Why should I hire this person to speak at my conference or conduct a workshop? Why should I invest in their products and services?
Those are the questions your prospects are asking themselves when they going through the process of deciding who to trust with their hard earned money.
If you don’t make it clear why they should choose you, they just might go to your competition or they will decide based on price, making it a commodity decision. That’s not the place you want to be.
In a blog post by Third Force marketing firm, they suggest that 60% of your customers may be making a decision based on price. They write:
It’s just the “Physics of Marketing” at work. If your customers are complaining about price, what they are really saying is “I don’t really know why I should choose you?” If two options look the same – then PRICE will be the deciding factor. So, if you’ve lost some business on “price” – your customers just couldn’t see any difference between you and the other guy.
Creating a strong brand image as an expert is one of the best ways to move away from price as the deciding factor. Your brand message and marketing strategy will let your prospects and clients know how they can depend on you, what sets you apart from your competition and what value they can expect from doing business with you.
The best way that I’ve found to establish yourself as an authority and expert on a particular subject is to become a published author. Your book becomes a springboard to countless other opportunities. Here on this site, you’ll find resources to help you become a published author and to build a profitable business with your book as the centerpiece.