I am adopted and met my siblings, cousins, aunties and uncles for the first time in 2002. Meeting them was an amazing experience and will be the subject of my third book. Stay tuned for that.
In any event, there was a time when I didn’t talk about being adopted. I was embarrassed. I thought something was wrong with me, but once I worked through those issues and opened my mouth about it, I was absolutely dumbfounded by how many other people’s lives have been touched by adoption. They’re everywhere and many have just as amazing stories as I have.
It got me thinking about what you might be keeping under wraps that might actually help you market your businesses. Now you’re probably wondering how on earth my adoption or something personal about you fits into marketing your business.
You probably already know that people do business with people that they know, like and trust, right? So how do you think they get to like you? It’s by getting to know the more personal parts of you.
I’ve had several conversations with business owners and managers lately who struggle with revealing the more personal parts of themselves. Yet, doing so is key to building strong relationships.
I interviewed Laura Holka, Producer-AZTV last spring and one of the things she said was key to getting free publicity was having a ‘hook’. Hooks are characteristics that make you unique or interesting. We all have things like that, but we often discount their value in branding or marketing our business.
A couple of years ago, I attended a meeting for the National Speakers Association in Arizona and our presenter spoke about growing up the ‘baby’ in a huge, boisterous family. He uses pictures of his family and has branded his marketing consulting practice as “Being Heard above the Noise”. There are tons of marketing consultants in the world, but I will probably never forget his brand.
So start thinking about what’s special or unique about you.
Do you/did you:
1. Grow up in an interesting place?
2. Have an unusual hobby or talent?
3. Have a strange nick name?
4. Have a weird job when you were young?
5. Have any distinguishing physical characteristics?
Items like these can be leveraged to help you stand out from the herd, get heard above the noise and carve out a place for yourself and your business in an increasingly crowded market. So figure out what’s special about you and build your brand and marketing messages around it.