by Benjamin Hardy
Marketing is nothing more than applied psychology.
It’s about connecting with people, persuading them, and helping them.
Many people think marketing is a nasty or immoral thing.
Many “artists” don’t learn marketing because they don’t want to “sell out.” They want their work to be pure.
Academics are not better. Their work is not accessible to the common man.
Marketing is nothing more than making your work easier and better to find and use.
People aren’t magically going to appear and buy your stuff.
People aren’t going to magically appear and read your stuff.
Even right now: How did you land on this page? Look at the title of this article. I could have just as easily called it, “Advice for becoming successful.”
But would you have clicked on that article?
Probably not.
But you clicked on this one.
Why did you click on this one?
How did you get this far down?
Think about the experience.
Marketing is the “HOW” to whatever it is you do.
Remember Bryan Eisenberg’s quote:
“Our jobs as marketers are to understand how the customer wants to buy and help them to do so.”
The reason most people aren’t successful is because they either fear or avoid marketing. For the same reason, most people are bad teachers. They’re more focused on content than the delivery and design of that content.
But the delivery — the HOW — is just as important IF NOT MORE IMPORTANT than WHAT you’re doing or WHY you’re doing it.
You could have the cure for cancer. But if you don’t market it well, you’ll never get your cure out there.
You could have the world’s most important message, or greatest story, but no one will see it if you don’t promote and package it intelligently.
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Benjamin Hardy is a husband, father of 3 and PhD candidate in Organizational Psychology. He is the bestselling author of the book Willpower Doesn’t Work.
