WHY YOUR MARKETING SHOULD FOCUS ON ONE COMPELLING MESSAGE TO ONE NICHE

Most businesses offer a range of products or services. But the mistake many business owners make is to market their whole range of offerings to customers, thinking that offering more will bring more clients and success. 

They couldn’t be more wrong! In fact what they’re doing is positioning themselves as a generalist, not an expert. This will attract the wrong type of client who is only interested in price and not likely to be a long term client who the business owner can have a long and profitable relationship with. 

 In my second show with Steve, a Qigong expert, I discuss how defining a high need, high value avatar or niche with one main problem that needs solving doesn’t restrict what you do but helps you position yourself as an expert who can solve that problem. Once you’ve done that and gained their trust, you can introduce your other services. 

You will learn:

• That by centering your marketing around one key message creates clarity that your clients will love - something that most businesses don’t offer
• That your message will need to address a big problem that your target market suffers from
• That all of your communications should show the benefits of solving this problem
• That focussing only on one thing in your marketing isn’t restrictive, it allows you to position yourself as an expert who people will trust
• That once clients trust you, they are happy to purchase your other products and services!

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Perry Mardon

Welcome, if you are interested in building a business that allows you to have a lot of free time and make really good money so you can go to the things that you love, you're going to want to watch this week's show. 

We're going to really dig into some really core marketing concepts and some really core business building fundamentals, if you want to build yourself out of a business, which means you're not trapped as a resource in your business; you are the controller of a resource and that resource is an income producing machine that operates without you. And that's the best way to approach business. 

Most people start out in business and they've built themselves into their business and they start getting success. They start getting clients on board. 

All of a sudden they do everything in the business and they get burnt out. They get tired and they become a roadblock to growth. And that's no way to run a business. Your business should give you an amazing lifestyle. 

That's what it's done for me. I've done that for many of our clients. And that's our philosophy. Life's about having some freedom to do the things that you love. This week, I'm continuing a conversation with a gentleman that I know and love, Steve Bobs. Welcome, Steve.

Steve

Hey, welcome. Thank you Perry, I’m happy to be here.

Perry 

We did some good work in last week's podcast. If you haven't heard it, it's really worth doing it, because I pretty much guarantee that if Steve follows my advice, I have accelerated his ability to create wealth and I have saved him struggle and hard work through sharing some real core marketing concepts with him about matching yourself to what we call a ‘high value, high need client’.

We'll probably just touch base with that. But I urge you to go back and watch last week's podcast because there's gems in it. If I may say so myself. But you would agree with that, wouldn't you?

Steve

Absolutely. I read the transcripts and I just got even more out of it. 

Perry

Great. So the core concept here that we're working with first of all, as I said, it's matching person to ‘avatar’. Now, I'm just going to redress here for a second Steve and then I'll come back to you. Most people really aren't great marketers. And I have to say, I wasn't a great marketer when I started out. And in fact, I'd say I was a terrible marketer. And I'm still learning, I'm still growing and still evolving in that arena.

But I have learned a thing or two. I have been in business for many, many years, what is it now? Thirty five years. And, Steve, you know, I lost money. When I say lost money, I should say I left money on the table, which is a loss because I didn't know what I taught you last week and we're gonna cover that off again now and the moment of the moment I applied what I shared with you last week and cover off on now, my entire business life changed immensely.

I'm going to say it's a secret what we're working with in a sense because quite a few people teach it, but not a lot of people apply it. And I want to say that I'm still exploring how you apply this to even deeper levels of relationship with the avatar. So for me, there's still more to learn here.

I'm going into a higher level of learning about how you really connect with these avatars.

So I'm just gonna cover off for the audience and we'll get back into you and I having a conversation. One of the reasons that I really wanted to work with Steve in this podcast is I've known Steven for quite some time and I love what he does. I love how he works. He's a coach. He's a trainer. Very good at what he does, naturally. He's got a teacher archetype. He's got the seer archetype. He's a wise person when it comes to working with people. 

We both share a bit of an affinity for the Daoist tradition. They were some of my earliest learnings, in the Daoist martial-arts, Qigong, I was a Daoist meditator for many, many years. And of course, Steve Bobs is a Qigong practitioner and we've got that resonating thing happening. 

He's a good guy, but he is really you know he's been running his own business, he's always been working for others. He does contract work with the health department and he’s worked with different corporate bodies over a period of time and government bodies and business bodies. 

