Are You Selling With Your TRUE Strengths?

No matter what it is you offer; from financial advice to video production to house painting, people buy YOU. Yes, they want your specialized knowledge or expertise; your “service.” But lots of people offer the service you offer. So if the service is similar, why do your customers buy from you? Nine times out of ten, people buy what you’ve got if they also like who you ARE — and how you make them FEEL.

I’ll say that again because that last line is the most critical. Almost all the time, people buy what you’ve got if they also like who you ARE — and how you make them FEEL.

Yet when I ask people to think of their strengths, they often describe their knowledge and the tasks they do well. You might be an excellent project manager, but all project managers think they are excellent project managers. Every designer thinks they are a good designer. You stand out when you can communicate what it’s really like to work with you and how your talents alter the life of your client. They may need project management services, but when you deliver, do they feel relief? Do they feel a sense of freedom?

It’s important to hone in on that feeling when you’re writing your copy, when you’re designing your website and even when you’re giving your elevator pitch (better yet, elevator “promise”).

The trap is to make it all about logic. “We’re different because of our process, our people and our technology and how our blend of blah, blah, blah is better because blah, blah, blah.”

“Blah” being the operative word here.

I’ll give you an example. A client I’m working with right now is giving me all the language she wants communicated in her latest marketing effort. Not only is her language filled with phrases like “cost effective solutions,” but then she sent me a sample of her competitor’s material she said, “this is excellent, but I can’t believe he stole all of our words!”

This is NOT excellent, folks. This is gobble-dy gook! And it’s all too common.

People say they want to be be unique, to stand out. But when the rubber hits the road, they flinch. If you want to be unique, start by communicating who you are, what you care about and how you make people feel. That’s what makes people connect with you, trust you and want to work with you.

Those authentic connections lead to your customers expressing their real problems. And here is your opportunity. Solving your customer’s real problems builds greater trust and creates positive emotional experiences — and a strong bond is forged.

Sure, it’s just easier to hide behind common, “corporate” language that everyone uses. That’s why everyone does it! Putting yourself out there and demonstrating the transformation you are able to bring to others is not easy. It takes honesty, insight and courage.

But once that bond between you and your client is forged, there is no selling. There are merely like-minded people who understand and care about one another trying to solve problems together. Now THAT’s strength!

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