Time to grab your cup of coffee. Add a whole bunch of sugar to get you all pumped up for the next 30 minutes of action because today you’re going to define a fundamental part of your personal brand, from which you’ll build your persona and collateral over the coming months and years.
The question is this: What differentiates you from your competition? Why should a person buy a product from you, contract your services or book you for an event over your competitor?
You might be able to list some fabulous features and benefits, but what your target market really wants is someone who understands their values, who they can connect with, and who can ease their pain. The best way to sell to your target market is by understanding your target market. And no one knows those people better than they do themselves.
1) In “A Cup of Coffee to Your Personal Brand” we discussed joining 10 LinkedIn groups. If you haven’t already, join 3 groups right now that are comprised of people in your specific target market.
2) Start a conversation with no sales pitch whatsoever – you are there to learn. Ask your target market groups 3 questions:
- What are your top three pain points, headaches or frustrations (as they relate to the function of your product or service)?
- What are the top 5 words you would use to describe your favorite vendor/provider/consultant?
- If you could change anything about your key vendor, what would you change or improve?
3) Now, make a list of your top 5 competitors (people, companies, products or services) and what features they’re pitching to the public – are they offering the best price, high value, strong foundation of knowledge? What are they saying about themselves regarding quality, service, convenience, flexibility, reliability and familiarity?
4) Now, take a look at that list and determine what common themes your competitors share. Which ones are they missing? And what do you offer that is different?
5) Lastly, compare the common and uncommon themes of your competitors’ sales pitch with what you’ve learned directly from your target market and with what you offer your target market. What problem are you going to solve? What do you do that provides the warm and fuzzy feeling that no one else will?
I’m sure you can already see some of your unique differentiating characteristics—and that’s exciting! Throughout the coming week you’ll receive more input from your target market groups, which will allow you to see an even greater picture of what will make you stand out from the masses. Next Sunday, we’ll take what you’ve learned and leverage it to amplify and solidify your brand.
