How NOT to be Human
I know that the title sounds kind of silly, so let’s look at this for a minute. If you are anything like me, you are bombarded by internet marketing messages that are “personalized” for you but in fact are incredibly impersonal. I am even getting these now through LinkedIn from people who have idiotically decided to send the same message to their entire network soliciting business (definitely not a good idea.)
On Being Real and Human
My favorite marketers (if one can use those two words in the same phrase) are those that are REAL and HUMAN. They share what is going on in their life and relate that to whatever it is they are promoting. (Hey I’m cool with them making a living, I do the same thing in my own way.) Yes, some have it easier when they are married with kids, always antics to share. I kind of struggle with that because I’m single with no kids and while on occasion I’ll share dating stories, I have a private life and want to keep it that way! You’d be surprised at the material you can gather from a simple trip to the grocery store, a night out with friends, or an errand to the dry cleaners.
A Personal Example
In a recent email to my community (note, you aren’t a list, but a tribe I cherish and appreciate) I shared that I was going to step back from my regular marketing tips and strategy smarts on a regular post because I needed to put personal business front and center. I’d lost a very dear friend and needed to travel for services and made the decision to be offline for a few days. (I am in charge of technology, it is not in charge of me!) It was truly heartwarming to get such awesome supportive responses from so many because I am truly HUMAN. My alternative was to “schedule” an expert post, but I chose to pull back the curtain instead.
So my question to you is, are you acting like some sort of automated professional who spouts great materials but never shares your HUMAN side, or are you being REAL and fully HUMAN with your community. (HINT: If you are calling them a list, rethink your humanity.)
Why Being Real and Human Matters to Your Market
To establish real connection, you’ve got to lead with all of yourself. Stop being that 180 degree professional that we used to see everywhere. In the Social Age it is about being human first, then a professional. People want to get to know you beyond your business, they want all 360 degrees of you. They want to know if you share their values, watch the same TV they do, have traveled to the same destinations, eat at the same restaurants (or stay home and cook), they want to “see” you. They want to know that you aren’t perfect, that you have made mistakes, experienced loss, and have challenges. They want to know you are REAL and HUMAN as imperfect as that is!
When you are willing to show your humaness, pull back the curtain on your reality, you’ll find that you connect far more meaningfully with your community, your clients, your market, your colleagues, and the world at large. We want your imperfectness, your awesomeness, your weaknesses, and your strengths. Give it here.
As always, I look forward to your comments and invite you to share your thoughts on what the words I’ve put here.