Communicate for Good

On this episode of Marketing for Good, Erica is joined by Lisa Cron to discuss the evolution of stories. They discuss using the story of your organization (through your mission, vision, value, and purpose statements) to connect with your audience. They stress the importance of pinpointing the self narrative of your target audience and why using facts is not as effective as utilizing stories. Lisa also talks about emotion as a survival mechanism and the significance of shifting our perception of stories from something that is entertaining to something that is part of our brain architecture. 

Resources Referenced:

Antonio Demasio: https://dornsife.usc.edu/cf/faculty-and-staff/faculty.cfm?pid=1008328

Leslie Zane Episode: https://podcasts.apple.com/us/podcast/leslie-zane-on-breaking-rules-subconscious-marketing/id1510085905?i=1000513939332

Chip and Dan Heath: https://heathbrothers.com/

Maria Ross Episode: https://podcasts.apple.com/us/podcast/maria-ross-the-empathy-edge/id1510085905?i=1000488984335

Episode 5: https://podcasts.apple.com/us/podcast/who-are-your-true-believers/id1510085905?i=1000474227645

About Lisa:

Lisa Cron is the author of Wired for Story, Story Genius, and Story or Die. Her TEDx talk, Wired for Story, opened Furman University’s 2014 TEDx conference. Lisa Cron is a story coach, author, and speaker. She spent a decade in publishing, and has been a literary agent, television producer, and story analyst for Hollywood studios. Since 2006, she’s been an instructor in the UCLA Extension Writers’ Program, and she has been on the faculty of the School of Visual Arts MFA program in Visual Narrative in New York City. In her work as a private story coach, Lisa works with writers, nonprofits, educators, and organizations, helping them master the unparalleled power of story. Lisa can be found at: wiredforstory.com.

Connect with Lisa:

Twitter: https://twitter.com/LisaCron

Website: http://wiredforstory.com/

Connect with Erica:

Website: http://www.claxonmarketing.com/

https://claxonuniversity.com/

Twitter: https://twitter.com/EricaMillsBarn

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]

Happy one year anniversary to the Marketing for Good podcast! Today Erica takes a look back over the past year, and highlights the importance of employee engagement and getting real about diversity, equity, and inclusion (DEI). She gives suggestions to listeners on how to be authentic and that DEI is a journey, not a destination. Erica also discusses mission (what you do and how you do it), vision (where you are going and why), values (principles that guide your work), and purpose (why you as an organization exist). Erica uses the Evans School as an example, to show why it is necessary to deconstruct in order to reconstruct. 

Resources Referenced:

Do your mission, vision, and values have purpose?: https://podcasts.apple.com/us/podcast/do-your-mission-vision-and-values-have-purpose/id1510085905?i=1000504986603

Marlette Jackson and Erin Dowell: Are you guilty of woke-washing?: https://podcasts.apple.com/us/podcast/marlette-jackson-erin-dowell-are-you-guilty-woke-washing/id1510085905?i=1000495260222

Kate Slater: Making Your Messaging Anti-Racist: https://podcasts.apple.com/us/podcast/kate-slater-making-your-messaging-anti-racist/id1510085905?i=1000506495948

Evans School mission, vision, and values: https://evans.uw.edu/about/mission-values/

Connect with Erica:

Website: 

http://www.claxonmarketing.com/

https://claxonuniversity.com/

Twitter: https://twitter.com/EricaMillsBarn

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]

On this episode of Marketing for Good, Erica is joined by Leslie Zane to talk about subconscious versus conscious marketing (which is what the vast majority of marketing is). They discuss the premise that instinct most often guides our decision-making rather than conscious thought. Leslie gives examples of marketing and branding strategies that use subconscious thought to drive sales and gain market share. They also talk through the physicality of thoughts, cause competency, brand connectome, and the opportunity for brands to emerge from COVID most distinctively. 

Resources Referenced:

Triggers: www.triggers.com  

MFG Episode 30: https://podcasts.apple.com/us/podcast/marketing-the-new-normal/id1510085905?i=1000510496087

Leslie’s TEDx talk: https://www.youtube.com/watch?v=zix4MSVPbrk

Leslie’s most recent Harvard Business Review article: https://hbr.org/2021/02/advertisers-skip-the-platitudes-in-2021

FedEx Commercial: https://www.youtube.com/watch?v=xQYDcR3YAUo

About Leslie:

Known in the industry for her expertise in applying brain science to branding, Fortune 500 CMOs rely on Leslie Zane to help them achieve what had previously been near impossible: accelerate revenue and share growth at the same level of marketing spend.

