About this Episode:
In this episode, you’ll learn how to develop one-of-a-kind content that stands out. We talked about how to use myth-making in content marketing to create more engaging, fascinating content. Prepare to learn how to use myth-making to modify your material and then take it to the next level.
Joseph is joined by our special guest Leigh Melander, Ph.D. , she has a doctorate in cultural mythology and psychology and has a background in writing and the performing arts, marketing, and strengthening communities nationally and internationally. She served as a board member for the Joseph Campbell Foundation, was featured on the History Channel as an expert on myth and story, and hosted the Myth America podcast. She is the author of Psyche’s Choice: The Frivolous Revolution, and is offering a virtual class on how to live mythically beginning February 19 on the Jung Platform. Leigh works with individuals, communities, and organizations to imagine past what they think is possible at Spillian: A Place to Revel, her regenerative center for imagination and creativity in the Catskills in New York.
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Joseph begins the show by telling the audience the meaning of wise content. He describes it as a data intelligence-driven, storytelling context created for promotional purposes and is an important piece to modern marketing. Joseph is a marketing technology expert as well as an award-winning content producer who’s created incredibly detailed high-quality articles and books. Joseph tells us about his company, Galileo Tech Media where he leads content teams that produce for over 500 companies. Introducing his friend and guest, Leigh Melander, Joseph tells us the focus of today’s episode. Leigh has a doctorate in mythology and psychology and a background in writing the performing arts. Founder and head Formentor at Spillian: The Place to Rebel; a regenerative center for creative individuals that are local or nearby Catskills NY. Joseph and Leigh talk about meeting at the center back in 2014 at her first event. Leigh expresses how she feels mythology can open people up to a new lens at life. Leigh talks about dedicating her work to mythology and what made her come to that decision. Joseph asks Leigh about her time being an expert on a history channel series. They segway the conversation to storytelling and why it’s important when you are creating content. Joseph and Leigh share their thoughts on the truth within storytelling. Joseph mentions Leigh’s podcast, Myth America on the Joseph Cambell foundation channel.
Coming back from the break, Joseph asks Leigh why does storytelling matters? Leigh says it’s the key to reaching out and connecting with others. Leigh explains the misunderstanding of myths. She tells us how we are always creating when we tell stories. Joseph talks about interactions and engagements and where we can look for feedback digitally. He tells us about a service he offers, a memorable tourism experience, to his guest that gives his company the emotional feedback they need. Joseph tells us a way to search our content’s engagements and it can help us improve our work. Leigh shares her mission and how her goal is to find creative and imaginative clients who want to co-create their own projects who are interested in learning more about themselves on a deeper level. Leigh remembers a moment when she realized she had to just go for it and put her work out there. Before the break, Joseph asks Leigh what’s the difference between myths and stories.
Joseph and Leigh continue their discussion on the difference between writing through logos and mythos. Joseph asks can it shape how we talk to customers? Leigh shares how logos and mythos can intertwin in storytelling and help us connect with customers on a deeper level. Leigh explains that logos can be seen as a more logical or factual way of storytelling that focuses on the details whereas mythos can focus on a more emotional and intuitive way of connecting with the customers. Joseph tells us how content isn’t just about conveying the message but also appealing to the biases of a platform’s algorithm. Joseph and Leigh speak on the importance of marketing and understanding your audience. Before the break, Leigh breaks down archetypes and how they can help your content.
In the last and final segment, Joseph asks Leigh about her company’s mission. Leigh is driven to want to help people find abundance. Joseph talks about Leigh’s workshops and the richness of her message. Leigh tells the audience what her company is currently up to. Leigh says she is easily distracted and is focused on this project relating to women and dragons. She shares some of the challenges working with myths are that it is deep and complicated and easy for people to get caught up in the wrong side of it. Leigh is having a workshop, Living Mythically on a Young platform where you can register on February 19th. Leigh has a book Psyche’s Choice: The Frivolous Revolution which tells how we can open our imagination if we get out of our own way. You can find a copy on Kindle or Amazon. Before ending the segment Leigh tells the audience how you can find her which you can see listed above.
00:03:02.790 –> 00:03:15.030 Joseph McElroy: Hello thanks for joining us on this week’s episode of wise content creates wealth you’ve heard that content is king well why is content rules, the world.
00:03:15.510 –> 00:03:21.720 Joseph McElroy: wise content is data intelligence-driven storytelling content created for promotional purposes.
00:03:22.080 –> 00:03:33.720 Joseph McElroy: It is the heart of modern marketing and without it, digital marketers will fall behind their competition lose connectivity with their customers, and ultimately fail and being profitable.
00:03:34.680 –> 00:03:46.350 Joseph McElroy: I am Joseph Franklyn McElroy and I’m a marketing technology expert I’m also an award-winning content producer who has created incredibly detailed high-quality articles and books.
00:03:46.830 –> 00:03:53.730 Joseph McElroy: Additionally, I lead content teams that produce thousands of pieces of SEO content, a month for fortune 500 companies.
00:03:54.450 –> 00:04:00.330 Joseph McElroy: My company is Galileo tech media which executes on creating wise content and marketing campaigns.
00:04:00.870 –> 00:04:06.960 Joseph McElroy: Galileo was created out of a desire to get away from the drudgery of daily marketing.
00:04:07.320 –> 00:04:15.270 Joseph McElroy: But creating content that we sent out of the world to find an audience and bring back sales and leads for months and sometimes years.
00:04:15.780 –> 00:04:24.180 Joseph McElroy: We have created content that doubled sales for hotels within a month we have sent a single tweet out that generate 50,000 subscriptions within an hour.
00:04:24.780 –> 00:04:30.330 Joseph McElroy: We have made videos that go viral and cause giant corporations to change policies with a single email.
00:04:30.810 –> 00:04:37.950 Joseph McElroy: Read more about as a galileotechmedia.com and sign up for our newsletter we will keep you in the know about wise content.
00:04:38.730 –> 00:04:51.090 Joseph McElroy: Today we’re going to talk about mythology and storyteller you know I love reading great stories of in business books, I came across one from exploiting chaos by Jeremy gutsy.
00:04:51.690 –> 00:05:00.330 Joseph McElroy: It references it refers to the fact that Procter and Gamble were made failing miserably in Japan and had lost hundreds of millions of dollars.
00:05:00.600 –> 00:05:12.090 Joseph McElroy: But then things turned around and it launched an incredibly profitable advertising campaign for SK to premium skin cream here’s the storyline the Apps.
00:05:12.810 –> 00:05:24.810 Joseph McElroy: The fascinating story behind SK to began as a Saki brewery in Japan, where scientists notice the elderly workers had wrinkled faces but extraordinarily soft and youthful hands.
00:05:25.140 –> 00:05:37.140 Joseph McElroy: These hands were in constant contact with a Saki fermentation process it took years of verse research for scientists to isolate the miracle ingredient.
00:05:37.650 –> 00:05:53.700 Joseph McElroy: Tara a naturally occurring liquid from East fermentation process based on this advertising campaign SK to became an enormously successful product generating 150 million in sales by 1999.
00:05:54.480 –> 00:06:04.800 Joseph McElroy: I am fascinated by this type of success, based upon a creation story I under love to understand why it works and use it for my product.
00:06:05.430 –> 00:06:18.870 Joseph McElroy: there are lots of stories in different kinds of stories in content and in marketing and business and to understand it better and mythology stories, I always turn to my friend leave me Hello Leigh,
00:06:19.140 –> 00:06:20.730 Leigh Melander: hey Joseph how are you.
00:06:21.330 –> 00:06:32.790 Joseph McElroy: So Leigh has a doctorate in cultural mythology and psychology has a background in writing the performing arts marketing and strengthening communities nationally internationally.
