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
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
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.
The Business Magician
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.
Pricking Up My Ears
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.
Hi KeriI 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 wishesMelanie.
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
Do you want more of those?
A Powerful Lesson
As a side note, I had a real ‘aha’ moment when I reflected on this experience.
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.