When I shared my long rambling About page, he cut through the waffle. Like a laser, he got to the important parts: “So, these are the three key points I’m hearing. Is that what you’re meaning? And how does that relate to your customer?”

Then he would ask the tough questions that really made me get clear on my purpose. Although he asks tough questions, he always delivered them gently.

I discovered that when writing my own story, it’s really REALLY hard to be objective. Having the input of Schuyler made the process a lot more enjoyable. And my webcopy is much stronger because of him. Thanks

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips

You bring such clarity to the free webinar, I can’t wait to join the live course! Thanks

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips

It has already made a big difference for my business. Just going through the course exercises made it easier for me to talk to my clients even before I had finished my story.

It really came together for me in the last class. Putting all the pieces together to create a story that helps me better identify with my ideal client – just two days after I changed my website copy I got a call from a customer who is a perfect fit.

I appreciate Schuyler’s ability to create a safe environment for me to remember my past and overcome any resistance I had. It really touched so many parts of my life helping me grow personally as well as professionally. Thanks

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips

I was slowly dying of thirst.

But let me back up and explain how I got there.

Earlier that day I had found out that the guy in the wrestling weight class below me was too sick to wrestle. If I could cut 13 pounds by morning, I’d finally get my chance to compete outside of practice!

After hours of jumping rope in a steam room wearing three layers of sweats, I finally dropped 10 pounds. Now all I had to do was abstain from eating or drinking until weigh-ins the next morning…

Which brings me back to those dreams of flowing water.

Your customer is dying of thirst

Your customers are wandering the desert of their journey looking for water, and you are uniquely qualified to help them find it. You know how to guide them, because you’ve been where they are and have found the path to a reliable, proven source.

Your customers want your help. They just need to know that this isn’t a mirage. And that’s why you need to share your story.

But what if people find your story uninteresting or boring? What if you aren’t the best storyteller around… in fact what if you’re down right terrible at telling stories?

A glass of water will do

You don’t have to build an oasis. Your customer is dying of thirst… an ordinary, tasteless, boring, glass of water will do…

If you gave that same glass of water to a person sipping a pina colada on the beach, it probably wouldn’t be very effective. But to your customers who are some kind of crazy thirsty – that boring glass of water is exactly what they need.

When you share the story of how you found the water they crave, I assure you they will listen.

Next time your story keeps you up at night worrying

1. Recall your customer is thirsty for a guide. Take a moment and recall when you were facing the problem you now solve. Remember the struggle, the feelings, and what you would have given for someone to hand you a simple glass of water.
2. Remember you know the path to water. Your customer just wants to know you’ve been where they are and found a solution. You’ve already lived the path… the hard part is already done.
3. Lead them with your heart and your story. Tell your story with compassion for where they are and clarity on the path you took to find water.

Example: I had a client once who felt unsure about the idea of his story having any relevance to his customer. He was a “boring” software manager that hoped to help college students who want to improve their chances of landing the right job but struggle with what steps to take.

Here’s how the process went for him. He recalled the twenty-plus years as a software manager where he hired and mentored employees right out of college.

Then he remembered he’d seen just about all the areas where new hires struggled… and it was he who had helped them become successful. Not to mention all the experience he had to offer on how to get hired in the first place.

Having realized how his customers would much rather have someone from industry helping them take the right steps, he was able to share his story with confidence.

If you’re compassionate to your customer’s struggle and honest with your experience – you can rest assured that those who thirst for a solution will appreciate the glass of water you offer.

If you’re ready to share that glass of water with your customers…

Then it’s time to take a look at the Attracting More Customers with Your Story seven-week course. It begins tomorrow, May 14, at 4:00PM ET, and today is your last chance to sign up.

Participants of this course will have an incredible amount of support and guidance: 7 live calls, 5 days a week forum support, 60 min 1-on-1 session with me, and buddy support throughout the entire process.

