Beyond ‘Selective Transparency’ a New Era in Prospect Seduction
By Kevin Nations Posted on Dec 08, 2009
There’s a powerful new Communication Era available for those who are looking to communicate their message to a market. Are you prepared to take advantage of it?
A little over a year ago – I coined the term ‘Intellectual Voyeurism’ to reflect that much of our representation of ourselves to our clients was becoming more ‘consumption-based’ than ‘promotion-based’.
What do I mean by that?
Before facebook, twitter and the like, a marketer pretty much managed the flow of information to his prospect. As someone visited a website, they registered for an autoresponder which portioned out – in carefully measured and timed releases – access to the ‘expert information’.
Era of ‘Managed Information Flow’
This was the Era of ‘Managed Infomation’. Experts showed their Prospects what they chose to when they chose to and literally crafted the tight little path to a decision.
People went to a “Squeeze Page” (why that name is attractive still eludes me!) which then determined exactly how the ‘expert’ was going to ’show his hand’ and dole out just enough information to create the desire necessary for them to buy.
Enter Social Media… in 2007-2008, facebook was a site that represented the wild frontier for marketers. For some who actually made money as a result of connecting to prospects via facebook (twitter soon followed), the seduction process changed drastically.
No longer could you control the order and the process of flow of information to your prospects. Now, your postings became part of the ‘information collective’ and someone could land on ANY piece of prospect seduction that you had available at ANY time and consume as much or little of your ’stuff’ as possible.
Era of Selective Transparency
This represented the migration of Prospect Seduction from the Era of ‘Managed Information’ to a new Era of ‘Selective Transparency’. The challenge was that people were now observing all the seduction elements we were putting online (testimonials – offers – teleseminar event invitations – etc) without seeing them in any specific order BUT…
Experts were able to manage what passed in front of the ‘windows’ into their online world. In other words – the FLOW couldn’t be managed, but we were able to at LEAST control what was being voyeured and represent ourselves in a manner that was flattering.
Evolution has a way of speeding up even the degree of change!
And with less than 18 months of being the paradigm for representing your message online, the Era of ‘Selective Transparency’ is already seeing a new challenge from within the market!
Both availability of information and the ‘meshing’ of data input has begun to shift a new era into the forefront.
The first technological enablers of this new shift are the abilitis to ‘tweet’ about someone else’s services, quotes, and transformation offerings. The ubiquity of ‘tagging’ enables not only people to create and submit information about you – but even to do it in such a way such that ALL of your followers can see it as if you posted it yourself!
This can have AMAZING leveraged benefits and can present challenges as well. As with any Era in marketing, being prepared to capitalize on the amazing benefits this new Era brings and not be blindsided by the challenges that accompany it.
Social Media moved the bar from Selectively Managing Information FLOW to having your entire composition of contribution available on demand to peruse and yes – even Voyeur your body of work and your presentation of yourself online. In much the same way, the increased INTERACTION within Social Media has not only expanded the FLOW of Information about you, but the Sourcing as well.
If you’re lucky – you have ceased to be the primary source of your own work within the ’space’ of market interaction. Forum posts, blog comments, facebook posts, comments and the like made by your clients collectively make up more of this online repository of who you are as your own directly posted contributions.
Era of the Market Mirror
We’ve now entered the Era of the Market Mirror. Consistently, how we’re viewed in the eyes of our collective market is available for review to anyone who searches us or watches our personal ‘feeds’. The mirrors of a dozen, a hundred, a thousand admirers, frustrated followers, questioning searchers have become a cacophony of intellectual ‘noise’ that all references us!
Our job as we shift into this new Era is to create information that’s not only transformative, digestible and actionable. But also that is easy to mirror and is clear when represented by third parties. Just like those trying to hold to the carefully managed distribution of the ‘Squeeze and Respond’ paradigm of the Era of “Managed Information’ found themselves blindsided when Social Media began this new Era can be a bit ruthless unless we find a way to shape the information coming from the divergent sources now referencing us.
Our new responsibility as transformation artists in this new era is to provide our ’stuff’ in such a way that we literally COMPEL the market to represent and to ‘mirror’ our work in a massively leveraged fashion through each of THEIR universes… And to do it in a way that speaks to their followers in a way that honors both their voice and our message!
