Stop selling, start enroling people

A little over a year ago, I was introduced to the concept of enrolment during a coaching session with Stephen McGhee, recommended by my coach, Joel. At first, I was skeptical. Enrolment? It sounded like university admissions or just another term for selling.

But as the session progressed, I realised it wasn’t about selling at all. It was about connection - building relationships, sharing your vision, and letting others naturally become part of it. That shift in thinking stuck with me.

What really struck me was how similar this idea is to building a personal brand. It's not about pushing your services or you business; it’s about enroling people in your journey, mission and beliefs - whether they’re potential clients or not. And when you do this well, those people become your personal brand ambassadors, spreading your message for you.

This realisation stayed with me, and I began to look at personal branding in a new way: not as a hard sell but as an opportunity to enrol people into my vision, turning them into advocates who champion my brand.

From enrolment to personal brand ambassadors

Think of personal brand ambassadors as the people who know, understand and champion your brand without needing to be “sold” on it. When you’re enrollling, you’re sharing your vision and mission with those who become your advocates - spreading your message and helping you and your business grow. It’s not transactional; it’s relational.

Inspired by Stephen’s enrolment principles, I’ve adapted this concept for personal branding. Here are six actionable steps to enrol people into your vision:

1. Cultivate relationships, not transactions

Building a personal brand is about relationships, not transactions. Your aim should be to create real connections, not sell your services or products upfront. People need to understand who you are and why your work matters before they’ll support you.

How to apply: Reach out with curiosity. Ask questions about their needs and offer insights or value without expecting anything in return. When the time is right, they’ll naturally be more open to working with you.

2. Let your story do the work

Your story is your greatest tool for enrolling people into your brand. By being transparent about your journey - your wins and your challenges - you allow people to emotionally connect with you. This connection turns followers into brand ambassadors.

How to apply: In your next piece of content, share a real moment from your journey that shows what drives you. Be authentic. When people see the human behind the brand, they’re more likely to become advocates.

3. Be clear and consistent with your message

Your audience can’t advocate for you if they don’t know what you stand for. Last week, we talked about sound bites - having 3-5 concise messages that define your brand. These are crucial for ensuring that people know how to talk about your brand in their own words.

How to apply: Revisit the sound bites you developed. Use them consistently across all platforms and in conversations to reinforce your core message. The clearer your message, the easier it is for others to spread it.

4. Offer value without expectation

Giving value without asking for anything in return is a powerful way to build trust. When people feel supported and helped by you, they’ll naturally become advocates. The key is to focus on building long-term relationships rather than short-term gains.

How to apply: Share advice, introductions or insights freely, and make yourself available for small, valuable interactions. Over time, people will feel compelled to spread your message because of the trust you’ve built.

5. Build a network around shared values

People advocate for brands that reflect their own values. The more you align with your audience’s beliefs and create spaces where those values are celebrated, the more likely they are to become ambassadors.

How to apply: Create forums - whether through social media, events or even your content - that foster discussions around the values you stand for. When your community feels aligned with your mission, they’ll naturally want to spread the word.

6. Build trust through consistency and transparency

Trust is the foundation of any strong relationship. When people trust you, they’re more likely to spread your message and advocate for your brand.

How to apply: Be transparent about your journey, your successes, and your struggles. Consistency in your actions, values, and messaging builds credibility over time, solidifying the trust you need to turn followers into ambassadors.

Personal brand ambassadors: A new perspective

While "brand ambassadors" aren’t new, the concept of personal brand ambassadors takes it further. It's not about hiring influencers or paying for promotions. It’s about enroling people into your personal vision, mission, and journey - creating a network of advocates who champion your message simply because they believe in it. These ambassadors help expand your influence without any expectation of reward.

By focusing on enroling people into your vision, you’re not just building a following; you’re building a tribe of advocates who are invested in spreading your message. This is how you grow authentically, through real relationships.

Start Today

Begin by reaching out with curiosity, authenticity and value. By connecting with people who align with your vision, you’ll naturally start building a network of personal brand ambassadors - people who will spread your message further than you ever could alone.

Well, that's all for this issue. I hope you enjoyed it.

See you next Thursday.

Keep building,

A

PS: In November, I’m hosting a live personal branding workshop! We’ll dive deep into how to build a solid personal brand foundation, covering all the key components and leaving time for an interactive Q&A. It’ll be a small, intimate group - just 12 spots - so that everyone can get personalised feedback and advice. If you’re serious about building your brand and ready for practical, actionable tips, join me. It’s £50, and it’ll be 2 hours well spent. Click the poll below to let me know if you are interested, and I will send you more info.

PPS: Make sure you go and check-out Stephen’s work - a truly motivating leadership coach.