Blogger’s Note: You might notice my musings here begin to shift. My life has changed, and so too will my writing – its almost inevitable. On my mind daily are the issues we’re facing in building Living for Monday, and they’re what I’ll be sharing here. (Our site is live now by the way – you can sign up for our weekly newsletter called the::MONDAY:drop. You’ll get a drop of inspiration to do purposeful, fulfilling work every Monday morning.)
One of the biggest lessons we’ve taken away since starting to build Living for Monday is that the sales will come with the brand. Trying to educate people on who we are, what we do, and why they should invest in our Career Kickstarter program in an hour-long coffee meeting is impossible. Not only that, but its just a terrible way to try and sell people on our services. As Jeffrey Gitomer would say: “Nobody wants to be sold, but everybody wants to buy.”
So what’s the answer?
We believe the answer is brand building. Positioning ourselves as the experts in helping college students and young professionals define, locate, and land their dream job. We’re not just talking any old job here — We’re talking get fired up, wake up passionate, and make a huge difference in the world kind of work. We can’t sell somebody on that, but we can definitely prove it.
How are we doing that?
- We’re taking Pat Flynn’s be everywhere strategy and we’re putting emphasis on it. Not only will we be on the big three (YouTube, iTunes, and blog), but we’re also active on Twitter, Facebook, and G+. With every single thing we’re putting out there to be consumed by the universe, we’re building our brand and expertise.
- We’re booking speaking engagements to share what we’ve learned. We want to get in front of live audiences and share our enthusiasm and knowledge.
- We’re building excellent products and services. Every day. We’re dreaming up and building things that help people. We stay true to our mission: Inspiring individuals and organizations to find more purpose and fulfillment in their work.”
All of this adds up to trust. Over time it adds up to a valuable brand. One that makes people want to come to us. We’re not going to take any kind of hard sell to market. Hard sells might make us some money in the short term, but that’s not how we want to do business in the long-term. We’re building a lasting brand – one that we want to be recognized, trusted, and respected.
We don’t have all of the answers, but we’re doing what we think is right. What advice do you have for us? How can we ensure we build a brand that draws people to us? What types of content should we be producing that we’re not already producing?