While we can go off about brand voice, new product launches, and content marketing, we also have opinions on a lot of other things. Like Harry Potter, plants, cooking and baking, the best shows on Netflix right now. The list is endless.
But we digress. Back to the topic at hand: YOUR opinions.
While we’ve never had an issue voicing our opinions on anything, we know that it’s not always so easy for others. Especially when you’re running a business. Every time you’re about to post a photo on social media, publish your new blog post, or send a tweet out into the void, you might feel that little twinge of fear. This tiny voice in your head that says,
“Will people hate this?”
“Am I going to offend someone?”
“Oh my god what if I’ve made a huge mistake UNDO UNDO”
We get it. But letting that fear win can actually hurt your brand and your business’s bottom line. (Holy B’s Batman.)
Let that sh*t go
Fear of backlash can make you avoid having opinions at all. At least, public ones. You might also be afraid that nobody is going to care, or that you’ll just hear those crickets after you hit “Publish.” If you’re like most of the people we work with, you have a secret stash of opinionated email newsletters and blog posts, but after reviewing them over and over, you decided to let them wither and die in your Drafts folder. Poor things.
But let’s get real for a minute. Because — gasp — we have an opinion about this. Your fear of saying anything “controversial” is watering down your brand personality and voice. Your doubt that your opinion matters is a self-fulfilling prophecy; the less you share your opinions, the less people will think you have them. And they will get bored.
If you let the fear overtake your business, you’ll become just another bland, generic biz that gets overlooked on the interwebs. A brand so “perfectly” poised and crafted that it feels like it was generated by AI. You have the visual in your head right now, don’t you? Of the businesses and Instagram accounts that just feel devoid of life. Ick.
Do you want that for yourself?? No way.
So what do you do? Let that sh*t go.
You were given opinions for a reason. You were given your voice and your platform for a reason. You created your business because you wanted to do it differently. Show us what you’re made of. PLEASE.
Now, we’re not saying you have to share your opinions in a specific way. You don’t have to publish snarky, witty opinions in order to stand out from the rest. That’s, like, our thing. Focus on your voice, and what you actually believe. You can be sweet and heartfelt, like our client Ginny Krauss. You can be straight-up and specific like our client Jodi Brandon. You can be downright hilarious and educational like Amanda Sauceda (hello, poop content!).
These amazing people all have opinions. Different opinions. Different ways of connecting with people. And it works. It works because they know that a successful brand voice is distinct, and shares the brand’s opinions. They’re also consistent. Strong. Genuine. You can share your thoughts in your way, in your own voice. Just share your thoughts. For the love of God.
Create unique, genuine content for your audience
When you embrace having opinions, you do more than hone your brand voice. You’re also creating valuable content for your audience. You’re putting your unique ideas, opinions, perspectives out into the world. And what you send out will attract like-minded people. Basically, you can find your people, aka your target audience, by being a little bit brave and publishing those opinions of yours.
How can you start expressing yourself more often in your brand voice? Start slow and take baby steps. Decide what’s important to you and what you’d like to share using your biz as a platform. What do you want to stand up for?
- If you’re a female-owned or POC-owned business, tweet a shout-out to other similar businesses in your industry or your neighborhood. Explain why it’s important to give these companies a signal boost and support them over bigger brands.
- If you make sustainable home goods, host an Instagram Live or Facebook Live talking about where you source your materials and why. Talk about why sustainability is so important to you.
- If you’re tired of people defying stay-at-home orders in order to go get brunch with their homies — coronavirus be damned — explain why this is a terribly stupid idea. Share info from reputable sources. Go on a passionate, well-worded rant if you want. (Are we kidding? No, not really.)
- If you own a content and copy agency and get sick of people asking for “help with their sales page,” come up with a silly little Clue analogy about how they need to realize it’s never just a sales page. (OK, so we did that already. But you get the idea.)
You got this
We know it’s easier to stay silent and safe from those roving internet mobs carrying virtual pitchforks. But as a content creator, it’s your job to develop your unique, genuine perspective of the world. And yes, a “content creator” isn’t just the people who write articles for Buzzfeed. You create content as a business owner, so the title fits you, too.
So, find your voice and use it. Your people will take notice. If you’re riding that struggle bus and want help from people who will honor your opinions (and how you want to deliver them), schedule a call.