Do you need a powerful voice for your business? Do you have a message that leaves people saying to themselves, OMG – how did you know?
If not, you may be hurting your business more than you’re helping it.
One of the things that I discovered, and maybe you’re going to discover this somewhere along the road yourself, is that I was getting a huge amount of downloads and listenership of the podcast as opposed to people that were just coming to the site and reading the article.
In other words, if you’re an offline business or online business how do we peel the layers back to help you gain some insights on how to find new tools or leverage existing tools to help you grow your business?
Folks, the internet is just exploding and it is going to continue to explode.
I read a book a few months ago by Mark Schaefer titled “The Content Code” and some of you might’ve read that book; and in it he talked about how so much content is being created in the course of one day that there’s just absolutely no way that my audience, or your audience, has the capacity to read everything that’s been created out there or even listen to everything being created, or watch everything that is being created.
But here’s the thing… Our goal is not to attract everybody anyway.
Our goal is to figure out and find our voice so that we can turn around and attract 20% of the audience who is able willing and ready to buy from us.
Now, here is what’s really interesting about that; when I had a speaker coach a number of years ago one of the things that he told me was this (his name with Dr. Jack Lord)…
“Don, if you give a really, really great presentation and you don’t speak specifically to anyone of the room what’s going to happen is 100% of them are going to walk out of the room and say, wow that was a fantastic presentation Don.
You really, really nailed that one and they are all going to pat you on the back and say how great of a job it was.”
But, if you speak really specific to somebody, if you solve one problem for one person who has one problem, need, or desire and you fulfill it for them; you’ll get 20% of the room running up to you going…
- Oh my God how did you know?
- How did you know that was what I was going through?
- How did you know that’s what I was experiencing?
- How did you know that that’s what happened to me?
- How did you know that this is where I’m at and is where I need to go?
And, they’re going to be interested and ready to do business with you as opposed to the 80% that are still going to walk out of the room and pat you on the back and say how great of a job you did and you never going to hear from again.
That’s our goal folks when it comes to marketing online.
When it comes to unveiling the web we’re not trying to reach everybody that’s out there.
And there are so many different tools.
You know, I have a chart that I sometimes use when I give presentations and it’s a big circle in the chart.
In the middle of it is your website and blog, and then around the outer circle is social media and the three or 400 different types of social media pages that exist; combined with things like video, or email, or podcasting, or RSS syndication and webinars and e-books and a litany of things just goes on and on and on.
And here’s a question;
Are you really attracting the right people who are able, willing, and ready to buy from you?
You’re not in business to spend money creating content that’s not going to attract anyone and then people are not going to buy from you.
That’s going to get you in trouble really fast.
I mean it’s almost as bad as the old days when I can remember people spent a tremendous amount of money on advertising.
Maybe it was in the local newspaper, it was a niche magazine, it could have been a radio advertisement, or whatever the case may be. Right? TV commercial…
You could spend a lot of money for the stuff and that happens and it’s frustrating and it’s not what people are in business for.
We’re in business to make money.
So, the key here is how are you going to find your voice?
I was reading a really interesting article on startupmindset.com, and one of the things that they asked was; “What is a brand voice and why do you need a strong one?”
This is so important.
I want to read what they said because it was just so spot on…
“In the most basic terms your brand voice is defined by the words you use and how you use them.”
My gosh, we got people out there that are just so busy talking about how wonderful they are that they’re missing the whole boat.
They’re so busy talking about themselves that they never bothered to connect with the consumer, or the prospect, or the person that’s on their website; and then they’re stuck wondering why isn’t it working?
Why isn’t anybody doing anything when they come to my website?
What doesn’t Google’s send more people to my website?
What’s going on out there?
It’s so frustrating because people are spending a lot, a lot of money and getting nothing in return for it.
Well folks, it has everything to do with your brand voice.
I often say that your message is your brand and your brand is your message…
And what is your message?
We hear this a lot in political speak a lot.
I don’t know about you but I’m a political junkie.
Now I’m not going to identify with a particular political party or say what my position is but I do hear a lot of people on TV or radio sometimes talk about, for example, Hillary Clinton.
Who is she and what is her message?
I don’t know. She’s all over the map, all over the board.
Can we state something that we can grasp and put her head around?
That could be a problem for her regardless of rather your Democrat, Republican, conservative, liberal, I’m not really interested into getting into that conversation; it’s not the point of this.
It’s simply to make the illustration that if you don’t have a message people don’t know what to hold on to and your message does define you and your lack of message defines you.
It defines you as not having one and not having a message is just a really, really bad, bad place to be.
Exactly right, that is not a good thing.
You don’t want to be a mystery.
You want to put it all out there in the open.
So, if you’re just trying to solve a problem for people then you’ve got to give them the problem.
You gotta talk to one person, who has one problem, and give them one solution.
If you can do that then you can create an opportunity to attract the right people to you who… and it’s interesting, it doesn’t take a lot.
If you just connect with one person who already has a huge audience that goes; WOW! This person gets it” and they serve the same audience I do but they do it in a different way.
If you can connect with people at that level and do that kind of networking the opportunities out there for you are huge.
And let’s be honest about this.
When I do a full Bootcamp (sometimes it’s one day and sometimes people elect to do a six-day version of the same thing, it’s the same amount of time. I don’t mean to say a six day, I mean a six-month; it’s the same thing is just that it spread out same amount of time.
But here’s the thing, it gets you on the road to getting your message down.
But sometimes creating your message takes time.
Sometimes getting really specific about who you is a process and so while there’s an entry point it takes you through answering a whole bunch of questions and really digging deep in your business and going deeper than you’ve ever gone before, it puts you on the road to identifying what that message is.
For some people they figure it out right there on the spot and for other people it takes a little bit more time and that’s okay.
But the thing is it may not be something that you ever 100% fully figure out.
You may figure it out 90% or 75%, but don’t ever stop pursuing identifying your voice, your brand and your message because your message is your brand and your brand is your message.
What you want to be known for?
Huge, huge question.
Do you have a question, idea or thought you would like to share? Please leave a comment below and let’s engage with one another!