In our last blog post, we wrote about why and when you should be narrowing in and getting specific about what you want to be known for. Easier said than done, right? We’ve talked enough about narrowing in on your creative focus that we think you understand that it’s an important thing to do in your business, but understand that something is important and actually doing it?—well that’s where it gets a little tricky.
We shared a lot of WHY’s to narrow in and find what you want to be known for, let’s talk about some HOWs:
1. Diffusion & Confusion Culprits:
If you are good at “all the things,” and you’re having trouble deciding where to focus:
– List out all the ideas in your head that are making you feel scattered and causing diffusion of your own focus. See which ones you can put on the backburner for now.
– List out the different ways you’re describing or not clearly describing what you actually do that’s causing confusion for potential clients. See if you can get the five different bullets you’re using to describe what you do down to even two or three.
2. What Do You Want to Be Doing All Day?:
If the diffusion and confusion lists still have you feeling uncertain or overwhelmed or not willing to “let go” of some of the wider services you provide or wider pool of people you provide them for, ask yourself this “What do you want to be doing all day?” “Who do you want to be doing it for?”
3. Fill out Your Gift Tag:
This is one of the most challenging exercises we give our clients. But if you’ve done steps 1 & 2, give it a try. It’s a super-short version of some of the longer scripts we give creatives to help them better articulate their business and their brand. But that’s why it’s hard, because it is so short! We call it a gift tag because it’s the label on your package! It tells people what to expect before they open it & reminds you what it is you have to give!
Fill Out Your Gift Tag:
How to _____ [ advice, know-how, inspiration you share ]
From a _____ [ what you want to be known for! what you do + a little bit about you]
To a _______ [ dream client like you! ]
*Another similar version of this exercise that might be a little easier, is If You Wrote a How-To Book, what would the title be? The chapters? What would people “get” from your chapters? Which section of the book store would it be in? How would your personality or personal story show up among all the good tips, advice or inspiration you are sharing?
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4. Your Process i.e. The Steps You Always Take
Guess what? If you tried out the If You Wrote a Book exercise, you may have just framed out your creative process (the ingredients or steps you take every time when working with a client) and you didn’t even know it! Defining your Creative Process is like Owning Your Expertise 2.0. You’ve put the intention out there to narrow in, get specialized and get known for doing this very specific service. But if you can really build a framework for HOW you do it, and stick to those steps every time, it’s like every time you work with a client you are sharpening your expertise, building your confidence, giving them even more benefit of your knowledge and specialization! It’s a win-win for any creative working for themselves (and their client!) who wants to craft a business of their own making instead of feeling like a helper for hire.