I learned long ago not to skimp on toilet paper.
That may sound like a strange epiphany, but growing up we didn’t have a ton of money and for good reason my parents didn’t want to literally “flush their money down the toilet” by buying the good stuff.
Sometime after college and moving out on my own, I discovered the dirty little secret of plush, fluffy, mildly more expensive toilet paper and have never gone back – no matter how tight my purse strings.
So, enough potty-talk, what does this have to do with your business?
Once you win over your clients they won’t want to go anywhere else.
If you’re a trailblazer (and I think you are) and are solving problems in unique and sometimes mind-blowing ways, once your clients work with you they’ll never go back to what they were doing before.
Unlike paying an extra buck for a roll of toilet paper though, giving you a shot is much more of a risk.
Communicating the awesomeness you have to offer is of course, the main purpose of your brand (bet you didn’t see that coming! 😉 and one piece in particular will help you demonstrate why you’re the right choice for the right people.
The piece I’m talking about is your Brand Philosophy – this is essentially your point of view and how you view your industry and the problems your clients are facing.
The reason your philosophy is so good at communicating your value is that it says a lot about who you are and what is important to you which goes much further in building trust and authority than any credentials you have along with your name.
Here’s an example, say that you’re choosing between cleaning companies.
- Company #1 uses chemical free cleaning supplies because they believe that the chemicals in every day products can increase the chances that your kids will develop serious health problems.
- Company #2 brings twice as many cleaners at the same price so they can finish quicker and you can get back to living in your beautifully clean home.
- Company #3 ensures that every person that enters your home has had a background check and is fully vetted so you never have to worry about your valuables being messed with.
Which company would you choose?
Notice how as you were reading each description you weigh their reasons for the way they do things against what matters most to you. There is no right or wrong answer, all three companies are great and you will resonate with one over the others depending on your situation and experiences.
Also notice how not one of them mentioned how well they will clean your house, they are cleaning companies so that is to be assumed. Obviously if you asked, every single one of them are going to say that they will leave your house spotless and are better at cleaning than anyone else in the game.
The same goes for any industry, EVERYONE is saying they are better, more skilled, more caring etc. etc. that means that with the assumed outcome being equal you will choose which company’s philosophy makes the most sense to you and agrees with what you value.
As a coach, you may be better than your competition but saying you are means nothing to someone who hasn’t already worked with you because everyone says they’re the best. When you get clear on your philosophy you have a simple way to convey what your work means to you and attract clients who share your point of view.
So, what do you see going on for your clients when they try to get help and how do you do things differently so they get a better outcome?