As a business celebrity you are going to need to promote yourself. It's important to find that great place of self-confidence somewhere that stops short of arrogance. This is the place where you can shine in your spotlight and get noticed (without annoying everyone in the process!).
When you need to get noticed for your Thing, this is when it's about you. You need to tell your story and explain your 'Why' so that the people who need you and your Thing can find you.
But you also need to make it about them.
Maybe you've heard the expression not to 'we' all over your web and brochure copy? You know those websites you get to and it's all "We've been in business since 1923" and "We do this" and "We do that" and "What we believe is [insert mission statement here]". We we we. That's not what I recommend!
When you are writing marketing copy or speaking to a potential client, it ALWAYS needs to be about them—until they ask about you. On your website, this translates to your homepage being focused on the results and transformation you give people along with a click-through to 'About You' where you have your story and why.
Of course, if you're smart you weave it all together... Get 'you' in when you explain how you can help 'them'.
Do say "This is for you if you are feeling stuck and annoyed that you haven't nailed what you are brilliant yet - I call that your Thing and I know the difference it can make to your business when you nail it - your marketing will be easier and sales simple". Imagine the difference of having clients come to you and not you chase them.' Don't say "I help people find their Thing and I do this because its my Thing and I love to do my Thing and you should read all about my Thing and how long I've been doing it and how good I am at it" or words to that effect.
I am not saying you don't share your story, but share it with permission—when invited in conversation or a click away on your website. 'You' in detail is never the first port of call in a conversation or copy. After your short intro to position who you are (which is beautifully done if you have a Fame Name), it's straight into asking about them and showing how you can help them.
I help people find their Thing and Get Famous for it - now tell me about you...
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