The Desert of Arizona
Snow 32 Degrees
My wife got her first Stitch Fix box in the mail yesterday. Basically, you get monthly shipments of clothing and other accessories hand-selected by a personal stylist. (Before you get your hopes up guys, this site is for women’s clothes only.)
You go through the box, keep what you want and send back the rest. It’s pretty cool if you’re looking for a new “look” but don’t know exactly what that look is.
It’s hard to see things other than how you see them. And that’s why this service is so valuable. They are monetizing perspective. They are monetizing the feeling you get when you feel like a new you.
The funny part is, they don’t have to really talk about this in words so much. When you picture yourself dressed in great clothes that make you look awesome, you automatically generate that good feeling inside your core.
You do the selling job FOR them. Everyone knows how they feel when they are “looking their best.” That’s the result that places like Stitch Fix are selling.
As a service provider, it’s important to get your head clear about the exact result your clients are buying from you. And it’s important to make sure the story you tell from that point is congruent with that result. Congruency removes resistance between you and a sale. Incongruency increases the resistance.
If you aren’t clear, there’s no way the client can get clear about whether or not you’re right for them.
If you choose the WRONG result to focus on, it simply won’t be interesting or attractive.
If you choose a result that your prospects can get from someone else cheaper or quicker, you’ll put yourself at a disadvantage. You’ll also risk being perceived as a “vendor.”
This is a situation where engaging in a higher level of strategic thinking FIRST puts everything you do in your business in a very different class.
The goal is to figure out how to show-up as what I call an “Incomparable Expert.” That means that what you do and how you do it is something that can only be found by hiring YOU. This makes you truly one of a kind. You stand out like a diamond at a coal convention.
That’s the journey we’re on with this Client Letter. You come in wherever you’re at… and over time, you transform yourself into an Incomparable Expert.
You can do that on your own, or you can get my help to do it. It just depends on how quickly you want the result.
It’s up to you how you proceed on this journey, but achieving this status in your market is worth the effort, no matter how you get there.