., even as the darling of all social networks, Facebook, prepares for its IPO this spring.

Yes, I feel that strongly about it, and so should you.

Don’t Follow The Digital Herd

Just because 74% of the Inc. 500 companies used Facebook in 2011 [study] doesn’t mean you necessarily should or shouldn’t.

Always know why you’re using a social network.  Sure, when it comes to social media, it’s fun to experiment and try new things, but at some point, come up with a reason for being there.

Above all else, remember: when it comes to social media, you don’t really own anything – you’re renting space. You don’t have a direct relationship with your fans or followers, Facebook and Twitter does.

Now before all the “so-called” social media experts out there start sending me hate mail, it’s obvious that there are some big benefits to using social media. However, what’s most surprising is how often businesses overlook integrating social media with their own websites or blogs.

When done correctly, not only can this provide amazing social proof for new visitors coming to your website, it can also increase referral traffic.  However, what makes this all work is the stuff people actually share from your website or blog, which must be excellent content. 

This is where blogging can play an important role in your overall content marketing strategy.

Build Your Own Digital Media Platform

Today, when building a business of any kind, it’s important to build your platform.

The word platform, in this scenario, has dual meaning:

1) It’s a body of principles on which a person [or group] takes a stand in appealing to the public (source: Dictionary.com), and

2) [It means] to build your web presence, your online home base from which you can share your principles, ideas and point of view

Over time, these ideas will take the form of regular, useful content in multiple forms and channels. These principles may also evolve over time as you find your voice – and that’s okay.

Start with what you have today.

Blogging as a Media Platform

Again, when I say blogging, I really just mean creating dynamic content that can be easily found on search engines and popular social networks.

I like using blogs because you can control the “look and feel” and functionality [what people do on your platform]. Most importantly, everything that happens on a blog can be measured against your business or marketing objectives via Google Analytics.

But the point of it all? Drumroll please…

Building a Loyal Audience [and an example]

Ultimately, you want people to become loyal followers of what you do.

All operating businesses have clients and customers. The lucky ones have lots of Facebook fans and Twitter followers. But the most fortunate ones have an audience.

A loyal audience returns often – sometimes on its own – to see what you have to say. This is also the most receptive group of people who will buy from you.

This is exactly what Social Media Examiner did.

Being the world’s most popular online social media magazine [or blog], it’s designed to help businesses discover how to best use social media tools.  In addition to having more than 530,000 people read Social Media Examiner each month, they also have more than 125,000 email subscribers.

In other words, Social Media Examiner has a massive loyal audience.

Don’t just take my word for it. Watch this 3 minute video of Michael Stelzner, founder of Social Media Examiner, who talks about the amazing growth story of Social Media Examiner.

Michael also wrote a book called: Launch: How to Quickly Propel Your Business Beyond the Competition, which basically hands you the blueprint he used to grow Social Media Examiner into a multimillion dollar business.

Now I know what some of you are already thinking.

1) This won’t work for my business, and

2) The blog is about social media, what gives?

First off, although this example is about an online business, most of the concepts can apply to any business.  Second, even though Michael’s blog is about social media, he truly understand the importance of building your own media platform.

In fact, it’s the main reason Social Media Examiner has created their own networking clubs.

Start Building Your Own Audience

In 2012, create your own media platform and fill it with excellent content, then start looking for ways to extend that content into the web. By sharing your wisdom, over time, you too will build a loyal audience.

This, ultimately, begs the question: I wonder how many of the Inc. 500 companies surveyed have a loyal audience?  Regardless, as blogging declines, I’ll be quietly buying more shares of Blogging Inc.

How about you?

It was the year 2000, and after finishing 18 years of formal education, I was having second thoughts.

After I had calmed myself down, I suddenly realized I had felt this way all along.

Was it just me?

During my years in elementary school, I was constantly described as a “smart” boy but one who didn’t always “apply himself.”

This, however, was not entirely true.

I loved art class.  When I drew time flew by.  Years later, while at University, I stumbled upon the joy of essay writing.  I’d often spend hours trying to come up with thought-provoking arguments for term papers as well as titles that would intrigue my professors.  I did this not just because I felt the effort would lead to a good mark, but mostly because I loved the process.

On the flip side, I loathed exams.

It wasn’t that I couldn’t memorize the work.  I could, I just disliked the process.  Absorbing information that didn’t interest me just so I could regurgitate it the next day during the exam, then forget about it wasn’t very exciting and seemed like a waste of time.

