Monastery Walks.
Many moons ago I spent a lot of time with monks. Benedictine monks to be exact. I went to a 4 year college seminary at a VERY remote monastery in Southern Indiana. The view from my dorm (or cell) was corn fields and soybeans. It was indeed a very peaceful place.
— NOTE — I wrote this one a while back, but actually took a monastery walk TODAY to clear my head and discern some important things. I hope this inspires you to get out and take a walk. BTW: be sure to listen to the church bells audio clips, it adds to the whole experience.
Thanks for reading, Tom.
“Walking is man’s best medicine. - Hippocrates ”
Photo Courtesy of Saint Meinrad Archabbey, St. Meinrad, Indiana
Many moons ago I spent a lot of time with monks. Benedictine monks to be exact. I went to a 4 year college seminary at a VERY remote monastery in Southern Indiana. The view from my dorm (or cell) was corn fields and soybeans. It was indeed a very peaceful place. A place of solace, a place of reflection, a place seemingly separated from the real world. It was a great place to get to know yourself.
Being 18 and from the city (Orlando) it was way more than a culture shock when I got dropped off outside those steeple towers. Unlike many colleges, this place had insane structure. You were required to attend morning prayer, daily mass and evening prayer. There were mandatory conferences to attend, there were mandatory service requirements, there were mandatory spiritual direction appointments and then of course, there were classes. Add a part time job to the mix so that you could afford a monthly trip to the local truck stop for a greasy burger and cultural experience and you had about 6 extra minutes to yourself.
I learned MANY life lessons while attending this school. I learned discipline, I learned study habits, I learned interpersonal skills, I learned leadership skills, I learned how to believe and trust in myself. I learned to be self sufficient. I also learned that I need to reflect, a lot. I also learned that the smell from Turkey crap used as fertilizer on corn fields is strong and pungent enough to gag a maggot.
6 Extra Minutes
So with such a busy schedule at school, how do you clear your head with the remaining 6 minutes of free time that you have? How do you discern or contemplate life's great mysteries? How do you keep your sanity? How do you process and digest all that's going on? You walk. I learned from the monks as I saw them in silence roaming the hilly terrain of the campus in their black, Jedi-like habits. I learned to walk. Not just for physical exercise, but for mental / well-being exercise. I'd get up at the butt crack of dawn, whether freezing assed cold or humid as hell and walk. I had a route and I remember that route to this day, but that 6 minute walk every morning focused and centered me.
Fast Forward To Today
Today, I'm pretty sure, I have less than 6 minutes for that walk. Life can get crazy, owning two businesses is nuts, serving on multiple non-profit boards, TV appearances, podcasts, a busy family with two very active girls, a siberian husky who demands my attention, church activities, you name it, today, more than ever, I need monastery walks.
Walks today consist of a busy sidewalk here in Orlando. I've traded the sounds of rustling corn and monastery bells for the hustle and the bustle, but deep within that noise is peace and solace. The buses, the impatient drivers, the honking horns have all become a place for my mind to escape and become clear. When I have a problem to solve at work, or if my creativity meter is running on empty, or if I need to work through a marketing problem, I take a walk. That's when I reset, that's when I solve problems, that's when I reflect and recharge my business, life and spirituality batteries. I've had some of my best ideas while out on 'monastery' walks.
Where's your monastery? I encourage you to get up and walk. Walk and reflect. You don't need to wear a monk habit (unless you're into all that), you don't have to pray, sometimes you don't even need to think. You just need to walk and take it all in. I bet you'll find that you'll get some amazing ideas. Get out there, go take a walk, it could change your life.
Go ahead, I'll wait....... Go!
Nag, Nag, Nag.
No one loves to be interrupted. At work, school, sleep, play, wherever, interrupting people while they are doing them is just plain rude, so why would anyone employ interruption as a marketing tactic?
“Instead of interrupting, work on attracting.” — Dharmesh Shah, CTO & Co-Founder, HubSpot
How to interrupt:
- Send crappy emails to people you don't know.
- Connect with them on LinkedIn and then instantly message them a sales pitch.
- Send copious text messages to people you don't know with HUGE savings and all kinds of other obnoxious sales messaging.
- Spam neighborhood apps with your sales pitch and cross your fingers.
How to attract:
- Inspire.
- Don't sell.
- Be remarkable.
- Elevate your team.
- Be kind.
- Be human.
- Create something different.
- Be authentic.
- Be a giver.
