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Boring posts sucks. But it can attract your ideal client anyway.

Want to talk about boring today. For example, I may sound boring, but my clients make millions of dollars because I’m systematic and I sometimes even fight with them for their success. If someone loses an opportunity to work with me and achieve prosperity because I’m not entertaining enough, well, it’s not my loss. By the way, one of the best business trainers I, personally, admire — Ramit Sethi, sound like a hell of a boring person to me, so much so, that I couldn’t read his e-mails five years ago, but he is the best yet.

See, when people are boring they are often systematic. Unlike people who want to manipulate your mind by being entertaining, these guys behave like geeks who do not want to be attractive at all. I think you would remember such people from school.

The was a great phrase — be kind to nerds in your class, one of them will be your boss in the future.

They’re people who don’t want to entertain other people; they’re re not here to make you laugh or be excited or make you happy. They are here to make a change in the world, find success for themselves and other people. They are often different than everyone else. They are like weird scientists and introvert artists. They are not mainstream, and they enjoy what they do on their own. When they write their copy, they often attract only same brainy crazy people like themselves.

  • The question is, can you benefit from them?
  • Can you make yourself study more to get what they are trying to say to help your business?
  • Or would you prefer entertainment because it’s easy to digest?

Whatever you choose it’s up to you. If you prefer a Circus Queen with a hot body to a Librarian with hot brains, that’s your choice :). And it will benefit you either way, just differently.

Now, if you are one who writes boring posts, do one simple thing. Understand that your audience is probably just like you, smarter than average. And write for them with all the passion for the subject you have. Know that it will be difficult to be noticed and appreciated, so it’s a tough way. Any charts, infographics, tables, case studies, etc. are the data content. These are always very informative, but can also be boring; that’s why when it has an appealing look and convey your brand via colours, fonts and style, it can make a better impact on your readers. The only way you can win this battle is to show results which speak for itself. More boring statistics and case studies, my friend, can make a serious change in your copywriting. In fact, results will allow you not to write at all or write less because you do not need words to explain the facts if you can show them.

Now. To make the data content branded you need to follow these simple principles. Use your brand colours. Find a style for your charts and infographics and follow it all the time. Know your target audience and what will work for them. You can make your data look very sophisticated, or you can make it trendy, simple, flat or you can use some volume and shadows and realistic touch. Whatever you choose to stick to it.

This post is the part of the series “Brand Content like a PRO” which I run in my group right now. So if you want to discuss it, or ask questions, or maybe propose a topic you can join my Facebook group for Lady Entrepreneurs (sorry guys).

Why brand your company if you are a solopreneur or have a small business?

About a year ago, one of our clients decided to change his site. His reason, however, was specific. He said that he had lost several opportunities to those who provided lesser quality. Also, his prospects were ready to pay more to a couple of competitors who had bigger prices, but provided with the same quality as he does.
We explained to him that the brochure and the site wouldn’t help him to reach the stage where he wants to be. And he needs branding. Here is why.

  1. Clients willing to pay more for better quality. But to do that, they need to know you. They need the testimonials, and they need to trust you. Good branding will take care of it.
  2. It’s much better if a client already heard about you. If you come with credentials, testimonials and everyone talks about you, your potential customers will trust you more.
  3. Can you do this without branding? Branding provides you, and your prospects, with the clarity about what you do, why you do it and how they benefit out of it. It gives you valuable tools to create an image in customer’s mind so they notice you, remember your brand, and decide to work with you. Without this instrument and the system, it will be a longer process with no expectations.

But branding does not need to be heavy. You can start with the social media branding and build the environment for your space fast and efficiently. You may like to increase it later, that up to you. For instance, Social media Kit will make your content branded on a highest possible level without big investments.

How can social media branding benefit your business?

Branding is powerful, it changes your mind and helps you to grow your business. But it’s a big exercise, and many solopreneurs are at the stage when they just need to attract a few new clients online. In the beginning, you do not need to have all branding element like v-cards, letterheads or even logo.

Branding sets up four key aspects of your biz.

  1. Clients know what you do
  2. They also know how you different from competitors
  3. You know who your customers are
  4. You act as your brand

You can create awareness about those factors on a colossal scale if you want to operate globally. But you can also start from the smaller level in social media without advertisements. Please do not think that if you do not pay for ads, it has to be a free exercise. Can you become your own dentist? Same with branding. Hire a good brand expert who will provide you with strategy, plans and of cause design.

Can you sell without manipulation?

Today I want to share a thought not very popular. I hear these type of comments every day: “Be natural people, tired of manipulation”, “Be yourself, be authentic”, “Share your emotions, it’s natural”. Let’s check out what is manipulation. Personally, I do not like when people lie to me. And in advance, I will tell the truthful message “I want to sell you the product for 1000 dollars because I need money.” How often have you heard something like this?

