June 15, 2017
Say you went to your hair salon. Your stylist asks what you do. Can you explain it simply and clearly? Are you focused enough in your business that she’ll really get what you do. More importantly, if her client next week needs your services, is what you do specific enough that she’ll recommend you?
Let’s take an example. Sitting in the stylist’s chair, the first client says, “I’m a dog groomer.” The second client says, “I’m a mobile dog groomer for rescue dogs who hate to be groomed and have a lot of fear. I specialize in gentle treatments for these special dogs right in their own home.” When your stylist runs across someone worried about grooming their rescue dog, which groomer is she going to recommend?
Humans have a need to be helpful to their friends. They will recommend services that are an ideal fit and come to mind when a friend is talking about their problem. In his book Contagious, Why things Catch On, author Jonah Berger calls this “practical value.” He states, “It’s about saving people time or money, or helping them have good experiences. … Sharing is caring.” Get specific on what problem you solve and people will share the value you offer.
With the internet, this problem is even more pronounced and important. There are so many coaches and entrepreneurs out there, it’s hard to get noticed. The more clear you are on what you do, the more you will get noticed and stick in people’s minds. The good news is that with the internet, you don’t have to worry about limiting your potential client pool, because you have the ability to reach so many ideal clients through the web. You don’t have to rely on those within driving distance.
As mission based entrepreneurs, we want to help. But that description can get fuzzy sometimes. Especially as a life coach. It’s great to want to transform people’s lives and help them get unstuck. But with so much competition out there, it may be really hard to get known for this. Is there any way you can go narrow and deep? What or who would you really love to focus on?
Make it easy for people to recommend you by getting clear and specific on what you do.
Want your clients to fall in love with you?
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