The Point of View 30-Day Program
“My Core Pressure-Free, Approach To How Market Your Business In A Way That Feels Good (To All Involved) And Works.”
WHEN: July 2nd-30th, 2020
Five weekly 90-minute calls every Thursdays at 1pm MT* on July 2nd, 9th, 16th, 23rd & 30th.
*you can convert to your local time here.
Why do you do your work they way you do it?
And, if you’ve been itching to change it up, why?
Underneath everything you do and don’t do in your business is a reason and that reason is your point of view.
Few understand this and, frankly, almost everyone dramatically underestimates it.
How did I stumble across this?
It happened years ago at a workshop.
I was teaching the class about the notion of the journey from Island A to Island B. It’s core metaphor that I’ve used for years ever since hearing it from the good Bill Baren.
“Imagine,” I said to them. “That your ideal clients are on Island A where they are struggling with some problem or symptoms they don’t like. They want to get to Island B where there is a result they are craving. Your business is like a boat that can get them from one island to the other.”
The point of the metaphor was, “Don’t just talk about your boat. Talk about the journey you are taking people on.”
But, as I stood there looking at the drawing I made, it occurred to me that something important was missing. What this metaphor didn’t account for was everything that was under the water: the rocks, the reefs, the tides. It also didn’t account for pirates, sea monsters and time of year.
It struck me that, as captains of our boats, it’s our job to know about those things and to have some kind of opinion about and strategy for how to deal with them. Those things need to be accounted for in the way we go about the journey.
Around that same time, I read a brilliant book by Lois Kelly called Beyond Buzz where she went in-depth into something I’d never heard anyone else speaking of in the world of marketing: point of view.
If you’ve been following my work for any amount of time, then you’ve heard me talk about this.
In my estimation, Point of View is the missing piece in most modern marketing. It’s underestimated, undiscussed, ignored and yet, incredibly powerful.
When I say “point of view,” I mean: your perspective, philosophy, take on thing, approach, cosmology, system, world-view, core principles, voice, values, map, compass, and route.
Your niche is central to relevance, whereas your point of view is absolutely central to trust and credibility.
Aside from niche, point of view is the missing element in 90% of the businesses I come across.
In my Mentorship Program, this is the core piece that we spend 80% of our time on.
The result of that thinking is this 30-Day Point of View Challenge.
Here are the basics: you will participate in five, 90-minute calls over 30 days. During each call, you will be guided and supported, through hands-on exercises, to articulate and hone your unique point of view.
Let’s step back to the metaphor or the two islands: Your point of view the map you use to get from one island to the other. It’s the compass you use. It’s the route you plot.
These three things: map, compass, route.
Why Does Point of View Matter?
Think of best sellers like The Four Agreements, The Seven Habits of Highly Effective People or Loving What Is.
What do they all have in common? A clear point of view.
What is a personal growth book? Point of view + stories.
Think of enduring perspectives on health and healing like the medicine wheel, the Chinese meridian system and five elements or the chakra system.
What do they all have in common? A clear point of view.
Think of the work you do and what got you into it. My guess is that it was a clear perspective you resonated with that made sense of your world and your struggles.
What Will a Clear Point of View Do For You? It Will:
- make your marketing more potent so that you’re able to attract your ideal clients and actively repel people who aren’t a good fit for you. A clear point of view doesn’t guarantee you’ll be loved. It just makes strong feeling more likely and strong feelings are your friend.
- enable you to feel more confident in your business
- enable your clients to feel much clearer about the possibilities and limitations of achieving their goals (and if it seems more possible they are more likely to spend more money)
- help you craft better offers for your clients (offers that have a coherence inside themselves and with your other offers so everything fits together). Your offers will be more solid and less free-styling (winging it with no system or thought-out approach is a major reason people end up feeling like a fraud).
- be the basis for every piece of content you will ever create. Again, this brings a cohesion and integrity to your content. It no longer seems sporadic and all over the place. It all fits together. This means people will trust you more. This means it’s easier for them to talk about you and what you do.
- put your existing clients at ease and allow them to relax knowing they are in good hands. This means they spend more money and rave about you to their friends.
- make your offers more credible, down-to-earth, trustworthy and believable. This is huge. A point of view allows you to back up the claims you’ve made with thoughtful and well laid out approach.
- take the pressure out of your marketing. Marketing feels bad because it’s usually about trying to convince people to say ‘yes’ to the product or service you’re selling. Point of view marketing is totally different. It’s just you sharing the way you see things. People who like your perspective lean in (and you can make a good, low risk offer to them) or they lean out (and you bless and release them). Easy.
But a clear point of view doesn’t just happen.
It has to be cultivated and crafted with as much care as you would take in helping your finest client.
This 30-Day Challenge is a fine place to start.
In This 30-Day Challenge You Will:
- Learn what point of view is in a business context and why it matters.
- Learn more about three core elements of point of view (map, compass and route) and how they apply to your business.
- Have the chance to map out your own point of view like never have before.