Take a few minutes to give it a read, check in with your heart, and if it feels right for your business… join me in creating your story.

Attracting More Customers with Your Story

If you have any questions, concerns, or are just unsure please don’t hesitate to email or comment below.

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips

I remember one night I got a call from a girl… we’ll call her Layla (yep, I’m changing her name to protect the guilty). She wanted to know if my friend liked her. I could sense she needed encouragement and might give up if she didn’t get it.

I knew my friend was interested, but telling her that would violate his trust. If I didn’t tell her, he might lose her. I was at a crossroads, unsure of what to say…

When your story is not for public eyes

You want to share your story with your customers. You understand that it will help them feel safe to know you’ve been through the trial and come out the other side.

But sometimes the Internet is too public a place to share a tender story.

What about the repercussions if the people involved see it?

What if someone is hurt by your sharing it?

There could be all kinds of reasons why you might be hesitant to put it out there. I want to assure you – you can gain trust with your customers without divulging dark secrets.

Remembering what your customer needs

As Layla waited to hear my answer, I remembered her talking about how important it was for her to go after what she wanted in life and not let the fear of rejection get in the way.

Sharing encouragement tied to what she was feeling seemed to give her enough confidence to stay in the game…

…without breaking the trust of my friend. Mission accomplished!

Your customer wants to know that you understand what she’s going through and that you know a solution. That’s the purpose of sharing the story of how you went through a similar trial… right?

Your situation might be comparable, but no two instances are exactly alike. The power of storytelling is that your customer will fit his own details into your story, allowing him to connect to it.

Which means… that the details of your story aren’t necessary.

How to share your story safely and effectively

To give an example, I’m going to share Susie’s story. Susie is a fictitious person I’ve adapted from a real situation. She now helps people who were abused as children to find joy in their lives.

Step 1: Write out the situation as if you weren’t worried about sharing it.

Susie was a happy, confident girl growing up. Then her family went through a series of events that would change Susie’s outlook on life forever. Her parents got divorced. A year later Susie turned 12 and her mom remarried.

It turns out the man she remarried was an abusive drunk. He’d find any excuse to take out his aggression on both Susie and her mom.

Step 2: Be vulnerable with how it felt and the false belief it created that you had to overcome.

This completely crushed Susie, and the outlook she had on life. She felt helpless, like it was some how her fault, and that she didn’t deserve to be happy. She felt trapped.

Step 3: Replace the details you don’t want to share with generalities.

Susie was a happy, confident girl growing up. Then her family went through a series of events that would change Susie’s outlook on life forever.

When she turned 12 a painful incident took place that completely crushed Susie, and the outlook she had on life. She felt helpless, like it was some how her fault, and that she didn’t deserve to be happy. She felt trapped.

When you tell your story you don’t have to divulge all the scary details to build trust with your customer. Being vulnerable about how you felt is what you actually need to share.

Do you want to tell a story that will attract more of the customers you love?

If so, I’m offering a seven-week course on Attract More Customers with Your Story and the early bird deadline ends May 7th…

Look, I want to be honest with you. This is the first time I’m offering this course outside of my one-on-one clients. Part of the reason I’ve waited until now is that I was concerned I wouldn’t be able to personally provide the help I want to each individual’s story.

Because of that, I have built this course for a small group (just 16 people) and in a way that allows me to provide equal if not more support throughout the course. When you sign up you’ll learn how to tell your story and I’ll be there to guide you to a story you will love to share.

When you’re finished you will have so much more than an “about me” page. Your story will shed clarity on your customer is your business’s purpose in a way that makes it so much easier to share what you do.

Read about it. Listen to what your heart tells you. And if it’s right, register.

Attract More Customers with Your Story

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips

You’ve got your website up, the home page is done… and now it’s time to create your “About Me” page. You’ve been on a roll, but now you’re stuck…

It should be easy… I mean… it’s about you and who knows you better than you… But it isn’t, is it?

