There is a new entrepreneur dilemma: “Selling yourself vs. selling your service”. Is it the same thing?
As a branding professional I know that your story, your values, and your strengths make your brand. I know that may sound like a very simplistic view, but it is true. In a way all those things make your business persona, thus selling your SELF. Your strengths are directly related to what you do for your clients. You may be a marketing professional, business consultant, productivity expert, motivational coach, fitness expert, nutritionist, etc. Whatever your occupation, your strengths should be in there if you are working on your own. You are your own brand, your CEO, and your marketing team, all in one. We know this, but do you also want to be the face of your brand or not really?
Many business strategies, and online marketing experts, base their strategy in your brand. Many of their strategies turn you into an influencer. This is something that I have promoted as well. Many of my clients are set and ready to become influencers and experts, thus promoting themselves as their brands. However, not everyone is built to be an influencer and superstar. Some people thrive by working backstage. They love team work, and helping build other people’s businesses and brands. And that is not a bad thing!
Personal branding, and business branding is not a one-size-fits-all strategy. Therefore, not everyone is going to be a top-shelf influencer. Even though we are ALL influencers to our immediate communities.
What we now see as influencers, are really celebrities. Those people who actually use their names and platforms to sell. Not only their own products, and services, but others as well.
What happens if you want to build trust and sell your services but not your SELF?
If you are trying to provide more service and build your brand through reputation, more than influence or media presence, your plan is different. The strategy that will work best will be the following:
- Be clear about what you offer.
- Build a reputation through satisfied clients.
- Grow your clients encouraging referrals (through discounts, bonuses, or preferred plans).
- Highlight customer experience, stories, and testimonials.
- Share success stories. (respecting confidentiality and specific names and details.)
These are pretty broad and general guidelines. The specifics of content and digital strategy depend on your style and values. As well as the platforms that your clients may prefer. Again, there is no quick fix or template that works for everyone. These are just tips for you to understand that not all trends focus on Facebook lives and growing numbers or lists. Some strategies can be focused on value, and quality of your experiences and services.