Archive for the ‘Uncategorized’ Category

The Oil Spill As Opportunity—Richard Geller

Friday, June 11th, 2010

Just Before Awakening This Morning

I’m the acting head of a hospital ward even though
I don’t remember if I’m really a doctor from a past life.
But I’m also one of the patients in this ward
Who still needs to sleep a while longer
Before I’ll be ready to awaken to whatever this is.

In fact, all the people in this ward have dual roles
As both patients and staff. And we’re all
Trying to figure out what we doing here
In this in-between state between this life
And whatever comes next; I go back to bed.

After I’ve slept, some of my friends
Who are also both patients and staff
Are helping me to clean up my old house—
Organizing all the stuff that can be recycled
All the stuff that’s still useful here

We’re making a lot of progress.
The basement’s practically livable
And outside there’s a large tree in the yard
That we need to remove the dead branches from
So that it can grow and thrive again

There are also thousands of these tiny metal filings that
Need to be drawn out of this chopped-spinach-like stuff
So it can be used for fodder; we use
Our own energy to create the magnet.
Hey, it’s a dream.

One woman, a patient-nurse, awakens
Just before the dream is going to end.
She can see this Oz-like city off in the distance
And because she can see it, I guess I can too.
She’s decided to stay though

Until everyone’s ready to leave together,
So that’s what we’re doing here—
Helping each other, helping with the clean up.
I wake up thinking: this Gulf oil spill is really
A great opportunity if only we’d awaken to it.

Building A Publishing Platform—Richard Geller

Monday, April 26th, 2010

About nine months ago, give or take a few months, when we were about to launch aSiteAboutSomething, an intellectual property lawyer, who was truly kind, took some time to explain to me how things worked and introduced me to this term: publishing platform. And that I needed one. Essentially, a publishing platform is an established base of fans, who are interested enough in your work to not only purchase it but to talk about it with others. ….Makes sense. It’s one of the things publishing houses look for in considering an author, because marketing books is mostly uncharted territory today, and they really are not very accomplished at it, and they know it.

Here’s the problem with “building a publishing platform,” the term itself tends to take you down the wrong path. It’s visual and intelligent sounding, but it leads you to think in terms of constructing an actual thing (think: hammer, saws, nails).

What we indie artists need to do primarily, from a marketing standpoint, is to establish and maintain real relationships with individuals who truly respond to our work. We need to listen to them and learn what’s uppermost in their hearts and minds, and how our work fits in that context. If we nurture enough of those relationships, there’s your platform. (Personally, I think “publishing platform” is a term that was coined by folks who did not have or need one.)

Now where are these ideas coming from? Mostly from discussions I’ve been having with LinkedIn contacts. Some of them are other indie artists like myself; others are business people who understand marketing and are kind enough to give me some much needed advice.

I wrote this to one of them this morning—puzzling over the gap between site traffic and sales (conversions for those who prefer marketing-speak)

“We are, each of us, in the midst of a process of figuring out precisely how we can connect meaningfully with others online to build a global audience. No one can really tell us just how to do that right now, but my intuition tells me that it requires great patience and refining all the details. What is lovely is that the wired world is somewhat of an upside down world where collaborative behaviors really make more sense than older competitive paradigms. Of course that’s true of all worlds, but we just haven’t opted for that mostly.”

So, here’s what I’m doing starting today. Whenever anyone shows any real interest in what I’m doing or purchases something from me. I am going to take the opportunity to at least ask two questions (not necessarily worded exactly like this):

1. What could I do to make your onsite experience better or more satisfying?

2. Tell me a little about you, and what it is about my work that’s of particular importance or interest to you?

The better we understand what’s going on in the hearts and minds of the people who respond to our work, the richer and more satisfying the communication, the more solid our virtual “publishing platforms” will be.

I’ll let you know what works or doesn’t Let’s stay in touch and share the journey.

The Joys Of LinkedIn Marketing—Richard Geller

Wednesday, April 14th, 2010

It’s funny how as you start to actually learn a little something about what you’re doing, you begin relax and actually start enjoying things you never thought you would…

I use to meet with a group of writers to talk about self publishing and book marketing, because even then we knew the state of publishing was (insert epithet to suit taste). Collectively, we knew next to absolute zero about the subject but were game to learn. We did some reading, some research, met folks who were actually doing it and pretty near convinced ourselves not to. The simple truth was, “We were writers dammit not marketers.” But the other simple truth was, if any of us ever wanted to be read, we had better become marketers. Welcome to the wired world.

