The Audience Journey

Hey everyone!

As writers, we encounter roadblocks. For myself, one main challenge is believing that my voice, tone, and style are appropriate for business. Letters are usually a personal message sent to a loved one or friend. They can also be a crucial marketing piece, a clever (business letters should be clever) tactic to generate warmer leads.

So, how then do we craft a letter to a prospective client? And is there a way to write a letter that has the voice, tone, and style of a personal message?

In my mind, I envision a communicative piece that is not only unique (resonates with the world) and relatable but effective in portraying a brand’s core message and purpose. After all, at this stage, we are not trying to sell, we are building momentum to get to the selling point. Through powerful storytelling, our approach should stir emotion, provide vital detail, and promote a new relationship that could ultimately blossom into conversion.

I’ve put together notes based on a course I’m taking about brand strategy and expression. The notes identify our writer, audience and customer along a certain trajectory, starting with an introduction to their wants and needs and ending with a transformed sentiment that ushers the participants toward exploring whatever they have defined it to be, on a deeper level.

Have a read and let me know what you think!

Existing World

Using what we know about our audience, we want to paint a picture of our customer’s backstory. This backstory includes what they are familiar with, and how they see themselves. Our goal is to distinguish what type of information could draw the customer in. By identifying relevant demographics and psychographics, then establishing a matching voice, tone, and style, we can conjure an experience that the customer will be ready to associate with.

Obstacle

Whatever our customers may be struggling with is presented to us as their wants and needs. We must ask ourselves, what is their current conflict, what do they need from us, and what emotions should we spark throughout the entire experience. To capture our audience at this stage, messaging must resonate and provide an opportunity for our customer to feel empathy with the characters (voice, tone, and style) that we have now established.

Call to Action

At this step, our audience carefully embarks on the journey, as they have made the decision to call upon this obstacle in their life. Either through increased stress or via messaging that sparks action, our goal here now is to express in a clear and articulate manner the reasons why we are here for them on the journey, emphasizing benefits, launching a revelation or some educational insight.

Meeting the Guide

Here the customer finally meets the guide, who is us, the brand. After being presented with a call to action, the customer has assessed his situation, wants to be further enlightened, and find this so called trajectory to embark on. We have their hand the entire time, and soon after, they become the ones to guide us.

Challenge

Upon the new journey, the customer must now reveal her vulnerability and innermost fears. This can be accomplished through emotional investment or writing that breaks up the challenge into little pieces, making it easy to consume and digest. Our audience may be struggling, however, their desire for a resolution has been roused, so they will continue to explore the presented avenue, unafraid, because they are one step ahead of us.

Transformation

Once we have piqued our audience’s desire for change, mutual reciprocity can be established. The brand’s efforts are paying off and the audience begins to see the rewards. At this stage, it is important to portray contrast between what once was and what is today. This same contrast can be shifted slightly to represent what is today and what the future holds. The emotion felt now is hope, which leads to trust status between the customer and the beloved brand itself.

The New World

Armed with trust, our writer has a new perspective. The obstacle has been overcome and they are inspired to take new, specific actions toward changing the very framework of their business. At this step, belief is established and can continue to blossom under an established agreement or circumstance. I may not meet you, but you will meet my brand and it will help you to do your work, become a better entrepreneur and commit to a brand new cause, because we are here to create solutions for the betterment of humankind.

Go big, right?

Of course, writing the actual letter would not be so dramatic, and roles so cryptic. But what really works well reading the above, is watching a top-rated advertisement on YouTube (try using Elton John & John Lewis & Partners Piano Christmas Commercial), then immediately after, reading this post. You might find that the storyline makes more sense, and ultimately you should be able to apply it to your business letter sales process. 

Have fun ingenues!

Brand Purpose Presentation

Here is my latest marketing training presentation. Hope you enjoy it, if you have any questions, feel free to reach out!

