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Vicarious Event Marketing & Promotion - Be Edgy!

Has a friend ever tried to live vicariously through you? Being one of the unmarried guys - I find my friends (usually the men) telling me “I want to live vicariously through you!” It’s a bit ironic . . .  A large number of people I know what to settle down. But when they settle down (or for whatever reason) people tend to get incredibly bored.  Don’t get me wrong - There is nothing wrong with marriage and kids. But people still want some excitement in their life.

Stop_Be_Bored  

People are Bored Out of Their Gourd
Back in September I attended Eben Pagan’s GuruMastermind Conversion Summit in Los Angeles.  During one of the sessions Eben talked about how most people live incredibly boring lives. He illustrated the point with a simple example: People wake up bored, they go to work bored, come home – watch some T.V. and then go to bed bored. The next day the same boring process starts all over again. One could argue that Eben’s example is a pretty harsh assessment. Yet the more I think about it, the more he might be right. When I ask my friends “why do you want to live vicariously through me?” they usually respond with “because I’ve settled down and don’t get to have as much fun anymore.” You need to realize that most people are bored. If people are looking for a little excitement in their lives, give it to them!

Inject a Little Personality into Your Marketing
It’s never been so easy or inexpensive to capture the attention of your target market. The challenge is cutting through the all advertising people face. One simple way to overcome the standard advertising glut is by injecting a little personality into to your marketing. Eben recommends being “edgy authentic.” Being “Edgy Authentic” is a great way to capture the attention of someone who might be bored. By being edgy you cut through all the other pompous corporate style marketing.  Be authentic and genuine when you communicate with your target market. They’ll appreciate your candor.

Get Them Excited
Apathy, ambivalence, and indifference make the challenge of getting people to your event very difficult. The same goes for trying to sell a product or service.  You need to get your target market so excited that it’s difficult NOT to buy from you. As Jeffery Gitomer put it “people love to buy, but they hate to be sold.”

An Edgy Example
One of my friends, Chris McCombs, did the improbable. Chris’ blog KickBackLife.com became the number one fitness marketing blog in the world. He accomplished this feat by being edgy authentic. Chris knows his target market and how best to communicate with them. People write him all the time to compliment him on his open candor and marketing style.  If you’re looking for a super successful example of edgy authentic, check out Chris’ blog KickBackLife.com. When you look at the site, you need to go a little deeper. It might look like it's about scantly clad women and guns . . . but there is a lot more to it.

By applying an appropriate amount of edginess to your event marketing and promotion, you’ll stand out from the crowd. At first you’ll feel a bit uncomfortable . . . but with time you’ll see the benefits of not being like everyone else in marketing. Don’t be afraid to stand out!

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Comments

Michael Max

I've never seen 'appropriate', and 'edgy' used together before.
Hats off to you?

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