Fitness Careers Important Tools for Personal Trainers Article / Updated 01-24-2024 You wear many hats in your role as a personal trainer. You're a salesperson, scientist, friend, coach, motivator, teacher, employer, bookkeeper, and business owner, to name just a few. To be successful wearing any of these hats, you need to be equipped properly — and that means you need to have the right tools to use at the right time. Your mindset The equipment available to help you be a successful trainer is limitless: cellphones, computers, software programs, weight-training equipment, cardiovascular equipment. . . . The list goes on. No matter what types of toys you have (or how expensive or cutting edge they are), it won't matter if you don't have the most important one: the right mindset. Important factors for having the right mindset are: Honesty: You need to be honest with yourself about what you realistically can and cannot do; this flows through to your clientele as well. Determination: Not every day is easy; you won't always have a full book, and sometimes those slow days end up being weeks. Pushing ahead and staying on track when the going gets tough takes determination and focus. Willingness: You need to be willing to change if your original course of action isn't producing the results that you want. You also need to be willing to keep an open mind when your client is complaining that she's not happy with your services. Willingness is more about what you should do as opposed to what you want to do — after all, sometimes you'll have to do things that you don't want to do. Your certification Certification is your badge of honor — it tells everyone who works with you, from employers to clients, that not only do you say you know what you're doing, but you can also prove it. Certification assures your client that you're a true fitness professional; you've undergone stringent studies and testing protocols to figure out what to do and what not to do as a personal training professional. It ensures your client that you know what they don't — which is how to help her reach her fitness goals, safely and efficiently. Being certified also gives you the credibility you need for other professionals and clients to take you seriously. Certification helps you to build a solid rapport with the people you will be doing business with, such as: Employers Clients Mentors Media contacts Doctors with whom you have a referral relationship Your business card Here are some tips for making a long-lasting impression with your business card: In the case of a chance meeting, when someone asks you, "What is it that you do?" have a brief summary (called an elevator pitch) prepared that makes you memorable as you hand her your business card. For example, you can say, "I help people look great naked" or "I build muscles." Make sure the information on your card is correct and up to date. If your area has just recently implemented ten-digit dialing, if your area code has changed, or if you've just gotten an e-mail address, make sure you invest in a new set of business cards to reflect your new contact information. The impression you leave with a potential client is the one that will bring her back to you for business. Make sure that your business card reflects everything you want your potential client to remember about you — professionalism, integrity, quality, and trustworthiness. Tape measure The tape measure can be used for many different things. You can record your client's anthropometric measurements (body circumference) with it to show change and make sure she's on track to achieving her personal goals. You can also measure degrees of flexibility as well as how far your client can reach past her toes in the sit-and-reach flexibility test. Other uses for the tape measure are: Measuring vertical jump height Measuring plyometric (explosive) movement distances Measuring length of stride Measuring stance distances Body-weight scale Going hand in hand with recording baseline biometrics (body measurements), a scale is useful and important in determining gross bodyweight. After you've recorded your client's gross body weight, you can assess body-fat percentage, BMI, and one-rep-max percentages to determine how heavy your client needs to be to train for her workouts. Heart-rate monitor Having a heart-rate monitor for your client to use while you train her has multiple benefits: It allows you to see where her heart rate is without stopping her exercise. A heart-rate monitor is a lot more accurate than the palpation method. Your client will get instant feedback from it — it is an invaluable tool when it comes to teaching clients about perceived rate of exertion and working intensity. You can use it to teach your client stress management, breathing, and biofeedback techniques. Jump rope A jump rope is a light, inexpensive, very portable, and excellent tool for challenging your client's cardiovascular system. Anyone at any fitness level can use it — and as exercises go, your client will burn more calories per minute jumping rope than doing any other activity! Skipping rope is a challenging workout that burns about 360 calories per half-hour (by comparison, moderate running or jogging burns about 330 calories per half-hour). Experts suggest rubber, leather, or beaded ropes (ropes with small plastic tubes on a cord). The grip should be foam-based to absorb sweat and give your client a firm grasp. The client should be able to stand on the rope and hold the handles slightly above waist height. Jump ropes generally come in 6- and 9-foot lengths, and many have detachable handles so you can trim the rope yourself. View Article

