Buy my new book – ‘Bring Your Product Idea to Life’

Today on the podcast I am delighted to welcome Maddy Shine. 

Maddy Shine is a small biz business mentor and visibility expert who helps women-owned business legends grow their businesses by becoming more visible. She has helped thousands of clients get more visible through teaching her free and paid online programs and membership community Visible Vibes.

She has been described as actual human sunshine – you can even use her GIFs which have been used over 690 million times! Maddy believes it’s up to us to find and get booked by those who want to work with us. Maddy also runs a second brand Sassy & Soft designing WordPress websites and SEO projects for women-owned and queer friendly businesses.

Maddy joined me on the podcast a few years ago to talk about SEO, and today is here to talk about marketing with personality. We discuss what marketing with personality means, how that applies to you and your brand, and you can use this to make your business more visible. 

It’s a really inspiring conversation, as Maddy is so passionate about the importance and positive impact when women running their own businesses are visible. I know you will come away energised and excited to talk more about your product business. 

The Bring Your Product Idea to Life Podcast  – Best Business Podcast Award, Independent Podcast Awards 2023

USEFUL RESOURCES:

Maddy Shine Website

Maddy Shine Instagram

Maddy Shine TikTok

Maddy Shine LinkedIn

Visible Vibes Community

Sassy and Soft Website

Maddy’s Previous Podcast Episode: Using SEO To Get Your Products Found

This episode is sponsored by Aubergine Legal

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 Do you want to outsource it all and eliminate your worries?

 Then get in touch with Aubergine Legal, a friendly commercial legal consultancy.  Offering practical and clear commercial legal advice without the overwhelming legal jargon.  Taking the worry away and helping you to protect your business and minimise your risks. Aubergine offers a free initial 30 minute consultation if you have any questions or want to find out how they can help.

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Transcript
Speaker:

Welcome to the bring your product idea to Life podcast.

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This is the podcast for you if you're getting started selling products or if you'd

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like to create your own product to sell. I'm Vicki Weinberg, a product

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creation coach and Amazon expert. Every week I share friendly,

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practical advice as well as inspirational stories from small businesses.

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Let's get started.

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Hello. So today on the podcast, I am delighted to welcome Maddy Shine.

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Maddy is a small business mentor and visibility expert who helps women

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owned businesses, businesses grow their businesses by becoming more visible.

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Maddy actually joined me on the podcast, oh, I want to say a few years

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ago now to talk about SEO. And today she's here to talk about

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marketing with personality. She's going to explain what marketing with

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personality means, how that applies to you, how that applies to your brand,

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and how you can help yourself and your brand be more visible. So I

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would love now to introduce you to Maddy.

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So, hi, Maddy. Thank you so much for being here. It's wonderful to be

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here. Thank you for inviting me back, Vicki. You're so welcome. And so, as you

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have alluded to, you have been on the podcast once already. If you don't

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mind, I'm going to ask you to reintroduce yourself. Tell us all who

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you are. Tell us about your business, what you do and who you support.

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Absolutely. So my name is Maddy Shine. Sadly, not the name I was born

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with, but that's the name that most people know me by. I am

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a blue haired marketing SEO small business

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mentor who I work mainly with women who run their own

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businesses. And I've been going twelve years

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now and I offer all sorts of different services

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to help women. I educate them. I also

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do services for them with my brand, sassy and soft.

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And so I really try and help in as many ways as possible so that

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women can run their own businesses in a way that works for

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them. Amazing. Thank you. So today we're going to

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be talking about marketing and marketing with personality

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more specifically. But let's start off with a really

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basic question, which is why do we need, when I say we, I mean

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women. So why do women need to be visible and make ourselves

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and our businesses visible? Beyond the obvious, obviously, we all need to

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sell things. Yes, absolutely. Well, the thing is,

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we really need to be working on our visibility, particularly as small businesses,

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because, you know how we all love to say, support small business, shop

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small, all this kind of thing. Well, actually,

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without kind of reasons to back that up, then

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beyond a nice gesture, why are we really doing

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it? So I think that when we work on our visibility

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and show our personality and show our brilliant

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uniqueness. We all have it, whether we're introvert, extrovert,

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bluehead or otherwise. We all have a

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personality where we enjoy what we're doing. We

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enjoy speaking to people about what we do. And

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it's important to share that because there is so much

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awfulness going on in the world. And I think that when we

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are showing up with what we're doing, what we have built from

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scratch, and we get paid money to do that, I mean, how lucky

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are we to do that, first of all? But also because we are

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supporting ourselves, we are supporting our families.

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I just think that these stories need to be told. And that's why

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I think it's so important for particularly women who run their own businesses

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to be visible. Thank you. And, I mean, I

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know that this is something that I struggle with. Naturally. I'm quite shy. I find

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it quite hard to put myself out there, and that's just my

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reason for it. But I'm sure you have heard lots of

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reasons why many of us do struggle with making ourselves

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visible. What do you think of some of the other reasons that people

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hold back on doing this? Well, let's not forget

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that it was only possibly two generations ago where this would be a

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frankly unheard of thing. We are pioneers. This is still

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a very. In the grand history of time, this, you know,

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women being visible sort of thing is quite new.