Today, I seldom draw, but find sanctuary in taking the odd photo and then editing it in either iPhoto or Photoshop to add my creative touch.  As for writing, if it weren’t for blogging I might have given it up all together.

Why did I let these creative pursuits go?

Mostly because when I was younger, I didn’t think I’d be able to make a living doing them.  Funny, I don’t think that way anymore because I’ve realized something.  Doing things just for money isn’t the only goal.  Doing things that make you happy are.  I’ve also realized something else.

It’s NOT just me.

There’s actually quite a few people out in the world who feel the same way.  School wasn’t a fit for them. So they either found something that was after leaving or graduating from school or are still searching, which sadly, is the case.

Of course, you can’t blame the teachers, it’s not their fault.

The fault lies in the structure we use, which has been with us since the industrial era.  I’m, by no means an expert on the subject, but Sir Ken Robinson is.  His keynote talks at TED have become legendary [below]

To reform the education system, I believe we must start to incorporate new technologies that make learning both stimulating and effective.  In a world where kids are texting, using iPads at home, and entertaining themselves on Facebook and with the latest gaming device, going back to school on Monday and looking at a chalkboard probably bores the hell out of them.

I’m not saying technology IS the answer, I’m just saying it’s become part of our children’s lives whether we like it or not.  Therefore, technology should be considered when attempting to personalize how children learn and produce results. Are they audio-visual learners (like me)?  Are they just consuming stuff or are they learning to create and produce things?

For example, take Steve Jobs.

Okay, Steve Jobs was not always a nice guy, but there are a few lessons we can learn from him.  For example, he dropped out of University. Wait, I’m not advocating kids do this, but instead of leaving, Steve stayed for another 18 months as a “drop-in,” going to classes he thought he might enjoy.  In other words, he personalized his own education.

This led him to discover typography, which is one of the main reasons why the Apple graphical user interface (GUI) looks the way it does.  Take a couple minutes to watch this video to find out more:

I don’t have all the answers

But I do know this.

I have 12-year-old twins going through the educational system right now.  Yes, I want them to have as many opportunities as possible, but I don’t want them to struggle with this as much as I did growing up.

Therefore, I’ve made it one of my intentions for 2012 to try and make a small difference in our local educational system.  I’m just one person, so I’ve decided to join Rotary in an effort to make this happen.  My hope is that part of my involvement in Rotary will provide me with the opportunity to give back to schools in my local community.

Working side-by-side with teachers, perhaps I can inspire a few kids to celebrate their own creativity.  Maybe one of these kids will even learn how to create something using technology (like Thomas Suarez did) as they enter what I call the new Age of Digital Enlightenment.

So, what are your Intentions for 2012?

For me, like many others, it’s a time for reflection and renewal.  We can start with a clean slate and begin to pursue those things we’ve put off.

I’ve never been one to set New Year’s resolutions mostly because I set goals throughout the year.  I also try to make my goals more meaningful nowadays, going beyond generic fitness or financial pursuits.

This year, I’d like to make a real dent in the universe.  I’d like my efforts to be inspirational to others and not just in vain.  So, without further delay, when it comes to educating our clients at Fruition Interactive as well as the business community at-large, here is one of my two intentions for 2012:

Build an online asset you can control

Over the past few years, social media has been a hot topic.  People have differing opinions when it comes to using the social web.  Some are for it, some are indifferent, and some are completely opposed to it.

Regardless of your position, when it comes to using popular social networks for professional or even business use, there’s actually a bigger danger looming:

Some people are getting lazy.

Businesses and professionals are spending time and money on social media, but neglecting their own online assets, properties, or media in the process.  In my humble opinion, social networks were really never intended to be a main destination or virtual storefront for your business.

I’m not suggesting social media is evil, I’m an huge advocate.  In fact, I often recommend making client’s websites more “social-friendly”.

However, my advice is to use social media more as “outposts” to educate your audience, share interesting stories, and have the occasion friendly chat with people when you have a spare moment.  Just remember, social media should not be the destination, but simply a vehicle.

Bring them home

When people are ready, at some point, you have to make it easy for them to find their way to an online asset you control — bring them back to a relevant landing page on either your website or blog.

Everything that happens on a website can be measured via analytics.  When set up properly, you can find out how many people came from Facebook then signed up for your email newsletter or downloaded your white paper.

The real secret to online marketing success is to spend most of your time and energy building online assets and a platform that you can control.

