You need to develop your corporation. You’ve sharpened your supply, improved your service, and made your branding slightly sleeker. You’ve tried to be higher than your rivals.
Higher isn’t sufficient if nobody is aware of you exist.
Making an attempt to be “higher” is simply taking part in the identical sport, barely extra effectively. It means you’re nonetheless working in the identical field, utilizing the identical ways, sporting the identical grey go well with as everybody else. And in at the moment’s deafening market, that makes you invisible.
I do know, as a result of I attempted.
Final yr, we launched what we affectionately name “The TikTok Experiment.” Our president, Kelsey, and our advertising wizard, Andrea, got here to me and stated, “Mike, we have to be on TikTok.”
Now, TikTok isn’t precisely the place I imagined spreading the gospel of Revenue First. However hey, I’m pro-growth. Professional-attention. And if which means awkward dance strikes and classy sounds, I’m in.
So we jumped in. Andrea constructed a technique, mapped out content material, educated herself, educated me (bless her), and we hit publish.
The outcomes? Properly…they have been one thing.
Some movies flopped. Some did okay. One had me getting roasted by teenagers for sporting Skechers (which they weren’t, not that it makes a distinction). However the largest shock wasn’t the algorithm. It was the conclusion that we had misplaced our voice. In chasing traits and attempting to be “higher” TikTokers, we forgot what made us us.
So we pivoted.
We stopped attempting to be Mr. Beast or Preston (if you recognize you recognize), chasing viral, and began chasing actual. We made bizarre, uncooked, unfiltered content material that mirrored our true voice: sensible recommendation, informed with coronary heart and slightly little bit of humor. No extra pretending. Simply reality, scribbled on authorized pads and captured in questionable lighting.
And guess what?
Individuals seen. Not tens of millions, however the proper folks. Individuals who want our content material and linked. They commented issues like, “Lastly, one thing actual on this app.” And it clicked:
Totally different isn’t dangerous. Invisible is.
You don’t should go viral. It’s a must to go actual. That’s what cuts by way of the noise. That’s what attracts your folks. Whether or not you’re posting on TikTok, sending emails, or operating a bakery, being uniquely, unapologetically YOU is the magic.
The best way to be totally different within the wild
Right here’s how one can cease mixing in and begin standing out:
- Look exterior your business for inspiration. A canine groomer turned boudoir pictures into “Pooch Pinups”, a hilarious and heartwarming photograph shoot for pets. Surprising? Completely. Memorable? You guess.
Motion: What’s trending in trend, gaming, meals, or leisure that you can twist into your business? - Present your persona, even in critical areas. An accountant made brief, humorous movies explaining tax guidelines with skits and trending audio. They went from “simply an accountant” to “the humorous tax guru.”
Motion: The place are you able to inject humor, tales, or behind-the-scenes reality into your advertising? - Defy expectations. If everybody presents free consultations, strive a paid discovery session that delivers instantaneous worth. If others use slick inventory pictures, present uncooked footage out of your workspace.
Motion: Problem the norms. Flip the script. Do what nobody in your business is doing on function. - Experiment loudly
Our TikTok journey was messy. At one level, Andrea checked out me from a sea of ring lights and stated, “What even is our model on TikTok?” However she didn’t give up. She pivoted. That’s what actual advertising is: messy, courageous, and relentlessly human.
Ultimate thought:
Should you’re feeling caught within the “higher” lure, take a step again. Reclaim your voice. Stand for one thing surprising. Attempt one thing bizarre. And most of all, be totally different on function.
As a result of in a world stuffed with beige manufacturers attempting to be barely higher, the boldest transfer you may make is to be you.
Even when it means dancing on TikTok with a blender stuffed with gummy bears.
You’ve obtained this.
– Mike
P.S. Get Totally different has the roadmap for optimum advertising – you possibly can be taught extra about it right here.
P.P.S. Come discover us on TikTok: @mikemichalowicz
The put up Overlook Going Viral. Get Actual. Get Totally different. (Even on TikTok) appeared first on Mike Michalowicz.
