Garrett Mickley

Blog

So, what is Mastodon?

The technical answer is:

Mastodon is a decentralized Twitter alternative built on a communications protocol called ActivityPub.

I know that’s a lot, so I’ll break it down:

By decentralized, we mean that the servers are distributed and self-hosted by volunteers rather than “siloed” and owned by one entity.

Twitter has servers all over the world, but Twitter owns them all. They are used to run the Twitter platform. If a server goes down, another picks up the slack until it’s sorted out.

But when a single Twitter server goes down, most people won’t notice anything because so many servers are running the Twitter platform.

If the Twitter platform itself goes down, no servers are working. Everyone notices because they can’t access it at all.

So, if a Twitter server goes down, you can still use Twitter, but if Twitter itself goes down, you can not.

With decentralization, it’s the opposite.

Mastodon as a platform can not go down, ever, as long as one server is still running somewhere.

While Twitter can choose to shut itself down, Mastodon will never go away as long as one person uses it.

But individual servers can go down and may affect your use (more on that later).

It’s more like email than anything else you’ve probably used.

With Twitter, you can only communicate with other users via the same platform.

But with email, you can have Gmail, and I can have Hotmail. They are different companies, each running its servers, but we can still communicate.

Gmail doesn’t force me to sign up for a Gmail account to talk to you. Likewise, Hotmail doesn’t make you sign up for a Hotmail account to speak to me.

For the sake of simplicity, we can say Mastodon servers operate essentially the same way as email servers. The only difference is the communication protocol — Mastodon uses ActivityPub, and email uses SMTP (and you don’t need to know any of that to use them).

Another way to think of Mastodon servers is that each server is a town.

Many servers call themselves towns.

You can choose what town (server) you live in.

But you can still use the (information) highway (the Internet) to communicate with people in different towns.

And you can move to another town if you don’t like the one you’re in.

What makes decentralized social media better than centralized (or siloed) social media?

To be a part of the ActivityPub ecosystem, you don’t have to be on Mastodon. Instead, you can be on any platform that connects to ActivityPub. This is what we call “Fedi,” which is short for “The Fediverse,” which is short for “The Federated Universe.”

Federated apps are like this: imagine you love Twitter, but your friend loves Facebook. Right now, if you want to follow someone on Facebook, you have to be on Facebook, or if your friend wants to follow you on Twitter, they have to be on Twitter.

ActivityPub doesn’t operate this way.

You can use many options of apps to access the ActivityPub ecosystem. There’s a great list here: https://fediverse.party/en/miscellaneous/.

Let’s say you and your friend decide to move to the Fediverse but want apps similar to your current preferences.

One of the more popular ActivityPub/Fediverse apps close to Facebook is Friendica. One of the more popular apps close to Twitter is Mastodon.

So, your friend joins Friendica, and you join Mastodon, and you can still follow each other and talk.

Even though they’re wildly different apps.

Let’s throw three more friends into the mix: a musician, a videographer, and a photographer.

Your musician friend can join Funkwhale (instead of SoundCloud), and you can follow them from Mastodon and hear their new music.

Your videographer friend can join PeerTube (instead of YouTube), and you can follow them from Mastodon and watch their new videos.

Your photographer friend can join Pixelfed (instead of Instagram), and you can follow them from Mastodon and still view their new photos.

So, if you want to know why decentralized social media like ActivityPub is better than the big siloed giants:

It’s because you could use Twitter and still follow your favorite Facebook, YouTube, SoundCloud, Instagram, and even Twitch (OwnCast) accounts, all from your one Fediverse account.

And they wouldn’t have to manage many accounts everywhere, either.

You don’t have to run a server.

Most people don’t run their servers.

There are tons of servers you can join for free.

Those servers are run entirely by volunteers.

Most of them operate on a per-donation basis.

They might ask for you to send them via Paypal or something.

Or some of them run Patreons and Ko-Fi’s.

I have a single-user server that I self host at Masto.Garrett.Life.

I keep an Alt (alternative account; more on that below) on a server Hackers.Town, which does limited-run merchandise, and the profits go towards running and upgrading server hardware.

Some smaller servers don’t ask for anything and pay out of pocket.

How to find a server.

My advice for finding a server is to go here: https://fediverse.party/en/portal/servers/ and pick one from a category or theme you like. Categories include stuff like Academia and Journalism to Anime and Furries.

It’s not super important where you start because:

  1. You might find a server within the next couple of months that suits you better, and
  2. It’s effortless to export your data and import it onto a new server, so you can move and don’t lose your friends.

Whatever you choose, make sure you read their About and TOS (usually found at [name.domain]/about, for example, https://mastodon.online/about).

What to do when you find a server you like more than the one you first chose.

The good news is, it’s relatively painless to move servers.

How to migrate from one Mastodon server to another without losing followers (via Eugen himself ):

  1. Sign up on new server
  2. On NEW server: Go to Account -> Moving FROM another account
  3. Enter old account’s handle
  4. On OLD server: Go to Account -> Moving TO another account
  5. Enter new account’s handle and submit

Assuming your not leaving for your first server for a negative reason, I do recommend leaving your account there as a backup.

Why have a “backup” account?

A downside to decentralized social media is that sometimes a server goes down and doesn’t have a backup to replace it immediately (like in big silo social media).

Usually, servers don’t just mysteriously disappear. They’re only down for a short while, sometimes a day.

Mastodon servers that close up usually give their users plenty of time to move.

If a server is down temporarily, you can hop on your backup account and still communicate with folks during that time.

This is still a bigger benefit than Twitter if you remember back to the first couple of YEARS of Twitter, where it would go down for hours, and you had no alternative because ALL accounts were down for hours at a time.

This went on for the first few YEARS (not months) of Twitter.

Three years in, we were still experiencing Twitter being down for days sometimes.

Everything was fine for several years until Elon Musk bought Twitter, rebranded it as X, and fired a lot of the workforce.

Now it’s back to going down randomly.

Anyway:

With decentralized social media, that’s not a problem. Just hop on to another server for a little bit until your main comes back on.

BONUS TIP #1: Many artists are making more money on Mastodon/Fediverse/ActivityPub than elsewhere.

I am one of them.

I used to put my music online for the suggested price of $7 per album and $1 per song (on Bandcamp and never got any sales.

I have a decade and a half of experience in internet marketing. I’ve used the internet to make A LOT of money for my clients.

I know what I’m doing, but selling music online is difficult, with so many musicians putting their music online now.

When I switched to Mastodon, I also set my music to Pay-What-You-Want, and Creative Commons, and posted links on my account.

I’ve had people voluntarily pay as much as $50 for an LP (single album) I used to (unsuccessfully) sell for $7.

All Most of my sales have come from Mastodon (or elsewhere on the Fediverse, following me on Mastodon), if not from someone I know in meatspace (thanks, Mom).

Update: I have received some sales from Meta/Facebook/Instagram Threads lately.

BONUS TIP #2: Suggested use for corporations:

Free marketing advice for companies:

Every corporation should self-host a Mastodon (or other Fediverse app) server for employees to work from when representing the organization.

Especially journalists.

I recommend setting them up as a subdomain and having your employees use their accounts there whenever representing your establishment publicly on the internet.

Example: Installed at https://masto.YourPublication.com, and the employees would be @JournalistName@masto.YourPublication.com.

  • How to Create Killer Copywriting Headlines

    Attention, all you creative copywriters: It’s time to cultivate powerful headlines that can practically jump off the page! 

    In this blog post, I’ll show you how to craft captivating headlines that will make your copywriting shine. 

    So grab your pens (or keyboards), and let’s get started.

    Table of Contents

      Understand What Makes a Great Headline

      When it comes to copywriting, any good writer knows that crafting great headlines can make or break an entire piece. 

      A reader’s likelihood of engaging with a bit of content—for both online and printed materials—is significantly impacted by its headline. If the copy is not appealing, the reader will quickly move on.

      It is essential for any serious writer to have a solid understanding of how to create killer headlines that are persuasive, succinct, and effective.

      Here are some headline-writing tips to consider:

      1. Keep it short – Great headlines should be short, easy to understand, and entice the reader to learn more. Lengthy headlines don’t work because they often contain too much information or none at all. Keep your headline clear and concise so that readers immediately know what they’re getting.
      2. Use numbers – Headlines with numbers serve as powerful introductions. Everyone loves lists and breakdowns, so give them one! If crafting a creative headline isn’t your strong suit, you can always list the number of facts in your article or blog post. “10 Reasons Why Your Company Needs Great Copywriting” is one example of how you can create a captivating title with numbers.
      3. Make it provocative – When crafting copy for different pieces of content, use catchy phrases that capture people’s attention immediately. Ask questions, provide insight on controversial topics and tap into emotions. This strategy ensures that viewers want to take action by clicking on the link or reading more in-depth information about what you have written.
      4. Include keywords – One of the best ways for search engines to locate content is through keywords placed in titles and descriptions. Include strategic keywords within your headline so broader audiences have access to your material and other potential readers like journalists and industry experts who may be searching for similar pieces online.

      Learn the Key Copywriting Principles and Techniques

      Learn the critical copywriting principles and techniques that can help you create killer headlines that attract attention, engage your reader and move them to take action.

