Trying to explain the value of what you do and who for in just 60 seconds is enough to send the most confident of business owners into a spin. So much to say. So little time. But, I see so many business owners focusing on the wrong thing. They talk about themselves and not their customer. For a … Read more
When it comes to telling your own story, who’s in charge of how you tell it? You are. You have complete freedom to tell it exactly how you want to. It’s your story. So, forget the ‘rules’ you’ve been told. I know we’ve had it drummed into us that everything has to have a beginning, middle … Read more
What do you do if you work in an industry that people have come to mistrust? An enquiry I got this week from someone in the loans space, reminded me of a story I read in Marcus Sheridan’s They Ask You Answer – about a US company called CarMax. CarMax sell used cars – but they … Read more
What do you do when you’re offering an awesome product or service, but you’re not getting much take up? You’re having lots of conversations, online and offline, but they’re not leading to business being done. You’re contributing in some busy communities, full of your target market, but you’re struggling to connect or get across what you’re … Read more
The answer is yes! Absolutely, you do. As Jeff Bezos, founder of Amazon says “your personal brand is what people say about you when you leave the room”. The real question is – are you controlling that narrative? Are you mindful of the stories you are telling, day in day out? Whether posting on social media, writing a blog, networking … Read more
When you talk about the problem you solve, whose language are you using? So many business owners describe the problem from their own perspective and not with language that resonates with their ideal client. It is so, so important to use your customer’s language. How do they describe the problem? Easiest way to find out? Listen to … Read more
The waitress loved her job. And the customers loved her. She was welcoming, attentive and clearly passionate about delivering a first-class experience for everyone that visited the restaurant she was proud to work in. Customers new and old were always delighted by the way she made them feel totally relaxed and cared for. And they tipped … Read more
You are passionate about what you do. Your skills and insight allow you to deliver superb value and a great result for your client. But they can also be a curse. The curse of knowledge. Because when you are so close to what you do, it can be difficult to explain it – simply! It’s tempting, when talking to your ideal client, to dip … Read more
In Thailand there is a sacred temple that houses a statue of Buddha. It weighs 5.5 tons and is made of pure gold. But one day, many years ago, word came that an army from a neighbouring village was about to invade. The monks covered The Golden Buddha with mud so that it looked like … Read more
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