After interviewing more than 500 thought leaders, global credibility expert Mitchell Levy noticed a common mistake—when brand communicators start their elevator pitch or explain their value proposition, they often focus on the brand-centric “I” and “We.” But shouldn’t your customer and their needs be your focus?

In this #ContentChat, Mitchell (@HappyAbout) joins Erika and our community on Twitter Spaces to discuss how content marketers can use the ‘customer point of possibilities‘ (CPoP) method to better attract and serve their customers. At its core, CPoP is all about helping you communicate who you serve and what you serve for them. This helps you build credibility, which is seen as the quality in which are you are trusted, known, and liked.

Listen to the full conversation with Mitchell and Erika, and check out a few tweets with external resources from the conversation below. By listening in, you’ll learn:

• Common mistakes that brand communicators make when discussing their value proposition
• How the CPoP method strengthens your branding and better engages your community
• Ways to put your CPoP front-and-center in your brand communications

What is the most often overlooked area when it comes to business professionals and their personal branding?

Too often, business professionals fail to clearly address how they can help their ideal buyer.

#ContentChat A1: We try to be all things to all people and shout to the rooftops how great you are. No one wants this!

Check out Mitchell’s TedX on this topic here: https://t.co/FRTIc5hpYp

— Erika Heald | Content Marketing Consultant (@SFerika) August 22, 2022

A1: Some professionals often focus on their achievements and highlight their strengths instead of identifying the needs of their audience. #ContentChat

— Pavel Stepanov (@pavelStepanov77) August 22, 2022

A1. I do think it is how they can problem solve. Most seem to have decent soft skills but that’s not what will get them the business alone! #ContentChat

— Shruti Deshpande 🇮🇳🇬🇧 (@shruti12d) August 22, 2022

A1: Aesthetic. How do you create a “blank canvas” for a new personal brand?#ContentChat

— Sweepsify (@Sweepsify_) August 22, 2022

They look their business from a revenue perspective whereas there are may underlying factors that needs to be taken into account including buyer’s journey, strategies, networking etc.,

— Kowshika. Freelance Writer (@thatsociallady) August 23, 2022

There are so many elements that go into building your brand and nurturing those business relationships, totally agree. #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) August 23, 2022

What are the potential issues that arise from not having clarity around the customers you serve and their unique needs?

Without clarity around the customers you serve and their unique needs, your brand messages can be easily misunderstood or fail to resonate with anyone.

A2: Your message may be easily misunderstood because of a lack of clarity and may cause bigger problems in the future. #ContentChat

— VirtuDesk (@virtudeskcom) August 22, 2022

A2: You are like punching your enemy with one eyelid closed. You are not hitting your target. #ContentChat

— Pavel Stepanov (@pavelStepanov77) August 22, 2022

A2: If you don’t know where you’re going then you won’t know when you get there, how to get there, or WHY you’re going!#ContentChat https://t.co/79TRtev1pL

— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) August 22, 2022

Listen to the recap to learn how to know when your messaging is clear enough.

A2Q: When do you think the messaging is clear versus intangible? #ContentChat

— Sweepsify (@Sweepsify_) August 22, 2022

How can you make sure that you put your ideal customer/partner/collaborator front-and-center in your personal branding?

Everything you create should focus on your customer and their needs.

Focus on their needs, oain points and issues. There you have them front and center of your being #ContentChat

— Shruti Deshpande 🇮🇳🇬🇧 (@shruti12d) August 22, 2022

A3: Make your content tailored to their needs and wants. #ContentChat

— VirtuDesk (@virtudeskcom) August 22, 2022

A3 By making my brand about a similar persona, who happens to use my products. It can get wild #ContentChat https://t.co/A8y8P0AzLq

— HAGGLETHIS.COM (@hagglethis) August 22, 2022

A3: Design the personal brand around the buyer persona not yourself.#ContentChat

— Sweepsify (@Sweepsify_) August 22, 2022

Talk more about them and less about myself.

For consumer:
I make sure my content revolves around their pain points
And provide my solution that might add value.

Collabs: Give them equal space.

— Kowshika. Freelance Writer (@thatsociallady) August 23, 2022

Do you have a few CPoP examples you could share with us?

A5: “Gamechangers seeking their secret sauce” @happyabout

— Erika Heald | Content Marketing Consultant (@SFerika) August 22, 2022

Once you’ve defined your CPoP, now what? Where is it best put to use?

Check out these resources from Mitchell to put your CPoP to use.

A6: See: https://t.co/OJdb79DG18 #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) August 22, 2022

And also: https://t.co/4cfcrEDqVl#ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) August 22, 2022

For the infographic version of the CPoP method, check out: https://t.co/j9opNwrry1 #ContentChat

— Erika Heald | Content Marketing Consultant (@SFerika) August 22, 2022