SUPERMAN IS A NICHE MARKETER

superman
Faster than a speeding bullet, more powerful than a locomotive and able to leap tall buildings in a single bound.

These are the main attributes of The Man of Steel per his theme song.

For what purpose are these skills best applied? What problem does Superman solve?

Fighting crime of course, and that’s what Superman does. And he specializes in this one thing!

Not that he can’t do other things.

He can do anything and everything, but he is also super-smart and realizes that fighting crime is the highest and best use of his super powers.

This is what he does better than anyone else.

He chooses not to do bookkeeping, accounting, catering or any other trade. He is a specialist with super powers and he knows the market niche that he serves best.

Do you? What are your super powers and what market niche do you serve best?

If niche marketing serves Superman, so let it serve me.

BIG BUSINESS, BIG BUCKS, BAD FOR UNDERDOGS

 

setting-appts-linkedin

Most of us have learned about marketing, advertising and sales by watching TV where we witnessed big business, spending big bucks to reach big audiences.

Some of us went further and studied how to spend big bucks to reach big audiences so we could be hired by big business.

And now, we are running small and or micro businesses and do not have the big bucks to spend.

Welcome fellow underdog.  Without the big bucks to spend, what can and will we do?

Stop focusing on quantity and start focusing on quality; quality connections, quality Linkedin connections and then meeting these connections for coffee.

As an underdog business owner, it is the people we meet who will hire us, endorse us and refer us.  The people we meet, P2P, are the people who will grow our business.

What can we do?  We can meet at least one new person every day, P2P — person to person.  And build a list (also known as a network) of quality connections.

A STRANGER WANTS ME TO MAKE A CHANGE

STRANGER
I agreed to meet Noname for coffee. It was the first time we had ever met.

We chatted amicably for a couple of minutes and then he started to tell me about this super-duper widget that he was selling.

It was truly remarkable. It cured almost everything that affects everybody.

And the manufacturer donates proceeds to charity and has been in business since FDR and award winning and some celebrity and so on.

Then he started to talk about me and the problems that he was sure I had and how this stuff would . .. . I forget all the wonderful results because . . . .

This was the very first time we had ever met! Who is this person? I was so doubtful that I was not interested in all the brilliant verbiage.

My mother, like yours I’m sure, told you not to talk to strangers; and certainly not buy anything from them!

First meetings are priceless events. They should be for building a relationship and NOT for pitching a sale.

Even if the product is exactly what I want or need, chances are great that I KNOW someone else, who can sell me the same thing.

And Noname? He’s a stranger and I’m not that keen on change anyway.

 

WHAT IS A COMFORT ZONE?

COMFORT-ZONE
Have you heard that you need to get out of your comfort zone?

What is a comfort zone?

I wonder if Bill Gates is in his comfort zone? Or Warren Buffett? Or Jimmy Buffet?

It seems to me that successful people are very much IN their comfort zone. They are using their skills and talents to the fullest. I suspect they are perfectly happy with what they are doing and the people they are serving.

Before we start leaving our comfort zone for zones unknown, perhaps we should first ask if we are maximizing our current comfort zone.

Are we currently using our own super-powers to the max and providing real value to the communities we live in?

What are your super-powers and for whom might you be able to provide great value?

It is a gigantic marketplace and there are many customers and clients for each of us; people who need what we can do.

Before you start looking for new comfort zones, you might want to explore your current one more thoroughly.

TWO BUSINESS-CRITICAL QUESTIONS

2 columns
A successful business is a solution looking for a problem to solve.

Your customers most likely all bought your product or hired you because you fixed an issue they were having.

(Yes, some businesses cause something new to be built or a goal to be achieved, but most sales are made because the buyer needs something to be made better, now.)

Thus the two business critical questions are

[1] What is the problem you solve? And

[2] Who exactly has this problem?

The answers to these 2 questions are the fundamental parameters of your niche markets. Your very best top quality prospect is a person who has the problem you can solve.

Who are these people and how can you find them are the cornerstones to the concept of prospecting.

Before you launch your business or a new product, spend some time on these two questions. Because sales are much more easily made when speaking to people who have the problem you can solve.

ARE YOU CONVINCED?

confidence
As a business owner (or seller of a product or service), the key ingredient in our success is our belief in it.

If we are not totally convinced in the solution we offer, how can we convince others?

Whether we offer a guarantee or not, in our own minds, is our solution a guaranteed success for our customers?

Seriously, do we love to talk about the product?

Do we use the product?

Are we convinced of guaranteed customer success?

 

If you start a new job . . .

If you start a new business . . .

If you start to sell a new product . . .

If you start a new Network Marketing endeavor . . .

Are you convinced and confident that this offering is brilliant and your customers are guaranteed a successful experience?

Because . . .  for you to find happiness and success, you must be confident and convinced that your customers are guaranteed to find happiness and success.

And if they are, and do, your work will be a delightful and rewarding experience.

STOP USING THESE WORDS

Dr Seuss
When speaking about your business, don’t use these words, “help”, “easy” or “basically”.

These words diminish your value.

Speak and write clearly and boldly about who you are and the super power you have.

Instead of help . . . . DO something, or CAUSE something, or MAKE something, or FIX something.

Easy . . . . if what you do is easy, what do we need you for? Even though what you do is amazingly easy for you, it is NOT for others.

Basically . . . . is the word of the uncommitted or unsure. State clearly and boldly what you do, cause or make happen.

An exercise and good practice to become more definitive in the use of words is to use fewer. When we are constrained we have to then use the best words and get rid of all the weak and mediocre.

Use 100 words as a limit. Whenever you speak about yourself, your business or a product, compose a 100 word script for each.

And it is all an audience really wants to hear.

From our friend Dr. Seuss

That’s why my belief is

the briefer the brief is,

the greater the sigh

of the reader’s relief is.

Speak and write clearly, boldly and briefly about who you are and the super power you have.

 

THE 3 PART ELEVATOR PITCH

elevator pitch

Fill in the blanks and your elevator pitch (business introduction) is good to go, and easy to remember, by you and your audience.

 

I am a ______________________   (your occupation)

 

I work with _________________________  (your best client niche)

 

To achieve _________________________  (a desired result)

As example;

I am a Linkedin Copywriter and coach

I work with self employed people and micro business owners.

I write their Linkedin profiles and teach them to use Linkedin to set up first meetings with top quality prospects.