So at first I checked Google, not to share just my thoughts.

Manipulation

məˌnɪpjʊˈleɪʃ(ə)n
noun

1.

the action of manipulating something in a skilful manner.
“the format allows fast picture manipulation.”

2.

the action of manipulating someone in a clever or unscrupulous way.
“there was no deliberate manipulation of visitors’ emotions.”

I’m going to talk about the second option “the action of manipulating someone in a clever or unscrupulous way.” So when we use emotions and persuasion in our communication, we do manipulate the public. For example, you write deeply personal posts to various groups. You put a catchy headline which grabs people’s attention via an emotional hook. And people read it. Now when you share such things with friends, you do not throw headlines to them. You just share because you are sharing you do not expect anything back. When you throw you mega emotional, private, best headline ever, to the bunch of unknown people you are planning something. You do expect that people will follow you and eventually buy something from you. Even the biggest teachers who we admire and know sell us something.

So, when some new marketers manipulate your mind by telling you that you have to be yourself and show your emotions to the public; they do teach you how to sell via emotional manipulations. The only difference between old school marketers in such a situation that they know and admit that they manipulate the audience and the neo marketers hide it.

Here’s another fact which I want to share with you. In the market where 90% of communication is built around emotional content to dig deep inside the customer’s mind, your true message will sound silly.

Remember? “I want to sell you the product for 1000 dollars because I need money.”

Check it out. “When I started my business I had no clue what am I doing and how to popularise it Facebook for free. I was wondering in various groups and was commenting, but had no feedback; there was a time when I was posting six seven times in a day to every group. But I got crickets; no one responded, no one wanted to work. No one noticed me, though I earned some friends, I didn’t make money.

Sounds familiar? I was just like you. I was overwhelmed and discouraged. Lost and frustrated I thought to leave the business.

So I understood I need to have a system, after all, I made it for my clients all my life. It sound’s weird, but I have it all already in my mind. So I’ve carved the plan, created templates and decided to check it in public. Once I’ve created my Social Media Kit with Design Templates, Strategy, and Plan, in three weeks people found out what I do, they started calling and messaging me and congratulating me on my huge success. I got first clients and many calls within first four weeks.

Today I want to share my Social Media kit with you. I have adjusted and polished it to exclude all the mistakes I made. The designs will be created individually for your brand so that they can be so much you. And just for today, you can have it for $999. And if you order today, you will get one coaching session with me for free; offer is valid until the end of September.”

The second message is equal to the first one.
But it has several triggers and emotional connections. It is also full of clichéd words which on one hand irritate you and on the contrary sells well; that’s why people use them.

My point is that if your final goal is to sell and if you try to share the message about it in some tricky or indirect way; you are manipulating people’s mind. It doesn’t matter if you are a corporate advertising PRO or a little boy from the post office.

And the conclusion is simple, if you are anyway going to manipulate peoples’ minds, though it sounds wrong, maybe you need to learn how to do it in a way which will be comfortable for you. Will not irritate or discourage you. Will help you to help other people to get that what they need without feeling that they were manipulated.

Why is branding such a slow thing?

I know you think that you can contact a designer on ‘fiverr’, pay ten bucks and order the logo (let’s not discuss its quality). But I’m not talking about a logo. The sad truth is that having a logo or a registered business doesn’t make you a brand. If we consider that brand is the image in customer’s mind, then it’s a long process. It’s such a long process that you can’t build it in three days or even in a week. Creating an authentic brand is a journey within. It’s transformational, even for big companies and it’s super powerful for solopreneurs and small businesses.

We are all creating goals and we believe that we can build things faster. But a bird needs some time to get out from the egg. If you hatch the egg before its time come, the bird will die. If you do not feed the bird, it may never grow up. If the bird does not have an example of the parent, it may never learn how to fly.

It’s great to have a logo, colours and a mood board from Pinterest, they are all good-looking and attractive things. And don’t get me wrong. Your business will run with or without all of it. But it doesn’t make your business a brand.

So my recommendation is very simple.

  1. When you start, make marketing research. Clients, market, the purpose of your biz and other things.
  2. When you move forward with sales, you may need to create a marketing campaign or even advertising campaign. (You may not need even a logo unless you put it on products.)
  3. Once you create some business which sells things etc., and you feel like your products are fine, and most of the other things fall into place. That moment, you’ll feel the need to expand your business. That the right time to start your brand. It’s a time when you will establish the deep understanding of your business and make a powerful brand.

The brand is an investment in your business. Good branding is never cheap. It is always deep and provides you with the system which increases your confidence, make your business noticeable and build the image in the customer’s minds.

