Point of View Point Of View Marketing the subtle, underestimated & credibility-building power of articulating why you do, what you do, the way you do it. marketingforhippies.com !1 Point of View “Tad shows you how magical and powerful a good point of view can be for marketing your business and for attracting customers and clients that are made for you, and you for them. (And really, that’s what marketing is all about.) His book is full of practical ‘how to’ advice and examples, as well as beautiful stories that help you understand how points of view fit into the bigger context of word-of-mouth marketing. Want to feel good about marketing your business? Read this book.” — Lois Kelly, author, Beyond Buzz and Rebels at Work, foghound.com “What I loved about the book and this work is, it finally gave me a place to put things that have been rolling around in my head for a really long time. At first I was frustrated because there was just too much, too many thoughts. I didn't know where they went. But then I just started writing everything down and then checking it against what your definitions of the pieces were. So I came up with a metaphor and a map to help assist me in coming up with my Point of View based on your metaphor.” — Natalie Forrest marketingforhippies.com !2 Point of View “How can the soul or the world be re-enchanted once it has lost the enchantment? Only by returning to the story of the soul and retelling it up to the point of fracture; only by placing our story within the context of the greater song. When Merlin is exposed to the terrible carnage of the battle of Arfderwydd he becomes mad and runs into the depths of the forest. Within the forest's embrace, he becomes one with the trees and seasons and puts aside the terrible sights he has seen to focus upon the gifts of the wild world, becoming rusticated and ‘uncivilized.’ Ever pertinent and prophetic, he sees through the pretexts and pretensions of those who come to lure him back to civilization with the sure instinct of an animal. He does not respond to anyone except his friend, the Welsh poet, Taliesin who comes to sit with him. Only then does Merlin respond, asking the odd question, ‘Why do we have weather?’ This seemingly trivial query is all that Taliesin needs to help his friend. He begins to recite the creation of the world. At the end of Taliesin's recital, Merlin is restored as the sacred context of his story is given back to them.” — The Celtic Spirit, Caitlin Matthews marketingforhippies.com !3 Point of View Contents Introduction 8 Nine Reasons Why Point of View Matters 13 Reason #1: Your Point of View Will Attract You More and Better Clients 14 Reason #2: Your Point of View is Gold for Any Business Coaches, Copywriters and Designers You Ever Hire 16 Reason #3: Your Point of View Makes You Trustworthy to Your Ideal Clients 17 Reason #4: Your Point of View Makes It Easy to Find New Clients 20 Reason #5: Your Point of View Gives Your Work a Coherent Voice 22 Reason #6: Your Point of View is the Source of All Your New Content 24 Reason #7: Your Point of View Allows You to Be Yourself 25 Reason #8: Your point of view will make people talk about you. 26 Reason #9: Your point of view allows you to engage in Educational Marketing 27 Real Life Examples of Point of View in the Five Major Areas of Life 30 Major Area #1: Physical Health 31 Major Area #2: Money, Business, Livelihood 34 Major Area #3: Relationships, Sex, Dating 35 Major Area #4: Inner Peace, God, Spirituality 36 Major Area #5: Contribution, Social Change, Activism 38 Our Core Story: The Young Woman on The Island 41 Overview: The Three Elements of Your Point of View 49 The Point of View Pyramid 53 The Map 56 The Four Kinds of Maps People Need Most When They’re Lost 64 The Story of My Gallbladder 66 The Empathy Map 67 The Context Map 69 The Options Map 73 The Guidance Map 76 Tying The Four Maps Together 78 marketingforhippies.com !4 Point of View Your Compass 81 Your Route 82 Real-World Examples of Maps, Compass, and Route in Point of View 86 Examples of Maps in Point of View 88 Example: The Eight Soul-centric/Eco-centric Stages of Human Development 90 Example: The Seven Chakras 91 Example: The Chinese Meridian System 92 Example: The Celtic Medicine Wheel 93 Example: The Hero's Journey 94 Example: The Addiction Tree 95 Example: Vicious Circle Thinking 96 Example: Benign Circle Thinking 97 Example: The Male Emotional Suppression Cycle 98 Example: George Lakoff on Liberals vs. Conservatives 99 Example: The Sun Food Triangle 101 Example: Political Spectrums 102 Example: Sexuality and Gender 103 Examples