Answer this question:
What do you sell?
Now, answer this question:
But really, what do you sell?
Knowing the answer to the second question is the key to not only business success, but business ease as well.
What are you selling?
As business owners, we sell stuff.
You sell services and advice and products and downloads and goodness from our brain, but really, what are you selling?
Are you selling a meal planning service or the ability for a mom to have more free time to spend with her family? Are you selling copywriting or the stress relief of not having to write pages of content by yourself? Are you selling a logo design or the chance for your client to step into the role of professional business owner?
You are literally selling a widget, but it is what that widget does for people that gets them to buy.
When you are determining your But Really factor, the first place to start is with the Big Three—more time, more money, or more human connection. Once our basic needs of survival are taken care of (food, shelter, etc.), what most consumers are looking for in a purchase is something that gets them more of the Big Three. And this is true for business owners and non-business owners, products and services. So it doesn’t matter who you are selling to or what you are selling them. The But Really factor puts you ahead of your competitors.
So now answer the question again: What do you sell? But really what do you sell? The answer to that question will turn your audience from browsers to buyers.
But really, who are you?
The But Really factor doesn’t stop with what you sell. It extends to the very nature of who you are as a business owner, and it makes you more compelling to work with.
You’re a coach, you’re a designer, you’re a changemaker—we all have titles. But what sets you apart from the millions of other coaches/designers/changemakers? The But Really factor.
You may get paid to design websites, but really what do you do? You create online homes for creative entrepreneurs to help them connect with their audience. You are a coach, but really you help women rediscover the things they are passionate about so they can feel more engaged with their day-to-day life. Or maybe you sell insurance, but really you help people have the security and confidence to know their family will be taken care of no matter what.
The But Really factor elevates you from someone with something to sell to someone who wants to help change the lives of her clients. And who doesn’t want to buy something from someone who is going to improve her life?
What if you feel like you don’t even have a title? Maybe you don’t want to call yourself a coach or designer seems too generic, or what you do is really a hybrid of a few different titles. My favorite way to handle this is by identifying the work you are putting out into the world. So maybe you are the creator of the X program, or the founder of Y group, or the host of the Z podcast or blog.
You can STILL use the But Really factor to further define how you help people.
“Megan is the founder of the Mama CEO Club and the creator of the workshop Your Next Big Idea. She helps moms find the time and create the strategy to grow their business, while still being present in the day-to-day lives of their kids.”
The But Really factor sets you and your business apart. It takes you from a standard business owner selling a basic product, to a unique service provider selling a high value offer unmatched in the market place.
But Really—that is where you want to be.
My favorite two lines:
“more time, more money, more human connection.”
“but really you help women rediscover the things they are passionate about so they can feel more engaged with their day-to-day life”
I cut and paste those in my new promo copy list to remind myself what I’m REALLY selling. Thanks Megan for reminding us!
Very very well put. It’s all about your why and your clients’ why. I rewatch Simon Sinek’s TED talk periodically to remind me of that.
Clipped this blog post and will re-read it regularly too, I know! Thanks for sharing it!