No one loves to be interrupted. At work, school, sleep, play, wherever, interrupting people while they are doing them is just plain rude, so why would anyone employ interruption as a marketing tactic?
Which brand are you more likely to buy from? The one that nags you or the one that makes you smile and stands out?
The Archer In The Fog.
I've been listening to a great book lately, The 1-Page Marketing Plan by Allan Dib. Allan is basically laying out his approach to how businesses can create a remarkable easy to follow marketing plan that actually does something for your bottom line. One of my favorite analogies that he used to describe people who don't take the time to perform market research and profile out their target consumer is an Archer In The Fog.
I've been listening to a great book lately, The 1-Page Marketing Plan by Allan Dib. Allan is basically laying out his approach to how businesses can create a remarkable easy to follow marketing plan that actually does something for your bottom line. One of my favorite analogies that he used to describe people who don't take the time to perform market research and profile out their target consumer is an Archer In The Fog.
The archer in the fog can't obviously see a damned thing when he's trying to hit his mark.
Successful marketers take the time to get to know their audience. They understand that not everyone is their intended client / customer. I've asked so many business marketing departments who their target audience is and the response that I often get sends shivers down my spine. "Everyone." We can sell to everyone. But can you? Can you realistically compete against Amazon? Can you compete with Wal Mart? Do you have the funds to compete with Apple who can spend millions upon millions to transmit their message over and over? You can not. So stop trying.
The Niche
Let's take for an example an aesthetic medical practice that performs botox and other cosmetic procedures. The ambitious doctor opens her practice and is out to rule the world. She decides she wants to market her services to EVERYONE within a 20 mile radius. She thinks to herself, "they all need my services." Here's the problem. No they don't. Here's the other problem. There are 500 OTHER aesthetic practices within the 20 mile radius all trying to do the same damned thing as her. She needs to niche. What if she targeted pregnant moms that are looking for cosmetic work? It's a solid niche filled with resources. There are plenty of newly pregnant moms. And even better, they ALL talk to each other and learn from each other. Why not create your marketing campaigns around THEM? Give them resources, support them, be there for them, and oh yeah, sell to them when they need your cosmetic services.
The argument is always, well, I'm losing out on a huge market share by niching, but now you're the archer without the fog. You're targeting CLEARLY and acquiring your targets. Once you own this space, if you have the capacity, figure out another niche and market the crap out of that. FOCUS and you'll win.
The Human Factor
All too often marketing is all about the products that people sell. "We sell the best damned reciprocating saws," or, "Our computers are made with 90 gigowatt plasma induced gingerbread flux capacitors." Yes, this CAN be important to some, but the problem is, you're not solving anyone's problems by dwelling on the specs of your product. Have you ever heard Apple Computer tell you in a commercial how powerful their core processors are on their iMacs? They sell by being human. They sell by selling a lifestyle, an attitude, a sense of belonging to something larger and great. Take a look at your marketing, your ad copy, your website, your messaging. Is it product centric or people centric? If you find yourself always talking about how wonderful your company is, or just how awesome your products are, odds are, you're turning people away. Make it about them, and seize the day. Make it about them and come out of the fog. Shoot with clarity and reap the benefits down the road.
Communication Is An Artform.
Communication is an art form. If your brand is spewing out corporate gobbledygook and not evoking an emotion in your intended recipients, you're probably not growing, thriving, or kicking ass. Words can move mountains.
Communication is an art form. If your brand is spewing out corporate gobbledygook and not evoking an emotion in your intended recipients, you're probably not growing, thriving, or kicking ass. Words can move mountains.
“Your ability to communicate with others will account for fully 85% of your success in your business and in your life.”
Lessons Learned... From A Benedictine Monk.
I just recently sold my digital marketing agency, On Target. After owning, operating, and being the chief marketing officer for a full service agency, I’ve learned MANY lessons. My next few posts will be dedicated to the lessons I’ve learned over those 16 years, and hopefully, you’ll gain a tiny tidbit here or there that will help you along your way. Oh, by the way, I’m not retired. I’m not semi-retired. I’m looking for that next big marketing chapter/thing, so if you’re looking for an innovator, a strategist, a think on his feet kind of leader, I’d love to treat you to some exceptional coffee and have a chat.
Ok, enough with the promotions, let’s get to it.
The Interview.
I had a great job interview the other day and he asked me a great question that has kept resonating through my mind. “Since you’ve sold your agency, will/do you still have the drive?” Wow.
