How To Craft Your Uniqueness Statement

The average person has an attention span of merely 15 seconds. You don’t have a lot of time when someone asks you the inevitable question, “What do you do?” In the personal branding process, it’s imperative to have a Uniqueness Statement that establishes rapport and sets you apart from the rest. 

A Uniqueness Statement (often referred to as a Unique Selling Proposition or USP) is an opportunity to make an emotional connection with your target market by touching on the qualities and values that you stand for, and by highlighting the benefits that a potential client will receive by working with you. There’s nothing worse than being caught off guard when someone asks you about your work, or feeling unprepared or flustered, and not taking advantage of an opportunity to make a powerful connection.

A Uniqueness Statement will:

• Increase your confidence when speaking about what you do
• Help you present yourself with polish and professionalism
• Build credibility
• Differentiate you from the rest of the pack
• Help build rapport with your prospect
• Create excitement about your products and services

So how do you build a powerful Uniqueness Statement? Here are four steps to get you started:

1. Identify Your Target Market – Who are your clients? Who do you most want to be working with?
2. Communicate Your Area of Specialization – What is your “Zone of Genius?” What do you do better than anyone else?
3. Highlight the Benefits of Working With You – How have your clients benefited from working with you? What have they achieved as a result of your working together?
4. Motivate Them Into Action – After meeting you, how could they learn more about you or even work with you?

For example, you’re not just a fashion stylist. You help female executives over 40 build chic, well-curated wardrobes and present themselves with flair and confidence. Your last three clients purged half of their closets and now can’t wait to get dressed each morning. One of them received a promotion at work and another met her husband-to-be. Anyone can sign up on your website for your weekly tips on “How To Build A Wardrobe That You Love.”

Or, you’re not just an herbal acupuncturist, you help mothers between the ages of 35-55 who have struggled with chronic fatigue syndrome regain their energy and vitality through custom immune-building programs and treatments. Within six months, most of your clients have renewed energy and are sleeping better than they have in years. A recent client just climbed Mt. Kilimanjaro after battling chronic fatigue for more than 10 years. For more information and to get your article “Ten Tips For Increasing Your Energy TODAY,” potential clients can sign up at your website.

You get the idea. Anyone can be a doctor, lawyer, event planner, financial planner, personal trainer or freelance writer. But only you can be YOU – in all of your unique glory.

Much of the work in crafting your Uniqueness Statement is in practicing your message and perfecting its delivery. Remember, this is a living, breathing statement about who you are, so it’s going to be a work in progress and will evolve over time.

I know you’re wondering, so here’s mine – as of today.

I teach female entrepreneurs and small business owners how to build powerful, confident personal brands that attract more clients and position themselves as experts . Through my proprietary system I help them develop and implement an effective marketing strategy that will build their buzz online and off. Results often come quickly; recently two different clients tripled their business in less than a year by gaining clarity around their personal brand and implementing a solid marketing plan. If you are interested in learning more (as I hand them my business card which has this exact information on the back of the card), you can sign up for my free e-book “101 Ways To Build A Powerful Personal Brand” at www.shebrand.com. You will also get a subscription to my bi-weekly newsletter, “SheBuzz” that is filled with marketing and client attraction tips and ideas. Clients are waiting. Are you ready?

©Liz Dennery Sanders 2010

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Why Should I Choose You?

When a potential client asks, “why you?,” do you have an answer? Are you prepared to communicate your unique message about what makes you special and different from everyone else in your industry? Why should someone work with you?

A brand is either positive, negative or neutral. If you don’t decide what your own personal brand is, others will do it for you. You exude your personal brand in everything you do – from the clothes you wear, the tone of your voice, the manner in which you treat people to how you communicate your brand message. Your personal brand is the great separator – it distinguishes you from everyone else and it’s what makes you stand apart from the rest.

In the personal branding process, it’s imperative to have a uniqueness statement that sets you apart. The average person has an attention span of merely 15 seconds, so that’s about the amount of time you have to effectively communicate your message. A Uniqueness Statement (often referred to as a Unique Selling Proposition or USP) is an opportunity to make an emotional connection with your target market by touching on the qualities and values that you stand for, and by highlighting the benefits that a potential client will receive by working with you.

