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Business NLP – How to Become More Effective in Your Coaching Consulting and Training Business Part 7
Specify your country.
For years I tried to determine my whereabouts until I found a little book by Seth Godin called All Traders Are Liars. First, it looks at the node from your customer’s perspective. This is what he has to say:
“outlook is the term I use to refer to the rules, values, beliefs, and biases that an individual consumer brings to a situation. frame are elements of a story painted to drive the worldview a consumer already has. Don’t try to change someone’s worldview is the strategy that smart traders follow. Don’t try to use facts to prove your case and insist that people change their prejudices. You don’t have enough time and you don’t have enough money. Instead, identify a population with a certain worldview, frame your story around that worldview, and win.”
Seth Godin – All traders are liars.
As I began reading this little book, I suddenly realized that a niche is simply a way of describing a group of potential customers who look at the world and tell the same story about that world. Now I get it… the more specific I am in choosing my niche, the easier it will be to target my marketing message and find new customers based on finding what they have in common and tell them a story that belongs to them. model of the world. I suddenly realized the challenge, how do I identify a niche and craft a story tailored to appeal to the common worldview in that niche? Here’s a simple 5-step process I synthesized to define or discover a place and tell a great story:
Step 1: Start looking for common worldviews.
Start by going to your local newsagent and looking at the titles on the shelves. Any market that has a sufficient number of interested readers to support a publication is a potential niche for what you do. Do another google search or use one of the keyword research tools like Wordtracker or Market Samurai.
Step 2: Ask your existing customers a series of questions to identify what they have in common.
Ask these questions and you might be surprised what your existing customers have in common when you start looking deeper into the answers they give:
What was your pain before purchasing our services?
What was your desired outcome or goal before purchasing our services?
What do you rate our service?
Why did you choose us?
Step 3: Build a worldview based on what you found in steps 2 and 3.
A great tool I recently found online is to imagine you’re sitting at a bar listening to a person who turns out to be your ideal customer telling his (or her) story to the bartender. For example:
Bob “Well I graduated last year and I’ve been working in burger bars, cleaning, now I’m doing data entry… for £5.80 an hour, and guess what…
I hate my boss, he doesn’t understand me.
and to make matters worse at the end of my shift he said… you’re overqualified and he’s going to let me go.”
Bartender: “This is really hard”
“Yeah. All I can handle is this beer. So, I’m going back to the job center and they’ve got nothing but care work and stuff… I don’t know what to do next…
Do you know anyone who will give me a chance and show me how to get a real job?”
Step 4: Frame and build your story.
Use the simple elevator pitch format to frame and build your story:
Hello I am…
What we do is…
Step 5: Tell your story.
Publish your story, on your website, blog, newsletter, and share it when you meet potential customers face-to-face, notice how well they connect with your story, and refine and improve it based on the feedback you receive.
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