There’s a scary secret at the heart of Direct Marketing. So little of it is under your control. After all, you can’t make people buy unless you have a monopoly. 

So mostly you hear people shout. Those who shout the loudest often win. The flip side of shouting is invisibility. And so nearly everyone falls into this two-sided trap on their way to Authority Isle.

Try to escape from the trap and you make it tighter, like a Chinese finger puzzle.

So if you’ve ever felt like this, just know there is a way to do marketing that you and your audience can love, even if you do feel trapped otherwise. It’s also a GPS-direct route to Authority Isle.

No shouting required.

    6 replies to "How to Escape the 1% Trap"

    • wayne dean

      Hi Steve.
      This presentation is A#1
      Thank you for bringing me back to where it all makes sense.
      I’m going to put it to work/into play.
      It will be fun.

    • Steven Washer

      Cool. Have fun, Wayne!

    • Prema Qadir

      You are so wise, Steven.

      Nice to know that I won’t fail if I refuse to accept the hype.

      I love your videos! So refreshing!

      • Steven Washer

        Thanks, Prema!

    • Stefan Drew

      Hi Steve,

      This is so true.

      In my own case I write a column for the leading website in my sector. It means showing up every month, bringing an insight that isn’t a sales message and moving on.

      Based on always showing up this morning a contact at the BBC asked me to be part of DriveTime this afternoon. They wanted my view on a viral video that had been made for £100 (that’s another story), and it made me realise how true your message is. There are loads of other people that can give views on a radio show but when you are reliable you keep getting asked back again and again.


      • Steven Washer

        Thanks for sharing your story, Stefan. I didn’t mention this in the video, but this is one of the touchstones of an enduring brand. And opportunity will lead to opportunity…

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