Simon Clayton returned this week to bring his 2nd of 3 marketing focussed sessions. This weeks session is centred around your ‘Circle of Influence’.
The recording of the session is below.
Transcript of Video
Cool. Fantastic. Good morning, everybody. Nice to see so many bright eyed, bushy faces. Is that the word? Bushy, fresh? Yeah. Youthful. Yeah. Forget about what’s happening outside. It’s what goes on here? Is that alright? Yeah. It’s what goes on here.
So great to see you all. Thank you so much for attending. And for those who don’t know me, my name is Simon Clayton and I’m a marketing coach. I spent 20 years in industry, which I always call my apprenticeship. And that’s where I kind of learned my trade. And that was working for various agencies in Teesside, Newcastle, Manchester, London. And then I set up my own business about six years ago. This is my sixth year now. And I do this kind of thing. I do coaching. I do training. I’m also a university lecturer in Teesside, startup mentor, all that kind of thing. Oh, and by the way, I’ve also written a book. Written a book! .
I haven’t got mine with me. It’s such a good thing where we just all hold your book up.
It’s almost like it’s been, this has already been preplanned. isn’t it? Anyway, so yeah, that is me in a nutshell. Today we are going to do part two of the personal branding workshop we’ve been running. Okay. So I’m hoping fingers crossed that most of you have seen the first video, cause it kind of goes hand in hand and today it’s going to be all about, first of all, looking at our position statement, and then looking at our circle of influence. And I will explain more as we go on. However, there was homework from the last session.
I’m just looking around the room now. Most people are looking away and doing this! Yeah. Homework. Yeah. So, yeah. It’s a funny thing, when you say to people kind of, you know, I want you to write your brand story. Nobody goes, Oh, that sounds great. Yeah. And I want you to video it. Woah! Yeah. So we opened a Facebook group and day one, Rebecca boom, straight in there. Whoo. Yeah. Straight in, no worries. Yeah. Straight in. Yeah. I was thinking, this is a fab. End of the week, we’re going to have five. End of the month, we’re going to have 15,20. This is wonderful. Day three, we still had Rebecca. Day 10, we still had Rebecca. Oh yeah. Pipped at the post yesterday was Sarah. Thank you, Sarah. Thank you, Rebecca. Yeah. I ain’t seen any more.
Perhaps you need a better whip or something Simon. You know, a book, or a stick your, you know, right. If you want people to actually do homework.
I heard some rumours and some whispers. Yes. I’m working on mine. Yes. Yes. I’m doing it now. I’ve heard this, but I’m not seeing much more. Now I’m not here to point the finger. I’m not either use my big whip. I get it. This is not easy. Yeah. It’s, it’s not easy. That fear of standing in front of a camera and selling our soul. Yeah. We are our own worst critic for starters. So we will scrutinize much more than anybody else. We are our own worst critic, but I think you will all agree, it’s very challenging out there at the moment and it’s going to get much, much harder. So if we can perfect our brand story now, and if we can carry that confidence forward enough to video it, that will carry us in good stead as to what’s ahead. So I’m not pointing any fingers, but would be wonderful if we could see some more videos in that Facebook group.
All right, Simon, can I just jump into here? Right. So we’ve got all the new people who are going, no I wasn’t in the group. I wasn’t in the group, I didn’t even know we had to do this. So just chill. We’re all good. Danielle is having a fit cause she didn’t watch it the first time, wasn’t in the group, hasn’t done it already on the website. So just to be clear, what I’ll do is I’ll get Suzanne to send all of our Minty competition winners the homework, and I’ll get Suzanne to add you into that group. All right. So we’ll bring you into another group for Mint. Anybody else who is on this call, but wasn’t on the first call. If you want to go on Simon’s little marketing group off the first call, we’ll let you in. But all you have to do. Can you just remind people of what they have to do? And if they want to do it, the positioning statement on video, we will get you added into the group. I don’t just want to send you in another group and you
don’t really want to be there though. Cause then that’s just pointless for you guys as well. So Simon, just remind everybody who wasn’t there, what that homework was.
So basically last time we looked at how we create our brand story, how we create our own personal promotion. And if you look, if you get access to the group that’s been set up already, I actually put a six point checklist of how you can actually create your personal branding video. The reason why I start with this, this is probably the toughest bit we’re going to do across these three, three weeks. These three programs, that’s the toughest thing we’re going to do, but we need to start pushing that confidence. Now we need to start understanding exactly who we are, what we stand for, what our strengths and weaknesses are. And people love stories. We know this, people buy into stories and that’s how we sell emotions across. So it is a good exercise to get us thinking why we exist in business, why we do what we do, but more importantly, be able to talk confidently about it.
