bcg blog

Attract Instead of Promote

We are in an era in which promotion is king. In the eye of society quality, execution, and sustenance have become secondary to grand proclamations, flashy highlights, and clever hashtags. It’s all around us in all walks of life. 

Social media is clearly a major player, providing virtually everyone with a voice in the promotion game. Pretty much any idea will find supporters. It doesn’t need to be effective, impactful, or even accurate. It just needs to be said, or posted in the case of social media.

Promoters pull on the hope strings of their audience. And, man, does hope ever draw us in. The hope to be better, to be in the presence of greatness, to experience something few others can, to be first, to be special. Promoters are experts at selling us what we want, and think we need.

Promoters come in all shapes and sizes. And, I’m sure there are many out there with pure intent and are great at bringing awareness to something exceptional. Unfortunately, that’s not my typical experience. 

I often see this form of marketing take the form of self-promotion. It’s rarely about others and is almost always about something only they can provide. The only message I receive is one of arrogance and self-importance.

This isn’t to say we can’t share great things, that could help others. 
It is saying there is a better way to do it.

Why Should We Care?
I realize there will always be opportunities to promote yourself, your team, and your business. And, I realize some of it is necessary to share what you, or your team, can provide to others. The problem isn’t in the promotion itself, it’s when the promotion becomes the priority.

Our focus as leaders should be to attract, not promote. When we are engulfed in the work and the process of serving, we attract others looking for the same things we are. These are our people, the ones that share our mission.

The ones brought to us through promotion may eventually get on board, but few of them are actively looking for it. And, there will undoubtedly be some brought in by the promotion that later decide the mission of the group is not for them. 

Here’s the thing about people and teams that attract others though, they don’t really know they are until people start showing up. It was never their goal, or even part of why they do what they do. It’s their commitment to the cause that attracts others, not a commercial, special, or highlight.

Also, a lack of self-promotion does not indicate a lack of self-confidence. We can share what we do in a way that is both egoless and poignant. We can serve others without posting a list of all the people we’ve helped. We can operate in full belief and conviction to our purpose without pretending that what we do is so much more important than what others do.

REAL TALK - Action Steps
As we consider the value of doing things that will attract others rather than spending our time trying to promote ourselves, here are a few important things to consider.

• Your Purpose
  
  • As Simon Sinek said, “People don’t buy what you do, they buy why you do it.” Nothing is more attractive to people than authenticity. We are all drawn to people that are true to themselves and what they believe. No amount of promotion can change that.
    

• Your Image
  
  • Promoters are thought of as ‘talkers’ while attractors are viewed more as ‘doers’. It’s probably not a fair generalization as both groups inevitably spill over into the other, but it is a reality.
    

• Your Patience
  
  • When we promote we can typically attain results faster, even if they aren’t at the level we aspire to achieve. Attraction takes time. Sometimes, a long time. However, the level of our performance will be worthy of attracting others to it. 
    

A focus on attraction looks like a full commitment to our purpose and the process needed to execute it. Prioritizing promotion dilutes our purpose and compromises our process, leaving us with potentially more interest and certainly less fulfillment. 

For more information on building excellence in your teams, visit us at www.bluecollargrit.com. 
We would love to know how we could help!

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