of The Compass in Point of View 109 Example: The Principles of Kind Business 111 Example: The Principles of Visionary Activism 113 Example: The 10 Principles of Erica Ross’ Dance Our Way Home 114 Example: Christina Morassi on The Principle of Pleasure in Business 115 Example: Judy Wicks on the Principles of the Local Living Economies Movement 118 Example: Racheal Cook 119 Example: Midwifery for the Soul 120 Example: 12 Principles of Permaculture by David Holmgren 121 Example: Five Premises for Living from Non Violent Communication 123 Example: Commitments and Assumptions for Community 124 Example: Lynn Serafinn’s 7 Graces of Marketing 125 Example: Sole Bike 129 marketingforhippies.com !5 Point of View Example: OMGYes.com 130 Example: Secrets of The Millionaire Mind 131 Example: From Invisible to Invincible: A Manifesto for Professional Women 132 Examples of Route in Point of View 137 Example: The Niching Spiral 139 Example: Nancy Juetten 140 Example: Jennifer Summerfeldt 141 Example: Anthony Robbins, The Six Steps of Neuro Associative Conditioning 143 Example: The Four Part Non Violent Communication Process 144 Example: Loving What Is and Finding the Truth with Only 4 Questions — The Work of Byron Katie 145 Example: The Original Twelve Steps of Alcoholics Anonymous 149 Example: Benevon 150 Example: The Cycle of Change by Prochaska & DiClemente 151 Example: Jay Abraham, Claude Hopkins, Schlitz Beer, and Preeminence 152 Example: Origami Accounting 154 Example: The Authentic Man Program Holarchy 155 Example: Meditation 156 What Your Point of View Is Not . 158 #1: Your point of view is not something you can discover on your own 159 #2: Your point of view is not necessarily quick or easy to uncover 160 #3: Your point of view will never be complete 161 #4: Your point of view is not objective 162 #5: Your point of view is not an opportunity to try to change minds 163 Candid Reflections on Approaching Your Point of View . 166 Thought #1: Apprentice To Someone 167 Thought #2: Choose an aligned community 168 Thought #3: Be curious 169 Thought #4: Get some space 170 Caveats on Approaching Your Point of View 172 Caveat #1: Beware of Dogma 173 marketingforhippies.com !6 Point of View Caveat #2: Crafting your Point of View is Like Tidying 174 Caveat #3: Learn the Difference Between Your Symptoms and Their Diagnosis 176 Simplistic. Complicated. Simple: The Three Stages of Articulating Your Point of View 179 Stage One: Identify (Simplistic) 189 Stage Two: Articulated (Complicated) 193 Stage Three: Embody (Simple) 195 Final Thoughts: Where to now? 204 Frequently Asked Questions 206 How Does This Work for Artists? 207 Do I Share My Political and Religious Point of View? 208 Appendix 210 Eleven Criteria of a Solid Point of View: 211 The Rant Experiment: Let Off Some Steam, Catalyze Social Change and Grow Your Business 212 What is a Rant? 216 Eleven Reasons Why Rants Get Such a Strong Response 217 The Three Places A Rant Can Come From: 223 So, How Do You Participate in the Rant Experiment? 224 Acknowledgements 227 Why is niching so hard? 228 About the Author: Tad Hargrave 229 More Point of View Resources 230 marketingforhippies.com !7 Point of View Introduction I struggled, for years, to articulate how I saw marketing. I travelled all around this continent teaching marketing and found myself sometimes lucid and other times fuzzy. Some workshops went well and others didn’t. It was frustrating. I wanted to create products but didn’t have any sense of what they would be. I got interviewed on radio shows and tele-summits and found myself struggling to answer questions. I worked with clients one on one and found myself feeling disappointed with myself after the call. I was free-styling in helping clients. I was improving but my results were inconsistent. Over the years, things came into focus and all of those programs began to move towards resolution. I don’t really have any of them anymore. I feel solid about my workshops and don’t need much of a script. I have an abundance of ideas for products that excite me. When I’m interviewed I feel clear and solid. My work with clients increasingly feels well structured and helpful. Much of this shift has come from the work of articulating my point of view. That’s my hope for what this eBook and the accompanying workbook might do for you. I’ve seen it in my clients too. 90% of the time, their challenges have to do with having no clear niche. For that, I created NichingSpiral.com. But, even those who could articulate a clear target market, problem they were solving and result they were offering, struggled.