And I see that you’re your own worst critic in video, I agree it’s the worst. It is the worst because we are literally scrutinising ourselves. Yeah, but trust me, if we can, if we can get this done, it’s a massive stepping stone, a massive step. So if you can get access to the group, as I said, I put a six point checklist in there of the way in which I would approach this. You can be as honest as you like, just be mindful, there’s a thin line between being open and honest and keeping some level of privacy in your life. But that’s entirely up to you. Okay. but yeah, I’m more than happy to repost that somewhere else, if you need to, whatever, but that exists on the, on the group anyway. Six stage process. Anyway, let’s get on. Let’s get on. Let’s move on to stage two, right? And fingers crossed, by the power of technology, I’m gonna try and share my screen with you all.
Nope. Don’t want to do that. Let’s try that now. Can everybody see the screen? Okay. If you can’t please just shout up. Wonderful. Okay. So the program is how to plan, create, and market your personal brand. And today we are in workshop two. Let’s just have a quick recap from last time. So we talked about personal branding. What is personal branding? It’s the means by which people remember you for who you are, what you stand for and how you present yourself. Emotively, visually and virtually. And we talked last time about emotively is how we make people feel before theymeet us, during that meeting and then after that meeting. So there’s three steps to that. Emotiveness then we talked about visually, it’s how we present ourselves in terms of, well, look, we’re all presenting ourselves visually now. How we look, how we dress, how we speak. And finally virtually is how we present our personal brand online. And obviously more than ever this year, we’re presenting so much more of our brand online. Okay. So that’s in a nutshell what we mean by personal branding and ultimately it’s about being you about being unique and being you. Authenticity is key.
So we looked at our personal brand story last time today, we’re going to look at our personal brand proposition and our personal brand network. So when we talk about our personal brand proposition, great quote: Satisfying customers is the source of sustainable value creation. If we can keep our customers happy, if we can keep providing that value, we will stay in business, simple as that. So what is a personal brand proposition? Okay. This might be a surprise to some of you, but we are not selling products. We are not selling services. We’re actually selling outcomes. It’s all about the end game and your UPS or unique position statement is a concise statement that demonstrates how you and your products or services solve a potential customer’s problem, fulfills a need or improves their life. Ultimately, it’s all about an outcome which they’ve desired and are open to receive. We know that part of that marketing is about understanding what they desire. We talked about, these pain points. And then once we open that relationship, they’ll be a lot more open for us to go and do business with them.
So it communicates to our target audience, why they should choose to work with us and contract our services. But more importantly, what makes us different from our competitors? Okay. So time for an exercise. What I would like you to do is create your UPS and I’ve got a very simple formula for this. You may have come across something similar before. Hello, I’m, put your name in there. Talk about what you offer, the concept, what you do, what that solution is, what that end game is for your target segment and their need. And as an example, this is me. Hello, I’m Simon Clayton, marketing and business development coach, making success achievable for ambitious entrepreneurs, including coaches, consultants, and franchise owners with their results driven marketing and sales strategies. Do we see how that works in with the model? Yeah. So what I would like you to do is have a goal creating your UPS, your unique positioning statement.
Now this model, this formula isn’t set in stone. So if you want to move things around, that’s fine. But for me, I tend to find this works. And the best thing about this is this is one of those statements that when you get your 60 seconds in your networking group, or, you know, you meet somebody for the first time and they say, hi, what do you do? This just gives it nice and succinctly, boom!
Okay. Anybody got any questions? Fantastic. Anybody got heckles? Brilliant. This is great. Is everybody still there? I can only see four little boxes. All those are still in the room.
They go silen when they concentrate.
I think it’s brilliant. I love that. I love that sound of the cogs.
So we’ll just leave them be and let them have a go. We’ve done things like this yonks and yonks ago, but we haven’t done anything like this for ages and it’s awesome. It’s just brilliant. Is anybody struggling or anybody thinking, gosh, this is a bigger task. Or do you want to talk about it?
So at this point we should have some incidental music in here.
I wouldn’t be able to concentrate.
In the target segment and need bit, is that where you’re thinking about your ideal customer?
I’ve had a go. I’m going to type mine into the chat.
I’m going to quickly put everybody back on again.
Where’s Catherine. Catherine, just come forward. Let me see your eyebrows. Just reading your comment in the chat there. Your eyebrows look fine!
It’s only when I start talking that they do all sorts of things
Because the character of your face, that’s what we, Oh my goodness. Look, her eyebrows are talking at the same time as her mouth. It’s wonderful. That’s how we connect, isn’t it?
I felt like Peter Capaldi doing all that eyebrow stuff in Doctor Who.
Right, has everybody had a go? So there’s mine. There’s Danielle’s. If you’re a bit stuck, remember first version matters not at all really. It just matters that you have a go, write it in and then you can hone it and hone it and hone it, should you need to.
That’s really good. Really good. Can everybody see those or do you want me to read some out, yeah?
