James Doan - Just Minding My Own Business

In the corporate world, “gravitas” is a coveted quality. It’s that intangible aura of competence, importance, and respect that commands attention and inspires trust. While often associated with face-to-face interactions, gravitas can also be projected through written communication, video calls, and even phone conversations. Beyond the Physical Presence Think of gravitas as a combination of character, attitude, and mannerisms that radiate confidence and authority. It’s about conveying a sense of purpose, knowledge, and integrity. Here are some key elements of gravitas that translate across mediums: Clarity and Coherence: Speak and write with precision and purpose. Avoid ambiguity and rambling. Principled Stand: Clearly understand your values and be willing to stand by them. This translates to taking firm positions and expressing your opinions confidently. Direction and Purpose: Demonstrate a clear vision for your work and life. Show that you are moving towards something meaningful. Cont...

In the business world, competition is inevitable. Encountering businesses that may not uphold the same ethical standards as your own can be challenging. However, the approach to this competition can significantly impact your brand’s reputation and customer trust. Here are some effective marketing strategies that emphasize integrity without resorting to negative tactics. Educate Your Audience with a Free Report Offering a free report is an excellent way to educate potential clients about the industry standards and what they should expect from a reputable provider. This report should detail the unethical practices to be wary of and explain why they are detrimental. By focusing on education rather than direct criticism, you position your firm as a trustworthy source of information. Conclude the report by subtly highlighting that your business meets all the ethical criteria, inviting readers to verify this for themselves. Leverage Customer Testimonials Testimonials are powerful tools that ...

Garrett Moon, CEO of CoSchedule, says correcting typos is a massive waste of time. Complaints about misspellings derive from "ego-driven posturing," he says. He adds, "Typos and grammar mistakes are actually chances to humanize your brand." Research does not support Moon's attitude.   University of Michigan linguists Julie Boland and Robin Green conducted a study. They asked respondents to rate how desirable someone would be as a housemate. Applicants who sent emails with typos or grammar mistakes received a lower rating.  

On website About pages, you sometimes see narratives bursting with passion for a mission. There are also dramatic stories about the founder's personal experiences. But, this page must also address two crucial questions in the mind of the potential client: Are you in fact good at what you do? And can I count on you to deliver as promised? If the bio doesn't include credentials then you have a trustworthiness gap. An About page needs more than enthusiasm and a personal backstory. It should provide external indicators of competence and reliability. 

Newsletters (both print and digital) are one of the most important marketing tools. A company can use them to maintain contact with their prospect and clients. They are a great vehicle to build strong relationships with customers and prospects. They also help pre-sell prospects on your credibility and ability to do the job right. 1. Increase Company Awareness & Your Expertise Newsletters build a broader picture of your company and your expertise. Customers and prospects could have a limited perspective of your company. They may not even be aware of all your services. What better way to educate prospects and customers than in your newsletter?

"The things we do in life that don't make it onto a resume provide the truest measure of who we are."  - Jesse Itzler In this case,  Itzler is promoting endurance hiking as proof of one's mettle. I put this quote in a different situation. What would you put on your About Page to show your key values, habits, commitments or principles? What about qualities like integrity, persistence, and compassion? Discuss your questioning spirit and insistence on excellence. These virtues more often appear in obituaries and speeches at retirement dinners. These character traits  are as important as degrees, work experience and professional achievements. Why not include them in your business bio?

When one of my new associates asked me to look at her “About Me” page, I was no better informed about her than before. She filled the page talking about how the client's life would improve after hiring her as a virtual assistant.   It is a good idea to explain this at some point. But it's not what potential clients are looking for when they read an “About Me” page.  They would like to learn your background and experience. You explain why they should trust you.  This is where you should list credentials, work experience and proven abilities. Tell why your location, distinctive approach and personal qualities will be assets. People expect a photo, too.

I came across a promotional page of a new company recently. The six-line, bold-text heading featured all words capitalized (including the word “and”), followed by a video of a woman asking forceful questions in a hard-edged voice using large gestures. Her behaviour sounded aggressive, manipulative, and insincere. These characteristics were not related to her content, only to her manner. I recently came across some still images of a middle-aged woman in meditative poses outdoors in a garden. The content was presented under subdued headings, accompanied by a muted colour scheme and plenty of white space. An air of calm, harmony, and peace prevailed.

Nobody wants to get scammed. When people visit you online for the first time, reassure them. Remove their worries about the unknown. Provide as many of the following confidence-building signals as you can. Correct English. Studies show that typos and grammatical errors inspire suspicion.  Spellcheck and proofread everything. Functionality. All your bells and whistles need to work. Company background. People want to know who you are, how long you've been at it, your credentials or track record. Photos help, too.

You might have heard marketing experts recommending that you ramp up the emotionality of your headlines and blog posts. This can include casting overheated blame on villains, for example, or indulging in an angry, get-it-all-off-your-chest rant. It's true that emotional content is more likely shared. But does that mean it would benefit your business?   After all, a rant is a tirade. Do you want your potential customers to view you as someone who runs your mouth, gripes and accuses? It is preferable to present yourself as eloquent, empathetic, or controversial yet reasonable.