The Art of Standing Out – TAOSO

The Art of TAO

The story of how one business, The Art of Standing Out (TAOSO) was born out of another business, The Art of Inbound Marketing (TAOIM).

In 2009  I launched my social media marketing agency and named it The Art of Inbound Marketing (TAOIM). I was very pleased with myself when I selected that name because I had always wanted a business with my name in the mast head.  Utilizing the Art of, satisfied that itch and yes, I thought I was clever using the play on words – The Art of.  However, you’ll learn as you read on serendipity had intervened on my behalf and bestowed that moniker on my business for a reason.  TAOIM is focused on helping clients reach, engage and nurture conversations with their ideal prospect by by leveraging the power of words in on and offline conversations. What I mean by leveraging the power of words is, we show our clients how to create content in the proper context to reach their well defined audience of ideal prospects. Reaching your audience then speaking with them in context is how you use your words to create resonance which speeds you toward building credibility as someone that understands their narrative and deserves their trust.

In 2014 I added a second line of business to my practice, in order to provide a more end to end suite of solutions to the customers I serve. The new business employed the same naming convention TAO and ended with SO which denotes Standing Out. In full the new company name would become The Art of Standing Out (TAOSO).  The Art of Standing out focuses on using human centered design thinking and brand storytelling to create compelling brand strategies. With a solid brand strategy our clients are able to optimize their marketing efforts to in turn maximize their return on business development efforts and sell more.

In 2015 something almost magical happened.  During the early part of 2015 I realized the three characters making up the acronym TAO were not just a clever naming convention. The characters TAO have represented the name of the Chinese philosophy TAO (or DAO) for several millennia  The central principle of the TAO philosophy is everything is better when it works in harmony with everything else in the world. Merriam Webster says the TAO is: The art or skill of doing something in harmony with the essential nature of the thing.  What struck me was the reality that the intention of the word TAO was in fact consistent with the work that I was doing in both TAOIM & TAOSO. My business practices are focused on helping my clients establish alignment (or harmony – you choose) between the following ideas:

  • What they do
  • Why they do it
  • Who they do it for
  • How their audience of ideal prospects are changed after the acquire their products, service or solution.

Initially I thought, well that’s nice but you can not inject Chinese philosophy into your brand name. Who aside from me, a person with a decades old Tai Chi practice which is intrinsically connected to Taoist/Daoist thought.  I was certain people would not get it, the whole idea would be a bridge too far for my clients to cross, the brand would be rejected as being too frou frou.

Then, one day soon thereafter, I read a book by Elizabeth Gilbert titled Big Magic. In her book she wrote, and I paraphrase – As an artist there are times when you have a great idea, perhaps it’s a great treatment for a book. You work on the book and then one day you set it aside and begin work on something else. Elizabeth says that the MUSE is always watching the artist work. When the work is going well the job of the muse is to inspire. However, when the artist falters and falls into inactivity for far too long, the muse becomes anxious, believing the idea will not come into existence. So as guardian of great inspiration and great ideas the muse moves to take your idea from you and find someone else who is ready to embrace the idea, ready to use your idea to take action.  The muse moves to find someone committed to breath life into that great idea.

So it was with TAO, I had a choice. I could embrace the truth of what I do, why I do it and how my mission is to shepherd strategic alignment and harmony of all the discrete pieces of a business in order to help it grow and thrive. TAO would become, for me and my businesses an important piece of my intention puzzle.  Allowing TAO to remain central to my brand strategy serves as  a great reminder to me and the audiences I serve about what our work is all about.

And so my story goes, once upon a time I was happy because I’d found a clever way to incorporate my name into my brand.  Early on adding my name to my brand, was simply my ego talking. I was feeling satisfied with self. Today I own the true intention of the Taoist philosophy and employ the TAO in my name to allow to to serve as my guiding light, my northstar which guides all we do in the business.

So, end the end, The Art of Inbound Marketing – TAOIM & The Art of Standing Out – TAOSO, are two business names I and the proud papa of.

I came close to changing The Art of  Inbound Marketing – TAOIM & The Art of Standing Out – TAOSO, to more something more vanilla.