Read them out because people who are watching this on playback Simon won’t be able to see the chat necessarily.
So we’ve got Catherine. Hi, I’m Catherine, a brand photographer and I help eco friendly businesses, nurture their audience, sustain their brand and conserve their time on social media by creating a collection of custom brand images for them to use in all their online content.
Hi, I’m Nicola from Mint Business Club, which provides continuous learning development and business support to the self employed and micro business owners who are striving to grow their businesses. Oh my goodness. They’re coming in thick and fast now.
Hi, I’m Heather owner of The Peacock and the Printmaker. I create beautiful, original, hand printed artwork and gifts to bring joy into the lives of homeowners who value all things handcrafted. Yeah, I like that.
I’m Dr. Rebecca and I encourage your lifejoy, through beautiful books, inspiring quotes and glorious gifts for good souls in a crazy, Oh, I love that, good souls in a crazy world. I like that. These are brilliant. Do you know what I would suggest is can we, can we copy these and put these in the group? I’ll put them somewhere. So we’ve got them all. Is there any way we can do that?
What I’ll do is talk to Suzanne about capturing all of the chat. I mean, I suppose what I could do is just see, cause it won’t let me copy it. Copy the chat. Or if anybody feels inclined. They can just type it again. If I miss anybody, they can just type it again into the chat.
The good news is we’ve actually got the first 30 seconds of your 60 second video done, in the bag. So what we’re gonna do, is we’re just going to turn that camera on and just, just read this through. Simple, yeah.
I must stop saying simple as my daughter’s hate it. It’s really embarrassing when I’m with them at the supermarket. Yeah. So we’ve got our first 60 seconds. Okay. These are really fun guys. Really, really fun. Excellent. And so refreshing. And this is going to sound really condescending. I don’t mean it to, but it’s so refreshing that everyone knows actually what they do, what they stand for and what their business is. Cause it’s surprising how many people out there don’t know what their businesses are, what they do or more importantly, who their target audienc is, who they’re trying to please in life. So great. Thank you for that. Let’s get the slides back on again.
So that was our personal brand proposition and we can use that across all our social media platforms. Obviously we can use it on LinkedIn because we now get, it’s like 260 characters we get, something like that on LinkedIn that is part of our profile at the top. So underneath your name, we’ve got our positioning statement. It also opens up that conversation. When we talk about our about us section on our Facebook and our LinkedIn. What I would say is if you are going to use it in your social media feeds, just thinks about those hashtags, those keywords you want to get in there as well. Really, really important because obviously all the algorithms across most social networks are looking for keywords. Where are we going to direct people? Good stuff. So I’m just going to move you back up there again, brilliant. So let’s now jump on to our personal brand network.
Now, then this is a model I developed myself. It’s probably taken from other things. We’ve probably seen similar things, but this is my model. It’s called the circle of influence. Influence is everything. I’m sure we can agree. And our circle of influence is how we define our network. The people who are and could be influential to our personal brand. This is one of those overlooked areas in where we don’t spend so much time actually sitting down and thinking right then who are the people who think highly of me? Who are the people who could be incredibly influential now? The people I know. We also don’t think about those at the top of their game. We kind of call them the influencers. And we kind of have this impression that influencers are basically celebrities who are earning millions and millions of pounds, driving big cars and big houses and diamonds and all kinds.
They’re the kind of influencers we kind of think of when we hear that word, but actually sometimes it’s people who are just head of their network. They’ve got a good reach, they’re vocal. People listen. So it’s not always the case that we need to aim too high with those influencers. And I say here our circle of influence, includes our customers, colleagues, and peers, suppliers, and trade partners, even our competitors, local and regional community, political and business leaders, highly influential personalities, including celebrities.
So how do we actually define the circle of influence? How do we actually find, there are three key areas we can do this. We begin, first of all, with our level one circle of influence, these are our brand ambassadors. These are the people who think highly of us, admire our work and are happy to provide referrals and recommendations. Whether that’s face to face, your networking or whether that’s on video or whether that’s on our social media profiles on our website. These are the people we know like us and will speak highly of us. So what I would like you to do, I’d like you to have a think about your top six brand ambassadors. I want you to tell me what their title is, obviously what their name is, their title, their relationship to you when, how they’ve experienced you and your products and services. Have a think about those top six brand ambassadors. Now obviously we can have hundreds of brand ambassadors, but just for this exercise, let’s just focus on our top six.
Okay. Any questions? Brilliant. I mean, I’m assuming that some of you, if not, most of you will have brand ambassadors in the room this morning, It’s freaking me out when everything’s so quiet.
Oh, that’s great.
