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  • So What is Message Mapping ?
  • Services
  • Hire Me
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  • Get a FREE E-Book
  • Contact

Soulati-'TUDE!

Should Bloggers Write With Key Words?

06/10/2014 By Jayme Soulati

ALT="confidence thermometer, Jayme Soulati"Back in the day on Spin Sucks, I wrote a piece about authenticity and my fear that analytics would rule the word (that was “world” but that works better!). Alas, my fears are now reality.

Bloggers who want to get anywhere online need to write with key words handy. It’s what my colleague and digital marketing partner Jon Buscall of Jontus Media dictates every day.

In fact, he’s been lecturing me that I don’t blog with key words enough. My writings are what strike me. I’m writing for my peers. Indeed. [Read more…]

Filed Under: Blogging 101 Tagged With: Blog, Digital marketing, Jayme Soulati, Jon Buscall, Jontus Media, Public Relations, Social Media, SpinSucks

What’s Your Marketing Value Chain?

04/09/2014 By Jayme Soulati

In a 20-minute presentation I gave yesterday…do you know how hard it is to deliver merely 20 minutes of value?…to some small business owners, I spoke on two cogs in the marketing value chain.

I delivered a caveat that this marketing value chain was of my creation with a PR core. I have no idea if there is such a thing as a value chain for marketers, but it sounded good enough to put into a diagram.

The Soulati Marketing Value Chain

Soulati-Marketing-Value-Chain.png

Soulati Marketing Value Chain

Because I have 30 years as a public relations marketer,  I know this hybrid approach to a blend of public relations and marketing is spot on. It’s what I do for my clients, and it’s what I listen for when speaking with businesses that may need my services.

Thus, in my presentation, I said that message mapping was the most critical aspect of the marketing value chain. Not only have I rebranded myself as a Message Mapping Master, I firmly believe this exercise is highly required by everyone who makes business happen. If you want to ask why, I have a new autoresponder series in the sidebar of my blog on top. Please sign up, and I proudly admit writing these myself (it was a true feat).

Get A FREE Message Mapping Book

If you stop by my site, you’ll also see the opportunity to download my free Message Mapping: Why You Need It & How To Do It ebook.

Promoting myself in this post is NOT the goal; however, I’m so excited with my new site and rebranding (it’s just been a short week!) that I had to plug a bit. [Read more…]

Filed Under: Public Relations Tagged With: Jon Buscall, Jontus Media, Marketing Value Chain, message mapping, SlideShare, Web 2.0

What’s Happening With @Soulati?

04/02/2014 By Jayme Soulati

Jon-Buscall.jpgHas anyone missed @Soulati?  I know a few have and thanks for the well wishes. But, guess what? I’ve not been sick; thank my fortunate stars.

Where I have been is under a rock in the dark trying to muddle through an intense time at my blogging house and for my brand. It’s what every company must experience. You can call it transformation, and it’s a journey that takes awhile…a long while, with lots of introspection and grappling with the demons of the past that form you into today’s persona.
Message-Mapping-Book.jpg
As a result of this experience, my blog has been basically dark since prior to January. I can’t say I’ve missed worrying about what to write on a near-daily basis, but I’m feeling the absence of expressing myself and communing with you, too.

Today, I can honestly say, I see the light. It’s just around the bend, but
having brand new digs is making the light waves brighter.

I need to give my second child (to be born in my next life) to one astonishing businessman, friend, colleague, and partner by name of Dr. Jon Buscall of Jontus Media. Jon is the consummate digital marketer, a brutal editor, and a whiz at website design. His team, anchored by an adorable man named Juanjo, made my new website and me simply gorgeous.

Hire Jon Buscall of Jontus Media

Please hire Jon Buscall for ALL your digital marketing needs and to assess your future journey with digital. Better yet, hit this landing page and schedule a free Marketing Intensive with him!

Essentially, long story short, the lights are back on.