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Sure, women were, you know, were sent out to earn money for the family and

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all that kind of stuff. That's not new. And let's not forget all the unpaid

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labour that women do. But the whole

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concept of actually using our voices,

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speaking up, putting ourselves out there, people listening to

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our opinions, us like, you know, becoming leaders, this is all

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relatively new. And I think that women do struggle with that because

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the concept of a confident woman is still so

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unpopular in so many different worlds

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and still so frowned upon, even

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if people are sort of, you know. Oh, yeah, no, I love a confident woman.

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I love a strong woman or whatever that's still considered to

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be. To look like a certain way, you know, so,

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you know, certainly not shy and certainly

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not, you know, introvert or anything like

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that, you know. And I think that when we actually

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do kind of move forward with confidence,

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then we can sort of start to see, oh, look at all the things that

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are possible. But at the same time,

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we haven't been told that many things are possible. What we've been told is that

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we'll face trolling, we'll face going viral for wrong reasons. We'll

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face ridicule and we worry about

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the risks involved. So it's really important to me to show

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that there are so many different ways to look being

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to be visible rather than

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get focused on those reasons why we're not.

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That makes a lot of sense. And I think another thing that I certainly have

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in mind, and I'm sure others do as well, is that fear of the

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feedback that you might get from putting yourself out there. It

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feels very vulnerable, actually. Absolutely. I mean, I speak

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to people all the time who are worried about asking for reviews from,

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you know, from customers. So, you know, it can really kind of go

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down to those kind of details as well, where people are so worried just

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to send that automated follow up email, you know, would you like to leave a

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review on Google? Would you like to leave a review on Amazon Etsy, wherever they're

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selling? And I think that's so, you know, it kind of breaks

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my heart in a way, because actually, you have put your heart and soul into

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making these products, into selling these products whenever it is you're selling. And

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actually, when you're, when you know, what do

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you think of it? Have you, did you enjoy it then? Actually, the

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customer is, you know, very likely to say, yes, I love

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your product. I'm very. It's completely, not only is it fit for purpose, but it's

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great and everybody loves it or whatever it is you're selling. And so I

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think actually giving people the opportunity to show their

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love and appreciation is actually

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a bigger way, a sort of slightly more expansive way

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than, oh, God, I'm scared to ask for

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feedback because what if they

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hate it? To be honest, customers who hate things will tell you

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anyway, won't they? Let's face it, we've all had unhappy

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customers, unfortunately. But if you ask for feedback and they haven't given

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it already, that, you know, then either they're going to say, here's how

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much I love and appreciate your product, or they're going to say

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maybe some kind of suggestion which actually would be really useful and will only

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ever improve what you're doing, or they're. Not going to bother.

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That's the other one. That isn't it. Or they're going to do anything at all.

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They're just going to put it in. The junk and move on with their day.

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Because that's true as well, isn't it? Because sometimes we can feel the fear about

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doing some of these things, but actually, to the person on the other end, it's

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such a small thing because I get loads of these emails, you know,

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will you review this and that? And if it's a small business, I always do.

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But equally, it's not a big event for me to get

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an email from someone saying, please leave me feedback. I either will or I won't.

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And most nine times out of ten I will,

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but it's not an event. But I think for those of us on the

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end of having to ask for this feedback, it feels, I think we play it

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up a little bit to be bigger than it is, maybe, for sure. I mean,

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this is a good example. I get constant automated emails from

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delivery companies, not the company selling, sending out the

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product, the delivery company saying, how is your delivery

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experience? Well, obviously I'm not going to respond to that.

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Until last Sunday at 07:30 in the morning,

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I got a delivery of my toilet paper from

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this lovely eco company. I've been buying them from years on subscription,

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but they've never delivered at 07:30 on a Sunday morning before. So obviously it

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woke me up. And when I got the how is your

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delivery? I wrote a very stroppy email saying, well, I

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don't expect to be woken up at 07:30 on a Sunday morning,

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thank you very much. And to be fair, they sent an email

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almost immediately back, I'd say within the hour saying,

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really sorry, these are our hours operation

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and this is how we can deliver an efficient service. I'm sorry, blah, blah. So

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it was just like, okay, fine, I know you're not going to like, change your

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policy, thanks to me, but, you know, I did want to just have a space

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just to say I'm not happy about being woken up at

07 00:09:22

30 on a Sunday morning. And I think that's very sad as

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well. Thank you. So one of the reasons obviously

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we need to be visible is because we need to let people know what it

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is that we're selling. But I think yet another thing that can hold lots

07 00:09:36

of us back, and I'm speaking again from experience here, is

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when you have something to sell, it can feel a bit cringey and a bit

07 00:09:44

awkward to talk about the thing you have to sell. And I know that's silly,

07 00:09:48

but I also know I'm not the first person to say this, so how

07 00:09:51

can we sell our products without

07 00:09:54

feeling a bit yucky about it? Well, again,

07 00:09:58

it comes back to reframing. So when, you know, just like I was

07 00:10:02

saying with the review, feedback, email and kind of panicking about

07 00:10:06

what they might say and actually giving them the space to either ignore it or

07 00:10:09

love and appreciate it, then actually it comes down to, that's the same

07 00:10:13

thing when you're coming down to what you say on your website about the product

07 00:10:17

or what you say on your social media, emails or anywhere else that you might

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be marketing. So really what you can start to think about

