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Jason Debacco

Apolo Ohno: Reinvention in the Workplace – Writing Your Way through Change

October 19, 2020 by Jason Debacco

Reinvention is often something thrust upon us. Whether due to a global pandemic, the desire to feed that unshakable entrepreneurial itch or, hey, getting old is a bizatch … Change happens. 

But it’s your choice to lead your way through it or get dragged along.

Join moi and eight time Olympic gold medalist and speed-skating hottie (OMG!!!!) Apolo Ohno for the next Lately Live, where we’ll talk about his upcoming book “Hard Pivot” (nudge nudge, wink wink), how to even imagine yourself (or your brand) in a new light, reinvention in the workplace and writing way through change.

Apolo Ohno is the most decorated USA male Winter Olympian of all time and was inducted into the U.S. Olympic Hall of Fame in 2019. As a short track speedskating competitor, he won two gold, two silver, and four bronze medals. He’s also a New York Times best-selling author, Top 100 Forbes and Fortune speaker and superduper nice human.

Filed Under: Lately Live

Ep 03 – Personal Growth

September 23, 2020 by Jason Debacco

Ten Minutes. One Diabolical Fact.

There are only 56 buttons to push to make anyone do what you want. We’ll reveal one of them each session. You’ll learn how to position anything based on what people care about MOST. 

Join us for a 10 min breakdown of each fact and a clear example of how to leverage it in your strategy and copywriting.

Cohosted by copywriting/A.I. kuh-ween Lately CEO Kate Bradley Chernis and David Allison, founder of the Valuegraphics Database, the world’s first custom database that predicts and influences human behavior. 

Filed Under: How to Position Anything

May King Tsang: FOMO for Copywriting – How to Leverage Urgency in a World Where “Live” is Less

September 14, 2020 by Jason Debacco

NO ONE wants to miss out. It’s a tried-and-true sales tactic nearly impossible not to fall for. 

But when the world turns upside down and live events scramble to reinvent themselves, how does the fear of missing out (a.k.a. FOMO) evolve? Can you still leverage it without a “there” to miss out on (spoiler alert: YASSSSSSSSSSS)? And what FOMO tips and tricks can you use in your sales and marketing copywriting to make that register ring a whole lot, ehem, mo?

Join our next Lately Live with FOMO expert and marketing virtuoso May King Tsang.

SIGN UP HERE

May King Tsang is a globally-recognized marketing consultant, correspondent and FOMO generator who has worked with top conferences, festivals and workshops worldwide to single-handedly drive conversions, engagement and excitement at scale. May King is also a lover of tea, and you’ll mainly find her tweeting with her “tea” puns at @maykingtea.

SIGN UP HERE

Plus, it’s free. You can join live or we’ll send you a replay link, later. But you have to sign up!

Filed Under: Lately Live

Ep 02 – Relationships

August 11, 2020 by Jason Debacco

Ten Minutes. One Diabolical Fact.

There are only 56 buttons to push to make anyone do what you want. We’ll reveal one of them each session. You’ll learn how to position anything based on what people care about MOST. 

Join us for a 10 min breakdown of each fact and a clear example of how to leverage it in your strategy and copywriting.

Cohosted by copywriting/A.I. kuh-ween Lately CEO Kate Bradley Chernis and David Allison, founder of the Valuegraphics Database, the world’s first custom database that predicts and influences human behavior. 

Filed Under: How to Position Anything

Connecting the Dots with Content Marketing and AI – #LeadLoudly Interview with Kate Bradley Chernis, hosted by Nathalie Gregg.

July 20, 2020 by Jason Debacco

Nathalie: Rock ‘n’ roll DJ turned startup CEO? Do tell!

Kately: Truth! My last radio gig was broadcasting to 20 million listeners a day for XM Satellite Radio; amazingly, the tricks I learned in radio are the backbone of Lately’s foundation. 

For example, because we were each on-air 12 hours a day, we had to be recorded. But we wanted to make it feel live, so we purposely left in mistakes. After all, mistakes make it HUMAN, so you TRUST me. And that trust is key. 

In radio, believe it or not, it’s a two-way street – even though I have the mic, it’s my job to make you, the listener, feel like you have a voice, that you’re included vs excluded – that’s the trust factor and how you turn listeners into fans. 

Same thing with customers: turn them into fans. Because fans are EVANGELISTS. But they have to trust you, first, which is why Lately’s marketing feels not too polished. I let my team rip. They have guidelines but in the end, you’re getting realass humans. 

Nathalie: So how did you decide to leave radio and become an entrepreneur?

Kately: Honestly, in part, I didn’t. My body forced me to. I had all of these ailments – it was like my body was SCREAMING at me to make a change. Radio, after all, is a maaaaaajor boys’ club. I felt squashed, invalidated. And of course sexual harassment galore… Crazily, I didn’t even know that was wrong. It was just part of the culture. But what really bothered me was not getting credit for my work. So I moved to another music-related company and it was the same thing allllll over again. (Groundhog Day!) No surprise, I was miserable. Always crying. Totally toxic because I hated my job and felt stuck. I was a crap person to be around.

Then one day my dad lovingly shook me by the shoulders and said: “You can’t work for other people and there’s no shame in that.” Eureka! (And by the way, shame was exactly what I felt. Deep shaaaaaame. I was disappointing my male bosses – that’s all I could see. Talk about perspective!)

So… my husband (thoughtfully) bought me Guy Kawasaki’s Art of the Start. Somewhere in the first few pages it says “don’t make a plan, just get started.” And I thought: “Then why am I reading this book?” DUH – So I put it down. 

The next day, I went to a business lunch with two incredible humans who turned out to be angel investors and gave me $50,000 to start my first company. True story!

