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A Personal Message and an Update from Katie

by Katie Mehas

in The Bureauverse

Hi, there —

Katie here. It’s been a while!

Since last we talked—a whole year and a half ago?!—lots has happened. Like, lots. Some of it was life, which happens. Some was the world, which, oof, definitely happens. And some of it was a shift in my business life, which I want to tell you more about today. (And why it matters for you—don’t worry, I’m getting to the good stuff soon.)

It all starts with my best friend (and badass marketing genius/all-around amazing person), Emma Alvarez Gibson.

Emma has been a key member of The Voice Bureau’s copywriting coterie from day one, and far and away my favorite to work with. (Sorry, other coterie members: you’re all awesome, she’s just that good.) And the more Emma and I worked together over the past 10 years, the more we wanted to work together…which is exactly what led us, almost exactly a year ago, to found our own marketing, branding, and PR agency, Dossier. Basically, I’m obsessed with this business. It’s so cool.

Which brings us to today.

I’ll just say it: I’ve been neglecting The Voice Bureau. We’ve been active; we’ve done some amazing projects with some fantastic clients, but I haven’t been blogging or creating new course content or engaging with YOU, friends of The Voice Bureau who deserve more connection from me. (And who, honestly, I’ve really missed!)

That’s why, effective immediately, Dossier is taking over.

What does this mean for you? Well, our emails will come from a different address. They’ll look a little different, design-wise. I’ll send them out more than once a year (or Emma will, because you’ll be hearing a lot more from her soon, and you are going to love her). Future blog posts will be over on the Dossier site.

Full-service offerings from The Voice Bureau won’t be going away; they’ll be handled by Dossier. And, effective immediately, all of The Voice Bureau’s existing courses will be available exclusively as a self-paced purchase.

And because I would absolutely love for you to get to know Dossier and see exactly why I’m so obsessed with what we’re doing, we’re offering a handful of very special, limited-availability ways to work with us.

Our VIP Single-Day Intensive is a whole day with both Emma and me to focus on the area where you know you need the most help. You could end up with an editorial calendar for your blog and social media. An entirely new website. All new copy or an email sequence or an amazingly simple but effective funnel. Strategy for days (or, okay, probably closer to a year). You get both of our brains for an all-day, ultra-productive work session, with all of the clarity, focus, and freed-up time that comes with checking big, important projects off the list. This deluxe day wouldn’t be complete without gorgeous treats and surprises, so you can expect those in the mail. Plus, lunch is on us. (Seriously.)

All of you who have reached out over the years asking how quickly we could do some writing for you or if it was possible to have a new website in three weeks so you could make your big launch? This is your chance. For the first time, my answer is an emphatic yes.

We’re also launching an absolutely awesome brand-building solution that is, frankly, kind of magical. Our DIY Brand Alchemy Kit is for you if you:

  • Are looking to build your very first website
  • Need to develop a cohesive brand identity and online business presence (so you can grow and flourish during this bizarre time we’re in)
  • Aren’t quite ready to invest in the full white-glove service
  • Are hardcore DIY-or-die forever
  • Are delighted by receiving deluxe surprises in the mail (oh yes, this is a real, pen-and-paper, in-your-hands kit—with a digital component, in case that’s easier for you)

If this sounds like you, our special discounted presale is available right now. Our kits are packed with lush, uber-helpful stuff, all focused around an ultra-detailed coursebook that guides you through the process of: determining your ideal client, establishing a visual brand identity, developing your brand voice, coming up with a (COVID-proof, growth-friendly) signature offering, naming your business and/or products, and setting up and promoting your own website (with concrete plans and templates!)—plus some seriously fabulous treats and prizes and extras, because that’s how Dossier rolls.

Of course, if you’re looking for something a little more traditional, we’re available to build websites, write copy, plan email sequences—whatever done-for-you marketing, branding, or PR you might need. Just reach out. We’re happy to chat.

So there it is! That’s what I’ve been up to. How about you? How’s your business doing in this post-COVID world? What do you need help figuring out? Are you ready to grow? (Because oooh, the time is now!) and let us know. And you can expect to hear much more from us soon.

