Interview
What are the most effective ways
to promote a product or service
through Digital Marketing?
We live in a very, very noisy world and
nowadays it’s easier than ever to ‘throw’ a
few dollars or euros at some Facebook ad
campaign or YouTube Video ad campaign.
This is awesome and awful on the same level.
All our competitors have access to the same
channels, and all are fighting for our potential
clients’ attention. This causes ‘ad fatigue’ and
‘promotion blindness’, and the best way to
avoid that is to stand out… to take the risk…
to be the ‘weirdo’ of the group and to use very
unconventional and (sometimes) politically
incorrect approaches. One example is to be
the one who says, out loud, what everybody
thinks, but doesn’t have the courage to say
themselves. Obviously, the approach taken
must be congruent with the image, the brand
or professional wants to project, but we always
must find the best way to be different and to
grab people’s attention. By doing this, we are
breaking the pattern of desensitisation created
by what they are already used to seeing or
hearing. This is extremely important in Digital
Marketing or any other medium.
How important is Persuasion,
Charisma and Influence to
succeed in business?
Ab-so-lu-te-ly important in every sense of
the word. I have been studying and applying
influence and authority for more than 15
years and a charismatic and persuasive
person will open a lot more doors than the
best professional in the field. Being excellent
at what we do is highly important, but
personality and communication will win over
quality. You can be the best, but if you don’t
attract and captivate your ideal clients with
your personality (or ‘professional persona’)
and if you don’t communicate your value
proposition flawlessly, then you will be unable
to create new and better opportunities for
yourself. Some people believe that persuasion
is manipulation. That’s a mistake and we must
understand that a persuasive person provides
the right arguments to transform the opinion
or behaviour of people for the benefit of both
parts, while a manipulator deceives and attacks
emotionally other people for his/her own
benefit. On the other hand, charisma is not
what many people describe as friendliness and
‘all smiles’. Charisma is not necessarily about
being friendly but being likeable
and admirable and confident. A
confident person who can show
traits which are attractive to other
people, communicates very well
and at the same time, presents
valid and solid arguments to the
public, then that is a person with
plenty of influence.
I always had big dreams
which required me to create
opportunities instead of waiting
for them
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