“In a galaxy far, far, away. There were online marketers known as Stormtroopers.”
Well maybe not. But there are many online marketers today that have the same qualities as Stormtroopers in Star Wars. Whether or not you’re a fan of the Star Wars franchise, I’m sure you’ve seen the pictures. Stormtroopers are the main ground force for the Galactic Empire. They wear pristine white uniforms into battle, with similar, faceless helmets. They are molded to become efficient, effective drones. And if you’ve seen any of the earlier films, they were all clones.
So how can a marketer share the same characteristics as Stormtroopers?
While efficiency and effectiveness are great attributes for marketing, there are 2 characteristics or traits to avoid.
1. Anonymous/Faceless vs Branding Yourself
All Stormtroopers look a like. There is no way to tell them apart unless they take off their helmet. However, in the earlier films, they were clones so there was no way to tell them apart. This is the same mistake many unsuccessful marketers make. You see links, company pictures, quotes, etc., instead of seeing them. Many think that just because they have a website and they share the link on social media, they will instantly get signups.
Unfortunately, this does not work. If you want sales or recruits, you can’t hide behind links. Just like a Stormtrooper there is nothing that sets you apart from everyone else that’s promoting the same product or opportunity.
The best way to get a customer to buy from you or a prospect to join you is to let them know who you are. You can’t be afraid of people seeing you because YOU don’t like the way you look in pictures and videos. YOU look like YOU. You have to accept that you are a brand.
A brand is an opportunity to stand out from everyone else in the world. You have unique attributes that no one else has. Personal branding allows you to establish a reputation and an identity. You create a personal level of trust and interaction using social media. Many of the great marketers you see their pictures all over social media. Because they are not afraid to show people who they are, they gain massive followers. Their followers trust their opinion and flock to their opportunity or purchase a product based on their recommendation.
Below are a few ways to brand you…
- Instead of posting a picture of your company product, post a picture of you using the product.
- For quotes, use a picture of yourself and add the text over the photo.
- Include a picture of you on your profile and cover photos.
- Post videos. Videos are a good way for people to really get to know you and see your mannerisms.
- Share your experiences
2. Lack of Color vs Personality
The signature look of a Stormtrooper is their white uniforms. The uniforms are designed to blend in to create a sea of white to show a unified front. Although this type of unified front is great for the collective as a whole, it lacks uniqueness and personality.
Many companies provide images and copy for their representatives to use. As a whole, it’s a great way to promote brand recognition for the company. The images are high quality and the copy is excellent. Most marketers will use these images and copy to promote the company or the product. However, as with the Stormtroopers, these posts lack personality.
When posting these images, they are lost in a sea of the same images from other people in the company. Have you ever watched a TV show and every commercial break, you see the same advertisement. Soon you become annoyed when the ad comes on again. The same thing happens when everyone markets the same pictures and copy. They become immune to it. You have to be different. You have to let your personality come through. This will set you apart from everyone else. You will become that breath of fresh air. Instead of bypassing your “commercial,” they will take a second look.
We all have our own unique experiences, sayings, stories, etc. Use these in your marketing. Use a picture of yourself using the product. You can even use a picture of yourself without the product. Let your personality show in your images. Customers or prospects will at least take a look to see what you are doing. A lot of the pictures we use for marketing that have the best engagement are pictures of us making silly faces. A weird “Huh” face or “OMG” face are perfect attention grabbers. They’re unique. They’re different. Be creative. This will set you apart from everyone else posting company images.
Another way to stand out from the masses is to display your personality in the copy. Don’t just copy the text word for word. Make it your own. Use slang; write as if you were talking to a friend. Instead of saying, “I want to,” say “I wanna.” If you have a tendency of saying dude or girl, use that in your copy. For example, “Dude, I couldn’t believe what I saw.” or “Girl, you don’t wanna miss this.” Incorporating your personality into your copy makes it interesting.
Finally, share your experience and stories. People don’t want to be sold. They prefer to sell themselves. Pitching is a surefire way to turn someone off. Rather than talking about the ingredients of your products, share how the product has made a positive impact on your life. Sharing your experience with product draws in customers. Sharing why you joined a company and how your life has changes, attracts prospects. Facts sell and stories tell.
Think about it. Websites like Yelp and Tripadvisor are popular because of reviews by customers. Reviews are just stories and experiences shared by individuals. Many people will check a review on something before they go to a restaurant or purchase something. People value the stories and experiences of other people and make decisions accordingly.
When marketing, branding yourself is crucial. It’s a way of differentiating yourself. Instead of being a faceless drone, your uniqueness shines through. Be you. Be authentic. Be real.
Pretty soon, people will be saying, “That IS the droid I’m looking for.”
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