Face it. No matter what product, service, talent, experience or resume you are pitching, the buyer won’t buy unless he or she is sold on you!
So tell me, since you are the real product, who are you? What are your features? What are the benefits of buying you? And equally important, based upon your features and benefits, who should be buying you?
These seemingly simple questions are actually very difficult to answer. It’s taken me years to embrace who I am and what that means in the world of buying and selling.
Who Are You?
At first glance, I could answer that question by stating: “I’m Terri S. Turner. I am a marketing coach and a business writer.”
That answer is true. But that response groups me together with every other marketer or writer. Why should you buy me over anyone else who says they can help you market your business?
When defining who you are as it differentiates you from everyone else who does what you do (bankers, financial adviosrs and real estate professions – read this), ask:
- What three adjectives best describe my style and personality?
- What is my professional passion? What makes me tick?
- How does my life’s experience differentiate me from others?
Answers to these questions not only help accentuate your authenticity, they also help define your market.
How My Answers Inform My Marketing
I’m energetic and I ask lots of questions. If you are intimidated by enthusiasm, or don’t like to be questioned, we won’t be a match.
My strength is helping others see outside of their box. If you are uncomfortable with change, I’m not the marketing coach for you.
My eyes get big and my mind starts spinning with ideas when hired to write for professionals in service industries. I am not a fan of marketing products and widgets. If you sell phones, I’ll introduce you to writers who are better at marketing in the retail space.
Drill Baby Drill
I’m paraphrasing here, but as Ivan Messner, founder and Chairman of business networking organization BNI says: “Everybody and Anybody connects with Nobody!”
When you drill down who you are so you don’t look like “everybody” else in your field, you can build relationships with others who connect with you.
In his 10 Commandments of Networking, Dr. Misner’s fifth commandment is: “Thou Shalt Be Specific. Specific Is Terrific! If you tell me your target market is anybody or everybody, that means nobody to me. The more specific you are, the easier it will be to find business.”
Once you are clear about your distinctions, your passions and your skills, wrap those findings into a Power Positioning Statement. This statement serves as your affirmation of you. When writing your statement, start with:
- A basic sentence describing who you are. Remember to include the adjectives that describe your style.
- Next write a sentence stating what you are known for, or what clients and colleagues tell you about your work.
- The last part of your Power Statement is a sentence or two that declares what you stand for and what you stand against.
To learn more about how to develop a Power Positioning Statement, attend the February Lunch & Learn.