Ohhhh the opportunity that exists in this new Era to anyone who is aware! The ability to propagate a market with your message just got a whole lot easier. IF you know and tap into maximizing the use of this powerful paradigm!
With each new Era and the transition of the ‘rules for success’ that opens up, a new crop of success stories show up. Businesses who’ve not been tied down to the paradigms from the past and who are open to embracing the new opportunities this Era brings can quickly ride this wave to the top!
Are YOU on board?
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Check out the comments to the right and post your own! This amazing blog post becomes infinitely more powerful when you add the insights of thousands of readers demonstrated by the posts and comments that YOU share!
Also – (and ESPECIALLY so for this blog) tweet and post this all over the connected universe that you know to raise the awareness of just how powerful we now are to spread a single paradigm throughout the world at such lightning speed. We’ve got that power as a collective body. It’s high time we embrace it to the maximum degree possible to effect positive change throughout our universe!
normdyggar
Dec 16th, 2009
I tend to think backwards but see forwards. Don’t let that be an epiphany or anything. Seriously when I first got online years ago I simply new I would have to have a frontwards appearance I chose to filter certain characteristics of my personality through; bringing that identity to life or to other lives. People that know me know me, if that makes sense! It’s like being everywhere at once; but not REALLY. I never want to proselytize in anything.
Twitted by AmeliaBrazell
Dec 16th, 2009
[...] This post was Twitted by AmeliaBrazell [...]
Lisa Hines
Dec 10th, 2009
This is exactly what I was referencing with one of my earlier Facebook posts today. I love the concept of “Selective Transparency.” I think many, many people who are touting authenticity, truth-living, and transparency are forgetting one primary thing: it’s not conducive to dwell on your woes publicly and then expect to have people buy your services or products. People want to be inspired, motivated, and want to better t hemselves. Naturally, they are gravitated more toward the poistive, and toward someone who has worked through something and discovered a formula. I’m not suggesting that this be hype or to not share the struggles. What I’m suggesting is to leverage those truth moments to help others be better, too. I think it’s very important to be selective in how transparent one becomes. Too much transparency is just not that sexy.
Lisa
Lisa Hines
Dec 10th, 2009
Ignore the typos.
Cynthia Tiano
Dec 9th, 2009
For a while now I have believed that the internet, and in particular social media, is a blessing from the divine to all of us who feel called to deliver our messages. As such, it is also a great responsibility, and as you so succinctly point out Kevin, a big mirror compelling us to check in and tweak our alignment with our highest purpose at all times.
Stepping out has never been more powerful than it is at this moment in time. Kudos to all of us who are taking up this challenge of complete transparency in our messaging for the collective growth of our humanity.
Special thanks to you Kevin for providing the platform and inspiration for us to emerge fully as the ‘transformation artists’ that we are destined to be.
Much love,
Cynthia
Marilyn Rodriguez
Dec 9th, 2009
Taking a look at Debbie Ford and Marianne Williamson, they have done this. They have brought their entire history into their work. The good. The bad. All of it and allowed themselves to BE who they are- stuff and all. Everything they do and have done has their history linked to it. They are believable. They are authentic. And you can trust them. Everything they do exudes who they are. That makes them like magnets. People are thirsty for real people who can guide them, teach them and show them the way out of where they are. I believe we each have a very important contribution to the thirst of mankind. Kevin- by sharing this information with everyone we can we elevate the vibration of this planet and open the doors for incredible potential all the way around. Thank YOU for tuning in to what is going on and posting this very important information. I agree- we can do it together and hop on board and support this very important and spiritual movement. People are craving way more substance than has been out there and we can, if we do the work, deliver it perfectly. Nice work!
Michele Price
Dec 9th, 2009
Kevin:
After reading all your comments my own comment has changed.
While I agree we are in a fast changing time and BEing able to BE congruent it more important and powerful than ever…I invite everyone to remember that the collective energy is also responsible to be compassionate and forgiving (as in with Tiger).
As of late I am seeing way too many people focus on the mistakes of others and then jump on them as if that offers any solutions.
The opportunity is to express love through all phases and when we can express it to others in pain then we are on road to be able to express it to ourselves congruently.
