Let’s take the online marketing niche as an example: Everyone is proclaiming to have THE product that will enable ANYONE to make a million dollars this year, or more.
Prospects are confused because there are simply too many choices. What they need is some relief from the continuous barrage of similar looking offers.
Here you come, offering not to sell them the latest greatest program, but instead help them to solve the problem they have right now.
What is their immediate problem? It’s not making a million dollars this year. But it is learning how to make enough money to quit the job they hate.
You offer a Facebook group that is aimed at replacing their salaries and allowing them to quit their job.
Finally, they found someone who is meeting them where they are, instead of trying to call them to the top of Mt. Everest. Because let’s face it, when you’re not making a dime online, making a million bucks seem about as likely as scaling Everest with no prior training.
Instead of being one of many gurus, you position yourself as the guy next door who works on cars and does gardening, and also happens to have a thriving internet business. Sure, you’ll teach them what you know over a few cups of coffee and some good conversation.
Now who wouldn’t jump at that?
There’s two elements at play here:
First, you’re breaking down that sky-high goal into something people truly believe they can achieve.
Become an Olympian athlete? Not likely. Lose 20 pounds and feel and look better? Yes!
Date the hottest models on the planet? No honest man is going to believe that. But be able to get dates with the nice women they meet through their work or hobbies? Now that they believe.
Second is your own positioning. Instead of being THE Diet Expert or THE Dating God or THE Internet Marketing Guru, you are a normal, everyday person.
Think about who you are – stay at home mom? Nutritionist? Astronomer? Astrologist? Doctor? Airplane mechanic? Crafter? Gardener? Cat lover? Write down the things you like the most about yourself.
Now how can you incorporate that into your chosen niche? You might be the cat lady who teaches diet and nutrition, or the shade tree mechanic who also teaches bodybuilding. Or maybe the prolific gardener who also teaches online marketing.
Whatever the case, use your own life to differentiate yourself from the crowd.
By doing these two things – starting with goals your audience believes they can achieve and being a person they can relate to – you’ll stand apart from any competition.
Your message will become crystal clear and people who need your message will flock to you. You’ll also be much more memorable as the ‘sky writing physical trainer’ than any of the other thousands of people teaching physical training online.
And there’s another benefit as well.
People will believe you because you come across as human. You show your mistakes, and you talk a little bit about yourself.
What you don’t show is ridiculous claims, Lamborghinis, mansions and yachts parked on tropical beaches.
