Since starting our tallow business, I have read books, articles, watched YouTube videos, and listened to countless hours of podcasts and audiobooks on marketing.
Here some uncomfortable conclusions that I have come to:
1. I am not good at marketing. You see, most strategies these days will tell you that effective marking, especially on social media, is about “authenticity.” This goes beyond the quality of the product (and ours is AWESOME) to the business itself. It is very weird being “authentic” as a company, because most “authenticity” is actually incredibly artificial. It is calculated and cynical. People do not actually desire “authenticity,” because we all know that if we were honest all the time, we would have some incredibly uncomfortable situations that would “offend” someone, and no business wants to do that.
2. I am a “brand.” I remember when Obama was in office and the concept of political donation was in the news. The Democrats challenged the notions that “corporations are people,” in that some large business could donate to campaigns like individuals. It was a really weird thing. Since the explosion of social media, individuals are “brands,” and essentially businesses. Lebron James is a “brand.” Donald Trump is a “brand.” You and I, if we try to market a business, are “brands.”
One of my fatal flaws is that I am highly polarizing. This has been true my entire life. So, going back to point one, my “authenticity” is quite off-putting. There are a few (very few) who truly like and love me. The vast majority of folks I run into cannot stand me. This is actually exacerbated online because of the type of communication we are relegated to. You cannot hear my tone, see me smiling, etc. I am more personable in person (shocker!), but that does not translate to social media. Thus, I, as a “brand” am detrimental to my businesses. I cannot market my own companies (which I do share with my incredibly kind and lovable wife) because I am so disliked. There are people who actively avoid supporting my business because of who I am.
3. This means that I actually NEED to find “influencers” or someone else who IS well-liked and influential enough to help me sell my products so that I can get out of my own way. The ONLY foreseeable means for Faithful Tallow Co. to be successful is by word of mouth and recommendations from literally anyone but me. Mandy Simmons is amazing, but she also struggles to find time (with making products and raising five children) to put herself out there. She also leans toward introversion (and I am a full-blown introvert).
This is the brick wall that we are constantly running into. No one knows about our fantastic business(es) and it is pretty much all my fault. So, if you are one of the (very) few people who like me well enough to support my business(es) or you love my wife and daughters enough to help me financially support them, please check out our pages. Buy something, and if you enjoy it, influence someone else to buy something.
So, there is your “authenticity.” I am unlikable when I am authentic, I am a toxic “brand,” and I need your help so I can just shut my mouth and slink back into the shadows where I belong while hopefully making a living to support my family (guilt trip? Maybe a little…).
And if you are someone who is an actual “influencer,” in that you have a couple thousand “followers” that actually like and listen to you, I will even send you free samples to try, make posts and videos about, etc.
We need social media marketing, just not from me.
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