00:06:33.120 –> 00:06:44.250 Joseph McElroy: She is the founder and head for a mentor that Spillian: A Place to Revel, her regenerative center for imagination and creativity in the Catskills in New York. so that’s where we met, did we?
00:06:44.520 –> 00:06:46.830 Leigh Melander: not sure his first year we were open.
00:06:46.950 –> 00:06:49.470 Leigh Melander: Actually first event did public.
00:06:49.650 –> 00:06:52.170 Joseph McElroy: thousand 14 you were on the board the Joseph Campbell.
00:06:52.170 –> 00:06:53.190 foundation.
00:06:54.240 –> 00:07:02.730 Joseph McElroy: And you had the I guess the first Joseph Campbell hero’s journey workshop at Spillian east coast correct.
00:07:03.210 –> 00:07:04.080 Leigh Melander: yep yeah.
00:07:04.350 –> 00:07:09.540 Joseph McElroy: You know that was a transformative experience for me, let me just say you know
00:07:09.900 –> 00:07:19.620 Joseph McElroy: My wife had just recently died, you know, like six or seven months before I was struggling with who I am whatever and I went to that workshop, and it really.
00:07:20.580 –> 00:07:25.860 Joseph McElroy: opened me up a lot about you know life and the mythology of the life and one of the important things is we had.
00:07:26.220 –> 00:07:31.290 Joseph McElroy: We were supposed to have had a mock funeral for something we wanted to say goodbye to.
00:07:31.650 –> 00:07:41.520 Joseph McElroy: And I actually said goodbye to the identity of Joseph and my wife Donna Donna was her name Donna McElroy and because I’ve been an.
00:07:41.760 –> 00:07:48.360 Joseph McElroy: the identity of Joseph and I’m actually I have been living for you know 20 some years, and now they don’t that identity.
00:07:48.570 –> 00:08:03.750 Joseph McElroy: No longer exists, I sent her by her if you know, for her you know I’ve done all sorts of things you know, in terms of moral as a nurse, but I did not take care of that identity of who I was and said goodbye and understanding that it’s always was very important for me.
00:08:04.200 –> 00:08:09.990 Leigh Melander: yeah it’s huge and I think it, it lays people open in ways they don’t anticipate mm-hmm.
00:08:11.820 –> 00:08:16.050 Joseph McElroy: So you were with that just came in for this for a number of years right.
00:08:16.380 –> 00:08:21.390 Leigh Melander: Yep, yep and I am still actually right for them, and I have the podcast that I do is on their
00:08:21.750 –> 00:08:27.840 Leigh Melander: On their podcast of channels so we’re still we’re still connected I just I was at a point where.
00:08:28.170 –> 00:08:41.790 Leigh Melander: I just opened this business Spillian in the mountains and was trying to juggle that and life and all of it and I thought I can’t do all these pieces, so I thought I don’t need to be a decision-maker for the organization anymore, I just want to go think about miss.
00:08:43.440 –> 00:08:53.160 Joseph McElroy: lunch, you know I also I’m also very fond of Spillian because you know my first trip with Simone was the Spillian who’s my wife now and then.
00:08:54.120 –> 00:09:02.400 Joseph McElroy: We have twin babies now three year old their first trip was Spillian has been acquired by creation story of my new life.
00:09:03.330 –> 00:09:06.900 Leigh Melander: it’s in your DNA man, it is yes that’s so cool.
00:09:07.020 –> 00:09:16.230 Joseph McElroy: that’s so good, so I was looking at your LinkedIn and what she said, and you I didn’t know that you had been an expert on a history channel series.
00:09:16.380 –> 00:09:18.390 Joseph McElroy: Yes, was that about.
00:09:18.630 –> 00:09:28.770 Leigh Melander: yeah it was called true monsters, and they were looking for, I was one of a number of voices talking about sort of stories big mythic stories around.
00:09:29.310 –> 00:09:38.610 Leigh Melander: monsters and hauntings and scary bits all throughout the US and part of what was really interesting to me about that show, is it was it was great was a production company in Santa.
00:09:39.240 –> 00:09:51.270 Leigh Melander: St Paul Minnesota that was doing it for the history channel, and it was fun and the production of it was great, but they kept saying well as the story true is it real and I was frustrated to them, because I kept saying, not the point.
00:09:54.450 –> 00:09:54.960 Leigh Melander: Maybe.
00:09:56.760 –> 00:10:06.180 Leigh Melander: That for me that’s what myth sits in this place the ancient Greeks used to talk about how this was the thing that was simultaneously most and least true.
00:10:06.720 –> 00:10:17.550 Leigh Melander: So they weren’t necessarily talking about literal truth, necessarily, but they were talking about sort of an insight metaphorically into stuff that matters, which is why I think this so connects into content marketing.
00:10:18.720 –> 00:10:29.130 Leigh Melander: When we’re weaving origin stories and I loved the story about the yeast and Procter and Gamble and spelling and actually was built by the fleischmanns yeast family, so we have a yeast origin story there as well.
00:10:30.120 –> 00:10:38.850 Leigh Melander: Absolutely relations actually spent a bunch of years touting the health advantages of yeast, to the point where they got into some trouble because they went a little overboard but.
00:10:39.900 –> 00:10:40.680 Joseph McElroy: As far as.
00:10:45.780 –> 00:10:47.190 Leigh Melander: far as my drum kit man.
00:10:49.530 –> 00:10:49.980 Leigh Melander: I had.
00:10:50.880 –> 00:10:51.090 Joseph McElroy: A good.
00:10:54.480 –> 00:11:08.340 Leigh Melander: So yeah then and I think the part of what I think all of us struggle with when we’re building content is sort of where’s this the story sit right, where does the truth lie in the story because there’s gotta be some truth it’s just bs.
00:11:09.180 –> 00:11:11.280 Leigh Melander: Right right it’s not it doesn’t.
00:11:13.620 –> 00:11:13.980 Joseph McElroy: have an.
00:11:14.040 –> 00:11:15.420 Joseph McElroy: element yeah it’s like.
00:11:17.130 –> 00:11:26.730 Joseph McElroy: My my i’ve always been a big talker business by being a talker yeah and I can say i’ve never lied about anything I’ve ever said but I might have exaggerated little.
00:11:27.630 –> 00:11:30.630 Leigh Melander: I feel the old line never let the facts get in the way of a good story.
00:11:31.080 –> 00:11:33.000 Joseph McElroy: or make amazing made a dramatic.
00:11:33.030 –> 00:11:35.310 Joseph McElroy: or whatever right but it’s always gonna be.
00:11:35.460 –> 00:11:45.780 Joseph McElroy: The essence of the truth there right, so I understand what you’re saying there now, you also have the podcast Myth America what is that you mentioned that was on the.
00:11:45.870 –> 00:11:47.790 Leigh Melander: On the Joseph Campbell foundation of.
00:11:48.420 –> 00:12:00.060 Leigh Melander: Their channel and it’s on a variety of apple and various other locations and it’s actually been quiet over this last year that the I used to do it as a radio show, I was doing it as an NSPR
00:12:00.450 –> 00:12:04.800 Leigh Melander: affiliate for four years and then took a break and then started the last winner.
00:12:05.130 –> 00:12:11.790 Leigh Melander: And then my husband actually had a stroke and it’s like trying to get him back online in this business back online after being closed for your with the pandemic.
00:12:12.210 –> 00:12:19.650 Leigh Melander: I just actually you should know that this doing this with you just kicked me into gear and I just recorded one last night so i’m.
00:12:20.190 –> 00:12:24.840 Leigh Melander: fabulous see you you’ve done it again Joseph has this magic sparking energy.
00:12:25.110 –> 00:12:34.620 Leigh Melander: And Myth America is really it’s kind of it’s it’s my rift occasionally have guests, but more often than not I’m just I’ll take an idea kind of a concept that sitting in American culture.
