Business is all about positioning. How you put yourself into the world, into the marketplace, in relation to other people, industries and businesses is critical. Because how you position yourself determines how—and even if—you come into focus. That’s how people can see who you are, and can learn what you can do for them.
It does not have to be us vs. them, although that is a time-tested strategy in marketing. Just take a look at how well Steve Jobs of Apple Computer worked that angle in relation to Microsoft. It can be ME compared to, or as different from, others, but it doesn’t even need to be antagonistic – it can be illuminating and illustrative instead.
It is important to be clear and specific, and it’s always best with your own special flavor. How you position yourself has everything to do with creating your Village, as I like to call it, of people who know who you are, who know and are interested in what you do, some of whom will buy from you, now and into the future.
Let me tell you what I mean.
You were probably trained to do something—a specific healing modality, or particular kind of coaching or teaching, or a certain service profession (like Pilates, floral design, or accounting). When you present yourself as a practitioner of this particular form—let’s say a massage therapist, a life coach, or a student of Non-Violent Communication or Byron Katie—you are positioning yourself BEHIND that modality or practice.
You have what I call a “Modality Shield.”
(Yes, I know, it sounds like a contraceptive device!)
The modality is out front and you are in effect hidden behind it. Now of course your energy matters, and how you express yourself, etc. Yes, all that matters. But there’s really not much of YOU in that.
Your business will really POP when you position yourself out front. You have gifts, talents and skills—and life experience—that only you have that you bring to whatever it is that you do. In my Soul Signature work with clients and students I guide you to bring forth that which is within you so that it SHINES forth as only you can do.
You have to remember that there are people who will only hear the message from you. And you need to position yourself so that they can hear it.
I did a VSP day (Very Special Person, as my daughter says) recently with a woman with a rich life full of experience, expertise, and passion. Yet she was struggling to know how to move out of her job and into a business that meant something to her. In three hours we got clear on her business name, her attraction statement (how she answers the question “what do you do”), who her people are, her pricing and packages, how she’s going to rewrite her free offer, and how to develop her first program.
We did this by positioning HER in the front and center of her business, not the various things she’s been trained in. She now stands out, and she can speak directly to who her people are because she knows what they want and need as well. She started the day confused. She ended the day with a clear vision, a business, and a plan.
I’ve been guiding the clients in my Creating Money Intensive webinar program to bring out their unique stories. With one woman, she has a very powerful story about healing her relationship with food, and underneath that healing her relationship with herself. Even though she wants to help people with their food, she hasn’t been sharing this story. Why? Because she’s shy about that, even ashamed.
And I exclaimed—that’s exactly WHY you need to share it!! Because other people are ashamed, too. And when you have the courage to share your story—including the parts that are not so pretty, and how you’ve healed and evolved through that to a new place of peace and wisdom—it creates connection with your potential clients and helps liberate them from what’s holding them back. Now THAT is powerful.
Including her story makes her business POP! NOW we know why she is an expert who can help guide you through healing your relationship with food—because she’s done it, too. No longer simply a presenter of modalities, this client can position herself as someone who KNOWS from her own life experience, and who can guide you through the transformation you long for.
So how are you positioning yourself? Are you front and center in your messaging and marketing, or are you (hiding) behind your modality or service? Are you bringing together the richness that is you and creating a unique and compelling presentation that can only be you?
Are you willing to be visible, to be seen, to tell your empowering story, so that those who need you can hear and see you?
What can you do, right now this week, that will make your business POP and position you as the go-to person about what you are offering? Share your comments below.