We live in amazing times. Think about it; anything you need can be delivered to your door. If you need any furniture, you can call Wayfair; Wayfair has just what you need. Great brand, right? Think about Amazon. Amazon sells you a membership where you can get two-day Prime delivery at no charge, and things I used to go to the store for, like light bulbs, now magically show up at my house. As a matter of fact, you can set up buttons for anywhere in your house. Need toilet paper? Hit a button. Need washing detergent? Hit a button. It’s amazing.
But there is an annoyance, and that’s not with every shipment, but a lot of them: packing peanuts. You know what I mean? Those little foam things. Now, some of them are bad for the environment, others are biodegradable. But packing peanuts are there to protect whatever items are inside the box and it stops it from breaking, which is good, right?
But have you ever tried opening a box with packing peanuts outside when it’s windy? There have been times where I’ve walked around after opening a box, and all of a sudden people are picking packing peanuts off me because the static cling stuck them to my clothes. They’re annoying. Today I want to talk about, not necessarily packing peanuts that come in a package, but how to avoid packing peanut messages that hurts your brand.
What do I mean by that? Have you ever gone to a networking event and you go up to somebody and you say, “Hi, what do you do?” They come off and they say, “I’m a financial advisor.” Now, I’m not going to pick on financial advisors, I’m just using this as an example. Some people will say, “Yeah, I’m a financial advisor with such-and-such company.” Other people will act as you asked them what time it was and try to tell you how to build a watch.
They may come off and say, “Well, yeah, I’m a financial advisor that specializes in annuities and life insurance to help people maximize their lifetime benefit of working, and taking those inventories and turning them into assets by investing them in bonds and stocks and mutual funds to a very incredible program, which extrapolates data in a way that….” You know what I’m talking about, right? I mean, I can go on for an hour. When we’re communicating our brand, can we concisely, with the least amount of packing peanuts, get across what we do?
One of my favorite tools is LinkedIn. LinkedIn gives you the ability to create a headline. This headline can only be a whopping 120 characters. Now, 120 characters will give you between 20 to 24 words, depending on how big or small the words are. But in that time, can you communicate specifically to somebody what it is that you do? Now, what I mean by that is there are three core components, I want to come back to …read more
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