The answer is a resounding YES. In my humble opinion, drive is innate. It can’t necessarily be taught. If you have it, you have it. Can you lose it? Perhaps. Perhaps it gets eroded over time, maybe the drive gets stolen by a series of losses, maybe the flames get kicked down a few notches due to strife. I do, however, firmly believe that it can be recharged. Perhaps a new win, maybe a solid plan comes together, maybe you take a long kayaking trip or walk through the woods and recharge your batteries. Those flames can be re-stoked.
My Trigger.
I remember this day like it was yesterday. During my freshman year at Saint Meinrad Catholic Seminary with a bunch of super cool Jedi-esque Benedictine monks, my grades SUCKED. I mean, lukewarm doesn’t even begin to describe them. I was pulled into the Academic Deans office (NEVER a good day) and was informed that if I don’t get my S#@! together, I wasn’t necessarily going to have the great privilege of studying at that fine institution much longer. THIS sparked the flames. This ignited the drive. It took a nice swift kick in the ass to get my drive throttled.
From that day on, I kicked it in to high gear, got kickass grades, grew as a leader, loved studying, loved writing, loved research, and most importantly, loved to WIN. That kick in the ass from that loving, yet stern monk was what I needed to solidify my hard-wiring to want to win. By the time I had graduated St. Meinrad, I was on the president’s honor role, had become president of the student run non-profit, traveled around Indiana with the development team to tell my story, and received the Pour Le College award upon graduation.
That kick in the ass sparked it all. That kick in the ass allowed me to build a company from nothing. That kick in the ass allowed me to close millions upon millions of dollars of new clients. That kick in the ass gave me the opportunity to field hundreds of live TV interviews and be seen as an expert in my field. That kick in the ass allowed me to understand and know when it was time to sell On Target at the top of my game, and that kick in the ass will allow me to crush it for whoever grants me the opportunity to steer their marketing ship.
Not To Brag.
I truthfully don’t say all of this to brag. I simply want to illustrate a point here. To be a success, you need a fire from within. To crush it and win that deal, or steer that ship, or handle that TV interview, or thread the needle, you need a fire within. For me, it’s all about the win. Whatever that win is, I want it, and I hate to lose. This drive can be a real curse, but it can also be a real blessing. Whatever organization/business I land at, my drive to win for them will never be compromised. It only will get stronger.
Photo credit : Saint Meinrad Archabbey
My Two Cents.
To unlock your inner badassery, challenge yourself. Don’t take NO for an answer. Test your limits. Do the uncomfortable things. LISTEN to people. Listen to advice BUT don’t take advice from people who haven’t crushed it, don’t take advice from people who offer you random critiques and unsolicited advice. Take time to recharge your batteries, whether that’s in solitude, riding your bike, hanging with your kiddos, going on a long drive, listening to podcasts, whatever turns your crank, do it, and make ZERO apologies for doing that.
The flame is there, sometimes you just need a good, swift kick in the ass from a “monk” to fuel it.
If you’re looking for a marketing pro who loves to win, with plenty of real life experience to lead your marketing department, let’s chat. Drop me a line at tjelneck@gmail.com or give me a call at 321-363-6469.
PSA: I'm NOT Retired. PLEASE share.
Hi there. Thanks for clicking on my click bait, just joking, but not really. I recently sold my Digital Marketing Agency, On Target at its peak. I came to a realization that I was letting my business own me rather than the other way around and, honestly, I needed to put some balance into my life, my marriage, my relationship with my kids, AND, my relationship with sanity. Creating something from nothing, blowing it up, and working with some amazing human beings and clients was a true blessing. Do I miss it? Honestly, no. Do I miss being a part of a team? Yes. Do I miss working? Absolutely. Am I bored? Hell yes.
After supervising a home renovation, wrangling my wife’s two huskies who apparently have to go out every 16 minutes, listening to my awesome daughter play Metallica riffs OVER AND OVER AND OVER on her electric guitar while she does virtual learning, mastering basket weaving, retrieving all of my wife’s Amazon packages the second they hit the porch, understanding the beer run patterns of the 70 year old guy across the street, and keeping our Roomba off the cliffs in our household, I’m ready to get to work AND get the hell out of the house.
What Can I Do For Your Business?
I realize that you could care less for whether or not I’m bored. BUT. Here’s a huuuuge opportunity for your business. You can harness my current state of boredom and general antsiness, you can harness my 20 years of hands-on digital marketing experience and here’s what you’ll get:
- Maturity.
