May 28, 2009 81 Comments

Be Naked

Not Naked You could’ve learned this years ago by reading Naked Conversations. It’s still a worthwhile book. You should pick upTactical Transparency to go with it, actually, to understand when it’s not cool to be naked. The thing is this: if you’re going into this space of coming off-script and being social, you’ve gotta be naked. Want some tips?

How to Be Naked (and then, how not)

  • Be who you are, not an icon. People want the real public face of you (at least, the “best of” you).
  • Speak like a human. Try removing jargon and business-speak. No one says “next generation” in person.
  • Go where the people are. If you’re not at the face-to-face events, you’re not really committed to the larger opportunity. (This is really subjective).
  • Be ready to apologize. If you do something wrong, say so. (Mind you, be clear on what the legal implications of saying such might be.)
  • Ask about other people. If you’re using social tools to try and drive business, be a human about it and ask people about themselves, too. If you’re not participating in both ways, you’re acting like you’re using the community.
  • Be helpful. It’s not always about pushing your brand. Sometimes, the best way to get results is to help others be successful. Can you equip others to do their job better? Do that.
  • Be there before the sale. The best way to drive stronger marketing experiences and convert people into customers is to be there long before you need something from people. Sure, it takes longer, but I’ve seen lots of situations where this is what brought in the big sale over another person. If your prospect feels like she knows you, it works really well.

You don’t have to do any of this. You can just keep doing what you’re doing. But if you’re wondering why social media stuff isn’t working well for you, look at the list above and decide whether you’re giving this work the effort and intent that it requires.

What do you think?

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  • http://www.dawncomber.com/ Dawn Comber

    I'm learning that the best way to be “naked” in this space is to make the goal to be social – to connect with folks … all other outcomes should not be focused on.

  • http://www.lifeblob.com pranavbhasin

    I think that more than just being “naked” you also need an ability to reach out to others, something that does not come as easily to an introvert like me.

    Another thing that I have a hard time dealing with is the number of social tools you've just got to be on to connect with people. I feel that all these social tools are just a channel and eventually it is a personal connection between two people that will help – multiple tools just make it a lot harder to build strong connections.

  • http://www.techherding.com/ Dick Carlson

    My two favorite examples of “being naked” are Naomi at http://www.ittybiz.com and Havi at http://www.fluentself.com — they both reveal lots of themselves, and speak in their blogs directly to their readers in a style that connects instantly.

    And then there's you, of course. Tee hee hee.

  • http://www.adampieniazek.com/ AdamPieniazek

    Speaking of “Be ready to apologize”, you see the bill allowing doctors to say “I'm sorry” without it being an admission of guilt? Odd to say sorry but not be at fault.

    Being helpful is huge. I help out non-profits and quick help via twitter and often learn something myself.

    @Pranav, I'm a bit of an introvert (some days) and it's really about finding a way to reach out that you're comfortable with. Maybe via e-mail and then work your way to in person meetings?

  • http://amazingservice.com/ Kevin Stirtz

    Chris – your tips read like a marketing manifesto for the 21st Century. Or maybe better to call it “unmarketing.” The Internet, especially Web 2.0 has helped us realize we can expect others to be genuine. No longer will the plastic, self-serving hype be effective because we expect more and we know we can get it.

    Kevin Stirtz

  • http://ourdoings.com/ brlewis

    Pranav, I totally relate to what you're saying. I'm an introvert too. Like most things, being social is something you just learn by doing it. You'll make mistakes along the way. Like Chris says, be ready to apologize.

    I agree about too many tools being a problem. I've chosen to focus mainly on the one that clicks with me, FriendFeed.

  • http://www.lifeblob.com Pranav Bhasin

    Adam – Your suggestion is spot on. Thanks :)

  • http://www.lifeblob.com Pranav Bhasin

    Makes perfect sense. I've noticed that every time I stumble and acknowledge my fault, a new path opens up, and it in more cases than not leads to a better result.

    Also I think informal discussions have the potential to give a lot of insights that you may not get if you are too focussed on an outcome. I just haven't figured out a way to make it work for myself yet.