00:12:34.920 –> 00:12:45.570 Leigh Melander: That we are working and that I think has mythic elements to it and just try to appeal it open and that to me a lot of what myth is about are looking at myth is about is actually.
00:12:46.260 –> 00:12:58.740 Leigh Melander: Looking how to to see into a story and start to pull it apart and understand what’s cooking in US what’s sitting in our psyches, what are we reaching for when we’re hungry for what’s it turning on or turning away.
00:12:59.070 –> 00:13:11.760 Leigh Melander: And so, this show is very much about kind of picking I’m all over the map, sometimes it’s political sometimes it’s cultural sometimes it’s things like i’ll take an idea i’ve just been actually not jotting down notes about how.
00:13:12.900 –> 00:13:18.330 Leigh Melander: We have a big story in American culture, right now, about being comfortable is sort of the thing that we want to do.
00:13:18.810 –> 00:13:27.720 Leigh Melander: And so, is that is that true right is that really you know, maybe there’s maybe that’s a story that we’re telling herself that isn’t.
00:13:28.110 –> 00:13:37.320 Leigh Melander: necessarily as helpful as we think it is so the timeline for the show is the stories that we tell and the stories that tell us are the ideas that we are.
00:13:38.100 –> 00:13:46.350 Leigh Melander: shaped by the stories that we let in and that we value and that we retell so when you’re being Joseph the big man.
00:13:46.620 –> 00:13:54.480 Leigh Melander: Telling the big stories that’s making you as much as you’re making the story right that’s part of your identity as well, so we really and I.
00:13:54.810 –> 00:13:58.800 Leigh Melander: think one of the values of looking at myth in an analytical way is.
00:13:59.250 –> 00:14:11.370 Leigh Melander: You have an opportunity to actually start to see where those stories are come from it coming from and decide if that’s where you want them to come from like if that is that’s really what you the story, you want to be living into.
00:14:12.900 –> 00:14:15.840 Joseph McElroy: I think that’s very cool you know, one of the things that.
00:14:16.920 –> 00:14:18.090 Joseph McElroy: You know you talk about being.
00:14:19.200 –> 00:14:23.940 Joseph McElroy: The big story, but what happens when you’re not there to be able to tell the big story right.
00:14:24.810 –> 00:14:41.730 Joseph McElroy: And you know the network networking has been dead in New York City and i’m sure many places across the United States, how to network to find business and things like that you find part for me I started a podcast as a way to push My big personality out there to try to generate.
00:14:43.110 –> 00:14:47.310 Joseph McElroy: New opportunities if you found that to be successful, for you and any podcast.
00:14:47.520 –> 00:14:58.110 Leigh Melander: yeah absolutely it’s it’s really fun in intriguing to see the responses that people have there was a week that I was the most popular podcast in New Zealand, which was very exciting.
00:14:59.640 –> 00:15:00.480 Leigh Melander: Who would have thought.
00:15:01.560 –> 00:15:09.960 Leigh Melander: there’s something wonderful and doing radio to there’s something wonderful about sending it out there and speaking to people and just trusting that someone’s going to hear it.
00:15:10.020 –> 00:15:18.780 Joseph McElroy: or something like that well you know in my conception of wise content, a part of our podcast is one of those pieces of content, you send out in the world.
00:15:19.230 –> 00:15:29.340 Joseph McElroy: You know and see what comes back, well, we got to take a break our first break and when we come back we’ll get we’ll dig further into mythology and stories and content marketing.
00:17:44.670 –> 00:17:53.580 Joseph McElroy: hello, this is just a Franklyn McElroy back with the wise content creates wealth podcast, and my guest Leigh Melander, so Leigh
00:17:56.100 –> 00:18:04.410 Joseph McElroy: You know you tell you you’re telling me that you know we were this podcast is causing dogs and cats to wrestle each other.
00:18:05.580 –> 00:18:10.650 Joseph McElroy: we’re creating a new list or create a new myth that our podcast causes animals.
00:18:11.970 –> 00:18:12.660 Joseph McElroy: again.
00:18:12.990 –> 00:18:13.500 They do.
00:18:16.020 –> 00:18:16.890 Leigh Melander: Have playing yes.
00:18:17.820 –> 00:18:22.320 Joseph McElroy: So um yeah, why does storytelling matter when we’re creating content.
00:18:23.430 –> 00:18:34.110 Leigh Melander: Well, I think I think it’s the key you know I think we human beings thinking two ways we think in images and we think and stories and the closer we can get to.
00:18:34.710 –> 00:18:38.130 Leigh Melander: King into an image that has meaning and building a story around that.
00:18:38.580 –> 00:18:51.030 Leigh Melander: The closer we get to actually reaching out and touching people right, you can we can share facts and expository stuff and people’s eyes glaze over the minute you start telling a story everything changes.
00:18:51.360 –> 00:19:06.990 Leigh Melander: And so it’s I think it is, it is the single most important way we communicate with each other in a general way, but I also think it’s the most powerful tool that we can use is we’re trying to tell the world about the work that we do and invite them in to see what matters.
00:19:08.370 –> 00:19:10.980 Joseph McElroy: yeah you, you mentioned about the ability.
00:19:12.090 –> 00:19:16.380 Joseph McElroy: To have an element of truth that a myth right but canon canon canon alive.
00:19:17.610 –> 00:19:27.090 Leigh Melander: So this is and that’s one of the fun things isn’t mythology says that’s what you see you know hear from people all the time right it’s like well, Mr lives and we talked about that well that’s not the truth that’s a myth.
00:19:27.480 –> 00:19:37.260 Leigh Melander: And I think it’s a real misunderstanding of what Mrs and I think it’s a reflection actually have a culture that likes to thinking really binary ways right something’s either true or not true right or not right.
00:19:37.650 –> 00:19:46.500 Leigh Melander: And so the what I love about myth is that it sits in this kind of paradoxical way in the middle of that and it’s a little slippery and the.
00:19:47.010 –> 00:19:54.750 Leigh Melander: What happens with that, I think, is that it opens things up and the invites you to think magically it invites you to.
00:19:55.170 –> 00:20:14.430 Leigh Melander: Put yourself in a in a in one way or another into that story frame so if it’s a very particular way of knowing, I think, and the I think it sits there’s a lot of conversation about like the binary between me so so i’m thinking mythically in story based and logos thinking logically.
00:20:14.700 –> 00:20:15.960 Leigh Melander: I think there’s actually a.
00:20:16.020 –> 00:20:21.780 Leigh Melander: More inner Twining than people think there are there, but I think for me it’s actually.
00:20:23.340 –> 00:20:35.070 Leigh Melander: kind of third way to where you are because all of us when we’re telling stories we’re always we’re always creating right we’re always and we every time in a few that have a story that you’ve told.
00:20:35.850 –> 00:20:44.940 Leigh Melander: us tell it once and it’s it’s a story, and then you tell the second time, and you kind of know where you got responses and you know who were the energy came back to you right.
00:20:45.060 –> 00:20:45.270 Joseph McElroy: So you.
00:20:45.810 –> 00:20:56.100 Leigh Melander: carried him so gradually grew that works so, then you play it over working a little bit again and so that’s how it sort of expands and it doesn’t mean that the story itself is, as you said, it’s not a lie.
00:20:56.400 –> 00:21:03.180 Leigh Melander: But it’s also sitting in this place where you are amplifying what’s working, and I think.
00:21:03.660 –> 00:21:08.400 Leigh Melander: The biggest piece is that you start to help people think, metaphorically, rather than literally.
00:21:08.790 –> 00:21:18.960 Leigh Melander: And I think when we’re to me the biggest piece of this is that it’s inviting people to to have the fields, you know, like logic doesn’t.
