First, let me point out that today’s buyers are a new breed of audiences. All those old me, me , me marketing claims just dont’ work anymore. Buyers don’t need you to tell them the truth. They can find out with a 10 second Google search. They are informed and intelligent – and they will rcognize a duck, or a poser, when they see one. So forget the chest thumping and get down to reality when it comes to social media and digital marketing.
1) Tell the truth. Making false promises, creating fake success stories and all the other bogus claims won’t get your business ahead. It will sink your opportunities. Today’s audiences are too smart and too well informed to fall for that fake crap. So stop it. Tell the truth, honestly. If you don’t have the Value to tell the truth – then go back to the drawing board and find it.
2) Focus on your audience. Share information, thoughts and visions that matter to your audiences. Share the experiences of other buyers just like them and trust that those experiences will show your value and benefits. Give your audience the value of your experience and knowledge, create relationships with your audiences – based on their needs, not your goals.
3) Show yourself, warts and all. So often we think we have to be perfect – our businesses can do no wrong, we can make no mistakes. We are programmed to think we have to show perfection for our products or servcies (or ourselves) to be deisrable. That couldn’t be farther from the truth. We all know that none of us are perfect, our businesses aren’t perfect and neither are our products and services. So many business disasters could be avoided – after they happen – if we simply told the truth about our flaws. The same goes for us as people, as well as our businesses.
4) Relax. So many companies get uptight and formal about the way they communicate with their audiences. Digital marketing gives us the chance to let our hair down and create one-on-one relationships. noone wants to do that at a formal meeting. Let your audiences know the culture and personality behind yourbusiness – and the reality behind you. That’s the power of digital marketing – so use it!
So – that’s my list of tips for making sure your audiences see your true colors.
What would you add??
Photo courtesy of David Kessler.