A Uniqueness Statement is not just about winning people over or making a sale. It’s about:

• Managing brand credibility
• Building rapport
• Creating understanding
• Separating yourself from the crowd
• Communicating your values
• Touching on the features and benefits of working with you

You want to be the kind of person and have the kind of business that people want more of. Be interesting. Be dynamic. But don’t be boring. In today’s marketplace, if you aren’t sensational, you’re pretty much average, or worse, invisible.

So how can you be sensational and answer the question, “Why you?” Be interested in other people. Be thoughtful. And create a Uniqueness Statement that illuminates your brand. Determine what emotional appeals and benefits your product or service delivers to your target market and be able to communicate them easily and effectively. Practice, practice, practice. As Michael Jordan once said, “I’m not out there sweating for three hours every day just to find out what it feels like to sweat. “

Much of the work is in practicing your message and perfecting its delivery. Become spectacular at delivering your message, exhaust people with your consistency and you will build powerful brand equity and an emotional connection to your target market.

©Liz Dennery Sanders 2010

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4 Tips To Build Your Brand

Here are four things you can start doing today to build your personal brand:

1. Work on Your Appearance - First impressions  count. People make up their mind about you in less than one second, so you better make sure that you look the part. The way that you dress supports or detracts from your personal brand.

2. Be Interesting and Interested – Are you well-rounded and dynamic? Do you really care about the people you are speaking with? Be thoughtful and show interest in what others are saying.

3. Build Your 15 Second Commercial – The average person has an attention span of 15 seconds. You better make sure that you can communicate your brand message in a unique and compelling way in this amount of time. And remember, it’s not about making a sale, it’s about building rapport.

4. Spend Time With People Who Are Smarter and More Successful Than You – They say that you become the five people you hang out with the most. You automatically enhance your brand by the caliber of people you spend time with.

The truly great are excellent at what they do because they are willing to put in the effort and go the extra mile. If you don’t spend the time crafting your own personal brand, others will do it for you.

©Liz Dennery Sanders 2009

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How to Build Your “Know, Like & Trust” Factor

Marketing is moving online at a rapid pace and there has never been a better time to bypass the traditional mediums of advertising and media to reach your target market directly. One of the best ways to build your “Know, Like & Trust” factor online is through remarkable content. Consumers are heading to the Web in droves to research whatever interests them at the moment. Ultimately, they want valuable content that will improve their lives.

Google provides three-quarters of a billion search results a day – the perfect platform for useful content. The Web allows smart marketers to deliver compelling content that people actually want to consume.

In order to attract more clients, establish credibility and build trust, you must create remarkable content and publish it online for three important reasons. First, remarkable content builds your personal brand and positions you as an authority in your industry. Second, it is easily and quickly spread on social media sites, such as Twitter, Facebook, YouTube and Digg. And third, it attracts links from other web sites pointing to your web site. In other words, you want your content to prompt other content producers on the Web to “remark” about you (and your products and services) and link back to your site. These links send you qualified visitors, and they signal to Google that your website is worthy of ranking.

Keep it simple and create content that you can produce rapidly and that people can effectively spread online. Here are a few examples: 

• Blog posts – Personal and professional musings about your industry and your area of expertise.
• Articles – 500-700 word articles that can be published on article submission sites such as ezinearticles.com and ideamarketers.com.
• White papers – Five to seven page papers that educate your marketplace on an industry trend or challenge.
• Videos – Short (under two minutes is best) videos about a topic within your area of expertise.
• Webinars – Live online PowerPoint presentations.
• Podcasts – Ten to twenty minute audio programs or interviews with industry experts similar to radio shows.
• Webcasts – Live video shows viewed online.
• Special Giveaway – Provide 10-100 pages of special content on a hot topic in your industry. This can be set up as a pdf download right on your website. Tom Peters and David Meerman Scott are well-known marketers who give away generous amounts of valuable content for free.

The interesting thing about remarkable content online is that the more you give, the more you get. The more valuable and noteworthy the content, the more links to your site and the better it will rank in the search engines. You want to move away from the mindset of hiding all of that remarkable information behind closed doors and instead, use it to attract more clients by building the “Know, Like & Trust” factor. And you don’t have to reinvent the wheel – you can repurpose the same content for your blog, newsletter, article submission, speaking engagements, webinars and workshops.

