Proven Method To Profit By Positioning You And Your Brand Effectively

Think Like a Client, Not an Entrepreneur

If you want to attract business clients – and not just clients for today, but clients for all of your tomorrows – learn to think and talk like your ideal clients. First you need to know who they are and what makes them tick. That means choosing a well-defined niche market.

Next, you need an evocative answer to this question: What do you do?

If you stumble around when answering this question, you’re not alone. Few entrepreneurs master the ability to articulate what they do for clients in a way that leaves prospects wanting to hear more.

Most rs entrepreneurs try to sell what they do, so they talk about what their processes can do for the prospect. But, while you might get some polite nods, that approach rarely results in a committed client. You haven’t spoken their language yet.

You’ll know you’ve hit the mark when it’s easy to attract a steady flow of new clients just by talking to prospects. Articulating what you do in a compelling way will distinguish you from all the other business and service providers vying for your prospects’ money and interest. And you can turn that skill into powerful written marketing too.

Assess Your Unique Benefit Statement

Take this quick assessment. Give yourself one point for each statement you can answer ‘yes’ to:

  1. I can describe my target market in five words or less.
  2. I know all about the top challenges faced by my niche market.
  3. I know three distinctive things that my niche market wants.
  4. I know all about the top challenges faced by my niche market.
  5. At least a dozen people refer ideal clients to me.
  6. Whenever I get the chance I tell people what I do.
  7. When I tell people what I do, they want to know more.
  8. I understand what motivates my target market to buy my services.
  9. I know my services are worth my full fee.
  10. A fifteen year-old can understand what I do.
  12. My friends, colleagues and family can explain what I do to someone else.

Scoring:

1–4 Try a different approach. (See more below.)

5–7 Keep refining and practicing!

8–10 You’ve got a winner!

If you answered ‘yes’ to any of these, you’ve got something to celebrate! And here’s more good news: Whatever you didn’t check, you can learn.

Here’s a quick and simple formula to articulate what you do in a masterful way:

I help __________________ (Describe your distinct target market in 5 words or less.)
to __________________ (Dynamic verb) __________________ (Describe the pain you’ll help them avoid or the outcome you’ll help them achieve.)

Sometimes you will want to add a phrase or two that describes how you will help them, unless it’s already implied in what you’ve said above. That looks like this:

I help ______________ (Market) to ______________ (Dynamic verb) ______________ (Pain or outcome) by __________________ (Describe the strategy or approach you’ll help them implement to provide real solutions to that challenge/desire.)

When you create your unique benefit statement, just fill in the blanks with dynamic verbs and phrases that have the greatest impact in as few words as possible and use appropriate syntax. The temptation is to use vague, broad and generic language that might apply to everyone – a big mistake! You must wordsmith your statement so that:

  • It sounds right to you when you say it aloud.ot
  • It’s streamlined to no more than 20 words.
  • Every word is 100% relevant to your coaching niche market.

Let’s look at a few of these benefit statements and see what makes each one a winner or not. Notice that none of these talk about the process! And sometimes, if the sentence is creatively phrased, the ‘by’ part is not needed.

I help new authors get their book from their minds onto the book shelves.

– Winner! It describes, in streamlined and visually creative language, a specific challenge/desire and an implied solution that applies directly to this unique target market – new authors.

I support professionals to find balance in their work and home life.

– Dud. Professionals is a vague target market describing too many groups with different top challenges and wants. For example, a lawyer and massage therapist are not motivated by the same things even though they are both professionals. Few people will feel compelled to hire a personal coach to gain balance. It’s not a sexy enough outcome to invest in.

I work with college administrators to make significant contributions to their institution by matching their strengths to the best opportunities.

– Winner! Notice in particular the narrow target market and how this statement speaks primarily to what would motivate this group.

I think you’ve got the basic picture. When you focus your language on what your prospects most want, they’ll be intrigued with you and your services. Then it’s effortless to invite them into your space.

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