How LDSWA Founder Daryll Jonnson Turned Her Dream into a Reality

Latter-Day Woman Magazine

There are not many women in this world who are more sincere and loving than Daryll Jonnson. I’ve heard Daryll’s story many times, but it always inspires me. As said in her own words:

“I had been working for many years, in the corporate world, and although I enjoyed what I was doing, I did not feel a great deal of satisfaction. I felt that I wanted to really do something that would help others and that I was very passionate about.  Coming from the United Kingdom, I also had a desire to find something that would allow me to interact with other LDS women across the oceans…

… Then, in a quiet moment, while sweeping the floor of all things and feeling desperation because I was getting no answers, a strong impression and idea permeated my whole body and left me feeling “WOW…. where did that come from?”  Again, I prayed about it and received confirmation that this was the path I was to follow – to form a women’s alliance, the LDSWA.”

LDSWA launched its new online presence in July of 2008. Shortly thereafter, it launched Latter-Day Woman, its online magazine, and Our Ladies Room, its social networking site. Within only several short months, their magazine is already being read by women in over 48 countries.

LDSWA is an amazing company with so many things it’s doing right, but the thing that really makes it such a success is Daryll’s ability to tell a story that is remarkable. And the reason it is so remarkable is not only because it is different, but mostly because it is so relevant. Her idea has spread like wild fire throughout the LDS women’s community because there are so many women who didn’t have a place to congregate online. Daryll has provided this in a sincere, humble way.

When you can tell a story about your business that comes from the heart, it makes all the difference. It’s not about a slick advertising campaign. It’s about being sincere and tapping into a need (or want) that isn’t being fulfilled.

If you are interested in learning more about LDSWA, visit www.ldswa.com.

 I went to the Coldplay concert last night in Salt Lake City, UT. They were excellent. Unfortunately, I did not shoot any video - check out the one below for a little “taste” of what it was like.

Coldplay Concert TD WateHouse

Their concert was very much about being at an event. The multi-media and effects for their performance were experly executed. Or as Melissa Ruggieri, of inrich.com, writes “What Coldplay offers live are well-designed Big Rock Band trappings – video screen the width of the stage, a rainbow of lasers, neon butterfly confetti – but instead of coating them with the cool self-assurance of a thousand other rock stars, the band projects an endearing warmth.” (read her article)

A few of the spectacular things Coldplay did were:

1. They positioned the stage so that there were large “cat walks” that went right into the middle of the ground floor - so fans could see Chris Martin (lead singer) and the band up close and personal.

2. They also moved their band to various locations in the arena (at one point being in the back of the room - opposite the stage) - this allowed row 112 to get an up close and personal view of the band.

3. They projected live video of the band - but more importantly - live video of the audience. At one point, they had an arena of 45,000 people all waving their lit-up cell phones turning the place into an expansive star field.

4. They kept everyone guessing…as to their location in the arena and with their use of breaks leaving people hanging at times and building up the anticipation to the next song.

5. Just the way lead singer (Martin) spoke to the audience made him seem like every one’s friend in a very charming - yet depreciating way. At one point he even said “Thanks for missing whatever you were going to do tonight to come out and see us.”

All of these elements involved the audience. Although your company may not put on large concerts, there is a lot to be learned from Coldplay. It is becoming increasingly more important to get your clients completely immersed in the process. We are a very experience-oriented culture (check out The Culture Code by Clotaire Rapaille), and your customers are drawn to anything that provides an exciting experience.

Coldplay provided excitement with all of their larger-than-life effects (big screens, butterfly confetti, large suspended globes with video projected on them), the fact that they moved to many locations in the arena which kept the audience on their toes, and so on. They also involved the audience with the use of video of the audience encouraging participation (i.e. people waving lit cell phones) and with the way the band interfaced with the audience. Even though there were 40,000+ people there, the band was able to build instant rapport.

To give you an example of this in more of a business setting…I just went to an entrepreneurial conference a few days ago. At the conference, they had many sponsors and all of the sponsors got trade show tables. They all had the basic stuff - a fishbowl you can put your card in to be a part of a free drawing, pens branded with their name, candy, brochures, business cards, a graphical backdrop with their logo and the ‘token’ company rep sitting behind the table.

All of this is fine…but they didn’t really provide an experience. Simple things like having your staff wear the same color (we did this at an event VirtualMG went to - everyone wore the same green ties - and, you won’t think it, but it made a HUGE difference). Also - providing something completely interactive can make a big difference - get your reps to commit to never sitting behind the trade show table. And do something completely different and memorable. This doesn’t need to cost an arm and a leg. Hire a magician, get someone to be a “live sculpture” (like you see in Europe), hire people to walk around the event and pass out flyers (maybe you can even have them be on roller skates - for the added novelty).

Every company at an event has the same set up - sure some of the graphics are better, brochures are different, etc. - but to make a huge impact, you must create an interactive experience that will be remembered.

Laura Roser
laura(at)virtualmg.com
801-278-1211