Today we’re going to discuss, one of the most underutilized, the most under talked and the most under-emphasized aspects of marketing, that I believe actually carries the most weight in your marketing. When you do this right, your conversions go up, your resistance goes down, your revenue goes up, your impact goes up, everything becomes that much easier in the sales process and when you do it wrong, everything becomes that much more difficult like conversions go down, there’s way more resistance, things are a lot more difficult.
So today, what we’re going to be talking about is positioning. In fact, the real definition of marketing should be this-establishing pre-eminent positioning in your marketplace and then reinforcing that positioning over and over and over and over again, that is what real marketing is, I’ll say it one more time. It’s establishing preeminent positioning, that’s a Jay Abraham term that I’m borrowing but establishing preeminent positioning in your marketplace, and then re-establishing and reaffirming that position through all the content that you put out there in order for you to elevate through the Marketplace.
Formation Of Positioning Ladder-
So here’s what we’re going to do today. Number one, we’re going to discuss the various levels on what I would call the positioning ladder, right, let’s call this the ladder.
And there are various levels that you could be in that ladder and we’re going to talk about what those are and where you want to be. And then we’re going to talk about how you can get there and the most effective ways to elevate or to climb up the ladder in the ranks of positioning in your marketplace in order for you to make this whole thing work much easier.
So in any given marketplace, no matter what you’re talking about, no matter what industry you’re in, whether it’s physical products, digital products, information, high ticket, low ticket, e-commerce or anything in between, there are positions in what I would call the marketing ladder that you could fall into right now.
The first position is the generalist, right, this is kind of that saying master of all things is a master of none. This is kind of what this role is as a generalist, right? You’re almost all things to all people in that specific industry, you can tackle a whole bunch of things, but nobody really sees you as anywhere beyond being a generalist. So let’s use a real estate example. This is a guy or a girl who sells, you know, a couple of properties. And sometimes they’re single-family homes, and sometimes they’re condos and yes, they are a real estate agent.
But that’s kind of old, they are right with no real specialty or no real focus. Now moving up a step will call this a specialist.
OK, so moving up the ladder. And remember, our goal here is to move up as high and as fast as we can within reason of our engine straight up this ladder. First of the general & Secondly is a specialist.
So the specialist may be again using the real estate analogy, somebody who focuses only on high rise condominiums or someone who focuses only on oceanfront properties, or someone who focuses only on a very particular niche, or an area or a demographic, this is where they say this is all I do. I am kind of a specialist in this particular field, right now think about this. Are you a generalist in your industry? Are you a specialist or moving up the ladder would be in an expert, right? So first, we have the generalist, the person who does kind of everything in the industry, then we have the specialist, someone who kind of like niches down and focuses in a particular area.
Then we have the expert, someone who is perceived as being the highest level of specialist, so not only do they specialize, but oftentimes, it’s the specialist who learned from income to the experts, because they have really understood or mastered their craft in that particular area. Right. And so obviously, and I think you know, where I’m going with this, the higher up the ladder you go, the easier marketing becomes, the higher the conversions become, the more people search out for you and chase you rather than you searching for them, which is our goal, right? So we go up, generalist, then we go specialist, then we go expert. And then the last or the top section will call and I know this boxes little small authority, right one of the leading authorities in the marketplace.
So again, if we go back to let’s say the real estate example, the generalist is the real estate agent who sells all things to all people at all times of the year with no real focus. The specialist is the person who says well, beachfront properties, that’s my stick, that’s what I’m going to do. The expert is the person who’s probably training because of their experience in math, all the specialist and the authority is like the go-to person, right? If I were to say, personal development, for example, who’s the authority that comes to mind probably something like Tony Robbins, right? Or if I were to say, mindfulness and meditation, it could be Deepak Chopra.
Think about this, who can charge more?
