What we want to do in this section is actually get specific and look at specific strategies to attract backings website. I’r really the best way and the best place to start that whole process is look at what’s already working and look at your competitors that are ranking on the first page of Google, understand their link portfolio and then really replicate that at a minimum.
That’s going to put you on equal footing with them and then, if you implement some specific SEO campaigns, it’s going to put you right above them. So this is a really foundational exercise that you’re going to go through. I think it’s going to really help. You understand how they’re getting these backlinks and then that’s going to give you a ton of ideas in terms of how you can replicate them uneven, build on them great.
So the first step in this process is, we need to get the top 10 search results for your particular keywords. So this really goes back to our keyword, research, part of the course, and you will have selected the keyword that you want to target based on the criteria. We just goes there. So, let’s just imagine that it was drones was the key word that I’d picked and what we can see here is the Moz bar that gives us information on the on-page optimization, which we looked at before p domain authority and page authority.
Now what we really want to look at is using the same tool, look at the backlinks profile, so you can see for this side ranking number one. It’s got 4560 links number two. We’ve got 263 links a 27 X, 52 55, and so you can see that there’s a huge amount of links here for the top 10 results. That’s great, because it gives us a huge amount of op tune in in terms of and replicating those links. So now that we’ve got the top ten results, what we want to really do now is get all the backlinks so on the Mars bar.
What we can just do is click on this link button here and it’s going to open up a tool called open site Explorer, which again is a tool made by moss, and this is really fantastic, because it gives you an almost complete overview of all the sites That are linking to that web page. So, as you can see, there is a total of and 4560 links coming from 1374 different domains. So, as you can see, there’s a pretty long list of links here and you can even go a grenadier night and see the huge amount of links.
So, let’s just have a look at the first one on the list here and if you can remember, what’s also important to determine, is and the page Authority and the domain authority of the page. That’s linking back to the site because its authority sites that I’ve hired page in domain authority that are really going to give a lot of power to the link. So this is a fantastic link. Right here comes from Time magazine, hugely authoritative site and, let’s just have addy look at the actual link here to get a sense of what it is.
So, as we can see, it said within the content itself, which is fantastic reference as a sort of citation as we’ve seen before, and it is a follow link because we’re using our little and nofollow tool and it’s as normal. So this is really fantastic and I think this gives you a sense of maybe what’s possible in terms of your link. Building campaigns great so another back link checking to we can use is called H, reps and essentially this could give us an inside to other links, because each of these tools individually scan the internet to try and find the links to the side.
So it’s going to check a couple of different ones. Just get a sense of all the links, plus all of these tools give slightly different perspectives in terms of additional information they offer. Some charts here on HH reps are very good, so it’s good to have a look at the mall and get a couple of different perspectives. Let’s just click into links, then, for this side, and so you can see that there is a list of links here as well.
They don’t give you as many unless you you sign up, but it can be good, especially in terms of some of the more visuals, and this can be a very good tool grade. So the third and final backlink checker tool that I want us to have a look at is called majestic SEO. So again you can use this, for free and – and all you need to do is again paste in the URL and we’re going to get a big list of backings as well against some other information, quite a good presentation about anchor text.
If you remember it’s important that there’s a good distribution in terms of the anchor text that points back to your site in order for it to look natural, we can click on backlinks here. Well, they’re asking you for a register for a free account, but I want to now, but they do have quite a good list of backlinks as well, plus some other additional information that so that was really step to finding all the backlinks.
Now, step 3 is really creating a list of all those backings. Quite so now that you’ve got the backings. What you really want to do is start analyzing them and really well. Firstly, actually what you want to do is maybe copy all the links into in excel. As many as you can, then you want to start analyzing them and really the best way to do that is through the links, and you can use scene of the mods power to go to determine the authority if their follow no follow links etc.
Using the nofollow Chrome extension and generally getting a sense of how difficult would it be to replicate something like that. So something like the Martha Stewart, King, fantastic idea, but obviously that takes a lot more planning and strategy, whereas other types inning for many guest blogs and slideshares. Things like that, they can be done quicker. So rest of the process, then really is to make a list analyze and then start replicating those things.
So I think this process is just fantastic for kicking off the whole brainstorming and even getting some easy lay links and then really planning your six months edge. In terms of your SEO campaigns, you
Your PWA is still a webpage that customers can find in their usual ways. You want to apply reasonable search engine optimization and ensure the page is available to search engines. You can use JavaScript on your pages and Google will index it as long as you follow some best practices. You can use the fetch as Google tool from the Google webmasters site to see how your app looks when crawled discoverability helps get customers to your site.
But how can you measure their behaviors once they get there? That’s where analytics comes in Google Analytics is a service that collects processes and reports, data about an applications, use patterns and performance. Adding Google Analytics to a web application enables the collection of data like visitor traffic, user agent, the user’s location, etc. This data is sent to Google Analytics servers where it’s processed.
The reports are available in the Google Analytics web interface and through a reporting API, Google Analytics is free and highly customisable. Integrating Google Analytics is simple. First, you must create a Google Analytics account. Each account has properties, and these aren’t JavaScript properties, but refer to individual applications or websites. Google Analytics then generates a tracking snippet for each property.
This is a piece of JavaScript that you pasted into your page. It sends data to the Google Analytics back-end. You can also use the analytics library to create custom analytics, such as tracking specific user actions or tracking push notifications. I want to say a bit more about properties. An account has properties that represent individual collections of data. These properties have property, IDs, also called tracking IDs.
That identify them to Google Analytics if an account represents a company. One property in that account might represent the company’s website, while another property might represent the company’s mobile application. If you only have one app, the simplest scenario is to create a single Google Analytics, account and add a single property to that account. This is the key part of the tracking snippet.
The entire snippet needs to be pasted into every page. You want to track at a high level when this script runs. It creates an async script tag that downloads analytics AS the analytics library it defines the GA function called the command queue. It creates a tracker that gathers user data and it sends this data as a pageview hit via HTTP request to Google Analytics. This data is analyzed in stored in your analytics account.
In addition to the data gathered by tracker creation, the page view event allows Google Analytics to infer what pages the user is visiting, how long they are visiting them and in what order for simpler applications. This is the only coding required note. You can replace analytics GS with analytics underscore debug KS for console debugging. Using this version will log detailed messages to the console for each hit, sent it also logs warnings and errors for your tracking code.
The data is sent to Google Analytics backend where it is processed into reports. These reports are available through the Google Analytics dashboard. Here is the audience overview interface. Here you can see general information such as page view, records bounce rate, ratio of new and returning visitors and other statistics. You can also see specific information like a visitor’s language, country, city, browser operating system, service provider, screen resolution and device.
Here we are looking at the user City, it’s also possible to view the analytics information in real time. This interface allows you to see hits as they occur on your site. I encourage you to take some time and explore there’s an extensive set of features in the dashboard. You should explore the standard reports and look at creating your own. Knowing how to use analytics for improving your business or increasing revenue is a skill within itself.
Fortunately, the Google Analytics Academy offers a free set of online courses. Google Analytics supports custom events that allow fine, grained analysis of user behavior. This code uses the G a command Q, which is defined in the tracking snippet. The send command is used to send an analytics event. Values associated with the event are as parameters. These values represent the event, category event, action and event label.
All of these are arbitrary and used to organize events. These custom events allow us to deeply understand user interactions with our site. For example, here we are sending a view more event. This might be used to indicate that the user has viewed an item from our site. The event label tells us that it was a premium product. I mentioned earlier that you might use events to track push notifications.
You can add events to fire when users subscribe or unsubscribe to push notifications as well as when there is an error in a subscription process. This can give you an understanding of how many users are subscribing or unsubscribing to your app here. We send a subscribe event, letting us know that a user has subscribed to our notifications. Let’s talk about what happens when analytics meets service workers, they won’t work without a little help.
That’s because the service worker script runs on its own thread and doesn’t have access to the GA command queue object established by the tracking snippet code on the main thread. It also requires the window object. Service workers must use the measurement protocol API instead of the command Q. This is a simple set of HTTP parameters documented at the Google Analytics site. Here’s an example of recording when the user closes a push notification.
The service worker manages the notification lifecycle, so it receives a notification close event when the event fires, the service worker, sends a hit via post with tracking ID custom event parameters and the required parameters for the API. Remember that we don’t want this service worker to shut down before we complete the post, so we wrap this code in event. Wait until since hits are effectively HTTP requests, they can’t be sent if the user is offline using service worker and indexeddb hits can be stored when users are offline and sent it a later time when they have reconnected.
Fortunately, the SW offline, google analytics and PM package abstracts this process for us to integrate offline analytics, install the package in your project with the npm install command. Then, in the service worker script import, the offline, google analytics import, je and initialize. The google and google analytics object. This adds a fetch event handler to the serviceworker that only listens for requests made to the Google Analytics domain.
The handler attempts to send Google Analytics normally if the network request fails, it will be stored in indexdb. Instead, the stored hits will be resent when online. You can test this behavior by enabling offline mode in developer tools and then triggering Google Analytics hits on your app indexdb will show a list of urls that represent the unsent hit requests. You may need to click the Refresh icon inside the indexdb interface to see them.
If you disable offline mode and refresh the page, you should see that the urls are cleared indicating that they have been sent now. It’s your turn. Go to the analytics API lab in there. You will create an account, add analytics to an app look at the results and make this work in a progressive web, app good luck and have fun if you’re an instructor. This final slide links to more information on analytics.
If you’re a student, these links can be found in your textbook. You may want to use these while you are working on the lab. There are additional slides at the end of this presentation that show the major analytic screens and explain how to get there, use these to deepen your knowledge or create live demonstrations. You
It doesn’t matter what business you’re in, but it’s the most important system that you can put into place for your business. I remember when I first started and I heard about email marketing I kept thinking. I don’t want to write letters to people and I don’t want to take time to do that and I don’t want to blog and all this stuff and in as I went on my journey in in creating my company and building it.
I realized that that is the most important aspect. Actually, that’s where all the sales take place, because in that email sequence that you have sent out to your customers, you have built a relationship and they have grown to like you know you and trust you, and that is why it’s more effective. Did you know that 34 percent of people worldwide have used email and that’s like 2.5 billion people? Think about it? Do you know anybody that doesn’t have an email account? There aren’t very many people, while the the rate of using email is going up in the business industry as its declining for personal use.
People are still using it for business, so people are still looking for those sales that they get from different stores or for content and information on different companies that they’ve subscribed to. So they expect to see those types of emails in their inbox and they’re looking for them. They have the option to unsubscribe. So if you’re providing something that they’re not interested in, then they can unsubscribe.
So that’s what makes it pretty cool you don’t have to harass or spam people, and I’m going to give you seven reasons why you need to get an email account setup. First of all, you own it, you own, the customers that are on your email list. Now what I mean by this, let’s use an example of Facebook groups versus an email marketing system – that’s put into place in your email or Facebook group. You could have 10,000 20,000 30,000 followers, which is phenomenal, and maybe your have built your business to the point where you can just offer something and talk about it, maybe you’re doing affiliate marketing and right away.
You make $ 25,000 in sales. I’ve seen people do that and that that’s why Facebook groups are so awesome, but Facebook can also come along and take that group away from you. They can shut you down for any reason they want. You can try to fight it, but you have no power. You have no control and getting that back. You have no list of names when you do an email list, you have collected emails from all of your potential customers and, you might say yeah there with an autoresponder like activecampaign or Aweber, or something like that.
