I enjoy walking, I also like to drive, I love taking the train and if it means I'm going on holiday somewhere amazing I can tolerate a long-haul flight. These are all different vehicles that suit me at different times for different reasons.
You will also like to travel in certain ways.
Just like you'll like to market and stand out like a business celebrity in YOUR way too.
Your marketing vehicle MUST be one you want to drive or ride in. Don't pick it just because you heard it's the best way to travel. Don't choose how to show up in your market just because it's the 'fastest way to get there'. What about comfort? View? Quality? The experience? And if you'll ever want to do it again?
LOVE your marketing, just like you love how you travel. I'll take the train—even if it's a slower way to arrive—if it means I can enjoy the journey. I'll happily take a scenic route over a motorway drive if I know I want to arrive in a good mood! Sometimes I want to be in the driving seat, and other times I just want to be a passenger and enjoy the movement. And your way of 'getting there' may be totally different to mine.
In marketing terms of Being a Business Celebrity I talk about your 'media Thing' (yes, as much as you have a "Thing" that you do that's brilliant, you also have a "media Thing"). Your 'media Thing' is how you best like to communicate. When you know how you like to communicate it's easy to see which marketing you'll love. If you're someone who loves to be 'live' in front of an audience or being interviewed, you might not be the best writer. Or if you like being alone to come up with your best ideas and thoughts, a book, articles or blog is going to suit much better. Do you see how this works?
When I see people 'get in the wrong vehicle' for their marketing it can be uncomfortable—both for the business owner, and for the rest of us on the road! If you're a slow, scenery, steady, enjoy the journey person, then fast-paced social media like Twitter, or shooting lots of short video, might not be for you. But if you take your time writing great articles or a book, then your market get you at your best... And just repeat this for who you are and how you like to travel. I love being "on stage", so I'll do lots of social media (Facebook is a permanent stage for communication if you ask me!), I love being interviewed, I speak at events and run webinars—these are all my 'stage'.
Have a think about what your vehicle looks like and stick to how you like to travel. Yes, a shiny new sports car might look appealing, but if you don't like racing around your market revving your engine stay on your bicycle, or keep paddling your own canoe :)
There are LOTs of ways to travel from A to B and, depending on what 'B' looks like to you, where it is, and how quickly you want to get there, choose a vehicle and marketing that suits you and stick with it. There's nothing more confusing for you and your market than you being in the wrong vehicle.
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Good article, Lucy, and good reminder to be true to ourselves. then we are authentic, and I believe authenticity is a great attractant (is that a word?) even just in the ethers.
Great article Lucy. It certainly gave me ‘food for thought’ about what I’m doing. I know I’m crunching some gears at the moment and yet persisting. I also know that it’ll get smoother with lots more practice.
Great article lucy! I am looking for a new car at the moment as my old one was written off in a car accident a few months ago. I have been struggling with this all summer. I couldn’t seem to choose between a beetle convertible, or an audi A3 convertible. Neither are very practical, but my daughters are grown up now and I am at a different stage in my life, so i guess it’s more about finding a vehicle that represents me, the authentic me! Not me as a wife or mother, but the truth of who I really am.
Also being without a car for the last 3 months has been quite liberating. It felt great to travel by train again, having time to appreciate the beautiful environment that I live in and the chance to meet so many fascinating people. I have felt more connected to the community as I’ve been walking and shopping locally. Also I have been able to let go of the role of taxi driver to the many family members and friends, that was taking up so much valuable time that I now want to use for myself and my own ventures.
Your article made me realise how I’ve also been struggling with the “media” vehicle too. I am in the process of writing a book – “my thing”, and bringing this out into the world. I have been trying to get myself to start a Blog, get active on Facebook, Twitter etc. but can’t seem to get around to it. Maybe I need to slow down and do things in an easier more relaxed way, as I seem to be doing with the rest of my life. Thanks for the timely reminder and connection in your enlightening article.