A lot of times, people come to me and they say, “What’s one thing I can start doing to get more clients and better monetize my reputation as an Expert?” To me, the answer is simple.
Creating a rock solid elevator pitch or unique selling proposition.
Now, a unique selling proposition might be a term you’ve already heard of or are familiar with and if not, that’s fine too. I’ll just give you a brief explanation (at least as I define it).
Quite simply, a unique selling proposition tells people what you do in a manner that gets them to ask how you do it.
Now, when someone asks me what it is I do, I say, “I help busy entrepreneurs grow and monetize their reputations as experts.”
So who do I work with? Well, busy entrepreneurs.
And what do I help them do? Get more business from the reputation they already have.
So that can be coaches, consultants, speakers or what I like to call Expert Entrepreneurs… people who make a living by what they know.
And regardless of the exact occupation of the listener, by presenting my business in the form of a unique selling proposition, people are then able to decide whether or not they want to learn more. So if they’re interested, they can simply ask, “Well, how do you do that?” And off I go talking about my business.
One of the main challenges I see hurting Expert Entrepreneurs from better monetizing their rep, is that they don’t position themselves in a way that gets people interested and wanting to learn more.
They go out networking, spend all of this time at networking events, yet when someone asks, “What do you do”, their response?
“Oh, I’m a trainer” or, “Oh, I’m a writer” or, “Oh, I’m a CPA” or, “Oh, I’m this or I’m that.”
The problem with that approach is the minute you tell people the category or the business that you’re in, that is the EXACT second they put you in a box – not of your own making, by the way.
As a matter of fact, this box is THEIR past experience in working with someone like you. So if they had a bad experience or didn’t like the person, or whatever happened, guess who now gets painted by the (ugly) brush?
That’s right, you do.
However, when you have a unique selling proposition, you still tell people what you do, but present it in a way that is WAYYYY more interesting, and allows you to create your own “mindshare” if you will, with that person.
So if you’re looking to create your very own unique selling proposition, but don’t know where to start, I always tell clients, take a look at who you work with and see if some similarities don’t start to present themselves.
Maybe it’s women entrepreneurs, or lawyers or start up businesses. It doesn’t matter so much what it is, just that it’s clear and specific, since that is going to be the target market people will begin to identify you with.
From there, what you do is tell other people how you work with those folks in the form of a benefit. So for me “busy entrepreneurs” is my target market and “grow and monetize your reputation as an expert” is my benefit.
So if I’m talking to a Coach, Consultant or someone like that, they can very quickly identify the potential benefit to them. (I say “potential” because right now, all they know is my first sentence. In order to really figure out if what I have to say can truly be of use to them, they need to ask me, “So how do you do that?”)
And now I’m off talking about my business and doing my “elevator pitch”. See how easy that was and how by doing this you’ll be well on your way towards better monetizing your reputation as an expert.
So let’s get out there and make it happen!