[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-

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/

[Strategy] The Temptation at Mass

When you build a product, create a service or develop a process, the temptation (whether at scale or not) is to pursue the acceptance of the masses and be for everybody.

When building, (and planning to build) the discipline is to be targeted and to pursue the special and the narrow—the long tail in essence.

The primary drivers for pursuing the acceptance of the masses at scale are fear, desperation and greed:

For money
For prestige
For status
For power

The fact of the matter is, the myth of mass acceptance as being the “golden ticket” to profitability over the long-term has been exploded by the presence—and the influence—of the most dominate communication tool yes invented by man—the Internet. Sure, there will be blips of products, services, and process, that will appear to catch the masses attention, but in reality, the mass effect is dying a hard death. As audience attention becomes harder and harder to contain and obtain at mass, the benefits of a product, service or process being for “everybody” erodes under the weight of mediocrity, ineffectiveness and banality.

For the peace builder, if the processes, services, products, and philosophies that you provide are not for “everybody” in conflict, the real discipline is in developing your own emotional and psychological responses to what that means, and then methodically acting on them.

-Peace Be With You All-

[Advice] 3 Stages to Launch – Part 2

There are three hard parts to launching any peace building project:

The first hard part is attaining technical knowledge (i.e. getting a degree, getting experience, phoning a friend, etc.).

When launching a peace building project, the savvy peace builder often doesn’t think too hard about the first part. In peace building fields from mediation to law, attaining technical knowledge is considered a rite of passage. Which is why peace building is so dominated by the presence of volunteer labor at one end (mediation) and highly paid labor at the other end (litigation) and there is a squeeze in the middle. As a result, many peace building practitioners continue to fund a self-perpetuating economy of training and certifications, rather than doing and experiences. This is a hamster wheel for another reason: The training and certifications are to reinsure that the peace builder continues to remain proficient in old skills they already know and practice (i.e. mediation skills) rather than training and certifying them in new skills that might be uncomfortable fro them to learn and practice (i.e. marketing, sales and business development).

The second hard part is getting the hardware together and attaining a certain level of comfort with it, particularly if it is new.

When launching a peace building project, learning new hardware (or software in the case of many entrepreneurial peace builders) is the second hardest part. Admittedly, there are ton of applications and software solutions that can be cobbled together to create the operational infrastructure for a functioning business model. But too often peace builders (as do many other entrepreneurs) become so focused on avoiding learning the new application (or fiddling with it constantly) that they miss completely the third hardest part of developing and launching a peace building project—sales.

The third hard part is developing content—and allying with partners in that development—and getting that content distributed to the right audience to genrate a lead, create a relationship and to close a sale.

When launching a peace building project, content development—books, articles, blog posts, podcast episodes, workshop/seminar content, and on and on—is seen as the most overwhelming aspect of launching. At the core of most content development practices are three objectives for the peace builder to consider:

What do I want my content to do? (i.e. drive brand recognition, drive sales, create actionable leads who will pay, etc., etc.)
Where do I want my content to be distributed? (i.e. from a workshop, from a blog post, from a podcast, etc., etc.)
Who do I want my content to target? (i.e. women with children, business owners with conflicts, men in divorce, judges in arbitration, etc., etc.)

Unfortunately, many peace builders get caught in a spiral of focusing obsessively out of fear on “how to make money” rather than focusing on “how to make a difference.” To be successful as an entrepreneurial peace builder, the things is to manage thinking about how hard the three hard parts might be to accomplish collectively, rather than avoiding actually taking the concrete steps to think (and act) differently about at least one of them individually.

-Peace Be With You All-

[Strategy] 0 to 1 for the Peacebuilder

In every industry, there are zeros and there are ones.

Zeros have the advantage, because they understand something fundamental that all of the ones who follow them do not: Innovative thinking, processes, relationships and much more, lead to dominance in the marketplace of ideas, products, processes and services. Peter Thiel, the venture capitalist, wrote about this phenomenon in his book [link here] Zero to One.

Don’t believe us?

Well, there were a lot of car companies before Henry Ford took the assembly line process apart, and re-engineered it, piece by piece. That was his “zero” innovation.

There were a lot of search engines before Google came along and developed an algorithm so that a consumer could search the Internet like a dictionary and that businesses could buy words and terms in auctions. That was Larry Page and Sergey Brin’s “zero” innovation.

There were a lot of (and there still are) gourmet chefs before Gordon Ramsey, Anthony Bourdain, and many others came along, each with their own innovative approaches (“zeros” all) and offerings for the marketplace.

In the field of peacebuilding, there are a few zeros, people who have innovated “outside of the box” in their approach and philosophy around building a peaceful world: Kenneth Cloke, Christopher Moore, Bernard Mayer and a few others, such as William Ury and Roger Fischer.

