Fit as a Fiddle Friday - Think outside-in and soft power - 20.5

Sally,

Rule of thumb number 5 for emotionally engaging your audience is to think outside-in. Rule of thumb number 6 is to attract through soft power. Thinking outside-in is an interesting concept. Kaputa says, "Think first about what reaction you want to get from your target audience (outside), then figure out what you have to do to get that reaction (inside)." So in dad's case, I am building my brand thinking about the fact that I first and foremost need a technology company in the education business to hire me to be their dynamic sales leader.

'Soft power' is a term used to indicate that we can use our values, style, and point of view to attract others to us. The phrase was coined by Joseph S. Nye in a book about how to attract people to your ideas in the arena of world politics. I believe this is what I am trying to do by using my writing project, Releasing the Churn, as part of my self-branding strategy. The idea is to highlight the fact that I am not just a guy with a nice resume and a successful sales career, but rather someone who can lead and motivate others to find their place on this planet.

Stay fit,

Dad

P.S. If I get to Yoga today, it will make 30 days of yoga in the past 34. My goal is 80 visits to my mat in 90 days.

Colloquial Thursday - Listen more, talk less - 20.4

We are looking at six rules of thumb for helping the brand You build an emotional engagement with your target audience. We have covered rules 1-3. Rule number 1 was prioritize your target market. Rule number 2 was create loyal customers. Rule number 3 was develop a clear value proposition.

Rule number 4 is build an emotional brand. The goal for a self-brand is to have people say good things about you because they have strong feelings about you. One simple suggestion that Kaputa makes is to listen more and talk less. Listening is an art that few people have mastered. Who are the best listeners you know? For me, I would put Aunt Dianne at the top of the list. She just knows how to make you feel like she is listening to your every word. Your mom is also a great listener. That is one reason why she has so many friends.

Since it is colloquial Thursday, I looked up the term 'rule of thumb'. Interesting stuff . . . I like the reference to the term 'folk etymology' - what happens when somebody tries to invent something to make sense of a traditional phrase.

Be a good listener,

Dad

Women Power Wednesday - Loyalty and Clarity - 20.3

Sally my daughter,

Yesterday we looked at rule of thumb number 1 (of 6): Prioritize Your Target Market. Today, let's look at rule of thumb number 2: Create Loyal Customers and rule of thumb number 3: Develop a Clear Value Proposition.

Kaputa says, "To build a community of loyal customers for the brand You, you must understand what makes the people you are targeting tick." So what makes my primary target market (executives in the educational technology market) tick? I believe they are looking for creative sales leaders, who can both sell products or services to schools; and also motivate or inspire others to sell products or services to schools.

What about a clear value proposition? It's Women Power Wednesday, so check out this really cool chic, Danielle Laporte, and read how she has built her self-brand. I love the look and feel of her Website and I also love the unique name (whitehot truth) and her tag line, 'Because self realization rocks.'

Powerful stuff,

Dad

Stay Whole Tuesday - Prioritize your target market - 20.2

Sally,

How goes the speech writing? Did you decide to speak on how Hyline shaped your life leading into college? Back to branding and the subject of identifying your target market . . .

Rule 1 for helping you identify your target market is to 'prioritize' your market. Kaputa says that you want to pay the most attention to the people who can have the most impact on your brands success. She encourages you to think in terms of both a primary target market and a secondary target market. She says, "The primary target market are the key people who are the most important to your self-brand and who will deliver the best results for your brand." For dad, I have decided that my primary target market are executives in the education field who need creative and innovative help driving the sale of their products or services.

The secondary target market are people who also might have some impact on your brand and could become more important in the future. For dad, I have decided that my secondary target market are the sales professionals who would benefit from my leadership, mentoring, and motivational capabilities.

Stay whole,

Dad

Make it a great Monday - Think in terms of target market - 20.1

Sally,

Congratulations on your initiation into Chi O!

Moving into the next part of Kaputa's book, she turns the focus on helping you identify your target market for your personal brand. In my case, I want to build a brand geared towards the education and/or college sports market and more specifically a mission of helping companies who sell products or services into that space. She outlines six rules of thumb:

1. Prioritize your target market
2. Create loyal customers
3. Develop a clear value proposition
4. Build an emotional bond
5. Think outside-in
6. Attract through "soft power"

This week I will take a look at these six rules of thumb more closely.

Make it a great Monday,

Dad

Fit as a Fiddle Friday - For I know the plans I have for you - 19.5

Sally,

In my Friday morning Rudy's 360 Bible Study, I shared my plans to create the Website, www.churnOn.com and I showed my buddies my visual layout for the Website and Blog. They liked it and they cheered me onward. My friend Jerry Ellis found some scripture for the occasion and it is from Jeremiah 29: 11-13.

¹¹ For I know the plans I have for you,” declares the LORD, “plans to prosper you and not to harm you, plans to give you hope and a future. ¹² Then you will call on me and come and pray to me, and I will listen to you. ¹³ You will seek me and find me when you seek me with all your heart.

Stay fit,

Dad

Colloquial Thursday - Visual Identity - 19.4

Sally,

Today let's review Kaputa's ten guidelines about visual identity.

1. Think of clothes as packaging: Use clothes to enhance, not undercut, your brand message.
2. Have a signature item: Think of a trademark that people associate with you.
3. Look different: You don't want to look like everyone else. You want your own vibe.
4. Look the part: Fulfill expectations of your role and the style of the institution or target market to which you are appealing.
5. Use hair as a branding device: Think of Dolly Parton, Anna Wintour, and Donald Trump. Each has an unmistakable branded hairstyle.
6. Make your look consistent: Don't send mixed messages. Everything should tie together for a consistent visual identity at business, casual, and formal events.
7. Have a signature color or palette: Build your wardrobe and brand marketing around a related palette of colors for maximum effect.
8. Have a strong presence: How you stand and carry yourself gives you presence and helps make you memorable.
9. Leverage your height, shape, or profile: Build your visual identity off who you are.
10. Stay relevant and fresh: Let your brand evolve and stay up-to-date.

What are your thoughts on Dad's visual identity? Seth Godin has a great blog on marketing and check out what he does with his bald head on his site! His glasses are kind of unique as well.

Love,

Dad