Your Positioning and the Essence of What You Do!

I was sitting in my usual seat in the Café, working on my marketing copy, answering emails and enjoying the atmosphere that for some reason is like the muse for me.  It all just flows!

He sat beside me intent on his laptop and sipping steaming coffee.  We struck up a conversation.  And then the usual question, what do you do?

I savor that moment.  It’s always so fun to tell people that I’m a storyteller.  There is always curiosity, especially when I say:

No, not for kids.  Yes, adults, we need the stories more than anyone.

Yes, companies, organizations and entrepreneurs.

There are usually raised eyebrows: Really?? You made a business from that?

On this particular day, he was working on an academic document.  A professor summing up his latest piece of research.

After our little chat, we both went back to work.

Later he leaned over and said.  I have an idea for you.  Why don’t you help academics, I mean we REALLY need powerful stories.  You could get a lot of business.

We starting talking about that but I realized some crucial insights into my marketing, my positioning and understanding the essence of what I do.

  1.  Everyone has an opinion about what you could or should do with your business (and each one is relevant and may be right) and it can be incredibly distracting.

  2. You know where the gold is in your business – and if you don’t, you need to be looking for it.

  3. Your focus should be based on what you care about, what you know AND what will actual make your business viable (MEANING: you can make money).

  4. If you’re good at what you do (and I know you are) everyone wants you.  That doesn’t mean you need to work with everyone.  Find the people you want to support, work with them!

  5. Your vision for your business is precious.  And it’s inspiring.  Talk about it as much as you can, you never know where your next bit of inspiration or your next client will come from.

What is the strangest offer you’ve had for your services?

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One comment on “Your Positioning and the Essence of What You Do!

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