If you want to be remembered in your marketing, be more vulnerable.
Something interesting happened at 5:30 this morning.
At the end of every workout in our men’s fitness group (called F3), we pick a person to share what the group means to them in a circle of trust.
Most of the guys say something like… “I like this group because they hold me accountable… when I don’t feel like waking up at 5:30 a.m. I am motivated by you all.”
But when Pixar (that’s me, 3rd person – appropriate nickname, huh? lol) gets up there… it’s down and dirty – no shame… vulnerability-drenched talk. I speak from the heart about the strain of raising teenagers, the cycles of ups and downs in my business, my relationship challenges, my battle with depression, and so on.
I don’t hold back…hahaha. At many points, I do get really emotional.
Can you see the contrast here… big tough ex-footballer… being transparent and vulnerable?
The guys don’t know what to think. It’s like a boxer being rope-a-doped in the corner of the ring. It strikes at their hearts and their minds.
After a grueling workout this morning, with 24 guys standing around the circle, Tuckey (short for Kentucky… he’s a big fan of the University of), shared in his time to talk how powerful my talks have been and ring in his ear to this day.
I’m assuming he’s talking about the story of my divorce, and how I had wished I could have peace and quiet raising young girls. Then when my ex moved out, the silence in the house was deafening.
They feel the emotion of regret pour out.
Many of the men with young children have had similar thoughts. Tuckey shared some personal things between him and his daughter. No need for details here.
The lesson in my personal story is helping my peers see that the noise is wonderful; they should appreciate it. They don’t realize what they have. I didn’t… until it was gone.
Keep in mind, the last time I spoke was three months ago… and Tuckey still recalls my stories. Even though there are over 100 guys who show up to workouts throughout the week… and there are many different Circle of Trust conversations.
Later, walking back to my car, another gentleman approached me and expressed a similar belief about my transparent talks.
You may be asking… what does that have to do with me?
Being vulnerable with your audience is very powerful and builds rapport fast. My marketing mentor and friend Russell says “Make Your Mess Your Message.”
When you do this, a weird thing happens: people naturally gravitate to you.
People feel like they know you better… they have another person who is waging silent wars just like them.
It’s not contrived, it’s being real. In the marketing world of “look at me and all my cars,” what gets to people most is meeting them where they are.
Would I put this in an AdToons video?
But once you make contact with them after the initial touchpoint of your AdToons, you may consider weaving in a vulnerable story by video or through conversation.
For example, on our strategy calls (if the situation calls for it), I share a time in my business when I was struggling. Then I tell the story of how we helped Mike Geary and made him a boatload of money and in turn were rewarded for it.
But you don’t come out of the gate right away with something like that.
Well, this here endeth the lesson for today.
I hope you find the courage to be vulnerable in your marketing. People will at the very least remember your story for months and maybe years to come. At best, you will have a new client.
If you want a promo video to share with thousands of people in your community or around the country, then line up a time to get on the phone and chat with me.
Facebook ad costs are still reasonable. And videos are still the best way to grab eyeballs.
Do it now.
You never know who your video is being consumed by.
And just one video view could equate to a big whale.
Heading into the second half of the year, now is the time to make it happen.