A 10-Minute Exercise to Tap Into Your Best Business Asset
Let’s try an experiment.
For just a few moments, visualize your very best client projects and relationships. The ones where you’ve done your most game-changing work. Where you’ve moved the needle—significantly—toward getting your clients what they most want.
Got the picture?
Now open up a clean page, grab a timer and set it for ten minutes.
Then write down as many of your top projects/engagements as you can recall. No need to get fancy, just capture the gist of each one. And when the timer goes off, stop.
Now, take your list and head over to your website. Your task? To find each one of those stories on your website.
Maybe they’re front and center on your services or testimonials page or buried in blog posts. Perhaps they’re built into product offerings or marketing emails.
Dig them all up and keep a running tally by client story. Your best bits might be in multiple places—a testimonial, several blog posts, a few marketing emails, a guest podcast.
If you’ve found multiple hits, you’re in good shape. The more you build those stories into your digital real estate, the easier it is for future clients to bond with you, to join your tribe.
But what if you have the opposite experience: when your client stories—your single biggest asset as a consultant or advisor—are nowhere to be found?
In that case, it’s time to start tapping into your client stories to demonstrate your value in concrete terms.
Start small: pick your best client story and flesh it out, just for yourself at this point. Who was the client? What was the presenting issue? Was that the problem you solved or was that just a symptom of something deeper?
As you work on this, you’ll want to encapsulate the result into a sentence. Don’t worry about how you’ll jazz it up in marketing-speak, just get the results clear. For example:
Took an under-performing team to a superbly-functioning one in eight months, almost doubling their productivity.
Improved portfolio returns by 10% in six months.
Coached a new technology VP from just barely functioning as a leader to confidently leading his team to launch a $30 million new product.
Sourced ten media mentions and two cable interviews over an eight-week campaign for a new healthcare product.
You get the idea.
Once you’ve got one story, take a close look across your marketing to find the right spot for it. It could be the subject of your first “case study” or a blog post or even a series of articles or a video.
What’s the best platform to share the story? Hint: multiple platforms are often the optimal solution.
As you get comfortable sharing, start keeping a short record of your projects and stories (including asking for testimonials when you’ve completed work you’re especially proud of).
Because there’s another value in this exercise beyond attracting new clients.
It’s fuel for you.
It’s a potent reminder of the power of your work to change the lives of those you serve.
And when you can connect all of those dots for your future clients to see, everybody wins.
Most Read IRIS Articles of the Week (February 20-24)
Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, February 20-24, 2017
Click the headline to read the full article.
Becoming cyborgs is the way to go for financial advisers…blending robotics and humans into one organism. You see, I am convinced that robo-advice models will succeed and prosper. — Tony Vidler
With the global economy warming up, but political uncertainty remaining a constant, it’s more important than ever for investors to position their global portfolios to navigate long-term market volatility. That’s where the power of diversification comes in ... — Yazann Romahi
The financial world is noisy and it’s easy to become distracted from your most important long-term goals. One way to cut through the noise is to focus on just the two factors that ultimately determine your approach to everything else in your financial life; namely, Market Risk and Shortfall Risk. — James E. Wilson
It’s important to admit the truth behind our actions in order to rectify past and future mistakes or regrets. Living in denial only perpetuates making decisions that could potentially lead to financial disaster. — Michael Kay
There's one key approach that makes you invaluable to your clients so they want to stay with you for the long-term. You have to genuinely be interested in people. — Paul Kingsman
When you start dating, you usually start off sharing stories. Tales of your childhood, your previous relationships and your college days. Those stories help explain to your partner who you are and how you act. — Mary Beth Storjohann
It runs counter-intuitive to what we have been led to believe business is all about: make more money and everybody wins, surely? Talk about revenue so that everyone knows what’s important. What’s the problem? — Barry Chandler
In the wake of President Donald Trump’s stunning upset victory, however, muni investors were forced to readjust their expectations of fiscal policy going forward. Because Trump had campaigned on deep cuts to corporate and personal income taxes, equities soared while munis sold off, ending a near-record 54 weeks of net inflows. — Frank Holmes
What does it mean to be a customer-centric company? That seems to be the question of the week. It started off with one of our subscribers emailing in the question, followed by two reporters wanting my take on this now-popular phrase for their interviews. — Paul Laughlin
Everywhere I look I see organizations and people investing heavily in new initiatives, transformation, and change programs. And in almost every case the goals will never be met. One of the most crucial causes of the failure? The right questions were never asked at the outset. — Paul Taylor
Why should we think the head of a private equity company could effectively “fix” US Intelligence? It is not apparent that this individual is even remotely qualified to fix the US intelligence apparatus. — Kathleen McBride
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