This is the thing I get to do with my clients that changes everything for them.
My clients often come to me with a very detailed profile of who their ideal client is and what they’re looking for.
And they’re spinning around and around trying to figure out how to create something that will appeal to them.
But the important piece of information that’s missing is–
who the business owner is.
There is no point in even thinking about who your ideal client is or what they want until you know with every fiber of your being what you want to offer and how you want to offer it.
You have a gift, a talent, something you want to share with the world and that’s why you got into business. You have a WHY–and it’s defined by the change you want to make in the lives of the people that work with you.
You already know who you’re meant to help and how–although you may not be able to access it because you’re trying to figure out what you can create that people will buy or how to speak to people so they’ll want what you’re selling.
Unfortunately, you’ve got it backwards.
It Has To Start With YOU
You are the heart and soul and the core of your business.
What you’re meant to do and who you’re meant to help will pour forth from you when you venture inside and listen to your heart.
When you focus on the work you love and are great at you’re in your zone of genius.
When you’re in your zone of genius you’re connected to your power.
That’s what will support you in being successful.
When you’re bringing all of who you are into your business, working with who you really feel called to work with and doing your genius work things become effortless. You remove all resistance. You’re in alignment and in the flow.
I’ve Been Down This Road
It used to take me two weeks to write one newsletter.
That’s because I was trying to give people what I thought they would respond to as opposed to speaking from my heart and saying what I wanted to say.
I tried to provide value and sound professional.
Instead, I was manufacturing my presence and eventually, I burned out.
You want people to come to you because they want to work with YOU–not some made up version of you that was constructed to appeal to them.
THE MORE YOU CAN BE YOU–THE MORE You’re in Alignment and the more POWERFUL YOU ARE.
But you need to trust that there are people looking for exactly what you do, exactly the way you do it.
Because they are.
It definitely doesn’t come from trying to figure out what people want or what will sell.
Do you want to be totally unique and one-of-a-kind?
THEN BE YOURSELF.
Completely and unapologetically.
Coming up with a niche, branding and positioning for your business is about listening to your own voice, having the courage to do things your way and not following the herd.
So the first step is listening to the still small voice inside that’s telling you what you came here to do. To hear that voice, you need to get out of your head and into your heart.
Once you’re clear on how your past experience, the thing you love doing and the thing you’re great at intersect–you’ve come to what I call the first intersection. That tells you who your ideal client is.
Then it’s positioning that work in a way that speaks to those you want to help..
Once you have that foundation in place THEN you can start to listen to your audience (the ones who value you, what you do, and the way you do it) and see what’s missing for them and how, within the context of what you do, you can help.
That’s the second intersection which is–the place where the work you love doing and the problem your ideal client is struggling with meet.
I have carried this little story from the late great Leo Buscaglia with me since I read it in High School:
From the book Living, Loving, Learning by Leo Buscaglia
I always tell and write about this story because I love it so much. One of my students got up in class one night and said, “I know why I’m so despairing all the time. It’s because I want to be loved by everybody, and that’s a human impossibility. I could be the most delectable, the most delicious, the most wondrous peach in the world and I could offer it to everybody. But there are people who are allergic to peaches. And they may want me to be a banana.” So we manipulate ourselves into being a banana because someone likes bananas. But the thing is, we’re really not a banana, we’re a peach and end up spending our lives as a second rate banana when we could have been a first rate peach.
Be who you are because everyone else is already taken.
If you want to find out where you fit into your business so that you can create marketing that’s an authentic expression of who you are that also attracts your ideal clients, check out my upcoming program Nail Your Niche that starts September 10th.