Today's lesson from the desk of Mark at PBI Ventures: If you’re suffering from the challenge that, perhaps, your income is not as high as you want it to be, or maybe you don’t have enough clients, maybe too few of your clients take you up on your offer, and those who do, ask for a reduced rate! Well, why is that? Well, one of the reasons is that, maybe, you don’t resonate. What does that mean? Well, resonating means being able to connect to your target audience. In other words, the people that you’re talking to. If you connect to them, people respond to it. If you don’t connect to them, they don’t respond. And, that’s where the resonance comes in. Resonating is a lot like a tuning fork in that if you take a tuning fork and just give it a light tap, you get a nice, clear, loud sound. Why? Because the tuning fork resonates. But, if you take a pen and you whack it against a table, all you get is a dull ‘thud’. That’s because the pen does not resonate. And, even if you take ten pens, which is like doing ten times the effort, and you whack it against the table, you still get a big ‘thud’. So, what we’re aiming for in our marketing and in connecting with our audience is to get a tuning-fork-like effect. In other words, being able to resonate with our audience. So, how do we do that? Well, first of all, one of the main reasons that we don’t resonate with our audience is that we’ve spread our message across multiple audiences. We may look at a group of people that are in a room, say ten, twenty, a hundred people and think that they’re all the same, when in fact they’re not. So, the more that we can create a type of person that we resonate with, and then find more people like them, the easier it becomes for us to connect with them, because different people react to different things. Different people have different challenges; they have different wants, desires, questions, and all that kind of stuff. So, what we’re aiming for is to pick a small enough group of people that we can figure out exactly how they think, how they act, what their challenges are, what their desires are, so that when we talk to them, we can connect with them. And, remember, you don’t have to limit yourself to that group of people, you will have multiple groups of people. But, what we’re talking about is – instead of having one big mass of people – what you call, The Market, what we’ll do is break it up into smaller audiences that each are very very similar, at least as similar as possible, and then try to find out what connects to them. I’ll give you an example. If you take a flashlight or even a light bulb, let’s call it a flashlight and you shine it on a piece of paper. You can shine it for a 1000 years and that paper will not catch fire. Why? Because the light is diffused across the entire sheet of paper and there’s never enough light focused enough on any one piece for it to light a fire. But if you take a magnifying glass and you concentrate that light beam into a point, you will very quickly light that piece of paper on fire and once it’s on fire, it catches fire and the rest of the sheet of paper catches fire as well. Well, that’s exactly what we’re trying to do with our ‘Resonating with the target market’. Imagine that your market is actually like that sheet of paper, and we’re picking one point in that market which is a small target audience - that very consistent group of people that have similar challenges, similar situations, similar desires and we try to connect with them very very very specifically. And once we do, we will start to get reactions from them. That’s like the paper catching fire. And once it does, it will spread to other groups because we’ll be able to connect with the other groups of our audience and pretty soon, that very market that we somehow couldn’t connect with all of a sudden connects with us very very well. Each in its own specific way. And that’s what we’re trying to do with our marketing. It makes marketing a whole lot easier, when we take a very specific group of people and we find out exactly what their wants, challenges, problems, desires are and we connect with them more and more and more. So, how do we do that? Well, there’s a couple of different ways. First of all, we can ask questions. We can find a specific type of person that matches exactly that type of audience that we want to target. And we ask them questions. Matter of fact, I recommend getting so specific that there’s somebody that you can name, by name who is literally the virtual representative of that group, somebody who exactly matches those criteria. And, you go and you either talk to them directly or indirectly and you ask them questions. What are your problems? You know, if you had to look back on these 3 to 5 years, if we were in the future, looking back on today, what would have to happen for you to be happy with your progress? Things like that - by asking key questions to that one person who is a representative of that group, we gain great insights. Then we can start asking other people just like them to see if they suffer the same challenges or have the same desires, until we get a very good idea of how to connect with them. And once we do that, we will start to resonate and our marketing will start to reflect that because everything that you learn from those discussions from asking questions show up in our marketing in the way that we present our message and who we target it to and how we target those people. The other thing that you can do is, you can easily do it through surveys, you can do it by asking groups of people. You can do it by giving a seminar to a group of people, and asking them questions and finding out what kind of questions they ask. There are numerous ways that we can find out, but it’s really about primary research. In other words, being able to ask those key questions. So, what it boils down to is this: The first thing of marketing is to stop being so diffused with our effort. We shouldn’t be talking about the market as a whole. We should be talking about a specific segment or specific target audience. Get it really really narrowed to the point where you know exactly who you’re talking about. And then start asking them questions and finding out how they resonate. And resonate with those first and keep going at it until you get results. Don’t stop until you get those results and don’t move to another group until you get resonance from that group. Because, once you succeed in one group, it’ll make it easier for you to move into another group. Okay, that’s it for today’s lesson. So, remember, focus, resonate, and you will increase your income, and your number of clients. More people will take you up on your offer. So, go out there and market yourself. This is Mark, signing out.
Tomorrow's installment is called
7 Days To Income Acceleration - Day 1 7 Days To Income Acceleration - Day 2 7 Days To Income Acceleration - Day 3 7 Days To Income Acceleration - Day 4 7 Days To Income Acceleration - Day 5 7 Days To Income Acceleration - Day 6 7 Days To Income Acceleration - Day 7 Want Personal Help? ... Get A One-Time Personal Coaching If you loved what you heard in this email/audio course and want some personal coaching for your business, here's a very limited time opportunity to get me for 1/6th of the regular cost. Investment My regular hourly rate is $300/hour, which is inexpensive considering the results you'll get. BUT, you can get one of only nine available sessions Why so low? Because this is the inaugural coaching for this Income Acceleration series and I need your feedback. Once I'm done this preview phase, my rate will go right back up to $300/hr. Limited Availability There are only 9 slots for this special rate coaching. Once they are gone, they're gone. The slot can be at 10am, 1pm, and 3pm EST on Tuesdays, Wednesdays, and Thursdays, subject to availability. One slot per customer. Risk Free - Money Back Guarantee I'll take all the risk out. If I can't give you coaching that you feel is worth at least $300, I'll refund your $49, no questions asked. It's your decision. Reserve a Personal Coaching Session Now ‹ Important Note 1: The above link will lead you to Paypal to purchase your Personal Coaching Session. Thereafter you will have the opportunity to let me know your top three choices for a session time.
Already signed up but never got your e-mails? Click here for Day 2.
Not signed up but want to get series? Click here to subscribe . |
|
||||||||||
