October 2009
Marketing Strategy - Getting a Different Perspective
Ever have the experience of a networking contact, friend or work colleague seeing something about you that you were unaware of. Just recently a person in my email network (Twitter) said she saw my email name (asparker) in two ways: A. S. Parker and "a sparker". The latter was more of a description of what I do.
I have used that email for over 10 years but never saw it that way. It provides a real connection to my own life purpose which is: a catalyst for learning. Doesn't "a sparker" seem like someone who ignites learning? Amazing!
What is it that others see in you, that you are unaware of? Most people marketing a business start by doing a self assessment. They ask themselves, "What is it about me or my offer that makes it unique?"
Another way to get an idea about what makes you unique is to ask friends and current or former work colleagues what they see as your strengths. Getting a different perspective can be extremely helpful.
Years ago when I started my coaching business I went to a meeting with other coaches. We did an exercise where each of us had a piece of paper taped to our backs. We were told to walk around and write a word on each person's paper that described what we appreciated most about that person.
My list was long and had words most of which were not surprising to me but the one that stood out as different was "practical"-not a word I would have come up with about myself.
As you market your practice it is important to be able to differentiate yourself from other attorneys and business owners. In my coaching practice I have my clients ask 5 to 10 friends, colleagues, clients and/or former or current classmates to identify 5 of their (the client's) strengths and/or skills. Most say the exercise makes them feel both validated and valued.
Of course you don't have to accept as accurate what others tell you but it is a good idea to see if there is some sort of consensus. Initially I rejected the idea of "practical".
The more I discussed it with others including my coach the more I could see how right it was. Friends and colleagues said they valued and appreciated my practical approach and often came to me to request honest feedback on an idea.
If you are looking for ways to energize or reenergize your marketing, try asking friends for feedback on your strengths, skills and talents. It may allow you to see yourself from a different perspective that could pay off big time.
Take Action:
What's missing in your list of strengths, values, and talents that others see in you?
- Make a list of between 5 and 10 friends, work colleagues, and former classmates.
- Send your list a message explaining what you are doing and ask them to list 5 words that describe you. Give them a date by which you would like them to email you back.
- Read and think about the responses. Any surprises? Do you agree with
what people said? Get some more feedback until you are comfortable with
the list of strengths you now have. Can you incorporate any of these strengths
in your elevator speech and marketing materials?