I have a new client who calls himself a personal trainer.
Now the thing is, what this guy does is SOOO much more and so much more cool and important than whatever I think of when I hear the words “personal trainer.”
Okay, yeah, so that’s what he was officially trained in–that’s the box he was given by the people who certified him. But get this–he does not like the gym! In fact, he is against people going to the gym. He thinks people hurt themselves at the gym.
But when people call him, because he’s a personal trainer, they ask him where his gym is.
Get the contradiction?
Do you see how that label, that box, does not suit him, and in fact is probably hurting his sales and marketing?
Not only this, but if he markets to people who are looking for fitness, he’s got an upstream flow to battle.
What I mean by that is that people who are looking for fitness are expecting certain things. They expect a gym. They expect to work out, to lose weight, to get stronger. There’s nothing wrong with all that. Except that the main stream ways of doing those things actually hurt your body a lot.
So my client actually helps people relate to their bodies, and learn to move, in entirely new ways that build flexibility, mobility, inner strength and stability. And as a consequence, they gain confidence, they look better, they have more vitality, stamina, a broad perspective, more drive.
Can you see how what he’s offering, positioned differently, outside the box, could make his business entirely different?
See, I know all of you out there spend too much time at your computers and on the phone, sitting. Sitting, sitting, sitting. You and everyone else these days. And as busy entrepreneurs, could you use a simple practice that would help you look better, feel more vitality, give you more confidence, ease your body aches and bring you more stamina? Well hell yeah, as my coach would say.
What if my client were to get more in touch with what you are really looking for–you want to look good when you’re on stage or for your photos and network meetings (or those snapshots that keep showing up on Facebook), right?
You want to feel good without having to go to the gym. I know I do–I hate the gym. I would never go look for a personal trainer–yuck. But what this guy does, so man, yes I want that.
But in his box, if he weren’t my client, I would never find him, and he wouldn’t find me because he’s not marketing to me. He’s in the box he was certified into.
Can you see that?
As soon as he steps outside that box, and starts really looking at all of the people who need what he offers, and gets in touch with what they want, wow a whole new world opens up.
Where are you in a box in your marketing? Are you just thinking of people to market to who are like you? I see healers only market to each other–it’s crazy! Do you know how many people out there need the services of healers, coaches, and yes, leading edge personal trainers? Millions and I am not kidding.
But if all you ever do is to talk to other healers, coaches and personal trainers you are living inside a box.
This is a comfort zone issue, isn’t it? Because you know people who are in the box with you. You speak the same language. You have agreements about what is important. But let me ask you, how big a contribution are you really making if you are just talking with people like yourself, if you just use your specialized language. Do you want your village to be monolingual or multi-lingual? I may only know English, baby, but I am multi-lingual English! And it’s more fun that way. Reach out, find out what people outside your box want and need? Listen. Communicate.
And you know what, when you do that, you can make WAY more money, too.
Because you create specialized solutions for people in a different industry where they need and want what you’ve got but they don’t entirely know it yet–and you can show them how you are the solution to the problem that is making them miserable, or stressed, or sick, or broke–you have got an out-of-the-box breakthrough happening. And that means more money for you. Give it a try–and make sure you hit reply and tell me how it goes!
Maggie Ostara, PhD is a Soul Healer and Strategic Marketing Expert. She draws on her many years as a successful business owner to support healers, teachers, and coaches to get their work out to the world, and make their contribution to the New World Age now emerging.
She combines a strong intellectual background with intuition and body wisdom for a grounded, powerful, expansive, nurturing and insightful way of facilitating your business and spiritual growth. Her credentials include being a multiple-published author,Certified Clarity Breathwork trainer and practitioner, a qualified Awakening Your Light Body teacher, former Professor of Women’s and Gender Studies at Columbia University in New York.
Do you love what you do, but hates marketing and sales? Learn an entirely new way of marketing called “Creating Money by Creating Community” with Maggie’s free teleseminar available at www.soulsignaturemarketing.com
If you’d like get cool posts like this in your inbox every few days CLICK HERE to subscribe to my blog and you’ll also get a free copy of my fancy new ebook “Marketing for Hippies” when it’s done.
Want Help? If you’d like some more direct guidance and hand holding on figuring out your niche then go and check out my Niching for Hippies coaching program http://marketingforhippies.com/niching-for-hippies/
In my email recently, I got a newsletter from Maggie Ostara who’s work I’ve just started following. And I think she really nails this whole conversation about niche and the ways that entrepreneurs seem to just fall into ‘the way it’s always been done’. Below is her article . . .