April 22, 2022

 

Overit has a podcast. You know this, yes?

 

It’s hosted by my colleague Christopher Fasano and is an open forum for us to connect with people about why they do what they do and the big and little things impacting their journey.

 

Last week’s guest was Kristi Gustafson Barlette.  

 

Kristi is a writer and content creator. Her sweet spot is in feature-style articles where she covers entertainment and lifestyle topics for the Times Union, the largest newspaper in New York’s Capital Region. 

 

If you know Kristi, you know she writes with a strong voice and opinion. 

You also know she gets as much “critique” for that opinion as she does praise.   

  

In last week’s interview, Kristi talks about developing a thick skin and her conscious choice to be the bourbon, not the milk, in someone’s morning coffee. 

 

*  *  *  *

 

👉 Fact: It’s hard to be a Kristi. 

 

Being a contrarian (even an intelligent contrarian) has masochistic vibes. You’re opting into negative comments from your audience, potential customers, and angry strangers passing by on the Internet. They'll tell you that you deserve the hate for daring to speak.

 

Why would anyone choose to have a public voice? 

 

Because marketing has four steps (fight me on these): 

1. Having an idea.
2. Building your idea.
3. Getting people excited about your idea.
4. Consistently proving the value of your idea.

You must care enough about your product to do the hard work of building a voice and presence for it. 

 

How do you get comfortable going public with your ideas, thoughts, and wacky notions to support your brand?

 

1. Know Your Lane

Readers trust Kristi for a no-nonsense take on all things entertainment and lifestyle. 

But they might not trust her to remodel their home. 

 

You might trust me to advise on brand strategy or content marketing.

It would be best if you did not listen to any financial advice I threw your way. 

 

You, like Kristi and me, are not an expert at everything. But I bet you can identify the areas where you’re really, really good and where you can provide insight that would benefit others. Maybe someone who is just a few years behind your trajectory.

• What does 2018 You need to learn to advance or grow?
  (Maybe something about public health policy.)
• What’s unique about your experience that makes you the BEST person to teach it to them?

That’s your niche.

 

You have a sweet spot, something you are head-and-shoulders better at than anyone else. We all do. The best way to build a story that spreads is to know what your story is about and what it is not.  

 

2. Do NOT Be Yourself 

I work with clients on content and social media strategy pretty regularly. I can give you a plan and tell you the channels to use, and what types of content are most likely to tickle your audience. But, honestly, that’s not where clients get stuck.

 

It’s not about what or when to post. It’s getting over the fear of saying anything at all. That’s the hard work. 

 

I’ve found an incredibly straightforward way to overcome this. I fake it.  

 

Do not venture out in the world with your vulnerabilities blazing. Create a characterized version of yourself. One that blends who you are and who you want to be. This heightened stage version of yourself rids you of your performance anxiety.

 

I’m not smart enough.

I’m not funny enough.

I don’t write well enough.

I don’t have enough experience.

 

It silences all that while magnifying the personality traits needed to attract the right audience. You’re not writing as you. You’re writing as the version of you that best

suits the needs of your audience.

 

I am an introvert. ISTJ to the core. I will sit in a room filled with people and speak to no one. I prefer to observe (and promptly go home). That Lisa does not handle my blogging, social media, and public speaking. Marketing Lisa performs them. She is clever and snarky, and when people say mean things about her (her! not me), it's a lot easier to say "thank you" and go about my day.

 

Playing a character -- the most marketable version of yourself -- gives you added confidence and body armor to do the things you need to do.

 

(Hot take: this strategy can work in many aspects of your life.) 

 

3. Embrace the Love AND the Hate

Do you know what I appreciate about Kristi?

 

She'll drop an opinion grenade and then stick around for the blast. She doesn’t run away. She wants to hear why you think her opinion smells like dirty hot dog water.

 

She’s creating a community. [Remember: your community is different from your audience.]

 

And it’s because she uses her voice and listens to her community that she has one. People who have stuck with her, continue to tune in, and want to hear what she has to say. 

 

When you give your idea a face and voice, you help it grow. 

 

I’ve seen so many incredible people avoid sharing what they know or shining a light on their product because they're afraid of snarky comments from someone they don't know. They don't launch their idea. They don't build the brand.

 

That's a waste of your talent and what you could offer someone else.

Don't stifle your business or idea because you’re afraid to spike the conversation. 

 

Be the bourbon in someone's coffee. We need more of it.

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Have a question or topic you'd like to see addressed in a future Into & Overit? Tell me!