Clarity in Your Zone of Genius
According to the U.S. Small Business Association, 55 percent of new businesses fail within the first five years. This should lead us to understand that establishing a brand is a vital part of building your business. Unfortunately, many entrepreneurs do not put branding at the forefront.
Making your brand stand out is easier than you might think, but you must find your zone of genius.
What is your zone of genius? Your zone of genius is where your greatest passion meets your innate talent. It is unique to you and it fits your personality traits like a finely tailored glove. How do you know when you’re in it? You get so lost in your work that you don’t notice time passing.
As a small business owner, your brand should reflect this. It helps you stand out to potential clients and competitors as truly authentic.
Discovering your zone of genius starts with the understanding of your innate talent: it is not about what you do, but how you do it. True talent has more to do with how you approach your work. The key is describing the experience your customers will have using your product or service through your copy, titles, taglines, and descriptions. You’ll make the buying process easier for your customers.
People have to choose you between hundreds of others. If you are clear about your passion and why you are doing what you’re doing, it provides an additional connection point with your clients. Simon Sinek, once said, “People don’t buy what you do, they buy why you do it.”
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