Why Should They Care?

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Once you have identified the target market audience (see How to Define Your Target Audience) for your online personal brand – the people you want to delight and excite the most with what you have to offer – you then need to think about how to market yourself.

This is where “The 3 Laws of Marketing Physics” comes into play.

Your marketing messages must answer 3 questions from the perspective of your target audience:

1.         Why should I care?

2.         What’s in it for me?

3.         Why should I believe you?

Let’s start with number 1. Why should they care?

What makes you stand out from the crowd as being meaningfully different?  What words come to mind when your target audience hears your name?

You need to be truly unique in your field or you risk being overlooked.  If your online personal brand makes you look and sound like everyone else – then you are not a brand – you are just a commodity.

Many people are too cautious when it comes to presenting their personal brand.  If you use bland, generic words and statements to describe who you are and what you do – you will not cut through the clutter!

Instead, you need to be bold, exciting, and thought provoking if you want your target audience to care about you.  Take what you think makes you different and “multiply it by 10.”

If you are perceived as being dramatically and meaningfully different – you will stand out from the crowd – and you will greatly increase your chances of branding success.

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6 thoughts on “Why Should They Care?

  1. I clicked on this article because I thought it would be very informative. While I appreciate information that is direct and concrete, it would be nice to have more explanation or even some examples to help solidify what you mean when she say making your brand “bold, exciting, and thought provoking,”. Unfortunately this article didn’t do any of that for me.

    Can you create another post that explains this topic more?

  2. I think it’s really valuable to be asked questions that make us think about the brand we are presenting to the world. We all need to ask ourselves questions like “What makes you stand out from the crowd as being meaningfully different” and “What words come to mind when your target audience hears your name” so that we can focus on putting our best brand forward. I look forward to your future posts delving deeper into the world of developing a strong personal brand.

  3. It is amazing the information that you discover when you ask someone, “What are the top three words that come to your mind when you hear my name.” The results vary depending on age, gender, and method of communication. I suggest that you survey several professionals and determine if there is a common theme. When you discover you three branding words it is time to put them in to action. My branding words are inspire…lead…transform! Please share yours with me!

  4. Surveying is a great idea. Getting 360 feedback of people’s perceptions of you can be an enlightening and humbling experience (especially if people can comment anonymously).

    It takes courage to dig for the truth, however it is a good way to identify strengths that perhaps one wasn’t aware off, as well as weaknesses. My personal rule is: focus on your strengths and become known for them. Don’t spend too much time trying to “fix” weaknesses, however you can take steps to minimize them.

    To get even more value, you could ask for the 3 phrases people use to describe you – as this provides you with some context. For example mine could be: “figuring out what makes you great”, “polishing rough diamonds” and “making you look good online”.

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