      Copywriting is an art form that requires honing quite a few writing skills and understanding the principles that make copy compelling.

      However, by learning key copywriting principles and implementing a few basic techniques, you can create compelling, engaging copy for any purpose.

      When it comes to creating headlines for content – whether it’s email subject lines, ad campaigns, or blog posts – there are several techniques you should consider:

      • Remember that your headline should promise value to entice readers to click on your link or open your email.
      • Keep headlines brief and descriptive; rather than try to cram too much into each headline.
      • Use strong words like “exceptional” or “unprecedented” when appropriate – these help emphasize how great an offer is.
      • Make sure every newsletter or advertisement has multiple headlines associated with it. Then, readers have different levels of engagement with varying messages. This is in case they don’t click on the first one they see when scrolling.

      When writing copy for posters or online ads, pay close attention to language as well as formatting, like: 

      • font types and sizes used for headlines; 
      • visuals such as images or illustrations; 
      • the number of bullet points included for easy digestion; 
      • the placement of content elements; 
      • and any special effects like the color used to draw attention.

      Finally, insert calls to action throughout. This encourages readers to act after reading through your content versus just scrolling past it quickly without fully absorbing what you have written.

      Practicing these copywriting principles and consistently employing valuable techniques like those listed above will help you write compelling copy every time.

      Research What Works for Your Audience

      Creating copywriting headlines that grab your audience’s attention is vital to any content marketing strategy.

      After all, no matter how compelling or informative your content is, your audience will only see it if it grabs their attention!

      Therefore, a good headline should be engaging and help establish the tone and focus of the content.

      Conducting market research to understand your target audience and their preferences is essential when developing headlines.

      Different demographics prefer different types of language, even when referring to similar topics, so you’ll need to understand whom you’re creating for.

      Are they looking for something humorous? Something serious? Knowledgeable? Friendly?

      Once you identify this, you’ll be able to develop a headline that will resonate with them.

      Gathering data on copywriting headlines that have worked in the past can also be a great resource.

      Take note of trends in well-performing headlines and use similar phrasing or word order in yours.

      Additionally, look at the posts that drive user engagement on social media as inspiring ideas for new headline formats and styles.

      Understanding what gets people talking can help you hone in on something they may respond well to when reading through an article or blog post.

      It’s also essential to create effective copywriting subheadlines and maintain them throughout your content.

      Make sure promises made by the title are delivered with thoughtful information in the copy or blog post itself.

      This consistency across titles and body texts helps build trust with the reader, creating loyalty among existing customers and encouraging future ones!

      Keep It Short and Sweet

      Creating effective copywriting headlines can differentiate success and failure when gaining readers’ attention.

      Your headlines should be short, direct, and attention-grabbing – ensuring your message is delivered succinctly and efficiently.

      Here are a few tips for crafting killer copywriting titles:

      1. Keep it short. Summarize your headline in just a few words, so it’s easy for readers to skim through. Short titles usually make for better headlines, as people are more likely to remember short phrases than long ones. Additionally, mobile readers prefer more concise copy because their screens are small, and scrolling can be tedious; avoid stuffing too many words into your titles, so they’re still digestible on mobile devices.
      2. Evoke emotion. Call out the benefits of your product and think about how your title will land emotionally with readers – ideally creating a sense of anticipation leading up to reading the body of the copy itself. Positive words or phrases can help make an emotional connection that might pique someone’s interest in exploring further what you have written about in the content of your copy or blog post.
      3. Accurate description. Titles should accurately describe whatever you are writing about; this is important if people using search engines come across your piece during their search results, as everyone needs to know what they’re getting themselves into before clicking through!
      4. Use action verbs & adjectives. With strong adjectives and verbs, you can paint an exciting picture with just a few choice words – giving interested parties an idea of what they’re signing up for before delving into the body of text these titles support.

      Creating killer copywriting headlines isn’t necessarily complicated.

      Follow these simple tips, and you’ll be able to craft powerful titles that attract reader interest and enhance engagement with whatever content lies beneath them!

      Use Power Words to Capture Attention

      Good copywriting starts with great headlines.

      Your headline must capture attention and convince readers that your content is worth their time.

      Knowing what words and phrases will grab a reader’s attention and compel them to read further is essential for a copywriter.

      One way to write captivating headlines is by using powerful words or attention-grabbing phrases.

      Popular words used in headlines are action words like ‘discover,’ ‘uncover,’ ‘reveal,’ and ‘unlock.’

      They imply quick tasks and bring a specific promise to readers.

      For example, “Unlock the Secrets of Copywriting Today!” or “Discover How To Write Captivating Headlines Quickly!”

      When using powerful words in headlines, it is crucial to keep them relevant, so they don’t feel manipulative or disingenuous.

      Powerful words should frame a desirable outcome for the reader.

      The headline should excite them about reading and learning from your content.

      Remember that power words can become clichés quickly when used too often, so have some fun with your choices!

      A good copywriter will also use powerful wording beyond headlines.

      Think about other areas where you can weave colorful phrases like descriptions, subheadings, calls-to-action, and even just link titles throughout your writing that capture readers’ eyes.

      Finding creative ways of integrating powerful rhetoric throughout your writing will help you create stronger connections with readers.

      Include Relevant Numbers and Statistics

      In writing compelling copy, it is crucial to use techniques to appreciate your readers’ attention and draw them closer.

      One way to make your copy attractive is by including numbers and statistics within your headlines.

      Today’s modern reader expects information to have facts and figures to back them up.

      Therefore data-driven copywriting keeps readers interested and proves the point of the writing.

      A statistical analysis of headlines verified that those with numbers receive 36 percent more clicks than those without numbers.

      So you can see why it’s essential to include this type of information in yours.

      When you start featuring relevant numbers, statistics, or percentages in the titles of your copy, it can evoke curiosity.

      It could also demonstrate the scope and scale by showing readers how powerful your topic is or how probable they achieve a specific result.

      Additionally, numbers highlight functionality and features and show scarcity through limited offers or special deals.

      Numbers are an appropriate way for people to gain access to more details quickly as they function like mini-teaser trailers informing readers about what’s inside pertinent content pieces.

      It clarifies what topics need exploration and encourages primary interactions with online articles, which can lead to greater engagement through sharing among customers and friends.

      Designing catchy headlines around numerical factors enriches all types of publications, whether journalistic or commercial-based content, by deepening their appeal among broader audiences worldwide with incredible success.

      Leverage the Benefits to Draw in Readers

      Creating headlines that draw in readers is one of the most important tasks of a successful copywriter.

      While catchy phrases and exciting ideas are always beneficial, they will never be effective if they don’t attract and engage the reader.

      Leveraging the benefits of what you offer is a fantastic way to make sure your headlines do their job correctly.

      Benefit-driven writing engages readers by focusing on what they want instead of what you want them to do.

      Rather than describing why your product or service is fantastic (although it likely is!), think about how it can help solve your readers’ problems or meet their needs.

      A benefit-focused headline should succinctly but strongly emphasize the advantages of what you offer – including “how-to” descriptions, savings amounts, and other types of incentive messaging that draw attention to potential gains in using your offering.

      When writing benefit-driven headlines, remember to avoid language that might come across as confusing or overly technical.

      Focus on ways to use simplified terms readers can quickly relate to, such as personal merit statements (e.g., “Use This Simple Trick To Improve Your Life Today”).

      Here are some other tips for writing killer copywriting headlines:

      • Keep it short – A good headline should contain no more than 10-15 words.
      • State the benefit – Make sure you communicate a clear advantage from reading that article/post.
      • Be specific – Make sure any numbers or statistics used within a headline are accurate and relevant.
      • Use active language – Wherever possible, use actionable phrases within your headline (“Discover Tips & Tactics For…”)
      • Use power words – To strengthen short phrase descriptions.

      Make It Unique or Memorable

      It would be best if you led all copywriting or content you create with an eye-catching headline. 

      Not only can it act as a great starting point for the message you want to deliver, but it will also be one of the first things readers digest.

      In other words, if you don’t make sure your headline stands out, readers will click away from your post before they even get to read any of the body copy.

      Creating memorable and catchy headlines takes a little effort and creativity.

      You want them to not only stand out in people’s minds and prevent them from scrolling past without a second look, but you also want them to reflect what the article is about accurately.

      The key is finding the perfect balance between original wording that grabs people’s attention and concise information that describes what readers will learn if they continue reading.

      One strategy for creating headlines with both elements is to look at common phrases or sayings associated with your topic and then rewrite them to be more exciting. 

      Instead of using “Start With Why” as a headline, try “How To Put Your ‘Why’ At The Center Of Everything You Do.”

      Other tips include:

      • Add numbers or facts – like “Five Ways To Create Killer Copywriting Headlines.”
      • Making comparisons – such as “How To Write Catchy Headlines That Even Kim Kardashian Would Envy.”

      Both tactics draw the reader’s attention by being different from standard headlines but don’t sacrifice information about the discussed topic.

      By remembering to make every headline unique or memorable, you can ensure each one captivates readers and draws them further into your content each time!

