We Can’t Use “Busy” As The Excuse Now

Reading Time: 2 minutes

not too busy

I saw a post on Facebook the other day that made me smile.  It read “After years of wanting to thoroughly clean my house but lacking the time, now I discovered that wasn’t the reason.”  It’s funny because we can all relate.  It’s the idea of something we know we should do, but most of us don’t do.  We might even want to do it, but don’t have the desire or discipline.

During this strange time, many of us are coming face to face with the “busy” excuse.

I have said for years that we are not “too busy” to do the things we want.  For most of us, we simply don’t prioritize what we say we want.  We just don’t make the time to execute.  Busy is just an excuse.  And now, with more time on our hands than we are used to, some of us are finding that out.  But instead of taking advantage of the time, we are taking to social media to complain that we are bored.

For the last several years, busy has been the most over-used word in the English language.  It was the answer to nearly every question in small talk (How are the kids?  Busy!).  But more importantly, it became the excuse for not being able to work on yourself, chase your dreams, or do the things you knew you should do.

And now…busy is not your excuse.

How do you make time to create content?  I am too busy!

I can’t carve out the time to exercise…too busy.

I wish I had time to meditate, learn a language, or read a book.  My life is just too busy.

There is plenty to be anxious about during this new time we are living in.  But the good news, if you choose to look at it this way, is that you have gotten your time back.  You are not “too busy.”  So what will you do with it?  Will you binge watch a new series on Netflix?  Will you spend even more time on social media mindlessly scrolling your life away?

Or will you take the time to work on something that will give you purpose and growth?  It’s your call.  You are not “too busy.”

Thanks for reading!  I am taking this time to write more and create more content. You can find most of it here on our blog page.  And please feel free to sign up for our VIP list.  We send out one email each week with all of the content in one place.

Brand Marketing Versus Direct Marketing

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brand marketing versus direct marketing

In the book “This is Marketing,” Seth Godin covers a lot of very important topics that can help you become a better marketer and a better storyteller.  You learn why you don’t need everyone as a customer.  As a matter of fact, you need to find a “minimum viable audience” for your product, service or movement.  But no lesson was more profound for me than the difference (as Godin defined it) between Brand Marketing versus Direct Marketing.

Brand Marketing Versus Direct Marketing

It’s important to note that Godin did not say that one was better than the other.  There is a very important place for both Brand Marketing and Direct Marketing.  It’s just vital to understand what both do…and where both fit in with your marketing strategy or plan.  So let’s quickly explain the difference.

Direct Marketing

Direct marketing is a marketing action you take where there is a designed (and often immediate) action to follow.  This is the email delivered directly to the prospect with the call to action that says “Buy now” or “Click here” or something like that.  Direct marketers find an action that creates the specific result that they want, and then they look to do it over and over again.  Direct marketing is measurable.  You can see what the open rate on the email is.  You can track how many people clicked the link or bought the product.  There is an A + B = C feel to direct marketing.

Brand Marketing

Brand Marketing is also powerful, but much harder to measure.  As Godin says, “Coca Cola does not think that if you see an ad during the Super Bowl that you will leave the Super Bowl party and go buy Coke.”  The idea of course, is they are creating brand affinity and top of mind awareness.  That way, the next time you are in the grocery store, you will think of Coke.  Brand Marketing is important and is how long term success is often created in Advertising and Marketing.

Both types of Marketing are important and effective.  Where you get in trouble, is when you create Brand Marketing and try to measure it like Direct Marketing.  It will almost always fail.  It’s just not set up to do the same thing.

As you consider creating your next marketing campaign, take the time to consider and understand what kind of marketing you are creating.  Just remember, “Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.”

Thanks for reading!  Want to keep up with all of our content?  Check out our blog page each day to see what is new.  Oh…and you can always sign up for our VIP newsletter.  We send one email with all of our content each week.

Brand-ecdotes: Josh Williams

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At Hasseman Marketing, we are proud of the team that helps us “Deliver Marketing Joy” each and every day.  So we wanted to introduce you to some of our peeps with our series we call “Brand-ecdotes.”  Today we get to meet Josh Williams.

brand-ecdotes josh williams

What is something fun that not everyone knows about you?

Among the various creative things I enjoy doing, one of my favorite things to do is cook. I really enjoy spending an hour or two in the kitchen, prepping thing spices and herbs, making rubs, seasoning vegetables, and other things. When I cook, I try to go as close to whole ingredients as possible, including making my own pasta and sauces. It’s something I don’t do very often, because I get into a zone, and it makes making family dinners a little difficult, because my perfectionism makes me not want to settle for something simple and quick.

