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Authentic Marketing For Service Professionals

The Guaranteed Way To Stand Out In Your Marketplace

Larry Easto
Larry EastoPublished on August 19, 2022

For the past couple of weeks, I have been writing about personal branding.

Regardless of how much or how little you know about personal branding, this is probably a good time to consider the overall value of professional branding

Distinguish Yourself from All Others

As has been noted over the past couple of weeks, personal branding distinguishes one individual professional from all others.

It's also the magic ingredient that allows us attract potentially ideal clients.

Without distinctiveness, all members of the same profession seem pretty much the same to potential clients and referral sources.  All lawyers seem much the same, all accountants seem much the same and so forth.

Given that everyone in the same profession seems much the same, it would follow that their services would also be much the same, right?

As a provider of professional services, you know that's not correct.

You know that no one serves and satisfies clients the way you do. You also know how you help clients and how they benefit from your help. 

But do potential clients and referral sources know these things? 

Personal branding will help tell the market who you are and how you help clients.  

Strategically, a professional brand is also a key component of the marketing framework, which provides the structure for all marketing communications.

Your Combination of Attributes

What makes us unique as individuals the combination of physical, emotional, and intellectual attributes that contributes to how we think and act.

Personal Characteristics

In your service business, many factors contribute to your distinctiveness.

Your paper and electronic wardrobe...everything from business cards to your website and social media accounts have an impact on your personal and professional brand.

Your website, blog/social media posts activities and content influence how others see you.

Ideally, each and every aspect of your marketing reflects your distinctiveness.

In practice, your personality represents your values in action.

It's how you behave and interactwith other people.

Because actions speak louder than words, your behavior sends a powerful message about who you are as a person and also as a professional.

Your Competencies

These are personal and professional skills that enable you to interact with other people and serve clients.

This distinguishes you from everyone else...including others who provide services similar to yours.

It's the contribution of your personal attributes that contribute to how you interact with clients, contactsand your colleagues.

New or Refresh?

If you have never developed your personal brand, let alone even thought of developing one, this would be a good time to consider it. 

Similarly, if you already have a personal brand, but haven’t refreshed it in a few years, this would also be agood time to refresh it.

Although it’s not yet clear what the post-covid marketplace will be like, there is no reason to believe that it will be any less competitive than it was before the pandemic.

If there’s one thing you can to stand out in a crowded noisy market place, it’s do develop … or renew … your personal brand.  That is the absolute best way to distinguish yourself from the competition and start to generate more of the new business that you want .. and deserve.

To learn more about personal branding, whether to start from scratch or refresh your existing brand, check out How Personal Branding Generates More New Business.

This video course will help you learn what you need to know to distinguish yourself from the competition and start to generate more new business.

And in the FREE laser coaching which is included for a limited time, we can rework and refine your personal brand to your satisfaction.

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