If people are going to buy from you, then you need to be accountable for your actions. A slick company video with seamless transitions and a well-rehearsed commentary may satisfy your shareholders, yourself and make competitors slightly jealous, but it’s just aesthetics. It won’t mean anything to the people that matter, namely your customers. They want to feel part of something, they want to belong to a community that shares their values.
It is your responsibility to deliver with conviction, honesty, and relatability.
A Place Of Truth
I certainly want my clients to be accountable for their actions and take responsibility for their message, but it needs to come from a place of truth. We build trust by finding common themes that bring us together with our customers.
Whilst we all want to make money and we can, by finding the common denominator between us, our common traits bring people closer.
Commonality breeds relatability builds community and creates customers.
Creating the perfect-looking videos or hiding behind sales promotions will build unnecessary barriers between your personal brand and your customer.
A personal brand, by the way, according to Mark Schaefer, author of Marketing Rebellion and Cumulative Advantage, ‘is simply what people think about you.’
Mark then points out that YOU are the point of differentiation. There is no one like you. No one with your experience, heritage, or insight.