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A decade ago, I started to help friends and colleagues with becoming more organized and efficient with their email.
A few of them said it was life-changing. I think most of us underestimate the weight that unprocessed emails have on our psyche. We only know after we have successfully cleared our inbox. The feeling of lightness is amazing :) When I wrote about my email processing system a few years ago, the post went viral, and was featured several times on popular sites. Here is the newest version of my system:  What's the mainstream version of what you do?
When should someone seek you out? Your prospective clients don't know the nuances of your field. If you're an energy healer, they don't know that there 15 different modalities (or whatever). If you're a relationship counselor, they don't need to know that there are 8 different philosophies. If you're a life coach, they don't need to know that there are 5 major life coaching schools and why the one you graduated from is different from the rest. Your prospective clients don't value the nuances that you spent years immersed in. Talk only about the things they understand and value. Describe your service in a way that they can easily "get"...  Would you like your marketing to be more effective?
Focus on who you are marketing to. For example, when you buy Facebook ads, they encourage you to be specific about which age group, which gender, and what specific interests they have. A man in his 30's has very different life challenges and considerations than a woman in her 60's... and each needs to see a different marketing message. Do you believe that your service can help many different types of people? If so, are you trying to market to all of them by casting a wide net? No wonder your marketing is ineffective...  Albert Einstein said this:
"It's not that I'm so smart, it's just that I stay with problems longer." He was considered one of humanity's great geniuses, and yet he credited persistence for solving his greatest challenges. I have been discovering this to be true in my own business and life. When I am willing to stay just a bit longer with a problem -- rather than just give up and quit -- I eventually find a good solution. For a moment, I invite you to "step back" and take a look at your work from a higher perspective. Consider your real "work" to be not quitting but staying a bit longer with the challenging project in front of you. The benefits are many -- you grow willpower, creativity, and solutions, that you otherwise wouldn't.  In this post I'll share an "elevator speech formula" (that you can customize) for how to describe the work that you do.
When you practice concisely describing your work, your business self-identity becomes clearer and stronger. Several things happen as a result: Your marketing becomes more resonant. When serving clients, you feel more powerfully You. You know how to quickly answer -- in an interesting way -- when someone asks "So, what do you do?" To come up with your "elevator formula", answer these questions: |
George Kao is a Marketing Coach for Counselors, Coaches, Speakers, and Authors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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