Clients Everywhere: Connect, Convert, Command More Money by @TerriT
TL;DR: How to create a brand that means something; Communicate with power and precision; Compel someone to give a crap.
Two assumptions:
1. There is always enough money for the righ solution.
2. There are clients everywhere.
We have to compete for attention. That means we need to make it worth other people's time. So, how can we stand out?
Problem #1: You aren't talking to the right people.
You're trying to be all things to all people. You havent' specified the "who" to whom your speaking. Your language is vague and unclear. No one gets what you do. No one gets how you're different.
How fix? Use your customers words. Be specific and straightforward.
Your brand is what your business means to other people. The more clear your brand, the more people will find you. Brand needs to be internal too.
A brand is:
Your promise.
Your presence.
Your practice. It's what you do.
How find your brand:
Try it by explaining what you do to a 5th grader.
Ask the right people. Then, listen. How ask? Surveymonkey, Google forms, social media polling, networking events, etc.
Problem #2: You're leading with features and benefits.
You're leading with what you do, not who you are. You're thinking inside your own machine.
Instead, understand their larger problem. Lead with the what and why, not how it works. Think like them, not like you. Now bigger than your business.
Problem #3: Fear of focus.
You're mistaking broad for big. You're mistaking niche for "limited". You're missing an opportunity.
Instead, pitch your niche. Plant your flag. Think like a rocket, not a sprinkler system.
Problem #4: You're thinking transaction, not transformation.
You end up with little jobs that don't add up. You can't charge much because there's no added value. You're being reactive instead of proactive. It's like a job.
Instead, think like a chef, not a short-order cook. Do a deep dive, first. Lay out the big picture. See what you can do as a premium service. Just because you can do a job, doesn't mean you should. Don't get business blinders.
Problem #5: (shit, I missed this one)
Take a stronger stance. Think like a thought leader. Have an opinion about your industry. Raise the stakes. Hit a nerve.
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