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Rob Eagar

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Jul 24 2017

Marketing Hard versus Marketing Smart

Whenever I drive by the main county courthouse where I live, there is always a man standing by the road holding up handwritten posters covered with political messages. No matter the temperature or the weather, he’s out there displaying up his signs. He reminds me of the old street peddlers who used to stand on the corner, waving their hands, and shouting at people as they pass by.

As I view the scene from my car, I can’t help but notice the guy’s persistence. He shows up every day and stands there for hours. However, there’s a flaw with his approach. I can barely read anything on his signs and his message isn’t relevant to anything in my life. Whenever I see him, I regard his work ethic. But, I drive right by and never acknowledge his message. It’s a lot of wasted effort that fails to move me – much less the hundreds of other cars at the intersection. He’s working hard, but he’s not working smart.

Is your marketing like this man on the street corner? Here’s how to tell:

  • Is your advertising clearly relevant to the customer’s life or felt needs?
  • If you write books, does your marketing copy explain “What’s in it for me?”
  • Do you send newsletters about yourself or fill them with value for the reader?
  • Does your marketing rely too much on emotion without including sound logic?

The best marketing strategy is a combination of persistent effort, emotion, and value that is relevant to people’s lives. You can work as hard as you want. But, if you’re irrelevant, you will ultimately be ignored – just like the guy standing on the corner.

Written by Rob Eagar · Categorized: Author Tips, Marketing Tips, Monday Morning Marketing Tips

About Rob Eagar

Rob Eagar is the founder of WildFire Marketing, a consulting practice that helps authors and publishers sell more books and spread their message like wildfire. He is one of the rare consultants to help both fiction and nonfiction books hit The New York Times bestsellers list. Rob has consulted with numerous publishers and trained over 1,000 authors. He is the creator of The Author's Guide Series, a comprehensive collection of resources that teaches authors how to sell more books. Find out more at: WildFire Marketing and follow Rob on Twitter.

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