Good marketing promotion has always been about building a strong relationship with your audience through telling your story. And building relationships with an audience of potential customers, is about being relatable and matching values.
Why are values important in your marketing promotion? Values represent what you stand for or believe in; and your values form the foundation of your personal and business branding message.
Your personal branding message is what sells you, your services, and helps you develop relationships with potential customers. Your business brand is what makes your business recognisable and sets it apart from others.
People will ultimately buy from those they know, like, and trust. That’s why telling your own story is so important. While your story is not a sales pitch, it is and should be seen unashamedly as self promotion. You just can’t create something fabulous, you have to communicate that fabulousness to your potential customers. It will be the story of your passion, your ideas, your values and the medium that people (who you ultimately want to buy from you), will get to know you, like you and trust you.
When people land on your web or social media page, meet you or walk into your office; they should understand within seconds what you are all about. Your blog posts should communicate that personal story directly or indirectly. Every piece of promotional material, including your story, that you put out should be put out with your potential customer in mind.
Telling your story can help you and your potential customers by:
- Displaying a clear values message or value proposition, your ideal customer will know very quickly if they trust you and want to do business with you.
- Explaining passionately why you do what you do, which also helps potential customers understand you and trust you
- Sharing something about yourself, revealing the real person; will enable customers (and suppliers) to see what you’re like to work with and for
- Clearly identifying a profile of your ideal customer, will encourage them to contact you
The bottom line is “be who you are” and make that your difference. Your values form the foundation of your personal brand. Your personal brand is what sells you and your branding is what makes your business recognisable and sets it apart from others. In sending out a clear message, your ideal customer will know very quickly if they trust you and want to do business with you.
Never forget that businesses are ‘people’ too, and in revealing the real you, you offer a sense of trust and assurance that the business is real, ethical and has integrity. Given the exponential growth of online video and social media, communicating your own story will have a big advantage over those that don’t reveal anything about themselves.
I would love to know how you feel about revealing the real “you” – so, please leave a comment?
About the author: Teresa Bassham is the principle of Zenworkz Authentic Marketing, and is passionate about educating small and medium business professionals to research their customer market; create their authentic marketing message; attract more ideal customers; and create a marketing plan to achieve success in 2012/2013. She runs local workshops in Northern NSW and coaches customers online and by phone – if you would like to attend the next scheduled workshops or request distance coaching online –please contact me.
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