 

‘Til next time,

Katie (and Emma)

 

P.S. We’d love to connect with you on social media. Drop us a note on Twitter, Facebook, or Instagram and say hi!

P.P.S. You’ll probably notice me going by a different last name over at Dossier. Part of Life Happens™. It’s still me, I promise.

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What Makes a Great Rebrand?

by Katie Mehas

in Content Essentials

Nobody wants to screw up a rebrand.

I mean, it goes without saying, right? Rebrands are time-consuming. They’re complicated. They involve all sorts of updates and testing and potential tech glitches. Even if you’re not investing money in hiring a team to help you execute your rebrand, there’s a lot of time invested in the process — time you’re spending away from the parts of your business that make you money.

(This is just a roundabout way of investing money in it — and possibly more than you realize. But you probably know that.)

But even still, they sometimes do go wrong. A cursory search will turn up at least half a dozen truly misguided rebrands — and we’re talking about big companies who have spent huge (seriously, huge) amounts of money for their disasters. From taglines that make no sense to logos that are inadvertently offensive to packaging that scares away would-be buyers, there are plenty of companies that would have been better off making no changes.

But even that isn’t a great option for long.

Because even the most classic brand eventually gets a little…stale. People start tuning out what you have to say. Their eyes slide right by your logo without noticing it — or worse, it starts to look dated. (Remember all those X-TREME package designs of the ‘90s? Great for business then…maybe a little less-great today.)

So how can you make sure your rebrand is a success?

Some thoughtful planning helps. There are a few things you’ll want to keep in mind.

  1. Continuity

Remember when Netflix spent about five minutes trying to convince people to call a portion of their business “Quickster”? With a completely new name and a very different logo, aside from the red background, you would never know the two entities were affiliated, let alone the same company. It was confusing, and ultimately the company abandoned their plans before they even launched.

Even after a rebrand, people need to still be able to see you. Anyone who’s followed your business over time should be able to tell that this is still your business, and your new brand should carry with it some of what made your old brand great — even if you’re no longer doing the same sort of work or serving the same clients. Whether you’re a multi-million dollar company or making a few thousand a year, people have built up a level of connection with your existing brand, and it would be a waste to throw away everything you’ve developed — it’s just a matter of honing in on what’s worth keeping.

  1. Clarity

A great rebrand has a purpose that can be clearly articulated. Are you changing your offerings or who you serve? Updating a style that doesn’t suit you or that’s feeling out of date? Is your current web presence working against the image you hope to portray? Until you know why you’re rebranding, it’s hard to get the how right.

To have a truly successful rebrand, you need to really pinpoint what you do, who your clients are, and how you can present yourself in a way that appeals to them. This means some serious introspection, figuring out exactly what is most important to you and what your would-be clients need you to convey. It also means simplifying — when you focus on what’s really important, there’s no need for extraneous fluff (which gets in the way and can confuse your messaging). Speaking directly to your Right Person without trying to appeal to every potential client means that your best clients are going to hear you loud and clear. And knowing your specific client base is what allows you to create a brand that feels cohesive, clear, and able to convey exactly the message you intend to share.

  1. Consistency

It’s easy to view website updates as just…website updates. A couple things here and there. Not a big project, just something you do from time to time. Shift some colors. Swap some pictures. No big deal. The problem is, when you’re making small changes like this, you may not be considering the full picture. How do those new pictures suit your brand voice? Do those colors make sense with the fonts or layout or general feel of your site?

When you make changes, it’s important that you’re considering all of your branding. You can swap out your fonts and color palettes, but if your brand voice isn’t updated to suit your new look, there’s likely to be some dissonance there that ruins the whole effect. The same goes for things like your logo or the overall layout — if you’re going for a bold, minimalist design and a straightforward tone that inspires confidence but have 30 menu items and a logo with bevels, drop shadows, and a handful of looping flourishes, visitors aren’t going to see your vision — they’re going to see a confused mess of personalities and styles that do anything but inspire confidence. Be sure you’re carrying your new brand style through every aspect and every iteration of your web presence so that anyone who comes across your business will be able to tell exactly that you’re all about. You may choose to roll out your rebrand in phases — or only make subtle changes, rather than large shifts — but you do need to consider what your readers are seeing and hearing from you at each stage along the way, so you’re maintaining a consistent message.

