Does Your Brand Seem Too General?

Brand Strategy | 0 comments

I wish someone would alienate me. Please. I’m begging you guys. Be honest and upfront with me about whether I would actually be a good fit for your service (or course). I would love to not obsess about this new shiny object you just presented to me.

Can you relate?

It just doesn’t really happen that often though. And that’s because by the time we hear the pitch, we’re already half-sold.

So the next-best thing is being able to tell, at a glance whether or not I’m gonna want to learn more.

 

 

Want the secret-sauce to having someone half-ready to buy by the time they get to your offer? Start by branding to your target market.

Wow, never heard that before (dripping with sarcasm here).

I know, I know, way easier said than done for most solopreneurs. An easy way to start though is to get gender specific in your branding.

I know what you’re thinking right now.
But I don’t mind working with men (or women)…

I’d rather not lose a sale…

But my client base isn’t girly (or manly)…

Won’t people think I’m sexist…?

Getting gender specific in your branding doesn’t mean you’re sexist, or saying no to all of the opposite gender—unless you want to. It means that you know that (for whatever reason) you tend to do your best work for a certain type of person. Your honesty is refreshing and I thank you.

 

 

Here’s what happens when you own it:

  • You’re going to attract people who are more likely to be wonderful for you to work with
  • They’re going to stick around and pay attention to you ‘cause you seem to just get them
  • You’re not going to spend tons of time responding to people who just aren’t a good fit

 

So how do you do it?

(I keep using women as the gender to target here simply because it’s easiest to choose a side for this and that’s the side I know best, not to mention it’s the gender I see most people wanting to attract these days.)

First things first.

You need to know who it is you are best able to help and if they’re all pretty much the same gender.

Then you should decide for yourself whether or not you’ll work with anyone who doesn’t fall into this category. Why? Write down your answer because when you have to turn someone away it’s best to make it a benefit for them.

The imagery.

An image says a lot in no time at all because it gives a distinct impression. If you’re going to target a gender, you should definitely take some time to find the imagery that is going to draw them in.

For women it tends to be lighter with more white space and some softer colors.

Talk to them.

Don’t write to them. Talk. Use fun names to refer to them that their own friend’s might use. If you’re using 3rd person pronouns don’t be general about it, use the gender specific ones. When you can make them feel comfortable and like they belong, they’re that much more interested in actually working with you.

Need an example? Check out these sites: She takes on the world, Luckybitch.com. (Quick Tip: get on their mailing list to really see it in action).

Basically, all you gotta do is go for it. It’s going to feel good to be so honest with yourself. And you’re still not driving everyone who is the opposite gender. I swear. You’ll still be getting inquiries from them if you’re any good at what you’re doing.

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