Vulnerability in Marketing

Friday, August 28th, 2015 | Trust Marketing with
Posted by: Kristen Beireis, Trust Marketing Expert

Currently, I’m in rehearsal for a musical where I have a very emotional character.  I go through most of the stages of grief as my character.  I LOVE this kind of role because I get to practice being acutely present to the moment, feel and make the audience feel too.  It’s exhilarating for me!

There’s another big piece to this role, in particular, that is really coming to the forefront for me; vulnerability. I’ve never done such an emotional role and had no idea how far I could go with it (still don’t! We’re just getting into the thick of rehearsals).  While I know the Musical Director well, I don’t know anyone else involved in the show.  As with most shows I’ve done, I have no idea what’s expected of me early on in the process.

For this show, I really wanted to get to the emotion early, so I’d have time to explore where it needs to go by performance time.  The first time I did my solo in front of the group, I wanted to have some emotion.  So, I prepared and let it happen.  Of course, I wondered if people were going to think I was getting there too early, if they’d be talking about it later and making fun of me…I had no idea what their reaction would be and I was scared…but I did it anyway.  Gotta love theatre!  Always feeling the fear and doing it anyway.  I had tears well up and allowed that to just be.  I allowed myself to feel what I felt in that moment.  Thankfully, everyone in the room understood what I was doing and responded as if it was nothing.  *whew* That’s when I knew, I could safely feel without judgement.

Now, you might be wondering what this has to do with marketing.  Have you ever had that moment where you wrote a marketing piece that made you nervous?  Where you weren’t quite sure if you wanted to put it out there, because you had no idea whether the rest of the world would accept it or not?  When you work in your passion, you end up putting yourself out into the world in big ways, which can be very scary or down right paralyzing.  It can also have a huge payoff by attracting the right clients and deterring the wrong ones.

How vulnerable do we have to be in marketing?  You do need to share who you are to build trust.  When people can relate to you, they will trust you.  They can’t relate if they don’t know who you are.  So, you need to be vulnerable enough to share what YOU think, feel and believe about your topic.  Extreme vulnerability can lead to sharing things that people really don’t need to know and things that turn the right people off.  Very little vulnerability can make you seem closed off and unapproachable.  It’s your job to find the happy medium.  If you’re feeling nervous about putting something out there, here are some ways to find that happy medium.  Make sure:

  1. It relates to what you do in your business.
  2. There’s a purpose in putting it out there (something for people to learn, use etc…).
  3. You don’t skim the surface.  If you’re gonna go there, share your experience, feelings etc… Dig in.
  4. You’re talking about yourself and not blaming, ranting or going on about how someone else is wrong.


  1. 1
    Diana Schneidman // August 31st, 2015 at 10:03 am

    Kristen, the bigger problem is that there is so much stuff out there. We can feel like we are taking such a risk and then no one notices it.


    Diana Schneidman, author, Real Skills, Real Income: A Proven Marketing System to Land Well-Paid Freelance and Consulting Work in 30 Days or Less

  2. 2
    Kristen Beireis // August 31st, 2015 at 5:34 pm

    It’s my experience that when I am vulnerable in my marketing, more people notice (click, comment, provide feedback etc…). I agree that there is a lot of “stuff” out there. Because of that the reward doesn’t always come right away. We have to stand out by making our marketing personal, specific and authentic. The more consistently we can do that, the more people will notice.

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