I just finished listening to Episode 144 of the ILoveMarketing.com podcast where Dean and Joe interview John Dumas. I loved the part in about the 50th minute where he gives the advice to select a niche and then niche it down and keep niching down until it hurts. Then you can start speaking to that small niche and build up from there. Great advice. I have niched down quite a bit but I’m wondering if I need to go down further.
“I thought if there’s any area of a business that is the most important to systematize and automate, it’s the one area of business that is responsible for bringing in the money.”
“How do I automate selling? Because if I can systematize that, that makes business much easier.” Joe Polish
I was at the checkout counter this past weekend buying some gardening supplies when I noticed a display that had the above product. I wish I had taken a picture of the display. I think this is a good example of Profit Activator #1. Right next to the Healthy Feet cream they had the Healthy Hand cream which was in a pink container. I’m guessing it was the same cream but packaged separately to narrow down the target market. If it had said foot and hand cream I probably wouldn’t have purchased it, but because my feet are really dry right now this spoke directly to my need.
I finished Icarus Deception by Seth Godin yesterday. I really enjoyed the book. Seth isn’t one for giving a road map. He doesn’t give step by step instructions on how to implement what he is talking about. He is more about helping us to change our context. The main take away from the book for me is that we all need to be creating our own “art.” We need to find our way to contribute to the world, to create and give what we have. We need to realize that the world has changed. We are no longer living in the industrial economy but are now in the connection economy. We have the capacity to add to others and lift them in ways we never had available to us 10 years ago. It is an exciting time to be alive.
I would give Icarus Deception 4 1/2 stars. It is one that I will definitely be reading again so that the principles can sink in.
Tonight we had a house concert. A friend of mine played and sang an acoustic guitar set to about 20 of us in the living room of one of our friends. It was fantastic. He is super talented, connects well with the audience and plays very moving music. He is starting a campaign next week to raise money for a new album he wants to create. He will be using local talent and recording studios etc. and a portion of the proceeds will go to a local charity for needy children. What does this have to do with marketing? Well, that is what he is missing. Here is someone who is filled with talent and drive and desire but doesn’t have enough people that know about his craft and his art. He needs to build a following. I wish I had the marketing skills already in my tool belt so I could step in and put together strategies to help him build his tribe. It is hard for me to see good people who I know who could touch the lives of so many people for the better if they knew how to get in front of them. Yet another reason why I want to master the craft of marketing.
So far we have narrowed the focus of the single target market for Skincarebysoleil.com to the following:
Live in Ventura
Have discretionary income to spend
Now the issue becomes how do we get in front of these people? It is freeing to know what the target market is though. Now, all of my thoughts and focus are on just this segment and I don’t have to spend time thinking about the rest of the population of Ventura.
Cal Newport is one of my favorite bloggers (and authors). I came across his content a couple years ago and have been reading his blog ever since. Not long ago I read his book So Good They Can’t Ignore You. I finished it once and then read it again. The concepts that he teaches strain and stretch my thinking. He goes against the common touting of the self help gurus to “follow your passion.”
One of the concepts he talks a lot about is deliberate practice. I love the principle and fully believe in it. I just read his most recent post. In it he says, “To ask this question is to ask where in your schedule is the time dedicated to straining yourself (uncomfortably) to master something that you can’t do now but would be valuable if you could.”
I am trying to master the craft of marketing. Where in my day am I straining myself to master marketing? I need to dedicate more time to deliberate practice.
Today I read a blog post from James Clear called The Power of Less. He talked about how he has simplified and removed the extra fluff from his website and other areas of his life. Each time he has removed the non-essential, the essential has improved.
“It was a commitment to mastering the fundamentals, not the details, that made the difference”
“The simplest way to get better is to eliminate your distractions.”
“Decide what is really important to you and eliminate the rest.”
How can I apply this to marketing and my journey to become excellent marketer? For one, it applies to the first Profit Activator which is to select a single target market? It seems fun to get really good at serving one target market, to become their “hero” and to make a lot of money in the process. Also, with my education I want to focus in on a few areas of marketing and get very good at them as opposed to hopping from one tactic to the next.