Do You Have an Edge?

The other day I found myself analyzing a content creator’s videos. This person is my “competition,” although there’s no way I could ever compete against his machine. 

He has a full team—people who write his titles, create his thumbnails, craft his scripts, film his videos, and apply the finishing touches. The value he offers in every video is unbeatable, as if each is a scientific experiment. And he puts out content several times a week.

But I have no clue who he is.

There’s no connection, no warmth, no “humaness.” 

He absolutely kills it on presentation. 10/10. But, it’s too precise—sterile.

It doesn’t matter what type of business you’re building—-if your clients are human, they want to engage with another human who gets them.

This is always your edge. 

No one has your story. No one has walked your path. 

Who vs. What

So, who are you? 

This question pops into my head daily—multiple times a day. 

It’s what I ask as I’m working, slogging through the mud of social media posts to find quality content. It’s also what I internally ask every time a door-to-door salesperson approaches my house. And, it’s what I wonder whenever I engage with people at networking events. 

I mull over this question as I work with clients. Who are you?

Here’s a little exercise for you: If a potential client, asks, “Who are you,” how do you respond? Close your eyes and think about it. Then, write down the words or enter them in your phone in a notes app.

We usually have a pitch, right? “I am a ______ (your role/title), and I _____ (help) ______ (your target audience) ______ (outcome).”

What’s your pitch? Mine is: I‘m a career coach who helps burned out midcareer professionals leave their 9-to-5’s to start solo businesses.

But those pitches aren’t who we are, right? They quickly explain what we do, but that’s it.

Most business owners believe that as long as they address what they do, they have established their brand and impressed potential clients. However, this is just the thinnest top layer of communication.

I have worked with a multitude of solopreneurs and small businesses, and they are solid on what they do. They spend an inordinate amount of time selling and marketing WHAT. But, can I share something with you?

No one cares.

Okay, maybe they care a smidgeon. But they care far more about WHO. And I can almost guarantee . . .

You are not spending nearly enough time answering your clientele’s main question.

Who are you?

We get caught up in “businessy” language that takes away from the purity of the question. We start thinking, “How do I market myself?” and, “What’s my brand?”

Simplify it. Focus on building a relationship.

Build Relationships Through Your Story

If I could convince business owners of one thing it would be that building community is the most important thing you can do for your business. And that community is built on stories that create connections with people.

What’s your story, your narrative? How do you communicate who you are? Where do you communicate it and how often?

Here’s the thing you must realize: If you don’t control your narrative, someone else controls it. 

If people don’t know who you are they will make assumptions. Those assumptions may be accurate or they may be way off base. Regardless, if you don’t clearly remind people who you are regularly, they will formulate their own stories.

If you haven’t taken the time to write out your origin story—how your business came to be—do it now. I don’t care if you’ve been in business for a day or a decade. It matters.

People do business (and repeat business) based on the following criteria:

• I have a problem.

• You have a solution.

• There are X number of other people who have a solution. (competition)

• I’ll do business with you over the others if I trust that you will meet and exceed my expectations.

Everyone has a pitch. But not everyone knows how to tell their story.

After you’ve written out your story, ask, “How much of my story focuses on what I do versus who I am?” Make it visual. Highlight in two different colors or underline the WHAT while you circle the WHO.

Your business was formed because you saw a need and you met it. You saw a need. That means you had a need and you created a solution tailored to you. Your clientele is likely some version of you.

• The chef opens a restaurant to share a love of cuisine and coming together with family and friends to connect over a meal. Otherwise, the chef would have gone to work for a restaurant. 

• The dancer opens a studio to share a love of dance in whatever style is taught at the studio. The business is an extension of the dancer/owner.

• I coach burned out employees on recovering from burnout and leveraging their skills to start their own solo businesses. My business is born out of my experience.

These examples are brief overviews, but there are layers that take you much deeper. Your story is not a single event in a chapter; it’s a multi-volume collection of stories. Jot down the layers of your story. 

I keep a Google doc titled CONNECT Stories. I add to the collection as I remember events or as life adds more. Then, I draw from these stories when I need real-life examples to explain an idea.

Each story you share is a mini-revelation bringing new clients to you and forming closer bonds with your established community.

Each story told increases your recognition and builds trust.

How often are you reminding people who you are? Are you weaving your narrative throughout posts, videos, and conversations? How are you revealing to people that you can help them because you get them? You are one of them.

Where does your community live? Are they local? Online? Which platforms? Wherever they live you need to be there. 

If you are a hometown kind of business network with your community. Volunteer for events. Form your own group. Invite people to a monthly brunch or start a cohort.

Post regularly (1-2 times a week at least) on the platforms where your clients are. Depending on the platform, comment on their posts. Consider starting your own page for your community to connect with you.

Be present.

Next Immediate Steps

Challenge: How will you nurture your relationship with your community by owning your narrative this week? How will you share your journey to inspire others’ journeys? If you’re not active on platforms where your clientele lives, then start posting today. If you post, but infrequently, then make a plan to post 1-2 times a week.

Share It: Share your plan on our Facebook page. And, send this newsletter with someone building community with their business. We make one another stronger when we CONNECT.

My Final Word

Your ability to bond to your community by telling your story over time is what sets you apart from everyone else.

So, what is one small win you’re going to share this week? Join me on one of my platforms and share it with me (see the links below). Let’s celebrate together!

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Sending you all Peace, Love, & Harmony!

Do You Need Help Tapping Into Your Potential?

Are you struggling to meet your goals and wish you had support? Have you ever considered working with a coach? You may not know what a coach does.

One-on-One Coaching:

• You and I develop an individualized plan targeting your specific goals

• You receive individualized support from me

• Answers to your specific questions

• Guidance on your specific issues and blocks

• Accessibility to me outside coaching sessions for added support (individual texts and emails to check in)

• Your plan leads to learning how your personal growth is in your control

Are you ready to take action but are at a loss on what step to take next? 

I can teach you how to get started and accelerate your growth by using repeatable methods. Need the tools? I’ve got them. The goal is always to make you independent. I should be working myself out of a job. Once you take off, you may want to have a session from time to time, especially if you are scaling your goals. A good coach teaches you how to stand on your own two feet. Contact me today. Are you ready to CONNECT?