Whoa there! Now, I am NOT suggesting you lie about what you can do, but I am totally OK with you inventing a new market to own. I am also OK about you making up a new way of doing Things—specifically YOUR Thing.
I absolutely recommend you make up a new way of talking about what you do, at the very least—find a new way to describe the results you get. And feel free to invent totally new vocabulary (I do this ALL the time—hello... Fame Name, anyone?).
I have lots of qualifications (Bsc, MBA, MCIM, just to get you started) but the one I am MOST proud of, and the one that gets me business that I love to do is this one: BaBC. And I totally made up this qualification! It stands for Being a Business Celebrity—it’s my ‘Thing’.
Of course, if you are a professional where you MUST be qualified (lawyers, accountants, brain surgeons, astronauts, etc.) then absolutely you cannot make up what you can do. BUT you can make up how you talk about it and own it in a marketing sense. If you’re an Accountant, you can own "numbers that sing", or as a lawyer you can own "building business value", Astronaut: "Rocket Man", etc. When you stop using the label of your qualifications and talk about the results you offer, then you’re marketing.
So make it up! Find a new way to describe the results you get for people. I’m qualified in marketing and business, but I don’t 'market' that—I market the result of 'being a Business Celebrity'—bit more catchy, I am sure you’ll agree?
The other benefit of this, of course, is you create a whole new market that only has you in it. So instead of looking for that elusive niche in an existing market, you just create a brand new one. Start your own niche—it's much easier!
Want to talk more about this?
I’m just starting to get this concept Lucy. It goes with “people don’t know what they don’t know” doesn’t it? I’m building my complementary therapy and coaching business on chronically ill kids becoming well and fantastic again and of course alongside that is the relief and joy that their parents feel.
We all overlook what we know and assume everyone else knows it too… the old ‘end of your nose’ moment :) Don’t underestimate yourself – ever! x