In a society where so much of what we see advertised in the media is superficial, phony and superfluous we sometimes crave what’s realistic and believable with very little fluff. There are those moments when we just want the real deal, the bottom line. We crave this cut-to-the-chase, straight talk so much so that often times you will hear people exclaim, “get real” or just give it to me “straight up”.
Think about the last time someone told you a story that was practically unbelievable. Chances are they knew you might doubt a portion or all of what they were saying so they might have injected a line to validate their story and how they always “keep it real.”
Yes I’m sure you won’t have to think too hard to remember the last time you heard or read someone proudly boast how “real” they are or that they “keep it 100% real.” In essence all they are really asking you to do is trust them. They want you to believe that they would not steer you wrong.
Authenticity has its place in modern culture as well as in business. Your prospects and ideal clients want to know the very same thing the average person wants to know.
Can your ideal clients trust you? Do you keep it 100% real? Your level of ‘real-ness’ must come across in your marketing. In other words, your marketing must be authentic. If you were to ask me: “What exactly is authentic marketing?” I would say: the way in which you express your business philosophy. Authentic marketing has to do with what you stand for, your business principles and values. What do you believe? In essence, what are you all about?
The essence is about the real you and be transparent. Here are 5 steps that will enable you to be authentic in your marketing.
1. Get clear about your story and how you help people.
In order to be authentic in your marketing you must be completely centered about who you are, what you have to offer and how you help people. Being able to describe your offerings to potential clients is going to determine how well you do at attracting and converting them to paying customers. This is nothing more than your ability to effectively sell new prospects.
2. Forget about the judgments of other people.
You must not concern yourself too much with what other people think. Other people could be defined as family, friends or even competitors. Don’t worry about other people’s opinions of you. People will judge you anyway. So who cares? My point is simply, you must do the best you can at any given time and let the chips fall where they may. Realize that you won’t be able to please everyone. Understand that your product and/or services are not for everyone. That said, don’t worry too much about how people judge you if what you’re selling isn’t meant for them.
Now the one caveat to this step is that your brand identity depends on the perceptions of others. So from that standpoint, you want to have a brand that is liked and trusted by the people in your target market.
Remember this: “All books are judged by their covers until they are read.” ~ MaryRose Wood
3. Be aware of your blind spot.
Each business owner has something called “the weakest link.” You must be aware of your weak spots personally and in your business model overall. Be mindful of areas where you or your team does not perform as well as possible. The biggest thing to remember here is to be honest and completely transparent about where you fall short. Don’t sweat this. Just be super aware of it, get the help you need whether it is training, coaching more education, etc. Most importantly, surround yourself with people who are strong in your weak spots.
4. Be aware of your sweet spot.
Know your strengths. Be confident in your unique sales proposition. This is the thing about you that makes you extra special, unique or different from your competition. You must be able to confidently describe why potential customers should choose you rather than the competitor down the street.
Remember this:
“Self esteem isn’t everything; it’s just that there’s nothing without it.” ~ Gloria Steinem
5. Embrace your brand brilliance.
You should always be able to confidently describe the results you help your customers achieve. Being able to sincerely convey your company’s ability to deliver for your customer is huge. Just make sure that you are able to deliver the results you claim you can. There’s nothing worse than making a claim that you can’t back up.
Authentic marketing simply means being the best you that you can be and delivering on the philosophy of your business, your brand and what you say you stand for.
Remember this:
“Noone else on earth has your unique brilliance, so don’t ever be afraid to be uniquely you.” Lori A. Manns
If you need help marketing your brand in an authentic manner, I want to recommend the Brilliant Business Branding package this is a simple toolkit I put together to help you rock your brand like never before. Get the goods as far as branding strategies, guidelines and ideas as well as marketing strategies, tips and tricks all in one powerful resource.
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This article is written by Lori A. Manns. Want to use this article for your website, blog or newsletter? No problem. Here’s what you must include: Lori A. Manns, CEO of Quality Media Consultant Group and a master marketing and sales coach as well as business strategist. Lori is founder of Traiblazer Business Academy™ where entrepreneurs go to learn trailblazing business solutions and the Sponsorship Sales Secrets System;™ that shows you how to get more sponsors and sales for your business, guaranteed. To secure consulting services on marketing, advertising or sales and learn how to increase your revenue and grow your business; complete a form on the contact us page via www.qualitymediaconsultants.com.