You see, here's the reason why I feel compelled to do this master class for business owners like yourself.
Some time back, I was invited on stage to share with an audience of almost 500 people (consisting of both existing and aspiring business owners). And it was quite an honor for me, to share the stage with some of the top Malaysian entrepreneurs and icons of the nation.
While that was great, the problem with that was that I had only been allocated just 5 minutes. What can I say in just 5 minutes? It is not possible to distill years of mastery into a mere 5-minute session.
That’s why I feel compelled to do this master class for you - so I can share more of what I know with you guys. Stuff like what’s been working for me, my clients, and my students.
And, if you’ve gone through a tough time in your business right now and you’re not quite getting the customers you’re looking for, or if you are having trouble finding or expanding your business, my suspicion is that you have not quite made this 4 major shifts, which I’m going to get into detail right here in this book.
Ready? Let's begin.
Here's the good news. Unlike decades ago, today your customers, clients and prospects can all be found in one place - the Internet, connected through their phone, tablet or computer.
The bad news? It’s getting noisy out there!
Many other business owners (this includes your competitors) are all there too, fighting to grab the attention of potential consumers.
And let me tell you: attention is becoming a scarce commodity.
What’s worse - if you’re preaching a generic message, you are fighting what I call a commodity game, where everything is based on features, rather than what’s unique about you, and your story.
Maybe this is why you feel like you’re fighting in a competitive niche, or that everyone’s doing the same thing as you are.
Well, it’s time to start standing out. Most People Put Out Generic Marketing Messages!
Here’s the thing - a lot of people think there are a lot of copycats going around in this business. Maybe you’ve been copied off by someone else before. Or maybe you've copied other people as well. While I don’t see really anything wrong with that (other than potential copyright issues) I still don’t think that it’s a good idea to copy every single thing other people are doing.
The truth is - there's a high chance that your competitors are just as clueless as you are; your guess is as good as theirs.
Now, there’s a saying I've heard from one of my mentors: “everyone can watch Bruce Lee videos, but not everyone will be like him”.
You don’t want to be copying what everyone out there is doing. And you don't want to send a generic message to your marketplace. Again, it doesn't matter what you are doing right now. You could be a dentist, a trainer, or running a workshop business. When you start preaching the same generic marketing message to other people, you start playing the commodity game.
And when you start playing the commodity game, your customers will start looking at price rather than value. This inevitably traps your business and get yourself at grid lock with other competitors. This can only have one outcome - everyone will lower their prices, and it's a race to be the lowest price out there. And trust me, you don't want to be trapped in this situation.
Therefore, you need to stand out. If you don’t have a compelling message, why should anyone listen to you?
One of the easiest way to easily stand out and differentiate yourself from your competitors out there, is to craft a story or marketing message from the angle of "What's In It For Me?"
Too many business owners out there work with "What We Do". And maybe you’re good at what you do, but do people really care about that?
People in general care more about themselves; "What's In It For Me?" is one question that naturally comes to mind.
And if you can angle your story and marketing message around that, believe me, this will definitely win more hearts and minds of your prospects and customers.
Believe me, you can do this even if you don't have the testimonials yet. You can do this even if you are not famous!
“Customers don’t measure you on how hard you tried. They measure you on what you deliver.” Steve Jobs
This puts an end to hard work as we know it. Now, I’m not saying that being lazy is the way to go, but neither is hard work. So, you'll want work smart, and focus on your marketing message. The market is already there, so what’s your message?