How am I supposed to own it? Well, you can export that list of names and then have a backup system where you put them on a Google Drive or something like that. So if that company, that software company, the autoresponder shuts down, you still have those names and you can go off and start using a different autoresponder and import those same names right into the list. I also recommend, if you understand what email marketing is to keep a list of your sequence, the emails that you’ve created, don’t only put them in the autoresponder, but keep a keep a copy of everything.
Just in case something happens and you’ve got it all that work. You don’t want to lose it all right, so you own that list. You can take it with you now you might be in multi-level marketing and you have a business built up with your company. That company can shut down for various reasons, maybe things that are beyond their control. You who have built an email Act was at lists on the side. Can once that company shuts down, you can go back to your customers and share your story and tell them that this multi-level marketing company has shut down.
You know, but we have other options and I’ve done some research, and this is something I found instead, maybe you’re in the health care industry and you everybody loves the shakes that that company provided – and you found another company that is equal or better and hey guys, Follow me here and they will, because they they’ve learned to know you like you and trust you, so you can bring that those people with you wherever you go or maybe you just decide to get into a different business.
It’s amazing how that list is yours and will stay with you now number two, it’s more effective than social media for customer acquisition, people who use emails and build that relationship with people through that email sequence are more likely to build that person into a customer than If they only use a Facebook group – and I’m not saying Facebook groups are bad at all, I know people are very very successful.
They’ve got lucrative businesses there, but think about this. Facebook again has control with all the posts that you make not every single one of your twenty thousand followers are going to see what you’re posting, when you send an email out to twenty thousand people, that the percentage of people are actually going to read it or Higher because you have a little bit more control, you’re, sending it directly to their email account and hopefully most of them go into the inbox, and there are different strategies you can use, which is another training on trying to make sure that they go into the inbox.
Where they’re supposed to go all right number three is economic and cost effective. It is very cost effective to use email. Think of the other strategies you can use to acquire customers. You can use snail mail, you can send out bulk mail in you know you at the United States Post Office the old-fashioned way you can run ads and magazines. You can run ads on Facebook. You can put something in a newspaper.
You could have telemarketing. All of those other ways are going to cost you more money than if you just hit a button and send it to your entire list. It’s so much more cost effective. So much more, it’s easier and it’s actually automated and once you put somebody into a sequence, they just keep getting the emails that you have built. That system that you have put into place. They just keep getting them and you sit back and let the system do the work.
So it’s actually a lot easier as well number, four, its personable personable, personal and customizable, and what I mean by personal. You have the ability to actually put a person’s name on that letter. I know that in the email world email marketing world, we call a newsletter, but you don’t really want it to be like a newsletter, the old way that you would think of it like a little newspaper ad.
You want it to be more of a letter to that person, and so you can be more personal in that letter. You can tell stories about yourself and why. You know how you came to the conclusion that what you’re offering them works and why it’s better than such-and-such you may offer to embed articles that you have made so that they can get more information. You can also tag them according to their interest or according to a purchases they’ve made.
So here I have a sequence that I’ve started. Everybody goes in it once adorned throughout this same sequence, but then I can tag them. Let’s say somebody purchases a course that I made well, I’m not going to keep telling them about my course. So they’re going to go off onto another sequence and I’ll start talking about something else. Okay, they’ve got the course that I’ve offered now they can start building their business and looking at such-and-such.
Instead, maybe I have I know about different interests that my different customers in my list have. Some of them want to are interested in affiliate marketing. Some of them are only listed interested in email marketing. Well, I’m not going to talk about affiliate marketing with people that aren’t interested in it. If that makes sense, even though the affiliate marketers need the email marketing, it doesn’t work the same the other way.
So I can really customize my list and my message to my clients and you just get better at it. You start out with just general lists, but then the more you grow your list and the more you take the time to get to know them. The more you can be customized that list to their interest and to what they’ve purchased number five its action-oriented you can trigger your list, like. I just said that if somebody purchases something you can trigger that person to go off onto another list that you’ve made, you can go in later and do special campaigns.
Let’s say: you’ve got everybody running through your sequence and you’ve got all your tags in there and things like that, but maybe down the road. Maybe a year after you’ve started your email sequencing system. Maybe you created a course on Facebook Ads. Maybe you started really researching something like that and you’ve grown in your skills, and maybe you created a course that you’re selling you could do a campaign and only talk about that course and then only send it to people that you think would benefit from it.
A brand new person who’s, just getting their feet wet, probably doesn’t have to need to hear a lot about Facebook ads and and everything that goes into it because it can get overwhelming. So you have the ability to do that. It’s proven that action-oriented emails are much more effective than a simple newsletter, so you always ask them to do something, and it could be as simple as like. Hey comment below you know which one of these three different autoresponders do you like best or you could do a polling or you could do a little survey and things like that within your emails, which is kind of cool number, six, I’m losing my track.
There number six, it’s measurable. If you sent out emails or mail in bulk mail, like US Postal Service, you don’t have any way to measure what happened to that those letters or even if you do a Facebook ad there’s you have some analytics, but not like you. Do in an email sequence you can run analytics. You can get statistics on how many people opened your email. You can get statistics on how many people actually clicked the link inside and did the action that you asked them to do, and you can also find out how many people unsubscribe.
If you have a high rate of unsubscribers from one particular email, you might go back and look at that and say whoa did. I say something in that email that offended people – or maybe I didn’t give enough content or something like that or maybe you’re noticing. Halfway down a lot of people stopped clicking, there’s just different things that you can see. You can measure your business and measure what’s happening in the emails and last but not least, you can do a B splitting you could send the exact same email out with two different subject lines and see which one works better.
Sometimes it’s not the content. It’s the fact that they didn’t click in and read it because the subject line wasn’t catchy enough and didn’t pique their curiosity where they wanted to go in. But you have the ability to do that and see which one works better. So those are seven reasons, or that was six and there’s seven. That was seven reasons I want to give you one more actually a little bonus, one most people when they look at their emails are sitting on a mobile device.
This is just a big huge benefit. Think of yourself, when you’re sitting in the doctor’s office or you’re sitting waiting for your kids game or something like that, most people go right to their device that they’re holding right in their hand their phone and those emails are popping in on that device. So you’re you’ve got that benefit as well. If you did all those other things that I talked about, they’re not going to be right there in right in front of them all the time like emails are so that’s another benefit of using email.
Marketing is the device of the way that we can send it to people all right. So that’s seven different reasons, plus a bonus of why email marketing is important and why you need it for your business and I’m my personal opinion is number one was the most important reason you own your customers. I can’t stress that enough because, like I said I just readed a couple that had been making six figures a month in their business, their Facebook account got shut down.
Now that this particular couple had different revenues of income set up, they didn’t rely on just one. So it didn’t shut their business down, but they definitely lost a huge avenue of income by that Facebook group being shut down, so you own it and that’s what’s important about it. I have a free course that I put together e-mail marketing one on one. If you’ve never done email marketing before and you’re curious about how it works, it’s free doesn’t cost you a dime, go ahead and click the link below and you’re more than welcome to go through it.
If you see things as you go through the course that may be questions, I didn’t answer or different areas that you would like more information them. Definitely contact me and let me know – and I can I will keep going back in there and tweaking it and making it better, so click the link and get in there and dig in and get your email system put into place. It does take some time, but I promise you. It will be well worth it.
Thank you for being here and thank you all for showing up what a beautiful room tonight. This is going to be a lot of fun. We have a lot of fun ahead. I think that it’s probably most appropriate to start by asking you about what you’re wearing you look, you look beautiful when you walked in I you know you you’re so stunning and so elegant.
I love your shoes. Could you tell us a little bit about what you’re wearing tonight and what it means to you? I want it to be comfortable, so I could enjoy myself and I I am a little obsessed with pajama looks, but this is amping that up and it’s from ste Nagoya and I’m wearing flowy shoes and bag, and let me remember, vintage earrings. It looks great. Thank you. Now. You have been into fashion from the start and from what I know about you.
You were in Catholic school and you got very creative about how you would express your individuality. In spite of the fact, I’d wear a uniform yeah. How did you do that? Well, I think that’s a that’s a big part of my story, which is starting with sort of a small box and being creative in a box, and so we were not allowed to have any accessories. No jewelry. We were all supposed to look the same, no makeup, but we were allowed to religious metals and rosaries, and things like that, so I used them as accessories, and so I would make these different combinations on my uniform.
I would put rosary beads around my arm like a bracelet, so you worked within that box. I did you, you pushed the envelope right up to that line. Exactly in my life, did anyone ever tell you not to do that or did they say no cuz? They couldn’t you know, you see, that’s the the place. Do you have to find? Is you know in every situation where you think you don’t have power? If you look very very carefully there’s some tiny place that you can, and so they had said you could wear a medal, we didn’t say how you can wear them, and so what could they say? I was wearing that old academics are very important to you and you have your PhD in Social Welfare and you are a professor at Fordham and how did you grow into such a substantial role at the school? Well, I have been in Social Work a very long time and in in my Social Work career.
I’ve also done a lot of reinventing, and so I have about a five year time frame where I decide to try something new and then I’ll get very good at it, and then I’m ready to move on, and so I did that in my career as a Social worker, which is why I love that degree, because it lets you do many many things so before I went to Fordham, I was working with lawyers. I was representing with lawyers kids, who were in the child welfare system and really making sure that their voice and their story and what they wanted was in the room, because, most of the time, it was everyone else making decisions.
And at that time I was starting a PhD program and Fordham was starting a big collaboration with their school of law and they wanted to have social workers in all of their clinics and they wanted to have courses with social workers and law students and they recruited Me to teach, because I had been doing that for a long time and academics played a very important role in you, launching your blog as well.
Why was that important to you and how did you use academics to lunch your book today? Well, I think, I think, a lot of times. People underestimate the intelligence, some people who love fashion – and I knew that there were a lot of people in the world who understood that fashion is not just about trends. Fashion has been part of social movements. I think right now, it’s a really super exciting time for me, as someone committed to social justice to be in fashion, because fashion has decided they’re taking on a lot of these issues.
So there’s a lot of inclusion, diversity, work, there’s a lot of looking at sustainability and and fair wages and human rights, and so it’s a it’s. A really people are beginning to see that fashion has a lot more power than we ever thought it did, and so I knew there were people who knew that. So I just started to write in that way and I certainly found out that my guess was true. How did you name your bug, accidental icon, so that story always gets conflated in the press and what happened was I work at Fordham Lincoln Center, which is about a block away from Lincoln Center when they had? The fashion shows there, and so I was it – was the first week of school.
I was really dressed up because I like to wear something out: readjusts for the first class and I went to meet a friend for lunch and I was standing on the plaza and a couple of photographers came over and started taking my picture and then a bunch Of other photographers came and there were some journalists from Japan, they came to interview me and then the tourists thought I was someone famous and they started taking pictures of me and they were wanting to take selfies.
And so when my friend came, she said ah accident and you’re an accidental icon and I had been my blog – was ready to go, but I have been struggling with the. So that’s how I got the name. The press seems to think that that’s how I’d out famous and so for the purpose of school of hospital. I want to say that that was how I named my blog and it took really hard work every day, really working on social media, producing good content.
Just working like 10 hours a day to be to get at the point where I became well-known, so it was not a you know, magic moment, because people took my picture, it involved a lot a lot more than that. It usually does yes, not one quick moment to reach success, but a lot of hard work along the way. Absolutely, how do you hope to liberate and inspire people through fashion? Well, I guess I really. When I first started, I had no agenda except, I was really kind of bored and I wanted to express myself in a different way that was more creative than academia.
I wanted to write in a more creative way, and so because I wasn’t in fashion I had no idea about how fashion worked. I just knew I loved clothes, and a lot of people had told me well throughout my life, but even more recently, that I should start a blog. You have great style, and so I just started taking pictures writing about an article of clothing or a designer, and pretty soon I got noticed and that’s how it happened.
