Tuning into your Core
Your Core is the set of skills, abilities and strengths that are uniquely yours. Other people undoubtedly have similar traits, but your Core is traceable only to you. Not only does it help your audience distinguish you from others, it illustrates the ways in which you can help them.
When we pitched the MasterCard account with the now famous Priceless campaign, the client decision makers saw in us a fiercely competitive spirit and the ability to win in the market against their chief rival, Visa . We won the account, and MasterCard’s Priceless campaign blew Visa out of the water.
As you work to secure new business for your organization, tune into your Core to illustrate how you can help the client in a way no one else can.
You mobilize people, because their vital needs are satisfied by your Core.
Despite what you may see on TV, we don’t really persuade anybody to do anything. Businesses hire you and people follow you not because they’ve had their arm twisted, but because they see that you understand them.
In that same vein, your ‘pitch’ for new business is only credible when it reflects the essential truth of your compelling assets – your hidden agenda.
Kevin Allen, author of The Hidden Agenda: A Proven Way to Win Business and Create a Following, is founder and CEO of Kevin Allen Partners. He is recognized as one of the advertising industries most accomplished growth professionals. Learn more at www.thehiddenagendabook.com.
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