“Success isn’t about being perceived as the best at what you do. It’s about being perceived as the only one who does what you do.”
Jerry Garcia of the Grateful Dead
Your customers aren’t looking for a good product or service.
They’re looking for the best solution to their problem.
But it goes beyond this.
They’re also looking to be inspired.
We could even go a little further. How does associating with you make them feel about themselves?
Does it make them feel more adventurous, successful, hip, sexy, free, etc.?
When it comes down to it, what you really want to do is connect so well with your audience that you create your own class of product or service.
How can you pinpoint target your audience…your people…and speak to them personally to the point where you don’t really have competition anymore?
Apple is a master of this. They don’t just try to win a category. They position themselves in their own category.
They don’t sell laptops. They sell Macbooks.
They don’t sell phones. They sell iPhones.
Continue the trend into iPads and now watches.
I own an iPad. I don’t use a Macbook, iPhone, and certainly won’t have a watch as I quit wearing those things years ago!
But it’s easy to see their brand and the loyalty they’ve inspired.
Even when they’re surrounded by competition, they position themselves as the only one who does what they do. They do this with the brand identity, the message, and the culture they’ve built around their products and their image.
How can you, as a small business, use this to dominate your market?
You may not have the budget of a Fortune 500 company, but you can pinpoint an audience where you become the only obvious choice for that market.
Instead of trying to sell to ‘everyone,’ zero in on your people….your community…your audience.
Looking at your competition is important. You should know all the other ways a potential customer could solve their problem (including the decision to simply do nothing).
But your goal when researching competitors is not just to create a better mousetrap.
If they offer a course on 8 minute abs, you don’t just offer 7 minute abs.
You combine competitive research with customer research.
What are competitors offering? And what do customers really want?
Where is the market gap?
In addition, what is your competitive advantage? What can you do better than anyone else in your industry?
And for a small company it often comes from further defining your audience.
For example, Ryan Levesque has developed a million dollar plus coaching practice charging $5,000 monthly plus royalties because he has very well defined client.
His best clients are infopreneurs who are already at seven figures, selling a frontend lower ticket item under $100, and can scale in very large markets like golf, tennis, and fitness.
He is the survey funnel specialist. He doesn’t really have a competitor in the market he designed.
But he didn’t just wake up one day and decide that was who he would coach. He owned multiple businesses and worked with different kinds of clients. As his practice grew he kept refining his audience to who he could produce the absolute best results for.
It will be the same for you. Get started in your market and start generating customers.
You target your audience and start sharing a contrarian message with that audience.
As your business grows, you’re going to further refine the targeting and the message. You’ll notice certain qualities about those who you are attracting as customers and clients.
And you’ll also notice where you’re generating the best results for your customers and clients.
Sharing your unique message which inspires your unique audience is the key to setting yourself up as the only obvious choice in your market.
We’ll be covering how to identify your World Domination Master Plan on our monthly member’s only webinar in the Monthly Mentor Club at 12 noon Eastern this Friday, March 20th.
Join the Club now. After you login to the membership area, hop over the “Webinars” tab at the top of the member’s area and register for this Friday’s webinar.
If you’re not able to make the webinar, it will be recorded and available for download by members only within 24 hours of the webinar.
And of course, you get all the other benefits, bonuses, and the upcoming April issue all just for giving the Monthly Mentor Club a try.