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  • http://www.educationtrainingsolutions.com/ Jan Schwartz

    I wholeheartedly agree with being in the places where people are–subjective, but true. I have a tendency to not want to go out to events in the evening, but each time I do the importance of being f2f is brought home. It is not enough to sit on Twitter or Facebook and make comments or provide useful info. For example, I offered a free course on Facebook and had two takers (these people know me) and then I went to a networking breakfast and offered it in person–7 takers and these people don't know me well at all. Maybe seeing is believing? You gotta mix it up! At least I do as a very new start-up.

  • http://www.davidspinks.com/ David Spinks

    Really appreciate your “be there before the sale” point. I truly find this to be an extremely effective way of engaging with possible customers and ultimately creating a stronger, more loyal community.

    Unfortunately the “numbers now!” mentality still seems to be the idea of success for many businesses. They see it as more users = more money…which unfortunately in term of finding VC funding or interested buyers, this is often the case.

    They lose site of the long term goals however… many of these methods that you've consistently shared with us take a bit of a time investment, but ultimately…the juice is so much sweeter.

  • http://www.frombogotawithlove.com/ DJ Edgerton

    Chris,

    The simple rule of authentic human interaction that is so valid in-person becomes more relevant and important to success online as the medium turns to a full on conversation, and steps away from the push mentality that is still ingrained from the longstanding traditional behaviors of communicators. Those who realize that this is merely an extension of that which we value in person will find the audience more engaged.

    I imagine that Adam and Eve would have made great success as authentic personalities pre- nibble….ie…naked. Perhaps today they would get a quick tweet not to eat the apple.

    Best,

    DJ

  • http://www.60SecondMarketer.com/ Jamie Turner

    The “Be Naked” idea works on many fronts. There's a video called “Google Wants to See You Naked.” on the 60 Second Marketer website. The point of the video is that trying to trick Google into ranking your site higher can sometimes be counter-productive. If you just be yourself (i.e. Be Naked), Google will find your content and rank you appropriately. If you're interested, you can see the “Google Wants to See You Naked” video here: http://tinyurl.com/oa58jz

  • derekshowerman

    A great post. I have found that every time I use my passions (star wars, sports, food) as metaphors with my clients they respond well. I always kind of chuckle that I can talk about nerdy crap in a business setting and get the point across.

  • Rob

    Chris,
    As an old person who started work long before the internet, we had to make connections in very slow, awkward ways, but the personal connection was the key. I love how all of these tools make connections so much easier and quicker, but the key is still f2f. I have a few people that I've only met online, but most of my online connections are based on either previous f2f connection or a solidifying f2f after we met online. I do find that I also connect online with people that are friends of “trusted” friends that I know in person. That's how I started following you. A good friend recommended your blog.

    I also think that is a key to the “naked” aspect. We tend to reveal more of ourselves to those that we know and trust. Conversely, we feel closer to those that we know as a person-those naked bits-than we do to one-dimensional people. That's why gossip columns and fan magazines continue to do so well. Society wants to know the person behind the star – whether we actually do or not is another discussion – but that is the push. It only makes sense that we want the same thing in our business relationships.

    I'm in librarians now, but when I was in business, we always placed small orders or shipped a trial order to make sure the person on the other end was going to hold up their end of the bargain. Once we became comfortable with each other, we increased the level of risk. Eventually, we were calling or writing each other in a friendly way. I had hundreds of customers, but the regulars were like old friends when they would call. We'd talk about personal things, kids, vacations, etc. as well as the business. It made for customers who trusted me and if they had a business emergency, they knew I would do everything in my power to help them through it. Actually, I'd have helped any customer, but those with the relationship were not afraid to ask because they knew I cared. Just good business in my opinion. As I mentioned before, I love all these new tools because they make it so much faster and easier than in the old days.

  • Rob

    Sorry, grammatically, should have been “I'm in libraries now,” I don't mean to imply anything improper!

  • http://www.timjahn.com/blog Tim Jahn

    Speaking like a human is so important. I think many companies alienate themselves from customers because they don't talk like real people but instead speak like cyborgs. A simple change like that can go a long way.

  • http://commonground.edrnet.com/ mwallcomm

    Right on Chris. People like to do business with people they like and can relate to both personally and professionally. Everyone in business abuses the word “relationship” – Transparency and social tools help us form real relationships.

  • http://www.christianfiction.blogspot.com/ Dee Stewart

    Great, simple and powerful tips. You explain what social media is supposed to be so well. Thanks.

  • http://www.authoritydomains.com/ Janel C.

    Simple and to the point post. I have just started engaging in social media for our stores, and it is much more fun and entertaining to have some real personality to the posts. It is me, interacting with potential customers and other businesses. I am also finding this to be a great way to interact with our suppliers and learn about new products, upcoming events and making a little more of a personal connection with them. It is a lot less work to be 'naked'.

  • http://thefuturebuzz.com/ Adam Singer

    Hey, I like my icon :)

    Go to my blog to see my face…actually, new photos are on my to do list…at that point, I've been planning to swap out the icon I made.

  • http://thelostjacket.com Stuartfoster

    I'm stark naked. I let my personality, ideas and unique take shine through my professional work and my blog. You aren't getting much of a filter if any. I think in this way it's been a lot of fun to interact with people who really already know what they are getting when they meet me offline. It has been fun :).

  • KatFrench

    No one says “next generation” in person.

    I do, but I'm generally talking about Star Trek. :-P Because I am both nerdy enough to talk about Star Trek on a regular basis, yet not so nerdy that I automatically say “TNG” and assume people know what I'm talking about.

    Okay, done blogstalking you, as I appear to be back to my (ab)normal, happy-go-lucky self…

  • http://www.deirdrebreakenridge.com/ Deirdre

    Hi Chris, I think I've been pretty naked in my approach and I agree with all of your points. One point that really resonates with me, and that I firmly believe in, is helping others to become successful. Anyone who knows me, and interacts with me in my communities, will say that I've reviewed their reports, dissertations, blog posts, news releases and social media releases and have provided friendly consultation on any number of occasions. Some may not agree and think it's far too time consuming. But, it's my give to the universe and you will get back approach. I think we all need to pay it forward! Thanks for sharing your insight!

  • V Schafer

    Nothing like the naked truth to help you really get ahead and work well with others

  • http://HowToRelay.blogspot.com markhoroszowski

    In addition to “speak like a human” I think its vital that companies BE HUMAN and BE PERSONAL. And no better way to do this than to have a real person, that can be easily contacted, be the face for your company in different online and offline mediums. Yesterday, I published a post about a poor experience with Florist.com (aka FTD). The service was poor, and my “interaction” with them was inhuman. Amazing how much happier I would have been if somebody/thing REAL reached out to me.

  • http://www.raptitude.com/ David Cain

    Right on, “Be naked” is a great way of thinking about it.

    I've always been very private person, but since I've started blogging I've become a lot more transparent about who I am and what my weaknesses are. People seem to be appreciating it.

    I'm publishing my full name and face and doubts and insecurities everywhere, and the world hasn't come crashing down at all. What was I afraid of, all those years?

    I even got literally kind of naked for one article: I posted a picture of myself with no shirt, before starting a workout regimen. Suddenly I'm naked as hell and it feels totally right. It really has an effect on self-esteem, to just be who you are, publicly.

    Three cheers for nakedness, it does a body (and mind) good.

  • dbifulco

    Spot on, Chris. I wrote something awhile back about metaphorically going naked in coaching environments; but then I realized that the principle really applies to any situation where your goal is to connect to people. Also, I happen to believe that we tend to do business with those we know, trust and like.

    It always kind of surprises me when someone arrives on the social media networking scene screaming “buy my stuff” all over the place. Hey, how about if you buy me a drink first (metaphorically, of course) and get to know me … and how about if you let me know a little about you (the person.)?

    Yep, I'm in favor of going naked…
    Deborah Bifulco

  • http://detroit.fwix.com Jamie Favreau

    I totally agree. I think people need to be themselves… It helps.
    I think people need to use the tools but they also need to talk to people live. I think that by going out and meeting people the connections become stronger.

