Honestly, this is what makes the difference.
Yes, having great, compelling copy will help. Yes, having a clear offer and packages that show what's possible works. It's important you say clearly what it is you can do for people. It's also important that you have a way for people to try you out, or connect with you. But above everything is belief.
When it comes down to it, you MUST believe in your Thing. If you don't believe your Thing is brilliant it's going to be an uphill struggle to convince anyone else!
Belief looks like this:
- Even when your marketing isn't working, you know your Thing does. So you try out different messages and media.
- Even when you have sales conversations that don't convert, you don't blame your Thing–you realise you need to be better at sales conversations
- When you KNOW you need to show off your Thing as there are people that need it you do–no matter how nervous you are about speaking on stage or publishing that article
- You can write and talk about your Thing for hours (given the chance!)
- You see your Thing everywhere–where it will work AND where it won't work. You see opportunities for improvement and collaborations everywhere you look.
- You love your Thing.
THIS is when you know you believe in your Thing–whatever results you are getting right now, you know you can't ditch it.
So if your Thing isn't working as well as you'd like it to right now, do some rearranging but don't throw it out:
- Look at who you are offering your Thing to–are they the right people or market? Do they 'get' the value of your Thing? Are they ahead of the game and see your idea is one whose time has come? Are they willing to invest in the result of what your Thing delivers as they know the impact this will have for them or their business?
- Look at how you are offering your Thing–is it too expensive, is it too cheap? Are you describing it well? Is it clear the results that are possible? Do you have great stories and case studies to back up what you say about your Thing? Does it take too long or is it too quick and not deep enough. Ask, analyse, do something.
- Look at what people are saying about your Thing–which pieces do they value, what's the big result they see for themselves (it might not be the one you expect either). Then use this in your marketing and sales conversations.
- Take another look at who and where it can be used. You might not be taking your Thing far enough–or you might take it too far in one go. Perhaps there are stages to your Thing and not just a one off hit? Perhaps your Thing works better in a big bang? Is there more you can add to your Thing–or more you can take away to keep it simple.
Whatever you need to take in terms of practical actions with your Thing, one thing must never change–always believe in your Thing. When you believe in your Thing the energy of this connection shines through everything you do. We're always buying the outcome and intention of a Thing so, of course, it will get slicker and smarter as you work with it, but for now if it works, it works. Think of businesses that start off as 'pop-ups' or a simple blog, setting up shop quickly and simply just to see if an idea works. Innocent smoothies did this with a stall at a music festival and now everywhere you can buy a drink they are there. Lauren Luke is just one of many 'vloggers' who started out with make-up tips filmed in their bedrooms who became global businesses–see also Zoe Sugg (or Zoella). These are people who believed in their Thing. And they got started.
Hardly anyone 'gets it right' from the start (I know I didn't), but they always believe in their Thing.
Don't question your Thing, question every-thing else! Then you'll be onto some-thing.
Want to talk more about this?