Kindle Notes & Highlights
I have a saying: “People will gravitate towards you when they know what you stand for… they will run towards you when they know what you stand against.” Here is my WHY: To make a difference in as many lives as possible by providing innovative knowledge, resources and support for professionals, entrepreneurs and businesses to exceed their own personal, professional and lifestyle expectations.
Remember: “You don't have to be the best in THE world you just have to be the best in THEIR world”
Your purpose is an intersection of your core skills, your passion and the value that you provide clients and packaged in a way that prospects will value highly to pay you well.
(Note: see how this Positioning is Distinctive [specialist], Noticeable [International] and Attractive to those who want to [invest in property].
Your Introduction or 15-Second Elevator Pitch is to “INTRIGUE, NOT INFORM.”
Lifespan extension specialist
outcome based title more than just his occupation
Plus, the immediate response when he introduces himself now as a Lifestyle Protection Specialist is, “How do you do that? Tell me more.” “Sell the aspiration not the perspiration” ~ Steve Brossman 2017
If you do not have a system for others to clearly talk about who you are and how you benefit people or how to capture and nurture those leads, then you are playing roulette with your referrals.
Level 4: Power Positioning I call this Power Positioning because it gives you the power back over your business. No longer are you at the mercy of the market or your competition. Your prospects know who you are, what you stand for and stand against (your Why). You have a clearly defined Unique Authority (outcome based) Positioning. You, your prospects and your strategic referral partners have clarity around who you are and who you help.
Your Positioning needs to be crafted so that it contains statements that are worthy of attention and are unique enough to stand out and be noticed. Quite often I like to include words in a positioning title that don't normally go together or aren’t regularly used in that profession.
That creates a pattern interrupt and people can’t help themselves but be intrigued.
Moving from an “A” to a “The” I have another catchy little saying “when you move from an A to a THE life and your bank balance changes. If you are AN accountant AN accountancy firm... A coach or A trainer… A consultancy firm… you’re just one of many and you have fallen into the trap of occupation or category based positioning. If you move to a ‘THE’ like I did when I moved from A video marketer to THE AUTHORITY CATALYST everything changed.
Joint Venture Promotion or Referral Partners: When other people have clarity around who you are, what you do and who you best help, they will have confidence to refer people to you.
The biggest mistakes that most professionals and businesses do when packaging their products and services or labelling them is to: Title them input-based, not outcome-based Appeal to needs, not wants Sell the process, not the payoff Use the same language as everyone else
The purpose is the ‘reason why’ you create your product or service in the first place.
PROCESS: This is where you need to develop ‘your unique system/blueprint’ where can clearly and concisely articulate and show your process or service that you use to fulfil your market’s needs and wants. I say unique because you need to package it in a way that you can talk about it briefly, as a unique System that delivers specific results that your market wants RIGHT NOW.
Focus on Clarity and Outcomes.
Therefore, if you package you, your product, service or program as an outcome based solution and spend more time talking about the Payoff, you will be able to avoid direct comparison and price per hour based competition.
It was the Outcome Based Packaging and speaking the language of the prospect. We sold to their aspiration.
All he does when he talks to prospects is say the following. “[name] I’m a little different to most planners who just do financial planning. In my 3-Dimensional Review I will: Assess your finances and see if you are going to have enough money to retire and maintain the lifestyle you want, Determine whether you are paying too much on your loans and see where we can save you some money since I’m a Qualified Broker Plus… As I’m also a Qualified Accountant I will Review your financial structure to make sure you are not paying too much tax ... does that sound like something you would need?”
Stir Their Emotions What emotion does your program title stir? Remember the video earlier about E.T.M. When you are packaging and naming your programs remember “what do I want them to FEEL” when they see or hear the name of your program.
Something like: “Thanks for calling… (after a short conversation) it sounds like you need our Rapid Pain Relief Back Program which includes 11 personalised treatments starting with your assessment and referral to your x-rays which are additional. That is a total of $1425 however to make it easier to get started and get your back feeling better again I can split that into 3 easy payments of just $475.”
The Power of 7, 9, 11 and 13
is the real cornerstone in the Authority Client Attraction System.
“Sold the system not self”
You will recall that I said earlier “the purpose of the whole marketing/sales journey /client experience is to “take them on an emotional journey where in the end in their mind they make a logical decision that they must do business with you.”
just ask yourself, what are the top 10 most frequently asked questions? Because
By now you will have: Created your Positioning DNA and developed your Authority Factor for either yourself or your business; Packaged your product offerings as desirable outcomes that your specific target market wants; Created a blueprint ready to use in your sales process that is the foundation for your content marketing/positioning projection.
These are the checklist.
