How To Stand Out From The Crowd
I was once conducting a training with a group of financial advisers and I asked the question "what do you do?"
As we went round the group, each person in turn said "I'm a financial adviser." This may have been true but I went on to make the point that it didn't tell me much. It also probably wouldn't have compelled many prospective clients to say "That's fascinating, do tell me more."
It may seem as though I'm picking on financial advisers here but it could just easily have been any group of business person - accountants, coaches, legal professionals, personal trainers or designers.
We live in a time when brands are extremely powerful. In fact the world seems dominated by huge brands that we all recognise. Nike, Coca- Cola, Starbucks, Hewlett-Packard, BMW - there are hundreds, if not thousands of recognisable brands, aren't there?
Personal brands also highly recognisable. Pamela Anderson sticks out a mile doesn't she? Gordon Ramsey is hardly what you'd call shy and retiring. Even George Bush is a brand (tee-he!).
The point is this. If you identify yourself as simply an adviser, coach, trainer etc. you are doing yourself a disservice. Why? Because you are reducing yourself to a commodity, meaning that you're allowing other people to compare you. Open any yellow pages or search a web directory and information is stored in categories. There may be twenty, fifty or a hundred businesses listed in a single category.
When you present yourself as something people already know about, most people will have an opinion formed already - no matter how much better or different you are. This doesn't often generate curiosity. It doesn't compel people to find out more.
A better idea is to create as unique identity as you can so you avoid comparison. After all, there's only one Pamela, isn't there (thankfully, some might say!).
The place to begin is to be authentic. In other words, be you. When you're being you, you don't have to fake it. People are becoming bored with 'spin' and can see through it a mile away.
How can you present yourself and what you do in a way that arouses people's curiosity and grabs their interest?
"Hi, my name's John Dashfield and I help small business owners make more money with less effort. For example, we've helped our clients increase profits by up to 100% in just six months using the unique One Page Business Plan."
I have found this gets a better response, from the right people, than "I'm a business coach."
Brands are recognisable because they are consistent. This means what you see, hear and feel consistently gives the same message. With both you and your business it pays to work at the message you give out.
If you want to convey quality, for example, how do you demonstrate that? Is your business card of sufficient quality? Do you look and sound the part? Do you keep your promises?
As you think about your business, in how many ways can you make yourself stand out from the crowd and be more attractive to your intended clients?
Copyright of Dashfield Coaching and Development Ltd
About the Author:John Dashfield is a leading business and personal success coach. He uses many powerful and unique tools that help business people grow profits, save time and lead more inspiring lives. Often challenging popular thinking, John’s vision is to help businesses and the people in them live in harmony within the community and the environment as well as achieving financial success. To receive more thought provoking free articles from John Dashfield visit http://www.dashfield.com
Article Source: ArticlesBase.com - How To Stand Out From The Crowd