The reason you are having trouble landing opportunities might have much to do with how clear – or lack thereof – you are on the opportunities themselves.
Whether you are seeking freelance work, new jobs, prospects, or more customer engagement how well you understand them says a lot about how well you understand yourself and your own offering.
So please keep reading. I have 3 main areas that I feel people should look at more closely for the clarity they seek.
1. Message Delivery – This is the entry point you should approach when assessing how well you know yourself, your audience, and your offerings. Where the world sees and experiences you, are your branding touch points. It gives them exactly what you’re telling them. The message is either confusing, crystal clear or somewhere in between.
Content marketing and copywriting are prime examples of how messages are delivered.
The way you dispense value through your writing, and evoke specific actions will point to your own core message. It should be clear and evident throughout the web copy what your primary intentions are and how you plan to do it.
Some other examples of message delivery touch points are:
- Business cards
- Voicemail greetings
- Sales letters
- Thank you cards
- Social Media platforms
- Résumés /Portfolios
- Personal and Business Websites
- Online forums/ Communities
- Email Signatures
2. Brand Articulation – This acts as the mediator between your core message and how you deliver it. You need to have a way to articulate the story that you are trying to tell. You do this by focusing on the “understanding” of your story defining key areas. Key areas to look at are:
- Who is your prospect, target audience, or intended customer? (Your description of how well you know them and their needs)
- What is the promise that you plan to give them? (The problem you are solving for them)
- What is the beneficial offering of that promise? (The reward they get because you solved that problem)
- What makes you unique as compared to competitors? (The USP or Unique Selling Proposition you possess)
3. Story Definition – This area hones in on your core message in high definition. In other words, in the clearest sense possible. At the end of this discovery you should be able to describe:
- What are you going to do? (Your mission)
- How are you going to do it? (Your plan)
But first, you have to unpack everything that leads you to that point. The areas to look at are:
- What is inherently true about you? You can take a holistic approach to getting this answer, and it would involve a process of self-discovery whether as an individual or an entire company culture. By understanding the talents, skills, strengths, and abilities you possess, and blending that with your natural given personality, you can get a clear picture of what you bring to the table.
- What is important to you? Knowing your core values will keep you in line with discerning what will work and what will not work for you. It will help you focus on what matters now.
- What are your dreams, visions, and passions? This is another level unpacking for some, and for others, it’s just a matter of taking some time to ponder and write out or paint in detail what the world you intend should look like.
Once you’ve defined your story, you will know what you’re going to do and how you’re to do it.
Once you know that, you can then articulate this information to help you better study and understand your prospect, your promise, your offering, and your USP.
Once you’ve articulated your brand, you now have the goods to create a strong Messaging Strategy that will increase your chances of actually landing work.
I’ve faced lacking clarity before, particularly when I’ve gone through a transition. My most recent discernment crisis happened at the beginning of 2016 when I was transitioning into Experimental Freedom.
Hence the name, “Experimental Freedom”, was a reflection of a lack of clarity with the intentions of using that platform to find it.
You may have picked up on my uncertainty and I can understand that completely. The truth is that process was a perfect opportunity for a more in-depth understanding of the process of finding clarity.
It has become a major topic of study for me.
As of this writing, there’s still a lot of work I’m doing to adjust my online platforms with my message, but online or not, now my own message about clarity is on point.
If you’re struggling with your message, feel free to take all of these points and apply them to you and your work.
I would love to hear from you on how this helps you.