Storytelling has become a core element of professional brand and branding. And storytelling, we often hear, involves some element of the personal, even if we’re trying to be professional.
“Be vulnerable” has become conventional wisdom. It seems like every day someone’s telling us, “Make sure you come across as human,” or, “They want to believe there’s a real person behind your website.”
[Read more…] about How Your Personal Story Supports Your Professional Brand
Whenever I send out a broadcast with a strong sales message, I’ve learned not to worry when someone opts out. That’s because when some subscribers feel so strongly that they leave the list, I get sales.
The very thing that drives some people to walk away is often exactly what attracts others with equal strength.
That’s why many marketers find they get more clients from their tribe when they write edgy copy. That’s what we call copy that sorts your audience into those who join your tribe from those who walk away. [Read more…] about Why You Get More Clients When Some Prospects Walk Away
Lawyer marketing can be especially challenging because lawyers (at least the ones I’ve worked with) genuinely care about their clients. They want to show how they can help yet still come across as totally professional and ethical.
Additionally, lawyers (like many other service professionals) aren’t always at home in the world of online marketing. So they feel unsure about what to expect. [Read more…] about 7 Questions Most Lawyers Ask About Website Marketing
My own intro to elevator speeches was the Basic Option 1: “You know how stressed-out people get when they are changing careers? Well, I have a three-step system …”
Then there’s the variation, “I work with stressed out corporate executives who want to find a new career while they’re still employed.”
As a copywriter, I get tempted to add an edge to these openings. We could suggest something like, “I work with corporate executives who are one step away from a career meltdown, but want to stay employed while they … ”
Sounds good … almost too good. Good copy is invisible, like good authors of novels. When your audience starts to think, “Wow, that’s really clever!” they stop paying attention to the message. [Read more…] about Copywriting Tip: Replace Your Elevator Speech With An Elevator Story
Here’s why that is a very bad idea. Oh, before I start, I know you’re going to tell me that some very successful people called (and still call) themselves renegades.
Well, I would say they succeeded in spite of the name they chose. They’re not renegades; they’re pack leaders. They just want to think of themselves as lone ranger super-heroes.
Reason #1 – Real mavericks don’t know they’re mavericks. They are surprised when someone says, “You’re different.”
Once I was telling a friend, “I don’t know how they could tell I’m a maverick.”
My friend said, “I knew you were a renegade five minutes after we met.”
Reason #2: Real mavericks don’t have to tell you they’re maverick. You know … even if you are a maverick yourself.
See reason #1 above.
Reason #3: There’s no special reason to hire someone because they’re a maverick or renegade. Some mavericks are creatives who can help you think outside the box. Some are just different and not always in a good way. Brand on your client’s benefits, not your weirdness.
This reason also applies when someone tells you to brand based on your curly hair. Yes, it happens.
Reason #4: Lots of people call themselves mavericks. You’ll be one of a pack of .. mavericks. Why would you want to do that?
Reason #5: Lots of people think they’re renegades and mavericks even if they’ve thrived in the corporate world, served with distinction in the military, or fit into a suburban setting with ease. They will feel they own the right to call themselves mavericks and will resent your claiming the title for yourself.
Finally, real mavericks don’t particularly feel pride in their offbeat status. They want to blend in with the crowd. They know they’re … different. In their next life they want to be boring. Well, not that boring…
So what about being a queen or a diva? That’s so turn-of-the-century. Today you’d be considered snooty.
As a copywriter, I’m heavily involved with client branding and messaging. So I put together this free guide to answer the most common and important questions:
5 Quick And Easy Tips To Brand Yourself Authentically And Connect Closely With Your Clients
Click here for instant access.