Who Are You For?

The Big Problem Of Paradox Of Choice Meet Me On Zoom Or In A Room

Who Are You For?

Everybody's talking about the same stuff in the same way.

Can't afford it.

And in your business, you need to be at least different and unique, and it is best to be different and unique and just right for somebody.

So one of the goals that you can be equipped to do is to replace all the sloppiness with very clear and sharp focus about who you are for.

Because a great marketing principle you want to remember is, and it is increasingly true, who you are for is more important than what you got.

So, everybody who sells for a living, the first thing we think about our bag of stuff, whatever our bag of stuff is.

Because it's our bag of stuff, but it is less and less important.

Who you are for is more and more important.

Here is a great ad that demonstrates this.

This is a vodka ad. Now, way down here in two-point invisible, it's here once, and it's hearing two-point invisible is the only statement in this entire ad about their bag of stuff.

All right. It says a perfect balance of wheat, rye, and potato.

They're right to consider it completely unimportant. And they have brilliantly made their ad about who they are for, which is "Congratulations, you're part of the 1%, which also happens to represent your free time."

Somebody got this right. The only thing they could have done differently is put it in “your part of the evil 1%,” but this speaks to the mindset of who they are for, the life experience of who they are for, because the dirty little secret of the evil 1% is they work all the time. You're part of the 1%, which also happens to represent your free time.

This says earned entitlement, this is the luxury you’ve earned, grab it and enjoy it.

Our goal is for you to become a more sophisticated marketer because increasingly you damn well better be.

So, all sorts of people use the same objects, but people get different incomes from them.

All sorts of people have the same bags of stuff, but get different incomes from them, the differences in the level of sophistication that they apply to the process.

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