Before we begin exploring today’s topic I want you to place a question in your sub-conscious. Let it percolate there as you read through this article because that’s the question we’re seeking to answer;
“What makes you believe someone’s authenticity?”
Today digital marketing is the cheapest, fastest, and easiest way of directly getting your message out into the world and getting clients.
For all it’s advantages there are three major problems with digital marketing today:
1. Most of it is boring/generic/easily found everywhere else
2. It’s unverifiable and therefore we are trusting it less
3. Most people are full of shit
How many articles that claim to have “the secrets” to success have you read?
How many times have the “three habits you need to live a successful life” been, meditation, journaling, and being grateful? (Side note: I do think these are great habits to start doing, I just wanted to highlight how saturated the content marketing space is)
How many times have you read a “review” of something only to realise that it’s an advertorial piece where the writer gets a cut of any of the products sold?
In the first part (here) we looked at how the new age of marketing philosophy works. How we as consumers are drawn to doing business with those that look, act, and think the same way that we do.
In the second part (here) we did a deep dive into the “Like Us” portion of the philosophy. We looked inwards to discover who we should be doing business with, why, and how to understand the actual value that you provide (it’s rarely what we first think it is).
In this part, we’re going to go even deeper into understanding ourselves, our business, and how that impacts the marketing message we put out. In the closing moments of the previous part of this series, I introduced the phrase “Acta Non-Verba” Latin for “Deeds not words”. Our actions are what builds our authenticity in the market. Our authenticity is what will build trust in your business and your services.
That trust is what will get you sales.
Today, we’re going to look at how you can produce authentic, original content, that’s going to convert your audience into clients.
What’s the most important thing to you right now?
In part two we looked at how the thing you sell is just a vehicle for your clients to get what they really want. Few of us buy stuff based on what we need, we buy things because we think it’s going to help us get what we really want.
Here’s the test to understand what we really want.
Ask yourself, “do people wake up in the middle of the night, sweating, and think I need [your product or service]?”
They’re worried about their kid’s future, or if their co-worker fancies them, or if they’ll finally get the respect of their family.
They’re worried about what others will think of them if they don’t have the fanciest car/purse/phone.
They’re worrying that they’re wasting their lives.
For now, let’s stop worrying about “them” and look at “you”.
You’re the one that they’re going to invest in to get them closer to solving their problem. So what do you wake up in the middle of the night, sweating, and think?
That’s the pain point that you can relate to, that’s the problem that you’re actually trying to solve, that’s what’s most important to you.
Sadly, we aren’t as unique as we think we are, and if you’re suffering from that worry do you think others are too?
Based off of that concern, you’re building your business to help solve that worry.
Now let’s flip it back to our wonderful “they”.
They want to do business with someone that actually understands what they’re trying to do. They want to work with someone that’s on a similar path to them with similar goals and similar values. They want someone that’s going to solve the problem they actually have (they just don’t know it yet).
If you and they are aligned, then the next question is:
What are you doing to achieve your goal?
I was eating lunch with one of my book-writing clients the other day and we started talking about webinars. I boldly told her, “No one’s going to buy a £1,000 package from a webinar”. To which she responded, “Have you even tried?”
All I was doing was regurgitating advice that I’d gotten from one of my business coaches.
But it made me realise something. Something that completely changed the way I looked at the content that I consumed.
I started to question the validity of the majority of the marketing messaging that I see on a daily basis.
“How much of it is real?”
How much of the content that we read is from actual people that have done the thing they’re telling others to do?
Over the years I’ve had a tonne of meetings with business owners that scrape Forbes, Business Insider, and Entrepreneur Magazine for article titles that are performing well, change the title slightly, farm out the content to cheap writers and post it on their blogs.
And they wonder why it’s not working for them.
In our digital age, authenticity and trust are at an all-time premium.
With so much content out there, it’s easy to be an “expert” simply by googling a few articles and amalgamating them and slapping a call-to-action at the bottom.
Do you want to stand out? You want people to trust you and your business? You want to build a brand with integrity?
All you need to do is base your content and marketing on:
· What have you actually done?
· What hasn’t worked? (and what did you learn from it?)
· What has worked?
One of the reasons Neil Patel’s content (check out his website here) is so well respected is that he shows his actual numbers, he admits to his failures, he’s constantly experimenting with new ways to build his business.
People will buy from you if they know that you walk the walk of the talk you talk.
That’s what people respect.
What’s your next step?
At my workshops, one of the biggest points I make is that we’re looking for clients that will grow with us. My philosophy of business is that if I can provide the value that I say I can provide, my clients are going to have more money.
If your clients have more money then they can invest more with you.
It’s a win-win.
If you’re just starting out, you want to let your client’s know that in five years they’ll be bragging about how they saw the potential in you when you had less than 10 clients.
If you’re growing, you want to let your client’s know that you can take them all the way to what they actually want.
If you’re already on top, you want to let your client’s know that you’re doing everything you can to give them better results, building a better company, and changing the world.
But if we don’t talk about it, if we don’t share our vision then how is anyone supposed to know?
It’s a terrifying prospect to publicly make a bold claim. But what if you pull it off? How much trust and brand value are you going to create if you set a goal, publicly claim it, and nail it?
When you share your vision with your clients and potential clients you create something that they can be a part of.
We want to be part of something bigger.
We want to be part of a movement.
We want to feel included.
That’s why you should also be actively talking with your clients about what your plans are for the future, this may be:
· New products
· New services
· New content series
· New business partnerships
· Awards you’ve been nominated for
The main thing that links all of these is progress.
For the majority of people “success” is that act of moving forward with goals. And as the saying goes, “success builds success”.
Similarly, we want to work with those that are constantly looking to increase the amount of value that they can provide.
The simple truth of business is that we work with people we know, like, and trust. The best way to demonstrate that to people is through the content that you put out into the world.
It really is that simple.
When it comes to creating content that will get you to know, liked, and trusted it comes down to three main points:
As you build the strategy for what content you’re going to create, remember:
1.) Authentic content is built on you sharing what you love, what you’re passionate about, and what you’re actively doing to achieve your goals
2.) Trust is built through sharing what’s working for you, what’s not working for you (and what you did about it), and sharing the experiencesthat you’ve had
3.) Originality is shown through what you’re doing to change the industryor sector that you operate in
Join us next week for the final part of this series where we bring everything together and show you how to create an impact with those you’ve chosen to help.
Thanks for reading.