Being good at what you do is one thing … designing a product or service offering around your knowledge and expertise so that it sells itself … is another matter entirely.
This is the theme of today’s episode, and to help us unpack this important but often confusing task, we have in the virtual studio Cristina Castro and Angela Tsai, founders of Grow Your Brand With Impact, a UK-based consultancy that “helps marketing-fatigued consultants, coaches and business owners implement marketing that gets results”.
Many of Cristina and Angela's clients come from corporate backgrounds with 10-15 years of experience under their belts.
These established professional operators have deep domain expertise but often struggle to recognise the value they bring to the marketplace.
This, in turn, becomes challenging when said experts try to effectively present and market their unique offerings.
This is where Cristina and Angela come in - they help professional solopreneurs turn their products or service into "money magnets" that sell effortlessly.
In this wide-ranging conversation, we touch on:
**Back story** - Christina and Angela share their journey from corporate backgrounds to running a successful consultancy business.
**Common pain-points** - Transitioning from corporate life to entrepreneurship and the challenges faced by experts in recognising their own value. Plus the identity shift involved when moving away from predefined roles in corporations to standing alone as an entrepreneur.
**Overcoming challenges** - Strategies for effectively presenting unique offerings and selling oneself in today's market.
**The changing work landscape** - Exploration of factors contributing to more people leaving traditional corporate jobs including Covid-19, remote working opportunities, changing career aspirations among millennials, and midlife self-evaluation trends.
**Understanding 'offer'** - Discussion around misconceptions surrounding 'offer' in business context; how it goes beyond just sales pitches or discounts.
**Articulating unique value proposition:** - Real-life examples illustrating difficulties businesses face while differentiating themselves from competitors; importance of clarity about one’s unique factors that set them apart.
**Defining offer essence** - How understanding the essence of your offer can make selling easier and attract clients who resonate with your story; includes analogy using a favorite restaurant experience!
If you want to design a product or service offer that hits the mark with your ideal client, this episode is a great place to start!
FOR A DEEPER DIVE INTO THIS INTERVIEW WITH CRISTINA AND ANGELA, MAKE SURE YOU SUBSCRIBE TO THE REPUTATION REVOLUTION NEWSLETTER ON SUBSTACK - https://reputationrevolution.substack.com
283: Taking your personal brand global with Anne Scottlin, the 'Podcast Maestro' & award-winning show host
282: Purpose, Passion, Principles + Profit with Dr John Tickell
281: How to win more clients using organic content with Chris James
280: The business of speaking: An insider's guide with Carson White
278: Automate your personal brand-based business with Alycia Edgar
277: Design your one-person service-based business with Ellen Donnelly, The Ask
276: [ CASE STUDY ] How Jackie Goddard has commercialised her knowledge & expertise
275: Reputation = revenue: The business of personal branding
274: ENCORE EPISODE - How to productise your knowledge + scale your impact with Greg Burgoyne
273: ENCORE EPISODE - How Oscar Trimboli built a global business around his professional personal brand [CASE STUDY]
272: Season 7 Finale [Part 2] - Personal branding tips, advice and insights - what did you miss? #BumperEpisode
271: Season 7 Finale [Part 1] - Personal branding tips, advice and insights - what did you miss? #BumperEpisode
270: Becoming your own PR machine: Demystifying PR and making it work for your personal brand - interview with Trevor Young, the PR Warrior
269: The down and dirty of producing a podcast for your business with Bea Abalti, Bear Forward
268: The who, what and how of building strategic relationships with Nina Thomas
267: How one entrepreneur fast-tracked his personal brand on social media | Trevor & Brendan recap the Adam Robinson interview
266: Building a case for why business owners need to get serious about building their personal brand - interview with Adam Robinson, founder of Retention.com
265: Recapping Kris Ward's behind-the-scenes personal brand story with Brendan & Trevor
264: [BEHIND-THE-SCENES] How Kris Ward found her voice, scored 400 podcast guest interviews, grew a podcast with 1000 5-star reviews, plus TikTok, YouTube & more!
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