Profit from Poetry?


When poets create beautiful works of
poetry they very rarely consider the impact with regard to money, nobody
writes poems for profit. But I believe having read lots of poetry over the
years that there is lots we can learn from poetry and certainly in marketing
because poetry is the language of the soul, it really really speaks volumes
about humans and emotions and I think marketing is not so far away from that.
Not quite as poetic perhaps because there’s a functional output required
from marketing, but I think there’s lots of lessons. And so this video is called
profit from poetry and what I want to do is flag up a couple of key lines from
three poems and their lessons that will absolutely make your marketing more
profitable. So if you’ve ever wanted to make money out of poetry, now’s your chance.
And by the way I’d love to know if you think of any other lines from poems that
are relevant, please do wherever you’re watching this or reading this, please do
comment/tag below. So the first poem is a William Butler Yeats poem, the poem is
called The Second Coming and it’s one of the most influential poems I think I’ve
ever read because it was so incredibly poetic and powerful. And the line that
really inspires me from a marketing, and a business and a life perspective, of
course this is about life more widely not just about marketing. The line is early
on in the poem William Butler Yeats said; “Things fall apart;
the center cannot hold” Now he’s talking in reference to a falcon and a falconer
and how the falcon responds to the falconer in a circle called the
gyre. And in that circle the falconer has control, has voice control, command control
over the Falcon, but when the Falcon goes out just going outside the
gyre, the width that diameter of the circle of control, at that point things
fall apart, the center cannot hold. The falconer no longer has control over
the Falcon and there’s a huge lesson here, I’m a big advocate of starting
small and simple when it comes to marketing, in
fact any task. How do you eat an elephant? In small pieces. And the same is true here,
you have to start small and simple and build it out from there. For me close,
simple control is better than distant complicated anarchy. It’s really really
important, I’m not saying don’t do anything, on the contrary, I’m just saying
start small and simple and build from there. Don’t try and do everything
overnight, because I’ve seen it tried and it doesn’t work. Even if you have massive
amounts of resources, you can’t go from zero to hero without tons of pain and
pain takes time. You can’t speed that up. So you have to build a sustainable
architecture for marketing, start with one campaign, do it well, execute the
absolutely living hell out of it, be awesome because of that one campaign.
Then do another campaign and then another and after time, you will have
built up an architecture all around you that allows you to run a multitude of
concurrent campaigns, different audiences, with different messaging, with different
calls to action, with lots of different ways of thinking about things. And lots
of people in your team or outside your business as out sourced or out tasked
providers helping along the way. But you can’t go from 0 to 100 miles an
hour overnight and have the most complicated marketing system. And for
small to medium businesses, certainly for smaller businesses, absolutely definitely
start small. You probably won’t need to go that big, and frankly you probably
won’t be able to go that big, because work required to run marketing campaigns
brilliantly isn’t 5 seconds a day, you’re gonna have to get involved. So with most
of my clients that come on the master class or that join me in mastermind and
the marketing leadership mastermind, most of them we start very simple and we
give them control and we give them functional understanding of what it is
they need to do and how they’re going to do it and what the impact will be. What
we don’t do is load them up with a million things to do that’s setting
them up to fail, and then they’re gonna blame marketing, no one ever blames
themselves, they’re always gonna blame marketing. And they’re gonna say the
marketing is rubbish, Al’s rubbish, X is rubbish, Y is rubbish,
whatever, they’re gonna blame everything else apart from themselves. And that’s a
massive problem for marketing because marketing is usually effective when it’s
done right. So start small and simple, build from there. Most important thing if
you want to avoid getting too ambitious in this regard is beware the ego,
egotistically we always want to be seen to be doing more. The second poem is from
Emily Dickinson and I absolutely fell in love with the poetry of Emily Dickinson
at University and she has a phenomenal poem number 1129, because all numbered
and it starts; “Tell all the truth” Now I’m not going to read you the whole poem, I
urge you to go and read it, it’s very short, it’s a very very short piece of
work but it’s absolutely incredible. And the line that matters most is; “The truth
must dazzle gradually.” The truth must dazzle gradually. Beyond belief of how
that impacted on me, storytelling like relationship building isn’t
instantaneous. Storytelling like relationship building isn’t
instantaneous, it’s a complex myriad set of signals, over time and space and if
you try and rush it, if you try and tell the truth quickly as Emily Dickinson
continues “Or every man be blind” “The truth must dazzle gradually Or every man
be blind” If you try and give too much information to your market too quickly
without building a sustainable relationship framework underneath it,
people will feel it to be a sales pitch or they won’t understand at all and it
would just absolutely self destruct, it won’t be the result you want,
so dazzle gradually. And the last, the last piece of work I want to reference
is Dylan Thomas from, incredible this work, “do not go gentle into that
good night” Many people will have heard of this and it’s a story about his
father, you know his devastation of the loss of
his father and something that I can recognize because of the loss of my
father and I think it’s very valuable for the loss of anything, but certainly
a parent. But the line in the poem of course
that’s the most relevant is; “Do not go gentle into that good night” the title
line and it is so powerful and the rest of the poem is incredible, you have to
read it. Ultimately in marketing terms the reason I think this is relevant is
you must fight for your place, not through anger but through action. You
must fight for your place not through anger but through action. Conversation
mastery ultimately isn’t about force, it’s about feeling, it’s about feeling,
it’s about how you feel, it’s about how your market feels. And my dog is just
about to eat the chocolate so quickly Loki can you please get
down, thank you. For all of you who listen to this we will remove this from the text but all of you
lucky video listeners will absolutely get to enjoy that real life moment there,
such is life. So Dylan Thomas, Do not go gentle into that good night. You must
fight for your place not through anger but through action. Now the poem
goes on to talk about rage, rage but for me rage is about action. I know there’s a
lot of emotion and heat there but he’s talking about his father, that’s
understandable in that context. He wants his father to rage – I want you to rage, I
want your marketing to rage but in a positive, non-ragey way, fight for your
place through anger not action. And ultimately conversation mastery isn’t
about force, it’s about feeling. So quick summary;
“things fall apart the centre cannot hold” start small and stay simple, “the truth
must dazzle gradually” so storytelling like relationship building isn’t
instantaneous and “do not go gentle into that good night” conversation mastery
isn’t about force it’s about feeling. I hope that helps.

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