Today I'm going to talk about a big marketing mistake I see from a lot from people who've left roles in corporates or big professional service firms.

They try to position themselves as a kind of cheaper version of their old big firm. “We're like McKinsey, but cheaper”. They use standard stock images and impersonal language on their websites. They talk about “we” when there's only one of them.

But the truth is, you're not like a big firm but cheaper.

Firstly, you shouldn’t be cheaper. You have way more experience and value to give than the legions of juniors the big firms roll into client projects.

And secondly, you simply don't feel to clients like a big firm.

Big firms get hired because they're a safe option. A known quantity.

Usually, you're not.

So you have to have something else going for you.

You'll need to work on your USP. And a big element of that USP will be you. You are the big difference between you and everyone else.

Weirdly though, most of us try to hide who we are.

We have strong points of view. But we write boring, bland articles because we don't want to run the risk of someone disagreeing with us.

We have a sense of humour that clients love when they work with us. But whenever we do presentations or make videos for marketing we try to keep everything “professional”. We don't want to be seen as frivolous or lightweight.

We care deeply about our clients on a personal level, but we never express it or simply ask them how things are going because…well…that's just not what professionals do.

The thing more than anything else that keeps our clients coming back for more is their relationship with us. It's who we are and how we are. It's our quirks and foibles, our passions and interests, the weird stuff we laugh about. Its what turns clients into friends.

Yet we try to cover that up in our marketing and end up looking like everyone else. Nothing interesting or different to get people coming back to our emails or presentations or videos or podcasts. Or just calling for a chat.

It really does take bravery to be yourself in your marketing. Because if people don't like it, perhaps it means they don't like you.

But in fact, this is a great thing.

It means you don't have to waste time with people who are never going to be great clients because you just don't “click”. Instead of discovering that downstream, your marketing will repel them right up front.

Being yourself in your marketing means you'll attract the kind of people who like you and who you'd like working with. As long as you have decent marketing, of course.

This doesn't mean you have to be outrageous or put on some kind of fake persona. It just means allowing the real you into your marketing a bit more.

Say what you really think the next time you write that article. And say it with passion.

Have fun with your next video or presentation. Maybe even try a joke.

“Open the kimono” a bit. Share your feelings, your hopes and fears. Admit your failures and your struggles (although do this after establishing credibility).

In short: be more you.

I promise it will pay off.