      Focus on Quality over Quantity

      When it comes to brainstorming and writing quality headlines, you must focus on the quality of your content rather than the quantity.

      Crafting an attention-grabbing headline requires creativity and, above all else, attention to detail.

      That’s why it’s vital that you set high standards for yourself when it comes to headline writing.

      The research has consistently shown that headlines are more important than any other single element of copywriting.

      This is because your headlines are generally the first impression readers will have of your content and can go a long way toward determining its overall success or failure.

      As such, you must take head crafting very seriously.

      When brainstorming for a compelling headline, begin by seeking inspiration from ads, magazine titles, and other sources outside your imagination.

      It can also help to look at previously published articles with successful titles and consider what made them especially effective at capturing readers’ attention.

      Additionally, consider drawing on newsworthy events or trends when creating headlines, as those will often boost their shareability quotient.

      When writing headlines, experiment with different lengths or phrases until you find the one clickable option that works best for both SEO purposes and reader interests.

      The right combination should feature keywords to increase relevancy and creative turns of phrases tailored to grab attention via emotion or controversy.

      With solid strategic planning and a careful commitment to quality over quantity, your next headline will wow audiences big and small!

      Ask a Question to Invoke Curiosity

      Writing excellent copy that engages readers can be challenging, and headlines are critical.

      An engaging headline is the first step in hooking your audience.

      When crafting copywriting headlines, one strategy is to ask a provocative question that captures readers’ attention and makes them want to know more.

      A compelling question will help draw people in and make them curious about the answer.

      The “what” and “why” questions work exceptionally well for this purpose.

      For example: “What Would Changing Your Password Do To Your Online Security?” Or “Why Is Creating a Digital Identity So Vital But Difficult To Achieve?”

      Questions can also spark ideas for stories that don’t necessarily have definitive answers, such as: “Has Technology Made Us More Creative or Less?”

      This type of headline invokes curiosity by prompting your reader to think about their own experience with the subject matter discussed.

      Developing eye-catching questions that engage your audience takes practice, but it is well worth the effort.

      Not only do thought-provoking questions make good headlines, but they can also open up conversations on interesting topics – stimulating discussion among readers and leading naturally into stories or articles worth reading.

      If you want people to keep reading, craft intriguing questions to construct captivating headlines.

    1. 88 Days to Any Goal by Dr. Rollan Roberts Summary

      Honestly, this book should have been a blog post, so here are my notes.

      Table Of Contents
      1. The annual 88-Day Promise formula looks like this:
      2. The quarterly 88-Day Promise Formula:
      3. Follow this three-step Post-Promise Plan:

      The annual 88-Day Promise formula looks like this:

      • First Quarter—88-Day Promise
      • Second Quarter—Post-88-Day Promise: Refresh, Regroup, Recharge
      • Third Quarter—88-Day Promise
      • Fourth Quarter—Post-88-Day Promise: Refresh, Regroup, Recharge

      “Plan, Do, Review, and Adjust with All-Out Intensity and Focus.”

      The quarterly 88-Day Promise Formula:

      Week One

      • Identify your clear objective.
      • Determine your daily habits and schedule changes.
      • Determine your appropriate daily behaviors and activities.
      • Identify your top two or three critical behaviors or activities that are required to achieve your objective.
      • Implement your changes immediately.

      Week Two

      • Go through this week implementing your chosen behavioral and activity changes.
      • Review what’s working and what’s not working at the end of the week. Adjust as needed.
      • Develop a phrase to say to yourself when you want to quit during the 88-Day Promise.
      • Follow the “Plan, Do, Review, and Adjust” formula.

      Week Three

      • Increase the intensity of your daily activities.
      • Identify any schedule gaps and fill them with activities that support your objective.
      • Make sure your schedule indicates focus on the “critical few”, not the “trivial many”.
      • Follow the “Plan, Do, Review, and Adjust” formula.

      Weeks Four to Twelve

      • Be at full intensity, all-out behavior.
      • Assess your attitude and have a provision to keep you engaged when you want to quit the 88-Day Promise.
      • Commit to having no schedule gaps.
      • Remove all distractions from your objective.
      • Confirm your schedule indicates focus on the critical few, not the trivial many.
      • Follow the “Plan, Do, Review, and Adjust” formula.”

      Follow this three-step Post-Promise Plan:

      1. Refresh
      2. Regroup
      3. Recharge

      Week One: Refresh

      • Refresh mentally. Take a week’s vacation or place your focus on something entirely different. It is a time to focus on your health and well-being.
      • Refresh physically. Eat right. Exercise. Drink lots of water. Get lots of sleep. Get your mind, spirit, and body in a good place.

      Week Two: Regroup

      • Regroup. Take the week after refreshing to assess your 88-Day Promise.
      • Document in a journal everything you did. Document your experiences, thoughts, feelings, and ups and downs.
      • Assess what the reinvented you looks like. What areas do you still want to hone? What adjustments and tweaks do you want to make?
      • Think back on what you accomplished. Start planning what the best use of your time and energy is over the next ten weeks to support and tighten up the results you created during the 88-Day Promise.
      • In business, regrouping means focusing on the team you have built, investing in them, and providing the leadership and training they need.

      Weeks Three to Twelve: Recharge

      • Recharge mentally. This is the time for you to grow, read, study, and learn. Read stories of people who have done what you’re trying to do. Absorb industry periodicals and training. Take your personal knowledge, skill, and training to the next level.
      • Recharge physically. Rebuild your physical strength. Your body cannot catch up on sleep by sleeping a lot. It takes two or three weeks of getting the right amount of sleep every night after an 88-Day Promise to recalibrate your body.
      • Recharge emotionally. You must prepare yourself mentally and emotionally for the next 88-Day Promise so you have the physical capacity to make it happen.

    2. What Is Sonic Branding and Why Does It Matter?

      When you hear the unmistakable “Ba-da-ba-ba-bah,” do the golden arches of McDonald’s pop into your mind? That’s the power of sonic branding—the strategic use of sound to create a connection between a brand and its audience. But sonic branding goes far beyond catchy jingles; it’s becoming an essential tool for businesses to stand out in a crowded marketplace.

      This blog will explore the concept of sonic branding, its key elements and benefits, examples of successful strategies, and how your brand can use sound to its advantage. Whether you’re a marketing professional, brand manager, or business owner, you’ll discover actionable insights to drive brand recognition and loyalty through sound.

      Table Of Contents
      1. What Is Sonic Branding?
      2. The Key Elements of Sonic Branding
      3. Benefits of a Strong Sonic Brand
      4. Examples of Successful Sonic Branding
      5. How to Develop Your Own Sonic Brand
      6. Measuring the Impact of Sonic Branding
      7. Why Sonic Branding Matters for Your Business

      What Is Sonic Branding?

      Definition of Sonic Branding

      Sonic branding, also known as audio branding, is the practice of using specific sounds, music, or voice elements to represent a brand’s identity. Think of it as the auditory version of a brand’s logo, color scheme, and typography. It’s a tool that helps create an emotional connection with your audience, making your brand more memorable and recognizable.

      Why It’s More Than Just a Jingle

      A common misconception is that sonic branding is just about creating a catchy tune. However, effective sonic branding encompasses an entire sound strategy, including background music, voiceovers, and even ambient sounds in physical spaces like stores. It’s about crafting a cohesive auditory experience that communicates your brand’s values and personality.

      Imagine a luxury hotel that uses soft piano melodies in its lobby versus one that plays lively jazz—each choice influences how customers perceive the brand. Sonic branding, therefore, is a broader and more intentional process than simply writing a jingle.

      The Growing Importance of Sonic Branding

      The modern marketing landscape is more competitive than ever, and brands need innovative ways to capture attention. Sonic branding is gaining traction as it engages a sense (hearing) often overlooked in branding strategies. With the rise of voice assistants like Alexa and platforms like podcasts, sound plays an increasingly central role in how customers interact with brands.

      According to an audio branding survey by PHMG, 60% of people believe music used in marketing resonates with them more than visual elements, making sonic branding a powerful differentiator.

      The Key Elements of Sonic Branding

      Brand Voice and Tone

      Your brand’s “sound identity” should align with its overall voice and tone. If your brand is fun and youthful, you might use an upbeat tempo with playful sound effects. A serious and professional brand may lean on deep voiceovers and minimalist soundscapes.

      Music and Soundscapes

      Music can evoke emotions, set a mood, and create connections. Whether it’s a short audio logo like Netflix’s iconic “ta-dum” or a full-fledged theme song, music is often the centerpiece of a sonic brand. Soundscapes, on the other hand, form the background and ambient sounds that enhance experiences, like the calming waves in a spa.

      Voiceovers and Messaging

      Voiceovers carry an authentic human element. Choosing the right voice to narrate your commercials or podcasts makes a huge difference. Is your ideal voice conversational and warm or authoritative and professional? Consistency in voice can strengthen your brand’s identity over time.

      Benefits of a Strong Sonic Brand

      Increased Brand Recognition

      Just as a logo makes your brand instantly recognizable, a well-crafted audio logo achieves the same result. The Intel chime, for example, is almost universally recognized within seconds, reinforcing brand recall.

