Balls-On Marketing: Why You Need To Strut Your Stuff
This is a guest post from the ever ass-kicking Dave Navarro of time management and productivity fame. Did you ever notice how all the guest posts on this blog are so much better formatted than mine? Yeah, I did too, and I don’t want to talk about it.
Quick quiz: What do you absolutely need to have if you want your business to pay that mortgage of yours?
- A) A kick-ass website
- B) Clever business cards
- C) A catchy mission statement
- D) Arrogance
If you answered anything but D), you’ve got a hard road ahead of you. Arrogance is your number one asset when it comes to building your business - and if you ignore it, you’re in deep trouble. (And if the idea of being arrogant makes you squeamish, than you need to listen up. Closely.)
Arrogance is Bliss - As Long As You Don’t Overdo It
The problem with the word “arrogance” is that most people define it as being overbearing or self-important. Pfft. They only think that because that’s what the dictionary says. But if you check out the origin of that word you’ll see that the root meaning of arrogance is “to claim for oneself.” In other words, to say “This is who I am and this is what I’m capable of.”
The problem is, most people claim some pretty shitty things when it comes to their business skills. They think things like:
- “I don’t think I could ever compete with ______. They’re so established … I’m not.”
- “I don’t think I could charge those rates … who am I to say I’m worth that much?”
- “How can my business really grow, when there’s so much competition … and they’re cheaper?”
- “What if I screw up and word gets out? What will I do then?”
The problem for most of us is that we let that little voice in our head beat us down until we are scared shitless. We look at “tiny ol’ us” and “big ol’ them” and we struggle with the self confidence we need to really pull in the business that we know we’re capable of. We’re afraid to fail, to look stupid, to risk it all … and we choke. Sometimes we choke just a little bit, never chasing the bigger business … and sometimes we choke completely, and the business fails.
Failure To Take Bold Action Comes From Insufficient Arrogance
The reason we choke isn’t because we suck … instead, it’s because we are insufficiently arrogant. Society tells you that arrogance = asshole-ishness so we get conditioned to do the opposite. We get all meek, and put ourselves down, and sell ourselves short - because if we blow our own trumpets, we’re being arrogant jerks, right?
Right. Your customers don’t want you to be an arrogant jerk. But they do want you to be sufficiently arrogant. They need you to be sufficiently arrogant. They crave to know that you have full confidence in what you do, that you kick-ass when it comes to whatever it is that you kick-ass in. Nobody wants to hire someone who thinks they can do an “ok” job. They want to hire someone who has the balls to feel good about their skills with no hesitation.
If you’re afraid to tell people how good you are because you don’t want to come off as self-important, then you have insufficient arrogance. And your business can’t afford that, not for a second. You’ve got to turn that around.
How To Be Sufficiently Arrogant (Without Being A Jerk)
Overly arrogant people tell the world how great they are. That’s not where you want to be. Sufficiently arrogant people communicate exactly how much value they give to their customers, and that’s exactly where you want to be. If you can take the focus off of how good (or not-so-good) you think you are, and put the focus on how much real value you have generated for the people who pay you, you can brag all you want - and with good reason.
Customers want to know you deliver real value. That’s why testimonials work so well on prospects. They can work just as well on you, too - and chances are, like many people running their own businesses, you can sure as hell use all the support and encouragement you can get.
Take a look at how you view your own skills. Do you think you’re just “ok?” Maybe that’s because you’re comparing yourself to people up the food chain - and you shouldn’t be doing that. Take your eyes off of how much better than you those A-Listers are and focus on how there are customers out there, right now, who are damned glad they came to you to get their problems solved.
Don’t be an arrogant prick. But don’t be insufficiently arrogant either. Give fair credit to yourself and broadcast the value you provide and the customers will follow.
Tell Us Why You Rock (Or Ask For Help)
What is it about your business that adds so much value to your clients? Drop a comment below and get sufficiently arrogant. Or, if you have no clue where to start just ask, and I’ll see if I can help you refine the reasons you rock as only you can.
