How To Become the Center of Attention

By Guest Contributors - Oct 24 , 2008

By Stephen Palmer

Advice and techniques for marketing and persuasion rain down on us like Noah’s flood. Yet if we’re drowning in advice, then why are so many books, marketing campaigns, speeches, articles, blogs, and other content painfully ineffective? Why does it seem so hard to get others to take action?

When it comes to marketing, publishing, websites, public speaking and all forms of content creation and distribution, there’s one secret that supersedes anything else you’ve ever heard on the subject. Applying this one secret will make a bigger difference in your style and presentation than anything else.

Are you ready for it?

Let me give you a hint: Why are you still reading this article? You’ve made it this far for a reason—what is that reason? Is it because I’m such a great writer? Is it because you think I’m a cool guy?

Does it have anything to do with me at all? Of course not. You’re still reading this because you have your own needs, struggles, and issues that you’re dealing with and you’re looking for answers. It has nothing to do with my writing style or my charismatic personality. It’s all about you and your needs. I’ve promised to help you meet your needs and answer your questions by giving you a secret that will increase your effectiveness and sales.

You haven’t made it this far because of me—–you’re here because of you. You might care about my credibility, but only as it relates to your purposes.

Have you figured out the secret yet? Lean in closer while I whisper it in your ear: It’s not about you.

That’s it. It’s really that simple. It’s not about you — it’s about your audience. It’s about your reader, or potential readers. It’s about their needs, desires, passions, fears, perceptions, sense of belonging, personality, sense of humor, tastes, preferences, and aversions. It’s about giving them what they want, not what you want.

The Golden Rule says to treat people how you want to be treated. The Platinum Rule says to treat people how they want to be treated. The Golden Rule is great for avoiding conflict and war, but horrible for marketing. No one cares that your book is the best and that it was the result of years of toil and passion. They care only if it happens to coincide with what they want.

To give a tangible example of this secret, I’ve visited a few websites of freelance writers to extract and analyze two writing samples. Consider the differences between the two:

Example 1: “I enjoy working with people and I love to write. The combination gives me an edge in the freelance writing industry. I’m outgoing enough to ask all the right questions and lucky enough that I never get bored doing my job. I believe any piece of writing is worthy of perfection…I have always gone the extra mile for my clients. You will find that I am meticulous, that my work is original, and that I will consistently produce above and beyond expectations.

Example 2: “I am here to make your life easier. Partner with me for your writing needs and give yourself the freedom to focus on other aspects of your business. If you are looking for an experienced freelance writer who is committed to your satisfaction, you have found her! I look forward to helping you achieve more with words.”

The first one isn’t written too badly, but notice that “I” is used eight times with only two references to the writer’s potential clients. In an effort to sell you on her services, she has told you all about herself. In the second example, the writer references herself just four times while referencing you, the potential client, six times. The first person wants to tell you how great she is; the second shows you that she’s all about meeting your needs.

For some reason, we think that to sell people we need to tell them how great we are. The reality is just the opposite — you must show them how in tune to their needs you are. The only reason they care about how great you and your book are is if your perceived greatness coincides with what they’re looking for and their pain that your message will alleviate.

Learning that it’s not about you and writing to the perspective of your audience will impact the effectiveness of your message more than any other factor. Stop being self-centered — make your message customer-centric and you will quickly become the center of attention for your audience.
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Stephen Palmer is a freelance writer and editor and The New York Times best-selling co-author of Killing Sacred Cows: Overcoming the Financial Myths that are Destroying Your Prosperity, thanks to Michael Drew of Promote A Book. Stephen helps authors and business owners pilot their message through the stormy seas of Information Age content to the shore of stellar success and profitability. Learn more at http://www.WritingCaptain.com.