Pillars of Your Platform

Among the popular jargon that marketing geeks have been touting is the concept of your platform.

All this really means is where you stand and what you stand for.

It replaces a previous, and just as annoying term, USP – Unique Selling Proposition.

What it boils down to is determining what relationship you want to create between you and your client, and the services you provide them.

Think back to when you first started planning your business. What was the passion that drove you? What have you learned? Where has your experience grown and drawn you?

When it comes to determining the ideal client, I don’t mean your most profitable client but rather the client that fills you with energy and pulls out of you your best work.

The four pillars work together to create a statement that is unique to you. Define your four pillars below and then write it out as a single statement that can be clearly understood by anyone. Test it on a ten-year-old if you are unsure of your clarity.

  • Your Expertise
  • Your Ideal Client
  • The Service or Product You Offer Them
  • How you are Different

Once you truly know exactly what you do, who your ideal client is, and how you add value to solve their problems, you are ready to declare (and share) a strategy.

To take this step, you need to combine your expertise and the client you want to serve with a problem they know they must solve (or an opportunity they cannot resist) and a way you do things differently.

For instance as an online marketing strategist, I have several points of unique service provision. Two are based on client needs and one on my own needs.

When your strategy is to dominate a niche, sometimes stating your strategy is as simple as “You know how most x do y? I do z instead.”

You may want to explore the idea of conducting a Frustration Surveyâ„¢ with some of your clients to see what they really value in your services. From this springs the answers to slogan, headlines, offers, benefits and packaging. Just focus on the opposite of what frustrates your target market in dealing with other service providers.

Surveys can be a valuable marketing too as well. You can find details of exactly how and why to conduct A Frustration Survey in my full Define Your Passion course.

Cher Cunningham

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