So I have only one suggestion – do not rush!

Four things to know to attract the Ideal client to your brand

When we start our business, we need to know several things that we are going to do, who we are going to sell it and why they need it. This knowledge helps us to build an established business. Surprisingly, the same data helps us to create a successful brand.

I’ve created several topics about target audience already. And think, you already know what are you going to do. So here we will touch the most important client’s pain points, fears, dreams and desires.

If we want to communicate to customers in the right way, not just share the theory, we need to speak in their language about their issues. But even if you know who your ideal client is, how do you find their pain points, fears, dreams and desires? Asking about such things a little bit weird, isn’t it? First of all, if you know your ideal client, or at least target audience, you would be aware where their hangout. Let’s check these places:

Facebook groups.

Become a member of the group where your potential customers might be. Once you are in, add your keywords or potential pain points in the search field on the top right. That way you will have the list of comments and discussions related to your topic. Collect this information in one file, either by copy pasting it or screenshots. You will work with it later

Books they buy from Amazon.

The books relevant to your theme also have some comments below. Check what people say about solutions. What excited them and what disappointed them. You can use both to improve your business and add some features to your product.

Blogs they read.

Bloggers often touch the themes which are relevant to your product.Check the comments. These comments themselves are a fruitful field for blogging. People often ask for the solution. Keep in mind the way how they ask for it. What types of keywords they choose. What tone of the voice they use and what answers satisfied them.

Quora.com

Quora has thousands of questions relevant to your client’s pains and fears. Check the conversations. The questions as well the answers may work just like magic. You can create hundreds of topics in hours.

Twitter

Check for groups and lists first. You may find good collections of influencers or leaders who talk about your solutions or problems. Twitter search may also help in this situations.

Other Groups

LinkedIn and Google also have groups, and some of them are super active. You can look for your data there as well.

Famous Youtube channels

The leaders and influencers often have their Youtube channel. Check them out, they have probably spoke about this already. There can be some decent comments in there. Same works with podcasts.

If you have a huge list of followers

Do the survey. People who follow you already have a reason to be with you. Even if they didn’t buy from you, they quite probably like to read what you write or watch your video. Ask them.

And the cherry on the pie.

If you already have clients, (and I always recommend to build the brand only after you have clients) ask them. The real customers already have a reason; they know why they buy your product. More than that, they can recommend you how to improve it.

Re-branding — a plastic surgery for your Brand.

When my clients ask when to start to brand their company, I always ask them if they have already made any sales. Many new entrepreneurs want to invest in perfect logo colours and a site even before they have an idea about what they will sell. They believe in success (which is amazing), but they don’t have any sales. In such a situation they quite probably will end up investing even more on rebranding.

Let me also add a small remark. When we talk about rebranding a personal brand, it’s a very different story, because you do not change what you are. An alteration of few details here and there, will not make you another person. You are what you are. In business branding, the situation is different as you can change anything you want. But first, let’s talk if you need to change it at all.

There are many reasons for rebranding.

  • Brand doesn’t reflect your personality.
  • The brand look is outdated.
  • The company was sold. And so much more.

All reasons are good, but let’s look at the pros and cons. The great part is that you will have all fresh new brand. The bad part is that your customers will have to change the image in their mind, they will need to rearrange all ideas about how your brand looks, feels, and behaves. It’s an additional stress for the buyer and guess what, yes, they choose not to take a complex path. They throw the old image from their mind, and they may decide to trust you again, or they may decide to forget about you, it’s up to them. As the result, rebranding costs devaluation of the brand and reduction of customers.

To make these issues less harmful for the brand, marketers use brand positioning statement in a smart way. As you know, you have three core elements of the brand positioning statement. The market where the brand operates, the target audience and the point of difference. So marketers choose to change only one element at a time. That means that clients will have their habitual connection to your brand, and they need to adjust to just one element.

For instance, if you sell “innovative personal computers for creative people”, you may change only one aspect to — “luxury personal computers for creative people” or “innovative computing devices for creative people” or “innovative personal computers for office workers”. In all these options only one aspect has been changed, and the two others remain constant.

But what when you just want new colours and fonts. Some time ago I was writing about the main elements which the customer remembers about your brand. Those are colours, fonts and the treatment of the images. If you change it, all clients will stop recognising you. That means you need to double the effort to advertise your business with its new brand. You will not only spend money but a lot of time, almost as if you started all over again.

So before you jump into rebranding think about three things.

  • Do you have enough of time and money to perform the transition from the old to a new brand?
  • Do you have an important reason why you are doing it so that customers can accept the change flawlessly?
  • How can you do it with minimal changes and maximum benefits?

If you have the answers and the strategy, go for it. The brand is an evolving entity, and we need to help it grow and change as much as we can.

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