Copyright 2005 Michael Port & Associates LLC

Would you rather be a big fish in a little pond or a little fish in a big pond? No matter which pond you want to swim in youre still going to have to become known for one thing if you want to get your trunks wet! The most successful professionals master one domain (the little pond) and then they go on to tackle bigger things.

Some people fear niches because they think it will limit their success or potential. That could not be farther from the truth. If you want to create a thriving business you must develop a personal brand that highlights two things:

1. Your "WHO and DO WHAT" statement

2. Your "call to action"

This dual purpose message communicates your offerings on two distinct and essential levels. Your WHO and DO WHAT statement tells people who you help and what you help them do. Mine is I help service professionals book themselves solid. Your call to action connects you to the people youre meant to reach. Its the reason you do what you do your purpose. Im the guy to call when youre tired of thinking small.

So first off, tell potential clients who else youve helped in similar situations and how you did it. Remember you arent the only one who can help them. Your competition may have a similar (or even the same) WHO and DO WHAT statement. Clients decide to hire you once they understand your WHO and DO WHAT statement and emotionally connect with your call to action.

WRITTEN EXERCISE:

What is your "WHO and DO WHAT" statement? ________________________________________________

What is your "call to action"?

________________________________________________

Find your niche and create a personal branding message that tells everyone what you can do to help them ("WHO and DO WHAT") and what its like to be around you (call to action). Then go bravely forward splish, splash and boldly express what you are known for!

Stayed tuned for Key #5