Have you ever been in a large group and found there was one person that everyone wanted to talk to? They seemed to made of super-charged magnetic material, attracting every person to them. While some people in the room try and blend in, this magnetic person stands out.
Today’s digital and social marketing space is noisy and very crowded. Everyone starts looking and sounding the same. To become more irresistible to your social media community you need to be very different from the masses. You need to stand out.
When someone sees your website, your blog, your social media sites, they should immediately know there is something attractive about you and the work you do. They should either be drawn to you or completely repelled by you. As Taylor Swift reminds us, “Haters gonna hate hate hate hate hate…shake it off!” Work to attract those who will LOVE your style and shake the others off.
We will not attract everyone, and if you are one of those people who says everyone is a target for your business, you are wrong. I’m going to tell you something your mother should have told you years ago …There are going to be people who just don’t like you or your style. But let’s focus on those that will find your attractive. Those that can grow to love you and what your brand stands for.
To become more irresistible to those customers, community of potential customers, and fans, follow these steps:
Know who you are
What are you known for? Take out a pen right now (or open a Word doc) and write down 5-10 words that describe you. Be brutally honest. Don’t write what you would LIKE to become yet. How do you and your brand appear to others? FUN? SERIOUS? SASSY? EDGY? SAFE? CONSERVATIVE? Keep going. If you’d like to change these words and how others see you or your company, you need to think wholistically. Your website copy, the types of photos you share, what you write about, and talk about, all should be congruent with your brand and what you are known for.
What is your expertise? What do others know you for? For those of you who have a list of 74 skills that you are telling the world you are an expert in, take time to narrow that list down to the 3 or 4 things you are really an expert in. If you are unsure of what you are known for, ask people. Ask your clients, friends, and social media communities. Until you know who you are and what you are known for, it is really hard to create brand messages that attract the right people.
Be brave enough to show others how different you are
Many times we say we are innovative, relevant or even edgy, but nothing in our messaging confirms that. If you talk about innovative strategies and want to be known as a brand that thinks differently, then be sure your website isn’t filled with stale images that appear on every other website out there. Dare to be very different. It’s not enough to have those words written on your website. Your brand has to speak the words without a word being spoken. Do your employees or team members look any different than every other company? Are you hiring people who represent your brand well or just filling spots?
(READ: Stop Using These Crappy Photos on Your Social Media Posts)
If you need to get out of your stale thinking rut, take a look at an industry that is far out of your arena. You don’t have to look far to find innovative companies to examine. Take a look at the hottest eyewear company, Warby Parker, the uber creative coworking space provider, WeWork or the edgy clothing brand, Johnny Cupcake, that was inspired by an industry far from the clothing world.
Surround yourself with people who are different, just like you
Do you work with people you love spending time with? Sometimes we take on a client that we know we shouldn’t. There are red flags going off all over the place and yet we take on the project, only to regret it later. Join networking groups or associations that are filled with brave and different people, just like you. We all need to hang around with others who sharpen us and make it okay to be boldly different.
On your social media channels, find those who are in alignment with you. Connecting strategically with those who are more like you and your brand, will help you continue to sharpen your focus and your messaging. Who is targeting the same market as you without being a competitor? Who uses similar language and has a style you enjoy? Finding and connecting with people who will push the virtual envelope encourages us to go bigger and bolder.
What are your 5 words? What are you known for? Share them with us here in the comments. We’d love to hear them.
If you are finding it difficult to rise above the social and digital clutter out there, we can help. And if you’d like a 3rd party audit of your social media sites, contact us today! I’d be happy to help you define your brand and your audience to connect more successfully.
I’d love to connect on social media as well.