Attracting Your Perfect People

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Kadena Tate clarifies the importance of working with  “your ideal client”

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Packaging Your Passion

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I was reading an article in esquire Magazine entitled “What is  a Man?” and it got me to thinking about my own definition about men and women.

I believe that we are divine and sacred beings, each designed to fulfill a specific purpose. When we engage in inner inquiry and ask the question “Who am I being?”, our businesses will flourish because we ca choose to “BE” loving, kind , generous, benevolent, authentic, honest, transparent, and a good steward of people, planet and profits. On the other hand, we may also choose to be greedy, manipulative, controlling, deceptive , cruel, selfish, lazy and unloving.

We must take personal responsibility for the energy that we bring into the world. Take the time ot grow yourself personally and professionally. Engage in mindset mastery, skillset mastery, relationship mastery and communication mastery. I believe that when you take the time to do this, the world will indeed be a better place.

Blessings!

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It is critical that you remember that and stop comparing yourself to someone else.  This is a really good question and allow me to state that authenticity has no competition.  My philosophy is that it is mandatory that you create a strategy rooted in your unique perspective.

A respected mentor and strategist, Ed Bogle taught me many years ago that Strategy is About Value Innovation and Change Integration.  This means that if you truly wish to establish a clear point of differentiation in the marketplace, it will greatly benefit you to look at your business through the following 4 lens:

1. Target segments – filling a specific need better than anyone else
2. Take your clients Places they have never been
3. Look for Uncontested space – create your own niche in order to make the idea of competition irrelevant
4. Higher, unique brand value – look at decision chain

Please remember that although Wendy’s, McDonalds. White Castle, Fuddruckers and Burger King all sell hamburgers, they are not copycats of each other.  Each has their own recipe and diner experience. To accomplish this within your brand, I encourage you to take a moment to engage in strategic thinking.   Cirque du Soleil is a great example of how to clarify your point of differentiation in the marketplace.  Look at their actions and examine how to apply them in your business:

1. Redefined “circus”, which was a declining industry
2. Upgraded the user experience by inserting elements of a high-end theater experience:  original music, light effects and beautiful costumes.
3. Drove down costs by replacing the animals with extraordinary performers.

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Today‘s conversation will center around the basic framework for a compelling product or service offering.  My belief is that we create products and services for pretty much one of four reasons: to bridge the gap between problem and solution, to leave a positive legacy, to monetize our creativity or to leverage our time, undivided attention and intellectual capital.

I‘ve discovered that there are 7P‘s of a compelling offer and I will share them briefly now:

1. Personality is the soul of your brand.  Map out your solution in the form of a  customer road map that shifts them from problem into solution. Insert a personality touch point at different points throughout your working relationship that clearly showcase your brand personality. Treat every customer as though he/she is loved, valued, respected and appreciated.
2. Problem solver. I’ve stated before that you will get paid big money to solve big problems. You deserve to be compensated for the VALUE that you bring to a person’s life.
3. Promise.   What is the promise you’re making to your customers that both really matters to them and makes you different from those offering a similar service? Would it be obvious if I went to your website or looked at your marketing materials? This Brand Promise decision is at the heart of an effective strategy to differentiate your firm from those offering a similar product or service offering. At all times, ensure that you walk your talk .
4. Proof.  Testimonials and case studies are powerful public relations tools. Become a powerful storyteller. People love to hear about those who shifted from rag to riches. We all love a story that involves transformation, renewal and reinvention.
5. Process.  Get really clear on your signature process and how you will help people move out of chaos and into clarity.
6. Packaging.  Package to sell.  Take pride in your work, Do not just throw some stuff together. Your products will probably outlive you so make them memorable. Present your very best work. Do not cut corners. Quality beats quantity every time.With every action, think about how you would like to be remembered 100 years from today. Your moment by moment actions are creating your legacy. Will you be remembered for leading a life of integrity or deception?
7. Publishing.  You must become a publisher of your intellectual property. Period. This is non-negotiable. Social media publishing, book publishing, newsletters, special reports, white papers, eBooks, teleclass, webinars, membership sites, multi-media products, software, mobile applications, certification programs, etc. are all options. Get busy with publishing quality content that will help those that you serve to live a fuller, richer and more rewarding life.

My philosophy is that each of us has been called to honor our three most valuable assets, which are our time, undivided attention and intellectual property.  I’m sure that you would agree that no person can be everywhere at the same time, therefore, we must position ourselves to serve more people. This is accomplished when we create compelling value based product and service offerings that open our prospect‘s hearts, minds and wallets to working with us.  I am a huge advocate of leaving a positive legacy in the communities in which you live, work and serve, so please remember that your business will grow in direct proportion to your personal and professional development. In all that you do, please operate in full bodied authenticity, transparency and integrity. 

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Strategic Marketing requires that you take the time to focus on delivering value through inbound and outbound marketing strategies and tactics.

Never forget that your brand is here to deliver value through communication, distribution and engagement. There are many channels of distribution to raise awareness about your product and service offering. I want you to stand out from the crowd, therefore consider that whether you select offline, online, inbound or outbound marketing strategies, three things will shape a pleasurable experience for all parties concerned:

1. Conscious Brand –Take the time to really study how you can impact the world by ensuring that your business honors people, planet and profits for all.
2. Unique Experiences –Remember the wisdom of Maya Angelou’s “People will forget what you said. People will forget what you did. But people will never forget how you made them feel”. Create memorable and magical experiences that make others feel love, valued, respected and appreciated.
3. Creating Wealth –Wealth is both intangible and tangible.  Wealth can come in the form of love, peace, joy, happiness, security and laughter. Wealth can also come in the form of food, clothing, shelter, etc. make sure that you never forget that one uses things, not people. Ensure that your products and services are infused with both intangible and tangible benefits that make the heart of your clientele burst in joy.

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How to leap-frog the market and make the idea of competition irrelevant:

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Take the time to answer these questions. A conscious entrepreneur understands that sustainability requires efficient systems and productive people.

Ten quick questions to position your brand for sustainability.

1. Have you aligned your personal mission and vision with your corporate mission and vision?
2. Is your business model poised for maximum productivity and profitability while honoring people and the planet?
3. 100 years from today, would would you like to be remembered for?
4. What is your exit strategy?
5. Does everyone who works for and with you understand how they fit into question #3?
6. Does everyone understand their roles and responsibilities?
7. Are you able to respond to your clients in a timely, professional manner?
8. Are you a leader of leaders?
9. Is Excellence a component of your brand promise?
10. Are your systems embody your strategic excellence position?

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Credibility is the one currency that every company starts with and loses over time if they are not careful. Tom Wanek, the author of “Currencies that Buy Credibility”, determined after many years of research, that there are just six things your business can risk or spend to elevate believability of your marketing message.

Tom shares Six Currencies That Buy Credibility:

1. Material Wealth
2. Time & Energy
3. Opportunity
4. Power & Control
5. Reputation & Prestige
6. Safety & Well Being

Tom teaches in a very easy to understand manner the difference between Signaling (Actions and decisions that are in agreement with your words and the public’s expectations of your business) and Counter-signaling (Actions and decisions that are in conflict with your words and the public’s expectations of your business.)  This is a very important concept for you to learn if you intend on operating a successful business both online and offline.  You would be amazed at some of your latent habits that are causing leaks in productivity, profitability and efficiency in both your personal and professional life.

I encourage you to connect with Tom to transform your business. He is one cool dude :-)   Purchase his book “Currencies that Buy Credibility” and visit  his website http://www.wonderbranding.com/

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