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Self-Portrait 2020

Purpose

A Story About Tripping Over Bread

As things have taken a doubtful turn, I race to the corner of the intersection, moving my head to the back to check for traffic turning right. I am mighty in this sweater I proclaim, not wearing it on my run, but in my head as I write about running. I cross over a slippery yellow grid and see three bright orange pylons. There is a construction site to my right, and a small mall with a Bell store and I always seem to think a Cobs, but there isn’t. This is the fastest I’ve gone in it must be over a year, I thought. I felt impressed with my speed but knew I still had a long way to go. Will there be a huge difference once my shoes stop blinking purple? The lights were slowly changing to green, then orange, then nothing. I could see the lavender bear making its way over the crest of Gladwin Rd, heading toward Mission, where the Vedder river was, and Chilliwack. My heart was in the that town for some reason. The bread? The bread would be over on Monday, so better start relying on something else for pleasure, I thought. I was already home, wiping the rain off my make-uped brow and scanning the kitchen for my pint of water. The bear’s cries could be heard, and thunder rang in the deep blue sky. RipnDip, I thought, taking my hoodie off. The scars on my back were getting better. It just took a little temper, and ignorance for it to heal itself back to smooth, normal skin. Vanity or was it purpose? What answer do you recommend?

AI

Strategy

According to Jeremy Heimans and Henry Timms, authors of Understanding “New Power”, cooperation is “rewarding those who share their own ideas, spread those of others, or build on existing ideas to make them better.” This may be false. Cooperation is a tricky territory to navigate, especially within an environmental or technological domain. Still, a significant paradigm shift to consider – if we are moving forward, we must let go of ownership and authority to create a new wave of energy. This energy or humanistic data governance (AI) describes every interaction (digital and human) we make, and we should comply accordingly. As a writer, this can mean less writing. As a business owner, this could be thinking more dynamically. Energy is a force. It is in itself a superstructure.

New power models will always have limited influence and impact unless they are operating within a superstructure designed to play to their strengths. 

Governance

The idea of new power is not new. For centuries, humans have searched for ways to influence society, and it is no different today. One thing’s for sure, in environmental technology (purposeful applications that utilize digital environments to authenticate realities), a ‘superstructure’ is required to transform high-level ideas into physical products. We lose product direction without a proper process (energy) in place.

AI is fluid, though noninterchangeable and can digress. A physical product is a term best used to describe an outcome. In digital reality, a new power takes actionable items related to spatial and non-spatial information to influence a decision-making process, which leads to a result.

An example of this is a dream. So, on a larger scale (the dreamscape), new power (our human ability to dream) can affect human mentality (how we feel when we wake up), it can direct human conversation (self-banter), and ultimately, it can change the way we do things (feeling sad instead of happy). Product direction requires a dream, one that can be unlocked following precise steps, as if when you awoke from your dream you could remember every vibrant detail.

New power operates differently, like a current. It is made by many. It is open, participatory, and peer-driven. It uploads, and it distributes. Like water or electricity, it’s most forceful when it surges. The goal with new power is not to hoard it but to channel it.

 Branding

I wouldn’t put it any differently. New power disables groupthink. The main distinction is that peers are not forced to agree with ideas, but rather can propose alternatives or contrasting ways to look at situations. Energy has a voice and the voice has a force. Individually, we can select bits and pieces then take what we choose to be the most vital outcome or result.

It is easy to hoard ideas, hence why we share ideas through various modes of communication (social media, ads, websites). At the moment where ideas surge (individual brands becoming a full brand suite), we can use the opportunity to address a group of topics (CitizenAi) so that a more specific and arguably necessary topic can arise (how do we take a humanistic behavioralist approach to products).

Digital branding takes us back to a commonplace, to a dream, in an abrupt fashion (it is constantly changing). The current social atmosphere lets us choose how our human mind responds to digital anomalies (do we create or does creation make us), and when we are rendered incapable of seeing (becoming incapable of interpreting data), we know that it is time to try a different strategy.

