Transcript of the Marketing Morsels podcast with Lauren Taylor
Hello, this is Lauren Taylor and welcome to episode 13 of marketing morsels. This week we're going to talk about how to get more personality into your marketing. I'm a big believer in sharing your personality, because that's what makes you unique. It lets your customers get to know you and attracts like-minded people. The kinds of people you want to be attracting. But it also filters out the kinds of people you don't want to be attracting. Marketing is all about creating connections with your customers and your unique personality is the ultimate way to do that, because nobody else is like you. And when you figure out the right way for you to express your personality in your marketing, it really gives your marketing activity soul. And that's what makes it special. That's what makes it different from what everybody else is doing. So I'm going to share some of my favorite tips to express more of your personality, but without it having to be complicated or become a chore or become forced, nobody wants forced personality.
As you know, we're all about practical steps here. So let's get started. The first step before you can do anything else. You need to define what your personality is. Now that might sound a bit weird. So you're going to know what your personality is already, right? But this isn't about baring your entire soul with the world. This is about deciding how much of your personality and which aspects of you you want to share. This is easier if you are the face of your business, because you can use your own profile picture instead of a logo. And it's much easier to define an individual's personality. But if you're a small business owner or maybe you run a little agency, you might still be influencing and representing your brand's personality, but you're representing a company. So you need to be defining what the company's personality is, what their brand personality is like, but also injecting your own personality or whoever's running your marketing activity.
It's important that you get the individual members of your team, their personalities involved as well. Now, as I say, we don't need to over-complicate things. It doesn't have to take ages. It can be really, really simple. So if you don't already have a point of reference or a definition of your brand's personality, take a few minutes and do a simple word cloud. Just write down words that represent you and your brand. Think about how you want other people to feel when they're reading your marketing activity or when they're working with you. Think about the words that you would use and the words that you wouldn't use. But also think about if you use emojis in your activity, decide which emojis you use, that best represent you and the ones that you don't use. And that's going to save you time when you're creating your content, because you've already got your bank of emojis.
You're not having to obsessively search through and find the perfect one to go with whatever you're writing. It's much easier and quicker to choose from the ones that you've already picked. So first things first, define what your personality is and how you want to be known. Okay, next one. Write like you're in a pub. Now bear with me. When you're writing a blog or a social post or doing a video, if you write or talk like you're having a conversation with a friend in a pub, that'll be much more friendly and warm and conversational than if you're just writing words on a blank page. And this can be just as simple as as writing your, instead of you are. Or their, instead of they are. If you wouldn't say it out loud, don't include it in your content. So sure, sometimes your brand personality will be a little more formal if that's the industry you're in, but the purpose is to make what you're writing and sharing relatable to who's reading it.
So if you would never use, for example, the word facilitates, use a simpler word that you would use, you can just say make. There's usually a simpler version of words like that, that you can switch out and immediately make your content better. Okay. Next one. Read your content out loud. When you've finished writing whatever you're writing or even if you're partway through, when you're maybe a little bit stuck on what to do next, literally read it out loud to yourself. And that can help you spot things that aren't quite right, words that you wouldn't necessarily use or sentences that don't flow as well. Or things that just flowed out of your brain when you were writing it that made sense when it was coming out, but now it's on the page it doesn't quite make sense. It's a really easy way to hear what it is that you're writing with a new perspective.
And if, when you're reading it, it sounds like a bit of a mouthful, cut your sentence in half. It can be something as simple as that that will make your content flow much better and gives it a much more friendly, relatable vibe. Okay. Next one, two of my favorite apps that have changed my life. One's called Hemingway and the other one is Grammarly. And the way I like to use these, there's an add-on for Google Chrome. You could probably get it for other browsers too, for Grammarly. And Hemingway is just a website that you go to. I think it's hemingwayapp.com. And those two combined, you can write your content directly into Hemingway and have the Grammarly add-on running as well in your browser. And Hemingway gives your content a score or a grade and the lower the grade, the easier it is to understand, but it also highlights any sentences that are too long or a little difficult to read.
It also tells you when you can switch out words for a more simple version, and when you can change your phrasing slightly, just to make it much easier for the reader to understand it and understand the message that you're getting across. And while you're writing in Hemingway, the Grammarly add-on will also be checking your content and giving you a second opinion, and other pointers that can help you improve it. But my favorite thing about Grammarly, they've got something called a tone detector, which tells you how your content is going to come across in terms of if it's friendly, if it's informative, if it's confident, if it's optimistic. And that is so, so helpful. Both of these apps are free. I think Grammarly has got a paid version, but you don't really need it because you get loads with the free version. Every time you write anything, if you run it through Hemingway and Grammarly, that's going to make your life a hell of a lot easier and quicker.
And your content much, much better. Unless you're a professional content writer. But if you take one thing away from this episode, please try those apps. If you haven't already, they're brilliant. You can get a Grammarly keyboard for your phone as well, but it's a little bit clunky. I think it's easier to use it through the website or through the add-on. But give it a go, you might prefer it. Okay. Next one. Use your own photos. There are some really great stock image websites out there, and they can be really useful. But if you're using your own photos that represent you and your brand and the vibe that you're going for, that is going to make a massive difference to your website, to your social media posts, to anywhere you're using images. And again, it's because they're completely unique.
