Why Your Personal Brand Shouldn’t Be About You - Sun and Planets Spirituality AYINRIN
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Author:His Magnificence the Crown, Kabiesi Ebo Afin! Oloja Elejio Oba Olofin Pele Joshua Obasa De Medici Osangangan Broadaylight.
When
creating a website or developing marketing materials for yourself, a
starting point might seem to be listing your awards and accomplishments.
You likely have admirable credentials and skills that could be noted.
If you have a long track record or experience, it could seem fitting to
include these too.
While
these are all valid points, individuals who see these resources may not
be strongly attached to statements that focus on you. As visitors click
on to your website, they might only glance at the achievements you have
listed there. They’re more likely to look for material that speaks to
them.
That’s
why, when building a personal brand, I always encourage professionals
to think about their customers and target audience first. Once you
understand what they’re looking for, you can address their needs. You’ll
be able to design solutions that resolve their challenges and help them
improve their lives or businesses.
Follow these steps to create a personal brand that helps others connect to you.
1. Walk in Your Customer's Shoes
I was fortunate enough to be introduced to the work of Donald Miller, bestselling author of “Building a Story Brand,” through my coach Rod Santomassimo, founder of the Massimo Group.
Miller emphasizes the importance of understanding the problems you are
helping your customers solve. Instead of focusing solely on showcasing
your strengths, direct your attention to your customers and their needs.
2. Create Customer Avatars
Before I sat down to build my own personal website, JamesNelson.com,
I spent ample time thinking about the audience. I created avatars who
represented the types of visitors who would likely be interested in the
site. I did the same during the process of writing my book, “The
Insider’s Edge to Real Estate Investing.” It was important to know who
the book was for and why they would choose it. The audience included
college students and individuals who were just starting to learn about
real estate and think about making their first investment. It also
consisted of veteran real estate investors who might be looking to step
up their game. Addressing multiple audiences can work, as long as you
have meaningful messages for each one.
3. Craft A Compelling Value Proposition
Spend
some time thinking about the value you provide to your customers.
You’ll want to clearly define your value proposition and highlight how
your products or services solve your customer's pain points. Focus on
the benefits they will gain by connecting with you. My speaking coach,
Joel Weldon, is quick to note that the audience is always more
interested in what’s in it for them as opposed to hearing about you. The
more your marketing materials can speak to those points, the better.
4. Emphasize How They Can Improve
As
you address your customer’s challenges and provide solutions, be sure
to include how their lives or businesses will change. On your website or
other promotions, help individuals see what they’ll be able to
accomplish if they connect with you. Perhaps they’ll be able to increase
their savings, build a portfolio, or reduce the length of time they
need to accomplish tasks. If the customer can envision themselves in a
new way, they may be more likely to reach out for what you’re offering.
5. Establish Yourself As The Expert
As
you share resources, focus on providing the information your target
audience is hoping to find. If you can give them what they’re looking
for, they’ll start seeing you as an individual who can help solve their
problems. The chances of them turning to you the next time they need a
solution will increase as well.
Once
you place yourself in the journey of a consumer, you’ll be able to
connect with them and provide a product or service that helps them solve
their problems. As you do so, think of the values you stand for, and
how that sets you apart from competitors. The more you can reach
customers on an emotional level and establish yourself as an expert, the
more you’ll grow your network and future business opportunities.
Was this article helpful? Connect with me.
Follow The SUN (AYINRIN), Follow the light. Be bless. I am His Magnificence, The Crown, Kabiesi Ebo Afin!Ebo Afin Kabiesi! His Magnificence Oloja Elejio Oba Olofin Pele Joshua Obasa De Medici Osangangan broad-daylight natural blood line 100% Royalty The God, LLB Hons, BL, Warlord, Bonafide King of Ile Ife kingdom and Bonafide King of Ijero Kingdom, Number 1 Sun worshiper in the Whole World.I'm His Magnificence the Crown. Follow the light.
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