Just a few months ago I was helping an entrepreneur who has many talents take a look at her business to figure out why she wasn't making the income she wanted to make. As we talked, I realized that she had the same problem many solo professional entrepreneurs have. She wasn't clear about what she offered her customers. She knew she added value for them but she was having a hard time explaining who she was and what she did to me. I knew, then, that she was not clear to potential customers (prospects) either. And more than likely, her copy (the words on her website or in any brochure she had) were not compelling, not pulling in the people she could serve the very best.
As an entrepreneur, you have certain experiences, expertise, and wisdom to offer your customers. What tends to happen over time is that we forget what we are really good at, because it is second nature to us. Here's a half-hour exercise for you that will help you make sure you are putting all your goodies on the table for prospects to see.
1. Answer these questions (write down your answers):
- What are your life and work experiences that you draw from when you work with your customers?
- What is your expertise, and what is your proof of that expertise?
- What wisdom do you bring to the table from your life experiences, your own personal growth, your spiritual development?
2. Ask yourself “are these what I am known for?”
- Would current or former clients agree that you are known for these?
- Does your website's copy (or copy in brochures) reflect these?
When I ask myself what I am known for, I come up with this list:
- Building successful businesses
- Finding and understanding a client's ground, the place from which she operates and make decisions
- Challenging clients to change where they are stuck, where they are hurting their business or personal success
- Being supportive and offering encouragement
- Seeing the possible, often before clients see it
- Taking people from a job to their own work
- The ability to instill confidence in others
- Fearless stepping out, willingness to take risks and learn new things
- Solid experience and training in guiding and mentoring others
- Coming up with creative and low-cost marketing strategies for my clients
I think my own copy reflects some of this, for sure. But I'm not so sure that all of that is reflected. I'd bet I could improve my website copy to better reflect those attributes.
There's a third part to this exercise, which is to ask current and former clients what they think you are known for. It's a good test, to see if what they see is the same thing as what you see. You can do a quick survey on Survey Monkey (it's free). You can then blend their comments in with your own list, and build your “who and do what” statement from that. Being positive about what you are known for as an entrepreneur gives you solid ground and attracts the people you work with best.