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Lisa Barone on Authenticity

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“Authenticy in marketing is telling a story people want to hear.” – Seth Godin

Lisa Barone’s session at BlogWorld LA 2011, “Creating Your Blogging Superhero,” covered the topic that seems to have become a buzzword in the new media world lately: authenticity. Authentic scares some people because they think it means airing their dirty laundry, but as Lisa teaches, you can be authentic in a really smart way to become a blogging superhero to your readers.

It reminds me of something Brian Clark said at BlogWorld 2010 – I’m paraphrasing, but basically, what he said is that you need to be the best “you” possible online. I think it’s really smart advice. Here are Lisa’s four tips to creating your blogging superhero:

1. Identify your place in the market.

What makes you different? What do you want your audience to know about you – and more importantly, what do you want your audience to remember about you? Says Lisa, “We live in a crowded complex world. Your audience is only going to be able to remember a few things about you.” Before you can create your blogging superhero, you need to identify your place in the reader’s world.

2. Identify the traits and experiences that help you epitomize that.

What traits do you have as a blogger that help you show that you’re perfect for that place in the market? Those are the traits that you’re going to what to show online. According to Lisa, “Being a successful marketer doesn’t mean letting all the nasty bits hang out.” The traits you display should relate back to your core goal as a blogger.

3. Build a story that ties it together, emphasizing the traits that allow you to be the best version of yourself.

“That’s what marketing is – using yourself to show people their desired outcome,” says Lisa

You don’t have to lie to your readers – you just should be selective about how much you want to reveal about yourself. It isn’t inauthentic to want to show your best traits. You act differently around “the boys” or “the girls” than you do around your children, and you act differently around your children than you do around your boss. Tell a story using the pieces of you that make sense for your readers.

4. Lose everything that does not relate back to what you want to show. It’s a distraction.

Lastly, remember that you don’t have to share anything that doesn’t relate back to your goal, even if it isn’t necessarily bad information about yourself. Remember, people can only remember a few things about you, so think about how you want to be known in your niche or industry. Says Lisa, “Too much irrelevant information distracts from your core goal.”

If you missed BlogWorld LA 2011 or were in another session when Lisa talked, check out the virtual ticket. You can listen to her entire presentation there, as well as see sessions with other speakers.

Allison Boyer freelance writer and content marketing consultant. She also runs the food blog The PinterTest Kitchen with her mom and sister. You can follow her shenanigans on Twitter (@allison_boyer) or contact her at allisonmboyer@gmail.com.


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