Your Brand, Your Voice, Your Marketing

I think the hardest part with marketing is if you are your brand in your business and people are deciding whether or not they’re going to hire you, you need to be a part of your marketing. Your voice has to be there. And if you outsource that, you’re most likely going to find that it’s not your voice.

 

For example, I worked with a corporate client who did that. They priced out and found somebody that would write their blogs for $1500 a month and would post three blogs a week. What that “blogging company” was doing was going out and based on what my client sells, searched for other content that was like it and re purposed it. My client ended up frustrated because it really wasn’t them. It wasn’t their voice and I said, “Well, you’re not involved. And it’s not your voice.” Even great companies I work with make sure to develop a vision and values system that creates a common voice, that supports their brand. Even when I hire people, I look for people that energetically align with my brand, my voice.

 

Another example: I know an entrepreneur that’s involved in sales and I actually was watching her on Facebook and Twitter one day and I finally called her because we’ve known each other for years and I said, “You are not posting. You’ve outsourced your Facebook and your Twitter.” And she said, “How did you know that?” I said, “I know you. That’s not your voice. It’s not your voice.” She goes, “Oh my God, are you serious?” Imagine the disconnect, right? If somebody is watching your marketing and then wants to hire what they see, and what they hear, and what they feel they’re connecting to and suddenly, when they call to hire you, you are somehow different.

 

I really believe that marketing is a part that I have to be involved in because as a service provider, people are hiring me. There truly is power in your voice!

Ann Evanston, MA, has been named by About.com as one of the Top Six Marketing Consultants, Feb 2011. She is an international speaker, consultant and coach specializing in the Influence Factor.
  • http://www.warrior-preneur.com Ann Evanston

    A little sarcasm yesterday afternoon Kathryn! Do more with less right? :

  • http://bigbusinesszoo.com Kathryn Booth

    That sounds a lot like work though… and thinking… and isn’t our dream to just… not have to do those things and get all the benefits? What ever happened to the days when you just wrote a check and they put your ad in the paper and they put your ad in the Yellow pages and people just threw money at you? All this “free” Social Media… hmmm.

  • http://brendamjones.com Brenda Jones

    So valuable!  This is one of the things I love about blogging.  My product and business sites are developed by my company.  I get to write one little blurb, and that’s it.  People will join me because of me and my blog, my FB page, etc. are the only way they get to actually find out who I am.  I found out that a friend’s company has forbidden twitter, FB, and blogging.  Wow, talk about taking them out of the equation in reaching new people.  I’ve seen CD’s with pre-written blog content.  I didn’t look at it, but I wonder exactly how that works.  I would imagine there would be a huge disconnect.  I’m the only one who can really “do” me, and me is the best I can be right now.

  • http://susan-berland.com/ Susan Berland

    This is what you teach and what you do and it shows. I know you and I know when I see “you” on twitter and Facebook, it IS you. I too am amazed by the people and companies that totally outsource this part of their marketing. They just “don’t have time” for social networking. They don’t look beyond the networking and see it as a valuable marketing tool. You could write a book about it. Why don’t you!

    Susan Berland
    A Picture’s Worth
    http://susan-berland.com

  • http://www.warrior-preneur.com Ann Evanston

    lol- right! So glad you enjoyed Judy!

  • http://www.theblessingtribe.com Judy Somos

    I love your view.  In a time when we are being called to be “transparent”, “authentic” … its hilarious that we would allow someone else to speak for us, firstly… and then secondly not even bother to do some basic, fundamental connection and followup.  Not everything is meant to be outsourced or delegated.
    Our words, our Hearts are meant to be shared and that depth cannot be copied.

  • http://www.HomeTipsandTools.com tinagleisner

    Fascinating story as I’ve been preparing to outsource some of my voice as I can’t do it all but I do plan to provide my messages, and have someone revamp for some of the platforms while I focus on blogging & Facebook. Hmmm … will have to think about this.

  • http://www.wealthships.com Sharon Hiebing

    Obviously these people need to take your SNCC coaching, because honestly, it is not that hard to write one blog a week and post to a fan page & twitter once or twice a day, 30 minutes each.  I can’t even imagine outsourcing this task. I’d love to see how sales do when you outsource your social media – I bet they decline for all the reasons you gave above.  Just commit – it’s not that hard people!

    Sharon Hiebing
    Relocation Without Rose-Colored Glasses
    http://www.wealthships.com

  • http://www.mywealthspa.com Darcie Newton

    I couldn’t agree more…marketing has become more personal which is a great thing for entrepreneurs. 

  • http://MagnoliaJazz.com/blog Robbie Schlosser

    Thanks, Ann.  Great advice too easily misunderstood.  We can go through life with a “stunt double” always at the ready, but most of our important activities aren’t “stunts”.  In these cases, what’s important is who we are, sincerely and authentically.  Using social media ultimately is a person-to-person enterprise.  So outsourcing our own social media conversations makes no sense, and we have to be ourselves or else go home. 

    To reach people with my music, my best mentors always advised me to play from the heart.  Same thing.