So I think what has ended up happening, which wasn’t intended is that I have perhaps given people a different way to think about what it means to get older and on Instagram. Interestingly, the majority of my followers are 25 to 45 and when I speak with 25 year-olds, it’s interesting. They say that they’re, not thinking. Oh I’m going to be 26. That’s great they’re thinking! Oh my god, I’m going to be 30! I’r getting old! I haven’t done this.
I haven’t done that. I haven’t done this, and so what people in that age group have told me is that letting them see that it’s never too late. I was 61 when I started this and it’s just become like I couldn’t have dreamt it and I wear things that any aged woman would wear, because it just feels good for me in my style. So I think in that way I’ve changed culture a bit. I’ve made being older, look like kind of cool and exciting and fun.
So it’s not something that you have to fear and start trying to change yourself and be worried about. I love a particular quote from you. Here’s the quote the more I research fashion, the more I realized it’s a powerful force. We talk a lot about how it’s oppressive or how it promotes ideal body types, but we don’t talk about how it can be productive. How does fashion lend itself to productivity in society? Well, I think for me you know it’s a it’s.
A really great example of how I, through clothing, through fashion, through how I style myself became, was able to break into a world, and I think social media has a lot to do with it. That was pretty much controls right so 15 years ago. I doubt that I, someone like me would be considered to be a person of fashion. I don’t fit the stereotypical mold who was supposed to be so I think that’s the wonderful thing about technology and social media is it’s a great equalizer and it’s given us power and I think that’s how fashion can be productive.
Also, since I’m a researcher there’s a lot of research now that shows that what you wear actually impacts your brain and your performance, and so there’s been studies that have been done repeatedly with the same outcome where they take two different groups of subjects, and they all Have our tested so they’re, equivalent in their performance levels and they’ll, give them a blazer and they’ll. Tell one group that it’s from Prada and the other group that it’s from H & M and the one who thinks it’s from Prada will always perform higher and they’ve done similar experiences with white coats.
They tell one group that they’re a painter and one group that they’re doctors and the ones that think the code is a doctor’s coat perform higher. So if it really, if it’s a little complicated because it’s how you think about what you’re wearing and what you have in your head about it, but it’s a very powerful for us and so for me. I think about how I can use what I wear to express myself or even to get an outcome and so I’ll think about okay.
What do I have to do today? What do I want to happen? Who do I have to meet? What do I want them? Think when they look at me and then I very purposely get dressed, and so when you when you’re styling and your fashion comes from inside of you instead of outside, you begin to have more power and right now, it’s okay to be different. It’s getting more and more okay to be different, and I think we should all be controlling how we want to be represented, and so for me, I’m controlling how I want to be represented as an older women, because the way that society thinks of older women is Not okay with me, and so I’m not having it.
There is some scrutiny around fashions impact on the environment. Specifically, what do you consider when you buy clothing, given some of the environmental impacts that the industry has well for me? Actually, my personal wardrobe is pretty much from consignment and thrift stores, so I really have always had a habit of using recycled clothes. I’r in a very enviable position right now, because designers give me a lot of clothes, which is really nice, but I will also recycle them so, for example, Housing Works always does a big fashion for AIDS.
This year I gave them my closet, so I gave a lot of clothes that I had gotten from designers. For that kind of thing, I think a lot of brands are starting to realize that they have to do something. I think there are some brands that have been doing it really well, and so I think, being thoughtful about what you buy being creative with how you style yourself and reusing things like I do. If people look at my Instagram, I don’t care I’ll wear the same thing that I wore in other posts because I love it, and so I might wear it a different way, but you’ll see a lot of repeating of my personal clothes, and so that’s how I Think about it, what is the difference between thinking and talking about fashion versus consuming fashion? Hmm? Well, I think it’s just that right that you’re not just buying it, but that you are I I that you know who you are, and so, when you’re going to get something that it is advancing, who you are so a lot of people say: oh I’m going To this event, what should I wear, etc? I cannot tell anyone else what to wear.
I don’t give style advice, because my belief is that style is intensely personal and that it should convey, who you are, and so I’ll say, to women instead and sometimes men and I understand later a dog to think of maybe three words that describe them their essence And then to take a look at the clothes that they have pick up an article of clothing and say: does that convey that and if it doesn’t, then you can recycle it.
But if you have that in your mind, you’re being a much more thoughtful consumer and you’ll find that you may buy a lot of less things but they’re going to be more special. We talked about a social media earlier, but I’d like to ask you about how we can think about when, when we’re posting in social media, righty, we’d love to post our clothes and things across Instagram in that space right, how can we use social to raise people Up and not bring people down well, I think I have been very fortunate because I pretty much just show people in my everyday life, I’m not in Bali pretty much Calvin and I are on New York City streets.
That’s where we’re shooting and and actually I got a wonderful comment on Instagram yesterday and I made a screenshot because it meant a lot to me. The woman said thank you for what you’re doing and thank you for doing it in a way that you’re not making other women feel bad about themselves. Yeah, and so I do think about that and what I I mean: look people get what they see. I have gray hair, I have wrinkles, that’s who I am I’m fine with it.
Calvin is a film photographer and he’s graciously agreed to get a digital camera to help me, but the consequence of that is, he does not know Photoshop no Photoshop on his computer. So, at all of the pictures on my Instagram that aren’t taken by professionals that are taken by Calvin has no, we touched nothing, and so I think people see that they they see me and they say. Oh, I could kind of be like that.
It’s not I’m not so out of the orbit of the real world that I can’t maybe inspire people to think about their own kind of ordinary life than in a more special way. With regard to negative feedback that you might pick up, I know that you get a ton of positive feedback, but there’s always those trolls out there who say what they’re going to say. You know: how do you address that negative feedback? Do you do that yourself? Dealing into your community, how do you handle that? Well, you know again one of the things that has helped me a lot is I’ve had a career as a social worker.
I’ve had a career as a professor, and so I know how to set limits, and I know how to deal with unpleasantness and again, I’m very blessed because overwhelmingly my comments are positive, particularly on Instagram. I don’t like Facebook, because people for some reason seem to be freer on Facebook, and so I really didn’t pay attention to my Facebook for a while and then one day I looked at, it was after some BuzzFeed article and I had like a hundred thousand followers On it or new followers, so I said, let me look at it and the thing that was sad to me was: you know that it was these judgmental negative comments from other women, and so I was about to just shut the page down, because I do most Of my stuff, on my blog and on my Instagram, but I said, let me see if I could turn this around and I’ve done.
A lot of group work before in my career and I’ve had to deal with bullies a lot of people in different scapegoats and all different roles in the group. So I basically set a manifesto about how people were going to behave on the page. I said I’m going to be transparent with you. If your comments are judgmental, I’m deleting them. I shared research about the positive and negative impact of social media on women and, if you look at it it’s 50/50, it could be bad or it could be good, and so for me I basically said this is my page, I’m responsible for it and I’m not Going to have it be a place where any woman is going to feel that, and so I want women to take risks.
I want to encourage them, because Facebook is generally my older group of followers, a lot of women who lost themselves during career and raising families and now they’re like what happened to me, and I need to get back or they’re hearing things like from their children. Oh, don’t wear that you’re! It’s! You know you’re too old for that and they’re they don’t want to. They want to wear what they weren’t aware.
So it took a long time not that long, but it took a lot of hard work because they had to be in there monitoring all the time and then finally, the culture changed and all of the people on the page start addressing the cut any negative, confident And now I always ask them questions like I’ll, say things like I’m, the boss of my style and I’m the boss of my life. How are you the boss of your life and they put up these pictures and they’re doing all these wonderful things? So I think I think it’s if you take control over it, but a lot of people just put it out and they don’t write, but I found that you can’t change the culture of it.
If you want to, I I’m learning so much, I feel so inspired. Listening to you, you know, on the flip side of negative feedback comes a lot of positive feedback, and it can be hard to handle a lot of positive feedback too. I mean it can be overwhelming right. You can potentially even lose humility or become a different person and let it get to your head. So how do you think about handling all the positive feedback that you’re getting? Well, I’m going to be a hundred percent honest that I still find what has happened to me completely unbelievable, that when I wrote that first blog post, so if anyone told me what would happen, I would say you’re insane.
So I think, because it still remains so unbelievable that it is easier to to you know, have humility, but I I also don’t take myself so seriously, and I also know that this could go away tomorrow. And so I just AM in the moment and I enjoy it, and I try to remember when I first started how many people were amazingly kind to me and I that’s my mantra is be kind, so I do try. I try to respond to emails and stay engaged with my followers because I do know a hundred percent that if it wasn’t for them, I wouldn’t be sitting in this chair.
So I I think by looking at them – and you know knowing what’s important in life – you, my family people close to me – trying in some way to make the world better. I think that keeps you grounded and what is one issue in today’s world that is top of mind for you and why? Hmm that’s a good question. Hmm there’s! So many! Unfortunately, I think I’d be been becoming more concerned about the earth and climate change and what we’re doing to the quality of life, because at the same time, I’m aware of that technology and medical advances are having us all live longer.
It’s almost like. We have a whole new period of life yeah, so you know my mother just turned 92, and so it makes me think. Well, if I’m like her, I could be doing this for 25, more years or 30, and then I think of my granddaughter and I think, if we keep on doing what we’re doing, what is the environment going to be like for her, and so I’ve been becoming More concerned about that issue and looking at how fashion is contributing and what they can do differently, and probably I’m going to be spending more time around that if you moving forward that’s an important issue to me too, we have been very serious and we have really Talked about some very important issues and gotten so much inspiration and advice, and now this is the part where we spice things up a little bit and play one of my favorite games called hustle time.
So the spirit of the game is that we set a timer for 60 seconds and I have to former school of hustle guests here in the front row tonight. Thank you for coming. These ladies know how it goes we Center for 60 seconds, and the idea is that you say the first answer that comes to mind. Jonathan. We have 60 seconds on the clock: okay, beer or wine. Neither favorite part of a s’more chocolate top quality.
You look for in an employee, creativity, camping or glamping camping, finish this sentence. When I dance I look like when I dance, I look like a disco Queen New York City tourists, help with directions or keep on your own life help with director. If you could have a superpower, what would it be fly? The best chocolate in the world comes from blank Belgian King size are fun size, king size. Would you rather flyer talk to animals fly favorite holiday, Christmas, Instagram or Twitter Instagram? They tried to read weekly, binge read or read: weekly, Oh binge yeah.
Okay, just for good measure. Ask this next one, your go-to outfit right! I want to know jeans, okay, sneakers, cashmere, sweater, particular color of sweater, no okay, just soft comfortable. Let’s see how many we got through that was fun. Was it bad right? No 11. 12. 13 school peso. We have a lot of entrepreneurs coming on the show every week and, like I said, two of them are here today and um. We asked the same questions to everybody, and the idea is that, no matter what line of business here and in your expertise of your age or your gender, any of that doesn’t matter.
Everyone has a thought about this same set of questions and we like to see how that changes from guest to guest favorite part of your day early early in the morning. How do you use your career to inspire others? Well, I have two careers. That is one, and I try to inspire my students through the way that I teach and I try to inspire my followers by what I write and how I get dressed ever felt like walking away.
No one thing: you still need to learn how to take selfies. I’r really bad at it. What do you want people to learn from you? That being yourself, as you are, is absolutely enough? What’s next, for you good question, I guess I can’t say the answer to that because I just don’t know what can possibly happen. So I’m just going to be open who inspires you, my mother, my daughter and my granddaughter who challenges you my granddaughter? Well, we also let everyone know in social that you were coming tonight and you did thank you so much for putting that out in your network.