In our rapidly changing business environment, the entrepreneurs who are going to thrive are the ones who engage their clients and build long-term relationships. Offering remarkable content is an opportunity for your target audience to get to know you better and develop trust in you and your brand. It also happens to be one of the most cost-effective ways to market yourself in the online marketplace.

©Liz Dennery Sanders 2009

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Do You Have An Online Action Plan?

We are living a revolution in the way people communicate. Practically everyone turns to the Web first when researching products, services and people to do business with. If you want to build your brand and your business, then a great Web presence is critical.

I am asked on a regular basis, by clients, friends and strangers alike, “How do I stand out and where do I begin?” Once you’ve got the basics covered – your brand attributes, collateral materials, tagline and focus, what’s the best use of your time and money? When you are clear about who you are, what you stand for and how you can help your target market, you are ready to start building a powerful personal brand presence online.

There are six main areas where you actually have some control over how people will perceive your brand through what you put out on the Web – both visually and content-wise.

1. Website – Are you still relying on a static, brochure-style website? If so, you will eventually be invisible online (if you aren’t already!) Statistics show that when someone visits these types of sites, they click around a couple of pages, never to return. Nothing on these sites compel them to stay. If you want your brand to compete, you’ve got to create something interesting and interactive; remarkable and consistently fresh content, resources, links, blog (#2), freebies (#3) and a way for people to sign up to join your list.
2. Blog – Starting a blog is a great way to position yourself as a thought leader in your industry and build your personal brand presence online. Including a blog on your website -  with lots of new, remarkable content – will turn a brochure-style site into a living, evolving destination for your target market and a magnet for the search engines.
3. Pink Spoon – Also known as your “Free Taste” or “Giveaway,” this is a content-rich item that you give away to your target market just for signing up on your website. It can be in the form of an e-book, white paper, video, webinar, tip sheet or anything else you feel would be relevant and helpful to your target market. And yes, you are giving valuable information away for FREE! People do business with people they know, like and trust. They also do business with those they feel are the authorities in their industries. In order to build your personal brand and position yourself as the expert in your field, you must build a relationship with your target market and be willing to educate, inform and share.
4. Newsletter – Also known as an “ezine”, this is a great opportunity to stay in touch with your target market on a regular basis. It can consist of a feature article, list of resources, tips, images, links or anything else that would benefit your readers. Once people sign up for your Pink Spoon, they should be automatically subscribed to your newsletter.
5. Article Submission – Have you Googled yourself recently? One of the best ways to take some control of what comes up about you is to send your own articles to submission sites such as ezinearticles.com and ideamarketers.com. These sites request a personal bio and link back to your own site, and the search engines often pick up on this content. Articles that you submit to these sites will attract links from other sites pointing to your website. Also, good content is easily and quickly spread on social media sites such as Twitter, Facebook and Digg.
6. Social Media – Social networking, news and discovery sites provide a great way to reach and engage potential clients. Facebook, Twitter, LinkedIn, Digg, Delicious and Stumble-Upon all have different uses, but most share the ability to connect to others and interact and share information. The keys to effective social media are to tell your story in an authentic manner, participate by following up and commenting on others’ posts, offer valuable information on a regular basis, be courteous and respectful, and don’t overwhelm your community with sales pitches and self-promotion.  And this goes without saying: don’t ever post anything you wouldn’t want your mother to see.

Remember, you don’t have to reinvent the wheel. You can repurpose your content for multiple use – on your blog, in your newsletter and for article submission. You can also link your blog to Twitter and Facebook so that every time you post, your followers will be alerted to new material. Select one or two of the areas above to focus on and go from there. There are millions of resources out there to get you started. All you have to do is Google them.