General Careers Finding Your Passion For Dummies Cheat Sheet Cheat Sheet / Updated 01-18-2024 This cheat sheet offers tips on how personality tests can help you find your career path and includes a worksheet to track your plan to pursue your passion. View Cheat Sheet

Careers Becoming a Social Worker For Dummies Cheat Sheet Cheat Sheet / Updated 12-21-2023 If you’re interested in becoming a social worker, you need to start by understanding what exactly social work is. When you understand the helping process social workers use, you’ll be able to approach your work thoughtfully, regardless of whether you’re working with individuals, families or groups, or communities or systems. Finally, understanding your options when it comes to formal education can help you plan your future. Read on to find out more about what social work involves and how to become a social worker. View Cheat Sheet

Fitness Careers Being the Best Personal Trainer You Can Be Article / Updated 12-04-2023 Your clients want more than just a good workout. They want a personal trainer who motivates them, cares about them, and sets a good example. When all else is equal, your professionalism, your attitude, and your knowledge of business etiquette are what will put you ahead of the pack. Don't be a know-it-all You're having a conversation with a new acquaintance at a dinner party and he starts talking about the works of Umberto Eco. Instead of saying, "Who in the ever lovin' world is Umberto Eco?" you nod along, pretending that you're deeply familiar with The Name of the Rose and the other works of whatshisname. C'mon, you know you've done this before. We all have. Although you may get away with this tactic at a dinner party, you won't get away with it as a personal trainer. If you give false information because you don't want to look stupid in front of your client, you can do more than get found out — you can injure the client. Be there for your client Being there for your client doesn't mean you have to trail her, handing her warmed towels when she gets out of the shower and feeding her chicken soup when she has a cold. You do have to put your own ego and wants aside and focus completely on the client. Don't ever take your eyes off your client during a session. A trainer who's looking around the room is thinking about himself — how bored he is, what he'll be having for lunch that day, how much he likes that hot trainer across the room — rather than about the client. Your job is to be the most motivating, inspiring trainer you can be, and to set a good example for your client. That requires you to put yourself aside and be there for your client. Stay within the boundaries You have your personal self, and your professional self. Your professional self does not offer relationship advice, does not eat candy bars in front of the client, and does not make comments about the client's home or its contents. Personal training is just that — personal. Your client may come to think of you as her friend. That's a good thing, but it also invites unprofessional behavior. If a client starts, say, complaining that her husband doesn't pay attention to her, you need to draw that boundary line. Say, "I hear you, I understand" — but don't offer advice or tell her what a jerk her husband is. If a client asks you to train her for an extra half-hour free of charge, or to drive 15 miles outside your regular area to train her daughter, tell her you can't do it. If you do, the client may come to expect this from you all the time — and it can hurt your business. Do what you say, say what you do When you tell the client to do something, you should do it. Sounds simple, right? Well, you'd be surprised at how many personal trainers forget this simple concept. The best way to keep your word is to be prepared, to always be on time, and have your bag and files ready ahead of time. To make sure you always have a program ready for the client, have the client's file with you when you need it, and have a place where you can work — a place with a desk, adequate lighting, and all the tools you'll need to stay on top of things. And be sure to have access to all the health information you need so that if you tell a client you'll bring her a recipe or a new exercise or information about heart disease, you can have it ready the next time you see her. Showing clients you care Care is more than just a four-letter word. It also stands for "Clients Are Really Everything." You may know everything there is to know about personal training, but you wouldn't be much of a personal trainer without your clients. Clients can make or break your business. That's why you have to care about them. Here are some tips for showing clients that you care: Return phone calls promptly. Return e-mails promptly. Follow up with your clients to make sure the sessions are working for them. Send your clients thank-you cards for doing business with you. Always be sympathetic to your clients' complaints. Keep individual files on each client so you can track them and create the most personalized programs for them. Always be on time Being late shows a lack of respect for the person who is waiting. Not only that, but if you have a personal training session and you show up late, what are your choices? You can either cheat the client out of a few minutes of training so she can be done at 5 p.m., or you can run late — which is annoying for a busy person (and who isn't busy?). If you're always late, ask yourself why and come up with a solution. Do you get stuck in traffic? If so, find alternate routes or leave earlier. Do you have trouble getting yourself out the door? Have your bag, your client folder, and everything else you need ready by the door early in the day so you can grab it and leave when the time comes. You can even buy a shelf or