      Enhanced Customer Loyalty

      Sound can foster an emotional bond with your audience. When customers associate positive feelings with your brand’s auditory cues, they’re more likely to remain loyal. Loyalty programs, for instance, can incorporate sound to make rewards feel more satisfying and memorable.

      Competitive Differentiation

      A strong sonic identity sets your brand apart. Amidst a sea of visual and textual content, sound gives you a unique touchpoint to connect with customers, making your brand stand out in cluttered digital or physical spaces.

      Examples of Successful Sonic Branding

      McDonald’s

      “Ba-da-ba-ba-bah, I’m Lovin’ It”—a five-note jingle that’s as iconic as the Big Mac itself. McDonald’s uses this to convey fun and familiarity globally. Over the years, it has become a hallmark of their ads, aligning with their cheerful and approachable image.

      Intel

      The Intel jingle, a distinct five-note tune, is a textbook example of an effective sonic logo. Played at the end of every Intel ad, it communicates innovation and reliability, perfectly complementing its brand image as a tech leader.

      Mastercard

      Mastercard developed a sonic brand identity to make its presence felt across diverse touchpoints from in-store purchases to TV ads. Their bespoke melody delivers trust and professionalism, helping customers associate positive experiences with the brand.

      How to Develop Your Own Sonic Brand

      Understanding Your Brand Identity

      A great sonic brand starts with understanding your business values, mission, and audience. Is your brand adventurous or elegant? Energetic or calming? The sounds you choose must align with your identity.

      Identifying Your Target Audience

      Demographics and customer preferences shape how your brand should sound. For example, younger audiences might favor bold electronic beats, while premium brands catering to professionals may prefer classical music.

      Working with Sound Professionals

      Collaborate with audio branding experts, composers, or agencies to craft your unique sound identity. They will ensure that all audio touchpoints, from jingles to soundscapes, reflect your brand authenticity.

      Measuring the Impact of Sonic Branding

      Key Performance Indicators (KPIs)

      Track metrics such as brand recall, customer sentiment, and time spent engaging with audio content (like podcasts or ads). Compare these results before and after implementing your sonic branding strategy.

      Tools for Tracking Sonic Brand Effectiveness

      Leverage tools like brand awareness surveys and social media sentiment analysis to understand how audiences perceive your sonic elements. Additionally, analytics for digital ads with sound can measure audience engagement levels.

      Why Sonic Branding Matters for Your Business

      Sound is no longer just a supporting act in marketing—it’s becoming the main event. By creating a distinctive auditory identity, your brand can evoke emotions, build loyalty, and differentiate itself in competitive markets. Sonic branding isn’t just for industry giants; businesses of any size can benefit from pairing their visuals with powerful, memorable sounds.

      If your brand wants to make an unforgettable impression, now is the time to consider sonic branding. Start exploring how sound can redefine the way your customers experience your business.

    3. Copywriting vs. Copy Editing – What’s the Difference?

      So you want to be a writer, eh? But, before you can start cranking out those masterpiece novels or award-winning articles, you must understand the difference between copywriting and copy editing.

      There is often a lot of confusion about the difference between copywriting and copy editing. Both involve working with written text, but the goals and methods of each are quite different. This article will explore the key differences between these two essential functions.

      Copywriting is all about creating new content. A copywriter may create an advertising campaign, write website content, or generate ideas for a new product. Copywriters need to be creative and have a knack for coming up with catchy phrases and exciting ideas.

      Copy editing, on the other hand, is all about improving existing content. Copy editing is about taking existing content and ensuring it is error-free and conforms to all the relevant style guidelines. A copy editor will go through a text with a fine-tooth comb, looking for errors and ways to improve clarity and flow. Copy editing is a more technical task that requires excellent attention to detail.

      What Does a Copywriter Do?

      Copywriters write the words that sell products, Services, or ideologies. A good copywriter can make a dull product sound exciting, and a complicated product sound simple. A great copywriter can make you want something you never knew you needed. 

      The word “copy” comes from the Latin word copia, which means “abundance.” A copywriter has excellent words and knows how to use them to get people to take action. 

      A copywriter is not the same as a copy editor. A copy editor looks at grammar, spelling, and punctuation. A copywriter looks at all those things, but their main focus is persuading people to take action. 

      A good copywriter can use psychology to get people to do what they want. They know how to use words to tap into people’s emotions and create a desire for something. 

      If you’re selling a product or service, you need a good copywriter on your team. They will be able to take your bland offering and turn it into something that people will want to buy.

      What Does a Copy Editor Do?

      A copy editor reviews and edits written content before it is published. This may include checking for grammar, spelling, and punctuation errors and ensuring that the content is clear and consistent. Copy editors may also fact-check information to ensure accuracy.

      Copy editors usually work with written content that has already been edited for style and tone, such as blog posts or articles. They are not responsible for coming up with the initial idea for the content, but they play an essential role in ensuring that it is well-written and error-free before it is published.

      Copywriter vs. Copy Editor: Key Differences

      There is a big difference between copywriting and copy editing. Copywriting is about crafting the perfect message to reach your target audience, while copy editing ensures the writing is error-free and polished. 

      As a copywriter, you’ll need to capture your audience’s attention and clearly and concisely communicate your message. You’ll also need to be able to write for different platforms, such as social media, the web, email, and more. As a copy editor, you’ll need to be able to edit for grammar, spelling, punctuation, and more. You’ll also need to be able to work with different types of writing, such as blog posts, articles, website content, etc. 

      Copywriting and editing are essential skills to have in today’s digital world. However, which one you decide to pursue will depend on your interests and strengths.

      Is an Editor a Copywriter?

      An editor reviews and corrects errors in a manuscript before it is published. A copy editor is a type of editor who focuses on improving the grammar, punctuation, and overall clarity of the writing. In addition, a copywriter writes promotional materials, such as advertising copy, brochures, and press releases. “copywriting” can also refer to writing compelling website content or creating clear taglines.

      Do Copywriters Need Editors?

      Copywriting and copy editing are two different things. 

      Copywriting is the art and science of creating persuasive, engaging, and compelling content. It’s about understanding what your audience wants to read and then delivering it in an engaging and easy way. 

      On the other hand, copy editing is all about ensuring the content is error-free, grammatically correct, and consistent. It’s about taking the rough draft of a copywriter’s work and making it shine. 

      So, do copywriters need editors? Absolutely! Copywriters can benefit from having their work critiqued by someone specializing in copy editing. A good editor will catch errors that the copywriter may have missed, and they’ll also be able to offer suggestions on making the piece more readable or persuasive.

      Types of copywriting 

      There are three main types of copywriting: email copywriting, sales pages, and website copywriting. 

      Email copywriting is perhaps the most straightforward form of copywriting. It involves writing emails to get the recipient to take the desired action, such as subscribing to a newsletter or making a purchase. 

      Sales pages are another common type of copywriting. Sales pages are typically longer than email copy and are designed to persuade the reader to take a specific action, such as buying a product or signing up for a service. 

      Website copywriting is similar to sales page copywriting. Still, it is typically shorter and more focused on persuasive language that encourages visitors to take the desired action, such as filling out a form or making a purchase.

      Steps of copy editing

      Whether you’re a professional copywriter or editor, or just someone who wants to improve their writing skills, it’s important to understand the difference between copywriting and copy editing. Both are essential steps in the editing process, but they serve different purposes.

      Copywriting is the act of creating original content for a publication. This could be anything from a blog post to a sales letter. Copywriters are responsible for developing new ideas and turning them into well-written pieces.

      On the other hand, copy editing is the act of reviewing and improving existing content. This could be anything from proofreading an article to checking for errors in a document. Copy editors ensure that the content is accurate, error-free, and easy to understand.

      Both copywriting and copy editing are essential steps in the editing process. However, they serve different purposes. If you want to improve your writing skills, it’s vital to understand the difference between these two terms.

      Copywriter Salary

      Most copywriters charge by the project, but some also work hourly. The going rate for a copywriter is about $100 per hour. Still, rates can vary depending on the copywriter’s experience, the project’s length, complexity, and the amount of research required.

      Copy Editor Salary

      There is often confusion about the difference between copywriting and copy editing. Copywriting is creating original content for a specific purpose, such as advertising or marketing. On the other hand, copy editing is reviewing and revising content to ensure accuracy, clarity, and style.

      Copy editors review and edit written material to improve accuracy, clarity, and style. They may also check for grammar, punctuation, and spelling errors. Copy editors usually work with a team of writers and editors to ensure that all content meets the publication’s standards.

      Copy editors typically work on a per-word or per-hour basis. Rates for copy editors range from $25 to $50 per hour but may be higher for senior editors or those with specialized skills.

      The average salary for a copy editor is $50,000 per year. However, copy editor rates vary depending on experience, location, and publication type.

    4. Restaurant Marketing

      Restaurant Marketing

      Three photos of restaurants, teal overlay, pink text says Restaurant Marketing.

      How I Would Market a Restaurant

      Restaurants in South Florida come and go like the weather.

      There are tons of opportunities for a restaurant to market themselves, and I don’t see them jumping on the opportunity.

      I know it takes a lot to run a business like that, but there’s plenty of stuff one can do to improve sales with very little extra time spent on restaurant marketing.