- Ask me your toughest questions on Point of View and how to translate the theory into your business.
This Could Be A Perfect Fit If You:
- Resonate with this whole point of view business and are curious and committed to honing yours.
- Have got the time. You’re able to spend about three hours reading the Point of View ebook, 90 minutes each week on the calls plus, at least, two hours per week on top of that to do homework. So let’s say a solid 15 hours over the 30 days scheduled in and dedicated to this work. More would be better but that will do.
- Are on Facebook because this is where all of the conversations and activities will be happening
- Have a strong sense of who it is you’re trying to reach, then this program is a very natural and necessary next step. If you already have a strong sense of who is on Island A, what they’re struggling with and what they’re craving, then having a clear map, reliable compass and carefully plotted routed in the inevitable next phase of your process. You have a clear sense of the core issues with which you’re trying to help people.
- You’ve got a friend who would be willing to be your POV Challenge ‘buddy’ to meet with you in between our calls to go over your homework and give you candid feedback.
This Is Likely Not A Fit For You If You:
- If you have absolutely no idea who your work is for and you’re committed to the idea that your work can (and should) help everyone with everything. If you have zero clue what your niche is, this program is not for you.
- If you’re wanting real, personal, in-depth handholding and think you might be a better fit for my Mentorship Program. This program is not one on one coaching. You may get some direct feedback from me but likely not much. It’s not that kind of program. It’s an orientation and 30-day, 101, mind-expanding introduction to what Point of View Marketing is, what the elements are, how it works and helping you understand how it can work in your situation. This is a 30-day chance for you to set aside time to really hone in and focus on this work (that you may have been intending to do for a long time) and finally do it.
Four Reasons To Sign Up:
Reason #1 – Grounding Materials: You will also get the:
- Point of View ebook ($40)
- Don’t Market Yourself. Market Your Message ebook ($20)
- The full Point of View GoogleDoc homework that I give to the participants of my Mentorship Program as well.
Reason #2 – Weekly Calls: Weekly calls will run from 1pm-2:30pm MT.
Make sure you double check the time zone to make sure you’re able to make the calls.
The calls will be recorded.
Call #1: The Map & The Metaphor:
In Call One, you will define the basics of your niche and the loose boundaries of the work that you do. This shouldn’t be confused for a deep program into honing your niche (which I recommend) but it will help you polish up whatever is there. Once we have that, you’ll explore the best metaphors you can use to describe the work that you do. For example, I use the metaphor of someone being stuck on Island A and wanting to get to Island B. That’s a Core Metaphor or Image with which I work. You’ll be supported to explore your own.
Call #2: The Compass:
In Call Two, you will have a chance to define and refine the core principles that underwrite and guide all of your work. You’ll be amazed as you finally get down on paper the ideas, values and core beliefs that have guided your work all along.
Call #3: The Route:
In Call Three, you’ll have a chance to articulate the generic system, approach and protocol you are recommending. You’ll have a chance to give form and sequence to what you’re offering and be amazed at how quickly this turns into ideas for profit-producing programs and packages you could create to help your clients more powerfully.
Call #4: The Message:
In Call Four, you’ll be supported in honing your Point of View down into a series of tighly-packed, meaning-rich, easy to understand statements. This process is the string that ties together to bouquet of the first three calls.
Call #5: Q & A:
In Call Five, space will be made to answer any of the questions you might have.
Reason #3 – Private Facebook Group: Our work will be shared and reviewed in a private Facebook group where you will have a chance to post your work to be reviewed by myself and your cohort and to have a chance to be inspired by the work of others. Not everyone will get feedback every time. But, by the end of this 30 days your understanding of the possibilities (and limitations) of Point of View Marketing will be clearer from these interactions.
Reason #4 – Incredibly Affordable: At $200, this program is remarkably affordable. I am charging so little for this first time because I need testimonials, case studies and candid feedback to make it better as I am planning to do this program once a year moving forward.
Cost: $200 USD
You Can Sign Up Here:
p.s. Some kind words from folks from the last cohort:
“Sometimes, one of the tricky things with marketing is how to weave everything together into a coherent whole, so that everything is aligned, and not only makes sense in our Customer’s head, but also appeals and feels right to their heart. As well as being one of the best marketing guys I have ever discovered, very knowledgeable, supportive and approachable . . . Tad Hargrave is super brilliant at showing you how to navigate both the mind and heart, to ensure that that they both join together at the end of your marketing process. The map, the route, the process, the principles, the metaphor, the vision . . . he helps you to weave it altogether so that it makes total sense . . . and the end result, your business shifts into a totally different space and focus.” – Brian Parsons
“I was having a really hard time with my niche statement for one aspect of my business. Tad pointed out it may be a point of view thang . . . and just from an hour and a half call I feel closer than I have in years to understanding what I have to offer, and how to have others understand it. An unfolding . . . ” – Natalie Forrest
p.p.s. Not sure about this idea of Point of View Marketing? Watch the video below: