We’ve been trained in the professional world to introduce ourselves by our job title.
Go to any networking event and the second question, after your name, will be “What do you do?”
The typical response is something like, “I’m a life coach,” or “I’m a Reiki healer.”
But here’s the problem… Does your job title actually mean anything to most people? Does it attract your ideal clients, especially online?
People smile and nod politely – or glance at your online ad – but as a coach, consultant, or healer, you’ve probably lost them. They leave the conversation or scroll past your ad not REALLY knowing what you do…
During a recent strategy call, I was talking to a healer who said, “I work with professionals who struggle with stress and anxiety.”
Not bad. If he put that in an online ad, people would THINK they knew what he did. But would they be right?
There’s a better way for him to communicate the value he provides, and it’ll work for you, too. Here’s where you can make the power of Branding & Niche work for you!
In these 3 easy steps, you can pinpoint your niche, up your networking game, and attract clients online!
What NOT to do: Ask yourself, “What do I do?”
I’m sure you’ve thought a lot about this – and you probably tell people all the time what you do. You’ve talked about the healing or coaching modalities you use, haven’t you?
Maybe you (and your ads) have said, “I align chakras and energies.”
As a coach, I talk on the phone. I ask good questions. I create a safe space for people to explore what they think and feel.
And NONE of that is particularly important to my ideal clients. It’s the process, not the result.
Here’s what to do instead.
STEP 1: Dig deep by asking, “What problem do I solve… that most people understand?”
In the case of the healer I was talking to, he helps people lower their stress and anxiety.
That’s a great problem to solve. And anybody he’s talking to would have a better idea of what that meant, as opposed to, “I align chakras.” It’s more accessible to people.
Framing what you do by the problems you solve is actually one of the most powerful ways to differentiate yourself. And using language that most people would understand is the key to attracting your ideal clients, both online and in person.
But you’re not done yet!
STEP 2: Get clear on who you serve by asking, “Who do I solve this problem for?”
In speaking to the healer, he was helping professionals to lower their stress and anxiety.
He was on the right track to identifying his niche. This is important because clearly identifying your target market allows you to communicate with those people – your ideal clients.
A common fear I hear from transformational entrepreneurs is, “I’ll lose business if I narrow my target market!”
That’s not true.
Your customers will more readily find you. Imagine a headline that says, “Are You Trying to Balance a Corporate Job and Be a Single Mom?” If that described you, youʼd read what came next.
On the other hand, if a headline read, “Are You a Woman?” very few would continue reading… It’s too vague and there’s not any indication that what follows will apply to the audience.
If you serve a specific and narrow target market, you can be seen as an expert – and experts command more respect, sell more, and charge higher prices.
STEP 3: Focus on the benefits by asking, “What results do my clients experience?”
In this final step, you’ll differentiate what you do by focusing on the benefits you provide.
You and I both know there are A LOT of coaches who work with stress and anxiety. You can’t expect the person looking at your ad or hearing your elevator speech – your ideal client, hopefully – to know how you’re different… unless you tell them!
So how do you do that? How do you make yourself stand out?
Be super specific. Remind your audience what the problem costs them and what negative effects it has on them. Then, remind them of the changes they’ll experience after working with you.
For our stress and anxiety coach, he could say, “I work with professionals who are experiencing stress or anxiety. Together, we focus on…”
1- How stress & anxiety affect… Their family
They’re bringing work home and not getting along with their family. They’re losing sleep and spending quality time that’s not very high quality.
I help people relieve their stress, enjoy their life, sleep better, and actually become more energized to go to work every day!
2- How stress & anxiety affect… Their career
They’re showing up to work… and so is their stress level. They’re not making good decisions, snapping at coworkers, and not impressing the boss. Their stress is keeping them from work – and a life – they enjoy.
I help people be heard, respected, and understood at work so they can enjoy their work – and their life – again!
Compare both of these approaches with “I’m a personal coach.” Much more compelling, aren’t they?
Here’s why – They talk about specific pain points a stressed professional would recognize in themselves… and focus on the benefits.
When you introduce what you do in this way, you’re not only positioning yourself as a healer. You’re also positioning yourself as the connection between your ideal client and their ideal scenario. And that makes working with you that much more inviting!
Want to learn more about nailing your niche and crafting compelling marketing language? As a loyal reader of my blog, you can talk to one of my expert coaches about this in more detail. To claim this exclusive FREE offer, you can schedule your call here.