Your personality is not a differentiator.
I know this runs counter to everything the influencers say.
"Just be yourself!"
"No one can copy you!"
"People buy from people, so sell you!"
Absolute garbage, especially if you're trying to build a profitable and sustainable business.
Yes, personality is important. I'm a brand strategist and create brand personalities for some of my clients.
But it doesn't make your business different for one key reason:
Personality doesn't meet the criteria for a differentiator.
What is a Differentiator?
A differentiator is more than being different.
I could show up to every workshop dressed as a clown. I guarantee you that I would be the ONLY brand strategist in the world who did that.
It's different, but it's not a differentiator.
At least, not one that would cause clients to choose me and throw wads of cash for my unique way of doing business.
A differentiator is a unique benefit that:
- you do exceptionally well
- your customers want or need
- your competitors can't or won't do
It forces a choice:
Either our way of doing things or our competitor's way of doing things.
Why Not Personality?
So, why isn't personality a differentiator?
Simple. It fails multiple differentiation tests.
1. Opposite Test
The Opposite Test ensures your differentiator forces a choice.
You take your differentiator (in this case, personality) and ask yourself:
Would someone buy the opposite of this differentiator?
So, let's say you're kind. Would someone buy from a business that is a d*ck?
Or let's say you're helpful. Would someone buy from a business that goes out of their way to cause harm?
Chances are, no. Unless they have some serious issues.
2. Buy It Alone Test
The Buy It Alone Test ensures that your differentiation matters to your ideal customers.
Take your differentiator and ask yourself:
If I removed everything else and only sold this, would anyone buy it?
Let's run personality through it.
Would people pay you for your personality if you did nothing else for them?
No product. No service. No deliverable. Just your personality?
Unless you're selling an OnlyFans subscription, I suspect the answer is no.
3. The Copy Test
The Copy Test ensures your competitors cannot copy your differentiator.
Take your differentiator and ask:
Can this be easily copied?
Let's run personality through this test.
I hate to break it to you, but personality is incredibly easy to copy.
Just ask any ghostwriter. I have copied the personalities of at least 50 brands and CEOs, portraying their nuanced quirks through writing and design.
Personality can be copied, so it's not a differentiator.
Find Your Real Differentiator
Personality is important, but it's not a differentiator.
Trying to make it one communicates that the only value you bring to the market is your characteristics.
If your ideal customers want any other value than that — like, I don't know, transforming their business — they should look elsewhere.
Don't push them away.
Find a differentiator that passes all 3 of the tests above.
You'll have a unique value the market actually wants and can't find anywhere else.
And that, my friend, will make you a sh*t-ton of money.
Until next week,
#SassyJason out.
✌🏼