Your competitors may sell the same products as you, at the same prices or offer the same level of customer service. But one thing no one else can do is to BE YOU! This is your last and most important card in the game. Here are some questions to think on, to help you decide who YOU really are and what parts of YOU to emphasize:
1. What’s your story? How did you come to be doing what you do? Was there a turning point in your life that led you to the work you now do? Which of your personal experiences would be of the most value to your ideal clients? Your story is unique to you and will resonate with those travelling a similar path.
2. What’s your mission? What difference would you like to make through your work? How do your products and services deliver this difference? How is your work impacting your community? The planet? Those who want this difference will be attracted to you.
3. What’s your position? Are you a budget, middle market or premium brand? Whether you know it or not, your audience will place you in one of these categories. Decide your position and project the right image. Compare and contrast “affordable,” “rock bottom,” “exclusive,” “private,” “convenient,” “savings.” Some people will be attracted to you for your market position.
4. What’s your promise? What part of your personality appeals to your ideal clients? How can you shine this through in all you do? What kind of experience would make a difference to your ideal clients? How can you deliver this experience in all your dealings with them? Maya Angelou once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” So, what feelings would you like to evoke? What memories would you like people to take away and share? What results will you guarantee to deliver? These feelings, memories and guaranteed results will keep bringing them back to you.
Deliver this as only you can!
On the other side, also think of the stories, experiences and memories you DO NOT want to leave behind! These will have the opposite effect of pushing people away from you, no matter how great you are. I have encountered professionals who deliver a great service but with whom I have also had unpleasant experiences. And though I try to put it all behind me, the sub conscious memories keep holding me back from working further with them.
Also bear in mind that “some will and some won’t.” You cannot and should not try to appeal to everyone. Focus on developing a brand or flavour that appeals to your ideal clients. These are the people you will love working with and who will get the best from working with you. Non-ideal clients will actually spoil your brand as they whine and complain about this, that and the other that you did not do for them! A well developed brand will therefore attract your ideal clients and repel the non-ideal ones.
I have a lot more to share about selling YOU. These questions will however help you get started in developing your own unique flavour. And if you need help with selling YOU, I am happy to work with you on this. Contact me today and let’s get your authentic, attractive self shining through. It’s in there somewhere and I can help you set YOU free!