Their face when I asked this question.
Why do they choose you?
There we were chatting over a cuppa.
There they were stuck in a cycle of doom as to why things feel so meh with their business right now.
At the root of much of what’s going on is what’s going on between our ears.
Our mind monkeys are shouting, chattering and not being friendly or nice as we try to do our very best.
And as the sole person in our business we spend so much time with ourselves which also means we spend a heck of a lot of time with our thoughts too.
The good and the not so good.
Ever noticed how easy it is to get yourself into the downward spiral but it’s not so easy to get yourself out of it?
Rather than focusing and giving your time and energy to blaming your audience for NOT becoming clients, turn the question around.
When was the last time you asked yourself:
Why do they choose ME?
Why really understanding why your clients choose you makes a positive difference to your marketing
It helps you stand out.
Really?
Yup. Because you’re sounding like a human and you’re using real words that have come from another human.
Describing things in a way that has folks saying:
- ‘That’s me!’
- ‘That’s what I want or need!
- ‘That’s what I want to feel!
- ‘That’s what I want to do instead of what I’m doing now!’
That packs a punch.
People don’t buy what you do. They buy what it can do for them.
A few examples:
Zoom. People choose Zoom because they want to communicate via video without technical issues.
An accountant. People choose this particular accountant because they don’t make the person feel like a fool when they talk about their finances.
A copywriter. People choose this particular copywriter because they’re so very good at writing words that sound like you by untangling the umpteen ideas you have going round and round in your head.
See the difference?
Not what they do. What it does for the person choosing them.
A wee exercise to help you discover why your ideal client chooses you (cuppa and biscuit optional)
Write 10-15 fantabulous reasons why your clients choose you.
Then ask yourself:
Are you sharing these reasons with the world or are they sitting in your inbox gathering dust on a testimonial nobody sees?
Do the reasons folks choose you actually come across in your content?
If the answer is ‘No or not really…’ that’s your starting point right there.
Because the words your clients use to describe why they chose you…
Those are the most powerful words you can put in your marketing.
More powerful than anything you’d come up with yourself.
They’re real. They’re human. They resonate.
And they make the next person who needs you think ‘That’s exactly what I need too.’
Why knowing this stuff makes a difference
When you’re stuck in the downward spiral it’s easy to forget the impact you have on others.
The difference you make.
The very real reasons people choose YOU over anyone else.
This exercise isn’t just about your marketing.
It’s about reminding yourself why you do what you do and who you do it for.
And when you’re clear on that?
Your content gets clearer
Your confidence grows
Your mind monkeys get a little bit quieter.
Dig out those testimonials. Write your list.
And let it remind you of the fantabulousness you bring.
Fancy a chat?
If you’re ready to find out what’s working, what isn’t with your marketing and you’re ready to fix it, let’s have a chat about what us working together could look like.
Want more marketing insights?
Here’s some more blogs for you:
Stop trying to convince people to buy from you (do this instead)
How to show up consistently with your content when it feels like nobody is watching
Are you fixing the wrong things and making your marketing worse?
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