Be you — every day and in every way

When it comes to differentiating yourself in the sea of solutions available to prospective clients, something I call “The YOU Experience” is what sets you apart.

By Christie Kerner Assistant Director, Center for Entrepreneurship

When it comes to differentiating yourself in the sea of solutions available to prospective clients, something I call “The YOU Experience” is what sets you apart.

Your target clients are going to ask the question "Why should I choose you?" A good answer will have several parts, so to cover everything, let’s borrow a technique from journalism 101. The "Five W’s and the H" — who, why, what, when, where and how — constitute a formula for reporting a complete story on a subject. I’ve added a sixth W: wow. If you can answer these seven questions, you are prepared to introduce yourself to customers. Let's dive in.

What's your who: part one

What is your story? What, exactly is unique about you? There is a reason you came to be in the business you are in: what is it? Are you acting on a personal passion? Did a life experience lead you here? Opening with a bit of your personal story helps your clients feel as if they are doing business with a human — someone they can trust, like and relate to. Be succinct but also be personable and real. Let your personality show.

What's your who: part two

Do you think you need to reach out to a wide pool of prospective clients? Think again. Your top 20 percent of clients will be 80 percent of your success, so become an expert on just who needs and loves you most, and then focus 95 percent of your efforts on finding more of them. They are your ideal clients. Targeting your marketing is scary, but it’s even scarier to spend your money on mass marketing and then motivate no one. And, once you understand the two halves of your who, you have the beginnings of your brand strategy.

What's your why?

Why do you do what you do, and what are you hoping to accomplish by doing it? What is the core motivator behind what you do? What goods or services do you provide and what is your goal in delivering them to others? If you can boil these answers down to one sentence you are getting close to defining your company vision. Then, expand on the "how” that naturally follows and you'll see a mission forming.

What's your what?

More than a just tongue twister, this question is critical to your soon-to-be customers. Forget the buzzword-heavy, theoretical descriptions and get down to the nuts and bolts. The easier you make it for potential clients to wrap their minds around your goods and services, the easier it is for them to say yes. Succinct communication is a skill. Learn it or outsource it.

What's your how?

Summarize what you offer while connecting it back to why you do it in 30 spoken seconds or less. Now you have the foundation of the most effective sales and marketing strategy in town.

What's your when and where?

Get tactical. Make it easy for clients to take action. Make sure they can make purchases in the moment — even in the middle of the night — if that’s what they want to do. Making money while you sleep is awesome. Know when and where your clients need you and be there.

What's your wow?

Many business owners don't take the time to get strategic, which creates a big opportunity for you to stand out. Get to know yourself, get to know your ideal client, then fly your flag high. A well-created brand acts as a magnet between you and your target client. Getting to know yourself is the first step toward creating a brand that wows your customers right into business with you.
Then, live it — authenticity is the best relationship insurance, in business and in life.

Christie Kerner is the assistant director of the Center for Entrepreneurship at the W. P. Carey School of Business at Arizona State University. The center fosters and empowers entrepreneurs in the classroom and across the wider ASU community. First published in The Arizona Republic, January 4, 2016.