00:21:19.350 –> 00:21:35.310 Leigh Melander: Certainly my business I know you’re in the hospitality business, as well as in the tech business, and I would be willing to bet Gala Gala low tech is only this much about the technology and it’s this much about how how people are made to feel.
00:21:35.610 –> 00:21:37.830 Leigh Melander: When they’re engaging with your clients right.
00:21:37.830 –> 00:21:48.870 Joseph McElroy: We know it’s it’s interesting when you say that when you’re telling the story again and again, you gauging the response right, so that it becomes better and more and more into you know online.
00:21:49.350 –> 00:21:59.580 Joseph McElroy: You don’t have a necessarily audience feedback in the moment right and that’s what yeah that’s why I was saying, data intelligence is important right.
00:21:59.880 –> 00:22:02.580 Joseph McElroy: Because that’s that’s the feedback right.
00:22:02.970 –> 00:22:16.080 Joseph McElroy: So, in terms of the digital marketing world, what are you taking that concept and really using data to give you that feedback to refine and reverb and then develop the story further is really important.
00:22:16.650 –> 00:22:28.650 Leigh Melander: hugely right because you know I, I am not nearly as scientific about this, as you are, but I spent a lot of time i’ll throw stuff out and see see and sometimes it’s as simple as how many likes you get on instagram.
00:22:28.950 –> 00:22:35.790 Leigh Melander: You know, and the one of the sort of baselines is can this compete against the cat video means right.
00:22:37.680 –> 00:22:53.940 Leigh Melander: thing we’re all up against right, how can we actually compete with the cat pictures, but you can it’s all it’s really even even even without having the the the wealth of wisdom, you have around this I can play with a word placement and suddenly something has changed dramatically.
00:22:54.210 –> 00:22:55.740 Leigh Melander: So I will often sort of.
00:22:55.830 –> 00:23:05.370 Leigh Melander: It arise if that’s a word i’ll kind of create new iterations of something so i’m really doing exactly that kind of iterative storytelling in that process.
00:23:05.700 –> 00:23:21.660 Leigh Melander: And, and what happens, I think, is that when it works you the story make it bigger and broader and kind of more mythic and feel but you’re getting to the essence of what you’re trying to communicate that’s I think the key here and helping people find a way to connect with emotionally.
00:23:22.530 –> 00:23:26.820 Joseph McElroy: I think I mean, I know that I like I said in hospitality and one of the things that.
00:23:27.840 –> 00:23:38.880 Joseph McElroy: I do something called memorable tourism experiences right and to yeah that’s about emotional feedback elements about the experience people, so you know to.
00:23:40.440 –> 00:23:50.940 Joseph McElroy: Know for businesses, and you know and then for business like mine, I don’t have a lot of time, you know how do you I figured out a way that you can actually gave some of that simply right.
00:23:52.320 –> 00:24:08.940 Joseph McElroy: And then, is that you know when Google pull stuff from your page to show it in the search results they will put the title that you put in the page title tag in there and they’ll put the Meta description there right, and if you play with the story in that Meta description and the title.
00:24:10.380 –> 00:24:19.230 Joseph McElroy: You can hit the highlights, and then you can see the click through rates, you can see through a Google will tell you the click through rate for that page and I will tell you.
00:24:20.310 –> 00:24:32.370 Joseph McElroy: How engaging and how interesting, that is to people and then you can do test for that over you know weeks, you know and really keep refining and it’s a it’s a it’s a it’s a good way to refine that approach, the.
00:24:32.970 –> 00:24:34.050 Joseph McElroy: emotional triggers.
00:24:34.110 –> 00:24:38.760 Leigh Melander: yeah absolutely you know we’re doing, in addition to the workshops and stuff that we produce we ended up.
00:24:39.030 –> 00:24:46.500 Leigh Melander: doing a lot of weddings it’s filling which was kind of something that neither my husband or I anticipated, but it happened and it’s actually pretty cool you know we look.
00:24:47.160 –> 00:24:57.750 Leigh Melander: we’re working really hard to to help people figure out what is meaningful in their lives, and how to make meaning and that’s a big moment to do it and it’s been very interesting as we’ve entered into that sphere.
00:24:58.140 –> 00:25:07.200 Leigh Melander: That talk about you know being about the fields right people are yearning for this very particular kind of emotional experience there, and so we found that.
00:25:07.650 –> 00:25:19.770 Leigh Melander: The more we go deep into the kind of the essence of what we’re dreaming, we have a very particular way of doing weddings we co create with people we don’t we don’t have a we’re not a typical wedding venue at all.
00:25:20.490 –> 00:25:29.040 Leigh Melander: And so we’re looking for a very particular kind of client, you know we’re looking for people that are creative that want to co create something that’s there’s that are really interested in going down into.
00:25:29.220 –> 00:25:36.240 Leigh Melander: An a deep into who they are together and not necessarily being caught by what the industry says, you should think is important.
00:25:36.870 –> 00:25:45.480 Leigh Melander: But instead really kind of peeling that out and saying what is it that we want, who is it that we are together and how do we want to mark that not just.
00:25:45.930 –> 00:25:48.780 Leigh Melander: As this kind of big celebration, but really as a launchpad.
00:25:49.080 –> 00:25:59.310 Leigh Melander: And as we started to figure that out, and then started, how to how to figure out how to tell that story about how we came at it and how it reflects who we are and what.
00:25:59.580 –> 00:26:12.840 Leigh Melander: what’s billion is as a place and what it’s been kind of heart mission is that has allowed us to then connect into the people who are working their own stories in a way that connects there’s a kind of sympathetic resonance that happens.
00:26:13.230 –> 00:26:14.010 Joseph McElroy: And I think.
00:26:14.370 –> 00:26:23.460 Leigh Melander: And I think your example of you know, the headline in the Meta description, you know, for, say, the best wedding venue in the catskills who cares right there’s.
00:26:24.120 –> 00:26:38.850 Leigh Melander: A story in that if we say you know, common and and find yourself and your soul and here’s why you know it starts to it starts to open something up and as we start to open part of the gift of what we have is a.
00:26:39.570 –> 00:26:48.210 Leigh Melander: lot of stories embedded in the place it’s billion as a historic properties and all sorts of cool stuff happen there’s a lever to your energy there, as you know, because you’ve been there.
00:26:48.510 –> 00:26:57.330 Leigh Melander: And so, then we better we are telling that and reaching out with that that’s, then the people that are are going to resonate with that find us.
00:26:57.990 –> 00:27:06.930 Leigh Melander: On which is really interesting you know and it and I remember, there was a moment that I when we first put our website up, I was trying to figure out, you know we were.
00:27:07.710 –> 00:27:15.450 Leigh Melander: starting this thing from scratch, and you know we’ll try this and we’ll try that so I had this website that was very much about trying to be a little bit of everything for everybody.
00:27:15.720 –> 00:27:21.210 Leigh Melander: And, about a year and a half in in fact actually some of the conference after some of the conversations I had with you.
00:27:22.890 –> 00:27:31.920 Leigh Melander: It occurred to me that I needed to put it out there and really clearly tell the story that I thought mattered about that place and our business doubled within two months.
00:27:32.400 –> 00:27:43.440 Joseph McElroy: yeah you do the right stories and it’s really important to understand your business because you know some businesses are mostly just price sensitive right you gotta be the cheapest the dental floss out there.
00:27:43.680 –> 00:27:48.120 Joseph McElroy: yeah though you got to make sure you people believe that it works so there’s a little bit of storytelling there but.
00:27:48.510 –> 00:28:01.680 Joseph McElroy: But you know, in terms of like hospitality, I think the creation stories of the of the of the place itself and it’s and it’s probably you know products and services is important yeah.
