Your Signature Experience Is What Sets You Apart From Others
It is what sets you apart from others that will establish your position within your industry or niche, so what’s your signature experience.
I just to follow on from my previous post regarding the signature experience that defines you from your competition. Competition is good because it means that there is demand for your products and services. The time when competition is bad is if you try and be like everyone else. This is because you not giving an obvious reason for a potential client to choose you over others.
You must tell them what sets you apart from others and in many respects, it comes from the experience you provide. People require experiences otherwise what is there to remember? So, I want to explore this topic a little bit more today and then I am going to guide you on how you can bring this experience together.
I am going to give you some more examples of what a signature experience could look like and look at how to structure it.
Adapting Existing Concepts Is What Sets You Apart from Others
This was perfectly illustrated in one of the Build Your AU masterminds that I recently had. A member of the mastermind was talking about what his signature experience could look like for his clients.
Hs concept is to take his clients to a place of joy instead of a place of happiness. One of his analogies was when you buy a car you feel an instant hit of happiness of having this brand-new shiny thing. That soon wears off and the car just becomes another material thing that has it’s uses as it gets you from one place to another. Therefore, you do not experience joy which is where he wants to take people.
He mentioned that in the content he was intending to create he was going to reference a third-party person. This third-party had created a perception of “good wolf” and “bad wolf” which may be interpreted as an alter ego. I stepped in and said that that concept was great because it instantly helped people build an image of a caricature.
Another member then stepped in and agreed that the concept of this was great but that mentioning other people was not. The reason is that is straight away takes the focus to the aforementioned third-party person. You don’t want this to happen if you are presenting your content to your audience.
The Wolf Becomes A Shark & A Dolphin
Instead you need to take the original concept and make it your own. In this example the idea of building a caricature was good but maybe turn it to a shark and a dolphin which fitted perfectly. This is because of the context of the training material he was creating.
Hopefully you can see the point I am trying to make. This is your business and not someone else’s so you need to get creative around your topic and content. By all means use other people concepts and messages but make it your own!
Another example of a signature message that I mentioned in the mastermind was Mel Robbins. You may be aware of here, but she is behind the now infamous TEDx talk and had instant impact through her 54321 process.
Basically, this is a five second rule when it comes to decision making. If you have an instinct on something, then you must act upon that within the first five seconds. If you don’t then your brain will kill it. So, in practice when you have an instinct and you hesitate you must count down from 54321GO and then move towards taking action.
Your Signature Experience Also Relies On The Process You Create
We then started to brainstorm how the members were going to bring this experience together through content. Some members were planning on shooting a series of videos that were at the front end of their process.
There could be free content based upon the pillars of their business which led the person into a mastermind process. A mastermind process like what I do within Build Your AU. The mastermind process is then where the monetization comes within their business model.
There is no right or wrong answer to this and your business will be unique, but you must create that process. Some of this may hinge on any tools that you have created as mentioned in previous posts. They may be the entry point for when free stops and where people must start paying to proceed with the process.
It is important now for you to look at how your business model is structured and the content you plan to create. Remember the 9-step process we have talked about previously regarding the pillars of your business. Your signature experience will come from that process or maybe it is already clear to you.
Then it is a matter of how you are going to deliver that process or experience to your clients. This is something that I am going to cover in my next post as I will be giving you options on delivery platforms.
You should by now have a visual representation of what your business looks like and what sets you apart from others. The next step is the point of delivery so you can turn your creation into actionable steps. Steps that your ideal client will take to experience a transformation experience. Until next time.
Helping you build your authenticity, authority and audience.
Trish Davies
Build Your AU
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