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Article Title:
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What Makes You So Great?
Article Description:
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The other day I was discussing marketing options with a client
and she said something that shocked me. I was shocked because
this client founded and runs an extremely successful consulting
practice and works with an elite roster of Fortune 100 companies.
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640 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-10-04 11:48:00
Written By: Judy Murdoch
Copyright: 2006
Contact Email: mailto:judy@judymurdoch.
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What Makes You So Great?
Copyright (c) 2006 Judy Murdoch
Highly Contagious Marketing
http://www.judymurd
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.
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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.judymurd
You can contact Judy at 303-475-2015 or judy@judymurdoch.
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