“Just be yourself.”
We hear this phrase all the time but in business especially, it’s easier said than done. It’s important to stand out, but you also don’t want to alienate clients or appear unprofessional. The truth is, being yourself in business (and your marketing) is a balancing act.
All clients want to do business with people they know, like and trust. But achieving that status can take time, and often some degree of vulnerability. In this article, we’ll share our insights into being yourself in business and making the most of your personal brand.
Know your strengths and weaknesses
We all have our business strengths as well as areas we’re less confident about. Identifying your strengths and opportunities will help you frame the way you talk about your expertise and the value you can offer your clients.
While it can be tempting to think you need to please everyone, the truth is, when you’re confident in who you are and the strengths you bring to the table – you’ll find it easier to attract (and keep) your ideal clients.
Clarify your message – and share it
One of the five key marketing resources we encourage all our clients to have on their website is a professional profile. This is different to your resume or CV. A good professional profile should quickly get to the point of what it is you do, for whom, and how you achieve the outcomes your ideal clients want.
Our formula for creating an effective professional profile includes outlining the three Cs – Credibility, Clients and Character. Your clients need to know you have the appropriate credentials, qualifications and experience to not just get the job done, but to get the job done for clients who are just like them.
They also want to know who you are as an individual and that your character aligns with their own. If you can wrap an additional C for Conversation starters around them to provide a memorable reason for your prospective ideal clients to engage with you, it’s very likely you would have nailed your professional profile.
Conversation starters will usually be included in a brief paragraph or two that sums up your interests and achievements at the end of your professional profile, giving your clients a glimpse into who you are outside of the nine to five. For example, perhaps you run marathons or you can discuss wine varietals until the cows come home. Conversation starters are personal details that are likely to resonate with your ideal clients, but you must feel comfortable sharing these personal insights, and of course, they should always be suitable for sharing publicly.
The purpose of a conversation starter is to offer your reader an easy starting point for natural and unforced small talk. This can provide the familiarity necessary for a prospective client to pick up the phone and arrange an introductory or first consultation.
Be persistent and consistent
Genuine reputations take time to develop, so it’s worth remembering that you should invest in the long game when it comes to your personal brand. Consistent, clear and authentic marketing is one of the most powerful ways you can build familiarity and trust with prospective clients.
This includes developing your 5 Key Marketing Resources, communicating regularly with your network, and extending your reach through social media. In our experience working with clients, investing in original content demonstrates your expertise and builds your personal brand whilst upholding professional standards.
Detailed analytics show us time and again just how many recipients are opening emails, clicking on links, and viewing our clients’ website content. This “silent majority” are quietly taking stock and getting to know, like and trust what you have to share.
Strategic communication that speaks genuinely to your clients about the problems you can solve and the help you can provide has always been important. Now more than ever, consistent and relevant communication is the key to attracting and keeping clients for life.
At Bold, we specialise in helping professionals and business owners to use marketing to grow their businesses. If we can help you, please accept our invitation to contact us on 07 5477 0197 or email marketing@boldcorp.com.au.
