Do you remember the first time you said something that went against what everyone else was thinking? It may have been when you were quite young, or maybe it even took you a little while longer to ‘speak up for yourself’.

Either way, the majority of us have had a moment of taking a stance for what we believed in, even if it meant losing the respect of those around us in that very moment.

Do you remember how that felt?

Likely, although you know you stood up for what you believed in, the feeling that followed could have been one of regret or sorrow – indicative of a yearning to have the relationships back you just lost ten seconds ago.

And for many – that feeling can be enough to ensure it is never done again.

You see, the pain of losing connection with those around us doesn’t sit well with us as human beings. Feeling as though we are no longer a part of the pack violates a core need at the centre of what it means to be a survival-driven organism.

And one of the quickest ways to lose that sense of connection is to go against the grain of what they all believe – that should just about do it… and do it quickly.

But when it comes to the marketing and selling of our services, to allow this fear of abandonment or disownment to hold us back from being bold is going to cost us far more than just the approval of others in the short term.

Because being part of the crowd when it comes to marketing and selling our services is nothing short of business suicide. However, if you can find your unique groove of being bold with your marketing and going against the grain of whatever everyone else around you is saying, you will find yourself in a marketing territory so many only ever dream of.

But if standing out from the crowd is your aim, it’s going to actually require you to stand out from the crowd – and that can be downright scary for the majority of business owners. 

In order to stand out from the noisy crowd, it’s going to require you to say something the rest aren’t willing to say.

It’s going to require you to give up the idea that talking louder or more often will get you noticed and replace it with the awareness that ‘different’ will trump ‘better’ every day of the business week.

It’s going to require you to language what people can sense for themselves currently, but are unable to verbalise for themselves yet.

Ultimately, it’s going to require you to be bold instead of repetitive.

And in doing so, it may require you to face a few things that would be far more comfortable to leave unattended to. It may be time for you to finally face the fact that you can’t please everyone, or it may be time for you to learn to be OK with criticism from those that own a keyboard and have access to the internet. Or maybe it’s even time to give up the need to be liked.

But if you’re in business for long enough, it’s only a matter of time before you realise this boldness strategy is essential for remaining top of mind in your respective marketplace.

So ask yourself now:

Where would you like to be bold?

Where does your opinion differ from the masses? 

And how can you educate them in a way that has them reconsider their beliefs, all the while holding you in memory as someone that encouraged them to think differently? 

Darcy J Smyth is the lead trainer of the Tonal Persuasion Method for Sales, the methodology designed to ensure you are closing sales without the squeamish ‘Hard Sell’ that turns so many buyers away in the modern business landscape.

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