Unless you’re selling a revolutionary new offer that the world has never seen before, the fact is that you are just one person in a market flooded by people with similar offers.
You’re not special.
So how do you set yourself apart?
It’s by understanding what makes the market choose one person over everyone else.
You see, people don’t buy features. They don’t buy coaching. And they definitely don’t buy information.
That’s surface-level. At the subconscious level, people are really buying:
Aspiration
Validation
Inspiration
Motivation
Philosophy
Identity
Etc.
If you use your LinkedIn content to subconsciously communicate that working with you comes with these things, then people will inevitably gravitate towards you.
You may notice that I rarely talk about my experience as a corporate strategist in the financial services or as a mechanical engineer in the oil and gas sector.
Both were substantial aspects of my career, but these are not standout chapters.
Hundreds of thousands of people are also corporate strategists and engineers. These are not particularly noteworthy.
So I don’t rely on these things to differentiate myself.
But you most likely have heard me repeatedly speak about:
Quitting alcohol to focus on business
Being an advanced calisthenics athlete
Leaving my 6-figure job with nothing lined up
Fleeing the US and turning to expat life in Lisbon
Learning to speak Portuguese as an adult
Almost going bankrupt as a solopreneur
This is what sells.
So if you’ve been struggling to get a steady flow of inbound leads through your coaching or consulting, then here’s the simple rule for you to imprint in your mind.
Do epic s**t then tell EPIC stories.
If you’re running a one-person business, your personal brand is your most valuable asset.
Your story matters… a lot.
If you don’t have an interesting story to tell, your business will struggle.
The world is full of coaches and consultants selling their services.
If you never took any risk
If you’ve never hit rock bottom and staged a 4-th quarter comeback
If you never embarked on a journey that upended your understanding of reality
If you’re sounding like a corporate drone who’s living the status quo life….
Then you will struggle to create a magnetic personal brand that compels people follow and ultimately buy from you.
To fix this, you have two options:
Dig deep. Reflect back on your life and unearth those incredibly epic moments that the world absolutely NEEDS to know about.
Go out and do epic s**t asap. Book the flight. Quit the job. Start the business. Take the risk. Run the ultramarathon. Take the risk.
Then use your LinkedIn content to tell EPIC stories about it:
E(motional)
P(olarizing)
I(nspirational)
C(ommon enemy)
If you do this correctly then it doesn’t matter what you sell.
Coaching, consulting, anything else….
You will always have a cohort of people ready to buy from you because they believe in your story.
Your story tells them everything they need to know about you, your values, and how you think. Your story confirms their present identity, or the identity they aspire to.
This builds massive trust, and positions you as THE go-to option for whatever market you are playing in.
So whatever you do. Stop being boring in your content.
Do epic s**t.
Tell EPIC stories.
For corporate rebels building a solo business outside of the traditional 9-5 system, click the button below to apply for my full 1:1 solopreneurship advisory services.
Or for a lighter touch, click here to schedule a 90-minute one-time solopreneurship audit.