What the hell is 10x content, and other hated, magical corporate buzzwords

One of the downsides of having worked in a big corporation is the abundance of words that have no practical use in every day life situations. I remember my first meeting at (insert big tech company here) where I had to stand up in front of a group of engineers and explain what I do. 

I had no idea. I was offered a job as an "analyst", and to me, that word simply meant I had to look at things. It wasn't until many years later I found out what I actually did (which is not to far from my original idea). 

Fast forward to 2017, and we are the middle of the digital era, where the way to get ahead is to play the game that Google plays....which means SEO (Search Engine Optimization) is the key to winning. 

As a content/copy writer, I feel confident that my work can't be duplicated by a robot. At least, not yet. 

In fact, I have a mere 3.8% chance of being replaced by a machine. 

The challenge for writers and content strategists today isn't simply creating content, it's creating...ready? 

10X CONTENT

(I made that as big as possible without being overly annoying.)

10X content was created by this guy Rand Fishkin, whose basic premise is this: To really make an impact with an audience in todays competitive digital media world, you have to create content 10x better than the leading rank position on Google. 

Synergies.

Optimization. 

Seattle Eater-because food matters

For those who know me personally, you've seen that I have recently started writing for Seattle Eater. I love the work, as finding out about new places in the city to explore is something I have a lot of passion about. 

And I love to eat, so there's that. 

I should make it clear that I am not a food critic. I can't explain to you how the flavors of an Unagi roll interact with each other to balance salty and savory sensations together to produce a party in your mouth, I just know when something tastes good. 

It's also developed my writing ability to be agile enough to talk about various industries. I've historically written about the interior design industry (Seattle Lighting, LightArt, 3form, Terris Draheim) or non-profits (Malama Honua Charter School, John P Hanson Cancer Foundation), but now I get a chance to tackle the juggernaut that is the food industry.

Check out some of my work on Seattle Eater where I've covered the Indian food scene as well as the Dim Sum. 

And if you have any suggestions for maps, restaurants or article ideas, please reach out to me and let me know. 

I appreciate your support in advance! And keep eating! (that's a horrible sign off, but oh well)

The power of vulnerability in your writing

As the son of hard working, Catholic Filipino parents, I had a different understanding of what it meant to be tough. My family wasn’t particularly affectionate, and as a whole, we rarely cried or showed any sort of emotion (Though my brothers will argue that I cried quite a lot.) In hindsight, we didn’t get hugged or kissed as much as a typical family, for better or for worse.

I bring this up because I believe our culture has a way of numbing emotions, shunning those who cry, mistaking pain or suffering for weakness. Because to cry or complain means that you are a weak person, and being weak is simply not acceptable. In some cases, crying can indicate a whining for something they want, but in other cases, crying can mean someone is hurt, or is feeling hurt.

This idea that we must never show people our weakness has ingrained itself not only in our childhood, but stays with us throughout our careers, our relationships, and even our lives.

In my industry, there’s a belief among marketers out there that are similarly afraid to show their weakness. We are taught as writers to take an authoritative approach to crafting copy. The idea is-write words that are stern and authoritative, which will convey a sense of knowledge and expertise about their particular subject. After all, are you going to be more interested in the guy who speaks about a topic with confidence, or the guy that says “well, it’s pretty good, but we’re still figuring it out.”

And it makes sense. There’s real, quantitative science out there that supports the theory that people in general tend to listen to the more authoritative and trustworthy voice. And trust, as most of us know, equals confidence. And confidence leads to sales, (or whatever it is you are selling to your reader).

However, while that approach may work, I would argue that times have changed and there are alternative methods to frame your message. An approach that throws away some of the old preconceptions about writing, and takes a more human approach.

Showcasing your vulnerability. 

You see, I want to be clear right up front-vulnerability does not equate to weakness. My real life superhero and actual spirit animal, Brene Brown, is an expert on this topic (careful though, she has the worst stock imagery imaginable). We have a natural, human instinct to cover up our weaknesses and shortcomings, but there’s a problem when we do that. By masking our vulnerabilities, shielding ourselves from pain, it can lead to destructive behaviors, including but not limited to addiction.