  1. Character

As a values-based business (that’s why you’re here, right?), the way you present your brand has a lot to do with you. What’s important to you? What defines you, and what defines your business? How do you want your clients to see you — as a mentor, a friend, a leader? What matters most to you should be crystal clear in your branding, and a great rebrand is all about letting that character shine through so that your clients understand immediately why you are the best person to support them. A sterile, “I guess this is what’s popular in my market right now” approach isn’t helping anyone — least of all the clients who really want to find you.

  1. Completion

There’s a lot to update when you go through a rebrand. You need to make sure every page of your website reflects your new direction, that your e-letter templates and your social media profiles and your email signature are updated. Making lists of everywhere your brand appears is a good place to start, so you can be sure you’re not going to find an embarrassingly out of date profile in six months. And be sure you’re comfortable executing all of the technical updates — or that you’re partnering with someone who is. There’s nothing worse than being stuck at 5am mid-update, with your website down, a 501 error, and no idea what to do next.

 

Even if you’ve done all the right things and think your rebrand is on track, it’s always a good idea to get a second — or third, or tenth — opinion before you make the big launch. This could mean hiring a team to support you, or it could mean talking to a few trusted friends (the kind who would tell you if your logo was accidentally obscene).

 

If you’re considering updating your branding, we’d love to have you join us for the upcoming live cohort of our new online course, Brand Nouveau. We’ll be discussing how to execute a great rebrand — and giving you the tools and the roadmap to ensure the process is simple, painless, and successful for you, from planning to design to voice to technical execution. The course begins on Monday, February 25th and is enrolling right now, and we are so excited to share it with you.

Jane and I will also be hosting a free webinar on Tuesday, February 19th to talk about Brand Nouveau and what makes for a really great rebrand. If you’ve been thinking about making some updates but aren’t sure how to take that first step, tune in and find out. Hopefully, we’ll see you there.

 

In the comments, I’d love to hear:

Are you considering making changes to your brand? What’s holding you back right now?

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Is It Time for a Rebrand?

by Katie Mehas

in Your Brand, In Business

Is It Time for a Rebrand?

When you’ve been in business for a while, you start to notice patterns.

Typical clients.

Stumbling blocks.

Particular offerings that garner rave reviews time and again.

Some of these patterns you lean into. Expand that offering into a course, an e-book, a three-day mountain retreat. Give that client avatar a name.

Others patterns…may begin to chafe. You start to wonder why every project feels like a struggle at this one particular point. Why you have to fight for every single sale. Why the people you attract want something from you that’s so different from what you want to be doing, that’s so far outside your zone of genius.

Eventually, you must come to a realization: something has got to change.

It may be time for (excuse me while I break out my childhood and channel The Labyrinth for a moment):

Bah-bah-bah-bummmmm…

A rebrand.

(Oooooooo!)

So how do you know if it’s time for a rebrand? Well, there are a few things to look out for.

  1. You’re not attracting clients.

This is probably the most obvious reason for a rebrand. You’re running a business to make money and it’s not making money? Probably time to change something. But keep in mind, a rebrand means nothing if your products and services don’t receive a critical eye, too. Before you dive into making changes to your brand and how it presents itself, make sure that’s really what needs to change. How does your pricing compare to others in your market? Are you delivering something unique or special? What about the quality of your products and services? If you have a great product and just aren’t getting the right attention, by all means, rebrand. But if a critical eye shows something you’re not 100% proud to put on the market, there’s probably a bit of foundational work that needs your attention before you worry about your branding.

