Now when I say this, I don't mean going out on the internet and blatantly pissing everyone off about their religion, race, sexuality, physical deformity, etc. and attacking every other opinion that doesn't complement your own.
What the title means is that you if you truly feel passionate about your product or service don't be afraid to let your customers know! Some people may be offended by your message and what you stand for, but don't let that slow you down.
Just remember that just being you right now, at this very moment, is offending some people. They may be offended by you being Chinese, your British accent, the pink shirts you like to wear, get over it!
You cannot accommodate the few ?intolerant? people in this world to determine your being. Have the same attitude for your internet marketing.
If you are overly passive and nice in your sales and marketing messages because you think it will please everyone, some people will think you have no confidence in your ability to deliver and your product's quality is probably crappy.
It doesn't create any controversy or attention and your image will be weak.
If you are strong and opinionated you get a stronger response in your customer's mind. Take a look at Dennis Rodman, some people think he's a total freak and some people think he's awesome. Either way, he gets publicity.
If you listen to Howard Stern's show, you've probably noticed that he is cocky, controversial, and opinionated about every subject imaginable. You either hate him or love him.
People have done studies showing that people who love him listen to him on an average of one hour just to see, ?What he's going to say next.?
Here's the interesting part, the people who hate him listen to Howard on average of three hours just to see, ?What he's going to say next.?
And Howard's show is very popular in the United States! Since he's getting paid by how long and how many listeners are tuned into his show, in a way, his haters on average are giving him more money!
Let me repeat, be yourself and be bold about your opinions. Don't be a ?saint? if you are in marketing. I've heard it said that being ?nice? is great if your goal is to become a successful monk, but it'll ruin you if you want to be a successful internet marketer.
For example, if you think organic foods are good, think of how good old Howard would say it:
?Eat organic food if you don't want to die! Conventionally grown fruits and vegetables are killing you with toxic pesticide poison!?
Don't say:
?umm?.yeah? I think organic foods are better. Conventionally grown food is not as good, it has chemicals and stuff?
Which one sounds more honest to you? If you have a targeted niche market for organic food, the first one will most likely fire up support from your customers. Sure you are going to offend the other side, but who cares?
They are going to be offended either way you say it. Having healthy respect for your opinion and the desire to share it with others isn't wrong. Think about it this way, if you don't respect your opinion, who will?
Read that paragraph again, because it is vitally important that you understand and apply this for your internet marketing business AND your own life!
If 10,000 people read your article and you offend half of them and the other half loved you, you still have 5,000 people on your side and think you are a genius.
It's impossible to please everyone so make it easy on yourself and stand up for what you believe. From now on save yourself the headache and concentrate on the 5,000 people that like you!
Remember, it's okay if you offend some people in the internet because that's truly how you feel. I'm not saying that you should go out on the internet and attack every opposing view, but from now on just be strong in your opinions when doing your marketing.
It shows that you are genuinely passionate and true to your niche market, just like Howard!
As a small business owner you can learn from Howard Stern's playbook ? even without the potty humor and strippers. Here are a few of the lessons you can take and use for your own marketing success:
1. Tightly Targeted Market Howard Stern knows his audience and consistently gives them what they want. He is unapologetic and does not try to make his offering more palatable for a wider audience. Consequently he has built an audience of millions of very dedicated fans.
He knows that not everybody is going to like him, and he's OK with that. I always say that small business marketing must be very focused. Yes you will disqualify many people from being your customer, but you will find the best possible matches who will become your raving fans.
2. Consistent Brand You always know what you're going to get when you tune in or tune out Howard Stern. His message is always the same. This congruency makes the people that like him come back for more.
Customers can be loyal, but they are also fickle. If people are used to a consistent quality and then you give them one bad buying experience ? you can lose them
3. Branding Authentically When Howard Stern takes the microphone, you get the sense that he is 100% honest ? putting his real self forward. He presents himself ? even in an unflattering light. His story is authentic.
The is a movement in marketing to present a more authentic message. Today's consumers are very savvy. Bluster, hyperbole, and bombast just don't sell. People do not trust advertising, so marketers need to find ways to connect in honest ways.
Your marketing doesn't have to be self-deprecating, but this can work. Avis built their wole marketing message around the slogan, ?we're #2 so we try harder?.
4. Multiple Channel Presence Howard Stern is known for his radio show, but has made successful forays into books, television, movies, and the Internet.
Good marketing reaches it's target market in multiple ways. As a small business you need to have a website, email list, do direct mail, advertise locally, have good signage, build referral programs, speak in front of groups, and sponsor events.. You need to keep reminding people who you are and what you offer.
5. Embracing Technology Howard Stern's move to Sirius satellite radio, and his On-Demand cable broadcasting, shows that he's on the leading edge of technology. Undoubtedly the audience he will bring with him will create economic pressure that changes radio forever.
As a small business owner, technology gives you leverage to compete with larger wealthier companies. You can use a web site, podcasting, blogging, email list, message board, online customer support, etc. The communications tools available to small business are staggering. Sometimes it takes stepping outside your comfort area and getting some education.
Whether you are a fan, or you can't stand him ? take what is useful and grow your business.
Both Alan Quan & are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Alan Quan has sinced written about articles on various topics from Lose Weight, Internet Marketing and Acne Treatment. Alan Quan is a certified Internet Coaching Empire coach and specializes in helping people build their own successful internet marketing business. Visit his website at. Alan Quan's top article generates over 60500 views. to your Favourites.
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