"The life I touch for good or ill will touch another life, and that in turn another, until who knows where the trembling stops or in what far place my touch will be felt."
- Frederick Buechner
In Tara Hunt's vlog episode, 'Stop Ruining Your Content by Selling', she says "Content marketing is not about selling - that's the beauty of it. It's about being useful, relatable and entertaining."
And in my post last week, '6 Simple Types of Video to Showcase Your Business' where I talk about the appeal of vlogs, I mentioned how it's all about building a relationship with people who over time come to know and trust you. When you're Selling, per se, you're throwing away the opportunity to gain a customer, build trust and establish a relationship that sees you take your customer on a journey and sees them returning to you again and again.
It's about CONNECTEDNESS, and this week this theme has been popping up for me everywhere. It's funny how this often happens. Some call it coincidence, but I call it synchronicity. It usually happens when we need to be aware of something. If we're not listening we'll miss the message.
And then last week at our weekly KBN (Key Business Network) meeting, the same theme came up. We were watching a TED talk by Margaret Heffernan called 'Forget the Pecking Order at Work' and the talk centres around the organisational culture of 'Superchickens'. This model is all about singling out a high-achieving person and their talents, to the detriment of other people on the team. Eventually, as statistics show, it's creates a dog-eat-dog environment, which eventually leads to unhappy people and the loss of staff and productivity.
Margaret talks about how an organisation that encourages social collectiveness ends up experiencing the most success. It's about recognising that people will thrive in an environment where each person in a team is acknowledged for their individual gifts and talents and what they bring to the team. But in order to be able to truly understand and know what those gifts and talents are, social interaction and connection must be encouraged so that through authentic listening, we can more readily recognise those qualities.
Most significantly, what is apparent to the success of any organisation is as Margaret says, what happens between each other, is achieved by cultivating a culture of helpfulness. By being sensitive to others, and showing we care, will lend to the success of the person as well as the organisation.
So how can we as small business people apply connectedness to our own businesses and to our marketing?
Connectedness is a theme that I see running through all our own interactions, personal and business. In the end, we all want to feel connected and to feel that we each have value. Connectedness is also about recognising that we achieve more 'together'. To yearn for connection is to be human.
So this week, rather than thinking of how to 'sell' your products and services, think of ways that you can connect with your customers through providing engaging content. Think of what you can share that has real value, and that shows you've genuinely listened to them and you care. Sometimes, it's also about just making people feel good.
Have a great week!
Kerry :) x
*Banner image credit: www.pexels.com