  1. You’re attracting the wrong clients.

We’ve talked before about the merits of working with your Right Person (and saying no to your “wrong person”), so I won’t rehash them here. But if you find yourself constantly attracting the wrong sort of client — the ones who drain your energy and want you to do things you don’t love doing, who second-guess you and push your boundaries — you need to ask yourself why they keep coming to you. Are you offering services that aren’t aligned with what you really want to be doing? Or is it your branding that’s throwing them off? Are you presenting as a high-energy Type A with a high Audacity value when you’re actually a no-nonsense, goal-oriented planner with a high Power value? Or maybe you’re welcoming your clients to view you as a trusted friend and confidante, when that actually feels emotionally draining for you? When you find that your branding is out of sync with your values, it’s definitely time for an update.

  1. Your brand doesn’t feel like you.

When I was ten years old, my bedroom was pink, with big pink floral curtains and pink lampshades on my little white desk lamp. I loved it. Roughly five seconds later in junior high, my little budding goth self wouldn’t be caught dead in so much as a swipe of pink lip gloss, and that little desk lamp got a coat of burgundy paint and a new lampshade to match my developing sense of self. Things change. You change. If your business doesn’t feel like it’s keeping up with who you are and what you want to present to the world, maybe it’s time for a fresh coat of paint. Keep in mind, you aren’t tied to an all-or-nothing approach here. You may find that some updated copy or a new color scheme is all you need, or you may discover that you want to restructure everything from your website layout to the services you offer to the support staff you employ.

  1. You want to do different work.

What people hire you to do is a direct reflection of what you tell them you’re available to do, either directly or through the signals you give in your brand presence and your brand conversation. But when you find that the work you’re doing is no longer satisfying for you, or you discover that you need to adjust your role if you want to grow in a way that feels right, you need to adjust those signals. You may find that you want to teach your clients how to do something rather than doing it for them one-on-one — either through courses, e-products, membership groups, or some other medium. Or maybe you’ve discovered that you work well with an agency model, overseeing the work of a team. Maybe you want to transition away from being a personality brand where you — and all those personal connections you may or may not want to share — are front and center. Maybe you want to be more of a personality brand. This is the perfect time for a rebrand, because it frames your changing role in new language, a new look, maybe even a whole new website. It’s an opportunity to be intentional about exactly what you’re putting out into the world and what sort of work you want to be doing — both paid and behind-the-scenes.

  1. You’ve been in business for a while.

This may sound crazy coming from someone whose livelihood depends on people making changes to their brand presence, but if you’ve only been in business for a month, it’s almost definitely not time for a rebrand. It may not even be time after six months, or a year. The thing about a rebrand is that it requires a certain level of self-awareness, and if you’re just starting out, you’re still in the data-gathering stage. Don’t give up and change your website every time you have a launch that underperforms or a client who kind of sucks. You may need to change your approach a bit, but a full rebrand is almost certainly overkill. If you were a painter, you wouldn’t scrap an entire canvas just because a shade of blue was off — you’d fix the blue and then take a step back and see how it all looks together.

There is one exception to this rule: if your initial brand launch was modeled after what you thought people wanted rather than what you have to offer, it’s time to change that, stat. Maybe you saw a Big Name and figured if you copied their look, their style, their business that you’d also copy their success. It may even work for a little while…but you’re going to find that your energy isn’t their energy, your values are not their values, what makes them special is not what makes you special. If you’ve copied someone else’s business, it’s worth it to shake that Etch-a-Sketch and start over, even if you haven’t made it through to your first lunch break.

 

A rebrand is a lot of work, and a great rebrand requires a lot of thought and planning. We’ve been helping our clients redevelop their web presence for years, but we’ve only just officially created a listing for all of our services. Because I love strategy work, and I want to be doing more of that for you. And here I am, taking my own advice — whether you need help pinpointing your USP, developing a Signature Offering, establishing a clear picture of the brand voice that’s most authentic and effective for you or the Right Person who should be driving your actions, or coming up with a strategy for posting content to your blog, I want you to know that I can help. And, for the first time ever, we’re pairing with a fabulous web designer and developer (and one of my absolute favorite people) to offer full service, start-to-finish websites. I’m so excited about this, because I know how hard it can be to juggle teams of marketing consultants and copywriters and designers and developers, and I can’t wait to show you how easy it can be to have us take care of all of that for you. And maybe my favorite new offering from this list is our Digital Brand Dossier — a detailed blueprint of exactly what copywriting, design, and user experience changes we suggest to bring your online presence in line with your vision for the future of your brand. It’s a game-changer for rebranding, and one that I cannot wait to share with you.

