Growing followers, a likeminded group of people who relate to your message, who value what you can share with them, and who want to engage in the conversation you’re putting out there – for so many of us this is how we dream of genuinely helping others, while positioning ourselves as inspiring creatives entrepreneurs that people want to subscribe to, buy from, trust and hire.
Tara here! And this sharing of ourselves and our content is what we’ve all been taught. I’m not here to disagree, it’s what I do too (literally, I’m doing it right now writing to you, “duh” as my eight year old says about every five seconds lately). But I do want to add onto the content sharing formula – what happens after you attract people to you? How does this translate into a business, an expertise, a person people trust?
What happens after you attract people to you? After you get noticed, how do you get hired?
Yeah, we want to put our personality and our point of view out there. Do it consistently and with passion, and over time the followers, subscribers, clients – will come. But part of the allure of “being the one who attracts” is more than just building a list. I think it may be socially wired into us (it probably started right around when we were eight years old, too) and has nothing to do with getting the clicks or closing the deal, but simply feeling like a big deal.
Whether through our newsletter, blog, Instagram posts, or in the face-to-face retreats or professional mixers we attend – don’t we all want to feel like the coolest most interesting gal at the party, with everyone wanting to shimmy on over and pick our brain?
This is getting noticed, and if we do it consistently, it’s becoming known for what it is we talk about, teach, or just make people feel good about. I know not all of us want to be that extroverted or sparkly when we’re doing it. That’s okay too. The nerdiest art director I ever had on my creative team—mad scientist hair, coke bottle glasses, goofy adorable grin, totally awkward in any social situation—uh, our clients freaking loved him. Get him started on a subject he loves and cares about (in the presentation to a boardroom I’m recalling, it was the idea of using interactive gameplay to engage your brand audience, whatever, I don’t even know what he said) and poof, people are entranced. He is being his most inspiring self in the moments when he’s sharing what he really knows, what he really cares about, in his own goofy style.
Okay, so inspiring people is great and all, but what about getting hired? Or getting people to click buy, sign up, and subscribe? Did those corporate suits sign off on what goofy guy was getting them all feeling good about? I don’t even remember! But that’s the point, because I do remember they asked for him to be their lead creative, and always wanted him in the meetings. Because even if his wild idea wasn’t their cup of tea, his passion was contagious, and his logical guiding approach—talking them through a subject they’d never even heard about—positioned himself ever-after in their minds as an eccentric but expert art director they wanted at their table.
The shift from inspiring to guiding happens in our content and in our conversations. When we get great at it, these two sides of our voice blend together like – well, like the personal brand we want to be known for and the expertise we want to get hired for.
I was recently hosting a round table with a group of creative entrepreneurs – a web designer, a brand consultant, a lawyer for creatives, and a leadership coach were some of the sparkly, inspiring, ladies at the table – but I knew they each had this expert “guide” within them, too.
Here’s a down and dirty exercise I shared with them to help frame up how we get noticed and how we get hired:
HOW I INSPIRE OTHERS (i.e. get noticed):
Complete these sentences. Clients (or followers, or even new acquaintances) are first attracted to, or inspired by, my personality + professional style, which is an Inspiring Mix of:
a. ________, b.________, c.________!
The personal motto that motivates and inspires me, and that I love sharing with others is:
HOW I GUIDE OTHERS (i.e. get hired):
Complete these sentences. Once my clients get to know me, or work with me, they trust my expertise which is a Guiding Mix of: a. ________, b.________, c.________.
The best piece of professional advice I practice myself and share with others is:
Now think about your Inspiring Mix showing up in places like your website headlines, brand messages, blog post introductions, and titles. Think about your Guiding Mix showing up in your sales pages, your newsletters, and your selling conversations with new clients. But really, it’s all about practicing the mix of inspiring and guiding. That’s when we get to create a business for ourselves that is a blend of who we are, and what we do.
If you want more how-to’s and insights into getting noticed and getting hired, be sure you’re signed up for our weekly Letters for Creatives, and if you’re ready to work with us one-on-one to develop your brand and really get you noticed, check out our work and give us a shout!