If you live in New York City you know we have an election coming up this Fall that includes not only the office of Mayor but that of Comptroller, Public Advocate, Borough President and City Council. And you know that next week is the primary.
It's hard to ignore.
Take yesterday. I had six phone calls from candidates. Only one was a human.
My mailbox was stuffed full of political promotional material.
I learned why there are robots making the phone calls. The humans are standing on the street corners and at every subway station, literally shoving paper under my nose and then acting offended when I shove it back.
And then there is the local news. Every time I turned it on there were no less than three candidate's ads in one commercial break.
I wanted to tell them all that intrusive advertising has gone out of fashion. Marketing in 2013 is about engaging me, not annoying me. I wanted to suggest giving me a reason to want to listen instead of trying to force feed me. I wanted to tell them that this constant bombardment of campaign promises and mudslinging against their opponents was not going to help any of them get my vote. In fact, it was starting to backfire.
Their promotional material was going to the shredder without me even reading it. I was hanging up on their automated messages. That is as soon as I was sure the call was not from a potential new client.
But as I mentioned, only one was a human. And by the time she called I was so fed up I hung up on her too - after I told her - not at all politely - that these calls were intrusive and out of hand.
Besides - I'm not sure if any of them heard me they would listen.
Too many marketers don't get how out of fashion intrusive marketing has become. They resist using new digital technologies and when they do they insist upon applying old thinking to their strategy. So they push and they push and bombard and bombard some more - convinced this is the only way they will be heard - until you, the recipient find yourself yelling at a robot call.
New York politicians are not alone. There are many brands who hold on tight to push marketing principles.
The Wall Street Journal keeps sending me solicitations that say Welcome Back on the outside of the envelope even though I have no subscription.
More Magazine called wanting to "talk" to me about my subscription to which I replied - are you kidding? I have no time to talk to you about my subscription. I barely have time to write this blog!
Which leads me to this. In a world in which the noise level keeps going up and time is at a premium, trying to push your way into mine will not work. In fact - it may do you more harm than good.
One final note. While researching for this blog I discovered a cool new website called www.decidenyc.com that is an inclusive list of all the candidates and their records and not the least bit intrusive.
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It's here. Labor Day Weekend. Just like that in a blink of an eye another summer has flashed by. With the forecast here in New York looking to include lots of clouds and rain - reading is sure to be on my list of weekend activities. So I thought - as the weekend is about to get into full swing- I would share what I read this summer that qualifies to make my list of recommended reading.
Consider yourself forewarned. This list includes novels, books on marketing and even one on angels. It is proof positive that I have eclectic interests and reading habits.
That said - in no particular order -
Is This Tomorrow? This wonderful novel by Caroline Leavitt will make you not care if it pours all weekend. Consider this a must read.
Control, Alt, Delete - Reboot Your Business. Reboot Your Life. I just discovered Mitch Joel this summer and have since become a follower. Marketing Magazine called him the "Rock Star of Digital" so that pretty sums up what he writes about.
OohLaLa - French Women's Secrets to Feeling Beautiful Every Day. I already forewarned you that I mix my daily reading with new and innovative uses of make-up and Vine - so this one is definitely for women only. It's a delightfully entertaining and inspiring read - true to form for author Jamie Cat Callan.
Angels In My Hair. You have to believe in a power greater than yourself to enjoy this memoir by Lorna Byrne. One of my most favorite take-a-ways is that people have forgotten to ask the angels for help. The author explains this is resulting in lots of unemployed angels. So asking for help is actually giving someone- somewhere - a job.
The Silent Wife. The saddest thing about finishing this novel was finding out the author, A.S.A Harrison had died just as it was being published and so we will not get to see anymore of her brilliant and riveting writing. Just know - that while it is being marketed as 'like Gone Girl' -it's not. It's much better! This is actually believable.
The New Rules of Marketing and PR - the new and improved 4th Edition. I've recommended David Meerman Scott before and will continue to do so. If you don't get or don't believe that marketing really has changed - forever - this is the best place to start getting it. In full disclosure it is the book I use with my graduate students.
Choose Yourself! James Altucher is another new discovery for me this summer. I had been tripping over him but it was a podcast he did with Mitch Joel that provoked me to pick up his book. James is not for the faint heart - but he is funny, entertaining and very smart. He will also catch you off guard with his own special brand of spirituality.
What about you? What did you read this summer that you recommend? Please add in the comment section. All categories welcome!
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I've read two posts on the subject of time in the last two days. I took it as a 'sign' - of something. Just don't ask me what. So I waited - certain a third blog - somewhere - was being written - and was going to show up in my vast array of links on social nets.
Three times and those who believe as I do in the mysterious ways of the Universe and a random occurrence now becomes a 'sign' - after which action must be taken. But again - don't ask me what action. I hadn't thought things through that far. I was hoping when the third post arrived I would know.
So I waited.
I didn't think about writing my own blog even though I haven't posted since last Wednesday and it was - well- time. Because quite frankly in the afterglow of my thirty day blogging experiment things got busy. The summer semester at NYU was ending, grades needed to be uploaded and I was preparing for an in-house workshop with a new client. It didn't seem like I really had the time to write as much.
OMG. Did I just write that I didn't have the time?
Me - who gets obsessed with this subject. Whose written many blogs on the topic.
Me- who managed to write an entire guide/manifesto on how to create time for your life.
Me - the organized one who has this reputation for getting so much done was flailing. I'd pressed pause to regroup and seem to have gotten stuck.
And there I was reading other people's words who sounded like something I would have said. And should have - except I had convinced myself the time just wasn't there for me to write. To do what I love.
Oy!
So I reread what David Meerman Scott wrote. And Mitch Joel. And I stopped waiting for my 'sign'.
I set the timer and I started writing.
The 'sign' became crystal clear. The third post on time was supposed to be written - by me - to remind me - that I do have the time and the words to write another blog. I just have to sit down and do it.
I also have to set that timer.
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One thing that has not changed in the age of digital is the importance of a first impression. It still counts.
But what has changed is the amount of time we have in which to make one.
Our average attention span is purported to be that of a goldfish - less than nine seconds. That makes the idea of the elevator pitch sound like an eternity of time in which to capture someone's attention.
Photo-shopped pictures. Catchy headlines. Slick video. Podcasts that can come on a walk with me.
All vie for our attention amidst the sea of chatter that washes over our lives each day - feeding our impatience as we all fall victim to systemic ADD.
Don't have what I like and I'm gone.
Don't make it easy for me to find and I'm gone sooner.
It would be easier for me to snag more than the requisite nine seconds of your time if we happen to meet in person.
Human connection still rules above all.
But your first impression - your first clue to my personality or that of my brand or that last item you plunked down your American Express card to buy- most likely happened here.
On line.
More and more - on your smartphone or tablet.
The question is does yours match up?
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