Zane has discovered what every top executive wants to know: the secret to changing instinctive brand behavior. While most marketing efforts create a temporary boost in sales, Zane helps CMOs alter the Brand Connectome®, the hidden neural network that dictates consumers’ instinctive brand preference--the brand choices they make on autopilot.

A Yale University and Harvard Business School graduate, Zane began her career at top companies including Bain, P&G and Johnson & Johnson and was surprised by the hit-or-miss nature of marketing initiatives. Zane maintained that what consumers say is unreliable and that indirect cues were more effective than superlative claims in driving conversion. But, like many unconventional thinkers, her ideas were often dismissed. More than 16 years before Daniel Kahneman popularized behavioral economics, Zane founded Triggers® on the premise that instinct rather than conscious thought guided brand decisions and her company has been delivering superior results ever since. Triggers was also the first brand consultancy founded by a woman. A TEDx speaker, Zane has been published in the Harvard Business Review, Knowledge@Wharton, MIT Sloan Review, Forbes, Ad Age, CMO.com, Barron’s, Newsweek, Mediapost, Scientific American and more.

Connect with Leslie:

Website: www.triggers.com

LinkedIn: https://www.linkedin.com/in/lesliepicotzane/

Twitter: https://twitter.com/Leslie_Zane

Connect with Erica:

Website: 

http://www.claxonmarketing.com/

https://claxonuniversity.com/

Twitter: https://twitter.com/EricaMillsBarn

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]

On this episode of Marketing for Good, Erica talks with Jeff Krasno about all things mindfulness. They speak about marketing mindfulness in the context of different audiences and applying mindfulness as a tool of productivity and performance. They also discuss the energetics of language, the power of stories, and writing as a form of meditation. Jeff shares techniques on incorporating mindfulness and meditation into everyday life and reminds listeners that both of those things are accessible to everyone.

Resources Referenced:

-Commune: https://ww2.onecommune.com/

-Shuyler’s website:  https://www.schuylergrant.com/

 -The Language of Emotion by Karla McLaren: https://karlamclaren.com/product/the-language-of-emotions-book/

-Sacred Economics by Charles Eisenstein: https://charleseisenstein.org/books/sacred-economics/

   -Adam Gazzaley: https://gazzaley.com/

-Company of One by Paul Jarvis:  https://ofone.co/ 

About Jeff:

Jeff is the CEO and founder of Commune, a masterclass platform for well-being. He also hosts the Commune podcast, interviewing a wide variety of guests from Deepak Chopra and Marianne Williamson to Brendon Burchard and Russell Brand. Jeff writes a weekly column that is distributed to over a million people every Sunday.

Jeff is also the founder of Wanderlust, a global series of wellness events. Jeff is a contributor to the Huffington Post and Fast Company. His first book, eponymously named, Wanderlust, debuted in May 2015 on Rodale and has sold more than 50,000 copies worldwide. His new Wanderlust cookbook, Find Your True Fork came out in July 2017.

In 2016, he was selected by Oprah Winfrey to be part of the SuperSoul100 as one of the nation’s leading entrepreneurs.

In 1995, Jeff married Schuyler Grant, his college sweetheart. Schuyler, a yoga teacher and director of Kula Yoga Project, served as the inspiration for Wanderlust. Jeff & Schuyler have three beautiful daughters, Phoebe, Lolli and Micah. They currently live in Los Angeles, California.

Connect with Jeff:

Website: http://www.jeffkrasno.com/

Twitter: @jeffkrasno 

Instagram: @jeffkrasno 

Connect with Erica:

Website: 

http://www.claxonmarketing.com/

https://claxonuniversity.com/

Twitter: https://twitter.com/EricaMillsBarn

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]

This episode of Marketing for Good is all about words, words, words! Erica takes a deep dive into Dictionary.com, Big Duck, and Lake Superior State University words to avoid lists. She talks about overused words and phrases specific to marketing, ableist and racist language, and explains function words versus content words. Erica particularly looks at ‘we are all in this together’, ‘tribe’, ‘best practices’, ‘new normal’ and deconstructs why these might not be the best terms for you to be using in your marketing.