Maybe you ask yourself questions like “How professional should I be?” “Where should I start?” “Are my customers going to care?” or “What if they don’t like what I write?”

The answer is simple … you tell your story.

Why would your story be so effective?

I’ve invited some of the most inspiring storytellers to a game show of “Who can tell that story?” Today’s contestants are Disney’s Pocahontas, Jack — an everyday professor of religious studies, Mother Goose, and Spiderman…

… (In my best game show voice) “And for the final question: Why can stories be so effective?”

Pocahontas, you’re up first!

“If you want to be remembered share your story. The Northern Native Americans have a proverb that says, ‘Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.’”

“Native American history was passed down to each generation, not by writing a book, but by telling stories. Human brains are hard-wired to quickly understand and remember stories.”

All right, Mother Goose, it’s your turn!

“Stories are a powerful way to reach an audience, no matter how different they are from you. I’ve been helping parents teach important lessons to their children through stories for decades. Stories help us to connect emotions to teachings, and this makes them far more effective than the teachings would be alone.”

OK, Jack, everyday religious professor, what do you have for us?

“Stories are persuasive. At the core of many religions is a desire to persuade people to live a better life. That’s why spiritual leaders of the major religions including Christianity, Buddhism, Hinduism, Judaism, and Muslim all teach in parables (short stories with a lesson)… They are effective in the moment, and centuries later.”

Last but not least, take us home, Spiderman!

“The origins of your ‘superpowers’ will help people see your character, and that will be more memorable than your credentials. I’m not much of a storyteller myself (too busy fighting crime), but I’m a superhero, so naturally someone told my story!

“In case you don’t remember it – and it is amazing …”

“When my uncle was killed because I didn’t stop his killer, it created a struggle within me  — revenge, shame, the need for forgiveness. People can see what led to me become Spiderman …”

“That is what makes a superhero story like mine great.”

Ooooh, that’s a close one… Judges…which of our lovely contestants had the correct answer?

It seems we have a tie folks… All of these answers are correct.

Four steps to finding the right story

You want to share a story that speaks to your customers. After all, that’s the whole point of your website, right? But how do you figure out which story to tell?

I’ve found that people who go into business to solve problems have usually overcome a similar problem in their past, and are now trying to make it easier for others to do the same.

Here’s what you do, and I’ve included my own business as an example.

1. What problem are you trying to solve for your customer? Take a moment to write it down.

Example: Small business owners struggle to attract enough customers through their online brand.

2. What is it like for your customer? Imagine how it feels for your customer to experience that problem. Now write it down.

Example: It feels overwhelming. You’re working harder every day, yet you’re still struggling to attract enough customers. What’s worse is you’re spending so much more time on selling to people than actually helping them. You’re frustrated, and maybe even depressed.

3. When in your life did you have to overcome a similar challenge? It might have been about the same problem as your customer, or one that feels similar. Write down what happened.

Example: Starting my first company was overwhelming and frustrating. My happiness was governed by the whims of my customers. 

I overcame this by gaining clarity about my purpose and my audience. I realized what they really needed from me, and then I became able to provide it with my marketing and branding.

Eventually I figured out how to create systems that helped me attract more customers without being overwhelmed.

4. Share it on your “About Me” page. You’ve got a compelling story, and it’s time to share it with your customers. Have fun! Let it sound and feel like you, as if you were having a conversation with your customer.

Example from my “About Me” page: Starting a company was a humbling experience. Maybe you can relate? It felt overwhelming trying to find and keep customers. In the beginning I wanted to help people, but eventually it just felt like I was selling them…

This led to one of the lowest points in my life… the depression, the lack of self-esteem, the feeling all alone… 

The engineer in me (remember that inner nerd?) recognized this as just another problem to solve. The program manager in me turned my business into an experiment to create practical systems that would help me successfully attract clients through my online brand while maintaining my original desire to help people. 

