Monthly Archives: March 2020

Mar 25

Marketing Aesthetics for Market Leaders

By Jennifer Hall | Podcast

As a market leading business should your marketing be polished and perfect or done is better than perfect? Everyone seems to have an opinion on this BUT there is no black and white answer to this – it really does depend…

In this episode we cover:-

  • How to create market leading marketing that impacts
  • Which marketing assets should be polished and the ones that you SHOULD absolutely leave rough around the edges.
  • How the ‘it doesn’t need to be fancy/perfect’ attitude is actually bringing down your credibility.
  • The one question you need to ask yourself before putting out any piece of marketing/content to ensure you get the best outcome.

Useful Links:-

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Does your marketing need to be perfect and polished to truly make an impact? Well, in this episode we're talking all about marketing aesthetics and the do's and don'ts.

(00:21):
Hello Jen Hall here, your business positioning coach and market leadership experts. And today we're talking all about marketing aesthetics for market leaders. Are we looking for polished and perfect or raw and ready? Now this is debate that's been going on for a very long time and it normally starts a very big divide. So today I want to really talk about it to sort of go into a more granular detail around is there a one side of the coin that we should be sticking to or is there a happy medium and do we need to look at these things for what they are in a case by case basis. Not like, I'm giving away half of the episode here in the introduction, but that's what we're going to be talking about today, which I'm really excited to. As ever, please, make sure you download my free ultimate guide to become a market leader, which is in the show notes.

(01:19):
That link is down there. Just click on that sign up and it will be delivered straight to your inbox for free. And just as a little hint and teaser, there are also a couple of extra goodie emails that come following this guide, which will actually help you to set market leading intentions. So do you make sure that you download that because there's a bunch of value to be had and if you'd like to talk about how I can help you build a market leading business that is future-proof and that make some serious waves in your industry and positions you as the number one business to work with, then do make sure that you book a call with me. Link is in the show notes. That's bit.ly/claritycallpodcast. And I'm looking forward to speaking to you on that.

(02:03):
So jumping straight into this episode, I want to start talking about, should we be doing one thing or the other? And my answer is it depends. Okay. It really does depend. This is my perspective. A lot of other people have a lot of different opinions. But I'm going to talk you through a case by case. Scenarios of each element of, or each element. There's a lot of elements but a few elements, a few of the main elements of marketing that we can talk about, its individuality and find out, what we should be aiming for. Let's start with an obvious one, which is videos. So if we look at marketing through video, we want to look at this in context to where it's being put. So again, it depends. Is it a Facebook live Facebook lives? They are intended to be raw and rough around edges.

(02:59):
They're not intended to be perfect by any means. However, it's been proven that video that has transcripts available and that are a little bit more to the point can create more traction. But it really depends on where you're putting these, live videos out. If you're in a Facebook group that is your community and you're putting out a video, they want to see the behind the scenes, they want to see the real you. They want to see you just having a chat with them on, the same level. They want it to be less markety because they want to feel like they're getting to know you as a personal brand and as the person leading the business. So it's fine for it to be rough around the edges. It's fine. This morning I was walking my dog and we went a different route to usual thought it'd be a great idea to go a completely different route and do live in my group.

(03:56):
Great way to mix it up there. And we started to approach this road and I thought, Oh my gosh, I, my puppy is only eight months old and she's still getting to grips with the whole callback thing. She will come back but sometimes it takes a few yells. So we did this whole kind of episode where I was shouting her name, trying to get her as a comeback. And it was just sort of like, just the guy's got to go. I'm so sorry. I'll come back in a moment. You know, people appreciate that. And they're fine with it and actually it adds a bit more familiarity, humility. And people feel like, wow, cool. She's just like the rest of us. That's the thing. Sometimes these kinds of things really help to bring familiarity and relatability because, you know, life's not perfect.

(04:48):
A Facebook live is a great way to show when these things happen, it's just like the news reporter who was meant to be doing this polished news report. This video went viral of his kids, kind of like crawling in and then his wife crawling and trying to pull the kids out. It was rather funny. If you haven't seen that, make sure you do. But I'm sure everyone in the world saw that video. But, a lot of Facebook live is designed for those moments. And particularly with social media, it's very appropriate for it to be a little bit more rough, a little bit off the cuff. And it's totally fine if you're looking to put a video on a Facebook ad, depending on a strategy, you might want to be thinking about making that video a little bit more slicker to the point, more strategic, a lot more fought out with captions a hundred percent.

(05:41):
And making sure that it's delivering what it needs to do and it's edited in a way that it makes sense of people that they're going to get what they need from it, and that there's a strong call to action that pairs on the screen, all of these other things. So in that instance, you're going to be far more strategic when it comes to creating a video for Facebook and it's going to look far more polished. Now when it comes to being perfect, you know, at the end of the day, perfect is an achievable goal, but it's something we should all be striving towards. I think that's the way I like to put it because I do think that having an excellent standard in whatever you do, even when I'm doing those off the cuff lives, I'm still preparing. I'm still thinking strategically about what I want to say to people.

(06:29):
What's my core message? What do I want people to do? What's the purpose of the video? What's my call to action? All of those things. You know, I'm thinking about in my mind about what I wanted to do to deliver. So it's not gonna be perfect, but in certainly being strategic of certainly being thoughtful around what I'm sharing and I think, we should all be striving towards making things as good as we can make them, but when I talk about being perfect, it's never going to be, but we can strive towards that. Somebody with that. That's kind of like an example for videos. So if when we look at, let's take a more guests that sort of cut down the middle. Let's look at a download. So I'm going to talk about a download. I'm talking about maybe a PDF guide, like for instance, my ultimate market leader guide.

(07:16):
Now I'm sure there are a lot better ones out there, but I've certainly made that look as good as I possibly can make it. Now, why have I done that? Why is this so polished versus the Facebook live Fenton incident I threw out earlier. The reason is in my Facebook group people know me. People expect to see rough and ready. When I go live walking the dog, that's what they're going to expect to see. But when they're looking to download something that as an experts I've created, the expectation shifts. You expect to see something that looks professional, you expect to see something that really demonstrates my credibility and reflects the kind of service that I'm giving. And that's really what we need to look at. Does it reflect the level of the service that you are giving and does it reflect the values of your ideal client?

(08:17):
And so they're happy to watch me, you know, run around and in the march with my dog because you know, a lot of people have dogs. People understand that that's what you do. But you're not happy to receive something that I professionally put together covered in mud and it's to your door. You know, that's not what they want. That doesn't reflect their values. It doesn't reflect what they expect to see. And particularly if, for instance, this download is coming as one of the first interactions that someone has had with me, I want to make a good first impression. So what I'm talking about a download or a PDF? Yes, I think it should look good. There are a lot of people that say, no, don't worry about it. Just do whatever is the value that it delivers. But what's your price point?

(09:02):
What does your ride a client expect to receive? How does this reflect the type of service that you are then going to supply? Does this really articulate how awesome you are? Does it do that? If it doesn't you have an opportunity. Facebook live, you can't change it is what it is. It's done what it's done and that's what it's designed to be. Right? You have prepared a valuable document. They you would hope with Karen attention, you have every opportunity to make it look good. It doesn't cost much to make it look good. It doesn't take much thought to make it look good. It doesn't take much thought to take your incredible expertise that you've pulled into a PDF document and make it understandable. Make sure it's proof-read. Make sure that the copy looks good, that you've laid out with images that you've laid out nicely so people can understand and read it.

(09:52):
It doesn't take much effort. It doesn't take too much time. It doesn't take much money, and I personally, if you're not willing to spend a small amount of time, effort, and money on making that first impression really good, then what kind of service are you delivering for your clients? I'm sorry, I said it a little bit controversial, but there we go. That's my opinion. I genuinely believe that and make sure it reflects what you're delivering moving forward because that's what your marketing should articulate. It should articulate how awesome you are, so puts a little bit of effort into these things and it freaks a lot of people out because they think, well, I can't do it now. You might not be able to, but you'll get your knowledge out on paper and and hire somebody from Upwork, Fiverr from your network, whoever it is to put it in and make it look nice.

(10:41):
It's a one and done thing. Once you've got the value in the gold there, all that he'd do is make it look pretty. Let them do that. Make sure that it reflects what you're delivering. If you want to become a market leader, let's up level, let's do something that actually reflects that market leading level that you want to achieve. Okay, so that is what I want to say on downloads and PDFs. That's a hard line I have. Yes, it should be polished. Yes, it should be perfect. Because it's not difficult to achieve and so just do it. When it comes to photos, similarly, if you're putting a ton of photos up on your website, over your social media and so on and so forth, social media again is a great area. You can get away with less professional photos on Facebook, LinkedIn.

(11:33):
You absolutely do want a professional headshot when it comes to putting photos on your website. If you're a market leading company, you really should be investing in a great photoshoot. Somebody who is experienced and taking the kind of photos for your industry and your business and it's good. Go do your pick the bass. It really does. You good to re invest in that? I've been using the same pictures now. I think it's about three years or so. But this photographer was amazing and I love my pictures. I'm not sure anyone could ever do a better job. Eventually my brain are going to get too hard lined in and I'm going to have to upgrade them. It's this book that accurately reflect who I am anymore. But it's like you seriously, I think I still get people saying that a little bit about me in those pictures.

(12:23):
I've managed to avoid the goofy grin as much as possible in these photos. I do hate the goofy grin that I have that. I'll save those for my less formal pictures over on Facebook. But you get the jest. You need to be reflecting the family. Just as I said in the PDFs, you know, invest some money and time into getting those kinds of photo shoots done. And making sure they're right. I invested in a stylist and a brand expert to make sure that we were tying in everything that we needed to into those photos so that it fits within the rest of my brand and so and so forth. I do think you should absolutely invest in a photographer to do that, but Facebook again, is the type of platform where it can be a little bit more often ready.

(13:11):
There are plenty of filters out there that can make you look a little bit nicer if that's what you want. Or leave it as it is. It always depends what platform you're using. What purpose are you using it for? Is it for professional use? Does it reflect the values of a market leading company? If it doesn't then you should probably invest. You know, I would always err on the side of caution with photos. I definitely think every marketing business should have professional photos done and of that's what should happen. On social media you can sometimes get away with the less professional photos and actually it's preferred that you have less professional photos over on Facebook and things like that because again, the relatability, the sociability of the platform and so on and so forth.

(13:56):
But, don't forget you're not just focusing on Facebook cause if you just face fixing on Facebook then you're going to have serious problem with your business. You need to be looking at other ways of making money, not just through social media avenues. So we do have to think about that. I'll just bash a table or really hurt my knuckle, but I'm not going to edit it out because I'm in flow. So then that is photos. That's my opinion on fake taste. Then when we look at, for instance, your website. Now, one of the big things I want to say about your website is before you start paying a ton of money on your website, you make sure that you think through, I'd have real clarity on your messaging, who it is you're speaking to and make sure where possible that you have access to make changes to it.

