Feb
01
Johnny’s method for writing about nothing, yet getting paid for something
A weird revelation occurred to me in December. Around Christmastime, I realized that by the end of the month, I’d have launched 80 or 90 blogs and would have had my best month ever — and by “ever,” I don’t just mean since I’ve been doing this online thing. I meant that it would literally be my best month ever, and by nearly double my previous best month — all from setting up websites and blogs, and doing business consulting.
And at the same time, the most recent post on my blog was a rerun of last year’s “Christmas is Gay.”
Of course, that just seemed like an anomaly, so I looked back.
The post before that was “Cash is King,” about how I’m not going to use credit anymore and will buy literally everything with cash from here on out.
Before that was “How to be Awesome,” then “The Most Awesomest Christmas Post Ever” (in which I theorize that Jesus’s birthday parties must be at the coolest McDonald’s PlayPlace in the universe), and then “Why Arnold Schwarzenegger Would Fuck You Up.”
And, to review: I make my living by consulting and setting up Wordpress blogs. Makes sense, right?
I didn’t plan things this way. I didn’t plan to blog about nothing that has any relationship whatsoever to what I do. It’s not like I sat down with a pen and paper and said, “Okay, I’ll write dick jokes to enhance my ability to sell technology services.” And not only did I not plan it — I, in fact, didn’t even realize that I’d been doing it.
So that forced some soul searching. And of course, I had to ask my mentor, Ms. Naomi, about it when we all got together to record the January call for this little thing I’m part of with Charlie Gilkey and others called The Charlie and Johnny Jam Sessions.
And her answer was that for whatever reason, the strange things I do and write about makes people like me.
And then, when those same people need a blog, they don’t go to Google to find a web guru. Instead, they go to the guy they already know and like.
“Sometimes, it’s just about showing up and being cool,” she said.
And then she devolved into a volley of animal noises and swearing and vomiting, and Charlie and I had to call the Canadian police to check up on her. (The Canadian police are just like the American police except that they wear hats with ear flaps and carry geese.)
But, yeah. Sometimes it’s just about showing up and being cool. Which made sense, and was really very encouraging and badass, because not only is that strategy more fun than “working at marketing and branding,” but it’s also a hell of a lot more natural. And none of this should shock me, because in these past 9-10 months that feel like 16 years, it all keeps coming back to the same basic principles — what I’m coming to think of as “The Third Tribe Way.”
- Be a real and genuine person in business
- Cut through the bullshitty normal internet marketing techniques
- Don’t hide your personal flaws and weaknesses
- Show up and be cool
None of which sounds like what you’d hear in just about any marketing course, but all of which has been essential for what I’ve done, and what I tell my consulting clients to do.
Thinking about positioning and building a list and your tone of communication is hard. Being a real person and letting those things happen more organically allows those things to flow a hell of a lot easier.
So I thought about it more. What exactly is my plan, insofar as I have one? (Which I don’t.)
If I had to outline my branding and marketing strategy as a whole, I’d first give the caveat that it’s hardly a strategy and that it just seems to be what works for me, and then I’d give the following:
1. Have good services that are well-defined, that there’s a demand for, and that are backed by social proof.
This one is obvious. Everyone does it. It’s not always easy, and it takes time, and it takes effort, but everyone knows to do it. You have to offer services that people actually want. You have to be good at what you do, and to have some testimonials from folks who will confirm that you are, in fact, good at what you do, and that you’re not a flaming asshole. Define your services, and explain the benefits to your clients of using them.
But then most people stop there and run off into some internet marketing douchebaggery with yellow-highlighted type and a zillion aWeber autoresponse messages. I prefer a different, nonsensical tack that nonetheless works for some reason:
2. Write my own stupid-ass posts on my stupid-ass blog about whatever the hell I want.
Someone pointed out to me the other day that it’s important to be smart in these posts and to manage to be somehow likable, but rules beyond that don’t seem to apply very much. I pretty much literally write about whatever strikes me. Sometimes that’s businessy and motivational stuff, but often it’s things like a pair of turkeys that took up residence in my barn. I never write about Wordpress tips and techniques any more, or anything else that might help to establish my credibility as a Wordpress guy, or even as a consultant.
