As an entrepreneur it is important that you know your value. And I’m not just talking about the hours equals dollars value that is discussed so often. You need to know what you bring to the table.
Ask yourself “Why does what I do matter?“
Sometimes we are so close to things that we need a different perspective. It is important to recognize what makes you special as you create your marketing message. Your clients are not just investing with you for your time, but also your expertise and access to you.
Instead of focusing your messaging on the features and tangibles, highlight the value of service, the intangibles. What does what you do or provide give to your customer…
- Will your services or products help your clients produce income?
- Does your expertise give them back valuable time or resources to focus on other things?
- Make sure you address “what something is” including all its components but highlight “what something does” and why it matters to your client.
- Why does what you do matter?
How to Define Your Value
Whether you like it or not, every business owner is in the marketing business. And defining and communicating your value is the first step to producing consistent income.
You must think like a marketer – consider that every activity, every message you send out may lead to a sale. In order to do this, you must focus on two things: your prospective customer and your value.
Your Prospective Customer
Think about your customers challenges, doubts and more importantly their desires and dreams. And then make sure you target your messaging to address those concerns and goals. Your communication must educate and guide them to you. Do not assume they know what you do or how it can help them.
Make sure that you overcome their objections and speak directly to them when you speak or write.
Know What You Bring to the Table
Knowing your value, the value of what you offer and recognizing how to position it is key. And it is an evolving process – recognize that and do not get frustrated.
Position your self and your offers to best meet your prospective clients needs. Translate everything you do into a value, not just a dollar amount. Own your expertise and share it.
Your clients are always going to ask “What’s in it for me?“
What are the Results?
It is important that you clearly communicate the results you deliver. These come in two primary forms:
Hard Results – the are the most common and often easily qualified. They are tangible, measurable and provide exact date. Clients understand and expect these. Make sure to communicate them clearly. Ask for testimonials when you deliver. And always be upfront about what they should expect.
Soft Results – while these are not measurable, sometimes that are even more valuable so it’s important you communicate what your client can expect. What goals will you help them fulfill, intangible results can they expect and what emotional state will you help them achieve? Will they be less stressed, have more free time or just get to focus on their own strengths?