Over-50

Blogging - Still a Power Tool in Developing New Business, Launching a New One

Most established enterprises are moving on to TikTok. That's added on to all the other social networks that have become must-dos for marketing communications. LinkedIn is increasingly important.

So, business players, overwhelmed with the daily routine of "keeping up on social," ask me: Is blogging still worth it?

After all, it's a mature medium.

Frequently the matter covered requires long form.

And, even with repurposing the post, the question is if there is enough bang for the buck.

There is no ambiguity: If the blog provides information and insight not available elsewhere, the fundamentals of search engine optimization are used but not overused and there is provocative repurposing (think catchy headline), blogging can be a power tool in new business development.

For about 17 years, now and then, I have received assignments in the hospitality industry. Those included describing the main attractions for 15 day tours of China sponsored by Chinese firms. I had been a brand consultant to a major hotel chain. 

During COVID, I was feeling burned out in the categories of business I had usually pursued. Burnout is all about losing fire in the belly about what we do.

So, several months ago, as an experiment, I launched a travel blog on Blogger. It's free. It's easy to navigate. Google seems to love it.

I made it my business to visit on my own dime off-beat locations. I figured out catchy angles. In addition, I became a sort of expert in the booming recreational vehicle industry. Then I folded in macro material such as trends in the recovering travel and tourism industry. 

So far, I have become a regular contributor to a publication which welcomes articles on RVing, produced blog posts for a startup which matches up traveling companions and am now creating marketing communications for a travel site supported by advertising. 

Yes, blogging can still be a platform for attracting business or even parachuting into a fresh niche. 

In about six months I will pitch to public relations agencies specializing in hospitality. That's where the big money could be.

The investment of time and thought in blogging can yield an excellent return. 

Jane Genova helps travelers feel like an insider, all the way around the globe. Contact her for assignments janegenova374@gmail.com.

You Probably Have Given Up Finding Work - But, You Can Grab Hold of Hope, Again

Bloomberg nails it. Since August 2020, 2.7 million jobs have been created and filled by those under-55. During the same time, only 28,000 55 and over landed work. Overall, about 2 million of those 55 and older have given looking for work.

Some of them have legitimate reasons for dropping out.

They may have feared contacting COVID - and dying.

They may have had it with the pressures of getting, holding and moving on to better work.

Perhaps they have to take care of a parent, spouse or offspring.

Or, they have just needed a nudge to take a retirement package. 

But most, I know from my coaching, just ran low on hope. After overcoming myriad obstacles in their career they assumed they could no longer jump through hoops. Not again. And what for. After all, as ProPublica documents, after losing those good job only 1 in 10 will move on to another which pays comparable compensation. 

Where hope can take root, even after severe disappointments, is where mindsets are open to a fresh start. There is that old adage which is on the money: Nothing gets you a job like a job. Here the aging have to shift from the traditional notion of a career path to the more simple concept of working for income. 

That kind of pivot liberates the 55 and over from the past. They can welcome new experiences, including learning new skills.

That aligns with the Future of Work vision of Willis Towers Watson: Careers are anachronisms. They are being replaced by putting together portfolios of experiences and skills. That process is unlikely to be linear. The security guard could parachute into being a leasing agent for a residential complex. Related? Maybe. But it doesn't represent the expected progression in what used to be career paths. What counts is that there is movement to better-paying, more enjoyable work.

So, how can the aging loop into hope?

What I hammer is this: Get work, any work. That's articulated, along with the how-to, in this book, a free download Download Outwitting ageism. 

The next step is: Don't settle in.

That work experience is simply a bridge to the Next. This is really nothing that new. In the ultimate job guide "What Color Is Your Parachute?" has documented since The Great Recession the shorter and shorter time any human being will be in any work situation. That is, reinforces the book, there will be a search for work from the get-go in high school or earlier to the day when permanent retirement is selected. 

So, it can comfort the aging that they aren't not the only ones who are caught in the nonstop search for work that brings income. The focus of the new reality is to be heading toward better-paying and a better fit of work.

