What's your secret?
Reuben Swartz
Fun "Anti-CRM" for Solo Consultants Who Hate "Selling" but Love Serving Clients. Put the "relationship" back in CRM: conversations, referrals, follow-up, lead magnets, proposals. Host of the Sales for Nerds Podcast 🍷🍷
And I don't just mean how you stay so youthful.
What do you wish your audience knew that would unlock tremendous value for them?
Peter Thiel delves into secrets and contrarianism is his book Zero to One. Thoughts on Peter Thiel and his influence aside, I think he’s onto something with the notion that we should consider “what important truth do very few people agree with you on”? Or, what's your secret?
This is better question than “what makes you different?”, because too many people answer that question with drivel like “I really believe in customer service.”
Hopefully, you do believe in customer service, but the problem is that everyone says that, so saying it doesn’t mean anything.
If you do think customer service is your differentiator, how could you demonstrate that by sharing a “secret”?
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You might say something like, “75% of companies that invest in [our type of offering] never see any benefit because [drawback everyone knows about, but no one wants to admit]. I avoid that with [concrete service differentiation], so you get return on your investment.”
When you’re a solo consultant, coach, fractional, etc, you will have lots of people offering very similar services. Defining your niche by your “secret” is a way to force differentiation and polarization.
Your marketing is a magnet, and the strength of the magnet is equal, but opposite, at each pole. You cannot have a magnet that powerfully attracts your ideal prospects and doesn’t repel everyone else. That doesn’t work in physics and it doesn’t work in marketing. (The beauty of a strong magnet is not just the attraction for your ideal clients, but also the time saved from not dealing with folks who belong elsewhere.)
So what’s your “secret”?
Want some help crafting and sharing your secret? Join my webinar on November 19 at 11AM. Register here.
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3mo<<Defining your niche by your “secret” is a way to force differentiation and polarization.>> I have one word to say about that quote: BRILLIANT!
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3moReuben Swartz Thank you for highlighting the importance of revealing our "secrets" to differentiate and connect with our audience. The idea of making our marketing a strong magnet truly resonates. In my experience, sharing genuine insights about industry challenges has helped build trust and attract the right clients. How have you seen this approach transform engagement and results for your clients?
Speaker. Author. Psychologist.
3moReuben Swartz Loved the analogy of a magnet—attracting the right clients while repelling the wrong ones saves so much time and energy. Definitely got me thinking about how I can better define my own "secret" in what I do!
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3moReuben Swartz Love how you're taking the status quo (SMALL TALK UGH) and asking us to ditch it because it MEANS SO LITTLE. We are truly caught up in our habitual phrases and this is a great way to start a much better conversation. Love. Going to use tonight at an event. Will report back. Don't wait up.
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3moReuben Swartz great and fun question to ask and be asked! I have thrown “what’s your secret sauce?” at my clients in getting them clear on their brand. What’s your secret?