IT’S ALL ABOUT THEM
Yes, your social media, marketing material, website, personal appearance, character, reputation and style all play a huge part in your personal brand. But is it all about you?
One place I see this in spades with clients is in their marketing copy. Look at yours right now. Is it about your clients and the results you achieve for them? Is it superfluous or does it purposely position you as trusted adviser to your prospects and clients alike?
If your current marketing is all about you and not enough about how you can benefit your clients, there are some simple ways to remedy the situation.
1. KNOW YOUR VALUES AND VISION
The more aligned with these you are, the easier it is to attract your ideal clients. Is it integrity, wealth creation, reliability, or perhaps a combination of all three?
In fact, three is the number I often ask people to give, as one is rarely enough, and any more than three dilutes our impact and focus. Some people say ‘courage, clarity, and integrity.’ For others it is ‘joy, responsiveness, and detail.’ There are no right or wrong ‘three values.’ They must be yours, and must be something you believe in and know you can deliver on. If you could define your three main values, what would they be?
2. WHAT DOES THAT MEAN FOR YOUR CLIENTS?
Now that you’re even clearer on what you stand for, this is just the tip of the iceberg, because no matter how clear you are, if those values aren’t ‘valued’ by your clients or colleagues then you’ll be stranded on your own personal branding island. So, picture your ideal client and ask yourself the following questions:
• What specifically do they gain from doing business with me?
• Is it less stress? More money in their pockets? More time with their family?
• Can you be even more specific than that?
The more you know these benefits, the easier it is to capitalize on them in your marketing copy, on your website, and on social media. You can even work them into your business conversations.
It makes you much easier to buy and recommend because people know what they’re getting by doing business with you. Even more than that, they know whether it’s something that matters to them or not. It’s easier to become known as the go-to person in your industry or office, not only for what you do, but also for the way in which you do it.
It’s also healthy to remind yourself of these statements as much as you can, because for all of us in sales (whether that’s selling products, services, or an idea), the first sale is often made to ourselves.
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