Lightning strikes vs Light bulbs

I’ve been thinking recently about the way businesses view the process of promotion. Really, I’ve been thinking about how to let others know you exist.

A common phrase we use to describe ignorance is “in the dark,” as in “so-and-so is really in the dark about such-and-such.” Taking that as a baseline, then, the opposite of being “in the dark” is being “in the light.” Therefore, how do you get that light to shine on you, such that other people see you, your business, your product, your service?

As I see it, there are two ways: Hope lightning strikes, or turn on a light.

Lightning strikes are the preferred method for many people I talk to. They hope a flash of light will come down out of the sky to illuminate their qualities and electrify their audience. After all, lightning is bright, makes a big impression, and best of all, it’s free.

So it’s great when it happens.

The problem is, lightning is both unpredictable and uncontrollable. You don’t get to control storms, or fate. According to the National Lightning Safety Institute, the odds of being struck by lightning are 1 in 280,000. The US Small Business Administration estimates 627,200 small businesses start every year. Merge those stats together, and you’ll find 3 new businesses lucky enough to get that kind of exposure. If you’re one of the other 627,197, you’re out of luck.

Unless.

Light bulbs are a different story. Unlike lightning, you have to pay for them. You also need to pay for the electricity to illuminate them, and you often need to purchase a lamp for them as well. However, flip a light switch and—let there be light! It works 99.9999% of the time. It stays on until you turn it off.  Best of all, if it isn’t working, the fix is typically as simple as changing the bulb.

I could take this analogy farther, but I’m hoping you get the point I’m trying to make. In case you don’t, let me spell it out for you.

Marketing and design are often seen as lightning rods, but they’re really light bulbs.