Communicating Your Specialty

I mentioned the Clients Everywhere workshop the other day, and one of the activities that tend to be most surprising - Communicating Your Specialty. There were some questions floating around about that today, so I wanted to say a bit more.

Talking about what we do can be confusing and frustrating because of a few inherent challenges and a persistent belief. Starting with the belief - many of us assume that people aren't really interested in what we do. And we may have some experiences that seemingly back up that assumption. But I've come to challenge it. I believe we can make our descriptions of what we do both compelling and interesting if we take the time to think more deeply about how we talk about it, and then practice telling our own story.

Building a StoryBrand, by Donald Miller is one of the best resources I've found for this and he helps people construct memorable stories about their business in a variety of sizes for a wide range of contexts. As we gain comfort and confidence in this activity, it naturally serves as an attractor to people who suddenly realize we're describing something they want or need. Get the book here: https://amzn.to/3DSNyLr (affiliate link)

Remember that the things that make you attractive and special to others may well seem very ordinary to you. Let go of the assumption and start finding ways to help people get what you offer on a deeper than superficial level and your ability to attract clients and customers will almost feel miraculous.

#marketing #communication #specialty