3 Reasons why people might hate you, your marketing, and your brand:
1.) Your extreme excitement about your product gives you the delusion that everyone must be your audience.
2.) Everything about you is “shotgun” instead of ”honey.” You’re forceful, unsolicited, loud, and interruptive instead of sweet and inviting.
3.) Ultimately, you care more about your goals than the interests, feelings, and needs of your audience.
If you felt that any of the above describes you, your audience likely hates you. But don’t fret – read on to learn how to improve.
Jeff just bought a bike store that exclusively sells bikes for children and he is SUPER excited about it! At a networking event Jeff rains business cards like confetti on New Year’s in New York at midnight! He interrupts everyone to tell them about his store! He pays the DJ to announce his store! He hands out brochures at the urinals and BOGO coupons in the stalls!
Surely, everyone will know about his new store!
Rachel also just bought a children’s bike store. Unlike Jeff, she has children of her own, she’s heavily involved with PTA, and she is active in her daughter’s Girl Scouts. When Rachel shows up to the networking event she sees parents she already knows because of her involvement with youth in her community. Conversation comes easily, people ask HER about her new bike store, and throughout the party she is introduced to many other parents she hadn’t known before.
So honestly. Are you Jeff or are you Rachel?
If you are Rachel, congrats! Your deep involvement with your market makes conversation easy. When you talk about your store people enjoy listening because they have a problem (“my child needs a bike”) and you have a solution (“I own a bike store for children”).
If you’re Jeff…sorry you’re kind of a jerk. But it’s okay! We all know you had the best intentions! We get it; you’re excited about your new bike store – that’s fantastic! However, the problem is, you were so excited that you forgot to look around and listen.
Everyone is not your audience. The difference between you and Rachel is the difference between a shotgun vs. an open jar of honey. Yes, Jeff’s shotgun blast ensured that EVERYONE knows his name. But Jeff was loud, interruptive and only had his interest at heart. Rachel on the other hand is the sweet smell of wafting honey that thinks of the interest of her audience first.
Before promoting your business ask yourself one question.
Would people describe my marketing as a shotgun or a jar of honey?
If you can confidently say the latter, you’re doing alright…