The acronym TAO remains part of my brand name, yet now it holds a esteemed position in our brand lore. TAO is about achieving alignment and harmony in my businesses and for the businesses and business pros in the markets I serve.

Now about the video attached below.

Quite a while ago I enjoyed the pleasure of talking with the host of Jonathan Tripp Live, Mr. Jonathan Tripp. During our conversation we talked about many things yet we always seemed to circle back to my sweet spot, how storytelling empowers Leaders to LEAD.

Jonathan is a great interviewer and asked thoughtful questions. There is a point during the interview where you will hear a long pause as I stop to process how to answer his question. Great questions are a signature of what makes a great interviewer and Jonathan is a great interviewer.

Hope you enjoy listening as much as I enjoyed the conversation.

Want to know more about any of the subject matter discussed contact Jonathan or I via the contact pop up at the bottom right part of this page.

We would live to hear from you.

Now get comfortable and listen in to our chat.

Follow the about.me link below and find several of my favorite social platforms. Each platform holds a unique position in either my professional or personal life which in my world are one in the same :). Have a look and gain a fairly complete picture of what makes the brand called Art Jones rock and roll. 🙂

Find the social platform that’s your fav and let’s meetup there too.

about.me/artjones.tv

#TAOSO

TAOSO is about Leading
Rise above the noise and stand out from the crowd!

Marketing to Millennials

Millennial Businesswoman

When marketing to millennials:

The same old marketing techniques simply don’t cut it with tech-savvy millennial audience (Defined as those between the ages of 18 and 34 in 2015).

Online Marketing to Millennials

The Power of Visual Communications

The Power of Big Data & Psychographics – Buyer Persona Development

The technology showcased in this video is a bit scary. I mean the fact that there is a system of computers, algorithms loaded with massive amounts of data on the habits, beliefs and temperament of each of us is intimidating. I imagine one way to look at the technology is to seek to understand it so we can understand how to make our own informed political decisions. The flip side is to understand how to call our ideal prospects to take action on the products, services we offer.

The CEO of Cambridge Analytica presents how his technology enabled Ted Cruz to make a compelling run for POTUS.

This video is important because each of us has the same opportunity to understand our ideal customers in detail.  I suggest you listen well because if you do not your competitors are and in that case you ignore the message shared by CEO Nix at your company’s peril.

 

 

It’s time to prepare your marketing plan for the new year?

This is a great article. The author does not beat you over the head with his knowledge he makes you laugh at yourself because yes, at some point in time we all have resembled the persons being called out in the article.  Yes, we’ve all been there and made these mistakes we just hope you did these things a long long time ago in a distant past. Enjoy the quick read and good luck in all things in the New Year!

 Things Not to do in 2017

Outsource to an expert
Don’t do these thing in 2017

Why Building Buyer Profiles Matters

This video provides a high level view of why you should commit to understanding your buyers at drill down levels and how to begin to do the work.

We believe that knowing your audience well enough to build credible “Buyer Profiles” and “Buyer Personas” is the first step to serving them well and selling more.

When you understand the narrative of the audience you serve you know the gains and opportunities they celebrate, you are intimate with the challenges and the pains they endure. When you know your audience well enough to tell the story of a day in their life as well as they can, that is when you are ready to market and sell to them.

This short video provides perspective on the extended value proposition offered by a well built buyer profile. When we do the work to build our profiles so they are accurate pictures of the people in the markets we serve, those very same profiles become central to the success of the content we produce, the marketing campaigns we run and the sales proposals we present.

When a Fortune 500 company runs a marketing campaign they employ “Big Data” resources to direct their messaging at precisely who they are trying to reach. Today with easy access to information each small and mid sized business has the very same opportunity to run highly optimized data driven marketing and sales campaigns. The only caveat is that you must do the work, the heavy lifting that goes into building buyer profiles and personas. In order to build buyer profile and to understand your buyer’s persona requires diligence and continued commitment to do the work. Diligence because the work is hard. Commitment because the people in the markets we serve are dynamic and in flux as they respond to an ever changing marketplace.

