3 Ways to Put More “Heart” in Your Marketing

As women entrepreneurs and business owners, we can sometimes get in our own way. We’re afraid to say too much. Get too real. Or we think there’s some magic book of marketing rules that dictates what we can say and how we can say it.

But here’s the thing: In today’s noisy marketing space, having an honest and heartfelt voice – and using it consistently – is imperative if you want to differentiate your business from everyone else’s. And truly engage with your audience.

February is American Heart Month. What better time to check in with the “heart health” of your business? 

One of the first things I do with clients is help them connect {or reconnect} with the emotional center – the heart and soul – of what they do and why they do it. Because who you are, and the passion behind your “why,” is what makes people choose your products or services.

I encourage you to do the same. Remind yourself what matters most to you. What kind of relationship do you want to have with your customers? How can you make their lives better? How do you want them to feel after working with you or using your product or service? Hold the answers in your mind when you sit down to create content for your website or blog.

Putting more “heart” in your marketing is about being more YOU.

This takes courage. You must be willing to show up as a living, breathing human being – not just a business owner. Try putting these three basic principles into practice:

1. Keep it real.

Being “real” doesn’t mean pouring your heart out on Instagram. It does mean strengthening your connection to what you and others value about you. If you’re always promoting product attributes or touting your expertise, try injecting more YOU into blog posts and emails. Tell a story to illustrate a point. Share a problem and how you resolved it, or a mistake you made and what you learned from it. Be vulnerable – and you’ll connect with the vulnerability of your audience.

2. Personalize, don’t generalize.

We often think about our clients or customers as a faceless demographic, not as individuals. Next time you write about your business, picture an actual person, with real needs, that your business serves – and speak to them. Your marketing content will instantly sound more like talking and less like selling.

3. It’s not about you.

Sure, your readers care about you. But ultimately, they want to know what’s in it for them. Focus on engaging in a two-way conversation. Ask them what they want, what they hope for and what drives them crazy. By getting to know them, you can give them meaningful content that informs, inspires and taps into their emotional connection with your product or service.

A strong brand comes from a place of truth about what a business represents. When we own our business stories and share them without apology, we’re putting our hearts – and humanity – front and center. And, just maybe, we’ll inspire others to do the same.

Heart disease is the leading cause of death for women and men in the U.S. Learn how you, your friends and your family can be heart healthy together.