Note: at this time transcripts are automated and unedited, which means errors may occur. But we hope you find them helpful!

[00:00:00] Viv: Welcome back to another episode of Marketing Without Social Media. Now, before we dive in, I wanted to let you know that if you are a service-based business, think coaches, consultants, therapists, who wants to get to $7,000 plus recurring months, yes, every month, but needs help with growing your audience, maybe with generating regular leads or landing paying clients, then I’d like to invite you to a free.

[00:00:26] Viv: 15 minute leads. Game plan call. Yes, just 15 minutes to work on your marketing plan. This is a super fast pace call and in this call we are gonna take a look at your current situation to see what is and isn’t working for you right now in your business. We’re gonna figure out and identify what’s possible for you and your business in the next six months and beyond.

[00:00:48] Viv: We’re gonna uncover the number one. That is restricting your growth and holding you back right now. And finally, we are gonna develop a three step action plan. [00:01:00] Yes, three step action plan that will get you results in your business. A S A P. Now the session is, Free. It’s 15 minutes and all you have to do is head on over to viv plan.

[00:01:15] Viv: Yes, that’s viv plan right now. Pick a day, pick a time that suits you, and let’s chat. In this episode, I’m talking all about how to stand out in the noisy online marketing space that it is in 2023, and how to be maite, not vanilla. So let’s dive.

[00:01:43] Viv: You are listening to marketing Without Social Media with me, Viv Guy, the podcast for people who want more clarity, connections, and cash in their business. I’ll be sharing with you proven techniques from leading entrepreneurs and experts from [00:02:00] across the. To help you to market without social media and to grow your business in a way that actually feels good to you.

[00:02:17] Viv: Let’s face it guys, the online world is a very noisy place. We are so, so stimulated. In fact, you know, if we think about how much stimulation we get in our average week versus what our, our grandparents had in their lifetimes, it is phenomenal. Like it just does not compare. There is so much that we are bombarded with now.

[00:02:38] Viv: So how do we actually stand out in amongst all that? Well, it’s really obvious, but it’s something we struggle with as human beings and it’s totally okay that we struggle with this. But the thing is, we need to not be vanilla, okay? To stand out. We need to understand that we need to be a little bit more [00:03:00] maite.

[00:03:00] Viv: Okay? And if you don’t know why I’m talking about Maite, is that spread that you get, that people either love or hate. There is kind of no mediocre with Mama. It’s a love it or hate it. Okay. And that’s what we wanna be. We want to have some people who absolutely love us, and some people who, I’m not gonna say hate us, but are never gonna wanna work with us.

[00:03:18] Viv: They’re just not gonna take to us. It’s not gonna be their kind of taste, or we are not gonna be their kind of taste. And that’s what we wanna be doing within our business, within our content, within our marketing, within our messaging, within how we show up and how we are visible. But why is it so difficult?

[00:03:37] Viv: Well, there are a number of reasons. Okay. The first thing is our human nature. Okay? Human nature. We are genetically coded to want to be accepted by our tribes, by our peers because it was what would keep us safe back in, in the days of, as I’ve always talked about, sabertooth tigers. So being accepted is what we, we desire to be and who wants to be the out [00:04:00] cust, you know, with no friends and nobody liking.

[00:04:02] Viv: And with social media, this has become more prevalent. You know, the, the metrics, the vanity metrics of, you know, how many people liked me or liked my post, how many people liked my picture, you know, those clicks the comments and we begin to value ourselves based on these metrics of what other people say.

[00:04:22] Viv: You know, and, and Blake, So this is totally normal. This need to be accepted. Okay. But it has definitely become more of an issue and it’s more problematic now because people forget like, what are real values? Like what are real things to be judged on? You know, not, is that picture freaking great or was that that quote great that people put out there?

[00:04:44] Viv: Do you know? Do people not like me now? Because, you know, I didn’t put out a good enough picture of myself and this is a real problem. Okay. The reason, you know, we stop putting out content there that stands apart from others is this fear of not being accepted. We fear being potentially [00:05:00] trolled, you know, on social media.

[00:05:02] Viv: We know all about those, those keyboard warriors who can say things, you know, when they’re sat behind their phones and, and we don’t wanna be judged. So we stay safe by playing safe and keeping our content, as I say, vanilla. And what does that really mean? It means it just doesn’t stand. I think I talked about this, um, on my episode when it was a, a year without social media, when I was interviewed by my good friend Collette.

[00:05:27] Viv: And I said, when my sister was getting married, she was streaming it via Facebook. And I had said like, is there another way I can get hold of this because I don’t use social media? And she was like, no. So I had to go into this Facebook group they’d created, and she’s in Australia, so, and it was gonna be three o’clock in the morning.

[00:05:41] Viv: So I was like, I better go on the night before, make sure I’m in and I can access this. Don’t miss the wedding live because obviously it was covid and I couldn’t fly to be there in person. And here’s what I found. Soon as I went onto Facebook, of course I had a sneaky scroll and found that suddenly 30 minutes had gone by and I was [00:06:00] stuck in the scroll hole, which is exactly why I don’t like using social media.

