October 2023 Newsletter: Two to go

Let’s start this months’ newsletter with a tale of two editors.

"You need to hire an editor," a very successful entrepreneur friend urged me one Sunday afternoon while we were discussing my new YouTube journey.

So, the next day I went to Upwork and posted a job for a video editor.

I instantly discovered that I didn’t actually know how to hire a video editor. I didn’t have the language to explain what I was looking for. I felt out of my league.

Part of me wanted to give up and go back to clunkily editing my videos with iMovie. But I also realized that there wasn’t anything to lose by doing a test or two.

I settled on two editors to trial:

• Editor One made a great bundle offer, and was incredibly easy to communicate with. I enjoyed engaging with him, and he was my front runner by a long shot.
• Editor Two skimped on rapport-building, but I decided to give him a chance just so I could have a point of reference. My expectations were low.

And then, as soon as we started working, the roles reversed.

Editor One was slow to respond and relied on me to provide full direction.

Editor Two was speedy quick. He brought his expertise to the table and took the lead.

After a month of silent gaps and pulling teeth, I got a passable video from Editor One.

In that same span of time I completed four videos with Editor Two.

Ultimately, I don’t need to be buddy buddy with my video editor. I need someone experienced who will elevate my content.

Too often we choose the likeable option. In fact, that’s one of the main variables most people consider when making a hiring decision, whether they realize it or not.

Every role we hire requires a different set of variables. Sometimes you need charm and charisma. Other times it’s worth hiring the coachable, passionate player. And others still require a well-honed skill set that you can plug into to get the job done.

The clearer we can be about what we need, the better we'll be able to select the star player that’ll help us get to where we want to go.

Question: What’s the biggest hiring lesson you’ve learned?

And now, onto the rundown!

1. Strategic differentiation is the name of the game.

   Competition online is fierce, and getting fiercer. Smart brands understand the value of positioning and how to leverage their differences to build a loyal customer base. Check out this video to learn how to achieve the edge you need to dominate the competition AND forge deep relationships with your customers.

2. Elevate your strategy by going deeper.

   In order to understand how to set your brand apart, you must assess the competitive landscape. Learn how to take your positioning a step further by conducting competitor analysis like a pro.

3. Kick your keyword research into beast mode. 

   Poor keyword strategy can sink a product. Learn the essential steps to create a solid SEO foundation and make your Amazon listing optimization a success.

4. Current Read.

   If you’re looking to challenge your mind and perspective, you may want to crack open The Courage to Be Disliked. The name alone gives ample food for thought. Told through a classic Zen master/student dialogue format, this book pushes you to look at your life through a different lens.

5. Counteract long hours at the computer.

   Running an online business isn’t great for the body. And as much as I try to be mindful of healthy ergonomics and posture, I can feel that it’s taking a toll on me. A massage therapist recommended this simple stretching gadget to help mitigate some of the negative effects. Her and I both note a huge difference after one month of use.

6. Big Amazon Unboxed Announcements. 

   Amazon’s annual advertising event is underway this week, and is delivering massive updates for new opportunities on the horizon. Check out Jeff Cohen’s highlights from Day 1, which include generative AI ad creation and Prime Video advertising.

Two months left in 2023! What are you doing to make the most of them?