      If I were to be asked to consult for a restaurant, here’s how I would do it.

      Table of Contents

        General Restaurant Marketing

        Always remember: it’s not about you, but the customer. Harsh reality: they don’t care about you. They care about what you can do for them.

        Example: Today I saw an email for a coffee shop that said “Our cold brew towers create a smoother, less acidic coffee.”

        What does that mean? What does that do for me?

        I asked, and they said, “Well when coffee is brewed hot, it has less caffeine.”

        Ok, now I’m interested.

        What I would have said was:

        “Is coffee not giving you the ‘jolt’ you need in the morning? That’s because brewing coffee ‘burns off’ the caffeine. Our cold brew process keeps the caffeine in, giving you more energy to face the day.”

        This reminds me, whenever you put a question in restaurant marketing like that, it should always be a “yes” answer.

        You wouldn’t want to say, “Is your coffee giving you enough energy in the morning? If not…”

        You only want readers to be saying/thinking “yes” and nodding their heads to your questions and statements.

        These are principles of copywriting, which is a whole thing in itself. But the main thing you need to remember is: how does this benefit the customer? If it isn’t something that benefits the customer, you don’t need to say it. They don’t care.

        Branding

        All businesses need a branding guide.

        This includes brand colors, fonts, logos, etc.

        Everything — social media posts, emails, flyers, need to follow the branding guide.

        Extra points for developing a brand voice and sticking to it.

        Email Marketing

        This is the biggest restaurant marketing opportunity.

        Collect emails from Toast, Square, Open Table, or any other way you can.

        Send out at least one email per week.

        More is good if there’s anything interesting going on, but don’t send more than one per day unless it’s a really special day.

        For example: for a Tex-Mex restaurant, on Cinco De Mayo I would send out 3 emails:

        1. One in the morning around 6 AM, so people could plan their day around it.
        2. Another one just before lunch,
        3. and a third one just before 5 PM to catch the people who were on the fence about what to do when they get out of work.

        A lot of things can be automated through systems like Toast, or on platforms like ConvertKit (my recommendation; affiliate link).

        One thing that should be automated is when a customer comes in for the first time, send them an email the next day asking for a review.

        A less automated suggestion, but you’ll improve sales even more if you have them reply with a screenshot of their review (Yelp, Google, whatever), and then send them a 10% off coupon for their next visit.

        Take screenshots of the best reviews and share them on social media. Also, post them around the website. Testimonials will often be the deciding factor for someone trying to pick where to go for dinner.

        Other email ideas: share blog posts (more on that below), events, and recipes if possible.

        The main thing about regular emails is that it keeps you “top of mind”. If someone’s looking to go out tonight and they just received an email from you, that increases the probability of them picking you by A LOT.

        Timing is important, too. Sending an email in the middle of dinner time isn’t going to convert well.

        SMS Marketing

        You can basically apply the same rules as Email Marketing, but shorter.

        Use these much more sparingly. Emails can go out all the time, but texts are more intrusive. Save it for particularly special days.

        Also remember: sending them too infrequently and people will think of it as spam. Send at least a couple per month so people are used to them.

        And make sure people opt-in to them! Consent is sexy.

        Blog

        Blog posts for restaurants don’t need to be very long. 300 words are easier to write than you think.

        Hit topics like happy hour. Why should they go to your happy hour over at the restaurant next door? Or some other place?

        You can also write about drinks or foods. Why do you serve custom drinks? What’s in them? Why do those ingredients work together so well?

        Social Media

        There are a ton of options out there for restaurant marketing on social media now, and you don’t have to use them all.

        That said, there are lots of tools you can use to post to all of them at once. I use CoSchedule, and their requeue feature is very useful if you want to be more hands-off with the social media aspect of your restaurant marketing.

        You need to be posting at least one post per day. Unless it’s a holiday (like mentioned before), three posts per day max.

        Use social media to highlight specials, unique menu items, and customers’ favorites.

        Posting short videos of the chef, bartenders, etc (with their consent), talking about what they’re making (and what makes it unique), will get a really good response.

        Depending on the social platform, link to blog posts when you can.

        Another idea for posts: interesting facts related to the restaurant/food/drinks.

        Getting Physical

        This is all just digital marketing for restaurants. I didn’t even touch on print, radio, or even Facebook ads (which is also digital but uses a lot of the same principles as print ads).

      1. Everything I’ve Learned from Ben Settle

        2025 UPDATE: I can no longer recommend his Email Players Newsletter. The quality of content has dropped significantly. At this point, you’re basically paying $100/mo to read a guy spew conspiracy theory bullshit. He leans on his business partner “ex-Navy nuclear engineer” who I’m sure is smart about nuclear engineering but…I mean there’s a reason you don’t hire a brain surgeon to do the electrical work on your house.

        Ben Settle is a smart dude when it comes to both copywriting and business.

        I absolutely trust his knowledge on both of those things (as opposed to his thoughts on health issues or public policy, neither of which I would recommend).

        My notes are not going to do his knowledge justice so I highly recommend you sign up for his monthly Email Players Newsletter.

        I also do not recommend his “Biz Haunts” social lair that is very little biz and very much haunts. It’s basically just a bunch of people complaining about “wokeness” (whatever that is). If you’re into that sort of thing, it’s definitely the place for you and you should check it out. But I’ve got enough negativity in my life and more than 9/10 posts are Ben et al. complaining about something.

        This page contains all of my notes of everything I’ve learned from Ben Settle.

        Table Of Contents
        1. Ben Settle Book Notes
        2. Email Players Newsletter Notes
        3. Ben Settle Email Notes

        Ben Settle Book Notes

        • The Email Players Skhēma Summary, Review, and Notes (Coming Soon)

        Email Players Newsletter Notes

        How to Create Your Own Marketing Universe (Issue #111 – October 20200

        This issue is about world building, which is something I have been working on for a long time.

        Ben Settle’s thoughts on how marketing is world building helped my perspective and gave me a lot of great ideas.

        To Read: Rise of the Dungeon Master: Gary Gygax and the Creation of D&D (aff).

        Marketing Universe Secret #1 – No More “Marketing” Campaigns

        Stop thinking of everything as “marketing” and start thinking of it as “world building.”

        Every project needs to be a part of building the/your world. If it isn’t, get rid of it.

        You are not the marketer; you are the dungeon master.

        Ben Settle Email Notes

        Unorthodox email strategies that’ll put some hair on your chest (2022-01-26)

        “All you need to make a bundle in business is an email and an offer.”

      2. Everything I’ve Learned from Darren Hardy

        On this page, I am keeping track of everything I’ve learned from Darren Hardy.

        Table Of Contents
        1. Darren Hardy Book Notes
        2. Darren Hardy Course Notes
        3. What Makes Life Worthwhile
        4. How to be Authentic
        5. 10 X-Factors of the Super-Successful
        6. 3 Advantages for Success
        7. Punching Crisis in the Mouth
        8. Key Systems to Scale Hyper-Growth
        9. Problem Solving with 1:3:1
        10. Skill Building
        11. Ninja Negotiation Tactics
        12. How to Get a Promotion
        13. Disconnected Day

        Darren Hardy Book Notes

        Darren Hardy Course Notes

        What Makes Life Worthwhile

        1. Learn
        2. Try
        3. Stay
        4. Care

        How to be Authentic

        1. Owning your shiitake.
        2. Being a professional.
        3. Stop the whining, moaning, and groaning.
        4. Stop taking on other people’s monkeys.
        5. Stop tolerating BS.
        6. Speak frankly.
        7. Speak deeply.
        8. Think for yourself.
        9. Stop giving a rip about what others think.

        DON’T fake it till you make it. Be real. Be transparent. Be authentic. Be yourself.

        You get and continue receiving what you tolerate in life.

        – Darren Hardy

        10 X-Factors of the Super-Successful

        1. Relentless drive.
        2. Supersize your thinking.
        3. Massive leverage.
        4. Focus. Control your attention.
        5. Unrelenting resiliency in the face of failure.
        6. Constant pursuit of better
        7. Steadfast Consistency
        8. “Power tribe.” Seek out high achieving peers.
        9. Consummate learners.
        10. Unshakable resolve.

        3 Advantages for Success

        1. Access to counsel.
        2. Connections.
        3. Strategies.

        Punching Crisis in the Mouth

        Everyone is pessimistic about where the economy and geopolitics are headed Q4 2022 and beyond.

        Probably recession in 2023, at the very least stagflation.

        “Black Swan” events happen and the future is unknowable for all of us.

        This is not new — history has always been this way.

        It is okay not to know. Not knowing is normal.

        Volatility is normal. It’s inevitable.

        Be amused by what you read. Not alarmed.

        “Your destiny is determined not by the winds of change, or the currents of turmoil but only by the set of your sail.” – Jim Rohn or Darren Hardy

        It’s better to anticipate and prepare than to react.

        6 Checkpoints:

        1. Eyes – Be vigilant on what you give your attention to.

        Humanity hasn’t changed.

        Inside all of us there is light and dark.

