How many of the following slogans can you complete?
“Have a Coke and a _____.”
“Nationwide is on ____ ____.”
“M&M’s – melts in your mouth, not in ____ _____.”
“KFC – it’s finger-licking’ ____.”
Apologies if you now have one or more of those jingles stuck in your head.
Especially the Nationwide one w/ Peyton Manning… AAACK… AAARGH!!!
(sorry, I just had a sudden, violent convulsion)
Anyway, the reason you might know these slogans (and corresponding jingles) is because these are large companies with millions to spend on advertising.
We see and hear their commercials over and over again and their slogans and jingles get tattooed into our brains and consciousness.
And that’s just great… for them.
But what happens if you’re a small start-up company or probably like you…
… a solopreneur??
I’m willing to bet you don’t have millions to spend on advertising or the means to hire a large ad agency to create an advertising campaign for you.
If this sounds like you then pay attention.
Because slogans and jingles aren’t the way you’re going to build your personal brand.
You see, unlike Coke and KFC, you’ve got to build your personal brand in a more cost-effective and efficient way.
And you’ve got to build your personal brand by speaking to your customer at the core level…
… and engaging them in the conversation already going on inside their head.
So how are you going to do this?
By answering the 3 questions detailed in this blog post by Content Marketing Specialist, Bill Pescosolido.
When most people think about personal branding…
Things like a sharp logo, fancy title, catchy tagline, and professional photography all come to mind.
These are the LAST things you need.
Which isn’t to say branding isn’t important, because it absolutely is.
After all, how else are you going to stand out from your competitors in today’s crowded marketplace?
Your brand is the key
Because let’s face it, if you’re a network marketer, you’re not the only distributor on the block.
And if you can clearly communicate the unique value of joining your team…
You’ll have folks lining up to buy specifically from you.
However, most business owners aren’t taught how to properly position their brand for profits (instead of simply aesthetics).
So today, I’m going to reveal three questions you must answer to begin building your personal brand online.
This is where you start.
Now, the first two questions are personal and you need to honestly answer these for yourself.
So, what do you stand for?
It’s a simple question.
If you want to create an online brand and you want people to get to know you, you’ve got to state loud and clear what you stand for.
- What’s important to you?
- What are you standing up and saying?
You need to be able to clearly articulate:
“This is what I’m about and this is what I’m going to do for you.”
That’s how you create a brand and a presence.
If you want people to follow you, and to like and trust you, they’ve got to know what you stand for.
If you want them to ultimately become a customer and to buy from you this is the first step.
I’ll give you an example.
One of the things my wife Michelle and I stand for is this: we don’t promote or endorse any product or service we don’t fully believe in ourselves.
It’s very important to us and we make that clear.
We never promote something just for the sake of making money
We never promote a system, like Elite Marketing Pro, unless we personally believe in the system.
Speaking of which…
If you’re ready to get started now with building your business using “attraction marketing,” I’d like to invite you to sign up for Elite Marketing Pro’s FREE 10-Day Online Recruiting Bootcamp, where you’ll gain the knowledge to create an automated selling and prospecting system to attract highly-interested prospects to your product or opportunity online.
We won’t create a course, or be an affiliate of someone else’s course, if we don’t firmly believe what is being taught is of the highest value, quality, and integrity.
We’re never going to promote a product launch or a book launch unless we trust the product.
We would never email our list if we ourselves hadn’t actually purchased and used the information, and we know and believe in the person behind it.
That’s one of the things we stand for.
In contrast, there are plenty of marketers out there who don’t give a flip and they’ll promote anything to make a buck.
We want to distinguish ourselves from those types of marketers because it’s just who we are and we want to stand behind anything that we’re promoting.
Plus, we want to separate ourselves from the people out there who will promote anything and everything and do it just for the sake of making some money.
Our brand, and our image, and our integrity are far more important than making a couple bucks.
Okay, I think you’re with me so far, right?
Let’s move on to the second question.
So in addition to knowing what you stand for from a brand-building standpoint, you also need to ask…
What is it out there that you see that just repels you?
What is out there that you know is going on that you just can’t stand?
What do you stand against?
And this is almost as important as articulating what you stand for.
Distinguish yourselves from those who you disagree with
Your audience wants to hear you say…
- “You know what, I don’t like when I see this happening.”
- “I can’t stand that some people do this, and I stand against it.”
It could be a lot of different things.
It could be something very deep and personal.
And talking about these personal feelings and thoughts of what you stand against will make you seem more real to your audience.
There’ll be certain people that disagree with you and that’s great because if you say…
- “I stand against x, y, and z.”
And there are people out there that say…
- “Eh, you know, I’m actually for x, y, and z, I don’t know why you don’t like that.”
Well, guess what, they’re probably not the people that you want to follow you anyway.
They’re probably not the type of people that you want to eventually become brand evangelists for you.
They will probably never buy from you anyway
So why do you really care?
If they’re never going to support you, or be a brand evangelist, or be a teammate or a customer, then who cares?
What you’re doing is drawing a line in the sand and distinguishing yourself from a lot of the clutter and the noise out there.
That’s good because you’re separating yourself, you’re making yourself not blend in to the crowd.
You’re making yourself stand out and rise above certain things.
And that’s exactly what you want from a brand standpoint.
