Being visible to the right people isn’t just about how you’re showing up and speaking up, it’s about understanding how your ideal customers and clients are showing up and what their expectations are when they do.
To this end, it’s important to remember a few things…
Are your ideal customers ably bodied, straight, white males?
If not, not all marketing advice is going to be applicable to you.
The dominant marketing model assumes certain behaviour in their ideal customers. Those customers have a gender, a race, a sexuality, a class, and certain body types.
Unfortunately, these things are not always explicitly spelt out when you’re learning about marketing.
As a result, we’ve all be taught how to market to straight, white, ably bodied, middle class males.
But they function in the world in a very different way to other groups of people. (And obviously there are differences within that group of people. Nevertheless, marketing advice is based on a core set of assumptions about how people respond to certain types of behaviour.)
Man are conditioned to engage competitively with one another and are, on the whole, more comfortable with a more aggressive style of marketing for example.
Most women I know are not.
They actually actively disliked being pushed into making a decision. The hustle turns them off.
So, it’s critical to know;
Who are your people?
How do they like people to show up in their feeds?
How do they like to consume information?
What does their decision making process look like?
As a woman, the pushier someone gets, the more I’m reminded of guys in pubs trying to pick up women and approaching anyone who expresses the vaguest interest (or even no interest at all). Which means I’m immediately put off.
What about you and your people? What works best for them? And are you working with their natural and most comfortable way of making decisions or against it?
The School of Visibility headquarters are based in Canberra, Australia. We acknowledge the Ngunnawal and Ngambri people as the traditional owners of this land. We recognise that the land was never ceded. We support the Uluru Statement from the Heart and we pay our respect to Elders past and present.
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