I can see everybody’s managed to get their six. So I’m trying to work out how I would define my six top top dudes and dudettes. And I’m, I’m sure you’re going to go into that, but who are really our top six brand ambassadors? Our members are such brand ambassadors. And how do we define that? I mean, is it people who bring leads to your busines? Is it people who tag you constantly and respond to everything you do on social? There’s so many ways to define this Simon. I’m sure you’re going to actually open that open discussion. Cause I’m literally trying to think. I’m just sitting here thinking about how on earth would I get the top six? Like how do you then, have categories of top six? Do you know what I mean?
This could be the case. This could be the, I mean, you could approach this from a point of view where, Okay, I’m going to set out some criteria and I hate it when things get really scientific. Don’t forget, we’re doing top six. Just for this workshop. It could be the case that you do your top 20 top 50. Who knows?
I think, I think that’s it. I mean, Danielle was saying in the feed just saying, you know, people who shout about this without having to be asked. Our cheerleaders. Well, that’s the majority of you guys then for me. But then there were, of course, some people who have cheerlead an awful lot more than others, there are other different types of cheerleader, that would bring a different kind of business to meet. So it could be one person cheerleads and we ended up with a massive sponsor. Is that, is that more of a, an advocate or less just cause that one? So like for me, I’ve now gone into the minutiae of how I would determine that I’m at, which is where I’ve tended to go before just actually picking six people. It’s certainly challenging me to think, I have to say
It’s something we don’t do. It’s something we don’t do isn’t it? It’s just something we take for granted.
That’s why I was just going to say it’s worse because I mean, I don’t think I take, well I don’t take our members for granted at all. And I always say, thank you when people bring leads. But actually there’s an awful lot more to do perhaps with those people who do so much for our businesses and it would be tragic to take people who are our biggest fans and advocates for granted. It’s just dreadful. So yeah,
And it could also be the case that at different stages of our business journey, we have different brand ambassadors and different things as well. You know, it’s not the case that where we were five years ago, the same brand ambassadors. If that makes sense, we kind of go through these different phases. Don’t we?
Definitely. People you meet along your journey and meet for whatever reason become maybe one of your biggest brand ambassadors weren’t there two years ago, you didn’t even know them two years ago. So it does change as you’re going along. Okay, I’m going to have a, I’m going to have a go at six.
I’m going to open up to the group. Does anybody want to share? Now I’m conscious that what you might not want to do is give a name out. I appreciate that, because obviously this is personal to your whole brand, but does anybody want to share what the characteristic or the personal brand ambassador is or look like? Does anybody want to share? Go for it, Nathalie.
I looked at it from the point of view of people that bring different things to, to me. So I’ve got one who I’d just asked for a testimonial and he paid me to deliver a talk and I got like an amazing testimonial. So for me he’s my ambassador. When I want to get work, delivering training and doing talks, then I’ve got different categories. So I’ve got one who I work with every year, but it tends to be like a whole school event. One for when I want to work with families because she loves all my little puppet shows and works with her grandson on them. One that in the professional speaking association that’s recommended me and helped me move forward so I know I could rely on them. And another one who helps me with more like events, you know, going on as well. So I’ve looked at it from like different areas of my business and one that’s like my top advocate, if you like in each area helping me in a different way.
Yeah. That’s a great approach though. So is it the case that we actually look at our brand ambassadors for different types of products or services we provide? Yeah. Is it the case that we’ve, we, we round it by that. So we could have say 20, 30 brand ambassadors, but for different reasons, different categories, different products and services that we offer. I like that. Thanks Nathalie. Thanks for sharing that. Anybody else want to share? Okay. That’s cool. That’s cool. I get it.
Well, can I just, I’m still struggling. We just got different brand ambassadors for just so many different reasons, haven’t we? We’ve got our friends and our family who just want to help us. I’ve got my members and I guess it is, you know, I was thinking in the first place who I’ve known for two or three years, so people who joined from the very beginning. So your steering group members, maybe, because they’ve been here right from the beginning and been with us. But you know, some of our newest members are some of the most vocal people about the club, but then we’ve got the sponsors or someone like Darren Granville from Valued who just goes on about us all the time. But in that also Simon, you, when you train for us always go out and mention us after the training. So we’re then brand ambassadors for each other.
So I think for me, for my business, it is about sort of getting people into the groups, as it were and seeing different people for different reasons. Exactly as Nathalie has done. Different people bring different moments, don’t they? So Michelle Rose, who I’m sure Nathalie would agree is, you know, our marketing ambassador, surely. Our biggest fan, but you’ve gone to different people for different reasons almost. Like Nathalie’s saying she would go to that person for that thing. And this person for that thing, but it’s about knowing what they bring to our business. John was keen to share his, but nobody looked at him Go for it John.