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is think about those really happy customers. That's the thing that when I'm

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getting like, oh, God, no one's going to want to hear me going on and

07 00:10:30

on about this again, you know, because we all get it. It's only natural

07 00:10:35

because, again, it's relatively new for us to show off like this,

07 00:10:38

essentially. And so, actually, when we think about the happy customers, the

07 00:10:42

ones who can't get enough of what we

07 00:10:46

buy, you know, what we sell and, you know, they have left good

07 00:10:49

reviews and they have used lovely language. We can use

07 00:10:53

that language, but also we can keep them in mind when we

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are putting ourselves out there and when we're talking about why other

07 00:11:01

people, because there'll be other people like that happy customer out there who

07 00:11:04

are desperate to know about our products. They just don't know about us yet.

07 00:11:08

And so when we are talking about it and trying to find that confidence to

07 00:11:12

do that, then that will make it slightly

07 00:11:15

easier. I'm not going to say it's radically changed overnight, but it'll make it slightly

07 00:11:19

easier every time you do it, every time you show up to talk about

07 00:11:23

your beautiful products. That's really helpful.

07 00:11:26

Thank you. So we said right at the beginning we were going to talk about

07 00:11:30

marketing with personality. Yes. So, Maddy, what does that mean?

07 00:11:34

What does that mean? Well, the thing is, you know, when, you know, when you're

07 00:11:38

at, you know, out for drinks with friends or

07 00:11:41

you're at a dinner with friends or whatever, and

07 00:11:45

they ask you about your business, of course, because that's what good

07 00:11:49

friends do. And then they'll sort of say, you know, that they'll get

07 00:11:53

you started on something. And we've all been there when we're completely, you know, we

07 00:11:57

might have had a glass of wine and we kind of go off on one

07 00:12:00

about this particular product that we're making or something, a new

07 00:12:04

idea that we've got kind of on the go or something like that.

07 00:12:08

What I'm talking about is getting that kind of stuff out there in your

07 00:12:12

marketing platforms so you don't have to radically develop

07 00:12:16

this kind of confident, you know,

07 00:12:20

strong personality. If that is not your natural vibe, if it is, great. But

07 00:12:24

if it isn't, and particularly if it isn't, then I think that that's when

07 00:12:28

people kind of go, oh, marketing with personality, that's what that means. And

07 00:12:31

actually what we're doing is we're just finding a way that feels comfortable

07 00:12:35

for us. But at the same time, you're still working on a marketing

07 00:12:39

plan and whatever, again, whatever that plan looks like to you.

07 00:12:42

So you might be thinking about, well, why do

07 00:12:46

people love what we do? Why do you know? And then

07 00:12:50

sort of coming at it from that kind of enthusiasm rather

07 00:12:53

than the worried about what people think. And I

07 00:12:57

think that's the really solid kind of base for what I mean by

07 00:13:01

marketing with personality. And the next thing I was thinking about

07 00:13:04

was when you're at markets, and I

07 00:13:08

keep seeing those jokey reels about the different kinds of customers that show up

07 00:13:12

at market stalls, the ones who show interest and ask questions

07 00:13:16

but still don't buy. But actually, when you're thinking about all those

07 00:13:20

questions that people ask you whether they buy or not, that's

07 00:13:23

all juicy fodder, if you like,

07 00:13:27

for marketing with personality, because that's all personal to

07 00:13:31

you. That's all personal to you and your

07 00:13:34

products. And I think that sometimes when we get

07 00:13:38

kind of caught up in, well, you know, what do you want from me? It's

07 00:13:42

a mug. If you want the mug, great. If you like drinking tea, buy a

07 00:13:45

mug. But actually, it's like, how was it made? How were the

07 00:13:49

colors chosen? What kind of branding is it? Is it for, you

07 00:13:52

know, is it clearly for quirky people or is it for color lovers? Is it

07 00:13:56

for, is it dark? You know,

07 00:14:00

whatever it might be, you're looking at the unique aspects. And I think

07 00:14:03

that particularly with small businesses, we

07 00:14:07

get caught up in this idea of the saturated market. Oh,

07 00:14:11

well, there's loads of people doing what I do now, so, you know, you can

07 00:14:15

get a bit demotivated. But this is where marketing with

07 00:14:18

personality comes into play. Because if we're

07 00:14:22

not using our personality, if we haven't got that,

07 00:14:25

basically, if we haven't, if we're not creating that unique brand for ourselves, because that's

07 00:14:29

what I'm really talking about, then we're only ever going to compete on

07 00:14:32

price, and then it's just a drive to the bottom because we can't

07 00:14:36

compete with mass producers. We're small

07 00:14:39

businesses. So I think that would be where to start

07 00:14:42

with that. Yeah, that makes a lot of sense. And as you were talking, I

07 00:14:46

was reflecting on the fact that obviously, I interviewed loads of product

07 00:14:49

businesses on this podcast, and I interview people who

07 00:14:53

sell all kinds of things, but I can have a few people

07 00:14:57

on who sell the same products I've had quite a few guests on who sell

07 00:15:00

jewelry and every one of them, the impression I have of

07 00:15:04

them and their company and their products will be different because of

07 00:15:08

what they've told me and what's important to them and the story

07 00:15:11

and how they got started and why they got started,

07 00:15:15

all of that. I think that I was reflecting when you were speaking,

07 00:15:19

that's the kind of the, that's the kind of thing we're all interested in. I

07 00:15:22

can't tell you how many times I've bought something of someone because I've introduced them

07 00:15:26

for the podcast and I've just been like, oh, I love the fact that you

07 00:15:29

did this because of that. I love you inspired by this, or you retrain.