(14:44):
Because as long as you can do that, you can get away with getting a website up there and to a certain standard. Because if you've got control of changing the copy and things like that, it's not the end of the world cause you can go and amend it, but don't get this kind of hard coded one stock up there that can't be amended and that you have to literally travel and do three tasks in order to find someone who will unlock it for you. And it'll tell them, take 10 to 12 weeks to update and so on and so forth. So be really clear on your branding, your messaging and your kind of copy that you want to use on your website, have you photos ready, all those kinds of things before you start investing a ton of money into it. Because I see so many people focusing on their website before they've got that sorted.

(15:28):
And it's really unnecessary, first of all, because your website is a representation of you. And if it's not representing you well, then you're going to be losing a ton of business. A little while ago I would've said that you don't need a website. Now, I've changed my view on that over time. It's far too easy to get a website for you not to have one. So that's something I would say on the matter. You don't need a website to make money, but you definitely need a website in order to position you as a market leader. It's the first thing people do. They want to Google you, they want to look at your website. They want to see, they want to check you out, they want to see what you're up to and they want to see the, you know, people, I've had people on a, on a discovery call with me then go off and then check my website afterwards because they want to check the, what I'm saying.

(16:18):
And they want to kind of get that reiteration of yes, I am making the right decision to invest in that person. So the website I believe is, very, very important to get right. And so I really do think we should be going for polished. We should be going for a professional and we should be making a big effort. If you want to show your more human side, that's fine. That can be weaved in. You can even link to your social media and other places like that. And you can have elements of the website that's a little bit more kooky, a little bit more within your personality. But I definitely don't think rough and ready and slapdash is what we're after on a website. We want it to look professional. We want to make sure that it's, it's looking spot on for these people who are checking you out to go, does this represent the expectations that I want from this company?

(17:02):
Is this expressing the values that I have? Think it's always, always comes back to your ideal client. You know, think about who they are, what they expect to see and how they want to achieve it. So make sure that you think about that when you're creating a website. Graphics. If you're trying to create something that looks professional, get professional graphics, don't try and wing it. It's going to make you look shoddy and tinpot. So graphics are important. Canva costs nothing if you don't want it to be, you don't want to pay for extra branding stuff. You know, get Canva or pay somebody to do, you know, your graphic design.

(17:52):
But I've seen some incredibly poor graphic design out there that really reflects very badly on your company. It has to articulate what you're about, it has to articulate the level of which you're playing at your wants to be market leaders. Then you need to make sure that you have market leading graphics or don't use them. The thing, if it looks rubbish, don't use it. Don't put something a half arsed out there and make sure that if you're going to do something, do it well. The other thing are the copy blogs. Now, this is where the great area comes in. We talk about using the term polished and perfect for copy. Oh my gosh, it would be a dull place, right? If we always aimed for that. Yeah. There are basic things guys.

(18:45):
So proofreading, making sure that it reads well, that it's grammatically correct. It's always a nice thing to do just for the ease of reading and making you look at intelligence and so forth. But, when it comes to the style and like for instance, a lot of people that I've come across swear because they swear in, in real life and that's the style, that's how they talk. And I really do think we should be writing how we speak. So I absolutely think lighten your style. Do that because otherwise everything's very, very dull. However, I will say makes sure the things that you're writing are thought out. Again, if you're thinking about becoming a market leader and we're thinking about how a market leader thinks, they think strategically, they are thoughtful, they are the leader in their field. So you know, whether you swear or not or what style you use like whether it's direct or soft or whatever it might be, you do need to make sure that it's of a certain standard that what you're putting down in words, it's well full tile, you've got proper arguments.

(19:50):
If you're always expressing some sorts of opinion for both sides and that you're expressing yourself as a leader and not someone that's just chucked something together. So again, that gray area, it's not about being polished and perfect. It's not necessarily about it being low, just quick to chuck it out there. But there is an element of it being raw. I think that is essential to making an impact. I think that's very important. But striving to make it the best it can possibly be is also important. So we have to look at what platform are you using, what format are you using? And is it the first time that your clients have come across you, your prospects have come across you. If it is, you got control of what they see, but you don't have control of when they see it.

(20:54):
And that's why it's so important that you get this right, that you don't stop creating marketing materials and content because you want it to be perfect. It's something we should strive towards. We can improve as we go. But at the same time, be strategic and think about what it is you're putting out there. You know, I'm talking to you guys because you want to up level your marketing. You want to become a market leading business. And if that's the case, we do need to be striving for excellence in every area of our business. It's not for everybody. It's tough, it's hard work. But Hey, how, you know, nothing worth doing was ever easy, right? So we have to strive for accidents. Don't let it stop you from creating, do your best, but just be thoughtful. That's all we're asking here is be thoughtful.

(21:48):
And if it really does look pants, invest in someone to make it look better. But be mindful of the platform you know that you're using. If it's a particular social media platform do not do the Facebook live cause it's not polished because that's not what's expected. Just be thoughtful about what you're doing and think about it. You know, is this demonstrating the values that I have and what my audience want and expect to see? For me in whatever place it is that I might be in. So be thoughtful, be mindful and remember that we all start somewhere. Don't get stuck in you know, paralysis and not do stuff. We have to practice. Practice makes perfect, as they say, not quite perfect, but practice will certainly get us closer to perfect. So we do have to keep putting stuff out there, but when it comes to creating those evergreen assets, photo shoots, websites, infographics, videos that will be reused and so and so forth, downloads, then yeah, there is something to be said for good looking marketing and how that represents your business.

(23:01):
Right? That's me done for this episode. I hope you enjoyed my hard line on a marketing aesthetics and I will see you guys in the next episode as ever. Please don't forget to download the market leading guide links in the comments and also to book a call with me if you would like me to help you build your market leading business. Make sure you click the link in the show notes to comb, book that. And do you get in touch at jen@jen-hall.com. If you would like to talk to me, chat to me over email or anything we talked about in the shows, and also, please do leave us a review. I would love you forever. It really does help with the rankings and the ratings of the podcast and it helps the podcast reach more ambitious business owners out there who are looking to become that marketing business and dominate their market. See you in the next episode, guys.

Why Market Leaders Focus On The Basics
Mar 18

Market Leaders Focus on the Basics

By Jennifer Hall | Podcast

In a world that forces businesses to continually bring the ‘wow factor’ in order to capture attention and market share, many businesses overlook very important but basic aspects that have serious consequences for their clients, reputation AND their bank balance.

In this episode we cover:-

  • How by going back to basics and focusing on the smaller things will make a bigger impact in your market. I’ll bring to light the basic focus areas you need to focus on in order to truly fulfil your customers needs.
  • Ensuring you’re creating market leading USP’s that MATTER to your market instead of a WOW factor that totally misses the mark.
  • Why big ambition, luxury and ‘above and beyond’ doesn’t create customer loyalty or a market that talks about you in a positive light – (and what does!)

Listen now!

Available on Apple iTunes, Spotify & Stitcher (Just search Expert Unrivalled Podcast)

Useful Links:-

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format

(00:00):
Today we're leaving the wow factor at home and knuckling down on the basics.

(00:14):
Hello, this is Jen Hall here, your business positioning coach and market leadership expert. Welcome to this episode of the Expert Unrivalled Podcast where we share all things market leading and today I am going to be delivering a stronger of an episode all around focusing in on the basics. Now, if you've been listening to this podcast, while you know that I always offer a new an invite, an invitation to come and book a call with me, now that invite is still open. Please do. If you'd like to talk about becoming a market leading business and creating a business that really shakes up your industry and really positions you as the number one business to work with, then please do book according with me. I'd absolutely love to have a chat with you to see how we can help you move that forward. However, I'd also like to offer another invitation to please do download my free ultimate guide to becoming a market leader because today I'm going to be looking at a seriously overlooked element that a lot of businesses do not focus on causing serious issues to their positioning and their success in their business.

(01:26):
But in this guide, I really do go through three seriously overlooked elements of market leading businesses that we should all be focusing on in order to ramp up your positioning quickly in the market. And also a single pivotal shift that you can make right now in your business to see a significant change and gain more traction. So please do download that is completely free, no reason why you shouldn't and it's really going to open your eyes as to what that is available. Now. I've spoken a few episodes ago around us getting our kitchen redone and we've been looking at getting that done for a while and we've gotten a few different quotes from different people, but what has really stood out from the word go, like a sore thumb is the companies that you know, are fine on the phone, very quick to sort of get your business you know, and get quotes booked in and whatever else.

(02:28):
But then a lot of things let them down along the way. So there are a lot of things, like for instance, the first guy didn't even turn up for his appointment around him 10 minutes after he was actually meant to have arrived. For him to tell me that actually he'd forgotten about it and he's very sorry. So we'll have to rearrange. So he's completely forgot about my appointment. Now. I appreciate that these things happen, but it really doesn't happen inside of my personal business because I ensure that I schedule everything and that I let people know, what's going on every stage of my businesses and if for whatever reason, I can't make something, I give people notice. So this stood out for me as something that really wasn't the best start. Anyway, in the end, I get a call back in about 10 minutes.

(03:16):
I just say, don't worry, I'm going to be around that in about 20 minutes. So he then changes his mind, finishes his dinner or whatever is doing, and then gets around my house, takes me through the process of, of getting the quote and looking at the kitchen and so on and so forth. All sounding very good. Then, he says he's going to come back to me with a design that I can look at and he's promising me these, these, there's amazing technology that can show me what the kitchen will look like and so on and so forth. Great. Wheat goes by, which is the timeline in which he had promised me this. This kind of quote designed back and nothing. So I chase and then I get another call to say, look, I'm going to send around another member of my team to come around.

(03:58):
Look at your kitchen again. They're going to go through it. They're going to look at it. Then they're going to create the design. I was like, right, okay. So I thought we'd already kind of done this. So they come around again. Again, very nice, you know, promising these amazing things give me, it gives me a ballpark figure there in that on the spot. Promises me the design as soon as they forth, then I get the quote back and the original ballpark for the figure that they gave me was all inclusive of all the works. Now when I get the quote back, the quote is then over the ballpark figure of what she told me and it was just kitchen only. Now you can imagine this point, I'm kind of losing the world to live. The whole process has been completely messed up and they've promised me things and haven't delivered on it.