Thanks. It was just, yeah, same similar thing to what Nicola’s saying that in, it’s you almost go to them for different things, particularly in sort of the design and graphic services, because somebody may come to you for, you know, I just need a business card or I need a reprint on something. That then becomes an opportunity to, to open engagement and conversation, to see where else you can help them or assist and so work as an extension of their team, which when it ends up sort of being just yourself, it’s, it’s trying to do that and provide it, like you said earlier, solutions for clients that they’ve, maybe hadn’t explored because they haven’t sat down and thought about what it is they want to achieve with that business card. Is it even that, you know, should it be a loyalty card or you look at different ways of communicating the same message across the material.
I’m at the start of year three for me. And it seems to be listing the five I’ve got, I’m looking and see that they’ve all come from referrals elsewhere, which is when you look at it like that and you physically write it down is it’s quite endearing, quite heartwarming to think, well, I’ve managed to impress somebody enough that they’ve then recommended me elsewhere and that’s led to an opportunity. And even if it is just that opportunity for a cup of tea and a slice of cake or, or whatever it ends up being that you can take away from something that you’ve had an impact. And I think that’s what looking down that list. I mean, I’ve had to exclude my mum from that list because that just gets just too frequent. But the other five yeah, it’s, it’s kind of that it’s, it’s nice to see where, where that journey has come from.
Keep your mum on hold there John, we might have a place for her on the circle of influence. Go on Rebecca.
Well, thank you. It’s a joyous morning. We’ve all looked forward to it. Haven’t we? We’ll be your brand ambassadors. And I think the business of categorizing our advocates is a helpful thing for us, but to think about them in what they can do. So there’s some people I know who I adore but they would not be comfortable writing a review because they’re just not used to doing that, but they would do something that they could do. So rather than, I mean, obviously you can ask can’t you? Build the things you need, but asking them what they could do when they’ve loved it. Sometimes that opens it a tributary of help that you couldn’t have expected.
Yeah, absolutely. Yeah. And I think with those kinds of people as well, you get more of an emotional response so that we all know that certain people who are brand ambassadors will always be able to sit there. Yeah, no problem. I’ll write you a reference or a testimonial, just run it off, you know? And then other people find that really difficult, but often they’re the ones who give you the more kind of emotional kind of testimony where you go, Oh my goodness. Wow. I didn’t realise that I’ve moved your life that much. I didn’t realise that was the impact that happened and it is endearing. And it’s one of the reasons why I do this, because we do need to keep focusing on the people who are important to us in business and the people who are influential and hopefully will say nice things about us.
And I think if you can take your brand ambassadors through your transitions as well. So that it, the multiple versions of ourselves. And so people have fairly similar businesses for a long time, but if they can transcend those evolutions, there’s a power to that.
Absolutely. Absolutely. Yep. Good stuff.
Compounding, compounding. That was the word I was looking for compounding
Right. Are we ready to move to level two? So that’s level one, our brand ambassadors. Yeah. This one gets a bit more tricky now. I’m just going to quickly jump on my screen. John, get your mum on standby. So, our brand ambassadors. Next, level two, we have our role models. The people who we think highly of, maybe even aspire to. Dare I say it? Maybe even our competitors. Yeah. Who are those people we look up to? And there’s a reason for our role models. First of all, they are a fantastic benchmark. Yeah. Now don’t get me wrong. This is not about looking at what they have and what we have. It’s not about that. It’s more about how they do business or how they live their lives. Yeah. But who are your role models? So task number two, name your role models.
Again, let’s do, if we can do half a dozen fabulous. Let’s try and keep it contained just for this exercise this morning. Include their title, how you became aware of them. Why do you think highly of them? What do they do, say, expertise? What do they promote? Have a think about your role models. Now it could be the case that also when we look at our role models, we think, do you know what, if I could get them into my network, if they became my brand ambassador, that would be brilliant, could put a new dimension to who I am and what I do. Alternatively, it’s kind of focusing on the people who, you know, are really important to our lives, to our business, to what we do. Yeah. I need to look out for them. I need to keep in contact with them somewhere, somehow. So who are your role models? This one’s not easy by the way, I’ll just chuck that in there.
This is not easy at all. I’m really pleased because you’re really challenging us all. And that’s what this training needs to be. And we should think about this. Cause I find this particularly difficult thinking of role models in that way. Really difficult. Okay. Thank you.
Absolutely loving the feed that so many Minties have other Minties as role models and I bet you, so Catherine, I bet you, if you were to name the people (you don’t have to) but if you named the photographers who in your opinion are killing it, and so are your role models, they would pass out. They wouldn’t even begin to believe that someone would hold them in that esteem because that’s one of our problems, isn’t it Simon? We just don’t, we don’t see ourselves as like, like that at all. So that when people say, you’re a role model that’s huge, but it’s yeah. And Danielle, another small stationary business, you know, at the end of the day, we could be looking at that other stationary business as a competitor, but actually as you both grow your businesses and you’re looking out for each other while, much nicer way to go on. Wow, it’s really great. It’s fascinating for me as well, watching this going out, because this, this also gives another dimension to our club. You know, you come in and you find role models who really push you and challenge you. And you know, you can learn from that. That is DJ Daz.
