perspective

How Would People Say They Benefit from Your Work?

Posted on Leave a commentPosted in Anypreneur, Career, Job search, Sales and Influence, We=All Who Matter
Reading time: 2 min.

We can best describe what we do by imagining how clients or bosses would say that they benefit from our work. Try completing this template from the perspective of your boss or client:

I call (or turn to) {your name} whenever I am {emotion} because of {situation}. I count on {your name} because we always end up {meaningful result}. I appreciate that because {reason unique to you}.

Example: “I call Wil whenever I am frustrated because of the delays that keep hitting my projects. I count on Wil because we always end up with the projects back on track and with a reinvigorated team. I appreciate that because Wil doesn’t sacrifice the people for the project nor the project for the people but still delivers again and again.”

We can turn these statements into effective elevator pitches to potential bosses or clients.

I help {the types of people who experience that emotion and situation} to {that meaningful result}. {Those people} appreciate how I {that reason}.

Example: “I help business leaders who are frustrated at yet another project delay to get the project back on track and the project team reinvigorated. These leaders appreciate how I get the job done without sacrificing the people or the project.”

Try it and compare it to the usual way of describing what you do.

 

In your corner,

Mike

 

Today’s photo credit: Ivan Low cc

new

Crafting Great Marketing Messages

Posted on Leave a commentPosted in Anypreneur, Sales and Influence, Strategy
Reading time: 1 min.

The typical marketing message–website, brochure, ad, pitch, elevator speech–tells us all about the organization and how great it is. Or it lists the features, functions, and benefits of the organizations products or services. Then it asks us to buy.

A great marketing message proves that the organization understands a challenge (or opportunity) we face, honors us, and offers a solution. Then, at the very end, the great marketing message explains why the organization is so qualified to deliver such solutions and invites us explore whether this solution makes sense for us.

Both types of marketing message lead to sales. A great marketing message, being win-win, leads to sustained sales because we appreciate the care and the relationship.

 

In your corner,

Mike

meh

Is your marketing “meh” or magic?

Posted on 2 CommentsPosted in Sales and Influence, Success
Reading time: 1 min.

Marketing “meh” is a website or other medium–written mostly in first- or third-person–that describes our value and why we are special. The goal is to “soften” people’s resistance and then, if we are lucky, convince them to buy something from us. Marketing meh is transactional.

Marketing magic is written mostly in second person. It describes what clients value, what they want, and why they are special. The goals are to relate and engage people in multiple, meaningful, win-win conversations over a lifetime, some of which will lead to sales. Marketing magic endures.

Most marketing is meh. To make yours magic, start by understanding what your clients value, what they want, and what makes them special.

 

In your corner,

Mike

 

Today’s photo credit: rsfrick via photopin cc

Credibility

Posted on Leave a commentPosted in Career, Good: Your Good Work, Success, Will=Our inner game
Reading time: 1 min.

Credibility comes from credentials, references/referrals, marketing, and self.

Your honest belief about yourself is most important. Your marketing–done well with empathy–and references/referrals are next most important. Unless you are in a regulated profession (physician, for example), credentials matter only in rare circumstances and are over hyped.

Use the education that would grant you a credential to build both your belief in yourself and your marketing.