Written by: Vickie Sullivan | December 12, 2019
Why You Must Describe Yourself Strategically
I recently returned from TEDWomen 2019 in Palm Springs, California. Whew! Just check out this lineup of speakers.
What’s interesting was how TED promoted these women. Sure, they send out the standard email with a link. But instead of promoting by background or topic, they focus on the role. And how they articulate that role is something all of us need to pay attention to. What we can copy:
• Roles aligned with the theme. Notice how the descriptions are tied to the Bold+Brilliant theme. Words such as “fighter,” “activist,” and even “hero” demonstrate that the theme isn’t merely a tagline. How we can copy what they did: First, be open to changing your title to fit the theme of the meeting or initiative when speaking but in a broader sense. Another option is to articulate your role based on your platform or brand.
Listen: A One-Two Punch for Describing Who You Are
• Intriguing combinations. Some great examples from the list: medical truth-teller, health justice advocate, and my dead-on favorite: climate psychologist. Why this works: The titles are clear enough that we’re not confused, but they’re also intriguing enough that we want to know more. This is an effective use of juxtaposition, a very potent tool in branding. How we can copy this: In no more than three words, describe your contribution.
Yeah, I know…it’s TED so they can get a little crazier than in the real world. That said, how you describe yourself matters. It is the anchor that gets attention and sets up expectation. It’s an important tool in any thought leader’s toolbox.
Now Read This:
- What Buyers Really Think About Your Clever Titles
- Your Position of Power: Packaging Your Expertise for High-fee Markets