If you’re trying to stand out more in this saturated marketing and garner attention from your target audience, then this is an episode you don’t want to miss. We’re going to dive into how strategic, intentional content can help you hook the attention of your ideal customers and make your content draw in aligned leads. We’re talking about polarization in your messaging and how this can be a powerful strategy that can differentiate you from the competition and drive more engagement.

I’ll also be sharing:

• The challenge of competing for attention on social media.
• Strategies to capture attention and maintain connection.
• Authenticity in polarizing content and why your stances should be genuine and backed by results.

… and so much more.

I know that in this current digital landscape, saying something outside of the norm can feel pretty intimidating. Humans are designed to want to fit in with the tribe. But the job of being a leader is to be the one to be brave and share what you know in a way that’s clear and bold. This doesn’t mean you have to make yourself super unconfirmable — it’s more about just not dulling yourself and holding yourself back from saying what you truly think and believe based on your real-life knowledge and experience.

Tune in for a really important conversation on how your genuine opinions, beliefs, and authenticity can be your superpower for attracting your hottest leads.

Like the podcast? Leave us a review on Apple or Spotify.

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READ THE EPISODE TRANSCRIPT

Emily Hirsh:

Hello and happy Thursday. If you are tuning in the day this episode drops, I hope you guys are having a good start to your July. It’s really hot in Texas. I am not currently there, but heading back soon and only home for a little bit. And then we’re going on some fun adventures as a family, so. getting out of the heat for sure. Today’s podcast I’ve had on the docket to record for a little while. It’s been something I wanted to talk about after and having some inspiration from another business that I follow in the gardening industry, in the gardening niche. And I just think it’s a great reminder for all of us. So I want to start by just talking about how important garnering attention is in marketing today. And I think we are in a very saturated space in almost every industry, which does not mean that you can’t be successful. You absolutely can be, but it does mean that you have to be a little bit more intentional and a little bit more strategic with your content, with your marketing, with your messaging, with your strategy in order to get the attention of your ideal customer. and

And I have always said that attention equals currency. And I think this is really, really important to understand what I mean by that, which is in order to accomplish anything in your marketing, whether that’s having somebody consume a podcast or a piece of content of yours, become a lead and opt into your funnel somehow, lead gen webinar, and then of course buy your product or book a call, any of those things. In order for that to happen, You have to capture their attention, right? That’s age-old marketing. It’s why there’s hooks in the beginning of videos and and people Talking about how to capture attention in the first few seconds Attention is currency and the more attention you’re able to capture from your ideal customer the more likely you’ll be successful and so when we think about attracting people on the level of social media and content, which is the first level in your marketing. And you’ll see that come to play with content such as your podcast or blog or videos, your social media, anything that you’re doing to get someone to just consume and pay attention to you. 

That’s the first level. And then from there you can move into leads and sales. Now, when you’re trying to get someone to do that, you have to stand out because likely there’s a lot of other things, a lot of other businesses, maybe not even in your specific industry. When somebody is scrolling social media, if you think about the experience of somebody doing that, they’re sitting there, they’re scrolling social media, they might come across your content, but they also might come across a lot of other content, funny content tips it depends on the people they follow and the content they engage with an Instagram or Facebook or any platform is Feeding them more content all of these platforms win when you stay on and consume so they want you to consume the content and so you are fighting constantly with garnering attention and how do you garner that attention and so this is strategy is one of the best ways and I want this podcast to actually serve as a reminder and then I have four questions that you can sit with and ask yourself to bring more of this into your business, which is polarization and

I have watched many different businesses that are very successful in their industry. And when I look at their content, this is something they’re doing really, really well. So I follow this garden account. I think it’s called Gardinary Co. And she, I think I somehow found her because she was in one of Amy Porterfield’s programs. And then I saw her featured and I’m super into gardening and like homesteading. And so I followed her. And I love her content and she has massively grown her business like hundreds of thousands of followers in a very short amount of time and exploded. And I would say when she started.

She’s in a saturated industry. There’s already a lot of garden accounts and now I think she teaches people or she’s added a piece to her business where she teaches others how to do garden consulting in their business. So I’m sure that’s definitely added to her success. But regardless, her main account for the most part is all content around gardening. And the one thing that she does so well is she constantly has content that goes against the grain to the point where she’s convinced me to do things that are completely the opposite of the normal advice that you get. And they obviously work. And so, you know, it’s this balance of you can’t just say stuff to be polarizing like it has to be legitimate. You have to believe it is to be authentic.

