Business Made Easy? The Differentiator is YOU!

Its no secret that social media has given birth to a new breed of entrepreneurs – the online, work anywhere, small team types. While I think this is a great thing (full disclosure: I’m one of them), I also have some serious hesitations about recommending it to my friends.

Don’t get me wrong; I love going from my bedroom to kitchen to office down the hall with latte in hand. And I answer only to my clients and me. But if you were wondering if it’s easy you would be completely wrong.

Let me explain by telling you how this type of business really works. Over the past couple of years since I began my business I have listened to everyone and their dog on the perfect formula for success, bought “courses” from other on-line entrepreneurs and learned lots I don’t need, and “hung out” with people via social media groups whom I actually have nothing in common with.

Before you click delete, this isn’t a rant. In fact I’m one of the most positive people you’ll ever meet. So stay with me on this.

The truth is, there’s no easy path to being an entrepreneur. It takes time, commitment to your clients/customers, ingenuity, trials and failures, guts (of the intuitive kind), and sheer grit. Kind of fun really.

What I’ve found to be the toughest part though, is figuring out the great differentiator. Cause let’s face it, coaches, wellness gurus, candle makers etc. are a dime a dozen. What do I mean by differentiator?

Having a differentiator means knowing who I am and exactly who and why I attract certain people to work with me – and then capitalizing on it.

I know you know we can’t be everything to everybody. And yet for some reason, the majority of us end up unconsciously trying to do exactly that. Impossible!

So who are YOU? And why do you attract certain people? What are you doing that is so unique and special that others want in on your community?

No worries, you don’t have to answer that right away. Let me tell you how I’m doing it. I’ve ditched the formulas, stopped looking for the magic genie (think Marie F) and scrapped the launch of an e-course that’s ready to roll. Back to the drawing board cause the process just didn’t feel right for me.

Instead, I’m spending my energy to thoughtfully – eyes wide open – look at exactly what I show up with and how that is attractive to others. As a coach, people are buying me, my time and my expertise. So the question I’m faced with is what makes me different? What is that special something extra I bring to my clients?

The weekend before my webinar I had this queasy feeling that a piece of the puzzle wasn’t fitting. With the help of my Angel Amy, we’d spent hours on marketing, sales funnel and webinar in prep for the big launch. Of course it didn’t help I was heading into knee surgery in ten days.

As often happens, my good friend and fellow executive coach Diane called me on the phone Monday morning. After she asked about my launch I fessed up to having second thoughts and a hunch it related to the audience I was marketing to. Without skipping a beat, Diane piped up, “When I think of you, Eve, I think of women executives. Those are your peeps!”

Eureka!

Not only was Diane right, the truth is that I’ve always been a mentor to corporate women. I speak their language. I know what it’s like to climb, fall, dust off and keep going through the glass ceiling.

Even the majority of my current roster of 1×1 clients is new senior managers and executives. So why didn’t I make the connection? The answer is, I’ve been looking at what everyone else is doing and trying out their formulas and connecting with their communities. Guess what? It doesn’t work! It can’t work because I’m not them and they aren’t me.

So now, post-surgery, I’m switching things up to spend more time where it counts. My social media time has dropped significantly. Sure I’m still posting on FB and active in a few FB groups (love the professional Nathalie Lussier, beautiful Jennifer-Dawn Gabiola and super-smart Dr. Kelly Edmonds), but I know that isn’t where my people spend their days. They’re linking up on LinkedIn.

I’m getting back in touch with Eve, the professional, polished, caring, direct, insightful coach with dynamic presence and credibility that makes people feel like they just want to open up (actual clients’ words). This is my differentiator!

I plan to re-launch my course in early fall to my people and continue creating value and offerings based on what they want and need. This time it will be way easier, just like the rest of my business. Because when you know your differentiator and your audience, everything flows.

I’d love to know what your differentiator is. Go ahead and share in the comments below. Not sure? Drop me a line and let’s figure it out!

 

 

 

 

 

Picky is Actually Strategic when it comes to social media

How many of us find ourselves being picky about who we date or spend a weekend with? I bet most of us. So why is it we aren’t picky about who we connect with via email and social media – especially when it comes to business?

I recently posted a tweet about Twitter being the airport lounge of B2B. Got tons of hearts on that one. I also wrote a blog about the new noise causing stress – social media and the barrage of emails from people selling us things. I get it. Social media has become the grand master for small business marketing. It’s super cheap, highly accessible and can be done in 10 words or less. Sounds great!

The problem is that entrepreneurs cast their nets so widely I feel like I have to duck and dive with all the free offers and promotions. The other problem is the majority of entrepreneurs/on-line businesses all sound the same. (Believe me – I’m not saying I’m an exception.)

How is it possible to figure out who’s who in the zoo? Let alone if what they offer is of any real value. It’s the Wild West out there and anyone can hang a shingle and call themselves a coach or strategist. Suddenly everyone’s an expert. And maybe social proof isn’t – well just isn’t credible anymore?

For me, the amount of time I’ve used up trying to keep up with everyone online is taking a huge toll on my business and stress level.

So I’ve decided I don’t have to follow the lemmings. I can be picky. In fact, I’ve decided that being picky is actually strategic when it comes to social media.

Let me explain.

I’m shaking up my approach to inviting people into my world.

Before I subscribe to your site I check out who you are, including credentials. Do you give any deets on your FB page about your biz, education or past employment? Is your LinkedIn bio up to date and factual or is it stuffed full of filler? And how and what do you say in your tweets? I’m not a fan of constant profanity or meanness so if that’s your game, chances are you aren’t making it in my door.

Over the next few months I’ll weigh out if the value you offer me is worth the follow. A big name doesn’t always equate to a follow. I’ve unsubscribed to even the biggest names in the biz. They may be amazing but they aren’t for me.

And speaking of value, I’m looking for sites and people who challenge the status quo to help me stretch my thinking or who offer up well thought out systems for my business. Most of all, I want to surround myself with people who authentically want to make the world a better place.

By now you may be saying to yourself, “she doesn’t get it”. Social media is ALL about connecting, sharing information and staying on the pulse of culture. Here’s where I diverge. I’m in business and I admittedly use social media for the cheap marketing. BUT, here’s the difference, like any shop or service business owner, I want to work with a specific clientele and there are people who want to work with someone like me. So, like my clients, I want to be picky in whom I serve.

And guess what? Given this is business, being picky is strategic. If I’m not strategic on where and with whom I spend my scarce time, I won’t be giving my clients what they deserve.

I’m all about quality. If I follow you, I’ll spread your love. If I work with you, I’ll spread your love. Which may be odd considering that on-line business seems to be all about quantity (or am I missing something?).

It makes me wonder if we’ll hit a saturation point in this Wild West? In the meantime, I’m more than happy if you use a similar strategy when adding me to your community.

Are you being strategic in your business?