Very few entrepreneurs talk about this. Why? I have no idea.
Yesterday, Ashton & I took a walk around the neighborhood.
I’m challenging myself to 100 consecutive days with at least 10,000 steps with the Apple Watch I got for Christmas. I’m 22-for-22 so far.
As we were walking, we saw a lady walking her dog.
It’s a beautiful Siberian Husky — my ultimate favorite dog.
We’ve got to know her over the years, because I always want to pet her dog (and let him give me big, wet kisses).
She’s an online fitness training.
I asked her how business was going, as January is the Super Bowl for fitness trainers.
“It’s going ok”, she replied.
“Ok?”, I asked.
“This is the best time of year for your industry. Who’s your target market?” (the first question I ask just about every entrepreneur I encounter)
She told me women with eating disorders.
Which was better than I expected.
I told her she wants to go deeper.
Every Tim, Dick and Sally is an online fitness trainer these days.
And it’s more important to go DEEP.
I told her there are 7.5 BILLION people on this planet, and she only needs 100 or so clients to make a very good living.
Specificity spits out cash. Go broad. Go broke. (might want to write that one down)
I then asked about her offer, and it blended in with the sea of sameness.
I told her that requires an overhaul.
I suggested something along the lines of:
I help (ex: millennial women with eating disorders) lose XX lbs in XX days without diets or burning yourself out at the gym. 100% money-back guarantee.
She looked at me like I had just walked out of a spaceship with tentacles sticking out of my head.
As we were walking away, I gave her one more tip.
About getting the RIGHT people’s attention.
Now, I’m not sure if this applies to her specific market, but this is a PRESENT (that’s key) pain for women around the globe.
Are you sick of having s3x with the lights off?!
Her jaw dropped.
And she then smiled.
She knew this would get the RIGHT women’s attention.
This is obviously a huge problem women face, and have a whole range of emotions around that statement — embarrassment, shame, guilt, anger, fear, etc.
This would be a hot button symptom.
And that’s the lesson in all this.
Find your market’s hot button symptoms.
The one’s that get them to open the email, read the FB post, watch the YouTube video, etc.
The one’s that get them to pay attention RIGHT NOW.
You’ll build incredible trust with your marketplace when you talk about symptoms (and not just problems).
They’ll nod their head and think — This person gets me. This person understands my problems (better than I do).
If you’re looking for more hands-on, one-on-one help with your business, be on the lookout for an email tomorrow.
The doors open for my one-on-one coaching program.
First time I’ve offered one-on-one help since 2016.
You’re also getting access to my accountability coach (Dale), who is going to make sure you’re doing the RIGHT activities throughout the week to keep you on track. He’s a many with many talents/gifts. He’s got a knack for getting you to do the stuff you said you were going to do with his frequent personal messages.
I’ve benefitted immensely from his help.
This will be a very intimate gathering, so spaces are limited.
That’s all I got today.
Enjoy your Sunday