(04:42):
And then I'm, you know, now being moved around in terms of goalposts on price and things just aren't looking very good for this particular company that we were going to work with. So, you know, it's really important to understand that focusing on the core reasons as to why people buy from you and what they need from you is so important. Because if you don't get these right, you will never ever make a good impression and you will never make it to market leader level. Market leaders rely on amazing feedback. They will lie on your audience talking about you to other people. Now if you can't get these simple basic things right in the beginning, then you'll never go into build that snowball effect and that traction within your market to have them all talking about you in great ways because you're not really giving them much ammunition to do that with.

(05:50):
So it's really important that you give your audience the right things to talk about. And so when we kind of focus on this over-delivering this over promising of this really cool technology, the most amazing bespoke kitchen, whatever else, you know, that's fantastic. But actually if you could just turn up on time, actually, if you could just ring me back when you say you would, maybe if you could, you know, stick within, you know, the, the own giving promises that you know, you can keep and hold back or making promises that you know that you can't, if you can't give ballpark figures that are correct within the remits of what you're saying, don't give them, that's so important. So rule number one for me is delivering on what you say you're going to deliver. On. A few years ago, I hired an expert to help me with a particular element of my business.

(06:49):
And so we had a couple of calls and they were great. And I spoke to them about the fact that I really didn't feel like I wanted the kind of offerings that she was, she was putting on the table for me. And the reason being is because they weren't quite fitting the needs of what I wanted. So I wanted to make sure that they were happy to amend that and to deliver me something a little bit more bespoke that really fitted my knees, better so that I wasn't in this kind of group setting environment, which I don't work very well in. I don't know about you. I'm great in masterminds. That's fantastic. And there's more intimate settings, which is you know how I run my business now. I always think actually running the things that you enjoy being and being in is always good.

(07:38):
But in, in a kind of a group program setting where I'm prescribed a week by week thing am I have to do it by a certain time and all of those kinds of things that they just don't work for me. I'm a bit of a rebel. And you know, I want to focus on what I want to focus on for my business. I don't want to focus on what someone else wants to do. So I'm a little bit selfish like that, but that's how I like to work. And so you know, I mentioned to them that, that wasn't the quite the right setting for me. And so what I was looking for is X, Y, and Z , and they said, naps at you, no problem at all. That's something we could absolutely do. Obviously it's gonna cost you this versus this but totally happy to set out for you.

(08:18):
And so we had this rather transparent call. And you know, when you get something, you just think something just doesn't feel right. Even if they said yes, something still doesn't feel right. And this is a real lesson on trusting your gut here, guys, by the way. So I, I put another call in before the service begins and I just kind of want to chat through everything. And again, it reiterates reassures me that everything is fine and that's no problem at all. This is what you're going to be getting and whatever else. And I was like, right, okay. They've said twice now that that's what I'm getting. I need to just trust this process. So anyway I come off of these calls, the service begins great start, amazing VIP day in London, the best, venue.

(09:11):
And you know, amazing food. They bring me this incredible gift as a, as a thank you for becoming a new client. I'm not really wowed. I'm really like bowled over by this kind of like great beginning. Anyway, so we go into this day, we ha we have a fantastic day. And you know, moving forward, obviously the day was just kind of like a springboard step I guess. And you know, there was nothing particularly bad about it. It was all fine. But as the service continued I was concerned that I wasn't getting the service that I'd asked for. There were things that weren't being delivered on and I was started to be pushed into the same conveyor belt as the rest of the business model that she had originally created that she originally said she'd be fine to amend on a bespoke level for myself.

(10:09):
But really she wasn't willing to do that in practice. So she'd taken my money and then moved all the goalposts around, didn't deliver on what she said she was going to deliver on and then push me in the same direction as everybody else. Now to me that is just bang out of order and it hasn't exactly, you know, made me want to give a shout about working with this person because they completely disregarded everything that I wanted and took my money and run. Now this is a clear example. You know, it's called extreme example, but I'm sure I'm not the only one. I know I'm not the only one because I hear day in day out of companies who promise things and don't deliver on them. And you know, I'm sorry for those of you who have experienced this kind of situations, the same as I have, this is the problem.

(11:00):
These kinds of people, they paint a bad picture for the consulting and coaching industry where people say they're gonna do things and they don't do them. So that's not going to take to market the level behaving that way in business. Charging a lot of money and not delivering on your promises. Charging a lot of money is one thing. That's great and I'm happy for people charging their worth and now I'm a real advocate for that. But you have to back it up with value and you're certainly not to ever bring value. If you say you're going to do something, then you don't. So delivering on expectations and also being very clear from the outset, one of the best things I ever did in my business was to put in expectations and boundaries, transparent expectations and boundaries upfront in the contract, wherever I was communicating with them, I would reiterate those expectations and boundaries in that client on boarding.

(11:54):
I would make sure that they are in that I'm my gosh guys, client onboarding process. It doesn't have to be fancy, but my goodness, make it simple and make sure that that is one. Make sure that people have everything they need to get going with your service and have that prepared. Don't be trying to like get all, gosh, yeah, where's, where's the link to pay? Where's this? Where's that? How does simple payment system make it easy for people to get to do business with? You? Don't make it difficult because you know I've seen recently a few people who have a harder way of getting on board and in their business and the potential client who was said yes originally and then turned around and said, actually, you know what? No, it's a no, this is too difficult for me to, to try and fathom.

(12:42):
Don't make business difficult. Make it easy for your clients and your customers. That is so, so important. But having those expectations and boundaries and setting everything out transparently from the front end, makes the rest of that service deliverable so much easier because everybody knows where the ads, you know, everyone loves to do business with a care handshake and a, yeah, of course I'll do that for you. That kind of way of doing business is, is a dangerous game because people get resentful, expectations get blurred. You say something that isn't as clear as day as it needs to be and then the other person expects something different. And this is where relationships break down. Communication is absolutely key between you and the clients from the first moment where you start discussing working together, you have to be very clear on things around how it's going to work.

(13:44):
I talk about the fact that I have Fridays off. You know, I have a long weekend. I don't work Fridays or Saturdays or Sundays, so don't expect to hear from me. Now, I've broken that rule. This weekend I saw a post from a client who needed my help, who needed my emotional support and I was free and I broke my own rule, but I over delivered. This wasn't something that was expected where they're getting upset because I haven't replied to them or acknowledged their post. Because at the end of the day, I told them that I'm not there. But if I choose to do that, and I don't do it very often. That's the other caveat I give to this is that I don't do that very often because I don't want to start creating inadvertent new expectations in the contract. It's very clear, this is what I work, this is when I don't work.

(14:38):
This is when you can expect to hear from me. This is what you can expect from the service. This is what you shouldn't expect from this service. This is where I will help you. This is where I'm not qualified to help you. I won't do any Dunphy that I will do this. And so when they begin, it's very clear about what they're going to be getting. Even to the point where when I take my client call days, I want to choose day and a Thursday. This is when I take my calls. If you can't do that, you need to tell me straight away and I will see if I can amend anything in my week to be more convenient for you. Or we don't work together. But at least it's clear from the outset that those are the boundaries. Those are the expectations and everybody's happy because they agree on them to begin with.

(15:24):
And then we know where we law and I make sure that I live up to those. So not only is it about setting your expectations for your clients, it's also them knowing, you know, what can they can expect from you and you need to make sure that you deliver on that, that you turn up when you say you're going to turn up and you're going to do the things that you said you were going to do and that you can actually do those things as well. Cause I saw the thing, I see people promising stuff and I never forget this. One of my coaching buddies said that they signed up to this program, whether the coach that was running the program had said that they will show you how to run a seven figure business in her secret magic formula. Now I think the secret magic formula was a seven minute audio.

(16:12):
Well, wow, if you can show someone how to do that in seven minutes and for it to work, then she really does have a magic formula. But again, you know, that's another conversation of hype. And you know, totally blowing out what you say that you could do when it's not true. But Hey, there we go. They're going to, like I said, that is another conversation. But delivering on what you said you want to do and boundaries and expectations are so important. I'm just going to call out a few things here where for instance, I've seen and also experienced myself, you know, some, some more examples of those times where it's not quite pulled through. So, I don't know whether you guys remember, it was all over the news. An American company, Theranos.

(17:01):
They were designing blood testing machines that only required 100 to 1000 of the normal blood amount that you needed to do a test. Hopefully I'll explain that correctly. Basically a machine that will do it quicker, faster, cheaper, better than all the other blood testing machines out there. And it raised something like over $700 million and it was valued at his peak at $10 billion. And at the end of the day, the machines didn't work. When they really got behind the scenes and looked at the results that these machines were giving, it didn't work. Clear example of where you can market your business and promise all these things and it will get you a huge way it will propel you forward. This new inivative design that they're talking about, which is exactly what I've been telling you guys to do on this podcast, being innovative, make sure that you have your unique magic bullet.

(18:09):
Make sure that your concrete USP is groundbreaking so you can start making waves in the industry. Now these guys had that, but it didn't have integrity. It didn't have the substance behind what they were saying. And this is what I mean. We need to, sometimes we need to look at the basics in our business and get all we delivering on what we say we're going to deliver on. And the answer for that was absolutely not. But look how far they've got with their incredible marketing guys. They went out there, they were groundbreaking, they were innovative, and they really got the attention of the market but failed to deliver. And obviously they've lost every ounce of credibility, but it's not market leading. That is a flash in the pan and you know, it's not good news for them. There was another example that Dave and I were discussing in the office earlier on around fire festival, now fire festival and this documentary on Netflix.

(19:07):
But we were talking about some of the disasters within that where they, you know, they promise that this thing was going to take place in a particular Island that it didn't and it wasn't a different Island and they were going to do all these fancy things. Like they had wristbands that you could like upload money onto and they use the pay. Nothing worked. There was so many disasters and not only did not work, the basics were not there, there was no water for people to drink. Just simple things that make people so happy, but yet they don't follow up on and it doesn't happen. And that really annoys people. It really does. And you know, these are very, very catastrophic and extreme examples of where things really have gone wrong. But like in my kitchen quote, example, you know, there's a small things, but they're really big niggles and it doesn't take a lot to get those things right.

(20:07):
Just a little bit of thoughts, a bit of care, a bit of attention. And so many businesses don't get it right. So just by focusing on these basics, not only is it going to keep your customers happy, you're also going to stand out because if you're consistently good time and time again with the basics that gets talked about, you know, yes, your concrete USP will give you that amazing captivation of your audience. But, the fact that people can struggle to get good customer service and those small things, it's missing. And so by doing that, people appreciate it. It creates loyalty and people are gonna really consider, you know, working with you when people are getting consistent results for the things that you said you could deliver on. So what I see a lot of time is things being added on. So I'm taking my wow factor example of this luxury day out in London and the amazing food and this incredible gift that I got.

