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Your Point of Difference

By Geraldine Barkworth, Cool, Calm & Connected

Imagine yourself at a networking event. Perhaps it’s a Women’s Network Australia Lunch. Amongst others, there are four naturopaths, two real estate agents and three life coaches. You need their services, but how do you choose and what’s the difference between them? And that’s the crucial question.

In today’s market there is an overwhelming variety of services and products from which to choose. Creating a unique Point of Difference (POD) is a strategic way to make your product or service stand out and be noticed.

Generally, people choose their service and product providers based on:

n Whether they instantly like and trust you, more so than the others.
n If they immediately understand what you offer and it’s what they need.
n If they have a recommendation from a friend, so the process of trust has begun.
n Regularly seeing and hearing you and your marketing so that it feels 'familiar'.

To help potential clients recognise your Point of Difference, build these 4 pathways:

n Learn public speaking techniques to build authentic trust, rapport and presence.
n Be able to clearly articulate in a nutshell (say 30 seconds) your POD.
n Build cross-referrals with related practitioners and make sure existing clients understand all that you do. Don’t forget the most obvious: ask good clients for referrals.
n Create a consistent marketing message in a variety of media and share value added information to educate and inform. This builds your credibility and brand so that you become known as the familiar subject expert.

Finally, ask yourself - would you choose YOU?

If your answer is 'no' and you don’t have these four pathways clearly laid out, take the time to work out your POD. If you don’t know what makes you stand out from your competitors, then neither will your clients and they may choose someone else.

Find your authentic voice and message and you will have created your unique Point of Difference.

Author: Geraldine Barkworth
Business: Cool, Calm & Connected
Public Speaking the fun, fearless, feminine way! Geraldine teaches women in business how to overcome fears of speaking and presenting themselves in public by creating a heart to heart connection with their listeners. Her clients come from around Australia and New Zealand for confidential phone coaching, corporate training and working holiday retreats.