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THE HERO I N S I DE R
www. yol of sky l aw. com (305) 702-8250 AUGUST 2018
FROM THE
Yolofsky Office
Anyone see where the summer went? Summer camp, vacations, and teenagers waking up around the crack of noon — all passed in the blink of an eye. Transitioning from long summer days to the craziness of back-to- school has many parents overwhelmed (us included — sort of ). The start of school is an exciting time, so let’s kick this school year off right! We’ve had quite a bit of fun this summer planning for the second half of the year. Together with several of my classmates in Leadership Fort Lauderdale, we will be educating our community on the importance of estate and business planning. Making people heroes to their family and their business will be happening across South Florida sooner than we think. If you’d like a presentation at your office, please reach out to Veronica. This month we are featuring an article on safe cruising during hurricane season. Speaking of which, big thanks to Jennifer White of Expedia Cruise Ship Centers, who
CONTENT IS KING How to Find Unique and Engaging Material for Your Marketing
Let’s face it: Marketing has hit a wall. Everyone is looking for the next unique way to engage the broadest demographic possible, but they just can’t break through. Do you want to know why? Go to the websites of startups, mid-sized businesses, and massive conglomerates. What do you see? They all have the same aesthetic, the same content, and the same tone — each packaged just differently enough to make them look unique. Audiences want new content faster than marketers can provide it. Just as social media embraces trends, businesses market to consumers. Once a company strikes a chord that resonates with the masses, everyone jumps on the bandwagon until the marketing strategy is wildly overused and therefore ineffective. Rather than businesses dictating how they market to consumers, the pendulum has swung so that marketing strategies are in the hands of the consumer. The quick progression of technology in recent years could be a cause of this shift of power, but the reason matters less than the result. Businesses are left to either try to create the next big marketing trend or ride an existing one until it’s out of gas. But it doesn’t have to be this way. Every business is sitting on a gold mine of content-driven marketing; they just haven’t tapped into it. The biggest resource for a company to market is its leader. One strategy that has gained a significant amount of traction in recent years is the personal branding of companies’ leaders. But just as other marketing has become standardized and generic, so has personal branding. Owners and CEOs have become robotic in what they say and how they act. It’s as if they’ve all gone through the same media coaching.
has helped our family navigate cruising, and for her referrals! She’ll help you too!
–Yolofsky Law
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Leaders are so concerned with slipping up that they won’t take risks. But when did being authentic become risky? Here’s the truth of the matter: If you’re a business leader, people will listen to you. Most people are drawn to the same qualities that make a person successful. But the second you begin heavily regulating the way you think, act, and feel, potential consumers are going to turn away. If you’re considering using authentic content in your marketing, here are three reasons to reassure you that it’s a good idea. Marketing is all about creating a dialogue. Take a moment and think about the most significant conversations you’ve ever had. Did any of them begin with you using a formula of how to engage someone? Odds are the conversation resulted from sharing a genuine moment with someone you value. If your business is truly seeking to have meaningful dialogue with customers, the best way to do that is to treat them like you would a neighbor or friend. All good communication takes is a sender, a receiver, and a medium. If you open up a IT’S ACCESSIBLE
deliberate channel, you’ll be more accessible to your audience and have a greater opportunity to create new ideas and strategies with them.
and their sales have suffered. Clothing retailer Abercrombie & Fitch’s CEO, Michael Jeffries, once said he only wanted“cool, good-looking people”to shop at his store and that“a lot of people don’t belong”in his company’s clothing. As a result, the retailer’s sales swiftly dropped by $60 million, and Jeffries was forced to retire soon after. It’s important to remember that being authentic doesn’t require you to share your darkest secrets, political views, or controversial opinions with your customers. But it does require you to support causes you care about, answer questions honestly, and be genuine. When push comes to shove, you have to choose your business. Do you want to blend in with the masses or do you want to build a business that stands out by genuinely engaging with consumers? The decision may seem easy, but “playing it safe”by using tired and overused marketing strategies is precisely that — safe. You won’t step on any toes, you won’t alienate potential customers, and you won’t cause rifts in the business community. But you also won’t stand out or stay relevant. The choice is up to you.
