How to attract your audience – authentically
Do you ever feel tempted to portray a “perfected” version of your brand? Maybe it’s to keep up with your competition or to grab your audience’s attention.
You’re not alone!
Many of us feel pressured to optimize our brand’s appearance or exaggerate our messaging to get our audiences to pay attention. The result is often a false persona or glorified “hype” messaging.
“Best dentist office in Colorado”
“Lose weight in our gym, or your money back!”
“Double your profits with just a few clicks!”
But your audience is smart, they can tell when you’re being fake. Rather than pretending to be something that it’s not, your brand should be embracing what makes it unique – You!
You are a human being and so are your potential clients. It’s time to shift our focus to encouraging that human-to-human connection. When we do, it’s so much easier to replace that overly salesy BS with more effective content – plus it’s more fun to create!
So how do we get human-to-human with our audiences? Here are the 3 most important things to remember:
1) Forget about the “how” and focus on the “why”
Brands get so caught up in how they “should” be doing things that they lose sight of their message, or their why. The logistics of the what, where, and how of an Instagram post matter so much less than the emotion it triggers in those who see it.
The same goes for your website. Having the same generic stock photos and flashy titles as your competition is not helping your brand stand out. It’s time to ditch the stereotypes and industry jargon. Build your brand around your own story, not theirs.
Focus on how you want you want your clients to feel about your product or service. For example, a personal trainer might make her clients feel empowered. An optometrist might make his patients feel trust and confidence that they’re receiving the best care. Those feelings are what your customer is investing in – even more than your offering itself.
2) If you aren’t feeling it, your audience won’t either.
Are you doing or saying something because you think you have to, or your competition is doing it? If you’re following a script that doesn’t feel right to you, your audience is going to pick up on it. Instead of feeling good about connecting with you, they’re going to be wary and distrustful of the rest you have to say.
Marketing isn’t a one size fits all kind of thing. What works for some brands won’t work for everyone, and that’s okay. It’s your job to decide what makes the most sense for your brand and the audience you’re most excited to reach.
Your most effective marketing ideas are also likely to be your most authentic. That means they won’t come from a webinar or imitating someone else. They’re going to come from what you are genuinely passionate about.
A good trick to more authentic content is to start from within first. Take a beat to think about what you want to say and the experience you want to create for your audience. After you’ve done that, then you can look outward for feedback and to see how other brands are marketing themselves.
3. Put yourself out there.
To authentically market your brand, you must constantly put your message out there. And it has to be consistent. Your message must be supported throughout all your digital media, social interactions, and your in-person client experiences.
The key to authenticity is expressing your personality and sharing your stories – beyond just your business persona.
You can share stories about anything you want.
Do you love golf?
Do you play an instrument, paint, or ride motorcycles in your spare time?
Talk about it! Let your audience connect with you through common interests and values. Once they connect with you, they will stay with you and even refer more people to you.
If you’re ready to share authentic content that grabs your ideal client’s attention, then let’s book a photo shoot. We’ll tell your stories and reveal your genuine personality. Message me today to get started.
Ready to get more YOU in your business, but unsure where to start? Reach out for a quick consultation call, and we can figure out how to best showcase you in your business!
Sending good vibes and love!