(And yes, you’ll probably notice a few other updates around here in the coming months. No better time to update your brand than when you’re expanding your offerings…right?)

So take a look. And if you think maybe there’s something we can do to help you update your brand presence — or get it right when you establish it for the first time — just let us know.

 

In the comments, I’d love to hear:

Have you been through a rebrand with your business? How did you know it was time?

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Meet Your Clients Where They Are

by Katie Mehas

in Honors Copywriting

I recently managed a Google Ads campaign for a plumber accreditation agency.

(The glamorous life of a digital marketer, amiright?)

Their goal was to get more people to visit their website and use their approved plumber search. More people using the search means more incentive for plumbers to become members, more approved plumbers means more people using the search…you get the gist. Pretty straightforward stuff.

We started out with a search campaign using the sort of keywords you’d expect: “plumber,” “find a plumber,” “toilet repair,” and so on. These performed pretty well — people searching “find a plumber” do like being given the option to, you know, find a plumber.

But something wild happened when we launched the display ads campaign.

(In case you’re not sure about how Google Ads works, “search” campaigns are the promoted links you see when you search for something using Google, while “display” campaigns are the ad banners you see when you’re visiting different sites online.)

When we set up the display ads campaign, we decided to serve it to people who had recently visited sites or used search terms that dealt with kitchen or bathroom remodels, shopping for water heaters, or researching pipes and other plumbing fixtures. And this ad went crazy. Impressions in the millions. Click-through rates well above industry standard. Website visits through the roof.

You see, it’s easy to market to people who know what they want (search “plumber,” find plumber; search “copywriter,” find copywriter), but what’s really impactful is when you can meet your clients where they are before they’re even looking for you. In this case, they knew they were planning, say, a bathroom remodel, but anyone who’s watched even a little bit of HGTV knows that you start that process by ogling giant soaking tubs and Japanese massage toilets with a dozen settings, not by hiring your plumber. Dream it, then do it. And so by reaching out to them before they started searching for a plumber to install their dream tub, we were able to get our foot in the digital door before there was any competition.

So what does this mean for your business?

Think about your Right Person. You probably know a decent amount about what they want you to help them do, whether that’s pivoting to a new career or finding the perfect artwork for their new apartment.

But what are they doing before they come to you?

Before they buy your artwork, they’re probably putting together a board of boho chic room inspiration on Pinterest, which means, if you want to catch them before they pick a wall color that clashes with your color palette, you’d better be serving up some searchable inspiration — featuring your art — for their board. But remember, they don’t even know they need art yet — they just know they want to change up their living room or bedroom or awkward hallway half-bath. Creating pins of just your art is useful to catch people searching for art, but if you want to ensure you’re getting them hooked early, you’re going to get more impact from a gorgeous photo of a fully designed room with your work front-and-center that they can fall in love with.

If you’re helping clients make that leap into a new career path, there’s a pretty good chance they’re spending the days before they reach out to you hating their current job. So while it’s great SEO to have your website call you a “career coach” for the people who have already gotten to the stage where they know what they need (and you should definitely do that!), you’d probably be well-served to also have a few easy to find blog posts with titles like, “I Hate My Job — Now What?” and “How to Handle a Nightmare Boss.” Show them you understand where they are now, and then help them see why they need you for their next steps — maybe even before they know what those next steps are.

Predicting your clients’ needs and directing your marketing efforts to how you can support them means focusing on what they need from you, not just on what you can offer. It’s making the leap from “I’m good at…” to “I’m the best person to help you fix…” and recognizing that sometimes the people who need you the very most don’t even know you’re out there. It takes a bit of self-awareness, a little foresight, and the ability to set aside your ego and make it all about your Right Person. But, as we learned in our Google Ads campaign, it is so worth it.

