OK, after reading all of your comments about the hunger you speak to from yesterday’s post, today’s marketing lesson is about “specificity“.
One of the secret ingredients of great marketing is being laser specific with the problems you address and the desires you fulfill.
Here are some examples of NON-specificity:
- I help people feel desired.
- I help people be seen.
- I help people find clarity in their lives.
- I help people connect with themselves.
While these phrases might “feel true” to you, they don’t actually mean anything to someone hearing them on the other side.
Here are the same points above, created WITH specificity:
- I help couples who have been in relationship for years to re-kindle their sexual fire again.
- I help experts who have been hiding out to get booked on more stages to share their message with more people.
- I help people who are stuck in jobs they hate to get clear on what type of work will light them up again.
- I help people suffering from low-self esteem to finally feel confident and empowered.
Do you see the difference?
One is trying to “speak to everyone”, and as a result, it feels very flat and generic.
The second is speaking to a very specific tribe, and as a result, promises a clear outcome you can “see”.
Obviously, the second approach is much stronger and more effective for you.
Here’s how to apply this in your own business.
Once again, write down the hunger of your tribe. But this time, be even more specific.
What specifically do they hunger to accomplish? What specifically are they struggling with? What specifically can you help them achieve?
You’ll find that this approach “forces you” to define your tribe in a much clearer and more drilled-down way.
And when you can create your words to be so specific and clear with who you are speaking to, what specific problems you solve, and what specific desires/hunger you fulfill, that’s when things really start to take off.
Try again! Share your specificity sentences with me below and I’ll give you my thoughts on how on-point they are.
And remember (in case nobody has told you this lately)… you deserve to be successful.
You deserve to be well-compensated for your gifts.
You deserve to contribute to this world.
Just wanted you to know.
Ok, have an amazing day my friend….
Much love,
Max
I help women that are in an identity crisis discover real joy, love, and deeper meaning and purose to their lives beyond the roles they play and any other external sources they have been looking. They are asking the question “Who am I? “
your outcomes need more specificity. real joy, love, and deeper meaning are actually NOT specific outcomes. What would those things LOOK like in a person’s life? What does answering the question “who am I?” look like in their specific life? What do they do with that clarity? Keep going! Max
Thanks Max
I love two of the phrases that you shared “I help people who are stuck in jobs they hate to get clear on what type of work will light them up again.” and
“I help people suffering from low-self esteem to finally feel confident and empowered.” and these describe what the actual Discover Your Sacred Gifts program itself does. Unfortunately, I am in this interesting space of not wanting to market directly to the end user, the client, instead to the coaches who are already working with them. Those coaches would already believe that they can provide this to their clients and wouldn’t need me to help with that at all. As for a specificity sentence for the coaches, I have come up with a couple to run by you based on our exchange from yesterday’s blog post. “I help coaches position themselves as not only a great catalyst for change for their clients through their own work, but also self assured in their own strengths to share other beneficial experts with their clients without fear.” and “I help coaches position themselves as not only the “go to” person for their own expertise, but also as the trusted connector to other competent and complimentary experts”
it sounds like you are guessing. like you’re thinking about what you ASSUME they need. Have you had anyone tell you this is their actual desire? If not, you’re just assuming what they hunger. It’s very possible you’re going to have to actually talk to some people to hear their hunger in their words. Max
I help people suffering from emotional disorders of traumatic experiences feeling perfectly O.K. and confident.
this is a good start, but I think it could be much more compelling. what specific disorders and traumatic experiences? what do they do once they feel OK? Be a little more vibrant with the possibilities.
I work with previously active people experiencing chronic pain that hasn’t responded to conventional treatment. I help them get mobile and strong so they can return to all the activities of their life.
this is strong Drew. how are people responding?
Pretty good, but it’s not like I have a waiting list yet!
I help motivational speakers who are tired of speaking to small groups get on big stages and reach more people.
I like it! This is solid Cherene. How are people responding?
I’m going to test it out starting today. Thanks so much!
Thanks Max – both blogs really helpful.
I work with women in their 50’s who are exhausted taking care of everyone else. I help them find balance and confidently claim their own needs without feeling guilty.
I love the problem. The solution doesn’t feel strong enough. is finding balance and claiming their own needs what they truly desire? or is what they desire what they actually DO once they accomplish these things? I would guess the 2nd option.
I help women who feel undervalued or overwhelmed in their work improve their leadership effectiveness, amplify their impact and increase their wealth and well-being.
I don’t think anyone is sitting around saying: “I need to improve my leadership effectiveness.” So what are they really saying? What are THEY craving? Use their words, and you’ll find a much stronger approach. But you’re close!
Thanks Max.
Here is my latest iteration: “I help women leaders and entrepreneurs who feel undervalued or overwhelmed become more confident in their leadership, amplify their impact and increase their wealth and well-being.”
I’ll keep working on it and testing it out.
What would it specifically look like if they were confident i their leadership? What would it specifically look like it they amplified their impact? What would it specifically look like if they increased their wealth? My point is, you’re not painting a picture. And that’s why it’s not landing to me. Keep going!
‘I assist busy women to reconnect with their femininity & sensuality so that they can experience more energy, fulfilment & pleasure in their everyday lives without burn-outs.’ Is this specific enough Max? Thank you for your advise.
you are talking about what they NEED and not what they WANT. What are they saying they desire in their everyday lives? what does that look like to them? You’re still talking from where you are, and not from what they are craving.
