Clarity attracts money, that’s what I’ve always believed,” said my business coach, Christine Gallagher, during a private session. Later that day her comment was still resonating with me, so I wrote it down, printed it out, and stared at it for a few minutes before heading off to dream land. This morning I awoke with greater clarity about my business and my unique selling proposition.
What’s your unique selling proposition?
I’m a design intuitive. It makes little difference whether I’m designing a logo, marketing materials, or a website. It also makes little difference if my client is a solopreneur or corporation: If they lack business clarity it always shows up while I’m working on their job in one of three ways:
(1) Shortly after beginning their project, the ideas that were carefully developed and outlined in the design brief start heading south (2) the design not only races off in a new direction, it falls off the rails, or (3) the ideas lay dull and listless on the page, in need of life support.
Although running with an idea that’s headed off to parts unknown can be thrilling, it also runs the risk of disappointing or confusing my client at the first design review. If given the opportunity I’ll always show the new direction. I say ‘given the opportunity,’ because before we get to that stage it’s more common to receive an anguished email or phone call asking me to put things on hold because of a personal or professional crisis. The odd thing is, the crisis they’re experiencing is showing up in all areas of their lives, and begins to manifest itself in ways that seem unfathomable. I mean, really… in the design that they’re paying me to do? Yes. I’ve been doing this for 20 years and have learned to accept that it’s not just a coincidence.
If, on the other hand, my client is clear about their perfect customer and what value they bring, their job runs smoothly. The first design review is met with comments like, ‘You were able to give me exactly what I was thinking, but could not find the words to describe.’ The icing on the cake is they have a design they truly love, and a message that resonates with, and attracts the people they most want to serve.
Got business clarity?
1. Can you identify who you really want to serve? Their age? Gender? Demographic? Income level? Profession?
2. Are you able to define how you help your audience and what problems you solve for them?
3. Can you list what makes you irresistible? Even if there are thousands of professionals offering the same service, no one is exactly like you.
4. When people ask what you do, are you able to entice them with a compelling description in under 30 seconds? If so, does it resonate with them?
Clarity not only attracts money, clarity saves you money.
Design is really about communication using engaging words and images to attract your ideal customer. Good designers will ask you about your business, your perfect customer, and for samples of designs you like, and don’t like, before beginning your project. They will then create their interpretation of what you say you’re looking for.
Designers work with you to clarify your message. In fact, a good designer can take a lack luster message and inject the perfect sizzle, but if you’re lacking clarity about who you serve, and what value you bring to your customer, you may have difficulty deciding if the first designs you’re presented with are right for your business. You may even need multiple revisions, or a new set of designs after the first design review, which require starting the project all over again — on your dime.
Need business clarity help?
Much like design, business clarity unfolds over time with persistence. A good business coach is worth their weight in gold.
Here’s my own short list of business coaches who can help you clarify your message, niche, and marketing and business strategy. Each has their own niche, so hopefully one of these pros will be right for you and your business:
Best wishes for greater clarity and continued success!
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