The Value of Authentic Vulnerability in Your Content
It’s the key to a deeper human connection.
I once had a business coach tell me that talking about your vulnerabilities online is boring.
I think what she was trying to say was that it’s much more interesting to read about someone’s controversial point-of-view rather than hearing about their “welfare to a million-dollar business owner in 12 months” kinda story that seems to dominate the online business world these days.
It’s probably because vulnerability in marketing seems to be a hot trend. An inauthentic tactic used to sell you on 7-figure, rags-to-riches secrets so you’ll believe there’s a chance it can happen to you, too. Unfortunately, stories like these are usually nothing more than a psychological ploy to sell-out programs and convert you into a paying client.
The inauthenticity of vulnerability amongst my fellow coaches and solopreneurs is unquestionably tiresome, I’ll agree.
Then there’s the other side.
Coaches and marketers who’ve villainized vulnerability and regard it as a weakness. For instance, if you share about your failures or the messy in-between bits that had you asking for help, you’re somehow saying, I’m not good enough or creating doubt in your potential client’s minds about your ability to support them.
The problem when you create content with a guarded heart is that you miss out on a meaningful way to build resonance and make genuine relationships with your audience.
Being humble, authentic, transparent and open with your people is a beautiful gift that has the power to create community and a sacred bond with another human being.
In her book, The Power of Vulnerability, Dr Brené Brown says:
“We associate vulnerability with emotions we want to avoid such as fear, shame, and uncertainty. Yet, we too often lose sight of the fact that vulnerability is also the birthplace of joy, belonging, creativity, authenticity, and love.”
In other words, vulnerability is the key to deep human connection.
If you’re stuck or wondering how you can talk about your vulnerabilities, you can start by sharing:
- Your purpose for starting your business. What led you to create it in the first place? What inner desire were you trying to fulfil? What internal or external problems were you trying to solve? Why is this important to you?
- The messy in-between bits of how you arrived at X destination in your life or business, including the setbacks, lessons you’ve learned and things you’re still learning along the way.
- Flops and failures and the progress you’re making.
- Insecurities, fears and doubts you have as it relates to your niche, industry or the problem you solve (acknowledging you don’t have all the answers).
- Real-life stories sharing the troubles and triumphs of both you and your clients.
The value of authentic vulnerability in your content marketing:
1. It makes you relatable
There’s nothing worse than following people on social media and feeling like you don’t measure up. Thankfully, I’m wise enough to know that perfection doesn’t exist. Even though there are many influencers and high-ticket coaches promoting the perfectly curated, lavish laptop lifestyles that we see in our feeds. That’s not reality, or at least, it’s not the full picture.
When you express your vulnerabilities, it makes you human. It lets us know that you experience setbacks and struggles like the rest of us.
I think your audience will appreciate that because most people do the opposite. They try to look bigger or more expert than they really are. They equate imperfection with powerlessness and will do anything to maintain appearances.
2. It clarifies your ideas
Two things I’ve struggled with in my business are perfectionism and consistency. I’ve written about both numerous times throughout the years, and the more I talk about my struggles, the more clarity I gain.
When I write my ideas down and get them out of my head, I can process them. Then, I can clearly see the steps I need to take to help me overcome the ‘said’ struggle. It helps twofold because I get the advantage of clarifying my thoughts (which can later be repurposed), and my followers also benefit from the clarity I’m gaining as I work to solve the problem because I talk about it in my content. I share it because I know it’s something they’ll likely relate with.
3. It shows others what’s possible
Failure doesn’t have to be the end, but rather a beautiful new beginning. When you share real stories of pain, strife, and hope you’re letting others see what’s possible. It shouldn’t coincide with a launch, share simply because it’s aligned with your higher self and purpose.
When you let others in on the journey you’ve had to take (ie. the bumps and roadblocks along the way), others find hope and optimism about their own situation. I’m talking about sharing tidbits of information that are relevant to your audience. Things that’ll help move them toward the next step in their life or business.
This is different from “selling them a dream” with the expectation they’ll enrol in your two-thousand dollar coaching program. It’s sharing key pieces of your story to help them move from a challenging situation back to a more desirable outcome whether they ever choose to work with you or not.
It stems from a desire to serve, not sell.
4. It helps others feel less alone
When you’re on the path of conscious marketing, there’s less of us doing the work so it can feel a bit isolated. Also just being a solopreneur, in general, can feel that way at times. It’s easy to forget that there are other people out there, just like us, struggling with X, Y, or Z, as well.
When you’re going through a challenging time, it helps to know that, Hey, I’m not alone here. I’m not a failure. A recent example of this is when I opened up about my daughter’s ASD diagnosis. It has nothing to do with marketing your business, however, as I was writing to process what I was feeling, I could see how aspects of what I’m learning are relevant to growing an authentic business.
It’s no surprise that my newsletter garnered many thoughtful responses from followers offering their love and support and also from mothers who are silently struggling with their own experiences of raising neurodivergent children.
I felt so aligned with my calling when I learned that my message helped someone feel a little less alone on a very isolating journey.
5. It deepens the connection with your audience
This is invaluable. When I show up and I’m real, honest, transparent, open and humble in my content, people feel it. They can see that I’m not a robot. I’m not a big faceless company. I’m a mom of two small kids out here just doing my thing. Doing my best to serve, teach and support you in growing your business, as well.
When I’m real and raw, humble and authentic, it helps my audience see that there’s an actual human behind it all. This is the true value of expressing vulnerability in your content.
And, in case you’re wondering…
The golden rule of authentic vulnerability is to share without an agenda.
Share without wanting to profit from your story or entice people to enrol in your programs. Share because you believe it will help others.
Can a shy, introverted person be vulnerable?
Yes, you don’t need to broadcast your entire private life on the internet. Share what feels authentic and comfortable for you. If you’re someone who has gone through a divorce and you help your clients have peaceful divorces, does that mean you need to share all the nitty-gritty details of yours? Of course, not, share what feels relevant or helpful for your audience.
If you haven’t had time to heal or fully process something, it’s probably not the right time to share it. You get to decide what feels good for you.
4 questions to help you know if a story is worth sharing:
- What’s my purpose for sharing this story?
- What good can come from telling it?
- How can it help my audience?
- Is this a meaningful story worth sharing?
There’s something special about vulnerability and you never know its power until you put yourself out there, allow yourself to be vulnerable and see how your audience responds.
