Why?
Narrowing your focus helps you stand out among your peers and in your market. You may be an attorney who does estate planning, bankruptcies and family law. If you try to sell yourself as that, you will become UN-memorable to everyone. No one would ever believe you are THE expert in three legal categories. Pick one and become the best in your market. No one wants to refer a “jack of all trades” attorney, but we are happy to tell our friends about “the best divorce lawyer” in town. It works the same way, no matter your business, practice or service.
Write a book. This also sets you apart from your competitors. Focusing on what you are best at and writing a book about it positions you as an expert. When you are at an event and the speaker is selling his book at the back of the room, there is little doubt he is more of an expert than the other guy who has a snappy PowerPoint presentation and NO book. When a person has taken the time and energy to get a book published, we know he cares more than the average person about the topic. Whether it is true or not, the perception is he or she is THE expert. For eight more reasons to write your book, click HERE.
Become THE expert in your market. Why?
There are two reasons. First, experts attract RELATIONAL shoppers. Every product or service has both RELATIONAL shoppers and TRANSACTIONAL shoppers. Transactional shoppers only care about “this” transaction. They don’t need an expert and their only fear is paying more than they had to pay. TRANSACTIONAL shoppers will only be back if you have the lowest price next time they need you. They are not loyal. RELATIONAL shoppers are looking for an expert they can trust. When they find you, you become “their” person in your product or service category. When they need you, they call you. When their friends need you, they refer you. RELATIONAL shoppers generally spend more money and are usually repeat customers.
The second reason you should position yourself as the expert
in your market is because it raises the anticipated cost to potential new
customers. The entire DEFINITION OF VALUE hinges on the anticipated cost. Our
perceived value is simply the difference between the anticipated cost and the
actual cost. Smart business owners do
everything they can to raise the anticipated cost of their product or service.
If I anticipate the cost of your product or service to be $200.00 and you give
me a bill for $159.00, to me, that is a good value. Go ahead and get the
granite counter-top and the leather chairs, it will also raise the anticipated
cost. Being THE expert in your community will do it even more!
Your Book
Our company does something unique. We have a proprietary book writing system we use to extract a book from your heart, mind and soul. We can do this in 30 to 60 days (with your extreme cooperation). Yes, your book can be written and published in 30 to 60 days.
Your Message
While our team is researching, writing and editing your book, they are also developing your core advertising message. We develop a central message strategy that flows through your ongoing campaign and then use that as a foundation to build the individual messages in your long-term educational ad campaign.
The Media
Our goal is for you to become THE expert people trust. We want them to call you when they come in need of your product or service. It's difficult to predict when people will need you. We choose to advertise in a way that will place you front and center in their mind, when they or anyone in their circle of influence needs you.
You can have all this! We can help! Entrust your investment of time, discipline and money into our care and you can become a household name in your market!