Your “maverick factor” is crucial to you, as a success-eager and brand-conscious solopreneur. Your maverick factor is the psychological aspect of yourself that makes you think and act in an independent way, often behaving differently from the expected or usual way. Your chosen business niche alone cannot differentiate your brand. Your niche can give you a unique platform for deciding what your content will be, but what will underscore your “content brand difference” from competition in a marked and memorable way is your personal “maverickness”.
Contrary to popular thinking, it’s not that some people are born more maverick than others. The truth is everyone has a “maverick streak” in them, and it’s only that some people give expression to it regularly, whereas others do everything to hide it from themselves and others, because they have an inherent need to belong to the crowds. The best practices of Content Branding & Design dictate that while “brand differential” is among the most important factors that quickens business success, there is no better brand differential than the naturally unique mind of its owner!
Your solopreneur brand strategy begins with your “maverick factor” … so give it some air!
If you are one of those who has left your maverick factor in disuse, by deliberately making no attempt to find it or exploit it, it’s time to take it out of your mental attic, brush the cobwebs away, and give it some air. You’ve got a hidden treasure that can make your solopreneur business richer!
Your “maverick factor” may be the one quality that you’ve worked very hard in life to hide – hoping that no one will find out about it! Climbing from childhood to adulthood, we all try so hard to conform to our peers in society, to get their approval and be included among the in-crowds, that we try to hide from our own uniqueness, and make sure we also hide it from everyone else.
Years later, when we have to find our specialness with which to shine in life, it becomes really hard to re-discover the same separateness or unique value in us we have spent years trying not to acknowledge!
The easiest way you can come round to identifying your uniqueness is to see which part of yourself you feel most self-conscious about – and to turn that self-consciousness into your area of supreme self-confidence.
Often you get this kind of enlightenment when you see someone else who is a huge success because of the same kind of qualities we hide from as our “freakiness”. It then hits us, that our “freakiness” can include the potential to turn us into huge brand successes ourselves!
What are the advantages of being a “maverick” to a solopreneur in content marketing?
A maverick is one “who hears a different distant drummer”. Listening to the different drummer sure can help you outwit most others, because it is human tendency to “expect the expected”, no matter how many thousand words are written about being ready to “expect the unexpected”.
Competitively speaking, being a maverick is a huge advantage to a solopreneur. By deliberately looking for that part of yourself that questions the regular, you will, first of all, surprise yourself at every turn if you decide to think differently from others who think in the same way.
Secondly, you will outfox competition, because they will not be able to slot you into a convenient box that they can help customers put a label on. And three, you will be able to engage customers at a much deeper level because they will find they have to be always on the alert when they deal with you or your tangential blog posts.
What does being a maverick specifically have to do with improving the riches of your solopreneur business? The factor that works to increase your income prospects is the size and loyalty of your “following” of target audiences. You can swell your loyal audiences if there is always a surprise element on your blog and in your writing. Just look at the pathetic, predictable sameness that hits you online, blog post after blog post.
The sheer banality of writing these days on hackneyed topics that are always about “10 best tips of this” or “10 worst tips of that” almost make you yawn with weariness, don’t they? But that doesn’t turn you or others off reading on the Net … you just keep hoping to come across something that is different, twisted, unexpected and REFRESHING!
Readers everywhere want to read more, but they yearn for a different perspective … whereas bloggers everywhere advise each other to “do what works” i.e. be the same and write “10 tips” articles!
Remember this … despite the truckloads of blog posts published every day, just by being different you can beckon the crowds to hit the pavement outside your blog’s door! And then it’s up to your cleverness how you convert that following to wealth.
A simple example of how a maverick, brand-conscious solopreneur can think differently!
Let me give you a very simple example of someone who deliberately decides to question the status-quo. You have commonly heard people make statements like “80% of all startups online make no money at all”. Right, you’ve heard that, haven’t you? Now the regular human tendency will be to say to yourself: “Oh gosh, this online business doesn’t seem to be working for a lot of people!”
