The Desert of Arizona
Sunny 78 Degrees
My wife took my son Rune to the grocery story the other day to do a little bit of shopping. If you’ve never seen a gaggle of 7 hungry kids go at dinner, let me tell you, it’s an experience.
So we spend quite a bit of time at the grocery store.
But that day, my son, the “question asker,” walked up to the guy working in the produce department and asked if the oranges were “grass fed.”
He chuckled and said that was by far the best question he had received all day long.
We’re pretty particular about food around here. For us, it IS health care. So we do our best to make sure we’re feeding everyone high quality stuff. And our kids are starting to take on these ideas themselves.
Grass fed oranges, however, made me chuckle.
But he only said it because he’s been taught to care about it.
CARING. It’s kind of the next great undiscovered frontier in business. At the moment, it’s in pretty short supply and I don’t think a lot of people are clued in to just how valuable it is.
Bob Lefsetz summed it up pretty well in an issue of his e-letter:
“Now that publicity is free, it doesn’t mean much. The fact that you can send a zillion e-mails does not mean anybody will care. Because all your competitors can send said e-mails too. Everybody on the receiving end is overwhelmed.”
And that’s exactly what your prospects are feeling. They are overwhelmed and they have a limited allocation of “caring” available.
You have to supply the reason they should care. You do that by actually standing for something.
That “something” can vary. On one end of the spectrum, you could STAND for the pursuit of profit. On the other end of the spectrum, you could STAND for a particular social perspective or cause. You could STAND for a certain approach to solving the problems of your clients. There are, of course 4 billion other choices along that spectrum as well.
When I say “stand for something,” I mean something real and valuable. Not something you made up because you think it’ll resonate with your market. Not a “mission statement” that some consultant told you would be a smart maneuver. Nothing empty. You don’t feed anyone with empty. But you don’t stand out until you actually stand UP.
If you’re not sure what you stand for, or what makes you unique, then grab a seat for Tuesday’s Incomparable Expert Formula. I’ll walk you through the process for seeing yourself as your prospects see you. And for helping you highlight those things about you that make you a unique and more valuable option for your clients.