This is the 3rd piece in a 3-post series on the ABCs of Voice Values, featuring H-P.

Today we wrap up our alphabetical run-down of what your Voice Values can teach you about designing a brand your Right People will love, and a business they’ll love to buy from.

‘Q’ is for Qualifiers

Specifically, Right People Qualifiers. What makes someone a well-qualified client for you? Ideal client characteristics differ from brand to brand, and fascinatingly, only sometimes and partly have to do with “the type of person I (as brand creator) would like to hang out with.” Right People Qualifiers have more to do with who, specifically, in your “target demographic” needs the solution you provide AND wants to buy it from you.

‘R’ is for Relationships

What nature of relationship feels comfortable to you to have with your readers, your prospects, and your clients/buyers? You’re already naturally wired to want a certain type of professional relationship. For some values-based business brand creators, professional relationships look and feel much like friendships, while other brand creators prefer a more traditional, “inside the lines” rapport style. Your Voice Values can shed light on why you’re best-suited to certain relationship styles with your audience, and why your audience is drawn to you because of it.

‘S’ is for Sustainable Systems

The bottom line is, every business needs systems in order to thrive. And the systems that work are the ones you’ll use. And the systems you’ll use are the ones that serve you in working with your Voice Values (not against them). For instance, a person with a high Enthusiasm value might feel completely energized with a wall-size graphic calendar in front of her at her desk, covered with Post-It notes and inspirational graphics. A Clarity or Accuracy value, on the other hand, would be overwhelmed by such a visual array and would prefer something much more streamlined.

‘T’ is for Timing

In business (especially when it comes to selling), timing is everything. Okay, it’s not everything, but timing is really important. It’s why publishing an important blog post on a Friday is rarely as effective (in terms of clickthroughs and shares) as publishing on a Monday through Thursday. Understanding advantageous timing is about understanding your Right People’s lived realities (see ‘L’ in this post). What’s their lifetime cycle of interest in the products and services you offer? When during the year, or during a particular quarter, are they “open to buy” as opposed to blind to new opportunities?

‘U’ is for USP (Unique Selling Position)

USP may be one of the unsexiest terms in the business lexicon, but it’s quite possibly the sexiest concept. Your USP is your differentiator, the thing that sets you apart from every other business that offers something like what you do. If a peer or a competitor can claim this “thing,” too, it’s not really a USP. At The Voice Bureau, we believe that strong USPs arise largely from understanding your Right Person in an intimate way, and creating an offer specifically for him or her. Your Voice Values help point you toward what your differentiator might be in the eyes of the people attracted to what you’ve got.

‘V’ is for Value Proposition

At The Voice Bureau, we call it Brand Proposition, to remind you where the value gets expressed (through your brand and its entire suite of signals). Your Value Proposition (Brand Proposition) is a clear statement of who you serve, what value you offer, and how you do it. Unlike your USP, your peers and competitors might very well have the same Value Prop/Brand Prop as you. Your Voice Values help you express your Value Prop/Brand Prop in a way that your Right People will resonate with.

‘W’ is for Work-Life Balance

Ideal work-life balance is particular to every individual brand creator. Some of us happily work 70 hours a week on our businesses, while others are madly productive (and fulfilled) in 30. Also, some of us see our businesses as an extension of ourselves, a place to explore personal and professional development simultaneously, whereas others of us like to keep a boundary firmly in place between our two worlds. There is no ‘right’ or ‘wrong’ approach — just what works for you. Your Voice Values can help you understand yourself and your work-life proclivities in a deeper way.

‘X’ is for Xylophone

Just kidding. X is always for xylophone, is it not? That or X-ray. ;)

‘Y’ is for You

One of the neatest things about being a values-based microbusiness brand creator is that YOU get to step into whatever role in your business you create for yourself. The possibilities for who you can be and the potential for what you can do are limitless. How will you define your own role within your business? Your Voice Values can help you make decisions about what showing up in your business naturally and powerfully means for you.

‘Z’ is for Zoning

I’m not talking literal zoning — the division of a city into townships, school districts, commercial zones, residential zones, etc. I’m talking ‘zoning’ as far as ‘zone of genius.’ What’s on the table and off the table in your brand conversation? If you’re a web designer, do you blog, tweet, and Facebook about web design and interior design and fashion? Web design only? Do you address copywriting and content strategy, too? If you’re a birth coach, do you talk about the transition to parenthood once the mother has given birth? Or do you provide care (and content) only up through delivery? Zoning your conversation is key to staying on-topic and in-genius, and your Voice Values play a role in understanding just how “big” of a conversation your Right People want to hold.

ANNOUNCEMENT:

As I shared in the last post, I’m working on Voice Values Profiles for an April 2013 debut. These beautifully designed digital dossiers will explore and explain how your natural, innate Voice Values work to serve your Right People and help you sell more of your products and services. There will be a pre-sale in March 2013 with a one-time-only-and-ever discount. And it will be generous. To hear about this announcement (which will not be made publicly), sign up for Insider Stuff below with your best email address.

In the comments, I’d love to know:

What are you most curious about from the list above?  (If you say xylophones, I’ve got nothin’.) ;)