One of the things that strikes us about the era we now live in is that everybody is talking. More than ever in our history, we have individuals with the capability to put their voice out there and take on just about any subject they like. And now there’s no shortage of opinions on any topic in any format: politics, government, sports, nutrition, religion, business, technology, nature/the environment – you name it. I can hear from experts, so-called experts, frauds, liars, conspiracy theorists, so much so that, if we’re being honest, it’s perhaps not a great societal development.

After all, there is no filter anymore for what’s good or what’s authoritative – or what’s true. We’ve left the average person to fend for themselves. And we’re overwhelming them. (In full disclosure, we always encourage our clients to put themselves out there, so perhaps we’re just adding to that cacophony of voices that average consumers have to wade through. But what other choice is there, really?)  Especially at a time when share of voice is more important than ever in marketing.

Perhaps the real question for most businesses and our clients is this: Are people listening to what you say?

The Art of Capturing Attention

When we talk to clients, we often mention a four-step process to get anyone to buy anything and talk about you. It’s kind of a classic funnel in that way:

• • Step 1: Hook them.
  • Step 2: Convince them.
  • Step 3: Convert them.
  • Step 4: Evangelize them.

As you can imagine, Step 1: Hook them is what takes priority perhaps most of all because if you can’t capture their attention, the other steps aren’t too useful. So, how do you do that? Here are three things you can do:

No 1. Say Something Worth Hearing. It’s not enough to simply produce content; you need to say something meaningful. Your message should: 

• • Provide unique insights or perspectives
  • Offer solutions to real problems
  • Challenge existing notions or spark curiosity
  • Evoke emotions or inspire action

No. 2. Resonate with People’s Values. People are more likely to listen and engage when your message aligns with their core values. This means:

• • Understanding your target audience deeply
  • Addressing issues that matter to them
  • Reflecting their aspirations and concerns
  • Being authentic and genuine in your communication

No. 3. Take a Stand. In a sea of neutral voices, taking a stand can make you memorable. This means:

• • Having a clear position on relevant issues
  • Being willing to express unpopular opinions if they align with your values
  • Backing up your stance with facts and reasoning
  • Accepting that not everyone will agree with you

Let’s explore this latter point more as it’s critical in the era of fear and great division that we find ourselves in.  

If There Was a Time to Take a Stand, Isn’t It Now?

At Marketing Nice Guys, we’ve written often about the power of authenticity. Recently, for example, we expressed our views on that current occupant of the White House – specifically that he’s a con artist, liar, and frankly a traitor to this country for siding with Russia over Ukraine. There is no argument. He’s a terrible human being. And in any normal country, we’d call that out. He’s causing unneeded chaos for allies and federal workers while using the power of his office to protect his own interests and dismantle any oversight of himself.  

But where are the business leaders on this? A lot of them are too afraid frankly to say anything out of fear of what he’ll do or what his followers will do in terms of retribution. And since we posted that comment of ours about him, we’ve certainly had people ask us: “Aren’t you afraid of the blowback from clients or companies you support who might align with the President?” The answer is frankly no. We believe that our stance aligns perfectly with our brand values of empathy, honesty, decency, and transparency. The man who currently occupies the White House frankly does not care about any of those things. If you as a client don’t agree with us, that’s OK. But we’ll always treat our clients and our partners in keeping with those values.  

And yes, that’s just a political example. Not every company needs or should talk about politics. But there are plenty of stands to take on any number of issues/misinformation out there where you are an expert or you have a particular set of values that apply. Are you a health and fitness company but you see a lot of pseudo-science out there about your field? Call it out! Are you an expert in business technologies but see misinformation about AI or other platforms? You can do the same. 

This brings us to a crucial point: the stand you take must fit your brand. We would never counsel a client, for example, to champion causes or express opinions that don’t align with their core values or with expertise they don’t have. For one, audiences see through it, and it could backfire spectacularly. (And, obviously, it should go without saying, but if you have morally questionable values, we would never recommend you put those out there.)

The Rewards of Taking a Stand

It’s hard to say something you really think. Most people don’t, especially in business. And few have the luxury of speaking their mind when their livelihood depends on it. You can alienate potential or current customers, face backlash or negative publicity, and risk being misunderstood.

That said, part of business and part of life is understanding that you don’t have to be for everyone. You just have to attract those whom you want as customers and who like what you have to sell. In other words, one of the biggest decisions you can make is who you don’t want as part of your client/customer base. That’s hard. But it’s also necessary for all companies.

And think about the potential rewards of taking a stand on something too. You’ll:

• • Build a more loyal, engaged audience
  • Attract like-minded customers and partners
  • Establish thought leadership in your industry
  • Create a stronger emotional connection with your audience by speaking what is hopefully the truth

Strategies for Standing Out

In the past, we’ve certainly written about how to cut through all the noise that’s out there. Some of that certainly has to do with what we’ve suggested previously, understanding who your audiences are, what they care about, timing, and personalization, etc. But there are other strategies to consider as well. For example, it’s always a good idea to:  

• • Develop a Consistent Voice When It Comes to Your Values. One of the things we often discuss with clients is the idea of continuing to reinforce your brand consistently. If you believe something, keep saying you believe something. Keep talking about your values and reinforcing them, especially if they’re good!   
  • Be Driven by Something Bigger Than Yourself. You need only look at the current occupant of the White House to maybe question this bullet point, I get it. But a lot of people (and especially those you might want as clients/customers) see through self-interest. People are willing to join you and engage with you if they see you are driven by a bigger societal goal.
  • Be Timely and Relevant. Let’s face it: As human beings, we may have a longer attention span than a mosquito, but not by much. Stay on top of what’s going on, and you can offer timely insights and commentary that add value to ongoing conversations.
  • Collaborate and Cross-Pollinate. Partner with other brands or influencers whose values align with yours. This can help you reach new audiences and add fresh perspectives to your content.

Conclusion: Take the Stand

If there were ever a time to take a stand and have a point of view, it would be now. You’ll not only be able to project your values, but it will help you rise above all the cacophony of voices that are generally drowning in a sea of sameness and fear. 

Yes, taking a stand carries risks. But why run any business or any organization based on being afraid of risk? Frankly, it seems like you could do a lot better – and be a lot happier with yourself – when you honestly let people know where you stand. I can hear all the MBAs out there saying: “No, no, no, don’t do that.” But maybe that’s the very reason you should.

Need help and like this approach? Don’t hesitate to contact us for a free consultation.