Domino’s founder Tom Monaghan knew
this when he crafted the “30 minutes or
free” unique selling proposition. Notice
he didn’t talk about mom’s famous recipe,
having the best ingredients, or how the
pizza is prepared with only loving care.
He went straight to the biggest fear of his
customers ... getting the pizza delivered
late and being inedible.
If you’re a lawyer, don’t write about estate
planning. Write about disinheriting the
Taxman. Clients don’t care about estates.
They do care about having more money
to spend while they’re alive. Your clients
want to know how you will benefit them
right now, today.
Strategy Three: Become The
“Obvious Expert” In Your
Niche
Your goal is to become the go-to guy in
your niche. When you’re the “obvious
expert” in your specialty, high-level and
powerful decision makers contact you
when they have a need. You don’t chase
them; they call you.
As an obvious expert, you should have a
compelling unique selling proposition that
you communicate at every opportunity,
offer proof as to why you’re the best
through testimonials, stories, case studies
and special reports, as you offer valuable
80 MAL22/18 ISSUE
decision makers interesting and relevant of fish and have a stick of dynamite in your
hand? Creating your “Dream 100” list puts
information at regular intervals.
the fish in the barrel and the dynamite in
You need to congregate where other your hand.
valuable decision makers in the niche
hang out. For instance, if your client Your goal in the next 60 days is to contact
niche is construction, are you in the local each of your Dream 100 prospects 7 times
construction association? Relentlessly with your unique and potent marketing
follow-up with prospects over long periods message (Note: if your marketing message
of time, provide proven exceptional is just another “me too” message, this whole
service and value, and consistently look approach and your entire marketing effort
for new ways to help your niche by doing is doomed from the start.) Start thinking
about total market saturation.
client surveys.
You are going to hit your small target
universe of 100 prospects with a series of
well-crafted direct mail letters delivered
once each week; Interesting, provocative and
controversial special reports, CDs, DVDs
and white papers that contain relevant
material that your prospects cannot ignore
because it’s speaking their language; Follow
up phone calls every 20 days. These calls are
Strategy Four: Create A “Hit not sales calls. You simply want to know
if the prospect received the information,
List” Of Your Most Desired
what they found most useful, and if there
100 Clients In Your Niche
is something they might be particularly
interested in that you can research and send
This is the key strategy in the whole them.
sequence. If you want to become truly
recognized in your niche, you’ve got to take Share invitations to a special purpose web
all of your “firepower” and concentrate it site. This should not be your 300-page
on a small target for at least 60 days.
general “snooze” site, but rather an 8 to 10
Think of it this way. Would you rather be page special site with its own unique domain
a starving fisherman in the middle of the name. It should offer more exclusive and
Pacific Ocean with just a fishing rod or proprietary information to the prospects in
would you rather be staring at a barrel full exchange for their private email addresses
In our experience, most professionals are
already doing most, if not all, of the above,
but they’re doing them the wrong way.
Their efforts are dissipated and watered
down. You are going to change all that
and create a “massive and memorable”
impact in your niche.