The common model for building an independent services practice is hardly individualized. Typical is the one-day-at-a-time entrepreneur who uses “special offer” or generic marketing, or no marketing at all. Marketing efforts are often minimal, since there’s little incentive to build relationships with clients who see the entrepreneur as identical to the rest of the pack in his or her industry. This route provides an income but little more.

Marketing the products you sell might seem logical, but your prospects do not make buying decisions based solely on logic. When it comes to close, people hire your services because they like you and relate to you, They have no relationship with your products or services, only the individual selling them. That’s why Personal Branding is so important.

Have you ever looked at a competitor and thought, “I’m better than this person. I’m smarter. I provide a better service. Why does this guy get more customers than I?”? It’s boggling sometimes to see someone you know is a clearly inferior professional who clearly makes more money and possibly makes less.

Personal Branding means narrowing your audience from “just everyone” to the people most likely to respond to your message. It means remaining focused while your competition markets to everyone with a pulse.