You’re not too sensitive for sales, you just need some boundaries!!
(keep reading for transcript)
Does it seem to you like you can’t possibly be a total badass at marketing because you “care too much”?
Maybe some boss has even told you, “it’s not personal, Erin. It’s business. You’re too sensitive” (Just me?)
What if that was total bullshit?
Hang with me for a second here. To not care about your clients’ and potential clients, colleagues and employees is SUCH short game.
Does that build loyalty? Hells no. It doesn’t matter if your prices are the cheapest. If that’s all that someone is with you for, they’re shopping you every single chance they get.
UNLESS, you’re competing based on your personality and how MUCH you care. based on your story!
Gone are the days of people wanting a white dude in a suit to condescend to them in order for the honour of paying him to do your taxes.
Global Internet Economy means that people have fucking choice. They get to choose who they purchase from.
It’s kind of exciting. For the first time in history, you can impact someone’s business with your buying habits in a way that you can see and be a part of.
More and more, people are asking for recommendations on socials and making purchase decisions both small and very large based on how a company interacts online.
notice I said “interacts”. I’m NOT talking slickest websites or multi million dollar video shoots.
I’m talking authentic, genuine, no bullshit, get to know you conversation with the people who grace you with their attention online.
Believe me. There are A LOT of people competing for the attention space occupied by ONLINE service-based entrepreneurs. There is a micro-economy that exists solely of coaches coaching coaches online. And it is saturated as fuck.
Here’s why that’s a really cool thing (even though that sounds scary):
- You get to be you online (in fact you have to be)
- You get to show how good you are (in fact, you must)
The coolest thing about getting to show how good you are is that it’s NOT the same as fronting about how cool or aspirational you are. People don’t respond as well to production value nowadays if it’s completely devoid of substance. On the flip side, if your message resonates and you bring it, consistently, to the right people, those people will pay premium prices, regardless of your iPhone videos and selfies in place of traditional headshots.
No one even sees traditional headshots anymore. Sorry. Not online. Maybe in a portfolio for models? I don’t know. I do know that if I’m going to even waste a fraction of a second to look more deeply at your profile pic, it needs to interest me.
Otherwise you’re part of the white noise
Trite motivational quote: white noise
BUT if you’re one of three main investment professionals in the small town you live in, and YOU are the one who does lunch-hour karaoke with the staff in your office and puts a weekly FB audience poll about who’s cover of Simply The Best is most like Tina Turner’s — YOU STAND OUT.
You DON’T necessarily have to spend a huge chunk of your social media efforts and energies educating the average consumer on things they don’t care to learn about (ie interest rates).
They. Don’t. Care.
Unless your entire audience is other investment professionals (who are highly unlikely to be purchasing from you), they would way rather see the karaoke thing and are MORE LIKELY TO BUY FROM YOU.
Let them know you. Maybe your bus stop bench photo is pretty straightlaced, but you’re covered in tattoos, letting people see your ink could connect you to a lot of people who make purchasing decisions for their household.
Are you a coffee addict? Post a five second video on your IG stories every single day and call it Kathy’s Coffee Stop (so help me, God…if you spell coffee with a “k”, we’re probably getting a divorce).
People will bond with you over that stuff and if you’re REALLY lucky, they’ll ENGAGE WITH IT.
Whether it’s directly relevant to your expertise or not is not material. What’s important is to have a mission, which informs your brand, which carries into your content, which endears people to you to such an extent that they tell their cousin about your dental practice when she says her eight year old needs braces.
So, with all this caring, how do you keep from constantly getting your heart broken by a bit of a scary world out there? What if you get trolled? What if your high school gym teacher sees your Facebook post and doesn’t like it?
It sounds a bit facetious, but these are actual things holding actual female business owners back from posting great content online.
it comes back to boundaries. It’s not that you’re too sensitive or care too much. It’s that you’ve been henceforth surrounding yourself not just in people who aren’t sensitive enough to hang with you, but who are buying and selling in completely different ways from you.
And that’s a good thing
Here’s the thing about boundaries — you only ever get to decide what sorts of behaviours are for you and which ones aren’t. Then, you get to communicate that desire clearly and consistently. It’s up to the people who receive your message whether they’re going to act on it or not.
If you’ve followed any of my socials for any amount of time, you know that I’m obsessed with boundaries. I think a lack of boundaries is a tremendous drain on all women (because we’ve been taught by a patriarchy that desires nothing more than for us to perpetuate and serve it that the only way to be a successful and loveable female human is by being devoid of wants and needs).
But what does all this have to do with social media marketing, client creation, or branding?
Simple. If you’re tired of being told that you care too much for people, it’s time to relate to some different fucking people.
If you show your heart to your online audience (in a way that helps them relate to you and allows you to help them solve your problems — if you’re not solving problems why are you even in business?) and they don’t like it…they’re not your ideal audience.
I’m going to do a separate episode on ideal client creation because I think it’s such an underserved area of conversation in marketing for offline businesses like yours’ (in the online world, we’ve created enough ideal client avatars to choke a bovine).
Of course, you’ll work with any aligned human who pulls out a cheque book…but will you really?
Is the customer really always right? always?
Are you going to sell to racists?
Whooooa the game just changed, didn’t it?
If the modern consumer has infinite choices as to whose going to renew their mortgage then the average mortgage broker has the same level of choice when it comes to your client selection. It might not seem like it if you’re struggling to fulfill your monthly sales targets, but it’s totally true.
If you’re not willing to define who you’re NOT for, you’re always going to be struggling against your feelings getting hurt AND your posts aren’t going to land the way you want them to.
For our purposes today, I’d love for you to make a list:
Who will I absolutely NOT work with?
Who would I LOVE to work with and what would they LOVE to hear from me right now?
Boom. There’s your social marketing plan for this week.
Yes, I’m afraid you’re gonna HAVE to care. But not about EVERYBODY. Just about YOUR people. The good news is, modern consumers WANT to care about the brands they purchase from, too.
If you’re in an online, saturated space, you’re gonna have to be better than your many competitors.
Show up better. Show up in more places. Love those ideal clients HARDER. if your practice isn’t sold the fuck out, and you spend the time you’d normally spend worrying about that, trying out and committing to new platforms or styles of delivering content, you’ll sell more spots than the worrying plan.
If you’re offline, get good.
It’s not that hard, it’s here to stay, there’s so much attention that could be yours’ if you have the courage and foresight and heart to get out ahead of this.
Either way, pick platforms and be consistent. Show up in different formats (written, photo-heavy, music, video, audio) and knock their socks off with the truth about you and how you can help them solve their problems.
Caring is in, baby. Sensitivity is in. Gratitude is in. Authenticity and being willing to say and hear the truth is super hip right now.
I deeply hope to see your killer, heartfelt content all over the internet.
You’re exactly as sensitive as you need to be in order to succeed wildly in business in today’s world. I know you can do this.
Are you caught up yet? Check out the other CG Podcast Episodes!