Getting Your Name Out There: A Lesson from the First Evangelists
“Let your speech always be gracious, seasoned with salt, so that you know how you should respond to each one” (Colossians 4:6).
A former coworker wrote to me recently to ask how he can “get his name out there” when launching his podcast. I chuckled to myself, thinking that this simple question has a loaded answer. I have spent a career working to help garner recognition for brands, for individuals, and for my various endeavors. The latter, self-promotion, is the toughest. Many find it awkward to toot their own horns; no one likes a braggadocio. However, marketing oneself is necessary.
Wanting to provide him with a quick and tangible solution, I responded:
I advise you to gear each podcast episode to the audience, anticipating what they need, what they want to hear, and what takeaways and nuggets of info you can give them. Then, when promoting each release, give the audience a snippet of its core takeaway, either in writing or video/audio shorts. Rather than saying on your social channels, "tune in to my podcast," demonstrate how they will benefit from giving up their time to listen to/watch you. You need to share a bit of intellectual property to hook an audience, reel them in, and then keep them wanting more.
In a nutshell, my advice was twofold. First, focus on your audience in a “build it and they will come” vein. Next, instead of saying “look at me, look at me,” give the audience content they can use, so they’ll want to investigate further.
Offer Tasty Popcorn
Let’s unpack those two points a bit. Defining your audience is the first step to successful marketing, PR, and any form of messaging. The second is to appeal to your audience by creating content that interests them and delivering it through their preferred style and channels. Once they are on the hook, continue to appeal to them through engagement tactics like Q&A sessions, polls, and free webinars. If you build it and properly promote it, they will come, and if their experience is pleasant, they will return.
The success you have in attracting and maintaining your audience depends equally on both the quality of your product and on how you promote it. Regardless of how popular you or your brand are or how large your following is, it is a fool’s errand to take influencer status for granted. Rather than begging for an audience, leave a trail of popcorn — not clickbait, but really tasty theatre popcorn.
In fact, think in terms of movie trailers. We all know the trailers preview the best and most exciting scenes, yet we go to the theatre or stream the entire two-hour movie anyway, precisely because of those scenes. We want to see them in context.
The same concept holds true with your product. In any type of promotion, you have mere seconds to sway your audience, so give them something they want, something they can chew on, and something that will entice them to invest their time or money. Even if the product you are promoting is you (your podcast, act, art, etc.), place your audience at the forefront of your efforts. Be altruistic. The audience is always subconsciously thinking, “What’s in it for me?” So, approach your promotional efforts with their interests in mind. Chase souls, not dollars.
Case Study: A 2,000-year-plus Success Story
Before executing marketing or promotional plans, it’s best to study and mimic the strategies of successful organizations. While there are countless examples in the modern world, one of the oldest enduring success stories is often overlooked in this context. Of course, I am referring to the Catholic Church, which, despite numerous challenges and downturns, continues to thrive.
Sure, we know the Church will never be conquered because Jesus said, “the gates of the netherworld shall not prevail against it” (Matthew 16:18), but consider how the Word spread over 2,000 years despite dire challenges.
After the Word was made flesh, the Twelve Apostles (Matthias replacing Judas, as written in Acts 1:26), 72 disciples, and countless others began to spread the Word. Here's a very rough outline of the initial “strategy”:
After Jesus’ Ascension, the Holy Spirit descends upon the disciples, giving them the gumption to proclaim the Gospel (Acts 2:1-13), and Peter boldly addresses the crowd (Acts 2:14-36).
Some 3,000 people are baptized into the catholic[LR1] faith, the universal Christian Church, abandoning their possessions and praising God (Acts 2:37-47).
The apostles begin preaching and healing (Acts 3, 4, 5).
The first seven deacons are ordained to minister to the poor; Stephen is among them and becomes the Church’s first martyr (Acts 6, 7).
The faithful are displaced following Stephen’s persecution; thus, they spread the Gospel beyond Jerusalem (Acts 8).
After ruthlessly persecuting Christians, Saul experiences an epiphany on the road to Damascus, and his heart is converted (Acts 9).
Peter baptizes the first Gentiles after receiving a vision that they are not required to keep the Mosaic Law but are to be embraced as full members of the Church (Acts 10).
More than 2,000 years and many disruptions later, the faithful continue to spread the Good News — often most effectively through one conversation at a time. Word-of-mouth advertising, most marketers would agree, continues to be the strongest form of advertising.
Achieving such virality is easy when the product is good. Inevitably, however, our fallen human nature is likely to surface and mar the product. For example, the behavior of a rogue associate or two, or hundreds, can spoil a brand; competitors may bear false witness, thus tarnishing brand reputation; or patrons may easily be tempted by shiny objects, unwittingly opting for counterfeits. This is not to say we should alter our product or mission to appease the masses.
In matters of style, swim with the current. In matters of principle, stand firm like a rock. — Thomas Jefferson
A rock-solid product with steadfast and consistent messaging will withstand disruptions. Frequently take stock of your brand, your messaging, and your product to ensure you are staying true to your mission. After identifying your audience and their preferred method of communication, message them accordingly, leaving your popcorn trail in their path.
Lorraine Ranalli is an author, ghostwriter, and soft skills trainer with a background in broadcasting and corporate communications. Impact: Deliver Effective, Meaningful, and Memorable Presentations is Lorraine’s reference book for the communicator’s toolbox. Inspired by life experiences, she has passionately facilitated Ascension’s Joy-Filled Marriage program for nearly two decades. Wife, mother, and Delco proud round out her credentials.