07 00:15:33

Whatever it is, you hear someone's story and instantly there's a bit

07 00:15:37

of a hook there. And it's, it's really interesting. And I

07 00:15:41

think, I think maybe that

07 00:15:44

part of what you're talking about is just finding a way to talk about your

07 00:15:48

products or an aspect of your product or your business or you

07 00:15:51

that people are interested in. Yes, absolutely. Your

07 00:15:55

story is such a big part of it because, well, that's

07 00:15:59

partly why you know them well enough to interview them on your podcast,

07 00:16:03

because they have developed a clear brand. They've got the story out there.

07 00:16:07

They're telling those stories. They're telling their why. They're showing their

07 00:16:10

why. You know, I love to talk to businesses

07 00:16:14

where it's really clear what their story

07 00:16:18

is, why they exist. I was talking to

07 00:16:22

this company the other day and their entire

07 00:16:26

business is secondhand kids clothing, which is amazing. And

07 00:16:29

now they've just started a rental branch of it as

07 00:16:33

well. There's going to be a real story

07 00:16:36

there and that people can emotionally invest

07 00:16:40

in. And I think that's, again, why the marketing with

07 00:16:43

personality is how you can win over

07 00:16:47

brands who are not doing this, no matter what kind of size of

07 00:16:51

business you are or how long you've been going. And

07 00:16:55

I think that this is one of the reasons the podcast is great for this,

07 00:16:58

is that you're hearing people tell their story in their. I don't know. I

07 00:17:02

would say that because we are recording this world podcast, I do think it's true.

07 00:17:06

There's something about hearing people tell their story or talk about their products or their

07 00:17:09

business in their own voice and their own words. You really

07 00:17:13

get a sense of them. And it's probably why it's my favorite way of

07 00:17:17

finding out about new people, new businesses. But

07 00:17:21

for those of us who maybe, you know, because going on a podcast and being

07 00:17:24

interviewed absolutely isn't for everyone. So what other

07 00:17:27

ways do you think there are for businesses to sort of

07 00:17:31

inject some personality into their marketing if perhaps

07 00:17:35

you're, you're introverted or, you know, you don't want to maybe be on a podcast?

07 00:17:39

Maybe you don't even want to be on video. Maybe you don't even want to

07 00:17:41

show your face. How else can we do

07 00:17:44

this? You can tell your story in your social media captions

07 00:17:48

if you don't want to show your face, if you don't want to do video

07 00:17:50

yet, or if you want to mix it up, tell your story in the video.

07 00:17:53

In the social media captions. I cannot tell you how many social media

07 00:17:57

posts I read. And I'm just like, they clearly

07 00:18:01

spent so long on the graphic that they just couldn't be bothered with the caption

07 00:18:04

or whatever it might be. Or they just thought,

07 00:18:08

we're assuming too much of what the reader knows and

07 00:18:11

remembers. And so, you know, we all, we all scroll, don't we?

07 00:18:15

We all scroll. We don't press like, on everything. We probably look on quite a

07 00:18:19

few different accounts, all that kind of stuff. Or we look on our explore

07 00:18:23

page and we're just browsing. And I love

07 00:18:27

the ones where people tell stories. And that can be as

07 00:18:30

simple as using the adjectives that

07 00:18:34

happy customers have used to describe your products within that story.

07 00:18:37

It could be just simply how you made it. You could keep it super

07 00:18:41

simple. Heck, you could even use AI to help

07 00:18:45

you tell that story. I wouldn't say make. Let I tell them, make up the

07 00:18:48

story, put a draft version in and let them maybe

07 00:18:52

jazz it up a bit. But with,

07 00:18:56

if you're wondering where to start with that, that's where I would start telling the

07 00:19:00

stories. More on your social media captions. Another way to start with that

07 00:19:03

video. Emails. Set up that email list. I started my

07 00:19:07

email list with 16 people ten years

07 00:19:11

ago. And, you know, I really,

07 00:19:15

you know those people because I emailed them regularly. They would then tell

07 00:19:18

other people and so on and so on. So that word of mouth became really

07 00:19:22

strong because I was chatting away in my

07 00:19:26

emails. I wasn't kind of, you know, getting head up on

07 00:19:30

the structure and the conversion rates and the open rates, everything.

07 00:19:33

I was just sending it out until it started growing and that

07 00:19:37

it did. So there's different ways to do it. But then, of

07 00:19:40

course, with video, you don't have to show your face. You

07 00:19:44

could just do voiceover on the video and that could be for stories,

07 00:19:48

reels, TikToks, whatever videos you're doing. But I do think

07 00:19:52

it's important for, you know, to

07 00:19:55

acknowledge your progression as you create different types of

07 00:19:59

content. And what I really like to do is encourage people to

07 00:20:03

play around and find out and if you really hate it, delete it.

