Mastering the Art of Marketing by Overcoming Fear
The safety and certainty of reasonably secure full-time employment is the kind of work that most people, in their right mind, vehemently crave: Who does not ardently desire the safety, guarantee, and shelter of a sure salary at the end of the week or month? The unfortunate aspect of this kind of thinking though is that guaranteed salaries, sooner or later, eventually lead to unemployment lines; even though the unemployment insurance seeker was not at fault. Folks lose their jobs for a variety of reasons well beyond their control. And sometimes, they are even fired for frivolous reasons: Many of you out there have been unfairly fired from at-will jobs—and you were devastated. Despite these obviously crushing contingencies though, most people still prefer the illusory safety of working full-time for someone else: They are generally afraid of stepping out into the seemingly dark, murky, unknown world of working for themselves. To many people, that is a scary proposition; and for the most part, it is the case because of the false socialization that you have received from those who run the show on this earth. In particular, you’ve been programmed to work for others; hence, you’ve never thought of working for yourself. You’ve never thought of mastering the art of marketing and promoting your products working.
In the broadest of terms, we have been exquisitely trained to work for others—not for ourselves: And who created that mentality and who has it largely benefited? It has benefited those for whom we have been working: And what has been the result—billions of poor people living from paycheck to paycheck. Folks, we have been sold a bill of goods—we have been lied to by the handful of filthy-rich people who run the show on this earth. That needs to be changed, and the best place at which to start is to read the book, Crashing Streams of Change; it would help to create the mindset that you need to be weaned from the poisonous breast milk of the corrupt corporate world and leave you with a lot to think about for a very long time! In all honesty, starting one’s own business is a serious overture at monetary success and is certainly not for the faint of heart: It requires pluck and mettle and courage, but which pearl of a great price doesn’t—anything that can dramatically change the course of your life for good would cost you something!
The Fear of Marketing Failure
The high rate of failure among small businesses is legendary; thus, most people prefer the illusive safety of a guaranteed salaried position—and that is quite understandable. In this thorny employment landscape; many people have been shoved into tough and untried employment situations, which include marketing and selling of one kind or another. Quite often, these fresh, untested, and challenging jobs do exhibit some kind of commission arrangement; which is a situation of which many people are utterly terrified. Much of this unfounded fear of trying out novel forms of employment is rooted in our traditional understanding of “work”; our perception of being employed by the same company for the rest of our working lives stems from the old, fossilized model of work. Unfortunately, that old, outmoded model of work still holds sway in most people’s minds today: The reality though is that that system has been long phased out; the current employment regime is more of a spasmodic, fragmented one. Somehow or other though, most people refuse to accept the new employment paradigm in society because of its surreal unrealism. Forasmuch as the new, unpalatable employment program does not offer the kind of safety and security that the old, relict, bygone employment regime used to offer; many people are still hung up on the old. The reality though is that society has changed—and has changed dramatically; the old iron allegiance to companies with pension-to-grave security has long faded from view.
What is particularly curious here is that, although things have changed radically, many still psychologically hold on to the old employment securities of the past: The idea of having allegiance to one employer who took good care of you and your entire family was a splendid one while it lasted; however, that model is long gone, but mentally, many people have simply refused to let it go. What they do not realize is that the corporate world never really cared about them, you, and your family; but as you were able-bodied and skilled in their eyes, they took advantage of you and paid you pennies in comparison to what they made from your hard work. That made it seem as if they loved you as their own children—they never did. And when push came to shove and they found cheaper labor overseas; guess what they gave you—a pink slip and did not even say good bye. Folks must wake up to the fact that the corporate world is run by the handful of billionaires who run the show on this earth: They do not care about you—they never did; they just created the mirage of taking care of you and your entire family, and you swallowed that lie bait, hook, liner, sinker, the fisherman, and his boots. They fooled you, and you have not overcome that illusion—that spell that they placed on you.
On the other hand, many, with a more entrepreneurial spirit, have begun their own business; but as has been stated before, starting one’s own business is not easy and often requires tremendous courage and a variable amount of start-up capital; but tell me of anything that can radically change your life financially for the rest of your life that is easy: This cruel fear impediment has dissuaded many would-be business owners; accordingly, many, facing hard times, have opted for difficult and stressful sales and marketing-oriented jobs. And though millions are petrified at the thought of commission-oriented jobs, some have even opted for this kind of work. Quite often though, people’s real fear is not knowing how to make these spiny employment situations work. There is an inherent fear of doing anything that is new and somewhat threatening; however, the world’s richest people are those who have done just that: They have bravely stepped out on virtually nothing; firmly believing in themselves and in their innate strengths, talents, and gifts. At issue here is the fear of marketing, period; but paradoxically, people often feel more secure marketing others’ products—not their own. My friend, if you can work on commission, selling someone else’s goods and services; you can start your own business, doing the same thing: Six of one; half of a dozen of the other. What has caused such massive societal blindness among people? They have been deceived and brainwashed by the few wealthy people who run the show on this earth. Read Crashing Streams of Change and the article, Radical Approach to Marketing: they will liberate you from the serfdom and slavery of working for other people and set you on the right course of becoming your own millionaire like all the rest of them who have done the same thing. Simply put, working for others is a terrible form of mental lethargy and slavery.
