Tag Archives: Seth Godin

Are Your Clients Getting Too Little?

too little

Recently I was reading an article by marketing provocateur Seth Godin. In his usual challenging manner he hit the nail on the head.

” The hard part isn’t charging a lot. The hard part is delivering more (in the eye of the recipient) than he paid for…Too often, in the race to charge less, we deliver too little. And in the race to charge more, we forget what it is that people want. They want more. And better.”

This got me thinking.  A personal history book or video is a big ticket item for most clients. So what can we do to demonstrate that our clients will get get more than they expected?

Here are some ideas that come to mind:

Emphasize the lasting value of A life story.

When you have an initial conversation with a potential client, use  words such as investment rather than cost, legacy rather than personal history, gift instead of book or video.

I sometimes use a new car analogy. I point out that as soon as you drive a car off the lot, it begins to depreciate. On the other hand, a Life Story appreciates over time. You can’t say that about many things.

Use your professional qualifications.

It’s true that “Cousin George” can probably do the book for half the price. But does he have the experience and professional background to do a first-class job?

When people hire me, they know that not only are they getting an experienced professional personal historian but also a former award-winning documentary filmmaker. My work will be better than “Cousin George’s”.  At least I hope so. ;-)

Look for ways you can make your qualifications stand out.

Give your client more than just a book.

There are a number of ways to add  extras.

  • Include a set of audio CDs of your interviews.
  • Provide a poster size duplication of the book cover.
  • Give a subscription to a a family history magazine.
  • Reproduce a treasured archival photo from the book and have it framed.
  • Organize a launch party for friends and family after the book’s publication.

Find those little extras that add more value to your work.

Emphasize the superior quality of your books.

Have one of your beautiful personal history books to showcase your work. The quality will speak for itself. Point out the exceptional archival paper stock and inks that are used.  Acquaint clients with the  outstanding design elements.

You want to convey the message that these are “Legacy” books that will last for generations.

stress the  good feelings that come with a personal history book or video.

What clients may not appreciate are the positive feelings that arise with personal histories. It’s not just a book or video.

Parents and children talk about feeling closer to each other after engaging in a life story. Parents are touched by the thoughtfulness of their children undertaking such an endeavor. Still other recipients of a personal history find a new appreciation for their life accomplishments.

A personal history is  a connection to the soul.

What are some of the ways that you exceed your client’s expectations?

If you enjoyed this post, get free updates by email.

Image by iStockphoto

Monday’s Link Roundup.

In this Monday’s Link Roundup I couldn’t resist Photographer Turns His Grandmother Into a Not-Yet-Retired Superhero.  Forget the video and book legacies. It’s time to break out the spandex! And speaking of grandmothers, take a look at Arlington’s Martha Ann Miller, 101, publishes her autobiography, just as she said she would.  Now there’s no excuse not to start writing your memoir. If you’re working up a sweat over your work, take a look at Effortless. Seth Godin always seems to say so much in so little a space.

  • Untrack: Letting Go of the Stress of Measuring. “There are a few old management adages that seem to run like a current through our society, powering our work and personal lives: “You can’t manage what you don’t measure” and “You are what you measure” and “You get what you measure”. And I’ve fallen for it myself…Measurement and tracking are tools, and there’s nothing wrong with using them. I’ve obviously used them many times, and still recommend them to most people. I just think we should consider whether there are alternatives, and question our dogma, and experiment to see what works best for us.”
  • Effortless. “Sometimes, “never let them see you sweat,” is truly bad advice. The work of an individual who cares often exposes the grit and determination and effort that it takes to be present.”
  • Photographer Turns His Grandmother Into a Not-Yet-Retired Superhero. “When most people try to lighten their grandmothers’ spirits, the effort often takes the form of Sunday afternoon phone calls and perhaps the occasional visit. Not so with Sacha Goldberger, however. After the French fashion and advertising photographer found out his nonagenarian grandmother was feeling blue, he came up with a rather adventurous solution for restoring her good cheer: spandex. He decided to enlist her to save the world, or at least depict her doing so on film.”
  • Arlington’s Martha Ann Miller, 101, publishes her autobiography, just as she said she would. “When a 100-year-old woman tells you she’s writing her autobiography, you nod politely and think, “Yeah, right.” So here’s Martha Ann Miller of Arlington, now 101, and here’s her polished, published autobiography: 255 pages with great photos throughout, featuring the inside story of how Arlington became the first district in Virginia to desegregate its schools. And how Miller was one of the first teachers to participate in that desegregation.”[Thanks to Pat McNees of Writers and Editors for alerting me to this item.]
  • Baby boomers are obsessing publicly about their mortality. “Not only are baby boomers getting old, many of them are hearing bad news from their doctors. And as with everything else that has happened to them – careers, marriage, children, divorce – they are obsessing about their mortality, and often in public. Many of them are even preparing pre-death testimonials so that they can control their posthumous images.”
  • Personal memoir as social history. “[The World in Our Time]… is a memoir par excellence. It recaptures the life-experience of one of India’s leading historians, who experienced the mutation of India’s rural society under colonialism and then witnessed his country’s birth as an independent nation, associated as it was, with some of the most painful facets of human experience. But each turning point in the author’s life is presented with a historical hindsight, which also makes the memoir a history of his time.”
  • Famous Canadians, revived by their obituaries. “As cub reporters, we felt sorry for the veterans of the newsroom when they were relegated to writing obituaries, presumably as a preamble to their own professional demise. Globe and Mail features writer Sandra Martin’s Working the Dead Beat: 50 Lives that Changed Canada, thoroughly demonstrates how wrong we were: Capturing the landscape of an entire life in a single column, on deadline, is among the most challenging – and sacred – of assignments.”

