The Desert of Arizona
Sunny 60 Degrees
Can you really be a “market of one?” Can you really provide something to your clients they can’t get anywhere else?
I have to admit, it sure is exciting to think there might be a way to stand out in your market. Unfortunately, most service providers never figure it out.
The problem isn’t their service, the problem is their eyesight. Most service providers wear a certain type of glasses that keep them from ever becoming a “market of one.”
The problem is actually created by focusing too much on the actual service you provide. Sounds crazy, but I’m serious.
That’s a dead end. Because most likely, there are plenty of other competent providers of a service like yours.
So what are you supposed to do?
The solution is to understand what the BEST clients are actually buying.
Yes, they want the service completed. But more importantly, they want YOU to be the one to provide it.
Last time I checked, you’re the only one of you. So by definition, that makes you a “market of one.” But they have to be coming FOR YOU… not just your service.
The best clients who pay the premium fees aren’t just buying your service, they’re buying YOU. (Thanks Dan Kennedy!)
The good news is that you can engineer this. You can become an Incomparable Expert. You don’t do it by getting better at your service. You do it by packaging yourself up in a way that makes you WORTH PURSUING by your clients.