With the help of some amazing mentors, some spiritual practices, and a willingness to look inward for my answers, I found a heart-centered branding solution that worked for me… and more importantly, I found a process that can work for you.

When you’re writing your “About Me” page, remember that your story has the power to reach your audience. If you keep their problems in mind, you’ll be able to tell a story deserving of a superhero.

If you want more support in telling your story, I encourage you to check out our No-Cost Webinar on Attracting More Customers with Your Story.

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips

In October 2012, Hurricane Sandy had hit New York City and devastated the coastal region. Power was out in some places for weeks and many of life’s necessities were difficult to acquire. A couple weeks afterwards transportation to these areas resumed…

I found myself on a subway with a group of people who didn’t know each other. We were going to Coney Island to bring food to the victims of the hurricane.

That was when I overheard the inevitable conversation. Someone asked a woman, “What do you do?” She confidently answered, “I’m a…” And immediately following her response came, “What makes you qualified to do that?”

Wow! Can you feel the shift in the weather there? In that moment someone is asking “Are you good enough?” The feeling around you goes from a pleasant breeze to a hurricane headed right at you.

Finding shelter from the storm

When someone you’re in touch with, especially a prospective customer, wants to know what makes you qualified, the usual approach is to talk, not about yourself, but to build yourself a shelter by sharing about your qualifications.

Maybe it’s a certification, a feature of your product, a price point, how many people you’ve helped, products you’ve sold, or any number of other ways of establishing your credentials.

It’s a natural response. Underneath your answer is probably the hope that your qualifications will help him or her choose you over the other options.

But what happens when another business owner gets the same or more certifications? Or adds more features? Or… you see where this is going?

How about when your customer looks around online, and has instant access to tens, hundreds, maybe even thousands, of other solutions…

Are you going to be better than all of them, in every way?

Hiding in a shelter still leaves your customer out in the storm

Even if you could use your qualifications and build the best shelter in the world…protecting you from any comparisons your potential customer could make, that might find you wanting … what about your customer? Wasn’t there something you wanted to help him with?

He is actually going through his own hurricane caused by the problem that you want to help solve!

What your customer wants to know, perhaps even more than your qualifications, is: can he trust you to help him reach a solution? You can answer that question by building a shelter for him… and the great thing is that you already have what it takes.

How to build a shelter for your customers

1.    Pause and recognize how you’re feeling

Next time your customer asks, “why you?” take a moment to recognize how you feel in the face of the coming storm. Self-conscious? Judged? Angry? Scared? Defensive? No need to change anything – just breath and give it space. Your customer is less concerned with how fast the answer comes then with the answer.

2.    Remember — your audience is facing a storm of her own

Remember why you got into business? To help other people solve a problem.

Remember that what she’s really asking is, “Can I trust you to help me solve my problem?”

Remember you’ve already gone through a similar problem and come out the other side.

3.    Build your customer a shelter by sharing your story

You already have what it takes to build her a shelter. Share a story about a situation in which you felt similarly to how she does and you overcame the problem.

Example: I had a potential customer who wanted make a transition in her business and needed help with branding. She asked what I had to offer that other branding companies didn’t.

Immediately I wanted to know what other branding companies she had talked to and I noticed my anxiety going through the roof.

In that moment’s pause I remembered that she was probably scared that she couldn’t afford for this not to work. She needed assurance that I could help her attract more customers.

I shared a story of how I went through something similar with my first business and how the process that I now teach helped me achieve my goal.

Next time that awkward “why you?” question comes around, pause and remember that your customer is just trying to find safety. And when the hurricane comes you’ll be able to answer like a champ.

If you need help making your stories strong and compelling check out Attracting More Customers with Your Story

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips

Want to learn how Twitter Networking can help you do just that?

Before I drive into the details, let me share a little non-secret… “Who you know” IS more important than “What you know.” It might not be right, but that’s the way the business world has worked for years.