Well, that time seems long ago. aSiteAboutSomething took a lot longer to build and launch than I ever expected, and I’ve been faithfully describing the techniques I’ve been using to build site traffic for the past nine months. But this morning, as I was doing my usual—sending out notes introducing myself to folks on LinkedIn and inviting them to my site, I meet Brian P. (name withheld to protect Brian from the embarrassment of being associated with the likes of me) who hands me my first belly laugh of the morning, and we keep it going through a series of exchanges, and I start to think about just how amazing this new wired world of ours is. Because Brian, who besides being a musician, is a guy with serious skills in global video production. And, in the normal course of events, we probably wouldn’t have run into each other, just because we roam different parts of the savanna and run with different herds. But in the space of a just few minutes; we’re connected and this world seems a friendly, funnier place and this business of marketing what you truly love is just having fun.

One of the great joys of LinkedIn marketing is meeting interesting, funny, talented, experienced, generous people in all sorts of fields. It’s not that way 24/7, but it is at least some of the time. Don’t be afraid to jump in; the water’s fine. (I apologize in advance for having just mixed my metaphors.)

To Link Or Not To Link—Richard Geller

Tuesday, April 13th, 2010

When we were working on aSiteAboutSomething, Dave and I discussed the subject of links a few times. Naturally, we liked the idea of other people adding a link to our site from theirs, but those links might not be entirely consistent with the spirit of what our site was about, so we might not feel comfortable giving them a link. Also, there might be people we really liked but maybe weren’t that crazy about their work. Same thing with advertising. It could violate the implicit promise of the online experience we hoped to create. Bottom line: no links page on our site.

So, sooner or later, the links issue had to come up for real. This week, a couple of people wanted to exchange links, and I responded as usual with a super polite explanation of our No Links Page policy and the rationale behind it. But, then, today there was Jane Nelson and her all-natural-clothing site.

Before you could say all natural cotton, she had said the nicest kinds of things and given us a link on her site, and I had to explain why we had no links on our site. I began. “I love what you are doing with all natural clothing and the environmental messaging that I find on your site. I am a fan and my wife is going to be a bigger fan. Would it be okay if I blog about you instead? Here’s Jane’s response, sans the cute emoticons, which WordPress does not recognize:

Hi Richard,

You will? You’ll blog about my little ole site? I’d love it!
I’m sure you’ll send it to me when you’ve done your masterpiece…

Thanks . . ’till soon,

Jane

So, if you’re ready to get fashionably dressed in an environmentally-friendly way, you might want to check out Jane’s place, where there are all kinds of other environmentally-responsible links—including one to an environmentally-friendly writer, who’s been known to blog once-in-a-while about the nice stuff in this amazing wired world of ours that comes his way.

This Morning I’m Searching—Richard Geller

Friday, April 9th, 2010

I’ve started working on a new collection of poems apparently. I say apparently, because I never really know what I am going to write until I start writing. Sometimes, a book arrives in a rush. Living On The Outskirts Of Heaven was like that. This collection, True Worldly Things seems to be coming at a more tentative pace. No matter. Here’s the first poem. See what you think:

This Morning I’m Searching

This morning I’m searching
For what allows us to deny
Marginalize or dismiss
The humanity of anyone
Or any group, or any race,
And to imagine them largely responsible
For whatever’s gone horribly wrong

By nature, first assumptions
Are elusive, hiding in plain sight,
In this case, among the lines
Which divide us from them,
Cloaked in apparent
Reasonableness

It feels good—righteous even
To blame the politicians, the bankers,
The insurance executives or whomever…
Those who left to their own resources
Every last one of them
Will screw us over
Just as often as they can

And it’s reassuring—
Knowing that it’s them we have to blame,
Even as we’re blind
To our knee-jerk reactions,
The seductive intoxication
Of our own certainty

In stillness, this morning
The answer
Finally comes—
That first assumption:
Believing there is
A real difference
Between us and them

LinkedIn Marketing, Part 3—Richard Geller

Tuesday, April 6th, 2010

So, it’s now been 54 days since I started to actively market using LinkedIn. I now have a network of 404 diverse professional contacts. Yesterday I sent out a message to everyone that I just uploaded some significant changes to http://www.aSiteAboutSomething.com —in particular a new “shortcut’ option with a direct link to my books and music. These changes include: a new book, Living On The Outskirts Of Heaven, a lighthearted collection of poems about achieving peace of mind, a “Testimonials” section, and a “Richard Who?” section with some short videos of me speaking about the site and its content. All these changes were the result of feedback I received from my various contacts including those on LinkedIn. Yesterday we also had 192 visits to the site—about double the number the we normally get. Coincidence? I don’t think so. I’m asking all my contacts for feedback (positive and otherwise), and I’m starting a list of the changes we’ll make next—all toward eventually having a global platform that earns the loyalty and support of its audience.

