The best 5-word compliment your content, service or relationship could ever receive.

I started writing The Perfect Agency Project blog in 2015 as I was preparing to launch by own advertising agency called The Weaponry. After 2 decades as a salaried employee, I wanted to document and share my experience as I attempted to transition to a self reliant entrepreneur. I wasn’t sure if I was writing a how-to story, or a how-not-to story. But I figured it could provide value either way.

Entrepreneurship

Along the way I have learned a lot about being an entrepreneur. Including how to spell it. I learned that the word in german is unternehmer. Which I think is hilarious. Because it can be literally translated as undertaker. So you should be careful before signing up for that Unternehmer Conference in Stuttgart.

Content Creation

I have also learned a great deal about blogging. And content creation in general. Although I’ve never liked the term ‘content’. Content sounds like ‘stuff’. And no one should just be creating stuff. But alas, the masses have spoken, and they have adopted content, like they adopted VHS over Betamax.

Positive Feedback

When I began sharing my blog posts with friends and family I began getting positive feedback. It was nice to hear those close to me say that they thought a post was good, or funny or interesting.

I shared my posts more broadly on social media, and I started hearing people I didn’t even know say that they learned something. Or were inspired to act by something they read on my blog. I appreciated the feedback and was happy to know others were gaining some value from my writings.

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New Feedback

But lately I have heard something different from readers of my blog. It’s not that my posts are interesting, funny or inspiring. It’s not that they are insightful or informative. The new comment that I have heard lately is short and sweet. Just 5-words in total. But those words are extremely meaningful to me.

The 5 Words

The 5 words that I have been hearing people say a lot about my blog lately are:

‘I look forward to it.’

The Reward

I don’t need a million readers. I’m not trying to win any awards. I am not trying to quit my job and become a full time blogger. Although as an entrepreneur I think it would be funny to have to resign to myself. (It’s not you, it’s me. Just kidding, it’s you!) I don’t need to make a dime off of my blog. Because knowing that there are people who look forward to my next post is the greatest reward I can imagine.

These 2 readers, and that’s all I need.

I don’t need any other validation that what I am writing and sharing is worthwhile than knowing that there are readers who look forward to each new post. It tells me that the posts add value. I’m not sure if it is entertainment, education or inspiration that readers look forward to. Or if my blog simply provides a rich habitat for typo hunters. Maybe it is a combination of factors. I am grateful regardless.

Developing A Brand

When people look forward to the content you serve up it means you have delivered consistently. Which translates to a brand with value. Even on a very small scale, that is very rewarding.

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Have you tried Blog n’ Coffee?

Sunday Coffee

Over the past 2 weeks I have had multiple people tell me that they look forward to The Perfect Agency Project Sunday morning post. They have told me that reading the post has become part of their Sunday morning coffee routine. I had no idea that anyone picked up on the fact that I always post on Sunday morning by 8am CT, before I rush off to church. And I couldn’t be more touched. At least not without having to press charges.

Key Takeaway

When others look forward to your content, programming, services or products you are doing it right. Because we only look forward to such things when they are good. When they offer value. And when they are enjoyable. The same holds true in our relationships. When others look forward to what you offer you are on the right track. So dig in and keep it coming. More good things will surely come your way.

*If you know someone who could benefit from this story, please share it with them.

3.5 years after The Weaponry launched we finally have a real website.

When I first started telling people that I was launching my own business they asked, ‘Is your website up yet?’ I quickly realized that many people consider having a business website actually having a business. I also realized that startups that begin with a website, rather than a business development plan, struggle like Muggles at Hogwarts.

Creating A Business

Instead of focusing on building a website, we focused on building a business. We were creating an advertising and idea agency. And we named it The Weaponry. We started by meeting with marketers, asking about their unmet needs, and then creating services to meet those needs. #WeAllHaveNeeds

Building the Machine

We focused on finding great people to work on our team. We developed repeatable processes and procedures that enabled us to deliver great results. We developed the machinery that enabled us to find new clients. We implemented customer service standards that kept those clients coming back. And we honed our accounting operation to make sure that cash flowed through the business to keep the organization healthy and its people paid.

