Man, that guy says it just the way I want to.

Ever read any Seth Godin? That guy says it better than Chris.

Steven Pressfield says it better than both of them.

They all say it their way.

What’s so great about all of the above creative people is that they have a point of view and know how to express it.

Me and you?

It’s not that we don’t have a point of view. It’s that we haven’t thought it all the way through. It’s still developing.  We’re learning how to move our point of view through the web. We learn with practice.

Right now me and you are starting up. We’re just starting to move away from our own needs and reasons to create something toward filling other peoples’ needs and reasons. Right now, we have inspiration.  We have a vision for this Long Tail Kitchen Table Business of ours. We’re just starting to put some skin in the game, dig our heels in.

How do you start to be the one who says it better? 

You have your models and voices that resonate. I mentioned mine above.

You might disagree, but I say take their words (or as Austin Kleon says, Steal Like an Artist).

Take Chris for example. Everything he creates is steal-enabled. For you. (for me). He wants us to be us,  – our best version. And part of doing that is  figuring out what we need from what he gives. That’s the whole Long Tail Kitchen Table Business model anyway, right?

This is the action to take…

Take that something of Chris’s (or Seth’s or Steven’s) and run it through your point of view and start expressing that. That’s what I’m doing with Chris’s concept of escape velocity. At first it might border on plagiarism.  Who cares. I told Chris I’m doing this. I have the opportunity to converse with him every Sunday via his newsletter. (Sign up here).

The final point is this:

The more and more you practice with the words that resonate, the more it will be your own. More practice equals the closer you discover the you that you’re supposed to be (on the web). With more and more practice, you’ll narrow into yourself.

If you’re doing the work, leave a comment about your experience below.

I’m a family man that wants the best for my family, and more than I had; that wants to reach all of my creative and financial goals, and create opportunities for my loved ones; that wants to burn black holes in the dark memories.

I used to be a teacher. Taught 4th and 5th grade for a decade. Got out of that because I was burned out and even more dissatisfied with the state of the industry. I stopped believing in the system and no longer cared more than my students did. The writing was on the wall. So I left teaching and found internet marketing and to a greater-more-specific degree, content and copywriting as a freelancer, and in-house marketer for names you prob’ly know.

I do earn a full time living and support my family. We’re not hurting like many others are out there. But it’s still not enough. And recently, I have had to ask myself, “What do I really have in all this?”

I don’t have my own traffic, don’t have my own digital assets, don’t have my own email list. I won’t have anything if I don’t wake up tomorrow and do it again, and again and again, etc. I’ve been going nearly five years in this manner, and though it has it’s perks like I never miss my child’s dentist appointments, leave the house at a whim, enjoy an empty gym at Noon, “punch in” at midnight in my long underwear with bed head, and I’ve exceeded my teacher’s income, I still find myself feeling like I’m a flat tire away from disaster.

So where’s the ideal starting point for someone like me (and maybe you too if it applies)?

I have the confidence, the necessary skill set and ability to create my own business (around me as opposed to being in complete service to others). I think the answer is just one day at a time. One blog post at a time. One new connection at a time. One new customer at a time. Doing those things for a long time. It’s like Seth says, “drip, drip, drip.”

With this post, I want you to know the shoes I’m standing in right now. I’m barely out of the starting gates, but I know I can do this, and I’d like for you to know you can too.

Any thoughts?

I know one thing… I’m going to do this before I REALLY have to.

Subscribe to Eric Walker Marketing. Then follow me on Google+ 

The premise is simple and you can try this too.

I’m going to write into existence the story of the ideal customer I want for my business.

I’ve already met dozens of you, but this year I plan to meet 100′s more.

So here goes…

My business, Eric Walker Marketing LLC, and this blog, is NOT meant to serve the masses. It’s meant to serve you. And by “you,” here’s what I mean.

You favor a relationship-minded business.

That means you’re not interested in lame “get rich quick” schemes. And you’re not looking for the magic silver bullet that involves no work, no time, and lots of copy/pasting.

