President Donald Trump and U.S. Senator Tammy Duckworth engaged in a public debate about the lack of clapping by Republicans during President Trump’s 2018 State of the Union address (SOTU). Spoiler alert this post is not about politics. It’s about marketing and the power of your point-of-view to attract prospects who turn into your favorite clients. Their public debate provides an interesting real-time case study.
Two Different Points of View about Clapping
President Trump said this:
“They were like death and un-American. Un-American. Somebody said, ‘treasonous.’ I mean, Yeah, I guess why not? Can we call that treason? Why not? I mean they certainly didn’t seem to love our country that much.”
U.S. Senator Duckworth said this:
“We don’t live in a dictatorship or a monarchy. I swore an oath—in the military and in the Senate—to preserve, protect and defend the Constitution of the United States, not to mindlessly cater to the whims of Cadet Bone Spurs and clap when he demands I clap.”
Very different perspectives on the same thing.
What does this have to do with marketing and growing your service-based business? Just about everything. Your point of view is the most underutilized power tool you have to create attractor factor marketing messages that get people’s attention.
Your Point of View Naturally Attract Your Best Clients
If you’re like most entrepreneurs and business owners who sell a service, you started your business because you had a better idea, you believed there was a better way. It’s your take on things, your position, your point of view. Born out of your beliefs, values, education, experience, and know-how; your perspective is what creates your “secret sauce” and informs the way you do business.
But somehow when it comes to marketing that gets swept under the rug in the back office. This happens because we’ve been taught to develop marketing messages by understanding your client’s pain points and then write your marketing messages to solve those pain points. This traditional practice was born out of product marketing.
But if you market a service, you know that a product and service are not the same thing. It starts with the basic challenge of tangible versus intangible. The problem is magnified because buyers of services can’t tell the difference between one life coach versus another, one medical practitioner versus another, one employee benefits broker versus another, one CPA versus another…you get the idea.
President Trump and Senator Duckworth are Selling the Same Thing – Government. Their Point of View is What Makes the Difference
Which brings us back to President Trump and Senator Duckworth. They’re selling the same service…government. But have distinctly different points of view and make it clear where they stand.
How easy do you think it would be to convince someone who agrees with Senator Duckworth to switch over and be good with President Trump’s message? And vice versa…how likely is it that someone who agrees with President Trump would happily embrace Senator Duckworth’s message?
Not gonna happen. No matter how much pressure and energy might be exerted to convince someone to change their mind, it’s an uphill battle.
Why…because the message of each politician resonates with like-minded constituents. And that’s part two of creating marketing messages that make your best prospects do a U-turn straight back to your message.
The Secret: Attract Prospects who Agree with Your Point of View
When you look inward first to clarify your why and then connect that outward to your client’s pain point and aspirations you find what I call your Marketing SweetSpot. This is the intersection of your perspective and your client’s perspective. Your Marketing SweetSpot magnifies the common ground of agreement about the way you do what you do that matters most to your clients and you.
It’s not about trying to convince everyone to buy your stuff. It’s about attracting prospects who share similar values and beliefs about the way you do business.
Buyers Feel Marketing Messages
Back to Senator Duckworth and President Trump. Does their presentation or choice of words in the SOTU Clapping debate project any sense of uncertainty about their point of view, or lack of confidence in what they believe? No. It’s obvious they each are committed to their position.
When you try to be something that you’re not, or you’re not sure if you believe in the value your business delivers; you send an unconscious message of uncertainty to buyers. Neuroscience shows us that we’re naturally wired to detect small discrepancies in behavior. Prospective buyers may not be able to put their finger on it, but they sense when you’re not confident or feel unsure about what you’re saying. Because prospects feel their way to buying your service, they move away when they sense something is not quite right.
On the other hand, when you believe in the distinct value that your business delivers (the unique way you do what you do) and then, language that with words and actions that connect to your Marketing SweetSpot, you naturally radiate a sense of confidence that attracts clients your love.
Discover Your Point of View and Take a Stand
Which bring us back to the beginning of this post. It starts by looking inward first and taking a stand on your point of view. In my work with clients, I find a little digging is needed to unearth these essential nuggets of gold. Because entrepreneurs and small business owners do what they do every day, they often lose sight of things that create value and differentiation.
Unlike the stark difference between President Trump and Senator Duckworth, the difference maker is often something that seems inconsequential and could be brushed off by the business owner. But when we get the input of clients, we discover that it’s smaller more subtle things that made the difference to the buyer in choosing their service.
Five Questions to Help You Find Your Point of View
If my point of view has resonated with you and you’d like to gain some clarity on your point of view, I’d like to offer you five questions to noodle on. These are part of a series of questions I ask my clients when we’re doing their DNA Brand Discovery Interview, which is the first step in my Marketing SweetSpot System™.
- What do you preach about your business?
- What do you crusade against? (Sometimes the fastest way to get clear on what we stand for is to look at what we are against in our given profession.)
- What will you never compromise on when it comes to your service? Why does this matter so much to you?
- Where do the answers to the above questions create differentiation in contrast to competitors?
- Is your point of view showing up in your marketing messages and customer experience?
I encourage you to jot out or speak into a recording app the first things that pop into your mind. Let these questions, and your answers percolate for a few days. Come back and answer them again and see what else has shown up.
Reflect on how your marketing demonstrates your answers to prospects and clients with words, actions, and customer experiences. Get input from your best clients about your point of view and what they value about the way you do business. And then just like President Trump and Senator Duckworth take your stand and start broadcasting your message to attract amazing clients.