Actually Get Heard, Marketing 101!
Codie: What is the single most important action/process/system you have in place to insure you maximize your time?
Seth: For me it’s more of a mental prioritization process than an actual tool. There is never enough time in the day to tackle every opportunity that comes your way. Leadership is all about prioritization. My goal is to exercise the “NO” muscle and say no to opportunities that aren’t in my sweet spot. I want to prioritize activities that have a force-multiplier effect. Is it an activity where 1 hour of input equals 10 hours of results?. That’s the lens through which I ask questions. Questions like
- Is this something I should be doing to achieve my goals, both personally and professionally?
- If I do this will it create long term benefits or short term gains. A good example of a long term gain, is coaching leaders within our organization. The 1 hour spent there can provide years of benefit.
- Am I the best person to do this? Meaning, would we get a better result if someone else did it.
- What’s the cost of postponing?
- Am I a bottle-neck to greater progress?
- Can it be delegated?
Codie: You've built a pretty incredible brand in the world of real estate, if you had to share one actionable piece of advice with anyone trying to up their personal brand and/or online presence what would it be?
Seth: We live in the most distracted time in human history. Great brands understand how to provide value to their audience beyond their product or service. The quickest way to create brand recognition is to define a niche audience and establish a recurring brand building activity that adds value to that audience. The activity could be blogging, content, video, photography, training, live video or your art. It just has to be targeted, consistent and valued by your audience.
Codie: What is one thing that you absolutely believe is true that 90% of the population does not?
Seth: The power of the brandvidual is more effective than the corporate brand at touching souls. This is true as an individual and for a large organization. People are only content to buy logo’s after the persona has embodied that logo with human-ness.
Apple had Steve, Tesla has Elon, Amazon has Jeff, Basecamp has Jason and Ralph Lauren, he’s a master. No one flinches now at buying his Polo shirt. His name means something. We still prefer to buy from people we know, like and trust.
Personal Branding is a discipline that applies to every industry and is something that all professionals need to master to achieve career success.
Codie: What most often stops people from achieving high levels of success?
Seth: Thinking too small and not working on it long enough. Overnight success is seldom overnight. For most people, the path to self discovery and career fulfillment is bumpy one—a journey where you find yourself taking a lot of unexpected turns and only focusing on your career savings account when you’re up against the wall. If you want to knock it out of the park, you have to be willing to put in your 10,000 hours, hone your craft, build your reputation, work on your side hustle. No one is going to hand you the crown of success. It’s yours for the taking, but you have to want it bad enough. And be willing to ignore the obstacles that eagerly volunteer to be an excuse for why you can’t.
Codie: You wrote a book - Road to Recognition. It ain't easy putting pen to paper, why did you feel this book needed to be written?
Seth: The Road to Recognition is the personal branding I wish I had years ago. But it’s more than that. It’s a toolkit for the age we live in, one that I’ve used to navigate the digital world, build a career, and build four multi-million dollar businesses from scratch.
But this book isn’t a story. It’s a roadmap, a how-to guide for achieving success today.
It’s clear that there’s no singular path anymore, no great idea that doesn’t require promoting, no guaranteed career, no diploma that will insure success.
The concepts in the book aren’t new. But they’ve been organized in a way that you can put into motion, no matter what stage you are in your career.
When it comes to building your brand, it's a jungle out there. Between blogging, social media, networking, websites, content marketing, landing pages, email and PR, there's so much to manage in today's always-on, always-connected universe.
Whether you’re an entrepreneur, student, consultant, artist, chef designer, chef, executive or retiree, you are a brand with a reputation to be recognized and there is no reason to leave that up to others to control.
Bonus: Top 3 Books That Influenced Seth's Life:
Rilke: Letters to a young poet
Dale Carnegie: How to Win Friends and Influence People
Sun Tzu: The art of war
The Quote that Gets Seth Out of Bed in The Morning:
"There but for the grace of god” I think it’s from the 16th century. I interpret it as the opportunity I am given each day to make a difference. As long as I am breathing, I have an obligation to do my best.
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