Just conscious of the time guys, does anybody want to share, does anybody want to talk about the criteria for how they view their role models?
Yeah, I would like to share.
Go for it. Go for it.
Well, yes, competitors in my, are on my list and one of my role models is an online textile school in Russia. I want what they have, I wanted happy customers. And that’s how I started my business. And as a role model, part who wrote books and felt making, I do textile in seventies and she became my ambassador. Now she writes about blogs, about my school and she’s my student. And it was like, wow, I was looking up to her. And now she’s in my, in my community. Yes, textile, textile, very talented textile designers from former Soviet union. I followed that school. I have role model from Mint. It’s joy, a lifejoy lady. I just like, I don’t need to say anything else. Jeff Walker, who is my role model again, thanks to his books, thanks to his I’m on his coaching program. Again, it just like, I look up to him and I can go on and on. And it’s amazing, like competitors become my role models, people who were my role models now part of my community and promote my business. So that’s where I am.
I think it’s interesting. At the moment I think we’re going to see this more and more about competitors. I think we’re going to see more and more competitors working together. I think slowly, we’re going to realise that actually there’s a, there’s an opportunity here, which sounds crazy at the moment, but it could be the case that we sat here in six, 12 months time, and you’re saying, Hey, you know those competitors I put on my role model list. Actually they are my best business ambassadors and my best advocates, because I do think that’s, that’s the, what we’re going to start seeing. It is. Good. Good. Good. Excellent. Okay. No problem. No problem. So let me put you all back on here. Again, we have our brand ambassadors and we have our role models. Next. We go to the top of the tree, our influencers, who are the people in our professional environment who have a voice and could add real value to our personal brand.
And as I said earlier, we tend to see influencers as these people who are untouchable they’re global media stars, and we can’t get anywhere near them. And just for them to like one of our tweets or, you know, like one of our social media posts will be massive, but often these people are just like you and I. They’re normal people and some of the best influencers believe in helping other people. They realise that they only got there because of the people who put them there. So because of that, they’re very open to that kind of relationship, you know, that kind of helping other people get up the ladder. Those are our influencers.
Simon, quick question. Can an influencer also be in your role model category?
Thanks for that, Sarah. And what I will say is that actually across all this, right, we’ve got to see this as transient. It’s constantly moving. Yeah. So our circle of influence absolutely right. Could be someone’s influencer, but actually they kind of drop into our brand ambassadors as well, more than like, yeah, it’s got to keep moving and it’s more the case that we identify who they are, but yeah, absolutely, Sarah. Absolutely.
Okay. Thank you. So our next task name, your influencers. Clue’s in the title, how you became aware of them, why you think they are influential to you and your personal brand. Again, what is it they do, say, what’s their experience? What’s their network? Who are your influencers and you can go as big as you like here. And you can go as small as you like, who are your influencers? Definitely going to have to get a live band in for next time. Just behind me here, just playing incidental music while we’re all thinking, go for it.
These people can they be global? So they don’t actually know who you are at the moment.
Absolutely. Absolutely. Yeah. You may have purely identified them on social media. You know, you’ve seen somebody on the web or even just someone’s referred them to you. Absolutely. Yup, yup. Yup. I’m going to switch you all back on again, so I’ll see you all. Brilliant.
Sorry. Can I ask some questions? Well, one of the influencers I’m thinking about doesn’t come across as being a very nice person, so I’m not sure I’d want to be associated with them. Should I just like dismiss them?
Yeah. What I’m looking for here in this, this kind of circle of influence. It’s how there can be part of your circle of influence. If it’s the case that they’re, I mean, from what you’re saying, that this person actually wouldn’t give me the time of day because I know what they’re like or what I feel they’d be like I’d be, I’d be wary of putting them in your circle of influence. Yeah. It doesn’t feel right to do, but thought I’d check.
Absolutely. Yeah, yeah. Yeah. for me, it’s about identifying people, as I say, if you could get on their radar or, you know they could become very influential in your circle of influence. Does that help? Yeah. Good stuff. Good stuff. Anybody else?
So as an artist, could you put, say a gallery on there? Like it’s not one person it’s an organisation.
Oh, absolutely. If, if, if to you they are influential in who you are, what you do and the values you keep. Absolutely. Yup, absolutely. Yeah.
Jennifer, Jennifer, give me a word, Jennifer. Hey Jennifer, can you hear okay? So I’ve just, I’ve just picked up your message there.
I can hear fine. I’ve moved to the different part of the house to see whether that works, but it’s normally fine, but the Internet’s just kept cutting out and every time I start to type something the whole thing goes away, I’ll try. I’m on it.