I’ve been around the block a few times, I’ve learned, I’ve failed, I’ve rejoiced, I’ve won, I’ve lost, I know how to handle myself.
- Leadership
I grew On Target to a team of 11 amazing human beings and led them on a daily basis to crush it for our partners/clients.
- An unceasing drive to win.
Losing sucks and I’m not having it.
- A hands-on intimate knowledge of all things digital marketing.
At On Target, I learned and built every service offering and then hired pros to execute those services for our clients including: SEO, Content Marketing, Web Design/Development, PPC, Analytics, Social Media, Strategic Marketing Plans, and Podcasting.
- A knack for public speaking and earned media.
With over 400 television appearances, newspaper interviews, etc., which all came to me for expertise, I get thought leadership and earned media. This also taught me to think on my feet and gave me the ability to distill complicated information to the right target audience. Think thought leadership for your brand on steroids.
- First hand knowledge of how NOT to hire and how TO hire.
Yeah. I made a few mistakes here, but ultimately learned how to hire the people with passion, the people with integrity, the people who would treat other team members like humans, the people who would always help grow On Target and just be a joy to be around.
- A complete understanding of budgeting and maximizing marketing spend.
Working with thousands of brands over On Target’s 16 years has taught me how be a good steward of other people’s money. Plus, bonus, I’m Catholic and they teach us all about this stewardship stuff.
- A mean pot of coffee.
Yes, this is a thing. If your current organization has terrible coffee, I will transform that, quickly. Check out my side hustle, https://puregrindcoffee.com which helps satiate my entrepreneur cravings.
- A non-slacker.
I like to work. I’m going to find a happy balance here, but helping transform organizations is what gives me life. From day one, you’ll get value.
- Diversity and out of the box thinking.
From B2B to B2C clients, I’ve been there done that. I’ve seen it all, the good, the bad, and the ugly and I’ve helped countless organizations build something from nothing. I’ll do it for you, everyday.
- A self-starter out of the box.
Yeah. Let’s get to work.
- Ethics and empathy.
Someone asked me the other day if I was grey hat or black hat when it came to SEO. I’m none of those. I don’t bend the rules, I do things right, I don’t believe in cutting corners and never will. Oh, also, I get human beings and care for them (most of them).
- A true understanding of how to treat clients like gold.
Clients come first. Period.
- Ideas. I’ve got lots of them.
I’m a rare mix between a creative and a technical thinker. I get tech, I understand how to get a client to stand out, I’m all about elevating clients, I love strategizing, executing, measuring, AND being agile to change gears quickly.
- A huge believer in the Golden Rule.
Do unto others, period.
- Loyalty.
I’m here for the long haul provided that we have mutual respect for each other. I’ll always treat you with dignity, empathy, and respect, I expect the same in return.
- Value AND Values.
I’m not cheap, but I’m also not unreasonable.
Let’s Talk.
I’d love to spend some quality time with you chatting about your organization and what value I will bring to it. Drop me a line at 321-363-6469 or tjelneck@gmail.com to setup a time to talk. You can also download my resume here for other tidbits of Tom info. PLEASE do me a solid and share this with your network, I’d appreciate it so much.
Lessons Learned Series... The Fender.
I recently sold my digital marketing agency, On Target. After owning, operating, and being the CEO/President for a full service agency, I’ve learned MANY lessons on how not to lead a business, how not to hire, and who NOT to take on as a client.
My next few posts will be dedicated to the lessons I’ve learned over those 16 years, and hopefully, you’ll gain a tiny tidbit here or there that will help you along your way. Oh, by the way, I’m not retired. I’m not semi-retired. I’m looking for that next big thing, so if you’re looking for an innovator, a strategist, a think on his feet kind of leader, I’d love to treat you to some exceptional coffee and have a chat.
Ok, enough with the shameless Pure Grind Coffee promotions, let’s get to it.
Arrogance will get you nowhere. Confidence will get you everywhere.
Over the years I’ve met all kinds of characters. Creative folks, businessy type folks, natural leaders, hyper-intelligent individuals, dorks, jerks, amazing humans, sheepish people, you name it. I learned how to quickly size people up and make a determination on whether or not I thought that we (the On Target team) should take them on as a client. The type of individual that ALWAYS turned me off, that ALWAYS made me turn around and run the other way were arrogant folks. THEY believe that they are indeed the smartest person in the room, that their degree earns them a certain place in the world, that they can push people around, walk all over them and give zero Fs about any of the other human beings around them. They often exclaim that they are just direct, or that they call em’ like they see em. There’s a time and a place for being direct, I get that, but if every sentence out of your mouth is a complete insult to the other people around you, you’re arrogant.
