Having a Point of View can give your business a massive boost - and draw you closer to the type of customers you want to deal with - sooner rather than much later. The Good Old Days I remember the old saying, "Children should be seen and not heard." I think nowadays children are seen, heard and tolerated. Anyway, going back to my original statement, it's a point of view many people (of a certain generation) adhered to. Communication with a Purpose Points of view are important - they give us an insight into the characteristics of a business, or the people we intend to do business with. People can get bogged down with mission and vision statements and unique selling propositions - but points of view are what people really express when they communicate the purpose of their business. Points of view are talking points - your story - they provoke conversation, set you apart from the pack and speeds up understanding. No more lengthy, meaningless conversations at networking events leaving you confused or irritated! Authentic Expression Points of view are real - you can't fake them. They're an opportunity to allow people to buy into you and your business. If as a Web Designer, your point of view is that websites should be easy, functional and expressive - then I dare say you'll find many a business willing to listen to what you have to say. Likewise if you're a Business Coach whose point of view is that your business should be worked on, not worked in - you'd probably pick up your fair share of prospects looking to make that notion a reality. Points of View Characteristics So what makes up your point of view? Considering its purpose is to help people understand what your business is all about - and shape their feelings about whether they want to do business with you - it's worth jotting down the following points: They Engage People - get a response from people when you articulate your point of view. See it as a conversation starter that will make people say, "That's interesting, tell me more." They're True - support your point of view with facts, information or other data. The more evidence there is to support it, the better people will accept its credibility. They're Relevant - to your intended audience. Who'll be more interested in conversations about long term health care insurance - people in their mid 20s or those 50+? They're Genuine - you and your business have to believe it before anyone else. If you don't, you'll find it difficult to express your point of view - and won't your audience know it! Points to Take Away Remember to make your point of view fresh, connect it with the vision of your business, memorable and likeable. If your intended audience likes it, they'll talk about it - to other people. Your point of view should express your beliefs and ideas, helping people to build an understanding of you and your business. Points of view are conversational - not statements or elevator pitches. For business-sake - get your point of view across - and make it memorable.

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