In the writing world-I believe the same rules apply. By masking your shortcomings or obvious flaws, your message can come across as fake, insincere, and even dishonest to your audience.

I always say that my favorite ad campaigns ever was from Avis Rent a Car.

“We’re Number 2”

Who in their right mind would advertise themselves as number 2?

Avis, apparently.

And it worked. People may argue all sorts of reasons as to why that campaign worked, including a stronger message of we try harder, which is a slogan they continue to use effectively to this day. However, I believe the core reason as to why that campaign made such a lasting impression is because it did the one thing that I believe makes for great advertising:

It revealed their human side. 

As great as we all try to make ourselves out to be, we are, at the same time, inherently flawed. We all make mistakes, have flaws, and have our shortcomings. And Avis is no different, and that’s what made their message resonate with their customers.

Novel writers already know this. Flawed characters make the best stories. After all, who wants to hear a story about the perfect person? We yearn to connect with someone like us, and people that are like us aren’t perfect. I wonder why and how so many of us in advertising and copywriting forgot that?

So I say instead of trying to mask those flaws, do as the great and magnificent Brene Brown would do. 

Shine a light on them. 

Don’t be afraid. Expose your weaknesses, and you just might find that your audience may not only relate, but learn something about you, and vice versa. And in that process, perhaps everyone can learn something from it.

After all, we’re all only human.
 

Hitting that reset button

While I technically grew up in the 80's, I've always considered myself a 90's kid. I have a deep appreciation for anyone that grew up in my generation. Technically we're generation X, although the line between X and Y (aka millenials) seems to be very much blurred. 

One of the things I really appreciate about my generation is how we grew up in the age of technology, yet unlike our successors in Gen Y, don't seem to be consumed by it. At least, not as much. 

You see, our generation still grew up in a time of handheld video games, the internet, and pagers (my code was 617, my birthday. I know, super cryptic), yet we also appreciated those things and didn't take them for granted. We still played tag outside, rode bikes without helmets, and caught spiders outdoors and kept them in glass aquarium tanks.

That last one might be specific to me. 

The world is getting busier, and it's taking a lot more to cut through the noise of it all. That's why the job of a writer, I believe, is becoming more important than ever. Good writers need to be able to distinguish themselves from the noise, by crafting words that inspire, compel, and move people. 

My first post of 2017 is apropos, as I renewing to myself a sense of commitment to appreciating the things I have, and, more importantly, fighting off my natural tendencies and urges to want more. 

I've cleaned out my house, donated a truckload of my clothes to charity, and continue to cut things out of my life that serve me no purpose, or provide little to no value. 

After 37 years on this earth, and watching how the digital age has affected our culture and society, appearing to evolve as quickly as I can blink, it's more important than ever to focused. 

In short, I am copywriting my life. Editing out useless information/clutter, and focusing on what matters. I invite you to do the same. 

*Editors note-(aka me) I know I've said this before, but I hope to blog a lot more often. Except now I'm simply going to write for me, and pretend no one's reading (shout out to my loyal follower(s). I'll be home for dinner mom). And hopefully that'll translate to some cool stuff coming up in the very near future. 

Coffee and Creativity: A sit down with Seattle entrepreneur, Linda Derschang

“What is it about your places that makes them...unique?”

Was the first thing that came to mind when I sat down with Linda Derschang, local restaurateur, designer and overall rockstar. If you ask any well informed Seattleite for their favorite place to grab a drink, coffee, or great food with a positive vibe, you are almost certain to be referred to at least one of Linda’s hip, trendy local establishments. She owns 6 of them to be exact, all situated in pockets of the city where most of the area locals spend a good deal of their off time. Away from the cookie cutter type of big money retail and restaurant chains, the Capitol Hill and Ballard neighborhoods offer a fresh, independent walk of life where local artists and young socialites can come together for happy hour or late night eats.

While each location is slightly varied in terms of their design aesthetic and menu offerings, each contain a certain openness, and unpretentiousness about them.

