In business you need to magnify what makes you unique and different from the rest. What is it that you need to magnify to magnetically attract customers to you? Or more importantly, the right customers? The ones that will remain loyal to you and what you stand for. I want you to get a pad of paper and a pen ready, because we’re going to dive into some questions about developing your brand that will help you with this process.
The first thing I want you to look at is what unique childhood or youth experience might be driving your passion or your competitive purpose? For me, personally, when I think about my career in fitness and health, I know that a big piece of what shaped me was that family members on both sides of my family were overweight, heavy and always dieting. So early in my youth, the message I received was that overweight people diet. So I’ve always believed that the best approach is to find a diet that is a lifestyle; a healthy way to eat and live your life.
I also believe that it’s critical you find exercise that you love and actually enjoy doing. My childhood experience is a big part of how I approach fitness, and it’s important that I share my story, because it shaped me into who I am today. You need to do the same. You must share the piece of your story that led you to the beliefs you hold today. What has happened in your life that built your character and integrity? I know it can be uncomfortable to put yourself out there, but people will relate to your story. That commonality with you will then lead to trust.
Developing your Brand by Being Different
Next, what’s one thing about you that you would say is a different perspective or a different approach, versus what other people do? What are you doing that is different from what other people in your industry are doing? Maybe it’s something you haven’t thought about highlighting. Maybe it’s something you actually are currently covering up. But the fact of the matter is, people will want to do business with you because you are doing things differently. What is it? Right or wrong, write it down.
Next, what’s the one thing that you believe is going to serve people that other people aren’t doing? Why should people do business with you? Why should they visit your website?
Now I want you to think in terms of real life for a second. Unplug. Outside of the virtual world, what attracts people to you? If you were to ask your friends, “what is it about me that made you want to get to know me better? What about me do you find interesting?” We were talking the other day about a friend who’s in our circle that when she’s around, the energy goes through the roof. This is what attracts people to her…her energy. I want you to think about what qualities you have that attract people to you.
We’re not talking about attracting traffic to your website. There are tons of programs for that. We’re talking about figuring out how you’re going to magnetically attract customers who are infatuated with you; interested and committed to staying with you for the long haul, for the lifetime of your business. In order to do that, people have to know who you are.
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