Being the “GO TO” person has become quite a ‘buzz’ word, but can I tell you it is one of the most important marketing concepts you need to firmly grasp if you want to cut it as a guru and expert in your chosen niche.
Positioning yourself as that person means controlling how your customers and prospective customers JV partners, suppliers, affiliates think and feel about you and your business in comparison to other, similar businesses competing for their attention.
Look at sports stars and athletes, as soon as they take pole position, sponsorship opportunities, partnerships, and deals come knocking on their doors. Tiger Woods is a great example of that. He had all kinds of sponsors BEFORE his bad publicity.
Have you heard of Jessica Watson, the youngest female to sail solo around the world? 12 months ago she was unheard of but today she is a worldwide star and name. This would have been a very different story had she not set out to play the ‘fame game’ before she went on her epic adventure, it was all in the planning!
Strategy #1 – Describing what you do to attract what you want
The best business names telegraph what the business does. For example, my blog tag line is ‘The Video and Online Marketing Mentor’, it tells everyone that I have knowledge in Video as well as Online Marketing . I believe that if a 10 year old can’t describe what you do by your business name then neither will your target audience. If, what you do, is not in the name then it must be at the very least in the tagline.
Now this next statement may have you scratching your head, wondering what I’m going on about…. Your business name and tagline has to have a rhythm to it!! What do I mean by that? Well if someone is driving past a sign, sees your business name, but have no pen or paper to write it down, will they be able to recall it later on? If it has a rhythm to it they will. A rhythm is like a rhyme; it naturally flows and rolls off the tongue.
Strategy #2: How to position yourself with your price
It’s not sustainable for a business that procures its customers with the lure of “lowest prices”. You cannot build long-term customer retention via the cheapest price. You should be building a business on quality, value, service and unique benefits.
One of the most interesting things about price is not its impact on your profit or your income, but its impact on your positioning. Often, under-pricing sends the wrong message. .
Research has shown that when a person doesn’t pay for a product or service, they don’t value it as much as if they had invested in it with money from their back pocket. As the saying goes “you pay peanuts, you get monkeys!” You need to get people to have some skin in the game in order for them to value what it is that you’re providing and for them to respect you as a professional.
Strategy #3: How to make your image work for you
To be perceived as a successful entrepreneur you must match the image of a successful entrepreneur. Places of business, product packaging, brochures, website design, business cards, your car are the subject of the same image concerns as are individual appearances. Whether I walk on stage in a suit or in jeans has nothing to do with the quality or value of the speech I deliver but it will have everything to do with how I’m received.
Strategy #4: You are who you hang with
Many people have heard me say “do you want to fly like an eagle of hang on the ground like a turkey?” If you were to add up the net worth of 4 of your closest friends and then divided it by 5, that’s your average net worth. Successful entrepreneurs operate at a different vibrational frequency than unsuccessful people. If you want to position yourself as successful and become successful you need to associate with people who already have what you want. You’ll be surprised how much of their energy, vibration, knowledge, wisdom and success will rub off onto you.
20. July 2010 at 1:23 pm
I love this Beverly! You are doing such a great job Crushing It! I love it! So proud to be working with you!
Melissa
20. July 2010 at 4:58 pm
Thanks Melissa.I am glad we are working together too.
20. July 2010 at 5:01 pm
I always enjoy your videos Bev … and your always changing up the backgrounds … I like the way TF integrates so easily into your blog.
20. July 2010 at 8:09 pm
Great tips and strategies on becoming the go to person in your niche, Beverly.
Particularly resonate with the suggestion about needing to be very clear about what you are offering and who you want to attract. Your business name and tagline has to have a rhytmn to it! Love it..being specific with positioning is the way to stand out and become the go-to resource your market remembers!
Thanks for the post,
Johneal
22. July 2010 at 7:26 am
Thanks for stopping by Johneal.Have you finished your new sleep better product? I look forward to using it.