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Some of The Weapons.

Shiny Happy People

As a result, we developed a strong foundation of happy customers. We developed a strong group of business partners and collaborators who loved working with us. And that created a problem.

Losing Out On Brand Champions

We were developing brand champions who didn’t have an easy way to champion us. Because clients who loved working with us, and partners who loved working alongside us would want to recommend us to others. But the only website they could reference to promote us was a joke website we created that featured Laverne and Shirley from the TV show by the same name.

The NonWebsite

I loved not having a real website. It was rebellious and provocative. I loved that we built a multi-million dollar business without a website, by focusing on old fashion business development and maintenance.

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One of The Weaponry’s rockstar clients, Nicole Hallada of AEM.

But I hated the fact that people who loved The Weaponry didn’t have an easy way to promote, endorse or recommend us. In fact, we made our biggest fans look looney when they did tell others about us and had to note that we didn’t have a website, or at least a real website.

I’m Gonna Make A Change, For Once In My Life.

The realization that we were not helping those who were trying to help us was the reason we decided to create a real website for The Weaponry.

TheWeaponry.com

Today, I am excited to announce that TheWeaponry.com is a totally legit website.

  • You can now find out why our name is The Weaponry.
  • You can learn about our 3 Pillars of Success.
  • You can check out the What We Do section to see if it is what you are looking for.
  • You can see photos of our offices.
  • You can find out who we work with, and where those clients are.
  • You can see work.
  • You can see our team members, and you can read their not-too-serious bios.
  • You can submit request for information or more conversation.
  • You can find our contact info, office locations and ways to socialize with us.
  • You can tell us if you like Pina Coladas.

I invite you to check out the site at theweaponry.com and see it all for yourself. And if you look hard enough you still may find Laverne & Shirley.

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Key Takeaway

Don’t be afraid to do things your own way. But recognize when it limits your growth.  This is true in your personal life, and in business. If you want to launch your own startup remember that building a business is more important than building a website. But once you have fans you should make it easy for them to evangelize for you. Can I get an Amen?

There was a lot of thought that went into our decision to not have a real website. I wrote about that thought in these posts:

The story of our crazy website. Part 1: What is this?

Our unconventional website, Part 2: 7 Reasons we don’t have a real website.

 

The problem solving magic of the 3rd option.

I am a professional creative thinker. My job is to come up with ideas, and then bring those ideas to life. Which sounds easy, and fun. Which it is. But there is one major obstacle that often stands in the way of professional creatives: clients. You see, clients also have ideas. And their ideas are sometimes different than yours. And sometimes your clients’ ideas are good. Like, really good.

The Creative Conundrum

So what are you supposed to do when clients go all rogue on you and have their own ideas and opinions? After all, we are hired to be the idea people, right? Aren’t the clients supposed to listen to us? To trust us and our superior ideation abilities?

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A creative super-human, looking all creative and photographable.

Learning From Experience

I have faced this issue a million brazilian fo-fillion times in my career. I have had to contend with client-generated ideas from the time I was a young copywriter until I opened  The Weaponry, the advertising and idea agency I launched in 2016. With over 20 years of thinkering experience under my belt, I have found that there are 3 ways you can handle the client-creative idea clash.

The 3 Alternatives

1. Give Up. You don’t have to stand up for your ideas.  In fact, agencies often surrender immediately when a client proclaims their own idea. Or asks for a change. Or sneezes. This is because there are a lot of people who don’t believe in their ideas enough to stand up for them.

I hate this. It devalues the original creative idea. Which should have been presented for a very good reason. (You did have a very good reason didn’t you?) By simply surrendering to your client’s idea you are suddenly just a production person on behalf of your client. Don’t be that guy. And don’t be that gal.