Thanks for starting the convo…
Cynthia Tiano
Dec 9th, 2009
Yes, this is a very important point, thank you Michele. Our compassion, individual and collective, elevates our humanity and our divinity. Remembering to utilize the power harnessed in this new era for this purpose is a very big part of how we help heal the world. Thanks for the reminder!
Tanya Smith
Dec 9th, 2009
That is a really powerful and thought provoking post kevin. As a relative newbie to social media, and internet based marketing for my business, it’s been a daunting AND exhilerating experience.
I think it becomes increasingly important to be genuine in what we share in cyberspace, because it does shine through amongst all the spam and dross we get bombarded with.
At the end of the day, for all businesses whatever their size, it’s personal, and we do need to reveal our good and less than good sides to be credible and create connection.
I find it genuinely humbling when people take the time to respond to me out of their busy lives, and we owe it to our ‘followers’ to be congruent with what we say and how we interact in this global info time
Another mind-expanding moment from you, my friend!!
Tanya
The one and only Jenni P
Dec 9th, 2009
And as this is one of my favourite subjects and you’ve got me going on it Kevin, I would like to add to my last response…
Like all new ‘tendencies’ in the market place, people will want to ‘jump on the band-wagon’ so that they gain in popularity, as in the example of the ubiquitous LOA phenomena.
However if individuals have not cured their own personal chronic ‘Triniphobia’ (our copyrighted name for disparate functioning) they will simply not be able to optimise the high integrity that the principle of true alignment can bring to their organisation.
1+1=3. You saw it here first.
With deep love,
Dream Warrior Jenni P
The one and only Jenni P
Dec 9th, 2009
In the ennobling art of enabling anothe,r your own majesty shines forth.
The alignment of thought, word and deed is both deeply mystical and relentlessly practical in the buisness world.
The shift towards this coherence is simply collective evolution manifesting in the ‘monergic’ exchange system.
Authenticity is not something you can fake, even with sincerity and translucency. There is an intrinsic dynamic and there are ‘techniques’ to first recognise it in oneself and then apply it to all relationships, including the business relationship.
Our organisation are not merely harnessing this… we have innovated a lucid and sparkling model which epitomises the principles of harmonious co-creation. It is catalytic to the power of three and we are beside ourselves with excitement to announce it’s launch on 1/1/2010.
It is in the ennnobling art of enabling another that your own majesty shines forth.
Dream Warrior Jenni P
Alicia Isaacs
Dec 9th, 2009
Interesting topic.
It seems to me that we’ve entered into an era where listening inwardly and connecting with that inner guidance is paramount even more now to keeping up and staying ahead of the changing of the tide.
With all the information that’s on the internet and its ease of access, I’m curious to know your thoughts on where we are heading on a global scale?
Enlightened in Love,
Alicia
Randy Sandknop
Dec 9th, 2009
This is GREAT! Since I never could figure out how to manage that squeeze page thing or send out newsletters, I’m delighted at the fun, ease and success I’m experiencing with Facebook. My happiness work is a perfect fit for social media and soon I may figure out how to monetize it… LOL!
Jonathan Gunson
Dec 9th, 2009
Startling article Kevin.
From here on, the congruency gap between what we say we are and what we really are cannot be disguised.
Authenticity rules, and true talent can RISE at last.
I still use a squeeze page, but I’m beginning to see that one’s message is hugely magnified by completely different means all of a sudden.
Hope I measure up
Jonathan
Fascinating
Jonathan
Ananda Goldstein, M.Ed., PhD(c)
Dec 9th, 2009
I love this comment
Kevin Nations
Dec 9th, 2009
You’re so Right Jonathan!
If anything the gap will be so apparent as we are re-presented by others!
You’re consistently on the cutting edge my friend!
Kevin
Andrea|Empowered Soul
Dec 8th, 2009
I love the new transparency! It allows authenticity to shine through, and inconsistencies in someone’s message and their offerings to also appear loud and clear.
I think we are therefore all called to a higher level of authenticity and stepping into our gifts in the biggest, most consistent way possible.
Kevin Nations
Dec 9th, 2009
Yes Andrea.
Interestingly enough, to be transparent is to be publicly flawed!
