This is Part IIIb of business niche counterintuitive principle #3 to leverage your home business skills. (Failure to email with the right frequency so that you get unsubscribes. Unsubscribes are testimony that you are actually staying in front of your ideal clients. With over 1,800 video business niche testimonials you can take that to the bank! :-))
Before we get going today with this business niche marketing principle, make sure you watch the 10 second business niche video below. It demonstrates the most power teaching method and that is teaching by modelling. Watch this live coaching as my 11 year old son Calum shoots this video and understand this concept right now. “It’s not about perfection, it’s about perception.” (READ…It’s not about perfection, it’s about gaining momentum.).
There are four business niche gaps in the market place that are tied to people’s negative perception. The four gaps are as follows: time, money, expertise and mastery.
As you think through your differentiation note there will be some overlap of these four areas. The key is to integrate your business niche marketing around these four gaps.
I will define each of them and then provide you a couple of examples.
1. Time. This is probably the most important gap in your market place. The Information Age has led us to become time deprived. This is where Zipf’s Law can be leveraged the best for your business. Remember our definition of Zipf’s Law: with limited opportunity to experiment and choose, your ideal clients will choose the person/company perceived to be on top in your business niche.
Perception is everything. Quit spending time on creating training materials and focus on perception. Perception is the domain where marketing lies.
(Did you re-read what I just wrote? READ…Read it again!)
Marketing = Perception
Perception is always tied to emotion.
Remember our definition of the Recommendation Age: It is primarily first and foremost the transference of emotion.
NOTE: in saying this, never has content been more important.
BUT: Perception trumps content.
AND…Marketing i.e. perception is the only variable that trumps content in the Recommendation Age in any business niche.
Speed To Market Business Niche Principle: Good business niche marketing is always tied to the negative perception—i.e. the negative emotion (READ story)—that your target market has of your competitors.
To make your business niche marketing work in the Recommendation Age (READ…turn an idea into a powerful recommendation) create your business niche system so that it provides specific benefits that can be measured.
For example: Author And Get Rich, our flagship book, doesn’t just teach you how to author a book when you have no time (READ…quickly)…this is too vague…but it teaches you how to write a book fast in less than 12 hours…(READ specific benefits that no one else can do in the area of author coaching business).
It also is tied to the negative perception of other books that promise to help you write a book in a week or in a month, but does NOT do what every one needs help with: a specific plan of business niche execution that can be implemented in as little as 5 minutes a day using the Write A Book Fast Entrepreneurial Authoring Genealogy Trees.
The second business niche gap in the market place has to do with money. If you can help someone make money or save money this is great way to tie what you do into a critical negative perception.
Everyday I hear this lazy thinking: “All I want to do is make money!”
NOTE: money can’t actually be made. The amount of money is finite in circulation. Money always flows through two basic funnels and these are the areas of ‘wants’ and ‘needs’. The key is to align what you do to a hungry market that has deep pockets and will willingly channel some of this flow your way in the form of a value exchange.
Market places such as stock markets are by nature win/lose institutions. (This is very evident over the past few days.)
The successful entrepreneur realizes that the key to the Recommendation Age is to create a win/win scenario.
The best way to do this is to consider that purchases are created at the ‘want’ level. Your business niche market will always make one’s purchase at an emotional level and justify this at a cognitive level. (READ…emotional first, cognition second).
The key to helping your business niche market make money and/or save money is to tie a want to a need.
Remember Maslow’s Hierarchy of Needs. If the basic needs of food, water and shelter are not provided, people will never focus on the greater needs that are available to them.
NOTE: If your target market is focused only at this level, this is a bad market to be in.
However, the key to success in any market is to always tie Maslow’s higher need levels to the hungry wants that your system provides solutions to.
Speed To Market principle: Tie the want that your business niche market has and align it with Maslow’s highest NEED levels: the need to experience purpose and self actualization.
Or another way of saying this…
When it comes to helping your business niche market make money or save money, ensure your target market invests with ONLY you by aligning the want (emotion) of your ideal client with the need (the justified or rational decision), Make the ‘want’ and the ‘need’ synonymous.
In the next Author And Get Rich blog post, I will share with you how to capitalize on two little understood gaps that exist in your market place in the areas of ‘expertise’ and ‘mastery’.
NOTE: The secret to wealth in the Recommendation Age is to capitalize as the Thought Leader of your business niche in the expertise and mastery gaps that exist in your market.
To Your Legacy!
Watch This Short 10 Second Video And Witness This Power: “It’s Not About Perfection, It’s About Perception.”
Quick Business Niche Speed To Market Question: What are you modelling to your children, colleagues and key confidants?