Zo vind je jouw USP’s
Ben jij ook zo iemand die de ander liever zelf iets laat ervaren, dan dat je het uitlegt in woorden?
Ben je wel eens gebeld door een journalist? Of een redacteur van één of ander televisieprogramma, event of speciaal jubileumblad? Iemand die een vaag idee heeft van wat jij doet, maar eigenlijk alleen belt om te controleren of je speciaal genoeg bent om in hun plannen te passen?
Wat heb je gezegd? Wat kón je vertellen?
Sommige ondernemers reageren super enthousiast. Ze bieden meteen dat de journalist langs mag komen. ‘Ga morgen maar mee, dan kun je het zíen!’
Fantastisch, zo’n spontane reactie.
Toch?
Niet dus. Eigenlijk faal je als ondernemer als je dat zegt.
‘Je moet het ervaren, wacht maar even, dan nodig ik je eerst uit voor onze workshop en kun je daarna je verhaal schrijven’.
Dat zeiden ze ook wel eens tegen mij, toen ik nog sec tekstschrijver was.
En het is zó fout!
Waarom?
Omdat het laat zien dat jij als ondernemer je verhaal niet op orde hebt. Je weet niet wat jouw bedrijf of dienst bijzonder maakt. Of je weet niet hoe je het in woorden moet gieten, ook niet mondeling. Dan lijkt het alsof je je teksten niet kunt schrijven. Maar eigenlijk heb je gewoon je verháál niet.
Terwijl dat dus wel de basis is.
Je verhaal, dat is je aanbod. Vraag 1: wat maakt dat aanbod bijzonder?
Die vraag moet je kunnen beantwoorden. En als je denkt: tja, niets eigenlijk…
Dan moet je aanbod verbeterd worden, niet je teksten!
Als je vindt dat een journalist of jouw tekstschrijver er maar een mooi verhaal van moet maken, dan zet jij niet je aanbod voorop, maar de ervaring van de betreffende journalist. Dan zet je die journalist (man of vrouw, bijna VUT of kersverse stagiair) in de plaats van jouw ideale klant. En dan laat je die persoon vertellen wat hij of zij ervaart…
Alsof diegene zal ervaren wat jouw ideale klant ervaart!
Alsof ik kan voelen hoe het is om virtuoos gitaar te leren spelen door jouw gitaar even vast te houden!
In het gunstige geval heb je een redacteur die met je meedenkt. Die jou influistert of het misschien zus is, of zo. Die jou de vragen stelt waardoor je denkt: oja, dat wilde ik nog zeggen: dit vinden onze klanten ook fantastisch. Waardoor je alsnog, min of meer toevallig, de goede dingen zegt.
Vier vragen kunnen voldoende zijn, ik geef ze je hier:
1. Wat zeggen jouw klanten ervan, naderhand?
2. Doe je nog iets speciaals voor de voorbereiding?
3. Wat vinden je klanten het allermooiste van hun klant-zijn-bij-jou?
4. En doe je ook nog iets om ze achteraf te verrassen, te verwennen of te ontzorgen?
Als je dit nu bedenkt. En desnoods opschrijft in steekwoorden. Is het dan bijzonder? Is dat speciaal genoeg?
Richt jij je dan op die ene bijzondere doelgroep die nergens anders zo specifiek bediend wordt?
Of ben jij de enige in jouw branche met zo’n hoge tevredenheidsscore?
Of heb jij een unieke dienst gecreëerd, omdat jij toevallig je oude ambacht combineert met je nieuwe passie?
Zorg ervoor dat je uitblinkt in één ding, op zijn minst.
Zodat er iets is wat jouw aanbod draagkracht geeft.
Heb je dat niet, maak het dan.
Heb je het wel, maar had je geen woorden? Gebruik steekwoorden, teken het, film het.
Maar beloof me één ding: hang jouw toekomst nooit meer op aan de beleving van een individuele tekstschrijver of journalist.
Net zomin als dat je je nieuwe online cursus laat afhangen van één testkandidaat uit je vriendenkring,
Zorg dat je zelf de touwtjes in handen houdt.
Dat je die touwtjes ophangt als je ze nog niet had.
En bepaal zélf wat de sterke punten zijn van je bedrijf en waar die journalist een eigen draai aan mag geven.
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