Mom (Claire) and I at the twins' graduation
I’m in a social media strategy planning meeting with a client the other day and he mentioned the word, “flawsome.” He heard it at an industry workshop on how to gain lifetime customers. He said that the brand messaging that businesses communicate with their audience online and in print should be one that’s flawsome.
What the heck is flawsome? Well, you and I both see “flaw” plus “awesome.”
One of the definitions in the urban dictionary defines flawsome as, “Something that is totally awesome, but not without its flaws.” Another one says that the term was coined by supermodel Tyra Banks to describe something that is awesome because of its flaws. The idea was that if you embrace the flaws in your body and own them they become beautiful, or flawsome.
Tyra Banks, also the star of America’s Next Top Model (which I got to watch regularly when my twin daughters lived home!) headlines her Flawsome Ball in New York City with, “Celebrating: The Unique Inner and Outer Beauty of New York City Girls.”
This humanistic approach to branding can help you deepen your relationships online. Your prospects are skeptical of a one sided, perfect company. After all, they can read about your flaws easily in Google. How often have you searched, “Is so-and-so product any good?” I do all the time, especially when I’m researching software and IT equipment.
But don’t get hung up on the prefix, “flaws.” The idea is more positive than that. Broadly speaking, your value as a brand is not only your superior products and services, but also that you and your company’s outlook, experiences, and even quirks make you interesting. You have a personality.
When you offer a product or service on your website or get attention on social media, you’re communicating with people. Specifically, more so than ever before in advertising, you’re interacting with individuals. That's because of the uniquely solitary nature of search.
When consumers visit your website or social media profiles and pages, they are looking for products and services. But deep down, they also want to be dealing with an actual person. So to differentiate yourself from your competition, you want to write copy that reflects your humanity. Your individuality.
Here’s how trendwatching.com puts it, “Consumers will embrace brands that are flawsome, brands that are brilliant despite having flaws...Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.”
So don’t be afraid to let your personality show, especially in your social media marketing. An image of you on the golf course at a local fundraiser, interesting info on your hobby, or your employees celebrating a birthday or retirement make you look more human. More approachable. More interesting.
I have talked often in these blog posts of growing up in the 1960s and buying almost all of our goods and services from locally owned businesses. What made it so special is that because the owners were knowledgeable, experienced, and even quirky in their ways, buying from them was fun. And you trusted them because you had a valuable relationship with them.
It’s probably easiest to start installing your newfound flawsomeness in your social media posts. But also think how you might change your bios and About Us pages on your website, too.
And how about my 90-year-old mother and I in the photo above. Sure looks like she’s enjoying her flawsome cocktail. By the way, I actually enjoyed watching Tyra Banks and America’s Next Top Model…Flawsome! (Don't tell my daughters.)
Until next time,
Nick
Some posts you might also find helpful:
About Us...Channel The Donald's Authenticity for Instant Impact
About Us Page...Gain Confidence By Getting Personal
Social Media is the New, "Hey Nick, I Need Some Advice"
Nick Burns is an SEO web writer specializing in persuasive copywriting and content marketing. He provides clients a winning content strategy plus the special web writing to make it work. You can contact Nick here.