The Future is already underway. Ghostwriting/Marketing Communications and coaching on those issues. Sliding scale fees. Complimentary consultation (janegenova374@gmail.com)

 

Aging & Haven't Made It Big Yet - Maybe You Don't Understand American Ethos of Success

Some people just got an instinct for success. 

Obviously, make-believe heiress Anna Sorokin aka Anna Devey is among them.

Sure, she wound up in prison for her attempted con of securing a multi-million-dollar loan and actually living the good life without paying the bill.

But in October she obtained parole and could be released next month. That will dovetail with the release of a Netflix film about her amazing life. For that she had been paid about one-hundred-thousand bucks. However, the law mandates the funds circle back to the victims she hoodwinked.

In the process of the Netflix undertaking, of course, she has strengthened her brandname. America, founded by a bunch of misfits who couldn't cut it in the old country, loves its outliers.

Her touch, this time on the legal side, will remain magic. The American Way is supposedly boyscoutish/girlscoutish. But the reality is that most who who made it big knew their way around the official rules. Those who stayed big did that within the parameters of the U.S. legal system - sometimes with the help of prominent lawyers.

Likely Sorokin has learned much about all that in a short time. Also, she has acquired the resources to operate within the system. Although born outside the United States, Sorokin had a deep understanding of its complex success ethos.

Of course, in prison she was no slouch when it came to creating a platform for her future. She launched a personal blog, reports Daily Mail. It's called "Anna Devey Diaries." That name, in itself, has become a powerful kind of trademark.  In it, she complains about the lack of luxury items such as gourmet salad dressing. Likely, when on the outside, she will start a podcast. Here is my article, published in Odwyerpr.com, on how that medium is doing in 2021 and how to make yours noticed.

It is never too late for the aging in America to shake off all the misleading success advice foisted on you since high school. For most of us, that kept us servants of the system. Not masters of it. 

It's not unthinkable that in time Sorokin could reimagine herself into a great philanthropist. Her legacy could be one of extreme service to humanity. That's also embedded into the American ethos of success. 

The Future is already underway. Ghostwriting/Marketing Communications and coaching on those issues. Sliding scale fees. Complimentary consultation (janegenova374@gmail.com)

Aging - The Extreme Advantage of "Crisis Competence" (including in getting, holding and moving on to better work)

We got through so many other things - maybe even worse, at least it seemed at the time - before the isolation of a pandemic.

As a result, reports John Leland in The New York Times, we over-65 have acquired what's being called "crisis competence." No matter what is going down, we not only have the confidence we can get through it. During it, we can find sources of joy. And look forward to satisfaction in the future.

Leland notes that, overall, the mental health of the aging tends to be better than those younger.

Obviously, we have made progress on the learning curve of life. 

In addition, I have observed in coaching displaced professionals over-65 that many have an edge younger generations don't.

That's twofold.

One is the ability to push on despite rejection during a search for jobs or contract assignments. And the other is the know-how to be strategic about finding, holding and moving on to better work. Such skills are the result of experience. How many financial downturns have we been through! How much aging bias have we already bumped up against! And how many work situations have we landed even in regional economic depressions.

We are entering a new year. But, despite the optimism, there is no guarantee it will be better in terms of employment than 2020. Here, a free read, is my bible on continuing to earn income from work, no matter what our age Download Outwitting ageism. 

Yes, 2021 could play out to be another "the worst of times." But not for the over-65. 

The Future is already underway. Ghostwriting/Marketing Communications and coaching on those issues. Sliding scale fees. Complimentary consultation (janegenova374@gmail.com)

Let's All Stop Talking Like Lawyers - At Least, Those of Us Who Aren't Lawyers

Dating back to the heyday of consumer advocate Ralph Nader, filing lawsuits was sexy. In fact, it was the signature of people alert to their rights and putting themselves through the ordeal of litigation for justice.

That was then.

Sure, folks are still suing. But the cool has been sucked out of it.

