HIT Piece 2.23.2016 – The Book Trailer

My book, Marketing For Peace Builders: How to Market Your Value to a World in Conflict is one step closer to being completed today.

I recorded a book trailer (link here), laying out some important points from the book, and encouraging you to get on the pre-order list.

After you’ve watched the trailer, send me an email with the subject line: PRE-ORDER list and I’ll add your name to my list, no questions asked.

Then, closer to the end of February (which is fast approaching) I will be at the end of the proofing cycle and will open up pre-orders for people on the exclusive list only!

I’ve already got a few names, but I’d really like to add more, because I think that peacemaking and money making shouldn’t be mutually exclusive.

Because I think that getting the word out about a path to peace is critical and the only way that peace builders can do that is with a stream of consistent revenue and consistent clients.

Because I know that peace building is hard, marketing and business development is even harder, and that there are no “silver bullet” solutions—no matter what the Internet tells you.

Because I know that relationship based, permission marketing is the only way for the relationship oriented, peace builder to make a mark on this conflict-ridden world with their message.

And…

Because I know that you want to go along with me on this amazing journey, one step at a time.

So, send me an email. Join the pre-order list. And let’s make peace together.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Advice] Relational Resonance

Resonance is a term from physics that describes what happens when an object’s natural vibration frequency responds to an external stimulus of the same frequency.

Resonance occurs in nature when an object vibrates without you even touching it. Resonance happens when people fall in love with each other; and, resonance shifts when people fall into conflict with each other.

The reason that litigation is such a poor method for resolving disputes is because most—if not all—disagreements, fights, and “differences of opinion,” are about relationships, built on reciprocation and maintained through common resonance. When the frequency gets disrupted by an external change, the resonance goes away and the struggle to resolution really a hero’s journey back to resonance. Litigation changes the frequency of the relationship between individuals and between individuals and organizations, from one of commonality and vibrating at the same frequency, to one of vibrating at different frequencies.

What does all of this have to do with the conflict resolution professional?

Creating stories that resonate with audiences and clients who are seeking to get back into relationships with resonance, is one of the most important skills that peace builders must grasp in order to design, market, and promote products, services, and processes that will get them revenues.
Creating resonances is about getting to the same frequency—at the same time—that audiences and clients are no matter when and where they are in conflict. Thus, peace builders must consider whether advocating for early-stage interventions (rather that primarily trying to promote late-stage resolution products and services) is a better way to proceed long-term.
Creating the conditions for conflict resolution professionals and audiences to speak the same language—and thus be on the same frequency, will require conflict resolution professionals at all levels to abandon the higher language of “conflict as an opportunity for growth” and move toward the audience language of “conflict as a roadblock to be avoided, accommodated, or attacked.”

The first two are easy. The last is hard.

Peace building is about doing the hard things, doing them well, and doing them consistently—and in a committed way—and building a field and a brand over time that audiences will flock too, that clients will gladly pay money for, and that peace builders can hand down to the next generation of professionals.

Relational resonance must move from the table between clients and the peace builder to the platforms between peace builders and the world.

-Peace Be With You All-

[Strategy] Bad Ideas

The equation is simple: Talents + Knowledge + Skills + Effort = Strengths

Talents are non-teachable. They are naturally recurring patterns of thoughts, feelings, or behaviors that can be productively applied in a person’s life. Effort is also non-teachable. Effort is based on intrinsic motivation, as well as extrinsic influencers.

Knowledge is teachable. In the context of understanding what you’re good at, knowledge is simply “what you are aware of.” Knowledge is a combination of life experiences, plus academic knowledge, plus gut intuition. Skills are teachable. Skills are the capacity (not necessarily competency) to perform the fundamental steps of an activity—whether at work, at school, or at home.

That’s the academic part. Here’s the lived piece.

My strengths are in being contextual and looking backwards to the past in order to look forward to the future, gathering disparate information together from various resources, walking through life deliberately and carefully, analyze and solve problems, and think about how to find the shortest, best route to success for people.

In a list, they look like this

Context
Input
Deliberative
Restorative
Strategic

What this really means in practice is that I have a lot of bad ideas. A lot. With these five strengths, a combination of talents, knowledge, skills, and effort, I have been rewarded (not necessarily financially rewarded) in the space of many places. Without knowing where, and what, your strengths are—what you’re good at—you will have no idea what to do with all of your bad ideas.

