Promotion ‘Reworked’: Part 1 – build an audience

I’m having a blast reading REWORK, the just-released ‘in-your-face’ business book by Jason Fried and David Heinemeier Hansson, founders of Chicago-based web applications company 37 Signals.

It’s a quick read, jam-packed with sharp insights and counter-intuitive advice delivered in short, sharp jabs.

And some of the chapters are very much like that – a jab in the face, a poke in the eye of conservative business practices.

I was particularly taken with the authors’ views and ideas on marketing and promotion. So much so I’m going to write a three-part post dedicated to the REWORK philosophy of marketing your brand.

Build an audience

Fried and Hansson (rightly) contend that all companies have customers, and with a bit of luck some companies have fans. But the most fortunate companies, they write, have audiences (and an audience can be your secret weapon).

Today’s smartest companies know better (than spending big bucks to reach people). Instead of going out to reach people, you want people coming to you. An audience returns often – on its own – to see what you have to say. This is the most receptive group of customers and potential customers you’ll ever have.

According to Fried and Hansson, when you build an audience for your business, you don’t have to buy people’s attention – they give it to you!

“This is a huge advantage,” they write.

So build an audience. Speak, write, blog, tweet, make videos – whatever. Share information that’s valuable and you’ll slowly but surely build a loyal audience. Then when you need to get word out, the right people will already be listening.

Amen to that! It’s exactly how we think too at SWEAT EQUITY. Build your community before you need it. It’s not as sexy as creating expensive advertising but it’s sure as hell more effective in the long run because you’re ‘earning’ people’s attention (and respect and trust), not merely buying it for a one-night stand.

The guys from 37 Signals definitely get what it takes to build a respected brand in today’s hyper-connected marketplace. They’re SWEAT EQUITY to the core!

Read REWORK and put its fresh, rapid-fire advice to work today!

VIDEO:

Interview with Jason Fried on BigThink.com

FURTHER READING:

Could your company form the basis of a best-selling book?