That was SO useful Karena! The whole "warm up the neighborhood" idea is brilliant, simple, and so cross-applicable to the stuff I'm working on right now. Perfect timing. And this quote says it so well, "“When you are tired of saying it, they are just starting to hear it.”
Thank you, Rick. I was hoping it would prove useful to someone. I first heard that concept when I took over as Head of Communications in 1996 (way before LinkedIn!) and was so frustrated that people had not heard what I thought I'd laid out cogently. I guess Jeff could not find the originator either, so he said it himself!
Woah! I was JUST thinking today that I'm growing a bit tired of posting videos on YouTube (more like, I'm thinking "what's the point?"), but now I realize I just need to continue on because they are just starting to hear it.
I have to agree with Rick here. This issue was packed with insights. This is what I'm trying to do to generate some publicity for my book.
But recently, I think I've been doing too much of this. And so my question is, where do you draw the line between warming up the neighbourhood and overly marketing yourself (or your products)?
Let me ask you the question a different way - How many of my 104 editions do you remember? How much of the most recent do you recall by Wednesday of the same week?
To you, it is 100% strident and feels like you are yelling, but to your reader, it is just another weekly jigsaw puzzle they keep adding to their picture that is Ishan.
As someone who reads your work weekly, you are not yet at overkill. I promise I'll let you know!
Meantime, keep dribbling LITTLE bits of information each week. This week it was the title. Last week, a drawing. Next week, how you selected one of the betas? Or a comment one made that shifted your writing? Just a little. Just enough to keep me engaged in the story of the book.
As for the rest: "When you are tired of saying it, they are just starting to hear it."
I used to head communications for a huge global IT department ... as a programmer, I was not used to having to say things twice (the machine listens to you the first time, and does EXACTLY what you said to do, bugs and all!) It's different with real people, who have real lives and lots of other instructions and distractions coming their way. This was a huge learning for me.
What I find so refreshing about the warm up the neighborhood metaphor is that it reflects intention and actions that are not connected to some kind of immediate expectation (dangerous word) of an outcome.
Thank you for warming up my day, and my life, Karena.
I always appreciate the spin you take on my essays, James! It was about relationship building. The average home paints once every seven years. (If we wanted to make quick money we should have opened a bakery!)
I loved this Karena and I need to apply it. A very useful mindset, relevant to so many areas. Thanks for sharing your own learning path, great tangible examples.
That was SO useful Karena! The whole "warm up the neighborhood" idea is brilliant, simple, and so cross-applicable to the stuff I'm working on right now. Perfect timing. And this quote says it so well, "“When you are tired of saying it, they are just starting to hear it.”
— Jeff Weiner, LinkedIn ex-CEO"
Thank you, Rick. I was hoping it would prove useful to someone. I first heard that concept when I took over as Head of Communications in 1996 (way before LinkedIn!) and was so frustrated that people had not heard what I thought I'd laid out cogently. I guess Jeff could not find the originator either, so he said it himself!
Woah! I was JUST thinking today that I'm growing a bit tired of posting videos on YouTube (more like, I'm thinking "what's the point?"), but now I realize I just need to continue on because they are just starting to hear it.
I'm now glad I wrote this piece as I see so many people resonate with the sentiment, Becky. See the last comment I left for Ishan!
Love the warm up the neighbourhood approach Karena! Lots of great tips here.
I have to agree with Rick here. This issue was packed with insights. This is what I'm trying to do to generate some publicity for my book.
But recently, I think I've been doing too much of this. And so my question is, where do you draw the line between warming up the neighbourhood and overly marketing yourself (or your products)?
Where do you draw the line? Great question.
Let me ask you the question a different way - How many of my 104 editions do you remember? How much of the most recent do you recall by Wednesday of the same week?
To you, it is 100% strident and feels like you are yelling, but to your reader, it is just another weekly jigsaw puzzle they keep adding to their picture that is Ishan.
As someone who reads your work weekly, you are not yet at overkill. I promise I'll let you know!
Meantime, keep dribbling LITTLE bits of information each week. This week it was the title. Last week, a drawing. Next week, how you selected one of the betas? Or a comment one made that shifted your writing? Just a little. Just enough to keep me engaged in the story of the book.
As for the rest: "When you are tired of saying it, they are just starting to hear it."
Wow this is quite the answer Karena! Man, this is full of insights!
I must say, that last line is like a mic-drop moment XD. Thank you Karena :)
I used to head communications for a huge global IT department ... as a programmer, I was not used to having to say things twice (the machine listens to you the first time, and does EXACTLY what you said to do, bugs and all!) It's different with real people, who have real lives and lots of other instructions and distractions coming their way. This was a huge learning for me.
What I find so refreshing about the warm up the neighborhood metaphor is that it reflects intention and actions that are not connected to some kind of immediate expectation (dangerous word) of an outcome.
Thank you for warming up my day, and my life, Karena.
I always appreciate the spin you take on my essays, James! It was about relationship building. The average home paints once every seven years. (If we wanted to make quick money we should have opened a bakery!)
I loved this Karena and I need to apply it. A very useful mindset, relevant to so many areas. Thanks for sharing your own learning path, great tangible examples.
True. I keep finding other applications for it too.