Apathy & The Artist
Strange title, right?
Reading this blog means that you’re in marketing in one sense of the word or another – often whether you like it or not!
And if you’re on the more technical side of things, there’s a good chance that you may not even consider yourself an artist.
Sure, those people who make things for Etsy are artists, right?
And those people that write brilliant books and draw hilarious web comics are artists, right?
It turns out that even counselors and therapists are artists.
Programmers and coders are artists too.
In fact, if you’re in marketing, just that alone means you’re an artist.
And all good marketers are good artists.
Did I lose you there? Are you shaking your head at me?
You see, it was only recently when I began to come to grips with the fact that I am an artist.
I’m also a wizard, a ninja, and an all around badass too when called for, but that’s a different story! ;)
Enough about me though… this story is about you.
In the realm of marketing, there are few things more dangerous than apathy.
Sure I tell you to pay attention to your website security, your data security, and trolls, but those are side effects of getting to STAY in the business.
If apathy is what your post, article, creation, or offering to the world creates… you are in DANGEROUS WATER.
Apathy is one of the hardest things I’ve had to battle as a technical writer because sometimes it’s damned hard to get someone emotionally involved in a basic web skill!
If you write a post that people love – people will talk about you, and you will attract others to check you out.
If you write a post that people hate – people will talk about you, and you will attract others to check you out – and SOME of those will love you.
Either way, you win.
(That’s called polarization and we’ll talk more about that another day.)
However… it’s actually apathy that is the most dangerous to an artist, brand, or marketing effort.
And this isn’t a danger that comes along with the sound of the Jaws theme.
Apathy breeds the long, slow, agonizing, lingering death…
Of a product, a service, a creation, a passion, or any marketing attempt.
You’ve seen it play out, I’m sure.
You’ve seen marketers who work for years, and blog for years, and create for years and seem to be doing all the right things, yet they never can get the kite off the ground.
There’s no wind in their sails (or sales!)
Because no one cares.
Everyone is afraid of being “wrong”… because it has an immediate response that seems harsh and dramatic.
It’s actually apathy that slips under the radar and punishes us in insidious ways until we finally succumb to the inevitable yet non-dramatic failure of our goals.
And so we create, and weave, and stroke emotions, and paint stories for those who receive our message.
We make them feel good or laugh, or fear, or panic, or ANYTHING OTHER THAN SHRUG!
The last two days I’ve mentioned ways you can improve your copywriting skills and the danger of apathy is why it’s so important.
Through copywriting, and storytelling, and touching the emotional strings the same way a skilled guitarist fingers the chords…
We move people.
We move the right people towards us.
We move the wrong people away from us.
We bring the reader one of the most precious gifts in humanity… to momentarily forget about… or to see a light at the end of the tunnel for… the drudgeries of their daily lives.
You are an artist.
I am too.
“There’s no “correct path” to becoming a real artist. You might think you’ll gain legitimacy by going to school, getting published, getting signed to a label. But it’s all bullshit, and it’s all in your head. You’re an artist when you say you are. And you’re a good artist when you make somebody else experience or feel something deep or unexpected.” ― Amanda Palmer
Think about that and let it soak in.
It very well may change the way you think about yourself, your work, and those around you.
Keep on making art!
~ Kim ~
Chief Creator of Awesomeness
P.S. You’ve got this. I believe in you.