However, to build your business effectively, you must be able to identify your strengths to differentiate yourself and clearly communicate your value to potential clients. Follow this simple outline to create a message that will resonate with those people you want to serve.

Identifying Your Strengths.

It can be helpful to conduct a “strength identification” exercise. If you haven’t done one before, you may be surprised by the feedback you receive.

1. Ask five people—preferably a colleague, family member, client, referral source, and friend—for a list of your strengths. Explain that you are working on your business and would like their input. Make the request either in person or by phone, and remember to provide a deadline.
2. When you receive your lists, first absorb the characteristics that they see in you. Let these statements build your confidence, and reflect on the ways you have exhibited these strengths. Next, look for similar words or phrases used across the feedback. These are the attributes that you consistently demonstrate in all of your relationships, and the ones you should focus on.

Communicating Your Value.

These words and phrases have the power to attract new clients and referrals. Consider how to use them in conversation, for a bio, and as a promotional tool.

1. Using the words of others to communicate your value is often easier than self-promotional lines, and will resonate more with people. When you are engaging with someone, imagine how impactful it would be to say, “When my clients tell me that I make difficult things easy to understand and now they’re more financially confident, it makes me feel wonderful!”
2. Combining feedback from this exercise with your personal mission statement and history of results can also strengthen your website bio, social media profiles, and print promotions. Feel free to add interests outside of your business to appear even more approachable.

Communicating your value shouldn't come in the form of a canned speech, a generic description, or awkward self-aggrandizement. Knowing and explaining your strengths and what others find valuable in you will make it easier to promote yourself and attract new business in an honest, comfortable way.