Are you okay?
Yeah, I think so.
Would anybody like to share? Would anybody like to share their influencers? I’m kind of, it’s not the kind of the person I’m interested in. It’s more the kind of the reasons why you’ve chosen them and how you feel they would add value to your circle of influence.
Rather than typing out, quickly I’ll have a go. I think I kind of would jigsaw with like my influencers. So mine’s a community interest company and I offer a service. So I can get some grants, although it’s difficult to get the grant. So I found that I work a lot with a lot of other charities who then buy me in and would almost get the grant for me to, to buy me as part of their kind of package. And there’s a few of them that I work with and, you know, they’ve put in more grants to work again. So it’s kind of like that networking. That’s like coming back and I think that’s how it’s working with me. I’ve just had this morning a message to say, Oh yeah, we’ve got some more sessions, you know, they’ve got some more funding. So it’s kind of like different for different people.
So what we say is there’s, there is size. There’s influence in size, is that right? Yeah.
I mean, again, this is a real good, and I’m sure you’ve heard this hundreds and hundred times far, but a real good business development strategy is by coming together. You know, because obviously we look at some, some contracts and think gosh, they’ll never allow us because obviously it’s a, they’re only going to take on huge, great companies. They wouldn’t even consider it. But often if we come together in force, you know what I mean? And join those skills and that way of working, thinking, it’s very powerful. And as you’ve rightly, you know, example is spot on Jennifer, good. Anybody else? Go for it Helen?
So mine basically all know a lot of people. But some of them are known to be connectors. They’re sort of very generous within their network. So you might know, do you know Spencer Gallagher? Have you heard of him? Yeah. Yeah. So he’s one of mine because he will try and connect you with people who might be able to help you. And they kind of, mine are all kind of on a larger or a smaller scale. People like that, some of them are local people and some of them are more like James Watt from BrewDog. Yup. I really like his principles. I think the whole ethos of the way they develop the business is, is brilliant. So people like that.
And he’s very vocal on social media as well. And you know, from the impression I get from him and I don’t know him, to be quite an open kind of guy he’s, he’s open to, you know, to share ideas and talk through things. So yeah. Very powerful. Yeah. Excellent. Thanks. Anybody else? Was that you, Angela? Were you putting your hand up there? Just stick your microphone on for us.
I’ve just got quite a few local ones down. The venues where I run my workshops. They’ve already got kind of a captive, creative, crafty loving audience. So they’re quite good at saying we’ve got something coming up. Why don’t we you that? So they kind of influence with their audience. They kind of market it without me having to do it, I guess. So that can be quite influential.
No, that’s brilliant. I mean, as we’ve identified, it’s not just people, is it? It’s it’s groups, it’s societies. It’s actually other networks who are quite influential. We tend to always just think it’s a person and it’s not, it’s much bigger than that. Thanks Angela. Thank you. Right. I’m just conscious of the time guys. So I’m going to quickly flick back on the screen again.
So we now have our three levels, our circle of influence, and it goes without saying this will change. Keep focusing on that. Keep updating it, keep being very wary. You might have two or three different circles of influence depending on the kind of business you provide, which could be very different. You might have different products, different services as we’ve already identified.
So I’ve got a challenge for you all because I know how much you all love a challenge. I know how much y’all love to get out there and just, just do these challenges. What I would like you to do in the next seven days is touch one of your brand ambassadors, role models and influencers. And when I say touch, obviously communicate with, do you think we could do that?
I think we could do that. Yeah.
In any way, shape or form. So emails
Apart from stalking, random just grabbing them and kissing them and pulling their hair out. That’s not allowed. Yeah. And I’ll say this now in the open, my, you know, my insurance doesn’t cover stuff like that. So please do not do any kind of those things. And likewise, I’m sure Nicola would agree here, you know. No grabbing, no punching. None of that. When I said touching, obviously in a kind of a friendly, nice business kind of way, and fingers crossed, we get some kind of, you know, reciprocal kind of welcome from them as well. Yeah.
Then if you’re going to add that accountability layer, you can tell us if it works in your group, which Suzanne is busy now, frantically adding everybody to who wasn’t already in. But then I guess that if you then get a response from this influencer, then you could take a screen grab, take people’s names out if you’re not comfortable, but you could screen grab it and put it in the group as well.
That would be absolutely fab, absolutely fab. Now, listen, this isn’t about, you’ve got to convert them into a customer. You’ve got to get them into your, it’s not about that. This is just that first touch point for those of you don’t know, you’ve got no connection with at the moment. Yeah. Obviously you can hopefully all go to your, your parents and guardians and loved ones. And there’s your first brand ambassador / role model ticked off to boot. Yeah. But let’s try next seven days to go out there and actually work our circle of influence
Now, Leanne, it’s a really important question for Simon and for everybody else. What Leanne is asking is what do you want us to ask or say to them? We can’t tell you that. Simon can’t tell you what to ask or what to say. And I know that’s really not what you want. You want us to tell you what to do, but if you’re reaching out to your influencers, role models, brand ambassadors, anybody, it has to come from you and be part of your brand and your personal brand. Simon, do you want to?
