Why you? (and not your competitors)
So far we have covered who your target audience is, where their pain is and how to take their pain away.
So Who Why You?
The more of a specialist you become the easier it is to become the ideal choice. What makes you a specialist? Write down all the reasons you can think of that makes you a specialist in your field.
This could be the years of experience you have in the industry which means you understand their problems. It could be because you provide a certain service that no one else offers. It could also be because you have studied in this field.
Understanding your archetype and their likes and dislikes makes it easier to find a reason.... or realise that you are focusing on the wrong achetype! The answer will be in the stories of work you have done with your key archetypes. If all else fails why not ask your customers in your key archetype group why they chose you and continue to do business with you. It was quite revealing when I did it with mine and some of what they considered was totally unexpected.
Tomorrow we will look at your credibility within your key archetype.
Richard White
The Accidental Salesman ®
Follow me on Twitter: http://twitter.com/Richard__White
Lead Generation Masterclass: Generating leads from Networking. Half day workshop, sign up today for the special offer of £97. http://lgmc.eventbrite.com
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