#76: REBRANDING: 4 Things to Consider Before You Do

Hey girl, hey, have you ever heard of the term sunken cost fallacy, so that means, okay, it's like, my old car, when I was a kid, the car was worth nothing, let's be real, it was worth nothing. But I put so much money into it and love that I wanted to keep it forever and ever because I was obsessed with it, like it was my car to anybody else, it would be like an old rusty betta bucket, right. But to me, it had so much value, because they put so much in it. And so I wanted to get my money back without losing it. It has sentimental value, and I put a lot into it. So that is, in a nutshell, sunk cost fallacy. I didn't want to get rid of it, because I had already put so much into it. Or, like, you got a whole business. And God is telling you to change things up and you don't want to do it because you spent so much time working on it. You don't want to do it, you don't want to start over. So you're like, I'm not going to do it. That's sunken cost fallacy. The fallacy is that I am going to somehow make this one work. When really, it's not up to me. Really, I put too much work into it. So I don't want to give it up. That's what sunken cost fallacy is. Okay. So when it comes to your niche, and branding, I want to talk about sunken cost fallacy. Also the opposite of that, which is like not holding on to something long enough where people understand what you are, who you are and what you do, right? Because that's the opposite of it's like too much change, not enough change, somewhere in the middle, but without having sunken cost fallacy. Okay, so my niche, as you all know, is business women entrepreneurs, that are Christians, that ain't gonna change. That's not a thing. And I'm not talking about me in particular, I'm just talking about niching down specifically, I was talking to a client the other day, and she was telling me that she had all these things that she wanted to do all these people she wanted to help. And I was trying to explain to her, that when you are trying to market yourself as an online entrepreneur, things go so fast. So if you're not consistent with your messaging, what you're doing, who you're helping, people will get confused. And the confused mind does not by

so I think that all of us need to have one singular niche, as an overarching, like, that's my umbrella, my umbrella is

is women, entrepreneurs, that's my umbrella. But your umbrella can't be like hairdresser.

I need your niche to be a little bit more specific than that, like my hairdresser, she just does. weaves, extensions, anything that adds to your hair, that's all she does. She doesn't want to do blow out she didn't want to do cuts just want to do straightening your hair, she didn't want to do chemicals, colors, she won't do any of that. Unless it has to do with adding hair to your hair. That's the only reason she's gonna do it. So I think that if you have a niche, or you have something that you can provide, like a service you want to provide for somebody, I think it needs to be something that people can be like, Oh, she does just this, obviously, you're gonna do some other pieces of other things, right? But you need to decide, pick a lane to sit in and stay in to pick your niche, you cannot be everything to everybody, because then you'll be nothing to nobody.

So I want you to remember that.

And once you have your niche down, your branding will come after that. So once you have your niche down, then that will determine what kind of branding and thought leader you are going to become in the market. So I am in this course it's called my job Academy. And there's a really badass woman in there that does branding and marketing. And I obviously love branding and marketing, but I can't do it for myself. I don't know why. It's like the shoemaker son, he's got no shoes, it just doesn't happen. I'm helping everybody else with their stuff. I can't help myself. I just can't see it. And so she was saying that if you are a thought leader like x, then you should be portraying yourself like x. Right? And if your why you should be doing it like why. And I realized that mine was unaligned my branding was unaligned with how I want to show up on the internet, how I want people to see me how I want to be experienced what that experience is with Jeanette Peterson LLC in my brand. My brand is unapologetically unstoppable, right? But my website was saying, Hi, how are you doing? I'm Jeanette and I'm a Christian lady. And I homeschool and I do all this stuff that's really fun. No, F that I

I'm Jeanette, and I slay the devil with some really, really badass prayers. You might hear me cuss because I was in the military, and I'm here to get all of y'all together. Okay? That's what I'm here for. I'm not here to be your friend, I will be your friend. But we're gonna have some tough love too, because that's just my personality. Okay? I'm going to tell you like it is sorry, I'm not gonna sugarcoat it might hurt your feelings when I tell you the truth. But that's what you always get from me. I don't gossip, my curse, I'm going to tell you like it is okay. That's what my brain needs to say about me. I'm bold, out there, unapologetically me. And I'm unstoppable. Because I've got the God of Abraham behind me backing me up. either. I'm saying, it is not me on my own. I'm not doing none of this. It is all him. Okay. So that's what I want my brain to say.

