This is a short instructional talk by Andy Neary advising professionals on how to build credibility and a personal brand to win business. He presents four questions to guide messaging: identify what makes you unique (likability), identify what you do best (credibility), name your top prospects, and decide what you can teach them to earn their hire. The talk emphasizes combining likability and credibility and using targeted teaching to attract the right clients.
Chapters
If you want to put a message out to the world, whether you choose to do that on social media, public speaking, emails, webinars, I don't care what it is. I want you to focus on the following.
Number one, what makes you unique?
I want you to think about that as a business, as an individual. What makes you unique? What is that one thing your competition cannot replicate?
This is where a personal brand is built. Whether you know it or not, you have a personal brand.
But letting people get to know you and talking about what makes you different.
I was a former pro baseball player who happens to sell health insurance. That was part of my brand. What makes you unique?
What's going to help you stand out from the competition? Question number two. What do you do as well as anybody in the market?
What is your area of expertise?
You see, these first two questions are very important because what makes unique builds likability.
What you do better than anybody else is where you build credibility. And to win business today, you need likability and credibility.
If you just have likability, you get caught in a friend zone. Anybody ever been in a friend zone with a prospect?
They love you. They always take meetings with you, but.
Why aren't they hiring me?
If you just build credibility, people are going to look at you and go, I know you're smart, but I'm not sure I like you.
Got to have both.
Question three.
Now we get really easy. Who are your top prospects today?
Who are the top prospects you want to get in front of today?
And lastly, what can you teach them.
That would give them the confidence to hire you? If you want to put out a message to the world that is going to get the right attention from the right people.
I want you to start letting them get to know you a little bit more. I want you to focus on what you do best. I want you to think about who your top targets are today, and I just want you to start teaching them what they need to know to hire you.