Are you struggling to predict your clients’ moves or figure out what problem you can solve for them? We can help with that.

In the comments, I’d love to hear:

What is your Right Person thinking about when they come to you? How might you reach them at that stage instead of waiting for them to seek you out?

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The Voice Values Guide to Social Action

by Katie Mehas

in Voice Values How-To

When we talk about Voice Values, it’s usually all about writing.

We’re generally speaking about how you approach copy for business, and how best to help you connect with your Right Person. The Voice Values serve a role in marketing that keeps your brand conversation authentic, because they’re all about what matters most to you, as a person and as a business.

But, much like any personality typing system, they can be applied to so much more than what language you choose to use in your writing. And, given some events happening in the world right now, we thought it useful to share something a little bit different — a Voice Values Guide to Social Action.

Depending on your strengths and your personal preferences, certain forms of activism might make you deeply uncomfortable, and it’s possible that you’re going to feel guilty about not doing all the things.

That’s not saying that you should outright avoid doing something because it makes you uncomfortable — you can be sure people who are impacted by unfair and exploitative policies are much more uncomfortable than you are — but there’s a place for everyone, and it’s very possible that the person who is right at home screaming protest chants in a crowd is horrified by the thought of correcting every incorrect fact being spewed on Facebook (and vice versa). If you focus on what you are good at, you can still make a huge difference, minus the guilt and discomfort.

Because we live in the United States, this guide is written with our own government and our current situation in mind, but it’s certainly applicable to other countries and their own concerns. Keep in mind that you’ll need to look into codes and laws if you’re planning anything, regardless of where you live — I don’t pretend to know the legality of organizing a protest one state over, let alone how to run for office in Tanzania.

A note: When you’re seeking out the most effective action, it’s best not to reinvent the wheel. Generally speaking, unless you see a clear gap that’s not being covered, supporting existing organizations is going to be more effective than starting your own. (Sorry, high Innovation folks.) Of course, if no one is doing what needs to be done, step up! But keep in mind that existing charities and social action organizations already have systems in place to handle things like donations and legal concerns, and your efforts will go much farther if you don’t have to figure out all of those issues on top of actually supporting your cause.

And so, without further ado, the Voice Values Guide to Social Action.

[Not sure of your Voice Values? You can sign up to take the quiz for free here.]

Accuracy

There is a lot of false information out there (fake news, if you will), and your natural instinct is to put it right. Whether it’s a questionable Facebook post or your racist uncle’s conspiracy theories, the facts are on your side, so don’t be afraid to speak up when you come across something that’s incorrect — or head to Google if something feels questionable but you’re not entirely sure. Just be careful that you’re applying your truth filter to both sides — even if you agree with the sentiment, it’s worth making sure the information being shared is correct. It may not make you the most popular person on your Facebook friends list, but the truth is worth protecting.

Audacity

Oh, Audacity.  “Go big or go home” could be your mantra. You are the ones climbing monuments and projecting giant signs onto buildings, but don’t be afraid to make your grand gesture a little closer to home. Consider what you can do to make a big impact on a smaller scale — staging a protest, leading a walk, punching a Nazi. (I kid. Mostly.) The one caveat for you is to be sure you’re not operating in a bubble. You can get wrapped up in making the biggest statement, the most memorable sign, but you may need another set of eyes to be sure your statement is clear — and not undermining your cause overall.

Clarity

I’m fortunate to have several lawyers as friends, so when I’m unpacking the news and start to get bogged down in the implications and legalities and specifics, I have someone to ask. This lawyer may or may not be you, but chances are, you’re the one seeking out articles that explain what’s going on, in uncomplicated, easily accessible terms. There’s so much going on that can be difficult to understand (even for the lawyers!), but you can help bring some simplicity to all of it, and share that with people who might not otherwise understand. Because understanding the news — and what it means for all of us — is absolutely crucial in developing a plan for making things right.