Resources Referenced:

Wordifier: https://www.claxonmarketing.com/wordifier/ 

Dictionary.com https://www.dictionary.com/e/words-to-stop-using-in-2021/

Lake Superior State University list: https://www.lssu.edu/traditions/banishedwords/

Big Duck list: https://bigduck.com/insights/words-to-avoid-2021-edition/

Ep 15 Making Marketing Accessible to All‬: https://apple.co/2ZGyEUS

Ep 29 On Being Stronger Than Stigma: https://apple.co/3qSvRUK

Tribes by Seth Godin: https://amzn.to/37G0Ewr

Ep 5 Who Are Your True Believers: https://apple.co/3aLg4RJ

The Naked Mind by Annie Grace: https://thisnakedmind.com/this-naked-mind/

Katie Sturino: https://katiesturino.com/

Connect with Erica:

Website: 

http://www.claxonmarketing.com/

https://claxonuniversity.com/

Twitter: https://twitter.com/EricaMillsBarn

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]

*Trigger Warning* This episode contains discussion mental illness, suicide, and sexual abuse. If you are worried about your mental health, please call the National Suicide Prevention hotline at 1-800-273-8255.

On this episode of Marketing for Good, Erica is joined by Ian Adair to discuss the stigma that surrounds mental illness and the role that marketing plays in perpetuating that stigma. They talk about the transition between negative to positive framing of mental health messaging, othering in marketing, and why it is important for leadership styles to change surrounding mental health in the workplace. 

Resources Referenced:

Stronger Than Stigma by Ian Adair: https://strongerthanstigmabook.now.site/home

The Naked Mind by Annie Grace: https://thisnakedmind.com/this-naked-mind/

Stigma Regarding Mental Illness among People of Color: https://www.thenationalcouncil.org/BH365/2019/07/08/stigma-regarding-mental-illness-among-people-of-color/

Black And African American Communities And Mental Health: https://www.mhanational.org/issues/black-and-african-american-communities-and-mental-health 

About Ian:

Ian Adair is a nonprofit industry influencer, TEDx speaker, and recognized expert in leadership, fundraising, and nonprofit management. He is an advocate, author, and speaker concerning mental health awareness and mental health in the workplace. Ian is the author of Stronger Than Stigma, A Call To Action: Stories of Grief, Loss, and Inspiration! Ian is the Executive Director of the Gracepoint Foundation, the philanthropic arm of Gracepoint one of the largest behavioral health organizations in the State of Florida. Gracepoint impacts the lives of more than 30,000 individuals (children and adults) seeking mental health, medical, and addiction services.

Connect with Ian:

Website: www.gracepointfoundation.org

LinkedIn: https://www.linkedin.com/in/ianadair2010/

Connect with Erica:

Website: 

http://www.claxonmarketing.com/

https://claxonuniversity.com/

Twitter: https://twitter.com/EricaMillsBarn

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]

On this episode of the Marketing for Good podcast, host Erica Mills Barnart and guest, Kate Slater, discuss the question: How can you make your messaging anti-racist? They talk about how implicit bias and systematic racism show up in marketing, and how to incorporate diversity, equity, and inclusion into your marketing to disrupt the status quo. Erica and Kate also offer resources and thoughts on how to integrate anti-racism into the four pillars of your foundational messaging.

Resources Referenced:

How To Be An Antiracist by Ibram Kendi https://www.ibramxkendi.com/how-to-be-an-antiracist-1

“Woke-Washing” Your Company Won’t Cut It by Erin Dowell and Marlette Jackson https://hbsp.harvard.edu/product/H05QM9-PDF-ENG?itemFindingMethod=Catalog

2021 Anti-Racist Roadmap https://kateaslater.com/antiracist-roadmap

About Kate:

Kate Slater is a White anti-racist educator and scholar. She is currently the Assistant Dean of Graduate Student Affairs at Brandeis University. Previously, she worked for the Institute for Recruitment of Teachers, a nonprofit that promotes social justice and diversity in the American educational system. She is also a lecturer on the history of race and racism at the University of New Hampshire, where her research centers the experiences of underrepresented minoritized students who attend predominantly White institutions. She conducts trainings on White supremacy in the workplace for both K-12 and higher education organizations, as well as numerous private companies.

