BRX Pro Tip: Be Special
Stone Payton: And we’re back with Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, I do think it’s important in the marketplace to be regarded as special, but how do you go about being special?
Lee Kantor: Yeah, that’s one of the keys to being in business for yourself, especially for solopreneurs. You have to become special to a select group of people.
Lee Kantor: Most people try to appeal to everybody, and I think that’s a big mistake. They keep their messaging broad because they don’t want to exclude anybody. They think if they narrow it down, they’ll lose opportunities. But the opposite is true. We’ve said it a million times here. The riches are in the niches.
Lee Kantor: The more specific you get about who you’re for, the easier everything becomes. Your marketing is clear. Your sales conversations are shorter. You stop competing on price because you’re not comparable to everyone else. You got to be able to find your people. That’s the key. You got to know who your people are. So, start by picking one type of person or business that you want to be known for serving, not everyone who could use your service, but the ones you’re best at helping.
Lee Kantor: Number two adjust your language to speak directly to them. Use their words. Reference their specific problems. Show them you understand their world.
Lee Kantor: And number three, this is the hard one. Say no to people outside that group. This is the hard part. But every yes to the wrong client dilutes your positioning with the right client. So make sure you identify the right people and just lean into it and serve the heck out of them. And then you’re going to find the benefit of being special to that select group of people.
