“Don't try to be different. Just be good. To be good is different enough.” – Arthur Freed, Born Sept. 9, 1894.
I don't know that I agree exactly with this. Being different can definitely be valuable. But I don't think you have to worry about being unique or special in that way when you're starting out.
I think you just need to focus on being fundamentally valuable to your audience. And that's not very hard at all.
Be useful. Teach them a new idea, or a new trick. Show them how to do a thing specifically – it doesn't have to be a difficult thing, either. Be responsive. Be generous with detail. Give away “secrets” and be an explainer.
That WILL make you stand apart in your field no matter what it is. Certainly you'll come across better over time than people who focus first on image and attitude before there's anything of substance for anyone in the audience to give a shit about.
It's not about you. It's about them. And when you make them better – make their lives easier and more rewarding – THEN they care about you.
So you can figure out how you're “different” farther down the line. Hell, the audience will TELL you what makes you different. They'll help you define your style and your uniqueness.
And it's always better when stuff like that happens as a conversation anyway, because then the audience has a deeper connection with it. They are part owner. They are invested.
And so I ask you: so many people come to our group, wanting to get a pickle tickle as reward for how clever they are. They want to know what we think of this angle or this hook or that logo or brand name or tagline. Forget that.
Tell me what it is you are actually GOOD at, and how are you going to start building around that? How are you going to SERVE your audience with simple direct value, starting now?
If you were BANNED from branding yourself, and could only deliver your work anonymously, how would you make it so tangibly VALUABLE, that the audience will DEMAND to know the source?
Here are seven simple steps you can get started by focusing on the right things, and making them different enough to brand you automatically…
1. Find out where your prospects gather to complain about their problems in your niche. Forums, groups, blogs, real life meetups, whatever. Pay attention. Listen in, learn, ask questions and empathize.
2. Pick a problem at least two people have. Note their causes, their symptoms, and their pain points. Discover failed attempts, undisclosed obstacles or difficulties. Find out why they think the problem persists.
3. Research at least three off-the-shelf solutions to this problem. Note their limitations when it comes to the problem details you collected in step two. Buy them if you can. Try them out. Test them.
4. Combine, via comparing and contrasting, the best bits from the solutions you mess with. Make note of the things you’re throwing away, and more importantly, the things you had to add in to make it work.
5. Bring this solution back to those who had trouble and help them use your newfound knowledge to solve their problem for the better. Modify it as needed to suit their situation. Be willing to SERVE.
6. Get a killer testimonial from those you help, and get them to mention you specifically as a factor in why your solution is the one that helped them go from failure to success when it comes to this issue.
7. Package your solution up and use those testimonials to sell it. It IS unique, and it IS branded by your own unique attitude and insights and efforts.
That’s it. Lace your work with your own spirit and style, and it WILL stick in the minds of those you help.
If this was useful, leave a comment to let me know? Thanks!