Personality Marketing Strategy: Stand Out, Be Remembered and Create Lifetime Customers

May 6, 2011

When you’re a business professional or business owner, it’s essential to make sure you stand out from the crowd so you can attract – and keep — customers who are the perfect fit.

One of the best ways to accomplish this is to spotlight what’s unique and distinct about you and your small business. This is called Personality Marketing.

Who comes to mind when you think of home decorating, dining, gardening and entertaining? What about real estate and reality TV? 30 minute meals? Getting out of debt? Common sense psychology?

Chances are you answered: Martha Stewart, Donald Trump, Rachel Ray, Susie Orman or Dave Ramsey and Dr. Phil. Love ‘em or hate ‘em, all of these folks have two things in common – they are very distinct individuals, and everyone knows who they are and what they do. They all use a personality marketing strategy.

NEWS FLASH: You don’t have to be a celebrity to use the personality marketing strategy to grow YOUR business!

* Customer acquisition and retention are challenging and expensive – and need to be on-going to keep your business alive and thriving.
* Customers don’t stay with us because of the value of the products and services we provide. In a crowded market with many options, after a couple of years or a few transactions customers will move on – UNLESS they have a reason to stay.
* What will keep them coming back is their interest in you and their feeling of connection and resonance with you.
* That’s why it’s essential to develop an on-going relationship with potential and current clients – create a community for and with them.
* When they perceive they have a relationship with you, they will stay in your backyard and be eager to remain part of your business “tribe” – buy your products, refer others to you, and sing your praises.

The first step of this powerful business strategy is to look at yourself, your life and your career with a “different pair of glasses”.

1. List at least 7 unique, singular aspects of your personality. Get input from friends, family, colleagues. Ask yourself questions such as:

a. What am I passionate about?

b. What am I strongly for – and against?

c. What causes am I committed to?

d. What do I stand for?

e. What do I believe in?

f. Etc.

2. Jot down some of your life highlights. What interesting or unusual experiences have you had? How did you become who you are today? What have you learned?

A Personality Marketing strategy is built layer by layer. You don’t get results overnight. It takes time; it’s cumulative – after a while, as you and your work touch more and more people, it will grow exponentially on its own.

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