2. Don’t Budge. This is the option I encourage most professional creatives to choose. Stand your ground. Believe unwaveringly in your idea. Fall on your sword. In fact, I’ll throw you on your sword if you like.

The reason I want you to embrace this idea so strongly is because it is a fast way to lose clients. And I would love to slip in and pick up your clients as you are getting thrown out a second story window.

3. Find A New, Better Option. If the client isn’t fully satisfied with your idea or execution it is because they still have a perceived unmet need. They are offering an idea that helps meet that need or concern. Sometimes their suggestion will be perfect. And a good creative should recognize this. But if the solution isn’t perfect, keep exploring. The greatest creative solution is the one that accommodates for the dreams and desires of both the client and agency. (Dreams and Desires is also the title of the trashy romance novel I’m now inspired to write.)

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Pushing for that perfect third option has 5 positive benefits.

1. It demonstrates that you want what is best for the project. And not just what the client requested.

2. It shows you are not simply married to your own idea. (Which also means no one gets to throw idea rice at your idea wedding.)

3. It certifies you as an avid problem solver. Clients love a partner who will push further to make everyone happy.

4. It strengthens your skills. It’s like adding more weight to the bar at the gym. Throw more challenges on the problem, add more constraints, and see if you can still Houdini out.

5. It reveals your work ethic. In the workplace your work ethic translates to character and trust and all manner of positive attributes.

Key Takeaway

Everyone loves a problem solver. This is true in business and in your personal life. But problem solving doesn’t mean giving up on your idea. And it doesn’t mean winning at all costs. It means finding a solution for every challenge. Always push for the win-win solution. Develop a reputation for helping everyone get to the best answer. It is the best way to get many more problems to solve.

If you know someone who could benefit from this message, please share it with them. 

The story of our crazy website. Part 1: What is this?

There is a large sign on the wall in my office that features a quote from General Douglas MacArthur. It says, ‘You are remembered for the rules you break.’ That quote really resonates with me. Obviously. It is printed on the wall of my office.

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Never forget.

I have always liked it when people break rules unapologetically. I like a rebel who insists on doing things his or her own way. They always make me wonder why more people don’t ignore the rules. Then I call up Colin Kaepernick. And he reminds me why.

The Exceptional Exceptions

I love the exceptions to the rule. Like short basketball players, doctors with clear signatures and Amish electricians. They inspire me with their unwillingness to be governed my the laws of the masses.

You Don’t Have To Do Anything

When I launched my advertising and idea agency everyone said you have to have a website. But I don’t put any stock in conventional thinking. In fact, just because everyone expected me to have a website made me not want to have a website. #RebelWithoutAurl

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But there was more to it than that.

It isn’t as if I never wanted a website or never expected to have one. In fact, an important factor in deciding on the name The Weaponry was that TheWeaponry.com domain name was surprisingly available. Kinda like I was surprisingly available when I met my wife, Dawn. #youarewelcomebabe

GoDaddy Go!

When I secured theweaponry.com from GoDaddy for about $12, I had what I needed to launch our agency’s ‘@theweaponry.com’ email address. And that’s all I really wanted to do with it in the first year or so. However, I knew that people would naturally look at TheWeaponry.com to find out more information about us. So instead of leaving our little corner of cyberspace naked, I decided to have a little fun.

I Wanna Mock!

I created what is essentially a mock-website for The Weaponry. I put slightly more thought into the mock site than it may appear. In fact, before I created theweaponry.com I laid out 5 basic requirements of the site. I wanted it to:

  1. Appear as if it was plausibly a website for The Weaponry.
  2. Not offer a single bit of information about The Weaponry.
  3. Make visitors laugh.
  4. Make visitors visit every page and read every word.
  5. Offer a sense of our brand, even without any real information about us.

First Break All The Rules

At the risk of stating the obvious, we have taken a non-traditional approach to creating our business website. In fact, I frequently read lists of things you must or must not do when designing and developing your company website. And we are cleanly on the wrong side of every single point.

