As important as it is to identify a tribe you want to serve … it’s as important to find a “hook” to get the attention of these people.
You need to position yourself and your offer so that you stand out from the crowd.
The key to position yourself is to be remarkable (worth talking about) and not merely different.
Remarkable has nothing to do with us (Freedom Seekers).
Remarkable is in the eye of the consumer, the person who ‘remarks.’ If people talk about what you’re doing, it’s remarkable, by definition.
The goal, then, isn’t to draw some positioning charts and announce that you have differentiated your product. No, the opportunity is to actually create (or find) something that people choose to talk about, regardless of what the competition is doing.
– Seth Godin
Truth is … all the biggest “money markets” online are (extremely) competitive.
- Health
- Relationships
- Money
These are the BIG THREE broad markets.
The first strategy you need to use to play in one of the “big three” without losing your shirt is to get specific, niche down, and find a B2B angle.
- Laser-focus in on a minimum viable audience (Your Tribe).
- Filter out everyone else.
- Differentiate yourself from everyone else by creating “Big Marketing Ideas” and products, services, content worth talking about (remarkable)… so that you attract just the people that you DO want to do business with.
The easiest and fastest way to find your hook is to study your market. Look at what every other blog, agency, SAAS, personal brand are doing and saying … and what they aren’t doing and saying?
Your goal is to figure out a gap, a blind spot, into the niche.
One of the things I like to do is go the opposite way to everyone else. To zig, when they zag…
If most people are direct linking to the sales page or building review pages in order to sale their product, course, service, SAAS… then it’s best to be very different and create a real asset around the offer.
Something like a multi-page presell website (MPPW) where each page works to:
- Deliver massive value
- Attract the best people (and repel everyone else)
- Establish yourself as an authority
- Pull people towards your offer using your tribe’s “Pyramid Of Beliefs”.
For example, if you would like to promote to the “Health” category, you would first want to niche down.
- Health
- Losing weight
- Losing weight eating Keto
- Losing weight eating Keto with my Proprietary Solution (more on that below)
Here’s how I would use the “lose weight eating Keto” angle to hook into the more general weight loss market.
First, I would need to find a product to promote as a “solution”. I have a few choices at this point.
I could go to ClickBank or elsewhere on Google. Review the top-selling products in the Health & Fitness category. Find a good contender. Something that is selling like crazy.
Something like the “Custom Keto Diet” with a jaw-dropping 376.82 Gravity score!
I would then find a “flaw” for this product and create a bonus that solves it … which I would position as my own Proprietary Solution (P.S.) and use as leverage to sell the product.
The copy of my MPPW would be focused completely around a Big Idea, the keto angle.
Think about this for a second…
Go to Google and type in “Custom Keto Diet” and look what happens.
Follow the crowd and try and promote the Custome Keto Diet any “normal” way (read: copy what everyone else is doing like an Opportunity Seeker) and you’ll get your ass handed to you. Even your favorite “guru” will battle to compete in that mess of competition…
… That is why marketers like us choose to zig when everybody else and their mother are zagging.
Because of my unique Big Marketing Idea … I would have little competition in a market that’s massively competitive. Think about that for a minute!
See how that works?
