Who’s Your Who

One of the biggest hindrances to business success I see made is not knowing 'who your who is'…

...or simply who you are actually for.

This is a lesson I learned way back when I was coaching college baseball, and a lesson, which every time I've deviated from, I've suffered.

When I coached, I built a very successful program by recruiting blue collar type players.

Young men from middle class or lower middle class families that were usually hard workers, had been overlooked by bigger colleges and had a chip on their shoulder - determined to prove that they were better than some of the 'hot prospects' that had kept them in the shadows.

I knew this was my type of player.

It was who I identified with.

Who I was most effective at coaching.

In fact, it's probably who I'd been just a few years prior.

This worked for me.

Recruiting those types of players was comfortable for me.

Coaching those guys was fun...we even finished 5th in the World Series one season with a team composed almost entirely of those types of blue collar players.

The only time I ever really deviated from that recruiting strategy was the point when coaching stopped being fun.

After having a decent amount of success, I was now able to get the attention of some of the more highly touted recruits.

I was a pretty good salesman so a number of them ended up choosing to become part of our program.

It was the biggest mistake I ever made as a coach.

These guys were the polar opposite of the players I'd enjoyed coaching.

They felt a sense of entitlement.

They had never really faced any adversity, so they weren't mentally tough.

They had poor work ethics since they'd always been able to succeed on talent alone.

Make no mistake - I'm not trying to run them down.

They were very talented ballplayers...I just wasn't the right guy to coach them.

We still won a lot of ball games, but for the first time in my coaching career - I was 'watching the clock.'

You know what I mean...counting the minutes until whatever we were doing was over.

Needless to say, once I figured out the error of my ways I fixed it.

Now, the success that I’ve enjoyed coaching entrepreneurs is founded in being very clear on 'who my who is.'

The people that I choose to work with - and not coincidentally are attracted to working with me - have the following characteristics:

• They want to not only earn more…they want a better quality of life.
• They’re good people with solid values.
• They're 'doers'. They're action takers that aren't afraid of doing work.
• They're entrepreneurs.
• They're serious about their craft. They care about being a great coach.
• They believe that providing a quality service is the foundation of a successful business.
• They're willing to invest in themselves to get better and to reach their goals.

Over time I’ve figured out who I’m not for too.

And what’s great is that there are plenty of other coaches or marketers out there that can serve those people - but they're not a good fit for me.

In fact, determining who I’m for has been liberating.

It makes everything I do much more fun.

I can write to an audience and not have to compromise what I'm trying to say.

I can go into calls, coaching sessions or events genuinely excited to talk to people or spend time with them because they're our type of people.

It's really the foundation for building a business you enjoy.

My wife has done this with her business and most of the people I’d call successful have done the same.

Now this is a little different than the typical stuff you’ll see on niche marketing.

Typically, discussions on niche marketing center around targeting an audience like women, or moms, or baseball players.

That’s a great start, but what I’m talking about goes beyond that when it comes to achieving business success.

Determining your ‘who’ can be, in part, targeting a niche market like that – but it’s also about creating a culture that attracts a certain type of person…and repels a certain type of person.

I could be defined as a business coach who serves fitness, sport and wellness entrepreneurs.

But like I mentioned before, I connect best with people that have certain characteristics and often repel people that have others.

This happens because my ‘who’ is weaved throughout what I do.

What I write.

How I coach people.

Everything is designed to be for my ‘who.’

So this is where the work begins for you to dial in your own ‘Ideal Person.’

Who do you want to work with?

Can you describe them in detail?

Once you know who your who is…

Your website should reflect who ‘your who’ is.

The language you use to describe your business should make it clear.

The things you post on social media...in fact, the social channels you post... should showcase and attract your who.

Any advertising or marketing materials should speak directly to them.

The culture you create in your business should cater to your who.

I’m not telling you to blow up your current business and run out everyone that doesn’t fit your ‘who.’.

No, just start creating a culture that will strengthen your relationship with them while weeding out the people who aren’t a good fit.

Once you do this, you’ll start enjoying your business more.

Building your Ideal Business will be easier than you ever imagined.

You’ll start viewing your clients like your extended family – I know I do.

Your business will start attracting more people that are a great fit because your current clients will rave to their friends, family members and co-workers about their experience.

Running your business will be a lot of fun…just like it should be.

Dedicated to Your Success,

Pat

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