This ad is amazing. Save the bros. Before it’s too late.
Here’s the PDF of his notes.
I just had an 80 minute google hangout with a dear friend and colleague in the UK who’s known as Simon on the Sofa.
We spoke about how marketing often feels ‘off’ even, sometime especially, when it’s called ‘conscious marketing’.
We spoke about how dating and marketing were intimately connected and about the importance of vulnerability in both.
I really enjoyed our conversation a lot and I hope you will too.
If you’ve followed my work at all you’ll know that the core of what I teach is about ‘warm marketing’ where, instead of trying to reach people through a cold approach as a stranger, you, instead, triangulate and work to identify hubs who your ideal clients already trust, and have them introduce you. And, beyond that, instead of having a scattershot approach about where you market, really getting clear about the best places. There are three levels of marketing in my mind – cold, warm and hot. You can read about those here. And there are seven generic types of hubs which you can read about here.
The following quick video is from a piece of flip chart paper from a weekend workshop I ran in the Bow Valley of Alberta a while ago that I thought might give you some ideas and inspiration around finding your hubs.
Michael Margolis is my marketing bro. We’ve never met in person but from moment one of connecting with each other we were instant pals. Michael understands the power of story in marketing better than most people I know. And, in the lead up to my Niching for Hippies program, it occurred to me that Michael might have some insights into how story and niche marketing intersect.
And boy did he ever.
You can watch the video of the conversation below and read the summary of his thoughts below that.
What do you think is missing in the conversation about niching? What do you see that you think others are not seeing that could help people find their niche?
Stop trying to be anything but yourself. Storytelling is not about selling shit, its about giving a shit. Same goes with niching. You can’t dominate or own your marketplace but you can own your story. Be the story of who you were born to be. That’s natural authority.
What’s most important in niching? What’s a distraction?
“Believe in yourself, and stop trying to convince other.” – De La Vega
Trying to be something or somebody you’re not.
Can you list three of your favourite examples of successful, niche businesses?
The Lhassi-man at Marin Farmers Market
How do people know if they have a good niche? What’s the most important criteria to know if you have a solid niche?
when they start having fun, their work becomes a labor of love, and they are saying NO more often and more easily.
You feel seen, heard, and recognized. You’re able to say NO on a regularly basis to those prospects and inquiries that don’t fit your niche/focus
What’s the simplest, most direct and most effective approach to finding your niche?
Find the narrative throughline/arc of your life that explains why you do what you (what’s the riddle you’re trying to solve)
For more info or to sign up for the Niching for Hippies program, just go here: http://nichingforhippies.com/
We got to talk about some new ideas I have been having around authentic marketing, especially:
- the only three kinds of potential clients you will ever meet
- the importance of vulnerability in marketing
- the most important shift you can make to have all of your marketing feel great vs. gross
- being a generosity based business
You can watch it here.
George is consistently one of the innovative colleagues I’ve ever met.
He’s launching a new initiative in the personal growth & business space using a co-op business model which is really inspiring for me and we had a conversation about the seven steps he takes people through to identify their true livelihood – a business or career that feels good to them, uses their gifts and sustains them.
You can check out his initiative here: http://www.truelivelihoodcommunity.com/join.html and watch the eighty minute video interview below.
If you haven’t seen this video, I highly encourage you to watch it. Being willing to be vulnerable might just be the most important thing you could ever do for your business. It will help people feel safe with you and also attract your ideal clients to you more strongly. Your willingness to be incredible honest about your platform will do more to grow your business than anything I know.