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Why Authenticity and Connection Are Your Best Marketing Strategies

Posted on 25-10-2017 by Melanie White

Why Authenticity and Connection Are Your Best Marketing Strategies



About 3 years ago, I coined a phrase – Authenticity is the Best Marketing Strategy.

I was struggling to understand online marketing and I was used to the traditional marketing approach.

In case you’re not sure what traditional marketing is, it looks something like this:


“We deliver exceptional outcomes to exceed your greatest expectations.”

“We give you personalised service to help you achieve your goals.”

“We focus on helping you to achieve your goals in a way that suits your lifestyle.”

You can spot traditional marketing a mile away, It uses big-company statements (we) with logic-brain promises (achieve your goals) and have no hint of you, the business owner in them.


Well, times have changed.

Think of a famous business in your industry and I bet you the business name is somebody’s actual name.

Like Michelle Bridges. Jenny Craig. Tony Robbins. 


Here’s the difference: 

  • Traditional marketing uses logical, objective language. It feels impersonal.
  • Authentic marketing uses emotional, subjective language. It feels personal.
Most of all, when you the business owner can be authentic AND heartfelt, you will create a connection….which builds trust, rapport and a greater chance of getting a new client. 

How to Be Authentic in Online Marketing

If you have spoken with me before, you know that I say all things marketing come from a deep understanding of your ideal client. 

When you understand your ideal client, then you speak their language, and connect with them much easier. This is true in both offline and online markets. 

But in the online world, you are dealing with an audience who may have never met you in person. 

It’s harder and it takes longer to build trust and connection when you’re online. 

That means you need to know your ideal client and tell stories that they totally relate to. 

I’m not talking about knowing their age range, number of kids, and top 3 frustrations. I’m talking about knowing their deeper stuff…the kinds of things that might come out of a really thorough, deep-diving vision session.

Stuff that might surprise or delight them, and which will deepen any existing connection with you really quickly.

A Recent Example

As a solo business owner who lives “in the sticks”, I get inspiration from a few people I have grown to trust, admire and respect in the online space over the past 3 years.

Here's a recent example of how I experienced a deeper connection with someone I've been following because of her authentic approach to marketing. 

Read this story, see how it pans out, and think about how YOU could connect with people like this to get more engagement and new clients. 

How could you apply this formula in your own business?

The Business Magician

I’ve been following Keri Norley, Business Magician for the past 3 years. 

I initially saw her posting in a Facebook business group and started following her because she’s a mindset coach and I loved her powerful, inspirational posts. 

She posts more than just powerful inspirational posts – she also shares parts of her own story. 

That got me curious enough to subscribe to her newsletter.

Pricking Up My Ears

In the past year, Keri’s stories have made me really sit up and listen because I relate to all the things she’s sharing about her personal life.

Keri started a weight loss journey earlier this year and this is a core area in my business, so I was keen to understand how she was navigating this.

More recently, she has started talking about gymnastics and learning how to do handstands and the splits. 

It’s been a secret dream of mine to be able to do both of these things as an adult, so it suddenly feels like all other emails have left my cluttered inbox as I watched her progress with keen interest.

A couple of weeks ago, Keri posted a video of herself doing a handstand, and a photo of her doing the splits.

I was blown away. She did it! 

And....maybe I could, too.

So last week I wrote Keri an email to express my admiration for her persistence and results…and to ask her HOW she did it.

The Connection

Keri has thousands of subscribers on her list, and she’s undoubtedly busy. I didn’t expect a reply, but I wrote this short email to her simply to express my admiration and gratitude for sharing:

Hi Keri
I love this. And funnily enough, wanting to do the splits has been a lifelong dream. My brain says...you can't do that. Did you really do this in such a short time? Amazing. INSPIRING! 

Best wishes
Melanie.

Think about it – would you want a potential client on your list or who likes your FB page to reach out to you?

Would you want to attract people with your authenticity?

I know I would. And Keri does it so well.

So it was no surprise that Keri wrote back, detailing what she’d done to improve her flexibility and how it had happened for her. It was a detailed email that gave me the exact steps she followed to achieve the outcome I wanted.

And this is how her email finished:


I know so much of it is to do with my mind.  :-) 

You got this girl.  Like I said in the post... JUST START. Let it be the metaphor in your life... overcoming that fear... what else can you do, right?

MWAH!
Keri

I felt pretty touched that she'd taken the time to reach out, and there was a real sense of rapport, support and connection.

Would I now recommend Keri to others, or buy a service from her? YES! Because I feel like I know her, and I like her, trust her and now have connected with her. I'm a loyal fan. 

Do you want more of those?

A Powerful Lesson

You can engage people in a heartbeat by being authentic, honest and heart-felt, using emotional language and describing a journey, and by connecting with them.

As a side note, I had a real 'aha' moment when I reflected on this experience.

I thought of Roger Bannister, the first man to run a four-minute mile, on 6 May, 1954 in Oxford, UK.

Until that date, nobody believed it was possible to run a four-minute mile. Nobody had done it.

After he set that record, it was just 46 days until somebody else ran a mile in under 4 minutes. The belief barriers had been broken, and pretty soon, more people were doing it.

So I realised this: in business and in life, the most successful person believes in themselves enough to take a risk and face fears and overcome their obstacles to success. 

Everyone else is waiting for someone else to prove that it can be done.

Don't wait until your marketing is perfect. Quit comparing yourself to others who are more experienced or seem to be doing better than you.

Just speak from the heart, consistently and conscientiously. People will relate to you, they will be curious, and follow you. 

Maybe they'll go on a journey just like I did with Keri Norley.

Have you had an experience like this, where you really connected to someone? Post in the comments below and let us know how it panned out and what you can apply to your own business.



About the Author - Melanie White

Melanie is a wellness coach with PT and associated qualifications. With over 15 years of experience in business management and leadership, Melanie brings a wealth of experience to the table. She loves helping people germinate new business ideas and grow them into successful, profitable ventures. 

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