Blog: Marketing Strategy
Gate to the ocean

There Are No Gatekeepers

Avatar for John Locke

John Locke is a SEO consultant from Sacramento, CA. He helps manufacturing businesses rank higher through his web agency, Lockedown Design & SEO.

In the past, to get in front of people, you had to get through a gatekeeper first.

Sometimes this meant you had to buy advertising on the radio or TV, or you had to know someone at the station.

If you wanted to publish a book, it meant you had to submit your work to a publishing house and pray they would anoint you as an author.

If you were a musician, and you wanted to build a following, you had to get signed to a record label, and borrow tons of money to make an album — if you were on of the lucky ones, that is.

All of that started to change in the last twenty years with the ascension of the web.

If you want to publish a book, you can put together an e-book for a fraction of the cost of a publishing house.

If you want to record and distribute your music, it’s still not cheap, but it’s easier than it’s ever been before.

And if you want to share your insights or market your business, you no longer need to spend seven figures on a media campaign, just to get started. You can start publishing your knowledge on your website without anyone’s permission.

In other words, the era of the gatekeeper as we’ve known it is ending.

But You Already Know This

What I’m saying here isn’t that profound anymore, but maybe you need to hear it today.

The message that “There are no gatekeepers anymore” isn’t anything you haven’t heard Seth Godin say eleventy-billion times already. But maybe you needed to hear it one more time, from a regular joe.

The real truth is rather unsettling, when you start to realize the implications.

No More Excuses

You see, this is a message of encouragement, but it’s a call to stop lying to yourself.

What you have to share also matters.

It’s easy to make excuses for why success hasn’t come our way yet. We can blame it on not knowing the “right” people, or not being part of the “in” crowd.

These lies you tell yourself will hurt you more than anything else.

No One can Make or Break you but yourself

You want to know how to get in front of people? How to get the attention of your customers and influencers alike?

The secret is simply this:

A funny thing happens when you stop relying on other people to be your gatekeepers. You start doing what it takes to draw people to you on your own.

Keep hitting the “Publish” button. Don’t be afraid to teach people everything you know.

Most importantly, believe that what you have to offer, matters. Because it does.

Avatar for John Locke

John Locke is a SEO consultant from Sacramento, CA. He helps manufacturing businesses rank higher through his web agency, Lockedown Design & SEO.

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