The most painful part about marketing (aside from wondering, "Is this EVER going to work?") is talking about yourself. Or, as my clients sometimes phrase it, "Putting myself out there."
Let's talk about that idea for a minute. Putting yourself out there, as though you are an object on the shelf for anyone to look at and snatch up, is awkward, and rightfully so. Good marketing has NOTHING to do with putting yourself out there and EVERYTHING to do with finding common ground with your ideal client.
If you work with homeowners who are one or two income brackets above yourself, you might think that finding common ground is a joke. You don't own three homes - but you're sure glad they do!
But finding common ground doesn't look like that. Common ground looks like you specializing in a certain type of client or project, and that client or someone with that project being attracted to you for that reason. Your common ground is something YOU CREATE - your desire matches their desire, but you actually have a way to reach their goal...and they don't.
One of the best ways to illustrate your common ground is to integrate it into your about page page AND your home page / media bio. Today on The Kate Show, I'm sharing outlines for both of these bios so that you can more effectively establish common ground with your affluent ideal client and start earning their trust sooner.
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