The Desert of Arizona
Sunny 40 Degrees
I did a Monday Mastermind consultation with a service provider yesterday morning and the discussion turned to “showing up different” as Dan Kennedy says.
The point is to create a package around yourself that your buyer wants to open. Something that’s unique and more attractive to the buyer than the other packages.
If you’re working backwards like this, the most important question you can ask is, “Who is the package for?”
Without that, you’re pretty much sunk. Without committing to an answer, there is no way to custom tailor what you have for anyone.
That means that you will never be perceived as the only logical choice for anyone. You’ll just be one of the many choices that require deliberation.
Imagine if you worked in a peg factory. Half your day is spent making pegs, the other half is spent selling the pegs. Remember, the point of the peg is to fit it in a hole. That’s the only reason people buy pegs.
So imagine how difficult it would be to sell your pegs if no one told you what kind of holes they were supposed to fit in? Would kind of be a crapshoot at that point, wouldn’t it?
That’s the same thing you deal with if you have no clue exactly who your buyer is. You might be working hard, but for whom?
Once you know, then the work is to develop a better understanding of the true motivations of that person than the other people in your market have. Once you have that understanding, you can better solve the problems that are unique to that buyer.
You can reverse engineer this. Start from the end and work backwards.