But she’ll go on and be like, you know stop buying those ladybugs that everybody buys to put in your garden. you know I’m like, oh, that’s something I’ve done. And I saw her video. She’s like, they they don’t work. Here’s why they all fly away. like Instead, do this. Plant dill in your garden because that attracts ladybugs. And so it was like super good advice, but it’s the opposite of what you see. You see all these accounts or most of these accounts That really just talk about the same stuff in their own way or she’s she’ll talk about do the opposite of what everybody says and Space out all your seeds from the recommended amount on the packet and instead she like packs in all all her seeds and her plants and it’s like her beds are so full. It’s kind of her thing. Regardless of the advice, the point being a lot of her content is super polarizing. She is saying do the opposite of the mainstream advice.

And she backs it up with why and she backs it up with results. And so when she tells you pack your vegetable gardens full instead of have all this space, here’s why. And I remember watching one video where she’s like, look out in the natural, you know, if you go for a hike, look out in the natural land. Is everything like separated all perfectly or is it all bunched together? and i And when she said that, I’m like, oh my God, that makes so much sense. So anyways, she makes it make sense. And she’s also talking about very polarizing content, which is brilliant. Because when you talk about that, now she stands out look so much so that I’m talking about her on my podcast. And I like all of her content, I follow probably five or six garden homesteading accounts. Hers is my top that I follow because it’s so engaging. It makes me think different.

So the question for you to sit with today is how could you bring more polarization into your marketing, into your content, into your messaging, obviously doing it with authenticity. And I think in some cases and some businesses, you’ll be able to do this more than others. But I think most of us have opinions. Most of us have opinions based off of our experience about what works, what doesn’t work. And that’s probably going to be different than others.

And so instead of being afraid to offend somebody or push somebody away, which I think is oftentimes why people are not polarizing, is they’re afraid of if I go too strong down one path, I might push away a whole group of people. But what about all the people you gain by getting louder and stronger with your voice? So a couple of questions that I think you could sit with and ask yourself and kind of go through this exercise and see where you could bring more polarization into your content, into your messaging, especially those two, because it’s really comes through in content and then it comes through in your messaging. So your copy, your creative, and just maybe challenging yourself over the next 30, 60 days, how could you increase

and kind of dial up, if we look at it as a dial, the polarization that you’re bringing into your content and messaging. So here’s some questions for you to sit with. Number one, what do I believe as it’s relevant to your industry and your expertise that others don’t? So thinking about what are the things that if you were in a conversation and let’s just say you were in a conversation with other colleagues who are in the same industry of you, Think about things that they might say and that you would disagree with or ways that you believe something works and it’s not mainstream. So when I think about this for myself, one of my big ones is I don’t believe in cookie cutter templates. I don’t believe in one funnel away. I don’t believe in launch your ad, launch your funnel, and it’ll just work for you while you sit on the beach.

So what are the things that I believe that go against a lot of the mainstream marketing knowledge? I don’t believe in hacks. I don’t believe in duplicating somebody else’s funnel and bringing it over for your business. A lot of things that I talk about. And honestly, I could probably get louder with. I think that there’s opportunity for me with polarization. So that’s the first question. What do you believe that others don’t in your industry?

Second question, what do I find myself getting most passionate about in my expertise? So picture yourself or think of past conversations or having a conversation with somebody about what you do or your expertise. So whether that’s health or marketing or business growth or operations, whatever. Thinking about that, what do you find when you hit those moments of flow in a conversation where you’re just like getting super passionate and you’re getting heated a little bit and you don’t even have to think about what you’re saying. It’s just flowing out of you. You’re getting super passionate. When do you find yourself getting most passionate about? like What are the topics? What are the things you’re talking about as it’s relevant to your expertise slash to your niche?

