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Background
Katherine Tuominen, is the founder of Culture Cure. Culture Cure is dedicated to nurturing individuals to thrive at work by encouraging well being rituals, strength based capacity building and positive workplace culture. It’s a digital marketing agency specialising in the health and wellness industry and give support to founders with their comms and PR and help them get their message out into the world.
Finding Your Unique Value Proposition
The biggest thing we often see with founders is very often condensing decades worth of career history into whether it be a portfolio, a media kit or an about page. And sometimes, there’s a tendency to almost scrap things that aren’t as relevant to them anymore. But what we often say is that is often where you find what really makes you unique, because there is usually a common thread that has led you through every career pivot, every strength.
And what brings you here today? Doing what you do best. And so rather than just saying, “oh no, that was my past history or that with my past career”, it’s actually more about looking at, “what was that one thing that maybe you learned then that you’re still applying today that is part of your unique strengths?” So, even though it’s a bit of a roundabout way of saying this, its definitely a good idea to look at your full history and then trying to find that one core thread that has linked you to each of the different courses throughout that career.
It is really a good place to start when it comes to finding basically what’s known as your unique value proposition, because that is really unique to you and your journey.
Standing Out in a Crowded Market
What else do you think people should be doing once they have started to distill down their message and bringing in all those things that make them them? What else can they do to stand out in a crowded market?
At the moment, there is a big debate about almost being influencers in the space . They feel the pressure to suddenly put on makeup and post every day on all these channels, even though maybe they don’t even enjoy spending time on those channels. The biggest piece of advice is actually not to try and spread yourself thin, posting on every single channel for the sake of it. Obviously people can tell when it’s disingenuous or when it’s just something that’s been what’s known as.
Instead, think about one channel that you enjoy and focus on that. Yes, you can always cross post and repost on others, but instead of, needing to basically spread yourself thin, that’s when you feel a lot more aligned and inspired when you are trying to show up. Where do you actually enjoy spending your time online? It doesn’t have to be the obvious social media channels. It could be emails. That could be even, networking with people and online webinars. It can be unexpected places.
Start with it, show up more often and do it in a way that feels authentic to you.
Long Form Content and Repurposing
In the marketing world, and you’d be familiar with this, it’s known as long form content. And it’s very powerful because it allows you to, quote unquote, scale with intimacy, meaning people feel like they’re more deeply connected to you because they are spending more time with you.
So in many ways, we have sort of older style formats, can be even more effective than the quick shorts that you see because it creates that true sense of connection. So webinars, podcasts, longer YouTube videos, even long form blogs or emails, those can feel a lot more heartfelt and maybe true than some of the more quick trends that you may see.
So going back to asking yourself, do I really just want to be trendy, famous, go viral, or do I want to create meaningful connections, even if that just means ten people listen? But of those ten people you know, a handful are truly the most aligned dream clients. But it goes a long way for sure.
AI Tools and Content Strategy
For those who are thinking about doing a podcast or a longer format, you could also consider how many times that piece can be repurposed. So a good rule of thumb is one long form piece of content could should create at least 35 other pieces of content, and you no longer need to spend your physical time.
With AI tools, a one hour interview or 30 minutes talk, you can easily find the best 32nd clips and just automatically, cut that out, edit it for you and then distribute it.
Media and PR Opportunities
Often we think that only celebrities or people with a very compelling story get featured in these stories, but it’s not true at all. They have, what’s known as sort of like the everyday person applications, where they truly just want to hear the sort of like a regular story or a true example of what that experience may be.
And so it doesn’t really you don’t need to have a massive following. You don’t need to have, you know, PR training, even often. They are just looking for real stories of regular people who are willing to share.
Links
Contacts
Find Your Unique Value Proposition With Cathy Smith and Katherine Tuominen
One of the things that we need to remember as coaches is that resilience is an amazing trait to have. And when things go wrong, it’s just a case of sometimes taking a breath and rolling through it
Listen to the full episode of Small Business Talk episode 340.
You can also find the video versions of the Small Business Talk Episodes on YouTube.