What is your all-time favorite Promotional Product and why?

josh williams

I would say my all time favorite are the super soft T-shirt Tycoon shirts with the butter wash finishing. They are incredibly soft, and as someone who has always aspired to make elaborate t-shirt designs, it makes the idea that much more attainable to the masses, because no matter how intricate you get, you don’t fall into the trap of multiple colors of thick plastisol ink making the shits uncomfortable, or nearly unwearable.

What is the current product you use all the time?

My Popsocket. I got one made with my art on it, and it’s the most useful tool I’ve ever had. It’s really versatile, and it makes my phone easier to handle. It also lets me personalize while leaving most of the actual phone uncovered.

What is a company or brand that you admire and why?

I may be biased because It’s run by one of my best friends, but I have a lot of admiration for Rusty Waters Apparel, a rust belt themed clothing company from the Youngstown area. The owner, Kate Butler, has put a ton of work and hustle into the brand, garnering her a lot of attention, regionally and nationally, and has put a lot of herself into it. The shirts are creative nods to the cultures of Pittsburgh, Youngstown, and Cleveland, and the general Rust Belt area as a whole. They’ve also begun to branch out into just creative and interesting designs that don’t necessarily have to do with the region. A very inspirational company.

What is your favorite part of “Delivering Marketing Joy?”

One of my passions in life is seeing people really embrace and fulfill what they feel like they are here to do, some would call it their calling. The part I love of Delivering Marketing Joy is the moments when we have the opportunity to hand a package of promo, or more in my case, deliver a campaign, marketing strategy, brand, or video, that lets someone who’s struggling with the idea of pursuing their passions as a business see, perhaps for the first time, that what they’re doing is real, and legitimate. Helping people pursue what they love and helping them find success there is what bring me the most joy, especially when I can use my passions to help them get there.
If you want to learn more about our team at Hasseman Marketing, please check out our About Us page here.

One Week of Content In One Place

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content in one place

Each week, we pride ourselves on creating content for our customers, peers and prospects that will entertain and inspire.  Some weeks we have more than others, but we try to be consistent.  But with the crazy changes we have all been forced to make, we have committed to creating more content than ever.  As I put together our weekly email to those on our VIP list (you can sign up for that here), it struck me that it would be good to have this all in one place…on one blog.

So let’s dig into a lot of content this week…with a very short description to help you know where to start.

Why Giving Joy is More Important Than Ever

There is plenty of frustration, anxiety, and fear in the world today. Read this blog and learn why and how to give out Joy instead.

Brand-ecdotes with Jeff Wickerham

This new series about our team is making a lot of people smile! Check out our latest and learn a bit more about Account Executive Jeff Wickerham!

Tips For Working Remote from Remote Workers

And it’s official…many of us are being asked to officially work from home. Here are some tips to working remote from some of our team that actually does it! Read now!

He Said She Said Podcast

This time on the He Said She Said podcast, Kirby and Amy talk about the evolution of the Coronavirus…and their views on it. They talk about what they have been working on…and so much more. Listen in and catch up now.

Delivering Marketing Joy (Video)

It’s time for Delivering Marketing Joy! This time entrepreneur Jason Nokes from PromoPulse flips the script on Kirby and asks hime the questions. They talk about how he creates so much content and what he uses. Watch now if you want to use this time to get more done!

unScripted Podcast Coronavirus Special Edition

We don’t usually share this podcast on this email but felt it could be valuable today. This time on a special edition of unScripted, Kirby and Bill talk about how some companies are dealing with the crisis. There should be value here for any organization. Listen in.

5 Types of Media To Blame

It has become very easy to blame the media for every crisis these days. But what does “the media” mean? It’s not a simple as you think. Here are 5 different types of media to blame.

I Learned A Dance In Quarantine

Want a break from the heavy? Need something to make you smile? We know…you need some Marketing Joy! Then check out this vlog created yesterday…as Kirby learns a dance in quarantine. Watch…enjoy…smile.

Create A Work From Home Kit

If you are a leader of an organization, you might have people working from home now. So how do you keep them connected to the culture? Obviously communication is important. Here are a few more ideas. Create a work from home kit. Check it out here.

As always, you can find all of this on our blog page here.  But we thought this might be helpful as you look to lift your spirts and be inspired as you work from home.  Oh…and if you want to be on our VIP list, you can sign up for that here.