He's now really stepping out of his comfort zone and he's going to build his next evolution of business. And it's bigger than it's been before. And there's more on the line. And I just knew. This is nothing against Steve. But I just knew I had to work with him for his sake and you'll see why in a second.

Because he's starting out, I just knew if I could share what I know with him and stop him making the expensive mistakes that he was going to make - and he was going to make them, and I'll tell you why in a second but that would be really educational for everybody listening versus working in a podcast with clients that have already sort of built themselves out of the business, which I do a bit of. 

Or got to the point where they're at we call the ‘conductor stage’ which means they don't work IN it they work ON it. Basically, they're the conductor allocating the resources that do the work, resources like capital, IP, ideas, people. 

I wasn't being mean when I said that, look, I wanted to stop the expensive mistakes that Steve would make without this type of advice. It's not because he's a dummy because he's the opposite of a dummy. He's a highly intelligent human being but he doesn't have the expertise, the hard won expertise in business that I have.

He will be approaching it from what we call the ‘technician’ or practitioner’ mindset, which is the mindset that everyone who hasn't come from a very, very generationally wealthy family will bring to growing a business that basically starts with this, ‘well, I'm going to do it all, right, I don't have much money, so I'm going to do it all. And I'm going to tell everyone what I do’. When people tell everyone what they do, they're usually missing the mark.

This brings us to the first point. Last week I told Steve that he needed to (we'll move through this quickly Steve, because if people really want to dig deep they can go in and listen to last week's podcast), you know there's millions of marketplaces out there. When we talk about marketplaces. There are all these different niches. So let's just take your Qigong practice, you do a lot of mediation work as well don't you?

Steve

Yeah. Yeah. 

Perry

So he’s a Qigong practitioner, he does mediation work and we talked about getting this one avatar. When you have one avatar, you can really hone in on that avatar's problems and aspirations. 

What most beginning business owners don't do is to define one avatar. They think ‘oh well I'll serve these three or four different avatars’. Now, by the way, avatars are your ideal client. You can consider it a niche as well, there are other words you can use for a niche is what the avatar's working in.

Now, just to show you how this works, you can see that you've got skills that you can apply to all sorts of people, you can help someone identify their purpose can’t you Steve?

Steve

Yep. Yep. 

Perry

Right. You can teach them Qigong practices to aid their health and give them more energy and clarity can't you? 

Steve

Yep. Yep. 

Perry

Right. You can go and run a workshop between a CEO and their leadership team and help them work through their communication kinks can't you? 

Steve

Yep. And I love doing all of those things as well.

Perry

Yeah. Right. So this is the first problem. Because he loves doing all these things. This is not just Steve. This is anyone like Steve that's come from ‘I love what I do, so I'm going to tell the world all the things I do. 

We have a big problem because if you start telling the world all the things you do, you don't look like an expert. Now, just to show you how this works. You've got cancer and you go to a website and let's just say you're gonna go to a natural therapist’s website, you're going to go through the conventional health resources. You're gonna go and find the top cancer specialist, would you find the top cancer specialist in the conventional system Steve?

Steve

Would I? Yes. Yes, absolutely. Yes.

Perry 

And would you go down the natural path as well alongside them?

Steve

Yes. Yep. I'm more likely for my bent to be more going down the natural path. And if you're diagnosed as something terminal, you're going to find all avenues aren't you?

Perry

Correct. So we'll just imagine how you're looking for a natural health specialist to help you.  Now because you've got cancer, you have a high need. You see that? If you've got a cold, you have a high need or low need to get that resolved?

Steve

Low need, yeah. 

Perry

So what we know is that ‘low need’ tends towards price shopping, can you see that? 

Steve

Yep. Yeah.

 Perry

Right. So low needs go price shopping. If you've got cancer and your cancer specialist is twice the price of someone that doesn't have the credentials and experience and expertise, will you still pay twice as much?

Steve

Absolutely. Yes.

Perry

Thank you. Yeah. This is really important for you to understand. You see that? 

Steve

Yeah. 

Perry

And so we were basically saying that if you've got cancer and the specialist with the really good reputation, was twice as much as the next person you're investigating, would you pay twice as much for the specialist?

Steve

Absolutely. Yes.

Perry

Great. That, again, is because there's a high need. Coming back to what you said before. I want you to imagine going and seeing a natural health practitioner's website in your investigation for a cancer specialist from a natural therapist’s bent. Imagine on their website they said we treat candida, we treat arthritis, we also treat digestive issues and we treat lung problems. Basically we can treat everything and we also treat cancer. How does that person look to you?