And the next question, what do I feel makes me different or do I do different or even quote, better? It’s okay to acknowledge and say, I do this thing better. And this really gets into identifying your superpower, identifying what comes very natural to you. and leveraging your unique and authentic gifts, which is something that I actually have a process for called Identify and Align when you come in to work with us as a client in any of our packages is because I really believe in identifying your gifts, your superpower, what comes natural to you based on your experience, but also who you are as a human being and aligning that with your marketing because then everything becomes so much easier and more authentic.

and so What do you feel makes you different or better in your industry? What do you do differently? so If I were to answer this question, I would say I have a very good understanding of the level of structure that a business needs. and how to take an end result or a marketing strategy that someone’s trying to implement and know exactly all of the steps while also still combining that with creativity and flexibility and the ability to think outside the box. So that’s something I do really, really well is I can break down steps and I can customize them to somebody’s business in a matter of seconds. It just all fits into my brain.

And so those things can drive my views, right? Because that, for example, drives my view on why I don’t think there’s such a thing as a successful cookie cutter marketing strategy. I think that you can have steps and break something down, but it needs to be custom. so What are those things that make you different? That you believe that is different or you do it differently? you know you’re What are those things where you’re like, everybody in my industry says to do it this way or this is what they would teach in school and I think XYZ because I’ve proven that right through my experience. and That’s really powerful when you can identify that.

Because as humans and as society, we constantly try to take concepts and put them in these boxes and look at it as it’s the only way. Because that’s easier to teach people, but it does create a blindsidedness for us about other ways that still could be successful. What are those other ways that you may know? And then finally, the question of how could I be more bold and loud maybe in my messaging while still staying authentic. If you don’t have this super outgoing, loud personality, then I’m not saying start showing up on social media and start you know getting really loud and direct in your communication.

How can you show up authentically as you, but also express your opinions more? Express your thoughts based off of your unique experience. And maybe out of this, you could think of like three to five specific values or beliefs you have that you think go against the grain in your industry. Or maybe from this you could think, wow, i i when I hang out with friends or family or I talk about this with someone I really trust, I actually sound different than when I bring it into my content because I water it down because I’m afraid of offending someone or I’m afraid of someone disagreeing with me and that’s actually driving my content creation.

And so how can you bring more direct, bold, courageous messaging into your marketing while still staying authentic to you? And I feel like people who say, oh, I’m an introvert, I’m really quiet and classify themselves as that, to be honest with you, every friend I have or, you know, colleague or family member who’s like that, they have opinions. They just don’t say them. So I think all of us have beliefs and opinions and

Really valuable expertise and insight, again, based off of experience, based off of what we know to be truth through what we’ve experienced in our life. Like I can look at, if I use marketing and the anti cookie cutter as an example, that wasn’t taught to me by somebody, a mentor saying, Hey, Emily, you know, cookie cutter marketing doesn’t work. That was me through my experience the last nine years, but really in the first initial years, Realizing that that doesn’t work and coming up with my own beliefs, my own thoughts around that and then allowing that to come into my marketing and into my brand and that is how you create a brand and that is how you garner attention because now you stand out and now you stand out to the people that you want to stand out for. You don’t want to stand out to everybody.

That’s impossible. You need to have, these are my ideal clients. These are my beliefs. These are my values. And I want to attract people who are in alignment with those. And when you are brave enough and courageous enough to start doing that in your marketing more and more, you will be more successful. If you think about this garden example that I used at the beginning, I’m sure that she had thoughts in the beginning of like, you know what if people hate what I’m saying? What if people disagree? Or what if other garden accounts come in and tell me that I’m full of shit? I don’t know. Maybe she didn’t have those feelings, but I think when you are just starting to get louder with your voice, you naturally have the opinions of like, what if nobody agrees to this, right? We don’t want to be outsiders. Humans are designed to need to fit in with the tribe.

So it goes against some of what we think, but as it goes against our natural instinct. But when you walk the path of an entrepreneur, of a visionary, of a leader, that’s the job of a leader is to think differently, act differently. provide different possibilities, different solutions, different ideas. and so We have to actually fight that urge of, I’m going to keep my mouth shut, I’m going to water it down because I want to fit in with, I think my impact will be so much bigger if I’m willing to stand up and say what I really think.

So sit with that. Sit with that today and see how you could bring more polarization into your content and something I’ve actually honestly been thinking about because I think I do a pretty good job at this, but I think I could get even louder. so And something I’ve been thinking about and I thought would be valuable to bring to you guys because I do think when this is done well, it is extremely powerful in your marketing and your messaging. All right, you guys. Thank you so much for tuning in and I’ll be back next week. I’ll talk to you then.