- September 29, 2014
- Posted by: Rochelle
- Category: Audience Building, Personal Brand
True (troo): being or reflecting the essential or genuine character of something.
“Andrea” is a six-figure earning trainer, a budding speaker and a woman with some big dreams.
On the phone, Andrea is mesmerizing. She is profoundly articulate, has developed a “big idea” with some legs and is completely focused on serving her audience—a classic heart-centered entrepreneur. Clients and referrals keep her steadily busy with training projects.
The problem? She wants a bigger life and platform as a motivational speaker on an issue near and dear to her. And while clients love her, she isn’t jelling with the larger digital audience she envisions for herself.
Her podcast—in which she invests hours every week to develop topics and source occasional interviews—has a tiny audience after almost two years. She wants to do more motivational speaking, but beyond a few local (read: non-paying) gigs, she is mostly treading water. She has a social media presence, but that too is moving glacially.
And yet she has the visceral sense she is missing something elemental. What would deliver the bigger audience she knows deep down she is ready for?
Quite ironically for a heart-based entrepreneur, her digital self reeks of insincerity. She gives glimpses of the real deal (her story for example is deeply moving), but the genuine bits are drowned out by scores of (fixable) missteps.
Her rich podcasts are produced prefaced by 30 seconds of old-time booming announcer spouting an off-putting sales pitch.
Her showcased video demonstrates great camera presence, which tells me she could handle a larger audience. But the production is stilted, with poor lighting and an inappropriate backdrop.
Her blog posts don’t have her fire and conviction. And worse still, they are posted with the name of her marketing firm who presumably wrote them (with a link to their website). Not cool.
Her social media posts (which she has outsourced), are bland, inconsistent and non-engaging. It was clear no one has put any effort into actually seeking out her audience vs passively hoping they will come to her.
The solution—as it often is—is simply to be genuine. To show her true colors EVERYWHERE.
Remove the “voice of God” delivery and put some of her trademark wit and caring into her content. Pursue her ideal audience intently and consistently via social media. And deep-six the old video in favor of a softer, brand-consistent shoot clearly declaring her manifesto.
Because, no matter what sort of service or product you deliver, your clients and buyers want a genuine experience. They want to see “your true colors shining through”.
Isn’t it time you let them?
p.s. Need a little incentive to clarify your true colors? Check out my brand-spanking new Be Unforgettable: The Digital Kit and save $100 until October 2.