In business, especially in service-based industries like coaching or consulting, many of us tend to be humble, and rather than actively speak out about what we do and the difference we’re making (communicating your value), we shy away from it and tend to let our work speak for itself. And this is great for your clients – they are directly receiving the benefit of what you do, but the truth is, if you don’t clearly communicate your value, your wider audience may never understand the impact you can make in their lives. You’re relying on other people to comminicate it for you and whilst it’s always a good thing to let others speak for your work, it’s rare to be able to sustain a business soley on referrals.
Your audience needs to see your value
Potential clients are looking for someone to guide them through challenges or help them achieve specific goals. If you stay quiet, hoping that your value will be self-evident, you’re doing them a disservice. People need to know how you can help them, and they need to hear it from you.
Put it this way, you wouldn’t hire a fitness trainer who wasn’t the living embodiment of his profession and who didn’t express how they could help you achieve the results you’re looking for? The same goes for your service. Believe it or not, your audience aren’t looking for your service specifically; rather they are looking for a solution to their problem and if you’re not communicating with the world what it is that you do and who you can help, they won’t be able to even consider you as an option!
Humility vs. hiding
There’s a difference between humility and hiding. Whilst some people do confuse humility with downplaying their value (which can lead to shrinking away), true humility is about recognising your strengths and abilities without being boastful, whilst at the same time, acknowledging that there is always room to learn and grow. It’s more about having a balanced self-awareness—knowing your worth but not needing to constantly prove it to others.
You can communicate your accomplishments with humility by focusing on the impact or benefit those contributions bring to others, rather than seeking personal validation or praise. In this way, being humble allows a person to shine and contribute without diminishing their self-worth.
Hiding on the other hand, is just that! It’s not sharing at all. It’s living in the shadows and not communicating your value or seeing your own worth. This is not serving you or your potential clients or customers and it certainly isn’t the path to longevity in your business.
Why living small doesn’t serve anybody
When you under-play your talents, you’re not only doing a disservice to yourself, but also to those who could benefit from what you have to offer. If you don’t actively communicate how you can help, you miss out on opportunities to grow your business and impact lives. More importantly, your audience misses out on the transformation they’re seeking.
Letting your value go unnoticed can leave your potential clients searching for someone else—someone who might not be as skilled or aligned with their needs. So, in reality, living small does serves nobody!
How to own and communicate your value
- Clarify what makes you unique: Understand the specific problems you solve moreso that what you do. This is your unique value proposition, and it needs to be communicated clearly and confidently. If there is a significant point of differentiation – be sure to share that too.
- Tell your story: Share your journey, your successes, and how you’ve helped others overcome similar challenges. Perhaps most importantly, share why you do what you do. People only really see what they think is possible for them, and not what’s actually possible. Your story is the first step to helping potential clients see what’s really possible for them, through your guidance.
- Share your work, testimonials and results: Testimonials and case studies are powerful forms of social proof, signaling that your service delivers real results, so let others speak for you.
- Be confident in your offer: Confidence attracts clients. When you believe in the value you bring, it shows in the energy you eminate and how you talk about your services. Communicate your worth without hesitation—not from a place of ‘me me me’ but because you know you can make a difference.
Owning your value is empowering
At the end of the day, communicating your value is not about bragging; it’s about being honest and clear about the impact you can create for others. When you step into your power and own your value, you empower your audience to make an informed decision about whether your service is right for them.
Let’s say, you’re a tattooist and you meet somebody who could be a potential customer. Which of the following descriptions of who you are and what you do, do you think has the most chance of turning that potential customer into an actual customer?
‘Yeah, I’m pretty good, I’ve got my certification and I’ve not made any mistakes yet. I’ve got many satisfied customers and I’m sure I can do what you want.”
or
‘I’d love to help bring your vision to life. I have all the necessary certifications and I’ve been in the industry for over two decades now. I’d love to share with you the many bespoke pieces that I’ve created with my customers in my career so far. I know how personal getting a tattoo is and how big of a deal it is, but I want you to know that you’re in great hands and it’s my absolute pleasure to work with my clients to create such meaningful artwork that really impacts their lives.’
You can feel the difference in energy behind the words, can’t you? So don’t hide! Be bold in sharing the value you bring to the table, and the difference you make to other people, because both you and your audience deserve the benefits of your service.
Living small doesn’t serve anyone—but owning your worth? That serves everyone.