Nathalie: How did you know you made the right choice?

Kately: Easy. The pain let up! For me, working for assholes is waaaaaaay less stressful and more painful than not knowing where my next paycheck is coming from. BTW, that’s the key telltale for anyone thinking about entrepreneurship: What’s your threshold?

Most importantly, it taught me to listen to my gut. When I’m in pain, I immediately know something’s wrong, that I need to make a change. These days, it often comes in the form of my throat swelling up. That’s how I know there’s something I’m not saying. In fact, the three most powerful words I ever learned to say are: “This isn’t working.” Because once you have the courage to say it, then you have the courage to CHANGE it.

Nathalie: How did Lately come about?

Kately: Normally I would say accidentally but a colleague recently taught me to take better credit for my actions and own my own success. So, through that lens… 10 years ago I was marketing the buhjeezus out of my first company. Someone else noticed and offered me a suhweeeeeeet chunk of change to consult them on marketing. And BOOM. Suddenly, I was working with Walmart. But it wasn’t only Walmart. It was also United Way Worldwide, National Disability Disability Institute, Bank of America, AT&T, the IRS, and thousands of small and medium businesses and nonprofits – a.k.a., a boatload of people – all with different marketing skill sets and budgets. So I built a spreadsheet to organize my mind. Because… GAHHHHH. And my spreadsheet system ended up getting us 130% ROI YoY for 3 years. 

Ta-da! The idea for Lately was born.

Nathalie: How does AI play into the mix?

Kately: Funny thing about most marketers – they hate copywriting! And not just marketers. Salespeople. Executives. Product experts. Designers. People in general hate writing and are baaaaad at it. (So yo, English majors: DOUBLE DOWN on that shizzle!)

Enter AI. Because the fear of the blank page is real… the pressure to say the right thing, to be engaging, entertaining and everywhere all at once all the time…. It’s humanly impossible. But when you have AI to help? BAMMALAMMADINGDONG! The idea being that AI learns what your target audience or customers will engage with. Lately knows and predicts. Then, it suggests messaging based on what it learns. It learns by studying what you feed the brain and then transforms it. 

Just feed Lately blogs, online articles, podcasts, webinars… Any longform content that you probably didn’t do jack with. And BOOM. The AI will give ya dozens of social post ideas to jumpstart any organic content push: 

Nathalie: Should marketers be afraid of AI?

Kately: Honestly? A little. But here’s the key: marketing and sales is emotion-based. HUMANS have emotion. Not robots. You don’t want to remove the human from the equation. It won’t work.

That said, humans are mucking communications up priiiiiiiitty good on their own. In the US alone, companies waste $400 BILLION (!) each year due to crap writing skills throughout marketing, sales, customerservice and beyond. And – get this – companies spend $3.1 billion each year on REMEDIAL WRITING TRAINING. Who knew??? Writing is not in fact the soft skill everyone waved off as a waste-of-time college major in the least.

I mean, in order to communicate effectively, everyone has to write. Yes, we live in a world where there are podcasts and video, but in the end, that all gets translated into text, one way or another.

Nowadays, if you’re not using AI to help with basic communication, a.k.a. writing – you’re effed. It’s impossible to catch up without it. Hence, Lately :-).

Nathalie: It sounds like communication in itself is the most elemental and important component of any business?

Kately: Yasssss. I’m biased of course, but if you think about it, marketing is the MOST IMPORTANT FUNCTION THROUGHOUT ANY COMPANY because it’s the one thing that ties every other function together: sales, product, customer service, HR, accounting, engineering….

When every employee is on the same page about what the company does and why – and can communicate that in concert – not only does it solidify the culture internally but it also makes everybody’s jobs easier and the company more successful. Win. Win. Win.

And to expand on that further, consistent messaging throughout does not only mean externally – it also applies INTERNALLY because that’s 100% work culture. When you message (read: treat) your employees the same way you message your customers, you make magic. 

Meaning: walk the talk. For example, the reason 95% of my team has been working for free for the last 18 months (startup  life) is NOT because I’m an a-hole. I do a lot of “internal” marketing to make that happen. And by the way, it’s the same marketing we do externally to attract customers AND what we do to prevent churn, once we have them. It’s all human-to-human based. Not because it’s touchy-feely. Because it works.

Nathalie Gregg is a change agent, organizational developer, adjunct professor, public speaker, published writer and television personality, recipient of Columbia College’s distinguished President’s Award, the prestigious ATHENA Award and author of the book Leading in Stilettos.

Kate Bradley Chernis is the Founder & CEO of Lately, which uses AI to instantly transform podcasts, videos and any online news articles or blogs into dozens of social posts that are automatically pre-vetted to resonate with your target audience. As a former marketing agency owner, Kate initially created the idea for Lately out of spreadsheets for then-client, Walmart, and got them a 130% ROI, year-over-year for three years. Prior to founding Lately, Kate served 20 million listeners as Music Director and on-air host at Sirius/XM. She’s also an award-winning radio producer, engineer and voice talent with 25 years of national broadcast communications, brand-building, sales and marketing expertise. 

Filed Under: Blog, Uncategorized

Ep 01 – Family

June 25, 2020 by Jason Debacco

Ten Minutes. One Diabolical Fact.

There are only 56 buttons to push to make anyone do what you want. We’ll reveal one of them each session. You’ll learn how to position anything based on what people care about MOST. 

Join us for a 10 min breakdown of each fact and a clear example of how to leverage it in your strategy and copywriting.

Cohosted by copywriting/A.I. kuh-ween Lately CEO Kate Bradley Chernis and David Allison, founder of the Valuegraphics Database, the world’s first custom database that predicts and influences human behavior. 

Filed Under: How to Position Anything

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