Enter The Fender.
At the On Target offices, there is still a fender attached to the wall. Yes. A Fender. It was sent to us by a past client that refurbished some classic trucks. A client that I was so allured to simply because of their product. A client that, back in the day, I HAD to win. I’ll never forget my first sales call with this gentleman, he drilled me like I was a rich oil field. Question after question, only to tell me just how intelligent HE was for grilling me like he was. He was proud of the way he was treating me. He had worked with agencies in the past and found them ALL to be dumb asses (his words.) I persisted, he hired us, he treated us like absolute garbage DAILY. Constantly raising the bar as we’d meet the sales goals, sometimes to ridiculous levels, but we won every time. I understand the whole concept of pushing a team, but to be honest, I don’t need to be pushed, nor does the On Target team. They thrive on winning already, it was part of our DNA. I waited too long to fire them, in fact, I lost a highly valued team member because she couldn’t take his abuse any longer. Lesson learned.
That fender remained, even after an office remodel as a constant reminder that my job was to always protect my team. Every time I walked past that fender, I remembered.
To help you spot arrogance before it infects your organization, here’s the definition:
1 : exaggerating or disposed to exaggerate one's own worth or importance often by an overbearing manner an arrogant official. 2 : showing an offensive attitude of superiority : proceeding from or characterized by arrogance an arrogant reply.
I found that in my 16 years of doing business, of doing sales, of onboarding new clients, that I tended to gravitate towards nice human beings. I didn’t want to close bullies. I didn’t want to be in the same room as some guy/gal who thought that the entire planet revolved around them. I adopted and lived by the Golden Rule, treat others as you’d have them treat you. It’s pretty simple thinking actually and it made my team so much more inclined to go the extra mile for our clients.
My two cents, find customers that aren’t jack-wagons. Keep doing that. Your team and your sanity will thank you.
Peace-
Tom
An Exciting New Chapter.
For over 15 years, I’ve been the proud owner of the one of the most remarkable digital marketing agencies in Central Florida, On Target. What started out as a tiny little SEO shop evolved into a full service agency that has transformed hundreds of brands across the United States.
I have met so many amazing human beings along the way, forged amazing friendships, learned so many life and business lessons, partnered with so many great brands, and have been truly humbled by all of those who've helped me along the way.
I’ve obviously grown a bit older, grown a bit more grey hair, grown, hopefully, a bit more wise, and have come to some conclusions. I’ve brought On Target as far as I can take it. I’ve built the most amazing team, created an economic engine, built a brand with a solid reputation, absolutely crushed it during a nasty 2020 and fully realize that I could be in its way for future growth.
With all of that being said, I’ve realized that it was time to turn the reins over to someone who can ratchet it up. Someone who can help our amazing team grow and thrive. Someone who can carry the torch and light up everything in its path. Last week, quietly, Shonte & I sold On Target with its best year EVER to an amazing gentleman who will continue to crush it and then some. The same amazing On Target team is there for you, including my rock star Sister In-Law Monique & my fantastic wife, Shonte. The On Target team will only get better as it increased in size and talent. Michael, On Target’s new owner and owner of Green Arrow Digital Marketing is a man of ethics, marketing know-how, and shares the same values and culture that On Target is built upon.
I’m beaming with pride for what we’ve built and I’m 100% confident that it will only get better, and stronger. To create something from nothing and take it to the top is an amazing feeling. I want to thank everyone who has believed in me, encouraged me, and partnered with me for this epic journey. I will miss you all dearly.
As for the future, I’m going to catch a breather, put that kayak in the water, hike those trails a bit, and spend some time with my beautiful girls,wife and HER goofy dogs. BUT, another chapter will open up soon. Those of you who know me realize that I can’t sit still for long, lol, so I’m looking to find my next challenge. I’m looking to put all of these years of marketing & communications experience to work for a brand that’s seeking transformation. Maybe it's yours? Maybe you know someone seeking a VP of Marketing or Communications? I’d love an introduction if you do.
Gratefully,
Tom
Get Niche. Get Rich.
“Everyone is NOT your customer.”
