Each and every morning you and I both wake up and ask ourselves that question. Some mornings we don’t even think about the question, but answer it deliberately by jumping out of bed and bolting for the office.
In these cases, we bother because we care deeply about what we do. We feel like we matter. Then there are the other mornings …
Mornings where you roll over and eye the clock. The alarm will sound within minutes, but you have no desire to get out of bed. It has been a long week — and it’s only Tuesday.
On these days — which may turn into months or even years — you hate what you do and feel like you don’t matter. That’s a terrible feeling, and you need someone to come along and tell you it doesn’t have to be that way.
Fortunately, there is someone.
And that person is Bernadette Jiwa, a branding consultant based in Perth, Australia. She’s an Amazon bestselling author and just a plain, old-fashioned storyteller — who is, by the way, speaking at Authority Rainmaker this May in Denver, Colorado.
A few weeks ago, I got the opportunity to talk to her — about her books, her blog, and her unique approach to branding. And ultimately, about how a business can satisfy customers by answering that terribly important question about life.
In this 42-minute interview you’ll discover:
Bernadette’s insightful response when I confessed why Copyblogger’s editorial department has a crush on her name.
You have a natural ability to fascinate others that you may or may not be taking full advantage of.
And getting in touch with this “fascination advantage” can pay big dividends, both in business and in your personal relationships.
Sally Hogshead is a copywriter-turned-Catalyst who teaches you how to tap into your natural ability to fascinate by giving you a better understanding of how the world sees you at your best.
Those of you who are going to Authority Rainmaker this May will get to experience Sally’s passion, energy, and innovative ideas live and in person. She is one of the keynote speakers.
And in today’s episode of The Lede, we bring you a little taste of what that will be like. (Plus a special offer to take Sally’s Fascination Advantage for free so that you can find out what your archetype is.)
In this episode, Sally Hogshead and I discuss:
How Sally went from copywriter to Catalyst.
The critical difference between being merely interesting and being fascinating.
The archenemies: distraction, competition, and commoditization (and why they damage your marketing).
What the results of the Fascination Advantage assessment really tell us about ourselves.
The importance of having an Anthem and how you construct one.
How Sally applies her own ideas at home, as a parent.
Oh, and I hope you like the new music.
Listen to The Lede …
To listen, you can either hit the flash audio player below, or browse the links to find your preferred format …
Click here to download the mp3 |