Posts

Working the value proposition

I attached the presentation on the value proposition I made in the framework of the event #MarcaPersonalUCV in the Catholic University of Valencia the 18 December 2015. I thank Pablo Adán says for telling me as speaker and giving me the opportunity to explain one of the cornerstones of any process of personal branding: the value proposition (or why we should choose us and not competition). You can also download from this link.

Do I need what you propose me? 3rd stage of personal message

 

Descubre en este artículo si tu mensaje y tu propuesta encajan con las necesidades de tus públicos.

I remember the five stages of a compelling personal message are:

Notoriety. I know you?
Affinity I know what you offer?
Do I need to fit what you propose me?
Choice. Are you better than your competition?
Fidelity Do you keep your promises?

Lace

imageEl mensaje personal no se detiene en un nombre y una especialidad. Además hay que trabajar a fondo el factor de encaje, el que hace posible que incluyamos una propuesta de valor relevante para nuestro público.

Es muy posible que tu mensaje sea notorio, que genere afinidad, pero si tu propuesta de valor no interesa, el vaso de la comunicación se rompe.

I explain. Si ofrezco, for example, muebles cuyo valor radica en que los han diseñado niños de 8 years ago, el mensaje bien pudiera ser notorio, pero tal vez carezca de relevancia ya que no sabemos entender cuál es el VALOR que añade el diseño por parte de los niños.

In a nutshell, hemos de asegurarnos de que la relevancia (idea de valor) esté clara y explícita en nuestro mensaje. No por ser diferente será relevante. A menudo utilizo el ejemplo de un hombre que quema una Biblia o un Corán. ¿notoriedad? Yes, mucha. ¿Relevancia? Poca.

Este factor de falta de relevancia es el culpable de que muchos currículos acaben la papelera o en el archivo demás adelante”. Al completar un CV, se debe dejar muy claro el Valor que implica nuestra aportación. Si es posible, esa propuesta de valor hay que destacarla para que sea leída en diagonal. Recordemos que el tiempo medio de lectura de un CV es de algo menos de 20 seconds.

También sería aconsejable adaptar el CV o el mensaje en función del público al que vaya dirigido. Si entramos en una selección para una empresa de brockers de bolsa, quizás valga la pena destacar nuestra capacidad multitarea (si existe, of course).

I know what you offer? The second stage of personal message

 

Check out This article describes the different ways to communicate your value proposition and generate affinity receptors message.

I remember the five stages of a compelling personal message are:

  • Notoriety. I know you?
  • Affinity I know what you offer?
  • Do I need to fit what you propose me?
  • Choice. Are you better than your competition?
  • Fidelity Do you keep your promises?

Affinity

messageIt may seem a no-brainer, but after you say your name you have to keep your specialty or your office. For example, “I am Guillem Recolons, personal brand consultant and partner Soymimarca”.

May not discover anything new, but every day more people greeting to simply give the name as assuming that you know who they are. And it is not like that.

So much it costs to invest just 10 seconds to explain your specialty and title?

The problem is that if not you tell input two things can happen: 1. You are a seller you're going to plug something I do not want. 2. I will lose interest in conversation not knowing if there is affinity between you and me, between your business and mine.

This is especially relevant, for example, by phone, means that every time we consider more invasive and requires absolute transparency for good end. Often I get calls “suspected” they have almost always the same pattern: the issuing person takes a few seconds to talk (Switchboard clear signal). Then you need to ensure that your, so ask did you talk to …?. When they suspect it is an unwanted call, Your questions Who do I speak? and that is where communication often breaks, as the caller, instead of properly identified, you loose the trade tirade, from which you flee quickly.

In the online world, I'm sick of seeing people who are either not identified (It is just the name) or put you type an odious euphemism “In active searching of a employment”. that happens, for example, Twitter and Linkedin.

Ghosts in the network

If Twitter I do not see any text under your name, I probably will not refund the follow. I do not have time to get into your timeline and see what content Believe it or what content share. A good description Help me a “follow” I quickly located the kind of person you are.

In Linkedin, I see people who do not write anything under his name, son Ghosts on the net. I also see others with the “In active searching of a employment”, as if that could define the specialty of the person.

Both are wrong, as we continue to prevent interested in continue reading, break affinity.

When, Besides, no photography, we have a person who has something to hide.

So, I said, It may seem obvious, but after you say your name you have to keep your specialty or your office.