3. Interact on the Web.
For me, this has mainly been on Twitter, but for others it’s on Facebook, in forums, in the comments of other blogs, via email, whatever. I just try to get to know people out there in InternetLand. I try not to talk about my services all the time. Most of what I write in these venues is stupid shit that has nothing to do with anything.
#2 and #3 above comprise the “just show up and be cool” part of the plan, and they are essential.
4. Be an authority on other blogs with bigger audiences, for exposure.
You see me write a lot of guest posts. As long as they’ll let me do it, I’ll keep shooting regular posts to IttyBiz, Copyblogger, Problogger, Project Mojave, and others. I don’t do this for fun, although they’re all run by fun folks and I do like writing for them. I do it because it puts me in front of a hell of a lot of people.
Because other blogs aren’t as half-assed as I my own, guest posts are an opportunity for me to actually write about something — specifically, about the topic of the blog I’m guest posting on. This is where I get to talk about how to improve your business or be more trustable, or whatever. So I’m kind of forced to be coherent — which is good, because I’m not always coherent on my own blog, and “coherent” is sort of required sometimes.
But here’s the thing: #4 is absolutely a keystone strategy for me. I’m not saying it would work for everyone, but I won’t do without it. I take it as seriously as building sites for clients. If I get behind on my guest posting, I get nervous and start writing ASAP.
Basically, guest posting on blogs larger than your own (or even just different from your own) gives you a chance to “show up and be cool” in front of a bunch of people who you couldn’t otherwise reach to be cool in front of.
This whole thing is very strange, and very counterintuitive to most people I consult with. I get it. It’s strange to me too.
If I had to sum up the JBT strategy for generating leads in a nutshell, it’d be this: Get out there. Meet people. Make friends with them. Wait for them to have work for you. The more people you can make friends with, the better the numbers get, and the more you can then implement the other things I talk about, like building rapport and trust, generating referrals, and knowing your own value enough to raise your prices.
This whole thing may not be your style, and I’m not saying that anyone should copy it, but maybe it’s just one more arrow to put in your quiver. One more thing to try out. I mean, how can it hurt to show up and be cool? It can’t. Not unless your specialty is being a giant asshole.
And by the way, don’t be cool if you’re selling asshole services. But I have to figure that’s less than 10% of you anyway, so it’s all good.
—-
Johnny B. Truant is the fellow who, in nine months, used IttyBiz advice to go from never having made a cent online to a five-figure-monthly internet business. If you’d like him to help you with your own online mojo, you should totally hire him to coach you. He promises not to speak in third-person like this during your sessions.
Just talked with Johnny about this and what I like about it is that he’s telling all of the system and rule makers to basically F’Off…no systems necessary.
Then again, a lot of the people that run in this crew have similar approaches…all of which work well.
Awesome stuff, Johnny!
I’ve used guest posting (primarily) to go from 0 to 400 subscribers in about 2 months with my blog. Not that subscribers mean anything, but I like numbers and when my numbers go up, I feel good.
Sometimes, it’s just about showing up and being cool!
I like this sentence!
It is always good to have a strategy and plan, but sometimes good things happen as a result of the real intention and the paradigm.
“And then she devolved into a volley of animal noises and swearing and vomiting, and Charlie and I had to call the Canadian police to check up on her. (The Canadian police are just like the American police except that they wear hats with ear flaps and carry geese.)”
Aren’t they also mounted on moose(s..ses…mice)?
Good food for thought Johnny, thanks! I often struggle with figuring out what to post in our blog. Should it be for the clients or should it be fore designers? Should I post about design stuff or techy stuff? etc.
When I first started it, I put whatever I wanted in there, but quickly figured out people didn’t seem interested in shoes, lol.
Interesting to hear that you’ve got an improv thing going there though. Also agree with you about just showing up and being cool.
Awwww crap. I’ve never in my life managed to show up and be cool. Any advice for those who show to be awkward and quirky?
I try to show up and be cool, usually I just show up and take up space.
Guest post? I’d love to, but there are about four tile blogs online and none of them are as, how shall I say…uncensored as I usually am. I can be normal but they’re not interested.
Extreme jackassery has its small drawbacks. Thanks for pointing out that abnormality is completely normal – and profitable.