07 00:20:07

Like no one's going to know, it's absolutely fine. But really

07 00:20:10

playing around with different types of content and having a look at going, oh,

07 00:20:14

maybe I could do a piece of content like that that I saw Joe bloggs

07 00:20:18

do over there and really sort of seeing, particularly the

07 00:20:21

voiceover. I think that's a really great way to, again, inject some

07 00:20:24

personality and really kind of say, oh, right, okay, so they're like a nice,

07 00:20:28

calm brand. Great. That's, you know, that's exactly what I want from my

07 00:20:33

scented candle or whatever it might be, or, oh, look,

07 00:20:36

they, I saw a business yesterday. They repurpose

07 00:20:40

broken paddling pools and inflatables and they make

07 00:20:43

handbags out of it. I mean, that's amazing. But as you'd expect, the

07 00:20:47

maker was doing a video and she had colorful hair and she was talking

07 00:20:50

very enthusiastically and all this kind of thing. So it was all very

07 00:20:54

on brand. So I thought, great, because there's a story there and there's

07 00:20:58

personality. So really there's all sorts of different. Ways to do

07 00:21:01

it that makes sense. Thank you. And I liked your point as well

07 00:21:05

about looking at content and getting inspired by other people's content as

07 00:21:08

well. Absolutely, yes.

07 00:21:12

Who is it that said there's no such thing as an original idea? I mean,

07 00:21:15

I don't know how true that is, but I do think that we are allowed

07 00:21:18

to be inspired by other people without directly copying

07 00:21:21

them. And in fact, I love that feature on reels

07 00:21:26

where you can remix a reel. So I've actually just recently had a

07 00:21:29

reel go viral, which, funnily enough, I'm not

07 00:21:33

in. It's Elmo from Sesame street.

07 00:21:37

But I put my own caption and I put my own

07 00:21:41

text on it because I remixed someone else's reel.

07 00:21:45

And I've had, I think, over 8000 saves of that reel now.

07 00:21:49

So, you know, that kind of visibility is obviously going to be

07 00:21:52

really important to me. Yeah, I can

07 00:21:56

see that. And I forgot about the remixing. I've never remixed a meal a reel,

07 00:22:00

as you can probably tell. I forgot that was even a feature. But that sounds

07 00:22:03

like a nice way, perhaps to start using reels as well, to use

07 00:22:07

something else as a starting point. Absolutely. Because I love making

07 00:22:11

people laugh this funny clip of Elmo really shows off my

07 00:22:14

brand personality as well as giving some useful information in the

07 00:22:18

caption. And I've got a few others saved as well. Like, I

07 00:22:22

love SNL, so I've got a few reels of those saved that I'm going

07 00:22:26

to remix at some point. I found another Elmo one, you

07 00:22:29

know, so it really kind of helps give an indication. I think memes

07 00:22:33

and clips like that can also really help show off your brand

07 00:22:37

personality as well. That's a really good point.

07 00:22:41

Now, you've said that the clips that someone chooses to share,

07 00:22:45

especially on a business account, does give you a good indication

07 00:22:49

of who that person is, what they like, what their personality is, what their sense

07 00:22:52

of humor is, perhaps. Exactly. You know, from that,

07 00:22:56

from that kind of content that I am a joyful,

07 00:22:59

optimistic sort of person, you know, that I am not going to be

07 00:23:03

this serious corporate, minimalist

07 00:23:07

kind of brand. Not that there's anything wrong with that. You just know that I'm

07 00:23:11

not going. To be that and coming off track a little bit. I'd also like

07 00:23:14

to say that we get that from your website as well, Maddy, which will be

07 00:23:18

linked in the show notes for anyone who wants to look. Your website

07 00:23:21

is very, very different to, I want to say, any website that

07 00:23:25

I've looked at for someone who does similar to what you do, if you see

07 00:23:29

what I mean, your website is really distinct. It's got a lot of personality.

07 00:23:33

Before I even spoke to you, I had a strong sense of what kind

07 00:23:36

of person you would be through your website. So is that something else

07 00:23:40

we should be thinking about? When we think about marketing with personality, should our

07 00:23:44

websites be an indication of that personality

07 00:23:47

or. Not necessarily. I'm curious. I'm a massive

07 00:23:51

fan of having a strong brand, but I should

07 00:23:55

say this, I did not start off with that kind of brand. That is

07 00:23:59

so much pinterest planning on secret boards of

07 00:24:03

what kind of branding I, you know, and when I say branding, I mean

07 00:24:06

it was the style of photography because there is like kind of big

07 00:24:10

extrovert, you know, it's me in a pub with blue

07 00:24:13

hair, space buns, quite casual these

07 00:24:17

days, but really kind of, you know, with a powerful

07 00:24:21

stance but relaxed. I like to call it sassy and soft. That's why I

07 00:24:25

named my second brand. And with

07 00:24:29

my strong branding, I really wanted it to feel like a. A

07 00:24:32

welcoming bar, you know, where you could pull up a chair next to

07 00:24:36

me and have a good conversation. And that's really what I wanted for

07 00:24:40

my branding. So when you're thinking about your branding. Absolutely. Go first.

