Someone made a comment that my choice of color palette is too soft given how I write. They felt there was a disconnect between my visual and my verbal. . I’m well versed in color psychology and understand where they’re coming from. . However, I made a conscious choice to use a palette that vibes with who I am; girlie, feminine, playful. . My verbals, my words, aren’t always soft & feminine but they are playful. Sometimes, they grab you by the tenders and kick...and sometimes it feels like a sweet tickle. . It’s intentional because that’s who I am and how I am in life. Playful, soft, direct, thought provoking, tough. . Why am I sharing this random bit of info? Because in a market as crowded and saturated as a 2019 market, you’ve got to shake things up. . The unexpected, coloring outside the lines, the direction that make people stop and ask “but why?” isn’t a bad way to go. . Plus, it’s better to design your brand aesthetics to align with the people you want to attract versus a book of rules written back in the 90’s.
Raise your gloves...2019 feels like the year our inner champion steps into the ring, shuffles, jabs and wins. Do you feel it too?
We always get to choose our position. . A position that reflects the best of who we are. . A position that honors the late nights... . The uncertainties... . The crazy ridiculous desire we have to make a positive impact... . To leave our mark... . To feel proud, and appreciated, and well paid because we used our heart, mind and hands wisely. . Our people want that too. . They want to be seen as their best possible self. . They want their distinct needs heard. . They want to be understood for who they are, why they are and acknowledged for where they are. . Marketing is about creating, communicating and promoting. Always has been. . But today, it’s also about connecting, acknowledging and supporting. . They say no one trusts marketers. . Maybe “they” don’t realize that the good ones, are positioned as much more...
We all want our content to matter. To be seen, understood, embraced. We don’t want to feel invisible on the Internet. . And so we create content. Lots of content. And we pepper it with value. And after all our hard work, we feel like lone residents in a deserted western Internet town. . In their attempts to help us be seen and heard, our beloved marketing overlords didn’t tell us HOW to create content that matters. . Sure, we’ve heard “give people value” but what is value? I mean really...when what one person values might be different than another’s? . I don’t want to create a conveyor belt of content simply to check it off a list or pat myself on the back because I posted something. . I want to create value around what my ideal people value: adventure, new, thought provoking ideas, cage rattling concepts, cheeky humor and the occasional dog pic because #mustlovedogs . I can’t think of anything, that doesn’t involve a s*x tape or booty pic, that gets people’s attention like attracting them with what matters most to them - in their work and their lives. . That’s why I’m talking more about this in a webinar this week called Contentgasm (like I said, cheeky). If you’re curious about creating content that’s VALUES based you should hang with me. Link’s in the bio.
Pain points have dimension. It’s not just about the problem your product or service solves. It’s about the consequences in someone’s life when those problems aren’t resolved. It’s about how the pain extends into the different facets of their lives. Because the pain doesn’t start and stop with your offer...unless you understand their story, acknowledge what’s it’s been costing them and prove that you can help turn it around. Pain is tension, layers of conflict and our job as marketers is to relieve that tension.
Everyone says, “do what successful people are doing.” . We’re encouraged to participate in a game of follow the leader. . Except that the “leader” is often putting on airs. Putting on a facade based on the success they *used* to have because the low down dirty truth is...they’re struggling...and faking it. . Many of the marketing wheels that worked so well a couple years ago don’t work nearly as well today. . Don’t reinvent the wheel is Jurassic advice that worked once upon a time but not today. . Do some things still work? Of course. But if it’s broke, fix it...replace it with something that works in the now. . Here’s a new game to play...BE the leader because we’re not running vintage shops, we’re operating modern businesses. 🎤