Dude,
You two should get together and start and entrepreneurial school… seriously. I’d pay to be schooled so scandalously.
*laughs maniacally*
BWUHAHAHAHAHA !!!!
Performance arrogance and social arrogance. Get as much of the former as you can and leave the latter well alone.
Dave I’m a far better coach than you, you do know that, right? ;-)
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Wonderful stuff. I have to say that understanding this also happens to be the key to successful business blogging… that nobody else seems to get. Performance-based, customer-helping, sufficient arrogance.
Yep.
Did I ever mention that a blog redesign I did doubled conversion rates for the client?
Well, I’ll go balls to the wall - I rock with the handspun yarn. I create fantastically soft yarn in crazysexycool colors while providing a connection with the farmer and animal that produced it. Not only does the yarn rock, but my customers get excellent customer service with fast shipping, immediate contact with their shipping info, lots of extras like free patterns and info about the sheep. I’m taking DIY one step further, helping all those crafsters who don’t want to buy into mass-produced products (and make-it-themselves) avoid mass-produced supplies.
@Michael -
That’s the stuff!
@Tara -
You’re making me want to start knitting now. Good stuff!
Ooh….I totally needed this ass-kicking today. Thanks for the pep talk.
By the way, I create awesome software for my customers. It boosts their producitvity and helps them to serve their clients better.
So there.
@Dave, you should TOTALLY start knitting! You know, men knit long before women were “allowed” to and formed exclusive professional guilds. I recently noticed that Naomi often mentions knitting as an example (in her ebook articles, etc)…so I think her resistance to the craft is low. Just think, if you two form the marketing school that Melissa mentions, we could all be knitting during the lectures!
@Avonelle -
Glad you liked. These boots are made for kickin’ …
@Tara -
Your Jedi mind tricks will not work on u- … … … yes, knitting. Yes.
Umm… well, see..
Huh.
I guess I need this.
Well, I am “just” a homeschoolin’ mom who happened to spend so much time on the internet playing around with sites that I created a free blogging site for homeschoolers. Seems I got kinda good at that and helping out others, that now people pay me.
I know how the program works, and it’s like regular Wordpress multiplied. If you want to run a site like wordpress.COM, then I’m the gal you see that’s affordable. My competition is one other company that takes on bigger projects than I do (we have a nice relationship) and Automattic. You know, the guys who wrote the thing.
I learned server tech. As in, I go in and kick the server in the balls. hard.
(and when that doesn’t work, I email support. I has a backup plan, see?)
I’m also apparently good at what business people call networking. I became friendly with some of the dev team, getting the inside scoop, and am now known as an expert. The tech blog I have devoted to this went from a PR1 to a PR 6 in around 4 months.
Some days this freaks me out. especially with the level of trust people have in me.
Did you ever see the Far Side cartoon with the caption “Timmy screws up” and Timmy is in the orchestra pit with his classmates, and he’s about to bang the cymbals - except he has one, and he’s muttering “don’t screw up, don’t screw up…”.
yeah. Half my days are like that. Or at least I feel like that.
the other half, thankfully, I figure stuff out and run around going “OH YEAH! I ROCK!”
(I’m working on 4 clients in other tabs as I type this.) I hand-hold, I answer questions people have that they don’t have to spend ages googling and getting a hazing for asking in the forums.
I think the biggest problem I run into lately is things that I think should take me X amount of time turn into long drawn out affairs (most of the time, in my own mind) because I feel like I’m running around in circles. If I’m such an expert, shouldn’t I know this stuff better and be able to do it faster?
I set up everything for my small business clients — hosting, email, domains, all in their name with their billing info attached — and then give them a kickass site to go with it, all for a price most small businesses can afford. This lets them go about the business of their business, and still know that if I get hit by a bus, their website will endure.
You said “Tell Us Why You Rock”.
