Avoid the Ol' Bait and Switch: Find Consistency Online

The ol’ bait and switch?

Expectations vs reality. The content and information you put out online should be consistent with the REAL you.

Are you consistent in every touch point, or are you more of a “limp unicorn”?

Confused…? I’ll explain.

We recently purchased a giant, stuffed unicorn for my daughter’s birthday. Online, it looked amazing. We were so excited to give it to her. When it showed up, however, Amazon did NOT deliver.

• Advertised = fluffy, beloved, self-standing stuffy
• What my daughter received for her bday = limp unicorn looking like it was hit by a car
• So important to be consistent with the expectations you set.

You be the judge. Does the expectation on the left match up with the reality on the right? What about your expectation vs. your reality? It’s so important to be consistent with the image you portray online…in all aspects of your life.

How do you stay consistent?

Great question! I’m glad you’ve decided to take consistency seriously. You’re ready to take the consistency journey for your personal brand. Here are a handful of effective tips to help you manage things.

• Create a brand guide - Define your tone, voice, value proposition, and more. Document this so you have something to follow. Then, in any communication, stay true to this document.
• Be Authentic - People WILL see the real you. Don’t fall for the latest trend and start communication in ways you never would. Be real. Write like you would talk (the professional you, anyway).
• Be catchy - Whether it’s a phrase you use, a hat you wear, a signature thing you do, you need to have something catchy that makes you memorable. What’s your thing?
• Listen to feedback - Are you building an audience, or are you constantly engaging with new people, with no consistency? I encourage you to meet new folks online, but not at the expense of losing consistency. If you aren’t connecting with the same people and building relationships, the consistency is likely missing.
• Keep your profiles consistent - Use the same image for your profile and have a header that maintains your identity. Your headline or bio can vary depending on the platform, but it should have plenty of consistent elements.

Let’s compare me on LinkedIn vs. me on Twitter. You can see, there are differences, but the consistency is there, and you know this is the same guy.

Me (Anthony Gaenzle) on LinkedIn

Me (Anthony Gaenzle…again) on X (aka Twitter)

You get that it’s me. You know who you’re dealing with. You know what to expect. If you like me, you’ll come back for more. If you don’t like me, that’s ok. I’m good with that. You’re likely not my target audience, and I’m likely not your cup of tea.

That’s ok on both sides. We both win!

The way you write to tell your story is so important!

Do you consider yourself a writer? If not, it’s ok. There are lots of amazing folks out there who offer wonderful advice. I’m here to point out two of my favorites. I recommend following them on social media, subscribing to their newsletters, and learning from them.

Ann Handley - Ann is the founder of Marketing Profs. She’s one of the most talented writers and storytellers I know. You can learn a lot from just analyzing her style. Then dig deeper and follow her advice to boost your storytelling prowess.

• Ann’s Newsletter
• Ann’s Books?
• Ann’s LinkedIn

Henneke Duistermaat - Henneke is a writer and coach. She runs Enchanted Marketing and is a master storyteller. If you want to get some inspiration for your own story, she is the person to go to.

• Henneke’s Free Writing Course?
• Henneke’s Books and Courses
• Henneke’s LinkedIn

If you’re struggling with creating your brand voice, the two pros above are amazing resources. Start by analyzing how they promote their own personal brands. It’s mastery on both accounts.

Then, dig into the free stuff they offer, and pick out the things that work for you.

Oh, forgot to mention this. I do all that stuff, too! So…just click below.

Let’s connect!

If you have any questions, or you are ready to start working on your personal brand, email me at [email protected] or visit gaenzlemarketing.com.

Oh…and don’t forget to grab your copy of?The Business of Branding You: Invest in Your Personal Brand, Grow Your Career, and Gain Influence.