Last post, I discussed the problem with the “fake it ’til you make it” approach to business, namely the difficulty it creates for building open, honest, transparent relationships with your clients. I promised to follow with a post discussing the benefits of transparency in your business, so here goes.
#1 – Transparency Builds Trust
When I read a post by Johnny B. Truant that detailed a financial difficulty he had in the past and how he dealt with it, I felt an instant affinity for him. I could tell as I was reading the post that this was a guy who really got it, a guy who could relate to the struggles I was going through and, as a result, I trusted him immediately.
Funny how that works, isn’t it. I mean, I’ve never met Johnny; for all I know, he could be a guy who beats up Boy Scouts and steals money from nuns to support his toad-licking habit. Whatever he is, though, I trust him because he had the guts to tell the world that his life isn’t always sunshine and roses, and that occasionally he gets kicked in the crotch, too.
When you’re that honest with people, you can’t lose. Oh sure, some people would refuse to do business with you if they found out you were late on your car payment, but I’ll let you in on a little secret: they’re probably not any fun to do business with anyways. Let them go, and spend your time and energy getting to know the people who get you. Which brings us to…
#2 – Transparency Helps Your Choir Find You
I’ve been talking a lot lately about the idea of finding and preaching to your choir; in other words, spending all of your effort and energy marketing to that portion of the population that’s just like you. Being transparent is the only way for them to find you. If you’re spending your time “faking it”, hiding behind the illusion you think the world wants to see, they’ll never have a chance to connect with you.
Your choir is looking for a leader who’s not afraid to say the things they’re feeling. That’s you. If you step into the light and share your thoughts, your fears, your frustrations, they’ll love you for it. And because they love you, they’ll buy your stuff, whether it’s an information product, a training program, or a more traditional product or service. They won’t stop there, though: they’ll also tell their friends to buy from you. Because you get it and you’re not afraid to say it. Doesn’t that sound like fun? Which reminds me…
#3 – Transparency Is Fun
Honestly. I wouldn’t lie about a thing like that. Seriously, once you get over your initial fear of being found out and exposed, telling the whole truth and nothing but the truth is exhilarating. You’re no longer saddled with the fear of getting caught; you’re free to let it all hang out, and that kind of liberation from the psychological bondage of your past is, well…liberating.
So isn’t it time you let your light shine?
If you need some help figuring out how to do it, I’d love to help. Post a comment or send me an email, and let’s figure out how to get you over what’s holding you back. And for those of you who are ready to go “all out”, check out my new Blog Whisperer program, a 90-day course that will guide you through the process of getting your ideas out of your head and onto the screen so that your choir can find you.
Thanks for reading!
Hey Jerry,
Another good post on a great theme: transparency.
I’ve noticed a trend recently, and it’s that people are telling stories about themselves, and bloggers and readers are literally flocking to them. I’m not a huge storyteller, which is why the trend stuck out to me in a big way.
I don’t know that I’ll ever get used to or like the storytelling aspect of things, but it’s certainly magnetic, so everyone who likes to connect that way should.
While it may not be one of those things that leads to instant sales, it could lead to higher opt-ins and more followers, and that is always good. You can always do the “selling” later on in the funnel. A story is such a great people magnet.
Tia recently posted..Follow Friday- Must-Read Posts- SeededBuzz- and Why Faking It Sucks
Agreed Tia: storytelling, especially when the stories are personal and show a human side of the storyteller, are very effective at making connections with other people. I think it’s what makes the best bloggers most effective, and the rapport does eventually lead to sales when the time is right.
I agree that honesty and transparency are crucial, preaching to the choir only works to a certain degree. That is to say that you can run out of “market frontier”. On the other hand, it is much better to have a dedicated following to build as your base. Anyway, great article as usual.
Thanks for your kind words, Phil. I actually think that preaching to the choir really is all it takes, because your choir will bring a crowd of fence-sitters along with them who need what you have to offer. The trick is to create raving fans and let them do your marketing for you!