20. July 2010 at 9:41 pm
Bev, Your videos are always great and to the point. This one is no exception. To me, the most important quality to possess is that inner knowing, inner belief that you are and ought to be THE GO TO Person. And then surround yourself with people who are already succeeding at what you want to do, perhaps in a different niche and maybe even in the same niche. The process is exciting. As I connect with people operating at a higher level of energy and confidence, guess what – I become that way too.
Erica
22. July 2010 at 7:25 am
Erica, I appreciate your comment.Inner belief is very important to success in this world.Thanks for commenting.
21. July 2010 at 7:41 am
Fired up! Beverly, as you know this is an area that I’ve been working on non stop lately, everything you’ve described has given me the chance to re-evaluate my ideas and even build further on them.
Thank you for the awesome value – 10/10 every time from you Beverly.
Pleasure to be connected!
21. July 2010 at 12:22 pm
Beverly,
I always enjoy visiting your site! You share from the heart and give such great info. You make anyone feel that they can accomplish exactly what you do. Thanks so much for being such a caring, giving person!
Have an awesome day,
Val
22. July 2010 at 7:24 am
Thank you Val.I enjoy yours too.I appreciate our friendship.
22. July 2010 at 7:14 pm
Hi Beverly! You make some great points here. I think you definitely need to look and act the part. I also like the first strategy you suggest to, “Describe what you do to attract what you want.” I think branding in that way is so important. Thanks for this great post!
24. July 2010 at 6:41 am
I appreciate your comments here.Branding is so important if you want to have success online.That is why I think video is crucial.
23. July 2010 at 9:37 am
Hi Beverly, great information. That is so true about who you surround yourself with – their energy really does rub off on you. I like the part about your name/tagline having rhythm and the perceived value. Very good tips as always. Thank you, Laura
23. July 2010 at 4:58 pm
Hi Beverly,
You have some great strategies. I especially like #4, “You are who you hang with” If you want to be successful, I think it’s important to surround yourself with successful people!
MaryKay
24. July 2010 at 6:38 am
I have always taught that to my children too and still say it to them as adults.Thanks for commenting.
25. July 2010 at 8:10 am
Hi Beverly,
great video and great article!And to newbies I would like to suggest that if you want to be a successful entepreneur you must act as you already are. So the strategies you outline here, Beverly, can be very helpful in this respect and are key to build your personal brand.
Thank you for sharing
Paola
25. July 2010 at 2:00 pm
I agree Paola.Be yourself and get out there as much as possible. Also be a giver of quality info.Thanks for stopping by.
25. July 2010 at 8:17 am
Hey Bev! Great post, and I really love No. 4, you are who you hang with. It’s so true. I’ve watched it with all three of my kids, the different “personalities” they go through depending on which group of friends they’re with. Thanks for the great information and enjoyed your video, as always!
25. July 2010 at 1:59 pm
Thanks Debbie.#4 is important. Have a great day!
25. July 2010 at 2:05 pm
Hi Beverly,
I enjoyed your post and the points you make about image and the company you keep. So true.
25. July 2010 at 2:16 pm
Thanks Melodie.Image and company go hand in hand.
27. July 2010 at 11:46 pm
Hey Beverly,
Great article. You have got me thinking about a tagline, especially the ‘rolling off the tongue’ part. That does makes sense! Will definitely be putting some thought into that.
Thanks for the heads up!
Sue
28. July 2010 at 3:52 am
I am glad you liked it Sue.Thanks for stopping by and commenting.
28. July 2010 at 11:31 pm
Hi Beverly,
Interesting point you are making on the price factor. I used to want to make things available for a low price so people can ‘afford’ it. The way you put it makes sense.
Much appreciated!
To your Success!
Yorinda
29. July 2010 at 6:37 pm
I am glad it made you think.I felt the same way at the beginning.We have to believe we are worth more.
29. July 2010 at 10:45 am
great points beverly… i definitely need to describe what i do more succinctly to define my market. thanks for the homework!
29. July 2010 at 6:36 pm
Let me know how the homework goes.Thanks for stopping by.
30. July 2010 at 1:29 pm
Great video Beverly!
