Why Don’t They See The Real Value Of What I Offer?

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by Ana Rosenberg
aka why people see and value the contribution of some experts while others remain invisible

 

So you are a coach, trainer or consultant. You do good work that can really help people. Why is it that sometimes people don’t see the real value of your contribution? You work hard on marketing your business and sometimes you have the feeling that there is something missing.

Well, there is something missing that keeps most experts invisible to the very people they could be helping the most. And it is not more marketing…

Marketing is by far not enough for a modern professional, expert or entrepreneur. Marketing is not even the starting point.

What?

Yes, as much as I love marketing (aka the crystal clear communication of the value of your contribution that attracts your best clients so that you can do your best work), marketing is not enough. If we start by communicating a message and people don’t even see us, our message won’t have a chance.

1.“If only people could see how valuable what I have to offer is…”

So why is it people don’t see?

The answer to that is positioning. (We are not talking here about bragging, self-proclamation or declaring oneself the #1).

What we are talking about is how visibility really works.

The market place is noisy and clutter so human beings turn off. That’s our way of managing an overload of information. We have bandwidth only for what we perceive as true resources to us.

Positioning starts by becoming a valuable, relevant, credible resource for your audience of potential clients/patients/students in the first two seconds of them seeing you or the online representations of you. (We live in a world where people google your name to make decisions. We live in a world where people check out your social media channels to make decisions).

2. Why is “seeing” so important?

Because human beings process visuals 60,000 times faster than any other input. So the decision of how they are going to position someone in their mind is made ultra fast. Positioning in the minds of your audience happens ultra fast and conditions the relationship they are going to have with you.


3. The #1 Pitfall

Experts start with the “message”, with the “movement”, with the “marketing”. That is not seen, heard. That keeps them invisible.

Worse than invisible… It damages anything valuable they have to say because now in the minds of the people they could be helping the most they are positioned as “people to be avoided”.

4. The #1 Myth

A pervasive myth is that to grow a business we, as professionals or experts, have to market harder; yell louder; scream louder. (I don’t know about you, but I would hate to do that).

And the good news is that we shouldn’t do that. That puts experts in a terrible category in the minds of the people they can be helping the most.

The other extreme is no marketing. “People will come and discover me because I’m that good and that’s enough”. (That doesn’t work either).


5. The Solution

The right positioning for yourself and your good work so that actually people see you, hear you and trust you first. Then, they can actually hear what you have to say and value your contribution. You don’t have to “market or sell” to them.