You don’t want to be the same as everyone else!
If your brand is to blend in and be just like the next guy or gal, that’s…not a good brand.
You might as well name your company ACME or General Standard, Incorporated.
You’ll never stand out.
I’ll give you another example of standing against something.
Michelle and I stand for being in the trenches.
- In the trenches every single day doing things to build our business.
- Always learning new stuff from a marketing standpoint
- Trying and testing those things that we learn
- Applying them into our own business and we share the results with others
And…we’ve had some pretty good results to boot!
It’s not like it came easy, it was difficult, but we worked at it and we’re in the trenches doing this every day.
We’re always investing in our learning and knowledge.
We’re investing in our skills and we get in the trenches and take action.
We actually do this marketing stuff.
So, because of this, we take a…
Stand against marketers (or ‘gurus’) who teach theory
These marketers teach vague, vanilla concepts.
If you watch one of their trainings, you would walk away thinking…
- “I didn’t learn anything from that.”
- “I don’t know what to do with all this theory that they just taught me.”
We stand against those people who are just ‘fluff’ and teach theory.
They aren’t in the trenches themselves actually doing this marketing stuff.
That’s what we stand against.
And I see it a lot.
I see a lot of people who don’t have ANY idea what they’re talking about.
Yet they create some course on Facebook marketing, for example, and you watch it, and you think…
“God, this is such crap!”
But they sell a course for $297 and make a whole bunch of money.
Then they have a lot of dissatisfied customers because they only taught theory.
I recently did a training for the Elite Marketing Pro community about prospecting, and how to turn your leads into customers and distributors.
I gave strategies, tactics, and specific things to say.
First I explained how and why these work, and then I showed exactly how to do it.
And I could teach this training because…
I spent four years picking up the phone every single day calling leads
Thus, I can teach training on prospecting and feel good about it, because I did it for so long.
I was in the trenches day after day picking up the phone calling leads, striking out, messing up, figuring it out, doing some calls better than others, making some drastically horrible mistakes and realizing that…
- “Boy, Bill, that was a knucklehead thing to do. Don’t ever do that again.”
Then I revised, optimized, and tweaked to the point where I could profile the different people I was speaking to.
I discovered three distinct categories, based on a couple of things they would tell me in the first few moments of our conversation.
Now, I could never have taught a training class like that if it was purely theoretical, and if I had, that training would’ve sucked!
That’s what I’m talking about and that’s what we stand against…
People who teach theory they learned in a classroom.
Don’t know about you, but…
I want to learn from someone who’s actually out there doing it themselves
Someone who built a rock solid business, and brand, and who made a lot of money—because that’s the result of a successful business.
I want to learn from someone who has done it, so I can do it too.
That’s what we believe in and we stand against the people that teach theory.
Now, after you’ve decided what you stand against, then weave that into your message.
That’s what’s going to build your brand.
Not a logo, alright?
This is about REAL stuff.
Okay, the third and final question is…
You probably hear this a lot within the Elite Marketing Pro community.
You hear a lot about your “target market” and your “customer avatar.”
And the reason why I talk about knowing your avatar all the time is because it’s wicked important.
It is extremely important to…
Identify the pains, struggles, goals, and aspirations of your customer avatar
It’s very important too that you understand their “state” AFTER they’ve…
- Had a taste of victory
- Become stress free
- Have more time freedom
- Have more financial freedom
- Have the ability to do things they couldn’t do before
- Stopped worrying about bill collectors knocking at their door or the IRS chasing them down
This is going to be unique to your business, based on your avatar, your product, your service and your offer.
Does that make sense?
You’ve got to know them intimately.
You need to know more than, “they have three kids and a Chevy Nova and a 2,800 square foot house.”
That stuff’s just demographics.
You need to know their “before” and “after” state so you can position your product or service as the transition between the two.
The bottom line is this…
When you really know who you’re speaking to…
That’s when things will take off for you.
To recap, you’ve got to…
- Know what you stand for
- Know what you stand against
- Know who you’re talking to
After reading this blog post you should now have a firm grasp on how to…
- Stand apart from your competitors so you won't become lost in a sea of other marketers and companies
- Clearly communicate your value to your audience which means you'll have people lining up to buy from you
- Create a brand and a presence that people will Know, Like, and Trust so you can build a long-term, profitable business and get off the hamster wheel of chasing down dead beat prospects
So what are you waiting for?
To learn more, I strongly encourage you to sign up for Elite Marketing Pro’s FREE 10-Day Online Recruiting Bootcamp.
They will teach you how to build your business online using proven strategies that work so you can attract people to you and never have to chase down deadbeat prospects ever again.
This isn’t theory!
You’ll see how my friend Ferny Ceballos, CMO of Elite Marketing Pro, passively generates 300–500 leads per day, 30–50 customers per day, and recruit 70–100 new serious business-builders into his business each month.
You’ll have the tools to build your business automatically—where prospects come to you on a daily basis—ready to sign up and get busy.
So if you’re ready to get started…
And if you found this content helpful, I would love to read your comments below!
Bill Pescosolido is a Certified Content Marketing Specialist and is in charge of the content and email marketing for Pescosolido Marketing, LLC. Prior to joining his wife Michelle in their digital marketing business Bill spent 16 years in Corporate America in sales and consulting roles.