How often do we see businesses solely promoting the detail of their services, while avoiding the motivation behind offering these services in the first place?
Promoting specific offerings assumes that someone is looking for precisely those services and does nothing to create a point of difference.
A better approach is to incorporate elements of what I think of as your personal manifesto — words that reflect what you feel strongly about.
Correctly communicated, the language of manifesto appeals to those who have their own similar opinion. These people are “ideal clients” — those who want to work with us because they care about what we care about and are not merely attached to services.
Consider what’s better when you are looking to grow your client base: Spending time chasing people who are only possibly looking for what you’re selling, or attracting people who think on your wavelength?
Write down your personal manifesto. Get clear on what you feel are the most important issues in your market space and where you stand on them, and start spreading the word.
Perhaps you have a manifesto already … if so post a comment and let’s hear it.
