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Guest post by: Caterina Rando Become an Author

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As a coach and consultant working with all kinds or entrepreneurs to grow their business I am always looking, always studying, always paying attention to what creates success beyond basic business acumen.

What is it that makes one financial planner, professional organizer or image consultant successful and another of equal talent struggle? I have noticed one significant principle that I am compelled to shout out loud about. I sincerely believe it is the barrier for many people between having a good business and having a phenomenal business. Consider yourself as you read on.

This is the “it” factor- that special something that will make you and your business stand out in a crowded marketplace and be selected over your competitors.

The “it” factor is being an advocate. Taking a stand for something and in fact being loud and proud about it. The real estate agent who does more than list houses instead she– advocates that every working professional can and should own a home. The owner of a cleaning service who does not just clean, who in addition uses non-toxic products and is vocal about the many benefits or the insurance agent that does not just sell policies, who instead makes it clear that anyone that has children has a responsibility to have life insurance.

When you take on the role of an advocate- often there are people that are going to disagree with you, your position is not one that will be popular with everyone. You may experience some resistance, or even rejection. However by taking a stand for what you really believe in, by focusing of what is a significant benefit of your business you will find that many more people than usually will respond to your message.

Here is how you can go from a service provider to an advocate for your clients and potential clients. Utilize these ideas and watch the buzz start and the clients be magnetized to you.

Get Clear
Figure out what or who you want to be an advocate for. For example Marshall Reddick teaches real estate investing, so do thousands of other people. Marshall wants people to have a financially free retirement. That is his advocacy position. That attracts to him people that are aligned with his advocacy position.

Be Loud and Proud
Shout from the mountain top your advocacy position. Let everyone know what you stand for. Pursue every opportunity to spread the word through articles, podcasts, blogs, vlogs, speeches and of course your own website, make your advocacy position clear.

Craft Your Message
The more you say the same thing the more you can streamline your message to capture the attention of your potential clients and then gain their interest in connecting with you and your firm.
The clearer you are about what you are saying the more you can focus on how you are saying it.

Be Passionate
Ministers, pastors and preachers do not have the passion market cornered. There is plenty of passion available for you. Let your passion come through. When you talk about your advocacy position be energetic and dynamic. Let the power of your emotion come through. Show you care, show a sense of urgency for people to get the message, show that your message is important through the passion you bring to your communication.

Capture the Stories
When you work with your clients you get to know their stories, you get to know the problems that brought them to you and most important for your role as an advocate is that you are aware of the positive results they get from working with you. Write those down. Do not expect to remember them, there will be too many to remembers. Make a computer file of client stories so you can always have great client examples to support any position you are taking.

Find an Audience
Ask yourself: where are your potential clients gathered- both in the real world and virtually? Answer that question and then connect with those people and places so that you can deliver your message through any of the aforementioned communication formats i.e. articles, blogs, vlogs, speeches etc.

Be Consistent
Once you get clear about your advocacy position keep your message consistent and keep preaching it over and over. Even when you find yourself in a place where your position would be unpopular. Your courage of convictions will have even more clients flock to you.

Find Other Advocates
Who else is full of passion and has an advocacy position about something that your clients will resonate with? Do some cross-promotional marketing with people that have positions that your clients need to hear. This will get the word about you spreading faster.

I am sure you can see that being an advocate and taking a stand will be more exhilarating and fun than trying to please and accommodate everyone- you do not need everyone for a client- only those that really resonate with your message. Have an opinion, be loud and proud about it and watch the procession of people proceed toward you ready to sign up to work with you and let others know about you- the advocate.

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