This is how you use the principle of leverage to your advantage

It was Archimedes who said, “Give me a lever long enough and a place to stand, and with one hand I can move the world.” And Sir Isaac Newton famously said: “If I have seen further, it has been on the shoulders of giants”.

The principle of leverage is mainly used in finance to express the relationship between debt and equity and can be used in all areas of life. In layman’s language, I describe leverage as a tiny tweak you can exploit, or a simple action you can take anywhere in your artistic endeavor to maximize your impact and bottom line.

For example, let’s say you are a musician, author, or craftsman. You can produce a one-minute video and upload it to YouTube, Vimeo, or Invideo, and if properly optimized, your video could go viral. With that tiny change in strategy or simple action, you could attract thousands, if not millions, of viewers in one fell swoop. BAAM! You’ve gone from virtual stranger to celebrity.

So that’s the question I want to ask you: When was the last time you promoted yourself and your work? The saddest mistake pundits, writers, coaches, consultants, pros, and indies (independent producers) of all stripes make is to work in the dark, or total darkness, hoping that their hard work will somehow make them well known. Or to put it another way, that what they produce, whether it’s songs, paintings, books, crafts and the like, somehow magically draws people to discover or find them.

Let me be very clear: as a producer, your chances of being discovered this way in today’s noisy and cluttered world are one in a million. Gone are the days of people smashing a path to your door if you build a better mousetrap. There are hundreds if not thousands of other manufacturers making mousetraps that could outshine yours, so your product alone will not suffice. In a globalized and internet-enabled world, this is the reality. You must tell your story to the world or you will remain in the dark.

So, as an artist, songwriter, author, speaker, coach, consultant, craftsman, or indie artist of any stripe, you need to promote your good work for even a shred of opportunity to be heard or discovered. Personal advertising is your easiest lever. Big companies with deep pockets can afford ads, but chances are you’re operating on a tight budget.

So, to beat the odds, start promoting yourself. When you’ve written a book, let people know that you’re a proud published author. If your book hits the New York Times bestseller list, jump on the roof and let the world know. If you’re in the process of writing your first book, let the world know that your book is due out in six months, nine months, or any time frame you like. If your team built an app, let people know that you were part of the team that built that cool app or software that’s making waves in the Apps or Play Store. Tut your horn, as the Chinese say. Blowing the horn is a powerful lever that creative artists of all genres who are short on cash can use to be found in a world full of noise.

One of Tom Peters’ books is entitled You Can’t Shrink to Greatness. Seth Godin’s advice to independent producers is, “Don’t wait to be picked up, pick yourself up.” Seth Godin also advises that all producers who want to be taken seriously must aspire to be “a purple cow.” By that he means that you have to stand out. In a sea of ​​uniformity, only “a purple cow” stands out. You can’t afford to be average because you’re competing with the whole world where “average” ends up in the trash.

Pass it on; don’t smile in the dark. Promote yourself as if your life depended on it, because it does. Create links to the amazing things you are doing or have done and share the links with all your contacts on all 100+ social media platforms including Facebook, Twitter, LinkedIn, Pinterest, Instagram, Reddit, WeChat, Telegram , and many others. Let everyone know that you are a proud author of your book, or the author of that song, or of the artwork exhibited at a particular gallery.

One of the simplest or easiest ways to maximize your leverage, as I mentioned earlier, is to write a book. Nothing else compares. Your book can get into the White House, Buckingham Palace and the Kremlin, which you normally can’t – until you become a celebrity. So don’t rest on your laurels until you’ve written a book or two. You can even write articles and upload them to online article aggregators like Ezine Articles and later compile all your reused articles into a book.

If you hate writing and feel that writing a book is out of your reach, don’t worry about it. There are ways to get published via a ghostwriter without lifting a finger. You can even get help from world famous copywriters like Katie Parrot and/or Sonia Thompson if you know how to reach them. Just prepare your book’s outline and you’re done. As the saying goes, when the student is ready, the teacher appears.

Promise yourself that you won’t rest until your book is out – this year. According to well-known authors who have each written at least four bestsellers, including Ryan Holiday and Chandler Bolt, you can write a book worth reading in 90 days. I’ve tried it and it works once you know how to use tools like mind maps.

If you plan to use video to promote yourself (this is the most popular form of self-promotion), try not to overdo it by creating high-definition videos. This is not necessary, at least in the beginning. You can use your smartphone to produce a simple video.

If that’s too difficult, you can hire a graphic designer to design stunning covers for your book, ebook, or song covers and upload them to free video making sites like Animoto, Issuu, or Invideo and before you know it, have it They did a video for people to link to. You can even upload your video to your one-page website. You can get a web designer on Fiverr to design a great-looking website for you for pennies. Or you can design your website yourself on Weebly if you’re the techy type. In summary: Use the principle of leverage, especially self-promotion, to catapult yourself to the next level until you reach the proverbial tipping point and the world makes its way to you.