If you have an idea and you keep it to yourself, it is most likely going to die in a sea of distraction, busyness, and contrasting opportunities.
If you have an idea and you share it with someone, it might still die, but it might also grow stronger and find a sounding board.
If you have an idea and you make it public, it will stick around and eventually find its way to those who care.
Everyone can do marketing.
It’s something most marketers have heard at one point or another of their career.
Of course, what that means is that everybody can do marketing tactics. Or even better, everybody can think of marketing tactics.
Because marketing tactics are intuitive and they are something we are exposed to (as consumers) every single day.
Where marketers can get a real edge, though, is using those tactics within the framework of a marketing strategy that fits the specific market. And do that consistently and over time, measuring results and getting better.
That’s not something everyone can do. It is actually something most people struggle to wrap their minds around.
You might think about it this ways.
On one side, you have the day when you just open the fridge, pick whatever it is that is in there, and try to organize some decent food for you lunch.
On the other side, you have the day when you plan your meal, you do grocery shopping accordingly, you follow a recipe a dear friend shared, and you end up with exactly the dish you wanted to eat.
I know which one I prefer.
It did not work.
Ok, but how long did you try? Was it ten minutes, two weeks, three months, one year?
People are not always immediately ready to respond to whatever it is you have on offer that will change their lives (for the better). Patience and perseverance are as important as ideation and execution.
Scripts are out there, they are easy to replicate and scale.
Script #1 – Send LinkedIn contact request faking interest in profile, then send follow up pitch upon acceptance of request.
Script #2 – Collate information you find on Google in an eBook, gate the eBook to collect email addresses, then sequence them.
Script #3 – Map what competitors have on their blog, then have a piece of content to match all topics, possibly changing the content only marginally.
There are more. The problem is that they work for about 10 minutes, then they are old, start annoying people, and you are left wondering why.
If you want to stand out, you have to do something that is not scripted.
It’s not easy.
It’s not supposed to.
It’s difficult for any content creator to accept that people – some people, most people – don’t want to hear from them. Just as it is difficult for a founder to accept that customers – some customers, most customers – don’t want to do business with them.
It really is nothing personal. We are all overwhelmed by constant busyness, plus not everything is for everybody.
Of course, the only way to overcome this is to make what you do indispensable for 1, 10, 50, 1000, 10000 people. It’s incremental, and it starts from just a few. If you think at 1000000 from day 1, you have lost already.
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