ShowOffCards rocks because we deliver arrogance. Our products (business cards) are outlandish, eye-catching, high quality, damned expensive - and they get attention.
I’ve said it before and I’ll say it again. There is way too much choice today. Everyone can do a good job or deliver a good product. What you need to do is be a little arrogant and get their attention.
Then of course you better be able to explain WHY you aren’t just good - but great. And then all you have to do is deliver.
You’re absolutely right Dave. When I hire someone to do a service for me, I look for confidence. I would never hire someone that was not sure that they could do a better job than any of their competitors.
@ Tara — Good Christ, that yarn is gorgeous. DO NOT SELL THE SCRAPPY COIL. I want it but I have questions and I have to go find your email address from the WP admin and OHMYGOD I’m overwhelmed and in a tizzy.
@ Everyone — Go to Chief Show Officer’s site immediately and then go throw out the rest of your business cards because you will never be able to look at them the same way again. You will pee your fucking pants about those cards. Seriously. I’m going to get them for SxSW and then laugh at everyone else’s inferiority.
@Andrea -
Why are things running in circles? Because you aren’t estimating accurately, or because you’re not setting customer boundaries, or something else? Or is it outside your control? Do tell, maybe I can help.
@Amy -
That sounds good. You have it nailed. :-)
@ChiefShowOfficer -
Love the title.
@Nimic -
Confidence wins (most) every time …
@Naomi -
Don’t forget, if you must laugh, laugh maniacally :-)
BWUHAHAHAHAHA!!!
All three? :D Usually all at once.
Possibly related: A.D.D.
I own a cake decorating shop with my partner, and I do very little decorating and baking. Still I always tell everyone that we create delicious, fabulously decorated showstopper cakes in custom shapes and styles based on our client’s event theme and desires. I think I’m more excited about this business than anyone else.
Arrogance? Really, Dave. I have *no* idea what you’re talking about.
(I prefer the PC term “cocky”…)
@Jeanne -
My sister used to do wedding cakes (she did mine), but she quit because she wanted her weekends back (EVERYBODY wanted her cakes). She made a cake I’ll remember forever. That could be your tagline. :-)
@James -
You are 100% self-sufficient, you rockstar bastard, you.
Ooh yeah, I can strut that one… can you feel it?
You’ve really hit on something important here.
In almost every performance review I’ve received throughout my career I was told I’m too arrogant. In every single case the reviewer is still doing more or less the same thing while I went on to work on three different continents, speak two languages, develop expertise in advertising, direct and database marketing, and now interactive and online marketing. Personal mantra, “have no fear.”
A healthy does of humility is also important. Arrogance without substance will quickly take you into the jerk realm. Being humble means understanding you don’t know everything so, while you are certainly confident about what you do know, you are willing to invest in learning everything you can about what you don’t know.
Great post. I have to read your blog more frequently.
James
I’ll produce a short film for a company that’ll capture it’s heart and soul forever.
In just a few minutes, I’ll move an audience to cry, think, act, reflect or imagine new possibilities they didn’t even know existed.
Does your sales force consistently do that?
Just sayin’.
James (Hipkin), I agree completely.
I am building a kick-ass website to help people make the most of their careers, from choosing the path that resonates with them, to developing the skills to help them excel. Sometimes, my confidence is shaky, but my husband (sweetheart that he is) keeps prodding me along until I get my arrogance back.
Won’t be too long before my site is the go-to site for job hunters and ladder climbers everywhere. :-)
Thanks for a great post!
Oh my god, I so needed to hear this - thank you! I am hoping to introduce my workout clothes for pole dancers this fall and would just like to say they absolutely ROCK! And they rock because of all the effort I’ve been putting in with the pattern maker to make sure they do everything a pole dancer needs.
Which means lovely conversations with my much older, male pattern maker, such as, “Yes, I see what you mean, but a lot of these women will be upside down when wearing this.” And, “I know that is considered a minor seam, but women have this special part full of nerve endings there, and when they clamp their thighs around a pole, they don’t want to be grinding against a seam.”