07 00:24:44

You know, go and speak to brand designers, because I'm no brand designer, but

07 00:24:48

I did work with a brand designer to develop that

07 00:24:51

website so that I was really clear on what kind of fonts I wanted,

07 00:24:55

what kind of fonts I didn't. The color scheme and all that kind of stuff,

07 00:24:59

and the brand photography as well. I worked with a great brand photographer for those

07 00:25:02

photos. So I did a lot of planning and a lot of

07 00:25:06

evolution over the years. And I think that's also something I wanted to bring

07 00:25:09

up in this chat as well, is that

07 00:25:14

we don't allow ourselves to evolve. We kind of say, oh, we're

07 00:25:17

unhappy with our website or we don't like how our Instagram aesthetic

07 00:25:21

looks or whatever, but actually we don't think about what we want

07 00:25:25

instead. And so we use that as a reason not to be

07 00:25:28

visible. And so what I would definitely encourage everyone to

07 00:25:32

do is hop onto Pinterest look up,

07 00:25:36

because there's all sorts, obviously, on Pinterest look up color schemes that you love.

07 00:25:39

And it could be from anything, take inspiration from anything. I think I got mine

07 00:25:43

from old photos of Madonna from the eighties,

07 00:25:47

from a couple of neon bars I found from America,

07 00:25:51

you know, and from small photos of Susan

07 00:25:54

Sarandon and, like, Drew Barrymore, things like that. So, you know,

07 00:25:58

icons from, yeah, eighties and nineties and how I really

07 00:26:02

wanted that to look. And, you know, it could be different for everybody.

07 00:26:06

But hop onto Pinterest and it's really fun. Do some vision boarding.

07 00:26:10

Yeah, that is fun. So when we're

07 00:26:14

thinking about selling products, how do we add personality

07 00:26:18

to our marketing? Because I think this might be something

07 00:26:21

where people are coming a bit unsullied. Because I think if you're a service business

07 00:26:25

or you have a personal brand, it can not always, but it can feel

07 00:26:29

easier to put some personality into what you do. I do

07 00:26:33

think it can possibly be harder if you're selling products,

07 00:26:37

particularly if you're not visible as the face of the

07 00:26:40

business, let's say. So you have a brand and it's

07 00:26:44

your brand, it's your business, but you're trying to put the products front and

07 00:26:48

foremost rather than yourself. I don't know if I'm wording this correctly, but

07 00:26:52

I think you get the gist of what I mean. How do we add personality

07 00:26:55

when it's all about the products? Okay, so let's take the

07 00:26:59

scented candle example, shall we? So

07 00:27:03

if I was selling scented candles,

07 00:27:06

I would consider how do people want to

07 00:27:10

feel about those scented candles and my guess is that

07 00:27:13

they want to have long, hot bubble baths. They want to have a relaxing

07 00:27:17

time of it in their home, in their home office. They want

07 00:27:21

to have a break from everything, all the noise. So we're thinking quite

07 00:27:25

calm and quiet. If they're kind of quite minimal

07 00:27:28

designs, I might be thinking, okay, so we'll do quite minimal

07 00:27:32

videos. We'll use nice classical music. We won't use

07 00:27:36

upbeat. We'll use kind of lo fi sounds. We'll search

07 00:27:40

for that on reels. We'll create video content

07 00:27:43

with kind of maybe beautiful textures. We'll will

07 00:27:47

try and invoke that sense of what people

07 00:27:51

want from buying that candle. And that's how you

07 00:27:55

can start carving out that personality for your brand.

07 00:27:59

Because when I say marketing personality, it doesn't have to be yours. No,

07 00:28:02

obviously it could look easier for me because I've got a

07 00:28:06

personal brand, but if it's not you, then it's actually somewhat

07 00:28:09

easier to develop a personality

07 00:28:13

for a brand that is not actually yours. So like I was just

07 00:28:17

describing, with that calm, quiet, beautiful music,

07 00:28:20

calm surroundings, you could create that

07 00:28:24

personality. And that's what people are buying into

07 00:28:28

that makes sense. And do you think there's an element there or thinking about

07 00:28:32

the personalities of your customers?

07 00:28:35

So coming back to candle example, if you have

07 00:28:39

a sense of who your customer is and why they're

07 00:28:43

purchasing from you, is there some of that goes

07 00:28:47

into it as well? I don't know whether there does because actually,

07 00:28:50

if you think about it, all sorts of different people buy scented candles. All

07 00:28:54

sorts of people might buy any products. And so I

07 00:28:58

actually quite tempted to move away from the traditional

07 00:29:01

client or customer avatar, if you like the customer

07 00:29:05

profile. I'm thinking about their values and their

07 00:29:08

wishes. What do they want from life? So people

07 00:29:12

buying a scented candle could be a woman like me who's

07 00:29:15

living at home alone and they have a stinky cap, but they also like

07 00:29:19

long, hot baths. So they're like a scented candle. Right. But

07 00:29:23

I also equally could be a busy mum with five kids

07 00:29:26

clamoring all over the shop and her yelling at her husband

07 00:29:30

or, you know, whatever, going, I just need five minutes peace and quiet.

