Suzan Bond

Just keep getting the damn words on the page! You're still very early in the process. Even though it may seem like you're been doing a lot of writing you're still in the process of peeling back the layers to understand the larger story you want to tell. The only way to peel is by writing–so keep at it, girlfriend!

This quote is from the instructor of my memoir writing course. I've been writing for about a year and a half but when you're reliving your life, trying to hash out the most important moments to find the real story, it can feel like well—a lifetime. During the class we have opportunities to get feedback on our writing. Although it can be cringe-inducing at times, the feedback is the most valuable part of the experience. People skip over stories you labored over and linger in unexpected places. For a writer, a reader's feedback is critical as it offers the most telling sign of what resonates with your audience, whether you're on the right track or if you need to rip up the floor boards and start again to build the right foundation.

Finding Your Story
Finding the story while writing a memoir is not unlike a startup or small business trying to find the most compelling story they can tell about their value proposition to customers and potential investors. In the beginning it's a bit like a game of hide and seek. First you'll look in one place for the story and then another. It can go on this way for quite a while until you find the story that your audience grabs onto and your business really takes off.

Don't Quit
Don't worry. This is game of hide and seek is just a part of the process to refining your message. Don't give up! Don't wait for the perfect marketing message to appear before approaching your audience. Just keep crafting your story. Find out which parts of the story resonate with your audience. Actively look for the feedback of potential customers and investors. When someone takes an action on your site ask for their feedback. Recently, TechStars Boulder 2012 company 27 Perry, who has just launched their site publicly, contacted me to get my opinion. CEO Kelly James asked thoughtful questions about what appealed to me the most and was open to my thoughts. If she keeps doing this she'll find her story–probably sooner than later.

Just keep crafting and getting feedback. A story that resonates with your audience will emerge. Whatever you do–don't give up. Just keep peeling!

Yesterday as I was driving to my writing class I stopped at a light next to a well kempt man holding a sign. Normally I ignore them but his chatter was so inviting that I had to see what was going on. His sign said:

Bad advice $1

Chuckling I had to learn more about this comedian who's stage is a street corner. It looked like he had everything he owned in the backpack next to him with a cup hanging from the side. Obviously he wasn't rich but looked like he knew how to hustle. Clearly people asking for money on the street are desperate and some of their pleas reflect that desperation. Others have a much more humorous creative take on their situation. These are the ones I will always give a few bucks in exchange for a picture of their sign. Here are people who know how to sell their situations.

One of the things that will always get me in a sign is a sense of humor. The other thing I love about this sign is the directness of it.

Snorting my tea onto my companion when I saw this sign while on the 16th Street Mall,  I had to stop and give this woman and her friend some money in exchange for this shot.

Though you can't see it, this couple's sign asked for $25 for a marriage license. Whether they truly needed the money for a marriage license or not it was creative.

Are these people crazy?

These days whether you own a business or are even just looking for a job you need to know how to market yourself in a way that cuts through the noise to reach an audience that cares. Here's are a few things these "marketers" did well:

• Understood the uniqueness of their situation or product
• Communicated their unique selling proposition well
• Know that part of marketing is entertainment
• Appropriate use of humor
• A willingness to be silly, creative or outrageous in order to make the sale
  

To survive in today's tight economy you have to know how to and be willing to market yourself. It's simply a requirement.  When you have that inevitable "woe is me" moment just remember how first world your problems are.

At least we're not hookers right?

As you get older even if you've had perfect vision, glasses become a necessity. Think about the market for glasses. Just about everyone will need them at some point. But while we need them we still want to look good right? As for me…I'm finally at that point where after a long day (14 hours some days) on the computer means my eyesight is a bit blurry without reading glasses. So, I went to startup Warby Parker. 

Why I Selected Warby Parker
- Buzz. They were the talk of the town at SXSW so I figured it would be good to learn more.
- Charity. When you buy a pair they donate a pair of glasses to a needy person.
- Great pricing model. Each pair costs only $95!

What I learned as I ordered my pair was that they're fantastic marketers. The best part of their marketing is that it feels so natural and organic to who they are as a brand. They strike just the right balance between being cool and being too earnest. Of course they have a product that is just ripe for kick ass customer service and yet…they still knock it out of the park.

The Evidence

Video. When I mentioned how excited I was that my very first Warby Parker glasses were coming soon I got this message in reply.

High Touch. They have high-levels of engagement on their facebook page. People consistently post their Home Try-ons with multiple people giving feedback. Warby Parker weighs in on every. single. post.

Sense of Humor. Their April Fool's Day joke was just brilliant, well done and super fun. Take a look yourself.

Yes, this post has far more dogs than it really should. I know, I'm shameless like that. But c'mon. A dog–wearing a monocle? How could I resist?

I started a new gig last week. My first day was very successful. Remembered everyone's name, figured out what the company does  (which is good considering I'm heading up marketing for the company) and…found the bathroom. On the second day I not only found the bathroom…I somehow managed to flush my keycard down the toilet.  Didn't even know it until several minutes after the automatic flusher.

Trying to be smart, I'd placed my keycard on the top of the toilet paper roll so that I would remember it. When I was leaving the stall I must have shot it into the toilet when I put my laptop bag over my shoulder. It didn't even hit the floor. Went straight in. Now that. Is. Talent.

But that wasn't the end of the story.

Did I also mention that it was after hours and everyone had gone?

And that I didn't know how to get out of the building?

And I had to be at dinner 5 minutes ago?

And that I had to call the CEO to get out of the bathroom and the office?

Yep. It was a banner day for showing off my talent. No, not my marketing talent but still–talent is talent right? If there's ever a contest where you need to shoot something backwards into a small hole using a handbag I'm your gal. 

Let's just bask in the glow of my athletic talent. Shall we?

I captured this photo one day on the streets of Boulder. One of the things I love about this town is it's random quirkiness. As the saying goes around here, Keep Boulder Weird. Normally I ignore panhandlers but this one caught my attention. I actually gave him money for his unique approach. It made me laugh.

While there are truly some revolutionary approaches out there–hello Twitter–most of it has been done before. So it's largely a game of a new approach–either in how you deliver services or how you market them. It's what one of my clients calls the Pink Necktie. This principle is pretty simple actually. In a crowded market what's your differentiator? And how do you communicate it in an interesting and compelling way that's true to your vision and your company? (This is totally relevant for individuals to by the way as you see by the gentleman in the photo.) Market research is a really good place to start but remember to make sure it's actually a genuine expression of who you are and what you stand for.

A Master At The Pink Necktie

FourSquare. They were clear about how their value and found a great way to communicate that connected with people. They took checking in from a transaction to something fun and cool. Their hipster, sassy tone of voice carries through their badges and even check-ins. Their biggest Pink Necktie? Founder Dennis Crowley's charismatic, story telling style.

Your Pink Necktie

Simple right? Easy? Not always. It's easy to get sucked into doing things the way everybody else does. It means taking time to get clear about what it is for you. It might mean going in a completely different direction than everyone else in your market. It means taking risks and sometimes requires guts to wear your Pink Necktie fully and completely.

Figure out what your Pink Necktie is and wear the hell out of it.