We all have one big thing in common. This is 100% true. Every one of us possesses the same important characteristic. Some of us know they have it, but don’t realize they share it with everyone else. Others don’t even know they have it, but it’s definitely there. And, some have been told they have it, but aren’t quite convinced.
So, what is this one thing everyone shares without even realizing it?
It’s our greatness. Each and every one of us is exceptional at something.
We were born with greatness. And, if we’re smart about it, and a little lucky, we’ve discovered how to use it in a positive way and to our advantage.
What you should really be selling
The next time someone asks you what you do for a living, instead of talking about your product or service, think about what makes you great at what you do and why it matters to them. It’s likely not anything tangible that you’re selling. It’s something more than that. Perhaps it’s the peace of mind that comes from your service and support. Or the relationship of trust and confidence that you build with your customers by consistently meeting or exceeding their expectations. Or something else, like what you bring to the table that they haven’t considered. But, it is certainly there, if you just look a bit deeper.
You see, even if you’re selling widgets, there’s something more than you offer that distinguishes your business in a positive way. It’s what your customers truly gain from you that they can’t get from anyone else. It’s this frame of mind that defines your business more than anything. This is your brand promise. And it’s something only you own. Nobody can take it away from you. And, that’s what you should be selling.
Never lose sight of what makes you exceptional and why it matters to your audience
The first step of any successful branding effort is one of introspection and discovery. It’s about uncovering what makes you or your business great and the place in people’s minds that only you can own. Brand building is mostly about differentiation and positioning. This where you begin to define your brand promise. If you can’t quite figure it out on your own, maybe you’re too close to it. It often takes the objectivity of an outside consultant to “poke a few holes in the bubble” and challenge your thinking. They can help you see your business the way others do and how it stacks up against your competitors. There’s nothing wrong with asking for help.
Need help sorting it all out?
Let’s talk about what makes you great, why it matters, and how you can use it to distinguish yourself in ways that are meaningful to your prospects. A call costs you nothing but your time.
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