The Myth Of Professionalism With Josh Zepess
If You Don’t Create Your Identity, You Will Get Labelled
I think everyone should have their own identity because if you don’t create your own identity and work out what you stand for, you’re going to get labeled. It’s probably not going to be a label that you like or that’s going to serve you in business either
Don’t Tell Us Who You Are, Tell Us What You Are
The concept of personal branding is deciding what you are, not who you are. What do you stand for? What’s your purpose? Why do you get out of bed in the morning?
Take that essence of your core brand and let everybody know that. Articulate that to the world. That’s what’s going to differentiate you in business.
Why Are You In Business?
The first stage is to work on clarity. Most people don’t have a brand or don’t know they have a brand because they’re not clear.
We have to dig deep. I have to ask a lot of questions. We have got to really go to the core of why someone’s in business. That’s the biggest question to answer.
Insurance Agent Example
Consider somebody that sells insurance. It would not work to talk about how great your products are. But what if through the questioning process I discovered that this person got into the insurance business because their father died without having life insurance which created a financial burden on this person’s family.
Now we have a story that is engaging. We can build this person’s story around the why. This will be compelling and people will identify with this story. Some will fear that they could experience this themselves and they will be drawn to the person telling the story.
The Power Is In The Story
Stories are hugely important.
Facts tell but stories sell.
People don’t know why you care. They want to relate to you, as a human being.
People buy you first, your product second
When you first meet somebody the worst thing you can do is start talking about your products because they’re not interested in that. Other people probably sell the same product.
They want to know your story. They want to get to know you as a person because if they can like you and know you, they’re going to be interested in learning more about what you’re selling and what you’re offering.
The story connects us as human beings.
The Myth Of Professionalism
Sometimes we get a little ego driven.
We’re like “hey look at me I’m ceo of this company” or “I’m a senior marketing director” and “I’ve got all these great products”.
We tend to get a little bit on the pedestal.
People don’t like that. People want to feel that they want you in the audience with them.
They want you sitting next to them, putting your arm around them and having an honest conversation.
So when we tell a story it makes us human again.
It gets rid of this what I call professionalism. Professionalism is this facade we put up.
It’s this fakeness. It’s trying to say the right thing at the right time and look a certain way.
A story kind of just lets us melt into being human again and it makes us so much more relatable. People buy from who they know, like and trust.