That way when Facebook changes their layout, adds a feature or does something else that gets everyone all worked up you can relax because you’ve got thousands of loyal subscribers following your blog and hundreds of subscribers to your monthly email newsletter who actually open and respond to it.

In other words, you own and have a direct relationship with your audience, not someone else.

P.S. Stay tuned for Part 2.

How about your laptop, cell phone, business card or even your mother?

Below is a quick and entertaining video of Gary Vaynerchuk talking about the “ROI of Social Media and his mother” [caution: Gary uses a lot of profanity]

If you’re like most people, you probably don’t know, and really don’t care. But not having email in your business could do more harm than good. Its “benefit” is not so much a measurement of return but an implicit cost of doing business (and cheap I might add).

Moreover, depending on your role, it also represents “potential.”

Like email, social media also represents potential.  Unfortunately, this view is not shared by people who use the term ROI when talking about social media. Ever since social media came into existence, marketing professionals and business leaders have been asking the “ROI question.”

It’s easy to understand why.  If a business is going to put the time, effort, and attention into social media, it would be nice to think they’d actually get some sales out of it.

In other words, they want to see a return on our investment.

Calculating ROI

A very basic way to calculate ROI is:

(Net Profits / Total Investment) x 100

For example, if you invested $1,000 and received $100 in profits, that’s a 10 percent return on your investment: ($100 / $1000) x 100) = 10, or 10 percent. For marketers, knowing ROI helps you decide between competing alternatives in order to know where to focus your future marketing dollars or resources.

Measuring ROI (a quick example)

In some cases, online marketing can easily be measured for ROI.  For example, take pay-per-click (PPC) advertising.

Keeping things simple, let’s say you pay $0.50 cents for each click from just one keyword using Google AdWords, which generates 200 clicks to your website.

That means, you’ve paid Google $100 in advertising cost ($0.50 x 200 = $100).

Let’s also assume you have an e-commerce website that does a decent job converting traffic into sales.

In this case, from the 200 clicks to your website (via AdWords), 4 people purchased your product resulting in $500 of “make-believe” profit ($150 product price – $25 cost of goods = $125 profit per sale x 4 = $500).

This means your actual post-advertising profit would be $400 ($500 in profit – $100 in PPC advertising = $400).

Still with me?

At first glance, this seems like a small profit. The ROI, however, is great: You’re making $500 in pre-ad profit from just $100 in PPC advertising, a beautiful 500% ROI.

Here is the clincher: that’s just from one keyword.

There are potentially hundreds of relevant keywords that you can bid on to attract potential customers. What happens if you bid on 100 or 200 keywords that also have a 500% ROI?

On the other hand, if the purpose of your website is to generate leads or sign-ups – not sales – you can calculate a rough ROI if you know your cost per lead, closing ratio and avg. value of a new client or customer.

For example, lets say your website generates 3 leads each month. With a cost per lead of $250 and a closing ratio of 17% (1 out of 6 leads) you’re projected to close one new client every 2 months from PPC advertising.

At first glance, $250 seems like a lot to pay for a new lead, but if your avg. value of a new client was $10,000 (or $5,000 averaged over 2 months), your ROI would be great. You’re projected to make an average of $5,000 in gross revenue per month from $750 in PPC advertising, an amazing 667% ROI

Remember, ROI just helps you decide between competing alternatives in order to make better decisions. In other words, they’re only estimates.

Social media is not something you buy

People who use the term ROI think social media is something “static” they buy, set, and forget – like a media buy.

Yes, Facebook and LinkedIn allow you to advertise on their platforms, but companies ahead of the curve really see social media as a part of doing business — a necessity no less important than using email.

But changing an organization’s attitude toward social media from a measurement of ROI can be difficult.  It requires a fundamental change in how they view marketing in a new age.

So how do businesses go about changing their ways? It won’t be easy, but this list may help you get started.

1. Adopt a new mindset

Again, business leaders need to start seeing social media as an inherent cost of doing business, representing untapped potential (again, a cost-effective way of reaching potential customers I might add).

It must start with the leadership of the company and trickle down from there, embedding itself into the very fiber of the organization.

Apple is a classic example.

Steve Jobs inherently understood that marketing was a fundamental part of their business, getting baked right into their products – from design to packaging.

Marketing isn’t any less important than the products and services you deliver or the people who provide them. In other words, social media should not be the frosting you put on top of your business.

It needs to begin at the core of your business.

2. Focus on building an audience

All companies have clients or customers, but the ones leading the charge into the future have audiences.

