Prepare to challenge conventional wisdom as we dive into a counter-intuitive notion that has been kept under wraps for years. Brace yourself because here it is:
In marketing, there's a compelling case for prioritizing style over substance. Surprising, right? But let's take a moment to explore this perspective.
Style Makes the Difference:
To illustrate the impact of style, consider the world of political commentators. The top-tier commentators command substantial earnings while providing their take on the news, whereas their lesser-known counterparts receive minimal compensation for similar commentary on local networks. The substance they discuss remains the same, so what sets them apart? It's their distinct style—how they approach their work.
Unveiling the Elements of Style: When dissecting style, several components come into play:
- Courageous Stances: The ability to confidently embrace or avoid controversial positions.
- Effective Communication: Conveying ideas with confidence and clarity.
- Command of Language: Utilizing a vocabulary that resonates with the audience.
- Energy and Enthusiasm: Injecting vigor into their work, capturing attention.
- Personalized Approach: Infusing their unique personality into their work, making it truly their own.
The Power of Style in Business:
In the realm of business, substance is a given. Every qualified professional, be it a consultant, coach, lawyer, or adviser, possesses a firm grasp of their service's substance and its operational aspects. However, it is their style that distinguishes them from the crowd.
Style Over Substance in Marketing:
The Influence of Style: Take a moment to reflect on the newsletters, blogs, Facebook groups, YouTube channels, social media accounts, and podcasts that capture people's attention. They all possess a distinct style—a characteristic that sets them apart.
Avoiding the Cookie-Cutter Approach: Unfortunately, many marketers fall into the trap of following a generic, cookie-cutter marketing approach. They buy into the lie that claims, "Just market your stuff like everyone else, and success will follow." But let's be clear—this approach doesn't work.
Substance Alone Isn't Enough: While it's possible to learn marketing substance from seminars, courses, or books, style—the very essence that makes you stand out—is entirely personal and unique to you. No amount of generic information can replicate it.
Your Style: The Game-Changer: Where do you stand right now? Undoubtedly, you possess a deep understanding of the services you provide—a solid substance foundation. But what about your style?
Embrace Your Authenticity: When crafting your marketing strategy and sharing the story behind your services, are you presenting it from your perspective? Are you infusing your voice, viewpoints, and experiences into your message? Through this authenticity, your style flourishes, enabling meaningful connections with your audience.
The Power of Your Style: Remember, your style sets you apart from the competition. It's your style that makes you approachable, inspires people to share your message, and adds value to your substance. Most importantly, your style is what motivates individuals to specifically choose you as their preferred service provider.
Your Style, Your Ultimate Weapon: In a market saturated with competitors vying for the attention of prospective clients, your style becomes your most potent tool. It cannot be replicated, mimicked, or copied from a book, seminar, or course. It is inherently you.
As you navigate the marketing world, shift your focus beyond substance alone. Embrace and cultivate your style—the unique expression of your personality, perspectives, and experiences. Your style can captivate your audience, forge connections, and set you apart from the crowd. In an era of fierce competition, your authentic style may as well be your unique selling point.