The things is, in developing conflict engagement processes, services, and products, knowing your strengths and where your bad ideas come from, is critical for the market success of the savvy peace builder.

-Peace Be With You All-

[Advice] Projects for the Peace Builder I

It’s not easy to do what I do, if you’re a peace builder—a negotiator, a lawyer, a social worker, an educator, or an executive director.

It’s not easy to manage social profiles, blog regularly, connect with clients, fans, audience members, and event participants in ways that can grow your brand.

It’s not easy to keep up with changes in marketing, digital content creation, traditional marketing, and the worlds pf publishing, podcasting, privacy, and security.

It’s really not easy if you’re a peace builder that is struggling between the poles of “I just want my business to work” and “I just need my clients to pay me.”

Well, I’ve got some projects that are upcoming that might be of help for the peace builder:

The book, Marketing For Peace Builders: How to Market Your Value to a World in Conflict is coming out in March. I am taking pre-orders for the book right now and will send people on the list a pre-order copy if you send me your email address at jsorrells@hsconsultingandtraining.com

As a follow-up to the book, I am designing a series of workshops that will cover the material in the book, and provide updates, interactions, and engagement opportunities for peace builders. I have not decided how this series of workshops will be facilitated—in-person, online, etc.—but if there is enough interest, it’ll happen.

As another follow-up to the book, I am redesigning the HSCT website to reflect the importance of the book and it’s materials. I am launching another podcast the Marketing For Peace Builders Show, in late 2016. This will be a podcast featuring interviews from marketers, business development experts, and others who have taken their peace building brands and businesses to the place of connection and engagement.

Finally, I will be launching a LinkedIn Group—Marketing For Peace Builders—that will be a place for peace builders, marketers, and others to connect, engage, ask and answer questions, and to promote services, products, and processes that will plug-in to the peace building community in a positive way.

And that’s just the start.

I don’t believe that peace making and money making should be mutually exclusive.

I don’t believe that academic programs in the fields of dispute and conflict resolution can continue to churn out graduates who can’t pay down their student loan debts.

I don’t believe that the fields of peace building can continue to be a rump, human resource process—considered only after litigation, but almost never before—in organizations and societies in the Western world, even as disputes, disagreements, and fights continue to escalate.

I believe that the fields of building peace are at a zeitgeist moment right now, at the intersection of marketing, content creation, relationship building, and the only way forward to our future as a field is to grab the marketing moment, right now.

Would you like to join me in this moment?

-Peace Be With You All-

[Opinion] Marketing for the Peace Builder V

Focus group feedback is useful to the peace builder.

Here’s how you run one:

The peace builder, working with another party (typically the focus group moderator), puts together some questions in regards to a future product, a current problem, and the solution to both that is offered by the peace builder.

Then, the peace builder gets a room somewhere and invites some people—maybe five to ten—who are in the demographic that the peace builder wants to offer their services to.

Then, the peace builder orders some pizza, the moderator sits down with the focus group participants and asks them the series of questions that have been cobbled together. In addition, the moderator may coax information from focus group attendees through the use of open-ended questions.

The peace builder sits in the room, saying nothing, but taking notes and watching the attendees’ non-verbal reactions, listening to the moderator, and recording responses to the questions.

At the end of an hour, the attendees are thanked for their time, offered the opportunity to take advantage of the product, service, or process that they have been questioned about, and are sent home.

Wash. Rinse. Repeat.

The purpose of a focus group is three-fold:

To determine the reactions and responses of members of your target audience in a low-risk environment where they are rewarded for their participation.
To get feedback about the product, service, or process that the peace builder is developing through a process similar to an interview.
To collect the opinions from the focus group about the motivations of people who might actually use the peace builder’s product and to better understand how they perceive the utility of the product offering.

The savvy peace builder should be using focus groups before they launch workshops, seminars, training opportunities, books, curriculum, or any other product or process designed to appeal to a niche group of people. The savvy peace builder should avoid focus groups entirely when they are developing workshops, seminars, training opportunities, books, curriculum, or any other products or processes that have never been developed before, or which have been developed so long ago, that they have been forgotten almost entirely.

A warning though: Sometimes attendees fall into groupthink, peace builders and moderators, may fall prey to experimenter bias, issues of confidentiality around sensitive information in a group setting, and the fact that peace builders may cherry pick feedback to support a foregone conclusion.