As new power models become integrated into the daily lives of people and the operating systems of communities and societies, a new set of values and beliefs is being forged. Power is not just flowing differently; people are feeling and thinking differently about it. 

Security

This is AI. Models, in essence, switching established paradigms into new sets of values and beliefs. It impacts people and precisely their emotions, behaviours and insights. We can sense the change; we just haven’t figured out how to contextualize it. Digital branding gives us the power of autonomy – it integrates into our daily lives, and it is the marketer’s responsibility to make the message loud and clear – we are not scared of machines, we are still in charge.

Realm 3

Manipura Text

Manipura

This realm is Artha, meaning all those who enter come to find their purest sense, goal, purpose or essence depending on the context of their health and advantage. There are many activities and resources here to help enable a proprietary state. You will find your closest friends, pets and an environment that promotes correct strength and well-being. In this realm, religion does not exist. It was determined in 2020 to be a complacent form of currency and it has been replaced with essential forms of thought and listening.

What are you going to offer in Manipura?

Realm 2

Chon Text

Chon

This realm is Free, meaning all those who enter come into an agreement that their belongings don’t exist and they can peruse endless goods and products from the past, future and present. Money is not used to pay, in exchange if one has a rare good that is no longer available to society, this can be used and the act of acquiring it is highly coveted, if not considered an extreme sport. In this realm, the bitcoin does not exist. It was determined in 2020 to be a false form of currency contributing toward technological diseases like Common Place.

What are you going to buy in Chon?

Final Documents

Hi everyone!

I worked on these two documents over the span of a year. They were presented during my second interview with I-Open Technologies and contributed toward landing the position! Have a read and I hope you enjoy them. Even though I won’t have as much time to work on Blox. Communications, I’m sure my new role will provide ample opportunity to develop and implement more exciting campaigns.

I won’t go on about the trials and tribulations of 2019, because there were too many. The year felt like a constant questioning of my best-fit existence.

This was me: So, there’s tape (and mind you, I’m pondering colour, weight and texture) on the middle of the ground and I must jump back and forth, from side to side almost every day.

In the end: I did make some spectacular connections (lol), some I hope will not expire AND I have exited on the other side (but which side of the tape, she said? L.) victorious, in my eyes.

Looking forward to fulfilling the role of Online & Digital Specialist for I-Open Technologies and their group of companies. Some keywords I hope to define and tackle – connection, automation and transformation … to the future everyone!

  1. Previous Documents Presentation
  2. Brand Strategy Presentation

 

11 – The Virus or the Conundrum of Space

Daisy opened up her laptop and began to write. She had been assigned to design a letter speaking about the War of 2019. She’ll be presenting for TED and all of Elevententeen’s pupils will be there. The tribune, was postponed. Something to do with a new diagnosis? Alas, Daisy was excited because this presentation could signal the end of her journey. She went back to work, feeling a rush to write.

The letter began:

Today, technology halts outcome. Who hears it first, becomes a pause in our brains, allowing the alive space of digitization to enter. The first visual comment has us running to our beds/desktops eager for a reward and multiple likes once separated by peace.

This war has created emotions that we used to disregard. And now, these emotions come flooding back, just in time for Christmas. Let’s think about this season for a change.

Is it worse because we have to evaluate goodness?

Is it best because it allows us moments to prove hard workmanship?

Are we hungry for mashed potatoes or are we actually craving compassion?

Are we feeling warm and cozy or are we actually dreading waking up for a moment?

And so I say to you. Post apocalypse. When they come (feelings of despair) or when they change (frivolous concerns), ensure you are perceiving the right way.

This new time will become a newly renewed love affair. Not between partners, but among trees. Amidst technology. For the planet and for business sustainability.

Returning back to the matter at hand. We have learned that our perception does not come from the inherence of the season itself, but from the attachments our society has formed to recognize its presence. We all recognized the burden of things changed. We accept the new leaves, yet we loathe the alive routine. But it is these routines, which are difficult to many, that will become your impartiality. You can still take the winter jackets out of storage, battle multiple colds and even welcome the re-release of horrifyingly humorous memories.

