For two days, we’ve been buried under a thick layer of fog. The kind that just makes you want to go back to sleep in the middle of the day.
At least it serves one purpose – it’s a reminder of how welcome light and clarity are.
When it comes to the domain where your business operates, it’s very likely that your clients and prospects live in a perpetual fog. They barely have time to process all their responsibilities – how can they process and remember everything that YOU are, and can do for them?
Don’t believe me? Think about your suppliers. How many bullet points can you jot down to fully describe each of them? See what I mean?
Maybe Job Number 1 for you is to be a fog-lifter.
Jot down, in the next 60 seconds, all the kinds of work you can do for a client. Now circle the ONE which you’d like to be doing most of all. Or, alternatively, the ONE thing at which you are absolutely the best.
That’s the starting point of your core, fog-lifting message. Consider it your foot-in-the-door offering, your differentiator, your strong suit.
Remember, you can only occupy a very small space in the mind of a client. Don’t be foggy, or you’ll be forgettable. Narrow it down to one main thing.
There’s a lot you have to bring to your clients. First and foremost, you need to bring light. Be Clear.
Next, in part 2, we’ll look at how to position this one thing in the domain of your marketplace.
(here’s a nice angle on developing your USP – Unique Selling Proposition – from Jeff Howell)