I have been speaking with some amazing individuals recently about their business and what makes them different. In some industries, it’s incredibly tough because a lot of the players do the exact same thing.

Take real estate for example. I’ve always worked with realtors, brokers, and their brands, so while I’m not a realtor I kinda dug into their world. Many struggle because they can’t figure out how they can explain to potential clients how they’re uniquely different from other agents. A lot of the work is the same. The processes are the same. The requirements are the same. The clients’ problems are often the same.

So WTF????

An Answer In a Metaphor
Sometimes, it’s personality that makes you different but how on EARTH do you express that??? “Hi, I’m an awesome person and I have a winning personality, so we’ll get on just fine.”

Lame.

Here’s an idea: use a metaphor! Use visualization so that people get the gist of who you are, and what you do, and the role you or your product will play in their lives. If you’ve ever done meditation (which, by the way I struggle valiantly to do), one of the techniques is visualization for a reason! It’s so you can put yourself into a “happy calm place” and your mind calms automatically.

Use the same technique on your potential clients. What do you do?

You’re the captain of a sea-faring ship: you know the waters – where they’re rough and where they’re calm – so you can steer around them. But if you get stuck in a storm, you know how to pull through.

You’re a Sherpa: the road may be tough, steep and frightening sometimes but you carry the load so your clients don’t have to.

You’re a master builder: Not every structure goes up according to plan, so even though you’ve set the stage and hired the right workers, if something happens and adjustments need to be made, you know exactly how to do it.

See? I bet that if you describe yourself metaphorically to your clients, they will get it in a heartbeat.

You still have to ensure that what you’re doing adds value. You still have to work your ass off to stay ahead of the competition. But when push comes to shove, many people will make an emotional decision long before they make a logical one and if you can describe the experience they’ll have with you using metaphors, they’ll make the connection quickly.

So go for it! Reply back to this newsletter and tell me what you did, or post it on my Facebook page!

I’d love to know what you come up with.