(21:12):
People try and pack those things in as value adding stuff. Now that's fine, but that has to be the cherry on the cake. But you need to have the cake before you can put the cherry on top. It's really important to have that substance behind what you're doing. And so when you're looking at marketing your your services, you need to start thinking about how am I doing that? Am I chocking everything at this to try and make it look far more amazing than it actually is to justify my price point? Or actually am I marketing by promising something that actually people want and that I can deliver on. By that I mean let's look at why people buy from you. What is the key core reason as to why somebody buys from me? And then instead of adding things on top, but you still can't do.

(22:09):
But remember, we need the cake first. Let's look at marketing at the impact of having that thing. You know, and when I say thing, we have to make these intangibles tangible. Okay? So you know, for the sake of an example let's use a mindset coach. Let's say a mindset coach that works with senior leaders to help them feel more confident in their abilities at that performance. Okay? So let's just use that as an example for the moment I said that's what you do. So you know, we could add in all the VIP stuff, the luxury environments and so on and so forth. But actually what do people really want and what is the impact of having that? How does that affect the rest of the organization on the productivity, the filter down through the ranks. You know, if you're working with senior leadership and you're getting that them at tip top mindset condition, imagine how that will then filter down to the rest of the teams.

(23:19):
Imagine how that's going to impact on their bottom line when they're far more productive. Now imagine how that looks from an employee perspective when they see that you're actually investing in hiring people to invest in them, to help make sure that them their mindset is healthy, and that actually your reputation for becoming a great employer. So we're actually marketing on the impacts of having that one thing. You know, we're not doing any extra work for that, but we are absolutely causing that fact. So be very clear about what you're actually delivering and make sure that you always promise what you can deliver. I'm a big fan of under promise and over deliver. So once people are in there and you're doing the basics and you've got the thing, then then pull in the wow factors and the luxury and all of those things on top.

(24:11):
But just be really clear about the facts of what you're actually delivering of why people want your service. And when I talk about creating these kind of like market-leading USP and bringing that kind of groundbreaking element into your business, you want to make sure you're designing that around a need or want a problem that they are actually experiencing. Otherwise it's useless. Otherwise it's groundbreaking for the sake of being groundbreaking or in fact, it's not even groundbreaking because it's about as useless as a chocolate teapot. Center your USP creation around genuine problems and genuine needs. Because when that happens, then it brings back the relevancy and relevancy is going to be key to your business success and your market leadership position. Being relevant is so important. So you want to keep the relevancy right of that USP really high so that people understand the need for it and that they are compelled to buy from you and to walk what you're offering over anything else out there in the market.

(25:21):
Look at the kinds of things that your ideal clients care about. My kind of clients, they're all about the support and the help and the transformation that they receive. There are other businesses who are working as business coaches and massively promote to this kind of like a lifestyle business and look at the life that you can have and my clients, you know, as much as that they want a decent environment in which to learn. So if I'm running a VIP day or an event, I want to make sure it's of a decent standard with a little bit of luxury because I like to treat people and so forth. But that's not what they're buying. However, another type of clients, not my type of client, but another type of client who worked with those type of lifestyle businesses or the people that market to them.

(26:26):
They want the luxury. That's what they're buying, that buying that business coach's life. The bubbles is a champagne Bali, that buying there, the yacht, they want all of that stuff. That's what they're craving. It makes sense to bring those things in. They love it. They value it. My clients love it. They're not going to say no, but that's not what they're buying. They want results. They want their business to be a success. That's, important to them. That's more important than anything else is the results and the success of their business. That's what they want first and foremost. So have a look at the type of clients that you're working with and find out what's important to them. What do you need to focus on to make sure that you get that right. Because if you don't, you're going to be leaving them behind.

(27:21):
And if you're not careful, you'll become that UK well-known delivery company. When you get that email that says so and so we've got your parcel where you start to cringe and hope that it makes its way to your house. In one piece, and I'm not going to mention the name because obviously it's slander, but I don't think I need to. I think everybody in the country knows who this well-known delivery service brand is. I'm the one that they don't really want them to have it because they're petrified about what's going to happen to their parcel. They become well known for not doing their job properly. Don't let that be your business and it's very easily done. Creeping into that category isn't hard to do. But it is hard to get out of. So be really clear. What's important for your people. What do they want the most, what's important to them, what do they value?

(28:22):
And make sure you get those basic systems in place to ensure that you can consistently deliver on what you say you're going to deliver every time for every client, for every customer, that's key to becoming market-leading because that is what's talked about. That is what people love about you and then anything else that you want to throw at them, they're going to love you even more for, okay, so this isn't me saying you don't need to focus on your concrete USP. Please do. Guys, that's really important. It's one of the best ways to make a big impact very quickly and it's very necessary to differentiate yourself in the markets, but also make sure that you're following up on the basics. Because if you don't do that, does it matter how good your concrete USP is? If your reputation is damaged you're not going to concreate that market leading status that you want to have and want to achieve.

(29:22):
Now, don't forget to check out the show notes guys, because in there are two links. One to download my free ultimate guides becoming a market leader that I talked about at the beginning of the show and also a link in there that you can book a call with me if you want to chat about becoming a market leading business, creating that relevant concrete USP, unique magic bullet for your business or anything else that you need to do to really Uplevel your business to become a market leader. Then let's get on a call and let's chat about it and see what you need to do and start implementing to reach that level. The link is in the show notes, but just very quickly it's bit.ly/claritycallpodcast. I'd be really excited to speak to you and as ever please, if you've enjoyed the episode and any of the others, please can you go onto iTunes and leave us a review? It really makes a big difference, not only to my happiness, but to our rankings to make sure that we can get more, more entrepreneurs and business owners who are seriously ambitious to find this podcast and take as much value from it as possible. And I would love to hear your thoughts on, on how you found the podcast. So please pop on to iTunes and leave us a review. I would be eternally grateful. I'll see you guys in the next episode.

Mar 16

COVID-19 – How to keep your business going through the Coronavirus Crisis

By Jennifer Hall | Podcast

In this bonus episode I talk you through how to keep your business afloat & thriving through the Coronavirus Crisis.

In times of serious uncertainty and panic it’s concerning for business owners – no matter the size of the business.

I’ve seen a lot of content out there around people getting annoyed at the business as usual approach that some businesses are taking and also content defending business owners who are still selling. It can be hard to know what to do for the best.

You need to keep your business going but you also want to be sensitive to the hard times we are experiencing. I wanted to provide a ‘survive and thrive’ guide for all service based businesses out there so that they can navigate this storm as a leader and as a business that can still make money without getting it morally wrong.

So here are my top ten tips on staying afloat, finding your strength and eventually thriving after the dust settles.

Useful Links:-

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

The Moral Business Leaders 'Survive & Thrive'​ Guide during Covid-19

In times of serious uncertainty and panic it’s concerning for business owners - no matter the size of the business.

I’ve seen a lot of content out there around people getting annoyed at the 'business as usual' approach that some businesses are taking and also content defending business owners who are still selling. It can be hard to know what to do for the best. You need to keep your business going but you also want to be sensitive to the hard times we are experiencing.

I wanted to provide a ‘survive and thrive’ guide for all service based businesses out there so that they can navigate this storm as a leader and as a business that can still make money without getting it morally wrong.

So here are my top ten tips on staying afloat, finding your strength and eventually thriving after the dust settles.

1. Look after your current customers and clients first and foremost. They’re the most important (they've invested in you and are looking to you to support them) and losing them could mean more to your business than not gaining new clients. What can you do for them to support them through the impact it is having on them? Stay in touch, remain flexible and have compassion.

2. Plan ahead - for the customers you are moving to a more appropriate time, ensure you don’t create too much of a bottle neck when rearranging clients. Of course you have to be flexible and understand that if you want to make the most sales then you’re going to be busy when things settle down - but make sure it’s realistic and don’t set yourself up or your clients for failure (and burnout).

3. Don’t forget simple sales strategies - reaching out to previous clients, new prospects... Personal conversations are going to matter even more than ever - pre-suasion is still something I stand by and part of that is hitting objections head on in your marketing to allay fears and help to overcome them before they get on the phone. But the phone part has become even more important than ever - personal conversations are going to help give extra reassurance to your prospects that making the decision to invest at this difficult time is a good decision for them/their organisation (of course that’s assuming it is a good decision).

4. Keep your moral compass (and if you lost it while back it’s going to be even more important than ever to find it and quickly) How are you selling? Are you looking to TWIST the marketing message so it favours your business or are you looking to create messaging that serves your market first and foremost in this difficult time. Do not leverage a bad situation UNLESS it’s for the good of the person you are selling it to. Keep your moral high ground and in the long run it will pay back exponentially.

5. Adapt - offer virtual options, make your services more accessible through payment plans, low deposits, a ‘secure now at a lower price and take advantage later’ option. I’m not a fan of discounting even in these turbulent times. It’s far better to create something new and at a different price point. Discount at your own risk - whilst some see it as a noble and kind offer - some see it as an undercut from what they paid originally and a desperate attempt to make sales. Create a new offer - that’s my advice.

6. Remember who you are talking to - how is this crisis affecting them specifically? What can you do to create a relevant USP that will help them with their most urgent problem and their objection to being able to invest now?

7. Pivot - It’s possible that in this time of crisis your particular ideal client will retreat entirely from your product - at the moment it may just not be on their list of priorities. This of course is dependent on your industry and who you are serving and will eventually return to normal BUT this could be a good time to knuckle down and pivot to an ideal client that may not be AS affected and perhaps more in need/less resistant. There is nothing lost with looking at other revenue streams.

8. Stay in touch - just because someone is not ready to buy now doesn’t mean they won’t in the future, the more you engage your customers now and look after the relationship the more likely they will be to pick up the phone and buy when times are better.

9.Check your positioning. Use any extra time you have not serving clients to check your positioning in the market. How can you best make use of the time - obviously looking after your current clients comes first and remembering to stay in touch with hot prospects AND prospecting with mindfulness & compassion of the current situation is important - but beyond that…
How strong is your USP? Do you have one? Use this time to really hone in how your business can become a strength to your market in this difficult time.

Do you have a book that you’ve been meaning to start/finish writing that will help position you as a leader in your field?

Perhaps review your LinkedIn profile and it’s messaging to ensure you're hitting all the right spots with your ideal client.

Do you need to review your messaging so that it accurately reflects your ideal client, their problem/goal and perhaps addresses the new situation that your ideal client finds themselves in?

How are you perceived by the market? I’m observing a lot of FREE coaching and services going on out there which is great for those that it will help - but the question is - who is actually taking you up this offer? This is going to sound rather mean but at the end of the day it’s the truth… a lot of the people that tend to (not all) but tend to reach out to this offer are the freebie hunters who were never going to invest even the good times… keep a close eye of how many quality people/businesses are reaching out to you after your offer of help, it will be a good indicator of your positioning within the market.

