Author, CEO & Founder

Learn More >>

Your Marketing Isn’t Working Because It’s an Arrogant, Selfish Blowhard.

In: Marketing,

If you feel like no one’s paying attention to you, go hang out at any sports stadium.

Because if you go to the stadium, you’ll know what it’s like to be smashed up against 100,000 assholes in blue face paint chanting olé! olé! olé! olé! And you’ll instantly know what the main attraction is.

Not the game. The experience of being at the game.

And with that experience comes my favorite person of all: The beer guy.

As soon as you sit down, you’re tripping over yourself to frantically flag down the beer guy for a wiener and a couple of cold ones. (For double fisting and other classy acts, of course.) The beer guy is the most sought after dude in the entire stadium. You know what kind of leg cramps that guy probably gets, running up and down those steps?

Now, contrast that with some blowhard in aisle 5 who suddenly gets up and starts yelling, “Hey everybody, pay attention to me! PAY! ATTENTION! TO! ME!” He might get an annoying stare or two before people ignore him altogether. Nobody wants to listen to that guy. And he certainly won’t command the attention of the entire stadium.

The difference between these two folks is simple: One has something you want. The other just thinks he does.

And that’s just common sense. Yet, it’s not always common sense when it comes to business.

When most people market themselves, they put up a website and act like the guy in aisle five, screaming for the world to pay attention to them. “Buy my stuff!” “Sign up for my newsletter!” “Like my Facebook page!” But they haven’t earned the right to be paid attention to.

You don’t want to be that guy. That guy has daddy issues.

Rather, you want to be the beer guy. The guy everybody’s clamoring over. The guy in demand. The guy who doesn’t need to scream and shout for attention, because he’s already got it. Why?

Because he’s got something people want.

When you do anything for your business, consider: Is this something people actually want?

If you’re sending out hundreds of old-school postcard mailers, are you doing that because that’s what people want? Or because that’s what you want? (Likely because you don’t know what else to do, so at least this makes you feel like you’re doing something, right?)

If you’re shoving “newsletter updates” down people’s throats, is that something people actually want? “Newsletter updates?”

If you’re writing a blog post, is it information people will actually want?

In other words, WHAT’S IN IT FOR THEM?

If the privilege of doing business with you is all you’ve got, that’s not good enough.

Start imagining the internet like a big giant stadium, and continually ask yourself whether what you’re doing is something people will actually want, or if you’re being guy in aisle 5 about it.

Because even the people chanting olé at least are entertaining.

But the only person paying attention to the guy in aisle five?

Is the security guard.

take the

25 DAYS TO $100K

Freelancer Challenge now!

Calibrate your freelance business to reach $100K this year just by making one small adjustment every day for twenty-five days. Enter your email to get started!

It's 100% free, just like the tears you wept over Ryan Gosling in The Notebook.



Are You Peeing In The Sea of Sameness?

I was disgusted. She was the 11th person to pass by trying to peddle the same exact selection of sunglasses that ten other people had peddled just seconds before. “Senorita?” she said, tapping me on the shoulder from behind my table once more. I ignored her once more. She circled around me in case I […]

In: Marketing,


How to become an unf*ckwithable freelancer

What does it mean to be unf*ckwithable? View the 10 commandments >>



Click here to tell me what *you* think + let your ideas be seen naked—and then sign your name on our wall of wonder.

Your email address will not be published. Required fields are marked *

53 thoughts on "Your Marketing Isn’t Working Because It’s an Arrogant, Selfish Blowhard."

  1. maxwell ivey says:

    reading this post had me thinking of all th people i have noticed lately including links to their instagram and face book pages in their twitter profiles. I even get direct messages from people right after they follow me asking me to like their fb page follow them on instagram subscribe on youtube. I know i ask for help a lot and have been blessed to receive so much assistance from my friends. but at least I don’t say hi we just met can you do something for me or at least I don’t think i do. but i will b thinking more about my actions in the future. and you talk about th difference between the beer guy and th look at me guy. when i try to promote the site or the equipment on it its like oh well no big deal. but when i post about something new i have managed to do or when i have posted about my weight loss its like everyone is reading those posts. thanks again and take care, max

  2. CherylAnn Crego says:

    Really timely. How do you become the beer guy? You have what they want, but you have to be able to show up at the right place at the right time. The beer guy is already there…he has an “in” with the stadium to get in front of thousands of people. When you don’t have that “in,” how do you get it without becoming the guy in Aisle 5?

  3. Steve Roy says:

    Dammit! I was getting ready to use this comment as link bait to get people to subscribe to my newsletter!!! It’s REALLY good 🙂

    1. HAHAHAHA. Foiled again, @disqus_pkex5GCvsJ:disqus. 😛

  4. Kala says:

    Sassy and great methaphor to get it that we can’t just shout about ourselves but focus on what our clients are wanting. But finding that out is tricky…