Steve

A bit of a generalist. Yeah.

Perry

Yeah. They sound like a generalist. Is that what you said?

Steve

Yes. Yes. They probably believe in what they've done and in the end there's a good chance that what they have works on all these things. But if I'm really looking honing into it to sort out my problem, I might put them to one side to come back to them later, but it's not going to be my first stop.

Perry

Correct. So if you went to a website for a natural therapist that just communicated about cancer, and they're specialists in cancer, and all of their articles and all of their blogs were about cancer, and all the testimonies are about cancer. What would happen to you?

Steve

I'd be phoning them and emailing them.

Perry

Now let's have a look at something because we'll bring this back to you. You know that generalist, wellness practitioner that we talked about. 

Steve

Yep. 

Perry

They're like you. They didn't want to specialise because they like to do all sorts of things. 

Steve

Yeah. 

Perry

Can you see this here?

Steve

I do, and there's part of me is squirming as you talk about it.

Perry

I know. There's an unconscious sabotage. It doesn't want to define and lock self down. But I'm going to help you with this because I don't want you to lock yourself down.

So I am going to keep working with this, I'll show you a way that you can do everything that you want to do. Everything that you like doing and want to do without ruining your marketing, which is what you're going to do, which is why that squeamishness is in your gut that says ‘don't lock into one thing’. It will sabotage you as a business person quicker than anything else.

Steve

And the truth is, about eight years ago I was in the same boat and attempting to be in my own business. And I did personal training. I did Qigong, I did coaching, I taught movement to dance students and it was a big struggle and it was burnout.

Perry

Of course. That's right. We don't want that for you. I want to show you how you're gonna get high paying clients and you get to do whatever you want with them. Is that good?

Steve

That sounds awesome. 

Perry

By the way, just to show you something again, if you went to the cancer specialist blog and all the content is about cancer and the natural approach to healing cancer, how much of that content are you going to consume? 

Steve

All of it.

Perry

All of it. Because a person specialises in one problem that's high need, it means people will pay more. And because they're only communicating about cancer and all their testimonials, their articles are about cancer, they move through the ‘know, like and trust you’ phase really quickly. 

Steve

Yep. 

Perry

When they come to your website and you're talking about that, you offer this Qigong and you offer that, you can make them fit and you offer them this thing and you offer them that thing, what happens is there's no clear cut solution to their problem. 

There's no clear path of thinking from problem... resolution, from problem... resolution. Get it? Problems and resolution must be simplified in the prospect's mind. 

Steve

Yep. 

Perry

OK, now that only happens when you talk about their problem and their only problem and show you show them that you have an answer to that problem.

Now, you only do that when you pick one problem. If your website points to 10 problems, you're confusing everybody, you're looking like a generalist, not a specialist.

So you can't position yourself as a leader. So we talked last time again. Well, you cannot have core offerings. Right. So we talked about, say, female executives who experience a lot of stress, business owners, who experience lots of stress.

Let’s talk about why they are ‘high need’. If you're a corporate woman who is, you know, forty five fifty, you're going through an archetypal change where you're going through menopause, your kids are leaving home. You've worked hard. You're probably not feeling that great as you go through menopause. You got a lot of pressure and stress. And then their work starts to deteriorate, the workability starts to deteriorate. They get moody.  How important is someone like you just to corporate women in that situation?

Steve

Lifesaver, really

Perry

Lifesaver. Now they've got the money because in helping them deal with their stress, we haven't named that yet. But stress is something they're dealing with. Right. Stress in a sense of these internal stresses. So the internal stress, which is the problem, is causing them to underperform in many areas. And that will upset them because corporate women are high achievers and want to do well. And they're willing to pay to have the problem solved. And we can go to business as well, you can go to business people, which is what you communicated about last time.

 Now, what's the downside of stress for them? 

Steve

Money. Not making money.

Perry

It whacks them. They make poor decisions. It whacks them financially. So right away you've got two high need avatars, niches there that need your services, that are willing to pay for it.

Just so everyone can begin to understand this right now. I started off reading people. So I have as Steve knows, I have the ability, someone sits in front of me and in about three seconds I know how they operate. And so this applies to what we're going to work with Steve on.

For about six months, I used that skill set at one stage of my life with mums and hippies and all these sort of just general types of people who I loved, by the way. 