-Peace Be With You All-

[Advice] The Gap Between Here and There

The decision is the thing.

It looks romantic from the outside, I’ll be honest. A journey of a thousand miles begins with the first step, but you can’t take the first step without the decision to make the first step in the first place.

The gap between being there and getting here and the gap between being here and getting there are only covered by two actions:

Making a decision without much reassurance from others…

And

Doing the work without much appreciation from others about how difficult it is.

What covers the first gap (the one between being there and getting here) is making a decision. Making a decision to take action is scary and uncertain; and there’s usually very little reassurance from others. It typically begins when you are motivated enough to actually make the decision in the first place, and you’ll either be motivated by internal factors or external circumstances. And only one of these do you have control over.

What covers the second gap (the one between being here and getting there) is doing “the work.” Many people believe that “the work” or work ethic, is fading in American life. I prefer to believe that as the nature of “the work” shifts (from blue collar to white collar to “no” collar) the nature of the work ethic changes as well. Have I put in less “work” when I type up a 500-word blog post than a person has, who codes an algorithm all day in a language that looks like Mandarin to me?

It looks romantic from the outside, I’ll be honest. But on the inside, I can tell you, the work is what people observing you building your business, your project, your idea, or your processes from the outside aren’t going to see. And by “the work,” what these outside observers are really looking for are the tangible results of your efforts, your arguments, your research and your time.

Because, for better or worse, American culture is still built on getting results, rather than the nature and efficacy of developing, managing and experiencing, the process. For the peace builder, thinking about how to start building their project right now, I encourage you to cover the gap, first by making a decision, and then by doing the work.

For the peace builder (or anyone else who ever built anything) the decision is “the work.”

-Peace Be With You All-

[Opinion] The Data Driven Conflict Engagement Product

When people are searching for ways to resolve the conflicts in their lives, their workplaces, and even in their neighborhoods, they’re using Google to do it.

They’re reading blog content from the Huffington Post, watching videos on YouTube and talking to their friends and neighbors about the conflict, how to resolve it, or just venting about it.

But they aren’t searching for a mediator, a lawyer or even a conflict coach. They aren’t asking their friends for a referral, nor are they attending workshops and trainings to get resolution.

And, as frustrating as it may be for the accomplished peace builder, many people who could have used the services of a trained peace builder, come to them as a last resort, rather than as a “top of the mind” choice.

The solution to this is not to crank out more conflict coaches, conflict academics, conflict mediators lawyers, arbitrators and other professionals. The solution to this is not to develop another mandated, 40 hour certification process for training mediators, who will become volunteers, to address the needs of community mediation centers.

The solution to this is to build new, data driven products, that meet the consumers of conflict (who are searching, tweeting, reading, and examining at places other than where all the peace builders typically hang out online) where they are, rather than where the profession would like to them to be.

The data driven conflict engagement product, marketed to the right audience, based on their preferences and their searches, with data gathered from their requests, concerns, questions and issues, supported by content that informs, entertains and advocates for their concerns, could be the greatest product the field of peace building ever creates.

There are a few people working on this right now at Stanford, in Washington, DC, in Arizona and in Silicon Valley—but not nearly enough to meet the needs of people in conflict.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: http://www.twitter.com/Sorrells79
LinkedIn: http://www.linkedin.com/in/jesansorrells/

[Advice] On Distributing a Podcast

The issue with creating podcast content is the same issue that is apparent with all content creation: distribution is at the core of getting listener attention.

Just creating content is not enough—as is endlessly pointed out in blogs, essays and articles—there has to be a system created to make sure that the content gets from where it is, to the audience who needs to consume it.

Podcast content—or any other type of audio content—must have a distribution ecosystem arranged beforehand in order to be successful. In the case of The Earbud_U Podcast, our distribution system is as follows:

ITunes, Stitcher, The Blubrry Store, Player.FM and Google Play Music Store: These platforms are not places we built, but they act as locations for the audience to listen to the podcast, or subscribe.

The Earbud_U Podcast Page, RSS Feed, email list: These are platforms that are owned, rather than rented from other owners as the platforms above are, and as they are owned, they are the platforms that require the most attention from both the creator and the audience to grow.

Facebook, LinkedIn, Twitter, Google +, Instagram: These platforms are really for the marketing of the audio content, rather than acting as the location where content is located (similar to ITunes or Stitcher), or acting as the location where further “upselling” can happen (similar to The Earbud_U Podcast page). The content has to be marketed and driving the audience toward the content is the purpose of these social media networks.

