Let’s start with one of those sometimes not so pretty entrepreneurial truths –
Your visibility can be more important than your ability
What that means is that your ability is second to your visibility. In the marketplace you could be the most talented, the most dedicated, and the most likely to do a good job for a prospect.
But if you are a little invisible, your competitor who is less skilled than you are can be scooping up your possible clients. Isn’t that frustrating?
Does this seem fair? Does it bug you? But it’s the real world of business. And in this ‘new economy’ where folks are much more discriminating buyers, it’s critical that you stand out from the crowd.
That’s why I’m now talking about ‘beyond being visible.’ Because we all know we need visibility. It’s just not enough to roll out a few emails or pass out business cards and hoping someone calls you.
The real trick is to know what makes you different. What would make you the very best person to work with? And how can you find that, own it, and weave it into your business in a really powerfully authentic and attractive way.
This article is about INNER MARKETING. That’s the work you have to do as you grow and evolve and before you roll out your newsletters or programs.
These are the signs you may need some finer tuning in your ‘inner marketing’ process:
You notice that what used to work to get clients in the door no longer is effective
You have so many ideas, you don’t know where to start, so don’t move much forward
You have lots of pieces in place, but can’t see how they fit together in a profitable or more leveraged way
You’re not getting the right clients and so you are drained
You have hit a plateau at the level of income you are at and you know you are capable of earning way more (and that’s so frustrating)
If you are like most business owners, more than likely you are resorting to the bland, boring, and safe language that is keeping you invisible.
Unfortunately, that’s how a lot of people do their marketing.
If you haven’t landed the “thing” that is your magic, you start to sound like everybody else. Just look at Yellow Page ads…you’ll notice that they start to say the same thing!
That means you’re not giving your prospects something they can connect with. So if you are in a room of 100 of your competitors, your prospect is sitting there thinking, “I don’t even know how to choose, because YOU ALL SOUND THE SAME.”
Why is this important? Because money may not be flowing in like you wish. Let’s just face it….that’s a huge problem. I want you all to be successful. I want you to have a great business. But if you don’t master the inner marketing, it doesn’t matter how brilliant your marketing campaigns are, it’s not going to fly.
The money though is just a symptom of the underlying issue. Here’s what the real problem is: Your brilliance lives in your blind spot.
Exactly what is the reason why our brilliance lives in our blind spot? Let me just give you four points about this.
- The first of these points is that we take it for granted. Why? Because we do what do so naturally.
You might have heard the term “unconscious competence.” What that means is what you do so easily, so naturally, you don’t even know how you do it. Tiger Woods can go out, hit a shot, and he probably couldn’t tell you, “Well, it was because my finger was placed here and my knee was at this angle.” Maybe he could a little bit. But he just unconsciously does that so magnificently that he doesn’t have to think about doing it. It’s natural and easy for him.
- The next reason why is because it comes too easily. You see, we still, unfortunately, have a little bit of a Puritan work ethic, where we value very hard work. We have to work hard and if something is easy, it seems suspect. So with your unique brilliance, it’s something I think of as a gift from God that we just get, and it flows, and it’s easy. But we just look at it and we go, “What? This can’t be this easy” so we don’t trust it.
The next reason is that we dismiss our strengths. This is why we undercharge, talk ourselves out of being able to be the credible expert we are, and have to work 10 times harder.
Then we get into the thinking that “everyone already knows” this. Because of this we can’t stand up and sell ourselves. Because we are devaluing our gifts, we have the belief that everyone knows what I do or can do what I can do, so it’s just not that big of a deal. And the big thing is… no they don’t. What you do unconsciously, brilliantly, not everyone can do.
So before you apply all the great list building strategies you know, make sure you are doing the ‘inner marketing’ work so you stand out, attract those right and perfect clients, and become known as the credible expert that you are.