What You See

If you have not yet visited theweaponry.com, it features the words The Weaponry at the top of the page. Which makes it seem legit. However, the first words of body copy on the site are ‘This is not a legit website.’ It just devolves from there.

The home page features Laverne and Shirley from the classic television sitcom Laverne and Shirley.  The Our Philosophy page simply features the lyrics to the Laverne and Shirley theme song.

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More Than Meets The Eye

We admittedly send site visitors on what appears to be a wild goose chase. (What fun is there in chasing a tame goose?) But there is a method to the madness. What we are actually doing is entertaining and intriguing visitors. We are revealing an important insight about our agency. And we are demonstrating that we know how to shepherd a visitor through a website, all the way to the Contact Us. And many do.

Recruitment Tool

This faux website does a great job of attracting the type of employees we want to attract. Every week, creative thinkers, rebels, innovators and people who like to laugh share how much they love the silliness that is our website. As a result we have become an attractive option for those we are trying to recruit.

Key Takeaway

There are no hard and fast rules. Do things your way. Don’t be afraid to zig when others zag. Especially if zigging leaves you in an open space, away from the crowd. Because putting more space on the perceptual map between you and your competition is exactly what marketing and innovation are supposed to do. So do things differently than your competition. Take chances. If you simply do what everyone else does you won’t be remembered. General Douglas MacArthur taught me that.

*If you know someone who could benefit from this message please share it with them.

#If you haven’t checked out our silly little website yet click here. (This link may or may not take you to our website…)

In the digital age, your best marketing tool is made of paper.

Recently I made the cardinal sin of business cards. I ran out. I didn’t realize it was about to happen until it was too late. I stash my business cards everywhere. In my wallet, my work backpacks, in the pouch of my Moleskin notebooks, in my car, my suitcase and my gym bag. Because you never know when you will need a business card. Or said differently, because you always need to be ready with a business card.

Marketing Weapons

Your business cards are the most important part of your marketing weaponry. They are mini ads that you can place directly in the hand of a prospective client or potential partner right at the moment when you make a strong positive impression on them. (Not when you do a great impression of them.)

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Despite what you heard on MTV’s Cribs, this is where the magic happens.

Business cards are bread crumbs you leave behind that lead people back to you.

Business cards are like Trojan horses that gain access into the businesses and homes you want to be in first. Once they are in, they help you and the rest of your business gain access too. 

Business cards become powerful pop up ads when they suddenly surface in a pile of cards.

The Ultimate Ad

The most impactful ad space you could ever buy would be an ever-present ad on your prospect’s desk, ready to serve up a direct line to you the moment the prospect needed one. They only thing I know that can do that is a business card.

Your Business Card Scorecard

A great leading indicator of how well you are doing at marketing yourself or your business is how many business cards you are getting into circulation. In other words, running out of business cards is a sign you are actively and personally promoting yourself and your business. It means you are meeting people and they are either asking for your card, or you made it to a natural place (or semi-natural place) in the conversation to offer your card.

Key Takeaway

If you want more opportunities, hand out more and better business cards. Your business cards are a direct line to you when a prospect needs the kind of help you offer. In this high tech, digitally-empowered, over-analyzed marketing age your business cards are the most underutilized marketing and networking tool you have. Because they are a reminder of a personal interaction and a personal relationship. And despite what you may have heard, business is all personal.

*If you know someone who could benefit from this message, please share it with them.

 

It’s time for a more innovative way to celebrate the 4th of July.

Last Saturday night my family and I went to a fireworks display in Mequon, Wisconsin.  Like a good marketer should, Mequon wanted to differentiate their 4th of July celebration. They noticed that everyone else was celebrating the 4th of July at the same time. Which was ON the 4th of July. But nobody was celebrating in June. So Family Fun Before The Fourth was born. #Boom

Family Fun Before The Fourth

With a your-marketing-strategy-is-showing name like Family Fun Before The Fourth, if you can’t figure out who the celebration is for, what the main benefit is, and generally when it occurs, you are also likely to hold onto fireworks too long after you light them.