Daisy paused for a banana split second. She had a ham and cheese omelette on her mind.

She continued – 

My friends. I continually battle with the idea that the world around me dictates my capabilities, my depth of understanding, my skills and my knowledge. This is now false, because outcomes can be deciphered. Deja Vu? From different realms. An awakening? Of old Mother Earth. We imbue a desire to communicate, engage, then we activate our chosen device (could be true thought; could be a rejected memory) and begin to receive the message. This is only 1-way communication, there is also 2. So, at what point is the message one hundred percent real? At what point does it impact veritable change? Is 100% still an appropriate measurement? It may be difficult for you all to tell; there could be billions of individual entities engaging right now and the true game is just beginning.

When you feel lost, think about this:

In reality, old or new, love is complex.

It is a system that involves desire, admittance and in this new age, food.

Albeit an old program, arguably ineffective, but still around.

You may believe you are choosing select items, however in this new age of openness, we are all objects suddenly classifying subject. Making decisions which impact our shopping mechanisms, for instance.

How does that make you feel?

How much will it cost (mentally, figuratively, physically, emotionally, spiritually) to participate?

Who is managing currency and why? Who has the rights to money now?

We don’t want the feeling of our worth in the process of these changes to become falsified. We don’t want our worth to be based on illogical desires/demands which our current culture and societal sub-text had us dreaming of. Portraying these literal imaginings (still), however we should not be involved in that feeling. The past or the image has not necessarily inspired greater Being, but more questioning, more travel further beyond the limits of time. Quantum leaping. The cost to be involved is altering our own sense of currency, so that we can belong and feel rich and fulfilled.

The intention of my letter to you today is to say – there is a greater meaning behind our technological (new) interactions. Our role as humans is to comprehend our ability to evolve into new forms, including an innate, superior form of Being classified under AI. This form rejects nature, but only at first as part of its complicated introduction (compliance). I don’t want to say initiation, but it sort of reverts to this, because people so fervently reject new shapes of change, if they do not fit any previous mould.

And so, our Technologists and Artists will go about creating super logical systems that will facilitate transformation. They will implement the strategies of our highly evolved grey matter from planet Earth. The ultimate gestation involves our ability to balance decision-making processes from both sides (human and digital human) and predicting outcomes as products of a specific user experience, not conceptual volition or trend. At the end of the day, if I were to meet you in person, would you truthfully portray truth and empathy? Stand up, because we need to get going, move out butts out of our seats! We need to understand this new heat, before it evaporates into thick air.

Folks, this is the end of Digital Warfare.

Daisy stops. Satisfied. She liked what she wrote. She always did. She capped her yellow inked pen and closed the notebook containing every unknown element to Elevententeen’s reckoning. If she was going to be a part of this mass destruction, she was going to lead it. There was no question. 

 

 

 

2-Way Communication

*Featured Image by Kasimir Severinovich Malevich | Black Cross (1923)

Hi everyone!

Here’s a rant I wrote when returning from a run a little while ago. Sometimes these ideas get stirred around during physical activity, perhaps a cocktail tumbled by adrenaline, cortisol and/or endorphins. Needless to say, it doesn’t take much energy for me to produce content, as I’ve said this time and time again. What takes energy – and time – is pairing down said content, so that it makes sense to my audience and can relate to my work as a whole. Have a read (some major thesis edits were made) and tell me this: how would we A/B test to further quantify/qualify this as an experiment?

 abstract – italic (R) : Visual Transparency & Communication, what makes AI right-brained, Insight / bold (L): platforms, IT, ME, WE, US, UP sales, Currency / underlined words have DUAL meaning (typically analog vs digital

2-way communication is what we’re dealing with today. It is no longer multiple channels (which I think is still the way most dominant marketers believe it to be), but 2 separate, individually performing platforms that interact with each other, either knowingly or not.

