What is your Unique Genius? Start Discovering It Here.

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1 What is your Unique Genius? Start Discovering It Here.

2 Be yourself. Everyone else is taken. Oscar Wilde Cristi Cooke

3 Why You Need to Find & Market Your Genius Marketers are always talking about Differentiation, Personal Branding, USP (Unique Selling Proposition). What everyone is really talking about is: how do you market yourself as unique, in a sea of competition - and attract ideal clients? Most marketers will direct you to figure out what makes you different in your business. But there is a different, and much better way, to differentiate yourself, find your ideal clients, and create marketing messages that deeply resonate with your ideal clients. I know this, because I ve seen the transformation in my clients, when they take this different approach. This different approach begins with digging much deeper than traditional marketing will tell you - down to who YOU are at your core. Not just as a financial advisor, life coach, executive, or whatever your professional role is. Your Unique Genius exists to serve you and your clients. In order to completely nail an amazing elevator pitch, write compelling marketing copy, design and sell unique products and services, and attract your ideal client (not just any client) - you need to find and market *your* true genius - or what I call: Your Pillars of Genius. 3 Cristi Cooke 2012

4 What is a Pillar of Genius? Pillars of Genius are the core elements behind *why* you are amazing at what you do. There are three criteria to define pillars of genius. A true Pillar of Genius must nail all three. Pillars of Genius are WHO you are at your core. #1. A Pillar of Genius is Who You Are at Your Core. You don't know how to be any other way. It might annoy your spouse, but you can't turn it off - it's unstoppable, non-negotiable - truly YOU. And your ideal clients love it. Maybe it's your incessant attention to detail (which drives your spouse crazy). Or the way you plan everything to the extreme (spreadsheets for a family trip, anyone?). But whatever it is, you don't know how to turn it off because It's Just Who You Are At Your Core. And, because it s who you are at your core, your genius is not going to follow a prescribed checklist of Values such as, Integrity or Loyalty. You won t find your pillars of genius in exercises that make you choose from a list of predefined words. Cristi Cooke

5 Example: 3 of my Pillars of Genius are: 1. Insanely Curious About People s Stories. I ve been like this my whole life. I ve always been - and still am - the kid fascinated by hours of family stories at the kitchen table. My bookcase is stuffed with Biographies. My favourite game EVER is TableTopics (basically a deck of cards that asks engaging questions). No one is boring to me. Everyone is fascinating. 2. Incredibly Good at Quickly Seeing Patterns. I love organizing, matching same with same. In university, Cost Accounting at was my highest mark at 94% (it s all about patterns and organizing). When people tell me pieces of seemingly unrelated information, it takes me no time to drill down and find the overall pattern. 3. I have No Filter. Well this can be annoying or genius (as many pillars can be). I m useless at poker or politics because I have never learned (nor do I care about) how to bluff or hold my cards to my chest. I say what I think and dish it out straight. In reality, I ve just never figured out how to do it any other way. A Pillar of Genius is not found in a predefined list. OK, Now YOU. Who are you at your core? What are the characteristics, patterns, and quirks that repeat over and over and over in your life that show your pillars of genius so clearly? Don t worry yet about whether your Pillars of Genius are 5 Cristi Cooke 2012

6 marketable or not. I guarantee you that if it s who you are at your core, it s marketable. See if you can find the common thread to those patterns and define 1-5 (or more!) core pillars of genius. Work Your Quirks. #2. A Pillar of Genius Sets You Apart from the Pack. It's quirky, it's different, it's unique. So, "I care" is typically not a differentiator, because typically everyone "cares" about their customers (to some extent). True differentiators are just that - different. It might be that you are a business coach who used to be an engineer so your brain thinks in systems, processes, and a linear fashion. It might be that you are a financial advisor Cristi Cooke

7 and are completely passionate about motivational methods. Whatever it is, this characteristic of your pillar of genius isn't typical, or assumed by everyone in your industry. Now YOU: Look back at your pillars of genius one at a time - are they different from others in your industry, and how? Describe, one by one, how they set you apart from the pack. (if not all of them are, then just choose the ones that are different, and expand on those). #3. A Pillar of Genius Manifests as a Benefit to Your Ideal Clients. Your NON-ideal client couldn't care less about your unique genius. Your ideal client can't get enough of it! Relating to the examples above - if you're a business coach whose brain is thinking process, systems, linear - your ideal clients are specifically looking for that quality it is of benefit to 7 Cristi Cooke 2012

8 them. If you're a financial advisor who is a motivational expert - your ideal clients love to be motivated (maybe you would find them all attending Tony Robbins conferences). Your ideal clients want exactly what you've got. Your non-ideal clients keep walking. You want to turn on your ideal clients, and turn off your non-ideal clients. Now YOU: And that's exactly what you want to happen. How do your Pillars of Genius manifest as benefits for your ideal clients (and not necessarily your non-ideal clients)? Pillar: Pillar: Pillar: Cristi Cooke

9 Pillar: Pillar: Great Start! If you d like to continue this process, visit Remember: Everyone is a Genius. Especially You. :) 9 Cristi Cooke 2012

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