Doug Richard, CEO and Founder School for Startups and BBC Dragon’s Den. Do you know how to target specific persona and build desire in your selling proposition that avoids NO in your conversation?

There is a perception that “we are the company.” But, if you’ve been in this industry any length of time you have seen companies come and go. Fact is Folks Don’t Join Companies, they Join Leaders and to be a leader, you have to be going somewhere. Pull your head out of the sand and leave your sale out of the conversation. Solve your customer’s problem and they’ll follow you anywhere. Build your business around your personality – you don’t have to change who you are, but rather choose a role to support your personality. When you become more of who you are and reach out to help your customer – there’s no resistance. The selling unfolds without resistance!

You are a genius and the world needs your contribution. Too long our industry has operated as a “do as I do and you’ll get what I got” . . .leaving little or no room for individuality and a story that resonates with a specific audience. We can all perfect the tools of the trade, but our story is what defines us and sets us apart. What’s your Unique Selling Proposition - we can help you with that.

Tim and Darcie have spent their careers working with small business entrepreneurs to craft unique selling propositions to grow and market successful organizations. We have honed a talent for strategically marrying the unique assets of our customers to a specific target audience – it is the only way to stand out from the crowd. It’s not about trying to appeal to everyone, but appealing to the right people. Interestingly, in a world of infinite choices, when you see something that’s not directly for you, you close the window and move on. We help folks open the window to a very specific audience by articulating their story. Work with US and Get Results.

Stories are what connect us. Talk about the things you know, your expertise, your knowledge, your experience, but talk about them with your heart not your brain.

We want so much to be liked and successful that we boil ourselves down to this grey watery mush! You can’t create a message that speaks to everyone, if you try, you will speak to no one. If you don’t piss off someone, you’re not fascinating to anyone!

Become more aware of who you are and build your business around your personality and learn to communicate your core personality advantages. FASCINATION is the shortcut to Persuasion. Don’t compete on the basis of utility or rational benefit. Facts tell but stories sell – folks forget information, but not the emotional mental hooks.