Can just being ‘you’, being your authentic self be used to stand out in a crowded marketplace? 
We know that people like to do business with people they like, it stands to reason that you wouldn’t want to be around someone who isn’t pleasant on a regular basis. So what exactly is being you and being authentic? I was reading Paul McKenna the other day and one of the things he talks about is I and Self.
To paraphrase him; I resides in the ego, and we all know what the ego is like! Self, however, is the authentic you and it only becomes dominant or pushed to the fore when something affects the ego.
When marketing can we market through self rather than I?
Marketing online should make this easier than marketing in other Medias. You’re dealing with social media channels, blogs and digital media so important to display personality in your marketing. There are many, many sites selling the same things you are. To stand out you’ll need to put a little personality into your marketing and that can let the ego run amok!
3 ways to market with your true, authentic self.
Don’t be vanilla. Vanilla it’s not bad, it’s a good standby for when there isn’t another more exciting flavor available or when your food palette is so over loaded vanilla is all you can stand. Nobody ever says “wow, what a fabulous day today… I’m going to treat myself to a nice vanilla flavoured something”.
When it comes to marketing yourself, you need to have flavour. Your own unique flavour. Avoid being just like everyone else. Think about your business and your vision. Let your marketing materials show people what you and what you are all about – never mind what everyone else is doing.
Spice up your marketing by adding your unique voice, design and heart to everything you do.
Yes, heart. I know heart isn’t in my vocabulary usually but when you truly love something it shows. Not that fake love that you use when you talk about your favourite TV shows. The heart, the love that comes from doing something that makes you feel good, so good that you just have to share it with others.
Don’t be afraid to be you. People have pre-defined ideas of how they should behave. It’s understandable, these are lessons we’re taught as kids. Be good. Be still. Be quiet… However, when it comes to your business it’s important to let the real authentic you shine through.
Don’t make the mistake of thinking you need to be bigger / better / louder /shinier – that can actually be detrimental to your success.
Back to spice – not all spice is hot. Some spices add colour, others add flavour and combined they make a unique taste. Be your own blend of spice.
Your business should be congruent with who you are and what you stand for. Write in a passionate, clear voice that reflects your authentic self and you will attract the people you need like a magnet – they respond to uniqueness.
Don’t use dullsville marketing techniques.
Instead of opting for the same old tired marketing techniques; Twitter spamming or sales pitch Facebook updates -try something a little different. With a little thought and creativity you may be able to come up with some really memorable marketing campaigns.
There are ideas and inspiration all around us when it comes to great marketing. It’s just a matter of looking at things in a different light. That doesn’t mean writing a post about why you need a Gravatar. It means writing a post that states a Gravatar is the best branding tool online ever. It means being bold.
Remember you don’t have to be just like everyone else, you don’t want to be remembered for being like so-and-so – it pays to be unique and stand out online.
Marketing using your true self may seem uncomfortable at first, but it works. People come to me for blog coaching for a variety of reasons; I am not the cheapest, I work my clients hard and I help them find what works best for them. I am my own unique self. Be your own unique self too.
PS with thanks to Nikki Pilkington and Saul Fleischman for being the inspiration or Muse behind this post.
{ 2 comments… read them below or add one }
The most important thing is to be who you are and to answer as you really think, being honest. And all other will be as it should be
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Twitter: saraharrow
January 27, 2012 at 5:51 pm
Indeed, but sometimes it’s not as easy as we would think or even like! Part of that is conditioning and part of it is also our natural reserve.