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Why being a business celebrity is the best way to stand out in your market

Why being a business celebrity is the best way to stand out in your market

October 13, 2010 by Lucy Whittington

Being a Business Celebrity is all about using YOU as the point of difference in your business. Instead of thinking up a USP (Unique Selling Proposition) I’m saying you use what you already have — a PSP (Personality Selling Proposition).

A successful business needs personality and visibility. Having a clear business personality means you will always stand out in a crowd.

The world is changing – people are buying from people and social media has blurred the boundaries of business and personal.

You need to tell and share your story. You need to BE your story. You are your business, and if your business is big enough you need to bring out ALL the personalities in your business and use them.

Once you understand and accept that you are what makes your business, you’re able to be bolder, less afraid to stand out in a crowd and you can create loyal fans.

I’ve set out six steps to being a business celebrity. You can follow these in order (and repeat four and five over and over!) and you’ll have a personality-led marketing plan.

  1. Know your personality, and realise it’s all you need to succeed. Know what is authentic to you and what sets you apart — and believe it!
  2. Find out exactly what makes you unique, what is going to set you apart from the competition. Look at your experience, approach, ideas, hobbies and loves.  Find out who you are and define the unique detail.
  3. Define what your business personality looks and feels like. What does your business personality look and feel like in words, colours, pictures, clothes and media.
  4. Tell everyone about you. Share your story. Convey and communicate your personality – whether you film it, blog it, write it, or present it — make it your way, authentic to who you are.
  5. Plug your personality into your business. This is the heart of the marketing plan. Use your website, online marketing, social media, networking, speaking, PR and more — to turn personality into business results.
  6. Use the power of celebrity to draw people to you. When you’re a celebrity it means you’re not a commodity any more. You aren’t the same as everyone else. YOU bring something different. So you can charge what you choose, work in the way you want to, and with the people you want to. You are known and sought after – that’s the “pull” of a celebrity, not the “push” of a promotional campaign.

If you want to know more about how to use the six steps to being a business celebrity – get the free download with more detail, examples and actions to take for each step here.

Lucy Whittington is an expert contributor to Marketing Donut.

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