Do you know what you do? Really?

Though I've been copywriting for about six years, I'm still getting my feet wet with the EM approach. It's fascinating to me to take people through the various exercises and worksheets we select for them (which, in my opinion, are more like discovery games)and see what comes out in the process. It's one thing to learn about a client's business and then create their marketing materials - it's a whole other to actually join them on a process of discovery, and help them see their business in a whole new way. We learn about what, why and how they do it - and more often than not, so do they.

Yesterday, Michel and I took our newest clients, a small financial team, through a half-day mini clarity package session. These sessions are always a ton of fun - very casual, interactive, loosely structured jam sessions that generally involve take-out and lots of laughter. Not your usual marketing strategy meeting, but then nothing we do here at The Essential Message is ever usual!

Last night was no exception. The clients took to our approach quickly and we flew through the process. They went from not knowing how to differentiate themselves to seeing how they were, in fact, totally different from other firms in their industry and understanding how best to communicate that difference to potential clients. Ideas were bouncing off the walls - articles they could write, new directions they could take, even a brand new tagline.

I left the meeting feeling energized about the work ahead. Michel really got to the core of who they are and why their business is valuable, and I felt absolutely sure that we could now create material for them that would really rocket their business to a whole other level. We got in Michel's car and as we headed back into the downtown core, he turned to me and said "I don't know, do you think that went well?"

At first I thought he was joking. How could he not see that it went more than well? But as we went over it, I realized that because he's so good at this process and has done it so many times, it's not as easy to see what a dramatic impact it has on clients. I see it, because to me it's still new - I watch what he does, how naturally this stuff comes to him, and in my eyes it's so valuable. But to him, it's easy. It's just what he does.

That's why finding your Essential Message is so important. When we're good at something, we tend to undervalue it. It comes naturally to us. It's easy. It's no big deal. But to our clients, the people we do it for, it IS a big deal. What we see as a small thing might very well be the most valuable service we offer.

Your challenge, should you choose to accept it: Find out what you do. I know you know...that's why you're going to ask other people to tell you what it is you do. Ask your clients what they've found most helpful or valuable. Ask them how they'd describe you to their friends, family, business associates. Then ask your spouse, or best friend, or colleague. Did their answers surprise you? Let us know on the message board.