Being the “Go To” Person is key.
Here’s how important being the “Go To” Person is.
In the Speaking and Training Industry, the top 20% make 80% of the money. Most of you know of the 80/20 rule.
But did you know, the top 1% make 50% of all the money in speaking and training?
In my last post I covered Tony Robbins one of the top 1% in the Speaking and Training Industry.
One way to be the “Go To” person is a law of influence from a book by Robert Cialdini. It is the law of Commitment and Consistency. It’s not the most talented who are the “Go To” people it’s the one’s most committed and consistent to stay “Top of Mind” in front of their audience.
Thanks Beverly! Love your work.
To Your Genius,
Eiji Morishita
Genius Squared Trainings
30. July 2010 at 4:00 pm
I appreciate your comment Eiji.I will head over to your post now and check it out.Your post are always good.
30. July 2010 at 2:44 pm
Hi Beverly!
What fantastic tips! They are all so important and it is a great reminder that we need to re-examine these issues now and then to make sure that we are current.
If hanging out with the right people helps, I think I’ll hang more with Mike Dillard and Jonathan Budd! LOL!
On a more serious note, I will take a look at my tagline and rethink it, based on your advice.
Thanks Beverly!
Mentor Mama
30. July 2010 at 4:01 pm
I am glad you liked it Nancy.I hope it helped you.
3. August 2010 at 8:46 pm
Seeing some of your blogposts I must say i found this one to be very good. I have a blog also and want to repost several snips of your articles in my own blogging site. Would it be ok if I do that so long I personal reference your blog or build a one way link towards the post I procured the snip from? If not I recognize and would not do it without your agreement . I have book marked this post to twitter and myspace accounts intended for reference. Anyway many thanks either way!
10. August 2010 at 2:28 am
Beverly
I must say Thank you , You just give me
a graet Idee about Branding my self and My
Business.
You hit the nail on the Head Thanks
Theuns
Ps Thanks for your comments on my blog it mean a lot to me
my past 2 is out so dont mis it you will love it.
12. August 2010 at 9:24 pm
Glad I could help Theuns.Please come back again.
14. August 2010 at 5:45 am
Thanks Beverly…another way is to do an ebook, an audio series, a webinar series, a video series…all of these tend to set people apart and put them in front of their audience more readily. People begin to want to have you come do speaking engagements and so forth after awhile as well. One of the keys is to keep consistent and stay focused and learn how to offer self-created products that set you apart from everyone else.
Bruce Backman recently posted..How to Create Ebooks- Video Tutorials- Audio Series and so much more by attending Crushers College
17. August 2010 at 5:50 pm
I was intrigued by this part of point #3: “Whether I walk on stage in a suit or in jeans has nothing to do with the quality or value of the speech I deliver but it will have everything to do with how I’m received.”
It amazes me to see so many people doing videos wearing a baseball cap and sweatshirt. I keep asking myself – do they know something I don’t? Like maybe this appeals to a younger generation or something? Maybe it’s an “authenticity” thing?
Am I alone in thinking that such people cannot be trusted to lead me to business success?
Paraphrasing: Whether I do a business themed video in business casual or in a tattered t-shirt and backwards ball-cap has nothing to do with the quality or value of the information I deliver but it will have everything to do with how I’m received.
Richard Goutal recently posted..Why Do So Many Not “Get” Attraction Marketing
17. August 2010 at 8:32 pm
The world is changing.So much more casual these days. We are from the same generation and I guess this more casual look is here to stay.Thanks for commenting.
13. September 2010 at 3:28 am
Spot on Beverly. You are building up such an amazing wealth of knowledge here. Personal branding is what it is all about. the more you become known ethically, the more people will gravitate to you, and everything you want in life follows soon after.
I so appreciate you as a friend. You are a true leader and well worth watching and listening to!
John Gaydon recently posted..I Put Jonathon Budd’s MLM Launch Formula To The Test
13. September 2010 at 11:09 am
Thanks for the kind words John.I appreciate you too.We compliment each other well.