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A Simple Branding Tactic Publicists Use to Help You Get Noticed

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If you’d like to learn how to improve your personal or business brand so you can gain a bigger following, sign up for the free 90-Day Master Class hosted by the founder of Addicted2Success.com, Joel Brown.


Working in PR, I’m on a life long mission fighting with blunt brand messages and copy-paste mission statements. 

In a beautifully diverse world where every personal experience is unique and every story, even the simplest one about a day in your life can teach, motivate, and inspire, many beginner entrepreneurs somehow settle for some cookie-cutter statements that might as well be printed on a t-shirt or a poster in an independent provincial coffee shop. 

Turns out, it’s not our fault, that’s just how our brains work. This study proved that people with similar views tend to mirror each other’s speech patterns, likely in an attempt to be better understood. However, a beaten phrase that might get you more head nods in a friends gathering would only do a disservice, if you are trying to stand out as a personal brand.

To create a message that stands out, ask yourself this question

Here is a tactic I’ve been using to create powerful PR campaigns for my clients. It’s called “Stupid majority.” PR adviser, Jerry Silfwer shared this idea in his TEDx talk.

Ask yourself this question: In my area of expertise, what is one thing most people are wrong about? 

It can be a publicly accepted belief, a common way of doing something, or ignorance about some latest facts. Of course, as long as there is a stupid majority, you can be a smart minority, educating the rest of them on what only you seem to know. 

Below are 3 examples of stupid majority:

We all used to believe in hard work and putting in extra effort, before the 4-Hour Work Week, 4-Hour Chef, and The 4-Hour Body by Tim Ferriss. That’s a great example of tackling a belief.

Marketers used to crack their heads about reaching the largest audiences until Seth Godin taught us to 10x marketing efforts by focusing on early adopters, popularising an idea from a 1962 book by sociologist Everett Rogers. 

Finally, there’ve been lots of PR dollars put in explaining links between heart disease and fats, which lead to demonizing all fats for years. Until recently when some health coaches, like Eric Edmeades or Dave Asprey and others, started educating the stupid majority about good fats. They also brought to light new facts, such as those about sugar which effects have been neglected all throughout the witch hunt against cholesterol. 

Here are a few steps to discover your own “stupid majority:”

1. Study the competition

Just start digging – you’ll find hundreds of people at a different stage of influence repeating similar messages. Instead of trying to say the same thing with different words, pull out your notebook, and start taking notes. The more popular a particular opinion or belief is, the more buzz you can create, pointing out what’s wrong with it or what’s missing.

2. Understand why the majority holds a belief

To communicate your “smart minority” idea most effectively, you’ll need to get clarity on why the majority holds a particular belief. It’s an easy job, as people spend a good amount of effort justifying their opinions, even when sharing something common. 

“Since we cannot change reality, let us change the eyes which see reality.” – Nikos Kazantzakis

3. Get some facts to back up your point

Roll up your sleeves and get facts and stats. Saying that the majority is wrong will firstly catch attention. Yet, if you don’t have strong enough evidence to prove it, the attention won’t hold long and might even backfire. 

Interesting enough, even some widely known facts, illustrated with little known statistics, can result in a viral message. We all know coke isn’t the best choice for your health. Yet this infographic that just put some numbers behind this common opinion, went viral in just a couple of days.

4. Don’t be afraid to tackle popular topics

You have to be confident in your expertise, but once you get armed with all the facts, don’t be afraid to launch! Remember, you are not just going against the stream to turn a few heads your way. You are providing a new, researched, and educated opinion. 

Think about it like this: by addressing the “stupid majority” with new facts and a fresh perspective, you are doing everyone a service, by advancing the conversation on a particular topic. 

5. Be ready to get criticized

Critics go hand in hand with followers, the more attention you get, the more you’ll be criticized, especially if you choose to go against common knowledge. I suggest you get ready to celebrate every new critic as milestones of your success!

Why does this work? You are capitalizing on the fame of a popular belief. One of the key components of creating a viral message is providing a fresh perspective (or fresh facts) about something that already exists in public awareness.

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” – Warren Buffet

When to use it? 

This tactic is best when applied to your content creation, pitching media, or for speechwriting. In many cases, your “stupid majority” message would translate into one of your campaigns that you can use to gain publicity. Don’t confuse your “stupid majority” campaign with your overall brand message – this is just an effective way to get attention to your brand, and may lead to you sharing your brand message, but should not be used in replacement of it. 

How do you make sure your personal brand is sending the right message out into the world? Share your ideas with us below!

My name is Natasha Zo. I’m a media relations specialist, artist, and salsa enthusiast. For me all these career paths of mine boil down to one core interest: I love to meet people, discover stories that are worth sharing and help those people to be heard. I’ve helped multiple authors and entrepreneurs to score that Amazon bestseller title and amplify their message through the power of media. Currently, I’m running a PR agency that helps wellness thought leaders to raise their expert status by building a media presence.

