It's easy to look at the websites, funnels and ads of the top guru's in your niche and think that if you take enough bits from their stuff and apply it to your stuff that you'll have success.
The truth is that most of the time it just doesn't work!
The best way to carve out your niche and attract people in is to actually create something unique that speaks directly to their specific needs and how you can address them.
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The basic idea is this:
- If you were sitting in a coffee shop and you’re minding your own business and suddenly you hear something interesting from the people at the next table. You weren’t trying to listen in, but you just catch something they said because it might be something that you’re interested in or care about. Now you’re eavesdropping.
- All of a sudden, you’re distracted by what they’re saying and you’re trying to listen to the conversation while pretending that you’re not. Maybe if it sparks your interest enough you might even go over and introduce yourself.
- I think of that as the eavesdrop effect, and that’s really what we’re all trying to create in the minds of our ideal clients.
- Our ideal clients are out there, minding their own business, doing their own thing, and we need to grab their attention and interest to a point where they change their plan.
- We’re not just looking for attention, we’re looking for interest. A lot of things can get your attention but then you’ll go back to what you were doing, but interest can actually make you change your plans.
- You have to talk about the only two things that anybody is really interested in – a problem that they have but don’t want and a result they want but don’t have.
- If you talk about those things you will get attention and interest.
- If you just talk about your own capability, what you’ve been up to or how you’re better than your competition then it probably won’t work.
- People usually know there’s something more out there to learn, and if they get it the light bulb will go off and they’ll realise ‘that’s what I’ve been looking for’!
- After racking my brain for a good while, I realised that the purpose of a marketing and selling system is really just to lead your ideal client to answer yes to 3 questions. It has to be these 3 questions and in the correct order.
- Question 1 – Should I pay attention and is it interesting? Your message should make their brain answer yes because you’re describing exactly what they’ve been thinking about. You’ve articulated their problem, what they want and their results.
- Question 2 – Can I trust you? Once you get their attention and interest you want to lead their brain to conclude yes, they can trust you. You seem to know your stuff and you seem to care.
- Question 3 – Is what you recommend right for me? This is the point you can have a sales conversation and you have the opportunity to make a recommendation which could lead to a new client for you.
- I would challenge you, as a practical step, to make a list of specific problems that you can help solve and specific results that you can enable.
- There’s usually a lot of resistance to doing that because we could all solve so many problems and get all kinds of results and we don’t want to limit ourselves. People worry that if they’re too specific they’ll lose out on opportunities.
- What we need to understand is that it doesn’t matter, because you’re not going to have a chance at all if you don’t.
- The only things people are interested in are the problems they have and don’t want and the results they want but don’t have.
- You have to speak to them at the level they’re thinking otherwise they won’t hear you.
A book that you would recommend…
The Obstacle Is The Way by Ryan Holiday
What is your top success habit?
Tracking how well I implement my daily process.
Who do you look up to?
I look up to people who are genuine, they’ve learnt to be themselves, they’ve mastered their craft and they’re out there creatively contributing to the world around them as best as they can.
Here’s the big one…who do you like more, Rob or Kennedy?
I don’t like any of you! (Cheers Dov 😝)
Finally, where can folks go to find out more about you?
We have something called ‘The Manual – how to systematically and consistently attract first rate clients’ which I’d love you to grab for free over at dovgordon.net/3marketers