Doctor SpinBoom! — What happens when you take massive action in marketing

Boom! — What happens when you take massive action in marketing

For rapid online growth, no virtual stones can be left unturned.

“Jerry, we want growth. Explosive growth.”

Not only does many clients ask for growing online sales but also growing lead generation, growing traffic, growing brand awareness, growing engagement, growing reach, growing impact and so on.

Many have understood that the online space is a social place, and that relationships take time to cultivate and how quality beats quantity and all of that. But honestly, most organisations, especially if they’re just starting out, they just want growth above all.

Recognise this?

So, how do you accomplish this kind of explosive online success?

Kelp and Racing Sailboats

If you’re serious about growing fast, don’t expect anything less than having to work through every last detail to make this happen. The character Bruno Gianelli explains it well in this West Wing clip:

Bruno Gianelli on the battle for hearts and minds.

As per Bruno Gianelli’s analogy, this means having a fast sailboat. And a stellar crew. And favourable winds at your location. And sufficient funding (racing sailboats is expensive). And, of course, you need to remove kelp slowing you down the right way.

The Opposite of Growth Hacking

Ironically, the massive action approach is the opposite of the general growth hacking approach. Growth hackers rely on the sprint method; they focus on what single action will yield the best results in the shortest time. It’s all about improvement by iteration. Growth hacking as a discipline is actually more patient, methodical and slower than most people realise.

The growth method yields great results, but rarely fast (and visible) enough for brands in a hurry.

With a massive action strategy, you don’t have the luxury of hacking one aspect of the online business at the time. Since you’ll be doing more or less everything at once and for the first time, many of the activities won’t be as successful as they could be. But if you launch enough activities, chances are some of them will work straight off the bat.

So what does this means in terms of tactical implementation?

Tony Robbins and Massive Success

Tony Robbins is probably the most successful self-help motivator and coach on the entire planet. His motivational advice has been heard and adopted by millions of people around the globe — and you might already be familiar with some of his work.

One central element in what he teaches about success in life and business is that if you want to accomplish massive success, then you need to take massive action. Taking massive action means organising your efforts to force habit and break through walls in your path.

Massive action equals massive results according to Tony Robbins.

The basic premise of massive action is to commit and to not only grab each and every opportunity — and you have to create new opportunities as well. For massive growth this means leaving no virtual stones unturned.

Example: The Massive Launch

To quote Yoda from Star Wars:

“Do or do not. There is no try.”

T give you a sense of what a massive action strategy entails, consider the following prior to your launch:

  • How will you make a splash by leveraging programmatic advertising on social media?
  • How will you gain the support by a smart minority while taking the fight to a stupid majority?
  • How will you ensure that your content reaches gift status and is relevant for peer-to-peer sharing?
  • What type of lead magnets will you be using and how will you deliver them to your audience?
  • How will you make sure that your site converts better than any competing site out there?
  • How will you design a viral loop to incentivise sharing and ensure that it works?
  • How do you make sure that your launch campaign is creative enough to attract enough interest?
  • How do you ensure that all your social channel strategies are worthy of sustaining a massive audience?
  • How will you properly seed your campaign to influencers prior to launch?
  • How will you attract lots of organic search traffic by targeting and optimising for the right keywords?
  • How will you manage the community and offer customer service in a way that will get positively talked about?
  • How will you activate your existing web traffic, email lists, customers, ambassadors, partners, employees etc.?
  • How will you make sure that there is a news story to drive interest via journalists to your launch?

And so on.

Everything is Connected

In Sweden, we have this saying, “A small tuft often tumbles a big load.” An English equivalent might be, “For want of a nail, the shoe was lost, for want of a shoe, the horse was lost, for want of a horse, the messenger was lost, for want of a messenger, the battle was lost, for want of a battle, the kingdom was lost.”

If you want explosive growth, you can’t afford the luxury of focusing on just one or a few marketing activities.

A negative customer service review might prompt a wave of more negative reviews and soon kill your conversion rates. Low conversion rates will start to hurt your search rankings. Not enough traffic and engagement will hurt your viral loops and plummet the interest for your lead magnets. With less critical mass you’ll gain less traction in social media which will hurt your algorithmic momentum in social media.

In a wired world, everything is connected to everything.

For a more low-budget example of a massive action strategy, check out this guide of how famous life hacker Tim Ferriss promoted his book “The 4-Hour Body” all the way onto the New York Times’ Bestseller list.

Have you ever decided to take massive action? I’d love to hear your stories in the comments.

Photo by Pietro Mattia on Unsplash.


Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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