Monday, September 28, 2015

Goop helps new men's lifestyle brand Covetton. The advice is gold!

And golden tips not just for Stephen Colbert but also for everyone with a lifestyle blog or website. Like me!

But first, a background:

Last week, new The Late Show host Stephen Colbert poked fun at all the lifestyle brands popping up everywhere. Watch:

Hilarious because it's so very true—every single thing he said. But, hey, I love Gwyneth, Reese, Ellen, and Blake! Why? Because unlike many people, I don't want my celebrities to be just like us. I want them to be gorgeous and perfect, impeccably dressed, living a lifestyle that is so impossibly fantastic, that will always be beyond my reach. I want them to be goddesses. I mean, there are women that inspire me to be better, to make me aspire for more. Then there are women that I just want to entertain me, and not entertain with tabloid drama but with an ethereal, out-of-my-world kind of lifestyle.

Yes, I love all these lifestyle brands my favorite celebrities are doing! Even though we all know that their brands border on the ridiculous!

I loved it especially when Gwyneth, my former life peg (former because her marriage ended and I can't aspire for that!), retorted to Colbert's mockery of her Goop-ness with this clever article: 6 Fail-Proof Tips for Launching a Men's Lifetsyle Site. I snorted with laughter when I read this welcoming line, "It's about time someone brought a sausage or two to this clam bake."

What I appreciated more was the advice she gives. Here's the not-so-funny summary hidden underneath her 6 cheeky tips:

1. Look good.
In the world of social media, what you look like matters. Whether you see that as fortunate or unfortunate, that's how the online world works. People think if you look good, you're credible. It's not as shallow as it sounds. If you want people to think you care about what you write about, then you must care about all the other details—including your appearance.

2. Be in the know.
You have to be the first to report an event, a new find, a new recipe, a new everything. But as there is, crazily enough, nothing new under the sun, you can also just retell something old in a fresh new angle, give it a new spin, make it your own. If you're the first, people will share your article or photo. If you're original, then even better.

3. Promote in every way you know.
In the vastness of cyberspace, how do you stand out? Yep, you may be original but if no one knows about it, then all is for naught. Use SEO, use click bait (ugh, I know everyone hates this but it works), and promote your blog/product/website/article on every social media platform.  

4. Create a reputation for curation.
Share what you love. Be generous with what you know. People like finding out about new stuff, what works, what doesn't, what's worth spending on. You don't have to be Goop-levels about it, but once people know you like certain things—from colors and words you constantly use to food and places you adore!—they associate you with it and will always think about you when they encounter it. For example, I always think of George Takei when I see, "Ohhh myyyy." I think of Barbie when I see bubblegum pink.

5. Cook. And eat.
Well, as Goop said, "every lifestyle brand worth its salt has a food section." But what a food section does is it makes the brand relatable because we all eat. We're all interested in food. We all love food. And we all like people just a bit more when we know they love to eat. Even when the ingredients are all kale and chia seeds and quinoa, right???

6. Have integrity. 
But seriously, whether you love simple hearty meals or a menu featuring Russian caviar, whether you enjoy a staycation with your favorite DVDs or indulge in jetsetter holidays, whether you decorate with thrift finds or with furniture flown in from Scandinavia, always feature stuff you love, you tested, you approve. Don't feature it just because it's new—do so because you love it. Don't blog about a TV phenomenon because it has 25 million Tweets if you don't genuinely follow it. Be yourself. Be honest. Be real.

There you go—advice from the queen of all lifestyle brands herself (sorry, Martha Stewart!). Now, let's all do what Goop says! Good luck!

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