The Clean and Green Club, August 2021

<!doctype html>

 

Having trouble reading this as an email? Please visit thecleanandgreenclub.com to read it comfortably online.

Shel Horowitz’s Clean and Green Marketing Tip: August 2021

facebook
Share
twitter
Tweet
linkedin
Share

Live Events Are Back…But Zoom Isn’t Going Away

I am quite sure there will be online options at many formerly offline events. As I write this, I’m currently attending my first hybrid conference. It took place in Paris a month earlier with some in-person speakers, and I am watching from Massachusetts, slowly, over a few weeks. And no travel costs, no travel fatigue.

As an attender, advantages include being able to spread out the sessions, watch multiple programs that took place at the same time, and catch them at my convenience. Remote events also provide many advantages to event planners. Direct mail guru Brian Kurtz listed a few:

“Many of the events I’m referring to (pre-pandemic) ranged from 500 to 2,000 attendees live…and when they had to go 100% virtual, attendance increased as much as 50% to 200%. Along with increased stick rates (i.e. how long the audience stayed online).”

Of course, attending a replay has disadvantages too. Since I’m attending after-the-fact and have no access to any chat rooms that may have been going on, the networking value is close to zero. I could, if I wanted to, network with speakers by tracking them down (so far, no one has blown me far enough out of the water at this event, but I’ve reached out to other speakers at other virtual conferences)—but reaching non-presenting attenders isn’t an option. When I’ve attended live over Zoom, I actually have done some good networking and made new friends, got speaking opportunities and even some paying clients. For instance, last year, I dropped in on an inventor pitch meeting in virtual San Diego. There was a 16-year-old inventor/entrepreneur presenting (I guess he’s probably 17 by now) who I reached out to, have nurtured a friendship, done a bit of mentoring, and brought him in as one of the other guests when a radio producer told me to bring two guests to my segment. In a different meeting, someone expressed frustration in the chat about a business situation. I gave her some immediate advice, asked if I could follow up with her, and she gave me her contact information. She’s turned into a repeat client with several small jobs.

There’s also a whole new category of events: ongoing Zoom salons where some of the same people show up every week, and we get to know each other over time—kind of like a Chamber mixer but MUCH more substantive. These have become a favorite activity for me and vastly expand my circle.

facebook
Share
twitter
Tweet
linkedin
Share

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

facebook
Share
twitter
Tweet
linkedin
Share

Risk Forward: Embrace the Unknown and Unlock Your Hidden Genius

Risk Forward: Embrace the Unknown and Unlock Your Hidden Genius, by Victoria Labalme (Hay House, 2021)

This isn’t the sort of book I typically review. It’s motivational, very brief, with sometimes only a word or two on a page, followed by a page or two with a single phrase up to a couple of hundred words expanding on the opening word or phrase. But I liked this one enough to share.In part, this is because like me, she combines many worlds: in her case, she has a background in multiple performing arts—including studying with Marcel Marceau—as well as business and teaching/coaching.

She’s also obviously very persuasive; she got her publisher, Hay House, to spring for color printing throughout the book (an expensive undertaking, and one that isn’t obvious to the casual reader, because many of the pages have just a dab of color in one of the little critters that say wise things at the edges of the text). And she got me to review it (and subscribe to her newsletter) after hearing her present on a Zoom call some months ago.

Starting by reinventing the contents listing as a “circle of contents,” she makes an adamant case to be yourself, to risk embarrassment or failure, to let your light shine even if it shines on a path no one else is taking—and to allow ideas to sprout even in the places you aren’t comfortable and can’t guess the outcome. That’s where the extraordinary might be hiding: “It is in this very gap between what is and what could be that we find our way; it is here that some of our best ideas are born” (p. 5).

She gives a lot of guidance on nurturing your intuition, including a page each of feelings that demonstrate you are or are not on the right path (pp. 25-26)—and nurturing others, even asking what single piece of advice you would give a mentee if you were dying on a desert island (p. 31).

That kind of twist on the familiar is something she does a lot; she’s a delightful contrarian. So many business and self-help books go on about goals, while Labalme proclaims, “you don’t need a goal to justify a pursuit”—and you don’t need to know where it’s going, how you’ll use it, or even why you’re following this passion (p. 48). Similarly, you don’t need to select a single focus; be like the spreading canopy of an oak or maple, not the narrow needle of a cypress (p. 115). And I love “Don’t just do something! Stand there!” (p. 102). If others are pressuring you to act prematurely, demand more time (pp. 104-106). Risking forward is about courage, not speed (p. 117); it’s an adventure (p. 129).

It also doesn’t have to be a choice. Often, you may discover an “and” instead of an “or” (pp. 72-74)—but you may have to take it apart before you can put it together (p. 75). And you may draw from a completely different vertical.

And even while recognizing the huge benefits of collaboration, ultimately, you may have to build your own road. As her husband Frank Oz put it in a series of visual diagrams (pp. 88-93), if you let creativity be shaped by consensus, your idea may get so skewed that it no longer works.

Connect with Shel

facebook
twitter
linkedin

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

Links in this newsletter may earn commissions. Please click here for our privacy and endorsement policy.

 

Powered by:

GetResponse

 

Leave a Comment

Name: (Required)

E-mail: (Required)

Website:

Comment: