Several years ago, I met regularly with a mastermind group of six- and seven-figure earners in the authoring, advice, life coaching, and speaking business.
The conversation was very different from what you'll see and hear most people discussing in popular forums, Facebook, or LinkedIn groups.
One significant distinction we all shared in common was the decision to become a big fish in a small pond.
This was a conscious and proactive move to become known for one remarkable thing by a specific group of people versus trying to appeal to everyone.
This is not what most people do.
Most people are what Zig Ziglar called “a wandering generality versus a meaningful specific.”
They assume what if they're good at what they do, they will automatically gain clients and earn higher levels of income. That's not what happens.
People don't automatically connect the dots and start giving you money, YOU must define and clearly articulate who you are, what you offer, and who you help best.
When you do this, you are immediately 1000% more confident in your marketing communication, people know how to connect others, and you get to “yes” or “no” faster in every conversation.
“Big Fish in a Small Pond” Positioning
Here are 3 keys to developing your own big first in a small pond positioning:
(1) First, People, Problem, and Payoff.
Who are the people you help best?
What specific problem are they willing to pay to solve right now?
What does your solution, product, or service make it possible for them to do?
What's the big reason to give you money?
(2) Second, based on your answers, create a simple positioning statement for yourself.
so they can…
You don't have to get this perfect. Nor do you need a statement that's catchy, you need one that connects.
(3) Third, immediately begin integrating and testing this language in your overall marketing communication.
For example, take a look at your social media profile… it's likely focused on YOU, who YOU are and what YOU do or offer. Instead, include a short statement in your social media profile that calls out to a specific kind of person with a specific benefit that appeals to them.
Another way to use this is in your conversations with people.
When someone asks what you do, don't be lazy, timid or fearful of what others might think. Integrate your positioning language into the conversation. It doesn't have to be perfect, it just needs to be clear. Tell them exactly the kind of person you help and what problem you solve. Even if they are not your ideal client, communicating in this way makes it easier for them to remember you, and bring you up in future conversations with other people.
One more thing, don't let the fear of missing out on clients or money stop you from declaring a focus in the marketplace. Truth is, you're already missing out on lots of clients and money, staying generic in your marketing isn't going to help. Big fish in a small pond positioning will.
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