When it comes to marketing, showing a look behind the scenes can be the best idea ever or the worst! When you are thinking about how much to tell your audience, there are several factors to consider. Today, I want to share some guidelines for you to take into account when you are thinking about giving your audience the inside scoop.
If you take it from the standpoint of the audience, getting a sneak peak is usually a good thing. Audiences want access to inside information. The more rare and secretive the detail, the more appealing it typically is. But, is it good for the business to divulge it?
Since there can be so much curiosity around what is happening behind the scenes, the content you share in any medium that reveals privately-held information can be what builds the most excitement and traction for marketing your business. So, what are the limits? When does it help you and when does it hurt you?
Good Idea: Showing the way you approach your day
If your business has a key persona at the forefront (you or any other figurehead) or your team has built an influential brand persona, then a look at a day in the life can be a great way to help the audience feel more connected. Content like this can help you bring the personality of the business to life and strengthen the bond of those who are keen to know more. Even if you show only what you consider the basics, sharing an inside look or inside thoughts can go a long way to entice those who were thirsty for information.Sharing an inside look or inside thoughts can go a long way to entice those who were thirsty for information. #business #smallbusiness #smallbiz #smb #entrepreneur Click To Tweet
Bad Idea: Revealing intellectual property
The moment you get so far into showing your process that you are devaluing your brand, you have gone too far! Once that information is out there, it is out there. From a legal standpoint, you are opening yourself up to a nightmare. Even if it is your intellectual property, and you know you can fight for it if anyone else copies it or uses it, do you really want to expose yourself to the kind of drain on your time and money you would experience if you had to initiate legal action?The moment you get so far into showing your process that you are devaluing your brand, you have gone too far! #business #smallbusiness #smallbiz #smb #entrepreneur Click To Tweet
Good Idea: Revealing process if it can’t be replicated
I am not saying that this is going to be true in every single case, but showing people the process of how you make what you make or do what you do can be really interesting. If they aren’t able to then turn around and do it themselves, the interest may now make your product or service more valuable to them. For example, I am a sucker for a good time lapse video of artists creating their art, of bakers decorating ornate cookies, of contractors putting up a new building. To see the process from beginning to end is fascinating, but I have neither the time nor the materials to do it myself. There may be people who do have time or materials to do it themselves who are watching. In that case, you need to know the line between when you are generally showing process and when you are sharing too much intellectual property!
Bad Idea: Showing how to do it such that it can be replicated without being purchased or following your terms
As the owner of your business, you have the most insight into how much you can share without crossing into this territory. When it comes to sales, a rule of thumb that many people live by is to show the what and the why (what the offering is and why it has value) and leave the how (as in, how it works) to be answered when you buy it. For example, as a coach, in some settings I know that even if I reveal a lot of how-to information in my free marketing content, a lot of people still want to see the examples applied to their business. In a setting like that, I will probably share more information. In a setting where I believe people are more likely to run with it, I might not give out as the same type of information.
At the end of the day, you want to make your products and services more necessary and more valuable, not unnecessary and diluted.You want to make your products and services more necessary and more valuable, not unnecessary and diluted. #business #smallbusiness #smallbiz #smb #entrepreneur Click To Tweet
So, how could this work for your business? What details from behind the scenes can you show people that will attract them, pique their interest, and make it clear how great you are at what you do? Where are the limits of that before you cross into the zone of having given away too much? This line may be set in a different place for different businesses, and it’s about finding where it belongs for you.
Want to go a little deeper on this topic? Check out this two-blog series on Selling without Selling for insight into some of the ways you can attract and engage your audience!