Personal Branding: How to Achieve Consistent Marketing Clarity

Personal Branding: How to Achieve Consistent Marketing Clarity

This is Episode 45 of This Old New Business weekly business podcast with Jeff Korhan.

Those that know and follow Larry’s work have come to appreciate his unique point of view and no-nonsense approach that indeed is his brand.

If by chance you are not familiar with Larry Winget, get ready to be energized, because this guy is the real deal. Larry’s fresh perspective on all things will help you sharpen your thinking and stand out to be known for what you do best.

Our Featured Guest: Larry Winget

Personal Branding: How to Achieve Consistent Marketing ClarityLarry Winget is a bestselling author, television personality, social commentator and internationally acclaimed speaker. His newest book, Grow A Pair: How To Stop Being a Victim and Take Back Your Life, Your Business and Your Sanity is a New York Times and Wall Street Journal bestseller.

In addition to starring in his own television series on A&E, Larry has appeared on Dr. Phil, The Today Show, and in three national television commercials. Larry’s expertise extends from business success to parenting, and he is well known as the Pitbull of Personal Development®.

Be Known for Who You Are

According to Larry Winget, the surest way to build a powerful brand is taking a stand and not wavering from it. That focus brings clarity to both the business and the audience it serves.

For small businesses, this is most readily accomplished by building your brand upon the foundation of who you are, not necessarily what you say or do, because people naturally respond to what is honest and authentic.Personal Branding: How to Achieve Consistent Marketing Clarity

Memorable brands are known for a particular style, message or point of view. For Larry Winget, this is his no-nonsense point of view on a wide range of topics, what he refers to as “having one way to say 1000 things for a small but fiercely loyal group.”

Compare that branding approach to havng 1000’s of ways to say one thing – such as being the low-price leader – to a massive group. Both are attainable, but it makes more sense to build a brand on honesty and authenticity that cannot be easily matched. 

I’d love to hear your thoughts on personal branding?  Meet me over on Twitter to take the conversation further.

Lighting Round Tips and Advice

Larry’s Top Sales or Marketing Advice – Focus on the value you bring to others.

His Favorite Productivity Tip – Get the bulk of the work that needs to be done completed early in the day when your energy level is highest.

A Quote that has Inspired Larry’s Success – “Things that are easy to do are just as easy not to do.” Jim Rohn

Key Take-Aways

  • Learn why Larry believes it’s important to have a bias and speak up about your opinions at 18:33 minutes into this episode.
  • These days we read and hear a lot about thought leadership. Get Larry’s take on this controversial topic at the 22:00 mark.
  • You can learn more from Larry by following his Facebook Fan Page
  • Larry has all kinds of free and premium resources available at LarryWinget.com, where you can pick up a copy of his latest book.

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About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Mapping the Ideal Customer Content Experience

Mapping the Ideal Customer Content Experience

David Packard, co­founder of Hewlett­Packard (HP) once observed that “marketing is too important to be left to the marketing people.” That was decades ago.

Yet, even then he intuitively recognized that it’s more than promotion. Marketing is a major contributor to the comprehensive customer experience.

Now that online media increasingly stands in for traditional marketing, selling, and customer service, it’s time to recognize its role for adding value to the customer experience with your products and services.

In short, if you want to attract and retain more customers and enjoy greater profit margins you need to enhance the value of the content experience by planning and mapping it out.

Here’s how.

Reverse Engineer The Traditional Customer Experience

The traditional customer experience was predominantly associated with the product (or service) and followed the typical sequence of marketing first, then selling and customer service. Each stage determined the responsibility for nurturing the customer relationship.

In a digital world, content transcends those stages (and others, such as production) to affect how buyers are thinking, seeing, doing and feeing about your product. For example, let’s say you have sold a product and the customer is uncertain about how to properly use it.

This is reminiscent of the old days when print “instruction manuals” that accompanied products were poorly written, and therefore, confusing. The unhappy consumer turned to the customer service department, and having to do so immediately compromised the experience.

Nowadays, website designers use something called the empathy map to plan out the user experience with a site by asking relevant questions. You can apply it to your business by simply taking a large board and dividing it into four quadrants labeled: thinking, seeing, doing and feeling (or download template here). Then use sticky notes to answer questions such as:

#1 – When using our product what are our customers thinking?

#2 – What do buyers do when they visit our website?

#3 – How do our customers see their day-­to-­day lives?

Mapping the Ideal Customer Content Experience

The idea is to really get personal and understand the worldview of your ideal customer, client or user, and then address that with your marketing content. It will make for a better experience for your customers and staff that serves them.

Here’s an Example

I recently gave two keynote presentations to a group of marketers. I received a thank­ you note from the meeting planner that stated 90% of the attendees felt the program were excellent. It also included a few quotes, with one reading: “Jeff did a great job, but did not customize for our industry.”

Rather than attempt to prove that I did customize, it’s smarter to use this as an opportunity to provide content that adds more value to the product (the paid presentations). I offered to write an article for the organization’s publication to clarify the issue and provide a list of actionable tips (cheat sheet) specifically for their industry, and they enthusiastically accepted.

More important, I will add this idea to customer touchpoints for future speaking engagements to enhance the experience with my company.

If your business actively seeks feedback from its customers you have a good idea how they want to feel after working with your business. Give that to them with products AND helpful information that answers questions and otherwise solves problems.

What your business does or does not do throughout the customer content experience is the engine of business success or failure. Mapping it will help make it more favorably predictable.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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