I’ll be the first to say, I’ve been a bro.
We probably all have.
Because it’s exactly what we’re taught.
We give little pushback due to its “successful” track-record and abstractness.
“well, they’ve been doing this successfully for a long time, it must be the way.”
We rarely question if there is another way.
A better way.
A bro is born
Some guy a long time ago figured out how to perfectly combine psychology, marketing, sales, persuasion, and influence; then he weaponized it to make a shit ton of money.
Then, he taught a handful of people how they should do the same (he made tons of many off them too).
Those people are the gurus who are at the “top” right now, preaching this stuff to you and me.
–> If you’ve ever tried to fit your message into a “proven template” to reach more people even though it felt disingenuous, you’ve likely bro-marketed.
–> If you’ve ever said, “I have 3 spots open for this month,” when you really have more, you’ve bro marketed.
–> If you’ve ever exaggerated or embellished social proof in an attempt to convince people, you’ve bro marketed.
If you’ve ever dishonestly used these words in your messaging to influence people to buy…
- Cart’s closing
- One spot left
- Hurry! Low stock
- Replay is coming down
- I don’t know if I’ll ever do this again
- I’m taking this down forever
It’s possible you’ve bro-marketed.
No, it’s not all bad and a lot of it can be used for good…blah blah, disclaimer, cover my ass…
I hope you’re triggered like I was.
You’ve been lied to.
There is a
better much better way
Let’s dig into that discomfort a bit to see what’s on the other side.
Here’s to pushing back, questioning everything, and creating our own damn path.
What is Bro Marketing
Bro marketing is the use of psychological triggers to shut down thinking and eliminate consent to manipulate and coerce people into buying. Source.
- Quantity over quality
- Overselling, overpromising, underdelivering
- Lack of meaning, purpose, depth
- Hard selling
- Interruption based
A great example of bro marketing and running your business from this place (I see ads like this all the ime)…
Hire a team of VA’s for $3 per hour who ONLY get paid if they book an appointment,
This is exploitation. This is wrong. Who would want to do that.
And for what, so you can save a bit of money and use them to build a self-serving empire?
I see all these marketing agencies and e-commerce businesses out there that are essentially just manufacturing margin so they can make some money.
It’s a business model built on sand. It won’t last long.
Bro marketers write their copy and design their pages to make you feel as if you might just get access to a super-secret, once in a lifetime, game-changing opportunity… if you buy right now!
If you don’t buy then you’ll stay a failure.
If you don’t invest…you’ll never achieve your dreams. You’ll be ok with giving up too soon.
And that’s all on YOU.
The psychology that has made it into marketing and sales makes it powerful. This stuff works. It taps into primal areas of the brain that make you want to act.
Bro marketers use words like
- One time only
- Last chance
- Before it’s gone
- Today only
- Limited time
- Don’t miss out
Bro marketers often use sexy, attractive, unrealistic imagery to appeal to your ego and tap into FOMO.
It’s anxiety inducing.
And how does a “turned off” brain ease this tension? –> Click the buy button.
It works really well, and it’s happening all around you.
Push Marketing vs. Pull Marketing
In simple terms push marketing (also known as Megaphone Marketing) involves pushing your brand in front of audiences (usually with paid advertising or promotions).
It’s loud and obnoxious.
They will justify it by saying “we live in a loud world, so you have to stand out and get their attention.”
I don’t know about you, but….
- I’d rather not add more noise to an already noisy world, and
- there’s a better way.
Pull marketing on the other hand means implementing a strategy that naturally draws consumer interest in your brand or products (usually with relevant and interesting content).
A great article on Bro marketing and paid ads says the following…
I’LL TELL YOU WHAT’S DYING.
- Set-it-and-forget-it webinars.
- Sleazy lead gen tactics.
- Sales first, clients second.
- Funnel hacking.
- Race-to-the-bottom lead gen.
A shift is coming. People aren’t going to tolerate B.S. training and B.S. results much longer. Source
What’s Heart-centered marketing
To me, this means that you’ve got a clear reason for doing what you do in your business.
This reason is aligned with your heart (soul, consciousness, being, existence).
You’ve got Brand Sovereignty.
Brand sovereignty is certainty in your vision and offer. It’s clarity on who you are (your brand), what your vision is, who you want to serve, how you will serve them, what serving them will look like in the future, and who you don’t want to serve. It’s when you can show up entirely as yourself. It’s when your people (audience) energizes you to serve them. The rest is perpetual.
Every action you take in and around your business is in integrity with your heart.
The heart of your business pumps blood through every word you post on social media, in emails, and on your website.
You check in with this integrity before every decision, client call, sales call, and investment.
You’re not following a template or process unless it supports who YOU are in your brand sovereignty (sit with it long enough and you’ll know).
If at any point you question integrity, pause, sink back into your heart, and act accordingly.
Close your eyes, take 10 deep breaths, think about it, and journal. Whatever will lift the fog around your heard and allow you to get out of your head a bit.
We are imperfect humans deciding to solve problems and make the world a better place through coaching, leadership, community building, and entrepreneurship.
We will slip up.
Being able to pause and pivot will allow you to build a sustainable business that energizes you and serves the world.
What does it look like?
It’s an energy.
You’ll just know.
Someone using heart-centered marketing will embody what they preach and you can FEEL it.
You TRUST them.
Out of ‘know, like, and trust, trust is the MOST important.
Some people don’t even like their coach that much, but they trust them and end up getting amazing results.
Worry less about the know and the like (those can take time and may even come after working together).
So, what do your people need in order to trust you.
What do YOU need in order to trust yourself?
💡 –> then, you can craft your message from that place.
That wraps up Part 1 of “My take on Bro Marketing.”
Next week, I’ll be breaking down what you can focus on to avoid Bro-marketing.