Wednesday, August 28, 2019

Unhitched: Getting Divorced, Yet Staying Connected


Most of us know couples who drift into marriage, buy a home, start a family and find themselves looking at each other ten years later and wondering what they were thinking. You may be one of those couples. It’s easy to understand how it happens. When couples reach their 30s, the pressure to marry has begun to build. Everyone seems to be coupling up. Their friends are getting engaged, married and having babies. Getting married is the inevitable next step.
But time passes and these same couples realize that being married and raising a family is so much more work than they ever imagined. Perhaps the important things such as values, goals, the way they spend money just don’t align after all. Maybe they married too young or weren’t mature enough to make this kind of a commitment.

A spotlight on one couple’s marriage and divorce lifecycle

Let’s take a look at a New York Times series called Unhitched, as they examine couples who divorced for a range of reasons. What’s particularly interesting in this case study is the relationship’s evolution. While this couple ultimately divorced, the process was illuminating, an important learning experience for both. They now share parenting responsibilities and have a close relationship.
Peter and Olga met in 2002 in graduate school at Georgetown, where they both received degrees in communications, culture and technology. They seemed well matched in a number of important ways. With the addition of their one child, however, their ideals changed; their connection frayed and finally broke.

Let’s take a look back

Olga’s family were Russia Jews who emigrated when she was three and settled in Northern California. Her parents are still married and now retired. Her father was a physicist, her mother a cartographer for a startup. Peter grew up in rural southern New Jersey in a Roman Catholic working-class family. His parents, both social workers, have been married for 44 years.

It began at Georgetown, when they both wanted to make a difference in the world

They met at Georgetown. “Peter was sharp, funny, a nice human being with a good heart,” she said. “Olga was attractive, thoughtful, compassionate and patient.” They got married because Peter put pressure on himself to be married by 30; Olga felt like the right fit. They shared values; both wanted to make a difference in the world.

The early years went according to schedule 

They moved to Colorado, bought a townhouse, got jobs, and their life started to fall into place. She practiced yoga; he was an avid runner. On weekends they explored the city and nature. He never felt acceptance from her parents and that was problematic. She agrees.

The first signs of trouble came with their daughter and parenting 

Parenting put pressure on the relationship. They forgot how to talk with each other and she felt on her own. They felt differently about what their roles would be. Olga worked part-time and took care of their daughter. They argued about money and time. “I thought we were not going to give up who we were to become parents,” he said. He assumed they would share household responsibilities and child rearing equally.

Their relationship morphed into that of roomies

They stopped being intimate and their relationship morphed into that of roommates. Co-parenting went well, but they started pursing activities separately. “I felt like I was leaning across the table and she wasn’t,” he said. “I didn’t want to compromise my values of fidelity and started to think about separating.” Olga felt she was giving up too much to try and make it work.

They tried to make it work: Three years of counseling

Three years of counseling helped their communication. Peter sought change on four issues: money, intimacy, religion and the role of their extended families. He wanted to blend religious traditions, but she disliked all organized religion. She thought this issue reflected a lack of connection between them.

The inevitable split

Peter decided to call it off in September 2016 after three years of counseling stalled. They talked for four days and mutually agreed it was the right course. They assured their 6-year old daughter that she was their top priority. Both share parenting fully. “Even in the worst of the divorce, the slicing of assets, we understood there was a life ahead of us with our daughter,” he said.

Moving on

The first year was brutal for Peter; paying alimony was stressful. He was lonely and worked on making new friends. He found casual dating unfulfilling. She had mourned the relationship during the marriage, but the day she saw his side of the closet empty she had a huge cry.

The economics of Divorce

They split everything 50-50. He kept his company, but lost the house and much of his retirement savings. “I have the same alimony gripes as anyone else,” he said. “Our earning capacity is relatively equal — we even have the same degree — but I will be paying her expenses for quite a while,” he said.
Olga felt like her role as primary caregiver was always undervalued. “In taking time to be a mom, my career took a hit and my earning power isn’t the same as someone who continued in the workforce,” she said.

Should they have divorced sooner?

No. But they would have liked to suffer less. “I stayed as long as possible to get this to work and I am proud of that.” Olga thinks that’s an impossible question: “It takes what it takes to end something.”

Starting over

  • She returned to activities she had liked. She began hiking, connecting with friends and taking art classes. She also reestablished a close relationship with her family, which had been difficult to do during the marriage.
  • He focused on his company and on being a good father. They now live in the foothills outside Boulder, about 200 yards from each other. If there were no mountain lions in their neighborhood, their child could walk from house to house.

Is their new life better?

Peter sees a brighter future. He is now in a yearlong relationship with a woman who accepts his close relationship with his former wife. He feels like he’s grown from the experience. Olga feels like more of a three-dimensional human now. He and Olga talk more honestly now.

Their advice to other couples contemplating divorce

“Identify and stay true to your values. Get past troubleshooting, blame or assigning fault. Being good parents to our child was a priority for both of us. ‘Keep asking yourself: What will it take to go forward?’”
California Document Preparers has assisted hundreds of Bay Area couples with Uncontested Divorce. Make an appointment today at one of our three Bay Area officesOur dedicated team is helpful, compassionate and affordable.

