Promotion is the art of getting people to do things you want them to do. This might be attending your event, watching your video, buying your book, reading your blog post, downloading your report, making an appointment, or. . . hiring you.
You can promote a meeting or phone call. You can promote people—a business or professional you want to support, for example, or someone you’re working with and want your clients or prospects to meet.
You can also promote an idea, like a judge granting your motion, or why it’s important to have an attorney review important documents before signing them.
It’s an art because it takes skills and finesse. You don’t want to turn people off by your clumsy or overly aggressive manner; you want to turn them on and do what you’re asking them to do.
Sales skills are part of it. (NB: study salesmanship). More than that, it requires commitment to getting the results you want, and consistency in how you go about it.
Most of all, the art of promoting has these 3 key elements:
- Intensity. Don’t merely announce it, put energy and emotion into your words, to show people why it is important, why you believe in it, and why they should act on it immediately. Let them see and feel your excitement, because excitement is contagious. (NB: if you’re not excited about it, pick something else to promote.)
- Vision. Emphasize the benefits they get when they do what you’re asking them to do. What do they get? How will they be better off? Tell them what others got when they did it, so they can see how they can get it, too.
- Repetition. Once is not enough. People don’t listen to or believe you, or they have other demands on their time. Promote it again and promote it often.
The art of promotion is one of the most valuable things you can learn and do. Use this skill in all aspects of your practice and watch your practice grow.
