Hey Reader,
I ran away with Cirque du Soleil at 19.
For the next 15 years on and off, I travelled the world creating VIP experiences across 17 countries. When the pandemic hit and live entertainment shut down, I decided to go out on my own.
I naively thought my decades of experience would guarantee instant business success as a solopreneur.
I was dead wrong.
I didn't know it then, but that moment was the start of a 3 year long journey of failure after failure, struggling to get anyone to pay me and losing all my confidence along the way.
My Big Mistake (That You Might Be Making Too)
I was thinking like an employee not like a business owner.
If you have just stepped out on your own after decades working in entertainment companies, this can end up being your biggest downfall.
You assume that just because you have a good reputation, you've worked for global companies and you are a seasoned exec, people will be lining up to work with you. One announcement post on LinkedIn and BAM, the inbound messages will flood in.
The harsh reality is they will not give a crap about you unless you can CLEARLY demonstrate how you can help them solve the current problem they are facing in their business.
How To Create Your Value Proposition
Before even THINKING about writing content to bring awareness to your new business/consulting venture, you have to clarify your value proposition.
Simple in theory. Hard in execution.
If I'm being honest.... as an experience design consultant I could never figure this out. I found it SO hard. I knew I could help the companies I talked to, but I couldn't articulate it in a way that made them go...
WOW! Sold.
Then I learnt the secret formula.
I help [specific person] who [specific problem] by [specific solution]
After A LOT of brainstorming and coaching (and tears), I started a new direction with my services and before doing ANYTHING ELSE, I got clear. Now I can rattle my value prop off in my sleep:
I help [live entertainment executives] who [don't have influence or authority beyond the companies they work for] by [growing their personal brands on LinkedIn as their ghostwriter]
One target client. One core service. One problem solved.
'But Carolene...I do so many different things in this industry. How do I decide what to focus on?'
I hear this a lot.
It's the nature of live entertainment.
But you're going to have to decide. The simpler and clearer your message is to the clients you want to attract, the more you'll attract them. If they're confused, they'll just leave.
"It took me 3 years of failures to figure this out. But once I did, I went from a consultant quickly going broke to a successful solopreneur with dream entertainment clients, growing MRR and a constant influx of inbound leads."
How To Use This On LinkedIn
Now that you are clear on who you're helping and how, talk to that EXACT person in every piece of content you write. Call them out like this in your posts.
Remember, you don't need 1000 or 100,000 people to read your post, you need just ONE. Your dream client.
Behind the Scenes: How This Actually Works
When an entertainment executive decides they're ready to build their thought leadership-based personal brand, here are the 3 steps we take.
Step 1: Deep Dive
Through interviews, I learn as much as I can about them. I ask questions like..
What is your origin story?
What is your proudest moment in your career?
What's the bigger vision you're building towards?
What do you want to be known for in the industry?
If you could solve one major problem for [dream client], what would it be?
Step 2: The Upgrade
With everything I now know about them and what they are wanting to achieve through their personal brand, I upgrade their LinkedIn profile so it becomes their landing page - ready to attract their dream clients.
Step 3: The Strategy
I create their content pillars based on their specific entertainment expertise and build out a content strategy. Then the content creation and publishing begins. Each piece of content speaks to their dream client.
=====
The compound effect is real. One clear value proposition leads to focused content, which leads to industry recognition, which leads to business opportunities.
=====
The Global Influence Personal Brands Have
Well it's official. I'm a tennis girl now.
All because I came across this guy on instagram. I LOVE his personal brand, his aesthetic and his content. It made me go.... 'I want to do that too!'
Even started weekly lessons at this court... which happens to be right next to the sea. Win win when it's 30 degrees at 9am!! ☀️🥵
Ok that's it for today.
Work on your value proposition formula and reply back with your finished product. I'd love to take a look (and offer any upgrades I can).
Oh and btw, if you are an exec in an entertainment company, not a consultant or business owner, this formula still works for you. Instead of thinking about your dream client, think about WHO you want to inspire with your thought leadership content...up-and-coming leaders for example.
Ok see you in a few...
