I recently met with a client to map out her membership site strategy. She is a doctor who serves women over 40 dealing with menopause. This is a market that I have never dealt with. It was fresh for me. It was all new.
…boy, did I learn a lot (LOL).
The key thing is that this particular client really wants to help women in this age bracket live a healthy and happy life. That is her ultimate goal.
But… that’s a really big goal for a really big market! It’s really hard to crack through and separate yourself from everybody else when you aim so broad.
I encouraged her, “Look, one of the things that we absolutely want to do is to get specific. Because if we’re trying to be everything to everyone, we’re not going to be anything to anyone. It’s going to be a lot harder to get people’s attention that way.”
Here’s what I mean.
Back when I was beginning to rebuild my personal brand, I knew I had to get specific. I asked myself, “What are you known for?” If you don’t know how to answer that question, chances are people have no idea how to share with others what it is you do.
I asked this client the same thing. “What do you want to be known for? What could you become known for now that would help you build a ton of momentum down the road?”
Building my brand, I realized that I want to help ALL entrepreneurs. I want to help them make a lot more money and I want to inspire them to give a ton of that money away to the causes and people they’re passionate about.
…but I couldn’t start there.
The thing that ended up bringing focus and clarity for me was deciding, “I want to be known for helping entrepreneurs produce recurring revenue.” That made sense because it was built on my expertise and experience.
Having built a software company that powered tens of thousands of online membership communities, building multiple seven-figure membership sites, and working with some of the world’s top membership site owners, I know what works.
Because of this, it’s easy for me to focus on membership sites. It makes sense for me to be known as the membership site guy.
Even though I want to help all entrepreneurs in all kinds of different ways, to begin with I had to narrow my approach. Being specific about what I’m known for helped me create a lot more momentum a lot faster than if I started with the broad approach.
The same goes for you.
Imagine your friends or colleagues chatting with somebody else who has a problem that you can help solve. They’re talking to your ideal customer.
Will they know that you are the person who solves that problem? If someone were to tell others about you, would they mention that very thing?
Your area of expertise should come across in your messaging so that when people have a problem that’s related to the very thing that you are known for, you are the one they think about. That’s really where you’ve got to put your energy—especially in the beginning.
Later, you can branch out and go more broad. But, in the beginning, you are going to create way more momentum if you are focused on one specific thing. Then, when people have those kinds of problems, boom … you are top of mind.
If you’re not known for anything specific, it’s really hard for people to spread the message. You’re fighting an uphill battle trying to get attention in this world of nonstop noise, and you’re not standing out in any one particular way.
People want problems solved. They’re seeking solutions. If you become known for a certain solution, you’re going to gain a lot more traction.
Get specific. Ask yourself, “What do I want to be known for?”
You’ve got to be known for something and that’s got to come across in all of your messaging. Focus on that and I guarantee you’ll gain a lot more momentum, and you’ll start to see better results from your marketing.