Editor’s Note: Closing One Chapter; Opening Another

September 19th, 2013
Editor’s Note
By Peter Sterlacci

Closing One Chapter; Opening Another

When I took over the reins as the Editor of YOUnique over 18 months ago I used this expression: “If it ain’t broke, then don’t fix it!” YOUnique was not broken then and I think it is fair to say that in my tenure as your Editor I didn’t break it!

As a matter of fact, YOUnique evolved in many ways as we welcomed new monthly authors, started a guest author series, began the very first video interview series called “The Brandtastic Diaries,” and put in motion the process to create a tablet version of YOUnique for iPad users.

YOUnique has been one of 4 major content platforms for Reach along with The Personal Branding Blog (TPBB), Personal Branding TV (PBTV), and the Reach Interview Series. In addition, William is now a featured contributor to Forbes! This is actually a lot to maintain and manage. Our main goal at Reach is to give our readers the best content possible. Content that is current, relevant, practical, and applicable, without spreading our resources too thin. With such a diverse portfolio of content sources, we had to consider the best way to consolidate and streamline what we are doing. As such, YOUnique will be evolving into a new format moving forward.

Rather than a bi-monthly newsletter with regular columns, YOUnique will transform into a bi-monthly ‘news digest’ of curated content from our other content platforms. Instead of articles, you will see a digest of titles and headlines with links to the original articles, videos found on TPBB, PBTV, Forbes, etc. We see this as the perfect way to keep our readers informed as well as focus our efforts on managing a smaller number of content platforms. Stay tuned for the new YOUnique from October!

Being my final column as Editor, I want to thank the people who have helped me to publish this newsletter twice a month for the past 18 months. (Wow! I just realized I have been responsible for 36 issues of YOUnique!)

  1. William Arruda: Thank you William for giving me the opportunity to be in this position for Reach. I enjoyed representing Reach in this capacity and building my experience to edit a major newsletter.
  2. Rachel Gogos: Without Rachel this newsletter would not exist! I had big shoes to fill taking over as Editor from Rachel’s 4 year tenure. She grew YOUnique into one of the largest personal branding newsletters out there and created a loyal community of subscribers. Thank you Rachel for handing over a finely tuned newsletter to manage.
  3. All the Reach Authors: I was honored to work with some of the smartest and coolest people in the Personal Branding world as our monthly authors. You made my job as Editor fun as I leaned so much reading your articles. Our readers subscribe to YOUnique because of your awesome content.
  4. Tara Kachaturoff and Regina Walton: YOUnqiue would never get into the hands of our readers without the amazing “behind-the-scenes” work from Tara and Regina. There was an incredible amount of administrative, design, and promotional work that had to happen twice a month. I could sleep confidently knowing that Tara and Regina would meet our bi-weekly deadlines.
  5. Our readers: Last but not least is YOU, our loyal readership! Thank you for subscribing to Reach and sharing the content with others.

Again, thank you all for being part of the YOUnique family and stay tuned for the new YOUnique digest coming soon!

Peter Sterlacci, founder of BeYB – Believe. Become. Be Your Brand, , combines personal branding strategy with cycling imagery to empower on-the-move careerists in global companies in Japan to shift gears, get out of the saddle, and sprint to career success.


The Brandtastic Diaries: Tanvi Speaks to Cheryl Berrington, the founder of The Berrington Group!

September 19th, 2013
TanviThe Brandtastic Diaries By Tanvi Bhatt
Video interviews celebrating ‘ICONIC’ Reach Strategists

Tanvi Speaks to Cheryl Berrington, the founder of The Berrington Group!

In this episode of The Brandtastic Diaries, Tanvi Bhatt celebrates the brand Cheryl Berrington. Cheryl is a Master Certified Reach Personal Branding Strategist and the founder of The Berrington Group; where she partners with leaders to inspire them to be more effective and extraordinary in their brand promise.Watch out for her 3 fantastic TIPS for aspiring leaders to become truly ‘brandtastic’!