… And nothing has changed.

As I see it, you can either be the person who hates the system or the one who takes advantage of it.

It’s not that much different than a road trip… There are certain rules to the system that we have to follow regardless of how we feel about them. Sure, you COULD rebel by speeding, driving over sidewalks, riding through parks, or heading down the wrong side of the road, to arrive at your destination.

… But wouldn’t it be far more effective to take advantage of the system, so as not to end up on the 6 o’clock news or in jail?

Right, so how exactly will Twitter Networking help me take advantage of the system?

I’m glad you asked.

There are millions of people who are on the Twitter road. Many of them…

• Work for your intended company…
• Are experts in your intended field …
• Have influence with your gatekeepers…
• Are sharing the EXACT information that you need to know…

You’ve met these people before. They have been mentors who helped you make the right choices. They have been people who introduced you to the right person. They have been your biggest advocates.

Twitter Networking = Power Networking + Scalability | 5 Tips to Drive Your Job Hunt [INFOGRAPHIC] ow.ly/diAGk

— Schuyler Kaye (@T4Execs) August 28, 2012

If you’re ready to make more of these people a part of YOUR network, then start your Twitter engines and follow these 5 steps. Use Twitter Networking to Drive Your Job Hunt.

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips

Should your Personal Brand and your Identity be the same?

How many posts have you read that talk about the importance of having an AUTHENTIC brand? (I read 3 just today)… It makes sense right?

It is also widely accepted that your personal brand IS your reputation. Which leads us to consider our audience when we shape our personal brand. So the balancing act between tailoring our brand to suit our audience and maintaining authenticity with who we are begins.

Hold on to that thought for a moment while I set the stage. I recently attended a talk based on a principle from 30 Lessons for Living: Tried and True Advice from the Wisest Americans. (Great book by the way – it compiles THOUSANDS of elderly people’s advice on living a fulfilled life.)

This particular topic was on our IDENTITY. The claim was that most of us base our identity on these three things:

• I am what I do – What you do is definitely part of your personal brand story.
• I am what I control – Branding yourself is an attempt to control how others view you.
• I am what others say I am – Wow! Sounds a lot like reputation to me…

Here’s a little story about a man.

He Failed in business.

A year later he was Defeated for State Legislature.

The next year he had his second Failure in business.

Three years later he Suffered nervous breakdown.

Two years after that he was Defeated for Speaker.

Again, two years later he was Defeated for Elector.

His luck changed three years later when he was Elected for Congress.

Back on track he was Defeated for Congress three years after that.

And again he was Defeated for Senate seven years later.

A year after he was Defeated for Vice President.

And two years later… yep you guessed it… Defeated for Senate.

I’ll give the guy his due credit… He was PERSISTENT. Regardless, it is a great example of a personal branding FAIL. Put yourself in this guys shoes for just a moment…

How are you feeling about yourself? I mean what you do is… get defeated at every turn. You display an inability to control anything that matters year after year. And let’s face it…you’re not going to win a popularity contest anytime soon.

His personal brand is shot, right? And his identity…well it’s a wonder he didn’t have more nervous breakdowns.

At what point do you give up?

Well in 1860 he was Elected President of the United States.

That’s right. You might find him wearing a top hat on that copper penny in your pocket… He’s Abraham Lincoln, arguably the most significant president this country has ever had.

Just take a moment to consider how different our country would be if this man HAD based his identity on what people thought of him.

For One – He would NEVER have made it to the presidency in the first place… by failure number two he’d have changed careers.

Two – Assuming he did make president, you might recall he was the MOST HATED president during his time in office in the HISTORY of the United States. Ask yourself, would a man who based his identity on what others thought be able to make the hardest decisions the United States has ever had to make?

So what the heck does this have to do with YOUR personal brand and YOUR identity?

The trouble with basing your identity on what you do, what you control, or what others say about you is – what happens when…

… You’re defeated, fired or you have a terrible boss?

