“Stand for something, and people will stand by you.”
Two change-makers walk down the street, very clear on the fact that they want to help clients improve their lives.
One coach says “I can help you get what you want in life.” He wears a t-shirt, a pair of shorts and thongs – and looks like he just woke up. As a result – people don’t take him seriously and think that maybe he ought to help himself first.
The other coach says, straight off the bat…
“I help female professionals who are struggling to find purpose in their current job. Using a precise system I developed over my five years of being an HR executive, I help them discover and transition into an inspiring career. Time-efficient, cost-effective and low risk. My purpose is to show people how they can manage transition in their lives. Because change is inevitable. What’s important is how you manage that change.”
She wears minimalist clothing – a respectable skirt, blouse and blazer that look impeccably ironed. She stands tall, walks briskly, and even in the wind – not a hair on her head seems out of place. And her watch? Swiss of course. She reeks of efficiency and precision. She is congruent with the image she presents.
What the first coach failed to consciously communicate – was something like…
“I can teach men how to earn more money without having to put a façade on. Men who can’t be bothered with waking up early, wearing fancy clothes, smudging product on their hair, smelling like flowers and pretending to be nice to other people. For 8 years – I used to hate dragging myself out of bed trying to pretend to be something I was not. So I figured a way to be a Happy Home-based Hermit, and I want to share that with other dudes looking to do the same.”
If he said this – the impression is totally different. He is clear on communicating his brand (laid back, and comfortable in his own skin) and acts in line with who he is. It’s not to say everyone will be attracted to it – but the right person would be. If he is true to his passion, he will magnetize the market.
Communicate your message with clarity and you’ll attract your tribe
Notice how important it is to be specific and congruent in your purpose and what you want to share. This is not about finding a niche (though it seems that way), it is about communicating the niche you are – and attracting the types of people who would value the experience of who you are.
“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image”
– David Ogilvy, Hailed as the ‘Father of Advertising’
So if you want to clarify your unique purpose, look at the culmination of your life’s experiences and bring those elements into your practice. The above examples illustrate how two coaches can be so distinct. It is not by chance – it is by choice.
So here are some questions you want to use to help add dimension to your purpose and passion:
- What valuable lessons did you learn from your life’s greatest challenges?
- What do you believe is missing most in society?
- What do you always read about, think about and talk about?
- What activities and topics energize you?
Exploring purpose is a soul searching exercise. This exercise itself might only take a day – but then the following weeks and months will involve lots of tweaking and refinement. You will process it in your sleep, receive profound insights out of the blue, and be compelled to document them.
“Common souls pay with what they do,
nobler souls, with that which they are.”
– Ralph Waldo Emerson
To continue the exploration of your purpose and passion, scroll to the top of this page to sign up for my newsletter where you’ll receive a free copy of my eBook Build a Brand of Distinction: What Every Entrepreneur, Coach, Consultant and Therapist Ought to Know About Creating their Brand of Distinction.
I’m so grateful to be with you on your journey.
~ Jon Low