Original is overrated. Helpful is forever.
Self-promotion tips for people who think they don't have anything original to say
Stop me if you’ve heard the following tips about self-promotion:
“You’ve got to craft a message that stands out from the crowd.”
“Cut through the noise by being edgy and memorable.”
“No one reads anymore. Video is the only way to get traction.”
“Your brand needs to be authentic and fresh, but also totally original.”
My reaction: 🤮
This idea that we have to be original — but also authentic! And interesting! And funny! And on-brand! But don’t be a try-hard, no one likes a try-hard! — is a mainstay of entrepreneurial self-help content.
It’s not totally off-base — there is something to be said for understanding your strengths and having a compelling value proposition that resonates with your target audience. But even if you’re really good at what you do, how do you set yourself apart from all the other thousands of people out there who are also really good at it?
How do you figure out something original to say when it feels like everyone else has already said it all?
Actually, you don’t. Because being original is highly overrated.
No one cares if you’re original. They care that you can help them.
Your audience doesn’t care if you’re original. Gasp! I know, I know, but hear me out. (And for all you artists in the room, remember that originality ≠ creativity. Many of the world’s most beloved works of art are remixes, mash-ups, retellings, and reimaginings of ancient myths and tropes.)
Most of the time, your audience cares about two things: 1) are you trustworthy, and 2) can you help them with something they care about.
Not coincidentally, one of the best ways to gain trust is to be helpful. Use your marketing to show people that you understand their challenges, care about their problems and can offer specific solutions — maybe even help them foresee potential problems they may not be thinking of.
It’s so much more fun and interesting than spinning your wheels in pursuit of originality, and it will probably be more effective, too.
A real-world example
My partner and I did a bathroom remodel a few years ago. While researching contractors and soliciting quotes, I noticed something interesting. Everyone wanted to convince us they were one-of-a-kind. Their product was the most innovative, their service was the best, they were nothing like the competition, etc. etc. etc.
Honestly, I didn’t care. I just wanted straight answers, a quality product and a reasonably attractive end result that wouldn’t leak or cause problems down the line. Preferably without a pushy sales pitch.
Your audience wants that, too, or whatever their version of it looks like.
Of everyone we contacted, one guy stood out. He wasn’t perfect. He sold us a little too hard. But he was by far the most informative person we spoke with. His product was almost exactly the same as everyone else’s, but his approach was different. He gave us tons of information. He explained why the company did things in a certain way. He advised us on what to ask other contractors. He didn’t immediately follow up with a bunch of emails trying to persuade us to buy from him.
Guess who we hired?
TL;DR Helpfulness beats originality. Every. Single. Time.
What helpful marketing looks like
Perhaps you’re thinking, “That’s great, Robin, but how do I actually do that in my marketing?” Here are a few simple ideas:
Look at your website/Substack page and try to anticipate all the questions or concerns a potential client/subscriber may have after reading about your services. Proactively address those concerns in your copy. FAQs are a great way to do this.
Make a list of potential concerns that you commonly hear from your audience. Turn them into a Substack series, social media thread or email marketing campaign that can serve as a place to point people when questions come up.
Make “help this person” your mantra in interactions with your audience. Instead of trying to sell them, focus all your energy on how you can best help them (even if that means pointing them to a competitor).
Be honest and acknowledge that you have a stake. Being helpful isn’t a neutral position. You want business, you are offering helpfulness as a way to create opportunity for yourself, and there is absolutely nothing wrong with that.
Teeny Tiny Marketing Homework
This week, choose one place you use to promote yourself — your website, your Substack, a social media account — and look at it through the eyes of your dream viewer. Imagine who this person is, and approach it from their perspective. What information are they looking for? What questions will they have? Where do you need to elaborate? Where can you streamline?
Then make one tiny change to make it a little more helpful.
This is great advice!
Just one problem… it’s original so it stands out 😉
I absolutely love your marketing advice!