There used to be a popular commercial for deodorant that said, “Never Let Them See You Sweat”.
In the “new” world on marketing and selling – it’s not only OK to let them see you sweat, they SHOULD see you sweat! You can be a sweaty mess – and it’s perfectly fine.
I’m not sure exactly when it started, but things are different.
I admit, when I started, I tried to appear perfect. I was always “real”, but I wasn’t always 100% transparent. Then, I become comfortable in my own skin and just started to open up.
People are tired of the lies. The slickness. The hype.
I don’t know about you – but when I see someone who is a little too slick (you know what I mean), my radar comes on. And I”m on guard.
Your customers and subscribers just want you to be REAL. That’s it.
Nothing more. Nothing less.
They don’t need to read through 20+ pages of sales copy. Sometimes, you looking straight into a camera for a few minutes is not only good enough – it might actually convert better than trying to right copy that isn’t you.
If your last product didn’t meet expectations. Or your customer service dropped the ball. Or there was a technical issue – it’s OK.
They would rather see you stand up, explain the TRUTH, take responsibility and do whatever you can to right the wrong.
DOTCOMXPO… THE TRUTH
If you were at DCX – you saw me personally greeting everyone. Walking around during lunch to meet as many people as I could. And you saw me running around a few times like a maniac as well.
Whether I was making sure the videos guys were set or the speakers were mic’d up – to say I was “sweating” is an understatement.
We had some A/V issues – and people knew that. Heck, one of the doors was locked and the attendees couldn’t get out for a few minutes (thanks to Dean Hunt for the polite text alerting me about it!).
Not only didn’t I hide this, we had fun with it.
And you know what? I can’t tell you how many people came up to me and said how they appreciate how “real” I was. I wasn’t hiding on some secret room. I was on the floor, hustling and it was on display for all to see.
Other event producers think I’m insane.
I remember speaking at one event – and you won’t believe this…
The event started on Thursday and the producer (who was the STAR of the event.. his face was on all the banners), didn’t show up until Friday??? I’m dead serious.
He’s a very well known marketer (and actually paid me to coach him for a few months.. although he didn’t listen to me at all), and when I asked why he wasn’t there – he said he was speaking at another event on Thursday. He said it didn’t really matter he wasn’t there.
I couldn’t make this up if I tried. And he wondered why his business was falling apart.
Which event would YOU rather go to? His or mine?
People keep asking why my business continues to grow while other people in the “Internet marketing” space are disappearing. That, right there, is the answer.
I ain’t perfect. Not close. And you know what, neither are you. And it’s cool. Embrace your imperfections and turn them into a strength.
I’m notoriously frugal. Why spend $5 on handouts with a full-color front page, when the front page that was black & white cost just $1? It’s those small savings that allow me to keep my events lower for attendees. And again, I make fun of this fact – and my clients know it too!
What’s the bottom line?
Be transparent. Be there for your customers.
And, oh yeah, let them see you sweat. If you get too sweaty, just grab a towel and get back in the game.
Your coach has spoken.
ARE YOU READY TO SWEAT?
P.S. Want access to ALL the DCX Videos? Over 30+ hours of ALL the DotComXpo training is now FREE for FounderFly members.
P.P.S. If this resonates with you, please like, tweet or +1 it below. I truly appreciate your support.