IT’S UNIQUE
Every business tries to cultivate distinct and engaging content, but no one wants to take a big risk and be rejected. The problem is that most companies tie unique selling propositions (USPs) to the features of their product or service rather than focusing on what is truly special about their business: its leader. If you want to distinguish yourself by using a USP, try marketing your individuality. You may find that people want to be a part of something more genuine than formulaic. In many cases, highlighting your personality with branding will end up garnering more respect from your customers than just going through the standard marketing motions. But if you’re not careful, this strategy can also go wildly astray. The companies who have failed in this respect are well-documented, IT’S RESPECTFUL
3 WAYS TOMENTALLY PREPARE YOUR KIDS FOR THE SCHOOL YEAR
It may not feel like it yet, but summer is coming to a close, and summer break is ending along with it. Soon, the kids will be back to early- morning breakfasts before the school bus arrives and late-night study sessions. Thankfully, there are some steps your family can take during these closing weeks of summer to ensure your kids hit the ground running this school year.
yet, can be a great opportunity to help them prepare a study schedule. Ask the following questions to help them get started: “Do you want to dive right into homework when you get home? Do you need to accommodate for a sport or extracurricular activity? Do you work best when doing your assignments in one large chunk, or would you prefer taking breaks in between assignments?” Your kids may find that last year’s schedule doesn’t work for them this year. Emphasize that this is okay; part of growing up is learning how and when you work most effectively. Don’t be afraid to help them switch things up as the school year progresses.
SET AN EARLY BEDTIME
For many kids, summer schedules are flexible. They may have become accustomed to sleeping in and staying up late without any obligations. Getting back into the rhythm of the school year can take some getting used to. In fact, according to psychologist Cherie Valeithian, it can take upward of two weeks to properly adjust to a new sleep-wake cycle. So why not give your kids a head start and ensure they begin the school year bright-eyed and bushy-tailed?
ASK YOUR KIDS HOW THEY FEEL
Maybe your kids are excited about the school year. Maybe they are anxious, or perhaps they’re just disappointed to see summer vacation come to an end. Starting a dialogue about the aspects of school your kids are looking forward to and those they’re dreading can help you dispel myths and identify problem areas. More than anything else, this can help your kids feel at ease about the coming year.
OUTLINE A HOMEWORK SCHEDULE
Resuming a homework regimen can be a difficult transition for some kids. Late summer, when they don’t have assignments to worry about
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BENEFITS OF INTERMITTENT FASTING Why Celebs and CEOs Swear by It
MENTAL ACUITY
Tom Hardy, Christian Bale, Chris Hemsworth, Liv Tyler, and Beyonce — all of these celebrities have used intermittent fasting (IF) to meet their fitness goals. Fasting dates back thousands of years — in fact, one of the most popular fasts is called the “Daniel Fast” because it mirrors Daniel’s abstinence from food as portrayed in the Old Testament. This ancient trend is gaining popularity in the nutrition community. Here are three ways IF might benefit you.
Fasting has become popular among the Silicon Valley crowd in recent years due to the endorphin rush and mental acuity associated with IF. When food is scarce and you haven’t eaten, your brain sends endorphins into your bloodstream to make you more alert. Your brain then digests information more efficiently. This is thought to be a holdover from our hunter-gatherer days, when we had to be alert enough to find food or we’d starve to death. CEOs in the nation’s tech capital have begun using this strategy in recent years to increase their productivity.