Success Advice

5 Things You Can Learn From The 5am Club by Robin Sharma

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It has been said by Robin Sharma, “5 AM is the time of least distraction, highest human glory, and greatest peace.” This also happens to be the central idea or the core value he has discussed in his book, ‘The 5 Am Club.’ Speaking of early mornings, at what time do you wake up? Are you annoyed by the fact that you wake up on the edge of time and then rush to work in haste? 

The life lessons put forth by The 5 AM Club are exactly the learning and motivation you need to challenge your complacency. In your race against time, you may not have the time to read this fabulous book. So, we have summed up the key book’s takeaways for your convenience.

1. The vigor of waking up early

This is what the book’s most fundamental advice to everyone is. Waking up at 5 am every day can work wonders to avert failures and make success a natural habit. When we wake up at 5 am, we have more time on our hands than others. Besides, this is when we have minimum interruptions and maximum powerfulness of the mind. 

To add, the early morning peace is priceless! You can schedule your most important tasks of the day between 5am, and 8am. This book teaches us in the simplest way, how we can train our mind and strengthen it to deliver the highest productivity by waking up early. This energy that you have when you wake up in the morning and the few additional hours in your day are what serve as perfect ingredients for success.

“The secret to productivity is simplicity.” – Robin Sharma

2. The power of finding the right balance in life

The book talks about a precious lesson of finding the right balance within. We often talk about the need for mindfulness and achieving the right mindset to perceive things. But this book goes a few steps ahead of our usual approach to life. It highlights the vitality of mindset and introduces the concepts of heartset, healthset, and soulset.

These terms may seem new, but they are self-explanatory. The idea of heartset endorses the essentialness of emotional stability and well-being. Next, the perspective of healthset indicates the need to look after physical health. At last, soulset is an attribute of spirituality. As explained in this book, success prospects can be enhanced big time by achieving the right balance between these internal virtues.

3. The iconic 20/20/20 modus operandi

What is the first thing you will do if you start waking up at 5 am every day? Did you ever spare a thought about it? This book has the answer to this question, and you will be convinced that it is a great way to begin your day!. The author suggests that you should split the first hour of the day into three equal parts of 20 minutes each.

In the first 20 minutes of the day, you should prioritize your physical fitness and exercise. In the next 20 minutes, you should energize your soul and spirit via self-reflection and soulful meditation. This will prepare you for the rest of the day and will enable you to bolster your commitment and focus. In the last 20 minutes of the first hour, you should read and learn. But what are you going to read about in those 20 minutes? Read about successful people and their inspiring journeys to the pinnacle of success.

4. The significance of a proper sleep schedule

In this book, there is a mention of ‘a ferocious global sleep recession’, which is intriguing and enlightening. It hints at the state of sleep deprivation that this world is sinking into gradually. We often associate success and hard work with the notion of staying up all night and testing our endurance beyond limits. But that is not the right approach to accomplishing success, or rather, it is a flawed methodology.

Sometimes even if we do not have any critical work, we keep whiling our night time on social media or television. What are we gaining from it is the real question, and I am afraid the answer is nothing! We learn from this book that it is critical to look after your sleep cycle and start your day at 5 am afresh. Sleep and rest are indispensable for mental and physical well-being, or your productivity will decline.

“If you want to have the results only 5% have, you must be willing to do and think like only 5% do and think.” – Robin Sharma

5. The art of evolving

The book sheds light on the need to be spiritual and master self-reflection. However, do you realize the purpose that the routine of reflection each morning serves? The idea is to keep learning, keep reflecting on the mistakes and keep evolution an ongoing process. You should evolve every day and strive to be a better version of yourself every day. So, one of your primary goals after waking up should be to reflect on your actions and missed opportunities of the previous day.

To recapitulate, The 5 AM Club is a must-read book if you are a passionate reader. It has the prowess and charm to refurbish your perception of life altogether. Even if you cannot read the book for some reason, make sure you incorporate the above key takeaways into your life. By starting your day at 5 am, you can rediscover your lost soul and enthusiasm, and you would not have complaints to make about the lack of time. If you can own your mornings, you can go places on the ladder of success, for excuses are only for those who are not committed to their goals.

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Success Advice

Prepare Yourself for Prosperity With These 6 Success Habits

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Success stories don’t come from naturally successful people. They come from ordinary people with starry eyes and big dreams who stayed true to their end goal and consistently put in the work. They are just like you and me. What sets them apart is their mindset — a success mindset. (more…)

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Success Advice

How to Overcome the Emotional Rollercoaster of Success

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If you’re reading this, I’ll let you in on a little secret: you’re a human being. You have feelings, emotions, beliefs, complexity, and a mind that’s always racing. Your feelings at any given moment in your life have the power to affect what you do and how consistently you do it. (more…)

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Success Advice

5 Important Choices that Make Life Worth Living and Success Taste Sweeter

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As we start another year, you’re probably thinking about your life goals, dreams, aspirations, and what you want to accomplish. We know that New Year’s resolutions have gotten a bad reputation because most people lose focus after the first few months and the first signs of resistance. (more…)

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