No, absolutely. Totally.
I think if anything, this sounds really awful, but I just want evidence that you’ve done it, if that makes sense.
But it doesn’t need to be some kind of magic word or it’s not about that. It’s it’s for me, it’s, you know, ultimately this is your circle of influence. So, you know, Nicola, myself will have different ways I’m sure, of connecting with people and talking to people and introducing ourselves. That’s our way of doing things. You all have your own way of doing it. And also your level of comfort comfortability as well. You know, how do you feel to do this? I mean, this is not some, this is not some kind of dare or some kind of prank. You know, this is like, you know, this is, this is for you. This is for you. But yeah, next seven days, let’s see if we can touch each level of our circle of influence.
I’m trying to think of the least painful way we can reach out. So for example, sending a LinkedIn request and getting them to join with you. Comment on, on their social and try and getting a response back would be a good start and less scary, I think, than other ways. You know, Leanne, for me, I would always send a message about like, I love your red shoes or something like that. So I’m completely off the wall when I do this kind of thing, which is why I would never tell you what to do. But the simplest thing is probably reaching out in a very safe space and just starting to try and maybe cause a conversation, start a conversation.
I think it’s a good point. Actually. I think it’s a good point though. It’s what would be interesting to see how you reach out? So Nicola used LinkedIn, which is great. What would be great is if you pushed that button and said, you know, will you link with me on LinkedIn? You know, not the kind of the default setting, it’d be great to see some kind of message. Some kind of reason why you want to connect with them. Likewise, if you’re going to comment on, on one of their posts, you know what I mean? Put some value in that. What is the reason why you liked that post? You know? I think you’re fabulous. I want your babies will not work well. It might work. I don’t know. There’s some funny people out there and then who knows again, insurance not cool for that. So please do not come back to me. Does that all sound okay? Are we up for the challenge?
I love it. I love it.
Now of course, some of us have got two challenges to do Nic. Like some of us didn’t do our videos. So we’ve got a video and now our circle of influence homework.
So right, Suzanne, if you’re sitting there, can you just change your name on your account? So it doesn’t look like me telling everybody I’m not their friends. Everybody, I believe Suzanne, if you’re there, can you just make yourself known? I think she’s added everybody to the group, but what Suzanne is saying is that Sheila, Joel and Leanne aren’t connected with Suzanne personally, so she will add them as friends. So we need to get that sorted out. Then you’ve got, if you want this challenge, for those of you who missed the first session, you’re going to have to watch the first session, which if you go into the membership website, it’s under marketing and its on there. If you type in Simon Clayton and his video comes up. Or go into the marketing category. It’s in there as well.
And pop the link into the, into the group.
Brilliant, Leanne’s popped the link for Simon’s last one into the group, all but three of you are now added into the group. Remember this is a sort of an off the cuff group, just for Simon’s training, for this and the next session. So you watch this video, you do your homework, you put it into the group and you’re doing this challenge to reach out to somebody and get your brave on. We’re getting our brave on and we’re reaching out to people to make sure that they know we exist is what we’re, what we’re saying. And Simon’s not bothered about what you say, he’s bothered about the fact that you’ve got to do it.
Unless of course you name me. Then I am a little bit bothered. Simon Clayton says you’re a bit of a not very nice person. Just to test this hypothesis.
Simon says, Oh my gosh, I bet you’ve never had that in your life. Right. He’s told us to do this, which is something that I would completely do by the way.
Siimon said you’re a bit of a knob. So I’m just testing if it is true or not. Are you a knob?
Absolutely hilarious. Lena, I think the group has Simon’s name in it, but I can’t remember off the top of my head.
It’s a private group so you wouldn’t be able to find it when you searching for it. But I have Lena, you’ve definitely been invited. Go and check in invites. Right? We are just a little over time, but that’s okay.
Real quickly. I’ll just finish. And then we’re done very, very quickly. So that’s this session. Next time we meet, we’re going to create our Rockstar Ready personal brand promotion plan. We’re going to pull everything that we’ve done so far. We’re going to put it in a big blender, blend it all up and then we’re going to literally create our plan moving forward. Okay. What’s the date? Remind me, please. Ladies. What’s the date for that one? Do we know that?
Suzanne, what’s Simon’s date in November? Hang on.
10th. Brilliant. 10th of November. 10th of November. We are back in the room. Thank you so much.
I’ve got a book.
You get a link. You get a special price. If you haven’t already bought it then Suzanne will put that link in the the, well we’ll put it everywhere again.