Connect with Kate:

Website: http://kateaslater.com

Instagram: @katerslater

Connect with Erica:

Website: 

http://www.claxonmarketing.com/

https://claxonuniversity.com/

Twitter: https://twitter.com/EricaMillsBarn

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]

In this episode, Erica helps you to unleash the potential of words through the messaging matrix. She lays out the two sides of the matrix: foundational messaging (values, vision, purpose, mission) and messaging by audience (pro tip: optimize for no more than 3 audiences). Erica gives practical steps so you can achieve concise, compelling, and repeatable messaging.

Resources Referenced:

Episode 3: Marketing Objectives https://apple.co/2Xr868Z

Episode 5: Who Are Your True Believers? https://apple.co/2MTk1ut

Episode 10: Using Words as Tactical Instruments https://apple.co/39xlZID

Episode 17: Search Engine Visibility https://apple.co/35nk2wU

Episode 19: Become a LinkedIn Blackbelt https://apple.co/38uQU8T

Claxon Marketing Email List: https://www.claxonmarketing.com/about/

Connect with Erica:

Website: 

http://www.claxonmarketing.com/

https://claxonuniversity.com/

https://www.claxonmarketing.com/wordifier/

Twitter: https://twitter.com/ClaxonMarketing

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]

In this episode, Erica is joined by Jonathan Silver to discuss how nonprofits can utilize data to help boost consistent donor engagement. They talk about low friction ways to expand your nonprofit toolkit and how personalization can drive a better business model. Jonathan and Erica weave data with empathy to help you message to the right prospective donor and improve humanity.

Resources Referenced:

Affinity Solutions: https://www.affinity.solutions/

Data for Good Initiative: https://www.affinity.solutions/dataforgood

The Empathy Edge: https://www.amazon.com/dp/B07WFR5HJD/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1

About Jonathan:

Jonathan Silver is Founder + CEO of Affinity Solutions. Affinity is an intelligence platform that uses purchase signals as the authoritative source of truth in helping marketers, agencies and media organizations deliver emotionally resonant experiences that enrich people’s lives. He is a lifelong entrepreneur and graduate of Wharton.

Connect with Jonathan:

Website: https://www.affinity.solutions/

Twitter: https://twitter.com/AffinitySolutns

LinkedIn: http://linkedin.com/in/jonathan-silver-33b456

Connect with Erica:

Website: http://www.claxonmarketing.com/

https://claxonuniversity.com/

https://www.claxonmarketing.com/wordifier/

Twitter: https://twitter.com/ClaxonMarketing

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]

On this episode of Marketing for Good, Wendy Chamberlin joins Erica to discuss the marketing of poverty. They talk about poverty graduation programming, the static picture of poverty (and why it is important to change that frame), and myths around poverty marketing. Wendy and Erica talk through poverty porn, mission-centered funding, and philanthropy’s voice at the table. They also discuss why organizations claim victory prematurely and ask the question: Are you proving it or improving it?

Resources Referenced:

Sustainable Development Goals: https://sdgs.un.org/goals

Oxford Multidimensional Poverty Index: https://ophi.org.uk/multidimensional-poverty-index/

About Wendy:

Wendy Chamberlin is the Global Program Director for the BOMA Project, a non-profit organization that is based in the US and Kenya.  The Boma Project implements a poverty graduation program in Northern Kenya and in Karamoja, Uganda  that gives pastoralist women business, financial and life-skills training so they can earn a sustainable income, provide for themselves and their families, pay school fees for their children, and withstand shocks such as medical emergencies or drought. To date the BOMA Project has enrolled over 33,000 women in its program directly impacting over 150,000 women and children in the areas in which they work. 

Connect with Wendy: 

LinkedIn: https://www.linkedin.com/in/wendy-chamberlin-1277b95/

Boma Project Website: https://bomaproject.org/

Boma Project Facebook: https://www.facebook.com/thebomaproject/?ref=br_rs

Boma Project Twitter: https://twitter.com/bomaproject?lang=en

Connect with Erica:

Website: 

http://www.claxonmarketing.com/

https://claxonuniversity.com/

https://www.claxonmarketing.com/wordifier/

Twitter: https://twitter.com/ClaxonMarketing

LinkedIn: https://www.linkedin.com/in/ericamillsbarnhart/

Email: [email protected]