Whenever I’m deciding on a podcast or blog topic – there’s all sorts of thoughts and ideas that come through my head.
But the one thing I really do is listen. Listen to my clients.
And this is where today’s topic comes from – Claiming your expertise.
One of my clients mentioned recently how much this exercise changed her mindset to not only her marketing but her business. And with feedback like that, how can I not share it with the masses!
Have you ever been in a situation and someone has asked, so what do you do?
Or have you ever asked someone what they do and seriously start to regret it 10 minutes in after hearing what they do, how long they’ve done it for and just how good they are?
Of course you have, and it sucks quite frankly.
Having an articulate answer to the question “So what do you do?” is the skill of champions – and that is what you are going to be after reading this blog!
Because the reality is the following:
Nobody cares about:
- Who you are
- Where you are
- What you do
- How long you’ve been doing it for
What they do care about is:
- Can you help me solve my problem?
- Can you give me the advice I need?
- Can you show me a better way?
People do not enjoy being pitched to.
They want to be heard. They want to know that they are being understood. This requires you to keeping your focus on what you’re an expert in, and who you serve with that expertise.
One thing you need to know about me is that I’ve been a student of marketing for a long time. In fact I’m what you call a lifelong learner, I don’t know everything I need to know and I’m always willing to put myself and my wallet on the line to learn more.
It’s what good small business owners do. That’s how you build a business.
But I can’t take total credit for this little gem piece I’m about to share with you. It was taught to me by my mentor and now I’m borrowing it to teach you because it’s that good!
So, shout out to Paul McCarthy – I’m not sure if he originated this gem, it but he certainly taught it to me.
It’s called your Client Outcome Statement and it’s going to help you get superdooper clear on what you do, and who you do it for.
CLIENT OUTCOME STATEMENT:
I HELP (target)_______________________________________________________________
SO THEY CAN (outcome)_______________________________________________________
In other words:
- Who is your target marketing?
- What do you help with achieve or do?
- What’s the outcome for them – you help them so they can do what?
- What’s the benefit for them – you help them so they don’t have to what?
Some examples of this in action:
From a client who owns a jewellery store:
I help Brides to Be, find the perfect wedding band, wedding jewellery and gifts for bridesmaids so they can be confident that all their jewellery wedding needs will be fulfilled in one store and in time for their big day, without adding more stress to what should be an exciting time in their life.
From a business coach:
I help introverted business owners to increase their courage and clarity so they can connect authentically with their ideal clients without feeling pushy or “salesy”.
From a couples counsellor:
I help couples to live in loving and respectful relationships so they can grow and enjoy a great life together without the increasing fear or losing each other and breaking up.
And this one is mine:
I help small business owners to simplify their businesses and make marketing a priority so they can reach their financial and personal goals and live the life they’ve always wanted with freedom and wealth, without stress or overwhelm.
So take some time and jot down your Client Outcome Statement – it really is an invaluable little tool to help you focus and explain what it is your business can do for others!
ABOUT THE AUTHOR
Jenn Donovan is a marketing strategist and social media extraordinaire, coach and mentor to savvy business owners. Owner and Founder of Social Media & Marketing Australia.
With a passion for making business simple, because it’s isn’t easy but it should be simple or at least simpler, she’s built a reputation for helping other small business owners simplify their marketing and businesses so they can reach their goals, be more profitable and live the dream (finding the freedom they set out to achieve when they started … the illusive small business owner freedom dream …!)
Jenn believes in giving before asking and that’s why she’s the host of the popular Small Business Made Simple Podcast