The influence game is more fun. It's faster. And for those who have down cold its dynamics, it's could even be free. Just invest some time and creativity.

The ways of influence are almost infinite.

There are:

Podcasts

Social networks ranging from LinkedIn to Instagram

Old-line blogging

YouTube

In-person theatre in the streets (protesting as during the counterculture)

Email/texting campaigns

Connecting with government officials

Paid newsletters such as Substack and Ghost

And, more to be developed.

Along with the shift away from litigation as a form of personal branding there is this: a recognition that maybe talking like a lawyer isn't all that effective. Better to first use soft skills or Emotional Intelligence. During the past five years of Perfect Storms, I have used both for everything from shaking loose payments from clients to getting out of leases with bad-actor landlords.

The common response when the talking like a lawyer card is played is that those at the other end simply shut down the game. They refuse to continue the conversation. That usually means we really will have to follow through and use legal means. Those can be expensive and slow-moving. In addition there is no guarantee of success.

On the other hand, when we do a Dale Carnegie - "How to Win Friends and Influence People" - the conversation can continue. Eventually both parties will wear out. We are ready for compromise. Likely we both get more of what we wanted than we had anticipated. In contrast, litigation is highly uncertain as to outcomes.

Applications to law schools are way up. But that has nothing to do with how we non-lawyers navigate our little lives, our obsessive feuds and our big causes. It might be downright smart to leave all the lawyer rhetoric to the lawyers. 

Place your paid sponsored content on this blog. Here are 6 tips for search engine optimization (SEO) in 2020. Contact janegenova374@gmail.com.

Some Things Just Don't Pan Out - Bob Dilenschneider's book "Decisions" Ranks 1,251,308 on Amazon

The toughest professional guidance I provide those I coach is the reality that many initiatives won't succeed.

An obvious example of that is Bob Dilenschneider's book "Decisions." It was published on December 31, 2019. Less than 11 months later it has plunged in Amazon's rankings to 1,251,308.

Dilenschneider operates a public affairs boutique in Manhattan. He had been the late Roger Ailes' personal public relations representative. Last month, he turned age 77.

Had Dilenschneider come to me for professional coaching, here are the five recommendations I would have put out there:

• Pivot from marketing through books. That succeeds only if the book will be a brisk seller. If it doesn't sell, in this era of Amazon rankings, it will put you in the corridor of public shame. Any book which doesn't catch fire can play out to be a liability.

 

• Ask all his constituencies what they need to learn as well as reflect on. Every major holiday Dilenschneider publishes in third party media what he considers an inspirational thought leadership piece. For me, most seem to have the wrong tone and content for our disruptive times. 

 

• Be committed to market differently - and keep changing.

 

• Experiment with other marketing strategies and tactics. Among them can be podcasting and paid newsletters such as Substack. 

 

• Update his website. The leading article on the homepage is dated September 2019.

It was as he aged, actor/director Clint Eastwood made the shift from B-Grade action films to artistic creations. "Unforgiven" is a classic. He had made his money. He was free to experiment.

Dilenschneider could also parachute into a transformation. (He's invited to a half-hour free coaching session. He can make an appointment at janegenova374@gmail.com.)

The Future of Work is now. Ghostwriting on those issues and coaching for job search, transition, personal branding, re-entry after recovery and reputation restoration. Sliding scale fees. Complimentary consultation (janegenova374@gmail.com)

Make Your Past Work for You

The past is a known - unlike these very uncertain current times. 

Also, the mind tends to sort through that memory bank and select out happy moments. An example might be trying out Coca-Cola's new product introduction - Tab. It might have been with young friends. Ah, youth.

No surprise, across Americana, there is mourning for the disappearance of Tab from our lives. BusinessInsider reports that announcement from Coca-Cola triggered widespread nostalgia.

That collective feeling reflects the nation's current return to heavy-duty nostalgia. 

Yes, the market for reaching back to what seemed a golden age (or at least lots better than 2020) is a growth one. 

Businesses which can embed them in their product/service offerings can thrive. 