Yeah…OK…um…I can’t follow the pole dancing clothes…
I’m a paint abstracts by day and do websites by night. When I create a website, I look at it as a work of art not just a landing page. I offer a step above (well maybe more like 10 steps above) template design and therefore charge accordingly. And yes the shoe maker’s kid has no shoes, so my site is down right now and in the works, but an example is at http://www.dianamaus.com .
@ Jennifer, you’re clothes are going to be HAWT!!
@JamesH, ah ha, that made me laugh. I used to get “you seem to think you’re smarter than the other employees.” To which I try hard not to answer, “sorry, I was trying not to let that show.” Current job pays me to be smarter than everyone else, which is an improvement.
@Thomas, love it. :)
When do we get started on tag lines for Jennifer’s pole dancing clothes? That could be pretty excellent.
Dave, this is such a rockin’ post, you are really tearing it up this week. I love this idea. I need to embrace this idea more.
No one in the blogosphere has a better grasp on why people have so many “somedays” in their lives nor does anyone have the kick-ass tools that I’m about to launch to get rid of those “somedays” - just look at how excited my Lab-Rats are - and they’re just in week two of learning to get rid of “somedays”!
This is a good kick in the ass. I need to do more of this, a bit more in some areas and a LOT more in other ones. I’m too modest a guy, and Dutch culture ain’t helping. Damn. Thanks.
@James: I’ll stick to arrogance. “Cocky” is my mother-in-law’s first name. NOT kidding!
What a trip to find you all here this is exactly what I needed to hear today!
I work with women who truly Rock and have simply forgotten how to Be the Rock Stars they are due to a wild elusive thing we call ED (eating disorder).
I take them on a first class ride from the foggy gloom of compulsion and denial to the top of Haleakala (house of the sun) clear and shimmering at sunrise.
Yes at some point we call it a blessing!
Aloha!
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Dave- Help.
I nail it, big time. But to say so in public…cue needle scratching across record abruptly halting music , stops me in my tracks….damn southern upbringing…sounds like bragging to me…I have been ratified by an entire frigging city, chosen by a prominent U.S. Senator, adored by a Pultizer author, and put in pride of place for the go to environmental center in the country, and awarded out the ying and yang…but to say that in public, myself… seems all kinds of wrong… where are those size 11’s of yours?
I paint. Well. Really damn well. I can touch your heart.
See? All kinds of wrong. How does that convert?
Naked in public AGAIN… gulp.
Dave,
Excelent motivation. Just what I needed this morning. My writing style is unique. No one can find it anywhere else. That is what I bring to my customers. Usually humourous, but also deep at times. You can’t find it anywhere but here!
@James H.-
Glad to have you here (and to have you coming back!)
@Thomas -
The “Just sayin’” is a great touch :-)
@Mary -
Glad you liked. The (sufficient) arrogance will come back more easily every time …
@Jennifer -
O_O Now *that’s* a unique product. :)
@blume -
Glad to hear you’re charging accordingly.
@Sonia -
GREAT response :-) I’ll have to use that if I ever get sniped like that at work.
@Alex -
That reminds me, I need to check in on the Lab Rats …
@Lodewijk -
I’m so glad to see you here, I typed your whole name :-)
@Gina -
Glad to be what you needed to hear - keep rocking!
@Michael -
“Experience that makes you wish you hired us sooner.” .. I like that.
@Janice -
Don’t brag - inform.
“I paint. Well. Really damn well. I can touch your heart.” becomes “Because my paintings touch people’s hearts, I’ve had the honor of being awarded … and I look forward to creating a painting that will touch your heart for years to come.”
Just sayin’. :-p
Focus on why you received accolades (why people like your stuff) and you’re not bragging. You’re reporting.
Does that help?
@Sal -
I love the smell of confidence in the morning … good on ya.