The Fear of Marketing
Quite frankly, marketing can be a formidably unkind brute because there are practically millions of ways to go about marketing a product; and more often than not, it is impossible to determine which marketing channel will yield success. One of the reasons that people fear failure in business is the pressure that marketing “themselves” and their own products puts on them. They are afraid to set up their own operation because it demands that they move out of their comfort-zone: They revel in the false security and assurance that being paid by someone else for their services brings to their lives; they entirely overlook the wonderful array of talents and skills and gifts that they themselves have. Marketing, the promotion of a proposed exchange of products (goods and services), requires a clear mindset of change in marketers themselves. Marketers’ mindset must not be that of regular, everyday people who just live their own lives without having to figure out how they are going to pay their rent and grow their business. Obviously, starting and growing a business are an onerous responsibility and do require much courage, effort, and determination. Unless marketing yourself and your business becomes a twenty-four hour per day job, it hardly ever works; to put it another way, the marketer must become his own company’s billboard and flash it virtually everywhere he goes. It is a herculean and demanding job; however, as you slot into the role of marketer and business salesman, the job becomes more and more routine and familiar. In other words, in the course of time, businesspeople (marketers) eventually discover that marketing is not that hard: Ultimately, they learn that it is a whole lot of fun. All marketing requires is that you broadcast your company’s services or products wherever you go. As a marketer, you just cannot afford idle, mindless chatter; that sort of stuff would land you in the pauper house. Marketing trains you to be focused all the time; and whenever you fall away from the straight and narrow, you know exactly where you fell: You simply pick yourself back up, dust yourself off, and continue from where you left off before you fell into that trap of idle chatter. You must concentrate on marketing yourself and your products indefinitely: You just cannot afford the luxury not to. It is your business; you have to sell your products: If you don’t sell them, then who will? There are many people in business who think that marketing is below their dignity; somehow or other, they think that it is below them. I have news for you people: If marketing is below you; then get out of business, because business is all about marketing and selling yourself and products to turn a profit. Hobby business soon bellies up and closes down. You just cannot afford to approach business as a hobby: Business is business, and a hobby is a hobby; you cannot—and must not—mix the two.
Promoting and Marketing the Writing Business
With the advent of the digital age, millions of people have become writers and are now writing books. Today, just about anyone can write a book—and this has cheapened the former status of being a writer. That title used to carry a whole lot more weight than it does today. Virtually every Hot and Tot in town is now a writer—and I don’t see why; I do not see the basis for such mindless emphasis on being something that you know you are not. Writing is very difficult; and putting out good, valuable factual and literary content is extraordinarily spiny and time-consuming. It takes anywhere from nine months to a year and a half to put out a decently written book—and that is the very problem: Most books written today are, at best, trashy and demeaning. This is one of the negative side effects or corollaries of the digital age—anyone who can plant his “butt” in a chair for a while can write a “trashified book”; but writing a good book takes about ten thousand hours. Not exactly straying from the point of mastering the art of marketing, this book issue is brought up merely to underscore the point that no one would market your product for you. Many authors feel that someone, other than themselves, needs to market their books for them. They handle the matter very sloppily, treating a purely economic commodity as if it were some play toy; in the meanwhile, they are losing thousands of dollars! Writers, I implore you: Get out there and market your own books, for no one will market them for you. You wrote the book: You need to sell it, even just for the fun of it. A book is an economic product: It must be treated as such—and anything that is traded on the open marketplace of this world is an economic product.
The Real Art of Marketing and Product Promotion
The real art of marketing does not only demand blunt and plain lifestyle change; it requires a considerable amount of artistry and creativity. How does one market a product? There is no clearly defined, set way to promote a product; in fact, as was stated earlier, there are millions of ways to market products. How does one market a book—is there any set way to market books? One may be tempted to put up a fight here; but in reality, marketing is just like life. How should one live his life: Is there any fixed, standard way to live one’s life in this world? No, not at all! If we look at nature, we would see how creative and versatile nature is. In a garden in Tokyo, Japan, a tree has grown smack out of a huge rock and has turned the whole garden into a museum. This is what I am saying: One thing that does not work is hard and fast marketing conventions. Locking oneself into some kind of straight jacket marketing is just asking for failure. In keeping with my opening point, the key to marketing is to become a billboard for your business—and there are millions of ways to do that. Wherever you go, people should not have to wonder who you are—that is the first thing that you should let them know, and you should have already figured out dozens of ways to get them to make a purchase. I am not saying that you have to be in their face and shove your product down their throat: You should have already figured the whole thing out before you enter the public arena. Ultimately, you are a salesman; and your life should bear that out. It is the best piece of marketing advice that anyone can give you.