©Liz Dennery Sanders 2009

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Your Personal Brand Questionnaire

In order to communicate, express and exude a powerful, confident personal brand, you must be able to answer the following questions (they might seem a little repetitive, but humor me here):

1. How do I make people feel?

2. What three words best describe me?

3. What words would others use to describe me?

4. How do I want to help people?

5. How does someone benefit from working with me?

6. How would I describe my unique gift in one or two sentences?

7. What do I do differently from others in my profession?

8. What are the results someone will achieve from working with me?

9. How do I “WOW”  friends, family, clients, and even complete strangers?

10. What imprint or legacy do I want to leave on this planet?

When you have answered these questions and feel excited about your responses, then, and only then, are you ready to put a strategic marketing plan into action.

©Liz Dennery Sanders 2009

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What Are People Saying About You?

In personal branding, as in life, the little things matter. Every move that you make and everything that you put your name on reflects your brand.  Brand and reputation are closely linked. Companies are constantly evaluated by the way they are perceived by the competition, the media and their customers. You are constantly being judged based on perceptions as well.

A brand is all about perception, and as frustrating as it might be, you don’t always have control over how potential clients or the public sees you. That said, with the right focus, strategy and consistency, you can certainly influence how your personal brand is perceived. Pay attention to what you are putting out there – everything from how you dress, how you communicate, what activities you participate in and who you choose to work and socialize with, contribute to your overall brand image.

Cultivating your brand means investing time, effort and eventually money into determining what you want to communicate and how you want to communicate it.  Once you have clarity, content and a plan of action, you will be well-prepared to implement it.

Here are four important areas to consider when determining your personal brand strategy and how you might influence perception:

1. Brand Attributes – These are the adjectives or “descriptors” that best describe you. What are the qualities that you want to exude and be best known for? When you make decisions about your brand collateral, website, promotional materials etc., ask yourself if they truly represent the attributes that you have chosen.
2. Brand Identity – Visual continuity is a critical aspect of brand building. It’s important that you create a “face” for your business and that this is replicated in all facets of your image. This not only includes your logo, letterhead, packaging, website, advertising and promotional materials, but also your personal wardrobe and presentation style.
3. Brand Definition – Make sure you clearly define your brand in a way that you want others to perceive you. In one sentence (often referred to as your tagline), you should be able to eloquently communicate what you do and how you can help the other person. For example, my tagline is “I help female entrepreneurs build powerful, confident personal brands with style.”
4. Brand Message – In Politics, one of the Golden Rules is to stay “on message”. This means that everyone on the team understands and is able to clearly communicate the same brand message. A thread of continuity should run through all aspects of your business – from employees to your website and collateral materials. Whether I speak to an employee, peruse your website or receive a letter from you in the mail; I should walk away with a sense of your brand attributes and an understanding of your message.

A strong brand contains an element (or elements) that its target market emotionally connects to and therefore stands out in that consumer’s mind. In order to be memorable – and to influence the emotional connection that a potential client has with your brand, you must be consistent with your brand attributes, identity, definition and messaging in everything that you do.

©Liz Dennery Sanders 2009

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Ten Steps To Star Power

Bill Clinton has it. So do Michelle Obama, Sharon Stone, George Clooney and Cesar Milan, the Dog Whisperer. You don’t have to be six feet tall or have a trail of paparazzi following you to exude that “certain something”, that magnetic charm and appeal that draw people to you like bees to honey (or in Cesar’s case, dogs of all shapes and sizes). 

Why is it that some people draw others to them effortlessly and have a natural, easy way about them? Yes, they probably have superior communication skills and project calmness, confidence and authenticity. But charisma is not just the luck of the genetic draw, it is definitely something that can be learned and put into practice.

Here are ten things you can start doing today to develop your charisma and up your own star power:

