Un-Marketing Your Marketing

There’s a big distinction between building a business and building a personal brand. 

When you build a business the focus is on market fit and finding a specific problem to solve. 

And while a personal brand can do the same it also reflects the individual’s beliefs, strategies, and opinions. 

It’s much easier to build a personal brand because I’m not just buying the widget, I’m also buying the human being behind it.

And yes there are downsides to building a personal brand, the top being that you can’t sell it. 

But for most coaches I consult, a personal brand is exactly what they want. 

They want to get paid to do work that lights them up. 

The problem is their marketing is too safe.

I think the best marketing is not marketing. 

Let me clarify that statement,

I’m not advocating for not showing up or not putting out content.

Instead, I’m stating that the best marketing amplifies who you are, what you believe in, and what you care about. 

Good marketing should polarize, not for the sake of being contrarian, but because just being you will either attract people towards or bounce people out. 

Think of marketing as a scale. 

On one side is skepticism, on the other trust. 

In this analogy, every piece of content is like a grain of rice added to the side of trust.

We’re not trying to tip the scales with one grain but instead, allow the weight of the accumulation to inevitably dislodge skepticism. 

This means … 

Write and share more content. 

BUT also give people a more 3D picture of the human you are. 

Of course, set boundaries and be safe.

AND also stop worrying about what is good marketing.

If it is interesting to you share it.

If it’s important to you share it.

If it had meaning in your day share it.

… EVEN IF it’s about topics that feel unrelated to your business. 

Before someone buys from you they should already have trust, a relationship, and an understanding of your services from your marketing. 

The higher the trust the more you can charge and the more prepared your future client is to jump into your work. 

Food for thought,