A couple of days ago, Mr Zhang, my marketing consulta, came to my company to give the team a training session on content marketing.
He said that we talk too much about our products, and should instead focus more on "selling" the person behind the brand.
I understand "selling products," and I’ve heard the term "selling yourself" before, but what exactly does it mean to "sell yourself"?
It sounds easy enough, but how do I actually do it?
Yesterday, I saw a picture shared by Mr Zhang, and it suddenly clicked, this shift simply means moving from an identity-display model to a journey-documentation model.
The identity-display model was very popular a few years ago. It revolves around showcasing various "titles" or credentials. For example, as CheeroEra, a factory that manufactures ultrafiltration water purifiers, we used to focus all our content on promoting our factory and products, telling everyone how great our products are.
It’s true that success only comes from doing things to the utmost, but nowadays, people are no longer impressed by this type of content. We don’t want to be just another "me-too" brand in the crowd, so we need to change!
But what should we change to?
The answer is the journey-documentation model, recording our genuine thoughts about life. However, this doesn’t mean keeping a trivial "daily log"—because what truly helps us grow isn’t just our experiences, but the reflections we derive from those experiences.
No one has only one identity in life, and the same goes for our online communication. If our social media content only focuses on products, we risk coming across as emotionless, out-of-touch "robots" with no sense of humanity.
There’s a well-known saying in the e-commerce industry: "A product is a reflection of its maker’s integrity."
Only reliable people can create reliable products.
Conversely, even the most reliable product will end up in chaos if it’s backed by unreliable people.
That’s why Mr Zhang emphasized: We shouldn’t only talk about our products. While products are important, it’s even more crucial for our target customers to understand the kind of people standing behind those products.
Take CheeroEra’s water purifiers as an example: Our products are priced higher because of their superior quality and higher production costs. However, customers won’t automatically believe our quality is good just because our prices are high.
Unlike cheap, impulse-buy items like mineral water or instant noodles you can pick up on the street, our water purifiers are a significant investment. This is precisely why we need to demonstrate our reliability even more.
What does "reliability" mean to me?
It means always going the extra mile, no matter what.
For instance, shooting one more video than planned, then sharing it on multiple platforms. This shows our dedication and commitment to our business.
Or, writing one more article than intended, then posting it across different channels.
Whenever something gives us insight, we document it. Instead of keeping that insight to ourselves, we share it with more people, who knows, it might inspire others too.
First, we need to do the right things; then, we need to do things right. And even if we don’t meet others who share our path along the way, we must firmly believe we’re on the correct track.
This is where having a "God’s-eye view" (a broader, wiser perspective) matters. For me, that "God’s-eye view" comes from Mr Zhang. Without it, we’d be like people lost in a primeval forest, going in circles without even realizing it.
Today, I originally planned to use the "First Principles" to explain to everyone why we should drink water that contains minerals and trace elements. But after attending this morning’s morning briefing, I decided to shift gears.
Instead, I write a reflection on what I’ve learned from these past few days of internal training.
If no one reads it, that’s okay, I’ll write it for myself.
CheeroEra Ultrafiltration Water Purifiers, No Worries for Customers
Rust-free for 10 years
Leak-proof for 10 years
After-sales service for 10 years
CheeroEra Water Purifiers, Never compromise on quality