Community

Community action is an obvious fit for you, so don’t be afraid to gather your people and get to work. Start a fundraiser. Plan a protest. Join the campaign team for a political candidate who champions the ideals you support. Creating and organizing groups is second nature to you, and having the power of numbers is so important in enacting change. You can make a difference on a national — or even global — scale, but don’t get discouraged if you tend to work better up close and personal. Real, lasting change starts within our own communities, and you’re uniquely suited to build those groups, whether it’s a nation-spanning organization or a small but active kaffeeklatsch within your neighborhood.

Depth

Never one to skim the headlines, your understanding of the news is complex and so much more expansive than most. Help others to see the ways these stories are connected, the recurring characters whose actions ripple through months’ worth of news. Not all of us spring for the New York Times subscription, so call out those misleading headlines — you’re not likely to get everyone to dedicate the sort of time you do to really understanding what’s going on in the news, but you can help them avoid falling into the trap of getting their news from six-word snippets. (Be aware — for them and for you — that news burnout is a very real thing. It’s okay to take a step back if you find yourself diving too deep.)

Enthusiasm

As someone with a high Enthusiasm value, you’re likely to burn out a lot slower than others. While your friends may be ready to hole up in a wifi-free cave in the mountains somewhere, you’re looking for the next rally. It’s important to understand that people need to take care of themselves, and sometimes that looks like disengaging for a bit. But in the long run, it’s perseverance and commitment that are going to succeed in enacting change, and you’re the perfect person to keep up the levels of enthusiasm and rally the troops. Share your passion and get others excited to join in with you.

Excellence

No one would ever expect to see you waving a hastily penned sign at a protest. For those with a high Excellence value, the most important thing is to do something right or not at all. So apply those talents to areas where a level of polish is going to help win minds. Volunteer to design a website for a grassroots candidate whose graphic design team leaves something to be desired. Write a really compelling script to share with concerned citizens looking to call their senators and representatives. Organize an event that others have struggled to manage. If your other Voice Values lie in Depth, Accuracy, Clarity, or Transparency, you might consider writing an article or even an opinion piece — flawlessly researched, with several rounds of revisions and copyedits, of course — that helps people better understand and act on a subject that’s especially important to you.

Helpfulness

There are so many areas where those with a high Helpfulness value can be of service, it can be hard to know where to start. You might help people register to vote or organize a ride share on election day. Start a fundraiser or volunteer with an organization supporting human rights. Find ways to support those in your community who are directly impacted by regressive policies, providing food or other necessities to those who can’t afford them or organizing access to free or low-cost clinics to those unable to get health insurance. Pick a cause that’s particularly weighing on your mind, seek out the organizations working on them directly (Google basically has you covered here), and ask them how you can help. Chances are, they’ll have plenty for you to do.

Innovation

Clearly, the way we’re doing things right now isn’t working. And that’s where you come in — whether you’re petitioning for the elimination of the Electoral College, creating a new app to help people get out and vote, or championing social change in calls to your representatives, your forward-thinking nature means that change is your thing. You may even be a good fit to run for office — a progressive platform is appealing to more and more voters today, and all those policy suggestions you’ve been doodling in the margins of your notebooks could be the foundation for some seriously impactful bills.

Intimacy

With a high Intimacy value, your strengths lie in the personal, but this can also be your weakness. When the news is full of sobbing children missing their parents and communities without power or clean water, it hits you, hard. Take care of yourself. Take frequent breaks. Laugh whenever you can. And then use this empathy that you so naturally feel and focus on bringing about change on a personal level to the people who need it right now. Rather than trying to solve the problems of the world, sponsor a single family. Reach out to your friends and make sure that everyone in your circle votes. Look to a friend who is Muslim or Mexican or trans or a member of any other group impacted by these regressive policies and make sure they’re okay, and ask what you can do to help support them. Call your representatives and tell them what you expect from them. Frequently. You may not make headline news, but the difference you can make for a single person could mean absolutely everything.

