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Jay Acunzo

What Am I

I’m training for the Rock ‘n’ Roll Arizona Marathon in 2018. When I do my long run for the week, I prefer to listen to podcasts instead of music. It’s easier to be distracted from the pain I’m inflicting on myself and find a rhythm with 30-minute episodes rather than 3-minute songs.

Recently I’ve used my training to catch up on the podcast Unthinkable, hosted by Jay Acunzo. I met Jay in 2016 when we were both speakers at Content Marketing World where he spoke about how being different leads to success in business. I always get something good out of every episode.

Be an Authority
This run started with his interview with marketing consultant, author, and speaker Robert Rose. Robert says he prefers to be called an “authority” rather than an “expert,” in part because the words “authority” has the root “author.” An expert knows a subject, but an author created it. I love this! I am absolutely stealing this for two reasons:

  1. I love the idea of being an authority on social media law (I did write the book on this stuff), and
  2. The State Bar doesn’t allow lawyers to call themselves “specialists” unless you’ve been certified through their process. This gets around that issue.

Be an Exception
Jay says, “To be exceptional, you have to be an exception.” Statements like this remind me that it’s ok to be me, and when I embrace and run with my unconventional ideas, things tend to work out. And I don’t do what I do just to be weird, but because it’s what works for me. I’m just being me. When I try to fit into someone else’s box is when things go sideways.

Jay is all about intuition. He highlights people who are successful because they trusted their gut. They ask the right questions and find the answers from within. I believe in this too. My gut feeling is never wrong – sometimes inaccurate, but never wrong. I know when I’m going with my gut, I’m doing what’s in alignment with who I am.

What Am I?
Over the last few weeks, I’ve been mulling over this question. It started back in September when I saw my friend, Ari Kaplan, speak at ASU Law School about making opportunities for yourself. I don’t know what Ari said, but it inspired me to write, “I’m an artist” in my notebook.

When it comes down to the basics, I think that’s what I am. I’m a writer, a musician, a creator. I’m happiest when I’m creating, learning, sharing, and when what I do makes a difference.

Looking to the future, I can picture myself taking music lessons and going to ballet classes (in male attire with Rocky’s leg warmers). I also see myself zipping around on my orange skateboard and learning how to be a survivalist (not that I like camping, but I bet it’s handy stuff to know). Being a lawyer pays the bills, but more and more, I accept that this is what I do. It’s not who I am.

For now, I’m putting more energy into being creative. On the wall where I put my to-do items on sticky notes, I added one that says, “Just Write.” When I saw Ann Handley speak at Content Marketing World, she inspired me to devote time to writing every day, even if no one ever sees it. And I’m listening to more music, pulling from my entire iTunes library, and not just my race day playlist.

I Ripped the Ads Off my YouTube Channel

Earlier this month, I attended Content Marketing World in Cleveland, Ohio and I attended podcaster Jay Acunzo’s talk entitled “Unthinkable Marketing.” He told a story about a time he wanted to show a video to his roommates and their anticipation was jilted by a YouTube ad. He had gotten them excited about this video, and then he had to work even harder to keep their enthusiasm up while they waited for the ad to play through. The lesson I got from this story was “Don’t put barriers between your target audience and the content they want.” We live in a world where having to sit through a 30-second ad could be enough to make someone leave the site in annoyance, instead of watching your work.

march07 374 by Lord Jim from Flickr (Creative Commons License)

march07 374 by Lord Jim from Flickr (Creative Commons License)

Jay’s story made me think. Why do I have ads on my YouTube videos? I make little Question Of The Day videos where I respond to questions the people ask me via email or the weird stuff people Google and end up on my website. Some people ask me about some really messed up situations – both hilarious and cringe worthy.

I monetized these videos because it seemed like the right thing to do at the time, just a lease I got enough views to earn a few bucks from it. Here is the reality: these videos are never going to get enough traffic to make running ads worth it. These are videos are only valuable to people who have a specific question at that time and my friends who just like to watch me pontificate to my web cam. There is no reason for me to run ads on any of my videos. If anything, they annoyed or confused my audience over the years, which doesn’t do anything to help my desired reputation for creating knowledgeable and accessible resources about legal issues.

Vehemently, I grabbed my pen and scribbled myself a note to rip my ads off of every video on my YouTube channel. They contribute no value to anyone or anything I care about. After I got home, one of the first things I did was sit down and edit each of my 272 videos, removing the ads from each one. (YouTube should create an option to un-monetize every video on the channel with one click. That would have saved me an hour.)

I support the idea of people being paid for their work. They deserve to be compensated for adding value to others lives. However, I don’t support the idea of doing it in such a way where it creates an obstacle between the artist and their audience.

And if you are an artist who relies on YouTube ad revenue, be careful about your business plan going forward. Many YouTubers recently learned how easy it is for YouTube to disrupt their expectations with its monetization policies.