A blog targetted to Mental Health Pofessionals caught my eye this morning. It began:

What is it, as a therapist, that you can do that no one else does?

What is it that all other therapists do, that you can do differently?

What is it that other therapists NEVER do, that you can start doing?

Reminding me how simple it is to differentiate your services or small business around your own best work. You might be surprised how friends and customers experience it. Try asking them how your services are distinct. One answer that jumped out at me 15 years ago has stayed with me, "You make everyone in the room feel smart - as smart as you, and then it's easy for them to do their best work..." My business? The BestWork® People

Late last year, just as the recession was landing in consumers' awareness, I watched my daugher open a new shop. She confidently built a business model, based on impulse buys, "People can't afford a new outfit, but they can enjoy a whole new look for $35...", designed a space, and opened to locals' delight. The press responded with 3 full-page articles in the first few months. "The store is adorable, the hats are adorable, and she's adorable...browse at your leisure; no pressure to buy..." What may be the most distinctive aspect of the store is how genuinely interested she and her two staff are in what makes their customers feel stylish and good-looking. People are at home trying on [what looks to me like] everything in the store. They come in for a hat and buy 2 or 3.

How to apply that principle to your Micro Business?

• What fascinates you?
• What would you like customers to have/be able to do that they cannot have/do now?
• What would you love to be doing for people?

The natural fire in your belly revealed in your responses to these questions will be different than competitors'. Build your brand promise around it. (Want some help? Free GoodLittleBiz worksheets fill out details.)

Articulating your own best work can feel awkward at first, but let yourself be surprised: people will gladly help. It's worth the investment. Once you clarify how you're different, you can build the right brand promise and start attracting the right customers. For a small business, it's like striking gold.

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