Find the "IF ONLY" Solution For High Value Information Products

For some reason, working with experts, (my clients - authors/speakers/consultants/creative professionals) identifying a clear target market and niche strategy is something people still think they don't have to do. As if it doesn't fully apply to THEM. I know you get sick of hearing about it, and everyone certainly does harp on the importance of defining and zeroing in on an audience, but let me assure you, there is GOOD reason for that.

If you do not know WHO you are talking to, then HOW will you reach them? You won't.

Vague is not good. It's a clear indication that you have an unrefined solution, and makes you look like you are still early in the development of your brand message, and becoming of a go-to expert in your arena.

When i look at a clients website that is full of vague questions and generic bullet points, the first thing i focus in on when working with them is... What is YOUR story. What are you trying to say. What is the unique solution and expertise you have, because of what you've learned and experienced and can prove with tangible results?

The following are three MAJOR KEYS to building and positioning a solid foundation for a successful expert brand.

1) Your Story Positioning

The STORY! That's the positioning that is interesting. The how you went through what you went through, and what you learned and what results you got that you can teach them to get. That's what is going to define your brand, and make people remember who you are. Get SPECIFIC, explain the stories in explicit detail so that i feel what you were feeling, smell what you were smelling, and then get to experience the joy of the AHA, or breakthrough, or result.

2) Know thy Competition

Know who else is out there. I mean, REALLY understand who the other players are. Be able to explain and determine what their USP is, where they fit in, what strategies they are using to market, what page rank their pages are...

Know how you could potentially work with them now or in the future. Take notes. WRITE this stuff down on a spreadsheet, bookmark and tag these people with unique and memorable identifiers that you can easily use to recall things about them. This awareness leads to where you can find the ultimate solution...

3) Find The "IF ONLY" Solution

Knowing your message, knowing who else is out there offering solutions on the marketplace can open your eyes to often the most valuable of solutions... The "IF ONLY" solution is that solution where you find yourself finding the gap between knowing what your customer/market wants,  and what's available... IF ONLY there was THIS, but it was done in THIS format, and included THIS...

That's where you are going to find the high value solutions, and you are only going to find those if you are deeply tuned into your market and your customer in a way that your competitors aren't.

Have you found an IF ONLY solution yourself? What are the obstacles that seem to prevent you from this? Are you just not investing in the research in order to gain this type of insight?

Cheers,

Jamie

For daily tips on leveraging your content, building your expert brand,  and developing your web platform…. Follow me on Twitter @jamieleger

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