Let’s call it the medical field, right? The general practitioner who does all things and is the family doctor that sees all people, or the specialist slash expert, like the heart meta, you know, the neuroscientist or the cardiac specialist surgeon, right? If you had a heart problem, would you want to go to the generalist? Or would you want to go to the specialist or the expert? I think you know the answer to that already. Right? So already, we’re starting to understand who the market seeks out for but think about it as well, who can charge more, right?
Can the generalist the general practitioner charge as much as a leading cardiac surgeon in the entire world? Obviously not.
Right? Let’s think about dentists, you got the general dentist who does all things to all people. And then you got these authorities who are literally celebrities working only on Celebrity teeth, and charging an arm, nose and a leg just to like whiten teeth and whatnot because of their perceived place in the marketplace.
So the higher you go, not only do people come to seek you out more, so your conversions go up, and marketing is so much easier. But you get to also charge more, which for the same effort if you can make this much or this much with the same effort, I would always go with a higher amount. So here’s what I want to say.
First and foremost, no matter what business you’re in, whether it’s physical products, or whether it’s information products or whatnot, you cannot be a generalist, we must jump this line, least one rung, right go up the ladder, at least one rung if we want to establish ourselves as having easier marketing as a specialist in our industry.
So we can have easier marketing and generate more revenue in the more sales. So no matter where you are if you are considered if you are currently finding yourself as a generalist, right, we definitely want to go up at least one level to the specialist. But I’m going to try to encourage everybody in here to get another level up to the expert. Now the authority or the celebrity that is achievable. But that takes some time. And that takes some effort. And not everyone’s going to get there overnight. But within 90 days, anybody can jump from here to here and here to here. As long as you have the chops, as long as you have the skills and the mastery of space, you can get here. And this is where we want to get to this is your goal, to say on the authority ladder in my industry, I want myself or my brand perceived as the expert at very least, or even the authority now before we go on, if you’re serious about this kind of stuff, if you’re serious about generating more revenue in your business. If you’re serious about elevating and accelerating the results in your business you need to understand positioning.
So now that we know we want to move up into this range because as we move up, we get lower resistance and we get more money, we get happier clients and customers. The next question is then how do we do that? Now there’s many, many, many, many different ways to do that. But for the sake of this training, let’s go over three of my favorite things that I think that we can implement immediately to start seeing results. So the first one I would say is Association, okay. Oftentimes, you could call this leveraged credit, credibility or leveraged authority, when you can associate with industry leaders. And you can do that in many ways, right?
You could go on, let’s say a summit, right? You could go on a podcast, you could speak on a stage. Right? You could do a joint venture and on and on and on. But imagine if you are speaking on the same stage as one of the industry leaders in your space, right, what that does is it allows you to borrow the credibility of the event and your association to that event. To go up further, right? If you think about all the all of what the music industry is doing right now, right, you see all these collaborations that are happening, right? This is where literally, a no name folk who’s just starting up gets heard by a higher level entertainer who kind of has built their space already and says, well, let’s do a collab together, instantly, the person who’s collaborating with the expert in their space, or the higher level person is going to get instant boost in the authority ladder, because now they’re going to be seen almost on the same level. So one of the ways that you could do this is just think about how can I maybe get on some podcast or be part of a summit of other leaders or speak on a stage or do some collaborations and joint ventures with people who are few steps ahead of me to help borrow that credibility as I’m starting to build the ranks?
Right, the more you can do that, the higher you can go on the authority ladder. Now, secondly, is affiliation, right, this means when you’re connected to or affiliated with certain things, it’s also getting a little bit of borrowed credibility, right? If you’re part of certain trade organizations, if you’re affiliated with certain things, if you are a writer for one of the media publications in your space, right, so let’s say you’re writer for Forbes, and you’re an entrepreneur, right, or you write for entrepreneur, magazine, or Entrepreneur Magazine writes about you for that matter, right? That’s a embedded affiliation, you’re considered affiliated with a higher level, third party respected body of work. And by doing that, again, your level in the authority level, or the authority ladder raises up because of the affiliations you hold. So this could be masterminds that you are part of this could be trade associations that you’re connected to this could be again, it goes back to speaking, when you speak on certain stages, there’s an assumption that you’re affiliated with them, you could be a faculty member of certain organizations, you can kind of line up with certain leaders and help them out and just that affiliation is going to raise you up, right. So those are two Now, here’s my kind of favorite and the one that I think you can deploy it right away. By the way, before we begin, if you’re Before we continue, if you’re serious about this sort of stuff, right?
