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I've been at this entrepreneur (risk-taker) thing for awhile-even before I knew it consciously. The learning never stops. I had a couple of great conversations today around marketing and the target of those intentions. Driving away from those conversations, I thought about who I'm marketing to. Maybe the question is appropriate for you as well.
Who are you marketing to?
My intentions with marketing may be different than you. Are you marketing yourself to a prospective employer type? Are you marketing yourself to a prospective client? Regardless, it pays to know. I know you may now be thinking I deserve the big "duh." Stick with me.
In the early days of Epic Living I put significant time into knowing who my target audience was. It was a noble effort, but it lacked the sobering understanding needed in the final analysis. Quite frankly, this lack of sobering understanding tripped me up. In other words, failure upon failure. Here's what I discovered some time ago:
I'm not marketing to me.
This reality is crucial. No matter how excited I was about a product or service or how much I thought what I was offering would change the world, I was a poor example of who would buy and follow. The deception lies in a belief that my excitement and applause represented the "whole" needed to sustain my ideas. The dirty little secret is often I didn't want to hear that my "great" idea was only interesting to a few. Ouch!
My friend, Craig Lerner of Involve, always follows my announcement of a new idea with a question. The question, so what? Yep, so what. So what if it does this, does that, saves starving children, and on and on. He's not trying to shoot my dream down, he's putting me through the sobering understanding thing. He has helped me immensely, even when I didn't want to hear it. You need a Craig Lerner.
So where does that leave us? Here are some key take-aways to consider, and remember, this is based on my experience.
In the market we find ourselves in, I think it wise to stand out from the herd. One excellent way is through the medium of video. In this post I'm specifically thinking of the video resume.
Video resumes are not new. That said, I think video can be intimidating for many. This article from Eugen Lim is a great start as you consider this approach. I like Eugene's insights because she has experience on her side. Not in years, but in, she's learning and about to embark on what many are in the midst of.
Enjoy the video and I hope it helps you get to that desired place-may it be Epic.
I shouln't be surprised that we've come to the point where a segment of the marketing universe is coaching "authentic." Yes, authenticity is now being taught. I guess it's a new business opportunity to reform the fake. Judging by this piece from the New York Times, many are jumping on the bandwagon. But in your gut, you're probably not surprised.
If you're someone who is learning how to express yourself in a way that fits who you are or you are someone who's going through the process of reinvention due to job loss, then I get what you're doing and this post is not meant to rub you the wrong way.
The idea of advisment around authenticity comes from a motivation to build trust. A trust to buy. What many businesses forget is people don't trust because those same businesses would rather make a sale than make a long-term relationship. In a long-term relationship there is a blend of give and take, good and bad, yes and no, you get my point. From what I see most don't have the desire or stamina to deal with that. Ironically, I don't know many people who want a one-sided (always in the favor of the business/provider) engagement as a customer or a human being.
What are we doing? I mean really, is authenticity something that we need to coach? If it is, then here's my authentic recipe/contribution to those who Really want to be more authentic:
That should about cover it.
To understand the human psyche is a gift. To understand it because you've lived it is matchless.
Why do people continue a pattern that they know in the end will lead to undoing? Fear and a warped view of the world in which they live, I would say, are at the top of the list. To face these two demons is very daunting for most.
If you're in the world of growing something, if you have a calling, if you are moved to make change, then you need to realize that often the choices people make are based on human beings being human.
Ok, I've taken the dive with Google +. There are many out there who are wondering if we need another social network. I asked myself the same question this afternoon and came to the following conclusions:
The above is a speech from Rory Sutherland. He gives some veiled (pay close attention)advice on how to take what you are and do to a new level.
Have you thought about the implications of how you or your service/products are perceived today? Have you asked anyone (customer, employee, vendor)?
The speech is about 20 minutes in length, but it will feel like 10. The quote from G.K. Chesterton is powerful too.
Found this blog and post courtesy of Guy Kawasaki. It's an intriguing interview with a marketing thinker on the subject of wine and neuromarketing.
Great insights that can be applied to you and your business.
Friday’s Epic Living Hourwill feature a conversation with Bill Balderaz, Founder and Chief Innovation Officer of Webbed Marketing. Bill will share his insights on social networks and the power behind viral marketing.
Hope you can tune-in.