The quickest way to get clients is to have the energy of confidence about what you do and how you help. Clients want to work with someone who knows what they are doing. They also want to know that you are the best person for the job.
So how do you do that?
By letting your ideal client know you are here specifically for them and that they will get the outcome they are looking for.
How positioning statements get clients
I was on a Facebook thread where a woman was asking for some design help, and a few of us just said “Hey I can help, check out my website.” And then another person responded with “I’m a brand strategist who helps business create a clear plan to connect with their customers. I’m happy to answer any questions, so feel free to send me a DM.” I realize how professional and confident it sounded to have your business positioning statement.
I wasn’t the only person that realized that. The original person that posted the thread responded only to her with enthusiasm. Needless to say, the positioning statement won the job.
After that, I realized how un-legit my business sounded, which also made me seem like a riskier option to work with, so that’s why I put so much emphasis on positioning statements. It’s a simple way to create an overview of your business, and transforms your business into a solid, smart option.
Think about how you approach businesses when you are the customer. Doesn’t it make you feel more comfortable choosing a business that specially addresses you and your goals instead of a business that generally states “We’re here to help”?
How do you create a positioning statement?
These are things we inherently know about our businesses, but for some reason, we never right them down. Yes, this can feel like homework, but there’s almost an expansive magic that happens when you write these things down. Get out a pencil and paper, or a new document on your computer. Seriously, take some action and let’s do this!
Answer the following questions:
- What do you do? What is the discipline of your business?
- Who is your ideal client?
- How do you help your ideal client? (What do they achieve when working with you?)
Great! Now that you’ve answered those questions, we can simply fill in the blanks of the next section.
I am a [what you do/discipline] who helps [ideal client] with [how you help your client].
(My example: I am a graphic designer and developer who helps coaches, facilitators, energetic healers, and authors grow their audience and find clients that pay them what they are worth.
This is a basic example of a positioning statement. You can go more in depth by including your unique difference and also some of the potential risks a client may face by not working with you.
I have my positioning statement ready. Now what?
Practicing speaking it out loud. I can’t emphasize this enough. Learn to say your positioning statement out loud so that you can confidently say it to someone in person without feeling weird. Being able to confidently speak what you do with also start to change the energy of who you’re being in your business.
Being able to speak your positioning statement out loud insinuates that you will be networking. Before you tell me that you can’t and that you’re introverted, remember that you’re not selling anyone on anything. You are just being honest about your business. Also, it’s extremely effective to meet people in person and network because they get to know you. Speaking in video is also effective, but that’s for another time.
Here are other places your positioning statement can be used:
- in conversation
- in video
- on podcasts
- on your website
- your sales pages
- in advertising
- on social media
How did this exercise go for you?
Did ideas start to flow? Did you find it hard to get started? I’m always here to help you if you need a nudge.