A Moving Memorial for Jay Conrad Levinson

Bill and Jeannie Levinson on Red CarpetI was so honored when David T. Fagan, former CEO of Guerrilla Marketing invited me to attend the Icon Book Tour and memorial service for Jay Conrad Levinson, the Father of Guerrilla Marketing, last Saturday.

The Icon Book Tour was a great event with many gifted people sharing their bright light and creative ideas.

I even had the opportunity to meet Jay’s wife, Jeannie Levinson (pictured with me on the "Red carpet").

She is an amazing woman, so full of life and love, with a caring and giving energy that affected everyone in a wonderfully positive way.

Her moving story of how she and Jay met 15 years ago reminded me of how my new relationship with Debbie began just this year.

During the memorial Jeannie shared Jay’s final moments, surrounded by family.

From her memories, I feel that everyone attending realized what a blessing a life well lived is. We should all be so blessed as to have the enduring love of family surround us in our transition and a community like Guerrilla Marketing as our final legacy.

The one thing that struck me the deepest about Jay was his proudest accomplishment.

For a man who was an icon of the advertising industry, had authored countless books and created the best known marketing brand in history his proudest accomplishment amazed me.

According to Jeannie, Jay was most proud of the fact that he worked only 3 days a week since 1971. Jeannie Levinson Speaking-Cropped

There’s something we can all learn from.

Accomplishment is fantastic but only when balanced with fun times and strong ties to family and friends.

I know I speak for millions of people who learned from Jay when I say; you’ll always be an inspiration in our hearts, Jay. Your life has touched us all deeply. Thank you for the many gifts you’ve given us.

Always a Guerrilla…

Take a few minutes to watch the loving tribute of Jay's life that we saw at the memorial event. It was a beautiful moment that will be long remembered


Redefining Business: Marketing

Definition of Marketing   American Marketing Association
Of all the business terms that need reinterpretation, marketing is certainly at the top of my redefinition list.

Over the years, I’ve seen many marketing tactics fall in and out of favor.

This has lead to a lot of confusion. Many conscious peoplke have experienced a complete shutdown of activity due to the overwhelming feeling that depth of confusion brings.

When you look at all the definitions of “marketing” being shared continuously, it’s no wonder confusion reigns supreme.

Some people define marketing as “Generating a qualified lead.”

Others define marketing as “sales.”

Even the prestigious American Marketing Association says, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

For Conscious and Enlightened Business Owners, these are not definitions that inspire understanding and activity.

The fact is, before anyone can interact with your business, a group of people who have reason to care (a niche audience) have to be interested enough to take a look.

You have to “Attract” them to your presence (Brand) in a compelling way.

So marketing is redefined, in conscious terms, as “Attraction.”

Marketing attracts people who have a reason to care to your offering of service.

It makes sense, doesn’t it?

Here’s the funny thing. Marketing of the far distant past is now the “latest idea” in marketing.

Join me in my marketing time machine for a moment.

Way back in the 1920’s – 1950’s advertising was marketing. But it was not the “hard sell, hook-‘em-in” kind of messaging we associate with advertising today either.

It was actually value driven.

It gave information to people to help them decide to buy (or not) or to be even more loyal to a brand (presence) they already loved.

Advertising of that day let people draw their own conclusions.

In fact, David Ogilvy, the man who is consider to be the “Father of Advertising” said,  “It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.” 

In Mr. Ogilvy’s day, “an editorial” was more of an educational piece that informed and inspired. Sounds like the goal of content marketing today, doesn’t it?

Think about this for a moment.

When your marketing is not focused on sales but focused on serving others through educational information, the more it will attract people to your presence and the greater likelihood it will be read and seen.

Marketing today is designed to provide useful (and inspiring) information that educates and helps people decide to buy (or not) or to be even more loyal to a brand (presence) they already love.

As conscious business owners this is really good news. We now attract by being useful to those we best serve.

What is being useful all about?

Today we’re hearing a lot about creating marketing that is useful to the people you want to serve.

Books like, Youtility, by Jay Baer and Control Alt Delete, by Mitch Joel talk about making marketing ‘useful’ extensively.

Why is it that usefulness and marketing are combining into one idea?

Because when you are useful you are “of service”.

Being of service to another attracts interest to you; the presence that educated and inspired.

