What Dogs Can Teach You About Getting Customers

In A Nutshell Generalisations make our lives easier, by providing labels for the common things we experience.  Like dogs.  But there are two risks you run if you use a generic label to describe what you do: you’re leaving what you do open to other people’s interpretation; and you’re giving them permission to file you under ‘unremarkable’.  Try this if you don’t believe me.  Picture a dog.  What dog did you picture?  I pictured a labradoodle and I’m willing to bet you pictured something else?  Our interpretation of the label ‘dog’ is different.  If you see a dog in the street do you take a photo and share it on Facebook?  No?  That’s because you know what it is and it’s not unusual enough to be remarkable.  If you want to stand out and get more customers, be specific about who you help and what you help them with, rather than compromise with a generic label.   A best-fit label is rarely a good-fit label. The Whole Kit And Kaboodle Every day we’re bombarded with millions of bits of information.  If we tried to acknowledge and absorb every single bit, our heads would explode!   Yuck!  Instead we’ve developed a very smart way of dealing with the information: we delete the stuff that isn’t relevant to us; we automatically distort some of it, depending on our values, what we believe and what we’ve experienced; and we use generalisations we’ve learned, to make sense of the rest.  Generalisations help to make our lives easier, by providing labels for the common things we experience. Therefore, when we talk about them, other people...

Ten Determining Factors In Your Customer’s Decision To Buy

In A Nutshell Ten of the factors that your ideal customer weighs up when deciding whether to buy what you sell, are: Who you serve, who your product or service is aimed at. What problem you solve. How you’ll solve their problem. What you expect from them. What they can expect from you. What you specialise in. How experienced you are. Whether they trust you. Whether you’ll judge them. How much bang they’ll get for their buck. The Whole Kit And Kaboodle When your ideal customer is deciding whether to buy what you sell, there are many factors that make up that decision.  And while you can’t make that decision for them, there’s a lot you can do to influence it.  Just to be clear, I’m not talking about manipulating people to buy something they don’t need!  I’m talking about when you have a genuine solution to somebody’s problem. The first thing your ideal customer needs to know is who you serve or who your product or service is aimed at.  They need to know that you are for them.  That you help people just like them and that your product or service is tailored to be specific for them. The second thing your ideal customer needs to know is what problem you solve with your product or service.  This helps them to figure out whether you really understand them and will give them confidence that what you sell will actually help them. The third factor is how you’ll solve their problem.  Your approach or method, especially when you provide a service, is very important to a prospective customer.  If you work in...

Why ‘Everyone Else’ Sucks!

In A Nutshell Striving to be like everyone else is the most hard work you can give yourself.  Because the easiest and most natural thing in the world is to be yourself.  If you succeed in being like everyone else then your rewards will be to blend into the background and get customers by default: probably the ones that everyone else doesn’t want.  Instead of denying the world your unique blend of talents, skills and experience; live by your ‘Why’, your Raison d’etre.  This is what give you your unique voice.  This is what, ultimately, people buy.  And it’s the easiest, most natural way to be. The Whole Kit And Kaboodle When I started out in business I tried really hard to be like everyone else in my field.  I mean really, really hard.  I read all the right books and spoke to other coaches to find out what they did and tried to apply it to my business.  It was hard work.  Unsurprisingly.  It was a lot of research for very little reward.  I knew that running my own business would be tough at times, but I thought the actual working with clients would be easy and fun.  It wasn’t.  Because I was trying to be like everyone else.  Instead of being like me.  It took time to figure that out and even longer to pluck up the courage to do it!  Because it can feel a bit scary saying ‘this is me’ to the world.  But after striving to be everyone else for long enough, and realising how much easier it is to be yourself, that courage...