You may not recognize Jonathan Goldsmith’s name, but I’m sure you’d know his face. After all, he’s “the most interesting man in the world!” Or at least that’s what the Dos Equis’ campaign would have you believe.
The television ads feature a distinguished gentleman in his 70s, who is the life of the party regardless the venue, with an entourage of young, hotties. At the end of the ads, Jonathan looks into the camera and says, “I don’t drink beer very often, but when I do, I prefer Dos Equis.”
No matter the company I’m with, I can rattle off the first half of Jonathan’s calling card and, in unison, the group replies, “…but when I do, I prefer Dos Equis.”
Jonathan’s hook is memorable because it’s smooth and succinct.
Jonathan’s tagline won’t fit your professional image, but you can take cues from his approach. Sum up your shtick in one or two sentences and improve the curb appeal of your personal brand.
For example, I came up with:
“Legal marketing CMO driving revenue generation and market visibility. Rescues lawyers and dogs. Noted blogger, BADfortheBRAND.com.”
It’s professional, with a hint of personality. It also contains key search terms—CMO, revenue generation, blogger—in the hopes that I will result from a Google search. Finally, it’s short and simple enough for others to remember and repeat. I’ve posted it as my headline on Twitter.
So, what’s your story in 140 characters?
This post is the second of a three-part series on how to find, articulate, and share your personal brand. Click here for the first post entitled, “Need Story, Will Travel.” Tune in next time when I examine the various vehicles available for sharing your personal brand.