The Bragadocious Pyramid to market your brand without bragging or sounding salesy
In this episode, we talk about the best way to add third-party social proof to your offers so it doesn't seem like you are bragging.
One of the problems that people have when they're selling something or when they're marketing something is how to not brag. Because part of marketing and part of selling is a little bit of bragging, right? Like you do have to have conviction in your product and say, we have the best product, because if you don't believe that, then what are you doing?
So you have to be able to market that but done in the wrong way, it can turn off a lot of people. So if you were out saying, hey, we're the best at this were the best at this. You know, we have the best pillow, we have the best drone. It's, you know, the way people are gonna think is just like prove it.
And in this episode, we're actually going to talk about how do we prove it, how do we brag without bragging? And we all know the art of the humble brag, but there's actually a really slick way to do it where it doesn't feel like bragging at all. So this is what I call the Bragadocious Pyramid, and I literally just made that up right now.
The Bragadocious Pyramid, the way it works is it's in two different pieces. So for the Bragadocious Pyramid, you have the top piece and the base of the pyramid, right? The top piece is your showpiece. This is the top of the pyramid that you want to show off and the base is what you want to brag about. And what you're bragging about is the foundation of whatever you're saying.
So let's kind of illustrate how this works. So the top pieces your showcase and the way that you can implement this is if you think about it in this terms: these people did this, this is the top piece your showcase because they were impressed by this and this is the base of the pyramid. This is the bottom, right? So these people did this because they were impressed by this. And what they were impressed by is what you're trying to brag about. But what you do is you shift the focus away from the brag and you put it on the event. So these people did this, right?
And then what you're also doing is you get those people to brag for you because they were impressed by this. So you're not telling them that you are impressed by your own product, you're actually providing some kind of social proof, third-party social proof because these other people were impressed by this, right? So the Bragadocious Pyramid, you have the top piece. The bottom piece. And the way to think about it is these people did this or this thing happened because they were impressed by this or because of this brag that I have, right? So these people did this because they were impressed by this. Let's put this into action and see exactly how this works.
Let's say that I just bought a Tesla and I'm super happy about the Tesla that I bought and I want to go tell people and you know, it's human nature, we like status, we wanna brag. But how do you do this? And I'm just using this as an example. But how do we do this in a way that doesn't feel like bragging? So assuming the story is true, we want to make sure that we're telling true stories. But assuming this story is true, let's say that someone gave me a free sample because of the Tesla that I have, right? This is someone, you know, it was at the mall, they saw that I have a Tesla and they are very eco-conscious, they're all about electric cars and they're like, you know what? You drive a Tesla. So I like you. So I'm gonna give you this free sample whatever the, for example, is, right?
So the way that you would brag about it is these people did this because they were impressed by this. So this person at the mall gave me this free sample because she saw that I had keys to a Tesla and she's all about electric cars and it was really important for her that we can serve the environment and stuff. And how cool is that? She gave me this free sample because I drive a Tesla. Right? So the focus is on the show piece, which is the actual event that happened that you got this free sample, which is amazing, which is fun and the base is what you're actually bragging about is that you have this Tesla.
In terms of marketing your personal brand, let's say that you want to establish some kind of authority and the way that you established authority is you want to maybe mention some pedigree that you have. So maybe a school you went to. So let's say that you went to Harvard. Well, if you just came out and told people that "Hey, I went to Harvard" ... um... which I see a lot of Harvard people do, I don't know why, but the best way to know if someone went to Harvard is to just wait for them to tell you that they went to Harvard.
Anyway, if they want to brag about going to Harvard, the way that you do it is instead of just coming out and say, "Hey, I went to Harvard", you would say these people did this because they were impressed by this. So "I got 10% off my apartment rent...", assuming this is a true story... "because they were impressed that I went to Harvard". You know, going to Harvard is not really important. The feeling that you're giving is going to Harvard is not really important to me, but it was important to these people and they gave me 10% off like how cool is that, right?
So if you're thinking in terms of marketing your product, let's say that you are selling a surfboard and instead of coming out and saying, we have the best surfboards, you really want to talk about what happened where someone else can provide this third-party social proof. So what happened? They did this because they were impressed by this.
So yeah, so today I actually had 30 orders of a surfboard come in because they were impressed by our, you know, surfboard technology 3,000 coding whatever. I'm not a surfer. Um... but apparently a lot of surfers like my VLO program because we get a lot of water sports people in the VLO Program.
I hope this helps if you are struggling with, you know, not wanting to sound salesy but you still need to be able to promote your product and have conviction in your product. This is a great way to do it. But you're actually adding third party social proof by just using this framework, this Bragadocious Pyramid where they did this because they were impressed by this. This is Robin Copernicus. Boom bam. I'm out.
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