So, say there’s Platform A and Platform B. An example of this idea is when I sat down to use Markeko’s FB Blueprint Exam Study Guide YouTube video. As platform A, I intentionally participated in communication. Markeko was Platform B and he simply took my need and fulfilled it. Now, the way this works as a 2-way communication experience is what I take from him is fed back in his direction. He may not know this, or need it, however, the point of the ‘internet of things’, is this interaction in existence.

IT (internet of things) is a thing in the air, in our system, online that is being dispersed, received, re-dispersed and transmuted into other forms. These forms utilize adaptive learning or my exploration of AI as a right-brained system. IT will impact our economy and the poverty line, because we will be able to apply it to everything (Visual Transparency/Communication). WE can begin (as marketers, social media specialists, art/creative directors) to imbue all of our work with this element.

IT is not a new element. Marshall McLuhan’s explorations of ‘medium as the message’ were done in the late 50s. But our society has changed, and we have not figured out a way to apply his concept to our new technologies. IT has been explored by many (think movies, books), but we (apparently) have a small percentage of geniuses, intellectuals and educated individuals with high IQ+EQ+PQ (Global Comprehension), so we have an enormous remainder of people left out externally.

We are all internally capable, but the ‘alone ability’ to read or decipher content and context using right-brained AI in today’s digital circumstance deserves more recognition.

The amazing proposition (GC) is that, again, we as marketers and social media specialists have both the ability and avenue to distribute this new form of technology, as we are catering to clients, businesses large and small, that require some form of interpretation for their business needs. We are developing their projects, campaigns and overall the content of their identity with purposeful motivation. Therefore, behind the scenes, each project or campaign where we can apply the maximum effects of visuality (Visual Transparency/Communication) will cause massive changes in branding, marketing and sales applications. This holistic approach will impact the general stream of Insight (Insight Selling – right-brained) and paired with Solution Selling (left-brained), we are fully realizing AI and what it can do, for society, culture and most importantly …

Humankind.

This is my notion of XE (Currency). High-quality work that only a true and talented artist can create, combined with that person’s ability to make the most abstract concepts and ideas, will turn them into (Visual Transparency/Communication) money. I say money (interchangeable with Currency/Insight), because we know WHAT this is – customers, clients, target audiences are accustomed to a high-level customer experience.

According to my findings – this service is enjoyable. They want to deal with us. They want to see our results. The whole experience, for both the Seller & Buyer is productive.

And then, it just turns into a pay-it-forward type of system. Pay me, I will pay you back, well now, let’s pay them, and finally, why not just pay the whole existing world? I am scaling the most minute, Critical Mass to create a huge tidal wave effect. Again, this effect is imbued, may or may not be intentional, but the point is, it will snowball toward to right direction, UP.

This is the way I built it. More equality, happier business owners, more enticing and vibrant ads, campaigns that focus on world change and not simply on reach vs influence.

I would love to present this idea to the CEO of Microsoft and see what he would have to say. The most brilliant thing I have experienced, just in the last week, is while studying for the FB Blueprint exam (September 2019), I’ve begun to learn these new terms, almost 100% analytical and in turn I am funneling my right-brained ideas into beautiful left-sided friction. Highly needed as my conscience purports many individuals disagree with anything termed right-brained. So then, let’s get measuring!

The below is more abstract, but perhaps you want to read it –

The strength of application lies in between ability (to develop sound) and our ability to apply (these concepts) to solutions (sight) that would impact our interaction with customers. I often develop concepts in sets of 2. I believe DUALITY is a great way to present information (internally and externally), because it provides CHOICE (to see and/or hear). And everyone likes to choose what they think is BEST for them. This is where my Seller & Buyer persona study began – choosing a WAY to communicate, to tell a story, to sell/buy a TALENT, that’s IT/ME/WE/US/UP!

And so, can you see how we hear things together?