These companies know something you don’t. In addition to running targeted online marketing campaigns that closely track ROI, they’re also using blogs and social media to cultivate an audience – becoming likeable and trustworthy.

Think like a publisher (or story-teller) and find your audience.

3. Be patient and realistic

The most common mistake we see, and the one that makes people think they can’t measure social media results, is that businesses try to make an instant sale or conversion on a social media platform, like Twitter or Facebook.

In my humble opinion, social media was really never intended to be a main destination or virtual storefront for your business.  It’s not what they were built for and, in most cases it’s inappropriate.

Instead, use social media as “outposts” to share the human side of your company, tell stories, and perhaps start a conversation with people who may eventually become customers or clients.

Remember, social media is not the destination, but a vehicle.

3. Bring them home

Use social media to get attention, showing people you’re likable or trustworthy.

When people are ready to learn more about you, make it easy for them to find their way to an online asset you control — bring them back to a relevant landing page on either your website or blog.

Everything that happens on a landing page can be measured. So you can know precisely how many people sign up to your email newsletter from Facebook, or downloaded your white paper from Twitter.

Landing pages are the key to measuring the effectiveness of what you do on social media. If you’re having trouble figuring out whether your social media marketing is working, it’s usually because you haven’t figured out where you want people to go and why.

The secret is to spend most of your time and energy building online assets that you control.

Forget about ROI

Thinking about the ROI makes business leaders think that social media is some kind of campaign or media buy, where they put money in and hope more money comes out.

Instead, like the “email” analogy, think about how the absence of social media in your organization might be doing more harm than good. Its “benefit” is not so much a measurement of return but an implicit cost of doing business in today’s world.

The real measurement of return lies in the unrealized potential created from changing your organization’s mindset about social media.

Do you consume and produce content as either reader, blogger, author, or entrepreneur?

If so, this post may interest you…

I’ve been watching, for sometime, how the publishing industry continues to evolve.  Specifically, how it affects me as both a reader and a blogger.  So last weekend, I finally downloaded the free Kindle reading app for Mac. For those who know me, this might come as a shock as I’m usually the first to adopt new technology.

However, I’ve been slow to adopt mainly as a result of my habits.  I don’t buy a lot of books.  When I do it’s because somebody has recommended them.  In addition, these books are typically used for reference over and over so I write notes in the book.  I also do most of my reading at bedtime, therefore, since I don’t own a reading tablet (yet) have stuck with the traditional book.

So why have I made the shift?

First, Kindle e-books are usually cheaper and I get them immediately. Second, organizations like Amazon in collaboration with the Domino Project (started by Seth Godin) are experimenting with new ways to think about publishing.  Their mission is to try and change the way books are built, sold and spread.

This intrigues me as I believe this is the direction new authors and content producers must adopt in the future.

What really fascinates me, however, is that there is still such an emotional divide between people like me (“the down-loaders”) willing to adopt this new way and those who still want to read a traditional book. Not that there’s anything wrong with either way, just that it’s such an emotional topic for people.

For example, I posted this message on twitter recently and in 7 minutes got the following response back from a complete stranger.

Now I’m no fortune teller, but unless the book I want is only in print, I’ll likely be reading it in a digital form for the reasons I’ve specified.  I believe more people will also.

New authors and content producers should take note.  Not because I said so, but because, more and more, there is a clear divide between people who want “digital” and those who still want “print”.

In the end, you must give your audience what they want.

###

P.S. To listen to a great interview about the Future of Books between Leo Babauta (creator of ZenHabits) and Seth Godin follow this link. It’s an amazing interview (about 26 mins long).

photo credit: Silverisdead

Being a marketing guy, I’ve spent a lot of my time understanding how to get your attention. I think it was Seth Godin who once said, “In an attention economy, marketers struggle for attention. If you don’t have it, you lose.”

It’s true.

Modern life is overloaded with demands on your attention. Right now you’ve got: people trying to sell you stuff, work to do, people to call, new messages on Facebook and Twitter to read, people trying to sell you MORE stuff, e-mail to check, TV to watch and errands forget about. Everyone has too many things to do, and too little time to do them all.

So what’s my point, right?

Well, for awhile, I’ve also been keenly interested in how people achieve results. If you spend enough time studying this topic you’ll soon realize it all comes down to what the mind focuses on at any given time. In other words, what you give your attention to. However, it’s not just external distractions that fight for our attention. To eliminate the outside noise we can shut off email notifications and take the phone off the hook, but what remains is your own thoughts.

That’s right.

