The term “Self-promotion” is often interchanged with “personal branding,” but are they the same thing?
Sure, they can seem like icky words, especially if selling is the least favorite part of your business. But they’re different and can help you connect with your target audience—if done with finesse.
Both “self-promotion” and “personal branding” go together like macaroni and cheese. (Cheese makes EVERYTHING better whether you can tolerate it or not.)
If you’re promoting your services without a strong personal brand, you won’t get noticed.
At the same time, if you have a strong personal brand but no one knows—or cares—about your services then, “Houston, we have a problem.”
I roll my eyes too when I see “experts” online plugging their next new thing without showing the value they bring to the table. (I call it selling services with no service and offering talent with no talent.)
Without a clear value exchange and emotional connection, people won’t give you their hard-earned money…period.
We all see right through the one-sided “deal” and it comes off as salesy and sleazy, which leads to an instant IGNORE.
Let’s look at two promotional messages as an example:
Example 1: “Are you going through a divorce? Ready for a life-changing metamorphosis? Drop everything and read my new book! It’s on sale for a LIMITED TIME ONLY! Order my book now and help it become a #1 Bestseller!”.
Example 2: “When I got divorced, I struggled to find a book that tackled this new chapter in life with practical advice and humor. So, I decided to write a book from the perspective of hope, not despair. Do you need a dose of inspiration and a chuckle along the way? Make the steps to move forward and buy your copy today.”
Do you see the difference between the two messages?
Example 1 is me-oriented and reads like an 80s Crazy Eddie commercial. It’s basically a megaphone announcement that “MY BOOK IS INSANE!”.
Example 2 speaks to a specific target market’s WIFM—What’s In It For Me. It talks to someone who doesn’t want to read another weepy, serious, divorce book. Also, the author shows her unique value and makes a personal connection with her audience.
So, I’m pretty sure we can agree that the second example would generate more sales. The message felt more genuine and wasn’t a screaming call to action (e.g., Buy my book).
Maybe you’re not going around sounding exactly like Crazy Eddie. But are you coming across as an authentic brand online or just another expert competing for clients?
When promoting your business, your brand message must without a doubt highlight your unique ability to solve a specific problem.
In this way, you reinforce your unique value proposition every chance you get.
And that’s worth the attention.