What are you branding when you brand your business? Is it the product? Is it the culture? Or is it you personally? Yes, yes, and yes.  There are degrees to branding: all of what I mention above deserves separate consideration in terms of branding.  When you are a small business owner, it starts at the…

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(Photo: Gustavo Frazao/Shutterstock)

Words do not exist in isolation: words exist in context.  Consider that the English language word “recommended” is positive, whereas the Italian word “raccomandato” is an insult. The word is the same, with the same meaning, but what changes is the context (in this case, English versus Italian cultural norms).  Below are five words that…

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People have options. The content in this blog is about finding ways to always be the best option.  To be the best option, you must be targeting the right clients and then solving their particular problems.  I saw this happen recently with a CPA firm.  The problem They were serving anyone.  Everybody needs to file…

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Learn the Lessons

Information is knowing what you are. Let’s say, you’re a CPA. Saying “I’m a CPA” demonstrates that you have the correct information. Knowledge is knowing what you do. “I complete your tax return and do your monthly book keeping”. This demonstrates that you know what the information means, you know what being a CPA entails.…

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value proposition

Last week we looked at how price and service are intrinsically linked, because service determines value and price is the manifestation of value. Value is a key area where my business mantra applies: It’s not me, it’s you.  There are two key things to know about Value: It is subjective It is what clients buy,…

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Don’t be that person… handing out cards and selling insurance. How to introduce yourself for maximum effect. Are you ready to launch your freelance consulting business? See my course for your step by step guide to launch. https://www.udemy.com/how-to-start-a-…

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You see it all the time: a website, a brochure, a speaker, promising that their company’s number one mission is to provide “Quality” of product or service. And I have to ask: what is the alternative? If the best you can promise is quality, you have not given enough thought to what makes you good…

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Unique Value Proposition

A fairly common question. And an important one. I answered this on an online forum recently, and it is worth sharing those thoughts here. As with much of what I say: start by being deliberate about who you are, what you do, and how you do it. The Answer Start by asking yourself: What do…

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People have options in life. Whenever you buy a product or service, you choose what to buy, based on the issue you want resolved. Your clients are the same, they have choices. You may know that you are the best and obvious choice for them, but here’s the problem: all of your competitors know that…

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The first thing we know about our business is what we sell. As we develop our strategic plans, we also define the problem that we solve. Once we go to market, we are tasked with describing this in a way to attract the right attention, and in only a few sentences. Follow this rule to…

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