07 00:29:34

Okay, can you all, can you just take the kids out or whatever it is,

07 00:29:37

you know, on a Saturday morning and the mum can, like, put down a candle

07 00:29:40

on and like, have some five minutes of quiet. So we're not

07 00:29:44

going to look the same, be the same, or live in the same area

07 00:29:48

necessarily. We might well do, but actually what we want

07 00:29:52

is that calm and quiet. And so that's the personality that you have to tap

07 00:29:55

into, in my opinion. Thank you. And the reason I wanted

07 00:29:59

to ask that does come back to what you said before about, there's a lot

07 00:30:02

of advice out there, and I don't hear it as much now, but certainly

07 00:30:06

ten years ago, you'd be hurt. You'd be told, make an avatar for your

07 00:30:10

customer. Think about what they're called and where they shop and what they read. And

07 00:30:14

I'll be honest, I never did any of that because it seemed like an awful

07 00:30:17

lot of work, but that always was the advice. But then when you

07 00:30:20

try and do that and then you think about the personality of your

07 00:30:24

brand, I was thinking, that's actually a lot. So I think that'd be really comforting

07 00:30:28

for people to hear you say. And, of course, there's nothing wrong with people who

07 00:30:31

want. If people want to create an avatar for their customer,

07 00:30:34

that's all good, too, to hear you say, you don't

07 00:30:38

have to do that when you're thinking about how you add

07 00:30:42

personality to your own brand. Definitely not. I think that

07 00:30:46

I've always. Because I always used to wonder, like, why is that the

07 00:30:49

advice? And I think I might have even given that advice, and I thought if

07 00:30:52

I give that way back when. But

07 00:30:55

actually, when I start to think about what are their

07 00:30:59

values rather than what newspaper do they read,

07 00:31:04

then I tend to. I tend to get a better match

07 00:31:07

anyway. So I might then sell to

07 00:31:11

people who don't have the same values as me for, well,

07 00:31:14

sorry, the same, you know, news. They might not read the same newspaper as me,

07 00:31:18

or they might not live in the same town as what I'm thinking. So then

07 00:31:22

I used to think, well, where does that fit in with my ideal customer profile?

07 00:31:25

But actually, they have the same values as me, which is they

07 00:31:29

also want to learn how to take up space. They also want. They also

07 00:31:33

want to thrive as a woman running their own business. They, you

07 00:31:36

know, they might have feminist leanings, they might not. They might be

07 00:31:40

curious about feminist leanings, you know, all this kind of thing. So that's. That would

07 00:31:44

be why I'm lean. That's why I lean more into that stuff, rather

07 00:31:47

than, you know, she's 36, she lives in

07 00:31:50

Peterborough. All that jazz, I think it makes sense. I think

07 00:31:54

it's just looking at the other way around, which is if you build a strong

07 00:31:57

personality for your brand, you will attract people who have the

07 00:32:00

same values and possibly the same interests, depending on what your brand

07 00:32:04

personality is, rather than doing it the other way around and trying to

07 00:32:07

create a brand personality for a

07 00:32:11

customer avatar who may or may not exist. Exist, yeah,

07 00:32:15

for sure. I mean, so I haven't even mentioned my gifts yet, but

07 00:32:19

in lockdown, I learned to create gifs of myself

07 00:32:22

and I learned how to get them visible

07 00:32:26

on the Internet, and they continue to go viral. So they have been

07 00:32:30

seen, I think, over hundred million times now, which is

07 00:32:34

kind of wild. I can't really, like, envisage that number, but, yeah, that's

07 00:32:37

what. That's what I'm told by the stats. It's a big number.

07 00:32:41

Right. But I know that when clients or

07 00:32:44

friends or friends of clients or, you

07 00:32:48

know, clients of friends, whatever, they. I'm being used in all

07 00:32:52

sorts of different meetings, discussions, conversations, and I often get

07 00:32:55

tagged. And then I. Then there's another sort of aspect

07 00:32:59

of, oh, well, that's Maddy. She likes to, you know, be optimistic

07 00:33:03

and joyful, and that's what her gifts are and that's why they've gone so

07 00:33:06

popular. Not always, of course. You know, like, celebrities have used

07 00:33:10

my gifts, obviously not knowing that is I.

07 00:33:14

And of course, there's no way I can message them because they're never going to

07 00:33:17

read their dm's from people they don't follow. Right. So. But

07 00:33:21

no, it's all sorts of different ways to help

07 00:33:26

that idea of who you are and what you do out there.

07 00:33:29

Particularly. Particularly if you don't want to get your face out there.

07 00:33:33

Conveying that concept of what you're selling

07 00:33:37

is just as important as the product. That's really

07 00:33:40

helpful. Thank you. And I also think it's really helpful to know that you and

07 00:33:43

your brand can have entirely different personalities.

