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Fleur Brown. The Business of Being YOU
Why I wrote this book
What does self-doubt cost us?
What is a personal brand?
You are not your job
What's your kryptonite?
Take your identity back
Independent employment is coming, ready, or not
We are more ambitious, and we should be
Confidence is currency
Richard Branson - the walking business brand
Building a purposeful brand
Exercise
Your weirdness is your brand
What's your signature topic?
Ask yourself some key questions
Digging deeper— your weirdness is your brand
The architect
The beauty influencer
My own weird share
You can't fake authenticity
Get real – why aren’t old conversations working?
Jargon-busting
You can't sell a negative
EXERCISE
Tips for getting real
Bridge to your new reality
Cross the bridge—don't burn the bridge
The Airbnb founders drew on their university skill-set
Don’t throw the baby out
Build a great bio
Do people see who you really are?
What’s a bio?
How to put together a great bio — step by step
Power positioning (use power words)
Bio must-haves:
Writing well
First or third person?
Micro bios for social media
What do I wear?
Your visual brand
Profile photos
Tips for your profile shot
Video
EXERCISE:
Manage your digital footprint
Fame is more democratic
Which online channels?
Facebook—yes or no?
Online testimonials—yes or no?
Have a say online
How many followers?
Setting up a personal website
Being searchable
EXERCISE
Know thy audience
What does success look like?
Aligning your on and offline profiles
Telling a new story to an old network
EXERCISE: Questions to ask about your target audience:
Create once, publish often
Create or curate?
Should you have a blog?
What kind of blog?
Creating a white paper or research paper
Creating an opinion piece
How should you pitch an opinion piece?
Who do you contact?
Should you write a book?
Where to start?
EXERCISE:
Get on the speaking circuit
Structure is your friend
Practice makes perfect
When to speak up?
Secure your spot on the speaker’s circuit
How to put together a speech
Getting started
Using images
Tips for refining and testing your speech content
General presentation tips
Marketing your talk
EXERCISE
Make news
What's it like in a journalist’s world
What makes news?
Don't get stuck in worthy corner
News Criteria
How to put together a media release
How to write a media release
Media Release Template
YOUR CREATIVE ATTENTION-GRABBING HEADLINE
Tighten up your writing style
Don’t be a ‘story killer’
Who are you talking to?
How to pitch your story
Written pitches
Success—preparing for an interview
What are journalists looking for in an interview?
What to include in any interview
How to lose a journalist in a few easy steps
EXERCISE
Create your own forum
Join a committee or board
How do you land a board role?
Creating a community forum or event
Building your house of brick
Exercise: How to create your own forum:
Monetise your profile
What sorts of activities deliver revenue?
Driving sales to your core business
A promotion or bonus
Speaking
Influencing
Media gigs
Product sales
How much should you charge?
Mind your reputation
The best form of crisis management is prevention
Is this a good opportunity?
When things go wrong
When someone gets there first (or they steal your idea)
Handling a tough media interview
When you're big enough to beat up …
Telling the truth
What's your excuse?
It’s not my role to have a profile
I don't have time
I'm not ready
It tells my competitors what I’m up to
I feel guilty
I will look superficial
What if I fail?