You know I wanted everybody out there to have a chance to ask you something and read, of course, we’re going to have the final article out later this summer and people were very excited to send questions, and I pulled a few of my favorites. Okay and again you can you can keep these short if you’d like to move on through. I have six okay. So the first question is um. Every look you share. It looks fabulous on you.
What is your favorite personal look? Well, I don’t have a favorite. That’s the whole point right so that I am always experimenting and changing so weird is a place to shop for good quality clothing while on a budget beacons closet, huge Simon Soros. Who is your favorite writer? Oh that’s hard because I have so many favorite Mary gates, girl. You are a fashion icon. Do you like clothes or shoes more well, based on the fact that I have a mountain of shoeboxes that was like a big avalanche the other day.
I have to say shoes what things deep down. Are you moved by very simple things actually like the way that the light falls on someone’s face? Just small things inspired me and what is your favorite phrase no effing way? The last question, in terms of advice, goes, is actually for our favorite bug: noodles hi sweetie. How are you look at? You looks fabulous so noodle just recently got this adorable bow tie.
If I see you know that people have told him that it doesn’t fit. His look, I know you imagined what it rings. Do you have four noodle to follow his fashion instincts with confidence and what other pieces should he consider to complete his look well noodle when the rare occasion happens. If someone tells me that I shouldn’t wear something, I will respond. Well, it’s a good thing, I’m the boss of my style.
So I think you should say that to your friend and I think you should do some polka dots. No, can he mix the stripes? Now? Oh, please, okay, I think that’s you completely! Well, yes, so remember: noodle um, the boss of my slide. That’s right! The last the last piece I always like to close school of house with a final thought, like I get a good fortune cookie at the end of a great meal, and so I’m going to read three quotes and see.
I might look for you to tell me, which quote resonates the most with you and why? Okay, number one fashion is about dressing according to what’s fashionable, style is more about being yourself number two people will stare, make it worth their while number three fashion is like eating. You shouldn’t stick to the same menu fashion is like eating. You should not stick to the same menu and that one spike ends.
Oh yes, thank you. You knew who all these were right. Thank you so much for opening up tonight. Oh thank you. This was so much fun doing this. I know that the audience has so many questions as well: hi, I’m Haley, so I do work for GoDaddy actually but kind of coming from the brand influence or partnership side when you get approached by a brand to work with them. What’s like the number one thing that you look for when partnering with a brand, it’s the authenticity or is it necessarily like, maybe the product that they have? What really, what’s that number one thing so for me, I have a basic bottom line, which is: if this is not a product that I would use or wear in my own everyday life.
I don’t do it and so for me, what was really wonderful about the GoDaddy campaign is that it was my story that I started a website which I taught nice how to do, and I it changed my entire world. So it was a very authentic thing. For me to do, I believe that authenticity is your big currency, so for me my followers would know in a heartbeat when I was promoting something that isn’t there, and so that really is my bottom line.
I’ve also been taking a stand and not doing trying to avoid products that are not inclusive, that are targeting a specific group like over 60, because I think that real inclusion means all ages, all ethnicities, all types of bodies and that’s where I’m aiming for. So I think I do research brands. I see what, where they’re at in terms of their own values, and so I do make choices based on what feels like it’s a good match for me.
Awesome. Thank you hi. My name is Kristen Voss. It’s nice to meet! You nice question is, I was the granddaughter and the granddaughter daughter, mother grandmother for a part of my life when I was younger and to be able to part of that all four of us being alive at the same time was just an amazing thing, and we Had a lot of conversations as women in the different stages of our life, even as I was a little girl which gave me a really strong, solid, you know understanding of of women and relating to them, and I’m just wondering what roles have your granddaughter.
Your daughter and your mother played and what you do with your life. Well, I’m the oldest of six children, and I have four brothers after me and finally got a sister who’s, also important to me laughs, my mother kind of had this notion that women were strong. She had the opposite: gender orientation. Women were strong in her view stronger than men and then needed to be taken. Care of that was my mother’s view, but women should be on their own, and so I think that orientation really influenced how I thought about myself.
As a woman and plus, I grew up in the 70s, where there was women’s liberation and gender roles were really changing, and I was very, very determined that I would really raise my daughter to be a independent free thinker, which she most certainly is. There was downsides of having a daughter like that which she is now finding out, since she is a mother raising a very strong-willed girl. So I think also I was always around nuns who, in their own ways, were really strong women, and so I think all of that I went to all-girls Catholic High School all-girls Catholic College, but there was something about that environment that encouraged you to to really just Soar and interestingly, my daughter went to an all-girls College, not a Catholic one, but she had the most rigorous amazing experience in that kind of setting.
So I think, all of all of that you know and my mother and my daughter and my sister and now my nieces – they they inspire me all the time Thanks all right. We’ve got time for two more questions. When we throw is up here, hello, hello, hello, I’m Callie, hi Callie, I loved listening to you and something pinged. When you said the word authenticity because being in front of you, it’s so clear that you really are an authentic person, but I feel like authenticity is now this catchphrase.
It’s been a thrown around everywhere and I’m a little bit curious about when you are on the other side, when you’re consuming absorbing getting inspiration from other people like. What’s the? How do you know any something’s real and when something’s just that brand, because I have this like allergic reaction to the word now, even though I know you are authentic, because it’s such a thing right so sort of, I feel the same way about the word.
Influencer yeah right, it’s such an annoying word and I think you know you can influence people to buy things or you can influence them and influence culture, and so I, I think of the word influence in its dictionary definition, yeah and now authenticity is becoming a buzzword. So for me again, because I’ve been a social worker, I’ve been working with people for many many years. I have a good ability to assess when someone is being real.
I mean that’s much more like the word I think, and so I can pick up on it. Pretty quickly but, like you said, you’re having a gut reaction now to that word and that is it a true authentic moment, your gut reaction, and so I trust mine also, and so, when I’m around someone, I know: okay, not not matching the words, the behavior, not Matching and that’s how you can always tell hi my name is Jules. I was when I kind of a two parter: do you personally like to follow trends and are there any for this frame that you’ve seen that you really? No, I don’t I’m very clear.
I don’t do drugs. I thought I was a simple one. Well, as a second part, are there any trends that you’ve seen that you think that you really enjoy like for this frame? Well, I think I like the colors, so it’s giving me a lot of choices and I will do a color story based on what I think is a good look for me. So I think again, it goes back to what I said earlier about my orientation to style. It really comes from inside of me and and what I hope is that designers will give me a whole ton of choices, and then I will be the one who decides what the trend is for me blends.
Thank you so much for being here today, my pleasure. I really enjoyed our conversation, and I know that everybody out here did too I’m sure we are bringing school of hustle out every week with fabulous entrepreneurs and inspirational stories every week on godaddy social, so follow GoDaddy and we’ll see you soon.
I’r going to talk about the tool sets that I’ve been using for the last year and a half called Nicks and how it applies to the whole stack of packaging development deployment, basically like using in Python. We all know it’s a quite a depressing topic, but it’s getting better and one of the main things that I really really really hate about.
It is that we have the setup dot pipe that is dynamic and whatever you do, we have to run this dynamic script at least run the egg info command to get something out of it, and that’s why, for example, we don’t have dependencies on the pipe I And so on, and so on and for example, no J’s community has these J’s simple JSON file that is static. You write it down and, and you can easily parts packages and do stuff with it, but there is hope there is the pep for to 6 meter data 2.
0, which specifies basically the JSON media data for packaging, and hopefully people will then generate this file. Put it into a distribution with with the Python source and we will have static meter data available it’s in the draft mode. So who knows when this will get upstream but yeah? There is hope – and the second point is – we have a lot of legacy infrastructure which is kind of connected to this set of data.
But there is now Python packaging Authority group, that’s working on this and all the contributors, and I think they really deserve an applause for they work. And then there is this scary third part of the problem. These are non Python dependencies and this is this. Is the problem that every community tries to solve by you know, building an infrastructure to package all the other stuff that not just Python, and we all share this goal, but maybe maybe it’s time you know to to to look out and find take something else.
You know nowadays, JavaScript stack is basically inevitable. You have always JavaScript stack in your tool set and you know we can either build all the the the tools in Python to process JavaScript dependencies and so on and so on, or we can take the JavaScript. Our tools said to use, but then we need a tool that will actually package Python in JavaScript right for our application, and then we might even other things.
So so mixed project was basically started 11 years ago and it was developed by L code Ostra. As part of his PhD and the PhD talks about dependency hell and and how to approach that – and it was done in a university in hotel in Holland in a functional language department. So the idea is to take functional language for moral thinking and applied to the packaging problem, and it turns out it’s. It’s really really really fits the problem, so basically mixes two things: it’s a package manager and it’s also the language which we also call mix expressions.
It’s a very minimal language. It’s basically a configuration files plus lambda functions and it’ll be a little bit of other stuff. It’s lazy, evaluator! That’s something that we’re kind of not used in the Python community that much and you have to get used to the whole thing that when you actually something is actually touched, then it’s actually evaluated, and that gives it a really a lot of power for a configuration Which I will show a little bit later, it’s a standalone package manager.
You can install it on any POSIX system, the visual support we have for Linux, Mac and FreeBSD. There could be it could work on Windows if a company will sponsor that work. But currently it’s the support is basically discontinued yeah. This is so so. What is a purely functional language? I will give a very vague description in in sense of the software package, so basically, the software package should be output of a function that is deterministic and it only depends on the functional inputs without any side effects.
So when we describe the packages in Nix the the meter data that we put on those files, that’s the only thing that should affect the package and not nothing else, and we call this purity mix. So there you see for an example package. This is the prefix where the package would get installed. Our slash sneaks story is like a flat repository for the packages, and then you see the cryptographic hash as how one and then the name of the package and the version.
So every package is stored in this separate folder mmm and because we want this result, the outputs to be to be deterministic. We want to make it immutable, so the whole NIC story is mounted as read-only just to be sure that nobody will touch it and all the times times are set to UNIX day time, plus one and so on, and so on and this this hash that you See there is basically the hash of all the inputs, so if we, if this theory works that it’s the the result should depend on it on the inputs, then if we hash it, then we can uniquely identify a package.
So so this is, can you actually see this? It’s a little bit. I hope you can, but this is like an example nginx package, how you would package nginx it’s a little bit simplified at what we currently have in the repositories. So at the top you see this is our anonymous lambda function. It gets high order function, so those are just. Another function was passed in and then we called the standard environment make the duration, which is the main, the main function that does all the heavy lifting and in there you basically see it’s like.
We call it attributes I’d cynics, but this is basically a dictionary and we pass it name version, and then we tell it where to go to download sources. We tell the dependencies which is called built in puts some configure flags and then some just description about the package and that’s and then all this is basically passed to to a bash script. That goes to different phases, and it knows what to do with this meter.
Data and what you see here, this is basically that’s what gets hashed. These are all the inputs to build and nginx. This is all the information we need and, of course, there is a dependency graph of the of the packages or OpenSSL dilip and so on and so on are also written in these enix. So this is like a quick example how how powerful Nix is? If you look, if you go they’ll be back, if you look at the of this this file, we want to overwrite the things.
Basically, the the lambda function at the top and Demeter data by the package. So we want to give a user of this distribution or package repository the power to to change anything. So the top, the top line, basically overrides the lambda function with something new but is probably fell asleep. So basically it overrides the lambda lambda function and we can. We can say: okay, let’s, let’s take another open, SSL and feed it into, and then we get a new engine expeced which, which is a different, open, SSL version mmm, and we can all write a derivation itself and, for example, at the bottom example.
