Two words that make small business owners run for their lives.

If you're a small business owner, you already know...it ain't easy.

Sure, there are lots of scary aspects to running your own business. At the end of the day, all of the decisions and responsibilities fall on your plate, and it's ultimately up to you and you alone to decide how you want to drive your business forward.

But what about marketing your small business? How are you translating your products and services to ensure your target audiences know you exist, believe in what you're selling, and trust that you're the best person for the job?

I am about to share the two words that can help take your small business from zero to one hundred. Brace yourself, though, because these two words will probably have you shaking in your boots. 🙀👢

Word number one: Authenticity

Google defines authentic as having an undisputed origin, genuine. Authenticity is the quality of being authentic.

So, what is this telling us about our small business marketing strategy?

It's simple: If we're not being real and genuine with our audience, why should we expect them to believe in us and whatever we're trying to sell them?

Again, it sounds simple on paper, but to actually put this word into action...yikes.

So, how can you show up as authentic when marketing your business?

Here are two tips:

1. Let your audience know that you recognize and relate to their struggles. There's a good chance your product or service is solving a problem. If it's not, let's have a conversation. By acknowledging the issues that your target customers face, you're showing up on their level. AKA, you're letting them know you feel their pain and want to help them do something about it.

2. Show off your personality. Are you funny? Are you kind and soft-spoken? Is it easy for you to command the attention of a room? Do you give off vibes that are loving and compassionate? Showcase these traits in your marketing through the words you write in your social media captions, the images you select for your website, the music you use to pair with your IG Reels, the jokes you crack in your YouTube videos, and the witty subject lines you pair with your monthly email newsletter. You get the point. Let others see the real you. Don't hide behind the old idea that "business is all seriousness, and there's no room for fun."

Word number two: Vulnerability

Okay, I admit, this one makes me sweat. 🥵

Google defines vulnerability as the quality or state of being exposed to the possibility of being attacked 😕 or harmed, either physically or emotionally.

I mean, get us the heck out of here, am I right?

Okay, take a breath, calm your nerves. It's not as bad as it sounds. Being vulnerable when marketing your small business is one of the most effective ways to connect with your target audience and convince them that you are the best person or that your products are the best for the job.

How do you go about doing that?

Here are two tips:

1. Take them behind the scenes. Show them the real you. Give them a glimpse behind the curtain. If you're human, which I assume you are, your business has more depth than your brand colors, the price of your products and services, and the flashy "About Me" page on your website. Filming a Reel for Instagram? Show off your face and let them hear your voice. Updating your opening hours on your Facebook status? Tell them the real reason why you're running late. Like, your kid got sick in the carpool line, and you had to wait for Grandma to come over for backup sick kid patrol. Writing a blog post about your latest tips and tricks? Throw in a line admitting that the tips and tricks you give out aren't always easy to implement yourself (cough cough 🙋🏻‍♀️).

2. Admit it when you make a mistake. Yeah, I said it. Here's the deal: No one is perfect, even a small business owner whose goal is to appear to have perfected the art of their niche market. Part of being vulnerable and reminding your customers that you're just like them is clearing the air when something goes wrong. Did you fail to ship your products on time? Send an email apologizing for the inconvenience and offering a discount code for the next order. Not sure how to navigate a new software that has your entire industry buzzing? Post a video explaining that while you might not have all the answers right now, you're doing all you can to educate yourself going forward. You get the point. Yeah, it sucks to admit you're wrong, but it also positions you as someone who is not afraid to make mistakes and commits to offering your customers the very best experience that you know they deserve.

   
   

From words to action

Still here? I didn't scare you away? That's good.

Now that I've given you my secret tools for connecting with your audience on a personal level, it's up to you to put these words into action.

Apply authenticity and vulnerability to your marketing plan, and I promise you'll see results. If you don't, you can call me out on it, and I'll apologize. We'll work together to make it right.

Now, get out there and be the most authentic and vulnerable version of yourself! 💃🏻

Let's Chat