Before you can accurately communicate your ability to offer value, you must be clear about what that value is. Take a moment to identify the benefits you offer.
Once you are clear about the benefits you offer, the next step is to decide which benefits you want to reveal. Keep in mind that whenever you communicate with someone, you reveal something about yourself. What you reveal may be positive or negative. It may be accurate or inaccurate. It may have been communicated intentionally or unintentionally. But every communication reveals something, so you may as well try to communicate the things you want people to know.
Think about the personal qualities you possess that you want your targets to notice. For example, you may want your targets to know that you are knowledgeable and skilled in your practice. Think about your systems—your guiding principles and procedures that insure quality service. From now on, every communication with your targets should have the goal of communicating these benefits, whether it is by phone, in person, via the Internet, through your promotional materials, or through the media.
For more marketing tips, check out our book Selling in Your Comfort Zone.