- Seth Godin
I'll always ask prospects this question: "Who is your market?" The response I get way more than I'd like: "EVERYONE, everyone is our market. We can sell this to everyone." Wrong. Wrong. Wrong. Wrong.
Reality Check.
The Internet is hard. It's huge. It's getting bigger and bigger every day, which means that your target consumer of EVERYONE is getting distracted in such a way that you can't even imagine. There is no possible way that your business, UNLESS you are Pepsi, Apple, Amazon, etc., can reach out to effectively grab the attention of this audience and make a difference. The bottom line, your company and its marketing efforts will die way before you get any real traction and grab any market share.
You MUST Niche.
Take a look at your products and / or service. Sure, its possible that everyone could have a use for what you're flipping, but as we've discovered, you can't really market effectively to everyone. Choose a more niche audience, perhaps it's pregnant moms, maybe it's a segment of the population that's obsessed with Banjos or coffee, find a niche of people that would love your product or service and BE THERE. Connect with that target audience, show them how you know them, get to know their language and speak it, speak it well.
Stop Marketing Your Products.
Start marketing the essence of your company. If your company doesn't have a personality, get one. Be you. Bring it to life. People DON'T want to buy from a faceless, boring corporation. They want to buy from a company that speaks to them. A company with conviction and possibly even values, a company that isn't afraid to be creative and NOT speak corporate speak. A company that has balls. Stop being SAFE, start being alive and not afraid to push some boundaries. Don't, of course, be a schmuck, but be alive.
Getting Ready To Get Ready.
What are you waiting for? Waiting for your marketing messaging to be perfect? Good luck. The people who win at Marketing are the wins who go for it. They fail. Sometimes it sucks. Sometimes they crush it right out of the gate. The point is, you'll NEVER FREAKING KNOW if you don't get going, NOW. Ready? GO. Sure, you have to plan, sure you have to create and YES, you have to measure, but I see so many companies getting ready to get ready and they NEVER pull the trigger.
Maybe it's fear of failure, maybe it's laziness, maybe it's simply not in their wheel-house. If you can't get your marketing rocking and rolling, call a pro who can help. In fact, if you know enough to be dangerous about social media, SEO, content marketing, etc., you SHOULD hire someone who does it for a living and knows WAY more than how to be dangerous. This is NOT an area to skimp on or attempt to do it yourself.
The Bottom Line.
You NEED to stand out. You need to be remarkable. You need to sending different vibes than all of your competitors. You need to be amazing in your own right and share that amazing with the rest of the NICHE that you've chosen.
Thanks for reading and sharing with a friend,
@TomJelneck
From Monks To Marketing : My Content Creating Journey
Catholic school was part of my life. It all started with knuckle smacking nuns at Saint Mary’s in New London, continued on at Bishop Moore Catholic High School here in Orlando and, for the ultimate in Catholicly things, a seminary in the VERY rural farming community of Saint Meinrad, Indiana.
My blogging / writing / marketing journey started at Bishop Moore. I was a pimply, socially awkward senior with lackluster grades, and frankly, not much confidence in my brain power at the time. Many things changed with ONE assignment. A new, really dynamic English teacher arrived on the scene. Suzanne Groth. Mrs. Groth, or Suzie as I was never allowed to call her, assigned the class a parody writing assignment. The assignment was to read A Separate Peace By John Knowles and construct a parody of the story. I got to work. I turned it in, and like most days, I was asked to stay after class. Waiting for a huge disappointment or, talking to, I slinked up to the front of the class to meet Suzie. She handed me my paper and at the very top right corner, my eyes gazed upon a foreign grade. A++++++. Not only did I get the additional + marks, she wrote in amazingly neat cursive, EXCELLENT WORK. I was beaming. This parody, this assignment, and this grade, literally changed the way I looked at writing. This assignment woke something within me and sparked an amazing journey.
Saint Meinrad Archabbey, St. Meinrad, Indiana
Discernment & Jedis.
Being influenced by so much Catholicly stuff growing up, I had an inkling that I might want to pursue the priesthood. A school from Southern Indiana started to court me and after a weekend of discovery, I signed on the dotted line. This place, far removed from ANYTHING, is nestled on a hill overlooking a sleepy farming town. This place was meant for seclusion, introspection, discernment, and sometimes medieval torture. Throughout the campus you’ll see crosses, a cemetery with simple stone markers, breathtaking structures constructed out of sand stone, this holy place became my home for 4 years.