00:28:02.850 –> 00:28:08.160 Joseph McElroy: What is, you know we talked about stories we talking about myth what’s the difference between this and stories.
00:28:08.400 –> 00:28:14.820 Leigh Melander: Well, in some ways they’re the same thing, and I think in other ways, and this starts to get into.
00:28:15.570 –> 00:28:24.270 Leigh Melander: Something that is bigger and grander and broader than the kind of one off stories that we tell each other, you know there’s there’s the oh.
00:28:24.870 –> 00:28:34.620 Leigh Melander: Honey I was at the grocery store today and this happened that’s very different than a story that starts to become mythic in its scope and one of the pieces, I think, is that it begins to.
00:28:35.010 –> 00:28:45.600 Leigh Melander: connect into some very particular ways that human beings process things carlyon who was one of the psychologists that really started looking at miss in this way.
00:28:46.410 –> 00:28:50.100 Leigh Melander: talks about something he calls the collective unconscious which is.
00:28:50.580 –> 00:28:56.040 Leigh Melander: it’s an idea that not all psychologists buy into, but I think there’s some again I think there’s some truth here that the.
00:28:56.340 –> 00:29:05.850 Leigh Melander: We have certain things that are big tropes in our lives that we want and that we desire or that we’re afraid of where it and so.
00:29:06.240 –> 00:29:12.810 Leigh Melander: story starts to become mythic when it starts to work that, in a way that feels bigger than just the immediacy of my own life.
00:29:13.350 –> 00:29:19.440 Leigh Melander: And there’s a lot of you know a lot of people think myth and either sink lie, or they think oh those Greek and Roman gods right like those are the.
00:29:19.980 –> 00:29:32.370 Leigh Melander: options or, if you have another culture African gods or whatever, but then when i’m interested in is how myth sits in our culture now and what are the big stories that we’re sitting in so.
00:29:32.790 –> 00:29:39.630 Leigh Melander: One of my Grad school faculty members, one of my buddies they’re going and David Miller, who was a.
00:29:40.560 –> 00:29:44.130 Leigh Melander: mentor many years at Syracuse before he came to where I got my doctorate.
00:29:44.550 –> 00:29:56.250 Leigh Melander: David used to talk about how this are the TV programs running in the background for us so it’s kind of the stuff that we sit in and we aren’t even necessarily even aware that they’re there, so if you think about big American cultural miss.
00:29:56.520 –> 00:30:02.700 Leigh Melander: there’s the you know kind of the self made man this right like there’s an independent Smith we’ve got miss about.
00:30:03.030 –> 00:30:18.030 Leigh Melander: How what it means to be patriotic we’ve got miss about what it means to be successful and it doesn’t mean that there lies, but they’re sitting in a kind of complexity in the background, how we make all sorts of decisions and I think we’re this relates to.
00:30:19.200 –> 00:30:29.550 Leigh Melander: companies that are trying to figure out how to talk to the world, there are a whole lot of company assumptions there’s there’s sort of deep identity essence mythologies that are sitting in any organization.
00:30:30.060 –> 00:30:40.410 Leigh Melander: about what you value and how you kind of the world, and what matters to you and how you make decisions, and now it kind of sits in the background, and I think we are increasingly you know.
00:30:41.640 –> 00:30:57.180 Leigh Melander: audiences, are we are barrage with information right and in a way that we as human beings, we never have been before and part of I think what it takes to cut through that is to start to peel back those layers and and.
00:30:58.350 –> 00:31:02.550 Leigh Melander: connect in this way that that people say I resonate with you.
00:31:04.230 –> 00:31:12.480 Leigh Melander: it’s billion connected in part because that amazing experience with Bob Walter and Joseph Campbell foundation, but the place did beyond that right, like the.
00:31:12.750 –> 00:31:15.510 Joseph McElroy: itself, it had a it had its own mythology which is.
00:31:16.350 –> 00:31:19.200 Joseph McElroy: yeah, we have to take a break now and we’ll.
00:31:19.230 –> 00:31:21.510 Joseph McElroy: talk more about that apology, when we come back.
00:31:22.650 –> 00:31:25.050 Joseph McElroy: filling in some of the other things that you have been talking about.
00:33:29.400 –> 00:33:38.550 Joseph McElroy: hello, this is just a Franklin mcilroy back with the wise content creates well I guess i’m going to guess the Mailer there so Lee.
00:33:39.930 –> 00:33:42.540 Joseph McElroy: You know, you talked about those logos.
00:33:43.620 –> 00:33:47.940 Joseph McElroy: Briefly, before, how do they how would they shape how we talk to customers.
00:33:48.750 –> 00:33:56.880 Leigh Melander: So I think if you’re gonna if you’re going to use that as sort of a big set of buckets I think logos is the moment that you’re talking.
00:33:57.300 –> 00:34:10.980 Leigh Melander: Information you’re talking data you’re talking so let’s use hospitality, we have eight bedrooms checkout time is 11 here’s the rate here’s the cost like it’s it’s very and and that’s important to have right, because if people can’t land.
00:34:11.400 –> 00:34:24.180 Leigh Melander: up all the grand ideas in the world, but if they don’t know what the specifics are so it’s really the kind of operational details, I think, in some ways and and a kind of clarity of thinking of how you are.
00:34:25.770 –> 00:34:30.510 Leigh Melander: presenting your professionalism, I think, is that’s part of what people are looking for to write the.
00:34:31.110 –> 00:34:42.780 Leigh Melander: Best money or time or resources into you they want to make sure that it’s going to be what you’re promising so there’s there’s a role for that right if we get to two, we will we will we i’m making up words today.
00:34:43.800 –> 00:34:55.980 Leigh Melander: But if we get too far out there and we don’t remember that that sort of structural piece then we’re going to turn people off as well, and I think the measles part then starts to be.
00:34:56.310 –> 00:34:59.820 Leigh Melander: that’s where the psyche comes in right that’s where the.
00:35:00.300 –> 00:35:13.530 Leigh Melander: This sort of intuitive connection that people have I was just listening to your promo for the smoky mountains podcasts that you’re doing and listening to that language right it’s peeing into things that people are yearning for.
00:35:13.980 –> 00:35:27.240 Leigh Melander: And, and they have particular images about you know, and so, and that that’s that’s a beautiful little tasty little bit of measles just in that promo on because and it’s mostly I think about just inviting people in their their.
00:35:29.100 –> 00:35:35.550 Leigh Melander: Their talk a lot about us to do a lot of marketing writing a nice to talk about it, the best marketing writing was like a haiku it.
00:35:36.240 –> 00:35:37.860 Leigh Melander: isn’t it isn’t moby Dick right.
00:35:37.860 –> 00:35:40.410 Leigh Melander: We don’t want to read to 400 pages, we.
00:35:41.220 –> 00:35:48.180 Leigh Melander: cooked down and really evocative and invite us in, and so, and I think, maybe part of it is that that that’s the.
00:35:48.750 –> 00:35:59.040 Leigh Melander: To think about meet those in that way in storytelling and content you’re inviting people in and then part of what you’re presenting to them once you’re talking to them as the logos of how it works.
00:35:59.640 –> 00:36:04.950 Leigh Melander: why they should trust you to come and get whatever that they’re looking for from that from you.
00:36:05.730 –> 00:36:07.890 Joseph McElroy: We know it’s interesting, you mentioned that, because the.
00:36:09.600 –> 00:36:19.680 Joseph McElroy: preciseness of language has always been important to be in you know and the the content was important to be precise, but interesting thing has happened since we.
00:36:20.460 –> 00:36:29.430 Joseph McElroy: went to the bank with Google is the ya know content is become not only about you know conveying the message, but also.
00:36:29.820 –> 00:36:40.230 Joseph McElroy: appealing to algorithm metric of spiders and things like that, so if you can get it place so that so that changes the equation, a little bit.