Tanvi Bhatt is India’s leading Personal Brand Strategist and the first Reach Certified Personal Brand Strategist across the Indian Sub-Continent. Tanvi founded ‘Panache Studio’ which is India’s Premier Personal Branding Studio.


Fresh Grads – Stand Out!: Unemployed … a Blessing in Disguise!

September 19th, 2013
John-AntoniosFresh Grads – Stand Out! By John Antonios
Helping new graduates stand out from the crowd and take control of their career legacy.

Unemployed … a Blessing in Disguise!

In my previous articles, we’ve been trying to tackle the subject of landing your dream job by preparing your arsenal with the necessary ammo to be an active soldier in the war for talent. Sometimes, you have to wait a while before you get drafted or called in for duty. This state is commonly known as unemployment!

In this month’s article, I will share how a state of unemployment is actually a blessing in disguise. Yes, you heard me right, a blessing! Let’s lay down the facts.

When was the last time you had all the time in the world to do anything you ever wanted? As soon as you finished high school, you probably joined university, and that went on for another 4 years to say the least. Not once, did you have the opportunity to just step back and look at your life from a new perspective? You were always busy. Well now you have all the free time on your hand to do whatever you want.

Remember that backpacking trip across Europe you’ve always wanted to take? Or those cooking lessons your friend told you about? You can finally join your friend in their revitalizing morning runs! How about that book you’ve started one too many times, but never had the time to finish it? Didn’t you always want to learn Italian? There’s so much you can do now that you have time. So stop wasting it wondering when that phone is going to ring. You’re ready to be called in at any given time, but don’t hold your breath waiting. Use it to learn, train, and develop!

Here are 3 tips on how to make the best of your unemployment:

  1. Develop a Schedule: Even with 24 hours, the day might seem awfully short if we don’t organize our time. Not keeping a schedule makes you open to continuous distractions that will occupy your time with nonsense. I’m not asking you to become obsessed with keeping a schedule, but try grouping your day plans into chunks of time. For example, you can decide that you will spend 8 hours sleeping, 4 hours on self development, 2 hours of family time, 2 hours of fitness, 4 hours with friends. Guess what, you still have 4 hours to spare! So trust me when I tell you, 24 hours is a whole lot of time, it just depends what you do with it.
  2. Make a Commitment: Regardless of how you decide to divide your time, commit to it. Discipline is key! If you decide you will be spending 4 hours a day developing yourself, be it through reading, classes, mentorship, make sure you stick to it. Remember, the trick here is forming new habits; they need to become part of your routine.
  3. Make it Public: The best advice I can give you is make your commitments public. It becomes very similar to a promise you make to the world and have to keep or justify yourself for not keeping.

Make the best of your unemployment; it’s an opportunity to make what you were good at even better. Stop wasting time waiting … and Like I always say, “You Shy, You Die!”

John Antonios is a Personal Branding Strategist & Executive Coach. He stands side by side with politicians, executives, and graduates helping them understand and promote their brand DNA, allowing them to cash in on their passion and take control of their legacy.


Resource Report: Why Managing Your List is the Key to Your Email Newsletter Success

September 19th, 2013
medheadshotResource Report
By Maria Elena Duron
Reviewing resources to help exude and engage your brand!

Why Managing Your List is the Key to Your Email Newsletter Success

One of the most effective strategies in word of mouth marketing is the utilization of an email list or newsletter. Many online entrepreneurs often make the mistake of maintaining a SINGLE email list. This means that they simply blast their marketing messages to the same audience over and over again. If you’ve been doing this in your email marketing campaigns, it’s time to fine-tune your methods by segmenting your audience. Segmentation is about dividing the people in your email list into smaller segments based on factors like demographics, interests, and/or their preferences on certain services and products.

There are a lot of reasons why you should segment your audience. First, your mailing list consists of people with varying interests and preferences. By segmenting them, you ensure the right messages are received by the right people. Second, segmentation will significantly decrease the number of people unsubscribing from your mailing list. This is for the simple fact that your subscribers will only be receiving messages that they are genuinely interested in. Lastly, segmentation improves your conversion rate. By sending relevant content to your lists based on the segments they belong, recipients will be more likely to avail themselves to your offers.