Family Fun Before The Fourth is like Friendsgiving. During a Friendsgiving celebration, friends gather to celebrate Thanksgiving, with a Thanksgiving meal, before they head off to celebrate again, by having the same meal with their family. The downside is that the appetizer event usurps the specialness of the main meal. #UsurpAsYouSlurp

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Family Fun

True to its name, Family Fun Before The Fourth, or FFBT4, offers a lot of family fun. There is a parade. Then there is a gathering at a nice park on the Milwaukee River, with food vendors, a water ski show, dancers, tumblers and live music. The cherry on top of the event is the evening fireworks show.

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Fireworks

On Saturday night as the fireworks show was about to start I was excited. Fireworks have always been the highlight of my 4th of July celebrations. Like always, the fireworks show started with a bang, and some bright lights. Followed by more bright lights and more bangs. And more bangs and more bright lights.

Then I experienced something I had never experienced at a 4th of July fireworks display: boredom.

It’s Not You. It’s Me.

It wasn’t that the display wasn’t up to par. It was. It was a very nice and lengthy show, highly appropriate for a town Mequon’s size. But I had the feeling that I had seen it all before.

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Been There, Seen That Explode.

We have all seen fireworks shows many, if not many many, if not many many many times before. I guess I am a Triple Many, because suddenly the novelty and excitement of loud, colorful explosions in midair seemed to have worn off for me. Which felt very strange. Because I consider myself excitable, enthusiastic and easily entertained.

What’s Wrong?

But in that moment I felt like a thrill seeker who wasn’t getting enough thrill. Or an addict whose current dosage wasn’t creating the high. Or someone suffering from depression who could stare at a joyful thing and not feel joy. But as I laughed at myself for not feeling the thrill of the fireworks, my own laughter confirmed that I was not depressed.

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Overexposure Without Innovation

Overexposure to fireworks was to blame. With over 40 years of fireworks display watching under my belt (actually none of the fireworks happened under my belt) my oohs and ahhs had become mehs and hmms.

The world has also changed. Fireworks were once innovative technology that was perfect for entertaining a crowd. The lights and noises and the rocketry that enabled the shells to soar into the sky was once totally foreign, novel, magical and entertaining. But not anymore.

What’s The Story Morning Glory?

The greatest downside to fireworks is that there is no story to follow. Sure, you can argue that there is a beginning, middle and grand finale. You can argue that the story is the re-creation of the rockets red glaring and bombs bursting in air-ing of the Revolutionary War. The war that got this party started in the first place. But it doesn’t feel like a story to me.

Today we have so many options at our disposal to help entertain and engage an audience that fireworks, or fireworks alone, feel underwhelming. A standard fireworks show, even with a backdrop of music now feels as if the host didn’t put much thought into the celebration. They just defaulted to fireworks. Which is like giving a neck tie on Father’s Day.

Many cities try to make up for the lack of an innovative idea by adding to the sheer quantity of fireworks detonated. But I argue that a 45 minute, $350,000 display, like the city of Milwaukee put on last night, is too long and too much. There is a law of diminishing returns at work here. At some point it feels overdone. Like operation Shock And Awe. And you just want to fast forward to the end.

Exploring Other Modern Options

It’s time to put more innovation and creativity into our Independence Day celebrations. Let’s consider all the entertainment options we can now use to create memorable, interesting and exciting 4th of July shows. Let’s share stories. Because we have really great stories to share.

4 New Ways Communities Could Celebrate the 4th of July

 

1. Video

Communities could show an amazing video each year on the 4th of July that represents what Independence and America is all about. It could be set to music and updated for our communities every year. This could be like your town’s version of One Shining Moment that is played at the end of the NCAA Basketball Tournament. This emotional, storytelling highlight reel is a perfect ending to March Madness, and could serve as a template for how we celebrate and recognize our Americanism once a year.