[00:06:04] Viv: But here’s what I found. There was nothing new. It was so reassuring cuz I thought, you know what, it’s the same old, same old, very vanilla stuff out there. I have, I’m not missing anything. It was almost like I’d never been away, you know? What was it then at like four, 15 months later and nothing had really changed in terms of the content that I saw being put out.

[00:06:28] Viv: So people are playing it. Now, I’m not saying go out there, you know, we don’t want you to be that, that horrendously controversial speaker that is saying things that are inappropriate and offensive to people, you know, offensive in terms of, you know, racist, bigoted, any of those kind of things. Because I don’t agree with that at all and I don’t believe that we should be ha seeing that stuff online.

[00:06:53] Viv: And it’s a big issue sometimes with social media that a lot of things have been allowed to, to be put forth. You know, [00:07:00] speak that we don’t wanna be seen. So when I’m talking about sort of being more controversial, I’m not talking about being that type of controversial speaker. What I’m talking about is being different.

[00:07:11] Viv: And this is something that in his book, Marty Neumeyer, who, who wrote a book called Zag, and it’s this concept called Radical Differentiation. And he says, so Marty says it’s better to be the only. Than it is to be the best option. Okay, so I’m gonna say that again. It’s better to be the only option than it is to be the best option.

[00:07:35] Viv: So, so many people are trying to be the best option. You know, I’m gonna be the best that I can be, but that’s really hard to get to that level. Okay. And to then stand out. How many coaches are out there in the online space? How many the. How many hypnotherapist, how many brand designers, there are so many of us out there doing the very similar things in very similar ways potentially.

[00:07:57] Viv: So how do you stand out? How do you then, [00:08:00] you know, escalate yourself to becoming the best option? Well, the way to do that, is to be the only option. The person that does it, only person that does it that way, and has that taken that approach on doing something. Okay. And it’s, it’s when you do that, you have no competition and that’s what becomes easier.

[00:08:19] Viv: So that’s, that’s one of the first things to do, is to be the best option. So I want you to ask yourself, what is the one biggest reason? For someone to hire you versus someone else. What is that one most compelling reason? Because that’s what we want to focus on. We want to zag when everyone else ins go left when everyone else is going right.

[00:08:40] Viv: We want your brand to be contagious. Why? It makes sales easier. Okay. It makes you stand out more. It makes you become known. So you become the person that when you, someone says, I need, they go, oh my God, you need to go and see such and such. Need to come and see. You need to come and see me because that’s the name that [00:09:00] stands out.

[00:09:00] Viv: You. They are the person that goes, that is the person. So when you think, like without social media, who do you think, you think, Viv, we’re gonna go to Viv because she’s the person that does that in that way and has that thing. Now, what does it actually look and feel like when you are that controversial speaker?

[00:09:16] Viv: I’m not gonna say controversial. You know, when you are different when you’re standing out. So I was speaking in Edinburgh, uh, about a month ago now. Um, I was one of the, the speakers at the Adventures in Marketing event and. I was the controversial speaker because my topic is something that is still, A lot of people are like, Ooh, you can’t mark it without social media.

[00:09:40] Viv: You know how it’s not possible. So there’s still a lot of, no, no, like that sounds great or it sounds good. I’d love to be able to do that, but you can’t really do it. Can’t really do it. It’s what people sort of say and think. So up I get in front of a hundred people and. , I do my talk. . [00:10:00] And what was great is there were people who came to me afterwards who were like, wow, what a great talk.

[00:10:05] Viv: And it was great cause we had some round table, um, coaching where the speakers were, were helping sort of mastermind coaching things around the tables. And what came out was a lot of people were saying, like, you started your talk. And I was like, that. No freaking wait, no, no. It can’t be done. Like it, it can’t, can’t be done at all.

[00:10:25] Viv: And then they were like, by the end of it, they were like, oh my gosh. Like so freaking like, yes, yes, yes. I am sold, I am bought into this. Like, it’s so flipping obvious, you know, why are we hammering away at social media? Da da dah da da. I’m gonna change the way I’m doing things, which is awesome. And that’s what’s great because it gets people sitting.

[00:10:45] Viv: Sitting forward, leaning forward in the chairs, kind of going with curiosity like, what is this? Like, what is she talking about? And that’s what we want. We want you to just. Peak interest with what you are, you know, your hook, your [00:11:00] kind of getting people listening. What that’s what we wanna do with our content is it just get people’s attention.

[00:11:06] Viv: Because as we say, there is so much, so much that people see within their newsfeeds, within, you know, if they’re on social media, there’s, they’re inundated. We are overstimulated as I. So how do we get, you know, to the point of, of getting people to actually notice this, we have to do something that stands out, that makes people stop in their tracks and go, oh, ooh, okay.

