The flawed “selling yourself” trap
I hear it all the time. The goal is to “sell yourself”.
If you end up having to sell only yourself, it’s an admission your product or service isn’t better than anyone else’s. And if that’s true, you automatically have a limit on how much of yourself you can sell.
Believe it or not, others beside you are likable and trustworthy. Others care. Others do what it takes. And others can be called after hours. Beyond that, to offer someone your like-ability and/or trustworthiness (explicitly or not) before they know you very well is, to my mind, self-evidently flawed.
What I want to know is, why is your product different and better than your competitors? Tell me about that!
Once you’ve sold me legitimately on your offer being better, then you can be likable and trustworthy over the long run.
If, and only IF, you do both, you can expect to more rapidly grow your business, and keep nearly all your clients (instead of losing far too many to someone else who is likeable, trustworthy, cares, but who has a better offer).