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Online Tutorial
Developing material that differentiates your expertise
How does the marketplace determine the value of your expertise? By scarcity. If your work can be duplicated anywhere, anytime, by anyone, then you have become a commodity. If you constantly show the marketplace cutting-edge thinking, then the marketplace will pay top dollar to "think" with you.
In Your Position of Power™, (click here to learn more about packaging your expertise) the biggest secret weapon to demonstrate your brilliance is Critical Beliefs™. These nuggets of wisdom are statements that show your target market a unique "take" on situations in their personal or professional environment. Critical Beliefs™ are where your uniqueness comes out the most, both attracting your ideal clients and at the same time repelling the "challenging" clients.
Using Critical Beliefs™ everywhere -- in speeches, in books, in sales conversations -- can brand your expertise and immediately differentate you in a crowded marketplace.
Examples of good Critical Beliefs™:
- "It is not innovation that propels good businesses to greatness; it is the discipline of continuing to do the right things right." (from Jim Collins, From Good to Great)
- "There are five key decisions and seven people in your life that have made you who you are." (from Dr. Phil McGraw, Self Matters)
- "Creating content that appeals to the "struggler" market may sell a lot of books, but will not generate high-fee speaking and professional services fees." (Vickie Sullivan, Your Position of Power™)
Hint: The biggest mistake in developing Critical BeliefsTM is making them so general that the belief is a "given" and therefore not showing your unique thinking.
Examples of too general Critical Beliefs™:
- Change is good
- Customer service is everyone’s job
- Yes, you can do/have __________.
and my all time favorite:
- You have to use my services/similar services in order to __________.
The tutorial that follows is a line of questions to help develop unique Critical Beliefs™.
(Note: this tutorial is copyrighted and is the intellectual property of Sullivan Speaker Services. It may not be reproduced in any form.)
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"Vickie's advice is right on target. After applying the techniques I learned in her tapes alone, I obtained a consulting contract in my target market. In the day I spent with her, I learned how to reveal my uniqueness, differentiate me from the competition, and leverage my research and writing projects for profit."
Amy Showalter
The Showalter Group, Inc.
Ready to show the world who you are? Check out Your Position of Power for a complete system to package your expertise.
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