If you enjoyed this post, get free updates by email.

Monday’s Link Roundup.

This Monday’s Link Roundup article Grammar Freaks Really Are Strange  bears out what I’ve always suspected. ;-) For those of you who blog professionally, be sure to check out 9 Keys to Blogging Success from A-List Bloggers.  And for some really useful marketing advice from Seth Godin’s blog, don’t miss The circles of marketing.

  • Immigration, The Gold Mountain And A Wedding Photo. [NPR] “Deep inside the National Archives in Washington, D.C., old case files tell the stories of hundreds of thousands of hopeful immigrants to the U.S. between 1880 and the end of World War II. Between 1910 and 1940, thousands of immigrants came to the U.S. through California’s Angel Island. For University of Minnesota history professor Erika Lee, one of these attachments turned out to be very special.”
  • The 10 Best Family History iPad Apps. “So, you’re the family historian. You have only one question: What are the top ten, can’t-live-without, killer applications for the Apple iPad?”
  • The circles of marketing. “Most amateurs and citizens believe that marketing is the outer circle.Marketing = advertising, it seems. The job of marketing in this circle is to take what the factory/system/boss gives you and hype it, promote it and yell about it. This is what so many charities, politicians, insurance companies, financial advisors, computer makers and well, just about everyone does.”
  • 9 Keys to Blogging Success from A-List Bloggers. “In the years I’ve been blogging, I’ve built my site into a trusted resource for thousands of writers, designers, publishers, and authors. The following are some of the basic lessons that have guided me on my journey. I hope some of them will inspire you, too.”
  • Simplify. “Simplify everything. That might sound hard, but with practice it’s actually fairly easy, and leads to a quiet, content, lovely life full of space, with only the things in it that matter to me: my family, my writing, with some reading and workouts thrown in. So how do you simplify? As simply as possible.Here are a few ways:”
  • Do our lives need a narrative? “It may seem obvious that the story of our life to date is just what it is, and that we can only change it in flights of fancy. But the idea that the Lego bricks of our daily lives may be arranged into different buildings is not fanciful. If you re-examine how you make sense of past events, it will almost certainly turn out that your dominant narrative can be challenged by alternative stories.”
  • Grammar Freaks Really Are Strange. “It used to be we thought that people who went around correcting other people’s grammar were just plain annoying. Now there’s evidence they are actually ill, suffering from a type of obsessive-compulsive disorder/oppositional defiant disorder (OCD/ODD). Researchers are calling it Grammatical Pedantry Syndrome, or GPS.” [Thanks to APH member Francie King of History Keep for alerting me to this item.]

If you enjoyed this post, get free updates by email.

Monday’s Link Roundup.

This Monday’s Link Roundup has its usual eclectic mix. For the “shock of the old” take a look at Vintage Ad Sexism.  If you’re a Dorothy Parker fan, you’ll love  Dorothy Parker and the 5 Senses. Her clever use of the senses is a perfect jumping off point for memory prompts. And Seth Godin reminds us of the hard reality of marketing in The unforgiving arithmetic of the funnel.

  • Dorothy Parker and the 5 Senses. “I found three great Parker quotes that show her intriguing use of the five senses. The first two below are ones that I feature in my SheWrites post today…The third one, I selected to share with you here. Below it is a special writing prompt that it inspired.”
  • Why can smells unlock forgotten memories? “The toy cupboard at my grandmother’s house had a particular smell. I cannot tell you what it was, but sometimes now, as an adult, I will catch a whiff of it. The smell brings with it memories I thought were lost, memories of visits to my grandparents’ house, of my grandmother, and of playing with the toys from the toy cupboard. But why do smells have this power to unlock forgotten memories?”
  • 5 Steps to Turn Audiences into Clients. “Public speaking can be one of the most powerful methods for an independent professional to land new clients. But it doesn’t always work out that way. Before you book your next speaking engagement, ask yourself these five questions to make sure you’re on the right track to turn your audience into clients.”
  • The unforgiving arithmetic of the funnel. “One percent.That’s how many you get if you’re lucky. One percent of the subscribers to the Times read an article and take action. One percent of the visitors to a website click a button to find out more. sparked by an idea and go do something about it. And then!”
  • The myth of English as a global language. “English spelling is notoriously inconsistent, and some have gone further, calling it “the world’s most awesome mess” or “an insult to human intelligence” (both these from linguists, one American, one Austrian)…How did this unsystematic system come about? And is it really that bad? Some say that there are only a few hundred deeply irregular words, but the trouble is that most of them are common. Noam Chomsky and Morris Halle even went so far as to claim that we have “close to an optimal system”, though that takes a deal of argument to convince.”

