Almost all of the time I’m a huge advocate of putting more of YOU in your business. But sometimes you can make your business SO much about you that you’re forgetting it’s actually not about you at all.
Let me explain...
I am a big fan of you differentiating your Thing and your business by adding a lot of YOU into it–your reasons why, your experience, your education, your philosophy or process of how you do what you that’s brilliant (i.e. your Thing). It’s also nice to get to know your opinion, your values and your point of view. But here’s the key: do ALL of this so it helps me to know if I want to buy from you. Do all of this to demonstrate you know what you’re talking about, and can’t help but think about your Thing all the time. Always have half an eye on the prize of this being about your Thing and why it’s perfect for me your potential client (and not just ‘all about’ you).
An example of this is in your messages, your copy and your Marketing. I think it’s perfectly fine to let me know what you’ve been up to and what your life and business looks like (I do it every week in my newsletter after all, not to mention that’s kinda the point of ‘social’ media). In fact, it’s more than fine–it’s fundamental to me understanding who I am buying from and why you do what you do the way you do it.
BUT if you get too matey with me when I don’t really know you yet (or it’s not entirely appropriate for us to be mates in that way), I’ll run a mile.
Today, I saw a couple of copy ‘over-shares’ that made me run a mile–one was an email and the other a Facebook post. The email was a few into a series of emails from someone who has a nickname that I don’t understand (there’s no explanation of it, so I’m guessing unless you were there at the time you’ll never get it. Easily solved, btw, by having a footer that points the reasons why you’re called that in every email). And today the chatty, nicknaming thing just got too much for me as, added to this over-matey-ness, they were chatting about something that frankly I didn’t see the relevance of and didn’t help me by reading it. So I unsubscribed. The Facebook post was just in the wrong place (I think), as it was all very "We’re best friends, I’m going to call you a pet name" in the opener. Totally fine if I’m already in your tribe, totally NOT fine if I’m not ‘there’ yet. It’s like getting a hug from a stranger that lasts a bit too long **wrong**, or someone calling you the ‘short’ version of your name (or a nickname) before you’ve established that’s OK with you. This may seem petty, but it can be the difference between connecting more closely or losing the connection entirely.
PLEASE don’t let this finicketiness put you off sharing you–that is NOT what I am saying at all. But please pay attention to WHY you’re sharing you and HOW THIS HELPS to market and sell your Thing. And be OK that sometimes you’ll do it as a test. I am quite happy to put my hands up to the above two examples and file them under "I’m not a fit for you" as I’m clearly not. If how you do one thing (write to me or post on Facebook) is how you do everything, then we absolutely definitely are not going to get on! So that’s an important point too–if you want to make sure you’re only attracting clients and opportunities that fit with who you are and how you like to be, pack in as much personality as possible as, if we don’t fit, we’ll vote ourselves out of your audience.
The best way to share you is to PACK IN PERSONALITY and link it, connect it to, and focus it around and about, your Thing at the same time. I have NO problem if you’re super-opinionated and clear about what you believe, I just like to have that in context and alongside how you can help me. And while it’s absolutely important that you write FOR me and TO me, remember I might not be your best friend (yet), so perhaps not too mate-y is better.
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