S1 E70 — Lingering Fear My Cover Was Blown

The Tau of Steves: What You Don’t Know Could Fill a Book

Summer  August 2019

Steve Harvey, 62: “Following through on an impulse takes courage.  Not following through takes self-control.  Knowing which choice to make in this regard takes wisdom.” Capricorn

What’s been going on?  Truth be known, many years ago when Emma the Baroness and I were twenty-somethings and rented an apartment in Corona del Mar, California I recorded this in one of my journals I just transcribed: 

“Scorpio (October 24 – November 22) You are capable of getting whatever you want most, so go after it now.  Be charming with those you love and admire.

And, then I went on to illustrate how well my day played out.

Hi and welcome to this second day of August and Episode 70 in the first season of My 1-Year Experiment.

“ … P.S. Thanx for reminding me — I have to go to the bank.”

At 11:30 — back from my scenic down Pacific Coast Highway.Noticed MacDonald’s across from the Balboa Bay Club has a help wanted banner. A medium-sized nondescript imitation Cadillac pulls out in front of me as I approach the Bay Club.

Down Bayside past the Reuben E. Lee paddle-wheel floating restaurant going the back way into Corona del Mar again. Stopping off at Bayside — where we had done our laundry on Saturday.

Remembering Friday — running late at work (Roger and I were learning how to operate the Auto Clinic Commercial biofeedback machine until 5 pm) anxious to get to the bank to deposit my sum total wages into Emma the Baroness’ account to pay the bills. And then that, “Ah-it’s-Friday” drive down the coast to Laguna Beach and to my P.O. Box.”

“… Hi, how are you today?” the drive up teller stated matter of factly. I deposited $5 into Emma the Baroness’ account and $5 into my checking account.

Waiting for the receipts I recalled a funny question asked of me by an inside teller a couple of days ago.

As he was processing my transaction — he asked, “Have you been getting your mail?” out of the clear blue sky (actually grey overcast sky).

“Yeah, I think so why?”

“I don’t know — your name sounds familiar — like maybe I saw it in the backroom on the table of things to mail.”

“Well, I just got my last statement and checks,” I replied as I had turned to walk away.

“Must have been it,” he said. And added, “Have a nice day!”

I slid out into the south bound traffic. As I approached the left turn into Ocean Avenue on my way to Box 580 — I suffered a mild anxiety attack.

“I’ve got to go through with it,” I thought as I pulled into a space marked for compact cars.

“I’ve got to sign. So what if they know I’m here? All my debts are discharged, over a year ago. Maybe I’d better mail that VA change in before i sign, just in case that phone call asking for D Marie was a check-up on my current status. Oh hell. Here I go.”

… “Well, I (my heart rate picked up and my face changed temperatures with my feet) found this waiting for me in my PO box over the weekend.”

He left.

He returned.

“Sign here and here”

I was handed a green cart attached to the fateful letter (“Oh my God, I’ve signed and it’s too late”).

“Where?”

“Here.”

I signed the original pink slip and turned the envelope over as I was walking away on my way out side. Not wanting to know who had sealed my doom and yet wanting to, I couldn’t bring my eyes to focus on the return address in the corner.

For a second, I was distracted by another smile and hello from a blonde going in the opposite direction.

“Hmm. I know her — what are all these friendly smiles today?”

My hand felt the envelop’s unbalance. Something hard, the size of one half of a business envelop was inside.

It was blue, “Oh My God —my savings pass book — I didn’t know it was missing.

Oh right.  The address read, “California 1st Bank, Post Office Box 345, Newport Beach, California 92662.”

“But who was that last blonde?”

Hmm!?

But, that was then and this is today.  I’m guessing this has more to do with getting all of us heading shortly to Norway for a vacation to get it together.

“5”  Steve Zahn, 51:There will be many people and personalities to contend with, each with their own agenda.  Settle on an itinerary you can all agree to.” Scorpio

Random ones that make me want change my sign.

Now, let’s turn to the list of Steves from which I can steal their Holiday Tau, if I need it.  Hmm.  Maybe the better play here is similar to past attempt as rolling them together to tell a story better than the individual TauBits.  Shall we?