But I suddenly worked out that my skill set is more important to entrepreneurs because I help them see their blocks, their psychological blocks of building a business within two seconds. So like you, I can take my skill set to the mums and dads and the hippies and the lefties, liberals and liberal thinkers of the world as liberal thinkers tend towards qigong and meditation and things that you and I might be into. That's not the Liberal Party, people! That's liberal thinkers versus conservative thinkers. And so automatically by shifting I did the same thing.

I just wore better clothes and my haircuts got shorter and I got paid lots more by taking this thing just to a marketplace that would what would you call it? Appreciate it. And have the ability to pay for it.

The next thing. So that's all we got through that last week and you're all on top of that, aren't you? 

Steve

Yep. Yep. 

Perry

So I want to deal with something for you because you don't want to do the one thing do you? 

Steve

No, I feel caged, trapped. Yeah.

Perry

You feel caged and trapped. So does the concept of just working within one niche, one avatar, the business person or the corporate women is that what's upset you or make you feel boxed? Or is it just a sense that I just do this one thing.

Steve

It's... I enjoy one-on one coaching. I enjoy teaching workshops. And this thing of staff mediation or facilitating conversations has come my way and I'm enjoying doing these sorts of things. And I guess even though I can see the I can see the reasoning through this and I can see that this is just, you know, peripheral sabotage.It's almost telling me that, you know, you're gonna miss out. That's what's coming up. You're gonna miss out if you just focus on one thing.

Perry

I'm smiling. That's what everyone thinks. So what would you miss out on?

Steve

Probably miss out on a lot of ‘busyness’ you know if I'm realistic.

Perry

You would miss out on a lot of ‘busyness’. You'll miss out on. You'll have more money focusing on the one thing. So you'll miss out on the money if you go down that approach. But I'll show you something because there's a strategy here, I'll show you something. So instead of on your website saying, I do staff mediation, I do this and I do that, I'll do this. If stress is and I'm not saying it is right, but I'll show you how this works.

Let's go to a business owner. A business owner well, there’s two important things to say here. I can't help myself. So. Stress is at epidemic proportions in business as it is in the corporate world. But at this point, there's probably not a lot of people really doing what they could to address that as a marketplace. Does that make sense?

 Steve

Yeah. And just as you're saying that when I look at why I'm being called into staff mediation, it's because it's causing everybody stress. 

Perry

Of course! Because you'll see where I'm going with this because I want you to be doing all the very things you do, but it's all about how it gets packaged. 

And if you go on your website, saying you do mediation, you do Qigong you do all this, you won't get the outcome you could that you're gonna get if you streamline one message and build packages off the back of it.

So just bear with me.

If we take stress, as I said, it's running at epidemic proportions. Everyone knows it undermines productivity, undermines decision making. 

Now from a marketing perspective it's easy to wrap a really good message around that; increase your productivity, make better decisions by decreasing your stress. There's all marketing messages around that. 

Here's the next thing people like myself and people there are a whole bunch of people that do B2B business. So accountants, book-keeping, software suppliers. Now, someone like you, if you package it up properly, they will promote you to their databases, because does this make sense to you? They will promote you to their databases. How are you feeling right now?

Steve

Something shifted, I'm feeling kind of excited again.

Perry

Yeah, great. They'll promote you to their databases. Why? Because the accountants want their clients performing and you're not competition to them. You aid them in helping their clients.

As an example, I put you in front of my clients because they need to learn I'm constantly telling my clients, ‘calm down, stop being so emotionally reactive, learn to meditate’. Right?

Steve

Yes. 

Perry

Explain to them what happens in the brain when stress happens. They go into beta brainwave states, logic gets undermined, there's all the science there. You don't get access to your gut instincts because you're stressed. So undermines business. So with this packaged properly, you'll get people promoting you, and you might give them a percentage of sales. 

But here's the amazing thing about that. You don't pay for marketing when, when you only pay what we call an alliance partner or JV partner on as sale. Right. You only pay when the money comes in.

From a cash flow perspective it's no brainer. Now, I'm going to work quickly here because I want to bring something. I want to take out a key concern you have. 

Here you are. You work with business owners to decrease their stress. Because that means they're going to make more profit. They're going to be more strategic, think better. They're going to have better relationships with their staff. They're gonna have better health. I can go on with this list of benefits. Decreasing stress for a business owner. So I can go on with a whole list of benefits that means we've got something we can market here.