Here are a few tips on how you should segment your audience:

#1. Look into your existing email list and think of how you can divide it into small, relevant segments. The best way to do this is to directly ask your list’s recipients and let them choose the segments they want to join. When given a choice, your subscribers will be more than willing to choose a segment, if only to avoid unwanted messages filling their inboxes.

Key Point: Ask them! Avoid being like most who “guess” what they think their target audience wants.

#2. Use a sign-up form to determine which segment a subscriber should be listed with. The trick here is to ask the right questions the moment someone registers with your newsletter. He or she would then be included in a segment based on the answers they provided.

#3. Analyze audience behavior. Study how they interact with your messages. What links are they clicking? What type of messages are they opening? You then divide them into segments based on their behavior.

Key Point: If you’re not using email marketing tools to capture and measure this, then you’re wasting your time and the time of your email recipients.

#4. Segment your audience based on your relationships with them. How you do this would depend on the kind of business you run. For example, you can segment your list by customers, employees, volunteers, and so on.

Follow these practical tips and you’ll be on your way to improving the results you get from your email marketing campaigns.

Effectiveness in your email marketing efforts (which is an extremely viable and valuable method since you own your list) coupled with the visibility of social media, work well together IF you work them well.

Maria Elena Duron is skilled at making networks “work” and harnessing powerful online and offline buzz, she facilitates online visibility services and word of mouth coaching and workshops – taking companies and professionals from buzz-worthy to bucks-worthy.


Recently on Forbes: Number 3

September 19th, 2013
William Arruda on Forbes.com!

Icon from Forbes.comHere is the latest article from William Arruda on Forbes.com.

Find the full list here. Learn, enjoy, and please share!


Community News, What’s ON: Issue 105

September 19th, 2013

Community News
Personal branding is all about building emotional connections with clients

International Coach Federation blog logo

In this video, Personal Branding Guru, William Arruda, shares with you how video is one of the most valuable tools you have as a coach to connect with those who are making decisions about you. Find the video on the International Coaching Federation blog here.

Personal Branding Basics for Coaches

International Coach Federation blog logo

In this video, Personal Branding Guru, William Arruda, shares with you the key concepts of personal branding so you can build your practice around your authentic self. Find the video on the International Coaching Federation blog here.

Build Your Brand in 9 Minutes a Day with William Arruda: Listen on Friday, August 9th!

The Leader and The Muse | VoiceAmerica™ - Build Your Brand in 9 Minutes a Day with William Arruda promo picTune in on Friday, August 9th at 12noon PST for The Leader and The Muse | VoiceAmerica™ – Build Your Brand in 9 Minutes a Day with William Arruda.

Buy Ditch. Dare. Do! online in eBook format on iTunes, Kindle, and Nook!

ddd-cover-final - small

  • iTunes
  • Kindle
  • Nook

    Expert Interview with William Arruda on Personal Branding

    Picture of Reputation.com's logo.Expert Interview with William Arruda on Personal Branding on Reputation.com. Read it here.

    William Arruda on Lindsey Pollack’s blog: Build Your Personal Brand by Supporting the Corporate Brand

    ddd-cover-final - smallWilliam shares ways for you to become a visible and valuable brand ambassador for your company and for yourself.

    Read his post, Build Your Personal Brand by Supporting the Corporate Brand, here.

    Willisms collection William Arruda’s Personal Branding Quips

    willisms-300x93William Arruda has his own way of speaking – and virtually every conversation with him has a quip thrown in here or there that he uses to make his point. We call William’s quips ‘willisms’. Find full list here or daily at @DitchDareDo on Twitter.

    Build your Brand in 9 Minutes a Day on SlideShare

    slidesharelogoLearn about the number 9 and how you can use the 9-minutes-a-day personal branding plan to stand out and reach your goals. You can find it here.