00:36:40.740 –> 00:36:54.420 Joseph McElroy: yeah actually a little bit more long form, so I think that’d be a challenge right to try to tell the story concisely and appealing to the emotion, you had same time filling it out, so the algorithms things that you’re an expert on this particular thing.
00:36:55.980 –> 00:36:59.100 Leigh Melander: used the same word, which you know writing class you’re told don’t do that.
00:36:59.130 –> 00:37:00.750 Leigh Melander: yeah yeah.
00:37:00.900 –> 00:37:12.360 Joseph McElroy: yeah so yeah there’s some things that you know that are important, you know, for example, you talk about modern culture on this right and.
00:37:13.200 –> 00:37:22.020 Joseph McElroy: sometimes called is it guys what is that, how does your marketing fit within the stories in this what’s going on the Culture now because it’s critically important right.
00:37:22.410 –> 00:37:27.900 Leigh Melander: I think it really is, you know we actually talked a lot about this that’s filling in that the what.
00:37:28.830 –> 00:37:38.910 Leigh Melander: I think the pandemic actually it’s been an amazing opportunity to learn about what’s what’s cooking for people in that way, that the because we’ve.
00:37:39.810 –> 00:37:47.010 Leigh Melander: we’ve as much as we’ve been wearing masks or masks of slips like the thing we’re we’re making really clear decisions about what we value so.
00:37:47.280 –> 00:37:58.200 Leigh Melander: part of what we talk about and look at a lot of affiliate is what is it that people are hungry for if they’re hungry for a workshop experiences they’re hungry for a wedding and how do we.
00:37:58.710 –> 00:38:05.910 Leigh Melander: How do we invite them into what we think is important, but in a way that is relevant to them, you know because.
00:38:06.540 –> 00:38:12.540 Leigh Melander: Writing only helps doesn’t help if you only tell your story and you’re so caught up in your own story you’re not aware of.
00:38:12.810 –> 00:38:18.900 Leigh Melander: Who the audiences you always have to be sort of stepping out and looking back in at yourself and thinking about.
00:38:19.230 –> 00:38:25.980 Leigh Melander: What is it people are are wanting, and what is it you know people talk a lot about what’s the pain point that you’re answering right in in good morning.
00:38:26.400 –> 00:38:34.590 Leigh Melander: And I don’t like characterizing it that way, at least for the kinds of work that I do because I don’t i’d rather it be more generative than that but.
00:38:34.920 –> 00:38:46.260 Leigh Melander: The but that you know, there is some truth that we had just a few days ago, actually had this really cute young guy call us and was talking to my husband about a billion, and he said, you know i’ve been in the hunger games of wedding venues.
00:38:47.850 –> 00:38:58.050 Leigh Melander: Oh, my God, I found you because we’re not predatory and the that again, but first of all, when a fabulous kind of it marvelous me like we knew exactly.
00:38:58.050 –> 00:38:58.140 What.
00:39:00.090 –> 00:39:04.050 Leigh Melander: I meant and how painful it was so he was he was responding to a pain point but the.
00:39:04.800 –> 00:39:17.550 Leigh Melander: So I think it’s always this dance between what is it we value and then How does that connect out to the rest of the world, and what what is this a case and one of the things I think that’s changed in the pandemic era is.
00:39:18.300 –> 00:39:26.850 Leigh Melander: People are crafting their lives in a different way right we have this weird moment of being cryogenically frozen, most of us for at least a year.
00:39:27.510 –> 00:39:34.620 Leigh Melander: And couldn’t go anywhere and so suddenly we you know we’re making sourdough and we’re planting tomatoes and now we’re all playing wurtzel but the the.
00:39:34.860 –> 00:39:43.980 Leigh Melander: underneath that I think there’s been an opening of what is it that I really want my life to be and how can I be an active participant in that.
00:39:44.490 –> 00:39:47.550 Leigh Melander: And not just feel like I have to respond to what’s being offered to me.
00:39:47.790 –> 00:40:05.250 Joseph McElroy: Why yeah we you know it’s interesting you talked about that I think people would prefer that but they’ve also become much more aware of the tribe they belong to, I mean we’ve always been talking about polarized but we’re not polarized it’s not two opposites it’s multiple.
00:40:06.660 –> 00:40:14.520 Joseph McElroy: viewpoints in life right that crossover it look at people that are anti vaccine you got people that are on the far right that talking about freedom.
00:40:14.850 –> 00:40:27.750 Joseph McElroy: And then the far left right because they feel like it’s violating their body or it’s dangerous whatever, but they form a tribe around vaccination though everything else about what they believe in is really the.
00:40:27.780 –> 00:40:29.040 Leigh Melander: polar opposite side of things.
00:40:30.030 –> 00:40:45.000 Joseph McElroy: So it’s not just it’s not polarization is tribalism that we have you know, so I talked about in this context with the modern miss that you have to pick the list that grunt work for the tribes and best fitted your place right.
00:40:45.150 –> 00:40:46.260 Leigh Melander: yeah yeah.
00:40:46.470 –> 00:41:03.510 Joseph McElroy: yeah and the I, you know as an example, I did, and I did a vaccine mandates at my place by local hotel and you know I knew it was gonna be problematic, but as more problem expected is 90% of the staff quit because isn’t an area that you know.
00:41:04.620 –> 00:41:05.100 Leigh Melander: Different.
00:41:05.160 –> 00:41:12.000 Joseph McElroy: A different area, so I was forced to face finish in trouble and actually the clean room to do everything myself right.
00:41:13.800 –> 00:41:25.110 Joseph McElroy: So I got I reset local paper they did a story that I got picked up by the national press by the Charlotte observer front page news there and went over the country I got lots of interesting.
00:41:25.350 –> 00:41:34.350 Joseph McElroy: responses and then even some threats, but I also got a tribe people from all over started reaching out and that’s where we went from you know.
00:41:34.980 –> 00:41:48.000 Joseph McElroy: Like a maybe a 10% growth per month that just pandemic related you know, because the people come in the mountains, we went to 150% growth right we’re totally identified the tribe right.
00:41:48.240 –> 00:41:50.760 Leigh Melander: And yeah and you told the story right.
00:41:51.000 –> 00:41:52.380 Joseph McElroy: told the story yeah.
00:41:52.410 –> 00:41:54.300 Joseph McElroy: So I actually saw that article, it was.
00:41:54.300 –> 00:42:01.170 Leigh Melander: amazing picture of Joseph with a with a vacuum, or something you know I feel your pain man.
00:42:01.920 –> 00:42:03.030 Joseph McElroy: All right, you’ve been there.
00:42:03.690 –> 00:42:04.980 Leigh Melander: been there yet been there.
00:42:05.790 –> 00:42:19.290 Joseph McElroy: So you know when you when we were taught when I went to the Joseph Campbell Spanish and you talk to lock do that thing you taught you and there’s a lot of talk about archetypes, can you tell our audience what that is and how they figure into creating content.
00:42:19.530 –> 00:42:27.930 Leigh Melander: So I think archetypes are another concept that that carlene didn’t invent but sort of focused on and it reflects.
00:42:28.290 –> 00:42:42.990 Leigh Melander: What I was talking about earlier in terms of what are those big things that we all hunger for and so they’re their images or ideas that hold a certain kind of energy or truth and being really vague so i’m going to give you an example, the.
00:42:45.330 –> 00:42:54.480 Leigh Melander: Simple obvious one note the archetype of mother right big one everybody’s got one everybody’s got feelings about mom there’s a lot of.
00:42:54.750 –> 00:43:03.210 Leigh Melander: layers in it and and the one of the things that I think is really cool that archetypes is that they’re big and they’re rich and deep so they’re they’re everywhere, but people can come at them very differently.