10. Lastly I want to tell you to LEAD. It is the leaders who prevail in times like this - be the strength for your market, hold the torch of compassion & positivity and keep going.

In times like this an element of normality needs to be kept in order for normality to resume. This won't last forever, the dust will settle and the markets will recover - stay strong. Be sensitive to the impact it is having on those you serve but keep moving forward.

I’m sending everyone affected by this pandemic the best of wishes and heartfelt condolences to those more seriously affected.

Mar 11

Why being ‘Well Known’ isn’t enough and what is!

By Jennifer Hall | Podcast

Becoming well known seems to be a key goal for a lot of business owners but is it really the goal you should be striving for? Spoiler alert – No! Being well known is only half the story to becoming a market leader and in some cases the journey to becoming well known is even damaging credibility.

In this episode we cover:-

  • I reveal the crucial missing piece to becoming a market leader and dominating a market.
  • How you can become well known for being worth knowing without resorting to desperate visibility tactics that could damage your credibility.
  • Key examples of market leaders who have got it right AND who have got it wrong. Market leading names mentioned inc. Dyson, McDonalds & Spotify

Useful Links:-

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
If you want to become a market leader and you are solely focusing on getting your name out there and becoming well known. What I'd like to burst your bubble today to tell you why that isn't enough, but what is.

(00:21):
Hello and welcome everyone. This is Jen Hall here, your business positioning coach and market leadership expert. Today we are talking about why being well known is not enough and it's going to be a little bit of an eyeopener and I'm going to be using some really great examples from current market leaders. And market leader has being well known is important, absolutely. But why definitely 100% is not enough. It is only half the story and if you've been listening to the podcast for a while, it's about now that I invite you to book a chat with me to talk about becoming a market leading business and how I can help you do that. Now that offer is still on the table. Do book your call using the link in the show notes, but however shock horror I have, something else to offer you today which I thought you might enjoy.

(01:21):
And that is my ultimate guide to becoming a market leader, which goes through four key overlooked elements that people do not harness enough in order to reach market leader level very quickly. And it also includes in there three client case studies that show you exactly where they were going wrong in terms of overlooking these critical elements that you need to put in place and how we work together to really hone in on those things and achieve market leader status. So I'm really excited to offer that to you today. That is in the comments. If you are listening and you can't be bothered to go and find them, then please follow the link http://bit.ly/MARKETLEADERGUIDE and that will take you to exactly where you need to go to download that for free.

(02:25):
It really is an excellent resource, has some fantastic feedback about sets and I really hope that it opens your eyes to what you need to be focusing on in your business in order to reach that market leader status. So let's get stuck into this particular episode. Now we all know, or you may already be a eager networker or you could be a Facebook famous coach. And like I said, you might be that or you may actually know somebody who is that person. But the thing is that they might all be well known in their circles and sometimes in their industries, but all the market buying from them. Sometimes yes, sometimes no, depending on whether they've got the other half of the story right where they've got the other piece of the puzzle, the question that you have to ask yourself if you are that person who is well known is: do they love me or do they just know who I am?

(03:33):
And that's really important to identify because I know a lot of people who are Facebook famous, LinkedIn, famous, however you want to say it, who are actually pretty well known in their circles and in their industry. But there is absolutely no way I buy from them, nor do I really class them as a leader, I'm not mentioning any names out here. If anyone is popping into your mind, it is not the mouth it comes out of. It is the mind that goes in as they say. So I will leave your imagination to run as wild as it is it likes. But you know, I wouldn't necessarily spend my money with them, certainly not of any degree of any particular expense. And I kind of look at how they behave out there. And you know, I really don't gel with them.

(04:22):
Now you could argue that yes, I'm perhaps not their ideal client. But, all day market leader material that I can say with absolute certainty, they are absolutely not. Because their, their bank balance reflects it. A market leader isn't just somebody who's well known, they are a leader in their field that is getting a good proportion of the market share and continues to do so. And if you are not that or that kind of it and you're not delivering, if you're not leading well, if you're not a strong presence of the people continually love and want to buy from moving forward, continue again and again, you going to be a complete flash in the pan and it's not going to work out for you. So we have to remember that in order to stay at the top and to keep that market leaders status and to actually even get there in the first place, we have to start being well known for being worth knowing.

(05:33):
Now, you've probably heard me say that sentence is, it's on my vision boards, it's everywhere. It's, it's a real statement that I live by and it's something that I embody in my businesses all of the time. It's to be well known for being worth knowing just because you're memorable because you perhaps even might be doing the right so you could be disrupting the industry. But there is such a thing of disrupting in bad taste, which is what I've see go on a lot on Facebook in particular and now unfortunately that's now come over on to LinkedIn as well. People are becoming well known for that, for, for doing those things and those antics. But actually their bank balance is balance isn't reflecting it and they're not gaining a large proportion of the market share.

(06:25):
They will become old news eventually when people get bored of talking about these particular antiques and that disruption, you've got to disrupt in the right ways. You have to be a powerful leader and have a powerful presence that people respect that that's credible and credibility when it comes to market leadership is so, so important. When I'm talking about these types of people, that's really what they're missing. They're missing that credibility and they're not worth knowing. They're just well known. The true market leaders, they strive for accidents and they continually pioneer new solutions for their market. I want to kind of share a couple of examples with you today around market leaders who already exist, who will place a good idea of what I'm talking about and what this other missing pieces. This worth knowing piece is around the fact that you're doing everything you possibly can for your ideal clients, for your market, that they are top of mind when it comes to creating new solutions.

(07:39):
When you are looking to improve your business they are at the heart of those decisions. And that's what market leaders do. They put their customer or their client or their market in the center and they revolve every decision around what they would want to see happen. And at the end of the day, you don't decide if you're a market leader, the market decides if you're a market leader. If you're not putting them first and you're not making your business a customer or client centric business, then you are going to seriously struggle to ever attain or achieve a certain level. That doesn't mean that we have to pander to people or to try and appeal to everybody. Certainly not. That's something that I wouldn't recommend you do, but for the type of client that you want to work with, and that's really about identifying who that is, but putting them first and making sure that you're taking that individual and saying, what would they want to see?

(08:44):
How can I help them? How can I pioneer something that's going to better their lives, better their business, whatever that might be. So let's look at McDonald's for instance. Obviously McDonald's is well known, but it's also well known for being worth knowing. They have clever processes, allow them to consistently produce genuinely fast food to a good standard. I'd like to say accident standard, but I'm not a huge fast food fan so I'm just going to say good standard, but either way to a good style or that people want to buy every single time, but they haven't just stopped there. They're introducing new ways all the time to adapt to the market's needs. Talking about putting the client at the center of what you're creating, that's exactly what they've done. And so recently they introduced it, well two things, one more recent than the other and you know, I don't know whether you've experienced whether you'd go into McDonald's very often or not, but for instance, they created a new self ordering service where you can go and order your meal on the screen rather than having to queue and wait for someone to serve you.

(09:56):
And now they've also introduced on top of that to make it even easier and quicker. Is a table service option where you click to say you'd like it to go to your table, you click one if there, sorry, pick one of their table stands up with a number, you type that in on the screen and then they bring the food to you. Now, they've obviously looked around and seen, and ask a bit of market research about what customers want and say for instance, we know that none days uses that system in terms of the table service. So you tell the table number and they bring the food over even though you're the one that has to order it. So they're adopting and adapting things that already work in other market leading restaurants and say, okay, what can we do and what spin can we put on ours?

(10:48):
That where we could adopt something that's clearly being very successful. There are no new ideas, guys I know say a lot, but they really aren't as it, there's nothing wrong with looking around at what's currently working, what's currently successful and improving on that, making it even better with your ideal client in mind to say, okay, so how can I use that in my business? That idea to help my customers and then putting your own spin on things to make it really unique to you. So market leaders continually pioneer new solutions and McDonald's is testament to doing that. Now, I'm going to give you the next example I'm going to give you is going to be rather interesting one. So if I could do a show of hands, if you're in your car walking, that's all people think you hear slightly strange putting your hands up, but hands up who rubbing up used to say I'm going to go and get the Hoover. Now, Hoover isn't actually a noun.

(11:48):
We use it as such. It's actually a brand name. You know, the real name is as we know is vacuum cleaner. But what we do is that we've adopted a very well known name that was doing one at the time and we've used that as a noun to describe what we're about to do and also is a verb. So I'm going out to getting do the hoovering. So it's really interesting how we've adopted a brand name as an actual name for something. It's not very often, but it happens. It's not like you go, I'm going to go for McDonald's and you're actually eating just a random burger or going to burger King. They thought I had a very strong brand in order for that to happen. How ever as we know who here actually owns a Hoover anymore and who here actually owns a Dyson vacuum cleaner. Now, just because who we're as well known doesn't mean that they're actually making much money anymore when it comes to vacuum cleaners.

(12:48):
In fact, Dyson is creaming off the market share with a pioneering design. Dyson is well known for being worth knowing. And I think I talked about Dyson on the last episode, but they've come up with this amazing new technology that has improved on relatively boring product that everyone's very excited about? I tell you what, I went through a few cheap vacuum cleaners over the last couple of years before I just gave in to buy a Dyson. Yes, it's more expensive, but my gosh, would I buy anything other than a dice? And now no, because it doesn't pick up everything. So for straighten, hoovering, CVA, with a vacuum cleaner that doesn't pick up the dirt. It's just frustrating, especially when you've experienced the power of a Dyson and you see that I slipped it back into old habits.

(13:41):
I use the word hoovering and that's just not the right word. It's not the right word, but they've created such a strong brand that's happened. But I bought a Dyson, I own a Dyson and I've spent more money on a Dyson. I'm not going to touch a Hoover with a barge pole and I'm not sure even out of the cheap vacuum cleaners that I, but they bought before the Dyson was even a Hoover. So again, another testament to, you know, being well known, there's not enough. You have to keep thinking about your ideal clients and how you can come up and create new pioneering, groundbreaking solutions to help them that you can then make waves in your industry with as well because not only is that going to reflect in your bank balance because people are gonna more likely to want to buy from you because they can see a genuine benefit to doing so, but your industry is also going to be an or of what you're creating and you're going to be recognized as somebody significant in the market that's really doing something that is shaking everything up and changing the landscape of your industry.

(14:48):
Now, how amazing is that from perhaps an egotistical point of view, but wow, what an impact for the company Dyson has had, not just with their products but with how they operate and that innovation for design is just absolutely incredible. It's two fold that's really raised their credibility and their visibility and it has got the more well known of that thing. But they're well known for being worth knowing, not just for the sake of it because they've created some drama in the market but because they've pulled a stunt or done these things you, these things can help to keep you top of mind but they're never going to be a critical reason as to why you reached market leader status. And remember you don't decide to become a market leader.