Let’s expand our “redefinition,” based on what we’ve just looked at:

Marketing is now defined as: A sharing of your talent, knowledge and experience in a useful way that attracts interest to you, your Brand (presence) and ultimately to your gift of service, also known as your business offering.

When you’re attracting in this way, you are sharing your heart-felt passion as well as your knowledge, talent and experience.

Sharing your passion creates enthusiasm and that is an act of Love.

When you develop your personal Brand (presence) and express it in service, with passion and conviction, you become enthused (infused with spirit).  

This Love of your life and work is a magnetic power that authentically attracts those who you can best serve.

As we know, everyone is attracted to the magnetic power of Love.

Here’s an idea on how to begin building your magnetic attraction (marketing) program.

Enjoy telling a story worth telling to those who can relate to the story most.

The people who will enjoy your story most are people just like you.

To understand them best, get quiet, focus on your Heart space, look deep inside and ask, “What story (information that inspires and educates) would I personally most like to hear myself?”

Then create that gift of a wonderful story based on what you personally would like to see.

Share it so the world will see it too. Then spread the word. Start small if you must, but start.

When you do this consistently, in a creative way that you personally feel inspired by, you will change lives.

The energy of changing lives opens the channel to thrive. The energy of thriving creates prosperity because it opens the channel to your personal business expression, which can be the difference in the world that you are here to make.

Remember:

Brand is your presence.

Marketing is your creative and inspired story that magnetically attracts those who are seeking you.

Realize that people are seeking your gifts right now.

The likely challenge is that you’re invisible to people you can serve. So your gifts are not seen or not seen as widely as they need to be for you to thrive.

Expand your reach by inspiring those you serve. Share your enthusiasm as an act of Love.

Become “useful” thus seen in the marketplace.

The result of doing this is, you fulfill your destiny.

You will achieve your desire to do work that matters with people who have a reason to care most.

Then feel the gratitude coming back to you in the form of the energy of money.

Success is an energetic cycle that you create by the giving of yourself and your gifts to others.

Marketing is the attraction step in your business that makes the energy of money and thriving occur. 


Passion in Your Action

010413-Passion-in-Action-WEWhen it comes to creating a successful small business, there are three sources of power we all must mange successfully.

Those sources of power are:

1. Time

2. Energy

3. Money

We all have an equal amount of time. But personal energy and money can fluxuate widely.

Let's focus on personal energy today.

When you launch "marketing" initiatives, what you are actually doing is looking for ways to "attract" interst to your business and offers.

What's more attactive than a person who is on-fire, passionate about their work and the experiences they create for others?

The fact is, passion attracts interest.

Whereas lack of passion tends to be ignored, generally. 

When you are considering marketing in this new energy of 2013, realize that the power of your passion is perhaps the single-most important aspect. 

In 2013, your small business energy and the authentic passion you have for your work will mean the difference between fulfillment and frustration. 

Image Courtesy of: Oskarsson Photograhy


Election 2012: The Best Marketing Platform Wins

Mitt-Romney-with-Barack-Obama14-forbesIn my humble personal option, President Barack Obama is the best political marketer in history. His marketing platform incorporates all the elements of marketing sensationally and his brand message resonates in the hearts (not the minds) of many.

As a result, my prediction for the election of 2012 is President Barack Obama will win a second term in office.

Here is my personal marketing scorecard

Personal Brand Winner Barack Obama

Marketing Story (brand narrative): Winner Barack Obama

Personal Appeal Winner Barack Obama (though some may argue with me)

Use of online marketing tactics (including social media): Winner Barack Obama

In Election 2012, the Best Marketing Platform Wins.

Not that Governor Mitt Romney is a slouch. In fact he is even a more aggressive email marketer than the president.

But his personal brand is seen as “corporate” when compared to President Barack Obama.

The emotional connection the president gained with his constituents, through marketing, is clearly a winner. 

The president hits our emotional buttons. Mitt Romney speaks to our mind.

Heart wins every time

Let the voting continue throughout the United States.

Let the mass consciousness of the American people be heard worldwide.

Then give deep, heart-felt thanks.

Be grateful that you live in a country where the mass consciousness of the people can select the path for our nation going forward.

I am always so proud to be an American.

I am also very grateful to the marketing lessons I’ve learned in this election.

I am so appreciative to ALL those who voted, who are open take part in this process; no matter which marketing platform you chose. 

Photograph courtesy Forbes