In this blog we are discussing the last of the top five reasons I have heard over and over for NOT embracing Expert Marketing.
SATURATION
In other words the concept that you are in a crowded market, or looking to enter into a market that has already been overly marketed and serviced. A concept resulting in this horrible word entrepreneurs, authors, speakers and the like seem to dread… saturation! (said as if I was a motocross announcer).
This one might seem small, but it is a perfect example of how small little deceptions and misconceptions can have a massive effect on our lives and our business growth.
So many of us who have that entrepreneurial dream to either build our own empire or just create a second stream of revenue base our decisions on this classic business concept.
I do believe that an important part of business success comes from looking at a market and going where there is little to no competition.
In fact Thomas J. Stanely, Ph.D. author of the book “The Millionaire Mind” states that one of the top 10 reasons listed when interviewing hundreds of millionaires is just that. They knew they did not want to have to work as hard as it takes to take on heavy competition.
So if that is a researched fact, then why am I saying it is an excuse?
Let’s define saturation and competition.
For the purpose of our conversation, and dealing with why we resist marketing ourselves as experts, I will define competition as a fact of life but saturation as a perception, or better yet, how we are choosing to see the fact of competition.
Imagine for a second that you wake up one day with a burning passion to create a new line of cars, lawn mowers, health shakes, work out programs or even yet another social media platform.
You’re insane right? Well only if you are not willing to look for the opportunities in those crowded markets. In every industry there are weaknesses that allow for someone to come along and exploit.
Energy – Green Mountain Energy
Transportation – Electric cars or even low cost cars such as Kia
Social Media – New platforms that don’t create connections but facilitate them such as ping.fm, peoplebrowsr or tweetdeck.
The point is simply this: Yes there is competition, and yes you should look at that competition very clearly. But if you are an author, speaker or any sort of business person that will be in front of people you have one key ingredient, one secret weapon that can carve out a piece of that market faster than any technology, degree, or product.
YOU!!!
That’s right true believers. You.
I have spent my life showing people from every imaginable background and business how to leverage themselves to gain their market share and it starts by simply stopping the khaki game.
If you’re not familiar with the khaki game, I can sum it up with this quote that I heard from a girlfriend.
“Being boring is a choice. Those khakis and mild salsa didn’t create themselves!”
KHAKI TALK
No offense to all my khaki wearing brothers out there. Khaki pants and fashion is not really the point here.
Each one of us has a completely unique mind that has been shaped and forged from billions of impressions that all come together to create a single unique view of the world and its challenges.
So it doesn’t matter if you’re selling insurance, donuts, or civilian space travel. You see it differently.
The key is that you have to give way to those thoughts and allow them to be heard.
This is what truly lies beneath this excuse, as it does with all of them. FEAR OF REJECTION.
So let me leave you with this one question.
If you are scared of rejection from clients, customers, and especially your peers, then how has that worked for you up to this point?
Take a true assessment of your business.
Are you doing what you love?
Do you enjoy your clients?
Do you actually respect your peers and value their opinions?
If you answer no to any of these questions then you would probably truly benefit from what we see as rejection. It is “rejection” that shapes our business for the good.
Your life view and opinion will attract those that you will enjoy working with and for. Those that will value your business so you are not constantly asking for them to value your time and expertise.
Where there is saturation there is IMMENSE potential. Saturation tends to be the thickest in markets where the actual humanity is the hardest to find.
Every one of us wants to communicate with a human, purchase from a human, and work with a human.
If you don’t believe that then go ahead and call for tech support the next time your system or phone has crashed losing all of your work and pay attention to your very first reaction when an automated message comes on.
And if you don’t believe me well… then… I encourage you to “reject” me! LOL. I’m just that much closer to my true market!
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