Does the answer lie somewhere between impulse and self-control?

“4”  Steve Harvey, 62: “Following through on an impulse takes courage.  Not following through takes self-control.  Knowing which choice to make in this regard takes wisdom.” Capricorn

Wait, what did my mother say about curiosity?

“3”  Steve McQueen (1930 – 1980): “Following your curiosity will get you close to understanding a person’s feelings, passions and drives.” Aries

I’m not a cat, but …

“3”  Steve Winwood, 71; Stevie Wonder, 69; Stephen Colbert, 56: “Doubts set in.  Does what you’re doing matter? Is it adding up the way you wanted it to? Avoid.  March right past it.” Taurus

Will my imagination wipe out my focus or …

“3” Steve Greene, 34; Steve Guttenberg, 61: “With your incredibly opulent powers of imagination surging today, you can apply yourself in any number of directions.” Libra

Image Credit: Wikimedia Commons

Inspired by Holiday Mathis – Creators Syndicate

S1 E58 — Judging a Stroll from the Hotel Santa Barbara to the Lobero Theater

The Tau of Steves: What You Don’t Know Could Fill a Book

Summer June 2019

This just in.  I get me some mighty fine comments.  I received an action alert to approve, trash, or call it spam.  

Many like this show up months after the fact.  

I’d been writing a series about Santa Barbara, California on my website, Western Skies and Island Currents:  From the Desert to the Mountains to the Sea and all the Pristine Rivers, Lakes and Islands in Between. 

Welcome to this edition, Day 58 of My 1-Year Experiment, on June 3oth.

Emma the Baroness and I met some friends, who share the same Holiday Tau as Zahn, Winkler and us,  a short walking distance from the Hotel Santa Barbara, attended a benefit concert at the Lobero Theatre after wine tasting and dinner and a night out on the town.  

Here’s the comment attached to “Night TRAPS — Walk. Drink. Eat. Groove.” You be the judge.

I precisely wanted to appreciate you once more. I am not sure what I might have used in the absence of the methods documented by you regarding that area.It was before a real frustrating concern in my opinion, but discovering a specialised form you solved it made me to weep with fulfillment. I will be grateful for this work as well as pray you are aware of a great job you are doing teaching other individuals by way of a site. Most probably you’ve never met any of us.

Not if I receive more of those comments.

“2”  Steve Zahn, 51: “Do what it takes to remain flexible, strong and ready.  Success will soon be yours.” Scorpio

Random ones that make me want change my sign.

I’m doubting it.

“2” Steve Smith, 30:You have an elaborate (though mostly subconscious) way to process information, and it’s right on the money today.” Gemini

I’ll say.

“2”  Steve Greene, 34; Steve Guttenberg, 61: “There comes a point in every venture when there’s nothing more you can do or are willing to do to influence the outcome.” Libra

And keep their written comments to themselves?

“2”  Steve Aoki, 41: “As you relate to more people, you’ll figure out how to put yourself across so they learn quickly who you are.” Sagittarius

Image Credit: Wikimedia Commons

Inspired by Holiday Mathis – Creators Syndicate

Appeal

“Find one or two lifestyles that describe you, then the logic goes other neighborhoods that attract the same  “Birds-of-a-Feather” lifestyle would appeal to you.”

Peel Away the Outer to Find Your Inner Appeal
An ongoing case study: How to convert thousand lesser fans into a thousand true fans, so they buy enough to support you and make a little profit?

Here’s the part I’ve always hated.

Crafting the sales message.

And, there’s a little irony.

To be successful you have to appeal to human motivations and I earned a masters degree in psychology.

The problem for me has always been that as a professional knowledge worker — in my case a consultant, coach and trusted advisor — we were trained not to advertise or to market ourselves

The path to a thousand raving fans was taken one referral step at a time.

No Advertising or Sales

Not by running ads.

Or by selling.

But by transforming clients with so much value they became enthusiastic advocates.

Can you advertise and sell online without crossing over into the “scam territory?”

Sure.

For the last few years I found plenty of information and inside intelligence that online marketers and other less scrupulous “Make Money Online” entrepreneurs misused.