LinkedIn Marketing, Part 2—Richard Geller

Sunday, February 28th, 2010

It’s been just about eighteen days since I started to actively market on LinkedIn. Here’s what I did; I joined about a dozen professional groups, introduced myself to four or five of these groups as a whole, and, then, have followed up by sending a short personal letter of introduction to lots and lots of individuals with an invitation to visit http://www.aSiteAboutSomething.com. In all instances, I’ve asked people to share the site address with anyone they thought might be interested in my work or the site.

So, what kind of results am I getting? Actually, fantastic. In eighteen days, I’ve built a network of 260 people: a diverse group of musicians, producers, writers, publishers, agents, SEO and IT professionals, online marketers, etc., who’ve been exceedingly generous with their time to visit the site and offer feedback—some of it very useful. I’ve had two tentative offers to use my music in video/film projects and a connection with an internet radio station. I’ve been approached by a record label, and I’ve made phone or Skype contact with quite a few of people who I believe will become good friends and colleagues. The site itself received its largest numbers of visits yet this month: 3579 according to Awstats or just under 4900 according to Webalizer. (I’ve always used Awstats, because it’s the lower number.) But the bottom line is we had just under a thousand more visits this month than last.

Pebble-in-pond marketing is a term I heard online. In essence, it’s the effect of tossing a pebble into a pond and creating ripples that fan out. A lot of the people I’m connecting with on LinkedIn know people who know people who might be interested in what I’m doing. So if they send my site to those people, that’s far more likely to result in visits from people already predisposed to what I do.

You’ll have to draw your own conclusions about whether LinkedIn marketing is a good way to go for you. But for someone like me who’s trying to build an audience using a website as the primary vehicle, it’s terrific. On top of that, you meet some really nice people.

LinkedIn Marketing?—Richard Geller

Monday, January 18th, 2010

I’ve started joining more groups on LinkedIn as part of my marketing strategy for www.aSiteAboutSomething.com. Actually, I should have said “evolving or developing” marketing strategy. It’s near impossible to formulate much of a strategy for promoting an indie artist’s work online other than to keep looking for people who’ll like your work and publicly recommend it to others. It’s all about word of mouth. The especially good thing about LinkedIn is that it’s an opportunity to connect with other knowledgeable people who may be able to give you some fresh insights about a better way to go about things. And some of them may even be willing to help spread the word—just because they “get” what you’re doing and are happy to help. I think it’s an avenue for other indie artists to explore. We’ll have to wait to see if it produces the kind of positive results I’ve gotten doing coattail marketing.

But Will They Pay? Richard Geller

Friday, January 15th, 2010

Fast Company’s Kit Eaton quotes an interesting Harris Poll that suggests most people will not pay for online newspapers and magazines. The short article is definitely worth a look. I don’t buy it however.

I’m guessing I’m one of those “odd people out,” who would be prepared to subscribe to certain newspapers and magazines—not because I think of it as buying a new form of an old style paper and ink publication, but because I think of them as “communities of interest.” To me, it’s more like paying your dues, perhaps with the added privilege to express your opinion and post contact info and profiles; it’s more about contributing financial support, because you value the news and insights of the professionals, along with the commentary of the community and want to be part of it. It’s about participation, because you appreciate the community’s intrinsic value. I think the paper and ink guys still think of what they do as creating a thing (albeit a virtual thing) when what the net creates are communities or tribes or networks with information and opinion (informed or utter crap) as the social glue. I feel strongly if the decision-makers shifted their thinking along with their value proposition and positioned it to the market properly and fairly, people would be willing pay to participate, just as when they consider an online business proposition fair and reasonable, they will pay for content (e.g., iTunes). (I know, I know…I’m an optimist, despite everything.)

But how many will pay? In the beginning, perhaps only a small percentage of the readers will want to participate in the community. But if the stories and insights are good and the conversations around them are interesting and lively, more and more will want to become part of the scene. And the advertisers will follow; they won’t be able to afford sitting it out on the sidelines. Love it or hate it, the internet is where we’ll be—all 6.9 billion of us and counting.

Counting Sheep—Richard

Monday, January 11th, 2010

Wired Magazine has a provocative piece by Clive Thompson about the extent to which group-think drives our likes and dislikes. The story focuses on some cleverly designed experiments by Duncan Watts and Matthew Salganik, which strongly suggested to Watts and Salganik “that half of a (pop) song’s movement could be attributed to intrinsic appeal. The rest was luck. Rerun history, it seems, and Madonna could be working as a waitress.” (Follow the link above to read this article.)

One important lesson that indie artists can draw from all this is that testimonials from people who love your work are likely to be powerful influences on other people visiting your site, so your site should showcase these positive impromptu reviews. Apparently, most of us find expressions of authentic enthusiasm by others reassuring—encouraging us to click the “like” (or more importantly) the “purchase” button—perhaps more than we care to know. We’re all busy—with far too many appeals for our attention than we can reasonably deal with. Sometimes we just follow the crowd.