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Answering the Question: What Makes You So Great?
by Judy Murdoch
More Business Skills Articles
Published on this site: September 4th, 2009 - See
more articles from this month
The other day I was discussing marketing options with a client
and she said something which took me completely by surprise.
"Well, I guess I could be shameless and promote myself more when
I'm doing a presentation but it's not like I have anything
special or interesting to say..."
I was surprised because this woman has singlehandedly built a
very successful consulting practice and works with an impressive
roster of Fortune 100 companies.
She also has two large binders stuffed with classes, workshops,
and other intellectual property she's developed over the years.
Yet, she's asking me "what's the big deal?"
- How Do You Define "Big Deal"?
When I asked her to clarify what she meant by "big deal", my
client went on to tell me that, in her mind, "special and
interesting" means you've done something truly exceptional and
ground-breaking.
- Modesty is Not Always a Virtue
If you're asking yourself "what's the big deal" or "who am I
to...?" you are not only doing yourself a disservice--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 (My service will
help 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 without sounding like a jerk, read
on.
- So, Why You?
I didn't start my business, Highly Contagious Marketing, because
there was a shortage of marketing consultants in the world.
The last time I looked, there were about 1.6 million businesses
offering marketing support services on Google.
And if you prefer getting marketing advice from books, you can
find more than 15,000 on Amazon.com. Those are just the ones that
are still in print.
I have plenty of company.
Yet, with so much help and support available, lots of small
business owners struggle every day with their marketing, with
getting the word out, with getting more customers.
There are a number of reasons for this disconnect between the
available solutions and problems that remained unsolved:
- solution providers charge too much
- their solutions take too long to implement or are too complex
- they lack expertise in a field or method,
- ust to name a few.
- A Question of Fit
The one relevant here is what I'm going to call "lack of fit."
Sometimes, with all other factors being equal, the reason we
choose to work with another business is because their approach,
style, way of explaining things, etc., perfectly fit our needs.
When the fit is right, we "get it" faster, we apply solutions
faster, and we get results faster. There's a fun, effortless
quality to work when the fit is right.
When the fit isn't right, it's the opposite. You feel like
you're struggling and somehow, you're just not learning what
you need to know.
Using Highly Contagious Marketing as an example: a percentage of
small business owners like the way I explain marketing concepts;
they feel like I understand their business and what's special
about their products and services.
My services aren't for everyone, but when there's a good fit
between what the client needs and what I can do for them, the
results are great.
The exact same logic holds for you. You don't have to be a
leading edge thinker in your field, a Nobel prize winner, or 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 a "big
deal."
- Help with Who am I to-it is
Next time you have an attack of "who am I to"-it is, I recommend
the following:
(Note: I am indebted to the late Thomas J. Leonard from whom I
learned this exercise).
Call 3-5 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.
If your customer answers primarily in generalities that could
apply to anyone, press them for specifics by asking:
"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.
When clients do this exercise, we use the results in several
ways:
- I ask them to keep their notes within easy reach for times
when they're feeling some self-doubt and wondering "why me?"
- As testimonials for the clients marketing (this is, of course
with the quoted person's permission.)
- Any and all of their marketing messages. Nothing is more
potent than using your customer's own words when crafting
marketing copy.
Bottom Line
Asking "who am I to" may seem attractive and modest, even
virtuous. But there's no virtue when you're not helping the
people who could REALLY use your help.
Nor is there virtue in going out of business because you're not
getting customers.
Next time you're struggling around whether you're fully
qualified, ask a few of your raving fans what it is about working
with you that they value.
Then listen to why they think you're such a big deal.
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].
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