1. Exude confidence – Even if you have to “fake it ’til you make it”, smile, stay calm and focus on helping the other person feel comfortable. Watch your posture – keep your head up, shoulders back and walk tall. Imagine that you are on the set of a film (perhaps you are the next Bond girl, or better yet, the lead in the next Clooney film) and it is your job to be confident. You have no choice but to radiate calm, cool and collected.
2. Focus on the person you’re speaking with – In fact, imagine that they are the only person in the room with you. Don’t let your eyes meander over their shoulder to see who just walked into the party. Be interested. People love talking about themselves, so ask friendly, open-ended questions that you think the other person will enjoy answering.
3. Mirror the other person – Mirroring is gently copying the other person’s physical mannerisms, movements and facial expressions when engaged in a conversation. Mirroring happens naturally in social interactions, but when you are conscious of it and are aware of its affects, it can be used as a tool for generating rapport. On a very subtle level, you are helping the other person to feel more comfortable. This will often lead to a very open and friendly conversation.
4. Don’t hog the airwaves – In addition to asking questions, it’s important to allow the other person plenty of time to talk. This means, stop talking. When you feel the desire to interrupt and add something to the conversation, bite your tongue. Talking more doesn’t necessarily mean you’ll be remembered. Statistically, people find those who listen well not only to be the most interesting of all, but the people they will gravitate to most.
5. Be a connector – Make introductions and share your friends and acquaintances with others generously. Be genuinely happy and excited to see people and introduce them to each other.
6. People love the sound of their own name – There are hundreds of tricks out there to remembering names. Find one that works for you and use it. Hearing our name gets our attention instantly and deep down makes us feel respected and important.
7. Remember the Golden Rule – Treat others the way you would like to be treated. Deep down, everyone wants to be a VIP. When you treat others with courtesy, respect, enthusiasm and kindness, you’ll find much more of it in all of your own relationships.
8. Gracious manners don’t cost a dime – You will find that please and thank you go a long way, as does holding the door open for the person coming in behind you or walking up to the woman standing alone at the punch bowl to strike up a conversation. Most people won’t remember what you said, but they’ll remember how you made them feel.
9. SMILE – A genuine smile is contagious and immediately lifts spirits. This one is such a no-brainer that if all you did was smile more, your star power would soar.
10. Have a signature something – whether it’s a haircut, an accessory or your crackpot sense of humor, have something tangible that people remember you by. It could be your handwriting, the way you wrap gifts, your cooking or the way you sign your name. Whatever it is, make sure it’s memorable and is 100% you.

You may not win the next season of “American Idol” or walk the red carpet at the Oscars, but put these tips into practice and your star will surely start to glisten. And you never know what opportunities and adventures will present themselves when you are at your charismatic best.

©Liz Dennery Sanders 2009

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10 Wardrobe Essentials Every Woman Must Have

Being chic isn’t about having the most expensive handbag or wearing the latest trend. It’s about being true to who you really are and feeling comfortable in your own skin. Real style comes from within. It is having the confidence to get organized, being a ruthless editor and trusting your own creativity. If you feel great, then you’ll look great – whether your outfit cost $100 or $1000.

Ultimately, be true to yourself.

With that said, there are ten items that I believe every stylish woman worth her fashion salt should own. These are the items that will carry you through season after season and never let you down. They are the classic must-haves that will serve as the backbone of your wardrobe. Trends will come and go, but these are the items that will loyally serve you year after year.

1. The Little Black Dress – Channel your inner Audrey. This timeless piece can take you from the office to an evening on the town with the switch of a few chosen accessories. A simple, yet sophisticated black dress will also serve as the perfect backdrop to a killer pair of colorful stilettos or a statement piece of jewelry.
2. Classic White Shirt – This perennial favorite will never go out of style. Paired with denim or a slim pencil skirt, the button-down white shirt exudes elegance.
3. Denim – There is a very good reason that Yves Saint Laurent once mused that he wished he had invented the blue jean. A well-fitting pair of jeans (preferably dark denim and boot cut) flatters most body shapes and can easily be dressed up or down depending on one’s mood. A great pair of jeans can be accessorized a million and one ways with what you already have in your closet.
4. Cashmere Cardigan or Crewneck – A basic necessity for chilly restaurants and in-flight cabins.
5. Ballet Flats – I love a 4″ stiletto just as much as the next Louboutin-loving girl, but it’s my ballet flats that I turn to time and time again for ease, comfort and weekend casual. There’s a certain insouciance to the ballet flat that says, “clearly I know my way around the fashion block, but I just don’t have to try so hard to look fabulous.”
6. High Heel Pumps – Whether peep-toe or classic, stiletto or chunky heel, a high heel pump in a neutral color (black, brown, navy or gray) will work well with all of your other wardrobe essentials.
7. Pencil Skirt – Much like the LBD, this item will take you from the boardroom to cocktails in style. Easily paired with a classic white shirt or cashmere crewneck.
8. Black Pants – Look for a slim fit and make sure the hem falls just an inch or so above the floor. You don’t want your pants dragging along the floor as you walk. And unless you are 6′ and very thin, avoid too many pleats or pockets, as these tend to add bulk where we really don’t need it.
9. Blazer – Find one with a proper, fitted shape. Your jacket should follow the silhouette of your body and accent the hourglass curve at your waist. It is also a perfect piece to pair with the pencil skirt, black pants and white shirt. Or make it casual with a pair of jeans.
10. Trench Coat – This is one of the classic pieces that also seems to always be on trend. While Burberry is probably best-known for their trench, there are many other brands such as Theory, Kenneth Cole, Tahari, DVF and Tory Burch who have created their own version of this timeless staple. The trench coat has come to the rescue of many a “bad wardrobe” day.