You get positioned, all your blogs all your contents written about what happens when you're too stressed. And what happens when you're not stressed. You know, downsides of one and the super benefits of the other. And you're teaching about the brain, you're teaching about the adrenals, all your content and blogs... but you get known and you build the profile as the business owner stress buster specialist. You know, as an example.

Steve

Yeah.

Perry

Now, in reality, you don't have to tell them everything you do. Right. Because there's a funnel involved. Now, I don't know what it is you tell them you do.

And this is really important. So in a funnel, it's easy for people to relate to, if I see a website, that's not going to apply to me too much, but most business owners, if they see a website about business owner’s stress they're reticular activating system will be drawn to it.

And you're going to have an offer to bring them further into the funnel to sign up to your database, so you can communicate with them via email or get them to like Facebook, follow you on Facebook and so you can target them with content, build the relationship. Does that make sense?

But what you might not do, I don't know the answer here, but I said what you mightn't do, you mightn't say that you are a Qigong specialist. You mightn't say that you are a mediation specialist. You mightn't say any of those things.  You might come up with some proprietary sounding a bit of transformational technology that gets them interested in you. Does this make sense? 

Steve

Yep. Right. 

Perry

Now, I'm going to bring this to me for a second because I want to use this as an example. So, you know, out there in the marketplace, we have Facebook advertisements about stressed out business owners who are trapped in their business. And we build emotional stories around that. And so from that, people apply and come and watch a masterclass with me. 

It just runs, it's evergreen, it just runs on it’s own. When I'm asleep, there's people in Norway watching it. And then in the morning I'll wake up and we'll have strategy calls booked by the people who watched the masterclass and have now booked a strategy call. So in that strategy call, the masterclass sort of explains how we help people. 

And so there's a fluidity with this one message.

You're trapped in your business, the hamster wheel of business and here's how you get off the hamster wheel. They watch the masterclass. That masterclass shows we know what we're talking about when it comes to building people out of their business. They book the strategy call. I spend some time with them. And when I spend some time with them, they like me usually.

And by the way, I don't even think of that from an egoic perspective. I know I really care about my clients. So they turn up. I'm personable. I have fun with them. We have a joke. I'm never trying to sell to them. I just to help them to understand their problems and help them understand how to solve their problems. And I genuinely care.  So through that, we get clients, right. Does that make sense? 

Steve

Yep.

Perry

Right. But what I'm trying to do is explain the mechanism there. This is a similar thing. You don't have to talk about Qigong. You may. But you mightn't have to. You can talk about that at a deeper stage of the funnel. Cause if you bring it in too early I can promise you, you'll be in trouble.  

You might lead with Qigong, trade up but you probably wouldn't. Because of the business market, that would be too freaky for them at this stage.

Here's your stress, here's all the problems that it’s caused you, here are the benefits of not being stressed. Come and work with me because I'm a Qigong teacher and I'm gonna help you de-stress. Now, by the way, I'm not off that, so I'm not saying no, don't do that, but there are dangers in that. 

Steve

It’s too fringe 

Perry

Too fringe, right. I'm just laughing because I'm as fringe as they come. But I work in a very, very straight world. OK, so. So it's too fringe.

This is why I don't know what it is yet, and it's not the mediation either. It's just not the mediation because you want to get in front of the decision maker. 

Steve

Yep. Yep. 

Perry

So the decision maker, once they get in front of you because you do this, whatever that thing is that solves their problems. Once you've built that relationship and they know you and trust you through that first thing, then you can sell them into your Qigong training.

Does this make sense? 

Steve

Yeah. 

Perry

So as an example, your first session with them could be free. You might do a similar thing to me. They get a masterclass then after that this is probably where I'd be looking at that at this point..it means you're still using your time resource. So there's issues and challenges with that. But if there's still some benefits in this, if their first point of call was something to do with a free session to help them recover and deal with their stresses.

You can promise that in this first session you'll get this. Does it make sense?

Steve

Yep. Yep. Right. 

Perry

Well, that's kind of a no brainer isn't it? They're gonna turn up to that. 

Steve

Absolutely.

Perry

And I know you, you're like me with your people skills. You can get them feeling safe and they're going to explore things. Once people explore things in front of you because you are non-judgemental and create a safe space for people, how do they feel about you?

Steve

They want more of Stevo!

