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Aligned Marketing Blog

Marketing executive, Steve Hartkopf shares all in this informative yet personable blog.

My Assignment from Chris Brogan

Steve Hartkopf - Wednesday, April 14, 2010
Chris Brogan asked his readers to write their story. Here’s is mine.

The Boogeyman Under the Bed

My story begins with a smack. Not snack! Smack!

There was a loud smack quickly followed by a yelp, which was really more of a scream. It’s all blurry. My dad would smack my mom, she would yelp-scream and my sister was crying. That’s all I remember, it’s my first memory. I was under a bed, hiding, I was three.

It is a matter of profound importance that everyone in a nation know that with whatever facts they start their life, there is a clear and open route to rise…there is power to be had in the full unleashing of human capital.

- Peggy Noonan, WSJ, 11-7-08

Peggy Noonan was writing about the remarkable ascendancy of President Obama. She was praising our great nation but another truth was being shared as well: The ability to communicate effectively is the greatest talent a person can possess. President Obama has that talent at an extraordinary level. I have the lite version but that’s good enough.

My ability to communicate effectively is, in my mind, the reason I was able to crawl out from under that bed, escape my Boogeyman, enjoy financial success, and ultimately live the life me and my wife have, pretty much, always desired.

If you can communicate well, you will succeed in life. If you can’t communicate well, you will not succeed in life. It’s that simple.

Sales pitches, job interviews, doctoring, emails, policing, blogging, creating websites, marriage, parenting—they all hinge on our ability to communicate, both verbally and nonverbally.

Eye contact, hand gestures, pitch, pauses, fidgeting, inflection, passion, and body movement are all important. We know that instinctively. Children can tell when someone is lying. You can too. Our crap-detectors are embedded deep within our DNA.

Juggling all of those verbal and non-verbal “communication balls” while people are watching is hard work. That’s why we get nervous before delivering an important message. That’s why those of us who can communicate well are often successful.

And the day came when the risk it took to remain tight in the bud became more painful than the risk it took to blossom.

-       Anais Nin

Few of my childhood memories are pleasant. We lived on the perforated edge of poverty. Alcohol fueled intense volatility and frustrations piled up without relief, so the smallest annoyance sparked the next firestorm. Peace was a luxury we couldn’t afford. From that cocktail of events and emotions I was able to squeeze some nourishment. Nourishment I’ll call hope.

Dream big. I think dreaming is what saved me from my environment and myself. Somehow I knew there was a better future for me, out there. My circumstances may have stolen some of my inner-self but they also gave me a determination that has served me well. Success requires confidence, which you can fake to a certain extent, and a strong work ethic, which you can’t.

As I taught my children, everyone pays list price for success. Don’t look for short cuts. I never expected my dreams to come true without a lot of effort. I knew there would be mountains to climb, mountains that others can never understand even if they wanted to, which they didn’t. So be it. Change what you can. Try not to complain. Celebrate as often as possible. Go to work.

I am a communicator, a peacemaker and, when all else fails, a comedian. What else could I be? I was a child trying to hold the family together. Do well. Be funny. Keep everyone focused on the positive. Avoid the hell. The past will always be part of me, but I vowed that I wouldn’t let it rule my life. The future belongs to those who define it for themselves.

Ideas won’t keep. Something must be done about them.

- Alfred North Whitehead

High school was turbulent. I had problems with authority but at the same time wanted to do well. Go figure? From my perspective everyone I had met who was in charge was underperforming (I cleaned it up). I learned to trust myself and, regretfully, no one else. Some dust-ups but, as Rocky Balboa said in the movie, Rocky, “Nothing to brag about.”

I left home before I was 18-years old. Somewhere in my early twenties after a few of my friends had been sent to prison and a few others had died, I decided to grow up. Time to stop worrying about the past and mean it this time. Time to get on with my life.

