Women Entrepreneurs: Worried about Being a Copy Cat? Then You Probably Are.

4 Ways to be {Yourself} Online

Just before I left for France, I had a makeup lesson at Sephora to help me understand how to wear makeup for the camera without looking garish. Or sallow. (My team has a she{ology} TV series planned for October-November. You can watch the first one <<right here>>)

Anyway, I worked with Analise, a lovely, smart ASU journalism major who also happens to be a genius with makeup. (Seriously. The circles under my eyes practically disappeared with her one little trick. That in itself is a freakin’ miracle.) According to Facebook, here’s how it went down:

And then this happened.

Here’s the thing: I kept hoping that someone, anyone – mom?? – anyone – might say…NO…I don’t see any resemblance at all. That being impossible – because, well, um, in case you missed it, I’m Uma-esque, as my friend Donnalee observed – I’ve accepted it as a fact of our shared Nordic genetics.

What’s my point?

Having a celebrity doppleganger is not so different from a woman entrepreneur who’s work closely resembles that of a high-profile leader in her field.

A Study in Brand Imitation

For the past 4 years, I’ve been studying brands in the transformational coaching community (I can’t help it. I have a PhD in Psychology. If I’m breathing, I’m researching.)

Here’s the bad news: If you’ve ever worried about looking like a copy cat – even if it’s just crossed your mind, you’re probably right.  Because unless you’re killin’ it in business (think: Marie Forleo, Gabrielle Bernstein, or Brene Brown), transformational coaching brands all kinda look alike. 

A major challenge for most women entrepreneurs in the transformation coaching businesses is to stay “on brand”. The problem is this: it’s impossible to stay on brand when you don’t have a clearly defined brand in the first place. The result? Brand imitation.

It’s my opinion that brand imitation is often the mark of a woman entrepreneur who:

• doesn’t know herself very well
• lacks confidence in her unique offerings
• is being – as one of my mentors likes to say – “cheap with herself and business”
• is new to business and trying to “figure it out” on her own without hiring proper coaches and mentors to support her work
• worries that her academic credentials will make her seem unapproachable to potential clients

On a personal note, one of the most painful things for me is to see women entrepreneurs with MAs, MBAs, MDs, JDs, and PhDs – whose online presence belies their top-notch educational credentials.

Perhaps the reason this happens is because there are so few high profile female leaders with advanced degrees who role model the use of their credentials in branding and marketing. The result is that high-achieving women often have a weak online presence that makes them indistinguishable from those without any credentials at all.

My point? Your education matters. You didn’t spend years of your life and thousands of dollars on your training only to look like everyone else online.

And the fact is that if you desire to be the go-to expert in your field or the next high-profile leader in your profession – like one of your role models – you simply cannot look like everyone else online. 

If you’ve got similar credentials or a similar philosophy to one of the superstars in your field, to be successful, you must find a way to be yourself – and that includes giving at least a nod to your education and training.  

Otherwise, you run the risk of  looking like a knock-off of a more expensive brand – and – more important – the people you’re uniquely designed to help won’t be able to find you.

4 ways to be yourself online

1. Be mindful of over-using common words and phrases in your marketing copy.  In the transformational coaching industry, common language includes words like: “transform”, “playing small”, “mindset”, “break thru”, “jump-start”, etc.

Your marketing copy should be fresh – and set you apart as a leader. I’m not suggesting not to use key phrases – SEO-friendly terms are part of the game, right?

What I am suggesting is to be mindful about how and when you use common phrases – and before you do, ask the question: does this word or phrase capture what I do? Or am I just copying what a leader is already doing because I’m not confident in my own copywriting? 

Note: If you need help writing copy that’s in alignment with your brand – or if writing simply isn’t your strength – hire a skilled copywriter to support you.

2. Upgrade your photos. Fun as they can be, selfies, candids, and other amateur

photos used for your website and marketing are so 2011. If you’re serious about your business, then invest in a professional photographer.

In Arizona, I work with celebrity and fashion photographer, Tracy Rasinsky. My European photog is Wendy K. Yalom.

Hire a stylist (love Jennifer O’Bannon in Arizona) and a hair & makeup artist, while you’re at it.

 

3. And while we’re on the topic of photographs… Do Not Copy Your Idol’s Pose or her Wardrobe. Especially if you look like her. And you’re in a similar field.

Seriously, folks.

Yesterday, I came across a perfectly lovely coach’s website – who I’m certain does good work in the world.  But, the main photo on her website was an exact replica of a MAJOR player in her field – right down to wardrobe, setting, and pose. Usually imitation is a fine form of flattery, but yikes…

I say this lovingly:
Don’t look like a knock-off of  an expensive brand.

People will know. They might not say anything because they’re polite.
But they will know. And so will you.

Unconsciously, your potential customers will feel the incongruence between what you’re projecting in your brand and who you really are. They won’t feel connected to you, which means that they probably won’t purchase from you.

4. Be yourself online, at your very best.

How?

Know yourself. Psychologically speaking, the better you know who you are – your strengths and your weaknesses; your gifts, talents and abilities; your creativity and your intelligence; the easier it is to actually be yourself everywhere, not just online.

When you identify your mission, vision, and purpose, you define yourself as a leader. As you know what you stand for, you begin to stand out. You shine more brightly. And then your ideal, high-end clients find you. And then, you earn the money that you’re meant to earn, doing your own unique work in the world.

Join the she{ology} conversation

As always, I would love to hear from you. In the comments below, add your voice to the conversation about brand imitation and being yourself online. Tell us:

1. What’s your greatest challenge about standing out as a leader online?

2. What have you done recently to upgrade your online presence?

After you tell us what you think, be sure to respond to the person who posted above you in the thread by asking a question or extending the conversation in a positive direction.

xo

 

What’s Blocking Your Brand?
Apply for a Free Brand Strategy Session with
Dr. Robyn McKay and Find Out

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To apply for a free brand strategy session:

1. Email us at robyn {at} robynmckay {dot} com

2. Subject: Brand Strategy Session

3. Tell us what you hope to receive by working with Robyn during your session.

4. We’ll contact you to schedule your session.