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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 design 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.

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Success Advice

Mastering Self-Management for Success: Lessons From Peter F. Drucker

With careers no longer following a straight, predictable path, self-awareness and adaptability are essential for success.

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Peter f drucker lessons
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In today’s dynamic professional world, self-management has become increasingly important. With careers no longer following a straight, predictable path, self-awareness and adaptability are essential for success. (more…)

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Success Advice

How to Ignite the Spark Within for Future Success

All of us come to this world with our own reserve of magic unfortunately, not everyone can unleash it

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What is it that makes some people great leaders while others remain followers? What magic do they have that others don’t? What special blessing gives them the power to bring significant change?  (more…)

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Success Advice

How Your Beliefs Can Supercharge or Sabotage Your Success

Your life is dictated by beliefs and biases that drive your thinking, behaviors, and decisions

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Your Beliefs Can Supercharge or Sabotage Your Success (1)
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Pause for a moment and ponder two pandemic-era beliefs: First, closing schools will control the spread of a serious virus. Second, the consequences of such school closures—particularly social interruption and the prevention of immunity—are worse than becoming sick with the virus. (more…)

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Success Advice

How to Break the Cycles of Mediocrity and Manifest Your Greatness

There is no greatness without becoming and there is no becoming with authenticity

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Image Credit: Midjourney

In just a few weeks, we will be wrapping up 2023. Can you believe it? This year has been absolutely incredible for me.

I have seen amazing doors opened, new relationships formed and I am seeing dreams realized in my life. While this seems like the hallmarks of a great year, this has also been the most challenging year of my life. With all of the change happening in my life, I have been forced out of my comfort zone and challenged to grow in every area of my life.

I can truly say that I have made the most of my moments this year and I have used everything as a catalyst for maximizing my greatest potential.

As a revolutionary leader, I have the pleasure of consulting and advising leaders around the world to fulfill purpose, realize their greatest potential and make an impact.

I want to share some insights with you that will help you to break cycles of mediocrity and manifest your greatness

Everything legal must come through the matrix

I am sure that some of you are wondering why I am using the term matrix. However, what you have to understand is that I am trying to make a highly complex spiritual principle practical to understand.

Regardless of your spiritual beliefs, every life has an origin and I believe that origin is divine and begins with eternity. You are birthed from eternity and into time to fulfill a unique purpose and assignment in your lifetime and generation.

The matrix is simply the portal or vehicle that brings something out of the invisible realm and into tangible form. The problem with much of the teaching today is that it excludes the matrix. We are told to believe that success is instantaneous and overnight.

Nobody talks about how a dream progresses through stages beginning with visualization and ultimately culminating in manifestation. Without a matrix or portal then everything that you attempt to birth and build will be illegal.

The matrix not only makes you legal but it gives you the authority and power to function as the greatest expression of who you were created to be. 

Every matrix has an incubation process

While many people admire and respect me today, I remember a time when nobody knew who I was or the significance of my message. How did I get to where I am today? I got here through an incubation process.

In other words, everything that has been destined for your life is incubating and awaiting a set time of manifestation. The problem is that most people live their entire lives idle and never initiate the incubation process.

What do I meany by that? Most people are living reckless and very few people are living intentionally. I am amazed at the number of people I have conversations with that have no vision, goals or strategies for their lives. They show great promise and they have undeniable potential.

However, without development they will die with their dreams still in them.

Everything that has been destined for your life must be incubated and converted to become realities born to time. 

“Visualize this thing that you want, see it, feel it, believe in it. Make your mental blueprint and begin to build.” – Robert Collier

You must give expression to that which is not yet born to time

When you think about a matrix or a prophetic incubation process, you have to understand that potential is often unrealized and untapped. In other words, your potential is in raw form and your potential cannot serve you as long as it is untapped.

The thing that makes me valuable is that I have the ability to convert potential into power. I have done it in my own life and I have empowered leaders around the world to do the same. How do you convert potential into power?

First, it is important to note that you have to perceive potential. If you cannot perceive your potential then you can never cultivate your potential. In addition, you must take the time to cultivate your potential. We often get excited about our capabilities; however, we never expand our capacity in order to realize our greatest potential.

In other words, the strength of your potential is only discovered through your willingness to stretch. The more we are challenged the more we are empowered to expand our capacity for greatness. Most of all, you must begin to express your potential. The expression of potential is different for every person.

For example, the expression of my potential is best demonstrated through the thoughts, ideas, products, services, books, etc.

For another person the expression of potential may look like a screenplay, artwork, sports, scientific discoveries, medical breakthroughs, etc.

Regardless of the form of expression, I know that you will live empty and unfulfilled until you make the decision to express your potential. The expression of your potential gives voice to your dreams, life to your vision, significance to your moments and activates your true power.

You must manifest your greatness

As a revolutionary thinker and leader, my work has impacted people around the world. I am grateful that my life is a source of empowerment to so many people. However, before anyone could ever benefit from my life, I had to make a non-negotiable decision to become who I was born to be.

I wish I could tell you that this journey is easy and that you will get there overnight. However, in a world that celebrates us for doing we are often criticized for being. As a result, I wasted a lot of time trying to be who other people wanted me to be instead of being who I was born to be.

There is no greatness without becoming and there is no becoming with authenticity. It is through our bravery to be vulnerable that we ultimately manifest our greatness. We do not bless the world by being a duplicate. We bless the world when we honor our difference. When you honor your difference you honor your potential.

Ultimately, your difference is how you manifest your greatness.

When you present anything but your authentic self to the world, you are playing small and you are robbing the world of your significance. Manifesting your greatness requires you to master your gifts.

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