Lost in the late-game heroics repeatedly performed by Denver Broncos quarterback Tim Tebow are the lessons his brand offers businesses wanting to enhance their marketing efforts.
Few athletes have captured the nation’s attention more in recent years than Tebow. This fact alone should serve as a wake-up call for businesses wanting to get their brands in front of more eyeballs.
The key characteristic that makes Tebow noteworthy off the football field is his polarizing personality. His religious beliefs are well-publicized, creating a long list of critics. But as his detractors voice their disapproval, his support grows and his advocates get more vocal.
Too often businesses are concerned with pleasing everyone and targeting their marketing messages to the masses. But as marketing legend Dan Kennedy said, “If you’re not pissing off at least one person a day, you’re not doing something right.”
Here are three more marketing lessons Tebow’s heroics offer:
• The best isn’t always the most successful. Tebow has talent, but he’s not the NFL’s most gifted quarterback. What he does best is lead and leverage his teammates’ strengths. In marketing, you must resist the urge to try doing everything yourself.
• Dare to be different. You can’t compare Tebow to any other player — he’s unique. When you market the same way as your competitors, you level the playing field. But when you’re different, you attract attention.
• Always play hard. His late-game heroics prove Tebow doesn’t give up. Just like football, you can’t play the marketing game and give minimal effort. Even if at first your efforts don’t generate the results you desire, you must keep moving forward.
The Tebow bandwagon has even moved into the presidential election, with politicians Michele Bachmann and Rick Perry comparing themselves to the former University of Florida signal caller.
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January 16th, 2012 at 4:58 pm
Great article. You hit the nail on the head regarding the problem of giving up. It\\\’s sad that so many people give up just before they are ready to really take off. I also like your point about outsourcing, it makes all the sense in the world to focus on the things you are best at and find others to do the rest. Thus leaving you time to do a better job and focus on your business.
January 16th, 2012 at 5:06 pm
Thank you for your comments, Scott. Yes, letting others help with tasks you don’t perform well is challenging for many business owners and entrepreneurs (me included). Writing this post reminded me of how important it is to ask questions and seek assistance.