It seems like the concept of vulnerability in marketing is all the rage in the online biz world these days.
The number of posts in my Instagram feed starting with the words, “I’m about to get really vulnerable with you” is astonishing. And gag-worthy because the follow-up is usually some bullshit story about having no direction in life but after reading a bunch of motivational quotes, they were able to find their purpose and start raking in 8-figures a week.
First of all, you’re not being vulnerable just because you announce it on the interwebs. And second of all, you can’t be vulnerable and inauthentic at the same time. It doesn’t work that way.
Now, don’t get me wrong…I’m a HUGE fan of Brene Brown and I truly believe in the power of vulnerability. In fact, I’m 100% behind using vulnerability as a tool to market and grow your business. If it’s the real deal.
We’ve all been through things that (at the time) we thought we might never recover from; things we find difficult to talk about because they open us up to criticism and judgment. Sharing that stuff is what true vulnerability is all about.
Building a business is all about building relationships, right? Well, building relationships requires some give and take; it requires you to be open and real.
Transparency is key when you want to build trust and connection with your audience. It’s okay to let them know you don’t have it all figured out yet. In fact, that’s exactly what will allow them to feel comfortable with you. And how your audience feels about your brand has a huge impact on whether or not they ever buy from you.
Think about what drives you to work with somebody or buy their products. It’s usually because they know something you don’t but mostly it’s that on some level you feel like they get you. So, when you’re thinking about how to be vulnerable and what to share, lead with that.
Embracing your vulnerability makes you human and relatable. And your copy can help you convey that part of you…without the bullshit story.