(15:41):
The market decides if you're, if you are one you can strive to be one that you know you have to put people first. Now, I'm the last example that I gained to pull out for you may or may not be a name that you are familiar with. There is one name that it's connected to which you will all know who I'm talking about. So we all know the wonderful Spotify. I use the service of Spotify. I think it's amazing. I've been an early adopter from the word go and I'm still a user and now there's this controversy in the music industry around Spotify and so and so forth, particularly between Sharon and Taylor Swift and look that one up if you fancy. But Spotify has dominated the market and also changed the way we buy our music with the streaming and the downloads versus the CDs, those round things that you put in the machine.

(16:38):
They have completely shaken up the industry yet again with a new idea. Now, there was a lot of controversy because people felt within the music industry that Spotify was taking away the money from the artists. That's how they felt and there is probably truth in that and so and so forth. So good old Jay Z and this is the name that you will know, Jay Z decided to do something for the artists. And so he started his kind of Spotify rival company title. Now, this is the name that I was thinking that a lot of you probably would never have heard of. And if you have, you know that it was an absolute flash in the pan. It didn't last long at all. Now, Jay Z is I guess an example of a market leading personal brands along with his wife, Beyonce.

(17:42):
They are known around the globe for their incredible contribution to the music industry and really keeping it the, the, the, the forefront of the music industry as well, always creating new stuff and also putting themselves out there as the personal brand that they are and really being a celebrity as it were. But again, being well known doesn't necessarily mean that you're going to be successful. That absolutely plummeted. And the reason why it plummeted is because, yes, it was very noble of Jay Z to want to give back to the music industry. But unfortunately the mistake that he made was actually looking at the customer. What he was looking at was protecting all of the artists but failed to deliver something that would serve the customers who would actually be buying from him. And that's why it didn't last.

(18:41):
That's why it could never rival Spotify. It wasn't offering anything new that Spotify wasn't already doing. And you were also not really being served as a customer. Why would I choose to go to something more expensive when I offered something cheaper that does the same thing. And this is what I really want to hammer home on is the fact that you start creating the same things as everybody else. You become a commodity. You are an Apple compared against another Apple. And that's the challenge. The challenge is, is to continually pioneer or business whatever business you are in. I hear a lot of the time: how can you as a service based business cause you use a lot of examples around product businesses, how can you be different? How can you pioneer?

(19:43):
And my argument to that is, is that you've got it easy. A product is genuinely stationary. S product is your product and you can reinvent it. So we talk about apples rappels you've got your Apple naked bars, you've got your innocent smoothies, you've got your candy apples and so on and so forth. But you know, they cost time and money to recreate. Creating products. It's actually a lot harder than putting together a service package and making that tangible. It is relatively easy. And so you've got an easier, guys, don't be thinking that just because you're a service based business that you can't pioneer. Put your ideal client, figure out who that is. And when I say figure out who it is, I'm not just talking about, oh well, you know, I help entrepreneurs. I mean really to the very last detail what corner of that market are you really serving?

(20:36):
Who do you want to serve? Put them at the forefront of your pioneer in designs when it comes to the king, your services and what can you do in your business to their experience to improve their results, to get them better transformations. That is where your ideas are going to come from and it means yes, absolutely that you're going to have to up your game and that's where we have to identify the gap between your reality at the moment and what's possible for your business moving forward. You have to identify the gap and not just rely on what's with you at this current time because there's always room for learning, new skills, improving upon what you have, collaborating with other experts. There are so many things that you can do that would fill the gap and really improve on what you currently do for your clients.

(21:33):
You've got to be innovating, you have to be creating groundbreaking new solutions for your markets. If you are not doing that, just being well known is not going to be enough. The CommonWell known for pioneering these ideas, that's where I suggest you focus on. So if you enjoyed this episode, please do make sure that you download that market leading guide because that will give you a few more hints on the other areas in which you need to be focusing on that are massively overlooked for service based businesses. I'll give you the link again, it's http://bit.ly/MARKETLEADERGUIDE. Just had a show notes if you want to just click and go. And also if you'd like to discuss with me how I can help you create those pioneering ideas inside of your business and focus on the crucial areas to get you to that market leader level status. Then make sure you book a call with me using the link that's in the show notes, but it's bit.ly/claritycallpodcast. Both of these things are in the show notes and I really look forward to either seeing, download the free guide or speaking to you on a call and I will see you in the next episode.

How to become a market leader in seven steps
Mar 06

How to Become a Market Leader (and stay there)

By Jennifer Hall | Positioning

Seven steps to building a market leading business

(and how to stay there)

When you make a decision to become a market leader and that you're going to own a market leading business... it's rather like making the decision to go to the moon.

It's a decision that not everyone is brave enough to make. It's also a decision that once made, gets under your skin, makes the hairs on the back of your neck stand on end and you set about immediately doing what needs to be done to build your rocket.

Size means nothing these days when defining a market leader, some of the most profitable companies have tiny teams running the show meanwhile lapping up the majority of market share. With technology making it far easier to do business we can achieve market leader status considerably quicker and with much less (wo)manpower. However...

Will you make it as market leading business?


A lot of businesses will never achieve market leader status because they just don't have the true desire to build a business for the long haul - hobby and lifestyle businesses that are built around being able to choose your hours need go no further down this rabbit hole.

Most businesses who have the dream to become market leading will still never reach market leader status because they fail to pioneer new solutions for their market and fail to strive for excellence in every area of their business.

And the sad news is - most businesses that don't decide to become a market leader, gradually fade into the background, they scale down and move onto the next thing that takes their fancy, always side stepping but never attempting the bold act of market domination.

Becoming a market leader isn't something you need to be convinced of, it's either an in built goal or it's not. If you're reading this and the market leading mountain looks less like hard work and more like an Everest to be conquered then you'll be part of the exclusive 1%. 

Although as the infamous Edmund Hillary puts it - 'It's not the mountain we conquer but ourselves.'

How to become a Market Leader -The Market Leading Business & Brand Scorecard

If you've made the decision, it's time to decide with action. Below I have outlined a scorecard for you to rank yourself and create an action plan to move forward. In order to achieve market leader status and stay there you should be striving for excellence in each of these areas.

  • Rank yourself 1-10 (10 being strongest) on how you're performing in each of the seven market leading areas? 
  • Write down one thing (that you are not currently doing) in each of these areas that you can work on to build to a Market Leading Business...

1. Disruptive & Talked About:

Disruption of your market is key to gaining their attention and getting your business talked about. Be careful however, make sure to disrupt with thought - market leaders don't get caught up in petty squabble. Draw attention for the right reasons with challenging & meaningful perspectives/fresh ideas.


  • What do you need to do to make waves in your industry? 

Exemplar market leading brands that do this well - Richard Branson/Virgin, Facebook, Tik Tok


Score Your Business -
Set Your Intention/Action Point -


2. Known for something specific (that's wanted by the market):

Relevancy is crucial in both making money & dominating a market. You'll find it hard pushed to find an entirely blue ocean these days but the more specific you can get on your ideal client (micro-niche) the better you can define your solutions and niche.


  • How niche are you? 
  • What are you / could you be known for that's unlike anything else out there and super specific?

Exemplar market leading brands that do this well - Rab, Smart Water, Google

Score Your Business -
Set Your Intention/Action Point -


3. Innovative, Unique & Pioneering:

Market Leaders have to continually lead with pioneering ideas and products; creating new solutions for their market. Ensuring that your pioneering ideas are solving the genuine needs of the market vs what you think might be quirky or fancy, is crucial to creating meaningful USP's.


It's no longer enough for your USP to be your personality, your longevity or how good you are at something - the market is far too saturated, sophisticated and bored for these golden oldies to be wheeled out. Every one of your competitors could say the same thing and do. It's important in this day and age to create a concrete USP that is one of a kind.

  • What are you doing/can you do that's groundbreaking for your market and industry?
  • What is your concrete USP?

Exemplar market leading brands that do this well - Spotify, Dyson, GoPro, Tesla/Elon Musk

Score Your Business -
Set Your Intention/Action Point -


If you'd like to learn more about creating a market leading, groundbreaking USP that your market can't get anywhere else, then make sure you download my free Market Leader Guide by clicking here!


4. Futureproof & Forward Thinking:

Staying ahead of the game is actually about scanning the horizon, taking stock of what's happening now and predicting the impact; and then looking at how you can harness a positive opportunity for your market & your business. 


Looking to the future can cause many business owners anxiety, but if you are to navigate the ever changing landscape it's imperative. In a lot of cases, a negative outlook like a recession is a great opportunity to take the lead as a market leader by adjusting your sails. Creating better solutions, providing peace of mind and hope during unsettling times positions you as a company who cares about their customers and as a leader to guide them through the uncertainty.


New developments in your industry can provide new opportunities for innovation and leadership. Early adoption of new discoveries is a great way to really hone in your niche and cash in on helping your market navigate these opportunities. 


It's also about predicting the growth of your business and how you are going to adapt to that growth in terms of business model, systemisation and processes. A business without concrete / signature products and systems is not futureproof and relies on YOU to constantly hold the organisation together.


  • How can you stay ahead of the curve in your industry?  
  • What can you do to ensure your business can run without you?

Exemplar market leading brands that do this well - Amazon, McDonalds, Netflix


Score Your Business -
Set Your Intention/Action Point -


5. Outstanding Customer Service & Results:

Market Leaders are customer centric in how they operate. With the growing use of technology it's imperative that market leaders use the blend of technology, personalisation and the human touch to ensure their clients/customers have the best experience.


That's not forgetting that giving your clients outstanding results consistently goes a long way to gaining the loyalty of your current client base AND market.  


  • What are you able to do to go the extra mile to wow your prospects and clients?
  • What are you able to do in order to achieve consistent results with your clients?
  • How can you improve your customer experience?

Exemplar market leading brands that do this well - Apple, EverTrek, DPD

Score Your Business -
Set Your Intention/Action Point -


6. Credible & Respected:

Gaining the trust and respect of your market and industry is key to staying at the top as a market leader. Being able to showcase your fantastic results, expertise and leadership in your field is imperative to your recognition as a go-to business in your niche. 


Writing a book on your specific niche, speaking, collaborating with key persons of influence and creating case studies/white papers are just some of the ways in which you can position yourself/business.


  • What can you do to continue to solidify your credibility?


