Be more butterfly

Recently I saw something that so perfectly articulated why we are repelled by some brands and attracted to others. 

It was a warm sunny morning and I was out for a walk. I am blessed to live by a beautiful stream with preserved native wetlands, teeming with wildlife. 

I also retreat there during breaks, and often "book-end" the close of my work day before I shift my focus to parenting. 

It's home to native birds, exotic birds, water birds, fish, a wide variety of insects, large blue-tongue lizards and yes, even snakes (although thankfully we don't see them very often). 

On this particular day, I was walking as usual when a couple of flies came buzzing around my face.

I wanted to enjoy the scenery, to breathe the fresh air and just relax, and these annoying flies were bugging me so bad. 

It was like they were intent on annoying me.

No matter how hard I swished and swatted my hands around, sighed and snorted - they were relentless.

Persistently targeting my nose and my mouth.

And I wanted nothing more than to shoo them away. 

Finally, they found something more interesting and probably went over to annoy them.

Thankfully. 

So, greatly relieved, I could resume my walk. 

I was gazing over the shrubs and bushes at the cool blue water on the right side of the dirt path, as I typically do when some movement on the left side of the path suddenly caught my eye. 

It was a beautiful, fluttering butterfly.

I stopped in my tracks to watch. 

It landed on a shrub and rested for a moment. 

I was mesmerised.

Then spread its colourful wings, and danced in the air before descending on another bush. 

Its beauty was compelling and I couldn't take my eyes off it.

I even stopped my walk to get closer and just admire it. 

In stark contrast to the flies that were intent on annoying me just minutes earlier.

Both insects.

Both unexpected.

Totally different experience.

And it reminded me about marketing - and especially content. 

Many people market themselves like flies - being annoying and shoving themselves into people's faces (feeds, inbox) with no differentiation, creativity or uniqueness. 

Maybe even getting a clever "bot" to write their content. 

Or using persistent, thoughtless techniques to get in right in people's faces in order to get noticed.

Like bothersome pests.

And this makes us want to run a million miles.

Then other people create things that are beautiful - because they are beautiful - and these things attract, and even mesmerise people.

It might not be quite as much as they'd like to - but when they do show up they attract attention.

For the right reasons.

Their content is unique.

Thoughtful. 

A thing of beauty.

Stopping people in their tracks. 

Drawing their gaze away from their regular day-to-day business as they stop for a moment and admire, and absorb.

Not just because of the aesthetics, but also the movement, the experience, the thoughtfulness, and the underlying message.

They become a highlight.

Something that makes people's day better.

Just like this butterfly did on my walk.

A thing of beauty. 

I believe the world needs more butterflies, especially right now, as we are "done" with being bombarded by cookie-cutter "same-same" messages and marketing approaches.

It's what I help people do. 

You could say my Marketing Me™ praxis is a bit like "butterfly school".

For caterpillars, for those in the chrysalis, or for butterflies who need an audience.

Tapping into the essence of what makes you unique and beautiful, and turning that into compelling marketing content that enriches people's lives that gets attention because it's attractive and authentic.

Drawing the right people into your world.

Building connection, respect and admiration.

Among those who are ready to benefit from what it is that you do.

In an information-saturated world, this is where the opportunity is.

So that's my word of encouragement today.

Be less fly. 

Be more butterfly.

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ABOUT THE AUTHOR

Nina Christian is a Marketing Futurist & Global Marketing Mentor who helps people do their marketing in a more human way. 

She is a Certified Practicing Marketer (CPM), Life Member and Fellow of the Australian Marketing Institute & AMI State Chair (Vic) and for 20 years was director of Braveda (Winner, Best Marketing Agency, Australian Marketing Excellence Awards).

Several years ago Nina saw the world of marketing shifting – this time as people became their own brands.  With this, she created a new business as a thought leader, combining her expertise in brand building with personal positioning, resulting in a breakthrough praxis known as Marketing Me™.

She has a knack for simplifying the complex which comes from being a hands-on mum to five children, and uses this to turn time-sucking activities into easy-to-follow systems and processes that make a lot of sense and get outcomes fast.

There are different ways to work with Nina based on your situation and organisation size - with all of them you'll see rapid transformation and tangible outcomes fast. Book a chat with Nina here.