I’m always talking to entrepreneurs and aspiring entrepreneurs about branding statements – what makes them different.
Personal development author, columnist, speaker and creative savant, Karen Salmansohn, has a great one…
“Self-help for people who wouldn’t be caught dead doing self-help.”
Not only does this tell you what she does, it immediately polarizes a tribe and it addresses the single biggest knee-jerk response from the people who need the most help, but don’t want to own it themselves and absolutely don’t want others seeing them read any of that “foofy-ass, self-help mumbo jumbo!”
Underneath this branding statement, though, you’ll find an incredibly insightful, edgy and smart author, multi-space creative, entrepreneur and a real fighter. Someone who doesn’t listen to other peoples’ (or entire industry’s) limiting proclamations.
When the old guard says “no,” she says “just watch me!”
The publishing industry didn’t “get” the type of hyper-stylized books she wanted to create. So, she collaborated with a team of designers to craft them herself. Once publishers saw the actual finished designs, they started tripping over themselves to buy the books. Now, Karen has more than 1,000,000 books in print. And plenty more on the way.