If you enjoyed this post, get free updates by email.

Monday’s Link Roundup.

Don’t miss Reflections in today’s Monday’s Link Roundup. It’s a powerful reminder that behind every aged face there was once a younger self with dreams and ambitions. If you’re a serious blogger,  you’ll find some practical wisdom in 10 Lessons Seth Godin Can Teach You About Blogging.

  • Robert Caro’s Big Dig. “Caro is the last of the 19th-century biographers, the kind who believe that the life of a great or powerful man deserves not just a slim volume, or even a fat one, but a whole shelf full. He dresses every day in a jacket and tie and reports to a 22nd-floor office in a nondescript building near Columbus Circle, where his neighbors are lawyers or investment firms.”
  • Choosing Between Making Money and Doing What You Love. “…when you are facing the unknown, they only way to know anything for sure is to act. When you are dealing with uncertainty — and whether you are going to make any money from your passion at this point is definitely an uncertainty — you act. You don’t think about what might happen, or try to predict the outcome, or plan for every contingency. You take a small step toward making it a reality, and you see what happens.”
  • Why Entrepreneurial Thinking Is For Everyone Now. “We need a new playbook,” says entrepreneur and author Ben Casnocha. “The world has changed. The world of work has changed. Many of the assumptions that have guided how we think about careers in America are no longer true.” The Start-Up of You, written by Casnocha and LinkedIn co-founder Reid Hoffman, is that playbook. It argues that we can no longer expect to find a job, instead we must make our jobs. As Hoffman says, we have to “find a way to add value in a way no one else can. For entrepreneurs, it’s differentiate or die — that now goes for all of us.”
  • Reflections. A poignant reconstructed portrait series  where  older people gaze into a mirror at a reflection of their  younger selves . Created  by photographer Tom Husey.
  • Social media self-promotion scheme draws authors including Margaret Atwood. “As bookshops teeter and publishers sway in the shifting landscape of the digital age, authors are being urged to go out and find their own readers by a new $20m (£12.5m) fund that will pay them a dollar for every book sold. With early adopters including Margaret Atwood and FlashForward author Robert Sawyer – who claimed the scheme would have added $20,000 to his income from audio over the past two years – the fund is being launched by digital audiobook site Audible at the London Book Fair this weekend.”
  • Book Design: Choosing Your Paragraphing Style. “Anyone who wants to do their own book design can spend some very worthwhile time studying books that are old. I mean really old, like going all the way back to the beginning of printed books. Early on, I found these books and the book typography that’s used in them very stimulating when thinking about how I wanted the books I was working on to look.”
  • 10 Lessons Seth Godin Can Teach You About Blogging. “Ever since I started in business, I’ve always loved Seth Godin. He’s a brilliant marketer and a great writer. In fact, he runs one of the most popular blogs…And while many people view him as “America’s greatest marketer,” there is a lot to learn from him about blogging.”

If you enjoyed this post, get free updates by email.

Monday’s Link Roundup.

In this Monday’s Link Roundup I found PANTONE: A Color History of the 20th Century a reminder of the important role of color in our memories. The book looks gorgeous. It’s definitely on my Santa Claus list. Anyone want to play Santa? ;-)

  • The Terrible Word of the Year “Voltaire famously said that the Holy Roman Empire was “neither holy, nor Roman, nor an empire.” Yesterday, Oxford University Press announced that, for the first time, their U.S. and U.K. lexicographers (along with “editorial, marketing, and publicity staff”) had chosen a “global word of the year.”
  • On the Future of Books: A Discussion with Seth Godin. “The industry of publishing ideas has been undergoing a revolution for more than a decade, and where it’s headed is still an open question…Today I share a conversation I had with best-selling author, blogger and publisher Seth Godin on the future of books, publishing and blogging. It was fascinating.”
  • Nile Rodgers’ top 10 music books. “From Beethoven’s letters to Bob Dylan’s Chronicles, the musician chooses books that reveal the private lives behind the public melodies.”
  • 16 Ways to Leave a Legacy. “You’ve spent years digging up data and stories to breathe life into the grandparents and great-grandparents who’ve made your existence — and your children’s — possible. But what are you doing to ensure your family’s legacy will be around after you’re gone?”
  • PANTONE: A Color History of the 20th Century. “… longtime PANTONE scholars Leatrice Eiseman and Keith Recker explore 100 years of the evolution of color’s sociocultural footprint through over 200 works of art, advertisements, industrial design products, fashion trends, and other aesthetic ephemera, thoughtfully examined in the context of their respective epoch.”
  • EyeWitness to History.com. “Your ringside seat to history – from the Ancient World to the present. History through the eyes of those who lived it.” [Thanks to Mim Eisenberg of WordCraft for alerting me to this item.]
  • The Legacy Project. “The Legacy Project began in 2004, when I started collecting the practical advice for living of America’s elders. Using a number of different methods, my research team systematically gathered nearly 1500 responses to the question: “What are the most important lessons you have learned over the course of your life?”

If you enjoyed this post, get free updates by email.