RocketTAOSOLG

Stand Up to Stand Out – No Gimmicks

 

Standing out from the crowd is how you accelerate business growth. If it were easy to be a thought leader everyone would do it. Thought leadership is built u…

Sourced through Scoop.it from: www.youtube.com

Establishing Thought Leadership is #HardWork

10 Predictions for the Marketing World in 2015

The beginning of the year marks the traditional time for blogger prognosticating, and I’ve created a tradition of predicting the big trends in SEO and web marketing over the last decade.

Source: moz.com

RandFish (MOZ) is pretty much spot on with his prediction. In this post he takes a look back at how his predictions for 2014 fared and then he shares what he sees in his crystal ball for 2015. The predictions of tech companies that will be likely targets for acquisition make for interesting read. Enjoy!

Brands Are Wasting Time And Money On Facebook And Twitter, Report Says

“Stop making Facebook the center of your relationship marketing efforts,” says Nate Elliott, VP and principal analyst at Forrester.

Source: www.fastcompany.com

Excerpt:

“Stop making Facebook the center of your relationship marketing efforts,” writes Nate Elliott, vice president and principal analyst at Forrester.

Facebook has been in the process of tapering off its free-traffic firehose since January, as part of its promoted content push. Unpaid posts are out, paid is in, which puts anyone who relies on the social network for reach in a difficult position.

Why Behavioral Targeting is Smart Marketing

Humans are hard-wired to respond to personalization. To be relevant, brands have to understand what is important and meaningful to customers as individuals

Source: curatti.com

The notion that people like to be addressed by Name vs. Dear Occupant, has been around since Don Peppers and Martha Rogers penned their book The One to One Future

Peppers and Rogers were helping brands in 1996 provide personalized experiences that resonated with the customer.

When social platforms became part of the marketing conversation many thought that everything about how we should interact with people (the marketplace) should change too.

The reality is that what Peppers and Rogers realized when they penned their book is what Jan Gordon writes in her post,  people want to be recognized, they want to believe the brands they do business with get them. 

So remember, to reach today’s consumer and maintain their allegiance treat each customer engagement like they are your #1 customer.   

A Guide to Social Video, and Where it Fits in Your Marketing Plan

Here’s how to include social videos in your social media marketing plan and how to use social video.

Source: blog.hootsuite.com

This post is chock full of great ideas that are shared visually via video of course.

Too much choice can harm your business | Graham Jones | Internet Psychologist

If your business offers lots of choice you make it harder for customers to make a purchase and they will be more unhappy with what they buy.

Source: grahamjones.co.uk

Reducing choice for buyers

“One way of presenting lots of choices but in a limited way is to categorise. Human beings are programmed to love categories. Imagine you sell coffee mugs. The first thing to do is to sort them into categories. You might have “large, medium and small”, for instance. People then click on one of those choices. They are then faced with more choices such as “round, straight or tapered”. Again, they click on their choice to be presented with another selection, perhaps “white, bright, pastel” – and so on. In other words you let people make increasingly narrow choices.

The alternative is to have a web page which shows the 250 kinds of mugs you sell. The result is confusion and a focus on the negatives, together with associated delay in decision-making. For all its brilliance, Amazon would sell a lot more if it limited our choices.”

What REALLY Differentiates The Best Content Marketers From The Rest

I’ve been privileged to work with brands from all over the world in the last few years. Through this work, I’ve also had a chance to meet, become friends with,…

Source: www.slideshare.net

Slide #11 provides a key takeaway – I paraphrase it for you here: Make STORYTELLING the foundation of your content marketing (& sales) efforts:

“Dont TELL your audience why your product is great, SHOW them how it can help them become better.”

NEUROMARKETING & THE MIND OF THE CONSUMER by Simone Serni

 

Source: simone-serni.blogspot.com

Excerpt:

“Neuromarketing is a discipline that fuses together traditional marketing, neurology and psychology (behavioral sciences), in aiming to understand / identify what is happening in the brains of people in response to stimuli related to the observation of products, brands, photos, advertising . The ultimate goal is to determine new strategies to facilitate the action of purchase.”

 

(Translated via Google Translate)