Promote Your Talent and Personal Strengths

Orangeville, ON (Jason Mead) I’ve noticed a new trend. People who operate a solo business, signing their emails “The _ Team.” This pompous pump-up belongs in the same dustbin as “the royal ‘we.'”

Historians tell us that Henry II of England originated the custom. For King Henry, “we” referred to his co-reign with God. When someone who works alone today uses “we” instead of “I,” it signals either shame at being small or royal pretentiousness.

Both “The _ Team” and its cousin “we” distance you from customers who may prefer to know who they’re dealing with. You should avoid vague, diffuse “we.” You cannot capitalize on your talent, one-on-one relationships, or personal strengths.

In the so called the Age of Authenticity, you’re putting on a mask that doesn’t fit well. Such branding sets up a smokescreen rather than relevant credentials and background information.

I offer one final cautionary note. Psychologist James Pennebaker analyzed 400,000 writing passages, including court transcripts. He found people are prone to using “we” when they’re lying.

1 Comment

  1. Behind every effective marketing presentation is a great message. A powerful marketing message makes the presentation easy. A muddled, unclear or incorrect message makes developing the presentation difficult.

    Paper, audio, and electronic media clutter the modern, super-competitive advertising environment. The message is the foundation of the presentation. It must grab attention, build brands and capture sales.

    SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
    This is a technique used to help identify strengths and weaknesses. Ask yourself questions about your strengths. You can locate your meaningful contributions and determine your competitive advantage.

    Ask yourself these questions:

    What do I do best?
    What unique knowledge, talent or resources do I have?
    What advantages do I have?
    What do other people say I do well?
    What resources do I have available?
    What is my greatest achievement?


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