How to Define and Market your True Value

While I believe that marketing is all about putting client understanding at the heart of everything you do. That doesn’t mean you serve your clients to the detriment of what you want from your business.

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It’s all about finding your Value Sweetspot. Where everything you want and do, overlaps with your client’s wants and needs.

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Last week I talked about one side of this – your ideal clients. Today I want to talk about the other side – you!

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More precisely, finding your True Value.

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Once you know this, you can weave this intentionally through everything you do. Ensuring you stand out in the market. And your clients walk away with an exceptional experience and results that only you can offer.

... making your marketing simpler and more effective.

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How to stop working so hard on your marketing

People usually come to me when they feel they are ‘drowning in a sea of marketing woes’ (as my client Kate put it – you’ll learn why below).

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If you feel you are working hard on your marketing – but your results aren't reflecing this effort, it’s likely that you are not marketing from your Value Sweetspot. Therefore people are failing to grasp your True Value.

Since we know that people buy based on perceived value, this is going to hold your business back.

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It's not your fault. Few people teach finding and communicating your True Value as the first rule of business. But it's important to address.

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The good news is, this is simple to do. It's not expensive. Nor does it require any specialist knowledge. Just some time to think and reflect so you can find your Value Sweetspot. And when you do, everything starts to become easier, more enjoyable and more impactful.

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The even better news is, that I’m going to help you start that process right here in this article : )

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Can you resonate with any of these scenarios?

·????? You find yourself endlessly tinkering with the words on your website

·????? You struggle to explain the real value of what you do

·????? Audiences love your talks, but no one shows interest in becoming a client

·????? Many of your clients aren’t getting the most from what you can offer

·????? You are posting religiously on social media, but attracting few clients

·????? You struggle to justify your pricing and end up giving discounts

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If you can relate to any of these, it’s likely you aren’t yet communicating your True Value clearly enough.

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As was the case for Kate when we started working together.

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Creating a Market of One

Kate’s school had been making a loss for two years. As a teacher, she assumed it was her lack of marketing and business know-how that was keeping her from success. However, this was not the case.

On our very first call, Kate realised that when a potential client asked her about her school, she was talking about her teaching, rather than the Why behind her approach.

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This meant, she was saying the same as her competition, instead of sharing her real difference or impact. This led her prospects to buy from the cheaper (and inferior) alternatives instead.

Once she identified her?true value, she could confidently explain her difference, and do so from the heart. And it was a game-changer.

Almost overnight her prospects started signing up on the spot. Now they could instantly understand her true value, she became their service provider of choice for their young learners, regardless of her higher prices.

Within days Kate had more clients than ever before and no one asked for discounts. She found that most of parents who she spoke to while networking, or who contacted her school directly, instantly wanted to work with her. Six months later, she was considering opening a second location to keep up with demand!

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“I’m getting clients – and I’m not even selling to them!”, she happily told me.

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Once people understand that you deliver the exact value and results they are looking for, you don’t need to engage in any hard selling. You stand out naturally, as you create a ‘market of one.’

Kate's is a common situation. Many businesses lose out to the competition, simply because they haven’t been able to clearly explain the true awesomeness of what they do.

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The key is to stop talking about what you do and the tools you use. And instead talk about the passion you have for the impact you provide in a laser-sharp way.

Nail this and filling your business with dream clients becomes enjoyable and easy, as they quickly recognise you as their preferred choice of service-provider.

Once you learn to clearly articulate the true awesomeness of what you do, growing your business becomes enjoyable and easy.

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Finding your Value Sweetspot

After defining her dream clients, Kate and I explored what made her different.

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She had been selling herself as an English teacher. Placing herself in a market of dozens of local competitors. But it soon became apparent that she offered something very different.

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We looked into four things:

• Why she approached her work the way she did (her Why).
• How she was better or different to the competition.
• Her dream client’s biggest problem that her solution addressed.
• How the value she offered was instantly relevant to your dream client’s problem, and how her solution offered their ideal result.

It soon became apparent that Kate wasn’t your average English teacher. She co-created lessons with her clients. She never used textbooks, but tailored everything to the individual child. This sparked their passion for learning and allowed them to discover their own learning style - helping them to do better in school too!

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She offered conscious parents exactly what they wanted for their child. And after a short conversation with Kate, they could see this and wouldn’t dream of working with anyone else!

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She didn’t need to develop any fancy wording to describe her services.

She didn’t have to convince people or make them feel stupid for not buying.

And she didn’t need any fancy sales tactics.

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Now she had found her Value Sweetspot, she just needed to speak from the heart.

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And it worked!

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Kate stopped much of the marketing she had been doing. And adopted simpler strategies that she enjoyed, offered real value, and helped people experience her difference and passion. She saved time, cut costs and started marketing her business felt natural.

And that's not all...

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Hidden Bonuses

I've noticed over the years, that when my clients find their Value Sweetspot, other exciting things start to happen too.

• Their self-confidence grows.
• Interesting people and opportunities gravitate towards them.
• Sales conversations start to feel natural and enjoyable.
• They find it easier to identify the 'needle-movers' in their business. The 20% of their activities that make a difference and bring in income.

And more!

Once you find, believe in and communication your True Value, you just never know what positive things lie around the corner waiting for you.

The Key to a Thriving Business

You shouldn’t be overwhelmed, working all the hours or offering discounts just to make ends meet in your business. If you feel that way right now, pause. Take time to really identify your Value Sweetspot. And how to communicate this clearly to your dream clients.

Once you can articulate your true value with confidence and clarity in every interaction, you’ll never be left wondering how to attract enough of the right clients to your business.

If this is the result you are looking for right now, then I’m here to help you.

As an award-winning communication consultant and business coach, my signature?Dream Clients Blueprint?programme will provide all the support you need. It will guide you step-by-step as you uncover your?true value?and learn how to communicate, market and sell this with ease and integrity in as little as 12-weeks.

Leave me a comment below to let me know about?your?true value. How will you start to communicate your value ‘from the first hello’? What will you change to ensure you connect authentically online? When are you going raise your prices to reflect your real value?

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And if you’ve found this article valuable, don’t keep it to yourself. Share it with your network so they can benefit and grow alongside you.

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