Last post, I talked about why being a personally branded business and sharing about yourself to your audience makes your biz WAY more successful.
People crave connection. And when they feel connected to you as a person, they turn into loyal followers that want to buy your stuff or book your services.
But… how much should you actually share with your audience? Can you over-share? Is there a line? How do you do it tactfully in a way that actually grows your business (as opposed to making you look like a self obsessed psycho)?
Yep, there’s a strategy here, and here’s what it is:
Rule #1 – Remember that it’s Never REEEALLY about you.
Yes, although showing your face, speaking on video, and sharing about your personal life all kind of sound like it’s about you… it’s actually not about you.
People care what you can do for them first, and who you are second. So for the most part, you should be sharing details of your life by weaving it into content that is helpful and relevant to your ideal client.
In other words, it needs to be relatable.
For example, you’re running a marathon. Full stop? Sorry, nobody really cares.
Oh, but you’re running a marathon, and here’s what it taught you about persevering on the road to reaching your tough goals? (Just like your ideal client wants to?) Oh hells yah. Everyone cares.
See the difference? It’s about you, but not really.
Or, let’s take my prior business, The Love Vitamin as an example, which is about helping adult women clear up their skin.
Story #1. I had lots of zits and it sucked. (yeah, so?)
Story #2. I had lots of zits, and this is how it made me feel (and since you also get breakouts and it makes you feel like shit too, can you relate? do you feel less alone now?) Here’s how I dealt with these emotions during this difficult time, so you can know how to do the same.
See? Big difference. Second one’s helpful, first one… not really.
Basically, the more you can weave personal stories into relevant, helpful content for your audience, the more traction you’re going to get in your business. Do this as much as humanly possible.
In fact, if you’re sharp, you’re noticing that I’m doing it right now! I’m weaving examples from my own life / business into this blog post to make it more powerful, create a connection between us, while also teaching you about something you want to know.
Rule #2 – Use the 80/20 Rule to know when to share & when to hold back
So, even though I just said it’s not really about you — it actually is okay to share purely about yourself, but only sometimes. Like 20% of the time.
See, as people get to know you, they start to feel like your friend. And then they do actually genuinely care about you, just for the sake of it. They want to see what you’re up to on the weekend. They want to see your big life milestones. They want to see photos of you with your family.
But you’re never going to get to that point if that’s all you share. It’s like any relationship… it has to be a two way street of giving and taking.
So make 80% – 95% of your stuff incredibly valuable, helpful content in which you weave in personal stories and details to highlight your point.
But then, yeah. Go ahead and throw out some random facts about you. Tell them who your personal hero is, tell them your birth story of your first child, let them know about your obsession with curating miniature cat figurines (you freak).
Rule #3 – Use Photos & Videos of You as Much As Possible
Okay so even though 20% of your content, at most, can be purely about you, you should still use pictures of yourself as much as possible.
For example, on Instagram you can write a caption about something that has absolutely nothing to do with you, but still use a photo of you as the image.
How much of your feed should have photos of you? It depends. Like if you’re a coach, I would err on the side of you being in 1/3rd or more of your photos.
If you’re a creative entrepreneur like a photographer where you’re showcasing your work… you want to make sure you’re in at least one or two images in your visible feed. So like 1 in 6 photos.
Hot tip: Although it doesn’t substitute for your face if you only do this… post photos that include your hands making art or holding your products or holding your morning coffee. It still helps people feel like there’s a real human there.
So… you feeling resistant right now?
I don’t blame you. Although I don’t have a problem showing my face, I do feel resistant to posting tons of photos of myself on social for what feels like no reason. There’s that lingering belief in my head that it’s somehow self-indulgent or self-centered.
But the fact of the matter is….. and it can’t be denied…. when I post photos with me in them, they get way more engagement! Because people like people. That’s all it comes down to. And people like to buy from people they like.
And it honestly has nothing to do with how good looking you are or whether your hair is perfect or anything like that, so no using that as an excuse. In fact, people prefer to see normal, imperfect people because it’s more relatable.
So don’t let your fear stop you – just put your face out there, be real, and start killin’ it in your business!