Unlike many of my married, male friends, I do most of the household grocery shopping (my friend Matt claims to have never once set foot inside one of these establishments).
Frankly, it was kind of an accident. That’s because years ago, as a first-time father, I realized that a trip to the grocery store came packaged with 60 minutes of diaper-free peace and quiet.
And so, several decades later, it’s still a thing I do.
Yesterday, while waiting for the, let’s be honest, unbelievably slow-moving and disorganized man in front of me, I spied the latest People Magazine on the rack. On its cover was: “Sexiest Man Alive … John Krasinski.”
The guy from The Office?
Yeah, that’s what I said out loud to the slow man in front of me. How did he end up here?
Now, please don’t misunderstand. I’m a fan of his. Seems genuine, very funny, and a native of nearby Newton, Massachusetts.
And I wouldn’t bat an eye if John Krasinski were named Sexiest Man On the Neighborhood Softball Team. Or, Sexiest Man Who Is Also Married to Emily Blunt.
But Sexiest Man Alive?!
I haven’t checked lately, but unless most of Italy and all living members of the Rock & Roll Hall of Fame have recently died, an error of this magnitude does not reflect well on the research skills of the “journalists” at People Magazine.
But the truth is, People’s business model is not journalism. It’s entertainment. And since naming Brad Pitt the winner every year wouldn’t sell magazines, they rotate people through based on some unknown selection process.
And that’s fine; nobody looks to People Magazine for thoughtful, objective insights about pretty much anything (“fashion don’ts” being the notable exception).
You and I on the other hand, have no such leeway. As small professional service providers and solos, our point of view within our respective areas of expertise is a big part of what we are selling.
We are judged by our judgment.
With that in mind, I have two suggestions for improving your marketing…
#1. Create and share content.
Lots of it. All the time.
Yes, of course, you need a web site, a LinkedIn profile, maybe a logo and tagline if you can’t resist. But that’s all just window dressing – descriptions of you and your work.
When you develop and share original content – newsletter, blog, podcast, articles, videos, etc. – people get a first-hand sense of who you are and how you think. And if you’re selling a professional service, that, ultimately, is what they are buying.
It doesn’t have to be genius content or fantastically well written (there are only a few of us capable of that).
But it has to be delivered with enough frequency and enough depth that those who come across it can get a feel for what you know and what you believe.
#2. Get a point of view.
I am often surprised by the number of smart, capable, professionals who are scared to death of saying anything that someone else may object to. What if I annoy them? What if they disagree? What if they unsubscribe?
I have a better question: What if you go out of business?
Because if you insist on staying in the middle of the road, only sharing plain vanilla content or saying things that every other professional in your field would completely agree with, you will likely remain invisible. Nobody will disagree, because nobody will notice.
I know you are good at providing whatever service you provide. But what have you observed or learned as a result? Where do you break ranks with others in your industry? What “Aha’s” have you discovered that you didn’t realize when you first started?
That’s the stuff people want to hear and learn from.
It gives comfort to prospective clients (“She seems to really know what she’s talking about”) and helps separate you from the very large pack of people selling services similar – if not identical – to yours.
Here’s the Bottom Line
We are in the advice business. The clearly thought out, opinionated content we share is our “free sample.”
The more of that you put out into the world, the sooner and stronger a reputation you will build as someone worth listening to. Maybe even worth hiring.
Discussion Questions:
- Who does the grocery shopping in your household?
- What was the most recent print magazine you subscribed to? (Extra credit if it was People.)
- How comfortable are you with sharing your professional opinion?
Share your answers below…
We all shop .. and prepare foodstuffs. Not, most possibly, in the most traditional or even respectable manners.
I appear as an absolute periodical and magazine addict. However my sole print msg is…. Country Living
Frankly, I just don’t care anymore … hahaha. However, I observe that people do in fact have them, many and varied, and once studied and observed, these can work to great advantage.
Thank you. Delightful content!!
I have to confess, I’ve never been comfortable writing the word “foodstuffs.” Although I have great respect for those who do! And Country Living sounds relaxing!
I shop for groceries, I wish I didn’t have to because it’s such a drag. A food pill would be nice! Hah!
My printed magazine was Architectural Digest. Necessary for my profession.
Am I comfortable sharing my professional opinion? You bet I am. It’s what I have done for nearly 30 years as an architectural designer. Clients came to me for precisely that…my professional opinion. And, since I am Dutch I never shy away from giving my opinion anywhere, at any time, be it professional or personal. The Dutch are that way: frank and straightforward. No beating around the bush. People who don’t know this, often call us rude. We, however, always know where we stand with one another. It’s not rude to us…
I was unaware of that Dutch distinction!!
We divide the shopping. My wife does the routing grocery shopping, I do the bulk shopping at Costco. I usually spend too much on stuff we don’t need, but I enjoy it .
My main print magazine is the Atlantic, which I also read on line. I usually spend too much time, but I enjoy that too.
No problem sharing my professional opinion, although I am now pretty much retired. A faavorite piece of advise goes like this: “When the client has beat you down, give them what they WANT – not what they NEED. This is powerful mediciine and usually needs to be applied only once.” I often shared this quote when giving painfull advice – humor can help grease the skids.
I subscribe to the Atlantic as well! My other print pub is Wired, which I get in print form just for the irony.
My husband and I plan the grocery shopping in my household, we usually go together 9 times out of 10.
I recently subscribed to STARZ (print) Sorry People!
I am NOT comfortable sharing my professional opinion but after reading your wonderful newsletter I think I better re-think that question and start to develop a backbone concerning that!
Share away, Keanisha! The more you do it the more comfortable it will get.
3. yes, thx to you
I am glad to have had some impact!
My wife does the shopping. Somehow, she goes in the store and in minutes comes out with a cart full. I’m sure she’s stopping off to pay for them at the checkout… pretty sure anyway .
The last print magazine was either Acoustic Guitar or Guitar Player.
I have no problem being me, writing my perspective, but I don’t engage in out-and-out repulsive marketing. Though, I have to say, I’ve considered laying down bolder lines in certain areas. Not that I’ve shied away.
That sounds like a good distinction: sharing an opinion without being opinionated!
I do the grocery shopping as its just me here.
The print magazine I get is “Arizona”. Its a great magazine about the state I live in.
Sharing an opinion. Well, I feel I have been wishy washy in the past but if I am using my substack to write things that have happened to me then I must share my opinion. Using my life as part of the information makes it almost impossible to NOT give an opinion.
Another great reason to share personal experiences. Plus, since it’s your life, you are the acknowledged expert!