You like the blend of online and offline worlds, but mostly you understand a presence on the web is essential. That’s your focus right now. And through that presence, a home base is established. People can find you. If they like what you have to offer, they come back, they give you permission to email them, they buy your stuff. This all means you see the potential of the web, and how you can use it to reach beyond your geography. All the while having a location independent “long tail business.”

Just know that when I say “Long Tail Business” I could also say “Home Business” or “Kitchen Table Business” that can travel.

Am I on the right track? If this sounds like you so far, let’s keep going with one another.

You’re the kind of person who likes to feel seen by the person you’re connecting with. You like attention but not in a shallow-meaning way. For me, it’s the kind of attention that comes with mutual connection, and knowing that I can offer you some true value, and ideas you can use to  build a marketing funnel that is congruent with your relationship-minded, long tail business.
 

My Best Customer Might Be You

We want both:

(1) a highly converting marketing funnel and when I say “highly converting” all I’m saying is you want everything to click so you actually can earn a full time income from your efforts.

(2) a relationship-minded business. Like me, you actually like working, helping, teaching, leading and guiding people to meet their goals.

So, with that in mind, I want to spend more and more of my time talking with you.

Even if for starters, that means talking through what it means to do business that way.

Even if for starters, you just click that CONTACT link at the top right corner of this site to say “Hello, Eric. This is what I’m up to …”

Also, and I’m speaking from my shoes here, doing business this way means I don’t have to “advertise” as often because my core product starts with just talking with you. Yes, it requires a bit more hustle at first. Just know that I don’t plan to ignore advertising either. There’s a place for it. It’s not the emphasis though.

I also know that I won’t be making generic product after generic product that I try to sell to you because I’m more so collaborating with my customers. Me and you make what you’ve indicated you know you already need. Check out my workshop page to learn more about my approach to that.
 

We Both Have To Make A Choice

If you’re on this page — if you’re still reading — I ask you to make a choice for how YOU will do business.

Do you want to sell to “everyone” or do you want to alter what you do and how you do it so that 1000 customers is sufficient to make you very happy? I’m bias toward the latter.

Do you want to create products and/or services to the specifications of these 1000 specific people or something generic and for the masses? (keep in mind that mass generated is mass replaced).

Here’s a beefy article that explains in detail about what I mean when I say 1000 customers.
 

Your Thoughts?

Your thoughts on this are fascinating to me. So please comment below.

I’d love to hear your ideas and your perspective. Do we sound familiar? Are we a good match? How do you want to approach your business? How do you think I can help you?

The phrase “Long Tail Business” comes from a book The Long Tail, by Chris Anderson.

In the old days, there was limited shelf space. For example, in bookstores there was only so much room for books on the shelf. Same with record stores. This also applies for T.V. We only had a few channels (CBS, ABC, NBC, FOX). This example applies to a lot of different industries and businesses. The products at these venues was limited to “the hits,” i.e. stuff that sold really well. It either sold, or it didn’t sell. If it didn’t sell, it was gone. Therefore there was a tight bell-curve.

That changed with Amazon.com. It changed even more with iTunes. Why? Because there is unlimited shelf space. As a result the bell curve grew a long tail that expanded out to the side. There was room for the obscure books. There was room for the Indie bands. There were more T.V. channels.

And here’s the kicker… people can create something and make a living in the long tail.

According to Chris Anderson, and other experts who study such things, now with the proliferation of the Internet and sites like iTunes and Amazon, 50% of sales are out there in the long tail. That means it’s not just the Beatles, Rolling Stones and Led Zeppelin. It’s 5,000 Indie Bands and 5,000 book publishers you’ve never heard of.

That’s what I’m doing with Eric Walker Marketing here. I’m going to connect with people who realize they too can have a long tail business.

My area of expertise and area I can help is two fold:

1. I’d like to advocate for the long tail business because I think a lot of personal freedom, and fulfillment can be found doing this. I’ve been in the trenches doing this since June, 2008. I’ve lived and died and lived again in this space.
2. If you do decide to have a long tail business, you’re going to need marketing. I can teach and guide you in the set up of your marketing. I have an approach that involves seven specific elements of marketing. It’s simple, not necessarily easy, but easy to understand. These seven elements of a marketing all work together to create a system for generating traffic, collecting leads, creating interaction and ultimately making sales.

