→ YOU EXIST ←
→ YOU OFFER A SERVICE ←
→ YOU'RE GOOD AT IT ←
Don't get me wrong - these are great things to share. They just don't create a meaningful connection between you, your audience, and your service.
Because we don't live in small little towns, where there's one accountant, and one realtor, and one barber. Our industries are oversaturated and our populations are overstimulated at any given moment as a general rule.
WHO, WHAT, AND WHERE ARE NO LONGER ALL THAT MATTERS TO YOUR CUSTOMER.
The truth is, your audience is tired of being sold through technology. And they're not tired of it because it's intrinsically a bad approach, or your offer is crap, they're tired of it because it's created a world where they're being talked AT, not talked TO.
Your audience is craving a conversation with a real live person. One who has bad hair days, and forgets to eat breakfast, and maybe even swears a little.
THEY WANT TO WORK WITH SOMEONE WHO GIVES THEM COMMUNITY, BELONGING, AND PERMISSION TO BE HUMAN.
When you give your audience access to this space, you're acting as the antenna in a world of static. You've giving them a signal of belonging amongst the noise, a grounding reason to care about and trust YOU with their time and money.
You need to show your audience that committing to you means more than generating a sale. They need to see the humanity, the fun, the struggles, the relatable, and the ✨ je ne sais quoi ✨ that makes them want to be a part of something.
THIS IS THE KIND OF MAGIC WE CAN CREATE THROUGH HEART-LED, PERSONALITY-FOCUSED BRANDING.
Or in other words, how to STOP marketing and START building relationships (my other working title for this email). Because oddly enough, when the pendulum swings so far towards altered reality (those filters, am I right?) and depersonalization (anyone else have a local restaurant with robot servers? No, just me?), the thing that actually ends up feeling different and exciting is good ol' shared human experience.