I like this site very much, Its a real nice situation to read and incur info . “One man’s religion is another man’s belly laugh.” by Robert Anson Heinlein.
Yes, I think we need to grow up now as a society and realize that cutting down trees just to bring them inside for two weeks is wasteful and foolish. Leave the trees alone. The soil needs them. We can easily find replacement totems for our religious celebrations.
Hi Max! You are the best! Ok, this statement is for an upcoming Art Therapy and Writing Studio. I just realized recently that I really wanted this my whole life (through a money flow challenge)! Ok again… “I bring out your inner child by allowing you to emotionally and passionately throw paint at a canvas under my tutelage, so you can skip on the way home with your masterpiece!” Haha, it’s true, I want to do that! Thanks everyone!
Max, (and tribe!) I’m playing with a couple of different versions here… what resonates? what needs more clarity:
I show professional women struggling with overwhelm, frustration, headaches, neck/back pain how to break the pain cycle, retrain the nervous system and feel fully alive.
OR I show seekers struggling with frustration, overwhelm and pain how to find relief, sleep deeply, and move into that peaceful, easy feeling that The Eagles sing about.
I’m a little confused. Are their problems health, or overwhelm and frustration? I would ask you again what they are HUNGRY for. Their hunger is much more specific than you’re making it currently.
I help construction product business owners who have difficulties with their sales team get their people trained so that they can hit their targets and expand the business.
Appreciate your feedback. John
I think you could be much stronger with the DESIRES / HUNGER you fulfill. Is getting people trained really their hunger? Is hitting their targets really their hunger? Be a little more emotional and bold here and you’re definitely onto something.
Hoxe en dÃa estamos rodeados de selección artificial sen darnos apenas conta,os cabalos de carreiras,as vacas,as galiñas,a fruta, os cans… Pero o que me chama máis a atención son os repolos, dunha mesma especie obtivéronse diversas variedades como repolos, coliflor, brócoli…
I help women who are overwhelmed about getting healthy and lead them to create easy stores to wake up in the morning without pain ready to start their day.
what SPECIFICALLY are their health challenges? what SPECIFICALLY does getting healthy look like? Pain is the only “kind of” specific point you have in here. But what kind of pain? And what does having no pain allow them to do specifically in their lives that they couldn’t do before?
Wow some major journaling for me to do. It is so easy to spot one that clicks so thanks for the laser targeting to strengthen mine!
Ok this was a amazing experience to lazer in on their issue.
I help women who have tried everything to get healthy figure out where to start so they can wake up feeling great ready to make a difference in the lives of people they love.
Better?
Hi Max. this is how i specify my audience:
Be aware, do you recognize this Structural Result in your life?
You want a certain result, then one of two things happen:
1. You do not get the result because a Hidden Power makes you fail, time after time.
2. You get the result then a Hidden Power makes you lose it, again and again.
This is the clearest Proof that the Hidden Factor controls your life results…!
Energetic Synchronization is the only way to Bridge the GAP between your Desire and the Structural Result!
you are using a lot of “jargon” which makes it easy to decide this “isn’t for me”. And what are the “results” people want in their life specifically? What does it looks like SPECIFICALLY when they lose it? Again, if you are just talking into space, this is fine. But if you are talking to an individual person, your words don’t resonate with me specifically. Pick one person, and use words that speak to their individual situation. Try again?
thanks Max
to clear things, i dont help people achieve a specific result (money, health, confidence…)
but to be able to master their internal dimension in their path to achieve the goal they want on the external dimension…
so lets go again…
Be aware, do you recognize this Structural Result in your life?
You want a certain result (in all areas of life), then one of two things happens:
1. You do not get the result because a Hidden Power makes you fail, time after time – and it is depressing.
2. You get the result then a Hidden Power makes you lose it, again and again – and it is frustrating.
All you’ve done is not helped or helped in part …
And you realize that you have no control over your outcome!
Energetic Synchronization is the only way to Bridge the GAP between your Desire and the Structural Result!
I give people the freedom to control their results through the most important skill in life (Energetic Synchronization) and that allows them to rise higher and higher to levels they never believed that they are able to reach!
?
Hi Max. Sounds like a Resonance course is needed!! I found the one I did in 2015 it so so useful!
I guide parents who are surviving the moment with their kids their relationships and with their over full life to thriving moment by moment, becoming fully alive, self expressed, joyful and in love with their life their kids and their relationships.
You’re not being specific enough. thriving moment by moment is not a clear picture of an outcome. Becoming fully alive is not an outcome people are saying they want. Your outcomes need ot be more focused on what the new picture of being a parent actually looks like. What do they do differently? What changes? Etc. More specificity!!
Ok big huge thanks. So.. thriving moment by moment by fully living from your heart and parenting with joy, self expression, purpose, creativity and connection. As you heal so too will your children and your families heal.
I help super busy successful people have great sex and stay connected.
this is missing the problem in this statement, and “stay connected” is not strong enough. But it’s going in the right direction for sure. Max
I help super busy successful couples in sex-starved marriages resurrect desire, communicate openly, and feel close again so they can have really great sex and sleep soundly at night.
I help people age 50 and beyond who feel at a cross roads in their life, be it job stagnation or termination, end of a relationship, freedom from obligations to care for grown children or elderly parents or an aging body and who fell stuck in what to do next. I support them in uncovering possibilities and taking action.