Personal Branding – People Are Zoning Out

Here’s an unpopular opinion I have developed across the years working for big brands and researching about personal branding: Once you start talking about who you are, what you do, what you have achieved, hobbies, aspirations, dreams, ambitions, etc

People zone out.

They get into a deep meditation about everything else than you.

Why is this important?

Think of your CV.

Isn’t it all the above?

How do you expect a Hiring Manager (forget about Recruiters, they don’t read CVs, they have software for this) to not zone out when reading a 2-3 page CV that talks about you?

You might argue that in your CV you mention the companies you worked for, the clients you worked for, that’s correct, but you are telling the Hiring Manager what you accomplished, not how your Hiring Manager will solve their problems or fulfill their needs when you join them.

What do you need to say then?

98% of what you say or tell in any piece of communication is what your target audience can get from you.

It’s Marketing 101: responding to consumers’ needs and wants.

Show me where do you have to speak about yourself in responding to your audiences’ needs and wants? I’ll wait.

If your audience needs a spreadsheet that solves a particular problem, it doesn’t matter how much experience you have with spreadsheets or who you are or what you studied or how many awards you earned.

What matters is fulfilling the need.

They want a spreadsheet that creates a chart, they don’t care who you are and what you do.

And always remember, it doesn’t matter who wrote this post and what the writer does for a living or as a hobby.

It could be stolen from someone (it’s not).

Doesn’t matter.

It fulfills a need.

That’s what matters.

You’re Not Popular – Embrace It

Many types of users here think they are popular, well-known, trusted, thought leaders, or experts.

I think they need some attention to some information.

Popular: does not mean famous in general, and popularity mostly stays within this platform and rarely goes beyond other channels.

Well-known: not necessarily popular, but are recognised by their network or community.

Trusted: i’m trying my best to avoid the word influencer but they can influence a great deal of their community with what they say, review, or recommend.

Thought Leaders: mainly experts in their domains that are present whenever there is information to spread within their market, field or industry.

Experts: not really thought leaders, but are go-to professionals that can solve problems however complex they seem.

Advocates: these are activists in their domain and dedicated to global, international or local causes (humanitarian, animals, nature, etc) .

The following may be any of the above, but please note they are more labelled as spammers than leaders if all they do is:

  1. Share articles
  2. Excessive Commenters
  3. Joke tellers
  4. Trolls
  5. Scammers
  6. Network/Pyramid Scheme Marketers
  7. Affiliate Marketers
  8. Parrot Social Sellers
  9. Cold Messengers
  10. What else?

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