The next zero in the world of peacebuilding will be the innovator who accepts and integrates the digital landscape into peacebuilding, from content creation to platform building to gaining client’s trust through the use of data gathering and implementation tools, the field of peacebuilding—conflict resolution, mediation, arbitration, negotiation, diplomacy—must move forward in the digital world.

There are people—pioneers really—who are making the jump, from Colin Rule to Jim Melamed and even Giuseppe Leone and David Liddle. But it’s not enough.

The distance between the first mover, the zero, in the marketplace and the one, the first follower, is huge. For an example of how huge, remember that Yahoo existed well before Google and now, in both market share and influence, it is light years behind Google.

In the field of peacebuilding, the zero who innovates first to the marketplace on the building of a more peaceful world, will be light years ahead of whoever follows them, or whomever they overtake who believed that they had first mover advantage initially.

Want to find out more about the process behind being becoming a first mover in the peacebuilding marketplace?

Then download the FREE eBook from Human Services Consulting and Training (HSCT), The Savvy Peace Builder by clicking the link here.

-Peace Be With You All-

[Opinion] Marketing for the Peace Builder II

Peacebuilders spend a lot of time in the non-digital world, at the conflict resolution table, making connections, reframing ideas, challenging the status quo and creating the space for resolution between parties in conflict.

There are tools out there right now, blogging, podcasting, video creation, content curation tools, and many more that make it easy for the peacebuilder to do all of these things in public, in real time, creating change right now.

The issue is not the tools, or even serving the clients through using the tools.

The issue is shifting the field based mindset, philosophy and thought processes around personal/brand self-promotion, client self-determination, putting an idea “out there” and standing up for it.

Even if the client, the audience, or the peers disagree.

The issue is fear.

The issue is courage.

The issue is in the self, rather than in the tools.

Digital = fearless.

Who’s ready to be fearless today?

-Peace Be With You All-

[Advice] How to Write a Blog Post

It begins and ends with writing.

Yes, we live in an overwhelmingly visual culture, dominated by ads, images, videos, emojis and other vehicles that serve to entertain, inform, persuade, convince and convert.

But making an argument, and taking a stand still matters.

As does commitment and consistency, and the ability to be alone, (a la Virginia Woolf) and take some time to contemplate, think and formulate.

Blogging—long form content creation—still matters, even in a visually choked world. Many professionals would like to write, but are still trapped by the image that they have of writing from grade school.

Here are 5 steps to actually writing a blog post:

Come up with an idea—“I have nothing to write about” is the worst phrase in the English language. Or possibly any other language. With the rare exception, people do not think in images (unless we are counting the actual visual alphabet of a language as an image itself) and so words must dominate. When you can’t develop an idea, what you’re really saying is “I don’t want to think.”
Write down a few key words—We are avoiding the term “outline” but visual cueing and memory are still based in words. Write down a few and save them for later.
Go back to the key words—Before opening up that Word document, or the lid to that Mac Book, go back to the key words you wrote. Begin to craft a story around them. Yes, “Once upon a time…” is an appropriate opening, but a better one is more metaphorical. Comparisons work, because the human mind needs to analyze the world of the unknown, against what it already knows.
Don’t procrastinate—The biggest writing killer is procrastination. Typically based in fear, procrastination sneaks up and robs ambition, the desire to do better, and the will to put words on paper. Nike’s motto rings true here.
Step back from what you’ve written—Trust us: Never hit the “publish” button right away. Yes, blogging has some credibility issues, but that has more to do with how the process is used and what the process is used for, than the actual process itself. Writing builds ideas, and a platform, but the audience wants to be treated with a semblance of trust. Misspelled words, poor comma placement, and on and on, distract the audience. Plus, the heat of the writing arena has to cool so that soem ideas can be killed, and resurrected, if need be.

Writing a blog post is not difficult. The underlying meaning behind writing, publishing and distributing that blog post is diffcult.

Writing represents a commitment to the written word. Writing represents standing in a place and owning up to an idea, a concept, and a story that others may not agree with. And without consistent writing, we don’t know how you develop all those other shiny platforms, from podcasting to YouTube videos.

-Peace Be With You All-

[Opinion] Marketing for the Peace Builder

Peace builder’s have to be willing to get vulnerable in their marketing.

In a professional field, dominated by people familiar with—and comfortable with—the way that the world worked under Industrial Revolution rules, this can be a difficult transition.

Peace builders of all kinds—conflict resolution professionals, mediators, trainers, attorneys, social workers, and on and on—are facing world where permission is no longer granted, and where technology gives anyone the tools to change the rules.

It is important to note, however, that perfection, exactitude and quality are thought of in different ways now. A woman at a conference last week asked us a question: “How can you write a blog post that’s ‘just good enough’ when that is out there and it could show the quality of your work to a potential client?”

Good question.