00:43:03.510 –> 00:43:15.210 Leigh Melander: And so, if you look through there are lots of them so going back to what you’re talking about in the promo for your smoky mountains talk, you know mountains are being in the mountains, is a kind of archetypal.
00:43:15.930 –> 00:43:24.090 Leigh Melander: Experience right and that’s what people were reaching for there, and so, if you look at, if you look across the board your days are filled with.
00:43:24.360 –> 00:43:33.510 Leigh Melander: connecting with these big things a sense of home, a sense of what you know what what comfort is to go back to what I was talking about before what.
00:43:34.650 –> 00:43:35.760 You know the the.
00:43:36.840 –> 00:43:46.260 Leigh Melander: Anything that sort of moves you emotionally in a way that is as you look out of you think oh yeah like we all have a version of this.
00:43:47.040 –> 00:43:53.400 Leigh Melander: And so they’re they’re big and what they how they can be useful, I think, in when you’re building content marketing is that it’s a way to go.
00:43:53.910 –> 00:44:02.490 Leigh Melander: into how people are what they’re hungering for because we’re all feeling it so when you’re when you’re you know.
00:44:03.270 –> 00:44:06.570 Leigh Melander: Going back to your conversation about earlier you mentioned, of the tribe of.
00:44:07.020 –> 00:44:19.440 Leigh Melander: Coming out at meadowlark and saying gotta wear the masks and then finding this tribe what you found there people found a particular sort of archetypal energy in that connection with you in.
00:44:19.950 –> 00:44:25.350 Leigh Melander: In in how you take care of people, for example, or you know what what your sense of.
00:44:25.740 –> 00:44:43.050 Leigh Melander: of how the world should work in Community sort of an archetype around Community versus somebody who may be vehemently anti vax who’s more motivated by an archetype around what they perceive as freedom or liberty and sometimes they can intertwine that makes sense.
00:44:43.500 –> 00:44:53.130 Joseph McElroy: No, no, I see it, you know it’s you know it’s interesting i’ve been studying lately memorable tourism experiences I mentioned it, and they have a scale.
00:44:53.490 –> 00:45:07.530 Joseph McElroy: call the experience scale is all based upon motions which is hedonism knowledge refreshment local culture, you know these things, in fact, we just did a is it we just did a podcast on gateway the smokies.
00:45:08.580 –> 00:45:10.950 Joseph McElroy: About comfort in the smokies right.
00:45:14.580 –> 00:45:16.650 Joseph McElroy: Which is based upon the hedonism right.
00:45:17.070 –> 00:45:18.090 Leigh Melander: Right so.
00:45:18.630 –> 00:45:29.670 Joseph McElroy: hedonism would be an archetype sort of a generic archetype and then they are things like you know comfort or lots of food or drink or ill sort of.
00:45:30.090 –> 00:45:34.560 Leigh Melander: You can go in so so an image for that coming out of Greek mythology would be dying ISIS right.
00:45:35.610 –> 00:45:45.930 Leigh Melander: All of the line and all of the all of the stuff and all of this life force and a kind of chaotic life force you know you didn’t trust ISIS and his followers and it’s.
00:45:47.310 –> 00:45:51.180 Leigh Melander: Really fun, but they were not the people you needed to bring you to the airport, you know.
00:45:53.400 –> 00:45:59.310 Joseph McElroy: All right, we’re gonna take our final break and come back we’ll finish up talking about some of the things you’re doing these days.
00:48:01.050 –> 00:48:11.130 Joseph McElroy: mcilroy back with the wise content creates well podcasts and I guess the email editor so leave with not a lot of time, if you have a lot going on, so I want to hit the highlights.
00:48:11.820 –> 00:48:20.190 Joseph McElroy: Talking about spilling a lot, but then it is, I know it’s a mission driven company can you can you just tell what that mission is how do you bring it to life.
00:48:20.580 –> 00:48:27.720 Leigh Melander: yeah so it’s about it’s about imagination and possibility and it’s we are really driven by.
00:48:28.230 –> 00:48:43.320 Leigh Melander: Wanting to feel abundant about that and helping people find their way into abundance about imagining that our tagline is about imagining past what you think is possible there’s a line from a philosopher, we use a lot called his name his guest on basha large French freshmen.
00:48:44.370 –> 00:48:57.480 Leigh Melander: That imagination is is the voyage into the land of the infinite and so we’re really trying to take that energy and landed in place in a particular way and hold the responsibility that we have to the place in the Community.
00:48:57.870 –> 00:49:09.240 Leigh Melander: And to the folks that are there and help people find this sort of creative imaginative abundance with whatever they’re doing so, we try to really live that every moment that we possibly can, and every decision we make.
00:49:09.840 –> 00:49:27.000 Joseph McElroy: You do some wonderful workshops every Tuesday I want to fly fishing one, and you have your like what you call the imaginable Institute to do these does these events, but you you bring history and myth into the workshops it’s not just how you execute putting a fly in the water, it was.
00:49:28.680 –> 00:49:31.020 Joseph McElroy: The mythology flies the history of.
00:49:31.140 –> 00:49:33.000 Leigh Melander: Video storytelling as part of.
00:49:33.000 –> 00:49:34.170 Joseph McElroy: storytelling tall.
00:49:35.310 –> 00:49:39.120 Leigh Melander: tales yep yep because it’s all about how big the fish was.
00:49:39.150 –> 00:49:43.560 Joseph McElroy: In fact it’s inspired me i’m trying to put together one we’re trying to put together one in April.
00:49:46.080 –> 00:49:47.760 Joseph McElroy: to talk to you more about that.
00:49:48.810 –> 00:49:51.930 Joseph McElroy: But So what are some things coming up with you guys.
00:49:53.100 –> 00:49:55.170 Leigh Melander: Well, you know we actually we have.
00:49:56.400 –> 00:49:59.310 Leigh Melander: Mostly right now we’re doing weddings we’re playing catch up.
00:49:59.790 –> 00:50:13.380 Leigh Melander: So we’re we’re kind of retooling a little bit we were doing these mythic weekends and i’m trying to get more disciplined about kind of landing in this stuff that really speaks to me because I can get really excited i’m the Queen of the jangly keys that’s exciting.
00:50:14.790 –> 00:50:22.590 Leigh Melander: So this year we’re kind of retooling that a little bit and really thinking about going deep i’ve got a workshop that I just did actually a couple weeks ago.
00:50:24.510 –> 00:50:33.150 Leigh Melander: on women and dragons and finding dragon is an archetype for women to kind of lean into this a different way of feeling like you’re being a good girl.
00:50:34.530 –> 00:50:35.580 Leigh Melander: Good girl so.
00:50:36.090 –> 00:50:49.530 Leigh Melander: playing with ideas like that, and are looking to see how that kind of reinvents itself over this next year as we’re as we’re we are catching up with a whole lot of people who are really sad about having to cancel their way to postpone their wedding film.
00:50:50.100 –> 00:50:52.140 Joseph McElroy: Well, you got a workshop coming up right.
00:50:52.350 –> 00:50:54.660 Leigh Melander: i’ve got yeah i’m doing online and i’m doing.
00:50:54.900 –> 00:51:03.150 Leigh Melander: With an organization called the young platform, which is that young platform calm and I think it starts, you can start.
00:51:03.930 –> 00:51:08.760 Leigh Melander: registering on February 19 and it’s really an extension of the conversation that we’re having a lot of ways it’s a.
00:51:09.450 –> 00:51:16.800 Leigh Melander: Why is it’s called living living mystically and which is a title that I was a little crunchy with because I think it’s can be.
00:51:17.610 –> 00:51:28.530 Leigh Melander: One of the challenges about working with Mrs it’s deep and it’s complicated and it isn’t about you it’s like it’s it’s coming in towards you rather than out as much as anything else, and so people can get caught up and kind of.