    Subscribe to William Arruda’s YouTube Channel!

    If you’re not already subscribed, head over to YouTube and become a subscriber to William Arruda’s YouTube channel. Please share it with your friends, associates, and clients too.

    Thanks and see you there!


    Editor’s Note: Being Lazy is Good for Your Brand!

    September 5th, 2013
    Editor’s Note
    By Peter Sterlacci

    Being Lazy is Good for Your Brand!

    One of the soundest pieces of advice I got in my Reach certification was to be ‘lazy’. Be lazy? Really? How can that be good? This was my initial reaction but I soon realized why being lazy can be a remarkable thing in building credibility and visibility. William often uses the example of how one task you do can be used in a number of different ways to build your brand identity. For example, a presentation can be broken into a handful of blog posts, or a series of mini-video lessons on YouTube or Vimeo, or slides that can uploaded to Slideshare, etc. In other words, we don’t need to always be generating fresh new content. Old content can easily be reframed and packaged in a variety of different ways.

    In my own case, my laziness created massive traffic to my blog. Again, you might be thinking how can laziness with a blog lead to more traffic? We all know that maintaining a blog is an important part of establishing your brand, but we also know that consistently posting content is required if we want to drive traffic to our site. In the beginning, I was far from lazy. I tried to write a few posts a week and at one point even tried to keep up with a new post every day. I soon discovered that my diligence in blogging also led to frustration and stress. I was more concerned with quantity over quality and as much as I blogged traffic was not increasing.

    Then I realized what if I asked other people to post their content on my site? Instead of doing all the work by myself, I could be a bit ‘lazy’ and curate the content of other thought leaders and experts in the personal branding space. The ‘blogathon’ was born!

    Experts and thought leaders are always looking for places to share their content and your own blog can be an ideal platform. Blogathons enable you to host a series of guest authors over a series of days all around a specific topic or theme. Each day you feature a new author and something magical happens. The communities and tribes of these authors are now coming to your site! Your exposure grows exponentially! I know this for a fact. Before my first blogathon my blog averaged about 20 views a day. During the blogathon this jumped up to over 400, and after the blogathon ended traffic pretty much remained steady at around 300. In addition, my own content was now being shared. Pre-blogathons I was lucky to have 10 people share my content on social media. Now I average over 100 or more per post.

    Being lazy is good! My laziness helped me to build a tremendous community by tapping into the thought leadership of others. I have now completed 4 different blogathons and the content of two of these have also been published into eBooks that can be downloaded for free on my site. Truth be told, running a Blogathon is a lot of work, but the community you will build and the exposure you will gain is remarkable!

    If you are interested in running your own blogathon, here is a quick post on How to Run a 30-day Blogathon and Survive. I would also be happy to answer any questions on how to get started. Just email me at peter at petersterlacci dot com.

    Peter Sterlacci, founder of BeYB – Believe. Become. Be Your Brand, , combines personal branding strategy with cycling imagery to empower on-the-move careerists in global companies in Japan to shift gears, get out of the saddle, and sprint to career success.


    Ditch. Dare. Do! for YOU: Tell Me About Ditch. Dare. Do!

    September 5th, 2013
    William ArrudaDitch. Dare. Do! for YOU
    By William ArrudaThe 3D adventure where fearless early adopters, career-minded people, and enlightened companies join the 3D personal branding revolution!

    Tell Me About Ditch. Dare. Do!

    William Arruda and Deb Dib share their thoughts 3D Branding for Executive Success!

    Find the Ditch. Dare. Do! website here!


    Personal Branding Across Cultures: Searching Around the World: Culturally customizing your SEO efforts

    September 5th, 2013
    Personal Branding Across Cultures
    By Marcela Jenney-Reyes
    How does personal branding “translate” around the globe in other cultures?

    Searching Around the World: Culturally customizing your SEO efforts

    Have you tried search engine optimization, or SEO, yet? This clever “trick” gives you more visibility by moving you to the top of search engine results. However, it takes a bit of work—and if you are an international business reaching out to a global market, it can be even harder. Although the process can be intricate and complicated, the key to SEO lies in using the right keywords. And when you market to more than one culture, this can get tricky.