hook to keep your stuff on — it may motivate you to use it. Dress professionally Here are some dress-for-success tips: We'll say it again — no skintight spandex! Don't wear jeans and a T-shirt, no matter how comfy they are. Make sure your clothes aren't too baggy. If you demonstrate a machine, your clothes may get caught. Women, don't slather on the makeup. (Guys, this goes double for you!) Keep jewelry to a minimum. Long, dangly jewelry can get caught in the machines. The same goes for long, loose hair. If you have long hair, you may want to pull it back. The best uniform may be a collared polo shirt, well-fitting sweatpants, and good-quality exercise shoes. Stay educated Personal trainers need to stay up-to-date in medicine, fitness, business, and even psychology and nutrition. These fields are constantly changing, and researchers are uncovering new information every day. Here are some ways to keep learning: Attend continuing education courses. Talk to other personal trainers. Go to conferences and workshops. Read industry magazines. Read medical journals. Read health, fitness, and business magazines (many are available at the local library). Talk with doctors. View Article

Fitness Careers Ways To Buff Up Your Personal Trainer Knowledge Article / Updated 11-03-2023 A great way to get real-world experience before you try hanging your personal-trainer shingle is to become an intern or an apprentice. Internships and apprenticeships allow you to discover the technical aspects of the job by working with people who have been there and done it — and who can show you how to do it, too. Interning When you think of interns, you probably imagine someone running around serving coffee to spoiled executives as a low-paid gofer yearning to climb the corporate ladder. But as an intern in the personal training industry, you won't be serving any coffee, kowtowing to any execs, or climbing any ladders. Instead, a personal training internship is a temporary work experience in which you receive training and gain experience in your field. If you have no practical experience under your belt, interning will Give you in-the-field experience that you can't get in a classroom or a book Give you the opportunity to explore and understand the industry before committing to it full-time Let you create relationships with potential employers Help you earn credit toward your certification or degree Help you acquire the skills necessary to perform your job well Teach you valuable new skills with which to build your résumé Establish vital career networks and mentors Enable you to collect references for future employment Many internships provide compensation through minimum wage, stipends, or hourly wages comparable to full-time pay. Others don't pay but do provide perks and invaluable experience. Internships vary in duration. The best place to start is with your local gym. Ask the gym owner or manager if you can shadow one of his trainers or maybe start working the front desk to learn the business. Also, don't hesitate to call other personal training companies to see if they would be open to taking you on as an intern. It's a great way for a personal training company to train you in the way they want things to be done — and it works for you too, because you get to learn the ropes! Apprenticing Apprenticing provides education and on-the-job training. Typically, you work in a structured apprentice program for a company under the watchful eye of one of their veteran staffers. Unlike internships, apprenticeships are always paid positions. The benefits of apprenticing include the following: Paid on-the-job training, under the guidance of a skilled employee Additional instruction, classroom theory, and hands-on training Progressive, increasing wages as your skill level increases If you're just starting out as a personal trainer, you can earn entry-level income as an apprentice and gain the skills you need to become a higher-ranking trainer. Plus, you'll typically get a raise in pay after you've successfully completed the apprenticeship program. The bonus here is that, when you go through an apprenticeship, your employer is able to train you in the way they want you to work, so your chances of being taken on as a full-time trainer at that facility are greater than they are if you were just an intern there. If you're interested in apprenticing but aren't sure where to start, try your local college. Colleges with Exercise Physiology programs typically have a list of companies that offer apprentice programs to their students, because their students have to complete an apprenticeship for their degree requirements. Even though you may not be a student, they can give you a few names and contact numbers of companies you can apply to as an apprentice. If you don't have any colleges or universities in your area, don't hesitate to approach a company yourself and ask if you can work with them as an apprentice — it never hurts to ask! Training to train If you haven't done it yet, you may want to think about coughing up a few pennies to work with a personal trainer yourself. Although you want to be training other people — not be trained yourself — spending time with someone who's been doing it for a while and is successful at it can be worth way more than the money you shell out for the session. Trust us, if you tell your trainer that you're interested in being a personal trainer, too, and you'd like to work with him for a couple of sessions to get a feel for it, he'll be delighted. For the most part, trainers are very supportive of one another — a good personal trainer will want to see you succeed. A bonus to working with another trainer is that, when you do get certified and start training clients, you