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One of my dear mentors recently posted a very provocative video on YouTube. No make-up, hair undone and filled with raw emotion. It was crazy deep. In all honesty, it made me a little uncomfortable at first, but as I watched, I got completely sucked in.

I was not the only one moved. She touched the hearts of THOUSANDS of Facebook friends (read potential buyers) who responded to her post. No special lighting, no polished editing…it was her vulnerability that did it. When you are vulnerable, you allow other people to feel, share and express their own feelings more easily. What was once uncomfortable suddenly becomes tolerable or even preferable creating an ease of being that is priceless.

The result is a deeper connection and a deeper level of trust with your audience which is what happened for my mentor. Obviously, her vulnerability struck a chord with a lot of people. And here’s where it gets interesting for your business. Connection is the best, most secure way to profit.

If you feel connected to someone, it’s usually because they make you feel a certain way when you are with them. For example, when I saw my mentor’s video with all it’s deep feeling I thought, “Wow, when I am with her, I feel safe to have deep feelings too. I know I can open up to her and she won’t judge me.” That is hugely valuable to me and makes me feel more desire and loyalty towards her. The same will be true for you as well when you begin to open up. Your best, most perfect customers will LOVE you.

Don’t think have to break down and cry to be vulnerable though. Being vulnerable just means showing up as your purest self. For example, if you have strong opinions or you’re perhaps a little cheeky (that one would be me),showing up as your truest self may mean speaking your mind or showing a little proverbial leg. It means doing your thing and telling your truth your way in the face of uncertainty and possible ridicule. That may not sound very sexy, but trust me, it is.

When you reveal yourself, you step into your power and that, my friends, is where the magic happens. Not everyone will like what you say, but, the people who resonate with you will love you even more. You will create emotional stickiness with your ideal audience and that translates into authentic sales.

In life you will always have 30% of the people who love you, 30% who hate you and 30% who couldn’t care less.–Gabrielle Reece

We are all drawn to certain people and the more real they seem, the better we like them. We love it when celebrities post behind-the-curtain videos. I just watched the new Jennifer Lopez movie about her tour. It was fascinating to see how she works, what her off-stage personality is like. We love getting a closer peak. It strengthens the connection.

So your challenge today is the think about…

How can I be more vulnerable in my business or in life in general?
What feels scary to share?
What am I holding back from expressing?

*Here’s a hint, if you are worried about what other people will think, you’re probably on the right track.

If you are concerned about really going over the line, there are a few things you can do to feel safer.

1. Find a trustworthy supportive group to test things on. You don’t want to base everything you do on other people’s opinions (that defeats the point), but getting loving feedback can be really helpful and encouraging.

2. If you are shy about opening up, try it a little bit at a time. No need to jump in the ocean when you’re first learning to swim. The feeling you get from freely expressing yourself will be motivation to keep going.

3. Know you can always course correct. You have your own internal compass. If you do or say something that does feels too vulnerable, too over-the-top etc. you will know and have more information about what you want to do differently going forward.

Being vulnerable may feel scary, but it is one of the best things you can do for your brand. The more authentically you show up as yourself, the more naturally you differentiate yourself from the landscape. Be brave, take the leap and see what happens to your profits.

Your feedback is music to my ears!

I double-dog dare you to post at least one true thing about your brand. You can share on my Facebook page by clicking below:)

Post your answers below in the comments or find me on Facebook.

If you would like to use this article on your website or ezine, feel free! Just be sure to include the following:

Heather Poduska is a brand strategist, business coach and opera singer who helps entrepreneurs and small business owners create client attractive brands, polished brand images and brand communication strategies to increase their visibility and impact in the marketplace and grow their businesses.