Step Two – Define Your Core Message

As alluded to above, it is important to distinguish yourself in the marketplace, to find ways to stand out from the crowd.  I am not suggesting you remake yourself, I am suggesting you discover yourself.  You cannot tell others what makes you special until you know what makes you special, and what makes you special is whatever is different about you and how you do what you do.

To be able to communicate what makes you special in a way that will have the most impact, your message needs to communicate YOU.  If your message is not something you believe in strongly, you will have a hard time communicating it effectively to others.  On the other hand, if it is something you care about, are passionate about, that passion will carry through to the listener.

At the same time, your core message needs to be communicated in a way that is all about your client.  Your potential clients are hurting and are looking for help.  Spend time thinking about your ideal clients – their fears, needs and concerns and how what you do addresses those issues.  The more your core message conveys how working with you will help them feel better, the more appealing your core message will be.

Exercise 2

Exercise 2 will help you develop a core message that potential clients can respond to. Keep in mind that this is not easy.  Glib, easy answers will yield superficial plans.  You need to spend time working at this, digging down to find the hidden diamonds of clarity, and coming back to these questions as you continue to refine your practice building efforts.