Advice from experts feels like it's getting aggressive. This is why, and also what we can do to show up better.
Happily, this is the difference between constantly pushing and hyping and, instead, actually communicating in ways that get a positive, passionate response despite the noise.
MY MESSAGE TO YOU:
- Don't market more. Matter more. (<-- what we want, i.e. our new focus)
- Think resonance over reach. (<-- what we need, i.e. my premise)
- Don't be the best. Be their favorite. (<-- what we hope, i.e. the best case outcome)
That's called "laddering down your message," and it's something I help clients do as part of my 1:1 advisory process. I help experts differentiate and resonate by first developing your premise (the big idea you own and core concept informing your platform), then turning your premise into a whole platform of impact: the stories, speeches, and signature projects and pieces you can use to turn your expertise into messaging that moves the market, everywhere you show up.
Compete on the impact of your thinking, not the volume of your marketing. You’ve done lots of things. Now it’s time to [be] a thing. It's time to stop chasing attention and become the one others seek.
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ABOUT ME, JAY ACUNZO:
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