35: The Best Marketing For Your Personality Type
What does your personality have to do with how you should promote your work? And how is that different based on if you’re a solopreneur vs. leading a team? Brit Kolo joins me to talk about ditching the general approach to marketing
and choosing specific activities that will work for you.
I believe there are two types of people in this world — people who love creating content and people who love sharing content. I fall in the former category.
If you are too, I bet you’ve been turned off by marketing experts telling you that in order to be successful you need to be everywhere all the time. If I could guess, this advice just makes you turn more inward focusing on the work rather than the promotion.
But no one knows how to hire you if you’re hiding.
Brit Kolo has found a way to make marketing easier — and might I say enjoyable — for all of us.
MEET BRIT KOLO
Brit Kolo is the Creator of the Marketing Personality Type™ Framework at MarketingPersonalities.com and the Host of the Marketing Personalities Podcast. Through her framework, designed to match you with your best marketing strategy based on your Myers-Briggs Personality Type, she’s here to shake up your approach to marketing and inspire you to grow your business in a feel-good way.
A year ago — about when I made my podcast debut on her show — Brit has just launched Marketing Personalities after spending a few years as a marketing coach and podcast host. She had just gotten married and took the entire month of October off.
With all of these shifts going on at once, Brit stepped back into the work to pull all of her brands under one roof.
She had started the Marketing in Yoga Pants podcast back in 2017 and also had a marketing company called JAM Marketing Group. While building those two brands simultaneously, she figured out she could figure out what marketing strategy was going to feel good for a person to implement in their business based on their personality type.
This idea came to her like an unraveled string. She was working with clients and engaging with clients in her Facebook group and started noticing that while some advice would be totally logical, it wouldn’t land well. She’d make recommendations and some people would just say, “Well I really just don’t want to host a webinar.”
Brit had a moment when she realized that she was telling clients and listeners that they had to follow a single plan to succeed. Yes, she wanted to create marketing strategies that worked, but her job was not to make them feel fake and salesy while doing it.
MATCHING YOUR PERSONALITY WITH YOUR PROMOTION
Brit had witnessed how most people were thinking about marketing their business. They would see someone have a webinar series or video series to launch their products and be successful. So the person witnessing this assumed they needed the same.
Or someone they respected would start a podcast. Others would assume they needed to do that in their business.
So they tried it and it didn’t work for them.
In 2018, she started sharing a new idea with a few people close to her. “What if I could tell you the best marketing for you based on your personality type?” The response was overwhelming.
She refined her idea and developed a pitch for it: What if you could tap into a marketing strategy that allowed you to feel good when implementing it?
That would allow your audience to see that you’re being genuine, not emulating someone else’s blueprint. And when your audience picks up on that positive energy, they’re going to trust you.
TRANSITIONING FROM COACHING TO PRODUCTS
While the change in business model was fairly drastic, Brit didn’t make a huge leap from coaching to Marketing Personalities. After all, she was working one-on-one with people and able to charge a premium rate. And while digital products ARE scalable, it’s not like you flip a switch and it’s that way overnight.
She allowed some coaching contracts to expire without offering additional time. She would decline clients that weren’t a great fit. All of this was because she needed to be intentional about how she was spending her time, regardless of the immediate payout.
It was short-term sacrifice for long-term gain.
And that was hard — saying no to money now for growth later.
This isn’t to say making this switch is for everyone. Some people will find their sweet spot in how they service their clients. Others love to have their hands in projects and doing. And other people like to consult and coach rather than do.
Finding your sweet spot in service delivery is key.
EXPANDING YOUR BRAND’S POTENTIAL
Brit’s uncompromising on blocking off one day a week for her CEO day. This is a day where she doesn’t get pulled into the admin or servicing of clients. It’s where she sets the vision and checks in on herself, making sure as CEO of the company that she’s taken care of.
This day gives her time to visualize for the future and make plans that support that vision.
She only keeps a few days a month open to client-facing calls. Outside of that, things are fairly batched.
Brit is also open about the fact that she’s constantly on the lookout for people who inspire her, even if these aren’t her peers.
For example, she considers Sara Blakely of Spanx to be a major expander for her. Following her on social media has allowed her to see parts of her life that push the envelope on what Brit imagined was possible before.
And she’s very careful that she’s paying attention to the people she wants to be influenced by.
WHAT PERSONALITY TESTS HAVE TO TEACH US
I shared that I’ve always been a fan of personality tests. To me, they feel validating — they give words to feelings that I have about myself and my tendencies and allow me to know that others are the same way.
I’m an ENFJ (I totally misspoke on the episode calling myself an ENFP!). I found this out when I re-took the Myers Briggs test and then got my Marketing Personalities guide. Always frustrated by experts who suggested email funnels and complicated launch strategies, Brit’s guide confirmed that based on my personality type, these were the exact strategies I should be avoiding.
Brit confirms that most people who read their guides feel validation. It’s a feeling of, “I kind of had a feeling this is what I should be doing, but it felt too easy.”
Unfortunately there’s a strong piece of our culture that tells us if something isn’t hard it’s not really worth it. And if you don’t put blood, sweat, and tears into it then you don’t really deserve the payout.
Brit sees this a lot in her work. Entrepreneurs are consistently overdelivering and being put out by the fact that it isn’t seen or acknowledged or appreciated like they expected it to be.
When people find their marketing type, they also feel like they’re given a bit fat permission slip to let go of all the crap that makes them feel fake and salesy and go full force into what will work for them best, naturally.
HOW TO CHOOSE YOUR BEST MARKETING ACTIVITIES
The typical way of building a marketing strategy is to consider and identify who your ideal client is and base every single thing off of them. While asking who your ideal client is isn’t a bad question, Brit thinks it’s not where you need to start.
Instead, she thinks you need to be asking: What makes me feel good when I’m marketing?
It’s not like the ideal client is irrelevant anymore, but it’s less important. Because, if you’re honest, you’ve probably created a marketing strategy at some point all based on where your ideal client is and you’ve ended up feeling less than enthusiastic.
When it comes to blending personality with marketing on teams, Brit gets excited. She sees Marketing Personalities as a way to identify how to structure your marketing team and delegate based on skill, preference, and identity.
Rather than building a marketing strategy based on the CEO and assigning it to someone who has to write copy and put together Facebook ads, you can look at each person’s personality type and match them with the activities that are going to be most life-giving — and, in turn, effective.
Thinking big like this is, of course, natural to Brit. She considers herself a visionary and taps into the work that fills her up as a big thinker.
Advice she has for other CEOS: There are going to be challenges. Commit to accepting the challenges because those are the lessons that are both the hardest to learn and the most beneficial.