In this episode of Chasing the Insights, I talk to entrepreneur and marketing specialist Patty K. Patty talks to us about how to find the right words to talk about your business even if what you do is hard-to-explain, your services are invisible, and eleventy billion other people do what you do. Patty K is on a mission to help smart people get their wisdom out of their heads and into the world. She works with coaches, consultants and experts who wish to build a business and personal brand based on the substance of their work. She helps her clients stand out from their competitors, attract clients, and build a scalable business with crystal clear messaging, a sales system that maps to their clients' buying journey, and thought leadership that includes speaking, writing, and developing intellectual property. If you were a fly on the wall watching Patty work with a client, you’d see her nodding and asking the odd question as her client “talks out” their wisdom and expertise. After the meeting, Patty would retreat to her bat cave with a notebook and pen. She’d emerge with succinct client-centred messaging, a marketing strategy, outline for a signature process, ideas for products, services, workshops, presentations - and a diagram or two to visually tie everything together. Her shocked client would say something like: “I’ve been banging my head against the wall for 2 YEARS trying to figure this all out…and here it is!!!” Patty has been earning her keep as a self-employed professional since years began with a 1. Her eclectic background includes computer programming, instructional design, technical training, coaching, and a brief foray into standup comedy. After 15 years of “sales and marketing as a nemesis,” she discovered that she (gasp!) had grown to like that part the best. She began her current marketing advisory business in 2011. Patty is the author of The YOU-Shaped Business: Authentic Marketing for Solo-Entrepreneurs.