The Power of Getting Personal

Photo by Bernadette Marciniak

There’s one question I get asked more than any other by clients: do I have to get personal in my marketing? 

My answer is usually, yes. Not exactly what most of my clients want to hear – I get it.

For years, I resisted getting personal in my own business too. Here were some of the reasons that used to hold me back: 

- I don’t want people to think I’m braggy or arrogant.

- I don’t want to make my business all about me.

- My services/products speak for themselves.

- What if I put myself out there and no one cares? 

But here’s what I've learned: when you share who you are and why you do it, you open up bigger opportunities beyond your network.

This has been true for me and clients who are integrating who they are, with what they do.

Should you get more personal too? If any of these four scenarios below relate to you, it's time to infuse some personal details into your brand.

Scenario #1: Your business includes your name.

Think OWN (Oprah Winfrey Network). Huffington Post.

It sounds obvious, but you’d be amazed how many gifted, humble founders I’ve worked with who resist being the face and voice of their brand (shout out to my beloved clients and jewelry designers Whitney Howard Designs). Which is like leaving money on the table.

Your audience wants – and needs – to know the human behind the business. Sharing your story answers questions in their head like, “Can I trust you?” “Are you the right person for me?” "Do you care about me?"

Scenario #2: You’re the creator behind the product, service, art or mission.

Think Virgin (Richard Branson), or the Dare to Lead Coaching Program (Brene Brown). Or nonprofits like Southern Poverty Law Center (Morris Dees) or Homeboy Industries (Father Greg Boyle). 

People don’t just buy what you do, they buy why you do it. If someone is deciding whether or not to buy from you, or donate to your cause, they want to know a little about you too. 

Telling your story helps your product or service stand out naturally and – increases the value – of your offering. 

Scenario #3: You interact directly with the customer.

If you are a fundraiser, service provider, consultant your story is gold for you.

Even if you’re representing a company or a mission, people want to know what’s at stake for you. Beyond the paycheck. Sharing your "why" story builds instant connection with aligned prospects in a way facts can't.

Scenario #4: You're not the obvious choice to say "Yes" to.

If you're a founder, thought leader, or creator that bucks the mold in your field, your personal story encourages people to sit up and take notice.

Think about a young climate activist Greta Thunberg who embraced her Asperger's as part of her message. Or a black, queer music producer-turned-venture capitalist like Arlan Hamilton.

Do any of these scenario(s) apply to you? Drop me an email or comment below. I’d love to know.