Uniqueing Your Brand: The Secret Chemistry behind Why Some Companies are Loved and How to Create Your Own Fiercely Loyal Customers and Highly Profitable Business by Jochum Jeff

Author:Jochum, Jeff [Jochum, Jeff]
Language: eng
Format: epub, azw3
Publisher: YouBeYou Books
Published: 2016-04-02T21:00:00+00:00

A Transformation Story: Jennifer Chaney

At the start of 2011, I found myself at a crossroads. I had just finished my taxes for the previous year and was literally in tears. In my work as a professional service provider, my sixty-plus-hour workweeks, ridiculously late nights, and countless weekends spent with other people’s families had translated into a whopping $15,000 after taxes and expenses.

Why had I worked so hard for so little money?

When all was said and done, I was making roughly fifteen dollars an hour!

Good grief! I paid my housecleaner seventeen dollars an hour! I knew instantly that this was not worth all of the hours I was forced away from my family—both physically and emotionally. At that time, I had two young kids at home and was sadly missing their childhood. And for what? Low pay? High risk? Hit-or-miss customer wins?

I knew I had to make a big decision. Was I going to keep going at this pace, risk the happiness of my family, and cross my fingers that things would change? Or would I call it quits, take my toys, and go home?

It isn’t so easy to quit, though.

Like so many entrepreneurs, I couldn’t wrap my head around the idea of quitting—not after how hard I had worked and with the possibilities I still imagined lay before me. No one would have faulted me for packing it all up, but I decided that I was going to figure out how to do it right. Then, if I was still unsatisfied with the results, I could walk away without regret or second thoughts.

As fate would have it, I had recently heard Jeff speak about unique brand marketing and knew this was the right idea for me at the right time. I joined a coaching group he was forming and began the efforts of discovery, the first step in his process. I was able to step back and take a long look at my business from a totally different perspective. I stopped focusing on the money itself and took a very thorough look at who I was and whom I wanted as clients.

We started out by examining my existing clients.

To my surprise, when I sat down with my client list and started reading over the names, I saw an emotional pattern emerge. The clients I had the best time with, the ones I loved working with, were people I could easily have a margarita with—they were a lot like me. The rest of my clients had actually caused me some amount of sorrow; they were the ones that I couldn’t imagine having to endure a cup of coffee with, much less a cocktail!

How had I not noticed this before? It seemed painfully obvious as I looked at my customer list. I realized that the ones I really loved were the clients who hired me to come into their homes and celebrate the bright spots in their seemingly crazy world.

Everything about these awesome clients brought me joy—true joy. From phone calls to e-mails to asking for payment, I was at ease with them.

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