CUPERTINO, CA – SEPTEMBER 12: An attendee looks at a new iPhone … [+]
When building a website or developing marketing materials for yourself, a place to start might seem like listing your awards and accomplishments. You probably have admirable credentials and skills that could be highlighted. If you have a long track record or background, it may seem appropriate to include them as well.
While these points are all valid, people viewing these resources may not feel strongly about statements that focus on you. When visitors click through to your website, they may only glance at the accomplishments you have listed there. They are more likely to seek out material that speaks to them.
That’s why when building a personal brand, I always encourage professionals to think about their clients and target audience first. Once you understand what they are looking for, you can meet their needs. You will be able to design solutions that solve 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. Put yourself in your customer’s shoes
I had the chance to be introduced to the work of Donald Millerbestselling author of “Building a historic brand», via my coach Rod Santomassimofounder of Massimo Group. Miller emphasizes the importance of understanding the problems you’re helping your customers solve. Instead of focusing only on highlighting your strengths, turn your attention to your customers and their needs.
2. Create customer avatars
Before I jump into creating my own personal website, JamesNelson.com, I spent a lot of time thinking about the audience. I created avatars that represented the types of visitors likely to be interested in the site. I did the same during the writing process of 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 students and individuals who were just beginning to learn about real estate and consider making their first investment. It was also made up of seasoned real estate investors who might be looking to step up their game. Speaking to multiple audiences can work, as long as you have meaningful messages for each.
3. Develop a Compelling Value Proposition
Spend 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 customers’ problems. Focus on the benefits they will get from connecting with you. My speaking coach, Joel Weldon, is quick to point out that audiences are always more interested in what they get out of it than what they hear about you. The more your marketing materials can address these points, the better.
4. Emphasize how they can improve
When addressing your customers’ challenges and proposing solutions, be sure to include how their life or business will change. On your website or other promotions, help individuals see what they can accomplish if they connect with you. Perhaps they will be able to increase their savings, build a portfolio, or reduce the time they need to complete tasks. If the customer can visualize themselves in a new light, they may be more likely to seek out what you offer.
5. Establish yourself as an expert
When sharing resources, focus on providing the information your target audience is hoping to find. If you can give them what they are looking for, they will start to see you as someone who can help them solve their problems. The chances that they will turn to you the next time they need a solution will also increase.
Once you place yourself in a consumer’s journey, you will be able to connect with them and provide them with a product or service that will help them solve their problems. As you do so, think about the values you stand for and how they set you apart from your competitors. The more you can reach customers on an emotional level and establish yourself as an expert, the more you will grow your network and future business opportunities.