  • I have a #RockHot new brand — the Message Mapping Master. You can download my FREE e-book with that link!
  • I have a new website — it’s all mobile, responsive and built for conversions.
  • I am doing digital marketing the right way because I hired Jon Buscall.
  • I have a project manager on my team who is also the consummate writer and knows my fears and challenges about failure in Jenn Whinnem. Tweet Jenn @TheJenn, but don’t hire her, she’s mine.
  • I give a mega shout out to Cathy Tetrick for spending a Saturday as my photographer.
  • I have a new auto-responder series I wrote all by myself, and you can sign up for it via my blog page right here in the sidebar. (That was an astonishing feat, mind you!)
  • I am building my email list because the experts said I have to; so, if you don’t mind, sign up and see how it’s done!

I’m so happy in my new house that just launched not even 24 hours ago!!

Find any kinks? Please do share. It’s always great to have fresh eyes on a labor of love. And speaking of love, I have missed you and love you to pieces.

In gratitude…

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Filed Under: Branding Tagged With: Digital marketing, Jenn Whinnem, Jon Buscall, Jontus Media, LinkedIn, marketing, Public Relations, Social Media

Digital Marketing Kicks My Ass

02/28/2014 By Jayme Soulati

soulati-kick.jpgNo one said life was easy, and if it were we’d be at the beach partying all day. But, you’re not, nor am I, and that’s why you haven’t seen me here in awhile.

I’ve been in a rut as digital marketing has been kicking my ass, and it’s doing it so royally I had to put that A-S-S word in the headline. BTW, is A-S-S even a cuss word any more? I know no five-year-olds are reading this blog, so maybe I’m safe.

Meanwhile…

How do you feel when completely out of your element? Here are a few emotions I can share from first-hand experience – humility, humbleness, embarrassment, frustration, annoyance, anger, fear, and tears. Then comes the resignation that all these emotions are purely obstacles to success.

Indeed.

We (that means I) are our own worst enemies. If anyone is somewhat of a perfectionist (gulp, I’ve never admitted that even partially to anyone and I know it’s not true) who likes to be in control because that’s a true comfort zone, then things we don’t know are addressed with obstacles.

And, so, I found out right quick I don’t do digital marketing and to overcome my fear of it, I would just toss bricks in my way. I did, I am, I was.

I recently hired an expert to help me elevate my business to a new level. I had hit a brick wall on my own trying to grow my business online.

In the past I’ve worked with some really good people, but everyone reaches a point in their knowledge where there’s a deficiency; I had hit mine.

Digital Marketing Struggles

Digital marketing is a tough nut. Who are the people doing it well and making money at it?

It requires huge analytic thinking oriented to testing, sorting, list building (gah, my least favorite thing of all) and development of landing pages with calls to action and the software platforms to make it all work.

How copy is written is so different than a blog post and it requires short and punchy quip that entices but doesn’t sell.

Digital marketing is not for the feint of heart. You need to be trained as an expert to master it and you have to live it every day to know what the heck.

Here’s what happened:

  • My fear of failure put me in a deep, dark hole. I was unable to write like I was supposed to. I did not want to be judged. I did not like to be edited. The style of writing was foreign to me.
  • I wrote and it stunk.
  • I was edited brutally and hated it.
  • I wrote again and it stunk more.
  • More brutality and people totally rewriting my work.
  • I ignored everyone.
  • I tossed bricks in my way and cried about it. I whined some more.
  • Then I took a deep breath and finally wrote again.
  • It flowed and was acceptable to my utter shock and amazeballs.
  • The brutal editors and experts said they loved it, high five. (I secretly didn’t believe them.)

I wanted to quit, fire everyone and walk away from the challenge; exactly like I feel in Taekwondo every Tuesday and Thursday.

It’s a slow boat to China, and no one reaches it in a day. Yeah, Jayme, so get on a plane.

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Filed Under: Marketing Tagged With: China, Digital marketing, inbound marketing, Jontus Media, Kick-Ass, marketing, online business

The Happy Friday Series: Without Woofs I’d Be Nothing

09/06/2013 By Jayme Soulati

bassett-hounds-buscall.jpgThe first thing that springs to my mind when it comes to happiness is the distinct lack of it in my life between 1986 and 2005. You see, a black dog often followed me wherever I went during those years. Not all the time, mind; but very often. And when it wasn’t there, I was the Three Muskateers: creative, dynamic, intense, a powerhouse of energy, a fighter.