Now, here’s kind of the last one that I really like that I think anybody can deploy immediately.
And probably I’m known for saying that you’re probably only 90 days away from being perceived as an expert or an authority or as a niche celebrity. Now, when I say a celebrity or an expert in authority, keep in mind, I’m referring to it, as Seth Godin does, where you’re famous to the family, right? You’re not going to be the next Kardashian, where everyone on the streets going to recognize you. But you don’t want to be if you’re famous to the family, to the people who are most important to you the industry that is seeking your solution.
That’s what you want. So here’s what I’m going to say about this right?
And then we’re going to look at high frequency plus, multi-channel.
Okay, Epic Content at high frequency and multi-channel. The best way you could probably understand this is seeing some of the people in our space who are doing this sort of thing, right? Look at Gary van der Chuck. If you got him on Instagram, or on Facebook, or at Twitter or any of these channels, how many times a day is a content being posted? And on how many channels right? He’s posting, I don’t know, 4567 800 times a day, he says he can post 1000 times a day he would. And it’s not just on Instagram, it’s on Twitter, it’s on Facebook, it’s on YouTube, it’s everywhere he possibly can, right, that’s high frequency plus multi-channel. So here’s the point. Now, if you could find a way where you understand content that your industry desires, what is the content that your industry desires that you can provide answers to in the form of content?
And then how can you take that content similar to what I do with this video right now, you’re going to see as soon as I get off this video, a chain of events happens.
It’s what I call the content machine, a chain of events happens that takes this very specific training that I’m doing right now, takes a video, turns it into audio puts it on iTunes, and Lipson and SoundCloud and all its and all these other places with some edits, right?
It takes it we write, we automatically triggers articles to be written to put on medium and LinkedIn, it takes a pings our video people to chop these up and make them short videos and tweets and memes and quotes and all sorts of stuff. And from one, one piece of content that we’re doing right here, it gets broken up into like 50 different pieces that then goes out on every social channel, on YouTube, on Facebook, on SoundCloud, on LinkedIn, on medium on a blog on whatever else, I can’t even think of them.
All right, but it goes out on all of these because I’m knowing that high frequency plus multi-channel, that’s the multi-channel aspect is getting the content out there as much as you can on many different social platforms as possible. And then high-frequency studies have actually recently shown that it takes 33 points of contact before a buying decision is made. This used to be 12, like years and years and years ago, and the old school marketing books, but now it’s 33 points of contact before someone is prepared to make a buying decision with you.
So I want you to just reverse engineer this and think a what are the solutions that my ideal prospect my industry need? How can I come up with content on the regular that that I can produce and put out to them at high frequency and again, if you could automate this process, which is what I do through the content machine, but high frequency so this needs to be posted as much as possible, ideally daily, some on some channel, right or if not multiple times a day and on multi-channel on as many channel as you can. What this does is it blankets your industry.
And if you’ve got good Epic Content that actually makes a difference through the application of that content, then you are well on your way to getting some great results and very easily moving from generalist to specialist from specialist to perceived expert and expert to authority right now the only condition here that I would say is that you know your chops, right you know what you’re talking about, you’ve mastered a craft and you can help someone move along. And then my friends with these three things here, but let’s just put a little bit of emphasis on this one. Within 90 days, anyone who is listening to this training today can be moved up, moved up the authority ladder get higher perceived positioning, or as Jay Abraham likes to say pre-eminent positioning in your marketplace, and your conversions will go up, your sales will become that much easier. They’ll be less resistance, your prices can even go up for that matter.