        All that has changed is that the loud fringe minority of darkness are getting more attention and have used technology to:

        1. find each other
        2. coordinate and organize
        3. distribute their darkness en masse to the majority

        Even though we are mostly light, all of that does affect and change us. Even if we see things we know we don’t agree with. Our attitudes, perspectives, behaviors, emotions, etc. will turn darker.

        We are attracted to negative effects as a survival mechanism that is no longer necessary.

        Be very vigilant about everything you give your attention to and the input that you allow.

        The media (news and social) isn’t “evil,” because they focus on negative news. They’re just optimizing for attention and money.

        What to do?

        “Reset your sail.” — Turn your eyes away.

        Set your eyes firmly on the horizon – towards your desired destination, values, mission, goals, and dreams. HOLD STEADY.

        Stop looking at anything meant to monetize your attention.

        2. Head – Feed the positive, hopeful, creative, and inspired side of your nature proper nutrition.

        Watch Darren Daily…daily.

        Little improvements over time accumulate and compound to produce massive results.

        The key is consistency.

        Build it into your routine. Same time, location, etc.

        3. Heart – Fortify your most important relationships and key associations.

        We are an interdependent social species. We need each other — especially our tribe.

        You can’t only look for them in the midst of the storm. Nurture the relationship, always.

        Elevated Relationships:

        • Intellectually
        • Emotionally
        • Energetically
        • Philosophically
        • Spiritually
        • People who are better than you
        • People who hold you to a higher standard
        • People who help you rise up to meet that higher standard
        • People of character, substance, and depth
        • People with experience, perspective, and wise counsel to provide
        • People with resources, contacts, and connections to provide

        It takes work, effort, intention, investment, joining groups, and signing up for stuff where these people will be.

        It takes all the above to keep those relationships going.

        If this sounds like too much work, you aren’t cut out to become wealthy, influential, and/or consequential.

        The return on effort (and investment) is many thousands over.

        Without the right relationships, by your own work, you will be left out to sea with no rudder and no sail.

        4. Muscles – The single best thing you can do to immediately reduce stress, anxiety, and fear is to go work out.

        The more stressful, the harder you work out.

        Set an MVP – minimum viable pounding.

        Do what you already know how to do.

        3 best ways to stay healthy:

        1. Work out hard
        2. Eat clean
        3. Sleep deep

        5. Wallet – Trim the fat.

        Now is the time.

        Spending always meets (or exceeds) the level of capacity.

        Expenditures rise to meet income.

        Do regular decluttering of financials. Get rid of the excess.

        Be lean and mean as possible.

        Cut expenses as deeply as you can.

        Stack your cash.

        Opportunities are coming and you will want cash in hand.

        6. Spine – Double down on your personal growth and development.

        Invest money to get your unique advantage.

        This is when the wealthy become wealthy; access to the right knowledge, proven strategies, and vital skills pay off the most.

        What to do when the punch is coming for your face

        Lean into the punch. Don’t try to avoid the punch.

        Leaning back leaves you off balance and defenseless.

        Then send your counter punch.

        Everyone else is leaning back. Now’s the time to push forward.

        Key Systems to Scale Hyper-Growth

        “Freedom requires structure. Structure is what makes freedom possible. Structure liberates creativity.”

        Everything needs to be simple, clear, and certain.

        Rule of thumb: You want to systemize the predictable (routine), so that you can humanize the exceptional.

        5 areas to audit:

        Communications

        Email communication has best practices.

        Project Management

        Cut everything down to the most essential, high value, vital tasks and priorities.

        Documents and Data Storage

        Simplify everything. Only focus on the most important data points.

        Finances

        Same as above.

        Customer Touchpoints

        Make all customer-facing documents (invoices, etc.) and marketing materials as simple, clear, and certain as possible.

        The best days are Tuesday, Wednesday, and Thursday, in that order (I have meetings on Tuesdays and Wednesdays).

        Problem Solving with 1:3:1

        1: What’s the problem?
        3: What are at least 3 viable, well-researched and thought-through solutions?
        1: What is your most recommended solution (between the three) and why?

        Example video here.

        Skill Building

        Darren’s 1-1-3-5-1-30-30-5 Plan

        • Define Number 1 Goal
        • Define Number 1 skill important to achieving Number 1 Goal
        • 1 Skill development plan per quarter
        • Identify the best 5 books on that skill
        • 3 audiobooks or podcasts
        • 1 comprehensive training program
        • 5 days a week, for 30 minutes, read the books (approximately 30 pages)
        • 5 days a week, for 30 minutes, listen to the audio (doing during NET time – no extra time)

        5 Steps for Studying

        1. Study – while reading think about current applications
        2. Extract – only look for 3 big ideas
        3. Act – implement 1 idea right now (one per month)
        4. Measure – measure your improvement
        5. Review – assess and adjust, repeat process

        8 Tips for Better Learning

        1. Become comfortable with the struggle of learning. The brain has to make new neural pathways. Things get easier as you learn and use what you learn.
        2. Become curious. Ask questions. Don’t presume anything.
        3. Have a goal for your learning. When you know what you’re working towards, your Reticular Activating System will find, show you, and store the info that is important.
        4. Learn in focused sessions. Studies show 30-90 minutes is best. Too little or too much and you won’t retain the info. If you must go more than 90 minutes, take 5-10 minute breaks.
        5. Use spaced repetition. This prevents neural pathways from decaying.
        6. Go deep vs. wide. Our brains can only handle so much. Avoid learning outside of the scope of what you want to accomplish.
        7. Reflect, revisit, and review to improve. Like spaced repetition. This keeps your neural pathways strong.
        8. Teach someone else. Teaching someone else will improve and cement your understanding of something. Start a blog!

        Ninja Negotiation Tactics

        Getting anyone to do anything comes down to identifying why they would want to.

        Figure out what they want. What is “winning” for them? Give them that.

        3 Strategies:

        1. Ask.
          • Simple, obvious questions.
            • “What is the most important thing to you in this exchange?”
            • “What do you plan to do with this company after you acquire it?”
            • “What is the money that you gain from this transaction going to go towards after you sell this?”
          • Ask questions that refocus them on their bigger why; their primary motive.
          • This prevents them from getting lost in trivial ego battles.
          • Keep asking, “Tell me more about that, why is that important?”
        2. Lay in their bed.
          • Lay in their bed and stare at their ceiling with them.
          • Get into their head AND heart.
            • What are they thinking about?
            • What are they worried about?
            • Who are they worried about?
            • What are they hopeful about?
          • Put yourself in their position.
            • Why are they here?
            • Why do they want to make this exchange?
            • What do they want to gain?
            • What are they trying to do?
            • Who are they trying to impress?
            • What are their current challenges?
            • What pressure may they be under?
            • What risks are they taking?
            • What ripple effects might a yes mean for them?
          • Use these questions to figure out how you are equipped to help them.
        3. Do your homework
          • Gather pertinent information prior to your encounter.
            • What’s happening in their industry?
            • What options do they have outside of this exchange?
            • What needs and pressures do they have/are under?
            • What are their competitors doing to advance themselves by comparison?
            • What are the low average and high market average for what it is that you have?
            • Who is going to be involved in this decision?
            • What will influence their wants, needs, desires, etc?

        Negotiation, sales, and influence of any kind are just an exchange of value.

        You can get anything you want if you can figure out how to get the other person what they want.

        6 Tips to Successful Negotiations

        1. Patience.
          • Impatience costs. Pick two: Fast, Quality, Cheap.
          • Focus on the other side’s time pressures.
        2. Keep emotional distance.
          • Don’t let yourself get to where you have to have it.
          • If you depend too much on a positive outcome of the negotiation, you lose your ability to protect your boundaries.
          • Always be willing to walk away; some deals just don’t work.
          • Never take a person’s behavior during a negotiation personally.
        3. Set the right stage.
          • 3 Factors:
            1. Where – Formal settings create a feeling of hostility; informal settings create a feeling of warmth and agreement.
            2. When – Determine the best timing for the negotiation, during the week, during the day. Hold it when all parties can be relaxed and not emotional.
            3. Who – Make sure you are negotiating with the person who has the authority to decide.
        4. Go big. Ask for the moon; get the sky.
          • Figure out what the heart of the deal is for you. Could be:
            • Price
            • Term of the non-compete cause
            • Retaining certain copyrights
            • Terms of the royalty payment
            • License agreement
            • Stock selling blackout period
          • There are aspects of the deal that could be much more valuable than the purchase price in the long run.
          • Figure out those aspects of the deal and surround it with “moonshot” points.
          • Bogies – moonshot points you suggest are important but aren’t the heart of the deal to you.
          • You can concede these points to get what you really want.
        5. Keep trading value.
          • Don’t concede anything without receiving something.
            • It’s only fair, and
            • It will stop them from continuing to ask.
        6. Learn to have fun and enjoy it.
          • Attitude is everything.
          • Don’t approach it as a fight.
            • The other party will pick that up and they will clam, armor, or lawyer up.
          • Don’t underestimate the importance of likeability.
          • Be positive, polite, encouraging, hopeful, and willing to walk away if their win can’t match yours. But walk away as friends.

        How to Get a Promotion

        Comes down to two things:

        1. Help the people you work for make more money.

        We get paid for value, not time.

