If you have read any of my previous posts, you may have already realized that music is one of my great passions. From a very young age I was already aware of the latest successes and throughout my life music has always accompanied me in most of the activities that I have been addressing..
This is why, from time to time, I fall into the networks of the talent show on duty, As "The Voice" Or "Number one", and I almost always find some relationship with personal branding and many lessons to learn.
Both "The Voice" and "Number One" begin with a casting in which each contestant has just over a minute to convince the jury of their potential., although in each case the starting point is very different, and this has a lot to do with two of the most frequent ways in which a potential client will meet you and assess if you are the right person to hire your services..
The first impression
In "Number One" the first impression is essential. Possibly, an important part of the jury's decision is made before the contestant has even sung the first note. In this case, poise on stage will be valued, credibility and coherence between the elements that make up the artist's image. After, vocal and stage performance will have to confirm or exceed the expectations created.
This case is the equivalent of a potential customer meeting you in a meeting., a networking event or, even, in a talk. As in the contest, the first impression is decisive so that everything that will happen afterwards can be credible. In those first moments it will be vital that you transmit consistency and reliability and, to do that, your appearance will be fundamental, nonverbal language and supports that support this perception: business card, dossier, Etc.
In these cases, the main objective is to avoid that there are elements that distract the attention of the client or that generate negative sensations: insecurity, carelessness, unprofessionalism, Etc.
May your art excite me
In "The Voice" the casting is done with the judges with their backs to the artist, so the only element that intervenes in the decision of the jury is the vocal interpretation that it offers. In this case, the artist must take stock of their limitations and strengths to play their cards so that they can convince the jury that it is the best option or one of the best. To do this, it is essential to choose a song that borders on these limitations but that, at the same time, allow them to take advantage of their strengths.
The important thing is that the interpretation emotionally impacts the judges. And it's just that, even though it seems illogical, a performance with a high-level technical execution does not have to be a winning performance. In fact, the jury selects performers who have been out of tune but who have contributed their personality to the song, who have managed to convey emotion and honesty.
The equivalent of "The Voice" in personal branding occurs when a potential customer meets you through your blog. In this case, it is very likely that you have reached a specific article through a Google search and, Possibly, after having read some other articles related to your search but, as in the contest, the chosen one will not be the one with the highest technical level but the one that manages to offer a more appropriate solution to your problems.
And this is achieved in the same way as in the contest: getting to know your customer, knowing your strengths and weaknesses and managing them to excite your client. Possibly, perfection has much less to do with your customer's emotion than empathy, passion, honesty and, very important, la coherencia que transmitas.
I don't want you to be perfect., I want you to excite me.
Celestino Martinez is a consultant, Trainer, lecturer and director of retail marketing at Flow The Retail Partner. After accumulating a great experience for more than 20 years in multiple areas of the retail world, specializes in the areas of retail marketing and experiential marketing.
As a consultant he works with brands and retail distribution companies and in his facet as a trainer collaborates with numerous universities, business schools and institutions. He is also required as a lecturer and master of ceremonies for both professional events and companies working with the retail sector.
His personal blog won the Gold Award for Best Marketing Blog 2012. He also writes in professional marketing and retail publications in Spain and Latin America and is an author in several books.