The Transformational Marketing Blueprint Marketing Master Mini-Class Lesson 2 - My Lighthouse (Who, Why, What, How)

Lesson 2 - My Lighthouse (Who, Why, What, How)

The Lighthouse

Lighthouses don't react to their environment - whether the weather, a storm, wind or whatever external influence comes along. They proactively continue to shine their light with the same intensity and the same direction that they always do, to be as consistent and congruent as possible - so that their customers can always find their way to shore.

Your Lighthouse

...is where clarity and congruency are born. This is the foundation of your brand and the stance you take in this world.  Lighthouses don't react to their environment - they proactively continue to shine their light with the same intensity and the same direction that they always do, so that their customers can always find their way.

Your lighthouse represents your business - it requires 4 levels to be operational, it's essential foundations. For your business to work, your lighthouse must have all 4 levels:

  • Level One - WHO
    • Self-awareness, own your story
    • Structure: I am a [description] AND I’m so much more than that….. then repeat. Keep repeating. Then take all the statements and compile them into something that helps you elevate your self-awareness.
  • Level Two - WHY
    • Why you do what you do
    • Personal
    • Business
  • Level Three - WHAT
    • What you do - expressed succinctly - 10 words or less
  • Level Four - HOW
    • How you do what you do
    • Modalities of delivery

With total clarity on the 4 levels of your lighthouse, you can have congruence in every single message that you send out.

The Lighthouse

Are you shining your light brightly, to serve your community?

Speaking of the light, I was reminded of a little story that I presented to our Toastmasters community recently about a lighthouse. 

There are many metaphors contained in this story, and I encourage you to listen a few times, to find them all.  In fact, comment in the show notes to tell me all the ones you recognize and what they mean to you.  

Listen to the podcast to find out more.

Listen to the Podcast


Lesson Activity

- Now it's your turn!

Take a flip chart or white board and draw a lighthouse.  Write out a clear statement of your Who, Why, What and How.  Put that in a place where you'll always see it.  Update and refine over time.

Most importantly, as you go forward, check that you are congruent with your lighthouse!

If you like, send me a copy for feedback - ideally, record a video, explaining your lighthouse to me.  This will help you clarify your thinking as well as giving me a better idea of your guiding light!

GO!


4 Lessons

Marketing Master Mini-Class

Your Transformational Marketing Journey, starts here.  Unlock the means to develop an engaging, enduring relationship with your ideal DREAM clients.

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