Unpacking Marketing Strategy with Claudia Schalkx: Standing Out With Your Secret Sauce

"You need to create an impact with your uniqueness. You create an impact by the way you stand out. There are some elements in there like your personality, what you like to do, what you don't like to do, what you're comfortable with, and what you're not comfortable with. But if you boil it down to pure marketing, I would say that you stand out through your marketing message, which is the answer to what do you do in a way that the conversation will keep going."Today’s guest is Claudia Schalkx, my consultant, friend, and trusted advisor for all things marketing.  Claudia is a marketing strategist known for un-complicating marketing so your life gets much easier and you get better results from strategies created around YOU & YOUR business.She firmly believes in customized things, whether it is clothing, coffee, chocolate, or, for that matter, marketing solutions, and developed a proprietary method that creates a customized marketing roadmap for her clients - in a way that’s both methodical and personalized!  I have been working with Claudia for over a year and can say firsthand that her approach is truly transformational.  Claudia Schalkx learned that standing out and marketing one's business is an individual process. To make an impact, one must own their unique traits, find their ideal client, and create a signature system that reveals their true uniqueness. Schalkx advises focusing on understanding one's clients better than they know themselves and leveraging one's natural strengths when marketing. Boundaries are also essential in order to remain consistent and avoid spoiling clients. Values, goals, and tactics should be kept in mind in order to measure success. Knowing one's ideal client is key to creating content that resonates and stands out.In this episode, you will learn the following:How to stand out with your marketing message and signature systemUnderstanding your ideal client to create content that resonates with themHow to identify and leverage your natural strengths for consistencyMentioned in this episode:Marie Forleo: https://www.marieforleo.com/Amy Porterfield: https://www.amyporterfield.com/Forbes quote: https://www.forbes.com/sites/larrymyler/2017/02/23/7-ways-to-make-your-business-stand-out-in-a-crowd-of-competitors/  Want to connect with Claudia?:Website: https://bridge2more.com/Marketing Quiz https://bridge2more.com/marketing-style-quiz/Complimentary Marketing Session Get Unstuck in 20 minuteshttps://bridge2more.com/20-min-mktng/LinkedIn:https://www.linkedin.com/in/claudiaschalkx/IG:https://www.instagram.com/bridge2morebizz/Other episodes you'll enjoy:Episode #122 Leading With Your Values with Laura Eigel, Ph.D. - https://bit.ly/3q2z59cEpisode #115 What is Your Unfair Advantage? - https://bit.ly/3PvhvpaEpisode #98 The Client Journey in 6 Steps - https://bit.ly/3qgr5lAConnect with me: LinkedIn: https://www.linkedin.com/in/diannwingertcoaching/Website: https://www.diannwingertcoaching.com/YouTube: https://www.youtube.com/channel/UC5qFHTPZTAxtYvVLyip3h0ALoved this episode? Leave us a review and rating here: https://the-driven-woman-entrep.captivate.fm/reviewIf you are ready for your Boss Up Breakthrough in your business, I have two more spots for my 12-week 1:1 coaching program., and the first step is to schedule a free 30-minute consultation right here:  https://bit.ly/3qrJ9YQ*************************************************************************Chapter Summaries:[00:00:01]Claudia is joining us today from the Netherlands, and we are going to talk about standing out with your marketing. There are actually three levels of strategy when it comes to your marketing: from the marketing perspective, from the business owner perspective, and from the client perspective.[00:01:20]Marketing revolves around your client. The thing that really gets you standing out on asteroids is having a signature system. When you translate what you do into a signature system, your uniqueness really comes out. It can be a sales tool and also as guidance to manage your coaching sessions with your clients.[00:04:31]I hear from so many women that they don't know how to stand out. You have to find a way of standing out that really resonates with you. Leverage your strengths when you're marketing your business. Being consistent is key to success.[00:07:29]Marketing fundamentals are everybody needs marketing. You need to market your business in a way that leverages your strengths and actually works with your personality. And you need to speak to the specific people that you want to attract.[00:10:52]Can we talk for a minute about boundaries in marketing? What I would suggest is to ask yourself if your business was a person, how would you treat your business? A boundary is, okay, what is that I want to do with my business, and how I am going to respect that?[00:13:33]Overdelivering has an underground that you're trying to compensate for something. If you start to over-deliver without your client doing anything to deserve it, then you run the risk of spoiling it. This constant over-delivering, I think leads us to burnout.[00:19:21]The importance of having a business that is based on your values. When you set up the branding of your business, values come into place. Values function as the compass of your business. That would mean positioning, in messaging, in your marketing.[00:28:24]It's your ideal client. Because there are so many ideal client avatars how to find out? I thought I was doing it well initially, but I realize it's different and it's more nuanced.[00:29:12]The way I see marketing is your customer is at the center and around it are the different marketing activities you do. You need to understand how to talk to your client about what they want to improve in their lives. Your client defines everything in your marketing.[00:35:15]Most small business owners don't really understand how to have a strategic approach to their marketing. What works for you doesn't necessarily work for me. Entrepreneurs should invest in coaches or consultants that help them to adapt the tools to their specific situations.[00:36:50]Marketing has lots of moving parts. You need to change one thing at a time. You should have one ideal client, one product or service, and one message. Start with one and when that is working and delivering new results, then you can expand.[00:40:54]There are two types of competition that you need to assess in your marketing. One is the other people doing similar to you. The other is who is your client using now to solve the problem. Knowing who they are using will help you to prepare the proposal.[00:46:38]There's a quote that you shared with me that you read in Forbes. Lying to customers is like shooting yourself in the foot. It also ties very nicely with not over-delivering. It's honesty, integrity, and standing by your word are something that makes you, Claudia, stand out.[00:48:48]Having a signature system helps define your discovery calls or free consultations. It also really organizes everything you do in your business around a common goal. Is it something that someone who's just starting a business wants to do? Or is it better positioned after you've been more established?[00:55:58]The process is numbing, but it has a place in the conversation with a client. You first need to talk about what you can do for your client and how you can change. If the conversation dies if it's not placed at the right moment, then the process makes sense.[00:58:16]If you are self-employed, you're in marketing. So you might as well get good at it. If you work with the...