• Oddfellows cafe Friendly, neighborhood cafe in a beautiful brick building with huge east facing windows. Featuring a vintage flair and philosophy aimed towards sustainable, environmentally friendly food, fixtures, materials and decor.
• Little Oddfellows Quiet hideaway tucked into the corner of the Elliot Bay Bookstore, a spot for local students, professionals and book aficionados to congregate.
• Linda’s Tavern Iconic dive bar with dim lighting, and a spectacular outdoor area when the weather calls for it. Linda’s first business venture.
• Smith Popular Capitol Hill pub with stiff drinks and mouth watering food.
• Tallulah’s With a heavy emphasis on fresh veggies and seasonal driven food, Tallulah’s is that perfect blend of mid-century and modern. 
• King’s Hardware Popular watering hole in the Ballard neighborhood for happy hour. Beer, burgers, and late night, Instagram worthy adventures are among the things on the menu. 

While each is unique on their own, the difference is in the details. The central question of uniqueness and creativity prodded me to want to find out from Linda herself, so I grabbed a cameraman and shared a coffee with her at Oddfellows cafe for a work project. As a creative myself, I'm always curious about how other creatives go about their process, and where they find their inspiration. 

“Well, I travel a lot,” she laughs, covered in a very east coast inspired, dark trenchcoat that looks freshly purchased, yet distinctly vintage. “I try to immerse myself in different places for my inspiration.”

As I looked around the vast, open space of the Oddfellows interior, I can see possible influences from every place and every time period: from the hand written wine list chalkboard, to the black and white turn of the century murals hanging on the wall, to the mismatching vintage flatware and tea set. Her brand conveys something more than just good design.

Is that why your places look so different than the standard?

“What would you consider ‘standard’?”

Hmm, good question. I guess it’s a feeling? I think the difference is-when you step inside of your restaurants, you feel like you’re…somewhere else?

“Yes! When I open a new place, I’m really just trying to bring forth new ideas. I love Seattle, but if I’m opening a place here, I want to do things that haven’t been done or seen before. So I get my inspiration by traveling to other places.”

Right, so you get your inspiration by traveling to other cities and finding what works?

“But you wouldn’t be able to find something just like this here (in Seattle), because I never want to copy. I can be inspired by not only elements in different locations, but different businesses. Like Linda’s tavern for example, comes from my days in Colorado, just outside of Denver, where we used to ski and hang out at these little mountain bars. But there’s also elements from other cities in it. Basically, I blend ideas together in a way and create something of my own to make it feel fresh and new.”

Is that your goal then? To create a space that looks different?

“Well, I think the goal should always be to not just create something that looks good, but FEELS good. I want people to feel welcomed, and see my places as a place of belonging and community. Where everyone is welcome.”

I love that. And since we are a lighting company, I can’t help but ask about your own thoughts on lighting. Do you have a particular philosophy on lights?

“Well first of all, you should always aim on making people look good. Whether its design or lighting, you’re always trying to make people look their best. It’s easy to make mistakes too, when you miss spots in the room. Sometimes the light can be too harsh, not bright enough, or whatever.”

What’s your process for looking for and deciding on what lights to use?

“I’ll create a budget, as with any project. Then I have this high-low philosophy. I shop around for inexpensive, salvageable lights. Then I spend money on lights that add more pow. Like see those lights over there? (pointing to the large, bendable lamps draping down from the wall) those were vintage lights I found from a place in Georgetown (south of Seattle). I love lights that mix function with design. I try to spend a little on both. But overall, I like an eclectic mix of lights.”

Have you thought about branching out your business? Expanding here or outside of Seattle?

“Why does everyone want me to work more? (laughs) Honestly, I just want to enjoy myself for now, and spend more time at home or traveling. That doesn’t mean retirement, but opening a new business sounds exhausting. I currently have more than 200 employees (the Derschang group, which oversees and operates the 6 businesses), so I think there’s enough on my plate for now.”

At this point, I could sense that Linda was a little tired of talking, so I asked if she'd rather take some photos instead. She happily obliged, and we spent the next 20 minutes simply walking around the cafe and taking pictures. 

Branding is all about personality. Linda has a well-established brand-and her brand conveys a feeling of creativity, warmth, and openness. A belief that people should care-about their food, their community, and other people. I would say she's done a pretty good job. 

A place for everybody. Even people with backwards baseball caps. 

Myself and the queen.