I gotta respect a business book writer who names a passage “Forget Best Practices.” Steve Pratt does just that in 2024’s Earn It, and his point is a good one: if everyone follows purported best practices in their messaging, there’ll be a sameness in what’s produced. Pratt’s career in marketing was built by being different (odd, even) and he implores the reader to of course incorporate what will likely work yet be sure to make it their own. A recurring theme is “do the opposite” whereby we will earn attention by creating unique content that is memorable and therefore valued by an opt-in audience. [Here is where the smart aleck says, “Hey Book Man, if everyone runs counter to the norm won’t we all then be the same?” Nope. Because no one else is you, pal. There is but one you, your voice is special, and your Uncle Steve wants to hear it.] Pratt declares a call to arms in the introduction encouraging risk taking, saying “the thick sludge of the status quo slows all forward momentum.” It’s a good reminder that when it’s time to change, you’ve got to rearrange who you are and what you want to be.
Pratt wastes no time diving into the book’s key concepts (literally, as in no mumbo jumbo to start, not even publishing info). First off, the goal is to be what he calls creatively brave, meaning you’re “willing to push yourself and make something unexpectedly awesome designed for a very specific group of people.” That latter part is crucial; the target audience must be well defined and made up of folks who can help complete the desired business outcome, whatever that may be (e.g., buy your stuff, encourage others to do so, spread the news, etc.). Also key: commitment. The mission here is to have the disposition to tell these people that your special content exists, what the author calls “marketing your marketing.” Otherwise, what is the point of creating material that the target audience would happily, voluntarily consume if we’re not committed to shouting from the rooftops that it’s available? Excellence is found in the balance, knowing full well great material without marketing, or so-so material with it, won’t result in much outside of pointless box checking.
This book is unlike any I’ve read. The paperback cover looks & feels like a piece of pop art. The illustrations by Don Sparrow would fit well in 1950’s print media ads for booze and ciggabutts. Fonts zig and zag, grabbing our attention, which makes sense given the subject matter. Pratt can be a bit silly and corny, but he’s Canadian and haven’t we come to expect that bigly from the nice citizens of our soon-to-be 51st state? Aside from all that, like with all worthwhile business books, he gives us a super-sticky idea that everyone can use: sampling. Marketers need a hungry audience and the healthiest way to build one is to have them give something a try. From a morsel to a meal to having seconds and beyond, it starts with one bite. “A strong and vigilant focus on sampling will drive better marketing and more efficient audience growth.” So there. Identify the people, give ’em a taste, ask if they’d like more. Not bad, eh?
If you have anything to say about this – or book recommendations – kindly post below (rather than emailing me) to spark conversation. Thank you!