Building relationships of value with the people I want to serve (you) is all part of doing good business.

 
In order to do that, I will strive to create an experience where you feel as if I’m having you enter my tiny office or living room, and feels like the steaming hot cup of coffee was made only for you. And then send you on your way with a warm feeling that is good for us both.

I would do this for my “real” neighbors. In fact, I’d even serve some little plate of yummy food without concern over who’s going to pay for it.

I mention this because video is a great way to create relationships. People will bond with you faster with video than without. It’s a fact.
 

DISCLAIMER: I’m Not A Video Marketing Expert (and neither are you)

 
First, let me tell you that I am no video marketing expert. I don’t even feel comfortable on video. I have little experience. I don’t have fancy software. I haven’t made a tremendous amount of videos. I don’t have a plethora of knowledge about YouTube. I’m not technically advanced or capable of many technical things at all, actually.

But with the way I’m proposing you approach video marketing, you don’t have to be. And you can still get great results.

From what I’ve seen, and the material I’ve studied, IF you DO want to get good with video marketing to the extent that it drives profits for your business, you’ll have to go deep, deep, deep. These days, getting lots of traffic, leads and sales via the video medium will require a lot of your time. There’s a learning curve, and it’s only getting more competitive.

So where does that leave people like me and you who aren’t and likely won’t be video marketing experts?
 

How To Use Video Effectively Even If You’re Not A Video Marketing Expert

 
I’m not choosing to go deep, deep, deep with video, but I don’t want to completely abandon video altogether. I think there is a lot of value in using video. A lot! In particular, for building those valued relationships I spoke of in the first paragraph.

The way I’ve determined to make video go a LONG way when you’re not diving down 20,000 leagues under the sea, or studying from the latest video marketing guru course that you payed $500 for, or spending all day long cracking the YouTube code, is to make all your videos personal.

Here’s what I mean when I say “Make all your videos personal.” I’ll give you a personal example.

Before I give you an example, let me tell you what personal IS NOT.

• Making generic “9 Ways To Find Your Unique Selling Proposition” talking head videos won’t do it.
• Creating video tutorials that explain “How To Optimize Your Google Plus Profile” isn’t going to cut it either.
• Doing low quality “rinse and repeat” videos to game the search engines won’t make the grade either.

I’m not saying there isn’t any value in doing above. There might be a time and there certainly might be place for it. I just don’t feel it’s best for building relationships.

Keep in mind that once you build enough relationships, you might actually have people who regularly tune into your content. That’s when you might consider making more of the aforementioned videos if you see there’s a need for it.
 

Quick Example To Demonstrate My Point

 
I joined a group called Brave New Year by Chris Brogan. There are some really great people in that community. I will be active with this group. My intention is to share the value we all bring to the table. I want to have those people into my dining room. I want them to know who I am. So what do I do?

I made a video message JUST FOR THEM.

When I did, I found that I received a few optins to my newsletter from the members. I got comments on the video. Some other people even followed suite and made a video too. I was recognized, appreciated and as a result, I’ve made an initial impression. I’ve added to my presence.

This took a total of 30 minutes, and I’m positive the more I do these short videos, I can shave that down to 20. There’s nothing technical or difficult with making these videos. Simply point and shoot.

I’m going to do this for several other individuals that I want to meet and be noticed by. Likewise, there are other groups I will seek to participate in and I’ll use this personalized video as part of my strategy.
 

So Here’s The Big Take-Away For How To Use Video Effectively …

 
…even if you’re not a video marketing expert.

Make all your videos this year for just one person, or one group of people.

That’s all. Nothing fancy.

I think that’s how to use video effectively in 2013. One way to keep up a video routine, and have it make an impact, is to make video for specific groups of people, or just one person.

What do you think? Have you tried it? Did it work? Leave your comments below. If you like this post, subscribe to my newsletter, and you’ll get this kind of thing regularly. Join the email list here.

I hope you’ve already seen the empathy mapping post. That’s THE first place to start. Today we need to actually get started with our content creation plan.