Helaine Z. Harris
Dec 8th, 2009
Hi Kevin,
that’s quite a seductive and provocative article. It opens up an entire new dimension in sales and marketing for companies of all sizes. Since I’m a spiritual psychotherapist and intuitive business coach, it seems natural that one must be congruent in what we say and do publicly. Otherwise, what we are unconscious about in what we say and do will hit us in the face, The Shadow Knows the truth about us all!
Thanks so much for this insightful article.
Blessings and happy holidays,
Helaine
Ananda Goldstein, M.Ed., PhD(c)
Dec 8th, 2009
Happiness is when what you think, what you say, and what you do are in harmony. -Mahatma Gandhi
Ananda Goldstein, M.Ed., PhD(c)
Dec 8th, 2009
It’s actually an ancient paradigm, that is now empowered by social media,and now it is available to many more people. I see you showing people that being a center of influence, (a powerful giver) who works with ‘Big Mind’ or what the Buddists call “co-dependent origination,’ is something that is coming into vogue in terms of profitability. It’s been interesting to watch corporate America’s evolving approach meet the Human Potential Movement. I think it still has more to learn from the Human Potential Movement and Eastern thought though, beyond profitability!!
Kevin Nations
Dec 8th, 2009
‘Social Media’ has evolved from this spotlight that we walk into when we feel like it to a thousand lights seeking us out in every waking moment (and beyond).
Great opportunities to BE congruent at all times with our message and to present that message in an easily reflected manner.
This is MOST magical when it happens organically (but managing it is kinda fun too!)
Thanks for sharing your insights Ananda!
Elaina McMillan
Dec 8th, 2009
Without a doubt, one of the things I appreciate most about you is your commitment to keep moving a conversation forward. Thanks for NOT dumbing it down for us, but rather continuing to engage, encourage and invite us to grow into new and challenging concepts. Thanks for staying one step ahead of the pack.
~Elaina
Kevin Nations
Dec 8th, 2009
Thanks so much Elaina! Thank YOU for standing for the truth that you do!
Kev-
Elaina McMillan
Dec 8th, 2009
You bet! And thanks for reminding me (by example) just how important that stand is!
Lisabeth Rosenberg
Dec 8th, 2009
Still waiting to see how this will play out for Arrelle Fine Linens. We are a niche market so I’m sure it will have to be tweaked accordingly. Most good things take time to develop.
Matthew Detrick
Dec 8th, 2009
thanks Kevin, for sharing your wisdom with us here. the democratization of media.
i think many downplay the sheer awesomeness of the power we can wield through the internet.
the more we strip away our own filters and see ourselves as being there simply to facilitate whatever experience people need to have in that moment they experience our material, the more we all benefit and grow together.
after all, doesn’t the root word of education, educe, mean, to draw out?
social media, marketing, et all, allows us to leverage the drawing out of what already exists.
thanks again, kevin. may your week be blessed.
be well
matthew
Kevin Nations
Dec 8th, 2009
Matt -
Awesome insights! Looking forward to watching YOUR success as YOU ‘educe’!
Thanks for sharing with me (and aren’t WORDS so powerful!)
Matthew Arndt
Dec 8th, 2009
Hey Kevin,
Great post, I really appreciate you defining these different stages within the ‘marketing shift’. Social Media will be instrumental in how we all consume, learn, and most importantly, build relationships in the future. As you know, its incredibility important for branding, and staying visible. Unfortunately for most large organizations this means actually having to listen and interact with their clients…but if you are a “heart based” entrepreneur, than building that relationship, sharing content, and having relationships over social media can expand your reach and set you up for monster sales…with people and businesses that you might not have previously had access to.
Bottom line. I’ll re-tweet your post, and look forward to the other things that you can teach us!
Matt
Kevin Nations
Dec 8th, 2009
…and if History repeats itself, Matt, this era will last even less time than the one before (like 18 months or less)!
Sure, there will always be profits to be had by employing prior Era strategies. But the massive leverage available to those who choose to ride the leading edge will be lost forever in just a few months.
Some strategies are now coming and going too fast to even create a training and get it onto a marketing calendar. Hence – sometimes it’s cool just to say “Look what I see – wanna Innovate your own success story?”
This post references such an opportunity!
Matthew Arndt
Dec 8th, 2009
I guess the real meaning is that although the general marketing principals that we live by will always be important, its just how we approach them within different mediums will continue to change.
