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Marketing Is Scary: Do It Anyway!

At the past Excel 401(k) Conference , I taped an upcoming episode of the Retireholi(k)s . If you’re not familiar with them, think TPAs, ERISA and beer – discussed by a group of passionate and prepared Southern California types from Plan Design Consultants. The show is there way of adding value to the advisor community – without another boring webinar.

They’re a disruptive force in our world of 401(k) marketing .


As we chatted about two specific marketing concepts I’ve been exploring – on being unforgettable and out caring the competition – the topic of marketing and fear was discussed. As an example, every time I push the send button on one of my these emails, to a list of 7,000+ industry professionals, it takes an act of courage.

Courage to be different, courage to think different and courage to act different; courage to feel like an impostor and keep doing good work . The impostor board meeting in my head goes something like this:

  • Who am I to put myself ‘out there’ as a marketing expert?
  • Why would anyone care what I have to say?
  • What might happen if I make a mistake?
  • OMG, what happens if someone doesn’t like me?

  • But I take a breath and just push send .


    I often hear that compliance is the biggest hindrance to doing good marketing. My challenge for you is to peel that onion a tiny bit. Chances are, you might be wondering if your work is good enough to share with the world.

    There are two books that tackle this subject head on; about feeling the fear of creating and creating anyway. Check them out.

    The Icarus Deception: How High Will You Fly? by Seth Godin

    War of Art, Break Through the Blocks and Win Your Inner Creative Battles , by Steven Pressfield

    During our taping, JD Carlson shares a very similar feeling regarding marketing and courage. I’m certain you’ll enjoy the conversation. Once the episode is live, I’ll post a link here on shoefitts.com.

    Boo! Marketing is scary. So what? Do it anyway.

    Related: What We Can Learn From Disruptive Marketing

    See you soon?