SCML 04: Melissa Eggleston of The Zombie Business Cure

In this freakin’ AWESOME episode of The Smarter Content Marketing Lab Podcast, Melissa Eggleston joins me in the lab. She’s the co-author of a new book called The Zombie Business Cure: How to Refocus Your Company’s Identity for More Authentic Communication.  (Cool name, huh?) Think of it as a self-help book for your business.

Cool Things You’ll Learn

In the episode, Melissa provides TONS of great–and actionable–info about content marketing and business identity. You’ll learn:

  • What website user experience (aka UX) is and why it’s important
  • Where the book title—The Zombie Business Cure—came from
  • The difference between a zombie-like business and one that’s truly human-centered
  • How to determine if YOU might have a “zombie” business
  • The difference between a business identity vs. a brand identity
  • Why you need a strong business identity in order to attract more of the right customers
  • Why the word “brand” can have a negative connotation among consumers
  • How business identity can impact content development for your business
  • The danger of jumping into tactics before understanding what your core business values are
  • How the relationship between consumers and businesses is a lot like dating
  • Why you shouldn’t be afraid of restricting your customer base by highlighting the uniqueness of your business
  • How a business can become much more human by embracing mistakes
  • How to build your own business identity

We cover a LOT of REALLY interesting topics that you don’t want to miss. So, go ahead and dive in!

Things, People and Places We Talk About (and that You Might Like!)

Some of the following links might be affiliate links. By using them, you don’t pay a penny extra. But I get a very small–yet HUGELY appreciated–payment that helps keep this podcast going!

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What Brené Brown Taught Me about Being a Fearlessly Authentic Entrepreneur

The "friendly driving wave." That was the focus of Brené Brown's very first Facebook Live post. And it was HILARIOUS! But, in only a few hours, it was gone.

If you're a fan of Brené's like I am, then you know that she's a research professor at The University of Houston and does a lot of fantastic work surrounding courage, shame, vulnerability and authenticity. I discovered her when I was looking for videos on TED.com that I could use as examples of presentations that really connected with audiences. And the one she gave at TEDxHouston about the power of vulnerability was PERFECT.

Brené is known for dealing with a lot of really serious stuff. I mean, there's nothing innately funny about vulnerabilty or shame. So, that's why I was so surprised and DELIGHTED to see her Facebook Live post about the importance of NOT driving in the passing lane if you're not passing AND the courtesy of the "friendly driving wave." As a southerner, I grew up watching my dad give that wave to people we'd meet on country roads as we were going to my grandparents' house or to church. For him, the "wave" was typically just a lift of a couple of fingers from the steering wheel with a quick flick to the right. It was a simple, yet important, acknowledgement that said to the other driver, "I see you. I know you. I like you."

As an adult, I carry on the tradition of the "friendly driving wave"--typically throwing up a hand when someone lets me pass or lets me merge into a crowded lane. It's a quick way of saying thanks. And THAT'S what Brené was talking about on Facebook Live as she was driving back from giving a talk in Baton Rouge. Now--let's be clear--she WASN'T videoing herself or being unsafe in any way, shape or form. Her passenger was doing the videoing as Brené gave a short--yet ALL TOO FUNNY--lesson about the rules of courteous driving. I loved it and thought how nice it was to see her in a more relaxed setting, enjoying her day and letting her personality really shine through. It made me even MORE of a fan because she allowed us to see her as a real person. Cool, right?

Later than evening, I saw a new post from Brené pop up on Facebook. In it, she explained that she had taken the "friendly driving wave" Facebook Live video down. I was like, "WTF, Brené??" Evidently, some who had seen the video had commented that it was an example of distracted driving. So, because of that, Brené took it down--acknowledging that she wouldn't want her kids to do something similar. However, she went on to say that some other folks had commented that they don't follow her "for silly Texas driving tips." Instead, they follow her for "posts on serious topics." SERIOUSLY??? It was this next part of her post that endeared me to Brené FOREVER and that taught me an important lesson about being a more fearless and authentic entrepreneur. Here it is in her own words:

I deleted the post because it's probably not a great idea [to video while driving.] NOT because people didn't like it or jumped on me about it. If I took down everything that pissed off readers, this would be a very quiet neck of the woods.

A couple of people also commented that they don't follow me for silly Texas driving tips--they follow me for posts on serious topics. I'm really inclined to say, "too bad." I am a serious person who talks about serious things. But that's just part of me. If the other part of me doesn't work for you--that's totally ok by me. Seriously .

Brené Brown

This. Was. AWESOME!! I was like, "PREACH, Brené!" But, even more than being STOKED about her response, here's what it taught me:

  • Live Your Brand AUTHENTICALLY. Brené writes about and talks about and promotes the idea of being authentic. But that can be tough to do as an entrepreneur. There's a HUGE risk that comes with showing others who we really are. Will they like us? Will current customers stick with us? Will potential customers be turned away? If people don't like you or your business when they see who you really are, then--as Brené said-- "TOO BAD!" Not everyone is going to love you or even like you. What you're offering isn't going to be something everyone can benefit from. And that's perfectly okay. Because, in the end, the people you want to join you on your entrepreneurial journey are those who get you, who dig what you do, and who connect with you because of who you really are. Trying to be someone you're not in order to get and keep customers isn't only going to be exhausting--it's also going to be an exercise in futility. We are our brand--and we have to decide how we're going to live it.
  • If Something Doesn't Work, So What? This was Brené's first attempt at Facebook Live. And she ended up taking it down after some blow back. But she didn't just go away into a corner and tell herself "NEVER AGAIN!" Instead, she used it as an opportunity to connect with her audience by being completely transparent about what happened. And guess what? Her audience LOVED it. There were so many comments about how Brené was living her own life the same way she encourages others to live theirs--courageously. Being an entrepreneur is one of the scariest things in the world. But we have to face that fear every day and try new things. Some will work. Some won't. And if they don't--it's not the end of the world. Because it's ONLY through taking those risks--large or small--that we move toward the life we're meant to live.
  • Don't Forget the Friendly Driving Wave. A little sign of kindness and appreciation goes a long way. By letting others know we appreciate what they've done makes us all better human beings. Whether it's throwing up a quick wave to someone who's let us in a crowded lane on the highway or thanking our customers in small--yet unexpected--ways, it makes a difference. And isn't that why we're entrepreneurs in the first place?
  • So, speaking of showing appreciation, THANK YOU, BRENÉ BROWN!  I'm throwing up a metaphorical "friendly driving wave" to you. Your first foray into Facebook Live was more successful than you might have imagined. It's inspired me to be a more courageous and authentic entrepreneur--and it's also reminded me to NOT DRIVE IN THE PASSING LANE IF I'M NOT PASSING!

    If you enjoyed this post--AWESOME! I'd love to have you join me for more cool stuff over at The Smarter Writing Lab. And be sure to check out my FREE Copywriting Crash Course that'll teach you to how to develop content that will help you build your business by connecting more authentically with your audience. 

 

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