… Things break the mold of what you think you control?

… Someone or everyone doesn’t seem to like you?

According to the wisdom of the elderly… and I’m inclined to believe them… it leads to a less authentic and thus less fulfilled life.

But wait. Isn’t your personal brand your reputation?

I think the people with enough experiences to have a vote in the matter would say, “Don’t forget what it truly is that makes you tick.” Base your identity on that story, and USE your personal brand as a tool to pave the way to your dreams.

If you enjoyed this post, share it with your friends:

Who Wins Your Non-Celebrity Death Match of Your Personal Brand VS Your Identity? ow.ly/cM4HF

— Schuyler Kaye (@T4Execs) August 6, 2012

Check out Superhero Branding for Ordinary People for steps on how to apply that very concept.

Who wins in your Personal Brand VS Identity Death Match?

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips

Not exactly.

I warn you… I’m about to break out my inner nerd.

Ok, so your personal brand is determined by what people think. That means you better consider those people’s opinions when building your personal brand. You can agree that two different people, with two very different life experiences, might look at you and have two differing viewpoints.  With over 6 billion people on the planet, your brand could be suffering from an EXTREME case of multiple personalities.

This makes me think of that story about the Blind Wise Men and the Elephant. To summarize the story, you have a number of blind wise men, and each one touches a different part of an elephant. They describe the elephant by what they feel. The man on the trunk is probably “seeing” things differently than the man on the tail. Can you imagine if the elephant defined his personal brand by what each wise man said? He would be one CONFUSED elephant.

It is my belief that your personal brand should be used as a tool to HELP guide you to your dreams. You can tweet me on that. How can something that is so dependent on what others think possibly guide you to ANYTHING?

The Answer: You need a Superhero Brand!

What’s the difference between a Superhero Brand and an Ordinary Brand?

• It has a strong cohesive story across the Internet. Now instead of the blind wise men touching different parts of the elephant, you’ve got them all wrapped around one leg.
• You have friends instead of followers. Picture a seeing man guiding the opinions of these blind wise men.
• You’re monitoring the water cooler with automatic alerts. Call the elephant Mr. Ed because he can now talk. So when the wise men are off track, you’re there to guide them back.

That’s good stuff… They’ll have a better understanding of who you are and what your purpose is.

But that’s not the best part. The #1 reason why a Superhero brand is better than an Ordinary Brand is… Wait for it…

(I’ve been watching too much How I Met Your Mother)

By defining your story and purpose, your personal brand becomes a guide for everything you do to achieve that purpose. You are not sailing the sea catching every fickle wind stream no matter what direction it blows.

You have a compass.

You have a purpose.

You have a guide to achieving your dream.

Let’s not ignore the elephant in the room. Will every person who looks at your brand like you? Probably not. What superhero’s loved by everyone? At the end of the day, it’s about looking in the mirror, and knowing you’re on the right track to fulfilling your purpose.

Now to show you just how far my inner nerd is willing to go… It’s time to look down…

Enjoy making YOUR Superhero Brand.

Helpful Resources by Superhero Branding Step:

Know Your Story & Have a Purpose

• Personal Brands: A Shakespearean View – will help guide you to discovering your purpose and telling your story.

Create a Home Base

• 7 Tips to Maximize Your Personal Brand on LinkedIn – will help you create an effective home base on LinkedIn that is easy to find.

Showcase Your Superpowers

• The TO-DO List after writing that Brilliant Post – will help you maximize the reach of the content you create.

Make Friends – Join a Cause

• Twitter and Grocery Stores, Always Have a Plan – will show you how to create a Twitter plan that focuses your efforts on meeting the right people.

Stay Ahead of the Villains

• Using Google Alerts to Gather Information – self explanatory.
• Using Yahoo Pipes to Gather Information – also self explanatory.

Schuyler Kaye Personal Brand Consultant T4Execs blog Personal Branding Tips