Occasionally I’ll hear from a reader who wants me to evaluate how they are marketing their business by reviewing their communications, positioning and messaging. A few weeks ago, I had to deliver the news to Nick, a new client that his marketing was BORING.
I didn’t mean that his auto repair shops and the work he did were boring, but their website and social media lacked a personality. It was as if Nick thought his business shouldn’t ever be too different since he felt he should be a brand for everyone. His target was average as was his marketing effort. His auto repair shops lacked any personality.
So, we are trying an experiment.
After discussing how his clients feel working with his business, he told me that people often say that they enjoy working with him because he has a great sense of humor and is always positive and uplifting.
I asked him to consider how he could bring his authentic self into his marketing communications? How can you share short but upbeat stories that reinforce this brand personality?
Why have such dull and uninteresting stock images on your website when you could be using pictures from his life where his personality shines? Instead of being a boring business, why not be Nick’s business using Nick’s uplifting and positive character? We are turning Nick’s boring brand into one filled with upbeat and positive storytelling.
People Buy From People They Like
Why not tell stories where the hero is someone lifting another person in a difficult situation? Tap into those people you know who exemplify this quality. Tell stories about the positive impact people have had on your life, don’t try and sell the cheapest tune-up. There are plenty of auto repair shops, but why not be the one that lifts your spirits too?
It was as if Nick needed permission to share personal stories of people that inspire him. In our work together, he saw how being himself in his marketing, was an advantage, not a deterrent.
Instead of selling auto repair, he needed to be connecting his positive outlook on life with his brand. He is starting to bring emotion and energy to life in his social media posts.
Work in Progress
It is early in the work we are doing, but Nick is starting to see the idea come to life. He recently posted pictures about people he has met in his life who inspired him through their good deeds and selfless commitment to justice and other causes.
In one post, he featured a short story about his uncle who was always donating his time to a soup kitchen. The story explains how his uncle needed help getting food when he was young, and always felt he should pay it forward. This type of marketing humanizes his business, brings out the personality of his brand and shares information beyond how he can fix your car. The positive, upbeat feeling from his posts become a part of doing business with Nick. His new posts are brought to you by his auto repair shop, but don’t promote tune-ups at $49.99 – instead, he brings you emotional tuneups to get your motor running.
Nick is starting to attract people who want to work with Nick, the heart-centered person, not Nick the bland business. His brand is coming to life instead of being dull and lifeless.
Nick is learning that his brand isn’t the parts he replaces on people’s cars, but the relationships he builds with his customers.
Is your business boring? Does it lack a personality? If you are the owner, why can’t it reflect who you are and your authentic self? Let clients see you for who you are, not for some idealized business person.
Go ahead. Be remarkable. Be yourself. Tell your stories.
Photo by Hosea Georgeson on Unsplash
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. Visit my website at www.themarketingsage.com The conversation is free, and we can explore working together.
