When you own a high-profit chunk of your marketplace, everything improves. You’ll have no meaningful competitors. Growing your business will become easy. You’ll attract the ideal type of client or customer every time. And you will never again have to compete based on price.
I’m going to show you how to make this happen. I’m nice like that.
Let’s imagine someone is the owner of a small marketing agency. Ironically, that’s one of the most common industries with this problem. Now let’s assume they know that there are lots of ideal prospective clients in need of a new agency. But their agency isn’t getting a big enough share of these wonderful, prospective clients.
By the way, let’s assume this agency also has a well-designed website, nice branding, some kick ass testimonials and experienced team members. As well as all the services you’d expect.
Given there are lots of outstanding prospects out there in need, why doesn’t this well-equipped provider get a really big slice of their market?
Yes, there are lots of wonderful prospective clients out there with a very real need. But unless those prospects want to hire YOU to fulfil their need, they’ll go elsewhere. And because the vast majority of businesses in every niche look similar, they each end up with a small slice.
You see, prospective clients expect a well designed website, nice branding, kick ass testimonials and experienced team members. They expect to see a familiar list of services. As such, nothing there creates ‘want’. Nothing. Even the most beautifully crafted branding is no match for a predictably dull range of services/products and promises.
The answer?
The providers who win the best clients or customers, refuse to be just another superb, well branded example of a professional provider in their industry.
Instead, the winners get intentional. They choose an edge, based on the exact profile of client they want. Then they absolutely OWN it. Their edge gives them their unique voice and allows them to develop a very specific strategy, with which to attract and utterly delight their ideal profile of client.
This gets them noticed by prospective clients who want a provider with that edge. Prospects are powerfully drawn by the connection they sense, when they encounter a 100% relevant provider. It cuts through the noise and almost instantly commands their attention.
So choose your edge. Then make it the cornerstone of all your marketing.
It’s how the prospect’s want is hatched.
It’s how you capture their eager attention.
And it’s what motivates ideal prospects to get in touch, who really, really want to hire you. Allowing you to own a huge, highly-profitable slice of your marketplace.