How To Navigate 'This Circumstance' Of The Forex Crisis In Trinidad and Tobago

Like vs Trust:

Many people don’t like Donald Trump but quite a lot of people don’t trust Kamala Harris. As a result, (at the time of writing this article 2 days before the American elections), he’s leading by a little more than half on the talking points that matter.

So two things happen when people feel caught between a rock and a hard place. They either freeze up making no decision at all, or they make a decision.

And for those who make a decision, regarding what's more important? The reaction is visceral—you can’t necessarily rationalize or explain it.

They say you can't have it all, so if you had to choose, would you rather be liked, or trusted?

Do You Think Your Ideal Client's Focus Is The Product Or The Solution?

While the product has its place, you will find out that you alone lead the proverbial race of minor issues when buyers are forced to face challenging decisions in challenging times.

If the pandemic taught me anything, it’s the importance of not merely recognizing opportunity. You must also be poised to benefit from it. For example, many businesses during the pandemic saw the opportunity to put service providers online but only TheBrandTUB was positioned to provide one-page websites for small service businesses to get online and stay online—my talking points played a critical role in my success story during that time. I was new to self-employment, but people trusted me because I was addressing the real pain point and delivering results.

Reach out for The One-Page Project here

So, regarding customers spending less due to lack of forex distribution in Trinidad and Tobago, I absolutely agree that “navigating this space falls on your voice and your messaging”. At least this is the case with 1-3 man shows doing business within the country—how will you reassure people trying to pool ‘what’s left’ that it's going to be “OK”? And because talk is cheap, can you back it up?

Read: Why reviews are frustrating for clients

Importers of basic food items have already warned the public of inflation to compensate for the financial trap imposed by the clowns running the country. Translation? Purchasing will go down...for those who make excuses. Because some people will make a decision.

So, as this yoke of regression is progressively forced upon almost the entire country, "helping the clients you do have, remember why they do business with you," and what else you can do for them is important. But in this financial crisis, how are you pooling what's left; how are you helping potential buyers make a decision about you?! What’s the plan to encourage trust? Read: Why Experts Don't Listen To Clients

I’ve found not many small business owners have what it takes to keep going until they figure things out. That's why I love the type of clients I work with. We all keep going until it works! This is why, outside of myself, nothing would be said on...

Finding Key Talking Points That Earns Trust

For the self-employed professionals already distinct in their mind, to attract and convert your ideal client it has to shine through in ‘key things’ you talk about. Figuring that out requires clarity on what you love doing and why, as well as the type of client affiliated with those kinds of projects. And if you’ve been blogging and tracking the various activities around it, aggregating key talking points to convert into what I call ‘foundational content’ becomes easy.

So here's TheBrandTUB’s 3-step method for creating 'foundational content.'

Step 1: Face the facts

Doing something specific is the first part of being known for something specific. What do you want to be known for? What circumstances occur that suggest to you that there is a disconnect? Try to also put the disconnect into 1-2 sentences.

Step 2: Go back to the drawing board

Who do you like working with? What specifics can you document about this type of person that validates the overall goal? Why do you like working with this person?

Step 3: Your thoughts and ideas matter

What are your most popular pieces of content that brought you the kind of people you like working with? How does it align with your voice, the thing that keeps them up at night, and what gives you authority on the topic?

Using step 3 alone to inspire you, create content that oozes your special sauce—content you can repurpose in different ways to amplify your plan!

Read: Creating Your Special Sauce: Why It's’ So Hard!

And for those who get caught up and jump ship remember

The Grass Will Only Appear Greener

A client of mine recently shared with me how something another company was doing once lost them a client until the client realized that’s as far as the experience went and came back to them.

People may have reasons for not liking you:

The price is too high
Your pace of work is too quick for me
You say weird things my people don't rock with

But you do a good job convincing them you’re not the answer to merely a piece of the problem; they'll never deny trusting you. They'll pay that price, fall in line with that process, give that review, and even quote you to their audience.

I'll take that tension any day! Hallmarks of what a brand is supposed to do. So stay committed to doing you!