Create your prolific zone. Being in this zone is one of the keys in succeeding online.
I focused on differentiation in my previous life and I focus on differentiation in my coaching and it’s the only way to create space in our business, space to breath knowing no one else does what you do.
What is a prolific zone?
This is from the book Expert Secrets by Russell Brunson. it’s that sweet spot between the industry norm and the bizarre or crazy as he words it!
If you’re not getting the traction in your business you’re probably in a very competitive area.
It starts with your message.
For me the easiest way to publish daily was the Girl Boss Coaches Podcast. It’s taken a FULL year to get the traction it’s getting today but more importantly it has shown me what people respond to and that is when your message will start to develop further.
You want your message to land in the middle of the mainstream and the crazy zone. I will use Russell’s example of David Asprey and how he was able to carve out a prolific zone.
First, it starts with Dave’s story about climbing Mt Kailash in Tibet and his stop on his way up to get shelter from the cold. He was given yak butter in his tea and he felt instantly better.
Soon he started to experiment this with his coffee and then he created a national phenomenon called Bulletproof coffee.
*it started with the story – don’t graze over that point. That’s how you draw people in.
What’s your story?
When I first started my “differentiation” message it started when I was at corporate. Our customers were in a very competitive market (eye-wear) they competed with chains, big box stores and other independent doctors.
This is not unlike the online space with gurus and other coaches in the same market as you.
Our message in my region was first become their trusted adviser and then show them how to differentiate from their competitors.
In the online world we first give value, which then you will become an authority and when our message is unique, we get into the prolific zone or what we called the “differentiation” zone.
Credibility and authority can be obtained by simple strategies:
Derek Halpern does this very effectively in his marketing, by stating who his program is NOT for. Be upfront with who you serve and don’t apologize for who it won’t work for. It gives you instant credibility because one product can not be for everyone.
Take a stance.
Ramit Sethi is quite adamant that he doesn’t want you to buy his program if you can’t afford it. Why does he do this?
It’s easier to support someone’s argument if they have nothing to gain and possibly have something to lose. It shows potential buyers that he is arguing against himself.
People believe precise numbers.
If you look at Neil Patel’s blog posts, he uses numbers in his heading frequently. “How to get 2500 visitors to your site everyday” or “How I gained 1254 followers per week on Instagram.”
This is backed up with a study that was done at Ohio State. The study asked what is more believable? 60% of Americans recycle regularly or 60.3% of Americans recycle regularly?
The precise number won because 78% of the participants said the number referred to accuracy.
An "exact number" is a value that is known with complete certainty.
Anne Marie Helmenstine Ph.d.
Back it up your message with statistics.
They don’t have to be your stats; it can be a study. Use statistics, they can be studies from universities or other sources both will give you credibility. Like above. 😉
Publish every day.
Start with 90 days of daily publishing. I would start with a podcast or YouTube channel because blogging takes time and you want it to get some juice before you replace it with another post.
The most important thing is that you will learn what people are resonating with.
So, think about what you want to do for 90 days and start doing it daily and then maybe go to 3x a week and once you gain momentum once a week.
Push marketing is when you’re constantly pushing a product, program, or service onto your audience. It’s typically accomplished using paid ads and overly sales copy and imagery.
Pull marketing is marketing that uses relationship-building techniques that allow your audience to be gently pulled into whatever process you use for sales.
It’s important to note that the goal of content marketing isn’t to make the sale, drive traffic, or create conversions.
The whole focus is on creating content with purpose that building awareness of your brand, creates loyalty, educates your audience, and build relationships, because this takes time to carve out for your business.
What do your potential clients want?
Figuring this out for your business will be the key to your success. I love the quote “sell people what they want and give them what they need.”
I did a course correction recently with my messaging because I was talking about what coaches and course creators needed and that wasn’t resonating with people because most people don’t know what they NEED.
So, as a coach you’re message falls into one of these 3 areas. It’s wealth, health and relationships. So, my category is wealth, and my audience needs will FALL into 3 categories - leads, more time and more money.
Do your clients not realize they need your help?
If a client doesn’t realize that they need your help, then they are in the 1st phrase of the lifeline of a lead – so for example…they might know they want to make money but they don’t know how to do it.
So, they are in the first phase WHICH is the unaware stage.
So, your message would need to resonate with this stage. In whatever market you are in – it doesn’t matter which one – at one point you were in this stage – go back and recall what you needed at THAT moment and use your copy to attract this client at this stage.
Be a Unicorn.
Creating a unique selling proposition isn’t always easy and there a few ways to go about it. You can amp up your differences not only by what you do differently but how you do it differently.
Think of how you are different –
How YOU stand out from everyone else. While a slogan is one way your USP can be communicated, it’s also something that you can embody in other areas of your business, from your policy / guarantee. A great example is Zappos, they have an amazing return policy.
On a side note don’t scrimp on this if YOU believe in your product then give people a guarantee that’s not a hurdle.
It’s not necessarily that what you sell is totally unique, but the message you choose to focus on that your competition doesn't.
Let’s face it – there’s nothing new out there. We want you to stand out online and it starts with your your message.