Aaron Hoos’ weekly reading list: ‘newsjacking, change, permission marketing, and expertise’ edition

Aaron Hoos: Weekly reading list

Some weeks I have a common theme that runs through the stuff I read. Some weeks I don’t. This week, I read widely and enjoyed a bunch of different topics. I hope you enjoy them as much as I did.

  • 20 insights on newsjacking. Newsjacking is when a business or blogger writes content about a trending news story with the hope of getting caught up in the attention that the news is receiving… for the purpose of gaining attention, traction, and even additional customers for their business. Although that’s an accurate description of newsjacking, it kind of sounds unethically opportunistic, perhaps even cashing in on someone else’s misfortune. But that’s not really the case. Newsjacking can be very positive — both for businesses and their audiences. (Newsjacking can also go horribly awry). This article presents 20 great insights from marketers on how to ethically capitalize on breaking news.
  • Changing your life is not a mid-life crisis. Here’s a well-written blog post by one of my favorite writers. He talks about the need to change and why we should all embrace change instead of avoiding that one big mid-life change that has become a cliche. And I think this article by Dan Waldschmidt is (unintentionally) related: The simple secret to finding a breakthrough, Waldscmidt says, is to get things done. That hits me between the eyes because I’m in the midst of making exciting changes in my business but I need to always remind myself that it’s not necessarily thinking about the change that is important but whether I’m actually doing it. And another related blog post that I thought was compelling: It’s ten times harder to come back by James Altucher.
  • The evolution of permission marketing. As someone who writes A LOT of emails and autoresponders (for myself and for my clients), this was an important article to read. Permission marketing is changing — subscription rates are dropping, open rates are dropping, click-through rates are dropping. This is a great reminder that I need to say something important each time I write an email.
  • How long can you survive without sleep?. This article explores the idea of sleep and how we function without it. I remember reading another article (but can’t remember which one) a few years ago about how lack of sleep tends to have the same physiological impact as alcoholic impairment. And anecdotally, the quality of my life and my work has improved dramatically since I made sure that I got a good night’s sleep each night.
  • Should you learn physics like Newton is a blog post that examines those initial stages of learning. Specifically, Scott H. Young explores the idea that we can become “beginner proficient” in about 20 hours and we need to work at getting to that first 20 hours and then applying that knowledge. Young also talks about shifting from beginner to expert and answers the question of whether or not one should even become an expert in something.

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