{"id":116302,"date":"2023-10-28T18:05:00","date_gmt":"2023-10-28T22:05:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=116302"},"modified":"2023-10-30T11:37:17","modified_gmt":"2023-10-30T15:37:17","slug":"public-persona","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/public-persona\/","title":{"rendered":"How to Develop Your Public Persona as a Trusted Expert"},"content":{"rendered":"\n

Do others look to you as an expert? Do people online tend to trust you and follow your lead?<\/p>\n\n\n\n

Even if you have a product rather than a personal brand, you would do well to develop an appealing public persona. Your customers might like your product just fine, but they’re more likely to stay loyal if they’re inspired by you and your expertise.<\/p>\n\n\n\n

Read more to learn how to develop your public persona as a trusted expert.<\/p>\n\n\n\n\n\n\n\n

Develop Your Public Persona<\/h2>\n\n\n\n

Russell Brunson writes that people may check out your business because they\u2019re curious about your product, but it\u2019s your personality and their relationship with you that will convince them to stay. Therefore, he advises that you create an attractive public persona and then build a relationship with your customers\u2014specifically, one in which you act as an expert who can guide them to achieve their goals.<\/p>\n\n\n\n

(Shortform note: Marketers often refer to this type of leader as an influencer<\/em><\/a>\u2014someone whose opinion (usually publicized on social media) is highly valued and who can convince others to make purchases because of that. Many businesses now conduct influencer marketing<\/a> by hiring these influential people to recommend their products. Some have called this the contemporary version of celebrity marketing<\/a>. Brunson\u2019s advice to develop your public persona might be seen as advice to become your company\u2019s personal influencer.)<\/p>\n\n\n\n

Inspire Your Followers<\/h3>\n\n\n\n

Brunson notes that leaders of movements are inspirational. Thus, to attract people to you and your message, aim to inspire them. Encourage them to dream big and aim for high goals, and calm their fears by helping them see hope that they can achieve the goals they want. <\/p>\n\n\n\n

Also, make them feel you\u2019re on their side against their enemies<\/strong>. Show them that you care about their struggles, can identify with what they\u2019re going through, and want to help them vanquish their enemies. Help them understand that they\u2019re<\/em> not responsible for their past failures but instead, the previous systems and tools they used were flawed. This will create an \u201cus versus them\u201d mentality through which they\u2019ll see themselves as part of your team, and which will foster loyalty to you. <\/p>\n\n\n\n

The Dangers of the \u201cUs Versus Them\u201d Mentality<\/strong>

Leaders often appeal to an \u201cus versus them\u201d mentality to inspire their teams by making them feel part of a \u201cwinning side.\u201d This approach taps into the instinctive desire of people to feel part of an in-group\u2014an instinct that evolved because of the survival advantages it brought.

While appealing to this mentality can increase a company\u2019s popularity\u2014either with customers or employees\u2014some warn that too much of this attitude can harm society<\/a> as a whole. When people are encouraged to see others as enemies, it can lead to political polarization<\/a> that makes it hard to govern, prevents consensus<\/a>, and even enables dictators to hold power<\/a> by invoking a fear of outsiders.

The danger of this mentality is typically associated with political movements, though, not business movements, and thus, Brunson\u2019s advice seems unlikely to cause societal upheaval. Still, business leaders may want to be careful about pushing too hard to base their company on an \u201cus versus them\u201d attitude\u2014or on their own personality, as Brunson also recommends. When a founder\u2019s star power becomes too large, it can backfire on them: Even if a leader starts out aiming to inspire their followers in a positive fashion, their company can come to be seen as a cult<\/a>, which can bring in negative press and lead to an unhealthy working environment. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Become an Expert<\/h3>\n\n\n\n

Your customers will stay loyal to you and your company if they see you as an expert who can guide them toward their goals. To become an expert<\/a> they\u2019ll trust, learn as much as you can about your field. Read, go to seminars and events, and even start a show or podcast, which will enable you to interview experts you otherwise wouldn\u2019t have access to. <\/p>\n\n\n\n

Once you\u2019ve developed expertise, it\u2019s time to get people to see you as the expert you\u2019ve become. To do so, Brunson advises that you share your message consistently and frequently<\/strong>. Publish daily for at least a year. This will help you develop a unique voice that will set you apart from your competitors. <\/p>\n\n\n\n

It will also ensure you work through the initial phase of putting your message into the world\u2014the phase when you haven\u2019t fully developed your voice and your posts aren\u2019t high quality yet. He writes that everyone goes through this low-quality phase, but not to worry: In the beginning, you won\u2019t have a large audience, so few will notice. By the time you\u2019ve attracted a sizable audience, you\u2019ll have developed an effective voice and a strong message. <\/p>\n\n\n\n

Where to Start When Developing Expertise<\/strong>

Brunson\u2019s advice to commit to your project for a long period of time may not only be the best way to convey<\/em> your message but also might be the best way to develop<\/em> that message.

