A few years ago, a mentor told me to “get crystal clear” on what I believed in passionately.
He told me that in order for me to attract the “right clients” to my businesses then they needed to be able to connect with me at their core.
What the hell is their core?
He explained that they needed to know what I was passionate about, what I believed in, what I stood for, and what I stood against. He explained that my clients needed to “connect” and feel like they really knew me, not just what my product could do for them.
I took the advice to heart and have been unapologetic in my marketing ever since. I have no problem being a little polarizing as long as I’m being true to my convictions and what I stand for.
People often say to me “Kent, you just seem very real and authentic.” (Those are my fans)
People also say “This guys a jerk.” (Those are not my fans)
I take both as a compliment and both are very intentional. After years of doing this, I simply don’t care if I repel some people, as long as I’m attracting the “right people” to my business and my life. I’m on a mission to speak to and to attract as many great clients as I can AND not waste a minute with people don’t deserve my time.
So, by just being me and being authentic – I can do that VERY quickly.
I now push hard to make sure that I allow people to connect with the real me. I do it in my blogs, my videos, and on social media.
I have to tell you, the first few weeks of doing this were a little nerve racking. You see, in my mind I knew the way I really felt about business and life, but I had always “watched my words” and was careful not to offend anyone (for the sake of my business).
The problem with that, as I found out over the years, is that I was attracting people to my business that believed I was one way, when in fact I was the other. People believed I was the straight-laced, very proper, suit and tie guy.
Nothing could be further from the truth.
I wear board-shorts and flip-flips 90% of the time. I curse – a lot. :). I don’t smoke, but I have a few drinks with my friends from time to time and I could care less whether my friends smoke or drink. I travel a lot and I work a lot. I love the ocean. I love my family deeply and I cherish every moment that I have with them and I work hard to create special moments for them. I’m spiritual but far from religious. In the end, I live my life on my own terms and I’m passionate about empowering people to change their own lives.
But I never marketed that way….
I put on a suit a tie and traveled the country speaking on stages from East Coast to West Coast.
You can imagine my new customer’s surprise when they figured out that I wasn’t the “suit and tie” guy. 95% were cool and loved it. But 5% hated it and they were the 5% that created 99% of our customer service problems.
Fast forward to the solution…..
BE YOURSELF! Let your clients get to know your values. Who you are. What you believe in. What you stand for. What you stand against. What you’re passionate about. Why you do what you do.
In a world of social media and connectivity, your customers place just as much value on you and your beliefs and your values – as they do on your product and company.
And if that’s true (which it absolutely is), then don’t you owe it to yourself to shed any “false” perceptions that you’ve created. Step up and out and let your customers get to know you. Your REAL FANS will adore the real you and your false fans will go away (just like they did with me).
If you want to know how to create a great company with raving fans, great products, and a great team – this is the first place to start.
Good Luck