have a colleague whom you can call when you need help troubleshooting or you just need a quick answer to a question. Taking advantage of other learning opportunities If you belong to a gym, work out with a friend who's slightly less advanced than you are. While you're working out with her, practice your training and spotting techniques. Your partner won't mind — after all, she's going to get stronger as a result of your practice! If you can't find anyone to work out with, try role-playing. (And no, we don't mean meeting your significant other at the local watering hole wearing a wig and dark glasses.) While you're working out, run through a mental dialogue of what you would say to yourself if you were the client. Practice explaining what the exercises do and which muscle groups are involved in the exercise. Just be sure to do this in your head, not out loud. Practicing your dialogue prevents you from being tongue-tied when you're working with a live, flesh-and-blood client. One great way to expand your mind and elevate your glass ceiling is to visit the leaders of your profession — and what better way to do that than to visit a conference? Try attending conferences put on by different certifying bodies or groups such as IDEA or the National Strength and Conditioning Association — click on Meetings. Also check out the seminars by Northeast Seminars, an outfit that gathers some of the top people in the fitness and rehab industries to discuss functional training and rehabilitation. Study or practice one of your training skills every day. Read up on medical literature, listen to a lecture at the hospital on preventing back injuries, practice stretching a friend. However, whatever, and whenever you decide to practice, when the time comes that you actually need that skill or tidbit of knowledge, you'll be glad you did! View Article

Job Searches Job Interviewing For Dummies Cheat Sheet Cheat Sheet / Updated 11-02-2023 Getting ready for that all-important job interview? Don’t go into the lion's den unprepared. Check out the tips and techniques listed below to find out which questions to ask your interviewers and how to handle the negotiation process once that job offer comes your way. Successful interviewing is an important lifelong skill, and it can be learned! This Cheat Sheet offers a start. View Cheat Sheet

General Real Estate Careers 10 Laws All Landlords Need to Know Article / Updated 10-27-2023 Dozens of federal, state, and local laws govern the residential rental industry and the landlord-resident relationship. All of these laws are important. The following calls to your attention ten important laws for you to know and follow when you're a landlord. The Fair Housing Act The Fair Housing Act prohibits you from discriminating against applicants or residents based on any of the seven protected classes: Race Color Sex National origin Religion Handicap Family status The Fair Housing Act establishes only the minimum protections. States and localities may set additional protected classes, such as source of income — whether a person's income is from a job, alimony, child support, unemployment, welfare, disability payments, and so on. The Fair Credit Reporting Act According to the Fair Credit Reporting Act (FCRA), you may use credit reports to evaluate rental applications. However, if you deny housing to an applicant based on information contained in the credit report, you must provide the applicant with an adverse action notice that includes the following information: The name, address, and telephone number of the credit-reporting agency (CRA) that supplied the credit report, including a toll-free telephone number for CRAs that maintain files nationwide A statement that the CRA that supplied the report didn't make the decision to take the adverse action and can't give the specific reasons for it A notice of the applicant's right to dispute the accuracy or completeness of any information provided in the credit report, and the applicant's right to a free report from the CRA upon request within 60 days The FCRA also comes into play if you want to report the nonpayment of rent to one or more CRAs. If you report a resident for nonpayment of rent and the resident cures the debt, you're legally obligated to update the resident's credit report to indicate that the debt has been cured. The implied warranty of habitability The implied warranty of habitability requires that landlords provide residents with living space that's fit for human occupancy. To be habitable, living space must have heat when it's cold, running water, a sufficient amount of hot water, plumbing and electricity that function properly, and so on. Landlords must also maintain clean and sanitary buildings and grounds — free of debris, filth, rubbish, garbage, rodents, and vermin. If a rental unit is uninhabitable, residents have the right to withhold rent until the necessary repairs are made or, in more serious situations, terminate the lease. Although your residents are responsible for repairing anything they or their guests break, you're required to perform any repairs required to maintain fit and habitable living conditions, and you must complete the repairs in a reasonable period of time. The mutual covenant of quiet enjoyment Implied in every lease and rental agreement is the mutual covenant of quiet enjoyment, which grants all residents the right to the undisturbed use and enjoyment of the rental property. This covenant applies to you, as landlord, in two ways: You're not allowed to enter a resident's unit whenever you want. You can enter in an emergency that threatens life or property, when you ask and the resident gives you permission, and to perform necessary inspections or repairs