But some of it could and should be used by legitimate consultants and lifestyle business owners.

Formula for Attraction

How can you convert a thousand Lesser Fans into a thousand True Fans?

So they buy enough to support you and make a little profit?

Keep these tips in mind.

One of the things that motivates you is to avoid unpleasant things.

Will your “knowledge product” – book or ebook, for instance – save your true fans from making a fool of themselves?

If Only You Knew in Time

Remember high school and how embarrassed you felt from time to time because you didn’t know or understand what everyone else did?

Television ads reminded us how bad our breath smelled or our stinky body odor offended the those around us.

We didn’t have a clue.

Others did though.

Or so the ads implied

There’s that whole wall of worry.

Stuff that makes us uncomfortable.

Things like worrying about having enough money …

  • for paying our monthly bills,
  • for our doctor visits,
  • for the car payment and
  • for what the insurance company won’t pay because of our high collision deductible.

As an entrepreneur you wake up abruptly at 3 a.m. in the dark doubting your ability.

  • Money is running out.

    Gotta Get Back To Sleep
  • Did you seriously underestimated the market for your product or service?
  • Can your knowledge product or service offer peace of mind ?

During the Great Recession we all worried if we would keep our jobs.

If we lost them we worried we might not find another one that paid as well located within a reasonable commuting distance.

Just before the Memorial Day holiday a couple of years ago one of the Chief Marketing Officers who volunteers to mentor our Executive MBA students shocked me.

I knew he lost his job, which comes with the territory when you reach age 50 and finally pull in the big bucks.

What I didn’t realize was how traumatic his situation was.

Now What?

He lost his house because he couldn’t make payments on his mortgage – a wapping $6,000 a month.

And he had to find and move into a two bedroom apartment that long weekend.

Plus lease a storage unit for all the stuff that wouldn’t fit.

Not only did he and his wife suffer the loss of their home and their wealthy influential lifestyle that came part and parcel with it, but their basic feelings of security disappeared that weekend.

Neither he nor his wife could qualify for for social security or medicare coverage.

At least not for another 12 years.

But, the truly shocking part he told me was he had taken out and spent equity loans while he drained his 401K accounts to make his lavish lifestyle “ends meet.”

In my chapter, “Why Careers Are like Real Estate Markets,” I described the dilemma many like my CMO friend faced.

They find themselves at the cross roads between “Doing What You Love vs. Doing What You Hate” and “Living in the Same Geographical Location vs. Moving to a New Preferred Community.”

“My passion and location stories described four different communities …  ‘Wealthy Influentials,’ ‘Wireless Resorters,’ ‘High Country Eagles,’ and ‘Permanent Temporaries.’”

Here’s a snapshot of each.

Permanent Temporaries don’t anticipate the future well and have a hard time adapting to new work realities. 

Many become consultants and entrepreneurs because they can’t find full-time employment. 

Guarded Gate Communities

They aspire to live in, or return to, the guarded-gate communities of the Wealthy Influentials. 

What if they’re forced to relocate, where do they go?

When forced to move to lower cost-of-living neighborhoods they choose small university towns populated with High Country Eagles in higher quality-of-life communities. 

But, they long for face-to-face project-based work as a way of affiliating with other people on a more regular basis.  

Succeeding at interim work demonstrates their value in a new organization. 

What about the trade offs?

Between projects they miss the teamwork and seek to counterbalance the isolation and extreme independence they are forced to endure being on their own – no matter if they’re  interim middle managers, trapped urbanites or just starting over in a new marriage, neighborhood or way of life.

Wealthy Influentials live in neighborhoods that showcase their status and affluence

Viewed from the outside, it’s as if they’ve cornered the market with a wealth-generating machine. 

Like my Executive MBA Mentor once was able to afford …

They find a safe haven for high margin income, pay for a high cost of living, accumulate peak real estate appreciation, and live in a secluded, secure, and mature suburbs or an upscale metropolitan center. 

Selling products or services to this group means offering highly personalized, luxury, and one-of-a-kind experiences.

What if you found yourself in a similar situation?

