When I started in content creation, I thought I was amazing.
I spent days researching and learning what experts said were the best business strategies.
I copied what the business greats did.
Every week, I gave long informational emails breaking down other businesses.
Yet, my brand still seemed weak and not personal.
Younger me creating articles about other businesses.
This made me wonder…
What really separates a $1 brand from $1M+ brands?
The difference is the personality.
I only wrote about other businesses. What the business did. What strategies they used. How they learned and adapted.
I didn’t mention myself or what I was doing.
How could I expect my brand to be strong if I didn’t even talk about what I did?
So, I learned how to develop a personality for Business Deconstructed.
And once I started marketing with this personality, I learned how to create a strong brand.
Here are the most important takeaways I learned.
1/ Talk about YOUR own experience
No one cares if you talk about what someone else did.
Bad example: Here’s how Jeff Bezos built Amazon and the strategies he used.
Good example: Here’s how I got my first sale for my small clothing brand
You can even talk about your failures. Don’t doubt your experience and what you know.
Talking about others will only build their brand.
This doesn’t mean you can’t talk about other businesses.
BUT, you need to explain your unique thoughts and how you used their stategies.
Sharing your (or your brand’s) experience helps build trust and seems more relatable to the customer.
2/ Create personal and business boundaries
Some businesses require a high level of professionalism.
And you shouldn’t tell your audience everything.
You should set clear boundaries about what you can talk about, what you can’t talk about, and what tone you should use.
Ask yourself these questions:
Does my audience need to hear this? If the content doesn’t relate to your business, cut it. Personality should extend to only what the brand is about.
Does this content fit the platform? Informal rants do well on Reddit but will do terribly on LinkedIn. Talk like the people on the platform do.
Can other people say the same thing? If your content is based on your experience and ideas, it’s unique to your brand.
(For more on my content creation strategy, check out this article)
3/ Write like you talk
This is such an easy way to dramatically improve your marketing.
But so many businesses don’t do this. It’s simple.
Write like you TALK.
You don’t talk using vocabulary your friends can’t understand when you talk to them.
So, don’t market like that.
The best way to communicate clearly and personally is to write like you talk.
And when I say write like you talk, I mean:
Use the same language as your audience
Use short sentences
Use active language rather than passive language
Start some sentences with ‘And’, ‘But’, ‘So’, ‘You see’ (unless your business needs to be formal)
That’s it. Talk about your experience, create boundaries, and write like you talk.
The biggest brands do this and maintain professionalism while connecting with you on a personal level.
Until next Saturday,
- Warren
PS: Think you don’t have anything interesting to talk about?
Then do something crazy. Do a challenge to learn vibe coding in a month. Try to get 10k followers on Instagram.
Even if you fail, you will have a good story to tell.