We don’t care about your problems
Let me guess. As you try to come up with ideas for social media content, you’re saying to yourself, “I need to tell my story. My audience wants transparency.” And then you post stuff like this:
(Brand names and identifiers blacked out for privacy)
This type of content can be damaging to your brand. Are you missing the mark on transparency? Let’s dig into what these posts get wrong.
The ‘Whoa is Me’ reel
Running a business is hard. We get it. There are ups and downs. But don’t play the victim card. Venting about all the things that have gone wrong does not endear yourself to your audience. In fact, it scares them away. Consumers don’t buy products because they feel sorry for you.
The ‘You think this is easy?’ teachable moment
That your product is hard to make is not a selling feature. If people think they can make it at home let them try. That they should feel grateful you’ve done this hard work is selfish. You might as well throw in that you had to walk 10 miles to school in the snow when you were a child. Schooling them on your R&D trials and tribulations turns viewers away and they’ll miss any cool behind the scenes you wanted to show them further into the post.
The ‘Call to arms!’ post
If you’ve been discontinued at a retailer and you post about it, what you are saying is you want people to feel bad for you AND boycott the retailer. This is victimhood with a side of bullying. Burdening your followers to take up an offense for you is no way to earn loyalty points.
Quit navel gazing.
You can be real with your audience without falling into the trap of me, me, me. People want to know what your product will do for them. You started your business to serve others. Why? All you have to do is answer that. Check out how Amazi and Oat Haus do it. They get a lot of mileage out of their why. Here’s just a few examples:
Tell a story from the perspective of why and your content will flow from there. Looking outward instead of inward will be more attractive, I promise.
All my best,
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