Bertrand Russell famously said, “The whole problem with the world is that fools and fanatics are always so certain of themselves, and wiser people so full of doubts.”
Your work might be for me. It may solve a problem I face perfectly. It might speak to the fears and dreams I have. It may be led by a mission I too believe in.
But then, it might not. There may be similarities on the surface, but perhaps my problem differs beneath the surface. Or perhaps my beliefs differ to yours.
Knowing the difference enables us to market effectively without appearing to be sensationalist snake-oil salesmen. It enables us to speak the language of our chosen few, those who will derive maximum ethical advantage and transformation.
Our marketing power comes from clarity in those we serve, confidence in the message we share with them, and a healthy dose of doubt that we may have it all entirely wrong. From doubt, inquisition and innovation are born.
Tip: If you want to get more clarity over your audience and the right message to share with them, BuiltForImpact.net can make that happen.
If you pull an all-nighter, do you get more done?
Most would agree that the lack of sleep will have a real impact on your working IQ, diminishing your output and quality of life.
What about multitasking – do you get more done then?
People don’t just buy your products. They buy why they exist. They buy as an expression of a shared belief.
If you’re opinion neutral, there’s no reason to buy beyond the need for an essential, marginalized commodity.
Are you opinion neutral? How can you be a little more yourself, for the benefit of your work and for those you wish to serve?
They’ll steal, that’s fine. I’ve had bodies of work stolen, even falsely attributed in award ceremonies – things that I made, and worked hard on – they‘ll steal, that’s fine.
In some cases, it’s indefensible; in others, our attorneys took care of it (and then some).
Don’t know how to make the sale? Sell more. You’ll find the pain behind the pain that needs solving, by spending more time with those you wish to serve. The disease (sales problems) is the cure (just keep selling).
What are you struggling with?
When you’re not that great, and everyone knows it, you’re safely discarded by the market.
When you’re the best, and everyone knows it, you’re able to influence significant change.
Are you being a selfish secret? What are you going to do about it?
When you go where they are and you call upon those who are not ideal – by casting a broad net or by focusing on the wrong people – then you will, naturally, attract lukewarm interest from an unpredictable array of individuals.
When you go where they are and you call upon those who are ideal – very specifically – the right people will be the ones to respond.