In my last two articles, I explained that when I need to remind myself of the most important basic marketing things to do, I am mindful of the three basic items, which I call the “Threebies.” In my last two articles, I wrote about the first two Threebies”:
The importance of “being enthusiastic”when marketing and meeting new people.
The importance of “getting out and about.”
In this article, I will talk about the last Threebie, which is:
Knowledge is Power
Ultimately, you have to have knowledge of something, or you aren’t that useful. Indeed, when you get right down to it, people, whether or not they are really thinking about it analytically, generally want you around if you are useful or potentially useful to them, and generally don’t really care that much if you are around if you aren’t that useful.
Consider when you were a kid. You were someone everyone wanted to be with because:
You always knew where the party was.
You were smart and could help with homework.
One way or another, there was something useful about you that made people want to be with you.
Obviously, what we are talking about here is much more sophisticated; however, you are trying to create something of use that makes you worth talking to or having around. For marketing purposes, that “something” is your “knowledge” of a topic that is of interest — or of use — to the people you want to have around you.
How do you get knowledge to have power? I will say now that you should pick an area of the industry in which you work and learn everything there is to know about it, so that you are a complete compendium of useful and cutting-edge information. This of course is what I call a “Power Niche,” as per the various articles I have written and will write.
For example, I am a real estate lawyer. So I read every single thing I can put my hands on pertaining to the real estate industry. Of course, I read the Wall Street Journal, but I also read books, publications, blogs, magazines and everything else I can find that deals with the real estate industry and/or the players in that industry. For example, I have my assistant send me any article on real estate that appears anywhere. That way, I am a wealth of information about real estate. It is astonishing how much I know and keep learning in my real estate niche. I have made myself very useful to be with because I know what everyone is doing and what is going on.
So if you are one of my clients, or someone I hope will be my client someday, it is obvious after speaking to me for a short period of time that I know a ton about the real estate industry and that I am able to provide value to you and I will be an extremely useful source of information, guidance, and advice.
Also, just to be clear, I am not out for “power” in the classic sense, to have the ability to push people around and lord it over my subjects. That simply isn’t my style, and it is not at all what I am talking about here. I am referring to the “power” to be useful. Indeed, it is great to have “power” to help your friends and your clients achieve their goals.
So, the next time you decide to market, remember to “Get Out and About,” to “Be Enthusiastic,” and to relentlessly seek knowledge because “Knowledge is Power.”
There may be a special fourth step or a “Fourbie” as I call it, so stay tuned…