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2. Projection Mapping

Let’s get creative and project interesting images, video, graphics, and animation onto our city landmarks or rural barns. Projection mapping enables us to create a new Wow that fascinates the brain as it entertains. It does what fireworks were intended to do in a thoroughly modern way. My high school classmate David Title at Bravo Media in New York City can hook you up with some jaw dropping badassery if you and your community are ready to take this step.

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Holograms

A hologram is a three-dimensional image formed by the interference of light beams from a laser or other coherent light source. #onlinedictionary  We can now create amazingly real and wowing hologram images that make you feel as if you are looking at something very real, that isn’t really there.

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The possibilities with this technology are thrilling. With a hologram we could have one of the founders of our great nation deliver the keynote address of our Independence Day celebration. Imagine one of our founding fathers, like George Washington, Thomas Jefferson or Yankee Doodle, or one of our founding mothers, like Abigail Adams, Betsy Ross or the Statue of Liberty showing up in your town on the 4th to address your community. It would be like having Santa preach the sermon on Christmas Eve.

Broadway Style Musical 

The musical Hamilton is one of the greatest creative innovations of all time. With his broadway show, Lin-Manuel Miranda combined history with music and entertainment in a thoroughly modern, energizing, surprising and captivating way. A show using this formula could create the centerpiece of our Independence Day Celebrations. Add me to the wait list for this show right now.

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Key Takeaway

Nothing is more American than innovation. In fact, America itself is an innovation. So let’s get more innovative with the way we celebrate America’s birthday. Let’s get more creative. Let’s utilize our modern technology. And infuse the whole celebration with powerful storytelling. America’s Independence is one of the greatest stories every told. Yet we don’t often actually tell the tale when we celebrate it. Let’s change that. And start telling this amazing American story the way a modern day Lee Greenwood would do. #GodBlessTheUSA

 

What this crazy astronomer can teach you about business.

500 years ago there was a rebellious Polish astronomer named Nicolaus Copernicus. He was born with a name worthy of a faculty position at Hogwarts. More importantly, we was blessed with a contrarian world view. Copernicus developed a crazy heliocentric model of the cosmos. In this model, he declared the sun was the center of the universe, and the Earth and the other planets actually revolved around it. #ohnohedidnt

The Universal Truth

At the time heliocentricity was considered a radical idea. But as every graduating preschooler now knows, Ni-Co was right. His revolutionary solar-centered model of the universe soon changed how we viewed and understood the world. It applied rules and order that helped the world make sense. It also gave employees at the local Sunglass Hut a false sense of superiority.

Copernicus-Style Thinking At Work

The same thinking that makes sense of the cosmos can also be applied to business. You must never lose sight of who is at the center of the business universe: the customer. In your arena the customer might be called the client, member, student, attendee or John (#nojudgement). Regardless, the person paying for goods or services is the central figure around whom everything else in business revolves.

Customer-Centric

Your actions and decisions should always be driven by your customer’s wants and needs. Your products and services only exist to serve your customers. It is the customer that provides the forces that propel all business activity. Because without customers businesses drift into oblivion. (#Blockbuster #Sears #AllianceofAmericanFootball)

Your Customer’s Customers.

At my advertising and idea agency, The Weaponry, everything we do is driven by 2 forces: our customers, and our customer’s customers. Without those forces money does not move and business does not exist. Sales, marketing, engineering, research and development, customer service and accounting are all driven by the gravitational pull of the customers. Remember, you can dance with yourself, but you can’t do business alone.

Key Takeaway

If your business is not customer-centric, it is time to re-center. Ask yourself ‘What Does The Customer Want?’ before every business decision. Even better, ask them what they want, and what they want to avoid. It will help you maintain proper focus on the star of your show. And prevent you from thinking the world revolves around you.

*If you know someone who could benefit from this story, please share it with them.