6 reasons you're blending in | STFO đ
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Yesterday, I announced via email and LinkedIn that my book is finally ready for purchase. Today, I want to share six common challenges I hear from clients and show how the book can help you solve them. Ok, let's begin. If nobody understands what you do and selling feels like an uphill battle:The "Trojan Horse" method consists of presenting what you do in a way that aligns with the segmentâs current understanding/expectations of the market. Itâs super helpful when you can describe in great detail what you do and for whom, but really struggle to put a label on it. Youâll learn to get people interested in your offer without pushing or preaching, even if they donât fully âgetâ what you do. â Go to Chapter 7 (The Category), Step 2 (Hop in the Trojan Horse). If youâre throwing around a thousand ideas with no clear thread connecting them:The solution here is to unite customers against a common enemyâwhich I call a monster. Then, frame your brand as the solution to fight it. This positions you as an ally and gives people a compelling reason to choose you. Once the monster is defined, you can develop a point of view that shares how this monster is defeated. Then, slice and dice that point of view into different components so you can generate persuasive arguments without ever running out of ideas: â Go to Chapter 8 (The Monster) and Chapter 9 (The Point of View). If copycats are crowding in on your territory:First, youâll learn how to assess if theyâre actually a threat and, if they are, how to double down on whatâs yours in a way they canât replicate. That's where developing a Distinctive Brand (Stage 3) comes in. For example, I share a helpful exercise to amplify what makes your brand unique. Think of it like a caricature artist who would stare into your soul to amplify what makes you, or your brand, or your client, unique. That's just one technique, but I mention a few others in the book. â Go to Stage 3 (Distinctive Brand). If social media feels like a toxic chore, but you feel compelled to be there:We donât always need to obsess over what weâre going to say to convince people to give us a go; we just need to be in the right place. This âright placeâ is the channel. Itâs a means of meeting potential customers in the context where they experience their triggers, compare alternatives, and can easily find/buy the category. Which means that you may not need to be on social media at all. Youâll learn how to identify the right channels for you, what actually matters to say, and how to stop wasting time with content that doesnât stick. Again, I share a few techniques in there, but a super powerful one is using trigger events to infer potential channels. â Go to Chapter 13 (The Channels) If brand values feel too corporate or cheesy:I propose replacing âvaluesâ with something far more visceral and engagingâgetting everyone on the same page and fired up, with no bland mission statements in sight. I call those spices: Talk is cheap. Your actions must match your words. Big players play it safeâyour advantage is to crank up the heat. â Go to Chapter 10 (The Spices) If youâre afraid of crowded markets and donât know how to stand out:Then, you need to (re)develop your unique positioning, which is the second stage of the book. Unique positioning isnât about being different just to be differentâitâs about finding a meaningful difference by solving overlooked problems for a specific group of people and doing it better than anyone else. In this stage, you'll use the juicy insights uncovered in the first stage to identify job, alternatives, struggles, segment, and category: This book gives you the tools to cut through any âsaturatedâ market without sounding desperateâand by being genuinely helpful. â Go to Stage 2 (Unique Positioning) I hope this email has given you an idea of the power of the Stand The F*ck Out methodology. Also, to celebrate the launch of the book, we've put together a really cool offer, valid until Tuesday, December 3rd:
OK, that's all for today. |