Great style is having the discipline to invest in just a couple of beautiful statement pieces each season and then mix these in with your ten wardrobe essentials. As Coco Chanel so eloquently said, “Elegance is refusal.” It’s not about constant acquisition; it’s about working with what you have in a confident and creative way.

Only keep those pieces that make you feel really good. Play to your strengths: If you have great legs, wear skirts. If you have an hourglass figure, cinch your waist with fabulous belts. If you have beautiful skin and piercing blue eyes, wear accessories that draw attention to your face.

Now that’s great style.

©Liz Dennery Sanders 2009

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Organize Your Closet To Build A Wardrobe With Style

Do you find yourself wearing the same items in your closet over and over again? Do you have a handful of pieces that you love, but you’re not exactly sure what’s hanging at the back of your closet? You’re not alone – we’re all guilty of this crime of fashion. It’s the old 80/20 rule: we tend to neglect 80% of what’s in our closet and only wear the other 20%.

If you want to build a wardrobe that you love, that truly represents the brand YOU, it’s imperative that you become a ruthless editor – weeding out the items that no longer speak to you, or even fit you for that matter. Diana Vreeland said it best, “Elegance is refusal.” It’s the ability to know what works for you, and then just say no to the rest.

Real style starts with purging. You must get rid of what no longer works (or never did) to allow your closet to breathe and make room for those special pieces that make you shine.

To start the process, create four boxes and label each accordingly: Donate, Gift, Alterations, Save. The Donate box will be for what you no longer wear or want. These pieces will either be donated to charity or taken to a consignment store. The Gift box is for those items that you would like to give to specific people, and the Alterations box is for those items that need a little tweak in order to wear them. The Save box is for those pieces that you just can’t bring yourself to get rid of, even if you haven’t worn them in years.

As you go through your closet and try on each item, ask yourself three questions:

- Do I absolutely love this?
- Does this communicate my personal brand message?
- Would I want to be seen wearing this for a date/interview/important meeting etc.?

If you can’t answer YES to at least two of these three questions, then the item should be tossed into one of your four boxes. Ideally, you want to be able to answer each question with a resounding YES.

Once you have gone through your entire wardrobe and purged items into the Donate, Gift, Alterations and Save boxes, you should now be left with only those pieces that you love. Now here’s where it really starts to get good: go through the entire closet again and arrange all like items together. So, all pants should hang together as should short-sleeve shirts, long-sleeve shirts, skirts, dresses etc.

Then do another pass-through and make sure that within each category, items are organized by color. In other words, all of your black skirts should hang next to each other, gray skirts, denim skirts, and so on. As you look at the remaining items in your closet, ask yourself, “Does this feel like me? When I wear these items, will I be projecting my ideal image to the world?”

You may be wondering what the Save box is for. Tape up the box and don’t touch it for 60 days. If you don’t need any of the items during this time or even forget what you have put inside, it’s definitely time to donate this box to charity, bring certain items to a consignment store or sell them on e-Bay.

You may find that you can now realistically assess what new items you may need to slowly add to your wardrobe to complete your ideal look. Would a slim black pencil skirt of cropped leather jacket add just the right touch? Do you have a penchant for colorful silk scarves and pearls, or are stilettos and chains more your speed? Stylish women are confident, intriguing and intelligent. They take the time to organize, assess and adjust accordingly when it comes to developing their personal style.

©Liz Dennery Sanders 2009

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