Today's Ask the Expert post is from Robyn Mather, a personal brand expert.
In today’s hyper-distracted climate, you have less than 5 seconds to make a connection with someone. In the business world, these connections or “touch points” are how someone experiences you, your brand, and business. One of the most fundamental touch points is how you express yourself in words and answer the question, “So, what do you do?” In some circles this is called an Elevator Pitch but I like to think of it as your individual Power Statement, that when done well, beckons a potential ideal client to lean in and want to know more. Remember, people don’t care about you, all they want to know is “What’s In It For Me.” Creating your power statement and spending time on what makes you distinct are key foundational steps to personal and business growth.
Below are a few questions to get you thinking about this, but I’m also leading in-person workshop with Pepperlane on Feb. 6 to help you create your Power Statements. Read below for a quick teaser but be sure to register for the event!
Define Your Difference
Why do you do what you do? What do you stand for? What is your business story? Tap into what is inside you that is bold and thought-provoking and creates an emotional connection with people. Yes, these are deep questions and while you may not nail it right away, knowing why you are in business will sustain you during the ups and downs of growing your business. Remember, this isn't about boasting, it is about the human connection. Lead with your big why. Tell your personal story. Master it. It is the fuel your business needs. People need to connect and believe in you before they will refer you or buy from you. Do not underestimate the power your story has.
Prime your big picture thinking by watching Simon Sinek’s Video, Start with Why.
Here are a few questions to help develop your big why and bold brand story:
- What can you talk about all day long without getting tired?
- What infuriates you about the industry you are in?
- What is one thing you would change in this world?
- What did you love to do when you were young?
- Who do you admire and why?
Let your answers inform you and connect you to your deeper truths. Infuse some of the newfound insights and language into your existing messaging, social media and web copy. The more you talk about your why, the more people resonate with you and your circle of influence grows. You become more confident, you make better plans, you live your truth, you attract the right clients. Stepping stones to a beautiful, sustainable, and intentional business.
Robyn Mather is the founder of A Social State of Mind, a boutique communications company offering personal brand development, social PR, trainings and workshops for business leaders, individuals and teams.