Now that you’ve hacked into your customer’s mind and know how you need to grow, the next step is reinventing your future self. In other words, the next step is about cultivating an environment for growth. Having recently gone through this process, I’ll share my own personal story to offer more concrete examples how why and how to do this.
Six years ago I wanted to be a thought leader on a niche subject. I started with a blog, social media, and slowly took on speaking roles and writing guest articles. At this point, I thought of this more as a hobby and took some time off to start a family. During that time, I would get several messages a month from readers (they actually existed) who wanted to know what I thought on a specific item in the news. That led me to realization: people want my opinion.
- People are Desperate for Thought Leaders. Know what you’re good at and push your expertise out there regularly. People are searching for it and they will flock to you.This is a lot easier said than done, because you need to essentially not be afraid to own it, which leads to the second point…
- Don’t be Afraid to Own it. If you’ve got special knowledge, a unique perspective, don’t be afraid to share it. Be proud of it and put it out there. Part of doing this means being your own authentic self.However, there’s one small catch with reinventing yourself. Sometimes you’re doing it consciously, and other times it’s a natural progression because who you are changes – and your audience changes.
- Be Aware of Your Audience. You may have started out with one customer base in mind, but over time as you or your industry naturally progress, your audience base might have shifted too. Continuing to cater to your old audience base makes you quickly obsolete. So be vigilantly aware of your audience and see what they’re responding to more favorable. This also ties in with the fact that…
- Your Own Authentic Self Changes. Who you are, what areas you cater to, and what industry you want to leave your mark in might change over time. Be aware of this and adapt as needed. Being mindful here means that you’re reinventing yourself though a natural evolution rather than a forced conversion into a new mold.
The biggest move with reinventing your future self is being aware of what you want your future self to be like. When you factor in your growth and trajectory to date, and project where you want to be (keeping in mind where your audience base is headed to), you then get a clear picture of where you NEED to be. Reinventing your future self is a pretty big deal. It’s a huge shift in your identity, whereas the concept of reinvention is usually associated with rebranding or a new “mask” in order to get attention.
Reinvention is about more than that. It’s a shift in perspective and values. It’s a public commitment to better cater to your audience, and to yourself, through being more publically courageous. This could mean that your brand changes, your voice and your content might change as well. It could draw you out of old markets and into new ones. In short, it forces you to be a hybrid, because in most cases you’re now in several markets and facing a faceted audience. It makes you capable of a lot more with greater flexibility. Doing it right, though, means being grounded in your new vision and pushing every service, product, or content piece through that vision.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.