And Why It’s Not about Your Wonderful Qualities as a Human Being
I don’t mean to suggest that your customers don’t care about your fundamental decency, professionalism, and your devotion to your local community. However, each of those qualities is necessary, but not sufficient for someone to do business with you. Ultimately, yourpersonal brand reflects your unique ability to help your ideal customers succeed.
A few weeks ago I had a phone conversation with a former colleague who had invested a significant amount of money with a company whose assignment was to shape his personal brand. To show off the results of the exercise, he pointed me to his brand-new website which highlighted his passion for financial planning and his devotion to his local Midwest community. Since I’ve known him for years, I know that this accurately reflects the kind of guy he is. But if I had been a customer going to his website in search of solutions, my initial reaction would’ve almost certainly have been,“So what?”
- Image by Rob Barrett via Flickr
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