How Authority Makes You More Money, with More Certainty, and Faster
I was working on the mastermind training for my private group that I deliver every other Friday, and it occurred to me what a diverse set of characters we had attracted.
We are talking about all ages, genders, backgrounds, education, businesses, nationalities, you name it.
The only thing we all have in common is that we meet on Zoom!
Those members, my clients, are proof that we are happy to buy from people who don’t look, sound, behave like us, who don’t believe the things we do and we don’t have to support the same politicians.
They just have to trust that you can deliver the goods
So many times I have had coaching clients tell me that they can’t “punch above their weight”, they couldn’t possibly sell to the country club people, or to the Oxbridge crowd.
Believe me, you can. If you do things correctly.
Beware the Shibboleth
Now there is a way that going out of your natural home milieu is heckin’ dangerous and that is when you try to fake it.
Every community can tell when you are cosplaying as one of them rather than authentically are one of them.
In the Christian Bible, there is a story about neighboring people going to war, and they were so culturally and physically similar, they couldn’t identify the enemy on sight.
They realized that the friendlies pronounced ‘shibboleth’ a certain way, while enemies pronounced it slightly differently. The word has now come to mean a way to identify people within and without a group.
A shibboleth is any custom or tradition, usually a choice of phrasing or even a single word, that distinguishes one group of people from another.
What is Value to THEM?
A few years ago there was a trend of big online marketers creating bigger and bigger bundles to justify their $2,000 price tags.
They actually only priced their programs at $2,000 because they wanted to make $1,000,000 for themselves or more, so that next time they launched they could say they made a million dollars.
This became jokingly referred to as the “thud factor” – the sound the box made when UPS guy delivered it.
Most of us don’t judge our education resources by weight. We actually value less quantity (ie. less overwhelm) if we can be sure we will get the same results.
Don’t mistake doing more with being more compelling, zero in on the most specific value you can offer. Again, that means knowing your customer.
Empathy > Fakery
The best way to get to know a community is to really hang out, engage, and become a real, contributing member of that community.
Listen, ask questions, show interest. Especially, ask “why”, don’t just take things at face value.
You do NOT have to pretend to be one of them to help solve their problems, just be open, honest, and transparent.
Understand the pain, the potential, the priorities.
Most of all, what does the community hold as core values and beliefs?
Crypto Community Example
It would be too easy to draw overly broad brushstrokes. This is why usually you will need to drill down to a sub-niche.
An example of missing the mark would be to say, for example, that crypto enthusiasts are rebellious, libertarian, contrarian.
Sure, you will meet a whole bunch of people who fit that description, but you will also find a lot of people who are into crypto because their home currency is being devalued, or under sanctions, etc etc. I have also met a lot of people who think crypto is a path to world peace, leveling the playing field, or a route to Universal Basic Income.
You are going to be able to demonstrate your value far easier if you speak to their values (“freedom” vs “fairness”?)
Trials to Testimonials
They say your first $million is the hardest, but it is also true that your first $1,000 is your hardest.
Before you have a track record, you need someone to take the risk with you.
This is yet another reason why you should get to know your niche, and get them to know you.
These first customers will be crucial in building up proof and perfecting your process.
Empathy + Value = Confidence
If you implement this strategy, when you go before a prospect they will connect 100x better with your offers, suggestions, recommendations, calls to action because they will understand clearly how it relates to them, what their advantage and benefit will be, and they will have high confidence in the outcome.
Contrast this with someone who is simply “well known”.
Lots of people have heard of Paris Hilton, doesn’t mean I want her performing surgery on me.
So many people struggle to get traction. Some end up lowering their prices, others just bail and try another niche.
Until you get up to around $10,000,000 in ARR, it is usually your product-market fit that is the problem, and often it comes down to not knowing your customer well enough, or them not knowing you.