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Building a personal brand is all about capturing attention. If you work in a “boring” industry, it can be tough to communicate the key benefits that differentiate you from competitors. Especially when you work in an industry that’s not usually the topic of conversation or trending on social media.

Take the VoIP industry, a very boring industry. It’s hard to make VOIP stand out or make it “sexy”. People don’t usually turn to VoIP companies for engaging content, actionable educational or entertainment. But with the right attitude and the ability to produce quality content, leaders even in the boring Cloud VoIP industry can gain recognition and build an audience. (I’ll show you a real life example in bullet #1 below).

In this article I’ll show you real examples of how to capture your target market’s attention, convert them into stark raving fans, and build your personal brand even when you’re in a boring industry.

Ready? Let’s roll!

1. Be Bold. Be Authentic. 

Wallflowers and shrinking violets don’t build brands. People who are bold and enthusiastic do. For executives looking to make their mark and build a brand, being a hands-on, in the trenches type of person translates into authentic experience.

You don’t want to be the kind of exec that takes all the credit and not know how anything works. If your team does the heavy lifting while you get the kudos but you can’t explain how your widget works, then people are not going to respect your opinion.

Someone who shows they know what they are doing and can express their “Why” is going to be more authentic.

Don’t be afraid to have an opinion and share it, even if it happens to touch on the politics of the day. If it is earnest, authentic and well-thought-out—not some emotionally charged overreaction—then boldly proclaim it and let the discourse begin. That is what builds engagement, followers, and brands. 

Those who take a position and confidently support their way of thinking are more likely to stand out 

People value leaders who are confident and don’t flip-flop on their beliefs just to appease the masses. Sure, some feathers may get ruffled, but how many low-key, wishy-washy executives can you name? Exactly. You can’t name many because they don’t stand out and nobody knows who they are.

2. Share Actionable Expertise

Just because your industry isn’t interesting doesn’t mean no one is interested. You can still share your knowledge and expertise to build your brand. Take Ryan Stewman, the sales and marketing expert who runs a sales training called The Hardcore Closer.

Ryan gained a loyal following talking about lead generation. He has built a multi-million dollar business by taking what has worked for him, sharing it, and monetizing it.

Ryan was on the cutting edge of using social media and videos to promote himself and connect with people when he started in sales. Because of his success, he started to teach other salespeople how to use social media to connect with people and use tools for lead generation. 

He built a lead generation software company called Phonesites that helps salespeople create their own sales funnels. He offered free training on Facebook live and produced free content in the form of articles and training videos.

Sharing his expertise helped grow his personal brand which has allowed him to scale into other successful business ventures. He’s doing it right.

Chris the founder of SalesMessage is another great example. He has been using SMS texting to communicate with anyone who contacts their business or even subscribes to their webinars, events, or blog. 

He shares actionable tips, tricks and information while trying to covert some of the leads who contact him and gets a whopping 70% response rate on SMS texts. He recently shared the complete set of sample text messages to send to customers on his blog. He engages his potential customers and build his following.

But, one of the biggest mistakes you can make in personal branding is to be and act like someone you are not. You will eventually be outed, caught, or exposed. 

When building a personal brand, don’t pretend to be someone you’re not or have expertise when you don’t.

Elizabeth Holmes, CEO of the once highly-touted blood-testing startup Theranos, was once the darling of Silicon Valley. She was seen as an influencer and visionary in the same vein as Steve Jobs.

Theranos WAS Elizabeth Holmes and her personal brand of being a healthcare wunderkind carried the firm. Unfortunately for many people, the whole company and the whole story was a massive fraud. She faked her expertise and knowledge, the company was exposed and now it is no more.

A personal brand built on lies and half-truths will come back to bite you.

3. Be the MVP of Value

If you want to really stand out, you must be useful and add maximum value at all times. Do this by offering free info, training, and content about your industry and share that info while speaking at events and on podcasts.

We’re talking about sharing real expertise, not just thoughts or opinions, but practical knowledge that comes from actually having done the work.

Jack Kosakowski kills it here. Jack has been providing actionable social selling advice and content for over 5 years. With his SkillsLab social selling site, he has been helping salespeople to increase their presence through social media and how to correctly connect with—and sell to—their target clients. 

Value comes from experience. Jack has churned out content on social media, his blog, publications like The Harvard Business Review, and on podcasts—continually sharing what has worked for him, and how it took him from a newbie salesperson to the CEO of the US division of a Global Digital Agency.

