When what you do is powerful, but difficult to describe, it can be a challenge to create offers that sell.
The key is to find the ‘tangible’ in your intangible process so that you can communicate it clearly. When you do that, it’s much easier to get known for work that’s uniquely your own.
Recently I heard from a former client who was stuck trying to create a unique offer that captured work she didn’t quite know how to describe. She wrote: “I need to tweak my model and clarify a unique offering. And it’s not likely an off-the-shelf solution. Which means it’s even MORE likely that Shawn Driscoll is the only person who can help me. 😉 ”
Her email is a great example of the power of getting known for something uniquely your own. You no longer need to worry about what everyone else is doing because what you do is so specialized, people seek you out for it.
If you do work that you know is unique and transformational but struggle to explain it or market and sell it, here are three places to start.
- Name it.
By giving your process or approach a name, you can start communicating about it in a more tangible way. Name it based on your method, approach or results clients can expect. For example, I’ve created a process I called “Your Signature Advantage (TM)” that helps people articulate and communicate their unique value and signature system. This approach started out as intangible and organic coaching work that I realized was creating a lot of value for my clients. And because of that I needed a way to make it more tangible and understandable.
- Illustrate it.
A diagram or process map can instantly simplify communicating about what you do. For example, one of my clients had a specialty for helping her corporate clients solve team problems that were difficult to deal with and no ‘off the shelf’ solutions existed. Her focus was on resolving what she called “Disruptive Drama”. Once she had named it, we were able to diagram a simple model that instantly illustrated what happens in companies where there’s disruptive drama at work. She now uses that diagram in her messaging, marketing and consultations to quickly bring clarity to what she can do for her customers.
- Structure your offers around results.
You’ve got to put your offers together based on key milestones or results that clients want to achieve. Often your proprietary process, once mapped out, can help you clarify the stages of value you deliver to clients. That’s what we did with the client who wanted help clarifying her unique offer. Together we identified the key results clients came to her for and created two unique offers that captured and communicated those results and value. She’s now able to clearly communicate about and sell what was once an ‘intangible’ and difficult to describe service.
Once you have it, your proprietary system is an asset you can build on for years to come.
If you’d like help with this, I’d love to show you how to create a model or process that captures the heart of your work. I’ve opened up 10 spots in my calendar this week to show you how to put a process to your most powerful, yet difficult to describe, work.
I’ve helped hundreds of clients over the years capture the essence of yet hard to describe work, in tangible, sellable ways. We’ve designed visual models, created proprietary assessments, mapped out signature systems and customized offers that help them stand out as coaches, consultants and experts. I’ve found that doing this supports how you serve clients as well as gives you many ways to scale your business and grow your impact.
Please note: This is not for those just starting out. You have to have had some success with clients but know that you’ve yet to clearly capture and describe the full value and power of what you do.
If you know the work you do rocks and you’re ready to finally articulate its full value, I’d love to help. You can apply for one of the 10 complimentary spots at: http://shawndriscoll.com/apply