Customers don’t buy a product. They buy you.
Here’s a secret successful marketers know: Customers don’t buy a product. They buy you.
- Your personality.
- Your experience.
- The unique qualities only you possess.
There was a time when “branding” meant a corporate-looking logo and a slick catalog, but in today’s online marketplace, the real value is not in appearing to be a big company, but rather in just being you, and your personality shines through in a variety of ways.
Your Authentic Voice
How you speak and write and even how you act on camera or in an audio interview has the power to instantly identify you to your audience. You can see this in action if you scroll through your Facebook feed. It’s easy to know who has posted a particular image or status update, just by recognizing the voice with which they generally speak.
Here’s an even more important aspect of your “voice” though: it has the power to attract a specific audience. In recent years, a few high-profile coaches and product sellers have become celebrities of a sort, largely because of their harsh, “don’t hold back” language. Their fans love it. And those that don’t? Well, it’s not for them.
A few other high-profile coaches have built their brand almost entirely on their ability to be kind and generous. They always have a nice word, never appear defeated or overwhelmed, and are an inspiration to their fans and clients.
While very different in approach, these two types have one thing in common: authenticity. It’s clear that if you were to meet either type in person, they would speak and act exactly as they do online, and their brands are stronger for it.
Your Story
How did you get to where you are today? The backstory—which to you might seem boring and uneventful—is a powerful tool that can help solidify your brand and attract just the right audience.
One popular coach tells of being a struggling single mother, and of creating an online business rather than simply choosing to work one dead-end job after another. Her success is an inspiration to her audience, and is a huge part of her branding.
Another speaks often of how she got started online when she was looking for a way to earn just a few extra dollars every month to keep the lights on. Creating graphics at $5 each quickly turned into a full-time online career.
Your story doesn’t have to be dramatic, and you certainly don’t have to share more than you’re comfortable with, but it does have to be yours. Be your true self, and you’ll never have to worry about attracting the right audience. They will self-select, and your perfect client will find you.
