More Clients Memorandum
The problem with a “high want” offer…
I've been singing the praises of “high want” offers in my last few posts. Products and services that your clients already know they want so you don't have to spend half your life convincing them they need it.
But there's an obvious problem with a high want offer.
Sure as eggs is eggs, if there's something people really want, you won't be the only person offering it.
So, of course, you need a really good reason why someone would buy from you rather than the other folks who offer something similar.
There are lots of ways of doing that. But most of them, frankly, are hard work.
They involve persuading, explaining and worst of all, thinking!
And you have to do it time and time again for everything you offer.
For me, a better way…no, an easier way, not necessarily better…is to build a fan-level following.
What I mean by that is you need enough people who already trust you, like you and want to buy from you that when you offer something they want, half the battle is won.
Pete Smissen said this in our Course Builder's TV interview recently.
There are plenty of courses that teach English. And language teaching is a mature subject so there aren't many clever new innovations you can bring to the party.
But you can differentiate through your personality and through the relationships you build with potential clients.
You can be the person who shares brilliant new ideas or the person who tells interesting stories or the person gives the most practical tips or a whole host of different things.
And the relationships you build (or dare I say it, the personal brand you create) differentiates everything you do and gives people a reason to buy that you don't need to update every time.
These relationships that make you the person your audience wants to work with are what I mean by a fan-level following. They're an asset you build bit by bit over time and that repays exponentially.
Kind of like the compound interest of the marketing world.
You don't need millions of “fans”. But you need enough that you're not forever scrabbling around trying to find an audience for everything you sell and trying to convince them to buy from you. Or having to work with people who are less than an ideal fit.
Having a following of people who prefer to buy from you is what makes the difference between marketing being hard work vs something you can actually fit into your life.
Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using Value-Based Marketing - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.