There are two ways to dominate a niche, or conquer a category.
One is difficult, and one is easy.
The difficult way is to identify a broad swathe of services you want to become known for and take baby steps (or even giant leaps) to dominate it with your expertise, charm and application.
The easy way is to create your own category and own it from day one.
And that’s pretty straightforward to do. You just need to give it a name.
It’s THAT simple.
WARNING: This email contains references to the Soviet gulags, digestive tracts and networking events. If you find any three of these topics distasteful, you might like to skip over this one.
A friend of mine took me to a networking event this morning.
I’ve always felt a little “meh” about networking events, but he said I’d make him look good, so I agreed to go.
It started at 7am.
Early mornings always get me thinking about Aleksandr Solzhenitsyn.
Solzhenitsyn, in “One Day in the Life of Ivan Ivanisovich” writes about the morning routine in a Soviet-era labor camp.
It’s a vivid and harrowing story. You should read it.
He also makes the physiologically correct assertion that trying to take a crap too soon upon waking is very, very difficult.
I’ve not always been the handsome, warm-hearted gent you know and love today.
(Well, I’ve always been handsome.)
Some of my less-elegant moments are outlined below.
But first – because everybody loves a scoundrel – I want to invite you on a date (no spooning.)
Dov Gordon – fellow resident of (other side of) Mediterranea – is doing a webinar next week.
“How To Elegantly Control Your Next Sales Conversation”
Because it’s entirely relevant to my message, I’m going along as an attendee. Based on Dov’s past form, it’s going to be worth my while.
Not many people know this, but for a long time I was a street performer.
From the age of twelve I’d stake my pitch on a street corner, put a raggedy denim hat on the ground, and throw balls, knives and flaming clubs in the air for the entertainment of passing shoppers.
Sometimes I got moved on by officious traffic wardens or storekeepers who tired of my “witty” repartee.
But normally they’d leave me alone to earn my pocket money.
And it paid well.
Whilst my friends were earning a couple of pounds an hour cleaning cars or stacking shelves, I was doing a lot better.
But not better enough. At least, not for my liking.
You see, I’d judge a day based on my takings.
If the crowd was generous, I’d do OK. But they weren’t always inclined to be generous.
Want to make fewer sales?
Or want to maintain the “no-sales” status quo?
Or perhaps you simply want an EXCUSE to justify why you’re not making sales at the moment?
You’re in luck! Pick any of the options from the list below:
1. Tweak your website
After all – nobody’s going to be interested in buying your stuff if your header logo doesn’t “represent” who you really are.
Aquamarine was last week’s color, right?
“I’m rebranding” is a perfectly legitimate reason for not making any sales this quarter.
2. Leave a long, thoughtful blog comment somewhere
Because then the author of the blog post will see that you are a long, thoughtful kind of person and you’ll “engage” them and then … profit?