5 Types of Media To Blame

Reading Time: 3 minutes

media to blame

With the hysteria surrounding the Coronavirus, it is hard not to be a bit scared and even frustrated.  On the one hand, I want to be cautious, informed and smart about the choices I make.  I don’t want to be infected, obviously.  And I don’t want to be the reason the disease spreads unnecessarily, either!  On the other hand, the speed of the virus and the reporting around the disease has caused many to panic and many people are starting to blame the media for blowing this out of proportion.

I, for one, have certainly been frustrated with some of the sensationalistic nature of the journalism.  Dr. Drew has made his opinion known on the subject.  The challenge though, is over the past few years, it has become the norm to blame the media for nearly everything.  But when we talk about “the media,” what do we really mean?  Who are we really talking about.  The challenge here is that the definition of the media has changed.  So we need to know what “media” we are blaming in the first place.  So here are a few distinctions that I think are worth understanding.

National News Media

When people blame “the media” for all of the frustration around the coronavirus, or the latest overhyped story, I think we often lay the blame at the feet of the national news media.  My sense is, we feel these are large organizations that are not personal to us, so it’s easy to blame them for pumping up all “negative news stories.”  Some of this blame is fair.  The reality of it is, if a news show wants to be watched, it is forced to run stories that draw eyeballs.  While we as people SAY we want positive, heartwarming stories about triumph and inspiration, the numbers tell a different story.  We tune in for the hurricanes, the wars and the virus outbreaks.  So while the National News Media can certainly be a part of the problem, I think most of the news media (and that is an important distinction, as I will explain) work hard to just report the news.

Local News Media

Most of the people I know who work in local news media are professional and hard working.  They sincerely want to represent their local area to the best of their ability.  But local news media runs into the same problem that the national news has…the people.  What we say we want to watch, and what we tune in for are two different things.  Each local station needs to perform and is in competition with not only local competitors, but also every other form of entertainment.  That is why I struggle to watch most local news television programming.  I am not interested in seeing a fire, followed by a shooting, followed by a stabbing, etc.  These are news stories for sure.  But I don’t feel they end up being an accurate representation of the area.

Opinion Media

To me, this is where the real confusion, and challenge begins.  Opinion Media are those shows on all “news” channels that talk about the news, but absolutely DO have an opinion and a bias.  Regardless of your politics, Opinion Media is on both sides.  This is where the line really starts to blur between what is fact and opinion.

Fake News Media

Despite the fact that I hate it when leaders shout “Fake News” when someone reports something they don’t like, Fake News is an actual thing.  Many of us know, there are many websites that have been created by both sides of the political spectrum designed to look like real media, but are not.  These are the lowest form of any media because they are designed to manipulate and lie.  These websites create narratives that some people from both sides of the political spectrum want to believe.  So, armed with an article that says what they way, they share away without fact checking or common sense.

Social Media

Which leads nicely to Social Media.  We have all become a member of “the Media” we say we are frustrated with.  So much of what is sensationalistic or untrue is actually being shared, or even reported, by our friends.  Social media is wonderful when it is used to share insight into our own lives.  But more and more people are getting a large chunk of their “news” from their feed on Facebook.  If that’s the case, then each of us needs to take responsibility for what we are sharing.  The great thing is that now, everyone has a voice.  The bad new is, not everyone deserves it.

So while there is plenty of blame to go around about the “media” overblowing the latest crisis (whatever that is), just make sure we all look in the mirror.  They are the media.  But so are we.

Thanks for reading!  Make sure you never miss an update.  Head to our blog page to find videos, blogs and podcasts here.

Why Giving Joy Is More Important Than Ever

Reading Time: 5 minutes

give out joy

As the news about the Coronavirus has changed, developed and exploded over the last week in the U.S., it has been hard to escape.  There has been panic buying, mixed information, quarantines and lots of shouting!  And while there have been some nice gestures from individuals, for the most part it feels like this virus is making us drown in negativity (especially online).

That’s why now is really good time to consider creating a policy of “Giving Out Joy.”  Whether as an individual, or an organization, we have the opportunity to stand out in a very crowded landscape.  This is not to say that we do not educate ourselves on the very real threats in the world.  It’s about understanding them, and being an island of inspiration anyway.

Here is an excerpt from my recent book “The Give First Economy,” that feels even more true now than when I wrote it.

Give Out Joy

Some days it feels like the world is drowning in negativity.  Studies will tell you that 89% of what you see every day is negative.  Whether it is through the media, social media or even in the 3D world, everyone seems to be frustrated or complaining.

And don’t just blame the media.  That’s lazy.  The fact is, most days CNN is not who is filling up my Facebook feed with bitching.  It’s us.  It’s you.  Don’t get me wrong, the media helps fuel this fire, but they are not the only ones throwing logs on it.  We all have a share of the blame.

