You know the power of the services or products you provide and how life changing they can be for anyone who is willing to give it a try.
The thing is, as much as we may want to, we can't actually help EVERYONE.
We could go through all the reasons here, but at the very least, not everyone is ready and willing for what we have to offer.
That's why it's so important for us to determine who we are specifically here to help and find a way to speak to them in a way that they too recognize that we are the perfect person to help them with their struggle or desire.
Imagine that you are driving a large bus (your business).
Your bus has a specific number, let's call it your route, and there are specific destinations and stops along your route.
Your ideal clients have been assigned your bus number, but don't know where to get on or even where it is going.
Now, some clients may get right on your bus without even looking to see if it's the right bus number or not.
They just "know" that you're the right person to help them and they don't care how you do it.
You don't have to educate them, sell or market to them - they just jump on board and pay their fare.
Wham bam thank you ma'am! At the same time, there are many other people who have been assigned to your bus number, and need to travel your route, who don't have that "knowing".
They may know the bus number they are "supposed" to be on, but they may not be able to identify the number of your bus or even where the bus stop is.
These people desperately need your assistance in helping them recognize the number on your bus and seeing that it matches the number they have been assigned to (before you can assist them with your service or product).
In marketing, this bus assignment is often called your "niche" - which simply means the people assigned to your bus number - i.
, the people you are most deeply drawn to help and the people who are inherently drawn to you for help.
Now for those clients who instinctively know you are the perfect person to help them, no assembly required! As we said, they will just come.
But for those who may not recognize that you are the one to help them, it is your job to educate them, to help them find you and to communicate with them in a way that they can see that what you have to offer is EXACTLY what they need.
The key is - you have to speak specifically to them.
If you speak in general terms, trying to speak to everyone, you are actually speaking to no one, and your ideal clients will not be able to understand that you can truly help them.
Your message will get lost in the generic language.
However, if you can speak specifically to them, in their language, addressing their specific needs and the specific results they desire, then they can and will hear you.
Then they can identify your bus as the one they were assigned to and they will jump right on, heading to their results-driven destination.
Your Authentic Assignment Do you know the people you are here to help the most? We invite you to take a deep look at your business and determine if you can identify who has been assigned your bus number - who can your services and products help the most? Here are some questions you can ask yourself about your ideal clients: - What specific industry are they in? - What gender are they? - What is their specific struggle, need or desire? - What specific results or goals are they looking for? - Can you find them in groups? - Do they have a certain expertise? It is essential that you be able to describe the people you are here to help so specifically that when you talk about them to another person, that person immediately sees themselves in your description or a face pops up in their mind of someone they know who needs your help.
Remember, it's not someone else's responsibility to know that you can help them - It's your responsibility, as the bus driver, to make sure that your ideal client not only knows that your services and products are the perfect fit for them, but also that you know how to get them to their destination.