Justin Cooper Added over 4 years ago
"That was easy for him to say - he was an artist - they're expected to be creative and different" some might say.
But his words are just as relevant to running a business in the 21st century. There's so much choice - there's so much noise - you HAVE to be different to stand out. The tough part is knowing how to do it.
In my book, it all starts with defining who you are and what you're prepared to do. Then putting this drive, enthusiam and commitment into a set of words that you communicate to your customers and prospects. So instead of telling them what you do, you tell them what you believe in and how this translates into a product or service that will make a difference to them and their businesses.
The great thing is that this creates a feeling in their minds about your business - and it builds trust. This process goes on automatically and subconsciously in the middle of the brain - in the limbic region. If you tell someone what you believe in, and this matches with what they believe in, they instinctively know they can trust you to do the right thing. Then - and only then - can you tell them what you do and how you do it.
Working out your 'purpose and imaginative vision' is no longer just for artists - it's for business people too. And it's at the heart of the most powerful sales pitch you have at your disposal.
Posted by Justin Cooper at 11:25 am 0 Comments
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