Ten Things You Need to Know to Be a Successful Advocate

Recently I read a post on a leading website helping young people with their career choices and finding employment. This post caught my eye because it encouraged young people to consider becoming an advocate for something they strongly believe in.

What the post missed was what it takes to be an advocate. As an advocate for Green Cleaning and Sustainability for the past twenty-five-plus years, here are ten things I've learned along the way that might help others who want to become an advocate:

1. Knowledge. An advocate must be well informed about all the issues they are advocating. Taking this a step further, if they advocate for a cause—such as I was with the professional cleaning industry—they must know the cleaning industry inside/out. 

2. Enthusiasm. An advocate must be enthusiastic about what they are advocating for, how it can help people, and the industries they are targeting. Interest in what you are advocating starts with you.

3. Tenacity. Expect to be criticized. Expect to hear negative responses to what you are advocating. This happens to all advocates. Don't let it stop you from pushing forward with your advocacy efforts. When it happens, turn around and start looking for a new speaking engagement or draft a new article. Just keep going.

4. Communicate. When I first started presenting at tradeshows and conferences, my communication skills were a bit rusty. That did not stop me. I told myself, next time I'll do better; and over time, I did do better.

5. Listen. When it comes to being an advocate, listening and learning are the same thing. At tradeshows and conventions, I chatted with as many people as possible. I listened and learned from these conversations and became a better advocate for doing so.

6. Long-term. View industries and businesses as ships in the ocean—they sail very slowly. When they start to make a turn in the direction you are advocating, their speed may become even slower. Being an advocate means realizing it's a long-term process.

7. Partner. Some advocates believe they can do it all alone. That doesn't work. To succeed, you must partner with others in your industry. Partnering adds credibility to your cause and future success for everyone involved.

8. Messaging. When I first started, my focus was getting my thoughts and ideas published in trade publications. It was a terrific way to get my name out there. But over time, it became less powerful. Social media is where the action is these days. However, you must be careful about where you're putting your content—make sure it's on the right platform for your targeted audience.

9. Shyness. Fortunately, I've never been shy about introducing myself to anyone, including top executives at major organizations and corporations. If you tend to be shy, turn that around, believe in yourself, what you are trying to accomplish, and how it can help others. That's how you overcome shyness.

10. Educate. Many advocates use every opportunity to promote themselves. Eventually, those people get left behind. It's best to stay focused on educating and teaching others and how your advocacy can benefit others, including entire industries. This is all you need to promote yourself.

Steve Ashkin is president of the Ashkin Group, a consulting firm specializing in Green Cleaning and sustainability. ISSA, the worldwide cleaning association, has recognized Steve as one of the one hundred most important contributors to the professional cleaning industry in the organization's 100-year history.

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