Entrepreneurs can create whole new lines based on the nostalgia meme. 

Marketers and public relations representatives can leverage nostalgia into the messaging for clients. The iconic way that had been done was in the Kodak Carousel campaign developed by Don Draper on "Mad Men."

Individuals can also cash in. One platform for networking can be to create and strengthen bonds through shared memories. Yes, that is perfect for commenting on LinkedIn Updates and Twitter. Baby Boomers from the counterculture would probably welcome circling back to that period of extreme optimism about reforming the system. Also, reaching back into history has become effective in your podcasts, blogs, YouTubes and speeches. Right now there is push-back on the notion that the past is passed. 

Trends come and they go. The nostalgia one is, of course, a use it or lose it. In the present it's a power tool for business in general and individual careers. 

The Future of Work. Ghostwriting on those issues and coaching for job search, transition, personal branding, re-entry after recovery and reputation restoration. Sliding scale fees. Complimentary consultation (janegenova374@gmail.com)

The Number-One Reason Your Networking Has Turned You into a Pest

Networking is a multi-use power tool in business.

You can use it in:

Positioning yourself for a promotion, as in partner or head of an administrative unit

Job search

New business development

Introducing a new practice

Gaining access to resources.

But, too many businesspeople, especially those over-50, fail in the process.

That's because you don't understand that networking is a form of horsetrading. Before you enter that space you have to know what you have to trade. And, what's the market for that particular horse.

Otherwise you can be perceived as a pest - or overreacher. And, wind up being shunned.

The prerequisite in networking is to first take an audit of what you could trade. You calculate all that based on your knowledge of both human nature and the needs/wants of particular groups and individuals. What you find out becomes your inventory. As in all businesses, you have to keep that inventory fresh. Toss what's out of date. 

The trading process can start out on a very simple basis.

You make it your business to participate in professional online networks. They range from LinkedIn to specialized groups.

What is proving especially effective is trading your time to "like" and leave thoughtful comments in order to get the attention of those whom are useful to meet. Such action enhances their branding and they know it. Soon enough, they are checking your profile or even messaging.  

Another easy way in is to launch your own media sites. Those are perfect for linking to them, telling their stories and featuring them in interviews. The vehicles to use are growing in number. They include:

Podcasts

YouTube

Paid Newsletters such as Substack or Ghost

Blogs.

You could also develop relationships (again, through networking) with third-party media. Through that connection you can gain attention for those who are necessary for your career. What is published in third-party media can have greater reach than what's on your own platforms.

There are also more imaginative ways to acquire assets for trading. 

At the top of the list is to take advantage of what is known as "the power of weak ties."

In the 1970s, researcher Mark Granovetter discovered that more professional opportunities come through those you know casually versus the supposed key members of your professional network. 

That's because of three reasons. 

They know what you and those on your professional networks don't know. For example, the nurse at the hospital which you're trying to add as a client is aware it's unhappy with the current vendor. Or, the security guard in retail can tell you about a not-advertised job opening in human resources.

Since they are not competing with you, they will share that information. Even within your own organization you and your colleagues are in competition. It isn't in their self-interest to help you, unless they do that as part of their own networking.

They have down cold the lay of the land. As insiders, they can advise you how to approach the opportunity. 

What should be obvious to you is that the trade game is easier with the weak-tie group. The classic example is the strategy of family ties. Your children play with their children. Another classic source of trading is being available for providing generic insight derived from your own expertise. The nurse is considering opening a healthcare placement agency. You explain the forms of business structures. 

Another option for piling up assets to trade is through multiple sources of earning income. Your playing field is broadened. MarketWatch reported on full-time lawyer Kevin Ha. He has 13 side hustles. They include delivering food. There are plenty of people he can network with along the way. The caution there is how to manage all those identities. This article discusses "mutt branding."

Having a broad base of entities to trade puts you in a place of strength. You can enter any niche and know you have what is of value to others.

