Editor’s note: MFA is pleased to introduce you to today’s guest blogger, Danny Iny, from Mirasee
You’ve read them before.
Blog posts, web pages, and ebooks so generic, they could’ve been written by anybody. Or worse, they read like a textbook: full of information but as interesting as cardboard.
You never want your education-based marketing to be boring or pretentious. If you want your content to build a database of customers, then authenticity is key. It’s the only way to create a connection with your audience, so they know, like, and trust you enough to buy your stuff.
Yet not all of us are natural-born writers, podcasters, or video stars. When the spotlight is aimed at you, you get all self-conscious and stiff. And you’re probably still looking for your unique voice.
I’m going to show you how you can let your personality shine.
But first, how did I become the “Freddy Krueger of Blogging” anyway? People started calling me that, because in my first year as a blogger, I guest posted until I became so ubiquitous, readers couldn’t escape me even in their dreams! 😉
I built a sustainable business by putting out education-based marketing that demonstrates my expertise and reflects my voice. I’ve attracted an audience who’s interested enough in learning from me to pay for the opportunity.
You can, too.
Do you have something to share with the world? Do you want to create an online course that makes you money, and still makes a difference? Find out more in Danny’s Course Builder’s Laboratory!
What It Means to Be Yourself
It’s not as simple as it sounds, so let me unpack it for you.
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Write as if you’re talking to a friend—in a business meeting.
It’s hard to have a natural tone if you’re addressing a mass of faceless subscribers. Instead, imagine you’re writing for someone you know well, someone who likes you and accepts you.
If you have an avatar of your ideal customer, then imagine you’re writing for him or her. Remember, you are communicating with a friend. People who’ve subscribed to your mailing list have given you enough trust and attention to be considered friends.
However, I’m not giving you permission to fill your material with profanity just because that’s how you would normally speak to your best friend. And so the second part of this advice is to be the professional version of yourself.
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Share your story.
You want to both educate your audiences and connect with them, so don’t share just content. Tell them also about the experiences that lead you to your unique insights and perspectives. Share the values that drive your choices and decisions. All this will make your marketing content more credible and more relatable. People connect with human experience.
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Be vulnerable.
You may be tempted to only show what a wonderful life you have. After all, you’re the expert who solves problems or delivers delight to other people. But by pretending to be perfect, you risk alienating your audience.
The alternative is to be transparent about mistakes, fears, and failures. Don’t air your dirty laundry in public, but do share the parts of your life that serve your mission. For example, my mission is to empower small business owners to build and sustain visionary businesses. So I speak openly about the mistakes I’ve made that led me to formulate my audience-based approach to a successful business.
The Good and Bad of Authenticity
When you stay true to yourself, you may offend some people and get the disapproval of others. That’s okay, because you want to resonate with the right people, and that won’t be everybody. But for those who resonate with your content, they’ll relate with you better, leading ultimately to higher conversion rates.
Being authentic also means your education-based marketing will be unique, because there’s only one you, and your voice is unlike anybody else’s.
Start today. Spend 5 minutes reflecting on what happened during the day that could help educate your audience. Think, “How can I tell my audience about this in an honest way?” Do this every day and your content will be more authentic and uniquely you.
Danny Iny is the founder and CEO of Mirasee, host of the Business Reimagined podcast, and best-selling author of multiple books, including Teach and Grow Rich: The Emerging Opportunity for Global Impact, Freedom, and Wealth.
