I’m reading Distinction by Scott McKain right now which discusses the ways in which most companies, too scared to try anything actually new, fall into a vicious cycle of simply copying their competitors. The problem with this is that they not only end up playing a game of cat and mouse where nobody ever wins (did Tom or Jerry ever finish quarreling?) but that they also waste energy and money in the wrong areas of their businesses.
This is especially true for service-based entrepreneurs. How many of you have now heard that you need to have a minimum of 3 modules to offer your services, should be doing webinars, and telling people that you either make them tons of money or save them loads of time? How many of looked at what your competitor charged before crafting your prices?
If you are nodding your head, it’s because the same information keeps on being circulated as novel when in fact it’s a McDonald’s format of your business.
No more.
It’s time for you to sound like you and not your competitor. Below tips on how to make adjustments to your business and message today!
- What makes you so special? It’s an important question you need to have the answer to. Take a piece of paper and create two columns. In the first column write down the problems you solve. These are the wants of your customers. i.e. no more pain, constant cash flow, an online launch etc. In the second column write down the services you provide. i.e. email marketing, love coaching, acupuncture etc. These are the needs of your customers. Now, compare the wants and needs side by side and see how they line up. Normally, the need should satisfy your customer’s wants. If it doesn’t then make changes accordingly.
- Now, use this information for your new messaging. Now that you have distinguished between your customers wants and their needs (two very different things) let’s put it in the context of your business. Insert your personality into reaching out to your customers. Imagine your ideal client and how they go through their day. How do they speak about the problems they have? How is it showing up in their lives? I.e. If you are a love coach, odds are very few people are waking up thinking “I wish I found my soul mate” but they might be thinking “It would be really nice to have a fun date this Friday” or “I'd love to have a date for this event next week”. Write 10-20 ways in which the problem you solve shows up in the lives of your ideal client.
- Now that you have contextualized your services it’s time to spread them with the world. Consider different ways to do this: re-do your opt-in, create an online challenge or initiative, run a contest or raffle, send out a manifesto, write an actual letter to potential clients, make a video…etc. Remember, the ways to reach your clients don’t have to be reduced to email marketing, newsletters and networking. But if you are going to send out an email then consider using one of these new contexts as the title of your email i.e. Wish you had a date for that wedding next month?
- Tell me how it goes! If you have any questions on the above or get stuck along way please feel free to email me at [email protected]