00:51:28.890 –> 00:51:39.690 Leigh Melander: feeling like oh i’m so mythic and I think that’s the wrong move, but it’s so it’s it’s me being opinionated about what myth does and how how it can really affect us an impact us, and I think.
00:51:41.670 –> 00:51:53.670 Leigh Melander: there’s a bunch of ideas about how to really reclaim in and learn to see it once you start to see it and start to have those tools you start to see it everywhere, and I think it actually can change how you talk and communicate in some kind of cool ways.
00:51:54.810 –> 00:51:59.760 Joseph McElroy: yeah well, maybe you should do a workshop together on content, marketing and then bring in.
00:52:03.930 –> 00:52:04.770 Joseph McElroy: The book right.
00:52:05.190 –> 00:52:17.610 Leigh Melander: I do, I do, and this is it’s called the psyches choice, the frivolous rebellion it came out of actually my my doctoral dissertation and it’s about a bit again it’s about creativity and I was working ideas around frivolity.
00:52:18.630 –> 00:52:29.940 Leigh Melander: As being some being walking in the world in a way that doesn’t mean you’re totally connected to outcome it’s kind of a an Anti capitalist move in some ways it’s a rebellious move.
00:52:30.360 –> 00:52:40.200 Leigh Melander: A little a little time rebellion and basic premise was that we can open imagination, if we stopping so caught up in where we need to land.
00:52:40.560 –> 00:52:47.160 Leigh Melander: Right, we can be so outcome driven in this culture that we end up losing the journey because we’re so stuck in the stuff so.
00:52:47.670 –> 00:52:54.330 Leigh Melander: there’s a version of the psyche and arrow story and psyche was you know, in the Greek mythology.
00:52:54.900 –> 00:53:03.270 Leigh Melander: Really, a an archetypal reflection of the human psyche who in the story falls in love with the archetype of love itself, which is pretty cool.
00:53:03.600 –> 00:53:10.980 Leigh Melander: And in my version of the story, she gets what she wants when she stops doing what everybody else wants you to do and becomes frivolous and a little rebellious.
00:53:11.430 –> 00:53:20.400 Leigh Melander: So it’s it’s a book kind of exploring that and again trying to find help we help people find ways to break open imagination in ways that they hadn’t thought about before.
00:53:21.180 –> 00:53:21.900 Joseph McElroy: They get that will.
00:53:22.320 –> 00:53:33.570 Leigh Melander: then get it on Amazon right now it’s a an e book, if you are on kindle prime you can actually get it for free and it’s in the next month or so, I think, maybe two months will be coming out in parental so from Amazon.
00:53:35.040 –> 00:53:36.900 Joseph McElroy: print on demand from Amazon.
00:53:37.110 –> 00:53:38.160 Leigh Melander: yeah yeah.
00:53:38.880 –> 00:53:39.240 Joseph McElroy: yeah.
00:53:39.600 –> 00:53:46.080 Leigh Melander: yeah it’s an easy way to do it and it’s a way when I love about it actually is a as a writer is I can play with stuff and I can.
00:53:46.530 –> 00:53:57.990 Leigh Melander: tweak it and not make a huge commitment into a huge print run of a book and really kind of again, this is actually what we were talking about before about creating the iterations of the story, I can see how it works, I can go back and I can.
00:53:58.470 –> 00:54:11.850 Leigh Melander: I can tweak it and I can I can make it better, so it becomes a very fluid way of publishing, which is kind of fun there’s a lot of actually a lot of books that are kind of lined up over this next year, so coming out of that effort, which is exciting.
00:54:12.180 –> 00:54:25.950 Joseph McElroy: fabulous well you know I look forward to being able to come up to your when you open up and have a guest again, that would be great i’ll keep keep track of that yeah people wanting to do very creative weddings how would they find out more about still there.
00:54:27.060 –> 00:54:42.720 Leigh Melander: You go easy to find us on civilian comms billion is SP I ll I co n.com it’s a word that means to play or to just or terrible so it’s about coming and having a deep playful reveling rebellious wonderful time.
00:54:43.350 –> 00:54:46.500 Joseph McElroy: And how do they find out more about you and connect with you, and they want to.
00:54:47.640 –> 00:54:59.880 Leigh Melander: find me either on Lima lender calm and it’s Li le G H I m e l amp D er calm or miss America radio COM, so I watch all three of those places.
00:55:00.060 –> 00:55:03.600 Leigh Melander: would love to live chat any sparked for you here i’d love to hear from you.
00:55:04.020 –> 00:55:06.780 Joseph McElroy: sure you do workshops for companies and things like that right.
00:55:07.320 –> 00:55:09.420 Leigh Melander: Yes, again sort of next.
00:55:09.420 –> 00:55:15.930 Leigh Melander: Year we’re we’re up to our eyeballs right now, during the wedding game this year but next year we’re hoping to be doing some more that again cool.
00:55:16.230 –> 00:55:17.700 Joseph McElroy: Well, thank you so much for being on the.
00:55:17.700 –> 00:55:21.000 Joseph McElroy: Show he is you want to let our audience know about.
00:55:21.270 –> 00:55:25.740 Leigh Melander: I think I think we covered it you drive the bus really well, Mr mcilroy.
00:55:25.770 –> 00:55:26.340 Joseph McElroy: it’s really.
00:55:27.390 –> 00:55:28.320 Leigh Melander: nice man I missed you.
00:55:29.400 –> 00:55:32.130 Joseph McElroy: Only have to get together as soon as we can all right so.
00:55:33.870 –> 00:55:34.620 Leigh Melander: Thank you so much.
00:55:36.030 –> 00:55:43.200 Joseph McElroy: Thank you, so this has been wise content creates a podcast we’re on the talk radio dot nyc network.
00:55:45.000 –> 00:55:59.400 Joseph McElroy: We, which is a network of live podcasts that happened daily and they’re very good shows a range from business shows to self help to travelogues to you know to.
00:56:00.240 –> 00:56:09.420 Joseph McElroy: Alternative health and a number of different things, I have another one on this network called gateway to the smokies so that’s on Tuesdays from six to seven.
00:56:09.780 –> 00:56:25.860 Joseph McElroy: And then, this one is a wise content creates wealth it’s from noon to one on Fridays, you can find out more about this podcast by going to wise content creates wealth COM, or you can go to facebook.com slash wise content creates wealth.
00:56:27.030 –> 00:56:35.970 Joseph McElroy: My company is Galileo tech media, you can go to Galileo tech media.com to find out more about us as a company.
00:56:37.350 –> 00:56:56.250 Joseph McElroy: We sell we employ some of the top consultants in the world who live and work across the globe, allow us and allow us to source the brightest and best strategist technologists copywriters and, in general, digital marketers and we have a core principle of what work work life balance.
00:56:57.420 –> 00:57:04.950 Joseph McElroy: That allows our consultants to do the best work from anywhere in the world and it’s been a big you know it’s been a big.
00:57:05.640 –> 00:57:17.220 Joseph McElroy: benefit of that working with our team that we’ve been doing this, since 2014 now that the pandemic hits we’ve been very successful with large corporations and small helping them continue their content marketing.
00:57:18.570 –> 00:57:27.390 Joseph McElroy: And we have some of the best travel writers in the world and we specialize in some things, called memorable tourism experiences we should have a better.
00:57:28.890 –> 00:57:30.120 Joseph McElroy: Reason intention.
00:57:31.230 –> 00:57:32.760 Joseph McElroy: And brand loyalty.
00:57:33.780 –> 00:57:44.370 Joseph McElroy: is measurable to see, so thank you I will see you next week on the same time, same place again thank you we’ll talk to you later my pleasure.