The Benedictine Monks Of Saint Meinrad Archabbey, Saint Meinrad, Indiana
On the campus at Saint Meinrad was a working Archabbey. A gaggle of monks live, pray, teach, and work at Saint Meinrad. The community lives in unison and follow a simple rule of life set forth by Saint Benedict. Not only do the black robe wearing monks live here, they die here, and they are buried here on the property. Some of the monks labored at their own printing press, others had priestly duties, some worked at the college, some took care of the grounds and rolled around on lawnmowers. This community was one like I’ve never seen before, and one that helped to form me in many ways. Ora Et Labora, or Pray and Work is their mantra, and they live it daily.
Education at a seminary isn’t like the typical college experience. Sure, I dabbled with some Tequila and cheap beer (Rolling Rock), but this education didn’t simply consist of school books. Formation, spiritual guidance, workshops, a TON of Churchin’, and some pretty hard core philosophy and theology courses were a standard part of the day. Weekends ALSO consisted of service, some more Churchin’ and of course, homework. It was an experience like none other, but an experience that continued to build my passion for words and thought.
Plato, Emerson, & Words.
Throughout this ‘formation’ or education, I was introduced to so many amazing thinkers, writers, doers, and dreamers. This unique juxtaposition of medieval education, modern thought, romanticism, and ancient philosophy brewed just the right mix of deep thought. As I dug into Plato and became enthralled with Neoplatonism, Essence Vs. Existence, and Ontological arguments, my writing became more prolific. I remember grabbing a pad and a pen and going to remote areas of the campus that looked up at the Archabbey Church, I was never at a loss for inspiration there.
Hard Pass On The Collar.
After 4 long years at Saint Meinrad, I had made the determination that priestlly life wasn’t a great fit for me. I had other aspirations. I wanted to build something, create something, run something, BUT, what in the world does one do with an English / Communication degree? Bolt on two minors, Philosophy, and Theology, and you’ve got a less than stellar combo platter of opportunity when you graduate. I ended up working for the Catholic Diocese of Orlando at San Pedro Retreat Center, made a soul crushing $15,000 dollars a year, BUT, taught myself HTML, SEO, and HOW to attract people to the website, and started to put that English degree to work by composing content for the retreat center. It worked. More retreats. More bookings. More summer camp sign ups, the website, the content, and the SEO started to transform the ‘business’. I loved helping this organization win.
San Pedro Retreat Center In Winter Park, Florida
What A Long Strange Trip.
A few zigs, a few zags, and 14 years ago, I built On Target Web Solutions (now, On Target Digital Marketing). Sitting in a 10X12 suite by UCF, I spent days upon days building On Target’s website, crafting content, and attracting new customers. Over time we’ve grown, and over time, the SEO game has evolved, BUT, the one constant has been content. That degree from that monastery started to pay off in multiple ways. As On Target grew, I became the front person for the organization. I would craft content, write the social media, close deals, make the coffee, empty the trash, etc.. One day, it occurred to me, I’m pretty darned good at this stuff, I should add the word expert after my name when I craft content. Social Media Expert, SEO Expert, Marketing expert, etc..
The Phone Call.
On a warm, humid, swampy December’s day, I received a phone call from FOX. Terrified to answer, I picked up the call not knowing what lurked on the other end of the line. The well known reporter began asking me about a new Google marketing product that had just come out that day. She wanted to come in to On Target and interview me about it. I knew just enough about this new product to be dangerous, but was terrified to goof up and bring potential shame upon the On Target team if I messed up.
After turning down an amazing earned media opportunity, by the grace of God, The Daily Buzz called the following week and booked me for a live appearance on their nationally broadcasted morning show. This SECOND call started everything. Both media outlets found me by a Google search, seeking a Digital Marketing / Tech expert.
BECAUSE I put the word expert in my content, I've been blessed with 380+ television appearances on NBC, FOX, CBS, Spectrum & CCTV. My voice has lit up the airwaves with several radio interviews including NPR and WDBO. My expertise has been called upon by tech savvy reporters from USA Today and the Orlando Sentinel.
The Bottom Line.
Blogging and owning your space can transform your business and your life. If you can write, write some more. If you can talk, create a podcast and share your experiences and wisdom. If you’re good on camera, do it, and do it often. Content can transform organizations, and individuals, I’m living proof. My biggest piece of advice, just get to work. Write it. Voice it. Video it. DO IT.