A while back here on Y3B I wrote about dressing to impress, which I much later followed up with an article about pretender brands, empty labels, and broken promises (and how they are full of suck). There are many ways we play dress up to make keen first impressions, for better or worse. Here, I’d like for us to explore traditional marketing, dating, and the dangers of misrepresentation. In doing so, I hope to build up a strong case for the authenticity movement and warm connections, where the focus is on people and authentic experiences as opposed to spin or hype (manipulation).
When I blog, there’s usually a trigger or prompt that inspires me to build upon an underlying theme. This is one such scenario. After speaking with my mastermind group superstars, Laurinda Shaver and Julie Nutter, we realized that there are some glaring problems with human interaction as we know it. I’d like to share their perspectives and strategies because they’re things I know we could all work on more.
Laurinda On Rapid Assessments
You have a few seconds to answer the only question that really matters:
What can you do for me (and will you keep your promises)?
What do you lead in with? How do you make it sound interesting yet authentic? Do you sound like a real person or a robot?
(Hurry, the clock is ticking!!)
Providing consistent, concise answers in a hurried world is no easy feat. Laurinda, fortunately, is a master of authentic taglines and video profiles, things that make rapid connections with fickle audiences. She’s made tons of these me-in-a-nutshell content pieces for many people and they’ve gotten great results.
In doing this, Laurinda has become a good judge of character. She can condense a 30-minute chat into a 30-second introduction or elevator pitch. It’s almost scary how well she does it! She also practices what she preaches, which further builds up her credibility as a professional.
Laurinda’s About Page: “A social media creative head who can actually project manage with a dash of true business savvy.”
Last but not least, I recommend reading “You Look Good Baby.. Sorta.” as the article hones in on the disappointment that happens when we build up false hopes through non-authentic interactions.
THE LESSON:. Practice understanding and, more importantly, accepting others and you can understand yourself better. The bonus here is that you get to learn the language of people that share your interests or could use your services. Framing “what we do” and “what we’re about” in ways people can identify with is a challenge we must all take on.
Julie On Dressing Right
You look up a business online. Their pledge outlines values you hold in high regards. Their service guarantee gives you peace of mind. Customer testimonials assure you further that this is the right choice.
Enter the disconnect…
You enter the office and nothing aligns with what is promised. The attire does not match the level of professionalism that you expect. The customer service does not is not as promised. The products are not as advertised.
Did you even go to the right place?
As customers, that is a frustrating encounter that could kill a potential sale before a warm connection can even be attempted.
What we forget when we’re on the other side of the customer interaction is that WE are the product.
Marketing starts and ends with you. If they dislike the people, the other stuff doesn’t really matter. Perception wins time after time.
Julie is a sort of pundit when it comes to discussing customer service, leadership, and relationship management issues within the overall service industry. Time and again, she sees people talking the talk but not walking the walk. As much as the rules of engagement in business may have changed, dressing to impress still matters and it’s not merely about attire. It’s about consistency and valuing your audience’s time.
THE LESSON:. Our attitudes (or, better yet, behaviors), clothes, posture, energy, actions.. Everything projects a stronger image than what mere words may say. Julie matches everything she does to her audience, while staying true to herself. This is something I find few businesses execute upon properly because we’re too busy trying to win people over. Perhaps it’s desperation at work but the lies eventually are shattered regardless.
Now let’s see how this all comes into play… Continue reading