LinkedIn is more than an online resume. Join me at 2 p.m. eastern on November 4th for this live call, or watch the replay here.
All else being equal, people prefer to do business with people they know, like and trust. That’s why you need to keep this in mind in your marketing. It’s the reason things like blogging, podcasts and videos work as marketing tools. You position yourself as an expert, give potential clients a chance to see how you work and gives them a taste of your personality.
In this video Yvonne McCoy and I discussed the know, like trust factor in marketing. We then had one of the viewers – Melanie Lane – join the conversation and we started talking about how it relates to sales.
I hope you enjoy our conversation.
If you’re like a lot of entrepreneurs, writing your own bio is hard. I’m a professional writer and I hate writing my own bio. I’ve written dozens of profiles for other people but when I have to write my own I’d rather clean the toilet.
There are a couple reasons why this is. First, it’s really hard to be objective about yourself. The things that you find most interesting and most important about yourself are not necessarily what other people care about. And the things that you think are unimportant are probably the stuff that other people really find interesting.
The second reason it’s a difficult to write your own bio is we grew up being told don’t brag about yourself and then suddenly you’re having to do it in writing. As a result it feels icky and painful.
Instead, imagine you are going to your high school reunion and you run into a bunch of your old friends. When they ask you what you do, do you tell them the name of your company, a list of your qualifications and the products and services that you sell?
No. You come up with the story about how you got the idea to start your business or what made you take that leap from being employed being an entrepreneur. Or you tell some funny stories about some wacky clients you had or brag about amazing clients you have.
You don’t go into the technical details of your business; you want to tell a story that’s entertaining. And that’s what your bio should be; that’s what your About page should be.
Because all marketing is about getting people to know, like and trust you enough so that they can reach into their wallet and buy from you. However if you don’t ever give anything of yourself so that they can decide whether or not they know you, like you and trust you that’s never going to happen. So if you are ready to rewrite your About page or your bio, take a couple minutes and think of some of the stories that you tell about how or why you started your business.
If you use these stories as the basis for your new bio I think you’ll be happy with the results.
If you have a really great bio, or you know somebody who does, leave a comment and share link to the bio so we can take get inspired by some other great bios.
YouTube is rolling out a new feature called “Cards”. This feature lets you add a graphical call to action on your videos. In fact, you can have up to five cards per video. And yes, the cards are clickable.
One of the things that makes these great is you can create an “evergreen” video but promote a time-sensitive event. For example, Read More→
Mark Satterfield says,
“Businesses don’t fail because of poor products or services. They fail because of a shortage of customers. And that occurs because they lack a consistent marketing strategy.”
I agree. I see tons of entrepreneurs who are extremely talented, smart offer fabulous products or services and yet they’re struggling because marketing is hard for them.
That’s why I was so pleased that Mark was willing to come on a Hangout with me to talk about his new book The One Week Marketing Plan: The Set It & Forget It Approach for Quickly Growing Your Business
On the first day Mark tells you to choose a niche. I think this is fabulous advice. It is very difficult to create a marketing plan if you are trying to sell to everyone. The more focused your niche, the more your marketing will speak to the people in that niche. As Mark says in the video, “It’s devilishly hard to get that initial attention.” Having a targeted niche makes it easier to get attention.
Think about an accountant. If an accountant says, “I can help businesses do your taxes” you probably won’t pay much attention. But if the same accountant says, “I help solopreneurs who provide a professional service pay less taxes” you’ll probably be more interested – assuming you are a solopreneur.
Of course, there’s no rule that says you can’t have more than one niche, you just to make sure each piece of marketing you create speaks to only one niche.
Please watch the video to hear more of Mark’s tips and examples.