I’ve met a lot of authors, publishers, and non-profit directors who feel that their book sales, media exposure, or annual revenue is lower than it should be. They wonder why people won’t buy more of their products, request them for more interviews, or donate more to their cause. When I look at their marketing strategy, a common problem comes to light. They’re too afraid to use their voice. They’re so afraid of offending someone that they use bland promotional language, write boring articles, or don’t say anything at all. Their marketing is wimpy.
In contrast, I have client named Tim Elmore who recently wrote a terrific blog post entitled, 3 Huge Mistakes We Make Leading Kids – and How to Correct Them. He wasn’t afraid to speak his mind and take on a controversial topic. To date, his article has been shared on Facebook over 500,000 times and forwarded on Twitter over 5,000 times! It’s become a viral marketing sensation, and publishers want Tim to expand his article into a new book.
The more you’re willing to say what you really believe, the stronger your voice becomes. In today’s crowded marketplace, your marketing must be able to cut through the noise and get people’s attention. But, if you’re too afraid to offend someone, then you risk watering down your voice to the point that nobody hears it. If you want to grab people’s attention, take these steps:
- Say what you think about an issue without worrying about what other people think.
- Take on people who you think are wrong.
- Rebut bad ideas or trends with sound logic, case studies, or examples.
Marketing isn’t for wimps. Power is drawn to power, which means you’ve got to display a powerful voice in order to get people to listen. Otherwise, your lips may be moving, but nobody will hear what you say.
jeff weddle says
I hear what you are saying and agree. I have also seen the down side where one can tend to become a jerk. How would you advise a person to do what you are saying without becoming a jerk who dies on every hill?
Rob Eagar says
Thanks for your question. I advise my clients to focus on promoting the results / life-change that they can provide, rather than promoting themselves. People won’t view you as a “jerk” when you come across as trying to have other people’s self-interest in mind – even when you disagree with them.