The Science Behind Personal Branding Success, AKA "Yes!"...

Significant social studies state there's sound science behind why you deem one stranger unlikeable and another thoroughly lovable.

Which, let's be honest, is rather useful to understand when building your brand online. We've all scrolled straight past one person to get to another.

But what's the real reason your brain makes snap daily judgements about people and you rarely change your mind?

Gut instinct?

We're all judgemental monsters?

Well, I believe it's (somewhat) akin to why my sheepdog herds, having never seen a sheep in her life.

Evolutionary psychology.

You are predisposed to assess a stranger's intent to either help or harm you. Your brain makes easy snap decisions to avoid cognitive overload and keep you safe.

Without even thinking, you judge based on two criteria: Warmth and competence.

You'll be familiar with the thoroughly warm person. They prioritise making friends and being liked.

Perhaps competence is downplayed to fit in and be less intimidating.

Perhaps imposter syndrome is at play.

Or let's be frank, they may simply not have a Scooby Doo what's going on. C'est la vie.

Conversely, we've all met the competent person. They'd definitely be your "phone a friend" with a million bucks on the table. But without warmth, the competent is notably absent at parties.

Warmth and competence (together) are the winning ticket, but what happens when one trait is present without the other...?

Warmth without competence = you find them nice but pitiable. The classic "too nice" and a bit lame syndrome. You wouldn't trust them with something important.

Competence without warmth = you find them capable but thoroughly unlikeable. Perhaps they're competitive, egotistical, or just plain boring. You wouldn't invite them for pizza.

Neither warmth nor competence = remove this human from the planet immediately.

But what happens in that beautiful middle ground where a person displays genuine warmth and competence?

A lot. 

They're the ones who get hired, promoted, recognition and revenue.

They stand out. 

We like them AND we're doing business with them because 'A' is for admiration.

We admire them. Their warmth, their competence, their attitude. It's infectious and commanding.

It's much easier to demonstrate such warmth and competence in person or 1-2-1.

It's not so easy online. 

If I had a pound for the number of times a successful business owner has told me they don't like writing about themselves. They don't like being centre stage. They don't like public speaking, and they certainly don't like sales and marketing (madness, I know).

Digital marketing is all of the above aon steroids. Hence, the hardship.

Competence - we see that online, for sure. But are they likeable or would you rather watch paint dry? Do they produce envy and mistrust?

Warmth - we see that much more, but are they competent? Would you give them money, and do you value their expertise?

I don't make the rules, but I understand them.

Warmth and competence together are the reasons they buy.

Warmth can get the like button going.

Competence is commanding.

But you need both. Especially in the B2B service-based industry. Products are green. They're a given. We just want to look good. Services and who delivers them are considered entirely differently.

Tone, infliction, style, personality, intrigue, creativity, credibility, warmth and competence... they're a good copywriter's bread and butter and they determine your digital success.

No over-hype. No under-hype. No being lovable but poor. No being confident but full of shit. Just a digital brand with the perfect blend of genuine (and unique) warmth and competence.

The stuff of substance.

The stuff of success.

In a nutshell, your target audience is looking for qualities that mirror theirs and who doesn't want to be warm and competent...?

To discuss bringing your brand's natural warmth and competence to life, get in touch with #cpcopywriting.