If you know me, you know I love a few things, including:
Writing
The Office
Prince’s entire discography
Sunny days
Cheesecake and
THE BOSS
So earlier this week, I started thinking about the contradiction at the center of Bruce’s career: he writes and sings songs about living a working-class life, but he’s never worked a “real” job.
He’s a phony. At least that’s what he calls himself.
The man who built his entire career on telling working-class stories doesn’t live that life.
And he doesn’t try to hide it.
You Keep Fooling Me, Bruce
In his autobiography, Born to Run, and in his Netflix special, Springsteen on Broadway, he’s open about his real life.
Somehow, when you’re listening to him, his openness about his stage persona makes him seem even more authentic.
Yeah, he’s playing a character on stage, but it’s so damn convincing.
After a verse or two, it doesn’t matter that he’s not that guy.
It doesn’t matter that he’s not the veteran from “Born in the USA” or the desperate man from “Atlantic City.”'
Bruce’s on-stage grit — the rawness, the commitment to becoming those people in the moment — convinces us.
What Does Bruce’s On-Stage Persona Have to Do With Digital Marketing?
Okay. Good question.
Bruce’s commitment to becoming the people in his songs is a skill that can really help people who are new to the world of digital marketing.
Here’s my advice: Pull a Springsteen.
When you’re pitching or interviewing, imagine that you’re already an established marketer. Even if you don’t believe you have what it takes, just try playing a character.
Basically, act like a version of yourself who has already landed the clients and been successful.
It takes so much courage to put yourself out there, but marketing is a fake-it-’til-you-make-it-business. Things change every day, and we’re all learning together.
Here’s the Rub.
You have to do the work.
Simply pretending like you know what you’re doing won’t cut it.
Think back to Bruce for a second. His music and on-stage presence is so convincing because he knows the struggles of the people he’s singing about, and he looks the part.
In other words, he’s done the work. He worked hard to capture the working-class struggle into tight 3-minute rock songs.
For marketers, there’s no secret to success.
You have to get up and do the work.
It takes courage to put yourself out there, but this is a fake-it-’til-you-make-it-business.
When you’re feeling discouraged, just remember that it’s never a bad idea to look to Bruce for inspiration.
(I’d recommend Nebraska, Tunnel of Love, Born in the USA or The Rising.)
Now, it’s your turn.
Put in the work.
You’re not going to believe you’re the real thing. You won’t. But if you’re willing to work hard and learn every single day, everybody else will see you as a marketer.