How To Sell Confidence (and become The Only Choice) in 3 Steps.
Part 5 of The Exploration Of Confidence (and how to sell it).
Becoming THE Only Choice
THE vs A
So, how do we become the only choice?
Joel Pilger made this meme with a smart, harsh and funny view of all the content and positioning statements that are around focused on the creative industry, BUT if you change “creative” for [any] industry, it’s absolutely spot on.
We (it’s about us, right?) are a (meaning, one of many) creative (those other shops you follow are so uncreative) studio that is passionate (after all, every other shop hates what they do) about producing award-winning (no one else wins awards) storytelling (whatever that means). Our unique process (which is similar to everyone else’s) is design-driven (more like caffeine-driven) and highly collaborative (as opposed to our competitors who despise cooperation). Want to work with us (who doesn’t!)? Give us a call (we’re desperate).
How to differentiate yourself if you’re A choice in many, instead of THE only choice? How can you be not one among many nor a commodity anymore?
Jonathan Stark sets a simple 4-Step roadmap that feeds a virtuous cycle on how to show competence:
- Specializing: really know your thing.
- Writing A Book: do you “do”? [execute] or do you “know how to”? [think]
- Being Ahead Of The Curve: bring something new that helps your audience get where they want.
The Path Forward
Competence builds authority and reputation. It makes you “famous”.
Authority and reputation boost your confidence: both to yourself being able to say “I can help you with this, client.” and to your client “You can definitely take me to where I need”.
The next step
Is too make that hard decision: what you want to be known for and for whom.
Are the ones you want to serve trying to check a box for the sake of being “cutting edge” or are they trying to create value?
Ask yourself: “Am I really helping you, client?”
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