4. Stop Selling and Build Trust Instead

Look, you don’t need to be Billy Mays or the ShamWow guy, pitching and promoting all day while operators are standing by. Constantly pushing product is exhausting. But talking and engaging with people in your own voice—your true self—and showing them how to succeed with examples and actionable ideas will build trust.

When you let people see the real you, trust is built and your brand strengthens and attracts new prospects.

Trust isn’t built by speaking AT people. It’s built by engaging and speaking WITH with your audience.

People like to do business with people they know, like and trust. And that’s usually not the guy with the bullhorn shouting “Look at me! Look at me!” Differentiate yourself by sharing knowledge from real-world experience in an authentic, engaging way that creates value and trustworthiness. This will build your personal brand.

When someone needs to seek out info in your industry, you will be top-of-mind because you will be the rockstar of your “boring” industry. They will come to you for the value you provide because you’ve built trust due to engagement, value, and expertise. 


The post Personal Branding Tips For Executives In “Boring” Industries appeared first on Personal Branding Blog – Stand Out In Your Career.

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Amazing post very interesting I <3[KEYWORD}

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At face value, the power of one customer seems rather insignificant. After all, one customer making a single transaction certainly will not make the difference between the success and failure of a small business. On the other hand, can one transaction truly make a difference?

The success factor

One transaction with a company, regardless of the monetary size, rarely means success for the business. Of course, it can if the transaction is a once-in-a-lifetime event for a business, which is normally quite out of the ordinary. So, in the everyday course of business, one transaction or sale that stands by itself as an isolated situation will typically not have a profound impact on the annual net profit of the business entity.

When a customer is pleased, however, with the outcome of a business transaction, that same customer will repeat his or her buying experience. Whether the transaction was personal or business, the importance is having the event repeated, not just a second time, but time and time again over a period of years.

Repeat customers and repeat sales are basically a business annuity. Month in and month out, year in and year out, a continuous stream of money flows into the business from the same customers. Little effort and little marketing is required as long as these customers continue to be satisfied.

Fortunately for the business, the positive effect of this repeated purchase cycle does not start and stop with the original purchase. The purchase experience, hopefully, leads to casual word-of-mouth comments, direct referrals, or online testimonials and reviews. Regardless of the action, the end result remains the same: new customers, more sales, continued business annuity, and additional satisfied customers who continue to promote the business without effort or cost to the business.

This is the perfect situation for any business.

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The failure factor

The opposite of success, of course, is failure. The best scenario for a business is when one satisfied customer produces an untold amount of revenue for a business through actual sales and positive comments and referrals. Dissatisfied customers, however, do the exact opposite. They no longer support the business through sales, or bolster the business with positive comments, referrals, or reviews.

A dissatisfied customer just goes away and never brings in more revenue to the business. The business annuity stops, and whatever personal effort or marketing costs that were invested in that one dissatisfied customer is also lost—labor and money out and no new money flowing in. Unfortunately for many businesses, they never know why they lost the customer. They just know they lost a money-paying customer to a competitor.

The actions of a dissatisfied customer, nevertheless, does not end with a competitive business gaining a new customer. In addition to lost revenue from one dissatisfied customer, revenue can very likely be lost from other current customers hearing negative comments or prospective customers hearing negative comments that cause them to seek products or services from another company.

Although bad internet reviews can be a disaster for any business, dissatisfied customers do not have to post negative online reviews to damage the future revenue of a business. The act of not repeating a sales transaction and making casual negative comments to personal and business acquaintances alone can be damaging to any business.

The power of one

So, the power of one customer can be staggering. One customer in and of itself will most likely not be the deciding factor between success and failure of your business, but the compound effect, both in positive or negative terms over a period of months and years, can definitely have a profound effect on the long-term profit and, potentially, the viability of your company.

All businesses should have a mission that every employee understands. The mission does not necessarily have to be in the form of a written mission statement prominently displayed somewhere in the business; however, this would certainly keep employees constantly aware of what your business is trying to accomplish.

Regardless of business size, type, or industry, just think what the following missions could do for any business:

  • To become highly successful by pleasing one customer at a time
  • To exceed customer expectations by providing the best products and service
  • To produce a customer experience that never disappoints

The goal is not to have one transaction with a customer; the goal is to create customers for life. And this is the real power of one customer.

RELATED: How to Benefit From Customer Complaints

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