If you google “Mediapathic” or run it through Dictionary.com you’ll at best get a web handle or twitter name. So let’s give credit where credit is due “mediapathic” as I know and use it comes from the Neal Stephenson book Zodiac and it is his term not mine. In Zodiac he uses the term to refer to creating images and situations that register across the evening news and creating a lasting impact with viewers, usually creating a positive impact for your side and a negative impact for your adversary. As the key protagonist is an environmental activist his idea of “mediapathic” imagery makes industrial polluters look like villains and environmentalists look like heroes. In real life it is like getting someone like former BP top-executive Tony Hayward to say, “I want my life back” in front of the whole world.
You can see Mr. Hayward here: http://www.huffingtonpost.com/2010/06/01/bp-ceo-tony-hayward-video_n_595906.html (If you’re in China you’ll need VPN access)
We now live in a time that being mediapathic is a business hard skill that is going to set apart the have and have-nots. If you’re in business for yourself and/or growing a small and medium sized business being mediapathic is what gets people to find your product, see your services, buy your books, download your music and make sure that you have money in the bank. I want to share a few stories and a few links through this post to give you an idea about what I am suggesting.
There are a couple of events last week that got me running down this track. The first is a chat with my friend and former colleague Jesse Covner in Suzhou. Jesse left the consulting business to take a director role at a company that produces role-playing games. You can check out the kind of games they produce over at their web-site they sound fairly creative and certainly have their demographic of gamers. Jesse is enrolling himself in the world of facebook in order to start promoting the company and their products after having registered a VPN and swallowed his distaste for social media. I suspect he will be on twitter soon enough. Arguably if you are doing business where your primary target group is in the US it is a must to be visible there.
Beyond being visible though there is a growing need to be mediapathic. When I talked to Jesse he had just come back from Las Vegas after attending a massive role-playing convention for people who make games. The story he shared that struck me as being most interesting was that at one point he sat in on a panel about manufacturing role-playing games in the US and ended up in a debate with the CEO of the group that produces “The Settlers of Catan” on two sides of the debate about producing abroad (particularly China) or in the US. It seems that Klaus Teuber actually all but called Jesse out as being “unAmerican” producing in China. Jesse of course represents the little guys not a multi-million dollar gaming company with the profit margins to produce in the US.
I sincerely wish that Jesse had been able to record it and have it on youtube, shared on facebook, and tweeted in the moment. How mediapathic would it have been to be David standing up for the little businesses trying to make it by standing up to the giant Goliath asking little businesses to slash any profits they have and effectively slash their wrists at the same time. Mr. Teuber’s point would be mediapathic tackling Wizards of the Coast but against Jesse and small business looks and sounds like bullying. It also makes Jesse a champion for the little guy and the perosn you want in your corner standing up for your product.
Let’s summarize for a minute. Do you have a small business or work in the field of helping other small businesses like game designers. Use the new media of the internet and social marketing to get your message out there to as many people as possible. Be on youtube (or in China youku), be on facebook and gathering fans and likes and be on twitter collecting followers. Be in their face. But also choose your message carefully and keep it balanced to get your followers.
I have been promoting a couple of open courses in the early part of this year. To mixed results at this point. I am trying to find the way to create the most mediapathic impact in my industry. One standard though is to create a flyer introducing your course and a good flyer should have good images. A picture says a thousand words and having access to good pictures makes a big differences if you can get people to see your flyer. You can see the flyer I designed for a reviewing course up at Roger’s website for reviewing. You’ll notice the pictures are pictures of people I have trained doing reviews but not of Roger in action. This is not for trying. If you look around the web for pictures of Roger that are mediapathic you’ll come up short. Not because Roger isn’t in actuality one of the worlds great trainers (he is) or that he isn’t the world’s foremost expert on reviewing (he is that too) but because Roger hasn’t developed this part of his brand. To be fair Roger is an established brand in the training world and won’t lose any business for this oversight. His website is, btw, a great trainer resource but highly un-mediapathic.
Take in comparison the website my friend and former colleague Andy Anderson put together. Andy, if you haven’t met him, is a great trainer and an all around great guy. His website www.imandyanderson.com is stellar example of being mediapathic. The photos are top class and the lay out is both intuitive and interesting. It makes me want to make a knock off site, that’s how cool it is. If I was looking for pictures to promote Andy in a flier I would immediately have access to resources to do so and the material would be noteworthy. To be fair Andy is a graduate of the ClarkMorgan system and in the China training world they made some of the biggest inroads into being mediapathic. Which is part of the reason Andy has some outstanding images there.
If you want to learn from Andy here, don’t count on images of you that are mediapathic happening without fore-thought. Have the sense to have a talented person nearby with a camera or recording device at times that you will stand out. I have tried working with numerous accidental photos taken during training events and inevitably people who didn’t know better had highly un-mediapathic images as a result. You can’t use photos of your great training session when people look bored. It only takes one bored person to make an otherwise mediapathic image a disaster.
I noticed last week when I put up Ayawawa’s picture I got a couple readers who just wanted to know who the Asian girl was touching her hair. It appealed to a certain demographic. Last year we worked with a German (now Japanese) company in Zhuhai to create a local corporate culture. Their CEO pointed out that working with an American was interesting because Americans inevitably have a sense of marketing that Germans seem to lack. I pointed out over dinner this weekend that Germans know how to market to other Germans. They created a set of interesting visuals promoting their “corporate values” internally and needed to target two groups with mediapathic images. The local Chinese needed pictures of people they knew to resonate, for the Germans at the plant the CEO hand picked images that would resonate on the English language posters. Talking with the Germans they all strongly responded to the picture taken for the Honesty poster. Below are a couple of examples:
The CEO said he picked the English language picture after carefully reviewing which employee looked the least Honest of the bunch. As a result the expat team took notice of the picture and started modelling Honesty as a value more frequently. It was a clever choice of a mediapathic image to drive for results with a target group. That would be the final point I would make about being mediapathic, you can’t expect everyone to register your image the same way but you have to appeal a certain group and that group is who matters.
Seth Godin, noted blogger, author, and business thinker, suggests that anyone wanting to be in business for themselves needs about 20,000 people to be in their “tribes” circle of influence to live comfortably. If we think about our friend Jesse if he has 20,000 people following his products and snatching up the latest product he and his company will be doing fairly well. That doesn’t mean Jesse needs to reach everyone on facebook or twitter only a core group or maybe two. In his case he wants to appeal to game developers who want his access to cheaper methods of production, his publishing networking and to the game buyers who trust in his opinion about what is both a fun and interesting game to invest their money in. In other words Jesse needs a tribe of about 20,000 role-players who want to buy his materials for any given product line that he puts out. He then needs to craft a mediapathic image for those 20,000 people and get it out to them.
Here are a few questions to think about in creating your mediapathic (and highly necessary) message:
1. Is their an outlet for your message? Literally what media are you using to get people to fall in love with your message?
2. Have you created an image that will register an impact? Have you gotten someone with talent to be there at the right time to choose the right image to move through your media?
3. Have you considered your audience for the image. Your targeting a select group or just scattering your message to whoever might show a passing interest?