WEIGHT LOSS
One of the most common misconceptions about fasting is that you can’t eat any food. The truth is that we all fast for a period of time each day while we’re asleep; intermittent fasting simply extends that fasting period. After eating, your body transitions to a fed state where your food is used for fuel. However, after 8–10 hours without food, your body enters a fasted state in which your body burns stored fat for energy, which leads to weight loss and more muscle definition. With in- termittent fasting, you fast for a specified period — typically 16 hours — and eat all of your meals within an 8-hour period.
BOOSTED IMMUNE SYSTEM
According to researchers at the University of South- ern California, fasting essentially flips a regenerative switch in the body. “It gives the ‘okay’ for stem cells to go ahead and begin proliferating and rebuild the entire system,” says Valter Longo, Ph.D., director of the USC Longevity Institute. “Fasting cycles can gener- ate, literally, a new immune system.”
Take a Break
Parmesan
ROASTEDCAULIFLOWER Cauliflower doesn’t have to be boring! With a little Parmesan cheese and some seasoning, it can pack a punch of flavor that will please even your most vegetable-averse family members.
Ingredients
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1 head cauliflower
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3 tablespoons olive oil
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1 medium yellow onion, sliced
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1/2 cup finely grated Parmesan cheese, ideally Parmigiano-Reggiano
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4 sprigs thyme
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Salt and pepper, to taste
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4 garlic cloves, unpeeled
Directions
1. Heat oven to 425 F. 2. Cut cauliflower into florets. On a large baking sheet,
3. Roast for 35–40 minutes, tossing occasionally. 4. Sprinkle with Parmesan
toss cauliflower with onions, thyme, garlic, and olive oil. Season with salt and pepper.
cheese and finish roasting, about 10 minutes longer.
Solution on page 4
5. Serve while hot.
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INSIDE THIS ISSUE FromThe Yolofsky Office PAGE 1 The Hidden Gold Mine of Content Marketing PAGE 1 How to Prepare Your Kids for School PAGE 2 3 Must-Read Benefits of Fasting PAGE 3 Take a Break! PAGE 3 Parmesan Roasted Cauliflower PAGE 3 Safe SailingThis Hurricane Season PAGE 4
Book a Caribbean Cruise Safe Sailing This Hurricane Season
FLEXIBILITY IS A MUST
After last year’s devastating storm season, would-be tropical travelers are undoubtedly hesitant about purchasing those discounted plane tickets to the Caribbean Basin. No one wants to face a possible evacuation during their vacation — or worse, be forced to weather a hurricane at a beachfront resort. If you want the most bang for your buck while enjoying the turquoise waters of the Caribbean this fall, consider booking a cruise.
Cruise-ship travel is a fun and adventurous way to explore any time of year. After all, what could be more magical than a floating hotel room where you fall asleep in one country and wake up in another? This charming mobility is also what makes cruise travel the safest option for visiting the Caribbean and the coast of Mexico this time of year. Much like resorts and airfare, cruise lines discount their Caribbean fares significantly during peak hurricane season, from August to October. However, unlike a traditional hotel, these massive ships have the luxury of navigating out of a storm’s path with ease. For all their ferocity, hurricanes move slowly across the Atlantic and have relatively predictable trajectories. Meanwhile, modern cruise ships carry the most sophisticated weather-tracking instruments, allowing them to bypass even small storms and inclement weather. SAFETY AND SAVINGS
The flipside of this ability to dodge storms is the fact that your ship may not be able to stick to its original itinerary. You may have to anchor at an island you weren’t expecting to or miss out on seeing a port you were supposed to visit. If you have your heart set on seeing a specific location, cruise travel this time of year may not be for you. But if you are simply looking for a safe, affordable vacation to a beautiful region, then it doesn’t much matter which white- sanded beach you wake up to next. While unpredictable weather will always be a concern for any vacation, the safety and variety cruises offer make them great options for anyone looking for a Caribbean getaway before the holiday season. So if you have a flexible schedule and a healthy sense of adventure, it’s time to call your travel agent, pack your sunscreen and bathing suit, and head to paradise!
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