or show the unit to prospective renters or buyers (only after giving the resident sufficient notice). You need to reasonably investigate complaints and potentially take action against any resident who's disturbing his neighbors. Your state's security deposit rules Every state has a security deposit statute that typically specifies the following: How the security deposit is to be held — usually in an interest-bearing account in an in-state bank What the security deposit may be used for — usually to cover unpaid rent, damage beyond ordinary wear and tear, and cleaning to make the unit as clean as it was when the resident moved in and sometimes to repair or replace the landlord's personal property in the unit if that use is mentioned in the lease When the unused portion of the security deposit must be returned to the resident That the landlord provide an itemized invoice of any money deducted from the security deposit Disputes over security deposits are common and frequently lead to the resident taking legal action against the landlord. To protect yourself, comply with your state statute, and take the following precautions as good business practices, even if it isn't required under the applicable statute: Have a separate interest-bearing account for holding security deposits. Complete a move-in/move-out checklist to document the condition of the property at the beginning and end of a resident's stay. Take photos or video of the property to create a visual record of the property's condition at the beginning and end of a resident's stay. Keep receipts for all repairs and cleaning required to prepare the unit for the next resident, even though you're permitted to charge the resident only for damage beyond ordinary wear and tear, and cleaning to make the unit as clean as it was when the resident moved in. Return the unused portion of the security deposit to the resident as soon as possible as required by state law. Along with the unused portion of the security deposit, include an itemized list of all costs deducted from the security deposit. The Residential Lead-Based Paint Hazard Reduction Act The Residential Lead-Based Paint Hazard Reduction Act, in part, requires that landlords inform residents of the hazards posed by lead-based paint. If your rental property was built prior to 1978 (the year the EPA banned lead paint) you're required by law to do the following: Disclose all known lead-based paint and lead-based paint hazards and any available reports on lead in the property. Give renters the EPA pamphlets "Protect Your Family From Lead in Your Home" and "The Lead-Safe Certified Guide to Renovate Right." Include certain warning language in the lease as well as signed statements from all parties verifying that all requirements were completed. Retain signed acknowledgments for three years, as proof of compliance. Housing that is exempt from this rule include the following: Units that have no bedrooms, such as lofts, efficiencies, and studio apartments Short-term rentals of fewer than 100 days Housing designated for the elderly or the handicapped unless children live or are expected to live there Property that's been inspected by a certified inspector and found to be free of lead-based paint State-required disclosures In addition to the federal lead-based paint disclosure, many states require that landlords disclose one or more of the following: Environmental hazards, including periodic pest control and herbicide treatments, toxic mold, asbestos, radon gas, bedbug infestation, and methamphetamine contamination Recent flooding or location in a flood zone Security deposit policies and procedures Nonrefundable fees, such as a pet fee, where such fees are allowed Smoke detector location and maintenance requirements Nearby military ordinance, such as a US Army base Smoking policy Landlord's or property manager's name and contact information Any shared utility arrangement Your state's Landlord Tenant Act Nearly every state has a version of the Landlord Tenant Act, which defines the rights and obligations of the landlord and the tenant (also known as the resident), legal remedies for breach of contract, possible defenses to legal actions, and much more. To find your state's landlord tenant act, search the web for your state's name followed by "landlord tenant act" and click one of the links that looks promising. If that doesn't work, track down your state's official website, and search that site specifically for something like "landlord tenant" or "residential rental laws." Eviction rules and procedures If you need to evict a resident, turning off electricity, gas, and water to the unit to compel the resident to leave is illegal. You must follow your state's eviction rules and procedures, which typically require that you perform the following steps: Check your state's landlord tenant act to find out whether you have legal grounds to evict the resident. Give the resident reasonable notice of your intent to file for eviction, including the reason you intend to do so and, if required by state law, the time the resident has to address the issues. Wait until the morning after the deadline specified in your notice, and then file for an eviction hearing at your county's courthouse. Assuming you prevail in court, wait until the day after the court's deadline for the resident to move out, and if the resident hasn't moved out yet, call the sheriff to evict the resident. Failure to follow your state's eviction process could result in your losing your case. The resident may end up living in the property for some time, perhaps without paying rent. In addition, the resident may be able to file a legal claim against you in civil court and force you to pay damages, legal