In The Talent Code<\/em><\/a>, Daniel Coyle notes that people who commit to mastering a skill<\/a> or field of knowledge over a long period of time are far more successful in developing that expertise<\/a> than people who commit to shorter time frames\u2014even when putting in less practice or study<\/em>. He theorizes this is because people who\u2019ve committed long-term see the project as part of their identity, and thus get more out of their practice sessions. He notes that when long-term commitment is combined with a lot of practice, success rates skyrocket.

Thus, if you commit in advance to developing your expertise for a lengthy time period, as Brunson recommends, you may get more out of the seminars, events, reading materials, and so on that you absorb.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

What Should You Publish?<\/h4>\n\n\n\n

Brunson notes that the idea of publishing every day can be intimidating because people often don\u2019t think they can come up with content daily. He offers some tips to get past this difficulty.<\/p>\n\n\n\n

Make it easy. <\/strong>Instead of creating lengthy, original content full of teaching or marketing materials, simply document your thoughts: things that are important to you, your journey, your process, what you\u2019ve learned, and so on. This is still original content, but it\u2019s easy to come up with.<\/p>\n\n\n\n

(Shortform note: The advice to unload your thoughts daily<\/a> has become a widely accepted approach to building a following. Social media experts note that you can then get more mileage<\/a> out of any content you come up with, without further effort, by publishing it in different formats on different platforms\u2014you can start by publishing something on your blog, then refer to it on various social media channels and link to it in an email newsletter. Techniques such as these not only make daily publishing an achievable goal but also help decrease the anxiety people feel when faced with the need to message that frequently.)<\/p>\n\n\n\n

Be a little strange. <\/strong>Don\u2019t shy away from saying things that are slightly unusual or controversial. No one gets rich by being ordinary because run-of-the-mill ideas don\u2019t attract attention<\/a> and people won\u2019t pay for them. Brunson notes that even if some people don\u2019t like your message because it pushes boundaries, that can work in your favor: When people are vocal about their dislike, they can bring even more attention to you. However, he cautions that your message shouldn\u2019t be too off-the-wall because, if you appeal to a too-narrow niche of consumers, the mainstream will view you as too weird and won\u2019t pay attention. He advises that you find the sweet spot between \u201cstrange enough\u201d but \u201cnot too strange.\u201d<\/p>\n\n\n\n

(Shortform note: When a company seeks attention by saying or doing strange things, it\u2019s engaging in buzz marketing<\/em>, in which it tries to create word-of-mouth publicity through unusual ad campaigns. While Brunson warns not to be too strange so people don\u2019t consider you too far outside the mainstream, some warn of another danger of buzz marketing: If people see too many buzz marketing campaigns<\/a>, they\u2019ll recognize them as a trend and will see your campaign as unoriginal<\/a>\u2014in other words, you\u2019ll become<\/em> the mainstream. This is what happened with marketing techniques<\/a> like pop-up and banner ads, which were considered groundbreaking in the early days of online marketing but are now considered annoying.)<\/p>\n","protected":false},"excerpt":{"rendered":"

Do others look to you as an expert? Do people online tend to trust you and follow your lead? Even if you have a product rather than a personal brand, you would do well to develop an appealing public persona. Your customers might like your product just fine, but they’re more likely to stay loyal if they’re inspired by you and your expertise. Read more to learn how to develop your public persona as a trusted expert.<\/p>\n","protected":false},"author":9,"featured_media":69896,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,104,43],"tags":[1307],"class_list":["post-116302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-marketing","category-self-improvement","tag-expert-secrets","","tg-column-two"],"yoast_head":"\nHow to Develop Your Public Persona as a Trusted Expert - Shortform Books<\/title>\n<meta name=\"description\" content=\"Your business might have a great product, but it\u2019s your public persona and relationship with customers that will inspire loyalty. 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