From a reader:
Have a quick question for you…how in the heck did you learn to market the way you do? I’ve been studying your Twitter feed and it’s like you take people on a journey of your life both professional/personal. You make people feel like they know you. How do you do this?
That’s not a quick question, but here was my quick answer:
I’m talented. ????
The reader is asking two questions about himself:
1. Can I learn to do what Laurie is doing?
2. How do I create a sense of authenticity and intimacy like Laurie?
The first question is very easy. Sure, you can do what I do. I’m storytelling via digital media, and I learned how to do this from watching other people and copying their methods. The tools are out there. The roadmaps are built. You can even outsource your social media and still get away with storytelling.
But the second question — the one about authenticity and intimacy — is much harder to answer. I’ve had to negotiate my way through relationships and endeavors to land at the place where I am now: interesting enough that key people pay attention but not interesting enough where I’m stalked and harassed online.
The only people who pay attention to me are the individuals who go out of their way to look, which means that I’m relatively safe. My fan base is 52% male, mostly over the age of 35, and they earn more than $100,000/year. I can share details and perspectives without being assailed.
I love the fact that it’s easy to live my middle-aged life in public and without much hassle. There are some people who don’t care for me — and it’s for respectable reasons — but nobody wants to destroy or defame me. They just ignore me, dismiss me, block me, or disregard me when my name comes up in their social media feeds.
Isn’t that just great? How blessed am I to live this life of HR fame and fortune?
I’m fully aware that my HR famousness gets renegotiated when I publish my next book and start making media appearances, again. More people will watch, I’ll have new competition, and I’ll have to figure out a new strategy to share important information about my journey while maintaining some level of privacy and safety.
I’m not sure how it will go, but I know this: my relationship with my readers — executives, HR leaders, supervisors, and individual workers — matters to me. Call it influencer marketing or call it storytelling. The only way to take people on a professional and personal journey is to open the damn door and invite them in.
That’s not marketing, that’s manners.