The first component is the niche. The niche is your target market. It’s who you’re going after. This is the center of any marketing. When I talked to Dominic he and I were both commiserating that whenever we would get confused in terms of helping clients or clients would get fuzzy about a next step, not being sure what to do, it always came back to this. About looking at the niche of who are you going after.
The second component is the irresistible offer. What are you offering to this niche? A lot of people make the mistake in marketing of thinking, “Oh, I’m going to design this product and service,” and then it’s like, “How do I market it?” is a separate step.
I think if we’re going to be successful in business we need to step back and think of the marketing in the design process itself. Meaning, how can we make the product so irresistible inherently, that it’s easy to sell, versus just a generic sort of bland, boring product and service and then figuring out how we can sort of sell the sizzle and not the steak. That’s the second component is the offer.
The third component is the hubs. This was one of the things that really made so much sense to me when I was talking with Dominic. A lot of people at my trainings would say, “Well where do I advertise? Where do I market? How do I find people?”
I never really knew how to answer that. I always give kind of vague answers but now the answer’s really clear for me. Where you find them depends entirely on who you’re looking for. One group of people is going to hang out in one place. Another group’s going to hang out in another place.
It’s not just about where to find them. It’s also about a way to build trust with them. That’s a lot more powerful than other things you may have tried. So that’s the third component, the hubs.
The first is the niche. Second, what are we offering them? Third the hubs, where do we find them?
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