I have I over I’d their source and we can, for example, take nginx from gate and this this is you what you can do in the user space right, because sometimes you you have to change what the upstream does so so to install Nix on your distribution. This is like I mean just from security point of view. People will like go crazy, but you can download the script and see it’s not doing that much and you can run it yourself, but basically this is the easiest way to install it and because everything is stored under slash sneaks, you can just remove slash sneaks and You don’t have your package manager anymore, and you also have to remove the profile and you’re in your user.
Ok, so so this is. This is basically where, where everything comes together and there’s a lot of things to explain around how the NICS works so ok, we say that we have slash, sneak store and inside there are the packages and you can see it’s version and Firefox. So somehow we need to get these file system here here, that you are used to nowadays right and that basically, is then joined together into an user environment which you can see on the right – and this is this – is basically your environment with all the binaries, our Libraries are stored and under slash bin, slash leap and so on, and because we have this set of packages, will it be cool that we can have multiple of those, not just one on the system.
So this is what we have so called profile. Cynics like. We have, then, I will talk later about Nick size, which is distribution, builds on top of the package manager and we have a system profile there, which is basically your distribution. But then each user gets a profile and you can define it can create profiles on the fly per project and each profile has its own life cycle, of how you install packages inside and upgrade and and delete them and uninstall them and and basically then, the profile.
Also has a whole history of what what’s changed. So basically, when you install a package, you would get a new user environment with that binary inside and the profile would get like an another version number in the history and basically the last thing that you actually do something to the package manager. Is that sibling, Nicks vernix profile default will then at at the end of all operation, change to the new user environment and because ceilings are atomic in in POSIX.
That means that we have atomic operations of installing upgrading and uninstalling packages, and then you see on the left, you see that each user, then yeah has its own profile, and that means that users without root access, they can install packages for themselves. Of course, you can disable this if you want, and so on. So one of the really cool features is that Nix is source and binary based collection of packages.
This is very unique and the way that this is actually works is that we have a so called built farm called Hydra, and we built all the packages about all the packages there and basically the because the hash basically provides the basically unique, uniquely identifies the package. You can go as the hijra server or do you have a package with this hash, and if it has this package it will fetch the binary and if not, it will go and compile it.
And this is something that companies they then used to to set up Hydra at their own servers and have their own, like basically continuous integration tool for building the packages, and there is now all in the Nick’s 1.7. I think there is also support for SSH. So you can do the same thing to the SSH protocol, not only HTTP. So just I don’t know if this is going to work, but let’s try it out it’s a little bit yeah.
So basically like this is nixar, so it’s a little bit different than if you only use NYX but like my vim binary, then points to the vim to the vim binary that is stored inside the next or I’ll. Let me show you next or just how did you see that there is a bunch of stuff in there so yeah? This is. This is the whole thing and, for example, if we look at if we look at the linker of vim, you will see that all the dynamic libraries points to precisely one package in the nick store, and that makes it very deterministic that you, you know for sure That if you build this on two different machines, you will get the same result if you use the same source of Nick’s packages.
So right, let’s talk about Python mmm. Of course we have also collection of Python packages, and we have this. Have this function called build fight on package, which is basically a wrapper around make the duration that knows about these two tools and setup tools, and it works a little bit. It’s quite designed and then to make the duration – and this is like, for example, how you would package pillow, provide the dependencies source meter data and build vitam package will know how to run the setup I built and then setup.
I install at the right phases. You can check inside the next packages repository how it works. It’s just like 200 lines for the whole implementation. So so, when you have a lot of packages, for example, I also do a clone development and we have like 250 packages. You don’t want to do it by your hand, so there are basically two two tools for this Python. Tunics is basically just goes. There grabs the tarball gets the hash and splits out a template that is very generic, and if there is something really like non python dependencies, then you will have to fix that on your own and there is this cool tool called pipette unix, which will also be We will be working on during the sprints there’s quite a lot of developers here that tries to handle all the edge cases and automatically basically fetch packages from pypy and then generate these NYX packages.
For you – and we have these tools for note. We have no judge makes and – and we have our and so on – and so on right. So, let’s, let’s packaging, let’s move to development right, so wouldn’t it be cool if we had a tool like virtual environment but on the level on the on the layer of the package manager, not just for Python software, so you would activate environment and you would get Like geeks and all the other non Python, basically dependencies in tools available and that’s what Nick shell does so, basically how Nick shell works is that it will build all the dependencies of your package.
It will source all the information it has about those and instead of actually go and building this package, it will get you into this shell that it’s in the shell that it would actually build the package. So you have everything there available and there is a cool. Well, not really hack, because it’s also meant to use this way. But there is a cool feature that you can say that you’re not building any package.
You said source to no, and then you just provide the build inputs – and you say Nick shell – and you only get these dependencies available in your shell, for example, and in this right. This works on unemployed system, so this POSIX system. So you can give this to developers and they will get always the same environment with the same gates and and so on and so on. There is also a flag called code, pure so by default.
Nick shell will inherit your current environment and you will have all the tools available and pure basically means that it will not do that it. You will have only the tools available that you list in the build inputs. So, let’s I’m sorry for them. I hope you still see something, so this is basically activated Nick shell. I mean I I did this before on my laptop. Otherwise it would go and download those packages from from Hydra, but the network here is a bit flaky.
So, basically now I have it available. Well, let me just see that file yeah. So now I have get available and if I do pure here and then get it will say it’s not available because it will not inherit it, and this is one way to make sure that you have all the tools in your nick shell. So the same thing goes: this is, I use this this trick to actually install media core on centers, because I just didn’t want to bother with Python there.
So I just use the whole Nick’s like a stack of packages and use Nick shell, and then I have everything available in run virtual and install and that’s it. So the same goes if you have a Python package, basically all right. So this is, for example, a Python package of this is one project that I did like. I have gstreamer in there d-bus and all kinds of things that are hard to package normally with Python and, and there is of this code trick, we call we have a like – we have a variable called in Excel, so when you actually run the shell, this will Be true and we can act the extra dependencies in this case and if you only build the package, those dependencies will not get into the derivation.
So so then, okay, then okay, we have this set of packages. How could we extend this idea of a functional language to to the whole operating system and build a distribution on top of it, and it turns out that, yes, this works really nicely and when you think of it, like a configuration, files are basically just one file And software package is a bunch of files. The only difference is that your Linux distribution will package software for you and the configurations.
Files is what you will not really write yourself or change some default, but Nix Nix is basically the language that we have now. So you can use this language on both sides. Hmm so Nick says basically is a stateless. This uses stateless approach to configuration so, for example, in puppet and in chef they have declarative configuration in front, but at the back, basically, they still execute a step-by-step imperative.
They check if nginx is up and if not I mean that Network started and so on, and there are a lot of edge cases to cover here. So a lot of errors that you can hit onto and here basically the way it works is if something changes. I will show later an example of how how to do a system D process and if any parameter to that system D process changes, then it will know that it has to restart or real that process.
So it all boils down to these data going through these functions, Enix and and when something changes it will do an update. So here you can see like a minimum configuration and I just like configure moanin and you then say Nick shires rebuild switch and it would activate and get the machine into this state. So one of the things that’s also good to mention here is that mixes is basically DevOps from the beginning.
You want going chains on configuration files by default. You have one file to specify it. What is what you want, your state machine machine state to be, and you execute it, and then we have a tool that basically does provisioning of cloud servers and so on. On top of that, so, for example, if we wanted to use pyramids, which I’m using my day job, basically we would import that the default that makes file that we were using before for development.
So the project is already packaged, but then we would say package rights tests and we would write the production any file to Nick store. That’s right X is basically a function that will write a configuration files to the next or then we will do a clarity of Li specify. Ok, we have a process system D process that should start with pyramids Ben serve and pass the production in E file and, for example, if the production in e file changes here, then this hash of will change of this service, and it will know it has to Reload or restart it and so on, and then of course, on top of that, we want to use a provisioning control right, and this is like the minimum example how to how to them provision excise machines.
You install Nix ops, you specify, for example, this is a trivial, a trivial machine, so we have like a web server running Apache serving some static files. This is like the physical configuration and then we have the logical, which is basically. Where do we want to deploy it? We say: okay, the backend is VirtualBox, giving me one gigabyte of memory, and then I have like a trivial hetner, because sneaks up supports like Amazon, Pfitzner and now also Google compute engine, it’s experimental bits and all Korean.
And then you would say, create created this configuration and then deploy it and it would actually provision the VirtualBox and and you would have Apache running in your VirtualBox. So I don’t really have a demo for this because it’s going to take a while to actually show it, but just to show just to show you the whole stack. So when I would actually deploy in my projects, then I would have three files, one into full techniques, which is for the map, the development and the building of this project and developing example, machine which defines the physical and then the physical state of machine.
At the end of VirtualBox, or can then also the history, so it’s four and if we look at all those files, first default, it’s a little bit straight, but basically there you have just like build packets, my name sources current, so director II and dependencies pyramid – and This is this is, for example, configuration of machine that would lunch of chromium full screen in kiosk mode and serve the pyramid.
So at the top you say we say: okay, import. The package then enable each server enable display manager, window manager and sets etc, and the desktop manager with provider or all command, which is basically waits three seconds and then run chromium at a local host 8080 and then lower. You see again the configuration of the system D service for pyramids very simple example, and at the bottom you see how we define declaratively, a user called guest that we use for the for this.
For the chromium, graphical interface and it’s. This is basically, then the whole configuration of the Machine, so you can see like you package. The package was about 10 lines. This is about, I don’t know 100 lines or something or 150, and the VirtualBox is is like a few lines also, and this is – and this is the whole packaging development and deployment stack, that you then use to to actually and let’s might still try to so Now it’s tries to download the basic image and it’s yeah.
We can wait for a little while, but there is no point so basically now it would download first the image. Then all the dependencies configure them. It configure launch the VirtualBox copy. All those sneaks store packages inside and then activate, and you were to get the fullscreen Chrome, which we the pyramid, application running. We are having the cycle mixer springe in slovenia and Leblon aware i’m thrown in from the 23rd to 22nd of august.
So this is a great opportunity to meet the developers, talk to them. The decor and the Elco toaster will probably also be there the core developer – and this is this – is basically the image from the last year just to to shameless plugs. I wrote a blog post a little bit more into detail. Why why whining sighs tries to solve this problem in the little better, wait and other other solutions, and I had a talk at forced them about Nick’s OS.
It was more focused on Nick’s eyes, so there is a article on YouTube if you want to read it and, of course, well check it out on Nick’s eyes, dork and you’re welcome on freenode to stop by and say hi and meet the community, no questions yeah. So it looks quite interesting – and I didn’t know Nick so as before, so it looks like my puppet, my vagrant and everything I can throw away and get Nicks and it all runs out of the box.
Why isn’t that like widely adopted? So so far? What do you can you mark out? What are the differences, what are pros and cons, and so on? So the question is: if why did why? Is it not that popular yet yeah it comparison to like vagrant and all the established tools, which are, of course, very different, have different ESL’s and so on? So of course, it would be awesome to have one approach to this kind of problems.
I mean the short answer would be: we need more marketing people. The long answer would be that actually now for about a year or two, we have Nick shops and a Nick shell and so on, and now I think finally, this is this stack is ready to be used and one of the biggest two companies is logic blocks And Zalora, and they have about 100 servers provisioned with this and and the community is really growing the haskell community.
Basically, there were a few blog posts in the last few months explaining how people develop haskell with Nick shires, and it went very viral, and I would love that the same happens to to the Python community. If we actually want to solve these problems – and I think now it’s the time – that’s you know – this is we’ll really see a lot of a lot of new users. You can see that a mailing list IRC and everywhere, and I hope that we get there.
I hope that we get to the same point. It looks really interesting. The you said that it’s supported on POSIX systems include Mac, yeah yeah, and we have we have quite a bunch of unhappy home, Brio X users that ain’t no use sneaks or credit packages. Thank you, but we don’t have that much freebsd users yet so I it’s more of a just one thing. Maybe was not clear what it does like. What are the benefits of it’s not a question.
It’s just as what I miss from the talk. What are the benefits of actually using in starting developing mix, using mix and with Python? It’s you get in our company. We got development environment, which was the kind of switch to continuous development environment like not only for deployments. We use the this thing, but also for continuous development right. So, each time a developer comes like in a snap of a finger, you have a development environment, ready and no virtualization right.
It’s just your system, so it’s kind of a lot different way and quickly getting started with new projects. That was a major boost for us cool thanks hi. Thanks for a great great talk, I had a few questions. One is that you mentioned briefly: binaries find uh. Do you provide, like the sneaks itself, provide binary? So do you expect the one wanting to use binary for deploying stuff with next to like roll, your own binary storage or something? Yes, so the Hydra project? Basically, you can host it yourself and then it will build the binaries of your customized packages or your projects in your company, and you can point that to the official Hydra and to your here, and it will just ask about for binaries and fetch them.
Mine is more like a security related like I say you find you know things that would never happen. You find a bug in open, SSL or something, and you get like like counting, is like. If I run normal like say, depending upon the books, I get the new openness cell, which has to say ABI competitively, and our only thing I need to do is just restart my services for them to end up in the same by using the newest version.
So how do you – because I saw that you linked specifically to those like a certain verses of software? How do you solve this index? Dude, that’s just mean rebuilding everything or, and so um yeah. This is this is one of the problems that we so basically have. If you, if you change the OpenSSL, then he drew has to recompile all the binaries. This is not like the last time that was a hole in the OpenSSL.
I think it took like one day or something and that’s of course, unacceptable, but we have now an option called. I think it’s called security updates or something in exercise, and basically there is a hack around thing. So, as the hash will not change, so you don’t have to recompile everything, so you say the regional, the regional library was open, SSL and the new one is open, SSL, bla, bla, bla and, and that will replace older everything that uses this open, SSL library and It will not go and rebuild everything, that’s needed, and that way you can really really quickly.
You know update your server and because, if you’re using the NYX OS, it will also know that which which processes were using open, SSL and go and restart those. The the hash of a mafia package depends on its inputs, which is say sorry Saudi hash. For your package depends on the inputs, which say for a pure Python package would be and Python itself, so you can rebuild that and get the same version, but is there? Is there anything that also ties it to the version of the next tool chain that you used to build it? Because if there was a new feature introduced in the Nix tool chain or something is that? Is there a way of basically rebuilding a package of like two years ago or something exactly as it was at that time? So if basically Nix upgrades or something yeah yeah, but that’s like the whole Nix is upgraded separately.
So it doesn’t affect the Nix tool chain. But everything else down to the GCC and Julie and so on is basically a dependency then of your Python up package. I’r not sure if that answers your question and so um, I believe the Knicks toolchain sort of, if you build a binary, will change to change the our path for some in binaries etc. But if the so, if they, if that behavior slightly changes, is something like that, can you rebuild its especially diversion of the next tool chain that are used in a part of the hash, just as a as its dependencies are? There’s that part of the dependency? I’r not sure I understand the questions I may be chocolates.
Yeah come to me and we can hear okay any more questions. Then your slides, I missed a version definition when you listed the dependencies where are they defined like so. Basically, this is kind of like Ubuntu style, where the name is. The version is tied to the name and the name. Basically, the version is not important in UNIX at all, because that’s just basically a meter data and when, when the mix packages repository changes, you will just get the new package and inside there.
Of course there is the the version name, but we don’t do any. Like detection or something about the versions, you showed this plan example, so I want some specific like GStreamer version, and it was part of the name yeah. So when we have like, when you have like GStreamer, which you have version 1 and the version before 1, then we have basically two packages and then you can pick which one you want to use and you can always override the source and get another version.
If you want to change the upstream default for your project or server or whatever, what is the difference between Nix and docker? Let’s so, basically, docker tries to isolate the environments from your system right and provides a very nice API. On top of that, while sneaks basically tries to solve the packaging problem and configuration problem, so these are not like, I think, they’ll. Those two things go together, you can use.
Nix is inside the docker. If you want, of course, we’re also using the darker to solve the packaging problem and providing a huge binary blob, but that’s another discussion and in Nix you don’t have to do this. You don’t have this problem, but it’s still nice to have. You know those lightweight containers and to experiments around that and so on. That’s very short answer cool. Oh one make one question: yes, lon! Do you use sneaks in the web development because you showed a lot of stuff about the OS dependencies and OS package dependencies and even if python dependencies, let’s say right now it’s for the backend, but in our company we have a lot of struggle of packaging and Deploying services with a lot of let’s say, for example, JavaScript with Bower and so on.
So how does Nix apply to that? I know that you can declare your own sources and it can be JavaScript sources, but do you have any, for example, JavaScript repository and how does it apply to the package so that, for example, Python code finds those JavaScript libraries and so on? Because this is our crucial problem, the Debian, for example, can handle their own dependencies and it’s fine. You can do you, your own pipe people repository and it’s fine, but gluing beep and bother, for example, that’s a struggle and how does nicks apply to that yeah? That’s! That’s that’s exactly where Nick shines really good, so we have a tool.
Bower tunics. I think it’s called to generate Bower packages to generate nick’s packages from bower upstream in the next packages repository and then you would go in your project. Do the same for all the extra stuff that you want and basically the NICS knows all about about both sets of packages and you have those available and then you have all the Python dependencies available and then you use the DES make derivation and Nick shell to Develop on that and it will make it it will expose those packages for you to use.
It’s really hard to explain this without an example. But there are, there is a blog post. If you, if you google around, you, will see how it’s used for notes packages for Bower, I don’t think it’s, but it’s the same thing I mean it’s just the front end, and this is exactly where Nick’s really shines when you have to combine two two stacks Together, you
I’r going to give two things about the alignment valley and soils in general. The next speaker is going to be one of my PhD students who just recently finished up and we’re going to be talking about her research into the different soils and the effect on terroir.
Then grid were Talat and I have a paper that recently came out he’s going to follow up also looking at soils and so are in the valley, and then we’re going to go up to the gorge. And so this is actually in the gorge. Taken from Underwood Mountain, this is four weig yeah who is an Underwood, and so I’m going to be. Let’s see there we go. What I’m going to be doing is giving you just a little bit of background and then definition of terroir Gregor did a great job, because I totally agree with that.
You had there before talking about soils and their relationship to terroir and then end up with the the terroir the planet Valley. I have been involved in wines ever since I was in university. I went to university in California called Stanford and the fens, and I would go up to this fledgling new area to go wine-tasting. It was just starting out, you could do the whole valley from one end to the other end is called the Napa Valley.
This was back in the 60s. You can’t do that today and it’s a lot more developed there. Then I finished up and I went to Switzerland and I taught in Switzerland for five years. I actually made wine in the classes because it teaches a lot of biology and chemistry at the same time, and so here’s a picture of me in Switzerland in 1973, I am professor, various professors always have to publish it. So my first people I ever published was in the Journal of college science teaching in 1976 and if science can be fun and tasty while making in the lab – and then I grew up here, I’m a 6th generation origami and came back here in 1990 and for The last 26 years I’ve been at Portland State University, not too far away, and I got me involved with soils because I’m a pathologist there geologist and looking at the soils of wine country and so any time.
I give a talk on tomorrow and I give quite a few I always define what today is and always have different definitions. They’ll use this exact thing. So thank you for doing that number, one grape varieties that we have got in the lab now here we have 12 different varieties. We have the from our valence bill, but then all of the Dijon quarter lends to the go along with that, and then you have root stocks that are involved in there.
Secondly, I’m going to be focusing in on geology and soils. Yesterday, we’ve had huge amounts on climate, and then they knows the importance of climate that we have got here and soil hydrology. Here you basically driver and farm, and so you need to have a little bit of silt and clay in the soil in order to hold water for the end of the season when it gets very, very dry because we have three months are basically low rainfall and Then physiography elevations are very very important here are two numbers are generally about three 100 metres below that we, that was either floods, not a good idea and then above 300 meters and you have a reduction in the the chances for ripening, but they if the climate Seems to warm up it that keeps rising up, and so this is what I traditionally have been calling terroir, but there are two other factors that are huge huge.
The wine question earlier today talked about all the decisions that the wine maker has to make and it’s unbelievable. They control the whole thing here in Oregon in a good wine maker, sits back and lets the wine make themselves, but in a difficult year, like 2007 and 2011, where we had a clean of climate, the whole time and what of the winemaker has to step up? They make all the decisions from yeast and oak and many things like that and their vineyard management and again Christian mentioned all of the different differences that we have got.
Those two are very very important for, but for me I don’t consider those especially terroir. When I talk about terra, I always talked about the the taste of the place. A lot of people use sense of the place. Thank you, the French, for this term, which is absolutely wonderful, its authority under to the vineyard. We talked about all of those I mentioned before the geology, I’m going to be focusing here on the soils, the texture, everything that we have got: the orientation of salt, etc, interesting, our impact on the rest of the world.
The terroir is now being used for so many different foods, whether it is coffee hops, you are in the land of microbe eaters and now everybody thoughts about the. Why of the hops that we have got? I do the talk in Vermont back east and they talked about the terroir of the different maple syrups cheeses and the list goes on and on and now in Oregon we have started to build a map or scoop in the terroir.
Why? Because there is now legal in this state, and so mmm assistant professors is taking that over and especially in the southern part of the state. When I talk about to aguar a great night of discourse with Alex Martin, who was a geologist and Lara back from England – and we really need to talk about that – we were talking about. First of all, he said first of all, there’s minerality an emitter, allottee is, and you can actually taste the quotes or the right or the of the slate that is in the wine and here in the Willamette Valley.
I don’t think we can. I think we have differences in flavors and the differences in flavors. We can attribute to the geology and the soils that we have got in addition to all of the other things that happen that are out there and also, as you know, we have three major, transparent grapes where the tail comes to flow water comes through and all Great, but especially when our heavier Reds, we are over ripening them and they are being overshadowed in the terroir.
Is that coming through as well but reasons the Germans have been telling us that, for years and years and all of the different vineyards and the different flavors, that you have one, the geology, changes, etc? Chardonnay is another one that does this, but many times we over up this, but here in Oregon we’re backing off on the Oconee and getting some of those flavors coming through, and then we feel spoon red grape pinot noir those we can show to why I’ve given Talks about the world talking about my favorite place the case.
Differences in terroir is the Galant Valley, and that’s why I welcome all of you to origin, because, hopefully you will be able to taste these differences. While you are here whether I great winemakers the earth leaders here is 10 right and he was on the front page, the cover of the Wine Spectator this past year and they said a master of Pinot Noir in Oregon. But a quote that is inside and also in the article that he did he said to understand.
Oregon wines is to understand Oregon geology and it is very important. The geology and the soils that you have got he has been my hero for a long time. He was one of the first guys to actually bet the soils on the back label of his bottle in his single vineyard types that he had the three wrath, one of the original four modern winemakers in Oregon. That percent of the quality of the wine comes from the vineyards.
