5 Non-Obvious Ways To Put Your Business & Brand In The Spotlight

Tara McMullin
Oct 18, 2017 · 9 min read
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When you don’t know what works, marketing your business feels like a gamble.

Each new article, email, social media post, podcast episode, or video feels like it could be a home run or it could be just another invisible effort to get your business seen.

Tactics, platforms, and fads don’t make for great marketing.

Instead, great marketing comes from an acute understanding of what makes your brand, your offer, and — yes — even you, the marketer, a standout. Great marketing spotlights your brand not because you’ve executed a particular tactic perfectly but because you’ve tapped into something bigger, deeper, and more meaningful.


Marketing is about visibility. Visibility is about power.

In his book, The Power Paradox, Dacher Keltner shines some light on how we can connect our brands and their missions to powerful marketing through the lens of how individuals gain power in groups. He writes that power is really the ability to influence others and make a difference in the world.

Visibility and power are found at the intersection of authenticity and strategy.

The 5 non-obvious ways to earn power that Dacher outlines can become a guideline for 5 strategies for crafting marketing that earns visibility through authenticity. Instead of marketing on a whim or eschewing strategic action to just do your own thing, you can combine intention and planning with a truly personal approach.

1. Openness

The first way to earn visibility is remaining open to new perspectives, feedback, and information. It requires genuine curiosity, creativity, and plenty of communication.

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Your turn: What can you do to incorporate curiosity into your brand or product marketing?


2. Perspective

While certainly some brands and media outlets garner attention by riling up a frenzy, sustained visibility and influence comes from offering a sense of calm and a fresh perspective. Instead of syncing up with the latest freakout, your brand can represent a different way of looking at things.

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Your turn: What are you willing to say or do that is counter to the current freak out?


3. Kindness

Marketing that utilizes Kindness is cooperative. It draws others in, recognizes their contribution, and lifts them up. When you shine a light on others, your brand also shines.

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Your turn: How can you shine a light on others?


4. Focus

Focused marketing is imbued with purpose. It is driven by your Why and executed with intention. We respect Focus because it gives us context and a sense of stability. Visibility emerges from Focus slowly but powerfully. Without Focus, earning sustainable attention is nearly impossible.

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Your turn: What message are you willing to stick with for the long haul?


5. Enthusiasm

Dacher Keltner’s research on power makes one thing clear: enthusiasm is the #1 predictor of who receives influence and power in a group. It’s the same with your business. If you allow your brand to be ecstatically enthusiastic about what it’s all about, people will pay attention.

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Your turn: What message makes you shine?


What Works

What Works is honest conversation about running & growing a…

Tara McMullin

Written by

Founder & Executive Producer of What Works and The What Works Network — a small business podcast & community. Formerly Tara Gentile.

What Works

What Works is honest conversation about running & growing a small business today. We seek out the thoughtful, intentional, and unconventional ways small business owners make it work.

Tara McMullin

Written by

Founder & Executive Producer of What Works and The What Works Network — a small business podcast & community. Formerly Tara Gentile.

What Works

What Works is honest conversation about running & growing a small business today. We seek out the thoughtful, intentional, and unconventional ways small business owners make it work.

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