The great thing about social media is that everyone has a voice.  The bad thing is…everyone has a voice.  As you turn on your device, it seems half the people posting are snarky trolls and the other half create a new reason to play the victim every day.  Negativity is all around us.

Once we understand that, the question is obvious.  What do we do about it?

The answer is simple (but not always easy) …Give Out Joy.

In a world where nearly 90% of what we see is negative, most people are hungering for something different.  We are looking for someone to shine a light on good things.  We are looking for inspiration.  And the reality is, when you push out good and joy into the world, we stand out in a crowded marketing place.

When we are creating a business, an organization or a personal brand, we are always trying to prove to the market place we are better.  But as Mike Michaelowicz says (author of Profit First, Pumpkin Plan and many other great business books),

“In the minds of our customers, better is not better.  Different is better.”

The fact is, when seemingly everything we see in the world is negative, a positive person (or brand) can be a shining light.  It stands out.  So by giving out joy, creating joy and spreading joy, you start to stand out in the marketplace.

Now you might be thinking, “Great.  But I am already a positive person!”  My guess is, you are not as positive as you think.  (Sorry to be negative).  The fact is, as humans, we are not great at self-auditing.  That’s why surveys will tell you that MOST people think they are an above average driver.  The math tells you that’s not true.

So how do we know if we are positive or negative?

Let’s start with a simple exercise. 

This is something I have done is sessions I give all over the U.S.  I start with a simple question.

How many of you know someone that is constantly negative on social media?  They are always complaining.  As I say “They are pissed off if they can’t find something to be mad about?”  This always elicits some chuckles as everyone in the raises their hands.  Everyone knows this guy or gal.

Then I follow up with another simple question.

“How many of you ARE that person?”

Silence.  No hands.  People start to look around the room and small uncomfortable laughs start as they realize the joke.

Then the punchline comes as I say, “I have given this talk all over the country and I have never met the one jerk that is filling up all of our Facebook feeds!”

No one thinks it’s them.  As I said, we are not great at self-auditing.  We don’t think we are being negative.  We think we “are just venting.”  We might even think we are being funny.  But we, generally, don’t think we could possibly perceived as a negative person.

Let’s go to the tape!

Go to your Facebook feed (or your social media outlet of choice) and look at the last 10 posts.  Be introspective.  Think about how they might be looked at from the outside world.  Now, if 4 or more of those posts could be perceived as negative (and that’s not up to you, right?), you are likely thought of as a negative person by many of the people that follow you.

Oh…and here’s the caveat.  Political posts and religious posts can be viewed as negative.

We all have that “crazy uncle” that posts on their favorite social media platform about 9 times a day outlining why the current U.S. President is a criminal.  Sure…those people are easy to spot.  But what about you?  What do your posts look like?

The push back I sometimes get when I am speaking has to do with “religious” posts.  What do I mean by that?  I am not suggesting you should not celebrate your faith.  I am suggesting that tone matters.  Consider it.

On the other hand, you really should be authentic.  You should not just change your personality to fit what people want.  I don’t think you should and I am not suggesting that.  If you WANT to post political rants, that’s your call.  What I AM saying is you should be intentional.  Most people just sort of randomly post and share without any real thought as to how they are perceived by the outside world.

I do think you should be intentional about it.  And, if you want to stand out and make a difference, and create a personal brand that people want to follow in the Give First Economy, I think you should consider intentionally being joyful.

Where to Start

If you like the idea of pushing out more joy but are wondering where to start, here are a few ideas.  Use these as a jumping off point and run with it!

Share Joyful News:  This doesn’t have to just be about the highlight reel of your life.  Seek out good things in your community and share them!  Look for good things in your organization or relationships and give them a shout out!  It will not only be a great and joyful noise coming from you, but it will make them feel good too!

Create Uplifting Content:  If you are so inclined, write blogs that help to uplift.  Create Instagram posts designed to admire.  Edit a video together where you interview people doing good in your industry.  Shining a light on the good in the world can always be a great place to start.

Give Compliments:  We will talk more about this in the next chapter, but make it a point to give people praise.

Smile:  Want a funny exercise?  The next time you drop your kid off at school (or drive to any public place), take the time to look at the faces of the other drivers.  Wow.  You will see a LOT of grumpy faces!  Take the time to give people your smile.  It’s funny…you will see people give it back.

There are plenty of ways to give out joy…and it’s more important than ever.  Please consider spreading that joy today.  Oh, and if you want more content like this, please check out our blog page here.  And you can find my book “The Give First Economy” here on Amazon.