He’s a tourist, 20 % comes from the winery. Also, I wanted to point to the Willamette Valley and nobody showed graves for classifications, that we have a cool requirement in intermediate warm and hot, that the imamat Valley is one of the great examples of cool climate. When we do this, what we do is we? So what types of grapes do you know we find in this particular Arian is primarily the big, the peels and the German styles and the chardonnays voters are traditionally grown in the cool climate type of area and that’s what we would been specializing in for a long Time and if you are going to open them, develop a village anywhere in the world, they have at least 180 frost-free days remain nutrients.
You don’t have to it’s for my friends who are agricultural people who say you just have to have enough many nutrients to keep that plant alive. You don’t want to in them, because you get too much vigor, and this is something that you want to reduce. You aren’t well-drained soils, your perfect failure to seven to eight degrees, slope and many of the innovations that we talked about before are the ripening.
A frost avoidance is another problem that you have back, and so you need to get into and and their minimum temperatures that you have got when we talk about soils. One of my heroes is Robert White, who is here, and he tells us that we have ten macronutrients and subscribe for nutrients that we need to have in the soils for proper groups that we have got. Also. We focus in on those plus up the trace elements, because we have a feeling that they are going to be affecting the the grapes that we have when we look at the soils, the depth of the soil.
There are ten different things I wanted to highlight. First of all, some plants really like deep soils like the chard lays, where is this arise like the most shallow soil pH, is very important. You want to America pH of the soil between 5.5 and there, when it’s too high than the epoch of our chakras open loaded, eases, reduce load P. More phosphorous below that, so any to you will affect the uptake of the phosphorus texture is going to affect your water.
Holding capacity structure is going to affect the real penetration and also moving machinery around rage. You want to have well-drained soils. Clay content is going to affect your penetration, the color of the soils, the darker it is the warmer either would be emitting heat and therefore speeding up the ripening color is indicating, while varying types of soils walking. This is also going to affect the maturation that you have got to like chapter lift the top if the limestone is going to affect the reading lips that you have got, although by this lets end up talking about oregan back in 1961, this guy was the first One to plant the wire is David Nutt.
It was right just down the road from store where we were last night and eventually he took his pinot noir to the international pinot noir competition. Didn’t we what is going on here? Well, it was all in place. I mean it has developed since that period of time, and so today we have over 700 wineries and 960 vineyards and the ratio of red the white, and the state is like that in here in the valley, cooler climates here, you’ve got your pinot noir.
That is the king of the queen of all of the grapes that we have got so. Here’s the atlantic valley we’ve some divided it into sub AV a’s and last night we were in the vendée, Hills, subway VA, primarily volcanic soils. Tonight we’re going to be in the McMinnville sub to a VA. Yesterday we looked to the south from the mountain stuffs out that hills as a baby and then we’re going to be reppin. Shahira mountains have a VA and these are defined by soils and geology.
We have the interesting thing in Oregon: the winemakers work together when they submitted all of these several years. They turned them all in the same way saying look, we are not competing, we just have differences and we want to highlight those that we have and so back in the nineties. Nobody knew that we were going. What were the soils that were there? So I started out with a grad student and look at the the soils of the distribution that we had and then returned that pop out.
The first one is what we called the soil series. The second one is the geology and the third one is the soil classification. The joy was the largest one. The relatives he was set at more than later at Norwood was third, and so that is a basalt sedimentary in Limassol. Yes, that is involved in that, and there were over 23 different soils that were found here in the valley people. We started publicizing the great debate which soil produces the best Pinot Noir and originally focused on, and now we focus in on three and then B is at the giant oil of it is our state’s oil I’ll start about.
The second did that by me can be River basalt. Is it the relativity soil which is developed at marine sediments or is it the law? Would soil the Museum of flood sediments, the flat land that we have down here and as about 9 % of all vineyards, but they do they have where too much bigger, too much calcium, magnesium, potassium and sodium that we have and because we do dryland farming. We here’s a weathered web soils to reduce that the Columbia needed massage, where we were last year.
Their volcanic, where the ball feels there are 303, were about 500 kilometers away here, and Eastern the hot spot was that there’s now underneath Yellowstone National Park flowed over here and they those soils are two three million years old. We are primarily the joy when you get shallower ones, we call it the tile and then it gets really short shallow. The whitsel, the marine sediments, are primarily uplifted, sandstones and shales and if you get a chance bound to see ray rises, map of the geology of the area, he has an incredible here, there’s a primarily in rural county, a VA where that originally as well apparently, but Now this has then subdivided the mailman is the diamond that women every we still have relativity, but the res no and do P we’re going to be on that on Wednesday night are the part of time Bell.
Tyler’s you go further south there, mostly alpha Sol’s and then the window and one that we have on the answer. The mountain is primarily called the moment soils. I want to stress that these are all misses. These are up to a hundred thousand years old and they have little pisa lights in it. These peas are lights, are iron, manganese and silicon patience. I’ve got a little bottle base on there. If anybody wants to see those states oil.
This is the joy saw about this is the real aplenty type of soil that we have got and then just to end with what I just thought. I would mention this taste and what you want to do is place the differences for me many times when I would taste the joy source, it would come out with mainly red fruits, the raspberries, the red, plum, spirits and stuff like that, and also in the early Days, web colors weather as the marine sediments were much darker in color and and the darker fruits the blackberries.
The back chair is the backbones. The right answers that your geologist you only drink wine out of a box. What do you know? It is primarily food driven flavors on the basalt soils and Flores price on the others. The the relevant soils are kind of in between that. You have got so be sure to test these soils and paste them, because I think that you will really enjoy them and I’m going to end right there.
So in this article it’s going to be a very concise and simple way to approach email so that you’re able to sell more and get way more return on investment.
For from an email list that you’ve built up hi there, my name is brandon brashears and I create daily marketing articles here. So, if you’re looking to grow your brand or your business with digital marketing, I really suggest that you subscribe here. I do everything from Facebook Ads to pay-per-click to SEO to basically every topic related to digital marketing. So if you’re looking to grow your business with digital marketing be sure to hit that subscribe, button and bells for notifications and if you enjoy this article, be sure to give it a thumbs up and comment below.
And let me know what you think. So, let’s talk about email, marketing, email marketing so often, and I work with lots of clients and they have a hard time figuring out exactly how to use email to sell, and it’s actually very, very simple. So, typically, when we’re starting to send out an email, we need to first have one overarching goal that we’re trying to achieve so sending out email for just for the sake of sending out.
Email is not helpful, and so there’s a few things. People ask well: how often should I be sending emails and how often should I keep in touch and all kinds of other questions like that and they get really complicated, but it’s actually pretty simple. So first I suggest, as a rule, for almost every business out there that you’re sending an email once a week. If you can now, I say if you can, because hopefully you’re creating content and doing other things like that.
But if you’re not sure what to sell then sell engagement right, we typically have three levels of funnel, so typically an email will be targeting whatever you know, stage of the funnel or the segment that you’re that you’re trying to reach, and with that you need to Have an appropriate goal so, for example, if you have somebody who signs up for your newsletter, it may not be the right time to send an offer.
That’s hey sign up for my highest level, coaching program so, depending on the relationship that you have with this segment and kind of what your end goal is you’re going to have to really figure out. What is the best objective, based on the funnel stage that we have right now, a lot of times, people don’t segment their email lists and so, as a result, they’re just sending to everybody their best customers and people that are brand-new in their funnel.
So make sure that you’re segmenting your list, because it’s very very important to be communicating properly with different groups of your list. Now, if you have analysts list, that’s just awareness, it’s good to send people to awareness content, to drive them further into your funnel and to build a better relationship with them. So, for example, with that kind of an email, you could send them. Two additional articles to Facebook pages to Instagram profiles, ask them to connect and take the further step in your relationship and it’ll help you to build and diversify your traffic as well so they’re going to be able to see offers there if it’s evaluation a lot of Times it’s good to start with a medium range or a small range product.
So if they’ve know about you, maybe they’ve been on a webinar. Now I’m sending them offers and things like that is a great way to engage them. And then, if they are current customers – and they know – you know your best kind of customers – that you have send them higher priced ticket offers and get them to buy more from you, because when you can get someone to buy more their average lifetime value goes up And if you’re able to increase the average lifetime value of client, then you can spend more to acquire customers, which is great, actually created a article if you click on this card up here, to check that out, but with the email figuring out.
What that end objective is first, is most important and there’s really only three steps after you figure it out what the objective is to get people to take action. So the first thing that you have to do is you have to get the email open. There’s really. Four types of emails that I like to send out and I use them over and over in different variations. I don’t tend to send these every single time, though, because people will start to get worn out from them, so the first type of email is a blind curiosity, and this is like the BuzzFeed clickbait article right, you’ll, never believe what we’re up to this week, or I couldn’t believe that he actually did this or you know something like that right, you’re like what could it be and it makes you want to open it and see what the rest of the story is.
People want to be included in the story and so having a headline like that is helps to get opens. The next is direct benefit. So if you want to say something like this, will clean your carpets better than anything, you’ve ever used right, we’re using a little bit of curiosity, but we’re also giving a direct benefit. People will say: hey. I have a dirty carpet. I need to clean my carpets. Awesome, I’m going to open this email, the Latin next one is urgency or scarcity.
So if you have a product that is you truly have urgency or scarcity? Maybe you have a special. You could say this offer ends tomorrow at midnight. Then people will say. Oh man, I don’t miss out and they’ll open your email and then the last one that I like to use. A lot is proof or specific results, and with that I say like you know, let’s say you have a business opportunity or something right. He made five thousand two hundred twelve dollars in six minutes.
It’s really specific and it’s results, and so people that are interested in making money would be interested in opening that email. So again getting the open of the email is the very first step. If people don’t open your email, they’re not going to be able to read what’s inside of it, and that brings us to step two so step two is to get them to read. What’s inside and then click so doing both of those things.
There’s a few things that I like to do to increase the clicks on emails number one. Is I like to use a variety of links inside of it now it’s important that you don’t put only links in there because you can get flagged for spam, but typically I’ll do a variety of both buttons and also text links. That say, you know click here. So, instead of having a button, it’ll say the actual word I like to be testing those just to see what the audience clicks more and it’s good to have both visual call-outs that are there buttons that are different from everything.
So people can see, but in general people are viewing emails on their mobile phones a lot more than they are on desktop, and so, if you create an email, it needs to be very easy to read on mobile and the button needs to be there. That’s easy to click, but again the whole purpose of the email is to sell the click to take the next action so figuring out. Just that one specific action that you’re looking for them to take and then selling that click is, is very very important and it’ll help you to get more traffic to your your web page.
Now there are some exceptions to this rule. I think that if you’re trying to get somebody to respond to you having them like right, write back and respond is actually a good tactic. A lot of times. If you have the ability to respond, dracs people so asking them to use email like a medium that they use it with their friends and family, that’s a cool thing. So if you’re not going for the click, ask for the reply, so in general you don’t need to sell everything once they’re on the page.
So the the email body that you’re writing and creating all that you’re trying to do is to sell the click to the landing page. You don’t need to do too much. You can again use the four elements that I spoke of in the email headlines on how to get people over to your your web page. So it’s the Curiosity, direct benefits, urgency or scarcity and then proof and results. So you can use all of those elements to drive people to your landing page as well, and then once they’re at the landing page, they’ve made a decision right.
So they’ve already done an open they’ve done a click and now they’re at the landing page. Let the landing page do this sell and you can use tools like articles and a lot more long-form content and there you can really do the heavy lifting of selling and have all of the elements that help to make an effective sales page or landing page and Really at that point, it’s it’s time to take. You know that that uses the additional tools that you have inside of a web page instead of trying to do everything inside of the email.
