030: WHAT ARE YOU KNOWN FOR? BUSINESS CONFIDENCE + THE SECRET TO BEING KNOWN FOR SOMETHING SPECIFIC
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Today’s talking point:
How can I effectively market on Instagram? How do I get followers who are engaged and willing to purchase from me?
To answer this we first have to cover how to get clarity around what specifically you are known for in your business. If I were to ask two people in your audience: “what does she do?”, would a new follower have a different answer than somebody who has been following you for years?
Word of mouth marketing is so important, and it is so valuable if your audience can definitively say - she does this.
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WHY IS IT IMPORTANT?
Our most loyal followers will also be our biggest referrals - you want to make it easy for them to talk about you. In order to be seen as an expert, you have to make it clear what you do. The success of your business hinges on your clarity around this question and your ability to communicate that clearly to your ideal customer.
I'm going to give you some clear next steps to figure this out if you've not nailed it down yet, and some ways to fine tune and develop what you've already declared as the thing you're known for. So there's something for everyone here.
#1 | The Customer Journey
Where do people start with you? When you think about your ideal customer, where are they at the beginning of the journey with you? Hone in on the beginning part of what you're known for and where you want to take people.
It’s important to know where your customer is, so you can create leads and target content to fit their needs (and later they will dive deeper into your content where you are specific about what you teach).
Determine what your ideal customer needs when they start their journey with you
Create content like blogs, freebies or podcasts to draw them in
Start the conversation
Dive deeper (this is where we go into advanced strategies)
For example, I don't typically start the conversation with really advanced SEO strategies or funnels. My Instagram Stories typically start around how to get consistent with your content, getting clarity on what you're going to create content on and how to speak to your ideal customer.
Get clear on where your audience is starting with you. Create content, create a freebie around that. And when you come in contact with someone brand new to your world, that's where you start them off.
#2 | Talk ALL The Time
Talk about what you're known for all the time. This is something I've gotten really good at over the last 12 months, but I really didn't know how to do this in the very beginning. Once you get comfortable and confident with what you're known for, I want you to talk about it a lot, weave in those topics into everything that you do.
Be diligent about taking the opportunity to talk about what you're known for. Avoid sending a mixed message and only talk about your area of expertise.
Make sure that the podcasts you talk on share a similar audience
Don’t talk about ALL the questions you get (only what you’re an expert at)
Guide the conversation to what you are known for
You'll do a better job and you'll find people who want to invest in you or at least people who want to join your community and start their journey with you at the very beginning.
#3 | Stick With It
Now my multi-passionate business owners, listen up. If you want a little tough love from someone you trust, just know that if you are constantly dabbling in a bunch of things, you will never be known for something specific.
You can be multi-passionate, but make sure you focus on what you are known for. If you dabble in a multitude of different things, when you ask someone what you’re known for, their response would be unsure, which doesn’t serve anybody.
So, you can be passionate about a lot of things, but when it comes to your business, narrow it down. It doesn't need to put you in a box. It will actually allow you to transform your life on a whole different level if they know why they're coming to you in the first place.
#4 | Don’t Be Afraid To Ask
Don't be afraid to ask people to share with you what they think you're all about. Why not go to two or three of your customers or two or three of your raving fans and say, will you do me a little favour: Will you tell me in two or three sentences what I'm best known for?
It's going to be very eye opening for you, and you'll probably get a mix of the mindset, inspiration, motivation as well as products and strategies. But if all three people come back to you and there's no specific similarity in there, if there's no specific method or framework or topic, then you've got some work to do.
#5 | Make a Framework
Consider putting together a framework and method, the basics or a blueprint or something that you can start the conversation with and you can go back to it. It's like the foundation.
You're not going to think of this overnight. You may need to play with a few different ideas and have three or four different frameworks or models or ideas out there. Focus on the one that your audience really gravitates towards, that's it, grab it and then make it better and refine it. I think this really, really helps.
RECAP
A quick run through:
Where do people start with you? Get clarity.
Talk about what you do a lot in a lot of different ways. Don't be shy about it.
Stick with it. Remember, you don't always have to be known for this one thing it might change over time. But think about where you are at right now with your expertise then stick with it and expand it..
Don't be afraid to ask people what they think you're known for. This could be really eye opening.
Think about this idea of a framework, blueprint, method. What might that look like for people just coming into your world?
Resources Mentioned In This Episode:
Tool Recommendation of the Day: Anchor
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