Exemplar market leading brands that do this well - John Lewis, Tesla, Neals Yard

Score Your Business -
Set Your Intention/Action Point -


7. Strong Leadership, Sense of Worth & Boundaries:

The best companies aren't always the most convenient and they're certainly not for everyone. They have clear boundaries on who their products are for and who they want and do not want buying from them. They have strong values, a passion for what they bring to the table and a clear as day vision that filters down throughout the organisation. 


  • How are you embodying the qualities and values of a strong leader?
  • What boundaries do have in place to ensure you deliver the best service to your clients and run a sustainable business that you and your employees enjoy running?
  • Does your business have and own incredible expertise &/or elements that isn't available anywhere else?


Exemplar market leading brands that do this well - Steve Jobs/Apple, Microsoft, Amazon

Score Your Business -
Set Your Intention/Action Point -


Ready to rise to market leader level?

Then make sure you click here to download my FREE Ultimate Guide to Becoming a Market Leader so that you can speed up your journey and dominate your market.

Download my FREE Ultimate Guide to Becoming a Market Leader

In this guide I reveal - 

  • How to overcome a common mistake many business owners make that creates a barrier to dominating a market, so that you can make the change to reach immediate 'in demand' status.
  • Three crucial but overlooked market leading elements that will see you stand out of the noise and making waves in your industry.
  • The transparent and raw case studies of three business owners who were standing in the way of achieving market leading status and how they overcame the hurdles.
Mar 04

Seven Ways to Differentiate and Dominate Your Market

By Jennifer Hall | Podcast

In a highly saturated market it has become even harder to stand out and find a single point of differentiation. In this episode I show you seven ways you can stand out and how you can own a key differentiator that will bring market leader status.

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Ready to differentiate yourself for market domination. We'll listen to this episode because I'm going to show you seven ways that you can do just that and one way which trumps them all.

(00:19):
It's Jen here, your market leadership expert and business positioning coach and today I am back. It's been a bit of a whirlwind of a time for me and the family. We've been here, there and everywhere. Andy's literally just got back from a summer 10 Kilimanjaro, so hugely, hugely proud of him for achieving that as well as with the rest of the team who have gone out there to both trial it out and fill Mets and come back with a ton of info and excitement for everyone else. Who will be looking to take the trip in our other company ever track the adventure travel company that we own. And we've also come back I myself, my daughter and arms have come back from Morocco. We were out in Morocco because we were a having a family holiday, but also actually trialing out yet another trip that we're running there.

(01:17):
To basically find out more about the country, the trip itself, the track and all that kind of thing. Again, knowing your products makes it seem much easier to sell them. So that's why we do this. That's why we also make sure that we run market leading tracks by testing out and making sure that operationally they run well and that we give the best of the best customer service. And that will be yet another episode that we'll be recording in the future around that. Because I think that's really important that we strive in every area of market leadership in order to make sure that we give the best we possibly can and stay at the top. So that's, that's what I've been up to. That's what I've been doing. So, this episode is being recorded about a week after I return on the mode of batch recording over the next couple of days, which is fantastic.

(02:12):
I'm again, always recommend that people do that to keep on top of your content creation. So it's something I'm doing at the moment. And another thing that we're doing in terms of the tracks and trips that we've been going on for the adventure travel company is actually looking at how we can differentiate and make sure that our products are one of the kinds and that it's not something that is readily accessible in the market aside from us. That's what we really strive to do. And so I wanted to run today's episode around the different ways that you can differentiate and position yourself as a market leader and dominate your market because differentiation is key in saturated markets and every market is saturated. Now that's not to say that some are more saturated others because absolutely that is true. And in particular, for instance, the coaching industries, they are absolutely saturated.

(03:07):
We've just seen the likes of Tony Robbins. And some other of his friends go out the with the knowledge broker program that he's been selling, talking about how the knowledge broker market is huge and it really, really is. Coaching absolutely is on the up. But with that comes a lot of competition that arrives on the market. And as we know, as I've talked about on this podcast, longevity means absolutely nothing. People can be brand new out the Gates and make a huge difference and a huge splash in the industry from the outsets. While there are people who are very talented and have been in the game a very long time, still trying to sort of make a wave, make a splash. And that's why I exist. For those of you who want to make that wave in the industry, who wants to be notice, you want to be recognized for the significance that you have and what you have to offer your industry and your markets.

(04:09):
You know, that's why I exist. This is why I'm here, because I hate to see great talent being ignored. So today I want to kind of talk about these different ways to differentiate and if you'd like to, after listening to this episode or even now even listening to the podcast for a little while and you're enjoying what you're hearing, you're really making strides with what you're hearing, then do make sure you book a call with me. The link is in the show notes, but it's bit.ly/claritycallpodcast and you can chat to me about how you can start to pull yourself away from being an Apple and actually pulling yourself into being an innocent smoothie instead of really putting yourself out, differentiating yourself as a coach, expert or consultant.

(04:58):
So you can start to really make waves in your industry and become that market leader. So do you make sure you book in that core if that is something that you would like to do? So seven ways to differentiate yourself. Now let's ppick off the first one here and I'm going to leave the last special thing that will trump all of these things until last because that's just what I like to do. I like to keep you on, tend to hertz, but don't skip through because each of these points have its own merits and you should still be looking to make your stamp in each of these areas. But there is one that will absolutely want one to rule them all as they say. So the first one is your kind of style your personality. Now back in the day, for those of you who've been around in the coaching industry for a while now, may have heard of the name Kimra Luna and I say it like she's completely disappeared off the face of the earth.

(05:52):
She has not, she stood around, but she made a huge splash in the market not so long ago, probably about three or four years ago now. And she has a real distinctive personality and identity not only in her kind of like no nonsense approach, but also in the way that she looks and her branding, she's all with the piercings and the, and the, and the, the certain style of clothing should we say, and a certain style of brand. It was a very strong brand. It really appealed to a certain particular niche market. She went absolutely bonkers. Everybody wanted her, you know, on their show, whatever else because she really made a stamp and a very unique way of doing so, using that personality and that really strong visual brand that she had. And doing that I think is great.

(06:45):
And I think there are lots of people around that do that. But the thing is with it is that it's kind of become a very popular way of doing things. And like with everything, people like to jump on the bandwagon when it looks like it's being successful. So many people are using themselves as the USP. And it's just not strong enough every anymore because you are unique just like everybody else's. And so it's a harsh reality that whilst yes, we should be looking to be ourselves, be authentic, you know, have a personality and be the celebrity of our business, we also need to have a business. It's great that you have a personal brand and that's fantastic, but we really need to start thinking in different ways, which is what I'm going to go into into this.

(07:37):
But that is one of the ways in which you can really make a stamp is by really honing in on that personality, finding the things that are different about you. And not necessarily entirely different. And that's the thing when it comes to having a personal brand is that you don't want to make that the completely unique because at the end of the day you want to be relatable. But you do want to make sure that you are really honing in on what makes you you and pulling out each of those elements and putting that out into your visual branding, just like Kimra Luna has shown us that we can do so that comes with hiring great branding professionals. Absolutely. But identifying and knowing who you are first and foremost, looking at how you can start being more relatable, bringing in stories from everyday life and really pushing into that personal brand to show people what you're doing and how it's impacting your life and how it helps, how that can help their lives in their business and so and so forth.

(08:42):
So personal personality and looking at you is a great way to look at differentiating, however everybody's doing it. So it's not the thing that is going to be the kind of the biggest differentiator in your business. It's just part and parcel of the cocktail that makes you and your business unique. The next one on my list is your story. Now, your story will be absolutely unique to you. And we'll have relatable elements again so that people can relate to the story but also feel inspired by it. Now, someone who famously use their story to help create their success is how Hal Elrod, the author and founder of the miracle morning. Now, you're either a massive fan of this or you absolutely hate it when I say that, but I'm somewhere in the middle.

(09:37):
I like the idea of it. But getting up at that time of the morning is a struggle, particularly at this this time saying that I am getting up earlier and taking the dog for a walk these days. When I have Andy on hand to do the school run. But you know what, in the modern world with kids and dogs and other such things, I do wonder how practical it really is right into Janet, Jenn-hall, if you are.com if you are a miracle morning fan or not, I'd like to know, however, he had extreme success with this particular concept of the miracle morning. But part of that success was also using his story. So, he tells the story of a car crash, quite horrific car crash that he went through and came back from and how that changed his life. There are a lot of other elements.

(10:29):
I won't go retelling his story on here. This is kind of besides the point going to look it up if you wanted to go and check out that full deets on that one. But using that story really inspired people to take action and really utilize this miracle morning principle. Again, so many people get caught up in a story being the biggest differentiator. I think last year and even perhaps the year before this was really big. Go big on your story, really push it out there and at the end of the day, it's fab that how has been able to tell this story and not so fab. What was it that he went through it, but fact that he's been able to tell this story and It's inspired so many, but not everybody has been through such horrific crises to be able to go out and sort of tell these kind of stories that do have that in kind of inspiring background.

(11:29):
You know, if you're like me very, you know, you might be very boring. I don't know, you might have a more interesting story. When there are parts to my story and they will argue that there are bits and piecesthat happen in my life and I do use a lot of storytelling within my business, but not necessarily to that extent. I don't have that kind of like prize story that you know, that of like life changing car crash that I have to tell him in particular, most stories are a lot smaller. Now that's not to say because they're smaller, they don't pack a punch and they don't have impact out. So do what you do because if anything, it makes them more relatable. And the more specific and more kind of micro momentous they are the better in terms of it hitting hard with people and actually meaning something to them.

(12:19):
And we really get to the granular level of these things. So don't get hit up on having that kind of like star story that really stands your part. If you have one of those, great, really leverage that and use it. I definitely don't suggest that you what's sometimes called the industry pimp your pain. You know, when people use really painful stories to make money, even though it's completely irrelevant to the thing that they sell, I'm not really up for that. And even going, just as a bit of a side note, what I've seen recently happen particularly on social media is people pimping other people's pain to make profit from it, which was just yuck and really horrible to be quite frank, really using other people's stories to gain attention to themselves in order to then go and sell their thing. Just not cool in my eyes.

(13:06):
But there we go. It's, it's happening. What are we going to do? We're going to behave in, you know, like graceful leaders and set an example about what not to do. So don't get heads up on it on that price story. Absolutely use storytelling within your business is extremely powerful. The evidence is that, don't disregard it. It's very important. But if you don't have a style story, don't be worried about it because it really isn't the main thing. Storytelling is important but having that style story is, it is, is really neither here nor there. If you've got it, great leverage it. That's basically my message on story stuff. But it is one way that you can use to differentiate yourself because at the end of the day, you are you and only you have lived your life. Which again, maybe relatable, but you've got a very unique story to tell this personal to you, which can help to stick in those people's minds.