And yes, things change WAAAY too fast for most, and those riding ahead in the trends will always benefit more than those hesitant and waiting for the definitive ‘guide’ to come out.
Deb
Dec 9th, 2009
I agree, this new era will unmask and weed out those who are not in the flow of the common good.
Hazel Palache
Dec 8th, 2009
Definitely a paradigm shift for business. I think a great one. I do think it’s important to have the right kind of energy and I love this new era and your take on this.
Always love what you share.
Happy and Joyful Holidays and New Year
Joy and Blessings
Hazel
Kevin Nations
Dec 8th, 2009
Thanks Hazel!
Enjoy your energy!
Kevin
Thomas W. Yale
Dec 8th, 2009
I agree with Wes Thomas. What you write here is too abstract to be of any practical use. And if we have to wait until the mostly inane and uninteresting events listed on twitter become “history,” then it will hardly benefit us in the least. Sure, you can put a positive twist on it, assume you’re the possessor of new age wisdom, dress it up with the fascination with Internet technology. But I seriously doubt it’ll help me to be happier or enable me to live life any better.
Kevin Nations
Dec 8th, 2009
Thanks Thomas! You correctly observe that there are no ‘Easy Buttons’ within this post to enable you to live life better.
Many ‘practical’ trainings come after they’ve been identified by creative minds (Innovators), utilized to reap the rewards of riding the leading edge wave, then taught in painstaking detail for the Majority to adopt and benefit after the ‘Innovators’ and ‘Early Adopters’ have reaped an two generations of profits.
Truth be told – I haven’t even developed all the answers to maximize the benefits of the new Era I just observed. But rather than wait to profit then teach the ‘Practical Tactical”, I’m inviting the Innovators who align with this observation to concurrently craft their own responses and ride the wave with me.
After the Early Adopters reap the first wave of profits and absorb the risk (and rewards), I’ll bet many (including me) can share our proven strategies to the Majority.
The latter Majority will have it all laid out practically – but guess where the lion’s share of the rewards will be won?
Amethyst Wyldfyre
Dec 8th, 2009
Beyond the information is the energy Kevin – if the information that is created and distributed is not authentically in alignment with who the person or business actually is behind all the words then that is going to be transmitted throughout the web of connections as well. What is the “VIBRATION” you are sending out is more important in my world as the words that are being used to transmit the information. Vibration shows through everything – and if there is incongruency between action and intention or between what people/businesses want you to see and what’s really happening (can we say Tiger anyone?) it will be revealed.
Enjoying your words – and your insights.
Peace and infinite blessings of light,
Amethyst
Kevin Nations
Dec 8th, 2009
SO powerful Amethyst!
AND – our energy needs to be clear enough so it is re-transmitted (mirrored) in a way that’s congruent with our mission.
What a benefit to have that happen vs. having an AMAZING relay of our message in a way that is incongruent with our ‘energy’.
Thanks for adding this distinction!
wes thomas
Dec 8th, 2009
I “see” the truth in your words but it’s all too abstract to be of any practical use. History is comprised of stories not concepts
YoungWesley
Kevin Nations
Dec 8th, 2009
Awesome Wesley. I so agree that stories about change help us chronicle history as it occurs.
When this becomes history I’m confident there will be many stories and practical advice about what just happened.
Kate Loving Shenk
Dec 8th, 2009
I like the ideas presented here! It sounds like a new paradigm shift is taking place on the Internet! As usual, folks here are light years ahead of the pack!!
Blessings!
Kevin Nations
Dec 8th, 2009
Kate – The ‘Internet’ is less a master for us to comply with than it is a ‘Vehicle’ that we collectively steer.
Better to watch where it’s going and insert yourself into the path of where it’s headed than to work to single-handedly cause it to change direction to comply with our desired outcomes!
Jhet aka Juliet van Ruyven
Dec 8th, 2009
Oh la la there is truth and reality – “heavy stuff new age wisdom” in this one for genius minds. Paradigm shifting here we come! Come on board or begone!
Kevin Nations
Dec 8th, 2009
Thanks Jhet. Just an observation of some shifts that I see emerging!
Kevin Nations
Dec 8th, 2009
What are YOU doing to prepare your message so that it’s relevant and transformative enough to be ‘mirrored’ throughout the info-sphere?
How could you harness this new paradigm and own your own market space?