What’s Different About You?

Ellen Looyen, www.ellen4branding.com

Personal branding expert Ellen Looyen has helped thousands of businesses and professionals to brand and package their businesses. Looyen has discovered that, “In any successful marketing piece, everything works together to support your brand identity and unique message. The copywriting should be persuasive, and the design compelling. An effective brochure, marketing kit, or website needs to exude confidence and convey a sense of quality, honesty, and knowledge to your prospects. It also needs to be written in your prospect’s language; generic language is not very effective in the relational marketplace.” She advises,

Tell your prospects what you do, how you do it, who can benefit from what you’re offering, and what’s different about you. It works best to bullet point as much of this information as possible, so readers can scan for what interests them, instead of having to read every word. Be sure to also include a list of several tangible benefits your clients will receive. The most important information in any marketing piece answers the question, “What’s in it for the client?”

Endorsements and testimonials work well, because people tend to do what their peers do. Be sure your testimonials point to specific results and are not just fluff. If you can get a testimonial from a well-respected expert in your field, highlight it with a compelling graphic, so it gets the notice it deserves.

Include a biography that instills confidence in your prospects and brands you as an expert in your field. Tell readers what motivated you to get into this business, and why you are the ideal person to be doing this. Highlight your education, credentials and accomplishments. Give a success story that illustrates the benefits you have achieved for other clients. Make your marketing piece convey your personal brand and value with passion, integrity, and believability.

In the follow-up stage of marketing, you are primarily using only two strategies: direct contact and follow-up, and networking and referral building. It’s important to notice that the activities involved in pursuing these two different strategies are identical: calling and mailing, follow-up meetings, follow-up mailings, and following up online. The difference is in the targets of these activities. Direct contact and follow-up is aimed at prospects, and networking and referral building can be aimed at either prospects or referral partners.

In professions where directly soliciting business is inappropriate, you may be using the strategies in this chapter more for networking to increase referrals than for making contact with prospects. Nevertheless, don’t neglect to follow up with prospects as much as you can without crossing the line. Sending a nice-to-meet-you note, interesting article, or informational newsletter is almost always appropriate, whether you are selling to organizations or to individuals.