The biggest obstacle to achieving results is you, specifically your thoughts. In the past, you have been responsible for creating what I call “the software of your own mind” through repeated attention to certain thoughts, both helpful and harmful. The problem? When it comes time to take action or work towards a goal that might improve your life, sometimes these harmful or non-helpful thoughts come into your mind and take over, often unconsciously.

Changing your mental software

Over the last 12 months, I’ve been experimenting with meditation and yoga. Not because I want to shave my head, wear a robe, and go live in the mountains (not that there’s anything wrong with that), but mainly as a means to “hack my mind.”

Yes, “hack” my own mind.

Meditation and yoga provides me with a reliable and systematic method for creatively rewriting my current limiting mental software. When I sit regularly and meditate I’m actually training your mind to direct its attention consciously for long periods of time.

When your mind is one-pointed or focussed, you gain access to your creative side.  In my experience, I get more things done in less time with better outcomes.

Don’t believe me?

Think of a laser. When you take units of light energy (photons) and focus them in one direction it creates a laser beam powerful enough to cut through steel. When you learn to focus your attention for long periods of time, you apply the principle of the laser to the energy field of your mind.

By learning to focus your entire attention (mental energy) toward a single object of consciousness (i.e being present) you have the potential to do great things.

photo credit: toolstop

Total reading time – 2: 27 seconds

Hey Tim,

I’m responding to the question you posted on Facebook.

“What can I do to make this next book (The 4-Hour Chef) my best book yet? I really don’t want to let you guys down.” [Tim]

First of all, it’s my cheat day so after eating [insert your choice of protein here], legumes, veggies, and salsa for a week I’d rather be stuffing another Oreo in my mouth instead of thinking about the slow-carb diet.  However, since you’ve been so helpful, I’ve decided to slowly put down the Oreo and give you my “two cents.”

Show Me the Variety

Being a slow-carb convert, I desperately want need variety in how my meals “taste.”  Tim, like you, I love salsa. In fact, I’m a sauce prostitute. Unfortunately, after eating salsa for six months straight, I’m about to go *&%! “postal.”  If it wasn’t for cheat days I probably would have already.  I’ve actually been experimenting with a few sauce alternatives but feel they don’t cut it when it comes to helping with fat loss.

Natural Elixirs That Boost Energy and Concentration

I’m a recovering energy drink / caffeine addict. I’ve been experimenting with Yerba mate tea with great success.  Any more ideas I can try?  How about a mixture of Yerba mate with foods that boost energy?

For Slow-Carb Newbies

The biggest myth you need to address is that eating “healthy” is expensive. It’s not. My average meal costs me $1.42 CDN, including cost for supplements and buying groceries for a family of four.

The 80/20

Overall, the above is my uber quick “80/20 analysis” for your new book.  If you focus on giving us slow-carb veterans more ideas on variety and perhaps even a few natural energy boosters, while reinforcing how cheap it really is, you’ll have another winner.

In fact, I’d even buy a copy (as long as I get to contribute a sauce idea or two – kidding, well sort of ☺)

Now, where did I put that *%&# Oreo?

P.S.  Haven’t read Tim’s book The 4-Hour Body?  Follow the link to read the 48 customer reviews on Amazon who gave it an average rating of 4-stars.

Update: Here’s another blogger who got inspired by my idea and wrote their own personal blog post to Tim providing them with some ideas for his next book.  Love it!

Photo credit: Writer’s Block by Drew Coffman

RIP Steve…

Photo credit: Apple.com

I’ve been dying to share this news for weeks and now that it’s official I can.

Fruition Interactive has been nominated for a Toronto Board of Trade‘s Business of the Year for 2011.

The Toronto Board of Trade Business Excellence Awards honours Toronto businesses that have demonstrated outstanding leadership, growth and innovation in business.

Fruition has been nominated in the “Transition” category, which recognizes a business that has successfully experienced a transformation from a traditional business value or process.

At this point, I think its only fitting to introduce you to Kent Wakely, founder and managing partner of Fruition Interactive (and someone I’m proud to call my colleague and friend), to share his thoughts on being nominated in his own words.

Enter Kent Wakely.

______________________

This nomination is a big deal to us because it reflects and validates the tremendous changes that we’ve made here at Fruition in the past couple of years. It’s happened gradually, so many of our clients haven’t noticed, but looking back it’s quite a change.

In our early days, we were positioned primarily as a technology services company. It took a while, but it finally dawned on us that most of our clients were coming to us not because they felt they needed technology but because they had goals for their business that were going un-met. And 9 times out of 10, that business goal was to generate new leads and sales to grow their businesses.

