Here’s secret successful marketers know: customers don’t buy a product or a service. They buy you. They are interested in your personality, Your experience, and the unique qualities only you possess.
There was a time when “branding” meant a corporate-looking logo and a slick catalog, but in today’s online marketplace, the real value is not in appearing to be a big company, but rather in being your authentic self and allowing your personality to shine through.
Your Authentic Voice
How you speak, how you write, even how you act on camera or in an audio interview, has the power to instantly identify you to your audience. You can see this in action if you scroll through your Facebook feed. It’s easy to know who has posted a particular image or status update, just by recognizing the voice with which they speak.
There’s an even more important aspect of your “voice”: it has the power to attract a specific audience. In recent years, a few high-profile coaches and product sellers have become celebrities of a sort, largely because of the harsh, “don’t hold back” language.
Those marketers make no apologies for their use of offensive words, and they have fans who love them for it. Of course, this harsh language and profile isn’t for everyone. Those that don’t love it – well, simply are not their people.
Others have built their brand on being kind and generous. They always have a nice tone, never appear defeated or overwhelmed, and are an inspiration to her fans and clients.
While very different in their approach, these two examples have one thing in common: authenticity.
It’s clear that if you were to meet either of them in person, they would speak and act exactly as they do online. And their brands are stronger for it.
Consider how you got to where you are today. The backstory may seem boring and uneventful, but it is a powerful tool that can help solidify your brand and attract just the right audience.
Your unique background will appeal to your ideal client in a way that no one else’s will. Your story, the experiences you’ve had, will help connect you with your “tribe.” Those business disasters you’ve overcome are going to be similar to the difficulties your clients are working through. Even more important, these “character building” setbacks are the perfect inspiration for your products and programs.
Your story doesn’t have to be dramatic, and you certainly don’t have to share more than you’re comfortable with, but it does have to be yours. When you are your true self, you never have to worry about attracting the right audience. They will self-select, and your perfect client will find you.
Join Academy Mastermind
If you are looking for a community of like-minded entrepreneurs who are looking to grow their business without sacrificing too much of their personal time, I invite you to check out the Fabulously Balanced Life Academy Mastermind.
Each month we cover a new topic to help automate and grow your business. The Mastermind includes your monthly content workbook, Live Mastermind calls, weekly office hours as well as a private Facebook community for additional support and accountability.