Perry

Thank you. So they want more Stevo. They want more Stevo. That's one of the things, if you walk around and and you know, and just for those people that don't know and most of you won't, Steve's been trained in some of the methodologies he might use with clients. 

Now, when you’re like Steve and you’re like me and you don't judge people and you don't judge people because you have awakened to your heart and you no longer run ‘I’m better than other people or worse than other people’ games, everyone picks up on that and they know they can tell you their deepest wounds, problems, and you'll only be there really caring for them and in love without trying to save them.

And that creates a sense for them where they want to be around that, because the rest of all world they can't do that because they just get smashed. 

Steve

Yeah. Yeah.

Perry

So you use that. And then in behind you would have your packages. And in your packages you could have your Qigong course. You can have your meditation course. You might derive that there's organisational stress that needs to be sorted out with the team. 

So all of a sudden you're now looking at five different income packages, some that should be set up to run without you so that that's passive income. And you get to do whatever you like to do

Now, can you now see that what you like to do and how you market are two different things?

Steve

Yes. 

Perry

But when approached wisely you get to play with both properly. 

Everything I've said here today will speed up client acquisition because you're creating a real clear cut message about who your avatar is, their problems and aspirations and how you are the perfect person to help solve those problems. Help them reach their aspirations. 

And you give them a taste of you with the most attractive product, which actually happens to be Steve spending some time with the business owner of CEO. And then in behind that, after you've created all that clarity, you now become the guide of where they go because they trust you and you're going to do the best for them. You're going to put them into the thing that you've loved to create and like to do that serves them And you haven't diluted your marketing message. 

This is completely different to what practitioners do. Most practitioners do what you wanted to do, which is go.. ‘I do the shamanistic workshop, we do the drumming workshop. We do this and do that’. So now can you see that doesn't work?

Steve

Yes. But then if you put that in the back and after all of that, all the marketing you just talked about, you know, you could have the drumming workshop as one of the things that you offer, but after the initial trust has been built.

Perry

After the initial trust has been built. Correct. Does that make sense? 

Steve

Absolutely. 

Perry

I really want you to get this. This is a big takeaway I wanted you to get from me today. Because you can do whatever you like. I mean, I'm just laughing at the moment cause I tell you something that applies to this. 

Many years ago, I used to work with many of the entrepreneurs on what's called Millionaire Row on the Gold Coast, Hedges Ave.

They all came to work with me for their businesses and the upfront of my business as it is today is very traditional in some sense. It's not out there.  Same as it was back then. I probably did a little bit more fringe workshops back then, but that's never been the upfront of my business. 

And so I have these business people come and work with me in business training and business programs and I'll be working with a team and staff to get their businesses working better than they were and they were already working really well. These are the multi millionaires on Hedges Row they’re smart business people anyway!

But they'd use me to improve what they were doing. And obviously they were getting results because of my ability to see where their blocks were and their team leaders’ blocks were, over time all these ‘stradie 180's’ as we like call them just built trust with me so when I started to take them into more of our transformational workshops, which were more shamanistic in those parts, when we were really getting them into what we call you know what I'm talking about when I talk about so deep unconscious states where the unconscious would reveal itself through metaphors and the deep processing of emotions that had been locked down and stuck in the body for ages they turned up to that Steve!

Real ‘stradie 180's’! But the reason I'm sharing that with you is that by following the path that aligns with that high need, high value avatar and meeting them where they're at and not being too out there at that point. Once the trust is built, we know it's not out there by the way, this is important. 

Steve

Yeah, yeah. 

Perry

We know it's not out there. We've lived and worked in those worlds for years. But by not displaying it up front and meeting them where they are and meeting their needs and working on that more practical logical level and showing them what they need, getting them into meditation, which is now mainstream, as you know. Once they see the results, they're up for the drumming workshop!

Again, the reason this is important is you can see how that really works for you, because you actually become a mystery to them. You become a bit of a guru to them because you know a world that they don't. But you don't take that world to them straight up or they're not going to join. Right.

I'll just use the word hippies. Now heaps of my friends are hippies Ok so, this is not a negative statement. But, you know, if you go to the hippie world, you typically have low need low money. They enjoy coming to drumming workshops and they enjoy doing Qigong.

But they won't have the same kind of funds to pay you as this thing carefully packaged up. So if I need high value for the solution and then draw them into this world that they find intriguing. Does that make sense? 

Steve

Yeah, absolutely.

