In a coaching call this week, I was reminded about an important lesson about personal brands.
A passion is about you.
A hobby is about you.
But the sustainable interest behind a personal brand is about how you serve others. What is the problem you solve? How do you uniquely solve it?
I was working with a guy who wants to work with CEOs to “raise the consciousness of the world through ancient wisdom.” But if I’m the CEO at Nike or Amazon, am I worried about the consciousness of the world, or my company, or even myself?
Am I thinking, “I wish I had more ancient wisdom in this company?”
Ultimately, the personal brand is not about you and your passion. It is how you choose to apply your skills to serve an actionable audience in a meaningful way.
And the website …
This self-centered brand usually carries over to the website.
Many entrepreneurs and small businesses load their landing page with plaudits. This is how good we are! Look at our awards!
But this does not move the sale along. You’ve worked so hard to bring people to your site. What they need to see is: What is the problem you solve? How do you uniquely solve it?
There is a place for the plaudits deeper in the site … maybe the About page.
But upfront, let your web visitor of the problem you solve and then back it up with customer testimonies that assure them that they’re in the right place.
Mark Schaefer is the executive director of Schaefer Marketing Solutions. He is the author of some of the world’s bestselling marketing books and is an acclaimed keynote speaker, college educator, and business consultant. The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak at your company event or conference soon.
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Illustration courtesy Midjourney