fees, and penalties. Mitigation of damages When a resident breaches a lease, for example by moving out three months into a one-year lease, the resident is obligated by the contract to continue to pay rent. However, you can't just let the unit remain vacant for nine months. You're legally obligated to take steps to mitigate (lessen) the resident's losses. In this example, ways to mitigate the damages include: Accepting a replacement the resident recommended to rent the unit for the months remaining on the lease, assuming the recommended replacement qualifies Advertising the unit to find a new resident, screening applicants, showing the unit to qualified applicants, and so on Gather evidence of your attempts to re-rent the property, such as advertisements, records of applicants you screened, and dates on which you showed the property to qualified applicants. View Article

General Real Estate Careers Ways You Can Incorporate Your Business as a Landlord Article / Updated 10-27-2023 How you choose to structure your business as the landlord depends in part upon your willingness to share its future and yours with others. Forming a corporation is a fairly complex legal endeavor that involves the following steps: Choose and register a name for your corporation that complies with state requirements. Write and file your articles of incorporation. Write bylaws to govern corporate operations. Issue stock certificates to your corporation@’s owners and investors. Obtain any business licenses and permits required by your state and local governing bodies. You can take any of the following three approaches to form your corporation: Do it yourself. If you’re the sole owner of the business and don’t intend to add owners, seek outside capital, or do business in multiple locations, you may be able to incorporate without expert assistance. Use a third-party service. Hire a reputable, local attorney. Outsourcing to a business-formation service Numerous firms offer services to help you form a business entity. Three of the best known are Legal Zoom, Rocket Lawyer, and The Company Corporation. Others include Inc Authority, and Directincorporation.com. Before using a service, check with others who’ve used it, and expand your search to include LinkedIn, Facebook, and X (formerly Twitter). Find out how they’re regarded by the Better Business Bureau and local consumer protection organizations to determine whether any complaints have been filed against them. Keep in mind that these firms are ordinary retailers who tend to advertise low prices “Starting at …” for only a few of the services you need. Comparison shop. Find out what’s included and what’s not. Get a price quote from a reputable local attorney, as well, for comparison purposes. Make sure you get a price quote that covers everything you need to form your corporation. Hiring an attorney and accountant We recommend that you hire a reputable, local attorney to guide you through the process of incorporating your business and an accountant to manage the corporation’s payroll, taxes, and financial reporting for several reasons, including the following: Your attorney can help evaluate your specific needs for the area where you’re setting up shop and recommend the best business structure to meet those needs. Choosing the wrong business structure may imperil your personal assets and limit your tax benefits. Your attorney makes sure all documents are filed properly with the right government agencies and in a timely manner. Your attorney can refer you to experts in accounting, banking, financial planning, insurance, and web design. A good business attorney will have an ongoing professional interest in your success. Your accountant keeps the books and creates and files financial reports in compliance with federal, state, and local laws. Running your operation as a corporation As complicated as forming a corporation is, running it requires even more attention to detail. You must fulfill the obligations of corporate governance, which include: Paying yourself and other owners and investors salaries or distributions Holding at least one director and shareholder meeting annually Typing up and filing minutes from those meetings Updating the bylaws Practicing generally accepted accounting principles (GAAP) — standards and procedures for recording financial transactions and producing financial reports Producing and filing an annual report with your Secretary of State Preparing the corporation’s annual tax return View Article

General Real Estate Careers Dealing with Cotenants, Sublets, and Assignments Article / Updated 10-27-2023 Residents often need or want to take on a new roommate, sublet the rental unit, or assign their rental contract to someone else. To deal with these types of situations, consider this advice when you’re a landlord: Require that all prospective roommates be screened and added to the rental contract. Prohibit residents from subletting their rental units. When a resident sublets, the new resident has no legal obligations to you under the contract. Prohibit residents from assigning their rental contracts without your written consent and only on condition that the assignee be screened and approved by you. Except for children and other dependents, everyone living in one of your rental units should be screened and approved and required to sign the rental contract. View Article

