You can’t get booked solid until YOU understand why other people would want to buy what you’re selling.
After all, if you don’t get it, then why should your prospective clients?
I’m serious about that — if you can’t succinctly summarize why your services are worth investing in, then you’ve got a WHOLE lot of groundwork to do.
Luckily for you, I’m here to help 😉
I’m going to break down some important business-building concepts for you over the next few days. The illustrations included in these posts are from my newly released, Book Yourself Solid ILLUSTRATED. (If you click on the link be sure to check out all the bonuses that come with the book.)
PLUS … I aim to do it in as few words as possible. First…
Identify Your TARGET MARKET
Your TARGET MARKET is the group of people that you serve. It’s distinct from your NICHE (although the two are frequently confused).
Your niche = WHAT you do (your speciality)
Your target market = WHO you do it for
Keep your target market tight. It’s better to be a big fish in a small pond … at least at first … you can eat more minnows that way 😉
Uncover Urgent Needs and Compelling Desires
Then … when you’ve chosen a core group of people you’re going to serve, work out what they need and want.
In Book Yourself Solid ILLUSTRATED, I call these the urgent needs and compelling desires of your target market.
You don’t always have to find an urgent need. If you’re in the hospitality industry, for example, you might find that your clients don’t NEED a hot-air balloon flight across the Arizona desert … but they might have a strong DESIRE to take one.
Determine the Single Biggest Result
When you’ve identified their needs and desires, you’ll be able to offer them a SINGLE BIG RESULT from working with you that ties in with those needs and desires.
We have a tendency to overcomplicate this step, which makes it difficult to communicate what we do effectively.
No matter what services you offer, be sure that you can boil down the result to ONE single thing that your clients get from working with you …
… because we layer on the added benefits as the next step.
Reveal the Deep Rooted Benefits
Specifically, we should be able to identify at least FOUR different types of benefits of working with you and getting your single biggest result.
Those benefits are FINANCIAL, EMOTIONAL, PHYSICAL AND SPIRITUAL.
(When you read the book, you’ll understand why an arrow represents these benefits.)
My Certified Book Yourself Solid® Coaches work with small business owners (target market) who need more free time, more clients, less stress and more effective marketing strategies (needs and desires).
When you work with a Certified Book Yourself Solid Coach, they’ll help you get MORE CLIENTS (single biggest result) which will lead to:
- more revenue (financial benefit)
- less stress (emotional benefit)
- better sleep (physical benefit)
- do your life’s work (spiritual benefit).
In Book Yourself Solid Illustrated there are TONS of worksheets that help you get granular on these for your own business.
If you grab a copy today, you’ll also get my new Book Yourself Solid mobile app for free ($50 value).
Be on the lookout for more lessons just like these. In the meantime, keep thinking big about who you are and what you offer the world.