@ Karen — No, not THOSE kind of pole dancing clothes. Pole dancing as a workout. It’s a different kind of workout from regular stuff, so it needs different clothes. :-)
Arrogance for action - we all need enough confidence to believe we’ll succeed.
Arrogance for self-promotion - the world listens to the confident (arrogant) person. Visibility follows the arrogant, not the timid.
But, I’ve witnessed “up-close-and-personal” arrogance that attempts to take the place of action and it’s always a train wreck. For example, a consultant friend of mine, who is very capable, has a ridiculous amount of life experiences that are very interesting. His ability to brag is second to none. Most people, in time, take it in stride as being part of who he is, and how he is. He’s got arrogance down pat, except for one crucial element. He’s so busy with using arrogance for rainmaking that he never really does any actual work. His performance doesn’t come close to matching his arrogance. Over time I’ve seen his credibility suffer. Rightfully so.
Arrogance without performance isn’t worth much. Madonna isn’t the best singer or dancer the world has seen. She doesn’t have to be. She just has to be visible. Arrogance provides her visibility, but still she must dance and sing competently. And she does.
Dave- Reporting…hm…I will give that a go…this is my number one reason for hiring writers over the years. I am too close to it. Confidence I have, the right words, not so much.
Hand me a brush or a pencil though…
Thanks , it did help.
Dave, this is my favorite thing I’ve seen from you. Thank you. I think it’s a fantastic counterpoint to what I was feeling last night when I wrote today’s post.
Thanks again.
@Naomi: Pole dancing clothes eh? I would think that pole dancing requires, eeh, umm, maybe a lack there of? ; )
I have created a coffee mug that is changing the world. A straight up Holy Grail for the people. It was built on arrogance, and the sales and testimonials are there to prove it.
@Leonard -
Right - “arrogance for rainmaking” isn’t sustainable. Action is a must (and that action becomes the seed for sufficient arrogance).
@Janice -
Glad to help. Makes my day.
@Writer Dad -
Again, glad to help. Everybody needs to give themselves a pat on the back for the rocking people that they are.
@MonkMojo -
That’s one powerful coffee cup. But shouldn’t it be changing the universe, not just the world? Give the cup it’s rightful props.
@Dave: One planet at a time, baby…
Yes, agree so very much Dave…. and especially with ‘focus on adding value for clients’, not what the competition says or does. Great post- thanks :-)
[...] Being Arrogant in marketing is OK, so long as you don’t overdo it - ‘Balls-On Marketing: Why You Need To Strut Your Stuff’ - Dave Navarro c/o Itty Biz [...]
[...] Balls-On Marketing: Why You Need To Strut Your Stuff on IttyBiz (guest post by Dave Navarro) [...]
Wow! The timing of this post could not be better. I’m in a situation where I’ve sent out loads of samples & catalogs to retailers and magazine editors and now’s the time to call (yes, gulp, on the telephone) and follow-up. How I dread this part. I’ll practice here:
I design and create the most adorable handmade greeting cards. Our cards are THE best - they are 100% handmade in the U.S. of A - no imports here. The attention to detail in our cards is amazing. With my company, you get excellent customer service & follow-up and quick order turn around time. Are my cards going to bring peace to the world or stop world hunger? No. But are they going to make someone smile - heck yes!
@Julie - When I read your pitch, I was thinking that it was to much about you and not that much about them. One of the things I learned from Naomi is to focus on the “You”. Not the features but the benefits. Or “Don’t tell what you bring to the table, tell what they take away from the table.” Your pitch could be better if you turn it around like that (although I like it already).
But I think it’s hard to balance the focus on benefits and the arrogance stance, I wonder how Dave and Naomi feel about this.
Lodewijk-Exactly. This balance …not easy.
[...] Marketing yourself successfully requires… 31Aug08 …a little bit of arrogance. [...]
@Lodewijk - see, this is where my brain fails & I should probably hire some marketing help.
Thanks to you
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