The dangers of playing it safe

My friend and I were leaving the meeting room.

“I can’t believe you said that.”

“Someone had to. Otherwise, we’d be making a big mistake.”

“Agreed. Huge.”

I can’t remember exactly what the discussion was about.

But I do remember the feeling.

The tension.

The team knew it was a bad idea. But nobody wanted to be the person who said it.

So I did.

I don’t make a habit out of it. But…

There’s a strength to being the awkward person in a room

Being willing to say something others may disagree with. But only when doing so from a genuine place of care.

The same is true in marketing.

Too many businesses are so pent up about saying the wrong thing that they end up saying almost nothing at all.

And that makes them very easy to ignore.

Think about the times something’s made you stop scrolling, forward it to a colleague or reply “YES. This.”

They usually have some bite to them.

Something you hadn't considered, had already been thinking but couldn’t put into words, or other people would probably disagree with.

You probably have one of these to share too.

Something you believe, that isn’t universally accepted

Something clients routinely get wrong. Things competitors do that you think make little sense. Advice you've stopped giving because experience has taught you better.

It’s risky, but that’s where things get interesting.

Note: Please don't start posting defamatory statements about your boss/clients/competitors online because I sent you this email. Cheers!

You need to think about your clients

What are they trying to accomplish? What keeps them up at night? What will make them stop scrolling and pay attention?  

That message won’t be for everyone, but it’s going to matter a whole lot to them.

And when you’re trying to win more of the work you do best, that’s what matters.

Whether you’re giving them something to agree with. Or disagree with.

Just make sure it’s something they feel.