The answer is three fold:

The line from “good enough” to “perfect” has nothing to do with a potential client’s perception of the work. It has to do with the author’s perception of what they have written or created. Your “good enough” and our “perfect” are going to have different meanings. And thus draw different clients, with different motives.
In a world of endless noise and multiple information options, the higher work is not to be bound to a mythical idea of “quality” based on rules that no longer apply. Instead, quality is now defined as “being out there in a world full of noise with commitment, consistency and persistence.”
The audience decides or the audience doesn’t, but the audience has expanded by multiple factors. No longer are peace builders bound to the television, billboards, editorials, word-of-mouth referrals, and praying that the next client will come in. Now peace builders have an expanded audience to whom they can appeal (see the Long Tail for more of this idea) and with 6.5 billion people on the planet, the audience is global, not local.

Before doing any of this, before writing one blog post, or making one video, peace builders have to be willing to throw away fear, the need for assurances and their preconceived expectations, and dance with vulnerability, to market effectively.

We’ve got an e-book describing our journey through this minefield. Download it by following the link here. And it’s free.

-Peace Be With You All-

[Anniversary] Our 500th Post

This is our 500^th blog post.

We have written in this space about everything from conflict and best practices, all the way to marketing and “the future.”

We are proud to have our readership increase from just our Mom and family, all the way to people that we have attended our trainings and workshops, people who have become our fans, and people who are watching us from the sidelines.

We have created all of our own content: We write, we research, we network and we collaborate. All by ourselves, and without a team behind us.

We have moved our focus from just writing, researching, and getting our voice out there to the smart distribution of our content to people through multiple streams, including Facebook, Twitter, LinkedIn, our email list and our daily RSS feed.

We have also had the pleasure of developing relationships through guest blogging and contributing to ADRTimes.com.

We have transformed how we view content: no longer is it just driven by researching and writing, but now it is driven by information and insights that we gain from work that we do with our clients, employees in organizations, and through talking (and networking) with others in disparate areas, all the way from nascent start-ups to established organizational hierarchies.

We love to blog. Writing is the only way that we can think to move the meter forward on what we do, our process and our philosophies, and our approach to peace.

After two and a half years, here’s to another 500 posts. We’ll be here. Everyday.

Trust us…

-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] Changing Our Approach to Distribution

Content distribution is hard.

Really hard.

Here’s why: It’s really difficult to research content, write content and edit content without a commensurate plan to “get it out there.”

Here at HSCT, we looked at the distribution part of creating content as secondary to the problem of generating enough content to actually be of value in the virtual space that we occupy.

As we have learned more and more about the process of writing, we have had to learn more and more about distribution systems. In our estimation, for the conflict consultant, seeking to make a dent in the conflict space, there are a few distribution mechanisms for getting attention (and eyeballs) on their content:

Social media—Everyone knows that social media is a place of content curation and content creation, but many people (not B2B/B2C brands) don’t think about Facebook, Twitter, LinkedIn or even Pinterest as being 2^nd party distribution mechanisms.

Email—Everyone knows that email isn’t “sexy,” but it keeps right on moving along. Email as a method for B2B content distribution drives around 4% of all traffic to the HSCT blog, with over 75% of that traffic being new visitors.

Curation Options—Many peace builders (and other content creators) don’t focus on curation tools such as Flipboard and StumbledUpon, as well as Quora. There are also secondary content creation options out there from Medium.com and LinkedIn publishing.

The “dark” Web—Sharing of articles, reposting and republishing of articles into private newsgroups (yes those are still around) and chat rooms (yes, those are still around as well) can be powerful connection drivers for the development of a peace builders’ content. We have found this is a growing area for our content, our approach and connecting people to our philosophy and business model.

Here at HSCT, we are using all of these methods. Our strategy is simple: Keep learning and researching, keep writing our articles, keep distributing our perspective and keep growing through distribution.

-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: www.twitter.com/Sorrells79
LinkedIn: www.linkedin.com/in/jesansorrells/

HIT Piece 3.31.2015

What do you do when you’ve been asking the right questions in the wrong way?

And you’ve been doing it for two years.

I’ve been thinking about this project, Human Services Consulting and Training that I’m building. I have been thinking deeply about marketing, branding, connecting, publishing and—ultimately—scaling.

Continuing to do what got me here, isn’t going to get me any further than I already am. And when the right questions have been asked in the wrong way, two years is long enough for that kind of self-involved navel gazing.

Don’t get me wrong: I’ve laid the foundations for the beginning of something else. Something great. Something enterprise-level, C-suite level and above. But to get there, it’s time to pivot.

Away from end-users and toward buyers
Away from social engagement and toward deeper relationships
Away from frivolity and toward more focus

And, if you’ve been paying attention, day-in and day-out, for the last couple of years, you will note that my approach has become sharper and narrower, even as my options have increased to do work that really matters in the space that I am building.

Conflict resolution doesn’t scale, but engagement, relationships and products do.

It’s time to start asking the right questions in the right way….

-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: www.twitter.com/Sorrells79
LinkedIn: www.linkedin.com/in/jesansorrells/