What Makes You So Great?

by Judy Murdoch

Published on this site: October 5th, 2006 - See more articles from this month

The other day I was discussing marketing options with a client and she said something that shocked me.

"Well, I guess I could be shameless and promote myself more...but it's not like I have anything special or interesting to say."

I was shocked because this client founded and runs an extremely successful consulting practice and works with an elite roster of Fortune 100 companies.

She also has two large binders stuffed with classes, workshops, and other valuable intellectual property she's developed over the years.

I think that's pretty darn impressive. Yet, she's asking me "what's the big deal?"

Upon further questioning, my client went on to tell me that, in her mind, "special and interesting" means you've done something truly exceptional and ground-breaking in the eyes of your peers and in the eyes of general public.

And she's not the only small business owner asking this question or its variant:

"Who am I to ...?"

If you're asking yourself "what's the big deal" or "who am I to...?" you are not only doing yourself a disservice but you are doing a grave disservice to the many people and organizations that need your services and products. Plus, you're sabotaging your marketing because you're broadcasting a mixed message to your audience (Buy my service even though it's not all that great).

For tips on getting clear about "why you" and how to use this information in your marketing, read on.

Answering the Question, "What Makes Me So Great?"

You don't have to be a leading edge thinker in your field, a Nobel prize winner, or even a PhD to have something valuable and unique to offer.

You just need to understand what it is that you do that makes a positive difference to your ideal customers and clients.

No matter how many companies "out there" seem to be offering the exact same thing as you, there are more than enough prospective customers for whom you are the best choice. For them, who you are, what you do, and how you do it is what makes you so "great."

Still wondering what makes you so great? Try this exercise.

Call 5-7 of your best clients or customers--your "raving fans"and ask them this question:

"What is the value that you are receiving from our work together?"

And listen and take notes.

If your customer answers in generalities that could apply to anyone, press a little further by asking them:

"I'm glad to hear that but I'm wondering if I'm providing value to you in surprising ways -- beyond my role as your _________."

And again, listen and take notes.

When you do this, you will get, in your client's own words, what makes you so special; why, in their eyes, it's a big deal to work with you.

How to Use What You Learn

Understanding how you add value forms the foundation of all your marketing and promotion activities.

Some ways I suggest my clients use this information include:

1. To remind them why they're in business. Keep the notes within easy reach for times when they're feeling some self-doubt and wondering "why me?"
   
   
2. As testimonials for the clients marketing (this is, of course with the quoted person's permission.)
   
   
3. To use in their marketing messages. This is a little different from testimonials because it involves using words and terms used by clients in the copy rather than directly quoting what a client said.

Final Thought

There are prospective customers and clients out there who need your products and services. Don't do them and your business a disservice by holding back what you can do because you think "it's no big deal." If you know that you can help your customers get more of what they want or less of what they don't want, to them, it is a very big deal indeed.



Judy Murdoch - helps small business owners create low-cost, effective marketing campaigns using word-of-mouth referrals, guerrilla marketing activities, and selected strategic alliances. To download a free copy of the workbook, "Where Does it Hurt? Marketing Solutions to the problems that Drive Your Customers Crazy!" go to http://www.judymurdoch.com/workbook.htm
You can contact Judy at 303-475-2015 or [email protected]