How to Define Yourself

You own a business. You love it. Do you love it too much to explain it to others? Most small business owners have this issue. They are so deep into their business and so passionate about how they help others that they make the mistake of assuming their message is clear to others. It doesn't matter how good you are or how great your service is if no one knows you do it. Defining your message is a key element of success.

Where should you start? Start with WHY. Why do you do what you do? If your answer is to help people, you need to think harder. Everyone wants to help people; you have to be specific and unique. As an ESL (English as a Second Language) teacher, my original message failed. I just wanted to help people who needed to learn English. I struggled to find any clients, but especially the right clients. I wasted a great deal of money on a marketing company because I didn't have a solid, unique message to spread. When I finally found clients, they were the wrong clients and I made myself miserable running a business for the wrong people and not working with the right people.

Fortunately, I transformed. I learned from my failure and defined myself uniquely as an ESL company specializing in automotive professionals because I have 15 years experience working in that industry and corporate America, which very few ESL teachers have. I soon had over 500 clients from big companies such as BMW, ZF and Bosch. Reaching a few of the right people is so much more effective than reaching a lot of the wrong people.

Why do you do what you do? Why do you do it differently? What would make you a good fit for the right client? Start building your message today!