We’ve all come across them-the guy or gal with the polished website, brilliant testimonials, and people singing their praises from the rooftops that still somehow leave us feeling like we’ve just touched something icky.
It’s not always clear to the naked eye why, but if we start digging, we can definitely see what it is that makes us feel just a little bit uncomfortable. After all, no one likes being sold to.
The smarmy marketer is someone who, despite all appearances to the contrary, still gives you that feeling of hesitation in your gut. You’re on the fence, you like what they’re saying (it sounds like EXACTLY what you’re looking for), and yet you’re just not quite sold.
Obviously you don’t want this experience happening to the people you want to work with. You want them to know that what you’re offering is exactly what they need because you KNOW in your gut you know your stuff and you can really help them. You’re here to help and you want to make sure that those you can help most sign up or buy so you can change their world for the better.
What is causing this breakdown and how can we avoid it in our businesses?
There are lots of reasons why you might get that feeling in your gut that something isn’t quite right.
- Maybe they’re copying someone elses landing page, not word for word, but close enough.
- Maybe they’ve tried to deconstruct someone elses stuff and repurpose it for their own use.
- Maybe they read somewhere that these were HOT words that would get people to buy.
- Or maybe it all just feels too forced or a little too “perfect”.
There’s one thing these all have in common:
They’re not AUTHENTIC.
If what they were saying was really true, it wouldn’t set off that little alarm bell in your intuition that whispers (or shouts!) “Nope! Something isn’t right here.”
When we speak from our hearts, our words resonate and ring true. When we cannibalize someone elses words, designs, or ideas, we’re not being true to ourselves and the people that come in contact with us will know it. Maybe not all of them and maybe not consciously, but they will know.
My number one tip to avoiding this whole situation is to simply be authentic. Be true to yourself. Speak from the heart and avoid spending all your time trying to figure out how someone else has done it. You’ll end up unconsciously copying them at best and outright copying them at worst.
We all appreciate it when people are honest and truthful with us. It builds trust and a strong relationship. Being inauthentic may catch a few unsuspecting people here and there but if you really want to change the world, you’ve got to do it 100% authentically.
My second tip is this: pay really close attention to your words (aka your copy). If you find yourself using words like “game changer”, “earning potential”, “it changed my life”, look closely and make sure you’re really speaking from your heart. If it’s really true, you can use those sorts of phrases but I bet you could find a better way to say it, one that doesn’t remind people of those smarmy marketers we’re trying to avoid becoming.
What words trigger your slimy/smarmy/icky sales alarm? Share them in the comments!