If you're a consultant, author, Realtor, chiropractor, or
other solo professional, you can accelerate your marketing
by establishing a personality-based brand for yourself. In
this marketing strategy, you are positioning YOU as the
brand...you are the expert. And this approach can usually
be accomplished successfully even when you have a larger
company brand.
When you are marketing the brand as YOU, all of your
marketing becomes a personal one-on-one conversation with
your customers and prospects. This can be done in your
ezine, during speeches, on your website, and while you are
networking at an event. You build the power of your ability
to influence people. Your prospects begin to perceive you
as a credible resource in your field.
Your personality-based brand positions you as the expert in
your industry. Experts are sought after, are well-known,
command higher fees, and get more business with less
effort. The media calls experts to get quotes for articles.
Associations call them to speak at their events. People
remember them.
Becoming an expert is no accident, but it is a crucial part
of your marketing if you want to customers to seek YOU out.
Get known as the go-to guy or gal in your field. The more
well-known you are, the more prospects will trust you. You
become part of their world and will be invited to be other
people's center of influence. To build your
personality-based brand, you can write a book, publish a
blog, begin public speaking, submit articles to your
industry publications, offer radio interviews, and send
regular press releases to the media.
This approach creates a clear distinction of your brand,
reinforcing customer loyalty and creating prospect
interest. Your personality-based brand includes your
authentic style, your past experience, your unique skills,
and everything that you bring to the table to help your
clients. You can help to reinforce your personality-based
brand by developing proprietary systems and services that
are unique to YOU. In this way, you have specific
information that your competitors don't. And only you can
teach it to your clients the way YOU can.
Have a professional photograph taken as an aspect of your
personal brand. This is a great investment because you'll
have pictures of yourself that you like and the photos will
help build credibility. Include your photo on your business
cards, brochures, speakers' sheet, website, flyers, and so
on. People who are not good at remembering your name will
remember your face. When they see it again, they will be
more inclined to look more closely at what you are
offering. Even people who don't know you in person but
"meet" you on the Internet or by reading your book will
feel like they have a closer relationship with you when
they can see your picture.
MAVEN ACTION ITEM: Right now, make a list of things that
make you credible. This is a list that explains, "What do I
know that makes me an expert?" For instance, you may have
written a book, published articles, conducted workshops,
hold certificates or degrees, have specific expertise, and
so on. How can you incorporate these into your marketing
and to build a personality-based brand? What else can you
do?
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Wendy Maynard publishes MAVEN MARKETING, a weekly marketing
ezine for business owners, freelancers, and entrepreneurs.
If you're ready to skyrocket your sales, easily attract
customers, and have more fun, subscribe at
http://www.gomarketingmaven.com/ezine_3.html
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