#006 - Developing Depth On Social

I have a love/hate relationship with LinkedIn.

Dozens of thoughtful chats with marketing freelancers and solopreneurs.

I feel lost in a sea of marketers spouting “POVs,” making it hard to stand out.

We’re told being active on social is core to building our personal brands and attracting clients.

But how should we show up?

Here’s a framework for creating depth of character as you show up on social as a freelancer.

1. North Star:

Your North Star sets out the impact you want to have on your clients’ businesses and lives.

It’s your point of view. It captures your beliefs as guided by your values.

How to identify it

1. What do you do better than anyone else?
2. What problems do you solve?
3. What drives you?

Example

My North Star is simple:

• I’m driven to help marketers find freedom and fulfilment through freelancing. I aspire to empower marketing freelancers to gain confidence, build competence, summon courage, and fine community.

2. Kryptonite:

Your kryptonite is the antihero to your North Star. It captures your flaws, your struggles, and your weaknesses. This is your story.

“But why would we want to point these things out to our prospective clients? Won’t it make me look weak?”

Not at all. It will make you stronger.

If people don’t know what you’ve gone through, it’s hard for them to trust you.

So, own your story and use it as a source of strength.

How to identify it

1. What pains have you had in your life?
2. What have you had to overcome?

Example

• I have many kryptonites. I had an unhealthy relationship with work and hustle culture in my 20s. I was an absent partner, an unreliable friend, and a distant son. But this story is core to me becoming the person I am today and part of the journey to embracing the freelance lifestyle.

3. Passions:

Your passions highlight ‘who you are.’ When thinking about your passions, remember these are unrelated to your business.

How to identify it?

1. What lights your soul on fire?
2. What makes you feel "on"?

Example

• I’m passionate about golf. I love playing golf, practicing, breaking down my rounds, analyzing my stats, working with my coach, poring over swing techniques, and studying the mental game.
• I’m also passionate about dogs. I have 4 rescues (2 are three-legged). I co-host a weekly dog training podcast with my wife (who is a dog trainer) and we've shot a TV pilot.

4. Quirks:

For most of our lives, we’re told not to be “too quirky.”

We become self-conscious about bucking the mainstream and challenging stereotypes.

However, embracing your quirks releases the pressure of trying to fit in, allowing you to stand out and step into your full potential as a freelancer.

Your quirks could be your unique collection of Pez dispensers, your eccentric interest in conspiracy theories, or your unique fashion sense for bold patterns and colours.

How to identify it

1. What makes you unique and different?
2. What are the personality traits you might typically try to hide?

Example

One of my quirks is that I am obsessed with the early 2000s TV series The West Wing.

I watch the series on loop and even travelled 2,000+ miles to attend a live taping of a podcast talking about The West Wing.

Another quirk is that I have ADHD and Generalized Anxiety Disorder. Instead of hiding my ADHD, I embrace it and harness it as a superpower. Owning and talking about my ADHD makes me human.

Putting it all together.

Following this approach will allow you to capture and share the most authentic version of yourself.

• It gives you depth in how you show up
• It highlights what makes you unique and human
• It builds trust and respect with clients and prospects

I’m a West Wing quoting, rescue-dog-loving, golf-obsessed, recovering work-alcoholic with ADHD who is driven to help you find freedom through freelancing.

That’s who I am, and that's how I will show up. Will it be for everyone? No. But this is the best version of myself, and I'm going to share it with the world.

-Jeff

Freelance Marketing Alliance

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p.s. If you’re hunting for freelance gigs, Brianna is curating job opportunities daily over at Freelance Flow.

p.p.s. It’s my B-Day tomorrow. it would mean the world to me if you would share this with just three marketing freelancers in your life.

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