“Sometimes it takes an expert to point out the obvious”
~ Scott Allen
I have been riding the wave of the enthusiastic, committed group of self-employed professionals who are presently taking the Passion into Profit Program . Nothing inspires me more (except Kenny’s smiles and funny faces:) then when an individual has the courage and commitment to step up to their true heart desires and create a life they love. I have to say that each week I spend 1 ½ hours with 9 individuals who are doing just that! Lucky me!
This past month, we have been discussing embracing the entrepreneurial mindset and how important it is to be clear of who you are as a business person and what you have to offer.
When someone asks you what do you do? What do you say? More importantly, how do you feel? This is a pivotal moment; it is a chance to communicate your business to a captive audience that could very well become a paying client or a referral source.
Almost every self employed professional I have worked with has shared that they love what they do but dislikes the marketing aspect of their business. It is part of my mission to help entrepreneurs move from discomfort to embracing the unrevealed joy and possibilities of effective marketing.
The more confidence and conviction we have of the value we offer, the more attractive we become. When we embrace our expertise a shift happens, instead of feeling like we are selling something we step into being of service.
Hmm being of service vs. selling – which one appeals to you more?
To enjoy marketing, to be of service, it starts with knowing without a doubt what results we deliver.
When someone asks you “what do you do?” What do you say? This is the beginning of your marketing plan. Your answer either sets you up as credible or not. Ever hear the expression you have one chance to make a first impression?
A well-developed and practiced credo is a critical component of any marketing plan. What is a “credo”? The word was originally used to signify a statement of religious beliefs; the Latin definition is literally “I believe.” In the modern world, the term has been adopted by businesses to state the fundamental components of the business. The longer versions might include a company’s mission, who it serves, its values and ambitions… in other words, everything the company stands for.
Your credo is the heart of how you represent your work to prospects – both in print and in face-to-face interactions. If you find networking a bit uncomfortable, it’s probably because you don’t have a strong credo to leverage in conversations with strangers.
What I want for you is to feel excited to share who you are, what you do, who you love to work with, and how you make a difference, this is the beginning of attracting business, the business you want. We like to say that a strong credo is the window to the soul of a business. When said with clarity and conviction, you engage people right away by telling them about the difference you make to other people. You also give them much of what they need in order to determine whether you’re a fit for their needs. In that one minute (more or less), you stand in the gateway to more clients, more business, more profit and more success.
Do you have a credo? How strong is your credo? Do you own it with every cell in your body? This week, work on or re-work your credo.
Section 1: Who am I?
In very simple terms, introduce yourself and/or your company.
Section 2: Who are my customers?
This is a very straightforward description of whom you want to do business with. The clearer you are the better.
Section 3: What do I do?
In this section, you want to describe your primary product and/or service. Do you have a clear, confident and compelling answer?
Section 4: How do they benefit (from their perspective)?
We find that this is the trickiest section to get down clearly. You want to focus on the benefits of your work, not the features, nor the advantages. Ask yourself, what are your clients’ urgent needs (what are they moving away from)? Also ask, what are their compelling desires (what would they like to move towards)? Bottom-line, what are the deep-rooted benefits your clients will experience as a result of your services?
To help you wrap your mind around this concept, here’s an example of one of my credos and my team coach partner Cheryl Cran’s credo:
- My name is Teresia LaRocque http://Teresia.com and I am a business coach. I work with entrepreneurs who have been in business for several years and are feeling like a servant to their business, they’re spinning their wheels and are overwhelmed by all their responsibilities. Together we look at ways to leverage their business, and increase their bottom line so that they have less stress and more balance.
- I am Cheryl Cran http://www.yourkeynotecoach.com/ a keynoter and also known as the keynote coach. I work with entrepreneurs that have been in business for over five years and are ready to add speaking/keynoting to help promote their business. I help my clients bust through their barriers, get clear on their message, and increase their speaking and influencing skills. As a result of working with me entrepreneurs make big leaps in their ability to speak with focus and increase their profile and profitability.
TLC Coach Challenge:
Make a commitment to yourself to devote time this month to developing or improving your credo. Having a credo that resonates with your soul and captures the essence of your business is the first step in creating an effortless and fun marketing campaign.
Next Passion into Profit (PIP) program is starting May 5th. Email email@example.com to book your consultation and see if the PIP program is the next best step for you.