For my money, the smartest way to start building out your marketing is with an email newsletter. They’re inexpensive – Aweber starts at $19 a month to deliver (only $1 for first month). They’re don’t require graphic layout. Although you have that option if you like. The really cool part is you can create a fantastic sequence of communication, then deliver it again and again to each new person who signs up for your list. Once you write it, you’re done. Although you’ll prob’ly want to revise it, update it, add to it and see which emails in the sequence get the most clicks and opens over time.

If you haven’t signed up for Aweber, do that now. There are other email services, but Aweber stands out as the best.

Here’s another reason to start with your email sequence first. It will help you determine what your offer will be. When I say “offer” in this context, I mean what you will give away freely in exchange for an email address.
 

Premium, 101 and Current Storyline Content Creation

 
So here’s my recommendation: Get a piece of paper and fold it into thirds. For each third, write Premium, 101 and Current Storyline at the top.

This will help you put order and package the content you’re going to be creating. You’ll be able to categorize it into three buckets:

1.) Premium Content – premium content educates someone even further, or in more detail, for a cost. Like this email series of mine that you’re reading now. The cost was your email address. We had an exchange. You give me your email address, and I give you the premium content.

Action Step: Decide what your premium content will be.

2.) 101 Education – This is content that is fundamental to your project, to your brand, to the existence of your business. It’s a “pillar” of your website. I’ll be talking real soon about “Pillar” content. It’s sort of like the stuff you’d want your perfect prospects to know about first.

Action Step: Decide what kind of 101 education you’d like to give at your website.

3.) The Current Storyline, which is your day to day blog posts. Here’s a tip about Current Storyline content. Choose a theme that you can return to every so often. For example, I write about resilience in starting your own business sometimes. It’s a theme I return to often to help people keep going. Same with how to build your blog traffic.

Action Step: List a handful of ideas for the current storyline that you can commit to.
 

The Packaging Mindset

 
In this mindset, you’ll be thinking about how to package material that adds to the body of work in each category (is it 101 or Premium?). You’ll consider if there should be something extra to offer and whether it’s something you feel strongly enough to charge for it (Premium). And of course you’ll have your steady news and updates (Current Storyline).

That’s all for today. Your next action step is to do this exercise on your own.
 

We Can Do This Together

 
Or we can do it together. Some people just work better when they’re working alongside another person who has already done what they’re trying to do. I’ve helped many, many people get started this way. My time isn’t free, but the cost to you is prob’ly worth if it seems intimidating. It’s a great way to get started, and to get organized. Head over to my mini-workshops page for more information about this.
 

Feedback Is Encouraged

 
Of course I will answer your questions in the comments below. Tell me your thoughts. What’s on your mind? Was this helpful? If so, let me know. If not, what could I change for the better? Looking forward to engaging with you in the comments below.

Succeeding at anything is “seeing” well before you’ve succeeded. “Seeing” that what you do is a form of art.

Doesn’t matter what that art is — from teaching a pre-school class to writing a blog to owning a franchise to going “pro” as a photographer to owning a home business.

Art is work, work is art. Do the work.

At the heart of it though, it’s all the same. “Seeing” is recognizing that you belong just as much as anyone else does. If you can see that you belong — and what you do and why you do it belongs with the rest of the art that’s in the world — then you’ve already arrived. Even if no one else recognizes it.

And if this happens for you… if you can see that your work is art and your art belongs with the rest and the best, then you’re going to make different decisions.

You’ll be much more willing to sacrifice emotionally and economically to keep going. You’ll be willing to stick it out until people “understand” your art, or buy your art, or refer your art to others. You will get through the hoops. It will be worth it.

It’s worth it, but first, please see that what you do belongs.

Money tensions impact a lot things. Sometimes financial problems cause us to make deals with the devil. Don’t do it. Once you sell your soul it’s nearly impossible to buy it back.

There’s nothing wrong with “make money online” opportunities (unless there are). If you don’t know where to start, that’s usually where people start.

There’s nothing wrong with network marketing (i.e. Amway) either. It’s a great business for – as Rich Dad says – people who like helping people get to the “I” side of the quadrant, which is the side where your money will work hard for you.