Thursday, August 22, 2019

Direct Mail Is Back: Fresh, New and Highly Targeted


Old fashioned, unopened, outdated: Who remembers direct mail (DM)? Massive amounts of letters and other nonsense that we mailed, hoping to get a response. By the late 1990s, one agency was sending more than a million pieces of DM/month. But all of that began to change as electronic delivery took over. There were some downsides: DM was always a numbers game. You had to distribute a lot to expect any results, so we spent a significant amount of money on lead generation. There was also collateral damage, as any printer will attest. But now direct mail is back: It’s fresh, new and highly targeted.

Direct mail on the comeback trail

Direct mail is back, but it’s a new version of those boring old letters. It’s the new way to reach high-value prospects with personalized messages. In 2018, a DM project beat the competition to win top prize at the B2B Marketing Awards. In all of our digital madness, it seems that people now want something tangible. 

There is a variety of reasons why marketers are returning to DM

Fatigue with digital marketing and lack of customer engagement mean that there’s a unique opportunity for direct mail. It’s starting to look new and fresh. With inboxes stuffed, a piece of direct mail is now starting to look like a novelty. In our digital world, there’s a greater appreciation for a tactile, authentic, even artisanal experience. Agencies creating highly personalized campaigns always include a DM component. 

It’s not the junk mail you remember

Today’s DM bears no relation to the endless junkmail that continues to land in our mailboxes. The concept behind the new DM has changed from that of a piece of mail to an opportunity to creatively engage with a customer. With the new DM, we’re looking for opportunities to be highly targeted and send something of value. The real value of the new DM: Opening the door for a dialog. 
With the new approach, DM is rarely, if ever, used as a standalone campaign. It is just one part of the nurture journey.  Its value is that it’s integrated into an overarching campaign, so there’s followup.

There are some caveats

For those who are used to email marketing, DM doesn’t provide the easy data on opens and clickthroughsthat we equate with success. But maybe we need to reevaluate that information as a measure of success. 

The economics of direct mail: Think of this as an investment

Cleanse your data before you send this out. That means calling offices to make sure the prospects are still there. Never send high-value DM to a cold list—reserve this for those whom you have previously engaged and want to make an impression. You’re talking to high-value prospects who might become valued clients. This is worth the investment.

Once the DM has been delivered, follow-up is critical

Follow-up calls and emails are mandatory. The direct mail piece provides the talking points. Prospects will feel compelled to take a call if what you’ve sent them has value!

Ready to include DM in your marketing campaign? 

Contact Top of Mind Marketing. We’re writers and content marketing experts.

Wednesday, August 14, 2019

Introducing Gutenberg, WordPress’ Block-Based Editor


Let’s face it. Only the seriously nerdy look forward to product updates, and WordPress’ 5.0 (WP) upgrade represents a substantial change to the editor, code-named Gutenberg. According to the WP marketing people, Gutenberg’s “a bold leap forward.” That’s marketing speak for a learning curve of WordPress’ block-based editor.

What to expect from WordPress 5.0

The biggest change for most of us is the block-based editor. Blocks are content elements that you add to the edit screen to create content layouts. Each item you add to your post or page is a block. There are blocks for all common content elements and more can be added by WordPress plugins. There are blocks for paragraphs, images, videos, galleries, audio, lists, etc. 
Previously if you wanted to add a table in your content, you needed a separate table plugin. With Gutenberg, you can simply add a table block, select your columns and rows, and start adding content. 
  • Each block comes with its own toolbar that appears on top of the block. Each block can also have its own block settings, which show up to the right of the edit screen. 
  • You can move blocks up and downvia drag and drop. 
  • One more thing that’s pretty cool: Blocks can be saved and reused individually—if you’re blogging and insert a call to action, for instance, you can save this and auto-insert it into your next blogpost.

You may already be using block-based editor technology 

HTML email applications are using blocks, making it easy for those with little-no experience to easily drag and drop elements into place to create newsletters. I just used MailerLite, a MailChimp product, and it’s based on drag-and-drop block components. 
WordPress owns the market on websites for small-medium-sized businesses as well as for individuals. Its power has always been ease of use and the gazillion plugins that dramatically expanded its functionality—a whopping 60,000 unique plugins in the WordPress plugin directory.

Gutenberg: A better visual representation of what your page will look like 

Squarespace and Wix have become very popular website platforms, and they’re eating into WordPress’ market share. WordPress believes that with Gutenberg: “The editing experience will give users a better visual representation of what their post or page will look like when they hit publish.” Clearly, by improving WordPress’ site-building functionality, the WP team is determined to hold onto their market share. 
If you prefer not to use the Gutenberg Editor, you can keep the classic editor by installing the official Classic Editor plugin. However, that’s not a great idea. There will be software upgrades, and you’ll be missing out on functionality and may run into compatibility problems. 

Gutenberg affects themes and plugins, too

Aside from the editing experience, look for the emergence of Gutenberg-friendly themes, which will be designed to take advantage the editor’s new features. A few themes have already been released, such as Atomic Blocks and the new default theme, Twenty Nineteen that are Gutenberg-first focus. 

Need some help with Gutenberg or thinking about a new WordPress site? 

Contact Top of Mind Marketing. We’re writers and content marketing experts