General Careers 10 Key Benefits of Personal Branding Article / Updated 10-19-2023 Personal branding is about deciding to take an active role in the direction of your life. You benefit from creating a personal brand because it allows you to self-manage your life and stop depending on others to do it for you. Your personal brand helps you make the most of what you’ve got to offer. Permission to be yourself The personal branding process assures you that it’s okay to be yourself. If you’ve built your life on pretenses — on attempts to be someone you are not — this assurance is a huge relief. Personal branding is about expressing your authentic self by allowing you to be the person you are meant to be. The strategic process of personal branding makes you an active partner in creating the direction of your life. You get to decide what your unique promise of value is and who you want to share it with. Gains in confidence You develop confidence as you develop your personal brand. That confidence comes from looking at your strengths and knowing that you have many positive qualities to share. When you know that you have something of value to offer, your self-esteem soars. Your personal brand done well highlights your strengths and gives you a direction in which to use them. As an added bonus, personal branding also minimizes your weaknesses. It’s human nature to want to improve your weaknesses, but by crafting your brand, you can determine whether you really need to use your weakest skills at all. Building credibility Your target audience wants to know that you can do what you say you’re going to do. You build credibility not through your words but through your actions. If you live your personal brand and keep your brand promise to your target market, you are automatically on the path to credibility. Your actions, which align with your brand, validate that you can be trusted and show that you are credible. Showcasing your specialty You need to specialize and have an area of expertise. When asked what you do best, your answer can’t be “everything.” No one knows what that means. To develop a specialty, the best place to start is with what you know. What can you do that few others know how to do? What segment of the population do you understand better than most people in your field do? You have a unique combination of work experience, life experience, and personal characteristics that create the foundation for determining your niche. To be known in a certain niche, you are wise to choose an area of expertise or market segment that you know well and that you enjoy. Leaving your mark Part of the branding process is becoming known for something. Your first step is to identify your best characteristics so that you know what to build on. In a way, developing a personal brand is a means of ensuring that you leave a legacy. People will remember you through your actions, your expertise, and the emotional connections that you make. But keep in mind that strong brands often repel as much as they attract; not everyone belongs in your target audience. Defining who you are means that you need to be brave enough to let your true self be visible. Connection to your target audience Personal branding success requires communicating your message to the right people — not necessarily to the entire world. And it requires communicating in a way that creates emotional connections with your target audience. You simply cannot build a solid brand without building relationships, which are based on emotional connections. Building a strong personal brand helps you interact with your target audience in a clear, consistent way that quickly becomes familiar. That consistency builds trust in your target audience, which allows those emotional connections to form. Distinguishing yourself from the competition You are hardwired to notice what is different. You notice the person dressed in red in a sea of black clothing. Differentiation is crucial to your personal branding success. If you are like everyone else in the market, you are a commodity, and you look the same to the customer as all the other options. If your target market discerns nothing special about you, it’s easy for the customer to pass you by. The support you need People genuinely want to help you. The problem is that if you are vague about what you need, no one is going to jump in and try to figure your life out for you (except perhaps your mother). You need to be clear about who you are and what you need so that you can ask for support with clarity. If you know what you need, you know what to ask for. Defining your personal brand helps you determine your needs and identify who is most likely able to fulfill them. Focusing your energy You are probably as crazy busy as everyone else is. A benefit of having a personal brand is that when you have a clear understanding of who you are, what you do best, who you want to work with, and how you want to use your talents, you also know what you don’t want in your life. Using your personal brand like a filter allows you to more easily say yes to the right opportunities and say no to the wrong opportunities. You know what is “on brand” and what is “off brand” for you. Branding gives you clarity so that you can focus your energy on what’s truly important to you. Letting yourself be lazy A personal brand helps you avoid the need to reinvent yourself and the tools you use in your professional life. After you pinpoint your expertise, your goal is to use it over and over so that you reap maximum benefits from it. (Perhaps you write an article that is then broken down into blog posts and later becomes the subject of a presentation to a professional association.) The beauty of personal branding is that while it’s never static (you always want to learn and grow), it thrives on consistency. And consistency requires you to use key pieces of your branding puzzle again and again even as your personal brand evolves. So do your tough work up front and reap the rewards down the road. And remind yourself that it’s sometimes good to be lazy! View Article