My eyes were on the prize. I became a Labrador Retriever chasing a tennis ball, I had a goal and was focused. I met my wonderful wife and our two sons. Hope was taking root. “I can do this! Have faith (Faith),” my heart implored me. About ten years later I had my MBA and my corporate career was underway. I did well; it’s always better late than never. The appearance of middleclassdom, of normalcy, was getting easier.

Twenty-five years combined in sales and then marketing. We were transferred around the country; the wine-country, Chicago, Philly, Charleston, and Charlotte, our new home. My last three jobs have been as a Vice President of Marketing, most recently with two of the largest industrial distributors in the country. I beat cancer. I wrote and published a book, Communication Wins. Who woulda’ thunk it?

I run my own small firm now, Aligned Marketing. It’s working. Not having a boss is a great way to quell my trust issues, which at some level still haunt me. Until recently so did the fear of poverty, a terrible, sometimes debilitating, feeling. My fear of poverty was a big dragon to slay. They say dragons are mythical creatures but, I can assure you, they are real.

Our financial manager says we’re about set; our money should last until we’re 100-years old. How cool is that! We made it. So can you.

I can write, speak, help when I can, state in clear terms when I can’t and, most importantly, be there for my family. I like being me. I am so glad, so grateful, so blessed, that I was able to crawl out from under that bed and escape the Boogeyman.

Better to write for yourself and have no public, than to write for the public and have no self.

-       Cyril Connolly

Note to Chris Brogan: I laid it all out there. I hope you enjoy My Story.

Steve

800-707-9150

Tools of the Trade

Steve Hartkopf - Wednesday, November 18, 2009

We shall not fail or falter; we shall not weaken or tire…Give us the tools and we will finish the job.   - Sir Winston Churchill

 

In my book Communication Wins, I write about message structure, types of messages, communication strategies, gaining credibility with your audience, audience analysis and many other topics that matter to writers.

 

One of my favorite chapters is Chapter 14 – Tools of the Trade. Below is an updated version of an excerpt from that chapter. Learn to use these tools and I guarantee that your writing and speaking will improve.

 

Compare and contrast: An apple and an orange are both fruits. They are comparable and alike. However, they are also different. They have contrast in their appearance (red versus orange), outer skin (smooth versus rough), texture and taste. You can increase your listeners’ understanding of one feature by highlighting its opposite. For example, we can better understand wisdom by illustrating foolishness.

 

Repetition: Repeating and summarizing concepts can help your audience grasp important concepts, experience emotions, or heed your call to action. Ministers, coaches, and motivational speakers often use this technique to drive home key points.

 

Metaphor: A metaphor is a game of pretend. A metaphor pretends that something is something else. A word or phrase that describes one thing is used to describe something not normally associated with that word or phrase. For example, “Her heart melted with compassion when she saw her tiny son struggling to tie his shoelaces.” Obviously, her heart did not “melt” in the literal sense.

 

Euphemism: An inoffensive or indirect expression replaces words that may be considered offensive, impolite, harsh or shocking. Saying someone “passed away” is a euphemism for “died.”

 

Simile: A figure of speech that makes a direct comparison between two unlike entities using the words “like” or “as.” For example, “She’s smart as a whip.” Similes can create vivid associations in your audience’s mind. Similes are like garlic; they should be used sparingly. The reason to use them sparingly is because they tend to require the audience to pause and think about the comparison and that can interrupt the flow of your message.

 

Symbolism: Symbolism evokes (but does not describe) an emotion, concept or idea. You can use the symbolism of something concrete to represent something abstract, such as a flag to evoke the concepts of duty, loyalty and honor; a light bulb to represent the concept of a brilliant idea; a company logo to represent brand attributes, or a lion to represent bravery and strength. Icons and emoticons are modern-day symbols. Symbols are often more effective than perfectly constructed sentences.

 

Concrete/Abstract: Concrete terms and words refer to things we engage through our senses. Something may be “hot,” “green,” or “loud.” Abstract terms may be just as real but less available to our senses – freedom, love, success and sexism (any ism) are examples of abstract words that have real meaning but are undetectable through our five senses.

Steve


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