So one thing, though, is that emails that are boring never get opened and if they do get opened, they end up actually harming your brand, so make sure that you’re not selling sending boring emails, but also don’t be too high, P or clickbait T that you’re not Actually, providing what you’re talking about so it’s a very, very fine balance, I’d, say being useful, being educational being entertaining are sure ways to get your emails opened and to have people trained to use your email.
So I hope that this was helpful. If you have any questions or need help with email, please comment below I’m happy to help and if you enjoyed this article like the like the article and please if you enjoy digital marketing or if you want to grow your business with, did your marking consider subscribing? I again make daily marketing articles here and I run a digital marketing agency so have a great day, and I will see on the next article have a good one.
As you all know, google keeps updating this algorithm and all SEO work goes and veins in this situation, we’re just losing hundreds of dollars every month. The simple thing is that Google never likes SEOs work. What influences website position for a particular keyword in search results apart from SEO? There’s one other aspect that influences website positions for particular keyword in Google search results, and that is thousands of searches done every day.
Yes, Google takes these searches seriously, and this is what Google considers the most, because these searches are from real people, and this is how Google knows the importance of a website for a particular keyword and position sites. Accordingly, the more website is visited through google search, the better it will rank. This is simple, so if your site is getting hits for keyword that real people search in google, then your site will be positioned in the top pages, but wait.
How will your site get these organic? It’s if it’s not in the top 10 positions. Nobody goes and hits your site for this: either your site needs to be in the top 10 pages to get real traffic from Google or you need to make the effort to bring your site under the first 10 positions, and this is where our software will help. You in getting organic keywords, search visits to your site and all hits are visible and validated in Google Analytics.
Our software will type in the keyword in google and search for your website and just like any human being would do. If you really want to see your site in the top pages, then you must visit us for more information.
I help troubleshoot issues that are holding them back from making gaining new clients and making more money. So today we are going to be looking at the behavior report in Google. Analytics Google Analytics is one of my favorite tools, but it’s definitely underutilized when it comes to understanding how people use your website and where you can improve on it.
So sit back and let’s look at the behavior tab and see how people are moving through your website and now we’ve lined it in the behavior tab of Google Analytics under the overview right now – and I just want to point out that I do have my date Range as January 1 to present day so it’s nice to look at a big chunk of data. You can also look at you know a month depending on what you are looking for, and so you can get a good idea just from this overview.
Of what pages people are. Are your most traffic pages on your website, so in this example, and not surprisingly, the home page is the most trafficked page, and so you can look at all of that and see how people are you know what pages people are going to ok, so this tool Is called behavior flow and it’s similar to the audience flow, but this one, I think, is my favorite, and so you can. You know once again set different parameters and I like the landing page, though, because it’s going to tell you what page people are starting on.
Your website and how they are moving through your website, so it’s very similar, but this is really you know. People are starting out on this page, and this is how they’re moving through, and so you know once again, you can move through all the data like we were before and you can see you know if they start with the end up on this page, then this Percentage is dropping off and this percentage is staying on.
So it’s really useful data. So if you have one page where people are really I’m dropping off from a lot, then you can figure out. You know work to try to be strategic and see if you can change that bounce rate on that page, so that way, they’re staying on there, okay and then next we can look at the site content and so once again, that’s just going to give you. You know what your most popular pages are and we’ll go into this when we talk about goals, but you can see what your bounce rate is for an individual page, and so you know like the sign-in page right here, the not surprisingly, the bounce rate is pretty Low because people are probably going to sign in and purchase something and that’s the same with the payment, so you want those to be low and they are, and so you know, if there’s a page that has a really high bounce rate, I’m trying to find one Of course, there’s not very many most of these pages and this test date, I have fairly low bounce rates, but okay, there was some 150 okay.
So let’s say that we wanted to to try to get this bounce right up, and so basically it looks like this is a search query, and so maybe what can you do if people are searching to make their search a little better, a little more user-friendly so That way, your bounce rate decreases, and then the other nice pick thing is that you can also see what pages people are leaving your site on or exiting on. So you know, it seems like the home page is well, lots of people are entering there.
People are also leaving there, and so that’s just one of those things you always want to think about is what are people learning when they reach your website, so they know who you are, what you do and are you giving them all of the information so that Way, they want to say run on your site, okay and then the last one. Is I’m just going to talk really quickly about site speed and you can look to see what pages I might be taking a long time to load and see if you can get those specific pages to load quicker because the longer someone so like the home page? It’s showing that it’s a pretty slow load, and so how could you make it load faster? So that way, people are going to be more inclined to you stay on the page because they have a good experience, and so those are just a few ways that you can use all of this data data under the behavior tab and not talk today.
Apparently, but it’s great data to look at and kind of play around with and think about how you could use it to be more strategic in your business.
So in this article it’s going to be a very concise and simple way to approach email so that you’re able to sell more and get way more return on investment.
For from an email list that you’ve built up hi there, my name is brandon brashears and I create daily marketing articles here. So, if you’re looking to grow your brand or your business with digital marketing, I really suggest that you subscribe here. I do everything from Facebook Ads to pay-per-click to SEO to basically every topic related to digital marketing. So if you’re looking to grow your business with digital marketing be sure to hit that subscribe, button and bells for notifications and if you enjoy this article, be sure to give it a thumbs up and comment below.
And let me know what you think. So, let’s talk about email, marketing, email marketing so often, and I work with lots of clients and they have a hard time figuring out exactly how to use email to sell, and it’s actually very, very simple. So, typically, when we’re starting to send out an email, we need to first have one overarching goal that we’re trying to achieve so sending out email for just for the sake of sending out.
Email is not helpful, and so there’s a few things. People ask well: how often should I be sending emails and how often should I keep in touch and all kinds of other questions like that and they get really complicated, but it’s actually pretty simple. So first I suggest, as a rule, for almost every business out there that you’re sending an email once a week. If you can now, I say if you can, because hopefully you’re creating content and doing other things like that.
But if you’re not sure what to sell then sell engagement right, we typically have three levels of funnel, so typically an email will be targeting whatever you know, stage of the funnel or the segment that you’re that you’re trying to reach, and with that you need to Have an appropriate goal so, for example, if you have somebody who signs up for your newsletter, it may not be the right time to send an offer.
That’s hey sign up for my highest level, coaching program so, depending on the relationship that you have with this segment and kind of what your end goal is you’re going to have to really figure out. What is the best objective, based on the funnel stage that we have right now, a lot of times, people don’t segment their email lists and so, as a result, they’re just sending to everybody their best customers and people that are brand-new in their funnel.
So make sure that you’re segmenting your list, because it’s very very important to be communicating properly with different groups of your list. Now, if you have analysts list, that’s just awareness, it’s good to send people to awareness content, to drive them further into your funnel and to build a better relationship with them. So, for example, with that kind of an email, you could send them. Two additional articles to Facebook pages to Instagram profiles, ask them to connect and take the further step in your relationship and it’ll help you to build and diversify your traffic as well so they’re going to be able to see offers there if it’s evaluation a lot of Times it’s good to start with a medium range or a small range product.
So if they’ve know about you, maybe they’ve been on a webinar. Now I’m sending them offers and things like that is a great way to engage them. And then, if they are current customers – and they know – you know your best kind of customers – that you have send them higher priced ticket offers and get them to buy more from you, because when you can get someone to buy more their average lifetime value goes up And if you’re able to increase the average lifetime value of client, then you can spend more to acquire customers, which is great, actually created a article if you click on this card up here, to check that out, but with the email figuring out.
What that end objective is first, is most important and there’s really only three steps after you figure it out what the objective is to get people to take action. So the first thing that you have to do is you have to get the email open. There’s really. Four types of emails that I like to send out and I use them over and over in different variations. I don’t tend to send these every single time, though, because people will start to get worn out from them, so the first type of email is a blind curiosity, and this is like the BuzzFeed clickbait article right, you’ll, never believe what we’re up to this week, or I couldn’t believe that he actually did this or you know something like that right, you’re like what could it be and it makes you want to open it and see what the rest of the story is.
People want to be included in the story and so having a headline like that is helps to get opens. The next is direct benefit. So if you want to say something like this, will clean your carpets better than anything, you’ve ever used right, we’re using a little bit of curiosity, but we’re also giving a direct benefit. People will say: hey. I have a dirty carpet. I need to clean my carpets. Awesome, I’m going to open this email, the Latin next one is urgency or scarcity.
So if you have a product that is you truly have urgency or scarcity? Maybe you have a special. You could say this offer ends tomorrow at midnight. Then people will say. Oh man, I don’t miss out and they’ll open your email and then the last one that I like to use. A lot is proof or specific results, and with that I say like you know, let’s say you have a business opportunity or something right. He made five thousand two hundred twelve dollars in six minutes.
It’s really specific and it’s results, and so people that are interested in making money would be interested in opening that email. So again getting the open of the email is the very first step. If people don’t open your email, they’re not going to be able to read what’s inside of it, and that brings us to step two so step two is to get them to read. What’s inside and then click so doing both of those things.
There’s a few things that I like to do to increase the clicks on emails number one. Is I like to use a variety of links inside of it now it’s important that you don’t put only links in there because you can get flagged for spam, but typically I’ll do a variety of both buttons and also text links. That say, you know click here. So, instead of having a button, it’ll say the actual word I like to be testing those just to see what the audience clicks more and it’s good to have both visual call-outs that are there buttons that are different from everything.
So people can see, but in general people are viewing emails on their mobile phones a lot more than they are on desktop, and so, if you create an email, it needs to be very easy to read on mobile and the button needs to be there. That’s easy to click, but again the whole purpose of the email is to sell the click to take the next action so figuring out. Just that one specific action that you’re looking for them to take and then selling that click is, is very very important and it’ll help you to get more traffic to your your web page.
Now there are some exceptions to this rule. I think that if you’re trying to get somebody to respond to you having them like right, write back and respond is actually a good tactic. A lot of times. If you have the ability to respond, dracs people so asking them to use email like a medium that they use it with their friends and family, that’s a cool thing. So if you’re not going for the click, ask for the reply, so in general you don’t need to sell everything once they’re on the page.
So the the email body that you’re writing and creating all that you’re trying to do is to sell the click to the landing page. You don’t need to do too much. You can again use the four elements that I spoke of in the email headlines on how to get people over to your your web page. So it’s the Curiosity, direct benefits, urgency or scarcity and then proof and results. So you can use all of those elements to drive people to your landing page as well, and then once they’re at the landing page, they’ve made a decision right.
So they’ve already done an open they’ve done a click and now they’re at the landing page. Let the landing page do this sell and you can use tools like articles and a lot more long-form content and there you can really do the heavy lifting of selling and have all of the elements that help to make an effective sales page or landing page and Really at that point, it’s it’s time to take. You know that that uses the additional tools that you have inside of a web page instead of trying to do everything inside of the email.
So one thing, though, is that emails that are boring never get opened and if they do get opened, they end up actually harming your brand, so make sure that you’re not selling sending boring emails, but also don’t be too high, P or clickbait T that you’re not Actually, providing what you’re talking about so it’s a very, very fine balance, I’d, say being useful, being educational being entertaining are sure ways to get your emails opened and to have people trained to use your email.
So I hope that this was helpful. If you have any questions or need help with email, please comment below I’m happy to help and if you enjoyed this article like the like the article and please if you enjoy digital marketing or if you want to grow your business with, did your marking consider subscribing? I again make daily marketing articles here and I run a digital marketing agency so have a great day, and I will see on the next article have a good one.
Jimmy's Internet Marketing Business Blog 