Perry

And you don't show it up front, but once I get to see you and know you that they can sense you've got something going on that they don't. Do you have any questions around that? I'm just aware of time.

I actually want to do some more work with you on a podcast over the next little while because I think this will be interesting, because I think you'll go away and think about what I've said, that you'll make a plan, you'll come back and discover some other things I can bring to you.

Steve

Yeah. One of the questions I was going to ask is probably, you know, another chapter, really but it's essentially how much to give on your website, how much to give in your webinars and how much are you keeping? How many cards are you showing?

Perry

Oh, that's a good question. This day, the answer is different to the old days. In the old days, you only gave them a little bit. Got them excited.That doesn't work anymore because they don't give stuff away for free. 

Steve

That's right. 

Perry

And I'm being really rough on this answer because that's something that deserves probably 15 to 20 minutes of thinking. But I think I'm probably still on it with this answer. So the answer is it depends. 

But there will be some criteria. I'm being slow here because it's not something, as I said, that I've put lots of thought into. I do know because I do this. So I'm now trying to work from my unconscious backwards, like I do something now I'm trying to break it down to why do I do that? 

As an example. In this day and age, you have to give good quality content, which means you can't do what we used to do in the old days. You actually have to prove you know what you're talking about.

Now, as an example, our masterclass tells you how to build yourself out of a business. This actually gives you really good information right down to how to recruit high performers who are as trustworthy with your business as you are.

OK, so it teaches them that.

However, if they tried to do that on their own, they're going to struggle. We tell them how to do it. So in that case, we tell them everything they need to do. And they go ‘oh, well, I hadn’t thought about that before, that makes sense. Oh, my God, there's a course, wow!’

But they have to come to us for the fine tuning of the implementation, for the support of that implementation. Make sense?

Steve

Yep. Yep.  

Perry

So when they've got come to you for the fine tuning or for the fine detail, then you sell them on what you do by giving them good quality content, but always reminding them that they're not gonna be able to do this on their own. Not as easy.

So that's when you use good content. But you're also providing a compelling argument for why it might be good for them to go further with you. 

Steve

Yep. Yep. 

Perry

Now this is a very good way of selling because I also find it ethical because, if I just bring it back to me, we'll give really good content and tell them how to do it. And ethically, I know that if they come and work with us, that's me and my team, it's gonna happen ten times as fast. Right?

Steve

Yep.

Perry

It's going to save them so much, so that means I'm really passionate when I'm putting together the content. The masterclass, which is the fancy name for the webinar.

Steve

Yep.

Perry

So they can feel I'm really giving which I am, I’m a giving person, I give and give. I really want you to understand. I really want you to understand this. And for those who don't want to, go further. Great. I'm glad I helped you. For those that really want to do this, you're gonna have to give us a call because this is what we are expert at and if you don't this is what you'll suffer in trying to implement it on your own, right?

Okay. We will do this again. If you're up to that, you want to?

Steve

Absolutely. I'm loving this.

Perry

Yeah. So we'll probably give it at least three weeks. Wait a couple of weeks, you get through this next phase. Think about what I bought to you today. So get clear about what you're gonna do and and we'll do it again and see what else we can bring to you.

Steve

Some great content!

Perry

I really thank you for today. That was fantastic. I enjoyed working with you, as usual. So for those watching and listening, I hope you got a lot from today. This is really important. This is when we engage your entrepreneurial thinking to building businesses. Entrepreneurial thinking is one of most important things you can do as a business person, and for the most part, we're not taught it. 

We're taught in schooling systems that teach us to be workers, resources because we're trained to trade time for money in all our schooling systems, from when you started at three in kindergarten right through to when you go to university. No one's training people to be entrepreneurs. And that's just devastating because the thinking unconsciously that we're trained in when we come to the schooling systems sets us up to be bad, bad business people.

You can probably even see today with some of the things that, I'm talking about Steve you're not naturally going to think about them because of what you've been conditioned by in your education system, the people you're around. 

That's why getting together as entrepreneurs is vitally important. For those that are watching, if you're not already, join us in our inner circle Facebook group, go to the website, mardoninternational.com, you'll see a link there. 

If you want to book a strategy session with us and we get to look at what's blocking you in your business, that's free. Check out our blogs and other podcasts. Don't be shy, we don't bite! If you've got a problem or a challenge, email us, message us on messenger. We're here to help so send any questions through. Thanks, everyone. And thanks, Steve

Steve

Thank you Perry 

Perry

See ya! 

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