Then the black dog would return, sometimes slinking up upon me, sometimes springing from nowhere.

Now this wasn’t the kind of black dog that licks your ear or comes when you call. No, this was like Winston Churchill’s black dog: a massive depression that sat on my back, suck its teeth into my very core and crushed me dangerously close to the point of destruction at four points during these years.

Early Spring 2004

I used to teach at the university. I’d dedicated all my early adult life to academia, pouring over books, writing, teaching, determined to inspire others just as I found inspiration. But one March morning, having just taught Seamus Heaney’s Midterm Break, it occurred to me that jumping out of my 8th floor office window felt like the right thing to do. The black dog had savaged me time and time again that winter, even though I hadn’t known it at the time, and now he had floored me. In that very moment I didn’t have the strength to fight him off once more. So I decided to put him to sleep, no matter what it took.

I don’t know what it was that got me out of that room; perhaps the experience of having been here or at moments very similar and even worse before. But out of that room I fled and I never went back to the university.

Instead I went home and walked in the forest. At least that’s what I remember.

Sweden can be immensely beautiful as spring rages into life after the long, dark winter. But this year the rain came, weighing everyone down. Still, somehow, I felt a sense of release.

I didn’t know what to do. I didn’t know where to turn. So I kept walking the circle through the forest, trying to lead train the black dog once again, just a five minute walk from where I’m sitting now as I write this.

Eventually he slunk away with some help from a shamen. I dragged myself from my cocoon, translated a couple of books, wrote some articles for the newspapers. I started talking.

I also bought a basset hound.

2013

Anyone who knows me, whether it’s through my podcast, website, or in person will know that my four basset hounds are an enormous part of my life. They sit under my desk as I work. They drag me round the woods every day. Although I’ve been apart from them for a few days here and there, they are pretty much my constant companions. They bring me such happiness.

Watching them smile as they tear through the grass, their loose skin flaying, I want to wrap these moments up and treasure them forever. They are moments of intense happiness.

I’m blessed to have two grown-up step sons in my life, but I never really managed to sort myself out in time to have children of my own so the dogs are my true babies.

I’ve bred 18 pups the nine years I’ve had the woofs. Raising a litter of basset hounds until they’re ready to leave the nest means spending the first three weeks sleeping next to the whelping box, watching that mom doesn’t squash them 24/7 and being able to put life on hold. But I’ve done it and loved every minute of it. These have been moments of great happiness.

And happiness is what I’ve found growing a business, many days spent in my office, connecting with the people that work for and with me and with customers, stoically protected by the floppy-eared angels who’ve helped me keep the black dog at bay. It’s years since I walked with the black dog although I see him on the horizon from time to time.

Still, I couldn’t have built my business without Winnie, Aggie, Tia and Digby.

Being Happy to Share My Story

Being bipolar is both a curse and a blessing. It’s a blessing because sometimes I can feel so energised, so hyper that I really am like the Three Musketeers, able to tackle anything, do anything, conquer anything and that feeds into the immense creativity, determination and passion I run my business and (hopefully) bring to each project we do.

I also know that the subject of mental illness can make people uncomfortable, send them running away; friends, family and customers. Still, I’m always happy to be frank about my story, matter of fact if you will, because people who walk alongside a black dog can function and do succeed. Perhaps not all the time, but often. And that makes me happy.

About The Author

Dr. Jon Buscall runs Jontus Media, a marketing and design agency, out of Stockholm, Sweden. He regularly podcasts about Online Marketing from the Dog House Studio. See the podcasting gear he uses here.  Connect with him on Twitter: www.twitter.com/jonbuscall or visit: www.jontusmedia.com. Access his blog here. 

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Filed Under: Happy Friday Series Tagged With: Basset Hound, depression, Happy Friday Series, Jon Buscall, Jontus Media, Pets, podcasting, Recreation, Seamus Heaney, Stockholm, Twitter, Winston Churchill

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