How To Convince People You Can Help Them (And Why You Should)

Tim, a financial advisor, was struggling to write his About Page opening. His draft opened with the statement, “My favorite place in the world is on the golf course.”

“I want to get away from the nitty-gritty of what I do,” he said. “I’m tired of writing about numbers and goals. I want people to know me as a person and see what I’m like to work with.”

People complimented his website. They clearly enjoyed talking to him at networking events. They invited him to a lot of golf tournaments.

But they didn’t hire him. That’s when Tim decided a brand makeover would be necessary. He began in the logical place, his About Page.

Two Pillars of Personal Branding: Authority and Empathy

In his best-selling book Storybrand, Donald Miller argues that the real story hero is the person with a problem. You, the business owner, become the guide.

Tim’s hero might be a corporate senior executive who needed a retirement plan, but didn’t want to spend hours learning about taxes, social security, fixed income opportunities, or portfolio balancing. Tim wanted to guide him to a comfortable retirement that would be as secure as realistically possible.