As a business coach/trainer, I’m persistent about encouraging my clients and followers to attend events regularly. It’s a great way to meet new people and prospects. By attending events, I’ve met some of my best business collaborative partners. Most recently, I was at the 2014 South Bay Women’s Conference where I got the chance to interview speakers, guests, and volunteers.
I’m most excited about having had the chance to talk with Marianne Williamson, whom I had the pleasure of doing a short interview with. Ever since I’ve seen her on Oprah’s OWN TV Super Soul Sunday, I have been reading her books and what hits home the most is one of her most popular quotes (see below):
Marianne Williamson is very influential and inspirational. I take the points she makes and relate to what I do and how it matters to the world. I have a 45 minute talk about how to think forward by thinking globally called FORWARD SOCIAL MARKETING. In this talk, I discuss marketing strategies as always but then I also challenge my audience to think bigger. I ask the question: “How can you change the world?”
Just because you are a small-medium size business owner, does not mean you cannot think globally. Remember, that the greatest ideas and movements were not initiated by the majority. It was always the small groups or an individual who fought for rights, invented products, wrote books that changed the world.
Here are 3 Ways to Create a Global Message:
1. In a short concise sentence (or 2, max), explain how your service or product can improve the lives of your target market. Taking the time to formulate this sentence will require you to do the work and find out for yourself (if you don’t already know), how your product can change the world. Does it create convenience, which frees up time for family? Is it biodegradable or eco friendly, which saves the planet? or does your service provide ease and happiness in family households? This, too, shall be one of your “Added Value” as a business owner.
2. Research your competition. While you are formulating your “global change” sentence, it will help to know what your competitors offer. This way, you can think of something you are offering that they are not advertising as part of their brand or not offering at all. Yes, we are sometimes inundated and the market is penetrated with similar services and products but what you have to offer can be totally unique from your competition. But this will only be obvious to your target market if you promote it and advertise it. So, to set yourself apart from competition means you have to study your competition first!
3. Focus on how your product or service is solving a household or social problem. When articulating your “added value” as a global solution, it’s important to specify what problem you are solving for your customers. The slight difference between this question vs. the question above in #1 is the specific focus on the problem your are solving versus the solution. For example, a scented garbage bag will improve the smell in your kitchen because it solves the problem of spoiled food odors sitting in your trash can for a few hours.
Watch my full interviews with Marianne Williamson, Molly McGrath, Caterina Rando, Lulu Powers, Joy Chudacoff and other featured speakers at the 2014 South Bay Women’s Conference.