What do you stand for?

At some point you have to draw a line in the sand. I have no doubt in my mind you have a strong stance on something in your industry. Whatever you do, don’t hold that opinion back!

Don’t be afraid to take a stand. Agreement with how things have always been said and done is not only boring; it slams the door shut on innovation. It leaves you very little room for creativity. Innovation and creativity are what keeps your brand fresh.┬áSometimes you’ve just got to rant and rave.

People love people who are passionate. When you feel strongly about something and your passion shines through, then your audience will get behind what you believe in.

When you are confident in your message and take a stand on something, you are standing out and positioning yourself as an authority. Your business must stand for something.

Fans are very attracted to a strong stance on something. All great businesses have a point of view. A business’s philosophy or anchor belief, as I call it, is that thing that motivates you to do what you do.

Your business’s anchor belief is your brand’s philosophy or viewpoint. It’s a big idea that is the focus of all of your products, services, marketing, presentations, and any other element of your business. Its premise becomes the backbone of your brand.

Any brands that can identify and develop their own anchor belief will end up making a lot of money and find themselves ahead of the pack.

Your anchor belief is presented in a way that is new and interesting. It makes your target audience eager to find out more about you and your business. It helps cut through the marketing noise and becomes a valuable asset for your brand.

Your anchor belief is exciting. It’s exciting for you and those who are exposed to it. It makes people want to share it because they agree with your philosophy and stance in the marketplace.

You must be completely focused on your anchor belief. It helps define your brand and gives prospects clarity about you. This is why it’s absolutely critical to ensure your philosophy and message is a part of all you do, whether that be a marketing campaign, video, blog post, product, webinar, or presentation.

Because your anchor belief is unique to you, you create distance between you and the rest of the competition. It gives you great leverage in building and strengthening your audience and community.

You should create positioning that is unique to you. When people attach themselves to your anchor belief, you not only create brand advocates but you establish yourself as a leader and authority. This enables you to sell more of your product or service and opens the door for more opportunities.

It’s easier to get someone to buy into your philosophy and anchor belief than it is to buy a product. Once they’ve bought into your philosophy, it is super easy to sell your product.

Keep your message simple. Prospects hate complexity and confusion with a passion. Confused prospects will never buy from you.

I leave you with a song that you’ve probably heard before. But after reading this post, there’s a fair chance you’ll hear it differently. Enjoy.


How To Self-Promote Without Looking Like Donald Trump

Let me be perfectly clear when I talk about self-promotion and bringing in the noise. I’m not talking about bragging. “Brag” is a dirty word that our society frowns upon. There is a huge difference between bragging and self-promotion.

Donald Trump has built a very large brand both for his company and his own personal brand. Although there are a lot of things Trump does well to build his brand, he is too boastful about it. He takes credit for things he had little to do with and constantly claims to be the best at anything he does.

Don’t be the guy or gal who brags all the time and is a show-off. No one likes that person. Maintain a sense of humitly. Even though it’s “self-promotion,” it is not about you. It is about your target audience.

Marketing that is purely ego driven does not generate results.

Your brand and marketing campaigns should never be just about you. Yes, it is self-promotion, but you are promoting yourself because you have value to add to people’s lives.

Self-promotion needs to be geared towards and focused on what makes you remarkable, different and ultimately better than what’s out there. Self-promotion works when people see you are doing something that benefits them.

This is going to sound a bit contradictory considering we’re talking about self-promotion. A big secret of self-promotion is to promote others more than yourself. We at The $100 MBA often talk about our friends in the industry and our favorite clients. Talking about how good your customers are is still self-promotion because it’s still about you. Let them do the talking through testimonials.

The more you focus your self-promotion efforts on showing others what value you bring to the table, the more people will be convinced you are worth paying attention to. You don’t really matter. What you can offer you audience does.

In conclusion, don’t be this guy…