Be Authentic When Marketing Your Business  

When starting and building your business it can be easy to get wrapped up in the advice from professional marketers or other therapists.  While there are people who share valuable expertise, it’s important to consider your personal vision and style when it comes to implementing their advice.

Do You Need to Follow All “Professional” Advice?

When I read Crushing It by Gary Vaynerchuk, a well-known book about using social media to establish your brand, I could not  imagine using X (formerly Twitter) in the way he recommended. He suggested being on it so frequently that I didn’t think I would have the time and energy for it. But keeping posts to the short phrases that X is known for, especially in a way that would be engaging to my potential customers, is not easy for me. Some people can do that well, but I didn’t feel like I could do it naturally and decided that it was best to stick with Facebook, where I felt more comfortable to be myself and could more easily decide which expert advice would work for me and which wouldn’t.

Who Are You? Silly, Serious, or a Little of Both?

When you are writing or speaking for your business it’s important to use your voice while considering the needs and style of your audience. Do you tend to speak formally or more casually? Yes, you want to sound professional, but do you always have to be serious? You may actually attract the clients you want if you tell a joke if that’s in your nature. In the online world we have more flexibility to change between silly and serious than we used to. Some businesses use very formal language (e.g. “login to your account”), but others may get creative, like one of my accounts used to do (e.g., “Please vow to do something nice for yourself today and then log into your account”). Which style fits your personality better? Don’t be afraid to be more casual if that’s who you are.   

Being Authentic in a Video

If you are making videos it takes practice to do them so that you sound natural and relaxed. Practice as much as you need to so your personality shines through! On live social media videos it can often help to think of yourself as having a conversation with a friend so that you show who you are. And if you make a goof by mispronouncing something or tripping over your words then acknowledging your mistakes often makes you relatable to the audience, so they can connect more easily with you; and connection is what you want! Mistakes are normal and show your authenticity.

Also keep in mind that if you are following a formula it’s not likely to come across as genuine and your clients may not take you as seriously.

Reaching Out to Potential Clients

Some people will reach out to potential clients through email or social media. I have had MANY of these contacts. Typically their messaging starts with a generic small-talk type question. I can’t imagine that they truly care if I’m taking a vacation this summer or why I became an OT. I can tell right away that they are trying to sell me something. If they reach out to ask me about something on my profile or to connect about a post about my cat, there’s a much better chance I’ll engage with them to have a conversation and they may be able to steer the conversation toward what they want to sell me. Not everyone has this patience, but I’m open to it if the connection is genuine. 

I have also received random emails telling me that they help businesses do “x, y or z.” Some may call me a physical therapist or suggest I’m a doctor. Since they can’t be bothered to do some very basic research (“occupational therapy is in my business name!) I won’t waste time with them. I mark their message as spam.

Sometimes the best approach, however, is to be direct. One person reached out to me to ask if his specific coaching services may be of interest to me. Wow, thanks for not wasting my time! He actually got my business because I happened to be exploring that option at that time. 

Being Yourself Can Bring in the Clients You Want

Who are you and what are your values? What clients do you want to attract?  When you are authentic you attract the people you want to serve and it makes it easier for them to find you.

Go be your wonderful authentic self so that you can serve the people you want to serve!