What’s Your Sweet Spot?

sweet spotWhen potential customers look at your website, social media profiles, or printed materials, is their initial reaction, “And…?”

If so, it’s quite possible that you haven’t found your sweet spot, your uniqueness factor, your UVP, your “raison d’être.”*

As part of my coaching and consulting work, I review lots and lots of businesses. The one question I pose over and over again is, “What makes this business unique?” This is a question that is often not easily answered by looking on the surface.

I am not talking about branding here—branding creates a unique appearance, like the fancy wrapping paper on a gift box. However, it does little to differentiate the contents of the box. For example, if you are a Social Media Consultant and you offer the same 1, 2, 3 set of services as your competitors, how do I as the consumer know who I should choose? If I have never worked with you, this leaves me with only one option—to compare based on price or name recognition.

In order to stand out, attract your ideal customers, and be a sought after “expert” in your field, you must determine what it is that only you can offer your clients. Out of all the other businesses in your category, what makes you different? Maybe you’re the only hair stylist in your town who studied under José Eber, or perhaps you’re a Wellness Coach who specializes in post-menopausal wellness for women—you get the idea.

Find and market that sweet spot, the number one attraction factor that lets you shine in all your brilliance as an expert. Who has God called you to serve? It’s not everyone, but rather a specific segment of the population. Your assigned flock will recognize your voice, but you must speak clearly in your marketing message—who you are, what you’re about, and who you’re for.

Try this exercise:

  1. Pick three of your competitors.
  2. Review their websites, social media profiles, and, if applicable, visit their physical location.
  3. On a sheet of paper, note your observations on what audience they market to, what they offer, the format, their pricing structure, terms, etc.
  4. Review and compare your notes to your own marketing message.

What did you learn? Do you stand out or blend in? What do your competitors do better/worse than you? What’s your competitive edge? Your next step is to use this information to refine your marketing message and position yourself for greater success.

If you are uncertain how to determine your unique value proposition or who you are called to serve, I invite you to schedule a complimentary “Next Level Business Growth” session with me. I would love to help you gain clarity and increase your business success.

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* french for “reason for existence”

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