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Authentic Marketing For Service Professionals

Don’t Use Personal Branding To Distinguish Yourself!

Larry Easto
Larry EastoPublished on August 10, 2022

Certainly personal brand will distinguish you and your services from the competition, helping you stand out in a noisy crowded marketplace.

Clearly distinguishing yourself from the competition and standing out in the marketplace will help generate more new business … what’s not to like about that?

Well … using personal branding just to distinguish yourself is like using a high performance, luxury automobile just to make Amazon deliveries.

Sure you can use personal branding to distinguish yourself, just as you can use a luxury automobile to make deliveries. 

But each offers so much more potential than the single limiting functions.

Personal Branding Can & Will Improve Your Overall Marketing

The same features of personal branding that distinguishes you from competitors can also help improve most, if not all, aspects of your marketing.

Specifically, by defining what you stand for and how you help ideal clients, you set the criteria that enable you to distinguish yourself and stand out in a crowded marketplace.

These same criteria will also help you focus on those factors that are most aligned with your true best self … and filter out the rest.

Market Research

Essential to all businesses, this is an organized effort to gather information about your target market and ideal clients. As such, it is an important component of developing your business strategy as well as a major factor in maintaining your competitiveness.

Applying your personal branding generated criteria, you can zero in on issues and trends impacting your target market and ideal clients … and ignore the rest.

Marketing Communications

Not surprisingly, the same kind of focus and filter process that can improve your market research can also help you communicate better with your potentially ideal clients.

The primary purpose of marketing communications is to help potentially ideal clients and referral sources understand how you help clients.

This being the case, either or both of your brand statement and brand promise are essential elements of all marketing communications. Everything else supports and is aligned with your personal brand.

For best results, paraphrase your brand statement and promise, using different words to deliver the same message of how you help clients.

Your clear understanding of who your ideal clients are will simplify the process of choosing the words, format and media (including social media) most like to connect with and engage individuals looking for the kind of help you deliver.

Shift From Prospecting For Leads To Attracting Ideal Clients

In an undifferentiated marketplace, professionals offering similar services prospect for any and all clients who might hire them. 

Not only does this waste a lot of time and energy, this approach confuses, even annoys, clients who might be ideal for you and the help that you provide.

Once you differentiate yourself from the competition, effective personal brand based marketing communications can help you attract more of the ideal clients and generate more of the new business that you want … and deserve.

Learn More

·   Don’t Market Your Services Without This Essential Element!

·   It’s Important To Differentiate Your Service Business Because …

·   Leverage Your Authentic Best Self To Attract More Ideal Clients

·   Don’t Tell Your Market About Your Best Stuff … Show It!







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