I don’t know about you, but I’m seeing a trend in marketing that I personally don’t like, and think can be very dangerous.
More and more I see marketers who are using what I call “in your face marketing”. Tell me if you’ve noticed this:
1. Bragging (especially about how much money they’ve earned)
I very rarely talk about how much money I’ve earned. I would much rather share the results I’ve helped others achieve. That’s the power of case studies and testimonials. Even if you’re brand new, you can use case studies of people you’ve helped for free.
Now, this doesn’t mean you shouldn’t share your own personal story. Your personal story is extremely powerful. So if you’re a relationship coach who helps singles their their true love, share your story of how you struggled with that and how you overcame it. People want to know that you can relate to their challenges.
2. Giving the impression of being untouchable
I understand that as your business grows, you need to build a team to help you manage your time and business. I couldn’t function without my team. But this is more about purposefully creating an aura of being untouchable so as to create the impression of success.
But here’s the thing. You can still be accessible and maintain a personal connection with the people in your community. Answer your emails, reply to social media posts and blog comments. And above all, recognize that we’re all in this together. It’s about creating an inclusive – not an exclusive – atmosphere of success. One of my greatest points of pride is the community I’ve created in my groups – people go all out in supporting one another. So as your business grows, remember the importance of keeping that personal touch and of creating a real sense of community.
3. Using vulgarity to get attention
Using potty mouth for the sake of grabbing attention is, in my opinion, pure shock value and a cheap shot. I’m not trying to be a prude about it. Trust me, I can swear in private – you should see me when I’m driving. But I don’t think swearing and roughness belong in your marketing.
I’m a very direct person. I tell it like it is. And I bring that quality to not just my marketing, but to my work with my clients. And I’ll generally ask my clients if it’s okay to be really straight with them. So you can be direct and bold without resorting to potty mouth.
4. Being controversial for the sake of being controversial
There’s a difference between taking a stand for something you genuinely believe in and being controversial. Can you think of any respected, successful company that pursues a prolonged dispute as a marketing strategy? Of course not. Most brands are not built on a negative emotion. Controversy might create a short term uptick in attention, but studies show that positive, uplifting content gets more views and clicks over time. Most importantly though, using controversy as a strategy causes you to feel and be viewed as a character instead of an authentic person.
If your approach is designed to be offensive then you will alienate and discourage people from aligning and working with you. But if you are challenging the status quo because you think you have a better way and take a civil approach, that’s a different story.
You want to take a stand with your marketing. But you should be attracting attention for your beliefs. That’s how you attract your ideal clients – the ones who really get you and what you’re all about.
The bottom line is that marketing shouldn’t be in your face, because it reflects who you are as a person and a business. Marketing isn’t about yelling your message, it’s about sharing your message. It’s about coming from a place of service and connecting with real people with the intention of helping them.
Come from a place of sharing who you really are. Of knowing what’s unique and wonderful about you. Of taking a stand because you really believe in it. And of helping others, rather than trying to shock them. When you do that, and you do it in a sincere way, good things will happen for you.
© Copyright 2013 Cindy Schulson