Written by: Vickie Sullivan | February 12, 2019
The Best Way to Position Your Approach
As a process person, I’m always fascinated by how things work. I’m even more passionate about creating systems to help smart people stand out.
This SmartBrief article about finding meaning in your work is a great example of how to introduce a system you don’t have time to explain.
Let’s move past the topic and check out the tactic. You have four experts here, each with very little space within the article. Notice that they don’t talk about their approach – all the moving parts, the three “elements,” etc. Instead they focus on one thing. That one idea that is not only the underlying theme of their perspective but also the “hook” that gets people intrigued. I call this the focal point.
Listen: The One Thing That Makes a Good Focal Point Great
Too many thought leaders are so excited about how they do something that they get ahead of their buyers. They start the conversation with way too much detail, listing all the “areas” or elements to their system. The problem: Folks won’t spend precious attention learning about a system they don’t care about. Instead, find that one thing to focus their attention – and make that intriguing enough for them to learn more.
Now Read This: