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With Online Personal Branding (or any form of marketing for that matter), your marketing messages must answer 3 questions from the perspective of your target market audience:
- Why should I care?
- What’s in it for me?
- Why should I believe you?
In our previous article Why should they Care, we discussed question 1, and the importance of being dramatically and meaningfully different (that is, if you want to have any chance of standing out from the crowd and capturing the attention of your target market audience in the first place).
The next step is to answer question 2. Now you must clearly and simply state what it is that you do – or more specifically, what is the benefit for them to do business with you? Studies show that your marketing will be far more effective if you offer 1 or 2 benefits at most, and state them in blunt, simple terms that a teenager could easily understand.
In my experience I have seen far too many people make the mistake of offering too many benefits or services – thinking that by passing themselves off as a “1 stop shop” they will attract more business. Actually it is just the opposite. Offering too many choices just creates confusion. Sorry folks! Nobody is going to believe that you can be an expert at everything. The golden rule: Marketing success favors the specialist over the generalist. If you can succeed in making yourself known for doing 1 thing really well – you are far more likely to be remembered and recommended.
Also, it is OK for people to say “No” because what you offer doesn’t apply to them. They were never going to be your customer anyway. However, it is inexcusable for someone who fits your target customer profile to say “No” to you and walk/click on by, because they don’t understand what your personal brand stands for, when you are in fact the perfect solution for their needs.
How much business have you missed out on because you have not been blunt enough about what you do?
To be successful with Online Personal Branding you must make what you offer easy to understand.
My blunt, overt offer is “to make you look good online.” What’s yours?
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