How To Keep Your Marketing Authentic

A couple years ago, I spent the spring in India taking a yoga teacher training. When it came time for the class on creating your yoga business, my teacher started by asking everyone, “What comes to mind when you think of marketing?”

Everyone in the room groaned and gave answers like:

"Sleezy salesmen on TV standing next to a ferrari or yacht"

"Mad Men and client meetings over Manhattans"

"The calls I get from telemarketers while I’m trying to enjoy dinner"

When it got to me, there was not a single positive answer and said exactly what I felt:

"I think about how I was able to get the message out about my software company and connect with people who needed it. Which is how I am able to take time off and be in India in the first place." 

When I think of marketing, I think of Apple commercials and how Jony Ive’s voice just gives me that inspired little chill. I think of that moment walking through Nordstroms and seeing my first pair of Toms shoes.  I got that feeling of "wow, now that's impactful!", after reading about how they give a pair for every pair bought.   

What comes to mind when you think of marketing?

Marketing has a bad wrap, because there are people out there that abuse it or still do it in an archaic way.

That’s not how you and I conduct our marketing.

The purpose of marketing is to connect with the audience you hold near and dear to your heart, the audience that you made your product or service specifically to serve.

The purpose of marketing is to make money for your business or cause - so that your business or cause has the lifeblood it needs to thrive and make a difference in the world.

Here are the three ways that you can ensure your marketing stays authentic.

Only promise what you can deliver

An extreme example is that guy standing in front of a ferrari and mansion, promising that if you buy from him, you too will have those things.

A more common example of overpromising is guaranteeing simple results like more clients, social media followers or money in

Know your audience and commit

Great marketing speaks to a specific audience.

Before you start any kind of social media or email marketing, make sure you know exactly who you’re talking to. What common traits do your customers or dream customers have in common? How can you connect with those people? (ie What language do they use? What is a common struggle? What do they desire the most?)

Once you have that audience defined, commit to them. Don’t throw any unexpected curve balls by changing your messaging to a completely different audience. (That’s how you’ll get a lot of unsuscribes.)

Don’t pretend to be something you’re not

If you’re a small business, then be a small business.

If you’re not an expert at something, don’t pretend to be.

If you haven’t quite figured something out yet, don’t teach it. Wait until you’ve finished learning that lesson or skill.  

Here’s a little secret. The key to great marketing isn’t trying to be someone else or creating an “image” you have in your head. It all starts with digging deep on who really are and leveraging that in your business and marketing. Being who you are is the definition of authenticity, right?!

These are three easy ways that you can use to keep your brand and business authentic. It really all ties into what your message, how you're saying it and who you want to hear it. If you haven't already, take time to really think about the messaging in your business. Does it align with your authenticity?