Be different, be better or be there
There’s a common question that comes up again and again in my weekly GID School calls.
“How can I be different?”
I understand why many of you have this question because, after all, much marketing advice out there is about being clear on your Unique Selling Proposition (your USP) and how important it is to stand out from “all the rest”.
But the problem that so many coaches, consultants and experts have with this is that the only real difference they offer is being themselves. And this is, quite frankly, is a freakin’ pain in the derriere to get across in your marketing.
Your prospects aren’t going to be terribly impressed with an email or letter introducing the fact that they need to speak with you because you are … well, you.
So rather than focusing on being different, the next step is often on focusing on being better. If you are offering accountancy services or career coaching, rather than spinning yourself in circles trying to be different, focus your efforts on being better.
But there lies the next problem … how do your prospects understand how you are better? Do you do someone’s accounts quicker or help someone find a new promotion with more money? Better, once again, is tough to quantify, especially if you are starting out and still trying to find your place in the market place.
So rather than bury yourself in lots of planning and mind mapping and post-stick notes on flipboards trying to work out how different or better you than the next person, why not try something radical.
Why not simply try to be there?
Yup. Just be there.
Stop faffing about with your pretty coloured post-sticks on your flipboard and go email your prospect. Tell them you want to speak with them because a call with you will give them XYZ benefit. Get out and turn up to that conference and just happen to be at the coffee stand when your prospect shows up. Get out and message your prospect direct on Facebook or LinkedIn or whichever social media platform you are using to build your connects.
Stop hiding behind your computer screen and turn up to that conference, to just happen to be at the coffee stand when your prospect shows up. Get out and message your prospect direct on Facebook or LinkedIn or whichever social media platform you are using to build your connects.
Stop fannying around deciding what memes or inspirational quotes to schedule for the next week and direct message your prospect on Facebook or LinkedIn or whichever social media platform you are using to build your connects.
Don’t wait until you’ve worked out how different or how better you are than your competitors or other designers/coaches/trainers/consultants in your market place. Just be there. Be there, having conversations, arranging meetings and showing up at the right events.
Because I promise you that most of the clients you attract in the coming months won’t be choosing you because you were different or better … they choose you because you happened to be there at the right time and at the right place.