    “Napkin” or “serviette”? “Sneakers” or “trainers”? “Sandwich press” or “toastie maker”? Your word preference depends on your cultural background. These questions represent only a small number of the differences in identifiers that you will find in the English language for things that are the same. How many times have you listened to someone speak the same language as you, only to find yourself lost and confused because you could not understand his or her dialect? Remember that individual words are central to SEO. So, when using it to increase your visibility internationally, be careful to pay attention to and account for any differences in word preference that exist between cultures.

    Cultural values and the search engine. A less obvious problem arises when using SEO to market your brand internationally. You probably already know that different cultures place value on different things in the professional world. For example, in the U.S., boasting about our abilities is an accepted form of advertising; however, this practice is frowned upon in many cultures. So, to make yourself look good using SEO in the global marketplace, you have to focus on other features in order to appeal to international clientele. Depending on their cultural background, prospective clients will oftentimes conduct a search for a product or service using keywords that highlight unique characteristics they value. Again, be careful to keep this in mind. Without special attention being paid to the subtle cultural differences in your international market, even the best attempts at SEO will only work to promote your business in your home country.

    Marcela Jenney-Reyes, MBA is a global marketing expert, business coach and consultant with over 20 years of experience. Her clients include language service providers, entrepreneurs and business professionals from culturally diverse backgrounds.


    Career REinvention – Dream BIG!: Networking Online and Your Personal Brand – Part 1

    September 5th, 2013
    Susan Guarneri_0634Career REinvention – Dream BIG!
    By Susan Guarneri
    Looking for your dream job? Ready to try something new? Helpful tips and tools to move you from one career to another.

    Networking Online and Your Personal Brand – Part 1

    Social media networking has gained ever-increasing importance for job search and career success. For example, the Jobvite 2012 Social Recruiting Survey (July 2012) revealed that 92% of employers in 2012 used social media networks in recruiting, with LinkedIn topping the list of most-used sites.

    In addition, the Jobvite 2012 survey indicated that one out of every seven people referred by someone in their networks had been hired. In contrast, only 1 out of 100 candidates who were not referred had been hired. Those are impressive statistics that support the use of online networking in your job search.

    So how does social networking intersect with personal branding?

    • Profiles. Each of the top social networking sites, such as LinkedIn, Facebook, Twitter, Pinterest, and Instagram, require that you create a user profile. What clear statement (your personal brand value proposition) do you want to convey about yourself in those profiles? What will distinguish you from other similarly well-qualified candidates?
    • Messages. Whether composing a post or tweet, re-tweeting, or re-pinning an image or an infographic that you find online, you are establishing and nurturing your personal brand statement within your public and social networks. Are your messages consistent and relevant to your job search goals? Or are you spinning off in multiple directions at once?
    • Multi-media. More employers than ever before are using social media as a key recruitment tactic. Images and videos, distributed via your social networks, can be powerful tools in terms of attracting and keeping the interest of employers and recruiters. How can you distinguish yourself from other similarly qualified job candidates to be memorable? Are your multi-media consistent with your personal brand?
    • Connections. Building your social networks requires more than simply connecting to people you already know (first-level connections). Look beyond those folks to the people they have in their networks (second-level connections), as well as third-level connections. Who do you need to establish relationships with – in what industries, companies, and organizations – in order to get the referrals you need for your jobs of choice? What will those connections imply about your personal brand?
    • Frequency. Sporadic social networking efforts will not keep you on employers’ and recruiters’ radar screens. Gaining and keeping high visibility for your personal brand requires a strategy of frequent social media activity. It really can be done in as little as 9 minutes a day! When will you create your social networking plan? What will you do to hold yourself accountable to that plan?

    Susan Guarneri, Career Assessment Goddess and Reach Master Branding Strategist, can guide you to your best-fit career options and help you land your DREAM Job.