Vulnerable Marketing, Chapter 1 – Welcome

September 9th, 2009

by Amy Stevens Adams

iStock_000007195500XSmall (Here is the first chapter of our soon-to-be-released book, “Vulnerable Marketing”. We’d appreciate your thoughts and comments. Enjoy!)

To kick off things, I thought I would take a few minutes and answer some of your questions. You might be thinking that you don’t have any questions – but of course you do. The first is…

What’s It In For Me?

This naturally is the most burning question on the mind of any person or business owner. What you’re hoping is that I can provide you with some new ideas about marketing that you can use to improve your business and, ultimately, improve your life.

It may be that you don’t like to read much, but you want to learn something new. So what I’ve done is keep this book short and pack it with value. There is little risk on your part – a little time spent and you will discover a new way of marketing you–as an individual, your business, your product or service.

In short, if you have a 21st century company, you want 21st century ideas, not your ancestor’s marketing strategy!

So let’s get to it.

What’s Vulnerable Marketing?

Vulnerable Marketing is an idea that Amy and I have talked about, brainstormed about, and put into practice here. It is a culmination of the information we’ve gathered and the evolution we’ve experienced over our lifetimes. It’s a mixture of our diverse academic educations, real-world experiences and relationships that acts as a force multiplier– the whole is truly greater than the sum of its parts. Vulnerable Marketing embodies the principles of decentralized control, open source, and transparency. It’s the anti-hype.

I have heard that the definition of insanity is doing the same thing over and over and expecting different results. That perfectly illustrates the drawback to traditional marketing in today’s business environment.

Historical marketing focuses on pushing a message to a target audience, in the hopes that a small percentage of that group will be receptive to its message and act upon it. This type of marketing is characterized by individuals and businesses throwing large sums of money (often millions) into a message and watching to see what, if anything, sticks. The originator of the message was a closed system that maintains a tight level of control – image is everything, often based on a false pretense.

In that marketing environment a lackluster product or service can be masked by a polished front. I—and most of you–have been victimized by this form of false marketing, and we disdain it.

Vulnerable Marketing turns the traditional way of doing business on its ear. By allowing yourself, as an individual or business, to become vulnerable, you portray yourself in truth – as an authentic, sincere brand. In essence you are projecting who and what you are, both strengths and weaknesses, for the world to see.

Vulnerable Marketing is not about spending large sums of money to become something you’re not – it’s about embracing who you are and capitalizing on those strengths.
By using this philosophy of integrity you stand to attract the ideal customer for your brand. And since it’s an ideal match based on honesty, the brand relationship will be long-term rather than a flash in the pan. Like most aspects of quality this brand relationship will take time to develop, but the rewards will be great.

Vulnerable Marketing means giving up control. People love reality, so put that idea to work for you!

Why Vulnerable Marketing?

Personally I am tired of seeing lackluster products, services, and people represent themselves as something they are not. Professional polish with little or no substance. I am guessing you feel the same.

Also, I am guessing what you’re currently doing isn’t working. Or it could use improvement. Regardless of how good you are, you can always improve. Vulnerable Marketing will provide you with some ideas that you can take as they are or improve upon.

Isn’t Vulnerability A Bad Thing?

No. (If you don’t believe me, go watch a chick flick.) If you consistently portray yourself and your business in an honest and open light, then you have nothing to fear. It is those businesses that try to hide their imperfections and mistakes that need to worry about being exposed. Put it all out there! The good and the bad. Expose your own weaknesses. Then, try as they might, the naysayers won’t succeed- you’ve beaten them to the punch, and built credibility. Your good name and prosperity remain intact.

Partner with exceptional people and businesses. In my experience I have found that like attracts like. Individuals and businesses who portray themselves honestly will attract others who do the same. Sure, some false individuals and businesses will appear, as well, but eventually they reveal themselves for what they truly are. With practice it becomes easier to identify the unscrupulous – sometimes in a matter of minutes!

Being vulnerable is not without risk – you will occasionally be burned on your journey. But when you do find the truly honest individuals and businesses you will benefit far more from the experience. These relationships will be deep and profound. Your customers will appreciate your honesty and relate to your imperfections.

Who among us is perfect? No one! So why pretend? You’ll only exile yourself and your business to a sea of lost revenues. Many potential customers may deem your product or service ‘out of their league’. They may aspire to someday be able to use your services or product, but you don’t want someday, you want now! Build a relationship with them based on honesty, based on vulnerability.

Here’s the rub. If you follow traditional methods and put up a shield around yourself, your product or service, you will most likely attract others who are doing the same. Over the long term these relationships fall apart when each side discovers false assumptions or the inability to deliver on promises.

On the other hand, if you dare to be vulnerable, you will attract others who are seeking an open, honest, mutually beneficial business relationship.

What Will I Need To Do?

The tone of this book is designed to be conversational and relaxed.. I want you to breeze through this book, without having to think too hard, yet walk away with some profound thoughts about marketing.

That being said, here are the topics we will discuss:

1. Dare To Be Vulnerable
2. Be Authentic & Sincere
3. Get To Know Your Customer
4. Align Perception With Reality
5. Simplify Your Brand
6. Strive for Consistency & Exclusivity
7. Manage Your Relationships
8. Persistently Drive Your Passion
9. Embrace The Entrepreneurial Culture
10. Immerse Yourself In Customer Communities
11. Create Beauty
12. Think Systematically
13. Take The Next Steps

Each chapter is action-oriented, prompting you to accomplish something that will benefit your marketing efforts. There is no homework here, but rather a gentle nudging that will push you down the right path to connecting with your customers, gaining their trust and insight, and building a better product or service that will set you apart from the competition.

What Are We Waiting For?

I’m glad you asked – Let’s go!