by Cara Lumen
As an entrepreneur I can do a lot of things, just like you. As an entrepreneur I have a hard time narrowing my niche to a small enough target audience to be effective. Just like you.
I had all sorts of names within the structure of my business because I wanted people to know all that I did and I didn’t want to miss any income opportunities. Does this sound familiar? I had different names for my internet marketing coaching, for my copy writing services, for my web content strategy and design, for marketing strategy development and for signature product development. My services page on my web site was a mess. But it was still only me doing my thing – my things, if you will.
But less is more. I knew that but I couldn’t find it.
I began to notice two things: what my clients were asking me to do for them, and what skills and talents I was using to answer their needs. I wanted my niche to find me.
For years I have kept an Acknowledgement List. It helps me see myself as others see me. I began to look over testimonials and acknowledgements that people had sent me. I began to see what they saw in me that I might not be seeing in myself. But it was the conscious look within that helped me find my High Brand.
I kept looking deeper and deeper to what was at the core of my passion. It turns out it is organizing! I love to organize words in my writing. I love to organize ideas into a book or course. And that same organizing skill moves into my coaching to help people choose their most productive ideas. I became "Your Idea Optimizer" And all that I was doing began to fall easily under that umbrella. It didn’t matter if we were creating web sites, ordeveloping marekting skills, or creating signautre products, it was all about helping people identify their passion, align it with their vision and bring it out into the world.
What a relief! All my efforting fell away. All need to explain the details of what I do disappeared. My high intention, my overall purpose is to help people creatively build their business from their inside out – and choose their best ideas to make it happen..
I created a new web site, changed my tag line adn key words, and came to rest under the umbrella of a High Brand.
How can you find your High Brand? How can you get to the core of what you offer?
It took me three years to arrive at this new awareness, so first of all be patient. And allow it to emerge organically as you go about placing yourself in deep service.
Keep an Acknowledgement List
What started as an Acknowledgement List years ago is now my testimonial collection, but it also contains complimentary emails that people have sent me along the way. It’s in my computer and I use it regularly to find copy phrases to use for promoting my products and services. And they usually make me feel good too. Watch how they see you and what they ask of you.
Redo your marketing plan on a regular basis
Every time I redo my marketing plan and have to define my target audience and describe the problem I solve and the benefits I offer them, my brand gets stronger. I discover new words and phrases as I express how I am currently feeling about my work. Redo your marketing plan at least once a year as a checkup. Notice how far you have come, be aware of how you have changed, see if you can you narrow your target audience, identify what your clients are asking for. Then pay attention to what you find and see how you can adjust your business to give you greater fulfillment and prosperity.
Write a Resource Box
We only need a resource box when we submit articles, but finding the words to capture the essence of your business in three lines or so is very revealing. I have about three that I have used along the line. They are all in one place and I keep rearranging phrases as my own awareness grows. Keep honing and polishing the words and phrases you use to attract people to your offerings. The simpler the language, the clearer the understanding.
Look for the Umbrella
What title can you give yourself that says it all? I helped one of my clients brand herself as The Unstoppable Confidence Coach and another has become The Marketing Mentor. Look for the core service you give, what others continually ask you to provide, the highest benefit others receive and see what emerges. That’s how you discover your own High Branding.
© 2007 Cara Lumen