8 Ways a Digital Media Platform is More Powerful than “Marketing”

B R I A N C L A R K

Taking a media approach to building an online audience is way smarter than traditional

tactics of marketing and advertising.

Not because media tricks anyone, but because ...

It gives people

what they want

In a format that

they prefer

How?

What follows – in brief – are eight ways that building your own digital media platform can make your

business more ...

influential

persuasive

profitable

and

It's time to kick traditional concepts of marketing and

advertising to the curb.

Ready?

It’s All About the Presentation

1

Trying to overtly persuade someone is much less

persuasive than more subtle forms of influence.

Seems contradictory, right?

You want to present your message within content that people actually want to pay

attention to.

Not wrapped up boring "marketing" messages that only make them want to tune out.

For instance, some of the things I consider to have had the most influence

on how I view the world and make decisions about are works of

fiction.

What about you?

Demonstrate Authority, Don’t Claim It

2

Creating media content establishes authority and expertise by

demonstrating it on the world stage, for all to see.

Even better, you don’t ever have to claim your own

expertise ...

… because other people

will do it for you in a much more credible way.

Does the idea of

self-promotion make you nervous?

If so, let it go and let the media you publish to the open web

do the promoting for you.

The Social Proof is in

Social Distribution

3

Contrary to popular belief, you don’t have to go wildly “viral” in

order to benefit from social distribution.

Your content turns you into a "social object" that spreads, and that’s often more powerful than even a network television deal.

The crowd itself spreads what it likes and finds useful, rather than the best guesses of some

sheltered media executive.

OK, but what is a "social object?"

My friend Hugh MacLeod coined this very helpful (and powerful) phrase, read more

about it right here.

Give to Get

4

Sociologists maintain that all human societies subscribe to

the principle that we are obligated to ...

repay

The distribution of free online content from your media

platform creates an ongoing relationship with an audience ...

A relationship that creates a perfect picture of

generosity

and

reciprocity

It's, Like, Really Simple

5

Simply put, we like to do business with people we like.

When creating media content to grow your business, the key to earning that likability comes

down to two things ...

a. A relentless focus on helping others.

b. A relatable – even fallible – human voice.

Be Likeable.

Get Your [Digital] Foot in the Door

6

Psychologically, we tend to act consistently in light of our prior

commitments and actions.

This is important when you think of the steps that a prospect takes by coming

into your audience on the way to becoming a customer or client.

Each of these steps is a further commitment of

trust and belief in you ...

… and each satisfactory step – in turn – transforms you from a

choice to the only logical choice.

So, what is the first step in getting your digital foot in your

prospect's door?

Create media that people actually want … not advertising that they

want to ignore.

Tell Me a Story

7

Storytelling is one of the most powerful forms of influence on the planet.

If you tell the right “big” story (a story your prospect wants to hear, but doesn’t know it yet), your business could take off.

The point here is to do everything you can to tell better stories with a

media-first approach.

If you do that, you’ll quickly find that you are a terribly

persuasive person.

And unlike advertisers, you'll have

permission to contact your audience with a new story

whenever you want.

Educate to Influence

8

When you think about it,

teachers are actually some of the most influential people in the

world.

Anyone who teaches you something by creating understanding and

knowledge has changed the way you think … f o r e v e r.

What if your “marketing” strategy were essentially to

become the best teacher you could possibly be?

Wouldn't you rather be known as a

beloved teacher, rather than merely a person who “sold”

something to someone?

Yep, that's what I thought___

So there you have it (though briefly) ... the eight ways that building your own digital media platform can radically

change your business.

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8 Ways a Digital Media Platform is More Powerful than “Marketing”

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Written by Brian Clark

Generate a flood of new business with the power of a

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