But see what would happen if you don’t go with the crowd, and you look at the small 20% who don’t fit that statement? What about the 20% of all solopreneurs who really buck the trend and earn a great deal, perhaps? In seeing the bigger number of “losers” did you lose sight of the smaller number of “winners”? Can’t you be one of those winners?
See how small the difference is between one who sees and accepts and believes the “majority viewpoint” – versus one who sees and accepts and believes the “minority viewpoint”!
It’s really easy to develop your “maverick-ness” by deliberately choosing to see what the multitudes of others are failing to see! On any issue – your goals, your business ideas, your product designs, your content marketing strategies, on everything you do as a solopreneur – just ask yourself: “What does the majority generally think on this topic?” Note that down. Then follow up that question with another one: “Now what does the smaller minority think on this topic?” Again note this second answer.
Examine the second answer more keenly than you would the first answer. The first answer will give you the “wisdom of the crowds”, for sure. It’s important to know what that is. But the second answer will give “the way to beat the crowds”. This is important to finding your “strategy with a difference”.
As a first step to brand strategy, make your maverickness part of your business mission
What is a mission statement? A mission statement is quite simply a written-down statement of the value you want to deliver to readers, customers, and your network of audiences. Most people make their business goals their mission statement.
For example, if they may have a goal to earn 100,000 subscribers in 6 months, they will write that down as their mission statement. This is wrong, because goals to achieve are not the same as your mission.
Your mission is not about what you want to get out of business, it is about how you will give out value to others through your business. So if you want 100,000 subscribers in 6 months, what value will you give them to attract them towards you?
Here is where your maverick quality – your point of greatest differentiation from others – will come to your aid. Because if you focus on delivering value via your mission, your value can be even greater if it’s unique to you and no one can deliver that value as only you can.
So when you identify your maverickness, and make the value-delivery of it a part of your mission, you will have a statement that really has exclusive meaning to you and to those whom you aim to serve.
Let’s take a simple example. Let’s say you are a consultant who teaches businesses to become more efficient, and have identified your maverickness as the unique ability to read people’s unspoken emotions.
Now you can make your uniqueness part of your value-delivery if your mission statement says you offer “empathy hand in hand with efficiency”.
How many other efficiency-consultants would think of adding the quality of empathy to their repertoire? You’d stand out, especially to those businesses who fear that consultants would ask for major shakeups of their businesses in the name of efficiency.
When framing mission statements, remember one more thing: often, the greater your mission is, the more simply it can be stated. Mission statements aim to bring clarity and focus on goals via a short, crisp articulation.
Look at some great brands and see if their mission-statements inspire you.
- Nike’s mission statement:”To bring inspiration and innovation to every athlete in the world.”
- McDonald’s mission statement: “To be our customers’ favorite place and way to eat and drink.”
- Virgin Airlines mission statement: “To embrace the human spirit and let it fly.”
Especially, try to notice how in each of the short but powerful mission statements, you get a sense of their special uniqueness as well?
Nike’ unique angle of “having the knack to provide inspiration” led to the tagline “Just Do It!”
McDonald’s unique angle of “having the knack to provide favorite eats” led to the slogan “I’m Lovin’ It!”
Virgin’s unique angle of “having the knack of making people feel tops” led to the slogan “Uptimism!”
So what are your thoughts on this topic? Do share!
This post is incomplete without your input. The community of content-marketer solopreneurs would feel galvanized to hear from you … so do share your thoughts on this topic with us, in the comments field below this post.
Other articles in our series “Content Branding & Design”:
- Designing A Knockout Brand Identity For Your Solopreneur Business!
- Designing A Solopreneur Website To Look Like A Million Bucks!
- What’s In A Brand Name? For Your Solopreneur Business, It’s Everything!
- The Right Brand Strategy Can Help Your Content Marketing Nail It!
- 8 Huge Benefits Of Branding For Businesses Doing Content Marketing!