How hard is it?
In whatever you do, just be yourself. Go with what you know.
Marketers shouldn’t need to lean on Captain Obvious for that advice, and yet, there’s a seemingly unending parade of them who should. Those are the folks who think they can tap into a lucrative demographic with only a superficial grasp of the products or services they’re hawking.
Why? Because they’re only interested in the sale, not in what it is they’re selling or to whom they’re selling it. They have no real depth of experience in that product or service, even though they may try to portray themselves as otherwise.
All they did was get sucked into a quick-buck sales pitch, made an investment in that program or system, and then set about luring customers with words and claims that aren’t even theirs. Odds are they haven’t even verified anything for themselves.
Marketers like these will only look like total fools when all is said and done. And we all know what’s said about fools and their money.
Here’s a simple marketing guideline:
If you can’t be part of a natural conversation on a given topic for at least an hour, you’re in the wrong conversation.
In other words, the rest of those participants are going to peg you as either shallow or a phony, and your cred is shot, which means any opportunity you might have had to be influential has gone the way of the dodo bird.
Here’s a major case in point:
You’d think that by now, Taco Bell would realize its products are Corporate America’s version of stoner food. Its niche-mate, Jack in the Box, has already embraced the same role all the way to the bank:
Classic. Snarky. And it delivered.
Now, it’s a natural desire to expand a market, but it can’t be done in a vacuum. Taco Bell will soon discover this the hard way.
Recently, it was revealed that their corporate suits figured a good way to appeal to more millennials — the desired demographic these days — was to talk like them. So they did what money monoliths do: hire a squad of 20-somethings to give them a Millennial Word of the Week.
One installment of the “Millennial Word of the Week,” for instance, featured the word lit. According to a company email, the word is an adjective “used to describe a certain situation, person, place or thing as awesome/crazy or just ‘happening’ in general.”
As an example of usage, it said, “Taco Bell was so lit last night. I had to wait in line for 15 minutes before I could order.
Take it from a card-carrying mainstream Millennial who’s out there amongst his peers as opposed to being cocooned in a cubicle touching base with whomever. You can believe me when I say that lit means exactly what it did to the generations before us: your mind is addled due to something you imbibed.
Most millennials would look at the sample sentence above and get the impression there were hella stoners waiting in line at Taco Bell last night, so that’s probably not the place to be if you’re not a stoner with a munchie craving.
And that’s how Taco Bell thinks they can appeal to more millennials?
You can’t make this stuff up.
The ultimate goal in living the Dot Com lifestyle is, simply, to be able to enjoy what you do and do it on your terms. There’s a satisfying confidence that accompanies that financial independence, and it starts by being honest with yourself.
So, when you decide to take action after discovering it is possible to make life-changing money, your first realization is that — like your actual motivation and commitment — the key to your success already lies within you.
Know your product or service, and be one with your target market.
Start your entrepreneurship from that premise and build on it. You’ll not only find it’s more enjoyable being real, it’s also more profitable.