  • http://uptownuncorked.com geechee_girl

    another nice post :)

  • http://www.sbredcross.org/ Kristiana

    Honestly, I'm having a hard time determining whether or not it's better to have a face associated with the NGO whose program I am representing?!?! Some people have expressed that the logo is so easy to identify, so they know what to look for in a Tweet stream, but don't recognize my face.

    Is there a creatively naked solution to this?

  • http://www.gacconsultants.com/ Mark Harai

    Hello Chris. Besides being a super knowledgeable social media visionary, marketing genius, business maven and all around frackin rock star, you're one of the most transparent, genuine and caring real dudes in the space. That's what attracts people to you the most. I'm a fan : )

    P.S. I just wrote this post and I think it is in line with your message… http://www.gacconsultants.com/2009/05/transpare…

  • http://teenmoneymakingideas.com/free-stuff-and-deals/ My Deal

    And I thought we were really talking about naked here, how you lure me into your article. Just kidding. :) Great points and well taken. I think you not only have to speak like a human but speak to people at their level, not above them, not below, and not always a sales pitch – be human. Always be ready to apologize if you are in fact wrong, don't apologize falsely in hopes of making a sale or looking like a good guy – be genuine in your efforts, sincerity is important in all relationships (business and personal).

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  • http://resurrectyourhero.com/ Blanca Stella

    Most people don't like to see themselves naked….it reveals everything ;-)

  • SpeakingToWin

    Hi Again Chris! This post is so great! In fact your Social Media list above inspired me to write about you today on my Speaking To Win blog: http://www.speakingtowin.com/blog/2009/05/more-…. I also did a tweet on this blog of yours and already you have been massively re-tweeted! Clearly Social Media is a timely and at times overwhelming subject that lots of people are talking about and also trying to figure out! I loved how you brought it all down to a manageable concept size and with great good humor. Thanks.

    Warm regards,
    Mary Anne Dorward
    Speaking To Win
    http://www.speakingtowin.com

  • http://www.thestrump.com/ TStrump

    I work in the corporate world and I wish people would follow this advice.
    I've never met a bigger group of 'non-naked' people in my life.

  • http://technebish.blogtown.co.nz/ Ritsa

    ahhh nakedness… Such a fantastic idea for this medium. A bit of a hard-sell to the corporates, traditionalists and brand police, who have spent all their time up to now clothing their communications….

    The art of being naked is a skill in itself, and not something everyone can do in an engaging and appealing way. Congratulations, I think you've got it down pat. :)

    Thanks for putting it simply and succinctly. I always get something useful when I visit you.

  • http://www.sueontheweb.com/ Sue

    Completely agree with, “Speak like a human. Try removing jargon and business-speak. No one says “next generation” in person.” I've often seen community managers make the mistake of using business jargon/speak way too often, it comes across like they are “talking down” to the community, and that just doesn't work.

  • http://www.sarahmerion.com @sarahmerion

    Being naked and being sexy is quite a theme of yours. Business are starting to catch onto this too. If they're smart they'll use the organic approach vs. the mass-media-shove-it-down-your-throat approach.

  • http://www.HelpYouWell.com/ Terre Pruitt

    Ha! Love it! For some getting naked in public takes time and practice. So thanks for the info. Now, I'm gonna go strip!

  • http://www.authoritydomains.com/ Aixa V@authoritydomains.com

    Great points! In the end we're all human and not machines.

  • http://www.mattsnod.com/ Matthew Snodgrass

    Great points here, Chris.

  • http://chrisbrogan.com Chris Brogan

    You could always try a face in front of the logo or alongside? Like posing WITH the logo?

  • http://trueconfessions.wordpress.com/ Ellen Gerstein

    I often say next generation in person, but only in reference to Star Trek.

  • http://www.buzzonlinemedia.com/blog james

    Face to face events – that is important.

  • http://www.roundpeg.biz/ Lorraine Ball

    One thing i would add to your very complete list:

    Be there after the sale – long after someone is no longer a customer, they are still a customer .treat them like one, and they may become a customer again.

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  • http://www.ryanyockey.com Ryan Yockey

    This is so true. To really drive your success further, all these 'rules' need to apply to your daily work in building up anything both online and offline. Good post Chris.

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