The Thing That Annoys Me The Most About The Expert Industry...

Have you ever felt like the expert advice out there isn't tailored for YOU? Like they're missing the mark?

Yesterday evening, my daughter came home from school and told me that she wasn’t allowed to do her ‘signature pause’ at her school’s Picture Day. She is playful and silly, and that never comes through in her school photos. So we’d practiced some playful pauses that she could try for her picture day.

But when she got to her photo session, the Photographer told her that she could only do the pre-determined photo pauses. She was understandably very disappointed! All the pre-determined pauses are super generic, and they are the same ones she has done in the past three years.

I get it… pre-determined pauses make it easier for the photographer to do their job, especially as they are photographing so many school children. And granted, children aren’t the easiest to manage… I’ve taught K5 to 3rd grade art classes in the past… yeah that was an experience!!

What's The Real Purpose Though?

But what is the purpose of these school photos? Are they not for the kids to look back on one day and remember themselves during those school years?

Wouldn’t it be amazing to look back and see their true personality and expression at that time of their school phase?

Sigh….Okay, this article is not about school photographs…

It’s about how this same practice happens when we seek marketing help and are met with generalized advice and solutions that keep us from showcasing our authentic voices and expressions!

Like these school photograph sessions, many of these marketing solutions are pre-determined solutions that we are asked to fit into rather than they fit us!

These one-size-fits-most solutions work against us when they are not congruent with our authentic expression. They lead to disengagement and disconnection with the very audience that we are trying to reach!!

It’s hard enough showcasing our authenticity…

We think we are being our most authentic selves, but most times, we have blind spots that make us not come across as authentic as we think we are!

Did you know that 80% of brands believe they are delivering authentic content, but only 37% of consumers agree? (source: gitnux.com )

Sobering right?

The Common Missteps in Expert Advice

Now, I dare you to ask the question, “Why isn’t my marketing working?” in groups where not very responsible marketing experts are hanging out, and see how quickly you’d be pitched various solutions BEFORE you are even asked any diagnosing questions!

These approaches lead to a lot of confusion and frustration in the marketplace when experts like yourself feel like you’re doing all the right things that you were advised to do, so why isn’t your marketing still not working?

Sigh…This really frustrates me.

Personal Anecdote

For the past eighteen months, I've delved deep to uncover the issues beneath the perplexing question - "Why isn't my marketing working?"

Being a 'why' person (this would explain why I went into psychology, right?), I must understand the core of any problem I help to solve before I devote my time and energy to coming up with potential solutions.

Avoiding Oversimplification

As I pen to my email list the insights I've discovered so far, I'm reminded of the importance of not presenting a complex issue such as “Why isn’t my marketing working?” in an oversimplified or generalized manner.

The Problem

Too often in the expert industry, general advice is dished out without specifying who it's truly meant for and under what circumstances it should be considered. Whether you're an expert operating as a coach, consultant, author, or speaker, we've all come across generalized marketing solutions promising the world.

Seeking True Understanding

These past eighteen months, I have been working with experts who had absorbed marketing advice that didn’t end up working for them. Most of the time, nobody took the time to truly understand the core issues these experts were facing that were causing these symptomatic problems in their marketing.

A Proposed Solution

We, as experts, need to take responsibility. When sharing insights, it's our duty to clarify who would benefit most from our advice, recognizing the diverse journeys of our audience. By offering context and acknowledging the limitations of our offers, we can create more tailored and valuable guidance.

Only then can we truly serve those we are called to serve? Right?

Just like a driver who's unaware of the car lurking in their blind spot, I see many experts unknowingly have the core of their marketing challenges hidden from view. I see my role as that of being a side mirror, reflecting what's been concealed and guiding them safely to their destination.

Conclusion

In a world brimming with information, especially now… hello ChatGPT ??… let's strive for relevance and clarity. After all, it’s not about how much we say but how well-aligned our expertise is expressed through our authentic voice and expression to our client’s needs.

If you are an expert who is utilizing your personal brand to grow your business, as I am, then this is even more relevant for you and me.

A Call To Action

I'd love to know your thoughts on this. Has generalized advice ever led you astray? What's one piece of generalized advice you've received that didn't fit your situation?

Share your experiences below and tag a friend so we can elevate the conversation.

#PersonalBranding #BrandMarketing #DigitalMarketing