  • http://www.susan-berland.com/ Susan Berland

    You know I agree with you Ann. You are my coach and mentor, after all. And I am amazed at the people who hire out their social networking. “I just don’t have the time to do it.” They are supporting their friends, colleagues, fellow BNI members, whatever. No matter what I say, they will never see the value of what you are teaching here. Some of them may even be on BM (not their blogs!). I get the busy part. I’m busy too. But how can someone else “be me” online. Can someone else really be feisty Ann? I don’t think so! I’m going to post this to my profile and my page. Maybe one person will get the message. I guess we’ll have to convert them one at a time!

    Susan Berland
    A Picture’s Worth
    http://www.susan-berland.com

  • http://www.brandymychals.com Brandy Mychals

    Having YOUR voice show in your marketing is so key…totally agree. I always work with professionals that align with my message, wouldn’t have it any other way :-)
    Brandy

  • http://louiseedington.com Louise Edington

    Complete agreement from your other coach – you definitely taught us well. I know of one person who ‘does’ social media for a company and all that gets posted are links on twitter. Why would that attract me to that company? Yes, it takes time to do social media marketing but I truly believe it only really works if the voice is that of the person behind the business. People buy from who they know, like and trust.
    Louise Edington
    Fearless For Freedom
    http://louiseedington

  • Anonymous

    I completely agree.  Your brand needs to reflect your personality – very few people can do that the way you would. 

  • Donna McCord

    I am really grateful to have learned this from you, Ann. There have been several opportunities that have presented themselves to me over the last year tempting me to outsource Facebook and Twitter and even blogging, and before hearing what you say about the importance and power in my own voice, I would have turned that all over to someone else. I am now working out how to best manage my time so that I can stay involved in the blogging, Facebook, Twitter, Linkedin, and all the other marketing I am doing, and have not yet found that balance, but I trust that I will. Thanks, Ann!

  • http://www.alaracastell.com Alara Castell

    Love this! I used to be someone who would try to be like other people because I was afraid that I was not good enough, but have worked through that and now love being me and so me. I like my voice better and it’s totally easier for me to write blog posts. Before everything seemed so hard and it was so tiring to be someone else. I also notice I buy when I know they are truly being authentic. I feel so relaxed now just being me. It definitely makes it easier to host a workshop to when you can just be in your voice and speak from your heart :) Made mine easier this past weekend.

    Yay to being YOU ;) Love learning from you Ann

    With much heart,
    Alara K. Castell
    Your Sassy Spiritual Guide

  • http://ritabrennanfreay.com Rita Brennan Freay

    Me, me, me….I loved this post, it brings back memories and going thru SNCC, where I learned all about MY voice….nobody else can replicate me, my experiences, my feelings, my beliefs, my personality, ALL that go into who I am, my brand, and my marketing!  I am me…..nobody else can be me!  Besides, I talk too much:)  Seriously, having gone thru SNCC and being actively involved in SoMe, your message is clear and empowering to anyone willing to listen.  I’ve learned  – be YOU, find and use YOUR voice, always!  Thank you Ann, for this important (business and life) lesson.

    Rita Brennan Freay
    ritabrennanfreay.com

  • http://www.PatZahn.com Pat Zahn

    It just seems like common sense, right? I think that some people know they are supposed to have a social media presence, but they don’t feel they have the time, are not interested, or are intimidated, so they outsource the whole thing. I think you can probably use someone to monitor things for you, let you know if there is something you need to address – then YOU address it. But what you are saying, has to be you – outsource something else. If you have an assistant handling parts of it, I think she/he should identify as such and not pretend to be you. Good for you for letting your friend/acquaintance know that it was obvious. I would never outsource my voice since no one is as hilarious as me (spoken with perfect deadpan delivery)

  • Anonymous

    Authentic brands come from within. They come from our life experience, who we are, what we have experienced, and why we do the work that we do.  It is who we are and what you stand for at a very core level–our personal genius.  And, as you mention, it is that crystal clear way we communicate that people respond to.

  • http://twitter.com/jantallent Jan Tallent

    this is such GREAT advice, Ann! This is what I keep trying to tell my SoMe clients- some of their stuff an assistant can do for them but some they really need to be doing themselves AS themselves! :-)

  • http://www.thereflectivewriter.com/blog/ Judy Stone-Goldman

    I certainly learned this in SNCC and am grateful for trusting in my voice. Since we all do need help with some things, that extra piece of making sure we align with anybody we work with is important. I can’t imagine getting someone else to do my writing for me, since writing is so essential to myself and my brand, but even if were another aspect of my work, I would want anyone I hired to be someone whose voice and values fit with me.

    You get the message across!

    Judy Stone-Goldman
    The Reflective Writer
    http://www.thereflectivewriter.com/blog/

  • http://www.lauriehurleyonline.com Laurie Hurley

    That is one of the most important things I tell people when they ask me about the Social Networking Coaching Club and why it’s so great. Having made the mistake of hiring someone once to help me with Facebook about a year ago, I realized she not only didn’t know what she was doing, but her ideas did not align with mine. So important to be your voice all the time – you have taught us well!

  • Fiona Stolze

    I so agree. It all has to be in alignment with you and what you are about. If the outsourced stuff is completely flat, think of all the potential business you could be missing out on. And you’re missing out on all the valuable interaction by not getting onto Twitter and FB yourself. Really important message.

    Fiona Stolze
    http://fionastolze.com

  • http://webenso.com Kathy Alice

    If you are trying to build a brand, outsourcing your content will detract from that.  Nice post.