Great marketing is a lot like fencing.
When you understand and apply this, you will serve more of the people you were born to serve through the power of your voice.
But let’s define terms real quick, shall we?
When I say great marketing I mean powerful communication. I mean influence, integrity, impact. I mean your audience understands what you are offering and its value. When you speak, your audience is at the edge of their seat. When you write, your audience cannot stop reading.
When I say fencing, I mean the sport of fighting with swords. Okay, so I am not currently a fencer, but I studied choreographed fencing as part of a stage combat class at the London Academy of Music and Dramatic Art in 2004, and even back then, the art of fencing struck me as a powerful metaphor.
The core idea we were taught in class was this:
Play to win.
This idea might seem obvious, especially if you are in any kind of competitive sport, but here’s why it was especially interesting in my London Conservatory choreographed fencing class.
We were following a routine, a choreographed routine. The routine was telling a story, which may or may not end with you winning. Sometimes the story ended with you losing.
Nonetheless, we were given the instruction: Play to win.
This meant being totally in the moment, not anticipating what was coming next, or going through the motions.
This looked like maintaining eye contact with our partner with all of our attention on them, not us.
When we did this, the choreographed routine looked and felt real, it was fun and engaging.
It was also riveting to watch.
When we forgot about playing to win, when we anticipated or “checked out,” the audience could feel it- the excitement was gone- and we’d stumble. We’d fumble on our steps, forget them, or accidentally poke our partner in the shoulder or the chest. (Don’t worry, these were not sharp swords…but still that wasn’t ideal).
I think about this metaphor all of the time when I am speaking and writing…and you can too.
It means that every time you open your mouth to speak, whether it be few seconds, a few minutes, or a few hours, you play to win.
Every time you write, you play to win…meaning-
You focus on engaging your audience by playing full out in every moment.
You take nothing for granted.
Your audience’s attention is precious; you know you have to earn it. You know you get to earn it. You know you are lucky to have the privilege of earning it.
Playing to win isn’t actually about being competitive, it is about fully & completely commanding your audience…and yourself.
This is the mentality that creates engaging blog posts, riveting speeches, that inspires your audience to stay on through your whole webinar, even though they could easily disappear with the click of a button.
Play to win.
Want to learn more tips like these, including what I lead with in presentations and conversations, to attract my most ideal clients?
Join me for the upcoming free Master Class, Skyrocket your Sales through Speaking (with soul).
Go ahead, register right now by clicking HERE.
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Now, I want to know:
- How do you capture your audience’s attention and keep it?
Happy Fencing! I mean- Marketing! 🙂