Capturing Your "Only"

You know you need to differentiate yourself from others in your space but some days it just ain’t easy. One trick: think like a journalist. Remember the lesson from high school? Who, what, when, where, why and how.

Who are your clients? Consider industry, function, location, complexity, position, gender, ethnicity and more. What do they have in common?

What do you offer them? Be specific. You aren’t just the title on your business card. Drill down and consider all that you bring to the party. Perhaps you speak Spanish or have a highly tuned ability to mediate disputes. Don’t be shy—these are attributes your sweet-spot clients will truly appreciate.

When do they need you? Think triggers, like business events (buy/sell, merger, spin-off, new product line) or personal (promotion, marriage, birth, divorce, death). What trends and influences make them need you more?

Where are your clients? Do you practice locally, regionally, nationally or internationally? Do you have deep or broad geographic expertise that clients value?

Why do you matter to your clients? Remember, clients buy based on emotion—on how you make them feel. Do they feel more confident, safer, smarter, faster, richer when they work with you? Think about what they gain by being part of your tribe.

How are you different? Look at it from the client experience—from how you first attracted, engaged and consulted with them to how they experience you throughout the relationship. Don’t forget to include your distinct personality and style—it’s part of your “only” package.

Who, what, when , where, why, how. Try it to capture your “only”.