That's exactly why the most successful networkers don't have rigid boundaries. Or settle into a single sphere of influence. Here, a free read, is my book on exiting comfort zones. In the new normal of a COVID-19 shaped economy, there is no settling in.

The work world has become unforgiving. You may be among those who have to reimagine your career. Affordable coaching.  Make an appointment for complimentary consultation (janegenova374@gmail.com)

Want to Remain Marketable? Ditch What You Learned in College Freshman Composition

It's that bad.

Possibly it's the end of work in journalism for too many of those driven to get the story. Yes, Axios indicates that the layoffs in the newsroom during the first six months of 2020 (with more to come) have become so over the top.

The unthinkable is no longer unthinkable: Some journalists, even brandname ones, will have to decide to leave this purpose-driven career path.

During the first six month of 2020 (much of it COVID-19 time) more than 11,000 jobs have been lost in the news industry.

Among them have been those on furlough who were informed they're officially laid off. Goodbye. All hope is lost. The news media outlets taking that ultimate step range from the BBC to Vox. 

But the disruption goes beyond newsrooms, doesn't it.

What seems to be occurring in this digital era is that the very essence of how human beings take in the world and interpret it may be mutating. In addition, the sense of timing has changed.

Editorial, that is linear narrative, is becoming too complex a form of data display to bother with. We scan headlines and pull in a few bits from them. We feel we have to be in an accelerated time cycle.

So, we opt for snippets. As in ad copy. Fictional Don Draper from "Mad Men" would be in demand right now. His mind did not operate in a linear narrative manner. 

That is one reason why traditional content creation is increasingly badly paid. Some help-wanted notices on the Pro Blogger type platform indicate 2-cents per word. Others boast they pay competitive rates, that is, 4-cents a word. In 2004, as an editor, I paid up to $1.25 per word. 

In contrast, the copywriting kinds of the use of language and organization pay much better, even in this recessionary economy.  In addition, demand for all that is increasing.

Will college professors have to revise the curriculum for How to Write?

Could be.

The tightly organized exposition the Ok, Boomer had been trained to do in Freshman Composition may be too ponderous to be readable. The flow may be too smooth. Bring in the bumpy. That's fun. Roller coaster? Maybe too much. 

Fragmentation can emerge as the preferred style. At least in myriad forms of communications.

Sure, the management consulting firms will still produce tightly organized white papers. Those have their place in the data-display sandbox.

Product reviewers of software will still use narrative descriptions of pros and cons. There are so many nuances and tradeoffs.

On BigLaw websites, the partner profiles will have detailed traditional success narratives. 

Judges will continue to expect the highly documented briefs arguing a motion.

And children need old-fashioned stories. A clear beginning, middle, and an end are centering. The continuum bestows safety.

However, overall what is put out there to get, hold, and scale attention is more snippet than plodder.

The human mind seems to have catapulted to a very short version of short form. Social branding is created in shorthand. And, of course, we all are our social brand. On LinkedIn, many displaced professionals are experimenting with how to put together their new social identity. 

In marketing timing is everything. Complimentary consultation on your marketing communications in COVID-19 time. janegenova374@gmail.com.

 

When We Studied the Scientific Method in College - Now This ...

Populism has shaken the faith societies once had in science.

The standard course in higher education globally had been the introduction to the scientific method. Evolution was assumed to be a fact. 

The break-down of confidence in science is happening at the worst of times: during  the surge of the coronavirus in myriad nations.

On July 6th, U.S. President Donald Trump announced he's considering cutting ties with the World Health Organization (WHO).

No newsflash, then, giant public relations agency Hill + Knowlton is assisting WHO in establishing establish trust in its messaging about science and well as public health.

In Odwyerpr.com, Kevin McCauley reports Hill + Knowlton is focusing on influencer identification, messaging testing, and development of campaigns. For this it's receiving a $135k fee.

How successful Hill + Knowlton is can save lives - perhaps millions of them. COVID-19 seems to be just getting started.

In marketing timing is everything. Complimentary consultation on your marketing communications in COVID-19 time. janegenova374@gmail.com.