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Leaders are so concerned with slipping up that they won’t take risks. But when did being authentic become risky? Here’s the truth of the matter: If you’re a business leader, people will listen to you. Most people are drawn to the same qualities that make a person successful. But the second you begin heavily regulating the way you think, act, and feel, potential consumers are going to turn away. If you’re considering using authentic content in your marketing, here are three reasons to reassure you that it’s a good idea. Marketing is all about creating a dialogue. Take a moment and think about the most significant conversations you’ve ever had. Did any of them begin with you using a formula of how to engage someone? Odds are the conversation resulted from sharing a genuine moment with someone you value. If your business is truly seeking to have meaningful dialogue with customers, the best way to do that is to treat them like you would a neighbor or friend. All good communication takes is a sender, a receiver, and a medium. If you open up a IT’S ACCESSIBLE
deliberate channel, you’ll be more accessible to your audience and have a greater opportunity to create new ideas and strategies with them.
and their sales have suffered. Clothing retailer Abercrombie & Fitch’s CEO, Michael Jeffries, once said he only wanted“cool, good-looking people”to shop at his store and that“a lot of people don’t belong”in his company’s clothing. As a result, the retailer’s sales swiftly dropped by $60 million, and Jeffries was forced to retire soon after. It’s important to remember that being authentic doesn’t require you to share your darkest secrets, political views, or controversial opinions with your customers. But it does require you to support causes you care about, answer questions honestly, and be genuine. When push comes to shove, you have to choose your business. Do you want to blend in with the masses or do you want to build a business that stands out by genuinely engaging with consumers? The decision may seem easy, but “playing it safe”by using tired and overused marketing strategies is precisely that — safe. You won’t step on any toes, you won’t alienate potential customers, and you won’t cause rifts in the business community. But you also won’t stand out or stay relevant. The choice is up to you.
IT’S UNIQUE
Every business tries to cultivate distinct and engaging content, but no one wants to take a big risk and be rejected. The problem is that most companies tie unique selling propositions (USPs) to the features of their product or service rather than focusing on what is truly special about their business: its leader. If you want to distinguish yourself by using a USP, try marketing your individuality. You may find that people want to be a part of something more genuine than formulaic. In many cases, highlighting your personality with branding will end up garnering more respect from your customers than just going through the standard marketing motions. But if you’re not careful, this strategy can also go wildly astray. The companies who have failed in this respect are well-documented, IT’S RESPECTFUL
3 WAYS TOMENTALLY PREPARE YOUR KIDS FOR THE SCHOOL YEAR
It may not feel like it yet, but summer is coming to a close, and summer break is ending along with it. Soon, the kids will be back to early- morning breakfasts before the school bus arrives and late-night study sessions. Thankfully, there are some steps your family can take during these closing weeks of summer to ensure your kids hit the ground running this school year.
yet, can be a great opportunity to help them prepare a study schedule. Ask the following questions to help them get started: “Do you want to dive right into homework when you get home? Do you need to accommodate for a sport or extracurricular activity? Do you work best when doing your assignments in one large chunk, or would you prefer taking breaks in between assignments?” Your kids may find that last year’s schedule doesn’t work for them this year. Emphasize that this is okay; part of growing up is learning how and when you work most effectively. Don’t be afraid to help them switch things up as the school year progresses.
SET AN EARLY BEDTIME
For many kids, summer schedules are flexible. They may have become accustomed to sleeping in and staying up late without any obligations. Getting back into the rhythm of the school year can take some getting used to. In fact, according to psychologist Cherie Valeithian, it can take upward of two weeks to properly adjust to a new sleep-wake cycle. So why not give your kids a head start and ensure they begin the school year bright-eyed and bushy-tailed?
ASK YOUR KIDS HOW THEY FEEL
Maybe your kids are excited about the school year. Maybe they are anxious, or perhaps they’re just disappointed to see summer vacation come to an end. Starting a dialogue about the aspects of school your kids are looking forward to and those they’re dreading can help you dispel myths and identify problem areas. More than anything else, this can help your kids feel at ease about the coming year.
OUTLINE A HOMEWORK SCHEDULE
Resuming a homework regimen can be a difficult transition for some kids. Late summer, when they don’t have assignments to worry about
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