As a small business owner your biggest challenges are:
- Finding ways to stand out from everyone else offering what you offer.
- Clearly communicating what makes you special and the best choice for your ideal prospects.
Most small businesses rely on offering a unique solution. For example:
- “We offer low-risk, tax-exempt investments so you can achieve your financial goals.”
- “I go the extra mile to make sure my customers are satisfied.”
- “We are the innovation leaders in internet marketing.”
The problem with using solutions to attract prospective buyers is this:
Your solution is not unique!
The harsh reality is it’s hard to offer a better mousetrap these days. We live in a time in which information is abundant and just about any unique solution you can offer can easily be copied and back-engineered by a competitor.
This isn’t to say having a superior solutions isn’t a worthy goal. But a superior solution isn’t enough to create a sustainable competitive advantage.
Is there a better way? Yes there is! It’s all about ‘Mojo’
Your Mojo is Your Sustainable Advantage
Nope, I’m not talking about “gets all the babes” mojo.
The kind of “Mojo” I’m talking about is the intangible quality you as a business owner bring to all your work.
Your mojo is actually a synthesis of a lot of elements: some easy to define and some more subtle.
Regardless of how real your own mojo may seem to you, you have doubtlessly experienced the mojo of other people and if asked, many of your customers would agree you bring something special to the work you do even if they can’t quite articulate what that something special is.
What’s really important is this: in addition to the work you do and the solutions you offer, when you can consciously communicate your particular flavor of mojo in your marketing, you enable your business to stand out and speak to ideal prospects in a very unique, attractive way.
Why Your Mojo Isn’t Working for Your Business
So if mojo is so great why do so few business owners leverage their mojo?
There are some obstacles:
- Most of us have been taught “Don’t stand out too much because people won’t like you.” This means standing out in any way…good or bad.
- We also tend to think of “different” as bad. Another strike against standing out in a noticeable way.
- When the opportunity to tell people about our business comes along, we play it safe and choose to sound like everyone else. How many times do you hear someone introduce themselves as “Hi, I’m blah blah. I’m a blah blah for blah blah company.”
For these reasons it’s not surprising that as a business owner you may think the idea of getting your mojo to work for your business is a really cool idea but when you get right down to it:
- you feel vague, even a little embarrassed when considering what your mojo might be
- the idea of talking about your mojo in your marketing feels overwhelming and scary
- you then conclude, “maybe some people can do this mojo stuff but it’s not going to work for me”
So bottom-line, regardless of the benefits, many of us keep our mojo under a rock like a beautiful but dangerous jewel. Yes, we could do more we reason but it’s probably not worth the trouble.
The problem with this line of thinking is it’s going to keep you and your business in a small space. Small when it comes to revenue but perhaps even worse, small when it comes to your ability to make a difference in the world.
How to Get Your Mojo Working for Your Business
Because the idea of mojo brings up so much resistance and discomfort for so many of us I’m going to invite you to start by considering these questions?
- How would things be different if you knew without a doubt what your mojo was?
- How would you be different in your business if you could express your mojo easily and fearlessly?
- What would your marketing be like if it reflected your mojo?
- What kinds of clients and customers would you attract if your marketing reflected your mojo?
I’m going to invite you to resist the urge to dig in and answer these question like something in an essay exam.
Instead, give yourself some space to see what bubbles up for you. I know for myself some of my best insights come up while I’m taking a walk, or doing errands, or taking a shower because my busy, busy ego is off guard rather than on alert to keep my heart from “getting into some silly idea that’s just going to get you in trouble.”
Getting some ideas about your mojo? Share them here.