How to really be authentic with your marketing

Thanks for joining me as I share my favorite sessions from a sold out marketing conference in Boston that I attended (you can catch the other recaps below).

Let’s talk about authenticity, it is easier said than done. Here is a recap from a session labeled: Creating Authentic Connections: The ONE Tactic That Will Never Be Obsolete by Sydni Craig-Hart.

I want to share a side story about her. I was enjoying breakfast at the conference (in Boston) when I met her, we were having fabulous conversation and I found out that I missed her live session. I was so upset because she was so much fun to chat with but I promised her that I would watch the replay.

Here is the recap of her session:

Are you listening? I mean, really listening to your customers while they speak? Or do you think of what about you are going to say next? I’m so guilty of this. So when she started her LISTEN framework, it really hit home.

LISTEN – framework

Listen to your customers. Really think: “Am I doing that?”

LISTEN stands for:

Learn, Investigate, Speak, Types, Empathy, and No Excuses.

Two things about Speak.

From Sydi: Do we speak their language? Are we confusing them?

I can’t tell you how many people are often using jargon that is outside my marketing terminology. I was talking to someone who focuses on automation, I told him to explain: how automation means you are making their lives easier and told him to more specific about the uses in his content marketing. Later that day, he shared on LinkedIn about his services in a bulleted format. He said in a comment that I was a good teacher!

Speaking of being specific: Specificity

From Syndi: What problem does your content solve? Does it help them seem smarter to their boss?

Let’s add this detail she shared: Are you helping them to decide whether they buy your product or not? Are you giving your prospects enough information that is going to direct them to have the content to relay why you are the best option for their needs to their boss?

No Excuses

Take “Can’t” out of your vocabulary: her grandma’s story.

A back story: she is a 4th generation entrepreneur, her grandmother was the first black woman to join the Pasadena Chamber of Commerce. I loved hearing about her focus on what you can do, create with what you have, use what you have, don’t let your constraint be an excuse.

Don’t wait until you have the ducks in a row, I can’t tell you how many business owners talk about how they need to have A & B before doing C. I will be in business at the end of January for 13 years and I can’t tell you how many times, I have told my clients to just act now and not wait until everything is perfect.

STRIPE merchant story: she shared how this merchant invited customers to lunch and how they were there listening not to respond but to understand to better understand their customers.

Diversify!

One final talking point that she offered was: diversity your current spend – whether it is someone who can offer new fresh views such a writer or photographer, invite a company who is diverse owned, someone who can bring a new perspective when you can’t hire someone new in your team but when you do hire an employee – “spend it with intention.”

If you are stuck on growing your personal brand. I can help you. I offer private one on one consultations for growing your online presence, I also do workshops for businesses. Reach out to me with my info below to get started.

Here are my most recent blog posts and previous sessions takeaways:

• Featured on Personal Brand Blueprint Podcast: Authentic Brand Growth Strategies 
• 13 Game-Changing Lessons from 13 Years in Business: Insights for Entrepreneurs, Leaders, and Professionals
• Top SEO Insights from Analyzing 300 B2B Websites: Actionable Strategies for Business Success
• How to really be authentic with your marketing
• Spicing up your AI Prompts with these tips