Johnny I LOVE when you guest post, you are radical and you have a great view of things… especially since you’ve followed IttyBiz to get to your success, outstanding and it encourages me in my own online business & blog.
You are always so entertaining. But the scary part is, I’ve never been cool. I can show up, but the pressure to be cool is just too much. I’m not an asshole, though, so there’s some comfort in that!
Actually, the Canadian police are just like the American police except they ride horses, and tell criminals to ’smarten up, you hoser!’
I’ve been struggling to write “pertinent content”. It’s such a relief to see that it isn’t necessary to always stay on point. I’ve been wanting to branch out in my writing, in the hopes that I could be more myself.
Now I’m going to start doing that. Lookout blogosphere, here I come!
Shiiiiit! Why Post this when I’ve just set up one of these yellow highlight sites with the faker marketing hype co. inc. BASTARDO!
Hows your training going for HFAY JBT? I’m back on concept 2 with a vengeance man… you got me fired up so thank you.
Thor Holt.
And going up one level of abstraction, this is also about you just doing what comes naturally, and letting it all evolve.
I think we often want someone else to put the steps in front of us, where as it’s often about attitude and just doing whatever the hell you want in whatever the hell way you want to do it (with *maybe* a little common sense thrown in.)
I don’t have an email list.
I *know*.
Iconoclastic, me.
I just don’t wanna.
I would like to see more, ‘Well, this is how it worked/works for me’ type posts (like this) rather than ‘This is GUARANTEED to work’ bullshit.
Like it. Thanks Johnny.
A couple of years ago, when I first found this blog, I learned from Naomi (and Sonia and a bunch of really cool people at SOBCon) that is it *all* about just showing up and being cool.
It took me a year or so to learn enough from these great folks and to build my network enough to go out on my own, but the principles are the same. For any ittybiz that you want to create.
Thanks for sharing this Johnny, great advice!
I try to write at least one guest post per week… although I have a hard enough time getting stuff done for my own projects.
Everywhere I hope, The Third Tribe is being mentioned. Love the post, anyhow..
Folks, it’s all right if you’re not cool. You don’t have to be cool like Fonzie; you can be cool as in “not a dick.” I know several folks who aren’t cool (definition #1) but who I nonetheless like because they’re cool (definition #2) to be around.
For what it’s worth, I think a swearing tile elf is REALLY FUCKING COOL. Just not like Fonzie.
Unfortunately, I am biologically incapable of being cool.
I am going to bookmark this, share it, print it out, eat it if necessary. This is the plan I have been looking for. I have a blog that does not preach but chats and tells stories as a way of letting people know who I am and what I can do. With luck I will turn into a show up and be cool kind of person who also writes copy. So far I am working on that one.
But I love the no plan plan that has real sense at it’s heart and allows the author to be themselves.
Thanks.
I am going to bookmark this, share it, print it out, eat it if necessary. This is the plan I have been looking for. I have a blog that does not preach but chats and tells stories as a way of letting people know who I am and what I can do.
I have good reason now to carry on that way, thanks.
Fonzie?
Looks in mirror to correct hair… THERE’S NO NEED!
Aaaaaaaaay.
hi johnny,
been really reading lots of blog post about just being yourself and being cool(crazy and different).looks like an gonna have to unleash the dragon….
i gonna just start doing it ..LIKE MADD
Johnny:
Like I always sez to people, “there ain’t nobody better than Truant in the world of blogs where writing is concerned.” More power to you, chief, and keep it up.
Truant’s got that rare combination of humor and the real deal to jazz up the workplace, and he still means business.
And you should guest post more often provided Naomi lets ya and doesn’t vomit all over your leather jacket.
(Psst: always thought of the ladies as full of sugar and spice and all that’s nice, but the vocab of cuss words which Naomi has at her disposal is as rare as an obese slob who passes gas and makes a lot of noise in public places).
By the way, if you think of yourself as the Fonz (Henry Winkler) of “Happy Days” fame, man, you got serious issues.
Thanks for your suggestion that we should all be more vulnerable on-line. Well, I am already pretty flawed, since I ain’t got a dime to my name. I talked about my weaknesses and limitations, and my girlfriend stole my wallet and went gold-digging for a geezer with money in the bank. Cheers!
Hey JT,
Is douchebaggery a real word?
Jus wundrun.
It is now.