I’ve said it before, and I’ll say it again:
Becoming the face of your company is one of the most effective ways to build a sense of trust among your target audience.
But it’s not just the act of being the face of your company that helps your relationship with your audience grow. Rather, it’s how you act that makes this happen.
Let’s put it this way:
You’ve probably seen those video ads on Instagram and YouTube featuring some millionaire entrepreneur who brings you through a tour of their mansion, shows off their new Lamborghini, and wraps everything up by saying “This could all be yours!” before diving into their gorgeous in-ground swimming pool.
While these ads must work on some level, I’d venture to guess that most people just roll their eyes at such over-the-top, self-aggrandizing content.
Now, this isn’t to say that the people behind ads like these aren’t honest, hard-working entrepreneurs who have fought hard to get where they currently are.
The problem is that it’s impossible for the audience to know all this based on the content of the ad in question. Unfortunately, the unintended consequence, here, is that the hosts of these ads often come off as inauthentic and phony.
Now think back to the last time you saw an ad or piece of content in which the creator let their guard down a little, and opened up about the realities of their path to success.
Maybe they talked about their less-than-stellar upbringing, or the struggles they faced working a “regular” job. Or maybe they even dug into the challenges and failures they’ve experienced on their journey as an entrepreneur.
It’s safe to say this content probably had more of an impact on you than the ones we mentioned above, right? Reason being, this approach is much more authentic, empathetic, and personable.
And it all comes down to the creator’s decision to open up and become more vulnerable.
In this episode of the Insane Growth podcast, I focus on the importance of being vulnerable when creating content for your audience.
Throughout the episode, I call attention to two of my more recent Instagram posts, in which I open up about two very personal (and rather negative) parts of my life’s history:
- My childhood growing up in an abusive household
- My professional and personal struggle with maintaining a work-life balance
For each post, I bring you through my process regarding:
- Deciding to create the content in the first place
- Creating and publishing the content
- Engaging with my audience within the comments section of the content (and beyond)
- Developing the content into an ad campaign on Instagram
I’ll also dive a bit deeper into exactly why this more open and honest approach to marketing is so effective.
(Hint: It has to do with finding a common ground with your audience to use as a stepping stone as you lead them to greatness.)
- Sane: My free ebook that aims to help entrepreneurs build successful businesses while also getting the absolute most out of their personal lives.
- My Instagram page, which includes the two posts I focus on within this episode
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