When I talk about ‘solving the good egg problem’, meaning: helping good folk sell more because of their values, that means there’s a great many variation in the kind of business that I work with. Ghostwriters, designers, architects, startups, healthcare, web developers and yoga teachers: I’ve worked with all kinds and sizes of businesses.
On the surface, that looks like bad marketing, because if I’m for everyone in general, my marketing would say ‘I’m not for anyone in particular’.
Except I’m not for everyone.
I don’t really think in terms of ‘niche’ or ‘industry’ or ‘demographic’ – what you as a business owner do can be whatever you want – but I can only work with you if and I have shared views on items such as values, integrity, truthfulness… and, the idea of running a business that does something useful.
That’s my ‘niche’ – the psychographic make-up that you and I have, and whether or not we’re aligned in how we see certain things that matter a lot to us. Like values, and stuff.
That’s why I’m for: people who see business and service and money and marketing in a way similar to me: a force for good, to be used strategically and with purpose and intent.
Here’s why this is useful:
Your values, or those that your company embodies, influence the experience your clients have with your business.
When you then lead with those values, in all your marketing and sales efforts, you’ll start to attract the kind of people who seek a provider who has certain values in common with them.
So when I work with clients to grow their business, an important job is to figure out what experience your customers have had, what that says about your values, and how that informs the communication (i.e. marketing and sales) you should be putting out in your messaging.
Because when you have the right values in common, the sale is already half closed, before you even talk to a new customer, because you’ll already have a lot of rapport.
What all this comes down to, is creating a Unique Selling Proposition for your business, that is built to appeal to exactly the kind of person you love working with.
Part of the consulting system I’m rolling out, is figuring out exactly what your USP should be, so if you want to get clear on that – meaning, get clear on what sets you apart from others and why people should do business with you and not those others – feel free to schedule a free 30 minute consultation here.
Also published on Medium.