It's surprising how many people take advantage of my free 30-minute consult to chat and see if I think they have anything special to offer that is different than their competition. When they look in the mirror or at company literature, it all looks the same.
I believe there are 3 things that will make you STAND OUT and RESONATE with your target market:
- Your story
- Your experiences
- How you deliver the end result(s) to your customer
Let's look at each one a little closer.
- Your story - Why did you get into the business you are in? One of my clients sells life insurance. Not exactly what most people want to hear a presentation on... She had talked to groups before and even though she was prepared with graphs, statistics, and a powerpoint, she wasn't able to get any appointments scheduled when she followed up. She's in her mid-30's, divorced, no kids. I asked her why she sells life insurance and here is her response: "When I was 10 years old, my mom died after a long battle with cancer. When we got home after the funeral, my brother and I each went into our own rooms. I just sat there, numb, with tears streaming down my face. I needed my dad to hold me and tell me it was going to be ok... I quietly walked toward the kitchen where I could hear dad and my grandparents talking. I overheard my grampa say, 'Son, if you need to sell the house, you can move in with us for a while until you get back on your feet'. I couldn't believe it! How could my dad sell this house? I wouldn't be able to look through mom's jewelry and remember how much she loved each piece... I wouldn't be able to stand next to her clothes, breathe in her perfume, and keep her memory and love alive... Just as I was about to scream, 'No, dad! You can't do that!' I heard my dad say quietly, 'Thanks for the offer dad, but it's ok. We bought life insurance years ago. There's enough to pay off the mortgage, medical bills, and still put some aside for the kids college funds.' After a pause, she added quietly, That's why I sell life insurance." When we added her story to her presentations, it significantly increased the number of appointments set and the number of families she was able to help.
- Your experiences - Share examples of some of the people you've had the opportunity to help. Help us feel their pain, the solution provided, and how it impacted their lives. What were the results? Use their point of view, not yours - Find out what keeps them awake at night, what their biggest problems are, how this affects their life/health/family/business, and how the solution will impact and improve their life/health/family/business.
- Forget company jargon - stuff about your company, statistics, and features. Once you are in the sales process, bits of this may be relevant and shared, but for the most part, people just don't care! People do business with people, not companies. And even when all things aren't equal - especially price - most people choose to do business with people they trust.
These 3 elements will help you stand out in your industry, attract the people who resonate with your message and story, and open doors to helping them solve their problems.
15 Minute Tip: Set your timer for 15 minutes. Write down why you do what you do... just let the words and thoughts flow. Read what you wrote. Does your big "why" come through? Revise and add words that evoke emotion that your reader will "feel" - not just hear or read. Say it out loud. Once you like the way it sounds, practice until it sounds natural. This usually takes me about 10 times. Now you'll be ready the next time someone asks you about what you do or why you do it! Add it to the talks you give and track your results. Are you getting more leads, conversions, and appointments than before? I think you'll be happily surprised at the results...