And don't get me wrong, I do love stock images. They have their place. But if somebody is browsing your site or looking through your social and they see that you're using your own photos, again, it creates this connection. Because you're showing your reality, you're showing images of your work area, your background, yourself, professional headshots, you've had taken, get a bank of shots done. It's pretty affordable to get some professional headshots done and they can also take shots of your workspace or your office. And then you can keep them aside, so when you're creating social posts or you need headshots for blogs or anything like that, you've got this bank of images that you can pull from without having to rely on stock images. Or if you haven't got that option and you do have to use stock images. That's okay. What I'd suggest is though, that you spend some time digging out some stock images that best represent the vibe that you're going for.
A lot of stock images can be quite bland in terms of personality. There are some really good ones in there, but it does take some searching to find them. But again, it's about making things easier and quicker for you. So if you spend some time now having a look around and finding some stock images that you like that represent your brand's personality, that would be close to your real photos as possible, take them out and save them. So every time you need one, you've got them there, you're not having to spend time every time finding a new image. And if you've never used stock image websites before, some really good ones are Pexels Pixabay and Unsplash, and again, they're all free, but do have some paid options. If you are using stock images, remember to attribute the owner and the photographer, particularly if you're using a free version.
You've found an image that you love that's helping your business, attributing them is a nice way to say thank you and give them credit. Okay. Next one. Share behind the scenes. Now people love being nosy. There's a lot going on behind the scenes when you're actually doing your day to day job that you could be taking photos of and sharing on social media or using in your blogs. And it's not until you start taking photos at the time that they happen, that you'll realise just how much is going on in your day-to-day life that is a source of content and a source of your personality. Some examples of this would be you're working on a particular project, you're learning something new. You can just take a photo of your screen. Or take a photo of you doing the thing where you've got a brew and your notepad, or you've done some planning.
It can be really basic, simple everyday stuff, but people like seeing things like that, as long as it's loosely relatable to what you do and who you are, that's all that matters. Think about the kinds of things you like seeing from the people you follow. As well as sharing helpful tips and advice and knowledge, they'll also be sharing dog walking pictures, or they've been out for a run or they're hanging out with their team. Or they're reading something or listening to something that they've loved. It just shares a nice little nugget of behind the scenes. And again, it's all about connection. When you see things like that from somebody, it helps you get to know what their world is like. And it helps build relationships with people that are similar to you. That like the same things as you. And if you're worried about sharing behind the scenes stuff or you're not sure how much of it to share, if it makes you feel uncomfortable sharing it, don't do it.
If you can't relate it to what you do or who you are and how you want to be seen, don't share it. But if you're worried that some people won't like it, or you're going to look like a weirdo, that's okay. The people that don't like it, you don't want those people, you want the people that do like it. And you're not going to look like a weirdo, because what you're going to do is attract the same people that like the same things as you. They're not going to be thinking, wow, what a weirdo. They're going to be going 'ooh, I love that too'. And you'll be surprised the kinds of things that people will relate to and people will ask you about. Okay. And the last one, use videos in your marketing. Videos are an incredible way of sharing your personality.
Now, don't panic. It doesn't have to be a massive monologue. It can be a 15 second story, or even just talking about your subject for two or three minutes. That is not a very long time to talk about something. But sharing photos of yourself are fantastic. Telling your stories, great. But videos, they're a whole different dimension. Being able to see somebody speaking and moving around and smiling and making eye contact with the camera. Don't forget to make eye contact with the camera. It's about the connection. Look at the camera. Not the screen, not at yourself, not your script. Look at the camera. So when people are watching your videos it feels like you're looking at them, not away from them. But if you can start and incorporate videos into your marketing, you will stand out. Because most people are really scared of videos.
And don't just share videos for the sake of it. That's not going to work. Each one you share has to have a purpose. Whether that purpose is just to get to know you, to talk about something that happened, to talk about something you've learned, talk about something helpful, and you can help other people learn. Videos are a really important parts of your marketing strategy. But it's important you do them in a way that's right for you and you don't try and copy other people. Or force yourself to do something if you really don't want to do it. The more you try things, the more you'll get a feel for how you can make it your own. And don't forget, if you are doing videos, always put subtitles or captions on the video because most people watch videos without sound.
So just to recap, before you do anything, define what your personality is, what your brand's personality is. Write like you're having a conversation in a pub, read it out loud, try Hemingway and Grammarly to improve your content, use your own photos. Or if you can't find stock images that best represent you, share your behind the scenes and use videos to really get your personality across. Now, one thing to remember, you cannot share too much personality. That's not a thing. And I know it can feel a bit weird at first to sort of release that side of things. But the more you start and the more you try things, the more at ease and more comfortable you'll become. And when you find the sweet spot of getting your personality across, it makes creating your content much less stressful. You can be much more relaxed because you're not having to worry about the way you're going to come across or 'oh, should I say this, should I say that?' Because you already know the kinds of things you want to be doing and not doing. So decide what your process is. Have your bank of images, the apps that help you write better. The things you can take photos of from your day to day and talk about from your day to day. And once you've nailed your process, it makes everything much quicker, much easier and much more fun.
Right. Enjoy. Thank you for listening and I'll see you next time.