It’s a new day. So I open e-mail even though I don’t want to because that’s what responsible people do. I’m being sold. I’m braced for the assault. Buy this, think this, try this, help this, read this. If I put this rant on my site I am selling. If I put it on social media, I am marketing. Anyone with a Facebook account is a salesman.
This export/import business of social media sucks a lot of time. That’s why I see some friends less unless I make the effort. Some are lost in the bazaar. They are exporting and importing, trading with friends and strangers from solitary seats. It’s a fluid life without scheduled time so these things tend to run all over the day and night. The nature of man is to ingest and eliminate and so maybe this is a natural extension but me, I have indigestion.
I worked for a couple of yoga studios after I left mine. The yoga scene had shifted to what would be known as modern yoga though that had happened about a hundred years ago.
I was told it was my responsibility to promote my classes on social media. The only reason I’d gone to a studio was to avoid self promotion. It didn’t work out. Though I am a gregarious hostess, I am more a recluse than a joiner when it comes to strangers. I am not comfortable with a disingenuous life. The act of reaching out to strangers through a black hole befuddles me. On the other hand, I have no problem presenting my work as a resume to the world. Websites seem a logical solution.
So What’s in a Name?
It was the late 1900’s and an entrepreneurial client had bought a website company for a hobby. He wanted to build a website and insisted it be mine and demanded I create a name for my company which was only me and gave me a computer to boot despite my protests. I didn’t give a crap about a name so I picked Active Yoga since I was teaching a physically powerful class and I figured it gave the right impression and of course it started with the letter A so that had to be a plus in the now defunct phone book. It seemed like a lame name but there were no other yoga sites as far as I knew. Yoga people didn’t have websites so it didn’t matter what I called it. Famous last clueless thoughts…
That website was a day-glow mess and now my “brand” was out on the new world wide net so I enlisted the young web designer husband of one of my ballerina students to give me a professional make-over. I wanted something that read like a book. He wanted flash and sizzle. We argued. I told him my students wouldn’t even know how to engage a technical site. He told me, “Your students are stupid!”
I told him I wanted it to be a resume of my experience. He told me, “No one gives a shit about content. You will be the only one who will ever read it!” I told him that was fine.
In 2000 I added the domain name Rebel Yoga since that had become the unofficial title the students had given me but it was unusable in the South considering the Civil War and all. It was later the moniker of a couple of excellent yoga saleswomen from the East and fourteen years later I dumped it for a grand.
Active Yoga went through one more incarnation a few years ago so I could manage it myself. I leave it there for posterity though I’m told to add content every week to drive traffic. Driving traffic is a passionless activity for me so I don’t bother. Where a website was once marketing, it is now dead as a tome filed in the tombs of the library’s basement if you don’t sell it regularly.
Now we use our names for titles because we are our own brand. It makes perfect sense and why didn’t I think of this sooner? Every yoga teacher certainly alters the yoga they learned as it’s alchemized by individual perception. Of course my yoga is Hilary Lindsay Yoga. Why had I wished to presume anonymity when I was posting a website? I should have just shouted my name but then in those days before we became voyeurs, people valued privacy. Now I am HilaryLindsayYoga.com but it comes up as Active Yoga because like my husband’s last name, it has become me.
Look at the biggest salesman of all, Donald Trump! He has his name on everything and if it has his name you have an impression of it whether it’s clothes or meat or a tower or a golf course.
Despite the image of Trump, sales are not a bad thing. How else would we know what is out there? I’ve been sold so many things that improve my life and I’m grateful.
On the other hand, social media imitates a third world open market with hawkers trying to get each others attention. Like you, I am often bored, suspicious and exhausted by it. Like you, I am lucky when a good salesman catches my eye and fortunate when I recognize a fraud. What we ingest we must digest. That’s what I have to say about shopping and buying. We are all in sales unless we can live solitary lives not dependent on others. We pick what we can assimilate. No need to apologize unless you think you are the one who can change the nature of our economy to something better but don’t try.