(14:00):
That's why people use storytelling at the end of the day because it really is something that makes what you do more memorable and also makes everything easier to understand as well when you use relatable stories as well. The next way I'd like to talk about in terms of differentiating yourself is customer service. Now, this is something that is actually very underused as a differentiator but can make a really powerful impact. Now, we use something called BombBomb in our adventure travel company ever track, which is basically a video that is embedded inside of an email. And these ways of interacting with customers have landed us five star reviews on Google before they even actually stepped foot on a trip with us. People are so bowled over by receiving this email, with this video in it that's personalized to that and personalized being the key here that they are in phatic about the company they're already bought in because we're building relationships in a different way to how that particularly industry really builds relationships with their customers.

(15:21):
It just isn't really done. So we're able to differentiate through our customer service in that way. People feel like they know us. In fact, there is a little bit of a running joke in the office because we've got the front runners at the minute which Andy you know, the MD and then we've got Dave who is, you know, a very close number two in the company who is our, they're kind of all go to adventure experts that we have at the moment. We're looking to recruit further on that front, but because Andy so kind of prolific out there on video and they're able to get to know us in that way that they constantly mistake Dave andRandy. They do look a little bit similar to be fair, but though we have this joke, we've got like kind of like collating a list of screenshots of the thanks Andy.
(16:18):

When blast Dave, he's trying to speak to people. Andy and Dave are just one one person, but they do feel like they get to know us because we are constantly putting ourselves out there on video and giving this very personalized experiences. And that's the thing, you know, when it comes to customer service, we've kind of gone a little bit the other way, particularly in the consultancy online marketing arena. We've really kind of gone to the blanket marketing approach, which is great and if you want to reach the masses, be, we have to embrace that in some way. But because we've done that, it's massively diluted the impact of customer service and it's really kind of removed and a big wall up between you and the customer. So as much as we possibly can, we need to start to personalize more.

(17:13):
And so we want to use the blend of technology and personalization as much as possible. Another way in which we really bring personalized customer service to people is by just creating. We have these trip planners which are a huge differentiator in our industry because no one else is using them. But we put people's names on the front of them. Now that's technology that does that. We don't sit there and hand dry out their names, can people book in that all of that data's collected, sent off to our supplier that then just presses a button and that everyone's name is printed out on it. So we're able to market or mass and, and create or mass, but yet we can do that with a click of the button using technology. So I think that really is the key moving forward in the future is to really find that sweet spot between, yes, using technology and being able to mass market, but also making it as personal as we possibly can.

(18:17):
Really sort of putting the effort back into doing that. When people take the time to reach out to you personally take the time to, to reach back out to them personally as well. Don't fob it off to somebody else. That personal touch really makes a difference that they can actually speak to the people at the top. That makes a huge difference to them. So make sure that you're doing that and you're keeping it as personal as possible when it comes to your customer service and really going the extra mile because I feel like we've lost that a little bit. And I think by really going back to that basic premise of customer service, it can really help you to stand out. Now, I'm gonna talk about a few ways now in which are ways to differentiate, but I wouldn't necessarily recommend doing.

(19:06):
The first big one on that list is price. You know, you start competing on price, you start trying to differentiate in that area. It's a losing battle. I really would put, make that a back seat. You're gonna end up driving down your pricing and running around. And particularly for kind of the coaching and consulting expert industry, the more you do that, particularly if you're giving one to one services, there is a time element involved in what you're doing. I really wouldn't recommend doing that because you're gonna end up hitting burnout and also undervaluing your services. At the end of the day, people need to pay what it's worth. And if you start cutting corners and you start competing on price, you're just going to end up making yourself look cheap. People are going to start being suspicious about what they're getting. So really have a good think about your pricing and making sure that you don't always have to be high ticket, high end, but also do make sure that you are pricing yourself fairly for what it's worth.

(20:10):
I never recommend going competing on price and you'll be hard pushed to find people that have. You've got things like airlines, Ryanair that have competed on price and so it was easy jet. That low cost airlines but they still trump Ryanair every time because of the ease of their processes. They were the first to do it. And that's not the only thing that they differentiate on. And I think actually Ryanair might even trump easy jet on their pricing on some points. But personally I would avoid flying with, with Ryanair, that's a personal choice. Due to some of the operational elements, I would much prefer to fly with easy jet because of how they run. I wouldn't say that easy jet is their only differentiator is on price.

(21:04):
Yes, they are low cost but they are still higher than others and they also differentiate in other areas as the are a benefit to their customers. So have a think about price, make sure it's priced fairly for what it's worth. Price competitively, absolutely if you want to. But don't use it as the main differentiator. Now, the next thing which may surprise you is I'm going to talk about differentiating via your niche. Now, I'm not saying that's not a great way to do it. Absolutely, yes. However, you're going to be hard push these days to find an entirely blue ocean that doesn't have anyone else doing what you do in it. It doesn't matter how far you niche down, how much you micro-niche. Most markets are so saturated. There will always be someone else doing the similar thing to you.

(21:53):
Now, that's not to say that you shouldn't be niche. You absolutely should. One of the biggest ways that you're going to make an impact in the market and be able to dominate a market is by microniching. By doing that, you remain relevant and relevance is key to the future of your business. You have to be relevant and so microniching and initialing is critical to the success of doing that, so you absolutely do have to do it. Just like you also have to be the celebrity of your business. While you also have to have a personal brand, you also have to have a business brand. You need to be using storytelling in your business. You need to be, in order to be a market leader, you need to be focusing on giving incredible customer surface. Absolutely. All of these things are part of the puzzle that you need to be focusing on, but it's not going to be your biggest differentiator because at the end of the day, other people are going to be serving that market with similar things.

(22:51):
You cannot find that blue ocean entirely, but still, you must, must, must micro-niche. But don't let that be your only differentiator. The next way that you can differentiate is using a business model. So delivering what your industry delivers in a different way. So you've seen the ways of things have moved and everybody started to kind of move to this cold membership models become very, very popular to use. But that's obviously not a big differentiator these days because everybody's using the same business models. But if you're in a particular industry where you're seeing, so for instance, in the fitness industry, memberships are huge. They're absolutely huge. But if you can really define a particular ideal client where the membership model actually isn't suiting them and you're able to create a different model, a different way of delivering your services to that market, that benefits there more so than that's going to be another way that's going to stand you apart from other people.

(24:03):
So it's yet another way that you can start to differentiate. So it's worth having a look at to see if that, if there's a way of doing it. It's not always the case. That you can do that and you know, don't be changing your business model because entirely for to suit the market. Cause the end of the day, your business is a bit of both. It has to see the business model has to suit you in the way you want it to divert that it also has to benefit your market as well. But if you can really define a model that works for both of you in a more beneficial way, that is different to how the industry is currently serving the market than do that because that's going to really pull you apart from everybody else, which leads me on to the last but not least way of differentiating, which will trump everything else in this list.

(24:50):
I don't want it to because they're still all important to focus on. However, what I would like you to do more than anything else is create a unique magic bullet. Now, I think this is the first episode in this series of podcast episodes where I talk about this, but I wanted to really bring it up again today because it's so important. If you want to dominate your market, if you want to be a market leader and really stand out and make waves in your industry, then finding that unique magic button, which is a solid USP. It's a concrete USP. It is the unique way in which you help your market, your ideal clients. That is the way that's going to be entirely unique to you that nobody else can copy because it's intellectual property. Now, let me just quickly explain.

(25:44):
It's not your signature program. Yes, you need a signature program. It's very important. But that's not what your UMB, your unique magic bullet. That's not what that is. Your unique magic bullet is your unique mechanism that is the science behind why that system, why that signature program works, the thing that's within it. And so we need to be able to give this science a name. We need to make it be able to make it tangible and to make it a key reason as to why people will get the results that they want to get. So this can also take the form of some kind of concepts that we talked about Ral Elrod earlier on and his miracle morning that I guess is a UMB is a unique magic bullet because it's a concept that's tangible. And it really is the science behind how it works, why all of the other elements that he pulls together works is because of this particular concept.

(26:44):
You've also got Todd Herman who talks about the alter ego effect. That's yet another concept that people could use. I've had a client of mine come up with something called key to fast, which is a combination of different dieting techniques, pull together the bathroom, all of the worlds to pull together to create a another kind of bullet that will help people achieve those weight loss goals that they want to. And so it's coming up with these unique ways that they can't get anywhere else and it becomes something that you are known for that really makes waves in your industry, really gets the attention of other market leaders, gets the attention of your industry partners and those, the key persons of influence and gets the attention most importantly from your market who will want to buy from you because they will want to get hold of firsts.

(27:43):
In a service based industry that's something we need to start doing is productizing as much as possible, making it tangible. I'm saying people aren't doing it enough. Great for you guys because 90% of people are not doing it, which means the 10% that do are going to end up standing out above everybody else. And that's how you're going to be able to differentiate moving forward is by creating these unique magic bullets that you know are tangible or solid, makes sense. There's science behind it, there's integrity behind it, and it can become these concepts that you become known for. More so than anything else. That can be your key differentiator. That's something that you can be entirely unique on because so many people are took going out there talking about USP. Do you know, they've morphed out of being a USP.

(28:37):
It keeps saying, well, you are the USP. No, that's only part of it. You cannot rely on you as a USP anymore. The markets are far too saturated for you to rely on that. We need to start thinking about how we can start putting ourselves apart. Using for instance, the Dyson, they had that unique magic bullet. The bar less vacuums with their special cyclin system. That was their unique magic, but there was science behind it and a relatively dull industry of creating vacuums and Hoovers interestingly enough, who values the word hebrew all the time. It's actually a brand name, but I will still pick Dyson over Hoover because of that, you know, inevitably pioneering new solution that they've brought to the market. And that's what we need to be creating for our markets. Really thinking about how can we bring these new solutions to the market in order to make a) a splash but b) create something groundbreaking is going to make a big difference to people's lives and businesses.

(29:45):
So that is a thing that I want you to focus most on in 2020 and that's creating that unique magic bullet, that unique way the science behind how you help people and making that tangible by productizing it. And if that's something you would like to do and you would like to talk to me about creating, then please do just book a call with me. Link is in the show notes, but it's bit.ly/claritycallpodcast. And I would be more than happy to speak with you and I'm really looking forward to speaking with you next week on our next topic. And you'll also notice that I'm going to be delivering some interviews with other market leaders, people who are striving to become a market leader, people who have their own unique magic bullets. I'm really diving into what they're doing as well over the coming months. Stay tuned for that. I'll give you more information as it arises, but I'm really excited to speak to them and I'm really excited to share these interviews with you. I hope you are too. Again, any feedback, any questions that you've got that you'd like to ask me, then please do jen@jen-hall.com ping me an email and I would love to hear from you.