How about …

Quality-of-Life Lifestyles

Wireless Resorters share the love of a new quality-of-life community with High Country Eagles. 

They realize that with the ability to operate anywhere there is Internet access, anyone can move to unspoiled smaller towns and rural regions. 

Many moved to the mountains areas that became destination vacation  areas like the ski resorts in Colorado.

All four lifestyles populate thousands of thousands of communities from coast to coast.

Across the western region of the United States you’ll find residents in Wealthy Influential neighborhoods like Del Mar or Coronado in California; 

High Country Eagle towns like Sedona or Bisbee in Arizona or Angel Fire and Taos in New Mexico; 

Permanent Temporaries parts of Reno, Nevada or Coeur d’Alene, Idaho; 

or, in some of the better known ski resorts attracting the Wireless Resorters like Breckenridge and Steamboat Springs in Colorado.” 

What if you could find the perfect town for you with just the right kind of neighborhood you’d love?

Claritas, now Nielsen Segmentation, helped pioneer market segments initially based on each new census update.

They linked consumer behaviors for “shopping, financial, media and much more …” with household lifestyles living in specific zip codes across the United States.

Household Shopping Lifestyles

If you’ve ever received direct mail addressed to you or “current resident” those marketers are taking advantage of household data.

The key to their business model unlocks a specific zip code.

In their PRIZM segmentation you can slice and dice over 60 different lifestyles ranging from high to low degrees of affluence and status.

By age and life stage.

Type in your current zip code and they’ll supply you with the top four or five lifestyles in your community.

Find one or two lifestyles that describe you, then the logic goes other neighborhoods that attract the same  “Birds-of-a-Feather” lifestyle would appeal to you.

Try to search for that lifestyle in their segmentation database and build a “Bucket List” of awesome zip code neighborhoods.

Can’t do it.

Doesn’t work that way.

  • But, what if you devoted the time to reverse engineer it?
  • And, you “mobilized” your lifestyle business?
  • Once you authentically built your virtual community of a 1000 raving fans?
  • You could move them with you, right?

And, you’d be able to zero in on regions and communities varying from …

  • high to low  density,
  • from urban to suburban, exurban, rural and
  • remote populations.

You wouldn’t have to worry about making a living solely from the locals.

Instead, you’d live that quality-of-life that can bring out the best in you.

More on that later.

An excerpt from Book Two in “The Knowledge Path Series” dedicated to helping you make more money from a lifestyle businesses you’re truly passionate about.

Voice

He and his wife recently purchased the Palmetto Guesthouse on the island of Culebra located in the Caribbean. 

Your Own Tropical Paradise With Room for 1000 Fans
Integrate his tips and like him you can start your next adventure bringing your raving fans with you to the home of your dreams.

In the winter of 2007 – 2008 on the AnyWired freelance site, Mark Hayward, who wrote “MyTropicalEscape” and “Culebra Blog,” guest posted.

We found out about his much anticipated big time jump from moonlighting to daylighting.

Not to just anywhere, but to a Caribbean Island under gently swaying palm trees on beaches bathed in soothing island currents.

“He and his wife recently purchased the Palmetto Guesthouse on the island of Culebra located in the Caribbean. 

Mark’s fulltime job ends next week so he is looking to blog or work online fulltime.” 

Before setting up your income generating blog Mark said to create a plan and write down how you would like to be perceived by your readers.

Picking The Right Voice
  • “practical, 
  • humorous, 
  • sarcastic, 
  • authoritarian, 
  • combative, etc.”

Mark also recommends reviewing the sites that you go back to again and again.

“Have you purchased anything from them, or clicked on their ads? 

Analyze specifically what it is about those blogs and the emotions they evoke that have you coming back.” 

Integrate his tips and like him you can start your next adventure bringing your raving fans with you to the home of your dreams.

Steps:

(16) Describe your voice, how you would like to be perceived by your growing audience of fans — practical, humorous, sarcastic, authoritarian, or combative.

An excerpt from Book Two in “The Knowledge Path Series” dedicated to helping you make more money from a lifestyle businesses you’re truly passionate about.