Go beyond qualifications and market yourself with vigour

• You can build contacts through blogging, social media sites, and newsletter, attending social gathering and community functions, doing charitable work or by contributing in the media.

Last month a friend bought for me an e-book that had just been published. The book, The Platform, Get Noticed in a Noisy World: Step-by-step Guide for Anyone with Something to say or sell, is by Michael Hyatt, the former CEO and current chairman of Thomas Nelson Publishers.

My friend probably chose this book for me because he knew I am a marketer and the book vividly captures the most recent developments in this field.
I realised it is an invaluable book for anyone who wants to succeed in life.

The author writes that having great ideas, awesome products or outstanding services or a compelling cause is not enough. It is increasingly becoming difficult for anyone to get the attention they need to succeed in a noisy market.

The market is too crowded and competition is cut-throat. More players are competing for attention and sales.

There are so many distractors demanding attention. If you chose to get attention through the media, you have to contend with ever increasing television channels, apps, radio stations, podcasts, websites, blogs, Facebook, Twitter, LinkedIn and many more new social media services.

You can no longer ignore them as they too are consuming most of your target audience’s time.

Heard and seen

What this means is, whether you are a business owner, an entrepreneur, politician, sales person, a social worker or a pastor you need a platform to be heard, so that people can get to know your offers and ultimately buy.

A platform is metaphorically used to describe a stage on which you are elevated above the crowd. It is anything that amplifies and gives you visibility so that you can be heard and be seen.

This is not really a new concept as it has always been key ingredient of success in our lives.

For instance, we know politicians who have used or are using the platforms of their parents, tribe, political party or a godfather to succeed and remain relevant.

However, in business this concept is gaining new relevance in today’s market place that is being levelled and reorganised on a new arena founded on the platform of technology and globalisation.

In business, a platform is anything that enables navigation through the noise and convey your message or product precisely to the target prospects or customers. It is anything that gives you leverage in the market.

Today, it is true that not the best ideas get funding, not the best products sell most in shops. Not even the best candidate gets the best school or the best jobs.

There are many good products that are gathering dust on shelves or at worst, never get a shelf space.