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E-ssential
Message # 043:
The (only) 2 Ways to Differentiate, Position and Brand Yourself.
The first way takes you down a road that begins with the question, 'How can I modify my services or change the way I speak to people about what I do, in order to appeal to the maximum number of people I encounter?'
The second way takes you down a road that begins with the question, 'How can I gain greater clarity about who I really am and my true value, so that my clarity and confidence attracts more of the people who want what I have to offer?'
Before you read further, ask yourself, 'which road am I on?'
If you're on the first road, then you are probably focused on transactional sales techniques -- which is fine if you do 'transactional' selling. But if you are personally invested in your product or service and you have a great deal of control over how it's delivered, then transactional sales techniques alone run the risk of appearing manipulative and superficial.
What's more, they simply don't leverage the real competitive advantage of the individual -- your uniqueness and authenticity. That's why the vast majority of sales training courses don't work well for consultants, advisors, independent professionals and most business leaders.
Of course there are many, many ways to sell and market your services. But the more I work with consultants, advisors and indeed entrepreneurs of all stripes, the more I am convinced that each of us has to make a fundamental decision about which one of two long and winding roads we take on this journey that you might call business or career, (or life).
And yes, that's what your Essential Message is all about.
FYI
:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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