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You And Your Brand

Jan 07, 2019

Let’s look at why some online businesses fail. They’ve spent the money, put in the work, and have a website that’s ready to knock their visitors’ socks off.

They’ve even got loads of traffic. But they don’t get any sales.

Why? The trouble stems from the lack of personal branding. They see your website, and the promises you’re making, but they don’t equate those promises with a person. They don’t have anyone to look to, as an example. So instead of taking what you’re saying to heart, and at least showing an interest, they look elsewhere.

The simple truth is, people want to know who you are, and why what you are telling them is of benefit to them.

That’s key: they will only buy into something that is of BENEFIT to them, and they’ll buy it from someone they trust to have their interests at heart. Once you’ve taken that in, the next step is to make sure that the people you are communicating with are the right prospects. Remember, cynics won’t buy, but sceptics and buyers are just waiting for YOUR message, to convince them to make a buying decision.

Easier said than done you say? Not true.

The first thing you can do is identify the problems you know they have, and showing empathy. When it comes to network marketing and direct sales business opportunities, for example, the very first one is that they probably don’t have as much money as they’d like.

Maybe they work long hours, and don’t have time for their social lives, their partners, or their children, or maybe they work in a job they hate, for a boss they despise.

TELL them your own story. Tell them how, before starting your business, you were struggling with the very same problems. Share your experiences and knowledge.

Your prospects are far more likely to trust someone who has shared their experiences, and who ‘knows where they are coming from’ than someone with a PhD, who comes from a wealthy family, and who’s never known a single day’s hard work!

No matter how fancy your website is, how flashy your videos are, and how convincing your copywriting is, the fundamental fact is that people don’t buy from websites – they buy from people – and if you’re not getting that personal message across, your website is not going to convert prospects into buyers, no matter how much you spend on bells and whistles!

 
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Doing that once is great. Building yourself into a personal brand, where people who want to buy a product or service you’re selling AUTOMATICALLY think of you, is where you want to be.

Think about it. If someone thinks of fast food, they probably think of McDonalds, Kentucky Fried Chicken, or Burger King. There are millions of other small fast food options out there, but they’re not branded. Branding yourself puts you into the same category as those companies who have spent billions on their brand over the years. It takes you from another guy with a website to a household name.

It puts you, and your business, right in the front of people’s minds when they want to buy, and it BRINGS BUYERS TO YOU. One of the key points in branding yourself when it comes to online marketing of your business, is to identify your USP. In layman’s terms, that stands for Unique Selling Point, and it’s something every business has.

What sets you, and your business apart? Why should your prospects spend their money with you, rather than any one of millions of faceless competitors? If you’re using branding correctly, the answer is, quite simply, YOU!

Sometimes, that will happen quickly, however, in the vast majority of cases, it will be a process, where, over time, you slowly feed your prospects useful information, and establish yourself as a mentor or expert. As your prospects keep receiving that information, their trust grows, and when they finally ARE ready to buy, you’re their first choice.

WHAT IF YOU’RE A NEWBIE?

One of the most common questions that people have when they’re faced with this type of marketing is, what do you do if you’re only starting out?

How do you share experience and knowledge when your own experience and knowledge is limited?

The truth is, within a very short amount of time, with the right attitude, and by using the resources out there, anyone can become an expert. Even if your only experience has been failure, you’re already an expert!

If you’re wondering how, consider this: you have already failed so many times, you’re an expert on what NOT to do, right? Sharing that knowledge with others can help them to avoid your failures, so in essence, you are an expert.

Another key point to remember is that experience and knowledge need not be yours.

You don’t have to reinvent the wheel! Thousands, if not tens or hundreds of thousands of people have gone before you, and figured out what works, and what doesn’t. You can take the time to research that, and make the knowledge your own, thereby becoming an expert.

So decide what it is you want to be an expert in, do the research, and the rest will follow. It’s a natural progression.

PICKING UP THE PIECES

A major obstacle that most people who are marketing an online business opportunity or wealth creation products discover is that most people, at some time, have been recruited or sold by someone who took their money, and then left them, high and dry, without support. Those people are, justifiably, scared that the same thing will happen if they purchase again.

That they will be out of pocket, and out of their depth, with no support. Your job is to convince them that when they join YOUR business, or buy your coaching you’re as committed to their success as they are, and that you’ll be there to help and guide them along the way.

Those people want to know that once they’ve handed over their money, you’ll be there with advice, to answer their questions, and to help them succeed. Tell them that you’ll be there (or your staff will be).

If someone asks you something you don’t know the answer to, don’t be evasive, get back to them, and tell them you’re finding out for them.

It’s better to be honest, than to avoid the people you want to become your customers!

When you’re dealing with people, whether its people who’ve already joined your business opportunity or those that you’re hoping with, being honest and sincere is far more important than anything else.

Nothing attracts people to your business more than trust, and nothing sends them running more than the feeling that you’re not sincere.

Honesty can make even something that seemed negative, like your failures, and turn it into something positive, where you share the obstacles to success with your prospects, and help them to avoid your pitfalls.

Whether it’s a product, a service, coaching, or a business opportunity that you are selling, you need to be right by your prospects side, guiding them through the benefits and features, helping them to make informed decisions, until eventually, they’re ready to buy.

Remember the old saying though – you can lead a horse to water, but you can’t make it drink.

The final decision – the decision to buy, needs to be your prospects, and that can only happen once you’ve addressed, and allayed, all of their fears.

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