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The Problem with Trying to Be All Things

By on Sep 21, 2017 in Communication Strategy | 0 comments

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When I work with clients, we talk a lot about who they’re trying to reach. We spend a great deal of time defining and honing in on the ideal customer, called a “buyer persona” in marketing speak. It’s a good place to start. Afterall, the more you know about who you are trying to reach, the easier it is to develop content that will appeal to that person.

There’s a temptation, however, to conform to that person’s expectations, and that’s a mistake. Our value is in who we are and how we approach business. If you try to change that, you will end up not doing your best work. This is true for individuals and companies.

As much as you need to understand your customers, you need to understand yourself or your organization and how it works best. That is where your strength lies. By being true to yourself, you are more likely to attract people with whom you will work best.¬†You do want to consider how you present yourself to your clients, but you shouldn’t change who you are to make them happy.

As you plan your blogs and social media, consider who you are and what sets you apart. If you’ve got a good sense of humor, be funny. If you like color, add it. This shouldn’t be done without editing. For instance, you may not want to admit to being an Adam Sandler fan. But then again, maybe you do.

Who are you?

  1. What is important to you in how you deliver your service or product?
  2. How do you want to be perceived?
  3. What sets you apart?
  4. How will you communicate that?

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