I paid Strava $250+ for the November Climbing Challenger Finisher kit (that’s cyclist talk for the spandex suit) so I can wear their logo on my butt –>
(Strava is an app that tracks your running or cycling using GPS. It shows your mileage and time, and ranks you against EVERYONE who has ever ridden the same segments.)
Last week was warm and sunny here in Marin County, so I got out there, did some damage:
… and scored a bunch of 2016 “Queen of Mountain” crowns (before the real pros sweep in and beat me to a pulp!)
Climbing for 2 hours with two 30-second water breaks is freakin’ hard. My quads cried uncle.
What drove me to do that?
Seriously, since I got hooked on Strava I grew a bubble butt that makes me not even wanting to attempt skinny jeans.
I traded decent-looking pants for padded shorts.
The sun, wind and sweat exacerbated freckles and eczema, making clear skin a thing of the past.
My grandmother (who maintains flawless skin at the age of 80+) thought I’ve lost my marbles.
Strava inspired me to take on the IDENTITY of a cyclist who can put up a good ride…
… an identity that speaks to my passion (and my Type A trait!) and aspires me to achieve more.
An identity that’s MEANINGFUL to me… much more so than “mom of 2 with clear skin who can rock skinny jeans better than a 20-something.”
It’s not just about selling their gears. I willingly wear their logo on my butt because I resonate with their message. Using their product has TRANSFORMED the way I train, and in turn transformed the way I roll in other areas of life.
They inspired an identity that leads to transformation through the use of their product.
I love the quote Strava puts on the inside pocket of the jersey. They got a point of view that resonates with why I bust my arse when I get out there to ride.
When I turn on the app and get on the saddle, I make a choice – am I putting on the QOM helmet today, or the LADEDA helmet?
No right or wrong – I like both. But when I choose the QOM helmet, I flip to beast mode.
When one assumes an identity,
one takes actions to realize or match that identity.
That’s called being human.
We are wired to avoid cognitive dissonance.
When we take on an identity, we make sure our actions and results match that.
You can use this psychology to create marketing communications that connect, resonate & convert.
Without being a tad manipulative.
You don’t have to do anything weird or sleazy… I won’t make you do some dubious NLP tricks. I’m talking about HONEST MARKETING.
The gist is – you want to inspired an identity in your potential clients so taking the action to work with you and achieving the results you deliver are CONGRUENT with how they want to perceive themselves.
… and do it in a way that’s in alignment with YOU.
More often than not, our ideal clients share our values and convictions.
When we share something in common, especially something that involves how we see ourselves and the world – we develop TRUST and RELATIONSHIP that bring the right peeps knocking at our door.
Trust and relationship are the foundation of sales conversion.
1. Your values and convictions
Sure your POV can be about the products and services you offer. But more importantly, it’s about WHO YOU ARE.
Your values and convictions are the foundational pieces that determine who you attract. And you’d better draw in those you want to work with.
I attract clients who can’t stand sugarcoating, fluff and BS – because that’s how I show up and what I believe in. When we get on the phone, the conversation is organic and fun – most of the time we decide to work together, and if it’s not the right time or the right place, we still have a blast.
Conversion becomes the logical next step of that connection and resonance based on shared values and convictions.
2. The expression of your POV
After you get clear on your values and convictions, then you gotta express them in every touch point without watering it down.
You gotta have POVs – otherwise you’d sound like everyone else and competing as a “commodity” with zero price elasticity is no fun.
But having a POV in your head is not enough. You’ve to infuse it into everything you say or write boldly and unapologetically.
Easier said than done… there are fears that hold us back from doing that and we’ve to do the mindset work so we can truly “own it.”
Transparency, personality, connection and resonance are the new currency of conversion.
3. Inspire an identity
What identity can you inspire in your potential clients that’s congruent with your POV and the expression of it?
What do they need to know and who do they need to be, in order to realize their need for your services?
Speak to them as if they’re already that person. Connect with that identity so they feel seen and heard beyond the level of who they are right now. Speak to who they aspire to be.
When you inspire an identity that’s congruent with your POV, you create a deep resonance that your potential clients can’t help but choose YOU over your “competition.”
Your POV (combined with how you talk about what you do and how you do it) gives you the unique positioning that makes “competition” a non-issue, because there’s only ONE you.
If you’re ready to design a signature offer that you can market boldly and unapologetically – no watering down, fears or compromise… let’s chat.
Ling is an Intuitive Brainiac. Through her unique blend of Business + Marketing coaching with a Mindset + Psychic Twist, she helps the multi-talented and multi-passionate maverick solo-entrepreneurs distill ALL their big ideas into ONE cohesive Message, nail the WORDS that sell and design a Plan to cut the busywork and do what matters, through her intuitive yet rigorous iterative process born out of her Harvard Design School training and 10 years of experience in the online marketing industry.
Ling helps her clients optimize the space between individuality + originality vs. “tried-and-true” marketing so they can express their WHY unapologetically and profitably without reinventing the wheel.
Find Ling and grab her free “How to Find YOUR Winning Formula” Training Series here.