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Authentic Marketing For Service Professionals

We Need To Talk About Your Character Flaws!

Larry Easto
Larry EastoPublished on August 24, 2022

In my last article, I wrote about presenting yourself as the attractive person in your brand story.

From a marketing perspective, the rationale is really quite simple. 

Ultimate success in your service business depends to large degree upon maintaining mutually beneficial relationships with your clients.

Keep It Real

Effective marketing, specifically compelling personal branding, will not only help you attract potentially ideal clients, but also start building a relationship with these people.

As the attractive character in your brand story, you are a beacon of hope to people who need the kind of help that you provide.

In presenting yourself as the attractive character in your brand story, the key is to keep it real. 

If you represent, or in any way suggest, that you are perfect … or close to it … you are probably shooting yourself in the foot.

For those of us who go through life as our imperfect selves, perfect people seem too good to be true … there’s gotta be something wrong with them.

Instead of striving for perfection, settle for excellence and own your character flaws.

What Character Flaws?

There is nothing intrinsically good or bad about so-called character flaws.

Like the color of our eyes or hair, they are what they are. It is only by labeling them with judgement calls that they become problems.

Instead of labeling these personal characteristics as flaws or something negative, why don’t we consider them what they are: idiosyncrasies or distinctive features that help make us unique.

But don’t stop there: share these distinctive features as you would other factors that help differentiate you from everyone else.

Taking this approach can add value to your story of you as the attractive character you are.

Value-Added Benefits Of Sharing ‘Character Flaws'

1. More Authentic

No one wants to hear from or about a perfect person.  Few people believe that such a possibility exists. This is a classic example of the cliché when something seems too good to be true, it usually is.

Sharing so-called character flaws will help make you more real, more authentic.

2.  More Attractive

Since most us recognize our own character flaws, we are usually more attracted to other seemingly flawed human beings than we would be to a perfect person.

3.   Enhance Your Personal Brand

Apart from hiring a home handyman (or woman), who really wants to hire a Jack (or Jill) of all trades?

By acknowledging and sharing character flaws, we can eliminate the baggage of appearing perfectly capable of being all things to all people and focus on what we best, our individual areas of specialty and expertise.

Technophobe & Technoklutz

By way of walking the share the flaw walk, I’ll close with a personal example of what might be considered a character flaw.

Even though I am an active and prolific user of technology, deep down I am both a technophobe and technoklutz.

Whenever the latest technological advance is announced, my immediate response is one of fear, dislike and avoidance.

Once the fear and dislike weaken a bit and I start to think that maybe, just maybe, this advance can help me, the technoklutz part of me takes over.  Whatever I can mess up, I usually do…big time.

How do I survive in today’s technological age?  Software help desks.

If these wonderful resources gave frequent user points, my totals would be off the charts.

Content & Context

By way of wrap-up, there are two additional factors for your consideration.

First, if you are not familiar with the concept of a brand story, that’s the communication technique that is commonly used to help potential clients understand what distinguishes you from the competition and how this distinctiveness benefits clients.

To learn more, check out any or all of the following articles:

·   You As The Attractive Character in Your Brand Story

This is the article which addresses the importance of presenting yourself as the attractive character in your brand story.

·    What’s Your Story … And What Does It Mean To Your Business?

This article will help you learn more about the role that storytelling plays in your personal brand.

·    So … What Story Does Your Personal Brand Tell?

In this article you will learn more about creating an authentic brand story that will engage your audience and potential clients.

Second, the content about sharing your character flaws was taken from lesson 4 of How Personal Branding Generates More New Business.

This video course will help you learn what you need to know to develop the story of how you serve and satisfy clients.

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

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