Episode Overview
Business is ultimately personal, and people buy from people, says Eric Thomas, president of Rival Digital and host of the Smart HVAC Marketing podcast.
Contractors tend to think more about branding their business, and not enough energy goes into the notion that everything you say on social media platforms can affect your reputation.
For better or for worse.
Thomas advises contractors to take control of their own narratives–so someone else isn’t the source that defines you.
“Essentially, personal branding is the process of defining who you are and what you stand for as an individual,” he says. “It's the culmination of your experience, the skills that you have, and the values that differentiate you from other people.”
One of the obvious benefits of taking the reins of your own story is that it can improve your credibility.
“If you go onto Facebook and your intentions are to help people, then your personal brand will be associated with someone who likes to help people,” Thomas says. “If you go on Facebook and your intentions are to be a butthead, then you're going to be branded as that butthead that's always stirring up trouble online.”
Not good for business.
“Your personal brand isn't always what you say about yourself,” he adds. “It's typically what other people say about you when you're not in the room.”
Thomas also firmly believes that the messaging you do shouldn’t necessarily paint yourself as the hero of the story.
“Where does that leave your customer?” he asks. “Our successful contractors are creating a story brand where the homeowner is the hero and you, as the contractor, are the guide.”
Think about the Star Wars saga, Thomas says. Paint yourself as Yoda, the guide who shows Luke Skywalker, aka your customer, how to be a hero.
That’s a more successful method of storytelling, he says. And an ideal personal brand.
Eric Thomas recently joined ServiceTitan’s Jackie Aubel as part of Season 8 of the “Toolbox for the Trades” podcast, which included Thomas’ thoughts on:
(6:42) Multiplying your networking reach through podcasting
(13:22) Why contractors need to stop trying to be the heroes
(20:06) Mastering your digital footprint in personal channels
(21:29) Personal branding: Defining what others say about you
(25:08) How Red Robin became a part of Eric’s online persona
To hear more stories from the trades, subscribe to Toolbox for the Trades on Apple Podcasts, Spotify, our website, or anywhere you get podcasts.
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