Legacy

They say those ignorant of history are doomed to repeat it, and no one knows this better than the Legacy keepers. Keep an eye out for trends that mimic history, and call it out — online, to your friends, to anyone who will listen — whenever you spot a troubling trajectory. Can we learn from our past mistakes? Only someone who really understands them can say. On the other side of your personality, you’re interested in the legacy we’ll be leaving for future generations — and not just what side of history we’ll be shown on in the school books of our grandchildren. You’re likely to find particular satisfaction working on environmental causes, since a poisoned, flooded world is no inheritance to leave our children. Whether you’re protesting deep sea drilling or donating to wildlife preservation groups, there are plenty of ways to get involved.

Love

Love is such a hard value to have in these times. Empathy is in your nature, and it can be painful to see people suffer. Your work is in supporting them, and allowing your love to set the example that these are human beings in need, not just statistics — or worse. Your empathy can be infectious, so try to inspire others to join you, whether than means collecting donations or petition signatures or gathering together an actual group of volunteers to get to work, hands-on. Unless you’re on the receiving end of a serious trust fund, it’s unlikely your charitable donations can keep up with your heart. That’s okay. Allow yourself to be okay with not providing financial support to every cause that tugs at your heartstrings, and find other ways to share your love with the people who are hurting most. Focus on humanitarian efforts, and find out how your particular strengths can fill in the gaps of what’s needed.

Playfulness

It may feel like Playfulness has no part in serious matters, but satire has been an effective tool in combating inequality and corruption for pretty much as long as we’ve had language. Think about political cartoons or, more recently, a certain large orange baby flying over England. You don’t need an in-depth analysis of policy to make a difference — sometimes, you just need something to grab someone’s attention. You don’t necessarily need to be the one to spearhead the entire project, but maybe there’s an upcoming rally or a publication that you can join up with and add a dose of satire. Maybe you just have a really clever sign to hold at a protest. That’s still important — hold that sign up high and know there’s a very good chance someone with a camera is going to be sharing it with the world later.

Power

Run for office. I’m serious. A high Power value doesn’t necessarily mean you’re “power-hungry,” but it does mean you’re well-suited to being in charge. And if you’re standing on a set of values that you can champion in office, get out there and do it. It doesn’t matter if you’re running for school board, city council, or senate, strong leadership at every level is what we need to make real, systemic change happen. (But if you have no political experience, maybe avoid running for President, yeah?) Not interested in holding office? Maybe you’re better suited to leading an activist group, managing operations for a charity, or running a campaign for someone who does want to take that seat. Hold your elected officials accountable. Whatever your preferred role, your natural aptitude and capacity to get stuff done are sure to make a difference.

Security

Security can be  tough value to hold in uncertain times, and you may struggle to see how you can make a difference. Look closely at efforts to preserve the social safety net — universal health care; welfare and housing support; high-quality, free public education — and seek out organizations that you can support, either financially or by volunteering your time and skills. If you have financial aptitude, you might consider teaching a local class on saving for retirement or paying off debt — issues many lower-income individuals face that are compounded by an uncertain social security outlook. You can also stand as a voice of reason when fears can work people into a frenzy. If possible, defuse the situation by highlighting the protections we do have, and help them find ways to safeguard their own families.

Transparency

In a political climate defined by lies and misdirection, the role of transparency is absolutely crucial. You may not personally have access to behind-the-scenes secrets, but you can definitely boost the signal of those who do — sharing articles, social media posts, or other reports that reveal actions some might prefer to hide, or holding it up on a big sign at a protest or march. Make sure that back-room deals are brought to light in any way you can, and you may sway some opinions — or light a fire under politically neutral people who might not be as diligent in seeking out these secrets. There are many watchdog groups who could use your support, on topics from fair elections to corporate environmental violations. As the Washington Post says, “Democracy Dies in Darkness.” But not on your watch.

Regardless of your strengths, the most important way to support social action is to act. Whether you’re protesting in the streets, posting on Facebook, or spearheading a community network, remember that you are contributing to a much larger movement, and together, our tiny little actions can make a difference. (And VOTE, for the love of god.)

In the comments, I’d love to hear:

What causes are nearest to your heart? Do you currently support any activism?

 

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