If you engage in a deeper conversation, take time to understand and truly demonstrate you care beforepitching and asking for money, you will do business with great clients for years, because…
People buy from people, and you’re a “one off” and you’re different…
The way you engage and the results you can achieve for your clients are unique, and…
Even though we love to hear stories, it’s when the story resonates on a deeper level and touches something universal, magic happens, and you realise…
hey, you are just like me, you have solved my problem, and I can learn from you…
and, when you connect and engage with your client on this deeper level, and help solve her problems, you will have a repeat client, for life!
So, now, it’s time for you to claim your uniqueness, tell your story and find the people who resonate with you…
In this article I’ll explore what makes your business unique and how you can make your story the core of your marketing message, lead your market and deliver the message to your niche using the best media…
You’ll want to grab a pen and paper and take good notes because this is vital stuff!
Imagine this scenario…
What if…
1. You dig deep to find the heart and Soul of your business and claim your unique position as a leader in your market (which makes your clients love you and keep coming back for more)!
2. You sell on Purpose (attract people who resonate with your story, and repel people who don’t!)
3. You Inspire your client to buy results only you can guarantee!
4. You Create Your First Ethical Marketing Campaign which really speaks to your client
5. You Engineer Consistent Results for your clients in the long run
Sounds too goods to be true?
I know how you feel, because I felt that way too until I figured out how to really make a difference, it’s called “the SPICE model”…
Dig deep to find the Soul of your business and claim your unique position as a leader in your market (which makes your clients love you and keep coming back for more)!
Step 1: Recognise that you are Unique
Write your signature on a piece of paper and study it closely. Then take a felt tip pen, apply colour to your left index finger in the area between the tip of your finger and the top joint of your finger then roll your finger on the page like you are taking your fingerprint. Your signature and fingerprints are uniquely you and no-one else on the planet has your unique character.
So, what is your point of difference and how do you carve out your place in the universe at large?
Step 2: Ask your Clients and Team to describe your USP
Ask your clients…
What are you known for?
Where are you delivering your highest value?
Step 3: Look How Your Business Role Models Describe their USP
If you don’t already have role models, people who have already achieved what you want to achieve and who you can learn from, it’s time to look around and find a few…
Here are some USP’s that I collected when I was finding internet marketing role models. Each has answered “what are you known for?” in their own unique way:
John Carlton
The Marketing Rebel rant
The Official Blog of John Carlton
Insights, Tactics, Advice and Mutterings from the most respected and ripped off marketing expert on the web…..
Frank Kern
Frank Kern is a lifestyle marketer like no other, teaches people how to create income by instilling trust in their clients, and he believes that anyone can make money without sacrificing the freedom to live life to the fullest.
Eben Pagan
GROW YOUR BUSINESS, YOUR PROFIT & YOUR INCOME
Step 4: Describe an emotional state you want people to associate with you and the result you deliver.
What do you want your client to feel when you deliver the result you promised for him?
Step 5: Create 3 different USP’s for Your Business and Test Them
You can use your USP on your web site, on your blog, in your email signature, on your social media pages.
Practical exercise
Write down 3 words or phrases to describe your USP,
Sell on Purpose
Truth is you can’t please all of the people all of the time.
So, counter-intuitive as this may seem, you need to figure out your purpose, why you are in business and what you stand for.
From this will come the characteristics of who you want to bond with, and who you want to repel.
So, yes, that means some people may loathe you, and what you stand for , but it’s a small price to pay for the raving fans who will walk over hot coals for you.
Practical exercise
Make a list with two columns and identify the characteristics of who you want to attract and who you want to repel.
Write your story as though you are writing to a person with the characteristics you have identified, and use your story in your marketing.
Inspire Your Client to Buy, by guaranteeing results!
Set prices based on the value you provide to your client, and the results you guarantee.
This means really understanding your client’s business and what you can do to generate better results for him.
Practical exercise
What is your Big Promise and what results can you guarantee?
What do these results mean for your client’s bottom line?
Create Your First Ethical Marketing Campaign
Each of your clients has their own unique decision making process.
To build a relationship over the long term you will need to learn how to take them through the process of making good decisions.
What sequence of communication and messages do you want to send to your client to teach them how to make good decisions?
Engineer Consistent Results
Finally…
What result do you want to help your client achieve?
How do you convince your client that you can help her get consistent results?
