Solopreneur Life Newsletter: Build Your Company Edition - July 28th

I will show you a new way to build your business.

It's an easy but powerful approach to creating a company that serves you.

?? Share your mission and vision with the world

?? Enjoy hanging out with people you like, and avoid attracting the wrong people

?? Bring your unique voice to the world

It takes three steps to get on the right track.

?? ???????? ?????? ?????????????????? ???????? ?????? ?????????????? ?????? ?????? ???????????? ???? ?????? ??????????

Here's a quiz to figure out your primary archetype and the second one you channel.

People with a particular drive, fear, and desired outcome want unique energy and feel repelled by others who do not channel that energy.

?? My magician archetype impacts those who want mastery and will take risks. ??

People attracted to magician energy fear not being influential, feeling impotent, and not having power. Therefore, above all else, they desire achievement.

The customer who wants to work with Solopreneur Inc. is ready to take risks, give up stability, and do what it takes, regardless of the challenge, to gain mastery.

Know your archetype and its impact, and only talk to people who will "get it."

I suspect Grant Cardone would test as a ruler archetype. Making tons of money appeals to those who desire stability and control and want to feel safe. His brand fits his market well.

If forced to go to 10X, I'd bring rotten tomatoes, but despite that, I admire anybody who creates a solid, relevant brand that channels a clear archetype that helps the right people.

What's important is that you create a company that comes from a deep place inside, anchors your purpose and values, and gives you meaning, beyond money, success, and fame.

The archetype exercise directed me toward something more profound than I thought was possible in the business world. As a result, I know I'm on track for the first time in my life.

?? ?????????? ???????? ?????????????? ???? ?????????????? ?????????????????? ?????? ??????????

Now that you know your archetype and what gives your life meaning, find a group of people who shares your values.

My ideal customers want to find their truth, try out new ideas, make money and build wealth, but at heart, they want to realize their vision.

We aren't work/life balance people, but we know that family and relationships matter and love the process of building out our businesses and impacting others.

Anybody that doesn't line up with this profile should not buy from me. Attract the right people when you stop chasing whoever is easily convinced to pay you.

?? ???????????? ???????? ???????????? ?????????? ???? ????????

People hire those with strong and clear points of view that channel the energy that delivers the desired outcome.

?? When you talk to the market, speak in a clear voice. ??

Start by understanding your customer's mind, and find a position to stand out uniquely and compellingly.

Learn from the partners who created a positioning for themselves as the creators of the positioning era in advertising.

Positioning isn't enough. You need to find your stories and tell them over and over again.

Here's an approach called Market Point of View.

Explain a significant trend that impacts your customers that is common knowledge.

Show your ideal customer the conventional wisdom and behavior that doesn't work for them. Pick an example you know resonates already with your customer.

Amplify the negative impact of conventional wisdom and bad choices.

Bring your insider knowledge to those let down by conventional wisdom.

Show how your approach works better, but without talking directly about what you do.

Share the transformation created when using the new approach you revealed.

Many approaches to storytelling exist. It's best to pick a variety of them, use them differently from situation to situation, and stick with your central theme without significant variation.

Here are a few quotes that greatly impacted me this week.

"The two most important days in your life are the day you are born and the day you find out why." – Mark Twain.

My second-most important day happened on September 20th, 2020. The journey started in earnest in April 2011, but the business part didn't get integrated into the Fall of 2020.

My life changed because I got clarity on why I'm here, what I want, and how to get there with less pain and effort, and thinking future success matters more than present reality.

"A classic positioning strategy is to worm your way into a ladder owned by someone else." - Al Ries & Jack Trout.

The example of how 7-Up did this blows my mind. The business exploded when the company positioned itself as a Cola alternative, not a clear soda drink.

What didn't work?

What worked?

Customers view Solopreneur Inc. as existing in the coaching category.

We see ourselves as a flexible system for independent-minded self-employed people who don't want inflexible programs, not a coaching company. We are the "un-coach" company.

Beyond Burger positioned itself as a not-burger burger. Without the word burger in the product title, plant-based patties would fail in the broader consumer marketplace.

Positioning works for solopreneurs. Think about the concepts. Get some help if needed.

Here's my offer for the week.

Join me today at the weekly Solopreneur Inc. Thursday Forum.

Click the link below to register for the weekly event.

#solopreneurinc #solopreneurlife #solopreneur #positioning #branding