The Desert of Arizona
Sunny 68 Degrees
I got an interesting question from a reader after yesterday’s issue.
The question:
“So how does one become chased?”
The answer is to become someone worthy of being chased. To have something people deem worthy of pursuit.
Dan Kennedy always says that people are attracted to someone who IS somebody, who’s DOING things, who’s GOING places.
Now I don’t “go” anywhere (no travel for me, thanks), so I’ve had to concentrate on the other two items. Doing things and BEING someone that stands for something.
So how do you do that?
You reverse engineer it. You start with who you are trying to serve and work backwards to you.
Obviously, you can’t do any of this work disconnected from the WHO you are trying to attract. That’s where ALL of your answers are hiding. So if you’re not even clear on your target client, that’s step 1. You can’t do the rest of this if you have no idea who you are trying to appeal to.
Who do you want to help?
Once you’ve got your target (i.e. cosmetic dentists), then you start from there and work backwards.
I’d suggest the FIRST thing you build is your Platform. That’s some sort of publication that connects you with this target market. The reason you start there is because, frankly, no one KNOWS the right things for you to do. But the Platform can bring those answers to you. It buys you time, it produces clues (in the form of feedback) and it gives you a mechanism that can actually build MOMENTUM in your client attraction.
Most people want to have a Platform, fewer people want to build one.
Same with writing a book. Everyone wants to have written one, few folks want to write one.
Get the Platform going, and you will be WAY ahead of others in terms of dialing into your market. It’s the understanding you are after. To get that, you give first. In addition to understanding, you receive trust, credibility, respect and a unique positioning in the marketplace. Oh… and it’s not too hard to transform those things to money.
Build your Platform. Or come along for the ride here and we’ll do it together.