Declare your marketing independence

Marketing independence, you say? What does that mean? I'm talking about letting go of the ideas that keep you stuck in the same unsatisfying definitions of what your marketing message "has to be".

In honor of the July 4th holiday, this week I want to share four tips for leaving your old rules behind and freeing yourself to think differently about your business' marketing message.

1. Stop following the competition. Yes, you should know what they're doing. And yes, you should absolutely learn from any smart ideas they're implementing. But their message and their methods won't work for you for one simple reason: you're not marketing their business. Authentic communication and connection with your customers (and that's what "marketing" is really all about, right?) is about being remarkable. Not parroting the other guys.

2. Lose the stilted marketing speak. Start having a conversation. Show some personality. Be who you are. Throw caution to the wind and use a few contractions. This goes double for corporate lingo and triple for technical jargon. Strip it out. Unless of course, that is how you actually do talk when you're across the table from your best client.

3. Worry less about the tools and more about the message. The most common questions I hear are things like "Should I be using social media?" or "What marketing vehicles will be most effective for this?" Even those who aren't asking are sure that it's time to hire a design team to upgrade the web site or that they need press coverage. Yet what usually needs to happen is they need to cool their jets a bit and get their message aligned first. Once you've distilled the essence of what you're trying to communicate for your business and you know who needs to hear it and what that gets you, then picking the right tools is much simpler.

4. Impart knowledge. When a prospective customer/client/student takes a look at your marketing or promotional materials, does he or she learn something new? If not, go back to the drawing board. Whether it's something new about your company, your service or your field, go after the 'aha' moment. Confidently show your expertise, establish your position and differentiate your brand.

How will you free up your marketing to make authentic connections?