If people are going to buy from you, then you need to be accountable for your actions. A slick company video with seamless transitions and a well-rehearsed commentary may satisfy your shareholders, yourself and make competitors slightly jealous, but it’s just aesthetics. It won’t mean anything to the people that matter, namely your customers. They want to feel part of something, they want to belong to a community that shares their values.
It is your responsibility to deliver with conviction, honesty, and relatability.
A Place Of Truth
I certainly want my clients to be accountable for their actions and take responsibility for their message, but it needs to come from a place of truth. We build trust by finding common themes that bring us together with our customers.
Whilst we all want to make money and we can, by finding the common denominator between us, our common traits bring people closer.
Commonality breeds relatability builds community and creates customers.
Creating the perfect-looking videos or hiding behind sales promotions will build unnecessary barriers between your personal brand and your customer.
A personal brand, by the way, according to Mark Schaefer, author of Marketing Rebellion and Cumulative Advantage, ‘is simply what people think about you.’
Mark then points out that YOU are the point of differentiation. There is no one like you. No one with your experience, heritage, or insight.
Your USP Is In Front Of You
It is a theme that runs through my narrative and much of my work, one that I truly believe. YOU are your unique selling point, your USP. You just need the courage to show your personality and share your journey with honesty and integrity.
For me, within the highly competitive communication market, I differentiate myself by being open and honest; transparent about how I work and why I do what I do. I don’t have a production team making my videos, a sub-editor on my blogs, or sending out perfectly branded freebies. No, I take responsibility by showing up for my clients as me, warts, and all. My personal journey and life experiences, as well as my professional qualifications, are my personal brand.
I like to build a collaborative relationship with my clients secure in the knowledge they can trust me to give them honest feedback and stop them wasting time and energy doing stuff that is false and doesn’t represent them or their brand.
A Story To Share
Earlier this year, I was invited by a new client to watch a presentation he was creating via Zoom and to provide feedback in preparation of our work together.
I watched as he made his presentation in front of a poorly lit green screen of his branding. He was openly nervous, looking down and reading from his notes. Such a shame. He believed passionately in his message but didn’t believe in himself. He wasn’t taking responsibility. He made his audience feel awkward because he felt awkward. He had the responsibility of delivering a very important message and owed it to his audience to show up powerfully, with humility and authenticity.
Needless to say, we worked on his story, his presentation, and of course why it was important to take responsibility for his message and delivery. He now makes his presentations with confidence and enjoys the experience too.
Taking responsibility doesn’t mean finding new practices or ways or working, it all relates to something much simpler:
- It is about being honest.
- It is about being relatable.
- It is about being of value.
- It is about being YOU.
You don’t need an avatar or a specialism. You just need the courage to show your personality, be present and to take responsibility.
What does taking responsibility mean for you? Perhaps we can work together?
It is my mission to help you recognise your responsibility. We can then work in partnership to deliver your value, values and skill set with personality and authenticity so that your customers believe in you and your message. This is here to help you deliver, sell and build a reputable business. Reach out and let’s chat firstname.lastname@example.org.