But if, for example, the first you do is make a list of all your friends and family and try and recruit them into signing up with you, then you might feel icky. And feeling icky isn’t good business. Pounding people over the head with your “deal” isn’t going to help your situation. You’ll just be “that guy.” When they see you coming they will run.

So whatever it is you’re doing – and I understand that you feel you have to do something – here’s a tip I wish I would have internalized much sooner.
 

Have a bigger goal.

 
Have a reason to care that reaches beyond you or your product or the company you and your product might be associated with.  I like what Simon Sinek says, “People don’t buy what you do, they buy why you do it.”

And there’s the trick. Make it something you actually care about. Make it something other people actually care about. Make it something others are already pursuing, and you just happen to be pursuing it too.

If you can find a group of people, a tribe, that is going after a common goal then your effort becomes more about participating in a dialogue with the others, and less about marketing. This is a good thing. I don’t know anyone who wants to receive more marketing messages.

The better you are at serving that common/shared goal, the more likely your tribe will turn to you when they need to buy that something you sell. Why? Because you were there BEFORE the sale. They trust you.

What do you think? Make sense?

Not Sure Who Chris Brogan and/or Julien Smith Are?

 
I know Chris from his mega-popular blog ChrisBrogan.com. He’s sorta like the patron saint of blogging that has evolved into a true business designer and entrepreneur.

I spend about 20 minutes every Sunday reading his newsletter that is full of actionable ideas to implement and use. I also purchased Chris’s book Google Plus For Business, which I recommend if you’re new to that network.

Chris is straight up awesome. His work resonates with me, and along with Seth Godin, he’s the only blogger whose posts I never miss.

Speaking of Seth Godin…

Julien is like a cursing and tattooed mix of Seth Godin and Tim Ferriss. Except Julien would kick Tim’s ass any day. I find Julien’s blog InOverYourHead.net confrontational. Sometimes it’s just the thing you need to move forward in all areas of your life. If you want the best version of Julien, pick up his book The Flinch. It’s free and worth every penny. Seriously, this quick read will get under your skin and haunt you for years.

Julien is a fucking beast (expletive required). He’s sometimes a bit elusive (unlike Chris who is everywhere), but when he shows up, his work speaks for itself. You’ll just shake your head. It’s that good.

Oh, and these two already co-wrote a New York Times best selling book called Trust Agents, which I didn’t read because I came too late to that party.
 

Why Read The Impact Equation?

 
You should read The Impact Equation because you are the kind of person who thinks they have something to contribute. You are unique, and what you have inside of you needs to be honed, sharpened, concentrated and “out there” for every else’s gain. As Bob Dylan said, you have a song to tell and you want to think it and speak it and breathe it, and reflect it from the mountain so all souls can see it.

Well if that is you, Chris and Julien will show you how to leave an impression with your unique contribution so that you’ve left your mark on the world. The Impact Equation – the actual equation – is the recipe, and the book is how to make it cook.
 

What Will Be The Outcome Of Implementing The Impact Equation?

 
Well, since I’m just starting out with this blog, here’s what I’m working toward (maybe you too)…

The Impact Equation will help you build a larger audience that acts upon your ideas. Then once you have that audience, you’ll know how to turn them into a community so you can take them (and you) to an even higher level.
 

Here’s The How-To Part Of The Impact Equation

 
I’ve come away with a different meaning of marketing as a result of reading The Impact Equation. Thanks to Chris and Julien, I now see marketing as a way to build your ideas so they’re good enough to be seen and discussed and moved through a platform. And then how to build a strong human connection around that idea so people know you care about their participation.

Chris and Julien use stories, real world examples and a do this, then do that approach to help you with the implementation part of it all.
 

Last Words About The Impact Equation … for now

 
I wish I could sound more objective, and perhaps toss in a dash of criticism, but I just don’t.

The best part?

It could be that this book is evergreen. People are still reading How to Win Friends & Influence People by Dale Carnegie. I think it’s absolutely possible that in 50 years people will still be reading this book.

The book is framed for the web, but by all means applicable to an offline world too.