So, on top of changing how we communicated about our already-successful Web design and development practice, we added some new capabilities towards becoming a full-service Internet marketing company.

We added world-beating Pay-per-Click (PPC) advertising services, fine-tuning and increasing ROI from clients’ Google Adwords, LinkedIn and Facebook advertising campaigns.

We added an innovative package of Search Engine Optimization (SEO) services that help to rocket our clients’ sites to the top of relevant search results and generate business-building traffic to their sites.

And we added social media strategy consulting to help retain and engage the leads that clients have worked so hard to get.

But most of all, we’ve taken our own advice. We launched our blog in 2009, and layered on a social media strategy not long afterwords. And we also launched PPC and SEO campaigns to reach new audiences with our message.

And, while we’re content just to see our clients’ satisfaction as they use our help to generate new leads and create new business for themselves, it sure feels great that someone — the Toronto Board of Trade, no less — noticed what we’ve been up to behind the scenes.

______________________

Win, lose, or draw I’m proud to be part of the family at Fruition.

Onward.

Groceries Heather Twining bought for the YWCA Niagara food bank with a $100 in donations.

Earlier this week, I received the following messages from friend and web developer Trevor Twining via my Facebook News Feed:

Simple and to the point, but most importantly, it reminded me that making a difference (and helping others) doesn’t have to be hard work.  It doesn’t have to be time-consuming and you don’t need to be a millionaire philanthropist with your own foundation.

Back to the story…

24 hours later, 7 people (last time I checked) had agreed to make $10-$20 pledges to help the YWCA Niagara with their food bank (including me). Including Trevor’s matching pledges the grand total for the day was $210.

Sending Trevor the pledge was actually the easiest part.  Trevor sent the following message with 3 options for giving your pledge (Paypal, Interac Email money transfer, arranging a “physical” exchange in person):

I chose the “lazy” option, Paypal.

And the point of it all, drum roll please…

The point of this blog post is not to “toot my own horn,” but a gentle reminder (mostly to myself) that doing something good for others takes less time then we often think.  To make a difference, you don’t need to set-up a robust online donation system, spend months planning a large social media outreach campaign, or donate thousands of dollars.

All it takes is you, 7 other people, and a laptop!

Honourable mention goes out to Heather Twining for her mad shopping and coupon ‘skillz’ to ensure the pledges received buys the maximum amount of food for YWCA Niagara food bank.

Photo credit : Trevor and Heather Twining

Here is a list of books I’ve not only read (or listened to) more than once, but keep most on my bedside dresser for quick reference.

Please don’t let some of the “less is more” business book titles mislead you into thinking these books aren’t helpful. That would be a mistake. The concepts in these books are solid. Over the past 15 years, I’ve read hundreds of business/finance/personal development/entrepreneur books, and – in my humble opinion – the following 10 books have the stuff other books don’t.

If you take just one idea (from each book) and ACTUALLY implement it, the $20 or so you paid for the book will be returned to you – and then some. I’ve implemented ideas from these books and it has made a huge difference in my life.

For quick reference, I’ve organized them into 3 simple categories (work, money, personal) with detailed notes for each book. Before you go over the list there are a few things to keep in mind. First, I’d suggest reading one book at a time. If you want to read two, I suggest picking one each category (i.e. work, personal, etc.).

For those of you who are confused by the fact that I’ve listed “personal” books as being business-in-nature, let me just say that these books have helped me create a good “personal operating system,” which as a framework has helped me to make good business decisions (not always, but most of the time).

Again, I hope you find them helpful, I certainly have.

So go on…grab a book and a coffee, and enjoy!

Currently Reading…

The next book on my “to-read” list:

The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses

Work

Anything You Want: 40 Lessons for a New Kind of Entrepreneur by Derek Sivers

I love this book! Why? Because it’s got all the ingredients I look for in any good business book: 1) It goes against conventional wisdom. 2) The author actually did what they’re telling you to do. 3) It’s a good mix between concepts and “actionable” tactics. Most importantly, I like the fact that Derek was completely honest about his catastrophic (but common) failures and mistakes. If you want a true manifesto, you have it here in this book. I hope you enjoy it as much as I did. Read my full review. Read more customer reviews on Amazon…

