"Harvey, you're doing it all wrong," the consultant declared, wagging his finger at me like a disappointed schoolmaster.

I sat there, slightly bemused, as he continued his sermon about how I should be marketing my services. According to him, my approach was as outdated as my AC/DC collection (which, by the way, is timeless).

"You need to focus on one thing and do it brilliantly," he proclaimed with the confidence of someone who'd never actually had to market themselves (or anything) in the real world.

I couldn't help but smile. You see, I'd just closed my biggest consulting deal of the year by doing exactly the opposite of what he was suggesting. And therein lies today's tale...

The Marketing Gravity Paradox

Most professionals think marketing is like trying to catch lightning in a bottle. They focus all their energy on one approach - whether it's LinkedIn posts, speaking gigs, or frantically networking at events where the coffee is always lukewarm and the conversations even cooler.

But here's the thing: marketing isn't about finding one perfect channel. It's about creating multiple forces of gravity that pull opportunities towards you or your product.

Think about it like this. If you're only using LinkedIn, you're essentially fishing in one pond. Sure, it might be a good pond, but what happens when it dries up? Or worse, when everyone else starts fishing there too?

The Gravitational Pull

During my time at Xbox, we learned this lesson the hard way. We couldn't just rely on gaming magazines to reach our audience. We had to create multiple touchpoints - retail partnerships, online presence, events, and even those dodgy late-night TV adverts that made everyone cringe (but somehow worked).

Here's what I've learned about creating marketing gravity:

1. The Comfort Zone Trap

Most people stick to what feels comfortable. If you're good at writing, you write. If you're good at speaking, you speak. But real marketing gravity comes from pushing beyond your comfort zone.

2. The Consistency Conundrum

It's not about doing everything at once. It's about consistently adding new gravitational forces to your marketing universe. Start with what you know, then gradually expand your reach.

3. The Pipeline Paradox

The biggest mistake I see? People only market when they need work. That's like trying to dig a well when you're already thirsty.

Breaking Free from the Gravity Well

So, how do you create your own marketing gravity? Here's my battle-tested approach:

1. Map Your Universe

List all possible marketing channels available to you. Don't self-censor. Write everything down, from podcast appearances to interpretive dance (hey, it could work!).

2. Score Your Current Activities

Rate each marketing activity from 1-10 based on:

• How much you enjoy it

• How effective it is

• How much time it takes

• The potential return on investment

3. Create Your Gravity Plan

Pick three activities you're already good at and one that scares you a bit. That's your starting point.

4. Build Your Momentum

Add one new marketing activity every quarter. Yes, every quarter. Not when you feel like it, not when business is slow, but every bloody quarter.

The Real Secret

Here's what that consultant missed: marketing isn't about perfecting one approach. It's about creating enough gravitational pull that opportunities naturally flow towards you.

Think about it like this - if you're only using one marketing channel, you're essentially putting all your eggs in one rather fragile basket. And we all know what happens to eggs in fragile baskets, don't we?

Key Takeaways for Action

1. Audit Your Current Marketing

Write down everything you're doing right now to market yourself or your product. Be honest - those three tweets from last month don't count as a "social media strategy."

2. Identify Your Gaps

Where could you add more gravitational pull? What channels are you avoiding because they feel uncomfortable?

3. Create Your Quarterly Plan

Pick one new marketing activity to add each quarter. Start small, but start somewhere.

4. Measure and Adjust

Keep track of what works and what doesn't. Marketing gravity isn't about being perfect; it's about being persistent.

Remember, the goal isn't to be everywhere at once. It's to create enough consistent gravitational pull that you're never starting from zero when you need new business, or you need to sell a product.

There’s Only Seven Weeks of 2024 Left. 😬

If you need to add gravity to your 2025 planning and projects, I can help.

I have one fractional or project slot left for Q1+ and I’d love to be able to help you meet your goals.

My clients will tell you how versatile and effective I am; here are a few examples of work done in 2024:

Insight work, positioning, pitch decks, social selling program, executive thought-leadership coaching and writing, career coaching, job search and interview coaching and company and conference event speaking.

If you’d like a chat about what your 2025 needs to look like, just reply to this email - it will hit my inbox directly. 🎯