You are the best marketer for your product of which you are immensely proud—and you should be. If you are selling junk, that is a horse of a whole different color. And yes, should you spend money on supplementing what you are personally doing to market your own product? Absolutely; but depending on mere money to market your product without your direct innovation, advertising, and promotion is a terrible mistake. You have to keep your products as hot as cakes and cross buns, fresh from the oven. I know: You forget that you have a business and that you are a marketing billboard—it happens to me all the time. I myself tend to forget that I am a writer and publisher and should be promoting my wares all the time; but you see, that is the beauty of marketing: Constantly reminding yourself that you are a salesman first and foremost puts you right back in the driver’s seat. In the article, Building Networks, an Essential Marketing Ingredient, much focus is directed to the tremendous marketing power that all human beings have without even realizing it. All you have to do is to make up your mind that your products are more important than any other conversational item. Keep the conversation on your products—how do you do that? Practice doing so every day: Practice makes perfect, you know. Choreographing the sales process by yourself and interacting and talking to other folks you meet; introducing them to your product would begin to give you the inside scoop on the matter. You may say, “Well, that is taking it too far and turning business into a mechanistic system and social booby trap: Isn’t it?” Not exactly—you are merely turning life into a business matter, and that makes all the difference in the world. And you know what? Life is a business matter: It is a marketing affair; and while you are at it, read the article entitled, Elements of Successful Selling. It would give you much insight into the hall of successful business people.
Now, you must know that wherever you are in this world, you are engaged in marketing of one kind or another: You may not call it that; I know: You call it by a thousand different names other than what it really is. But oh, my friend; whatever you are doing in this world is marketing of something, quite often, unbeknownst to you. If you are talking about politics, you are marketing a particular political point of view, agenda, or candidate: You are supporting a particular candidate and promoting his campaign. You may not know that that is what you are doing, but that is beside the point. You pick up a glass of wine laced with Lantana Berry juice: You do not have to know that Lantana juice is poisonous—you do not have to know that; but if you drink that wine, you’ll be a dead man. According to the book Crashing Streams of Change (available on this website), the world is not what people think it is: It is what it is—not what people think it is. And when you really understand what the world is, it will change your life forever. Read this book; and your life and attitude about business will never be the same! Knowing whether things are one way or another makes all the difference in the world; only that, quite often, they don’t seem that way. Things don’t have to seem the way they are—and they often don’t: Why? The world is a booby trap, and most people are its suckers. All you have to do in order to make your business succeed is to keep it at the center of every conversation in which you engage because merely talking about things adds value to them; thus, talking about your products and, or services, will add the same amount of value to them. This is the real art of marketing and selling anything: Just stay on the hunt for carefully planned conversation with people about your wonderful products, and, or services. In time, you would begin to realize that you have marketing talent you had no idea you had. The reality is that all human beings with a mouth have marketing talent. You know, some things are so simple; it is not funny. We go about complicating simple things and wondering why they would not work for us: We are complicating simple things. For example, the only way to tell a woman that you interested in her is to tell her that; and the only way to sell your products is to talk to people about them. Whatever you do, do not try to be too dashing and smug initially: Start out by just talking to people about your business; as you go along, the dash and swank and sparkle would show up: They come with practice, you know.
Now, it is a good idea to have some funds put away for about a year or so while you are honing your marketing skills: Business success and marketing savvy are the same thing; they are like the front and back of your hand. Understanding and mastering marketing are essential to business success. The clever skill of marketing is like a snowball. It starts out small—as usual—and gradually picks momentum as it goes. Selling is one of the best paid jobs in the world: Some of the best-paid people in the world are salespeople—and do you think that they go out broadcasting that? No, that is a profound secret; in fact, it is almost an Arcanum. That is how funny and illusory the world is. While you are busy being afraid to market your own products, dashing salesmen walk away with millions of dollars every year, selling other people’s stuff. And do you think that they would come to your house and tell that? They never will. Folks, the world is not what it seems to be; but that is one of the best-kept secrets in all of nature. Stop resisting marketing yourself, your products, and your future: Stop it now! Writers, resist the resistance against marketing your own books! Unless your book are trashy and demeaning, market them with all that is within you; you would be glad that you did.
In addition to your own contribution to the marketing process; network with money—if you can afford it—and with willing vessels that would not mind giving you a hand! Money can bring your business before millions; so can people. Make it a point to crank up the word of mouth and buzz machines and get them working on your behalf. Yes, marketing and sales do seem quite intimidating and threatening—and for many people, they are; but once you inculcate the understanding that all you have to do is to open your mouth and begin to speak about your company’s products, you will begin to see remarkable change in your business. Let it out: Let it all out, and it will come out and go where it belongs into other folks’ ears and hearts. There is exactly where you want it to go. Pretty soon, you will find out that it is not such a tall order after all—it is not that big of a deal. As it turns out, marketing’s bark is its real bite. Like everything else, it is doable; and you can train yourself to promote your business wherever you go. The real art of marketing your products is to simply tell people about them: They will find out how wonderful they really are!