February 5, 2019
I ask the question every single time: If you could just nail down a consistent brand message, what do you think that would help you do?
They think for a second, and then they say one of two things:
From that, I can gather that THE BIG DREAM, the one everyone is aiming for is some version of this:
Important Lesson: If you’re approaching your website and social media with the same strategy, you may need to take a step back and reevaluate.
When most people land on your website, they want to know who you are and how you can help them. They are problem-focused, looking for a solution.
When most people turn to social media, however, they’re looking to fill a void without even knowing it. They’re not saying “I’m feeling lonely. I think I’ll get on social media,” they’re subliminally turning to the app to fill their desire for connection. On the scientific level, it’s a boost of serotonin. On a psychological level, it’s the thing that burns the least mental calories for the most immediate gain (validation, community, etc.).
Love it or hate it, Instagram provides the arena for us to build a foundation of connection for our businesses, thereby creating a network that serves to shout your name from the rooftops, and encourage you on a Monday, all in the same space.
So, while the ultimate goal is to get them off the app and to our websites where we can truly serve them (important thing to remember), we have to start where they are.
You know the worst way to connect? Hitting the brick wall of an Only Sell Bio on Instagram. Sending a DM that says “You’re the perfect person to buy my thing!! I just know it!” when they have no idea if you are married or like tacos or prefer video messaging to texts.
I want you to stop trying to convert before you ever connect (we can talk about ways to do that on a landing page in another blog post), but I want you to also stop shying away from connection because you think it’s 1) scary or 2) baffling.
Ready?
So you know you need to connect, but you’re wondering—OKAY, HOW?
Those influencers make it look so natural. How do you build a tribe of people who like chickpeas and want to save the environment? Like, how do you even FIND those people who are inspired by someone normal?
(a.k.a. you don’t have 7 children with perfect hair and a SUPER-practical swing in your living room? how dare you want INFLUENCE!)
In our marketing efforts, we often focus our effort on social proof, expertise/authority, urgency, but we forget to be likeable.
Yep, they have to like you in order to get on board. (cue the middle school flashbacks, right?)
But, no really. One of the 7 Weapons of Influence, according to Cialdini’s Psychology of Persuasion is “liking.” “Liking,” or “connection” as we more diplomatically call it, can start at different levels for different people.
Clarence Darrow said, “The main work of a trial attorney is to make a jury like his client.”
And, while we’re hopefully not under the pressure of a criminal defense, I can promise that people will like you more if you present the real you. What’s the only way you can convince them to choose you in a sea of people doing the EXACT SAME THING? Don’t just be likeable, be loveably authentic.
The core of it? Commonality and vulnerability. The root is this: people want to connect with someone who shares their likes and dislikes, but also their flaws and shortcomings.
Points of connection are tricky. In order to connect, we must go deep, but to get someone to go deep, they have to be in the door. They have to trust you. If we lead with only our flaws and shortcomings, it will feel heavy. If we only talk about our likes and dislikes, people will splash in our shallow puddle for a little bit, but will leave to find a place to dive deep.
We have to give them BOTH.
Tip: Try addressing limiting beliefs that would keep them from working with you. That’s a great way to talk about your services in a “non-salesy” kind of way.
Remember: start small, but don’t be afraid to GO BIG.
Also, remember: the lowest barrier to entry = tacos, coffee, that dry shampoo life. But, the deeper stuff? That’s what shows your audience that you see them, you’re for them, and you know they have it in them if they can just move forward in spite of everything.
Download your Mini-Promptlate, now.
Action Step:
Connect with one person on Instagram through DMs or in a caption (hint: if you’re scared, use me!).
PLEASE share your next step with me in the comments or tag me over on Instagram (@jessjordana) so I can cheer you on and share with the masses!
Jess, XO
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You’ve gotta capture, connect, and convert—FAST. No big deal, right?
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