When it comes to attracting your ideal client and marketing effectively, one of the key things you need to determine is your superpower (aka your unique selling proposition, your strengths, or the thing that will make someone choose you over a competitor).
And this is certainly much easier said than done – especially for a lot of service-based business owners who, when asked what they do, would say they just kind of… get in there and do stuff 🤷♀️
But here’s the thing: when I can easily find 6 people to help set up my marketing funnel within my budget, what is it about you that will help me see that you’re the best person for my business? This is where articulating your uniqueness is key! It might be your signature process, your attitude, your values, or the speed with which you deliver results.
So how do you articulate what you have to offer? Here are 3 methods I use when I need to get unstuck.
how do people describe you?
Tune in and pay close attention to the way your clients (or others around you) talk about you and the results or outcomes you create in their business. For example, I’m also studying counselling and in a recent workshop the teacher said, “did everyone else notice how Tahlia has a knack for getting to the heart of things and making it sound really clear and simple?” I was so chuffed by that feedback! Because it was lovely, and also because she articulated what I consider to be one of my strengths.
what do your clients ask you to do?
The right clients will identify your strengths and reflect them back to you in the tasks they ask you to do – particularly if they’re adding to your responsibilities. This might come through in comments like “you did such a great job on X, I was wondering if I could give you Y to do as well.” Now, this one’s not foolproof because sometimes overwhelmed clients will throw as much as they can at you, regardless of your strengths. But, as with the previous method, if you pay close attention you’ll start to see and hear what they value about having you on their team.
use analogies to make things clear
Sometimes the sticking point is finding the words to convey something that’s more conceptual than tangible. For example, I love doing jigsaw puzzles (at last count I had about 45 in the cupboard 😬). And, as I was jigging one night, it occurred to me that doing a jigsaw puzzle kind of describes something I bring to my client work as well – the ability to zoom in on the details while also keeping the bigger picture front of mind, and understand which bits slot in where to make a cohesive picture.
This analogy could help to describe a VIP day I spent with a client once. She came to me because she wanted to write and sell a business book – that was her finished puzzle. But as a big-picture thinker, she was struggling to understand all the pieces that would help to get her there, including building her authority and audience. So that’s where I came in, to help her pick out all the pieces she needed to create a cohesive whole (and, by the end of our day together, she had a clear and actionable plan).
I know that singing your own praises isn’t an easy thing to do (especially in Australian culture), but getting clear and comfortable talking about your unique strengths and superpowers can do wonderful things for your business (and your confidence!)
Tell me, what do you do when you’re having trouble articulating your superpower?
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