If you’ve been around the self-employed block chances are you’ve heard about using digital media…like a website to tell your story.
Many local small businesses are eager right now to learn about technology they can invest in to look the part and attract foreign customers and clients. But the problem is not everyone knows what story to share or how to tell a story that truly educates, motivates and inspires!
Hi, I’m Ciji Shippley, founder of Shake The Cock N Bull Stories. I help 1–3 man shows in Trinidad and Tobago find their voice and tell their story so they can ace better clients and by extension get paid well.
I know ‘How to build your digital presence and monetize it’ is the question right now, but it’s the wrong question. It’s definitely a chicken-and-egg situation but there is a starting point if you instead asked.
How Can My Digital Presence Not Bore The People I Want To Do Business With?
…because clients care about results not technology.
So you might be thinking…
I should share that story about how I steal thoughts and ideas from the web to sell as my own. That will surly educate, motivate and inspire my audience to make better choices.
…Hmmm. How can I be the person that attracts ideal clients?
Think of the process from this angle. How many times have your head turned in acknowledgement of attraction to a complete stranger and wondered why? According to science, the psychology of attraction is emotive, the stimulus isn’t always physical.
That said, have you ever read something I wrote that tugged at you; made you feel something? Absent technology on my part — not that it isn’t important but that it only plays a supporting role in the branding experience. So if you don’t know who you are, even with all the digital infrastructure, attracting someone specific will be impossible.
This is why each One-Page Project begins with The BrandConductor. It extracts your story: the main insight into what your clients are looking for. Its the data that gives you your validation.
Branding for Pedi-Saturdays
“Not all pedicures are for pampering purposes. Some are actually therapeutic treatments used for severe cases of callus build-up of fungal infection. Because of this, your care in these situations can not and should not revolve around one-off random appointments but rather a consistent treatment plan zeroed to the complete restoration of the health of your feet. Each treatment begins with the Pedi-Primer. Think of it as a bite-sized way to actively begin working on the larger problem. Based on the condition of your feet, if you need more intensive treatment following the Pedi-Primer, I’ll advise you on a Pedi-Plan that will benefit you the most.”
Come into the online space knowing who you are. Not backwards — this is the reality of building a website and using the analytics to determine who you are and what to talk about — you’re finding yourself on the fly. In which case, you’re more than likely still testing out your services. All the more reason why investing in digital media doesn’t make sense for you.
Caribbean Pedi-Masters have established their brand. They’ve invested in branding: they’ve validated their methodology, they have something of value to share with their ideal clients. Therefore if they wished to put money towards amplifying awareness by investing in marketing it's not a risk.
I am the Founder and Visual Brand Strategist at The BrandTUB
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