Rework by Jason Fried

Again, just like in “Anything You Want,” Jason Fried and co-author David Hansson follow their own advice. Translation: They’re giving you their proven philosophies, which is at the core of 37signals’ (their business) success and inspiring us to put them into practice. There’s no fluff here just hundreds of simple rules for success. Part entrepreneurial handbook for the 21st century, part manifesto for anyone wondering how work really works in the web 2.0 age. Read more customer reviews on Amazon…

The 4-Hour Workweek (new edition) by Tim Ferriss

Okay, I want to be very clear here: This book isn’t about getting your work week down to 4 hours. It’s really about testing assumptions, bending reality to your own will, and trying to fill every waking minute of your day doing stuff that excites you. This was the first book that made me realize holy #%*! money isn’t the most important thing, my time (and what I do with it) is. Whether your dream is escaping the rat race, traveling, earning more income, or just living more, this book is the blueprint. Read more reviews on Amazon… [Note: I also enjoyed Tim's 2nd book: The 4-Hour Body]

How To Win Friends and Influence People by Dale Carnegie

If you want to truly know how to succeed using social media, read this book. I’m serious. It’s the only book I recommend when someone asks, “any good books you can recommend on social media?” Yep, this one. Enough said. Read more reviews on Amazon…

Money

The Lazy Investor by Derek Foster

After quitting the rat race at the age of 34, Derek Foster started sharing his simple dividend investment strategies in his National Best Selling Books. I’ve met Derek – he’s the real deal. Personally, I’ve enjoyed all his books, but this one in particular is my favorite. This book details a step-by-step process I’ve used to gradually build my portfolio over time without falling victim to the high fees many investors pay. Warning: This is not a “get-rich-quick,” scheme, but I’ve personally seen a 20%+ return using this strategy over the past 3-4 years, and I’m no Warren Buffet.

Rule #1 by Phil Town

This is the best book I’ve read that teaches you the step-by-step process for conducting due diligence on a public company (using both fundamental and technical analysis) to determine if a company is worth investing in. I’ve used this process in conjunction with DRIP investing – see above book. The principles in the book are based on the Benjamin Graham–Warren Buffett–style of value investing. If you want to be a sophisticated investor, you need to read this book, or one like it. Read more reviews on Amazon…

The Millionaire Mind by Thomas Stanley

How does the typical “real-life” millionaire think and how do they live day-to-day? Once you’ve read this book, you’ll know. It’s also quite different (and less exciting) then you think. After reading this book, I started to re-align my life based on the habits and beliefs many millionaires actually possess. It’s easy to do, but it does take some discipline to keep it up. This will definitely be a book you’ll read over and over again. Read over 100 customer reviews on Amazon…

Personal

Atlas Shrugged by Ayn Rand

“Who is John Galt?” and why does this book have an average customer review of 4-stars on Amazon with 1,000+ customer reviews in total (650+ being 5 star reviews)? Because, it’s a classic! This is the only fiction book I’ve read. It’s also among the all-time favorite books of business leaders. Published over 50 years ago, this book has inspired several generations of entrepreneurs to unleash their inner titan. In fact, according to Inc Magazine, the book is responsible for launching over 1,000 companies. Read some of the 650+ 5-star customer reviews on Amazon…

Buddhism Plain and Simple by Steve Hagen

Probably one of the top 3 most influential books I’ve read in my life. Steve Hagen explains buddhism in a way that makes complete sense. I wish I read this book 10 years ago. If you read this book you will not shave your head and go live in silence as a monk. You will, however, worry less, have more focus than you’ve ever had in your life, and start to experience your version of “happiness”. Sure, you’ll have days when you become distracted and frustrated, but trust me when I say you already have all the tools you need to succeed. You just have to “wake up” and “see” for yourself. Read over 90 customer reviews on Amazon…

Vagabonding: An Uncommon Guide to the Art of Long-Term World Travel by Rolf Potts

First, let me say, this book is not JUST a “travel book.” It’s more than that, much more. After reading this book I simplified my life, eliminated most of the material clutter (i.e. distractions) in my life, started saving more money, and began to value my time more than ever. As a result, I’ve increased my life options: whether that be to travel or just doing more things I love, like reading, etc. Read more reviews on Amazon…

Honourable Mention

A Guide to the Good Life: The Ancient Art of Stoic Joy by William Irvine

In A Guide to the Good Life, Irvine shows us how this ancient philosophy can direct us toward a better life. In a way, it’s almost too personal for me to give an objective review, because I found when reading it, my existing life philosophies matched up with a 2000-year-old philosophy called Stoicism. Mine were ‘unknowingly’ self-developed, so it was interesting to read the refined version. This is one of those books that could be really life changing, if you’re ready for it. Read more reviews on Amazon…

Have you read any good business or personal development books lately? Let me know, perhaps they just might make the “list” someday.