        To get paid more money, become more valuable, and deliver more value.

        Hitting your goals does not earn a promotion.

        You have to go above and beyond your job description.

        Deliver increased value in advance.

        There is never a lack of promotion potential (opportunity). There is only a lack of value being proactively contributed.

        You don’t wait for a promotion; you make your own.

        Earn more value by bringing more value.

        6 ways to provide more value:

        1. Sell more (to existing clients)
        2. Find more clients
        3. Identify more opportunity
        4. Save money
        5. Recruit talent
        6. Mentor and help others

        2. Make life easier.

        Be a problem solver.

        Lighten the cognitive load of your leaders.

        If you have a question, do research first and come up w/ three possible solutions to present.

        If you know it’s going to solve the problem — just go do it!

        Speak up!

        Don’t wait to be called on.

        Contribute!

        Have guts!

        Volunteer for tough jobs.

        Be reliable.

        Take extreme ownership.

        Your leader shouldn’t need to follow up.

        If there’s a problem (it’s going to be late, etc), let your leadership know as soon as you know so that they’re not left wondering.

        Deliver excellence.

        Set a reputation that your leadership knows you will do a good job without even questioning.

        “Sign your name to your work” and you will stand out.

        Have an ambitious, positive minded, can-do attitude.

        Be positive and focus on “how do we get there?” instead of “this is what will prevent us”.

        “Be an engine, not an anchor.”

        Disconnected Day

        Pick one day during the work week and disconnect completely for a full 24 hours (I chose Thursdays).

        NO:

        • Email
        • Texting
        • Project management notifications
        • Pings
        • etc

        Spend the day on Deep Work.

        Tips:

        • Treat your Disconnected Day as sacred (no social engagements, no trivial work).
        • Strategize and plan every bit of the day.
        • Alert the world – set autoresponders everywhere to make sure people know.
        • Use Focus & Do Not Disturb features on phone, computer, and other software.

        This is only for creative producers, not front-line customer service roles.

      3. 22 Lessons from Darren Hardy

        These came from a series of Darren Daily’s originally posted January 2022.

        Table Of Contents
        1. 1. Forget Normal
        2. 2. Manage your MEDS
        3. 3. Manufacture Luck
        4. 4. Live like a Lion
        5. 5. Eradicate the Negative
        6. 6. Stop Shoulding Yourself
        7. 7. Start Small to Go Big
        8. 8. Give up more.
        9. 9. Live in 3D
        10. 10. Stick With Less
        11. 11. Plan for Rain
        12. 12. Stay Limber
        13. 13. Start Before You’re Ready
        14. 14. Fuck Fear
        15. 15. Stay in your Genius
        16. 16. Bring Your Love to Work
        17. 17. Trust the Gut
        18. 18. No Regrets
        19. 19. We are ALL One
        20. 20. Show More Gratitude
        21. 21. Pay It Forward.
        22. 22. My One Word/Strategy for ’22

        1. Forget Normal

        There is no status quo or normal anymore.

        Having a high tolerance for uncertainty will be your competitive advantage.

        Do not seek normal. Normal is obsolescence.

        My thoughts:

        “You’re either Netflix or Blockbuster.” – Me

        I’m going all-in on the metaverse. It is the inevitable future.

        2. Manage your MEDS

        • Mind
        • Exercise
        • Diet
        • Sleep

        “Winners are those who have mastered the fundamentals.”

        Commit to:

        • Watch Darren Daily daily.
        • Regular exercise routine you know you can maintain all year long.
        • Cut sugar, cut carbs, cut processed food.
        • Get to bed early.

        My thoughts:

        I don’t have a problem getting to DD every morning.

        I do have a problem being motivated to exercise.

        I do have a problem w/ changing my diet.

        I do not have a problem waking up early but I do have a problem falling asleep and so I’m always tired and require afternoon naps.

        3. Manufacture Luck

        Luck is the outcome of thousands of micro actions.

        Habits and disciplines put you in position to “get lucky”

        To achieve big goals, focus on simple and easy micro actions.

        My thoughts:

        Re-read my Compound Effect notes.

        Re-read my BMC notes.

        Go through Jumpstart again.

        4. Live like a Lion

        Lions don’t chase squirrels; they reserve their energy for the antelope.

        Be courageous. Speak up. Demand attention.

        Lead from the front. Do whatever it takes to feed and defend your pride.

        Lead with courage and confidence this year. Only give energy to big game payouts.

        My thoughts:

        I need to figure out what are the little things that don’t get me anywhere and what are the big game payouts I should be focusing on.

        5. Eradicate the Negative

        If you constantly feed your brain with negative input, your outlook will be negative.

        You CAN NOT parse and separate it out with conscious logic.

        Our neural net operates in the unconscious background.

        Protect the inputs that feed your very vulnerable and sacred neural network with a FEROCIOUS VENGEANCE.

        My thoughts:

        I feel like I need social media marketing to reach the level of success that I want, but I can’t afford to hire someone to do it for me.

        I need to figure out a way to manage social media without having to view social media.

        I’ve already cut “general” news and only focus on industry news.

        I spend over an hour reading every day. Some non-fiction/educational material (teaches knowledge) and some fiction (teaches empathy).

        6. Stop Shoulding Yourself

        Any goals or resolutions that you put on your list year after year, just stop.

        Put everything through a filter: can, should, must?

        Only the “musts” should be on your list.

        My thoughts:

        Two things that keep ending up on my list are learning new languages (several) and learning to program.

        I’ve invested A LOT of money into learning to program buying books, courses, online classes, etc, and it just doesn’t seem to click. Perhaps that is not a superpower I will develop.

        Which is really tough because I feel like this would be a huge benefit to my endeavors in the metaverse.

        Perhaps art is a better way to go.

        I do still believe in long term benefits of me learning languages so I will keep that for now.

        7. Start Small to Go Big

        Forget all your resolutions and goals. Focus only on small daily actions.

        Log them in your journal.

        It will be your small, seemingly insignificant, moment-to-moment choices that will accumulate and compound into the massive transformation you seek.

        My thoughts:

        I still need to build routines.

        A lot of the small choices I make are good due to the mindset shift I’ve had over the last couple years, but I need to make it a priority to set up routines for the stuff that I know will improve my life.

        8. Give up more.

        You’re doing too much.

        You need to delegate more.

        Quit everything that is not in your superpower.

        We are designed to be world-class in only 1-3 things.

        Delegate the rest.

        My thoughts:

        Going back to number 6…I need to figure out these things. What should I be doing? What should I be giving up? How can I do what I’m best at and still be involved in the things I want to be?

        Right now I can’t afford to delegate so do I need to either Automate or cut out entirely?

        9. Live in 3D

        • Life in 1D is if you’re only focused on what affects your life.
        • Life in 2D is when you see things through the eyes of others.
        • Life in 3D is when you can see from the big grand scheme of things.

        If something is bothering you, ask yourself: In 20 years, will this matter?

        If it won’t make your eulogy, let it go.

        My thoughts:

        I don’t think I have a problem with living in 2D but I definitely need to step up to 3D and start asking myself “in 20 years will this matter?”

        In the recent past I’ve written down what I want people to say at my funeral. I need to make sure I’m sticking to that.

        10. Stick With Less

        The pandemic taught us to live with less.

        Don’t re-clutter your life. Protect your less is more lifestyle.

        My thoughts:

        I don’t think I’ve recluttered but I also don’t think I really cut back during the pandemic. I was already a homebody with too many projects half started or half finished.

        I need to keep simplifying and decluttering.

        11. Plan for Rain

        Businesses who were prepared for disaster thrived during the pandemic regardless of mandates, etc.

        Plan for the worst and hope for the best.

        Prioritize the funding of your personal savings accounts and you business reservers NOW.

        My Thoughts:

        My biggest goal for this year is getting out of debt and the goal for next year is to build up 12 months of living expenses in savings.

        12. Stay Limber

        Those who are most adaptable survive.

        Help others thrive.

        Be the one that is the most adaptable to change.

        Chang is coming!

        Stay flex. Stay limber. Expect Constant disruption. Be agile. Adapt quickly.

        My Thoughts:

        I don’t think I have a problem with this one. I keep my business small (just me and Upworkers) so that I can do whatever needs to be done to keep up with the times.

        13. Start Before You’re Ready

        The truth is: you’re never ready and you’re gonna suck when you start.

        Just start. Then get ready. Figure it out along the way.

        Doing is the best practice and prep. Mistakes are your best teachers.

        Start. Now. Before you’re ready.

        My Thoughts:

        This is something I need to work on. I spend way too much time preparing for things before I do them.

        14. Fuck Fear

        Fear is an illusion.

        The only antidote to fear is stepping into it.

        Fear is your only obstacle.

        Stop pussyfooting around already. Step up, say Fuck Fear, and step into it.

        My Thoughts:

        Lately I’ve been considering doing things that I’ve always feared, like skydiving, just to desensitize myself to fear.

        “Fear is the mindkiller.” – Dune

        15. Stay in your Genius

        Our uniqueness is our strength.

        Based on our interests, life events, etc, what has all of that built us to uniquely do? Life has prepared, trained, tested us to do something. What unique problem can we solve? What unique story can we tell?

