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Essential Message # 104:
You are not the economy.
Yes, the economy is in rough shape right now. But don't let all the doom and gloom get inside your head. Those deflating stats and trends you hear on the news describe the macroeconomic world, not yours.
When my coaching clients and Bull Pen members start groaning about the economy, this is what I tell them:
1. Yes, the economy is scary if you're General Motors, Walmart, Microsoft and every other company that relies on millions of customers. But if you're a consultant, speaker, trainer, advisor, coach or any other independent professional, chances are you only need a few clients to keep you busy and profitable.
How many active clients do you need?How long will it take for you to find your next client
(or replace the one you may have just lost due to the economy)?Where are you most likely to find your next client?When are you going to start looking?2. Yes, a lot of people are losing their jobs. A lot of people's investments are getting hammered. And a lot of companies are cutting back on what they perceive as the non-essentials. That's why people and businesses are desperate for the smart solutions they haven't been getting from their past service providers. You can be the one to give it to them.
What are you offering that's different, better and smarter
than whatever they've been offered before?
3. Yes, the overall picture looks bad. But the overall picture is made up of a myriad of scenes; some of which tell a completely different story. Hyatt Hotels, FedEx, Burger King, CNN, Sports Illustrated and the advertising agency Leo Burnett Worlwide... these are all companies that started in economic downturns.
Your Essential Message focuses on your strongest, most differentiating position in the market and communicates it in the most compelling way. That's one reason why it's like a Unique Selling Proposition on steroids -- regardless of the economy.
Now repeat after me; 'I am not the economy, I am not the economy, I am not the econo...'
Essentially yours,
Who is Michel Neray and What's The Essential Message?
The Essential Message is like a unique selling proposition on steroids! Clients routinely double, triple or even quadruple marketing and sales results. How? First we help our clients discover their strongest differentiation in the market, and then we communicate it in the most compelling way.
More than just higher sales, (as if that weren't enough), coaching clients and event participants tell us it gives them the confidence, resilience and momentum that can only come from knowing who you are, what you really bring to the table and the true value you offer your customers and clients.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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