Photo credit: Maguis & David

• How many useful things can I create in my life (for others)?
• You don’t need money to start helping people today.
• You can’t help everyone, so proudly exclude people.
• Make yourself unnecessary to running your business.
• Stay focused on just helping people today.
• Focus on improving or inventing, not promoting something that people just don’t seem to need or want.
• If you can’t say “hell yeah” or “wow, let’s do it” to something then say no.
• You don’t need large clients to be successful, just lots of little ones.

If any of the above questions or statements resonate with you then I recommend you read: Anything You Want by Derek Sivers (via Seth Godin’s new book publishing imprint, The Domino Project (powered by Amazon).  Actually, my advice would be – don’t get the book, get the audio book.

Why?

Having the audio book was like sitting down with Derek (himself) for about an hour as he told me his amazing story of how he created CDbaby from scratch and sold it 10 years later for $22 million.

Honest. Straightforward. Simple.

What I liked most about the book was the fact that he was completely honest and straightforward about his failures and mistakes.  I mean this guy made a lot of mistakes (really, who doesn’t), but he kept things simple. Really, really simple. This is an important lesson for those of us starting anything new: be it a project, a blog post, a book, or even a small business.

Just Start By Finding Ways To Help

For those of you who read a lot of business books (like me) you’re not going to hear anything new. However, what you will get for roughly $10, is an inspirational story told in a forthcoming way about an average guy who did his best not to build a business, but to help out his friends and some other independent musicians.

The Result?

Not only did this make him happy, he enjoyed the process, made something useful for thousands of people, and lived life on his own terms.

So, what do you want?

I’m currently reading Onward by Howard Shultz, founder and ceo of Starbucks.  So far, it’s a good read. I also read Howard’s first book and really enjoy his informal and genuine writing style.

One idea that popped out, while reading the latest chapter, was his need to re-communicate Starbucks’ point of view upon his return as ceo in 2008.  After pondering this idea for a moment, I came to the conclusion that every business should have a “Point of View”, just as every person should have a point of view.

Something your business stands for (your platform).

Something to defend.

Something to share.

Its reason for existing.

I believe Fruition Interactive‘s point of view is that “digital marketing should drive business results”. Your website is meaningless unless it gets people to take action – action that you’ve predetermined as being important to your business.

Your online marketing initiatives, whether it be pay per click advertising, search engine optimization, social media initiatives, or e-mail must drive qualified traffic to your site and create real, measurable business results.  If popular social networking sites are driving traffic to your site – traffic which can be verified through Google Analytics – but not turning into inquiries and/or subscribers, you’re not using social media in the right way – yet.

When it comes to my personal point of view – I have many.  One is that getting what you want usually comes as a result of not conforming to what is generally done or believed by others.  Another one is everyone should use the Internet to build their personal brand and share their Point of View.

That’s my Point of View.

What yours?

About the Author

Mitch is VP of Fruition Interactive.  He has spent the last 11 years working with businesses of all sizes, from global brands to some of Canada’s fastest growing web start-ups ranked in the PROFIT 100 in a marketing, leadership, or business development capacity.

Photo credit: Wolfgang Staudt

Last week, I watched my twins graduate from grade 6.  In addition to reaching a milestone in life, they were also acknowledged by their teachers and fellow students by receiving awards based on leadership and sportsmanship.

I was very proud.

However, their accomplishments did not surprise me (okay, maybe a little).  Both Kari and I have always done our best to teach them about the realities of life and what’s really important.

You see, winning awards is not the important thing, it’s why they won the awards in the first place.  Meaning, we’ve tried to teach them how to be individuals, to help others, and to go after their dreams even if this means they might fail.

In my experience, society does not place enough value and significance on failure.  In the school system, we celebrate achievement with good grades, awards, and a pat on the back. As a result, children learn if they do certain things they will receive a positive outcome. However, if they strive for something greater and fail they may receive no official acknowledgment.

My point is this: it’s important for kids to also be rewarded (at graduation) for trying something and failing.  By doing so, over time they might learn how to recover from a set-back faster.  I’m not suggesting one has to fail in order to succeed.  I’m merely saying that when one DOES fail, it’s helpful to know that it’s okay and to then learn from the experience in order to move on.

Let’s teach our kids the importance and significance of failing.

photo credit: Alex E. Proimos