[00:11:31] Viv: The other thing is, as we know, we want to repel some people with our content. Okay. And that’s what I did in Edinburgh. There were a lot of people that loved what. But I pissed a couple of people off in that audience. Why? Because they had an entirely different point of view. To me. They may have been like authors of, or big social media, like users.

[00:11:54] Viv: It was the core of their business. So for them, My talk [00:12:00] really kind of touched a nerve potentially because it was kind of like contradicting everything they believed and that’s, that could be hard, but that’s okay because those people are never gonna buy from me, and that’s where we need to be Marmite with our content.

[00:12:14] Viv: We need to kind of go, do you know what? It needs to stand out enough that it absolutely hooks in and attracts those people. Who are potentially my ideal clients and it repels those people who are never gonna be my ideal clients, never gonna buy from me. And this is what I see so often is people are building these vanilla audiences, vanilla email lists and wondering why people.

[00:12:41] Viv: Aren’t converting. Those people within their audiences are not raising their hands and becoming hot prospects. They don’t want all hot leads. They’re not like saying, I want more info. I wanna know what it’s like to work with you. I’m becoming paying clients. Why? Because everything’s so vanilla. We’re not really kind of [00:13:00] saying like, You know, do it this way.

[00:13:02] Viv: This is why this is so freaking effective. We’re just not really creating powerful enough content that speaks to our ideal clients and when we are, uh, staying safe, playing safe, being quite vanilla. You know, it brings in people who kind of go, oh, it sounds interesting, but it’s never doing enough to kind of push people forwards.

[00:13:25] Viv: And this is where it comes into kinda what is that hook. You know, when you go out and give a talk, when you put, uh, an opt-in or a freebie out there, like what is it? That is hooking people in. What is it that’s getting your perfect dream client so that you are building an audience of dream clients, not just an audience of people, because that’s the key.

[00:13:46] Viv: We need dream perspective clients coming into your email list. When you’re creating your content, I really want you to be thinking about, you know, how am I shifting people’s perspective, their point of view to buy [00:14:00] into like this, this perspective, my own point of view. And that’s what we want. This is where I say, so you know, Be maite.

[00:14:07] Viv: Kind of really own your belief, your way of doing things, you know, stand out when you create your, your homepage for your website. You know, I want it to stand out. I want you to think of it as a funnel, like filtering out. So lots of people can come in at the top, but by the end, I just want a handful of people to be left going.

[00:14:25] Viv: Yeah. This is the, this is the person that I wanna work with. Because you’ve filtered out, you’ve kind of gone, yeah. Like we’re not gonna be a good fit if we’re gonna be a great fit. If so, this is what I want you to do with all your content. I want it to stand out. I want it to repel people that are not a good fit, and I want you to.

[00:14:45] Viv: Be okay with that. And the moment I realized this years ago that I didn’t have to please everyone because I am a people pleaser at heart, believe it or not. As I said, it’s our human nature. We like to please people, we like to be accepted. [00:15:00] And as soon as I realized, and I can’t remember which coach or who I was working with or where I kind of got this, and I was like, do you know?

[00:15:08] Viv: It just changed things for me. It made me stand out. It helped me become more visible because I was able to really put myself out there with my point of view, my belief, my views. So take pride. Own what you do. Believe in what you do. I know it’s because you are gonna create a group of super fans. You absolutely are.

[00:15:33] Viv: When you stand firm, stand strong and say, yes, this is me, and there’s a load of you that aren’t gonna like it, and that’s okay. That’s what we need to stand out in this busy online. So there you have it, folks. I hope you’ve enjoyed this episode of Marketing Without Social Media Today and feel inspired to take action in your business, whatever that looks like for [00:16:00] you.

[00:16:00] Viv: And as always, thank you. Thank you. Thank you for tuning into another episode of this podcast, and if you haven’t done so already, please do subscribe to the podcast so you don’t miss an episode. Speak to you soon.

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Be the Only Option

Be A Marmalite…Not A Vanilla

Show Notes

In Marty Neumeier’s book Zag, the concept of Radical Differentiation says that it is better to be the only option than to be the best option. This means that as entrepreneurs you must not be afraid to stand out. 

How many therapists, and coaches, are there in the online space? There are a lot! This is why you need to be YOU and stop trying to please everyone, you may not be everyone’s cup of tea and that’s perfectly fine! 

So take a listen as today I’ll be talking about how to stand out in this noisy online marketing space by not being the best option BUT by becoming the only option!

In this episode your will learn:

  • Why we try to appeal to everyone
  • How to become the ONLY option
  • How to stand out in the online space

Connect with Viv

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Join my free monthly coaching & mentoring calls here 

Links mentioned in this episode

Here’s a glance at this episode:

00:00 – Intro

02:38 Be a Marmalite not Vanilla

03:37 – Our human nature

04:22  – Social Media Issue

06:28 – Become a “controversial speaker”

07:11 – Marty Neumeier’s Zag

07:57  –  How to stand out 

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