Swagger vs. Substance

“The rule is simple: it’s essential to act the part. And it’s even more important for it to be real.”

Seth Godin

Here is the audio version of this post. Enjoy.
Swagger vs. Substance

There are so many opportunities today for people and businesses to market themselves and their services. With the social web, anyone can put up a fancy website and all of a sudden become the authority on any topic. And while this is awesome in so many ways, it’s also a bit scary when it comes to knowing who to believe and making decisions on where to invest your time and money.

I have been noticing more and more companies trying to market to salons and beauty companies, with a whole lot of swagger and very little substance. Then I came across Seth’s Blog the other day, here is what he said.

“One way that marketers (of any stripe) make an impact is by displaying confidence. Consumers figure that if a marketer is confident in their offering, they ought to be confident in the marketer as return. We often assume that confidence means that something big is on offer.

The problem with swagger is that if you’re the swaggering marketer, you might run into a competitor with even more swagger than you. When that happens, it’s time to show your cards, the justification for your confidence. And if you don’t deliver, you’ve done nothing but disappoint the person who believed in you.

Substance without swagger slows you down. But swagger without substance can be fatal. Right now, we’re seeing more swagger than ever—but it’s rarely accompanied by an increase in substance…

The rule is simple: it’s essential to act the part. And it’s even more important for it to be real.”

Do You Want What They Have?
When we are looking for a mentor, coach or company to help us with our business, it is, as it always has been, buyer beware. But now, with the rise of the social + digital web, it is easier than ever to see if the company that is claiming to be all-knowing is actually doing the very thing they say they can help us with. Are they all swagger and no substance, or are they really walking their talk?

Here are a few things to consider when looking for someone to help you with your business:
1. Do they really understand the salon/pro beauty business or are they just trying to “get rich quick” off the backs of unknowing salon pros? (this sadly is happening now more than ever and it makes my heart and stomach hurt)

2. If they are a marketing company, do you like how they market their own business?

3. If they are a website building company, do you like their website?

4. If they are marketing social + digital services, are their own social + digital pages engaging?

5. Does the company have testimonials from people they have worked with and will they share them with you?

It’s easier than ever to do your homework on companies and people who claim to be all-knowing.  Many can have swagger, but it’s the substance in the end that matters most. This also speaks to how you are marketing your salon.

And remember what Seth Godin shared…The rule is simple: it’s essential to act the part. And it’s even more important for it to be real. Do your homework.

As always, I welcome your comments and thoughts on this post. Or you can share them with me, I’m listening.

(shared with LOVE from Nina)