My brain wasn't saying that y'all. My brain was saying that is a really pretty pictures of me being really cute and happy. That does not always mean

I am going to fellowship because that is not the me that I want to portray. That is not the me, there's going to slay the devil in his face. You're I'm saying? No, I'm going to have the gun and I'm going to shoot him straight between the eyeballs with my prayers. Okay, you know what I'm saying? That's who I am as a person. So my branding needs to portray the same thing. So now if you go to my website, Jeanette peterson.com. It's, it's been updated, y'all. It's been updated. Because I needed a facelift, I need to reflect my personality. So now that I know my niche, and my brand is on point, my copy the words on my website, need to display the same thing. This weekend was yesterday. I don't know this weekend, I was helping my mom because she has recently stepped out on her own to be an independent insurance broker, which is pretty cool. I mean, like, she's an old lady, but she's doing her thing. She's doing her little bag Bizzle. And so I was helping her with her brand colors and her business cards. Sidenote, if you serve as anybody under the age of 40, don't do business cards, but she doesn't. So it's all good for her right.

But I'd have no other colors because their colors needed to reflect. I am dependable. I understand you. I've got big letters. So you can read this. You know, I'm saying like, it depends on who her niche is. Hermes is retirees over the age of like 65 that need help with their medical insurance, and health insurance, life insurance and health insurance. That's what she sells. So I wanted to make sure that her copy and the things that she was saying was easily understandable and translatable to those people, and they had trust in her based on those words. So that's what yours also needs to say.

And then also, let's talk about the copy and the pain point of what somebody has. Right? So there's two ways to do copy. You can say you feel like this, you feel like this x. These are bad things you feel bad about this, you feel like doesn't it suck. You've seen those commercials, weight loss commercials, doesn't it suck to not have your pants fit anymore, or not be able to play with your kid, well good Hydrox or whatever. And then you'll lose 15 pounds in 10 days. You know, I'm saying but really, the pain point could also be like, want to feel great to be able to run on the beach like Pamela Anderson, and have your kids just be great all the time, because you'll have lost 15 pounds in 10 days. And you'll be able to do that too. Because everybody's gonna love you and blah, blah, blah. Okay, so those are two ways to do it. I tell you why you feel bad. Or I say what you can get, like, where are you going to be, I don't care how you do it, do whatever way feels good to you. Because that's just how content works and copy them with pain points. Okay, pain point marketing.

So when you are rebranding your website, you need to make sure that you know your niche. Tight, tight, tight, who they are, what they do, where they go, what they look like how they feel, because you want to be able to really dig deep into that pain point. Because you'll know how they feel. So that way you can help them get to what they want to be, you have to know both of those things. And so your branding also needs to project the things you want to say to them.

If it's I am a copywriter, and I want you to know that I am going to help you write your copy and it's going to be great because I'm a badass at this. And the copy writers website might look very lots of whitespace like I am playing second fiddle to you. You don't need me to be all loud out there because I'm not a coach. I'm a copywriter. I'm just writing things for you. I'm second fiddle to you. You know what I'm saying? Where as a coach a coach needs to be big and bold because well depends like

For me, I am that personality, I want you to know that when you work with me, we're going to get things done, I'm going to make you make decisions, we're going to figure things out, we're going to go, go go, and you're going to be inspired to continue on that trajectory, you're going to make things happen, you're going to be transformed, right? So it just depends on what you want to say. My mom's is like, I know what I'm talking about. And I don't want to steal your money. I'm very trustworthy, I want to make sure that I'm getting you the right decision for you. And it doesn't matter what I think is right for you. It's what you think is right for you. And I'm gonna help you make a really good decision on that.

So you need to figure out who your niche is, what your branding is. Copy, pain point, if you need help with any of these, dude, I love doing this. So just DM me and I got you. But also check out my new website, because it does say those things now, because I wasn't realizing how incongruent my branding was compared to you hearing me on the podcast, or you're getting an email from me, or using one of my posts on the internet. You know what I mean? My website wasn't reflecting the big boldness, unapologetic part of myself. So I want you to realize that when you're looking at your website, that you might need somebody else to look at it. That's totally objective. That doesn't care about how you feel. I mean, I mean, a little bit, right. They don't care about how you feel in the sense of they want you to be better, rather than protect your feelings. And that's what I do, because I don't do feelings very well. Not not soft ones. I think it's the military in May. I don't know. I don't know. But I'm very, very excited for you to start looking at your niche. Getting super tight. Getting your branding, right, getting your copy the words on your page. Very powerful, and really recognizing what that pain point is. So you can help people go from point A to point B to the sky to the moon.