Just when you thought you had seen everything, along comes this:
https://foxbaltimore.com/news/local/queen-annes-county-school-mask-mandate-protest
I went out to walk the $100k dog, Lola, for her evening constitutional and I ran into a bunch of sign waving protesters right outside my front door! They were headed over to the school board building which is around the corner to crash the board meeting.
I think 77 people showed up in total (hey, my town is small, remember?)
Of course I had to go check it out. My wife shouted to me to behave myself (what? who? me?)
A moment later I got to the school board and the media was already set up. That would be singular media; one camera, one reporter. (see above)
I stopped to watch. I don't get to go on many field trips.
"I can't breathe", "my body, my choice" and "don't tread on me" were just some of the signs I observed, some held by small children.
The protest lasted about 13 minutes. It might have gone longer, but it started to drizzle and they all ran for their cars. Evidently, protesters melt in the rain. Also, the lady with the bullhorn who was leading the protest, was not really saying anything.
Oh sure, she would get a few chants going "no more masks, no more masks", but that was it. People just started to drift away from her. She had NO ONE introduce her announcing her credentials and bona fides.
A deficit of authority and credibility. And certainly not compelling.
Since Lola had just come from the hairdresser, I decided to take her home.
Once there, I got on my computer to see who the protesters were, since I did not recognize any of them when I walked by.
Evidently, the group was organized by 3 residents; two of whom have children in private school and one is childless.
Makes you want to go "Hmmmm...."
What is the business/marketing lesson here?
There are two
- LESSON #1: Your marketing must COMPEL people to read/watch it. Just like a car wreck, Monica Lewinski or a protest, you feel compelled to watch. Does your marketing COMPEL consumption? Or is it just plain vanilla, blending in with everything else in the mail box?
- LESSON #2: Authority. You must command authority. The protest leaders lost all of their authority when it was discovered they had no connection to the schools. Now, had any of them had a degree in say... virology, medicine, or they were the Head of Infectious Diseases at Johns Hopkins Hospital, or they wrote the book on "the efficacy of face coverings".... Their word would have had credibility, value and of course, authority.
Gee... do you have authority in your niche or marketplace? Do your prospects disperse and hide at the slightest chance of rain? Figuratively, not literally)
Or are you seen as
the expert,
the person,
the you-gotta-talk-to-this-guy guy?
A book will do that for you.
In Septembers Mouster Class for DSNi Inner Circle Cast Members, I will reveal how you can write your book in as little as 30 hours.
But not just write the book, That is the easy part.
I will reveal to you how to:
- Use your book to get fre.e media attention (TV, Radio, Podcasts, etc.) where your ideal prospect is waiting for you.
- Create a lead generation campaign with your book that will attract your ideal prospects like flies to a bug zapper.
- Get invited to meetings and presentations where you can sell your services
- Hold your own event
- Launch your book for maximum impact and revenue
And much much more
Not an Inner Circle Cast Member? You can take care of that here:
deliverservicenow.com/invitation-to-become-a-dsni-inner-circle-cast-member/
But don't dilly dally, this months Mouster Class goes into the DSNi vault at midnight on 8/31/21.