Make Your Idea Matter by Bernadette Jiwa

It is a rare gift to be able to write clearly. Right to the heart of the matter.

Make Your Idea Matter

Image credit http://freshbysian.com/

I wish I possessed that gift, I don’t.

But luckily for you, Bernadette Jiwa does!

This Amazon best seller is like holiday reading … except useful.

It is easy on the eye, a page turner, and so full of wisdom. It transports you to another place, a place where the customer feels honoured, respected and loved. It walks you in the shoes of that customer, but in a way that makes you feel … I can do this. I can run my business this way too.

My book is so full of highlights and notes. But here are just a few for you to savour.

“You don’t need to matter to everyone. Quit trying to please everyone, and instead, woo a handful”

What a relief to understand that we don’t have to create products and services that reach out to everyone. To succeed we need to really, truly matter to the few. Focus on the few, and the rest will follow.

“How to Spread an Idea. Create something that people want to talk about. Give people a way to share it. Think about what one person will say to another to recommend it.”

If you want to rely on word of mouth (and you should), then you have to give people the words. Short, unique and no more than two sentences. And when you overhear your customers talk about you using those words, just smile and enjoy.

“Framing Your Scarcity. Don’t be afraid about telling the real story of what you make or do. … there is an element of scarcity in what you do and how and why you do it, and combination of your story and your superpower. …hold your head high and double your prices.”

Oh yeah! Raising prices is not an artful, it is a necessity to keep you in business. Don’t be afraid, but before you do raise your prices, raise your brand so that we just can’t keep away from you.

“If customers bought everything based purely on logic, then Jimmy Choo would be out of business and everyone would be buying shoes from Target. Your customers want to get excited about what you do. They want to trust you to keep your promises. They want to connect and belong, to share in the story.”

Are you talking too much about features and benefits? Sit in the feeling that your customer has about you, and you’ll create a brand that people will elbow their way to the front so they can be part of the experience.

I met Bernadette recently. Lucky me! It makes me oddly smug that she is famous the world over and lives right here in our remote city of Perth.

So how much do I love this book? It is assigned reading for my consult-coaching clients. That is how much.

You can find Bernadette’s blog and book right here: http://thestoryoftelling.com/make-your-idea-matter/.

 

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