Throughout any distribution system, is the possibility of feedback from the audience to the creator. Many podcast creators and producers have lamented the fact that there is little feedback available from the audience in regards to their content creation efforts (other than through downloads); though audience ratings on ITunes, and tracking page visits through Google Analytics, is a good start.

There are many issues with distributing podcast content. And with 250,000 podcasts, the distribution game is the one to be focused on after the content creation process is over.

-Peace Be With You All-

[Opinion] Marketing for the Peace Builder IV

There are three questions that the savvy peace builder should focus on when developing a marketing plan:

Whom do we serve?

This question can be answered with surveys and other formal and informal means. The question is not focused on the peace builder’s skill sets and where they’re comfortable. Instead the question focuses on the target audience for products, services, processes and philosophies. The question seems simple, but when the answer in the peace builder’s mind comes back as “everybody” there needs to be a deeper, more disciplined dive into the question from the target’s perspective.

Why do we serve them?

This question focuses on the four areas that many peace builders (and many entrepreneurs, business owners, and other self-starters) forget, because it is a question that delves into the culture of the marketing, the branding and the project that a peace builder wants to develop. The four areas are mission, vision, and goals. The mission describes what you want the project to accomplish, vision describes where you want the project to wind up, and goals describe the ways you will get there. The last area is the trickiest, because values—if only written down and not lived—can act as a boundary or act as rocket fuel. Either way, if they aren’t articulated, the peace builder may forget them and grab at whatever revenue generating idea comes along, in effect diluting their brand promise, distracting themselves, and ultimately going out of business.

How do we delight them?

This question really is the one that focuses on the savvy peace builder as a person who can delight, rather than as a widget (or a cog) in an industrialized, productized process. This is the question where the peace builder’s strengths, interests and passions can freely reign, to create a product, process, service or philosophy that the target market wants and that they can deliver successfully and generate revenues at the same time. Asking this question (and answering it well) can make all the difference between a peace builder who “burns out” after sustained people work, and the peace builder who stays engaged with learning and developing year-on-year.

Developing a marketing plan can seem like a waste of time, but answering these three questions places the core of the plan under the peace builder’s control and make the development process smoother. In addition, commitment, consistency and persistence become reinforced through an engaging plan for marketing peaceful solutions to conflicts.

-Peace Be With You All-

[Opinion] The Other 95%

The people who start a project and eventually have the ability to finish a project—whether it’s a project to build peace in their lives, their neighborhoods, their families or their organizations—are in the low numbers.

This is because starting is easy (we celebrate starting school, starting a new job, starting a marriage) and comes with great fanfare, but finishing is hard and comes with…somewhat less fanfare.

The numbers of people who start and then finish are staggeringly low:

95% of people never start anything. They are your traditional organizational followers, employees, managers and supervisors. They are useful for scaling the project, managing the tasks, keeping the project in a static place, and creating just enough friction to keep everything interesting.

5% of people are starters. They are the traditional entrepreneurs, founders, visionaries and they exist in all realms, from academia all the way to religion. They are the “ruckus makers,” the risk takers, the adventurers, the explorers and they are the ones that the 95% laud, but are also secretly envious of.

However, of the 5% who start a project, 99% of that 5% fail, and their definition of failure will vary along a continuum, extending from “The idea was too early” to “The idea was too late” and every gray area in between.

1% of the people who start a project, succeed to the end. Again, definitions of success will vary greatly along a wide continuum, but the people who built, explored, started and finished, have created the opportunities and spaces for the other 95% to succeed to their own level.

There’s a lot of talk about the gap between the “wealthiest 1%” and “the 99%” in America (and worldwide) these days. There’s a lot of concern that the gap will grow and millions of bytes of data are being created to cobble together arguments, theses, and proposals about what to do to “fix” this gap.

But the fact of the matter is, the gap that no one wants to address is the motivation gap—the gap that exists between the 95% who never start and the 5% who do. A gap in motivation, discipline, courage, acknowledgement, support, belief, discipline and drive.

And addressing the presence of that gap requires 100% of us to answer the question: “What motivates me to start, or not to start, the project I’ve been dreaming about?”

Only individuals can answer that question, person by person, quietly, deep in their own hearts.

-Peace Be With You All-