I left off the last post with a question about developing a smart brand positioning strategy: should you worry more about being an expert or simply being likable?
Before I attempt to answer, I should clarify: I do think you can be both. This question doesn't relate to the depth of your knowledge or level of your talent but to how you build a brand around them and how you sell them.
When you are meeting with a new prospect, should you emphasize your experience and credentials or should you simply show yourself to be likable, a person easy and fun to work with?
I will spend the rest of this post explaining why I believe the latter represents a better brand positioning strategy for earning a lot more money.
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