07 00:33:47

I think that's also really useful and hopefully reassuring as

07 00:33:51

well. Yeah, absolutely. Absolutely. Although I would say

07 00:33:54

this when you're selling, so I know one of

07 00:33:58

my clients is sells country living products. So

07 00:34:02

horses, dogs, gardening, all those kinds of things. She makes

07 00:34:06

them and personalizes them, and it's amazing. And

07 00:34:09

she is very much a fan of all those things. That's why she wanted to

07 00:34:13

create that business. That's why she's very passionate about it. So I

07 00:34:17

would just be wary if you're looking at selling products

07 00:34:21

and, you know, maybe I'm wrong, so forgive me if I

07 00:34:24

am, but it usually there is a strong overlap. I call it like

07 00:34:28

a Venn diagram, you know? So your personality probably shouldn't

07 00:34:32

be, your own personality probably shouldn't be radically different from what it is you're trying

07 00:34:35

to sell because otherwise it's not going to work. Yeah, absolutely. I think I was

07 00:34:39

thinking more along the lines of you could be quite an introverted,

07 00:34:43

quiet person, but maybe the products that you're selling,

07 00:34:46

your brand could be quite bright and loud and colorful,

07 00:34:50

perhaps. I think I was meaning more like that because you're absolutely right. I mean,

07 00:34:53

if you are, I don't know, very big on sustainability

07 00:34:57

and you're selling, I don't know. So I can't think of a good example. Plastic

07 00:35:01

straws. But you know what I mean. Yeah. Then that doesn't

07 00:35:05

fit. So I think, absolutely. I think your business values and your

07 00:35:09

brand values need to align. But I think there is a bit of space with

07 00:35:12

a personality that maybe if you are quite shy, for example, you could have a

07 00:35:15

bit more fun with Persona of your brand.

07 00:35:18

Yes. I think it's also interesting, just if you do

07 00:35:22

sell at markets as well and sell in real life, to also keep that

07 00:35:26

in mind, because then people might have an expectation,

07 00:35:30

I suppose, of, oh, okay, so you've got a bright and quirky

07 00:35:34

brand. But then I've met a lot of bright, quirky introverts, actually,

07 00:35:37

so forgive me, I'll stop talking.

07 00:35:41

The story is really interesting, though, because you do get an eye. You do have

07 00:35:44

sometimes, whether we want to admit to this or not, we do sometimes have

07 00:35:47

preconceptions of what x person will be based on

07 00:35:51

their brand, their products, what we've seen online. Yes, I think we

07 00:35:55

do. We do. Yes. And it's not. And it's not always what you'd

07 00:35:58

expect. No, definitely not. Definitely not. Sometimes it's fun to blow up people's

07 00:36:02

expectations. Oh, yeah, definitely. So,

07 00:36:06

Maddy, thank you so much for all of everything that you

07 00:36:10

shared. I think this is really useful. I think it's a lot to think about

07 00:36:13

as well. Actually, one final question before my

07 00:36:17

final question. So the penultimate question is, so do you think

07 00:36:21

that for a product's business, it's okay to not

07 00:36:25

put yourself front and center of your business if that

07 00:36:28

doesn't. If that doesn't work for you. So when we talk about your brand

07 00:36:32

personality, is it okay to be the founder of a brand and actually

07 00:36:36

let the brand lead and keep yourself a bit quieter?

07 00:36:40

Absolutely. I give you full permission to do that as long as you do push

07 00:36:43

the brand personality. So there's like a caveat to my answer,

07 00:36:47

because what I've noticed is I have, you

07 00:36:51

know, I meet business owners because, of course, you know, down the pub

07 00:36:55

even, I get into conversation with people and say, oh, I run my own business.

07 00:36:58

I make beauty products or something like that. And I'm saying, okay. What

07 00:37:02

kind of marketing do you do? And they do the most stunning photography. They

07 00:37:06

really do this one particular business I have in mind, and they'll

07 00:37:10

never show their face, and that's their style. Absolutely fine.

07 00:37:13

But they're not pushing what they are doing

07 00:37:17

enough. So I'm not saying it's not good enough. It's

07 00:37:20

beautiful. But they need to be looking at other ways

07 00:37:24

to push that and develop that brand

07 00:37:27

personality now that they have the beautiful photograph. So

07 00:37:31

I think I would just say if you want to detach

07 00:37:35

yourself from that and not be the face of your brand, absolutely fine.

07 00:37:39

But make sure you're really pushing the stuff that you are doing.

07 00:37:42

That's really helpful. Thank you. And so finally, Maddy, my

07 00:37:46

real final question. What would your number one piece of advice be

07 00:37:50

for marketing with personality? To

07 00:37:53

play around with different styles,

07 00:37:57

different platforms, and find out what

07 00:38:00

works for you before you start finding

07 00:38:04

out, you know, before, before you burn yourself out trying to find what

07 00:38:08

works for other people. Because without you, there is no business. And that's what

07 00:38:11

the main thing is. That's really good advice. Thank you. Because it can be too

07 00:38:15

easy to think, oh, I should be on this platform because so and so is

07 00:38:18

doing that, or I should create gifts because Maddy's done it or whatever the

07 00:38:21

thing is. So, yeah, that's really good advice. Thank you so much.

07 00:38:25

Thank you. Thank you so much for

07 00:38:29

listening. Right to the end of this episode, do remember that you can get the

07 00:38:32

full back catalog and lots of free resources on my website,

07 00:38:35

vickiwineberg.com. Please do remember to rate and review this

07 00:38:39

episode if you've enjoyed it and also share it with a friend who you think

07 00:38:43

might find it useful. Thank you again and see you next week.