        Find and double down on your unique genius.

        My Thoughts:

        I’ve been trying to find my unique genius for years now. Still working on that.

        I really think my strength is in writing and communication, but there are so many other things I want to do with that that I think will enhance it.

        I just can’t tell if I’m wasting time on those things or if the additional skills will fuel my unique genius.

        16. Bring Your Love to Work

        The joy is in the journey, not the destination. There is no destination.

        “Winners value the process. The day to day journey. Losers over-value the destination, the reward. And under-value the process, the work.”

        Choose to bring joy to everything that you do.

        Find intrigue in the improvement of everything.

        You don’t have to love your work. You have to choose to bring love to the work.

        My Thoughts:

        Definitely something I should be working on more.

        17. Trust the Gut

        Our intuition speaks to us.

        Trust yourself. Do as you are told by you.

        My Thoughts:

        I’ve been getting better at this lately, but it’s definitely something I need to keep in mind at all times.

        18. No Regrets

        For every decision, ask:

        • Will I regret trying?
        • Will I regret not trying?

        Make a list of things you could never regret doing.

        Make your NO REGRETS list and spend more time on things you never regret and no time on things you do.

        My Thoughts:

        My best friend’s wife is a pastor and she speaks to a lot of people on their deathbed. I asked her what they tell her. One thing she said was “they often say they wish they worked less to spend more time with their friends and family.”

        I want to build a lifestyle where I don’t say that on my deathbed.

        19. We are ALL One

        Stop playing a Zero SUM game.

        It’s not us vs them.

        Our differences are mostly illusions.

        We are all one interconnected species.

        Divided we will die. United, we might live.

        My Thoughts:

        I’m happy to hear Darren say this because I’ve been getting really down about it lately.

        Online I see a lot of the word “evil” being used to describe anyone who’s not right-wing (whatever that means anymore).

        I’ve been to bars where people yelled “Democrats go home!” and other such things.

        I’m not a Democrat myself, but I know those people wouldn’t want me there either.

        And I know the vice versa is going on out there, too, even though I haven’t seen it.

        But I have friends all across both the political and religious spectrums.

        Sometimes I do struggle with it, but overall I don’t think I have a problem seeing us all as one.

        I hope more people become like that.

        20. Show More Gratitude

        A lot of people helped us get to where we are.

        Appreciate them for it.

        It will enhance the day for every person you say thank you to.

        Gratitude is the most magical force of all.

        My Thoughts:

        I need to make sure I am writing down at least 1 thing I am thankful for each day.

        And I definitely need to tell the people around me that I am thankful for them.

        21. Pay It Forward.

        I am not here to consume. I am here to contribute.

        I am here to be a net positive. Not a net negative.

        Never only consume. Contribute back (and more) everything you’ve been given and everything you gain.

        My Thoughts:

        This is definitely high on my priority list, but I need to remember I’m not doing it for me.

        I do struggle with knowing “helping people will come back around to me” and it makes me feel less altruistic about it.

        I need to stop thinking I’m doing it for me and make sure I am doing it for them.

        22. My One Word/Strategy for ’22

        “Leverage”

        The use of something small to gain a very high return.

        Find the 1% of activities, tasks, functions, resources, that deliver a 4000% return on capital, time, energy, effort.

        Apply to 10 specific areas to life.

        Measured and held accountable.

        1. People – No longer tolerate average performance. Great people are great leverage. A least 20x their cost.
        2. Goals – Set 3 goals max, banner goals, when achieved make this year the best year ever.
        3. Projects – Not all ideas are good. Many cost too much. Fast, Easy, Profitable? Do them one at a time, with excellence.
        4. Relationships – Focus on the few most important, deminish the rest.
        5. Fitness – Focus on just a few, do them consistently.
        6. Focus – Focus on what you will eat, not what you won’t eat.
        7. Environment – Optimize your work environment for high performance and sane living. Increase concentration and deep work. Do the same for home environment for the sake of mental + emotionally calm.
        8. Learning – Double down on a few things that get me towards the banner goals.
        9. MOO Methods of Operation – Quarterly, Monthly, Weekly, Daily. Massively improve output. Daily = Routine, Email Rules, MVP Jam sessions.
        10. Self-Care – “There’s nothing more pitiful than a ready and willing mind…but an incapable body.” – Jim Rohn

        My Thoughts:

        The one of these that will affect me the most this year is “Projects”.

        I’ve known for years that I am a man of too many projects.

        This year, I won’t be that way.

        I’m going to be following the 37Signals/Basecamp strategy of small projects completed in 6 weeks, and then a week off.

        As long as I have a day job, I’ll still be working on that week, but in the future when I’m on my own again, I will be treating that 7th week as a “Small Scale Sabbatical” – https://sabbatical.blog/about/.

      4. The Compound Effect by Darren Hardy Summary, Review, and Notes

        2022 update: I’ve changed some priorities so I need to re-assess my notes.

        The Compound Effect is one of the best books for turning every day into a victory.

        Darren Hardy, author and Editor-in-Chief of Success Magazine, has helped entrepreneurs like John Paul DeJoria (founder of Patrón Spirits Company), Tony Hsieh (CEO Zappos), and Dave Thomas (founder Wendy’s) lead their companies to success.

        He knows what it takes to build something great in business and life.

        In this book, he reveals his time tested principles that will help you set reachable goals, break them down into manageable daily actions, nurture your relationships with family and friends who support you on this journey, “sell” yourself so that others want to buy from you; all while staying true to your own principles.

        The Compound Effect is a revolutionary new way to help you take control of your life and stop making excuses.

        Learn how to make every day count, build momentum and achieve extraordinary results in all areas of your life!

        The Compound Effect Review

        I give the Compound Effect a 10 our of 10.

        I’ve read it three times now and will definitely read it again, probably once a year.

        If I had to pick one book everyone should read, it’s this.

        The Compound Effect Notes

        Chapter 1 – The Compound Effect in Action

        The main premise of The Compound Effect is that small, consistent actions build up over time.

        This can be good or bad, but knowing that will help us make better decisions in our life.

        Hardy gives various examples of this.

        They’re all fictitious, but they do drive the point home.

        I don’t particularly care for the Magic Penny example because I don’t understand where these magical pennies are coming from.

        But I love the one about the three friends because it’s extremely realistic.

        The Three Friends

        You should read it in the book, but the nutshell is that one friend does nothing, and his life just stays the same as it is.

        Another friend starts adding small positive changes, like cutting a soda from his diet and reading 10 pages of a self-help book each day.

        His life gets better over several…I mean several months.

        The third friend adds small negative changes, like watching more TV and eating more fattening foods.

        Over the same many months, his life gets pretty bad.

        The Ripple Effect

        Then there’s the Ripple Effect, where one small change has huge consequences.

        Such as friend 3 who does the bad stuff and ends up with a failing marriage.

        It’s a long chain of events, but the nutshell is: unhealthy food makes him sluggish, sluggish makes him bad at his job, which makes him not like his job, which makes him sad, which makes his wife sad, which makes their marriage not great.

        My Struggle

        My struggle with all this that it takes so long.

        Even in the examples, it’s taking almost 1000 days, which is almost 3 years.

        I was born in the late 80’s which means everything in my life has come pretty quickly.

        I am from the internet generation.

        I don’t remember not having a microwave because my parents probably had one before I was born.

        I’m okay with looking 12 months ahead and feeling comfortable, but looking 2 years ahead makes me feel…defeated.

        I get the feeling that I’m not the only one who struggles with that.

        We just have to sit down and do the thing.

        Luckily, Hardy gives us some action items.

        Action Items!

        Excuses

        First he says to list our our excuses for why we aren’t achieving what we want.

        I don’t think I have any excuses.

        I know exactly what I’m doing wrong and how I’m struggling with it.

        And I have no excuse for that.

        I know that the only thing standing in my way, is me.

        Start Doing

        Next we need a list of things we should start doing.

        • I need to be reading every day.
        • As a copywriter, I need to be copyworking every day.
        • And also writing actual, usable copy every day.
        • I need to reach out to my list every day.
        • I need to be exercising every day. Either at the gym or by taking a walk around the neighborhood.
        • I want to learn a lot of languages so I need to be practicing that every day.
        • I need to be producing and/or posting some kind of public content every day to grow my audience.
        • I also need to get back into meditating every day. Mental health is as important as physical health.
        • And as a Buddhist, it’s really an important part of my spiritual practice that I’ve been neglecting.
        • I need to plan tasks better. I know how to do it, I just need to do it.
        Stop Doing

        Then we are to make a list of things we need to stop doing.

        • Hitting snooze or going back to sleep. – I don’t just hit snooze. I turn off the alarm and go back to sleep. Today I slept an extra 2 hours after my alarm went off. Why? Because I’m lazy and indulgent.
        • I need to stop taking long naps in the afternoon. It’s messing up my sleep. Short naps are okay, and from what I’ve read, even encouraged.
        • When I plan tasks, I need to stop deviating from the plan. I often will look at my plan and just be like “nah I don’t feel like it today” and do something else. This is hurting me.

        Chapter 2

        Coming soon.

        5. Secret Link