If you are a small business owner, you know marketing is one of the most important parts of your job.
Let’s be honest, none of us is selling or offering anything completely “new.” To the public, all therapists do therapy, all soaps create suds, all coffee has caffeine (the kind worth drinking, anyway). The trick is to stand out from the crowd. How do you do that? Personal Branding.
You have no choice
Many of my clients are super good at what they do and want nothing to do with marketing or building a brand. They say, “I’m a therapist/candle maker/yogi I’m not a marketer!”
Yeeahhhh, I get that, but if you are running your own shop, you have no choice. You have to get people in your doors, clicking “buy my shizzle,” and promoting how your good stuff helps clients and customers feel better and live healthier lives.
So what sets you apart?
Your person, your personality, your unique twist, your quirks and authenticity.
And why are you so important? Because we human beings are wired to connect with other human beings. We are driven to people watch and build relationships with people we like or feel an affinity with.
Right now I am sitting in, Coffee and Cotton, a coffee shop in Lowell, Massachusetts. (I'm not--this post is pre-COVID). This place is about 5 minutes from my home and I drive by at least 4 other small biz coffee shops on my way here.
So why do I come here? I can get decent coffee and a quiet table 5 minutes from my home.
I am here because I dig their vibe and their brand. More importantly, I saw pics of their new chef on Instagram last week and they teased their Grilled Cheese of the Month yesterday which I just had to have. So here I am.
They are human. They are interactive. They show up real on social media. Their unique thing makes me feel a part of something special and well thought out.
I cannot get this experience at a Starbucks or a Dunkin Donuts because they are generic and boring. And those 4 other lovely coffee shops between my home and here just are not doing the human work to get my interest.
Social Media makes it “easy”
Personal branding is made possible by social media. Now people all over the world can see your smiling face and benefit from your expertise and kick ass products.
That said, using social media to build your brand and market isn’t often intuitive and despite the ease of posting with a click, should be well thought out and planned.
Social media also means you have no excuse to hide behind generic marketing and branding. Showing me pictures of your office of a pretty pose of your product...yawn…..right?
When was the last time you bought something based on a picture (other than art…)?
You buy and invest in things that you feel connected to and our brains are wired to connect to other people!
This means….show your face and personality in your marketing and you are ahead of all the competition who are hiding.